Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing

Министерство образования и науки Российской Федерации Омский государственный университет им. Ф.М. Достоевского

УДК 802.0 ББК 81.2Англ.я73 У912 Рекомендовано к изданию редакционно-издательским советом ОмГУ Рецензенты: ст. преподаватель каф. иностранных языков Омского государственного университета С.Б. Невежина; канд. пед. наук, преподаватель Банковской школы Банка России К.С. Пахомова

У912

Учебно-методическое пособие по развитию навыков профессионального общения

Учебно-методическое пособие по развитию навыков профессионального общения. В 2 ч. Ч. 2: Marketing / сост. Т.П. Руденко. – Омск: Изд-во ОмГУ, 2005. – 67 с. ISBN 5-7779-0560-9 Вторая часть учебно-методического пособия представляет собой сборник аутентичных текстов с системой различных заданий и упражнений по теме «Маркетинг», направленных на развитие навыков чтения и понимания оригинальной литературы, а также устного и письменного общения профессиональной направленности у студентов экономических специальностей. Рекомендуется для работы с аспирантами и студентами I–II курсов экономического факультета и факультета международного бизнеса, выборочно на отделении «Регионоведение» исторического факультета в рамках курса «Практика устной речи» и других факультетах в группах с углубленным изучением английского языка, а также на IV курсе факультетов иностранных языков в рамках курса «Межкультурная коммуникация в сфере делового общения».

В двух частях Часть 2

MARKETING

УДК 802.0 ББК 81.2Англ.я73

Изд-во ОмГУ

Омск 2005

ISBN 5-7779-0560-9

© Омский госуниверситет, 2005 2

CONTENTS

ПРЕДИСЛОВИЕ

Introduction ............................................................................................4 Warm-up ...............................................................................................5 Reading ..................................................................................................6 Text 1.................................................................................................6 Text 2...............................................................................................11 Text 3...............................................................................................16 Text 4...............................................................................................19 Discussion ............................................................................................40 Summary and review..........................................................................41 Listening ..............................................................................................43 Information transfer...........................................................................45 Additional reading ..............................................................................47 Text 1...............................................................................................48 Text 2...............................................................................................51 Practice ................................................................................................53 Bibliography........................................................................................66

Учебно-методическое пособие имеет целью развитие навыков устного и письменного общения профессиональной направленности у студентов экономических специальностей и состоит из двух частей. Его вторая часть, «Маркетинг», как и первая, «Менеджмент», разбита на разделы, содержащие тексты, задания и упражнения как репродуктивного, так и продуктивного характера. В оригинальных текстах пособия, ориентированных на студентов разного уровня языковой подготовки, рассматриваются различные профессиональные проблемы, отражающие реалии сегодняшнего дня в сфере бизнеса, включая деловой этикет и межкультурную коммуникацию. Система разнообразных заданий и упражнений способствует развитию не только речевых умений и навыков студентов в сфере деловой коммуникации, но и их оценочного мышления. Личностно-ориентированные задания, кейсы (анализ конкретных ситуаций) и деловые игры призваны помочь обучающимся проверить усвоенные теоретические знания и сформированные навыки при решении практических задач, а наличие схем и таблиц способствует систематизации материала и лучшему его усвоению. Благодаря гибкости представления материала пособие рекомендуется как для работы в аудитории под руководством преподавателя, так и для самостоятельной работы (для чтения в рамках указанной темы). Пособие может быть использовано для работы с аспирантами и студентами I–II курсов экономического факультета и факультета международного бизнеса, выборочно на отделении «Регионоведение» исторического факультета в рамках курса «Практика устной речи» и других факультетах в группах с углубленным изучением английского языка, а также на IV курсе факультетов иностранных языков в рамках курса «Межкультурная коммуникация в сфере делового общения».

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WARM – UP

READING

Discuss the following questions: 1. What do you think of when you see the term ‘marketing’? Write down your ideas. buyer, competition, .....__________________________________ _________________________________________________________ _________________________________________________________ 2. Can you list the various steps or actions that are involved in the marketing process? (Think of all the steps that must take place to get goods and services to the customer.) 3. Marketing includes all activities that bring the buyer of a product and the seller of that product together. Working with a partner, list those activities that a manufacturer must perform in order to:

Notes: The texts with asterisks (*) can be either given for scanning and doing the corresponding quiz or altogether missed out if Text 4 is taken up for reading for detailed information.

1. produce a product that the public will want to buy; 2. give the public access to the product; 3. motivate the public to buy the product.

Compare your list with two other students’ ones. Then share this information with the whole class. 4. Now write a definition of marketing using some of the ideas and steps listed in Questions 1 to 3. Marketing is .... ________________________________________ _________________________________________________________ _________________________________________________________ Compare your definition with the ones written by your classmates. Add to your definition if you find any new information.

T E X T 1* VOCABULARY Below is a list of terms that you will find in Text 1. As you read "The Four P's", see if you understand each term. Use this as a working list and add other terms that you do not know. NOUNS marketing objective customer the four P's option competitor price leader wholesaler retailer channel of distribution promotion

VERBS satisfy achieve ensure charge price establish

ADJECTIVES complex vital average personal major

OTHERS popularly generally

The Four P's Buying, selling, market research, transportation, storage, advertising – these are all part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company's objectives. Marketing can be divided into four main elements that are popularly known as the four P's: * product * price * placement * promotion.

Each one plays a vital role in the success or failure of the marketing operation. 5

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The product element of marketing refers to the good or service that a company wants to sell. This often involves research and development (R & D) of a new product, research of potential market, testing of the product to ensure quality, and then introduction to the market. A company next considers the price to charge for its product. There are three pricing options the company may take: above, with or below the prices that its competitors are charging. For example, if the average price of a pair of women's leather shoes is $47, a company that charges $43 has priced below the market; a company that charges $47 has priced with the market; and a company that charges $53 has priced above the market. Most companies price with the market, selling their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders. The third element of the marketing process – placement – involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is: manufacturer -----> wholesaler -----> retailer -----> customer.

Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller quantities to customers. Finally, communication about the product takes place between buyer and seller. This communication between buyer and seller is known as promotion. There are two major ways promotion occurs: through personal selling, as in a department store; and through advertising, as in a newspaper or magazine. The four elements of marketing – product, price, placement, and promotion – work together to develop a successful marketing operation that satisfies customers and achieves the company's objectives. СOMPREHENSION CHECK I. Answer the following questions about marketing. Questions with asterisks (*) cannot be answered directly from the text. 1. What is marketing? 2. How does the definition of marketing that is given in the reading differ from the one that you wrote? 3. What are the four main elements of marketing? 4. What is involved in the product element of marketing? 5. What are the three pricing options that a company may take? 7

6. *Using $275 as an average price for word processing software, what are examples of pricing above, with and below the market? 7. What does placement involve? 8. *Do you think McDonald's provide food on a wholesale or retail basis? 9. *What are some advertising media besides magazines and newspapers? 10. *If you were to specialize in one of the marketing elements, which one would you choose? *Why? II. Various problems that might occur in the marketing processes are listed below. Determine which of the four P's each problem is most closely related to. Mark the appropriate category of PRODUCT, PRICE, PLACEMENT, or PROMOTION with an X. PROBLEM

PRODUCT PRICE PLACEMENT PROMOTION

1. The advertising gives false information. 2. The product is dangerous. 3. The product is not available in enough stores. 4. The product is too expensive. 5. A salesclerk is rude. 6. The product is sold during the wrong season. 7. The product is of poor quality. 8. The advertising is offensive. 9. The price of a product increases faster than the rate of inflation. 10. The product is not available in your favourite stores. 8

III. Think of the other problems. Then discuss whether they are related to product, price, placement, or promotion. QUIZ I I. Circle the letter of the answer that best completes each of the sentences below. 1. The four elements of marketing are popularly known as:

a. the movement of goods and services b. the four P's c. buying, selling, market research, and storage d. the four M's 2. The product element refers to:

a. the four P's b. testing of a product to ensure quality c. the good or service that a company wants to sell d. getting the product to the customer 3. Most companies price:

a. with the market c. beyond the market

b. below the market d. above the market

4. A common channel of distribution is:

a. wholesaler ----> retailer ----> manufacturer ----> customer b. manufacturer ----> retailer ----> wholesaler ----> customer c. retailer ----> manufacturer ----> wholesaler ----> customer d. manufacturer ----> wholesaler ----> retailer ----> customer

1. ___ ensure a. choice 2. ___ retailer b. set as a price 3. ___ price with the market c. one who sells in small amounts to customers 4. ___ option d. please 5. ___ competitor e. guarantee 6. ___ personal f. the path goods take when moving from manufacturer to customer 7. ___ objective g. private; relating to an individual 8. ___ satisfy h. accomplish 9. ___take place i. charge an average price 10. ___channel of distribution j. occur; happen 11. ___charge k. rival; opponent 12. ___achieve l. goal III. Fill in the blanks with the most appropriate terms from the list: vital, wholesaler, price, leader, retailer, charge, ensure, placement, take place, prices, channel of distribution.

The most common 1 is manufacturer ---> wholesaler ---> 2 ---> consumer. Distribution can, however, 3 through slightly modified channels. For example, products are sometimes sold directly by the 4 or the manufacturer, rather than by the retailer. Generally, wholesalers 5 lower 6 than retailers and sell in larger quantities. Together, these channels of distribution play a 7 role in the 8 element of marketing.

