Words to remember:

appeal (to) – приваблювати, подобатись

believe – вірити

brand awareness – відомість торговельної марки

brand loyalty – відданість споживачів бренду

brand mark – торгова марка

communications mix – комплекс маркетингових комунікацій

compare – порівнювати

competitor – конкурент; compete – конкурувати

comprise – включати в себе

consumer – споживач; consumer goods – споживчі товари

copyright (property rights) – авторське право, копірайт, право власності

counterfeiting – підробка; counterfeit – підробка

create – створювати

distinguish (from) – відрізнятися (від)

distribute – розподіляти, distribution – розподіл, реалізація

direct mail – реклама поштою

essential – головний, центральний

evaluate – оцінювати

event – захід (прийом)

execute – виконувати, здійснювати

exhibition – виставка, показ

fake – підробка; фальшивка; підробляти; фальсифікувати

implementation – здійснення, виконання, реалізація

key activity – основна діяльність

launch – починати, започатковувати, пускати в хід

marketing mix – комплекс маркетингу

market research – вивчення можливостей ринку

meet (the needs) – відповідати (потребам)

merchandise trade – торгівля товарами

product development – розробка продукту

profit – вигода, користь

public relations (PR) – зв’язок (організації) з громадськістю

reach the customer – досягати покупця

retail – роздрібна торгівля; ant wholesale – оптова торгівля

sales promotion – стимулювання збуту; просування товару

satisfy wants and needs – задовольняти бажання та потреби

sign - підписувати

signage – ідентифікаційний комплект фірми (набор торгових знаків, вивісок та ін. елементів, які формують образ компанії, сіті ресторанів и т. д.)

store – магазин, склад

Exercise 1 Read and translate the text.

What is marketing?

Marketing is the process of studying wants and needs and satisfying them by exchanging goods and services; this results in satisfied buyers and creates profits for sellers.

Nowadays, general marketing strategy includes such essential elements as planning, market research, new product development, sale and the so-called communications mix which comprises advertising, public relations, direct mail and special events such as product shows, conferences and exhibitions.

An essential part of marketing is marketing research. The object of it is to find out what consumers want and advise producers the standard of quality, style of packaging, choice of brand name and general design of the products. Many businesses have created a position called marketing manager who plans and executes the conception, pricing, promotion, and distribution of ideas, goods and services that satisfy individual and organizational goals. Implementation of marketing concept begins and ends with marketing information about customers — first to determine what customers need, and later to evaluate how well the firm is meeting those needs.

When developing programs to satisfy markets wants and needs marketing managers work with several variables known as the marketing mix. A marketing mix is the strategic combination of product decisions on packaging, pricing, distribution, credit, branding, service, and other marketing activities.

Traditionally the important elements of the marketing mix are defined as the four P’s:

Product (quality, product range, and packaging);

Place (where product is available and how it is distributed)

Promotion (how the potential consumers should be reached and how the company should push its products);

Price (the cost to the buyer of goods and services; credit, retail margins).

Product development is a key activity in any modern business. From a marketing viewpoint a product is not just the physical good or service, e.g. a washing machine, car, or bottle of beer. The product consists of: price, package, store surroundings, image created by advertising, guarantee, reputation of the producer, brand name, service, buyers’ past experience. When people buy a product, they evaluate all these things and compare products in all these dimensions.

Exercise 2 Answer the following questions.

1. What is marketing? 2. What does marketing strategy involve? 3. What are the functions of a marketing manager? 4. What is a marketing mix? 5. How are the important elements of the marketing mix defined? 6. Tell about the four Ps. 7. What does product mean for marketing? 8. What activity is essential in any modern business? 9. What does a product include?

Exercise 3 a) Read a part of Professor Rasby’s lecture at London University about successful marketing.

Well, the key to successful marketing involves many different things. Most people would say successful marketing is just a good creative campaign. Some people would go further than that and say it involves many good marketing communications: reaching the right people, clear marketing messages and working well with sales teams to get the right sales channels.

But the most common definition of marketing is just two words: customer orientation. What does that actually mean though? It really means four things: producing what customers want, when they want it, at the right price and in a way that’s profitable for the company, and I believe in that definition very strongly.

b) Complete the following sentences using the information obtained:

1. Successful marketing includes good creative …, good marketing communications and customer … 2. Good marketing communications include reaching the right …, clear marketing … and working well with … to get the right sales channels. 3. Customer orientation really means four things: producing what customers …, … they want it, at the right … and in a way that’s ….

Exercise 4 Martin is the marketing manager of a telecommunications company. He is telling his colleagues about the marketing mix for a new product. Read and take notes on the four Ps.

The key factors of our cable package are that you get everything you need to connect to the Internet, and that your connection is faster than anything you can get anywhere else. You can email videos in just seconds, instead of minutes or hours. Customers also get free webspace and can use our webpage design program. And finally, our software automatically scans all incoming emails for viruses.

We will be reaching customers through ads on websites and in magazines starting in September. Our product will then be immediately available to customers in major metropolitan areas across Europe. We will guarantee that customers will have all hardware and be able to use our modems within 48 hours of placing an order.

We haven’t fixed a price yet, but this will be decided in the next week or two. Because our product is in the introduction phase, our pricing model should win us as many customers as possible, as quickly as possible.

Product have everything you need to connect to the Internet, …

Price _____________________________________

Placement _________________________________

Promotion _________________________________

Exercise 5 a) Read the interviews of four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.

A I really wanted it. But when I tried to buy it, I just couldn’t get it anywhere. My friend heard that it was in one shop and he queued up for ages, but they’d run out by lunch time.

B The company held a party on a river boat to launch their new campaign. It was absolutely fantastic. We also got a free gift at the end.

C The shoes were really expensive but definitely worth it. I think the fact that they are so expensive really distinguishes them from the competition.

D I’ve had this briefcase for 20 years and it still looks good. The material is high quality and long-lasting.

b) Think of some products you have bought recently. Why did you buy them? Which of the four Ps influenced your decision to buy?

Exercise 6 Read and translate the text about branding. Before reading discuss the following questions:

1. Who in your group is wearing clothes of well-known brands?

2. Why are these brands so popular?