Which word?

Customer / client / clientele / consumer / account

Customer and client can be used to refer to either people or companies that buy things, while consumer and clientele are used about people. The word customer [`kAstəmə(r)] is usually used when the thing being sold is a standard product or service: Phone companies are competing to sign up domestic customers. Client [`klaıənt] is someone who pays for the services of a professional person such as a doctor or lawyer. The word is referred when the thing being sold is specially prepared or designed, for example professional advice: They had advised their clients to buy the shares. It is now common for organisations providing public services, for example hospitals or bus companies, to refer to the people who use their services as customers or clients rather than patients, passengers, etc. This is because the words customer and client are thought to present a more professional image. A regular customer of a company can be referred to as an account, especially when the customer is another company: Biggart Donald, the Glasgow-based marketing agency, has won two Edinburgh accounts. The word consumer [kən`sju:mə(r)] AmE [kən`su:mə(r)] is used to describe any member of the public who buys things rather than a customer of a particular company: changes in consumer behaviour; consumer demand for cheap flights. The word clientele [ֽkli:ən`tel] / AmE [ֽklaıən`tel] (Sing) describes all the people who use a particular shop/store, hotel, restaurant or service considered as a group: The restaurant attracts a younger clientele. An exclusive / international / a regular / young clientele; to attract / build up / have a clientele

b) Translate into English.

1. клієнт, замовник (особливо рекламної агенції);

2. покупець; замовник; клієнт;

3. клієнт; замовник; комітент;

4. фр. клієнтура;

5. споживач.

Task 23. Translate into Ukrainian.

1. Marketing is sometimes defined as simply “war” between competitors. 2. Marketing is any activity that connects producers with consumers. 3. Marketing is the method to get as many customers as possible. 4. Marketing is an approach to business that seeks to identify, anticipate and satisfy customers’ needs. 5. “Marketing” is a commonly misunderstood term. 6. Jack is the firm’s new director of marketing. 7. We are starting a wide-scope marketing campaign. 8. Our competitors are carrying out a marketing campaign that targets customers aged 20 to 30. 9. As a new marketing executive you will be in charge of developing marketing plans for new products. 10. Who heads the marketing department in your company? 11. The importance of effective marketing cannot be overestimated. 12. The product is the most important element of the marketing mix, since it holds together promotion, distribution and pricing policies. 13. The key focus of our marketing campaign will be on price. 14. Marketing is the provision of goods or services to meet customer or consumer needs. 15. Do we need to improve marketing or simply drop a particular product? 16. The direct marketing industry has become adept at packaging special offers. 17. Direct marketing on the Internet needs to be conducted with particular care. 18. Basically, you might look at marketing as the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and are getting value in return. 19. Marketing includes ongoing promotions, which can include advertising, public relations, sales and customer service. 20. Marketing online is stretching marketing budgets for many companies.

Task 24. Translate into English.

1. Маркетинг розпочинається не стільки з товару, скільки з пошуку платоспроможного споживача, який готовий щось купити. 2. У літературі існує декілька сотень визначень маркетингу. 3. Мета маркетингу – зробити зусилля зі збуту непотрібними. Його мета – настільки добре пізнати й зрозуміти клієнта, що товар або послуги будуть напевне підходити останньому і продавати самі себе. 4. Маркетингові функції формують такі поняття: нужда, потреби, попит, товар, обмін, угода та ринок. 5. Вихідною ідеєю, яка лежить в основі маркетингу, є ідея людських нужд. 6. Маркетинг – це діяльність, спрямована на створення попиту та досягнення цілей підприємства через максимальне задоволення потреб споживачів. 7. Маркетинг – це філософія бізнесу. 8. Маркетинг – це набір ефективних інструментів, які є необхідними для функціонування підприємства в умовах високої конкуренції. 9. Маркетинг – це важлива частина системи управління підприємством.

Task 25. Translate the following sayings. Choose one to comment on.

1. “Affiliate marketing has made businesses millions and ordinary people millionaires. (Bo Bonnett)

2. “Avon invented the concept of direct marketing and direct selling beauty. And that’s still very valid to us. We’ll have a firm that will be around for another 114 years as strongly as it was the first 114. (Andrea Jung)

3. “I’m all for it. In these days, regional marketing is the only way to survive.” (John Howard)

4. “Internal marketing is probably much more important than external marketing. That’s even more true today than it’s ever been.” (Tom Stewart)

5. “There are certain people who have become better artists, but they’re brilliant at marketing. I think someone who’s been phenomenal like that is Madonna.” (Michael Bolton)

6. “I was a pretty good coach and working with marketing was like coaching.” (Bernie Ebbers)

7. “I’m not a marketing person. I don’t ask myself questions. I go by instinct.” (Karl Lagerfeld)

8. “It will work. I am a marketing genius.” (Paris Hilton)

9. “I see the same coffee table everywhere. It’s mass marketing.” (Douglas Wilson)

10. “What can we say about a marketing culture that so openly feeds and colludes with obsession? The Disney empire has developed this to an unprecedented degree of professionalism.” (Rowan Williams)