Read, translate and play out the dialogue Lecture “Marketing”

Mr. Trenton: Hello, students! I’m glad to welcome you here. Today we shall proceed speaking about marketing. We shall discuss the problem of human needs and wants and how to satisfy them. Who would like to tell me what is directed at satisfying needs and wants?

Dylan: May I?

Mr. Trenton: Yes, please.

Dylan: Sir, I believe that Marketing is human activity directed at satisfying needs and wants.

Mr. Trenton: That is right! Now who wants to tell me how does it work?

Melanie: Professor, I think that marketing is human activity directed at satisfying needs and wants through exchange processes.

Mr. Trenton: The answer is correct, thank you, miss. Well, I need an answer to my next question. What must organizations thoughtfully define?

Nick: I suppose that organizations must thoughtfully define their products or services.

Mr. Trenton: You are right, thank you. I just want to add that organizations must also thoughtfully define their prices, communications, and distribution in a way that meets real buyer needs in a competitively viable way. And, that is the task of marketing. What does marketing represent? I mean the functions. You, miss?

Jennifer: It represents a higher-order integration of many separate functions - selling, advertising, marketing research …

Mr. Trenton: Thank you. Who would like to add? You, young man, please.

Joe: As well as a new-product development, customer service, physical distribution - that impinge on customer needs and satisfaction.

Mr. Trenton: Great! You also must keep in mind that marketing's task in the organization is not only to help it recognize business opportunities and serve the various publics but also to harness the organization's energy to enhance the quality of life in society. Now, less talk about people's needs and wants. A useful distinction can be drawn between needs, wants, and intentions, although these words are used interchangeably in common speech. Who will give a definition of the notion – a need?

Frank: A need is a state of felt deprivation of some generic satisfaction arising out of the human condition.

Mr. Trenton: Excellent! Looks like you’ve prepared well! Now, what do people require in general?

Sarah: People need a lot of different things. People require food, clothing, shelter, safety, belonging, esteem, and a few other things for survival. But I think people actually need very little.

Mr. Trenton: Wonderful! Actually, we don’t need many things for lining but inside of us there is a desire to have other things. Who would like to give me a definition of the notion – a want?

Lisa: Wants are desires for specific satisfiers of these ultimate needs.

Mr. Trenton: That’s a great definition! A person needs food and wants a steak, needs clothing and wants a Pierre Cardin suit, needs esteem and buys a Cadillac. While people's needs are few, their wants are many. How do you think human needs and wants are shaped?

Greg: Well, I guess, they are continually shaped and reshaped by social forces and institutions such as churches, schools, corporations, and families.

Mr. Trenton: You are absolutely right! Thank you for your participating and your answers. Now let’s switch to another question …

***