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to compete (v) – to try to win something in competition with someone

competition (n) – the struggle between several people or groups to win something or gain an advantage; rivalry

competitor (n) – a person, team, firm, product, etc., competing with another or others to place a product (v) – to find a place for a product to be sold

to take place (v) – to happen, occur

to distribute (to, among) (v) – to divide and give out among several people, places, etc.; to spread out through the area

wholesaler (n) – a person or company that sells goods in large quantities to businesses rather than to the general public

retailer (n) – a business that sells goods to member of the public, rather than to shops to promote (v) – (marketing) to try hard to sell a product or service by advertising it

widely, reducing its price, etc.

promotion (n) – an activity such as special advertisements or free gifts intended to sell a product or service

failure (n) – a situation in which a business that is not successful has to close because it is losing money

communication (n) – the process of exchanging information or ideas to refer (to) (v) – to concern something; to be relevant to

to research (v) – to study something in detail research (n) – careful study of something

to test (v) – to study or examine by means of a test average (adj.) – standard, regarded as usual or ordinary

Tasks to perform

1. Give English equivalents of the words and word partnerships used in the text.

2. Match the words and word partnerships on the left with the words used in the

1)an activity such as special advertisements or free gifts aimed at selling a product or service

2)arranging a product or service in a store to be sold

3)the producer who establishes a price

4)a system for moving goods from producers to buyers

5)the process of designing and selling products or services by considering buyer’s wants or needs

6)a producer of large quantities of goods for sale

7)the company that is usually the first in its industry to increase or reduce the price

8)a person or company selling goods in large quantities to businesses rather than to the general public

9)standard or ordinary price

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10)setting the price of something that is for sale

11)the process of offering goods or services to customers by especially employed salespeople

12)a person or a company selling goods to customers for their own use, rather than to shops

13)a person who buys a product or service

4.Complete the sentences with the proper noun / verb / adjective / adverb forms provided in the proper form. Translate the sentences.

1.advertise / advertiser / advertisement / advertising

a)We are planning to launch a direct …. campaign.

b)She appears in …. for health foods.

c)Beer and wine are both …. on TV.

d)… are targeting teenagers.

2.distribute / distributor / distribution

a)The company is a local … of Volkswagen spare parts.

b)The new products will be sold under the Lipton brand and …. by Pepsi.

c)The company plans to establish a network of central warehouses to make product

….more efficient.

3.place / replace / placement

a)The University’s Careers Service offers careers guidance and job …. facilities to all students.

b)He wanted to sell his car, so he … an ad in the “Auto Trader.”

c)You have to … those tyres; they have badly worn.

4.satisfied / satisfaction / dissatisfaction / satisfying / satisfactory

a)Being able to work with children is one of the greatest … of this job.

b)Sales are up 20% from last year; that’s very … .

c)It’s a very … feeling when you have done a good job.

d)I’ve done everything you asked; now are you … ?

e)She always felt …. at his late arrivals.

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5.market / marketing / marketable / marketer

a)They put their apartment on the … for 3 mln rubles.

b)He has been working as a door-to door … (торговец вразнос) for two years.

c)He is good at … books; he possesses special … skills.

6.compete / competition / competitor / competitive / competence

a)… between the two cable companies has driven down the price for program services.

b)The food retail market in the UK is becoming increasingly … .

c)The company has to keep its own prices down so that it can … with other major electricity suppliers.

d)There are a lot of … in this field on the local market.

e)Part of the job requirement is that the candidate has … in English.

7.Translate the following sentences from Russian into English.

1.Маркетинг – это процесс изучения потребительских потребностей и удовлетворение их путём (through) предоставления соответствующих товаров

иуслуг.

2.Процесс маркетинга включает несколько этапов.

3.Первым этапом является исследование рынка с целью выяснения потребительского спроса.

4.Вторым этапом является разработка новой продукции с целью

удовлетворения потребительского спроса.

5. Следующим этапом является продвижение товара на рынок посредством комплекса маркетинговых мероприятий – установление цен, проведение рекламы, стимулирование сбыта (sales promotion).

6.Последним этапом является распространение продукции через сеть (network) каналов распределения.

7.Комплекс маркетинга подразделяется на четыре основных элемента известных как 4п. Это – товар, цена, размещение и продвижение.

8.Комплекс маркетинга включает в себя качество товара или услуги, установление цены, проведение рекламы, разработку упаковки (package), поиск каналов распределения, реализацию (сбыт) товара, его гарантийное обслуживание.

9.Комплекс может включать в себя все или несколько мероприятий (step), используемых для достижения максимального эффекта.

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Extra Reading Text 1 What’s in a brand?

Read the text about marketing and do the exercises below.

A. People often wonder what makes a brand different from a product? Quite simply, in marketing terms, products aren’t brands. Products are general, while brands are something quite unique. Brand identity consists of far more than the physical product itself. It includes all the psychological features that we have learnt to associate with it. Top brands form a personal relationship with consumers; they are able to make us feel more confident, more powerful, healthier, and happier. Brands are promises and people buy what they believe in.

brand identity – образ марки

B. A brand has USPs (Unique Selling Propositions), specific features that set it apart from its competitors. For example, Barbie was the first doll to look like a young woman, and a metal rivet (заклёпка) was the unique feature of Levi jeans. Both brands have had numerous imitators, but generally speaking, a ‘me-too’ product won’t achieve the success of the one it follows.

to set something apart – отличаться от

‘me-too product’ – товар подражатель, товар аналог

C. People who say you don’t need to worry about your competitors couldn’t be more wrong. Competent managers have to know how to position their brand in relation to the competition, in terms of factors like price and quality of the product. Managers should relate the brand’s values mostly to the consumers they have targeted. With worldwide brands this may mean changing your message from country to country.

