Marketing mix

Marketing mix is the combination ... marketing plans and policies that are employed ... an organization in order to achieve its marketing objectives. In its simplest form, it can be represented ... policies adopted ... four areas, the four P's but there can be a large variety ... elements employed ... each category.

The exact combination ... such policies employed ... an organization will depend ... the size and resources ... the organization, the nature ... the product, the nature ... the market and the state ... competition ... the market.

(within, of (7), by (3), in (2), upon)

Study the vocabulary:

market research - маркетингове дослідження

storage - складування

advertising - рекламування

manufacturer - виробник

customer - замовник, клієнт, покупець

to satisfy - задовольнити

objective - ціль

promotion - сприяння (напрямок розвитку), просування

competitor - конкурент

placement - розміщення

distribution channel - канал розподілу

wholesaler - оптовий торговець

retailer - роздрібний торговець

Read and translate the text:

Marketing (2)

Buying, selling, market research, transportation, storage, advertising - these are all part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company's objectives. Marketing can be divided Into 4 main elements that are popularly known as the four Ps: product, price, placement and promotion. Each one plays a vital role in the succes or failure of the marketing operation.

The product element of marketing refers to the good or service that a company wants to sell. This often involves research and development (RLD) of a new product, research of the potential market, testing of the product to insure quality and then introduction to the market.

A company next considers the price to charge for its product. There are 3 pricing options the company may take "above", "with" or "below" the prices that its competitors are charging. For example, if the average price of a pair of women's leather shoes is $ 27. a company that charges $ 23 has priced below the market; a company that charges $ 27 has priced with the market; and a company that charges $ 33 has priced above the market. Most companies price with the market and sell their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders.

The third element of the marketing process - placement -involves setting the product to the customer . This takes place through the channels of distribution. A common channel of distribution is: manufacturer — wholesaler — retailer—customer

Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller quantities to customers.

Finally, communication about the product takes place between buyer and seller. This communication between buyer and seller is known as promotion. There are two major ways of promotions: through personal selling, as in a department stores; and through advertising, as in a newspaper or magazine.

The 4 elements, of marketing - product price, placement and promotion - work together to develop a suecessfull marketing operation that satisfies customers and achieves the company's objectives.

Answer the following questions about marketing:

1. What is marketing?

2. What are the 4 main elements of marketing?

3. What is involved in the product element of marketing?

4. What are the three pricing options a company may take?

5. What does placement involve?

6. What is known as promotion?

Circle the letters of the answers that best complete the sentences below.

1. The 4 main elements of marketing are popularly known as:

1. the movement of goods and services

2. the four Ps

3. the four Ms

4. buying, selling, market research and storage.

2. The product element refers to:

1. the four Ps

2. testing of a product to insure quality

3. the good or service that a company wants to sell

4. getting the product to the customer.

3. Most companies price:

1. with the market

2. below the market

3. beyond the market

4. above the market.

4. Аcommon channel of distribution is:

1. wholesaler- retailer — manufacturer — customer

2. manufacturer — retailer—wholesaler — customer

3. retailer —manufacturer — wholesaler — customer

4. manufacturer — wholesaler — retailer —customer

Complete the sentences:

Marketing can be divided Into........................

The product element of marketing...............

There are 3..................................

The third element of the marketing.......................

The 4 elements, of marketing........................................

Fill in the blanks with the correct preposition (in, at, on):

1. He always comes ... time.

2. She never keeps her money ... her bag.

3. Ann is often here ... the evening.

4. When I came in she was sitting ... the table.

5. ... what time do you usually go to the University?

6. ... what month do you have examinations?

7. …. the first of September he came to Kyiv and was met ... the station by his friends.

8. My brother lives ... a big house ... the eighth floor.

9. St Petersburg is ... the Neva river.

10. She waited for him ... the bus stop ... the end of Green Street.

11. When we were ... Spain we stayed ... a hotel. We always left keys ... reception.

12. I think I left my bag ... the chair ... the corner of the classroom.

Check yourself, read these texts without dictionary: