Торговець, продавець

(індивід або фірма, що займається просуванням і реалізацією товару від свого імені або в якості торговельного агента);

Task 5. a) Study the following derivatives and word-combinations with “MARKETEER”.

pro- MARKETEER free black anti-

b) Which of the above words and word combinations mean:

• прихильник вільного ринку;

• спекулянт; той, хто торгує на чорному ринку;

• прихильник вступу країни до Спільного ринку;

• той, хто виступає проти вступу країни до Спільного ринку?

c) Translate into Ukrainian paying special attention to the words in italics.

1. The tickets have been sold out and that has given black marketeers the perfect chance to make a few quick bucks.

2. The term free marketeer was coined in 1954.

3. Anti-marketeer was someone who was opposed to Britain joining the “Common Market” (European Union).

4. Councillor Frank Gibson said he was “a reluctant pro-marketeer,” but was willing to trust the Cabinet and the decision to go into Europe.

Task 6. a) The following words frequently occur in front of “MARKETING”.

vendor direct societal buzz MARKETING viral network back-end multilevel

b) Translate into English:

1. мережевий маркетинг;

2. багаторівневий маркетинг (вид маркетингу, який ґрунтується на ство-ренні мережі покупців-продавців; дистриб’ютори фірми-виробника, продавши певний товар, просять покупця за певну плату знайти нових покупців, яких у сою чергу просять знайти чергових покупців і т.д.);

3. збут без посередників;

4. сарафановий маркетинг (просування продукту шляхом розповсюдження інформації про продукт із вуст простих людей у громадських місцях, на веб-форумах і т.д.; інформація, що поширюється має неформальний, інтригуючий широкий загал характер);

5. маркетинг зворотного зв’язку, маркетинг поглиблення, інтенсивний маркетинг (стратегія і тактика організації продажу додаткових товарів споживачам, з якими вже працювали);

6. маркетинг (маркетингова політика, реклама) виробника (дії, які здійснює безпосередній виробник продукту для реклами і просування свого продукту);

7. соціально-етичний маркетинг (прийняття рішень у галузі маркетингу з урахування довгострокових інтересів суспільства в цілому);

8. “вірусний маркетинг” (у практиці якого використовуються принципи, аналогічні тим, на яких ґрунтується робота комп’ютерних вірусів).

b) Which of the above terms is being defined? (Take into account the following synonyms: direct marketing = multilevel marketing; buzz marketing = viral marketing).

• a method of marketing which involves companies sending advertising mate-rial directly to people who they think may be interested in their products;

• a very inexpensive form of marketing because the largest expense relating to marketing (customer acquisition) has already been incurred;

• marketing that takes into account society’s long-term welfare; the marketing of a social or charitable cause, such as an environmental campaign;

• a direct marketing technique in which a company persuades internet users to forward its publicity material in e-mails (usually by including jokes, games, video clips, etc.);

• selling goods directly to consumers rather than through retailers, usually by mail order, direct-mail shot, newspaper advertising, door-to-door selling, telephone selling, the Internet, or television home-shopping channels;

• marketing technique whereby information about a company’s goods or services is passed electronically from one Internet user to another; a method of product promotion that relies on getting customers to market an idea, product, or service on their own by telling their friends about it, usually by e-mail.

Task 7. Translate into Ukrainian paying attention to the words in italics.

1. The direct marketing industry has become adept at packaging special offers. 2. Direct marketing on the Internet needs to be conducted with particular care. 3. We believe IT research shouldn’t be influenced by vendor marketing. 4. Don’t be fooled by vendor marketing. 5. Buzz marketing or simply buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serves to amplify the original marketing message. 6. Examples of products with strong buzz marketing upon introduction were Harry Potter, the Volkswagen New Beetle, Pokémon, Beanie Babies, and the Blair Witch Project. 7. The societal marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, and society’s long-term interests. 8. Societal marketing should not be confused with social marketing. The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues. 9. The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives. 10. Viral marketing can be word-of-mouth delivered or enhanced by the network effects of the Internet. 11. There is debate on the origination and the popularization of the term viral marketing, though some of the earliest uses of the current term are attributed to Harvard Business School graduate, Tim Draper and Harvard Business School faculty member Jeffrey Rayport. 12. Backend marketing is extremely important for long-term business growth and for the overall success of a sales and marketing venture, online or off. 13. Backend marketing is a very inexpensive form of marketing because the largest expense relating to marketing (customer acquisition) has already been incurred or absorbed. 14. Despite the benefits of backend marketing (low cost, higher conversions, higher profits, etc.) it’s the most ignored form of business-to-business and business-to-consumer marketing strategy. 15. Multilevel marketing (MLM), (also called network marketing) is a term that describes a marketing structure used by some companies as part of their overall marketing strategy. 16. Network marketing is a general term for a type of marketing that is usually performed by an individual instead of a company. It refers to the use of interpersonal or social networks to market products and services for business purposes as opposed to the more traditional and common practices of wide-range advertising. 17. As there are myriad cases in which the term “network marketing” is used interchangeably with “multi-level marketing” the true meaning of the two terms becomes misunderstood. 18. It is important to make the distinction that the term “network marketing” describes a particular marketing strategy, while “multi-level marketing” is a specific characteristic that is a large part of, and speaks to an overall business model.