5. The two major forms of promotion are:

a. radio and television b. personal selling and advertising c. personal selling and newspapers d. selling advertisements II. Look at the terms in the left-hand column and find the correct synonyms or definitions in the right-hand column. Copy the corresponding letters in the blanks. 9

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TEXT2 *

the four P's is known as the marketing mix. The elements of the marketing mix focus on the consumer. In order to develop a successful marketing mix, researchers first ask two important questions:

PREREADING ACTIVITY Discuss the following questions. a) In a successful marketing operation, do the 4 elements of product, price, placement, and promotion work together or in isolation? Give reasons to support your answer. b) If you were a market researcher, what questions would you ask before introducing a product to the market? These examples are given in the reading: "Who is going to buy the product? "What is the potential to sell this product?" Think of the other questions that might be asked using WHAT, WHERE, WHEN and WHY? For example ‘ WHY will a customer want to buy the product?’ VOCABULARY Below is a list of terms that you will find in the text. As you read ‘The Target Market’, see if you understand each term. Use this as a

working list and add other terms that you do not know. NOUNS

VERBS

ADJECTIVES

OTHERS

strategy isolation combination marketing mix target market market research(er) habit identification consumer

determine focus on direct appeal to attempt match mold depend on blend reach

potential correct successful appropriate middle-class

in order to once

The Target Market The marketing strategies of determining product, price, placement, and promotion are not planned in isolation. Marketing analysts often look at a combination of these four factors. This combination of 11

* Who is going to buy the product? * What is the potential to sell this product?

The group of customers or consumers who will probably buy the product is known as the target market. The company directs its marketing efforts toward this group of potential customers who form the target market. Once market researchers have determined the target market they wish to appeal to, the company can develop an appropriate mix of product, price, placement, and promotion. The company attempts to match consumer needs or mold consumer desires to the product being offered. For example, if the target market is middle-class teenagers, the marketing mix might consist of the following: Product: blue jeans. Price: with the market. Placement: department store. Promotion: advertisements on a "pop music" radio station.

A successful marketing mix depends on the knowledge about consumers and their buying habits, gained through market research as well as correct identification of the target market. Strategies of product, price, placement, and promotion are blended in order to reach a chosen group of consumers. COMPREHENSION CHECK Answer the following questions about the target market. Questions with asterisks (*) cannot be answered directly from the text. 1. What is the marketing mix? 2. What do the elements of the marketing mix focus on? 3. What is the group of customers who will probably buy the product known as? 4. *Why are the customers who make up the target market for a product referred to as ‘potential’ customers? 5. What does a successful marketing mix depend on?

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6. Complete Figure 1 below with the elements of the marketing mix: ____________ -------------- <------> CONSUMERS <-------> --------------____________

7. *Why are the arrows in the figure two-way rather than just one-way? 8. *Why are consumers at the center of the diagram? 9. Consider the example of middle-class teenagers as the target market for blue jeans. *In what places besides department stores could the product be sold? *What other types of promotion could be used? 10.*If the target market for blue jeans were factory workers, how would the marketing mix change?

2. TARGET MARKET: small restaurants PRODUCT: microwave ovens PRICE: PLACEMENT: PROMOTION: 3. TARGET MARKET: teenagers PRODUCT: tennis shoes PRICE: PLACEMENT: PROMOTION:

VOCABULARY AND TEXT ANALYSIS

III. Choose a target market (for example, elementary school children) and develop the four P's in a marketing mix that you think will reach your chosen group of consumers.

I. Discuss the following questions with a partner. In giving your answers, try to use italicized terms.

QUIZ II

1. Which type of promotion appeals to you the most – radio, television, magazine, or newspaper advertising? 2. How are the buying habits of consumers influenced by promotion? 3. What do you think the target market would be for a Rolls Royce? For microwave ovens? For tennis shoes? 4. What are some of the factors that the market price of a product depends on? II. In the following exercise, determine the marketing mix that you think would be successful for this particular group of customers (target market). First, look back at the example in the reading. Then fill in the price, placement, and promotion you think would be most effective for the target market that is listed. 1. TARGET MARKET: upper-income, middle-aged adults PRODUCT: Rolls-Royce PRICE: PLACEMENT: PROMOTION:

I. Determine which of the following statements are True (T) and which are False (F) and write corresponding letters on the lines provided. ____1. Knowledge about consumer buying habits is essential in developing a successful marketing mix. ____2. The company focuses on production in its marketing strategy. ____3. Product and promotion combine to form the complete marketing mix. ____4. The company directs its marketing efforts toward the target market. ____5. The marketing strategies of product, price, placement, and promotion are planned separately. II. Substitute appropriate terms for the italicized words or phrases in the sentences below. attempt matches

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potential strategies

habits reaches 14

focus on depends on

isolation in order to

1. Market researchers determine possible customers for a product – those customers whom they think will buy it. 2. A successful company relies on good promotion to communicate with customers. 3. Today television comes into the homes of millions of people every day. 4. The elements of the marketing mix concentrate on the consumer. 5. Companies try to meet the needs and desires of the individuals who ultimately buy and use their products. 6. A successful marketing operation puts together the product with customer’s needs and desires. 7. Marketing plans of action are developed after thorough research into each of the four P's. 8. A company engages in market research to develop the most appropriate marketing mix. III. Complete the sentences with the noun and verb forms provided. 1. identification / identify a. Market researchers ____ the target market for particular product. b. When an employee joins a large company, he or she is given an ____ card. 2. promotion / promoted a. Advertising agencies are concerned with the____ of a product. b. Last week the boss ____ John because of his outstanding work in the accounting department. 3. competitor / compete a. In the marketplace, businesses ____ with each other. b. Sony is a major ____of General Motors. 4. determination / determines a. The combination of four P's____ the marketing mix. 15

b. An accountant makes an accurate____ of the expenses of a company. 5. isolation / isolated a. Strategies of product, price, placement, and promotion are not planned in ____ . b. The company doctor _____ the sick employee in the room at the end of the hall. GRAMMAR AND VOCABULARY REVISION Before reading the text look through the grammar section ‘infinitive’ and try to translate the following sentences. 1. To undertake these processes elaborate systems involving numerous organizations are required. 2. To be legitimate the exchange must be mutually satisfying. 3. For exchange to take place consumers have to be aware that these products meet their needs. 4. A price has to be fixed for the exchange to be finalized. 5. Marketing was thought of as being largely concerned with selling. 6. It is characterised by a strong recognition of the fundamental importance of the consumer and the need to base all marketing plans, including those to do with what products to offer. TEXT3 Scan the text and do the comprehension tasks that follow. Marketing Marketing is the most evident business activity because it links the two basic economic functions of production and consumption. It is a conspicuous and integral part of modern societies, and the consequences of marketing processes are reflected quite universally in daily life. To undertake these processes elaborate systems involving numerous organisations are required. They involve the uncovering of consumer requirements, translation of them into products and services, an16

nouncement of availability, transportation to convenient location, display at retail outlets and after-sales care. Understanding the operation of the system requires knowledge about the behaviour of buyers and sellers, and of the increasingly significant intermediaries in the connecting channels. However, the system doesn’t operate in isolation: it is but a part of the wider economic and social systems. Marketing concerns voluntary, mutually satisfying exchange relationships. Exchange is at the heart of marketing; without exchange marketing is redundant. To be legitimate the exchange must be mutually satisfying. Abuse and deceit are by definition illegitimate. Equally well it must be voluntary, if one of the parties knowingly dupes the other, or if there is any form of coercion, then the activity is illegitimate. Market concerns market exchange processes and organisation’s marketing efforts are designed to facilitate these exchanges. One very apparent aspect of these efforts is the physical movement of goods, and considerable resources are devoted to the operation of the channels linking producer to consumer. But prior to distribution the manufacturer needs to make a decision about what products to offer. Such decisions could be solely conditioned by the firm’s ability to produce, but there is no in-built mechanism that ensures that this ability matches a consumer requirement. Some early warning and direction-finding, through market research, could reduce the risk of a mismatch between what the firm offers and what the market requires. For exchange to take place consumers have to be aware that products exist and persuaded that these products meet their needs. In historical times relatively local production for local consumption meant that communication between the two was not a major problem. The increasing separation of producer from consumer has necessitated mass media advertising and presents complicated issues in the determination of the volume of communication, the choice of communication medium, and the messages to be transmitted. A price has to be fixed for the exchange to be finalized. While the market mechanism operates, its working in an advanced economy is made cumbersome by the (geographical and time) distance between producer and consumer. Firms set pricing policies in advance and decisions about these form another important marketing activity. 17

COMPREHENSION CHECK I. Try to translate the words using your knowledge of the rules of word building. countless mismatch necessitate finalize equate insufficient chiefly II. Say whether the statements are true (T) or false (F) according to the text. ____ 1. Marketing is the most evident business activity because it links the four basic economic functions. ____ 2. The consequences of marketing processes are reflected quite universally in daily life. ____ 3. Understanding the operation of the system doesn’t require anything else but knowledge about the behaviour of buyers and sellers. ____ 4. To be illegitimate the exchange need not be mutually satisfying. ____ 5. The physical movement of goods is done through the channels linking producer to consumer. ____ 6. In manufacturer’s making a decision about what products to offer there is no in-built mechanism that ensures against a mismatch between what the firm offers and what the market requires.

