Business English For International Trade And Business Informatics. В 2 частях. Ч.1. Учебное пособие

Unit 1. The History of Marketing

10.Modern marketing in India began to emerge during the Industrial Revolution with the advent of printing presses and newspaper advertising.

11.Tata, a company that started in the 1860s, is an example of an Indian business that avoided using global practices.

The history of marketing isn’t just a study of advertisements or strategies; it’s a journey through human civilization, commerce, and culture. Tracing this journey reveals how marketing evolved alongside societal needs, technological advancements, and global trade. This timeline also incorporates the rich tapestry of India’s marketing heritage, blending local traditions with global trends.

Marketing in Antiquity

Marketing practices date back to ancient times. In ancient Mesopotamia (circa 4th century BCE), seals on goods symbolized authenticity and quality, similar to modern logos. In Pompeii, Roman merchant Umbricius Scauras advertised his premium fish sauce with branded amphorae, cementing his reputation across the Mediterranean.

In ancient India, similar branding and labeling practices were evident in the seals of the Indus Valley Civilization. These seals, decorated with symbols, communicated ownership or authenticity – a form of proto-branding.

The vibrant bazaars became hubs for traders who relied on visual storytelling and word-of-mouth to sell their goods. The connection between storytelling and marketing is something India has continued for centuries.

The Middle Ages: Markets and Merchants

During the medieval period, marketing found its roots in market towns. Europe witnessed the growth of local and central markets, while peddlers filled gaps by selling door-to-door. In India, weekly rural markets served as the primary channels for trade.

Merchants showcased their goods using colors, designs, and cultural motifs to attract buyers. These early techniques laid the groundwork for brand differentiation.

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Business English for International Trade аnd Business Informatics

As the spice trade flourished, India’s reputation as a hub for exotic goods grew. Indian spices, textiles, and jewelry reached global markets, carried by traders who embodied the first cross-border brand ambassadors. The labels on exported Indian goods became synonymous with quality and craftsmanship, further cementing India’s position in the global marketing timeline.

The Age of Discovery and Consumer Culture

The 17th and 18th centuries ushered in a new era of marketing. Europe saw the emergence of sophisticated advertising, including product differentiation and promotional strategies. In India, the British East India Company used branding techniques to market Indian products like tea and textiles to European consumers.

This period also saw the rise of storytelling as a marketing tool in India. Local artisans and traders based on myths, legends, and religious symbolism to position their products. For instance, Banarasi silk sarees and Kanjeevaram weaves were tied to cultural identity, elevating their appeal beyond simple utility.

Industrial Revolution:

The Dawn of Modern Marketing

The 19th century marked a seismic shift with the Industrial Revolution. Mass production and urbanization created new markets. In Europe, pioneers like Josiah Wedgwood used catalogs and traveling salesmen to reach broader audiences.

In India, modern marketing began to emerge during this time. With the advent of printing presses, local businesses began advertising in newspapers, creating a blend of traditional storytelling and Western advertising methods. Brands like Tata, which started as a trading company in the 1860s, exemplify how Indian businesses adopted global practices while staying rooted in local values.

(https://www.youngurbanproject.com/evolution-of-marketing/)

10. Text B. The History of Modern Marketing.

Read the text, summarize it and add other examples of companies with non-ordinary and successful marketing strategies in your country and abroad.

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Unit 1. The History of Marketing

The 20th Century: Marketing Becomes a Discipline

The 20th century saw the scope of marketing evolve into a structured discipline. Robert J. Keith’s “The Marketing Revolution” highlighted how businesses were shifting from production-focused to customer-oriented strategies.

In India, the freedom movement added a unique dimension to marketing. Swadeshi products were marketed not just for their utility but as symbols of national pride. Companies like Khadi and Amul created a blend of emotional appeal and practical benefits.

Digital Revolution and India’s Global Influence

The late 20th and early 21st centuries have completely transformed the marketing landscape. Digital tools, from search engines to social media, have redefined how brands connect with audiences. In the past, traditional media dominated; today, personalization through AI and data analytics ensures marketing experiences that were once unimaginable.

Several brands have transformed the modern marketing landscape, not just by following trends but by setting them. They have redefined consumer engagement, blending creativity, strategy, and cultural relevance. Here’s how global icons have played a huge part in the evolution of marketing.

Apple has mastered the art of marketing through innovation and storytelling. Minimalist branding and product launch events have turned their devices into status symbols. Campaigns like “Think Different” focus on lifestyle over features, creating an emotional connection with consumers. This approach has inspired countless brands to prioritize storytelling over selling.

Dove’s “Real Beauty” campaign challenged beauty stereotypes, featuring women of diverse sizes, colors, and ages. This bold move resonated globally, proving that associating with social values can strengthen brand loyalty.

Zomato has revolutionized how food meets marketing in India. Through witty content, strategic collaborations, and tech-savvy campaigns, Zomato has become a household name. Zomato’s partnerships with influencers like comedians Samay Raina, Gaurav Kapoor, and Swati Sachdeva connect them with Gen Z and millennial audiences. These collaborations make the brand relatable and fun while staying relevant to current trends. Their push notifications, like “Your weekend deserves pizza,” make ordering food irresistible, blending humor and personalization. Zomato celebrates regional cuisines and festivals, crafting

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Business English for International Trade аnd Business Informatics

campaigns that resonate deeply with Indian culture. Through these tactics, Zomato has redefined digital marketing in the food tech industry, making ordering food an engaging and enjoyable experience.

MDH Masale is an Indian brand that has been synonymous with spices for decades. Its marketing approach, rooted in authenticity, has created a strong emotional connection with consumers.

Tata Tea’s “Jaago Re” campaign connected a cup of tea with social awakening. By addressing issues like voter awareness and women’s empowerment,

Tata Tea transcended being just a beverage − it became a catalyst for change. Thus, each era, from the simple trade era to the digital marketing era, repre-

sents a step forward in understanding and serving consumers.

For marketers today, the lesson is clear: adaptability is essential. The evolution of the marketing concept teaches us that what works today may not work tomorrow. By embracing change and focusing on innovation, businesses can continue to thrive in the ever-changing world of marketing.

(https://www.youngurbanproject.com/evolution-of-marketing/)

11. Answer the questions.

1.What are the eras of marketing evolution according to the texts?

2.How has digital marketing changed the way businesses operate?

3.What is SEO, and why is it important in marketing?

4.How do social media impact marketing strategies?

5.How did traditional marketing techniques compare to modern digital methods?

6.What is the role of data analytics in modern marketing?

7.How do influencer partnerships contribute to marketing success?

8.How has consumer behavior influenced marketing strategies?

Rendering

12. Render the following extract into Russian.

1.Marketing has been around for a very long time, even before the internet. In the past, marketing was very simple.

2.People would sell their goods at markets, and word-of-mouth was very important.

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Unit 1. The History of Marketing

3.If someone liked your product, they would tell their friends.

4.In the 19th and 20th centuries, with the invention of printing, companies started using advertisements in newspapers and magazines.

5.This was a new way to reach many people at once.

6.Later, radio and television became popular, and companies started making commercials.

7.These commercials could be seen and heard by millions of people.

8.Now, in the 21st century, marketing is very different. The internet has changed everything.

9.Companies now use websites, social media, and email to connect with customers.

10.They can also collect data about what people like and don't like, so they can create better products and marketing campaigns.

11.Even though the methods have changed, the goal of marketing is still the same: to tell people about your product and convince them to buy it.

13.Render the following phrases and sentences into English.

1.Культурная значимость.

2.Надежные товары за разумную цену.

3.Кампания по запуску продукта.

4.Поразительное мастерство ремесленников.

5.Некоторые маркетинговые приемы датируются 4 веком до нашей эры.

6.Альфред П. Слоан (Alfred P. Sloan) был президентом компании «Дженерал Моторс» (General Motors), которая каждый сезон вы - пускала новые модели автомобилей с незначительными отличиями от предыдущих.

7.Для искусственного повышения спроса проводились крупные рекламные кампании.

8.Владельцы новинок чувствовали себя исключительными.

9.Но на самом деле их просто заставляли поверить, что гонка за по-

следними моделями − это атрибут успешного человека.

