MARKETING, ITS CUSTOMERS, DISTRIBUTORS AND FACILITATORS

The elements that play a role in the marketing process can be di­vided into three groups: customers, distributors, and facilitators.

In order to understand customers, certain questions must be an­swered: Who constitutes the market segment? What do they buy and why? And how, when, and where do they buy? Thus, a re­motely situated wholesale store may use discounted prices to lure (соблазнять) customers away from the more conveniently located shops. Customers can be divided into two categories: 1) consumer cus­tomers, who purchase goods and services for use by themselves and by those with whom they live, 2) business customers, who purchase goods and services for use by the organization for which they work. Four major types of factors influence con­sumer buying behaviour: cultural, social, personal, and psycho­logical.

Many producers do not sell products or services directly to consumers and instead use marketing intermediaries, such as middlemen (wholesalers, retailers, agents, and brokers) and dis­tributors. Distributor is a company or person that makes whole­sale purchases from the producers of finished products to be­come available for people to buy. It is quite a large company having its own warehouses and establishing active contractual relations with manufacturers.

As marketing functions require significant expertise (знания, опыт), it is often both efficient and effective for an organization to use the assistance of independent market­ing facilitators. These are organizations and consultants whose sole or primary responsibility is to handle marketing functions. There are four major types of marketing facilitators: advertising agencies, market research firms, transportation firms, and ware­housing firms.

2. Restore the word order in the following statements:

1.Distributor with a company that supplies is shops goods.

2.Facilitator helps is someone who a process to take place ef­fectively.

3.Middleman business deals for other helps to ar­range people.

4.Agent represents is a person that another per­son in business.

5.Broker buys and sells is someone who shares for other people.

3. Agree or disagree with the following statement:

1.Facilitators play a leading role in the marketing process.

2.Consumer customers purchase goods and services for use by the organization for which they work.

3.Business customers purchase goods and services for use by themselves and by those with whom they live.

4.Cultural and social factors influence consumer buying behaviour.

5.Personal and psychological fac­tors don't influence consumer buying behaviour.

6.Many pro­ducers sell products or services directly to consumers.

7.Many producers use marketing intermediaries to sell products to con­sumers.

8.Wholesaler is someone who sells goods wholesale.

9.Retailer is someone who sells things in a shop.

10.Distributor is to establish active contractual relations with wholesalers.

11.Marketing facilitators are to handle marketing functions.

4. Complete the following statements:

1) The elements that play a role in the marketing process are ... 2) Consumer customers purchase ... for use by ... 3) Business customers purchase ... for use by ... 4) Consumer buying be­haviour is influenced by ... factors. 5) Many producers do not sell ... and instead use ... 6) Middlemen are ... 7) Distributor is ... 8) It is effective for an organization to use ... 9) Facilitators are ... 10) Marketing facilitators include...

5. Fill in the right word:

Marketing is the (process / procedure) companies use to make a (income / profit) by satisfying their customers’ needs for products. A more complicated (concept / mix) at the core of marketing is the perceived equal-value (exchange / change), which implies three phases in the marketing-exchange (circulation / cycle): finding out who customers are and what they want; interpreting this (information / utility) for management in order to shape products; and devising strategies to inform customers about the product’s (usefulness / utility) and to make it available to them. Advertising is concerned with the third step in the (market / marketing) process. It is one of the several tools that (advertiser / advertising) can use to inform, persuade, and remind groups of customers, or markets, about their (goods / goals) and (sales / services). Its (effectiveness / efficiency) depends on the communication skill of the (advertisement / advertising) person. It is also effective only to the extent that other marketing (actions / activities), such as market (research / investigation), are correctly implemented.

There are three (categories / degrees) of participants in the marketing process: customers, markets, and marketers. To reach customers and markets, (suppliers / marketers) use the marketing communication process, which is an extension of the human communication process.

UNIT 8

1. Read the text – part 1:

Date: 2015-01-12; view: 2451