2. Ознакомьтесь с определениями слова «маркетинг», переведите выделенные слова, являющиеся ключевыми в каждом определении. What is marketing?

One of the most important activities of a company is marketing. The term developed from the original meaning which referred literally to ‘going to market with goods for sale’.

1. The most common definition is considered to be “the study and management of exchange relationships”.

2. But the American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

3. According to a Sales process engineering perspective marketing is “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction”.

4. The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

5. In increasing shareholder value context it may be defined as “management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage”.

6. Marketing may be considered as the research including advertising, distribution and selling, which is closely connected with different sciences such as social sciences, psychology, sociology, mathematics, economics, and many others.

7. Marketing is the process of bringing a product to the market, which includes broad market research, market targeting and market segmentation, determining distribution, pricing and promotion strategies, developing a communication strategy, budgeting and visioning long-term market development goals.

3. Работайте в парах. Создайте собственное определение слова «маркетинг», используя лексику упр. 2.

4. Прочитайте и переведите текст. Работайте в парах и объясните партнеру, что представляет собой правило 4Ps. The theory of 4 ps in marketing

The foundation model in marketing, the “marketing mix” (also known as the 4 Ps) refers to four broad levels of marketing decision: Product, Price, Promotion and Place. The history of its approach goes back to the early twentieth century. But the exact 4 Ps form was first proposed by marketer and academic E. Jerome McCarthy in 1960, whose theory covered financial analysis, consumer behaviour, market research, market segmentation and planning. This research has become the dominant framework in marketing decision-making of our days although later it has been accomplished by other scientists.

The main elements of McCarthy’s 4 Ps are:

1. PRODUCT – deals with the specifications of the actual goods or services and its relationships with the customer’s needs and wants. The scope of the product generally includes supporting elements such as warranties, guarantees and support.

2. PRICING – is the process of setting a price for a product. The price refers to decisions of making list pricing, discount pricing, special offer pricing, credit payment of credit terms. Besides it refers to the total cost to customer to acquire the product and may involve both monetary and psychological costs such as time and efforts which were expended for production.

3. PROMOTION – is the marketing communication used to make an offer to potential customers and persuade them to learn more about this offer. The promotion includes advertising, sales promotion, promotional education and personal selling, branding.

4. PLACE – means physical location where a company carries out its business or channels by which a product or service is sold; to which segment a product is sold (adults, youngsters, families, businessmen). It also may concern the environment in which the product is sold, the way it can affect sales and how the sales affect the environment.