10. Стратегия «Слоанизм» появилась в 20-х годах прошлого века и сегодня является одной из наиболее популярных.

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Business English for International Trade аnd Business Informatics

Watching

14. Watch a video about the evolution of marketing and answer the questions.

https://www.youtube.com/watch?v=X1VRAiWn6R4

1.What geographical and historical notion was mentioned as the starting point of using marketing technologies?

2.Why was the focus on product features so important in the Production

Era?

3.What was the marketing solution that Hoover suggested?

4.What is the second name of the Marketing Era?

5.What were typical marketing campaigns based on at that time?

6.What features were added to marketing strategies in the Relationship Era?

7.What did Starbucks do to enhance customers’ loyalty?

8.How has the approach to building marketing strategies changed in the Societal and Digital Marketing Era?

Writing

15. Write a summary of the extract given below. Follow the rules of writing a summary (See Appendix).

Marketing Psychology: Social Psychology of Consumer Behaviour

The primary role of a marketing psychologist is to evaluate the decisionmaking process that specific consumers undergo when they are making a purchase, in order to develop a strategy to better reach them. In order to do so, marketing psychologists consider the factors – like age, ethnicity, geographic location, gender, and personal preference – that drive people to purchase particular products. Some marketing psychologists may be actual advertisers or marketers themselves, while others may focus on research training or consumer advocacy. Ultimately, the goal is to look into what’s going on with the consumer, and then provide companies with a plan that helps better sell their products or services.

Because the field of marketing psychology is relatively new, there are not the same hard and fast degree requirements for becoming a marketing psychologist

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Unit 1. The History of Marketing

as there are for positions like clinical psychologists. As such, marketing psychology degree programs are not universally offered at colleges and universities. However, if you’re looking to pursue this career path, you may want to consider earning a bachelor’s degree in psychology – which can help provide a solid background in the skills needed to analyze human behavior. If you already have a bachelor’s degree in psychology, pursuing a graduate degree such as an MBA

(Masters in business administration degree) makes sense because it can give you knowledge in the areas like branding, market research and customer awareness.

If you want to go after higher-level positions and show that you have a greater level of expertise, you may want to pursue a Doctor of Psychology (PsyD) degree. This type of degree can be quite intensive and it generally includes a practical clinical experience and passing an examination. If you’re more interesting in the marketing side of things, you could pursue a PhD in marketing to enhance your knowledge in other areas like research methodology and economics.

•Market research analysts study market conditions and examine potential sales of products or services. The goal is to help companies understand what people want, what they will buy, and how much they are willing to pay. Although they fall under the same broad field as marketing psychologists, the primary focus for market research analysts is on gathering and interpreting consumer info and sales data, rather than delving specifically into the psychology behind purchasing decisions.

Because the majority of industries use market research in some capacity – similar to marketing psychologists – market research analysts can be employed in a variety of different areas. They can also choose to be self-employed or to work on a consultant basis. According to the Bureau of Labor Statistics (BLS), in 2012, the industries that hired the most market research analysts were:

•finance and insurance;

•wholesale trade;

•management, scientific and technical consulting;

•management of companies and enterprises;

•manufacturing.

According to the BLS, market research analysts generally need to earn a bachelor’s degree in either market research or a related field like statistics, math or computer science. In some cases, market research analysts may have backgrounds in business administration, social sciences or communications. Although

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there is a definite focus on both psychology and marketing courses when it comes to becoming a marketing psychologist, market research analysts generally focus more on statistics, research methods, economics and sociology in addition to marketing.

(https://www.elearners.com/online-degrees/public-affairs-social-sci- ences/psychology/marketing-psychology/)

Discussion

16. Prepare a presentation about the sphere of your professional interests. Describe it, outline the perspectives and share what you have done and are planning to achieve in this area.

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4. Choose the best word (A, B, C, or D) to complete each sentence.

1.Before buying the house, they got a professional ________ to check its value.

A.collateral;

B.appraisal;

C.ownership;

D.agreement.

2.Banks usually require ________ like property or vehicles to secure a large

________.

A.mutual funds; stock market;

B.collateral; loan;

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