6758

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B. ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d)

Read the following text, underline the key words and decide which paragraphs are about these subjects:

……….– the importance of market research

……….– customer focus

……….– a product innovation approach

……….– marketing process

……….– interpretation of the term ‘marketing’

……….– the consumer-driven approach

……….– the marketing mix

Marketing

1.Marketing is a four step process that begins with analyzing and defining a qualified universe of potential users or buyers. After this first phase in the marketing process, a marketing professional succeeds in capturing the attention of the intended buyers within the targeted universe. Third, systematic effort must be put into getting the

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prospects to accept the concepts or propositions. Finally, with all three of the previous steps achieved, the marketer must convert the prospective buyer into the actual buyer by getting them to take the desired action (purchase, rent, call, download, subscribe, refer, follow the law, become a member, etc.) Marketing methods are used by many social sciences, particularly psychology, sociology and economics. Marketing research supports these activities.

2.In popular usage, the term “marketing” refers to the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning, marketing is customer centered. Products are often developed to meet the desires of groups of customers and sometimes specific customers.

3.McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language. The Four Ps are:

∙Product – the product management aspect of market ing deals with the specifications of the actual good or service, and how it relates to the end-user’s needs and wants.

∙Pricing – this refers to the process of setting a price for a product, including discounts

∙Promotion – this includes advertising, sales prom otion, publicity, and personal selling, and refers to the various methods of promoting the product, brand or company.

∙Place or distribution refers to how the product gets to the customer, for example,

retailing.

These four elements are often referred to as the marketing mix. A marketer will use these variables to craft a marketing plan. Industrial products, services, and high value consumer products require adjustments to this model.

4. For a marketing plan to be successful, the mix of the Four Ps must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don’t want is extremely expensive and seldom

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successful. Marketers depend on marketing research to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process.

5.Most companies today are consumer-orientated (or customer-focused). This implies that the company focuses its activities and products on customer needs. There exist customer-driven approach and product innovation approach.

6.In consumer-driven approach consumer needs are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. The starting point is always the consumer. The rationale for this approach is that there is no point spending funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.

7.In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment exists for the innovation. The rationale is that customers may not know what options will be available to them in future so we cannot expect them to tell us what they will buy in future. It is claimed that if Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation.

VOCABULARY

four step process – четырёхступенчатый процесс

qualified universe of potential users or buyers – избранная генеральная совокупность потенциальных пользователей или покупателей

to capture the attention – завладевать вниманием propositions - предложения

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desired action – желаемое действие to purchase – покупать, приобретать

customer centered – ориентированный на потребителя sets of activities – направления деятельности

universally recognized product – повсеместно признаваемый товар

specifications of the actual good or service – спецификации (подробное описание)

на реально существующий товар или услуги end-user’s needs – потребности конечного пользователя pricing - ценообразование

discounts - скидки

promotion – содействие в продаже

retailing – розничная продажа

to require adjustments – требовать корректировки

use these variables to craft a marketing plan – использование этих переменных для разработки маркетингового плана

sustainable competitive advantage – длительное конкурентное преимущество to imply - предполагать

rationale – разумное объяснение

to attest to – свидетельствовать о чем-либо commercial failures – коммерческие провалы

technological breakthroughs – технологические прорывы to pursue – искать, добиваться

primarily – прежде всего

options – опции, варианты для выбора light bulbs – электролампочки

Activity 1. Read the text again

Mark the statements true (T), false (F) or don’t know (?)

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1.In popular usage, the term “marketing” refers to th e promotion of products, especially advertising and branding.

4.Most companies today are consumer-orientated or customer-focused. It means that the company focuses its activities and products on customer needs.

5.The mix of the Four Ps must reflect purchasing power of the consumers in the target market.

Activity 2. Complete the sentences by inserting the following verbs in the gaps

or service that meets that need better than any competing products or services; (3)

the product or service is put on the market; it combines market research, new product development, distribution, advertising, promotion, product improvement and so on.

Exercise 3. Translate the following word combinations into Russian

1.prospective buyer

2.actual buyer

3.promotion of products, advertising and branding.

