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  1. Check if you know marketing terms. Fill the gaps in the sentences with the given words:

- commercials - place

- competes - posters

- design - price

- distribution - product

- end-users - promotion

- hire purchase - public relations

- image - weakness

- labels - radio spots

- mail order - rival

- materials - satisfy

- newspaper advertisements - strength

- opportunities - threats

- outlets

    1. What is “the marketing mix”?

The marketing mix consists of “the four Ps”: providing the customer with the right P….. at the right P….., presented in the most attractive way (P…..) and available in the easiest way (P…..).

    1. What is “a product”?

A product is not just an assembled set of components: it is something customers buy to s….. a need they feel they have. The i..... and the d….. of the product are as important as its specification.

    1. What is “price”?

The product must be priced so that it c….. effectively with r….. products in the same market.

    1. What is “promotion”?

The product is represented to customers through advertising (e.g. TV c….., r….., n….., p…..), packaging (e.g. design, l….., m…..), publicity, PR (…..) and personal selling.

    1. What is “place”?

Your product must be available to customers through the most cost-effective channels of d……

A consumer product must be offered to e….. in suitable retail o….., or available on h….. or by m….. .

    1. What is meant by “S.W.O.T.”?

A firm must be aware of its S…… and W….. and the O….. and T..... it faces in the market place.

  1. Make a list of seven products (goods or services) that are produced or provided in your city or region.

A local brand of drink …………

a grocery product (breakfast cereal, health food, etc.) …………

an industrial product( machines, consumer goods, vehicles, etc.) …………

a place of entertainment (theatre, cinema) …………

an educational service …………

another well-known product …………

Discuss these questions about some of the products you’ve listed:

  • What competition does this product face?

  • What is the image of each product?

  • What is the image of the company that produces it?

  • How strongly or weakly is each of the products marketed?

  • Where is each product advertised?

Which of these opportunities and threats do firms in your region face in the next two or tree years?

Competition from other local firms, or from other regions

Rise or fall in demand

Changes in customers’ tastes and buying habits

Higher wages and salaries

Customers becoming more price-conscious, or more quality-conscious

Cheaper, or better quality, imported goods

New technology