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TEXT4 Read the text for detailed information and do the following tasks. Marketing Principles Introduction A vital part of any business undertaking, marketing is a group of activities designed to expedite transactions by creating, distributing, promoting, and pricing goods, services, and ideas. Marketing activities ensure that the products consumers want to purchase are available at a price they are willing to pay and provide consumers with information about product features and availability. Both individuals and organizations engage in marketing activities in the pursuit of business objectives. They occur in a dynamic environment – that is, an environment of constantly changing laws, regulations, social pressures and opinions, economic conditions, and technological advances. This text focuses on the basic principles of marketing. First, we define and examine the nature of marketing. Then we look at how marketers develop marketing strategies to satisfy the needs and wants of their customers. Next we discuss buying behavior and the ways marketers use research to determine what consumers want to buy and why. Finally, we explore the impact of the environment on marketing activities and evaluate their importance. Nature of Marketing According to the American Marketing Association, marketing involves planning and executing the development, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. This process creates value by allowing individuals and organizations to obtain what they need and want. A business cannot achieve its objectives unless it provides something that customers value. It is important to note what marketing is not: Marketing is not manipulating consumers to get them to buy products they don’t want. It is not just selling and advertising; it is a systematic approach to satisfying consumers. Marketing focuses on the many activities – planning, pricing, promoting, and distributing products – that foster exchanges. 19

An exchange is the act of giving up one thing in return for something else. If you want the latest CD by R.E.M. or Hammer, for example, you must give up something in return – in this case, about $15. An exchange is the transfer of a product for something of equal value, such as money, credit, labor, or goods. Businesses exchange their goods, services, or ideas for money or credit supplied by buyers in a voluntary exchange relationship. The customer must feel good about the purchase, or the exchange will not continue. For example, if Federal Express delivers your package safely and on time, you will probably feel good about using its services. But if your package is damaged or late, you will probably use another delivery-service provider next time you need overnight-delivery service. Satisfied customers who provide repeat sales help make Federal Express a profitable business. When you think of marketing products, you may think of tangible things – cars, stereo systems, or books, for example. What most consumers want, however, is a way to get a job done, solve a problem, or gain some enjoyment. You may purchase a Hoover vacuum cleaner not because you want a vacuum cleaner but because you want clean carpets in your apartment or dorm room. Therefore, the tangible product itself may not be as important as the image or the benefits associated with it. This intangible “something of value” may be capability gained from using a product or the image evoked by it, such as a designer shirt by Ralph Lauren. A product can be a good, a service, or an idea. Goods are physical, concrete things you can touch. Services are as real as goods, but you can’t actually see them and touch them: you have to experience them. They are the result of applying human and mechanical efforts to people or objects – photograph processing, air travel, medical care, education, for example. Ideas include philosophies, images, issues, and ways of accomplishing objectives. Greenpeace, for example, provides ideas on how to live and use products in a way that does not harm the planet. Marketing is not limited to for-profit businesses. Individuals and nonprofit organizations also engage in product development, distribution, pricing, and promotion to achieve objectives. However, the products these non-business organizations market are usually services and ideas rather than tangible goods. Political candidates and parties “market” 20

issues and solutions to social problems. For a presidential election, for example, candidates for presidency develop campaign platforms (their product) consisting of issues they believe important. They employ promotion (television and print advertisements, mass mailings, publicity, and personal campaign appearances) to inform voters about their ideas and philosophies. Other organizations also use marketing activities to sell their ideas and services. The Red Cross and Special Olympics use marketing to raise funds for their projects and to increase public awareness about the needs of disaster victims and the physically and mentally handicapped.

Form utility is created through the production process rather than through marketing activities. An Acura automobile on display in the dealer’s showroom possesses form utility: this product would not be available unless it had gone through a series of production steps, from the manufacture of sheet steel to the final assembly of finished parts. Marketers participate in the creation of form utility by researching what features – air bags, antilock brakes, stereos, and so on – consumers want so that the product is manufactured to satisfy their needs. A key role of marketers is to create place, time, and possession utility to ensure that human needs and wants are met. To satisfy customers’ needs and wants, marketers must carry out certain functions.

Marketing Creates Utility

Functions of Marketing

The central focus of marketing is to satisfy needs. Utility is the ability of a product to satisfy human needs and wants. A Chilito at Taco Bell, a three-day vacation at Disney World, a new home – all satisfy human needs and wants. Businesses attempt to provide four kinds of utility: form, place, time, and possession. Three of the four kinds (place utility, time utility, and possession utility) are created directly by marketing. Place utility is created by making the product available where the buyer wishes to buy it. Most Americans do not want to travel to Germany to purchase a Mercedes, to Japan to buy a Sony television, or to Mexico to purchase enchiladas for lunch. Thus, marketers create place utility by making products available at convenient locations. Time utility is created by making a product available when customers wish to purchase it. Because some shoppers have time to shop for a new automobile only on Saturdays, auto dealers may miss a sale unless they open for business on Saturdays. Similarly, due to seasonal changes, more convertibles may be desired in April, May, and June and more four-wheel-drive automobiles in December, January, and February. Possession utility is created by transferring ownership of a product to the buyer. Regardless of whether a product is a good, a service, or an idea, there is a point when ownership is legally transferred by means of a sales receipt or other formal transaction from one party to another. The transfer of product possession guarantees the right of the buyer to use that product to satisfy a need.

Marketing focuses on a complex set of activities that must be performed to accomplish objectives and generate exchanges. These activities, or functions, of marketing include buying, selling, transporting, storing, grading, financing, marketing research, and risk taking. They can be performed by a manufacturer, wholesaler, retailer, or some other company such as an advertising agency. Each helps accomplish marketing objectives. Buying. Everyone who shops for products (consumers, stores, businesses, governments) decides whether and what to buy. A marketer must understand buyers’ needs and desires to determine what products to make available. Selling. The exchange process is expedited through selling. Marketers usually view selling as a persuasive activity that is accomplished through promotion (advertising, personal selling, sales promotion, publicity, and packaging). Transporting. Transporting is the process of moving products from the seller to the buyer. Marketers focus on transportation costs and services. Storing. Like transporting, storing is part of the physical distribution of products. Storing includes warehousing goods. Warehouses hold some products for lengthy periods to create time utility. Consumers want frozen orange juice year-round, for example, although the production season for oranges is only a few months out of the year. This means

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that sellers must arrange cold storage for frozen orange juice concentrate all year. Grading. Grading refers to standardizing products and displaying and labeling them so that consumers clearly understand their nature and quality. Many products, such as meat, steel, and fruit, are graded according to a set of standards, which often are established by the state of federal government. Financing. For many products, especially large items such as automobiles, refrigerators, and new homes, the marketer provides credit to expedite the purchase. Marketing Research. Through research, marketers ascertain the need for new goods and services. By gathering information regularly, marketers can detect new trends and changes in consumer tastes. Risk Taking. Risk is the chance of loss associated with marketing decisions. Developing a new product creates a chance of loss if consumers do not like it enough to buy it. Spending money to hire a sales force or to conduct marketing research also involves risk. Risk means that most marketing decisions result in either success or failure. The Marketing Concept The marketing concept is the principle that an organization should try to satisfy customers’ needs through coordinated activities that also allow it to achieve its own goals. It is the basic philosophy that guides all marketing activities, and each business must determine how best to implement the marketing concept, given its own goals and resources. According to the marketing concept, a business must find out what consumers need and then develop the good, service, or idea that fulfills their needs or wants. The business must then get the product to the customer. In addition, the business must continually alter, adapt, and develop products to keep pace with changing consumer needs and wants. Although customer satisfaction is the goal of the marketing concept, a business must also achieve its own objectives, such as boosting productivity, reducing costs, or achieving a percentage of a specific market. If it does not, it will not survive. Obviously, a company should strike a balance between achieving organizational objectives and satisfying customer needs and wants. 23

Trying to determine buyers’ true needs is increasingly difficult because no one fully understands what motivates people to buy things. Porsche, for example, views psychological satisfaction as an important part of its automobiles. To implement the marketing concept, a firm must have good information about what customers want, adopt a consumer orientation, and coordinate its efforts throughout the entire organization, otherwise, it may be awash with goods, services, and ideas that consumers do not want or need. Everyone in the organization who interacts with customers – down to the shipping department and the truck driver – must know what customers want. They are selling ideas, benefits, philosophies, and experiences – not just goods and services. Companies are striving for a team effort to deliver the right good or service to customers. A breakdown at any point in the organization – whether in production, purchasing, sales, distribution, or advertising – can result in lost sales, lost revenue, and dissatisfied customers. Vocabulary and comprehension check tasks

I. Find in the text synonyms to the following words: To execute – Goal – To accomplish – Customers – To foster – To purchase – To occur – To use – II. Using a dictionary write down and try to memorize some collocations with the following verbs: To execute To fulfill To implement To accomplish III. Find in the text different forms of the following words and define the part of speech they belong to. Mind that some words, while performing different functions, keep their form unchanged. Satisfy – 24

Product – Achieve – Marketing – Organization – Need – Good –

raise funds for something / somebody, to increase public awareness about something / somebody. To provide four kinds of utility, place utility, time utility, possession utility, form utility, to shop for something, due to seasonal changes, to transfer something to somebody, regardless of something, a formal transaction from one party to another, to be created through some process, rather than, a key role, to meet / satisfy needs and wants.