4.to meet the desires of groups of customers

5.marketing mix

6.customer focus

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7. commercial failures, technological breakthroughs

Activity 4. Find in the text English equivalents for the following word combinations

1.продажа в розницу

2.дорогостоящие товары народного потребления

3.маркетинговое исследование

4.отражать желания и потребности потребителей

5.целевой рынок

6.устанавливать цену на продукт

Activity 5. Translate the sentences into English using words from the text

Основной принцип маркетинга изучение и активное приспособление к требованиям рынка. Девизы маркетинга:

1.«Любите клиента, а не товар»

2.«Отыщите потребности и удовлетворите их»

Маркетинг включает: исследование рынка, рекламу, продвижение продукции,

ценовую политику, ассортиментную политику, стимулирование сбыта,

определение дизайна изделия, сервисное обслуживание. Выделяют также четыре ключевых элемента концепции маркетинга – так называемые, ‘четыре Р’:

продукт, цена, продвижение, место. Маркетинг имеет дело с процессами обмена между покупателями и продавцами.

Exercise 6.

What market research would you do before developing the products? What specific information would you need? Where could you get it?

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In each case, which of the following sources of information do you think would be the most useful, and why?

∙Printed sources of secondary data, including business newspapers, magazines and trade journals, competitors’ annual reports, official government statistics, and reports published by private market research agencies.

∙ Questionnaire research, by telephone, mail, or personal interviewing

∙The company’s own sales staff

∙Other sources

The Present Simple Tense

(Passive Voice)

В английском языке такая грамматическая категория, как залог (voice),

показывает, само ли подлежащее производит действие или оно является объектом действия, выраженного сказуемым. Именно с этой целью все глаголы английского языка употребляются либо в действительном или активном залоге

(active voice), либо в страдательном или пассивном залоге (passive voice).

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К пассивному залогу прибегают в том случае, если не само подлежащее выполняет действие, а, наоборот, оно испытывает на себе воздействие,

исходящее от сказуемого. В данном случае, либо понятно, кто выполняет действие, либо этому не придается значение. Главное – результат этого действия.

Рассмотрим пример, сравним действительный и страдательный залог:

∙People invent new computer programmes every day. – Люди изобретают новые компьютерные программы каждый день. (действительный залог)

∙New computer programmes are invented every day. – Новые компьютерные программы изобретаются каждый день. (страдательный залог)

Обратите внимание: Страдательный залог используется, чтобы описать, что происходит с подлежащим, а действительный – что подлежащее делает.

∙Страдательный залог образуется с помощью вспомогательного глагола to be в

соответствующем времени и причастия II смыслового глагола.

(Напомним, 3 форма правильных глаголов образуется путем прибавления к глаголу

Present Simple am/is/are + V3 окончания -ed. Если глагол неправильный,

то мы используем 3 столбик таблицы неправильных глаголов)

Причастие II глаголаto produce – produced.

То, что в действительном залоге было дополнением, в страдательном становится

подлежащим.

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Lindt produces this chocolate. (действительный залог)

This chocolate is produced by Lindt. (страдательный залог)

В страдательном залоге говорящего мало интересует, кем или чем было произведено действие, но если это потребуется указать, то используются предлоги by (для одушевленных предметов) или with (для неодушевлённых предметов)

Two hundred of people are employed by our company.

The lecture is written with a pencil.

СТРАДАТЕЛЬНЫЕ ОБОРОТЫ С ФОРМАЛЬНЫМ ПОДЛЕЖАЩИМ IT

Обороты, состоящие из местоимения it с глаголом в страдательном залоге, — it

is said, it is reported, it is expected (thought, known, understood, believed) и т. д. —

соответствуют русским неопределенно-личным оборотам типа: говорят,

полагают, сообщают, ожидают, что… и т. п. В таких оборотах it играет роль

формального подлежащего и не имеет самостоятельного значения:

Grammar exercises

Exercise 1. Change into passive voice

1.My father pays the bills.

The bills ________ by my father.

2.The company sells their products all over the world. The company’s products __________ all over the world.

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3.They do not permit smoking in the auditorium. Smoking __________ in the auditorium.

4.People speak English all over the world. English _________ all over the world.

5.People eat thirty-five million hamburgers every day. Thirty-five million hamburgers _________ every day.

6.In the first stage of the process they roast and grind coffee beans. Coffee beans ________ in the first stage of the process.

7.Producers sell about 1.2 billion gallons of Sprite every day. About 1.2 billion gallons of Sprite _______ every day.

Exercise 2.Complete the sentences using the correct passive form of the verbs in

brackets

1.Letter _________ by the postman at 8 every day. (deliver)

2.This database ________ by our managers very often . (update)

3.Lots of money __________ on the advertizing. (spend)

4.All the documents ________ by applicants. (submit)

5.These cars _______ in Japan. (make)

6.The guests of the hotel _______ to leave the rooms by midday. (request)

7.Credit cards with reward programs ______by many banks these days.(offer)

Exercise 3. Insert the correct preposition, by or with

3.The company is run….. three brothers.

4.This machine is controlled …..your Device..