Marketing (1)

Marketing involves analysing and understanding customer demand in order to enable the company to provide the most appropriate products and services.

A company's approach to achieving its marketing objectives is called marketing strategy.

The various factors a company must take into consideration when developing its marketing objectives are referred to as marketing mix. The marketing mix is often summarized as the so-called four P's: product, price, place, promotion: what to sell, to whom, where, and with what support.

Product can be defined as goods or service that you are marketing and includes its design, quality and reliability.

Price refers to how much money a company charges for its products. The marketing view of pricing involves considering the value of a product, the volume of sales required.

Place refers to distribution, that is, how and where the product is made available to customers.

Promotion means presenting the product to the customer. Promotion involves considering the packaging and presentation of the product, its image, the product name, advertising.

Answer the following questions:

1. What does marketing involve?

2. What is marketing strategy?

3. What are the four elements of the marketing mix?

4. How can "product" be defined?

5. What does "price" refer to?

6. What does "place" mean?

7. What is promotion?

Form nouns from the following verbs:

involve, analyse, provide, achieve, consider, summarize, pay, distribute, present, consider.

The following words can be used in more than one way. Underline the correct part of speech for each word as it is used in the text.

1.	demand	a) noun	b) verb
2.	approach	a) noun	b) verb
3.	place	a) noun	b) verb
4.	support	a) noun	b) verb
5.	charge	a) noun	b) verb
6.	view	a) noun	b) verb
7.	value	a) noun	b) verb
8.	name	a) noun	b) verb

Give the English for:

купівельний попит; досягати мети; стратегія маркетингу; брати до уваги різні фактори; формула маркетингу; підтримка; якість та надійність; обсяг продажу; сприяння у продажу, (товару); пакування товару; реклама.

Match words from list A with words from list В that have a similar meaning:

A	В
involve	cost
appropriate	supply
achieve	empower
objective	assistance
support	aim
enable	reach
provide	suitable
price	include

The words in the box frequently occur after "marketing".

Find combinations that mean:

1. the combination of factors that influence sales and can be controlled by a company. These include product, pricing, promotion and place;

2. a detailed report that shows how a company or a department will maintain and improve sales in a certain area;

3. the combination of factors that affect a company's sales in a particular area or country. These factors include changes in government policy, in people's levels of income, the development of new technology or transport systems and the activity of rival firms;

4. a detailed inspection of the strengths and weaknesses of the marketing activities of an organization;

5. a company's approach to achieving its marketing objectives;

6. the business philosophy that involves the entire organization in the process of satisfying customers' needs while achieving the organization's goals;

7. the general and specific aims which a firm sets for itself in selling its products.

Look at the words in the box. Match them with the correct definition from the list below:

1. the desire of consumers to obtain goods and services;

2. an aim or target;

3. advertising or other activity intended to increase the sales of a product;

4. the movement of goods to places where they can be sold;

5. the actions of identifying, satisfying and increasing the buyer's demand for a company's products;

6. the amount of money for which something can be bought or sold;

7. to put a price on; to ask for payment from;

8. correct, suitable

9. the worth of something in terms of the money or goods for which it can be exchanged.

Write the appropriate word or phrase in the following spaces. Translate the sentences into Ukrainian.

1. ... for reliable cars has increased.

2. Our main ... is to reduce prices.

3. Television advertising is an expensive but effective method of... .

4. The company's main activities are manufacturing, marketing and ....

5. She works in ... .

6. We can't afford to buy the computer at that ....

7. The bank ... 1% for changing traveller's cheques.

8. This company is very successful, so she has made the ... choice in joining it.

9. The ... of this home has doubled since we bought it.

10. The company has increased sales because of a favourable ....

11. The organization has decided to follow the recommendations of the most recent marketing ....

12. Next meeting of the Board of directors will discuss our new marketing

Strategy, audit, marketing environment, value, appropriate, charges, price, marketing, distribution, promotion, objective, demand.

Fill in the missing prepositions: