7. Fill each gap in the sentences below with the correct word from the box.

generate	specifies	define	monitor	identify
address	designs	links	improve	communicates

Marketing research is the function that 1)… the consumer, customer, and public to the marketer through information - information used to 2) … and 3) … marketing opportunities and problems; 4) …, refine, and evaluate marketing actions; 5) … marketing performance; and 6) … understanding of marketing as a process. Marketing research 7) … the information required to 8) … these issues, 9) … the methods for collecting information, manages and implements the data collection process, analyzes, and 10) … the findings and their implications.

8.Which words can be used to talk about each P? Fill in the table.

Product	Price	Place	Promotion

Sales force, specific channel, logistics, list price, functionality, appearance, retail price, distribution channels, advertising, wholesale price, market coverage, special discounts, packaging, locations, promotional strategy, media, brand, warranty, order processing, personal selling, service levels, early payment discounts, volume discounts, public relations, quality, budget, seasonal pricing, training, transportation, returns, service, financing, support, sales promotion.

9.Fill in the missing words with the description of the marketing mix.

The traditional marketing mix was described in terms of 4 Ps.

1. . … the goods and services.

2. … the cost of the product.

3. … often called distribution.

4. … which aims to make people aware of the product.

In recent years other considerations have been added, giving a list of at least 7Ps:

5. … or everyone involved from producer to consumer.

6. … which mean the wrapper or the box the product comes in, but also all added value and intangible assets.

7. … or everything to do with time.

Analysis and Discussion

Over to you

1. Read and render the text.

Маркетинг, – один из трех ключевых факторов успеха предприятия на рынке. Первый фактор – бизнес-идея (то есть продукт или услуга, предложение компании); второй – люди, способные продукт создать и продвинуть; третий – мотивация этих людей. Если последние два относятся скорее к области управления персоналом, то первый – это исключительно маркетинг. Он отвечает на важнейшие для бизнеса вопросы: каким должен быть продукт; для кого этот продукт создан; как его донести до покупателей, как продвинуть? По сути, в любом бизнесе важнее всего маркетинг и HR, то есть «что» и «кто» – что делать и кто это будет делать. Именно они служат гарантией успеха. Маркетинг начинается уже тогда, когда люди только договариваются, что будут делать бизнес: тем самым они решают маркетинговую задачу. Любая компания начинается с маркетинга, продолжается маркетингом и на маркетинге же «заканчивается». По словам Роберта Кийосаки, не так важно, каков бизнес сейчас, важна его перспектива. Стратегия и маркетинг сегодня почти неразделимы. Они являются тем «универсальным клеем», связующим звеном, которое помогает создать эффективную систему управления бизнесом. Успех предприятия во многом зависит от того, каким продукт станет. Поэтому маркетинг должен смотреть в будущее, определять, на какие тренды, на какую аудиторию ориентироваться. Без этого построить крепкий бизнес невозможно.

2. Study the text and fill in the chart. Get ready to speak about each market position, its characteristics, objectives and strategies.

Market position	Characteristics	Objectives	Fundamental Strategies
Leader
Challenger
Follower

Market position

The position of the organization (or product) within a given market will clearly influence the strategic options available. For example, when comparing the market leader with a smaller ‘niche’ competitor, it is likely that marked differences exist in: aims, capabilities and resources. When considering a market, competitors break down into three general categories: market leaders, market challengers and market followers.

Market leaders are dominant within the given industry or segment. This dominance is normally due to market share. However, some organizations may achieve ‘leadership’ via innovation or technical expertise. Additionally, the organization may only be a leader in a given segment (e.g. geographic area).

The market leader will be a constant target for aggressive competitors and must remain vigilant and proactive. Common strategies include:

• Expanding the market

If the total market expands, the leader tends to gain the largest share of this expansion. This can be achieved by finding new users or new uses for the products and by encouraging more use by existing customers.

• Offensive strategy

By aggressively pursuing market share, the fight is taken to the competitors.

• Defensive strategy

Equally, it is important to protect your existing customer base and ensure that market share is retained. Offensive and defensive strategies are applicable to all industry ‘players’ not just market leaders.

Market challengers will seek confrontation and aggressively pursue market share. Often, such organizations are large and well resourced. They are seeking market leadership and present a long-term sustained challenge to the current leader.

Strategies available to challengers include:

• Selective targeting

The challenger can target specific competitors. It may attack smaller (perhaps regional) competitors or firms that are equivalent in size and resources. Basically, the challenger is looking to attack weaker competitors – those failing to satisfy the customer in some way, or those under-financed or resourced. By picking-off weaker competitors, challengers enhance their market position.

• Attack the leader

The challenger can directly challenge the dominant player. This is often a long-term war of attrition and it is unlikely that market leadership will change over night. Commonly, direct attacks sustained over time erode market share gradually.

Market followers, being in second place, third or even further down the rankings within an industry may still be an attractive position. Market followers tend to ‘shadow’ the market leader as opposed to challenge them, unless there is a high degree of certainty that a challenge will be successful – they follow the leader. In simple terms, followers duplicate (to greater or lesser degree) the actions and product offerings of the bigger industry players and avoid ‘rocking the boat’.

Typical strategies are:

• Duplication

The product offering is duplicated in every possible way, even down to the packaging and promotion. Such strategies are potentially open to legal challenge in the areas of patents and copyright.

• Adaptation

Here we adapt the basic product offering. If we can improve on the concept, then potential exists to differentiate ourselves. For example, we may sell the same/similar products but have a reputation for higher levels of customer service.

3. Scan the text and add of other criticisms of marketing.