IV. Work with your partner(s) and suggest the English for the following collocations and phrases from the text. Деловое предприятие; предназначенные для ускорения сделок; деятельность в сфере маркетинга обеспечивает / гарантирует; быть доступными по цене; заниматься маркетингом; сбытовики / рыночные производители разрабатывают маркетинговую стратегию; удовлетворять потребности и желания; воздействие окружения на что-либо. Порождать / стимулировать обмен; идти на риск / рисковать; сделать доступными; рассматривать что-либо как; содержание товаров на складе; круглый год; относить(ся) к; сортировка, маркировка и стандартизация продуктов; предоставлять кредит; уловить новые тенденции / направления; вероятность убытков; проводить маркетинговое исследование. Осуществлять маркетинговую концепцию; с учетом своих целей и ресурсов; кроме того; успевать за меняющимися требованиями; наращивание производственных мощностей; процентное (со)отношение определенного рынка; подводить баланс; принимать ориентацию клиента / покупателя; иначе / в ином случае; быть перенасыщенным товарами; иметь дело с клиентами / покупателями; стремиться добиться совместных усилий; приводить к снижению объема продаж и дохода. V. Work with your partner(s). Suggest the Russian for the following collocations and phrases from the text and use them in sentences of your own. To execute the development of ideas, to achieve objectives, to foster exchanges, in return for something else, a voluntary exchange relationship, to provide repeat sales, to have something of value, (in)tangible things, for-profit businesses, non-profit organizations, to 25

VI. Discuss the following questions: 1. What do marketing activities ensure? 2. Why do people and organizations engage in marketing activities? 3. What are products of marketing? 4. Why is marketing called a systematic approach to satisfying consumers? 5. What are tangible and intangible things? Give examples. 6. Describe goods, services and ideas. Tell in which way they differ from one another. 7. Compare marketing carried out by for-profit and non-profit organizations. 8. Which utilities are created by marketing? 9. Describe each kind of utility and illustrate it with your own example. 10. What does marketing focus on? 11. List the functions of marketing. Illustrate each of them with your own example. 12. Which are the parts of the physical distribution? 13. What is the role of marketing research? 14. Is risk taking an inevitable part of business? Why? 15. Give the definition to the marketing concept. 16. Is business a static notion? Prove your point of view. 17. Why is it important for a company to strike a balance between achieving organizational objectives and satisfying customer’s needs and wants? 18. What is required of a firm to implement the marketing concept?

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Developing a Marketing Strategy To implement the marketing concept, a business needs to develop and maintain a marketing strategy, the plan of action for using the firm’s resources and advantages to meet its objectives. A marketing strategy consists of two major steps: selecting a target market and developing, pricing, promoting, and distributing a product to that target market.

appeal to varied tastes, needs, and desires. Identifying a target market is a very important marketing function. In a total-market approach, a marketer tries to appeal to the entire market and assumes that all buyers have similar needs and wants. Sellers of salt, sugar, and many agricultural products use a total-market approach because everyone is a potential consumer of these products.

A market is a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas. Anytime a specific market can be delineated, the potential for a target market exists. A target market is a group of buyers for whom the organization tailors a marketing strategy; it is a group of consumers on whose needs and wants the organization wishes to focus. IBM, for example, markets its PS/1 line of personal computers to a target market that includes families in which members bring work home from the office. Tandy, on the other hand, targets its 1000RL computer at computer novices who want a household appliance for developing grocery lists, balancing checkbooks, and helping their children with schoolwork. The 1000RL provides more programming and operating assistance for novices than does the PS/1, which is targeted to more computer-literate users. When choosing a target market, a firm first evaluates its own resources and unique abilities. After analyzing potential sales, costs, and profits, it identifies an appropriate target market. Actions taken to satisfy the needs of the target market must be consistent with the organization’s overall objectives. Obviously, in selecting a target market, market size and the number of competitors already serving the market are prime considerations. Marketing managers may define a target market as a relatively small number of people, or they may define it as the total market. For example, Rolls Royce aims its products at a small, very exclusive, highincome market – people who want the ultimate in prestige in an automobile. General Motors, on the other hand, manufactures vehicles ranging from Chevrolet Sprints to GMC trucks to Cadillacs in an attempt to

Market segmentation. Market segmentation is the process of dividing the total market into groups of people with relatively similar product needs. A market segment is a collection of individuals, groups, or organizations that share at least one characteristic and have relatively similar product needs and desires. Companies use market segmentation to zero in on specific target markets so that they can develop a satisfactory marketing strategy. Two common approaches to segmenting markets are the concentration approach and the multi-segment approach. In the concentration approach, a marketer directs one marketing strategy toward a single market segment. The concentration approach allows a firm to specialize, focusing all its efforts on one market segment. A firm can generate a large sales volume by penetrating a single market segment deeply. Johnson Product, Inc., for example, targets its hair-care products to black consumers; Goya Foods, Inc., targets its ice cream products to Hispanics by providing flavors they desire. The concentration approach may be especially effective when a firm can identify and develop products for a particular segment ignored by other companies in the industry. In the multi-segment approach, the marketer aims its marketing efforts at two or more segments, developing a marketing strategy for each. Many firms use a multicultural approach that includes different advertising messages and promotional efforts for different segments. The Gitano Group, for example, uses one set of television and print advertisements for its blue jeans to target teenaged girls and another set – featuring movie stars – to appeal to older women. The company also uses different advertising to target men, boys, and families. Companies also develop product variations to appeal to different market segments. The manufacturer of Raleigh bicycles uses a multisegment approach and has designed separate marketing strategies for

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Selecting a Target Market

races, tourers, commuters, and children. Because there are so many different kinds of riders, Raleigh builds many different kinds of bicycles. Many other firms also use a multi-segment approach to market segmentation. For a firm to successfully use the concentration or multi-segment approach to market segmentation, several requirements must be met: 1. Consumers’ needs for the product must be heterogeneous. 2. The segments must be identifiable and divisible. 3. The total market must be divided in a way that allows estimated sales potential, costs, and profits of the segments to be compared. 4. At least one segment must have enough profit potential to justify developing and maintaining a special marketing strategy. 5. The firm must be able to reach the chosen market segment with a particular market strategy. Some segments may be difficult, if not impossible, to reach. For example, it might be difficult to reach a market segment of 30 – to 40year-old males who are introverted and drive subcompact cars. No statistics are available on the market, and thus there is no way to reach it Bases for Segmenting Markets. Businesses segment markets on the basis of several variables: 1. Demographics – includes age, sex, race, ethnicity, income, education, occupation, family size, family life cycle, religion, and social class. These readily measured characteristics are often closely related to customers’ product needs and purchasing behavior. For example, deodorants are often segmented by sex: Secret and Soft n’Dry for women; Old Spice and Mennen for men. 2. Geographic factors – climate, terrain, natural resources, population density, and subcultural values influence consumers’ needs and product usage. Climate, for example, influences purchases of automobiles, heating and air conditioning equipment, and leisure activity equipment. 3. Psychographics – personality characteristics, motives and lifestyles. Soft-drink marketers provide their products in several packages, including two-liter bottles and case of cans, to satisfy different lifestyles and motives.

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4. Behavioristic characteristics – how the consumer’s behavior toward the product affects its use. For example, airline like Delta offer frequent-flyer programs that reward customers who regularly fly on their airlines with free trips and discounts on rental cars and lodging. Developing a Marketing Mix The second step in developing a marketing strategy is to create and maintain a satisfying marketing mix. The marketing mix involves four variables – product, promotion, price, and distribution – that the marketer can manipulate to achieve specific goals within a dynamic marketing environment. The buyer or the market is the central focus of all marketing activities. Product. A product – whether a good, a service, an idea, or some combination – is a complex mix of tangible and intangible attributes that provide satisfaction and benefits. A product has emotional and psychological as well as physical characteristics and includes everything that the buyer receives from an exchange. This definition includes supporting services such as installation, guarantees, product information, and promises of repair. Products usually have both favorable and unfavorable attributes; therefore, almost every purchase or exchange involves trade-offs as consumers try to maximize their benefits and satisfaction and minimize unfavorable attributes. A person concerned with quality and style may decide a Mercedes Benz is the best car to buy. High standards of quality and European styling are the positive attributes maximized. The cost of repair and the limited supply of qualified mechanics may be unfavorable attributes. In view of the high quality of Mercedes, the consumer may feel that the negative concerns are minimal and thus trade the negative aspects of hard-to-find service for quality and style. Price. Price represents the value placed on an object in an exchange. Almost anything of value can be assessed by a price. Because financial price is the measure of value commonly used in an exchange, it quantifies value and is the basis of most market exchanges. Marketers view price as much more than a way of assessing value, however. Price is a key element of the marketing mix because it relates directly to the generation of revenue and is important in determining profits. Additionally, the economic role of price is to allocate products to market opportunities caused by increases or decreases in demand. 30

Price can be changed quickly to respond to changes in demand and to competitors’ actions. Price has a psychological impact on customers, and marketers can therefore use it symbolically. If Coach House suddenly dropped the price of its purses to $19.95 and began making them available in most discount stores, consumers’ image of Coach House would change radically. This example illustrates the psychological impact that price can have on consumers. By raising price, an organization can emphasize a product’s quality and try to increase the status associated with owning it. By lowering price, an organization can imply the existence of a bargain and attract customers who go out of their way to save a small amount. Distribution. Distribution is making products available in the quantities desired to as many customers as possible while holding total inventory, transportation, and storage costs as low as possible. Middlemen, usually wholesalers and retailers, perform many of the activities required to move products efficiently from producers to consumers or industrial buyers. These activities involve transporting, warehousing, materials handling, and inventory control, as well as packaging and communication. Critics who suggest that eliminating wholesalers and other middlemen would lower prices for consumers do not recognize that eliminating middlemen would not do away with the need for their services. Other institutions would have to perform those services, and consumers would still have to pay for them. In addition, in the absence of wholesalers, all producers would have to deal directly with retailers or customers, keeping voluminous records and hiring people to deal with customers. Promotion. Promotion is a persuasive form of communication that attempts to facilitate a marketing exchange by influencing individuals, groups, or organizations to accept an organization’s products. Promotion includes personal selling, advertising, publicity, and sales promotion. Advertising – probably the most visible component of promotion – is any paid form of non-personal communication transmitted through a mass medium, such as television or newspapers. Personal selling, in contrast, is direct, personal communication with customers and potential customers.

