1.3 Assignments

1.3.1 Answer the following questions:

What is marketing?

What business activities does marketing consist of?

What do marketing operations include?

What must producers know very well?

How does the producer influence the customer to buy?

Why was mass consumption possible in the USA?

1.3.2 Which of the statements is incorrect:

Marketing operations take up more than half of the consumer's dollar.

Advertising helps the producer influence the customer to buy.

Marketing begins with the production process.

The construction of good shopping centers in the USA has made goods available to consumers.

1.3.3 Make up sentences based on text A with the following phrases:

- daily life;

- business activities;

- a series of decisions you make;

- marketing research;

- the ability to recognize early trends;

- a wide range of merchandise.

1.3.4 Complete the sentences with one of the variants in the right column beginning with “As far as I know…”

Model: As far as I know, marketing operations include storage of goods.

Marketing operations include

product planning. buying and selling goods. pricing of goods and services. promotion of goods and services. storage of goods. credit. traffic. marketing research.

1.3.5 Punctuate the following passage. Provide capital letters, commas, full stops etc., where applicable

marketing is the process of creating a link between customers and products

marketing affects almost every aspect of your daily life you’ll be a consumer dealing with marketing for the rest of your life marketing stimulates research and new ideas it gives customers a choice among products

1.3.5 Exhibit 1 illustrates marketing operations as described in the text

Маркетинг

М аркетинговые операции

Разработка новых товаров
Покупка		Ценообразование
Продажа		Кредит
Перевозка товаров		Исследование рынка
Хранение		Содействие в продаже товара

Exhibit 1 Marketing operations

1.3.6 Speak on marketing and marketing operations using Exhibit 1. Make sure that you remember the active words and phrases which you will need for this activity

1.3.7 Retell the text in detail

1.4 Text B. (Read the text and suggest a title for it. You may use a dictionary)

The marketing concept means that an organization aims all its efforts at satisfying its customers - at a profit. The marketing concept is a simple but very important idea.

It is not really a new idea in business - it has been around for a long time. But some managers still have a production orientation - making whatever products are easy to produce and then trying to sell them. They think of customers existing to buy the firm's output rather than of firms existing to serve customers and - more broadly - the needs of society.

Well-managed firms have replaced this production orientation with a marketing orientation. A marketing orientation means trying to carry out the marketing concept. Instead of just trying to get customers to buy what the firm has produced, a marketing-oriented firm tries to produce what customers need.

The marketing concept applies directly to nonprofit organizations.

Three basic ideas are included in the definition of the marketing concept:

1) a customer orientation, 2) a total company effort, and 3) profit - not just sales - as an objective.

So, the marketing concept idea isn't just to satisfy customers - but to do it at a profit through an integrated, whole-company effort. All three must be considered simultaneously. Profit opportunities depend not only on outdoing some other firm - but also on doing the right thing. In fact, often the best way to beat the competition is to be first to find and satisfy a need that others have not even considered.

1.4.1 Choose the title for the text:

A production orientation.

A marketing orientation.

Marketing planning.

Profit opportunities.

The marketing concept.

1.4.2 Complete the sentences according to the text:

But some managers show little interest in ________ .

Well-managed firms have replaced _______ .

A marketing orientation means ________ .

1.4.3 Which paragraph do you think is the most important in the text for understanding the marketing concept?

1.4.4 Work in pairs. (Explain to your fellow-student the difference between a production orientation and a marketing orientation. Which of them do you think is more progressive? Find the information in the text to prove your point of view)

1.4.5 Comment on the main ideas of the marketing concept while filling in the boxes of Exhibit 2:

The marketing concept

Three ideas

1 2 3

Exhibit 2

1.5 Text C. Adoption of the Marketing Concept. (Read the text and answer the questions: a) What companies were the first to accept the marketing concept?

b) Why have many retailers been slow to accept the marketing concept?)

The marketing concept means that an organization aims all its efforts at satisfying its customers - at a profit. But many firms are still production oriented.

The marketing concept was first accepted by consumer products companies such as General Electric and Procter&Gamble. Competition was intense in some of their markets - and trying to satisfy customers' needs more fully was a way to win in this competition. Widespread publicity about the success of the marketing concept at companies like General Electric and Procter&Gamble helped spread the message to other firms.

Producers of industrial commodities - steel, coal, paper, glass, chemicals - have accepted the marketing concept slowly if at all. Similarly, many retailers have been slow to accept the marketing concept - in part because they are so close to final customers that they "feel" they really know their customers.

"Service" industries - including airlines, banks, investment firms, lawyers, physicians, accountants, and insurance companies were slow to adopt the marketing concept too. But this has changed dramatically in the last decade, partly due to government regulation changes that enabled many of these businesses to be more competitive.

Notes to the text:

to accept customers' needs a way to win to spread the message close

- принимать - нужды покупателей - способ победить - распространить сообщение - близкий

1.5.1 Complete the sentences choosing the necessary variant. Look through the text again if you are not sure of the facts:

planning oriented.

M any firms are customer oriented.

production oriented.

the general public.