to position a brand – позиционировать торговую марку (в сравнении с конкурентами)

to target someone – нацеливаться на

D. The product life cycle is a familiar one in marketing. A product is launched, developed, goes through a period of growth, enters maturity, declines, and eventually dies. A top brand should go on and on if it is well managed. A brand manager is like a doctor or plastic surgeon, who can keep the brand healthy and looking fresh down the years. Knowing what stage your branded product is at in this cycle may help you

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decide when to launch a line extension – such as a different size or colour – or if you ought to relaunch it with ‘added-value’ features. Newer versions of cars, for instance, come with air conditioning as a standard feature, or they may have a face-lift to modernize their look.

maturity – зрелость

product line extension – пополнение товарного ассортимента

Tasks to perform

1.Which paragraph (A-D) do these headings belong to?

a)Dare to be different ___

b)Be global, think local ___

c)Marketing medicine ___

d)The feel-good factor ___

2.Read the text again and decide if these statements are true or false.

1.Brand is just another word for product.

2.Brands can help us feel good about ourselves.

3.USPs aren’t as important as people believe.

4.It’s better to be first in the market with a new idea.

5.People worry too much about competition.

6.If your audience changes, it might be necessary to change what you say about your product.

7.There’s little you can do to keep a brand alive.

8.Some changes to products are simply superficial and cosmetic.

3.Answer the following questions.

1.What are brands? What differs brands from general products? What feeling can brands form with customers? Why?

2.What are USPs? How do they help brands set themselves apart from competitors?

3.What is product positioning? Why should marketing managers try to adapt brand’s values to the needs of consumers?

4.What are the stages of the product life cycle? Why is a brand manager compared to a doctor?

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Extra Reading Text 2 Brand Values

Read the texts, translate them paying attention to the italicized words and do the exercises

Brand values are the code by which the brand lives and operates. They express how the brand wants to be seen by its consumers. Every brand has its own value, which can be divided into subsets:

Trust me

A brand may be respected because it shows that it is knowledgeable about its consumers, i.e. the brand knows and understands the needs of its consumers. Many brands have a strong heritage – they have built strong, lasting values over many years. They are trustworthy and dependable brands, often with the international outlook – reporting news from other countries. Some brands speak about their trustworthiness – their integrity, honesty and responsibility – and act in the ways that are fair for the consumers and the environment. Other brands demonstrate their leadership qualities – the skills and knowledge to lead others.

I am good for you

Customer satisfaction is the key for brands that offer values like great taste, low cost, value for money or good quality. Brands speak about simplicity, flexibility and practicality. Being easy to use is a positive value. Some brands show that they are caring and want to look after their consumers. Some brands help consumers learn something new, they offer educational values.

I make you feel good

Brands can speak about such values as:

Discovery – the brand helps you to discover or find out about things Pleasure – the brand gives you an enjoyable experience

Inspiration- the brand can inspire the consumer to think about new things

Activity or dynamics- the brand is enthusiastic and has a lot of energy; it is constantly changing and adapting to the consumer

Luxury – the brand promises high level of comfort and beauty at a high price

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I am your contemporary

Brands often mirror their consumers’ values with their own. Young and modern brands will demonstrate values like modern, innovative, creative, and technological.

More traditional brands will give their values as classic, heritage, authentic and original.

1. Florette Co. produces a range of ready-to-eat salads and salad dressings.

Read what they say on their website about their brand values, and choose the correct heading for each statement from the website. Look at the texts given above to help you.

Florette is the undisputed European leader. This leadership is the result of a powerful brand identity built around clearly defined values:

*(1) …………. The production chain is kept as short as possible. Florette products are fresh and crunchy!

*(2) …………. Products are adapted to new trends and behaviour (snacks, lunchpacks, etc).

*(3) …………. Healthy products, ready to eat or cook: eat well and be good to yourself at the same time.

*(4) …………. Our collections cover all situations: from everyday meals to special occasions.

2.Choose the correct word from the brackets to complete each brand value statement. Look at exercise 4 to help you.

1.Our (trustworthiness / outlook / flexibility) means you can easily adapt the service to your needs.

2.We value (fresh / simplicity / inspirational) and we design our products with this in mind.

3.Our product is (easy to be / easy to use / easy to cost).

4.We are (knowledgeable / luxury / heritage) about food.

5.We are a low cost, value for (life style / fun / money) brand

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3.Complete the brand value statements using words given below. Look at exercise 4 to help you.

1.Technology: we are ……. and creative from product concept to packaging and delivery.

2.………….. : we have a strong heritage in our area and we are knowledgeable.

3.………….. : we value creativity, ours and yours. Together we build a more vibrant world.

4.………….. : we believe that beautiful things have a high value and are worth the investment.

4. Think and then speak about a brand you buy.

What are the brand’s values and how do they reflect your own values?

Part 2 The Target Market

Words to remember

strategy (n) – a plan or series of plans for achieving an aim, especially success in business

to determine (v) – to form a firm decision or intention; to find out the facts about something

to isolate (v) – to keep apart; separate from others

to focus on (v) – to direct one’s attention to something; concentrate on mix (n) – a combination or a group of different things

marketing mix (n) – a combination of marketing actions used by a company, which are usually known as the four Ps: product, price, place and promotion

target market (n) – people the company aims to sell its products or services to to direct (v) – (here) to turn or aim activity in the stated direction

to appeal to (v) – (here) to attract or interest someone

appropriate (adj.) – correct or suitable for particular situation or occasion attempt (n) – effort

to match (to / with) (v) – to find something like or suitable for use with to mold (v) – to fit closely to; to match

to blend (v) – to mix together thoroughly