Advertising may inform potential customers about various products, but by itself it is not sufficient to move many products in today’s competitive marketplace. Buyers want to examine the product and any supporting materials, they want information, and they want a salesperson to answer their questions. Of course, personal selling is not the most important promotional variable for all products. The target market for toothpaste, for example, is much too large and inaccessible to rely on personal selling. Establishing personal contact with all users of toothpaste would not be cost-effective; advertising is more appropriate for that type of product. Publicity is non-personal communication presented as a news story and transmitted through a mass medium. The difference between publicity and advertising lies in cost and form. A firm does not pay the media for providing publicity; the firm is not identified as the originator of the story. For example, when Coca-Cola Company donated 20,000 cases of Coca-Cola to American troops serving in the Persian Gulf War, it received publicity in the form of stories on Cable News Network (CNN) and in newspapers about the gesture. Sales promotion is activities (such as demonstrations, sweepstakes, and contests) and materials (such as free samples, displays, and coupons) that persuade customers to make purchases. Sales promotion acts as a direct inducement, offering added value or some other incentive to resellers, salespersons, or consumers. The aim of promotion is to communicate directly or indirectly with individuals, groups, and organizations to facilitate exchanges. When marketers use advertising, personal selling, publicity, and sales promotion, they must effectively manage their promotional resources and understand product and target market characteristics to ensure that these promotional activities contribute to the firms’ objectives. A major component of the marketing concept is that a firm should create a marketing strategy that satisfies its customers. Carrying out the marketing concept is impossible unless marketers know what, where, when, and how consumers buy; understanding the factors that influence buyer behavior helps marketers develop effective marketing strategies. Buyer behavior is the decision processes and actions of people who purchase and use products. It includes the behavior of both consumers purchasing products for personal or household use and or-

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ganizations purchasing products for business use. Marketers analyze buyer behavior because a firm’s marketing strategy should be guided by an understanding of buyers. Both psychological and social variables are important to understand buyer behavior. Psychological Variables of Buying Behavior Psychological factors include the following: • Perception is the process by which a person selects, organizes, and interprets information received from his or her senses, as when hearing an advertisement on the radio or touching a product to better understand it. • Motivation is an internal force that directs an individual to achieve a goal. A buyer’s behavior is influenced by a set of motives rather than a single motive. A person buying a home computer may be motivated by ease of use, ability to communicate with the office, and price. • Learning is change in a person’s behavior caused by information and experience. If a person’s actions bring about a reward, the person is likely to behave the same way in similar situations. If a person’s actions bring about a negative result, however – such as feeling ill after eating at a certain restaurant – the person will probably not repeat that action. • Attitude is knowledge and positive or negative feelings about something. For example, a person who feels strongly about protecting the environment may refuse to buy products that harm the earth and its inhabitants. • Personality is the organization of the individual’s distinguishing character traits, attitudes, or habits. Although market research on the relationship between personality and buying behavior has been inconclusive, some marketers believe that the type of car or clothing a person buys reflects his or her personality.

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Vocabulary and comprehension check tasks

I. Work with your partner(s) and suggest the English for the following collocations and phrases from the text. План действий; достигать цели; покупательская способность; тратить деньги на что-либо; намечать; подгонять / подстраивать маркетинговую стратегию под кого-то; определять соответствующий целевой рынок; соответствовать чему-либо; нуждаться в рассмотрении в первую очередь; выпускать продукцию на рынок для покупателей с высоким доходом; удовлетворять различным запросам / вкусам; целостный подход к рынку; иметь одну общую характеристику; сосредотачиваться на одном сегменте рынка; внедряться в один сегмент рынка; разрабатывать различные варианты продукции; (не)однородный потребительский спрос; ожидаемый объем сбыта; потенциал прибыли; добиваться успеха /признания в выбранном сегменте рынка; комплекс маркетинга / составляющие формулы маркетинга; сбытовая деятельность; давать удовлетворение и преимущества / выгоды; (не)желательные качества продукта; компромисс; извлекать максимальную пользу из / полностью использовать / максимально увеличивать; сводить к минимуму; обмен (2 варианта); цена и стоимость; количественно определять стоимость; иметь непосредственное отношение к созданию дохода; отвечать на изменения спроса; посредники, оптовики и розничные торговцы; покончить с / исключить необходимость в услугах; неличное общение, достигаемое / осуществляемое посредством средств массовой информации; продвижение товара на рынок; потенциальные клиенты; продвигать продукцию на конкурентоспособный рынок; прямое побуждение; предлагать добавочную стоимость или другой стимул; рекламщики; не один, а ряд мотивов; приносить выгоду; приводить к негативному результату. II. Discuss the following questions: 1. What does the marketing strategy consist of? 2. Give the definition to the target market. How does it differ from the market? 3. List the steps a firm should take when choosing a target market. 4. What is the reason for segmenting the market? 34

5. Name the two common approaches to segmenting markets. Describe each of them. 6. What is buyer behavior? Why is it important for marketers to know it? 7. Which psychological factors can influence buying behavior? Give examples to each of them. Marketing research Marketing research is a systematic and objective effort to get information about potential customers to guide marketing decisions. (The marketing concept cannot be implemented without information about buyers.) Marketing research gathers information not available to decision makers in any other form. It is conducted on a special-project basis, and research methods vary with the problems studied and with changes in the environment. Marketing research is a five-step process: 1. Defining and locating problems. 2. Developing assumptions or ideas about the probable causes of events. 3. Collecting data. 4. Analyzing and interpreting data. 5. Reporting research findings in a way that makes them understandable to the decision makers who have to read the reports and solve the problems. A marketing information system is a framework for day-to-day managing and structuring of information gathered regularly from sources both inside and outside the organisation. The marketing information system, which is often computerized, provides a flow of information about costs, sales, profits, and consumer satisfaction. Two types of data are usually available to decision makers. Primary data are information observed and recorded or collected directly from respondents. Primary data must be gathered by researchers, who develop a method to observe phenomena or survey respondents. Marketing firms such as Nielsen collect primary data on customer purchases and evaluate the effectiveness of advertising and promotional activity. Secondary data are information compiled inside or outside the organisation for some purpose other than changing the current situation. This type of data is already available in private or public reports and has been collected or stored within the organisation. Examples include re35

ports supplied by data services or by the U.S. Bureau of the Census or other government bodies, as well as sales and other information recorded by the firm. Marketing research and information systems are important to an organisation’s planning and strategy development. Smith & Wesson, for example, learned in focus group sessions that women who buy guns for personal protecting do not want “cute guns” with purple handles and engraved roses. Based on its research, the company introduced the Lady Smith line of handguns, which are designed to fit into women’s hands and have rounded edges that are less likely to tear purse linings. Research and information systems make possible a systematic approach to decision making in marketing. Even though many decisions may be based on experience and intuition, decision making that uses the information generated by marketing research is orderly and logical. Experienced-based solutions to many minor and recurring problems may be successful, but as the number of possible solutions to a problem increases, the value of marketing research and information systems likewise increases. The Marketing Environment The following external forces directly or indirectly influence marketing strategy making up the marketing environment: • Political, legal, and regulatory forces: laws and regulators’ interpretation of laws, law enforcement and regulatory activities, regulatory bodies, legislators and legislation, and political actions of interest groups. Special laws, for example, require that advertisements be truthful and that health claims be documented. • Social forces: the public’s opinions and attitudes toward issues such as living standards, ethics, life-styles, and quality of life. For example, social concerns have led marketers to design and market safer toys for children. • Competitive and economic forces: competitive relationships, unemployment, purchasing power, and general economic conditions (prosperity, recession, depression, recovery, product shortages, and inflation). During the 1991 recession, for example, Taco Bell and other fast-food restaurants introduced value menus with items priced below one dollar to satisfy consumers’ desire for good value. 36

• Technological forces: computers and advances in communications and transportation that improve distribution, promotion, and new product development. For example, many companies now use computer systems to monitor their inventory and to manage their warehouse facilities. The forces in the marketing environment are sometimes called uncontrollables, yet they are not totally uncontrollable. For example, businesses can lobby legislators to dissuade them from passing unfavorable legislation. Vocabulary and comprehension check tasks

I. Work with your partner(s) and make a list of internationalisms which you can find in this part of the text. Suggest the Russian for them according to the model. Systematic – систематический

II. With your partner(s) discuss the following questions. 1. Why is marketing research important? Give several reasons and examples to illustrate your answer. 1. Can any firm do marketing research? Why? Why not? 2. Dwell upon the steps involved in marketing research. 3. What role does a marketing information system play in marketing research? 4. What are primary and secondary data? 5. What does the notion of the marketing environment involve? Give examples to each of them based on Russian businesses activities. QUIZ III

4. ________data are compiled inside or outside the firm for some purpose other than changing the current situation. 5. Marketing ________ is a systematic and objective effort to get information about potential customers. 6. A(n)_________is a group of people who have needs for products and who have the ability, willingness, and authority to buy such products. 7. A(n) _________ market is a group of buyers for whom an organisation tailors a marketing strategy. 8. Market__________ is the process of dividing the total market into groups with relatively similar product needs. 9. The marketing _________ involves four variables: product, price, promotion, and distribution. 10. A marketing _________ is the core of a successful marketing plan because it provides the plan for action. II. Fill the gaps in the sentences, using the words from the list in the box. creative process design distribution end users first hire purchase image labels mail order

need opportunities outlets patterns place posters price product production-oriented

profitably promotion range rival satisfy strengths threats weaknesses

I. After reading Text 4 you are supposed to know the key terms and expressions. Fill in the blanks below with a suitable word from the text. 1. A(n)_____ is giving up one thing in return for something else. 2. ________ is the ability of a product to satisfy human needs and wants. 3. A market _________ is a collection of individuals, groups, or organisations that share at least one similar characteristic and have relatively similar product needs.

1. What is marketing? Marketing is the _____ of satisfying customer needs ____ . 2. What is ‘the marketing mix? It consists of ‘the four P’s’: providing the customer with the right P____ at the right P____, presented in the most attractive way (P____) and available in the easiest way (P_____). 3. What is ‘a product’? A product is not just an assembled set of components: it is something customers buy to _____ a _____ they feel

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they have. The ____ and the _____ of the product are as important as its specification. 4. What is ‘price’? The product must be priced so that it competes effectively with _____ products in the same market. 5. What is ‘promotion’? The product is presented to customers through advertising (TV commercials, _____, etc), packaging (design, ______, etc), publicity, P.R. and personal selling. 6. What is ‘place’? Your product must be available to customers through the most cost-effective channels of ______. A consumer product must be offered to ______ in suitable retail _____, or available on ______ or by ______. 7. What is meant by ‘S.W.O.T.’? A firm should be aware of its S______ and W_____ and the O______ and T_____ it faces in the market place. 8. Why are firms becoming more customer-oriented and less ______? Because new products must be created to meet the changing ______ of customers’ needs and wants – a firm can’t rely on the success of its existing ______ of products. The customer and his or her needs must come _____!

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DISCUSSION To review the material covered, in small groups discuss the following topics: 1. What is marketing? How does it aid exchanges? 2. Name the functions of marketing. How does an organization use marketing activities to achieve its objectives? 3. What is the marketing concept? 4. What is a marketing strategy? What is market segmentation? Describe two approaches to segmentation. 5. List the variables in the marketing mix. How is each used in a marketing strategy? 6. Briefly describe the factors that influence buying behavior. 7. Why are marketing research and information systems important to an organization’s planning and development of strategy? 8. List the steps involved in the marketing research process. 9. Why is marketing gaining in importance today? What benefits does it provide to consumers? 10. Discuss the impact of technological, political, and legal forces on the market.

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SUMMARY AND REVIEW I. Using the statements below as a plan try to reconstruct the gist of the text. a) Define marketing and describe its relationship to the exchange process. b) Identify the functions of marketing. c) State the marketing concept and its implications for developing marketing strategies. d) Define marketing strategy and explain why marketing strategy decisions, such as market segmentation and ways to develop a marketing mix, are made. e) Discuss buyer behavior and describe how marketers conduct market research. II. Now look through the draft of the Model Summary. Try to make it more cohesive using some of the phrases on the right. The text deals with… To begin with I’d like to say that… The point is that … The author thinks that …. First of all / firstly, (it should be noted that)… Secondly / next / finally, ... On the one hand…, on the other hand… I can’t but mention that … I suppose / believe / assume that … What matters is that … In addition / moreover, … Because /as /since… Nevertheless, … As a matter of fact … In fact … Generally speaking … As for (to) me, I think that … As far as I know / can judge…

Marketing is a group of activities designed to aid and expedite exchanges by creating, distributing, promoting, and pricing goods, services, and ideas. An exchange is the act of giving up one thing in return for something else. Marketing focuses on satisfying human needs. Marketing creates three kinds of utility (the ability to satisfy needs or wants): place utility, time utility, and possession utility; it also contributes to form utility. Marketing consists of several different, interrelated functions: buying, selling, transporting, storing, grading, financing, marketing research, and risk taking. The marketing concept is the basic philosophy that guides all marketing activities. In essence, the marketing concept states that an organization 41

… and so on … and others On the whole … … in particular … Summing up I’d like to stress … To sum up, it should be pointed out that … Finally, a few words should be said about …

should try to satisfy customers’ needs through a set of coordinated activities that also allow it to achieve its goals. A marketing strategy provides the plan of actions for using the firm’s resources to meet its objectives. The steps to develop a strategy are selecting a target market and developing and maintaining a marketing mix that satisfies the target market. A target market is a group of buyers for whom the organization tailors a marketing strategy; it is a group of consumers on whose needs and wants the organization wishes to focus. The marketing mix is composed of four elements: products, price, distribution, and promotion. Marketing strategy decisions guide an organization’s activities. Buyer behavior is the decision processes and actions of people who purchase and use products. It includes the behavior of both consumers purchasing products for personal or household use and organizations purchasing products for business use. Marketing research is a systematic and objective effort to get information about potential customers to guide marketing decisions. The five steps of marketing research are (1) defining and locating problems, (2) developing assumptions or ideas about the probable causes of events, (3) collecting data, (4) analyzing and interpreting data, and (5) reporting research findings in an understandable way so that decision makers can use them to solve problems.

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LISTENING

4. Complete a marketing system chart that works in the case of coffee (starting with Juan).

Listen to the lecture where the lecturer defines marketing and the ways in which the system operates. While listening take notes which you will need later to answer your teacher’s questions and do assignments. Model questions: 1. Is marketing expensive? How much money out of every dollar spent on retail goods in the USA goes to pay for marketing expense? For advertising expense? 2. What are the other areas of expense besides advertising? 3. In the introduction the lecturer mentions three important terms to be discussed. What are they? 4. How many utilities does the marketing system create? Name them and give examples of each. 5. What is the purpose of the marketing system? 6. How important is the consumer in the marketing system? 7. Illustrate interdependence among the utilities by an example. QUIZ While listening do the assignments: 1. Possession utility … a) always relates to the price or financing b) never relates to the price or financing c) typically relates to the price or financing 2. If exchange takes place … a) all the utilities will be present in a different amount b) all the utilities will be present in a similar amount c) not all the utilities will be present 3. Which statement is wrong? a) Juan earns 35 times less per pound for the coffee that the grocery store does b) The grocery store sells a pound of coffee for $3.50 c) Instant coffee drinkers pay $3.50 for coffee

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5. Which is not true? The form utility changes…. a) from Maxwell House to customers b) from Juan to Maxwell House c) from raw material to finished goods KEY TERMS AND CONCEPTS After having done the above texts and assignments you will get to know and be able to explain the following terms: marketing exchange utility place utility time utility possession utility form utility perception motivation market target market

total-market approach market segmentation market segment concentration approach multisegment approach marketing research marketing information marketing concepts marketing strategy learning attitude 44

personality social roles reference groups social classes marketing mix culture buyer behavior system primary data secondary data

INFORMATION TRANSFER Changing patterns of business orientation, 1700 to present.

PeriodOrientation 1700–1850 Production, finance, and transportation

Selling and promotion

1850–1945 Production, finance, Selling and and transportation

→ Customers

→→ Customers

3. How does the position of selling and promotion change from the 1850–1945 period to the present? 4. Why has market research been included in the third time period? 5. In general, how have the patterns of business orientation changed? What are some reasons for these changes? Consider such factors as economics, technology, and politics. 6. What do you predict the pattern of business orientation will look like from 2000 to 2050? Draw a diagram to present this.

promotion

Marketing 1945 – Production, finance, Present and transportation Selling & Market

→→→ Customers ↓ ↓ ↑__________↑________↑_______ Feedback ← promotion research

Figure 1 I. Scan Fig. 1 to answer these questions. 1. What category of business orientation is the largest in the period 1700–1850? From 1850 to 1945? 2. In which time period do customers have the greatest presentation? 3. Which time period has the greatest variety of orientations? What are they? 4. Which two time periods have basically the same orientations? 5. Which period of time is the longest? Which is the shortest? II. Refer to Fig. 1 to answer these questions. 1. Why do you think the first time period ends in 1850? Why does the second time period end in 1945? 2. In which direction do the arrows point in the periods 1700– 1850 and 1850–1945? In which direction do the arrows point for the period 1945–present? Why is this feedback loop important? 45

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ADDITIONAL READING VOCABULARY STUDY I. The italicized words in the sentences below appear in Text 1 (p. 48). Study the sentences. Then write the word class and your own definition for the word in the space provided. 1. With accessories such as a CD player, radio and a rear windshield wiper, the car will be considerably more expensive than the list price. accessory ( ) ____________________________________ 2. He attributes his success to the support he received from his wife. attribute ( ) 3. An important component of the computer is its disc drive. component ( ) ____________________________________ 4. The new features on next year's model are in conformance with industry guidelines. conformance ( ) ____________________________________ 5. The car was not working well because its fuel injection system was defective. defective ( ) ____________________________________ 6. Children often fantasize about the future and imagine a life more similar to a fairy tale or a Hollywood movie. fantasize ( ) ____________________________________ 7. Divorce rates have increased greatly in recent years and the longevity of any marriage is uncertain. longevity ( ) ____________________________________ 8. If people perceive the quality of a product to be poor, they will not buy it. perceive ( ) ____________________________________ 9. Movies like "ET", "Indiana Jones" and "Jurassic Park" have enjoyed phenomenal success. phenomenal ( ) ____________________________________ 10. Olympic athletes were featured in Nike's sales promotion of its new l i n e of sports shoes. promotion ( ) ____________________________________ 47