T he marketing concept was first accepted by consumer products companies.

different social groups.

quickly.

" Service" industries accepted the marketing slowly.

concept only in the 1950's.

1.5.2 Translate the last two paragraphs of the text in written form using a dic-

tionary

1.5.3 Write a short summary of all the three texts of the unit. Present your report to your fellows-students

1.5.4 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 distribution; 2 market; 3 salespeople; 4 marketing technique; 5 competition; 6 growth; 7 price; 8 product planning; 9 profit; 10 consumer; 11 retailer; 12 advertising; 13 traffic; 14 storage; 15 commodity.

1 продавцы; 2 цена; 3 потребитель; 4 реклама; 5 планирование ассортимента изделий; 6 дорогой; 7 товар; 8 перевозки; 9 распределение; 10 рынок; 11 розничный торговец; 12 стадия; 13 рост; 14 внедрение; 15 хранение; 16 существующий; 17 конкуренция; 18 содействие; 19 прибыль; 20 методика маркетинга.

2 Unit

The Problem Area of the Unit: Grammar:

What makes up a marketing mix? 1 Word - building

2 Passive voice

2.1 Pre-Тext Exercises

2.1.1 Memorize the following words and word-groups from the texts of the unit:

target feature quality level to adjust package brand name		цель особенность; свойство качество уровень регулировать упаковка - название марки (изделия)
warranty advertising media billboard to charge a price discount variable sales promotion mix marketing mix offering blend approach	гарантия средства распространения рекламы рекламный щит назначать цену скидка переменный фактор стимулирование сбыта структура; состав комплекс маркетинга предложение смесь; совокупность подход

2.1.2 Read and try to understand the meaning of the following words without using a dictionary:

product; material; television; specialist; homogeneous; heterogeneous; group; operational;

selection; diagram; physical; reaction; typical; potential; emphasize; identify.

2.1.3 Form nouns with the opposite meaning

M odel: advantage dis +advantage = disadvantage

(noun) (noun)

благоприятное положение = невыгодное положение

approval comfort ability order arrangement balance

одобрение; удобство; способность; порядок; устройство; баланс;

credit count like honesty information parity

доверие; учёт; симпатия; честность; информация; равенство;

2.1.4 Translate the following words and word-groups into Russian:

customers; target customers; the needs of target customers.

variables; possible variables; many possible variables; with so many possible variables.

selling; personal selling; mass selling; promotion includes personal selling; mass selling and sales promotion; sales force; sales specialists.

market; the target market; marketing; marketing mix; parts of a marketing mix; major parts of a marketing mix; the four major parts of a marketing mix; marketing efforts; the target of all marketing efforts.

2.1.5 Transfer the sentences from Active into Passive

Model: The group generated many product ideas.

Many product ideas were generated by the group.

The company sells goods of high quality.

They developed and tested two primary concepts.

The marketing system affects every aspect of our lives.

The marketing managers will discuss the price for the new product.

The firm has already provided computer-aided management in its office.

2.1.6 Translate the following sentences. Pay attention to the predicates with modal verbs in Passive Voice. Ask your fellow-student to check your translation

Sales specialists can be used.

Service levels can be adjusted.

Various advertising media may be used.

The brand name and warranty can be changed.

Price discounts may be given.

D ifferent prices can be charged.

2.1.7 Put five types of questions to the sentences in task 2.1.6 (general, special, alternative, disjunctive, to the subject of the sentence)

2.2 Text A. The Four "Ps." (Read the text and try to understand it to be able to do the assignments that follow)

1. There are many possible ways to satisfy the needs of target customers. A product can have many different features and quality levels. Service levels can be adjusted. The package can be of various sizes, colors, or materials. The brand name and warranty can be changed. Various advertising media - newspapers, magazines, radio, television, billboards - may be used. A company's own sales force or other sales specialists can be used. Different prices can be charged. Price discounts may be given and so on.

2. With so many possible variables, the question is: is there any way to help or-

ganize all these decisions and simplify the selection of marketing mixes? And the answer is: yes.

It is useful to reduce all the variables in the marketing mix to four basic ones:

Product. Promotion.

Place. Price.

It helps to think of the four major parts of a marketing mix as the four "Ps".

3. Exhibit 3 emphasizes their relationship and their common focus on the customer - "С".

Product Place

C

Price Promotion

Exhibit 3

The customer is not part of the marketing mix. The customer should be the target of all marketing efforts. The customer is placed in the center of the diagram to show this. The C stands for some specific customers - the target market.

4. The Product area is concerned with developing the "right" product for the target market. This offering may involve a physical good, a service or a blend of both.

5. Place is concerned with getting the "right" product to the target market's Place. A product isn't much good to a customer if it isn't available when and where it's wanted.

6. The third P - Promotion - is concerned with telling the target market about the "right" product. Promotion includes personal selling, mass selling and sales promotion.

7. In addition to developing the right Product, Place and Promotion marketing managers must also decide the right Price after estimating expected customer reaction to possible prices. All four "P's" are needed in a marketing mix. In fact, they should all be tied together. They all are equally important.