2. Read and translate the text: Marketing Communication

Marketing Communication (or MarCom or Integrated Marketing Communications) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers.

Communication is one of the most vital of all the marketing activity. Marketing communication involves talking with consumers to be sure that the product, price and all other aspects of the trade relationship are what are wanted. It is an ongoing process.

Marketing communication is focused on product/service as opposed to corporate communications where the focus of communication work is the company/enterprise itself. Marketing communication is primarily concerned with demand generation, product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation etc.

There are three parts of a marketing communication system (MCS): listening to the various public through marketing intelligence and marketing research, responding to that information, and promoting to the public the fact that the organization is listening and is doing what they want.

Marketing intelligence is a constant stream of data from many sources, many of them unplanned. Marketing research is a formal system for gathering information to learn about specific problems and occurs only periodically.

The various tools firms use to promote (advertising, selling, public relations, publicity, sales promotion, word-of-mouth) are collectively called the promotion mix. What makes promotion effective? The key to successful promotion is listening to customer wants and needs and responding to those wants and needs. Face-to-face communication through personal selling is often the most effective way to do this.

Publicity is more effective than advertising. It can be placed on the front or editorial page where it is more likely to be seen and rarely repeated.

The secret of word-of-mouth promotion is providing products and services that are so good that people cannot help but tell their friends about them.

Sales promotion consists of those marketing activities that stimulate consumer purchasing and dealer interest by means of such things as displays, exhibitions, and contests.

Sales promotion is not the same as promotion. Promotion includes personal selling, advertising, and all other elements of the promotion mix. Sales promotion is just one part of the promotion mix.

Personal selling is the face-to-face presentation and promotion of products and services plus the searching out prospects and follow-up service.

3. Answer the following questions:

1. What is marketing communication?

2. What are marketing communication managers?

3. What are the three parts of marketing communication system?

4. How can you define marketing intelligence?

5. What is marketing research?

6. What is called the promotion mix?

7. What makes promotion effective?

8. What is the secret of a word-of-mouth promotion?

9. What does sales promotion consist of?

10. How do you understand personal selling?

4. Give Ukrainian equivalents of the following:

corporate communication, to respond to, direct marketing, rarely, word-of-mouth, editorial page, briefly, issue management, to stimulate purchasing, demand generation, marcom manager, aspects of trade relations, searching out, promotional mix, positioning, cannot help but tell, sales promotion, online marketing, personal selling, acquisition, constant stream of data, litigation.

5. Give English equivalents of the following:

забезпечувати, перекупник, з багатьох джерел, громадськість, зосереджуватись на, виставка, відповідати завданням, спосіб, певні проблеми, засіб, конкурс, успішний, відповідати бажанням і потребам, судовий процес, більш ефективний ніж, перша сторінка, гарантійне обслуговування, головним чином, безперервний процес, просування товару, віч-на-віч, реклама, процес продажу, здобуття.

6. Match and learn the synonyms:

A: to search out, to term, constant, to include, contest, company, to buy, follow-up, part, to occur, display;

B: to involve, to purchase, next, to appear, exhibition, to define, ongoing, enterprise, to make a research, competition, element.

7. Match and learn the opposites:

A: effective, opposed, rare, direct, to include, demand, various, to occur, formal, on the front of, selling process;

B: indirect, same, supply, buying process, close, often, to disappear, at the back, informal, to exclude, ineffective.

8. Complete the sentences using the proper words from the list below:

marketing communication, publicity, research, data, face-to-face, vital, promotion mix

1. ... can be placed on the front or editorial page where it is more likely to be seen and rarely repeated. 2. Promotion includes personal selling and all other elements of the … …. 3. … involves talking with consumers to be sure that the product, price and all other aspects of the trade relationship are what are wanted. 4. Marketing intelligence is a constant stream of ... from many sources, many of them unplanned. 5. Communication is one of the most … of all the marketing activity. 6. Marketing … is a formal system for gathering information to learn about specific problems and occurs only periodically. 7. … communication through personal selling is often the most effective way to communicate.