11. Airlines build a good reputation by providing good service, on-time arrivals and safe flying. reputation ( ) ____________________________________ 12. Living in a big city may be exciting, but the trade-off is the high cost of living and crime. trade-off ( ) _____________________________________ Use each of the twelve words above in an original sentence of your own. II. Before you read the article, join with a partner to consider the following questions. Then share your ideas with the whole class. 1. How would you answer the question asked in the title of the article? 2. When you think of quality items, what brand names come to your mind? Why? 3. What are some quality items that your country produces? TEXT 1 III. Read the article and discuss the questions that follow. What is Quality? (1) In recent years the Japanese have demonstrated to the world that one of the best ways to improve productivity is to improve product quality. Adopting the philosophy and ideas of an American, W. Edwards Deming, the Japanese have proven that "doing it right the first time" improves product quality, lowers production costs and maintains their competitive position in the market. (2) In a famous study in 1980, a manager of Hewlett-Packard's Data Systems Division tested 300,000 computer chips from six manufacturers, three from Japan and three from the U.S. The failure rate per 1000 was zero for the Japanese chips and between 11 and 19 for the U.S. chips. After 1000 hours of use, the failure rate was two per 1000 for the Japanese chips and 27 for the U.S. chips. Is there any doubt that attention to "quality" has helped the Japanese enter and become a major force in the computer chip market? The Japanese have had similar suc48

cesses in other industries. In fact, fewer than one percent of products produced by Japanese manufacturing firms are discarded as defective. The American average is four percent. (3) The Japanese experience has proven that management strategies can contribute to improving quality and productivity. HewlettPackard reports that their decision to reduce product failure rates by tenfold during the 1980s was the key starting point in their effort to increase productivity and lower costs. The Hewlett-Packard management discovered that productivity increased when their employees had the latest information and when they were able to participate in production decisions. (4) David Garvin, a professor at the Harvard Business School, has identified eight dimensions of quality. (5) Performance. The quietness of a car's ride; the resistance of cosmetics to smudging; the clarity of the picture, sound and color for a TV set; low energy consumption of appliances; the sound from a stereo system. (6) Features. The colors, patterns and fabrics that are available in furniture, towels, sheets, drapes, etc.; the different cycles and options available on washers, dryers, microwaves, refrigerators, etc.; the adjustments available on a stereo to improve the sound or on a camera to allow for different types of shots, lenses and tripods. (7) Reliability. Dependability of a product or service to perform properly over time. How often does the photocopy machine need repairs and what does it cost? Automobile reliability is one of the most desired attributes for anyone purchasing his or her own car. (8) Conformance. How the product meets desired standards and tolerances such as size, consistency of color, etc. Does the product reach its customers on time? This is particularly important for businesses whose products are used in the assembly of other larger products. Automobile suppliers who provide parts for automobiles rolling off an assembly line must meet certain standards, quality and tolerances to sell their parts to the manufacturers. (9) Durability. How long a product will last under various conditions. Light bulbs and batteries are sold and advertised on their longevity. How many hours will the light burn? In some cases companies will provide a lifetime guarantee.

(10) Serviceability. The ease of repair or maintenance of a product. Many firms now have toll free "hot lines" for consumers to use if they have questions or need repairs. These hotlines are designed to reduce dissatisfaction and maintain good customer relations. "Downtime" for a copier or computer must be minimized. Can the company guarantee service in six hours? Farmers cannot afford downtime during harvest season. Can the manufacturer guarantee delivery of any part in 24 or 48 hours? (11) Aesthetics. How a product looks, feels, sounds, tastes and smells. The design of the product is important, Consider the Timex "lronman" watch designed for athletes competing in the triathlon. It has a "macho" look with oversized buttons and large logos that are attractive to more than just the triathlon athlete. The Ironman is one of the hottest selling watches around. Timex is now coming out with a Victory watch for sailors and anyone else who wishes to fantasize about sailing. Is fantasy part of aesthetics? (12) Perceived Quality. The reputation of the product, its name and label. Japanese products now have a general aura of high quality. Yet how many of the products are fully made and assembled in Japan? Could some of the component parts come from South Korea, Taiwan or Singapore? The Japanese product could actually be made in America, such as Honda in Ohio and Mitsubishi televisions in California. Is the quality as high for an American-made Honda as a Japanese-made Honda? J.D. Power & Associates, who conducts market research on customer satisfaction with automobiles, has reported a difference in perceived quality between Japanese-made Hondas and American-made Hondas. (13) Trade-offs exist among these eight dimensions of quality. In addition, companies can seldom pursue all eight quality dimensions at the same time. Management has to make decisions based on a strategy for marketing its product in a competitive environment.

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IV. In groups of four, discuss the following questions and share your answers with the whole class. 1. Think about the last major purchase you or a member of your family made. How much were you influenced by the "Attributes of Quality" described above? Which attributes were most important?

2. Quality is not just a concern for the manufacturing sector. What are the attributes of high quality service? 3. Watch for television commercials that emphasize quality. What attributes of quality are usually advertised? Are the advertisements believable? TEXT 2

(4) Americans spent over US$4 billion for athletic shoes in 1989, and the experts predict the trend will continue in future. What's interesting is that most of these shoes were purchased by people who will never slam-dunk or run a marathon. Nike, Reebok and the other companies are selling fashionable and comfortable shoes to thousands of young people in America and around the world who think the shoes and the other apparel make them look good and feel great.

I. Scan the following article to answer the questions below. 1. What are the leading American manufacturers of sports shoes? 2. What people make up the market for sports shoes? Competing for Your Feet or "Defeeting" the Competition (1) At a recent Sporting Goods Manufacturers' Association trade show, Reebok International, Ltd. presented its newest line of athletic shoes. Amid blaring rock music, bright lights and video productions, Reebok displayed shoes with plastic tubes in the sole that "return energy to the wearer," shoes that can be inflated to increase ankle support, and shoes with a special "honeycomb padding" used in the seats of the space shuttle. (2) Reebok entered the athletic shoe business in the early 1980s and had such phenomenal success selling fashionable athletic shoes that today its revenues exceed US$1.79 billion. Reebok's main competition in the sprint for your "sneaker" dollar is Nike. Each controls approximately a quarter of the market with the remainder divided among wellknown companies like L.A. Gear, Converse, Adidas, and Keds. (3) Nike built its reputation among athletes by providing quality shoes for specific sports like basketball, tennis and running. It continues to market to serious athletes with ads that show Michael Jordan in Nike shoes hanging in the air above a basketball hoop and an exhausted marathon runner wearing Nike shoes. But Nike and the other athletic shoe manufacturers are concentrating just as much on accessories like neoprene windsurfing suits, jogging outfits and colorcoordinated tennis shorts and tops. Nike even changes the colors of its products with the seasons to attract fashion-conscious buyers.

II. In groups of four, discuss the questions below; then share your ideas with the whole class.

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1. Based on the information above, what is the structure of the athletic shoe market? Explain your answer. 2. In the 1950s a pair of canvas sneakers or tennis shoes were inexpensive "play shoes" for children. Fashion-conscious teens or adults would not have worn athletic shoes unless they were playing basketball, tennis or some other sport. What strategies have Nike, Reebok, and the other companies developed to change this? 3. Some critics argue that it is unethical for companies like Nike or Reebok to advertise expensive athletic shoes to young people who cannot afford such luxuries. What do you think? Why?

PRACTICE

Activity 2. I. Scan the text and say which of the points in this text you agree or disagree with?

Activity 1. Work in groups. Think of eight products (goods and services) that are produced or provided in your city or region and answer the questions below: 1. a brand of beer or a soft drink 2. a grocery product (breakfast cereal, health food, etc) 3. an industrial product (machines, consumer goods, vehicles, etc) 4. a service (cleaning, temporary employment bureaus, etc) 5. a place of entertainment (theatre, cinema, etc) 6. a public service (telephones, mail, transport, etc) 7. an educational service (maybe the course you're doing now?) 8. a financial service (bank, insurance company, etc) 9. another well-known local product: – What competition does each product face? (This may not be another brand, but another type of product: people may prefer to buy clothes instead of going to the cinema, for example.) – What is the image of each product? – What is the image of the company that produces it? – How strongly or weakly is each of the products marketed? – Where is each product advertised?

‘Hard sell’ versus ‘soft sell’ approach Anyone who has contact with customers is a sales person – that includes the telephonist who answers the phone and the service engineer who calls to repair a machine. So that probably includes you! The relationship between a sales person and a client is important: both parties want to feel satisfied with their deal and neither wants to feel cheated. A friendly, respectful relationship is more effective than an aggressive, competitive one. Sales people should believe that their product has certain advantages over the competition. Customers want to be sure that they are buying a product that is good value and of high quality. No one in business is going to spend his or her company's money on something they don't really need (unlike consumers, who can sometimes be persuaded to buy 'useless' products like fur coats and solid gold watches!). Some sales people prefer a direct 'hard sell' approach, while others prefer a more indirect 'soft sell' approach. Whichever approach is used, a good sales person is someone who knows how to deal with different kinds of people and who can point out how his or her product will benefit each individual customer in special ways. A successful sales meeting depends on both the sales person and the customer asking each other the right sort of questions. II. What sort of questions are most useful in a sales meeting? – What answer is each of these questions likely to provide? – Which of the questions are likely to give more useful information? 'Do you think the product is too expensive?' 'What are your reactions to the prices I've quoted you?' 'Is the machine designed to operate 24 hours a day?' 'Tell me about the operation of the machine.' 'Are you worried about the question of reliability?' 'Are there any particular points you're worried about?'

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II. Write some more, similar sentences about the information in the pie charts given below.

