Discussion

Discuss:

• the centrality of marketing for any business;

• the difference between the “selling and marketing concepts”;

• the marketing mix;

• the importance of a marketing plan;

• SWOT analysis;

• marketing research, its functions and use;

• marketing research and small firms;

• the importance of marketing management and its goal;

• the purpose of the marketing department;

• ways of improving marketing decision making.

Vocabulary

amount to, v – доходить до, составлять

anticipate, v – предвидеть, предчувствовать

bucket seat, n – одноместное сиденье

carve out, v – вырезать, делить, дробить, выделить

clientele, n – постоянные покупатели

consistent, a – совместимый, согласующийся

default, n – невыполнение обязательств, неисполнение договора, неуплата

demolish, v – сносить, уничтожать, разрушать

encompass, v – окружать, включать, охватывать

entail, v – влечь за собой, вызывать

haphazard, a – случайный, бессистемный

launch, v – разрабатывать, выпустить продукт, запустить программу

merit, v – заслужить, быть достойным

outlet, n – торговая точка, рынок сбыта

patronage, n – покровительство, клиентура, постоянные покупатели, постоянство

put out, v – удалять, устранять

superfluous, a – излишний, чрезмерный, ненужный

trade-off, n – компромисс, выбор, альтернатива

vigorous, a – сильный, энергичный

GLOSSARY

Marketing – the activity or process involving research, promotion, sales, and distribution of a product or service.

Product – a good, a service, or idea to satisfy the consumer’s needs. A “product” is not just a collection of components. A “total product” includes the image of the product, its design, quality and reliability.

Price – what is exchanged for the product. Pricing takes account of the value of a product and its quality, the ability of the customer to pay.

Place – a means of getting the product to the consumer’s hands, using various channels of distribution.

Promotion – presenting the product to the customer. Promotion involves the packaging presentation of the product, its image, the product’s brand name, advertising and slogans, brochures, literature and so on.

SWOT – a systematic evaluation of an organization’s strenghths and weaknesses in relation to its environmental Opportunities and Threats.

Marketing research – the gathering, recording, and analyzing of information about problems relating to marketing.

Marketing management – fundamental concepts and techniques of marketing decision making.

15. Advertising

Advertising may be described as the science of arresting human intelligence long enough to get money from it.

George Orwell

DISCOVERING CONNECTIONS

1. Do you easily make choices?

2. Who can you address when you don’t know what to buy?

3. Do you often rely on advertisements when choosing what to buy?

4. Do you like ads or hate them? What is your favourite advertisement?

5. What does advertising appeal to?

6. Why do companies advertise?

7. Where do companies advertise?

8. Why is the importance of advertising so high?

READING

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