5. Fill in the prepositions.
Marketing research is a systematic and objective effort to get information … potential customers to guide marketing decisions. (The marketing concept cannot be implemented without information … buyers.) Marketing research gathers information not available to decision makers … any other form. It is conducted … a special-project basis, and research methods vary with the problems studied and with changes … the environment. Marketing research is a five-step process:
1. Defining and locating problems.
2. Developing assumptions or ideas about the probable causes … events.
3. Collecting data.
4. Analyzing and interpreting data.
5. Reporting research findings in a way that makes them understandable … the decision makers who have to read the reports and solve the problems.
Grammar in Use Joining ideas
6. Read the examples, then join the following sentenced in every possible way.
They tried to determine buyers’ needs, but it turned out to be rather difficult.
Although/Though they tried to determine buyers’ needs it turned out to be rather difficult.
In spite of the fact that/Despite the fact that they tried to determine buyers’ needs, it turned out to be rather difficult.
They tried to determine buyers’ needs. It turned out to be rather difficult, though.
Sales people believe that their product has certain advantages over the competition while/whereas customers want to be sure that they are buying a product of high quality.
1. Great Britain and the USA both speak the same language. Cultural differences exist.
2. Efforts have been made to introduce the product into the market. The competition was very strong.
3. He didn’t approve the plan. Some ideas were good.
4. In developed countries enterprises dominate. They have substantial public sectors as well.
5. They tried hard to change the situation. People didn’t buy their products.
7. Join the sentences using the words in brackets.
1. Products can be good or bad in terms of quality. With modern production lines the quality will at least be consistent. (but)
2. Countertrade accounts for only about 10% of the world trade. It is growing in importance. (although)
3. The company changed its policy. The sales were not high. (despite the fact that)
4. 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. (although)
5. The name of the company was easy to remember. The company wasn’t able to avoid translation difficulties. (in spite of the fact that)
6. The quality of the education may be high. If the student finds service poor, he may not be satisfied with the education experience. (but)
Speaking Task
8. Work in pairs. Discuss with your partner what marketing is. Why is marketing gaining the importance today? Use the following diagram as a plan.
Writing
9. Read the text carefully and write the summary. Use the comments and useful phrases from Chapter II, Unit I, ex.9.
A marketing strategy is a plan for the best use of an organization's resources to reach its objectives. Developing a marketing strategy involves selecting and analyzing a target market and creating and maintaining a marketing mix that will satisfy that market.
A target market is chosen through the market segmentation approach. A market segment is a group of individuals or organizations within a market that have similar characteristics and needs. The market segmentation approach directs a marketing mix at a segment of a market.
Market measurement and sales forecasting are used to estimate sales potential and predict product sales in specific market segments. Strategies are then monitored and evaluated through marketing research and marketing information system, which stores and processes internal and external data in a form suitable for marketing decision making.