Activity 3. I. Look at these sentences and the pie chart below. On their basis give a short presentation on the situation with cars a) in Great Britain and b) in Russia. • White is the most popular colour for cars in Britain. • Red is the second most popular colour for cars in Britain. • White is a (much/far) more popular colour than blue. or Blue is a (much/far) less popular colour than white. or Blue isn't as popular a colour as white. • Gold cars are not (quite) as popular as yellow ones. or Yellow cars are a bit/little more popular than gold ones. • Yellow cars are (just) as popular as brown ones. • Green seems to be the least popular colour for cars in Britain. or Green is the most unpopular colour for cars in Britain. • About twice as many brown cars are sold as black cars in Britain. or Half as many black cars are sold as brown cars. • More/far more red cars are sold than green cars. or Fewer/far fewer green cars are sold than red ones. or Not as many green cars are sold as red ones. • Most British people would never dream of buying a green car.

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Activity 4. Divide into three groups. Group A should look at File 1, Group B at 2 and Group C at 3. 1. Each group will have to design a questionnaire about the region and its competitors and then conduct interviews with consumers (i.e. potential visitors). 2. When your group has designed its questionnaire, each member of the group should stand up and go round the class finding 'members of the public' (from other groups) to interview. Ask each of them the questions in your questionnaire. 3. Report back to your group. Make a simple table using the information you have collected. 4. Each group reports its results to the whole class. Make notes on the important points made by the other groups. Ask questions on any points they haven't made clear. or Form new groups of three or four, consisting of one member from each of the original groups. Find out what each of the groups discovered. 5. Draft a report summarizing your group's findings, including a table or chart. Show this to a member of another group and ask for comments. 6. Work in groups, consisting of one member of each of the original groups. Decide together: Who are your (potential) customers? What are the main attractions of your product? What are the main attractions of the competition? What is the 'unique selling proposition' that makes your product special? How can you inform customers about your product? What positive points about your region should you stress? What misconceptions about your product should you try to correct? For example, if people think your region is 'flat and boring' or 'hot and dusty', how can you persuade them they're wrong?

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7. Work as a whole class or in two large groups. Devise a marketing strategy for your product. How can you improve your product's image and promote it to the customers? 8. Think of a good slogan for your product. Draft a short text for an advertisement in a British / American newspaper or magazine. FILE 1 Make a list of five or more regions or countries that are in competition with yours. Design a questionnaire to find out about people’s attitudes to your region and to its competitors. The people you ask should rate each destination for its qualities on a scale 1 to 10 (or 1 to 5 – if you prefer): good value for money good entertainment friendliness culture climate

easy to get to health and sport hospitality beautiful scenery landscape

good facilities peace and quiet wilderness uniqueness sights

Ask them to describe each place in one sentence like this: When I think of ______, I think of / imagine ______ .

FILE 2 Design a questionnaire to find out the importance of various factors in choosing a holiday destination. The people you ask should decide how important these factors are on a scale 1 to 10 (or 1 to 5 – if you prefer) for a main holiday and for a second holiday: different way of life historic places learn new things summer sports outdoor activities part of longer trip

night life beautiful scenery bargain prices winter sports visiting friends/relations no language problems

good food meeting people gifts and souvenirs relaxation climate

Ask them to describe each place in one sentence like this: If I were to choose a place to go on a holiday (vacation – Am.) first of all I’d like to ______, then I’d consider _______ . 58

FILE 3 Make a list of five or more regions or countries that are in competition with yours. Design a questionnaire to find out people’s attitudes to the less attractive features of these regions and your own region. Ask people which of these phrases describe each destination: no package tours available bad weather language problems too crowded unfriendly, gloomy people no beaches nothing for children to do bad food other: _____________ (please specify)

hard to reach too far away too quiet too expensive

Ask them to describe each place in one sentence like this: I think that the less attractive features about _______ are firstly, _______ and then that (there are) ______.

II. Look at the three products compared here. Discuss the 'features and benefits' of each product, like this: The Acme 77B is available in bright colours, which means that it will be an attractive feature of your room. The Acme 77B isn't as powerful as the other fans, which means that it won't keep you so cool. Rolac 241

Samco Airblast

Acme 77B

24 cm

17.5 cm

35 cm

power consumption

20 watt

30 watt

75 watt

mosquito/fly killing

yes

yes

no

3 600/1000

2 1000/1500

4 200/750

45 beige only

25 white or black

40 5 bright colours

Italy

France

Taiwan

retail price

£17.99

£24.50

£14.99

wholesale price per 100

£104.55

£152.00

£85.00

fan diameter

settings speeds (r.p.m.) air output (m3/minute) colours available country of manufacture

Activity 5. I. Any product gives various 'benefits' to the customer: these may be functional or practical (speed, power, efficiency, etc.) or psychological (attractive appearance, making the customer feel happy or proud, etc.): Feature=>- Benefit A is more.....than B, which means that……. B isn't as…as A, which means that……. 59

Positive benefits Negative benefits

III. Work in groups. Ask your partners these questions: What benefits does your firm's product give? What will it do for the customer? How is it different to or better than the competition? 60

II. Predicting the effect of price increase on market demand.

Activity 6.

You learned that the demand for a product or service is described as elastic if a price increase results in a drop in sales. A product or service has inelastic demand when a change in price has no effect upon sales. Look at the list of consumer goods and services below. In the blank on the left, indicate whether the item has essentially an elastic demand (E) or an inelastic demand (I). Indicate the most important reason for your classification from the list below in the blank on the right. A. Necessity B. Luxury C. Many available substitutes

Analyzing Market Variables I. Each of the events listed below will affect the market for particular goods or services. Working with a partner, match the letter of the "effect" (A–D) with the events listed (a–d). A. B. C. D.

Supply will increase Supply will decrease Demand will increase Demand will decrease

a. Cost of obtaining oil for making plastics decreases. b. The yo-yo fad comes to an end. c. An advertising campaign for basketball shoes is effective. d. Personal income tax increase reduces available income for purchasing stereos, TV's and other major appliances. e. Government subsidy helps local carpet manufacturers. f. New robots lower production costs for automobiles. g. Drought ruins the rice crop. 61

D. Few available substitutes E. Easy to delay purchase F. Difficult to delay purchase

Elasticity ____ Automobile repair ____ Pack of cola ____ Pizza ____ 10-speed bicycle ____ Cosmetic plastic surgery ____ Loaf of bread ____ Bus service ____ Surfer T-shirt ____ Air conditioning ____ Fried Chicken (fast food) ____ Computer ____ Dental service

Reason _____ _____ _____ _____ _____ _____ _____ _____ _____ _____ _____ _____

In groups of four, compare your answers and try to come up with a group concensus. Then share your group's answers with the whole class.

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MARKET RESEARCH AND PRODUCT DESIGN

Activity 7. I. Look at the bottle of shampoo and draw lines to match the words with the parts of the bottle.

MARKET RESEARCH SURVEY Name of store ________ Address _____________________ Brand of shampoo Price/oz. (grams) Color Slogan 1.______________________________________________________ 2.______________________________________________________ 3.______________________________________________________ 4.______________________________________________________ 5.______________________________________________________ Total number of different brands of shampoo ________ Description of containers or packages. (Draw several designs below) Target market for each of the five brands of shampoo listed above 1.______________________________________________________ 2.______________________________________________________ 3.______________________________________________________ 4.______________________________________________________ 5.______________________________________________________

II. Bring in an ad and analyse it with regard to its intended target market. Decide what type of appeal is being made (to the senses, to economy, etc.) Also analyse the ad for its factual representations and its implications. Compare your observations with those of your classmates. III. Develop a questionnaire and interview someone about his or her favourite kind of automobile. Try to determine why this particular car has more appeal than the others. IV. Walk around the town and write down five advertisements. Discuss and share these ads with the class. V. Carry out market research according to the following format. 63

Description of shampoo that appeals to you most _______________________________________________________ _______________________________________________________ _______________________________________________________ Reasons you like it _______________________________________________________ _______________________________________________________ VI. Working in small groups, discuss the results of your market research.

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VII. Design your own shampoo or other product. Include the following information: Name of Product Price / Ounce (grams) Shape of Container Color of Container Slogan Size (in ounces / grams) Color of Product

On another piece of paper, draw the container and label for your product. Include the name, price, number of ounces/grams and slogan. If you use a product other than shampoo, revise this exercise to include what is necessary in designing this product.

BIBLIOGRAPHY 1. Dowling, Barbara T.; McDougal, Arden Marianne. Business Concepts For English Practice. Boston: Heinle & Heinle Publishers, 1993. 2. Jones, Leo; Alexander, Richard. International Business English. Cambridge: Cambridge University Press, 1993. 3. Kral, Thomas. Economic Considerations. English Through Content: Applied Economics // Materials Development and Review Branch English Language Programs Division, US Information Agency, Washington, D.C., 1996. 4. Revell, Rod; Sweeney, Simon. In Print. Reading Business English. Cambridge: Cambridge University Press, 1994. 5. Ruetten, Mary K. Comprehending Academic Lectures. N.Y.: Macmillan Publishing Company, 1986.

VIII. Determine the marketing mix that you think will be successful for your product. Be as specific as possible. Target market: Placement: Product: Promotion: Price:

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Учебное издание

Учебно-методическое пособие по развитию навыков профессионального общения В двух частях Часть 2

MARKETING Составитель Руденко Татьяна Павловна

Технический редактор Н.В. Москвичёва Редактор Е.В. Коськина Подписано в печать 04.04.05. Формат бумаги 60х84 1/16. Печ. л. 4,1. Уч.-изд. л. 4,4. Тираж 200 экз. Заказ 124. Издательство Омского государственного университета 644077, г. Омск-77, пр. Мира, 55а, госуниверситет

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