What is marketing?
A
jeans factory in Durham, North Carolina, produces a particular brand
of designer jeans for men and women. These jeans can be purchased
in stores throughout the United States from Portland, Oregon, to
Miami, Florida. What happens from the time the jeans are produced in
North Carolina to the time a shopper in Portland or Miami decides to
buy the
jeans?
To an economist, everything that takes place between production and consumption falls into the category of marketing.
A market is where buyers and sellers come together. Marketing, then, includes the activities that bring the buyer and seller together. It is more than product advertising. Marketing includes buying and selling, transporting and storing, product planning, market research, product support, customer service, financing, insuring and other activities.
In a simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achive the company’s objectives.
Businesses market their goods and services to people they think will buy them. To accomplish this goal businesses assign different marketing jobs to different parts of their work force. A major corporation may have hundreds of people testing new product ideas. Others will be assigned to develop and perfect packaging designs. Still others will work on promoting and advertising the products.
Active vocabulary
marketing – маркетинг, создание рынков сбыта или спроса
to produce – производить
to purchase – покупать
market - рынок
to market – сбывать, продавать, реализовывать на рынке
buyer – покупатель
seller – продавец
advertising – реклама, рекламирование
transporting – транспортировка
storing – складирование
promoting – содействие, продвижение
to accomplish – совершать, достигать
production – производство
consumption – потребление, расходование
product planning – разработка новых продуктов, планирование
номенклатуры изделий
market research – рыночные исследования
Speech practice
Ex.I. Pronounce the following words and words combinations and translate:
market, research, financing, customer, transporting, include, promoting, advertising, packaging, accomplish, particular, brand, designer.
Ex.II. Fill in the gaps with the word and expression from the text.
Everything that takes place between production and … falls into category of … .
A market is … and seller come together.
Others still will work on … and advertising the products.
… includes the activities that bring the buyer and seller together.
Ex.III. Match the terms from the text with their synonyms or definitions:
1. objective 1. to achieve
2. manufacturer 2. to occur, to happen
3. to accomplish 3. producer
4. to purchase 4. various
5. to take place 5. goal
6. different 6.to buy
Ex.IV. Make up 4 types questions to the following sentences:
A market is where buyer and sellers come together.
A major corporation may have hundreds of people testing new product ideas.