- •Challenges in Marketing
- •Ббк 81.2Англ-923
- •Ббк 81.2Англ-923
- •Contents
- •Передмова
- •Part I Unit 1 The Marketing Mix (The 4 p's)
- •The product life cycle.
- •Commentary
- •Business Stages in Marketing
- •Grammar point Modal Verbs Expressing Ability and Possibility
- •Unit 2 The Promotion Mix
- •Commentary
- •Business Branding
- •Grammar point Modal Verbs Expressing Request, Offer, Suggestion, Asking for Permission and Instructions
- •Grammar point Modal Verbs Expressing Supposition
- •Unit 3 How Markets Work
- •Commentary
- •Business The New Marketplace
- •Part II Texts for Supplementary reading
- •Text 1: what do marketers do?
- •Text 2. The marketing communication function
- •Text 3: the market segmentation function
- •Text 4: marketing research
- •Text 5: focus group studies
- •Text 6: survey research
- •Product development
- •Text 1: product importance
- •Text 2: what is a product?
- •Text 3: different product views
- •Text 4: the product mix
- •Text 5: marketing different classes of consumer goods
- •Text 6: marketing industrial products
- •Text 7: packaging changes the product
- •Text 8: the growing importance of packaging
- •Text 9: different packaging functions
- •Text 10: branding
- •Text 11: brand categories
- •Promotion
- •Text 1: communication versus promotion
- •Text 2: marketing communication system (mcs)
- •Text 3: marketing intelligence versus marketing research
- •Text 4: promotion
- •Text 5: advertising
- •Text 6: classes of advertising
- •Text 7: sales promotion
- •Answers Test 1
- •Challenges in Marketing
- •83050, М.Донецьк, вул.Щорса, 31.
- •83023, М.Донецьк, вул.Харитонова, 10.
Commentary
Marketing - маркетинг: комплекс взаємозалежних форм і методів господарювання в умовах цивілізованої ринкової економіки, що охоплює всі стадії руху товару, починаючи з вивчення попиту, виробництва товарів і надання послуг, доведення їх до кінцевого споживача і закінчуючи організацією гарантійного обслуговування (аж до утилізації). Маркетинг включає такі задачі: передбачення зміни попиту (на основі вивчення ринку), стимулювання збуту, гарантійне обслуговування товару.
Market segmentation - сегментація ринку: поділ потенційних споживачів на однорідні групи на основі розходження в потребах, характеристиках і поводженні. До найбільш традиційних способів відноситься поділ споживачів за віком, статі, доходові родини, роду занять і соціальному станові.
Market share - частка ринку: це частка сукупних продажів усіх торговельних марок або виробів, що конкурують на тому самому ринку, що приходиться на одну торговельну марку або виріб і, як правило, має процентне вираження. Наприклад, торговельні марки А, Б, і В якого-небудь виробу конкурують між собою; у якомусь місяці обсяги їхніх продажів склали 48 000, 62 000 і 90 000 фунтів стерлінгів відповідно. Частка ринку, що приходиться на торговельну марку А, дорівнює 24 %.
Task 1. Answer the questions.
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What is marketing?
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What does the "marketing concept" mean?
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Think over your own examples of creating customer needs.
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What is the main task of market research?
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What are the sources of information in market research?
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What do the 4 P's include?
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Can you give your own examples of the products called, "white elephants"?
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What are the two broad categories of consumer goods?
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What is the main difference between consumer and industrial goods?
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What does the portfolio theory mean?
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What does the market segmentation mean?
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What is the primary purpose of price?
13. What is the additional purpose of price?
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What is the simplest pricing model?
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What are the main stages of the product life cycle?
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What are the main stages in the family life cycle?
Task 2. Find in the text English equivalents of the following Russian word combinations:
дистанційне керування, проводити дослідження ринку, надзвичайно важливо, загальні типи, споживаються відносно швидко, скористатися перевагою, у визначеному фізичному місці розташування, місце проживання, товари домашнього споживання, компенсація витрат, цільовий покупець, транспортні і накладні витрати
Task 3. Choose the right definition of the three possible. (They may be more than one.)
1. marketing concept a) not to sell what is made but to make what is bought
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to find wants and fill them
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to create and anticipate consumers' needs
2. guesswork a) result of something
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opinion formed by judgement
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making a statement based on supposition
3. "white elephants" a) products which are very big
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products which have little demand
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products which have no demand
4. portfolio theory a) position and duties of a minister of state
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list of securities and investments (stocks, shares, etc.)
owned by an individual or a bank
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offer of several different products into several
different markets
5. framework a) part of a structure that gives shape and support
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limits of
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established order or system
6. recovery of costs a) compensation of expenses
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reimbursement
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covering of spending
Task 4. Explain the meaning of the following phrases, translate them into Russian.
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to have all your eggs in the same basket
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"High class" restaurants attract customers simply by being expensive.
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The low prices also serve to attract their target market.
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The simplest pricing model is cost plus.
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It is inevitable that most products die.
Task 5. Fill in the blanks with the words in the box:
research promotion |
product (2) advertising |
awareness behaviour |
sales distribution |
price place |
marketing mix |
The ________ generally refers to an overall marketing strategy, which involves the manipulation of four key elements. These are decisions concerning the nature of the ________ and its design: decisions about ________, ________, ________ and customer________. These four factors are popularly referred to as the 4 P's: ________, ________, ________, and ________. Two important aspects of this are not made explicit. These are market ________ and buyer ________.
Task 6. Name the stages of the product life cycle.
________ During this stage sales are slow as both consumers and distributers become aware of the product and decide to adopt it.
________ During this growth stage there is a rapid acceptance of the product and a dramatic increase in sales. This is generally sustained by improved distribution, product improvements, and even price reductions.
________ At this stage sales and profits are still high but there tends to be considerable investment in product changes, increased promotional activity and price-cutting.
________ Products are sometimes re-launched at this stage, usually with new features, different packaging and often an attempt to create a new image. This stage is marked by a falling off in sales, and while some firms do well as others leave the market.
Task 7. List five products that are aimed at:
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children, young people, elderly people
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men, women
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young married couples, families with young children, retired couples
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the rich, the middle class, the poor
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consumers from agricultural and urban areas