- •Module 7 “marketing. Advertising” Unit 7.1 The Main Elements of Marketing
- •Text-study
- •II. Answer the following questions :
- •III. Translate into English:
- •IV. Comprise critical components of your marketing plan.
- •V. Give Russian equivalents to the following:
- •Focus on Grammar Articles. Prepositions
- •VI. Fill in the blanks with suitable prepositions
- •VII. Fill in the blanks with articles if needed
- •VIII. Read the text about securities. Write a suitable word to fill each of the gaps.
- •IX. A businessman gives his partner advice on his investments in a number of ways. Perhaps the most obvious is when he uses the verb “advise”:
- •X. You meet a friend who has some money to invest. Give him some advice. Use the phrases listed in the tasks above. Unit 7.2 Brand Names
- •I. Learn the following words
- •II. Answer the following questions
- •III. Translate from Russian into English:
- •Focus on Grammar Articles. Prepositions
- •IV. Fill in the blanks with suitable prepositions.
- •V. Fill in the blanks with articles if needed.
- •VI. Complete the sentences with the present simple or the present continuous forms of the verbs in brackets.
- •Unit 7.3 Advertising
- •Text study
- •II Answer the following questions:
- •III Find in the text the English equivalents of the following phrases:
- •IV. Analyze the Participle forms used in the text.
- •V. Translate the following word-combinations into English in writing.
- •VI. Work as one group. Discuss the following questions.
- •VII. Work in several groups. Sum up the information you have received from the Unit 7.3.
- •VIII. Role-play. You are the managers of the company planning to introduce a new product to the market. Think of organizing a successful advertising campaign for marketing the product.
III. Translate into English:
1.Ма́рке́тинг — управление созданием товаров и услуг и механизмами их реализации как единым комплексным процессом.
2.Маркетинг — это искусство и наука правильно выбирать целевой рынок, привлекать, сохранять и наращивать количество потребителей.
3.Маркетинг — это осуществление бизнес-процессов по направлению потока товаров и услуг от производителя к потребителю.
4.Маркетинг — система планирования, ценообразования, продвижения и распространения идей, товаров и услуг для удовлетворения нужд, потребностей и желаний отдельных лиц и организаций, причем реклама является лишь одним из факторов процесса маркетинга.
5.Цель маркетинга — создать условия для приспособления производства к общественному спросу, требованиям рынка.
6.Основные функции маркетинга: изучение спроса, вопросов ценообразования, рекламы и стимулирования сбыта, планирование товарного ассортимента, сбыта и торговых операций.
7.Маркетинг начинается с исследования целевого сегмента рынка, для которого собирается работать компания.
8.Система маркетингового аудита позволит оценивать результаты проводимых мероприятий и степень их воздействия на потребителей.
9.В маркетинге соблюдается принцип постоянного обновления выпускаемой или реализуемой продукции.
10.«Комплекс маркетинга» - это набор маркетинговых средств, которые необходимо гармонично увязать друг с другом, чтобы добиться максимального воздействия на рынок.
IV. Comprise critical components of your marketing plan.
Marketing over view.
a) What business are you in?
b) What do you sell?
c) What are your target markets?
d) What are your marketing goals for next year?
e) What obstacles might keep you from achieving these goals?
f) What is your marketing budget?
Products and services.
What are the benefits of your products/services?
What makes you special?
Customers and prospects.
Who are your current customers? ( Include age, gender, income, geographic location)
What are their buying habits?
How do your customers learn about your products/services?
Why do your customers buy your products/services?
Who are your best customers?
What is your market share?
Is it expanding, shrinking or stable?
Is your market changing in other ways?
Competitive Analysis.
What do your competitors do better than you?
What do you do better than your competitors?
Price, location and sales practice.
How do you establish prices?
How do your prices compare to those of your competitors?
What are the advantages and disadvantages of your location? (Traffic flow, convenient parking, etc.)
What are your sales practices?
How do you compare them to those of your competitors?
Strengths and weaknesses.
What are the internal and external strengths of your businesses? (Skilled personnel, outstanding technology, expanding market).
What are the internal and external weaknesses of your business? (Lack of sales support materials, aggressive competition).
Advertising and promotion.
What is your advertising and promotion budget?
What marketing tools can you implement within this budget?
What are your advertising and promotional objectives? (Change of your firm’s image, penetrate specialized markets, etc.).
What do you currently do to promote your business?
What previously used promotional methods have been most effective?
How will you evaluate the effectiveness of your advertising and promotional efforts?
Long-term strategic marketing.
How do you plan to solve marketing problems?
How do you plan to achieve new goals?