Task 8. Answer the questions.

1. Which method of marketing involves companies sending advertising material directly to people who they think may be interested in their products?

2. Can direct marketing be conducted on the Internet?

3. Which buzzwords are used to refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives?

4. Is viral marketing a technique whereby information about a company’s goods or services is passed electronically from one Internet user to another?

5. Why is backend marketing a very inexpensive form of marketing?

6. Backend marketing is the most ignored form of business-to-business and business-to-consumer marketing strategy, isn’t it?

7. Which form of marketing takes into account society’s long-term welfare? Is societal marketing the same as social marketing?

8. What is the essence of viral marketing?

9. Can consumers be fooled by vendor marketing?

10. In which form of marketing the interaction of consumers and users of a product or service serves to amplify the original marketing message?

11. What are some examples of products with strong buzz marketing upon introduction?

12. Are the terms “network marketing” and “multi-level marketing” often used interchangeably? Why is it important to make the distinction between the two terms?

Task 9. Match the number-letter words and abbreviations in column A with their definitions in column B:

A

B

A 1 the 4 Ps 2G = second-generation G-20 24-hour society the 5 Ss (also spelled Five Ss) 24/7 360-degree feedback P 45

in the UK, a form that you receive from your employer when you stop working for him and that shows how much you earned in the job and how much tax you paid; used to describe technology, a product, etc. that has been developed and improved since it first appeared; information or criticism about sb’s work from all the types of people they work with, including their manager, people on the same level, the people they manage, customers, etc.; a judgement of the value of their work based on this; a method of making and keeping an office or workplace clean and well organized. It suggests actions such as: sort (= organize and decide what to keep or throw away), systematize (= arrange things according to a system), scrub (= clean thoroughly), standardize (= make these activities regular and normal) and sustain (= continue to do it); the fact that people can now work, play, shop, etc. all night as well as all day; used to describe a company that is considered to be able to pay its debts and to be safe to lend money to; twenty-four hours a day, seven days a week (used to mean ‘all the time’); product, price, promotions and place, which together form the marketing mix, and which should be carefully planned if a product is to be sold successfully; the Group of Twenty Finance Ministers and Central Bank Governors representing in the early 21st century 19 most powerful economies in the world plus the European Union;

b) Translate into Ukrainian paying special attention to the words in italics.

1. The 24-hour society may let people shop at midnight and buy shares on the Internet at dawn, but it could damage our health.

2. A Five-S programme can bring improved profitability, efficiency, service, and safety.

3. The company is rated A1 by Moody’s and A+ by Standard and Poor’s.

4. Second-generation e-learning no longer just provides information, but instead forces the student to make choices and decisions.

5. The web store is open 24/7.

6. Our business needs 24/7.

7. The 360-degree feedback he got is rather disappointing.

8. In the early 1960s, Professor E. Jerome McCarthy at Harvard Business School suggested that the marketing mix contained 4 elements, later known as the 4 Ps: product, price, place and promotion.

9. The G-20 is a forum for cooperation and consultation on matters pertaining to the international financial system.

10. Within a few months, he was picking up his P45 (= he had lost his job).

Task 10. Practice reading the following words.

artistic [α:`tıstık] / [α:r`tıstık] awareness [ə`weənəs] / [ə`wernəs] behavoiur [bı`heıvjə] / [bı`heıvjər] capability [ֽkeıpə`bıləti] collaborator [kə`læbəreıtə] / [kə`læbəreıtər] competitor [kəm`petıtə] / [kəm`petətər] contact [`kOntækt] / [`kα:ntækt] creative [kri`eıtıv] crucial [`kru:∫əl] evidence [`evıdənts] experienced [ık`spıəriəntst] / [ık`spıriəntst] flair [fleə] / [fleər] imaginative [ı`mæGınətıv] / [ı`mæGənətıv] impact [`ımpækt] increasingly [ın`kri:sıŋli] inseparable [ın`sepərəbəl]

intuitive [ın`tju:ətıv] / [ın`tu:ətıv] legal [`li:gəl] mathematical [ֽmæθə`mætıkəl] particularly [pə`tıkjuləli] / [pər`tıkjələrli] to perceive [pə`si:v] / [pər`si:v] provocative [prə`vOkətıv] / [prə`vα:kətıv] psychology [saı`kOləGi] / [saı`kα:ləGi] social [`səu∫əl] / [`sou∫əl] sociology [ֽsəu∫i`OləGi] / [ֽsousi`α:ləGi] standard [`stændəd] / [`stændərd] testimonial [ֽtestı`məuniəl] / [ֽtestı`məuniəl] therefore [`ðeə`fO:] / [`ðer`fO:r] totalling [`təutəlıŋ] / [`toutəlıŋ] upon [ə`pOn] / [ə`pα:n] variety [və`raıəti] / [və`raıəti] vital [`vaıtəl]

Task 11. Read the text.