Министерство образования и науки РФ

Федеральное государственное автономное образовательное учреждение высшего профессионального образования

«Сибирский федеральный университет»

Торгово-экономический институт

Отделение среднего профессионального образования

Marketing

Сборник текстов и упражнений на английском языке

для студентов всех специальностей

очной и заочной форм обучения

Красноярск 2012

marketing: сборник текстов и упражнений на английском языке / ФГАОУ ВПО СФУ Торгово-экономический институт; сост. Н.А. Александренко. – Красноярск, 2012. – 18 с.

Сборник текстов и упражнений составлен в соответствии с программой курса «Английский язык» для студентов всех специальностей очной и заочной форм обучения.

Сборник содержит профессионально ориентированные тексты по теме «Маркетинг» и вопросы для обсуждения этой темы, направленные на развитие навыков устной речи, чтения и понимания текстов.

Сборник текстов и упражнений может быть использован как для аудиторной, так и для внеаудиторной самостоятельной работы студентов.

ФГАОУ ВПО СФУ

Торгово-экономический институт, 2012

Содержание

Contents Page

Numbers

1. Welcome to Marketing! The Four P's 4

1. Product 7

2. Promotion 11

3. Price 13

4. Placement 15

5. The Target Market 17

Welcome to Marketing!

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy both individual and organisational objectives. In Marketing you will learn about the four P's of marketing (product, promotion, price and placement), the marketing mix and target markets.

1. The Four P's

Discussion

Discuss the questions below before reading "The Four P's".

1. What do you think of when you see the term marketing? Write down your ideas.

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. Now write a definition of marketing using some of the ideas and steps listed in questions 1 and 2.

Reading

Now read "The Four P's" and answer the questions.

Reading 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 manufacturing 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. 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 the potential market, testing of the product to insure quality, and then introduction to the market. A company next considers the price to charge for its products. There are three pricing options the company may take: above, with оr below the prices that its competitors are charging. For example, if the average price of a pair of women's leather shoes is S47, 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 i 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.

1. What is marketing?

2. What are the four main elements of marketing?

3. What is involved in the product element of marketing?

4. What are the three pricing options that a company may take?

5. Using $275 as an average price for word processing software, what are examples of pricing above, with and below the market?

6. What does placement involve?

7. Do you think McDonald's provides food on a wholesale or retail basis?

8. What are some advertising media besides magazines and newspapers?

9. If you were to specialize in one of the marketing elements, which one would you choose - product, price, placement or promotion? Why?

Circle the letter of the answer that best completes each of the sentences below.

1. The four main elements of marketing are popularly known as:

a) the movement of goods and services

b) the four P's

c) the four M's

d) buying, selling, market research and storage

2. The product element refers to:

a) the four P's

b) testing of a product to insure 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

b) below the market

c) beyond the market

d) above the market

4. A common channel of distribution is:

a) wholesaler to retailer to manufacturer to customer

b) manufacturer to retailer to wholesaler to customer

c) retailer to manufacturer to wholesaler to customer

d) manufacturer to wholesaler to retailer to customer

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

Fill in the blanks with the most appropriate terms from the box.

vital insure retailer prices placement wholesaler

price leader take place charge channel of distribution

The most common is manufacturer to

wholesaler to to consumer. Distribution can,

however, through slightly modified channels.

For example, products are sometimes sold directly by the

or the manufacturer: rather than by the retailer. Generally, wholesalers

____ ________ lower _________ ___ than retailers and sell in

larger quantities. Together, these channels of distribution play a

____________ _ role in the _________ ___ element of

marketing.