Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Introduction into Business
.pdf
4. Планирование продукта, его реклама, транспортировка и хранение –
основные функции маркетинга.
5. Маркетинг включает также поддержку товара и его страхование.
6. Сбор информации помогает прогнозировать потенциальные продажи.
7. Товары должны быть отобраны, закуплены и отправлены в место про-
дажи.
8. До того как они будут проданы, они должны храниться на складе.
9. Комплекс рынка включает в себя такие элементы, как товар, цена, ме-
сто и продвижение товара на рынок.
10. Фирма может изменить один или несколько элементов рыночного
комплекса, чтобы достичь своей цели.
11. Предприниматель должен принять решение, касающееся дизайна
продукта, торговой марки, упаковки, гарантий и тому подобного.
12. Как базовая цена, так и скидки вовлечены в ценообразование.
13. Реклама обеспечивает информацию целевому рынку.
14. Транспортировка и выбор посредников поможет предпринимателям
получить прибыль от продажи товара.
7. Match the notion and its definition.
Market marketing product price promotion brand
Market research advertising target market discount
1. something useful and intended to be sold that comes from nature or is made
in a factory
2. activities done in order to increase the sales of a product or service
3. the amount of money that you must pay in order to buy something
4. the activity of buying and selling goods and services
5. activities to design and sell a product or service by considering buyers’
wants and needs
6. telling people publicly about a product or service in order to persuade them
to buy it
7. the work of collecting information about what people buy and why
8. the particular group of people that a product or service is aimed at
9. a reduction in the cost of goods and services in relation to the normal cost
10. a name given to a product by a company so that the product can easy be
recognized by its name or its design
91
BUSINESS WRITING
Advertising
1. Take a quick look at the advert below and decide:
1. What product is this advertising?
2. Which two adjectives best describe its image?
3. What kind of person is this product for?
THE CAMERA FOR PEOPLE WHO TRAVEL LIGHT
Have you ever wanted a camera that will capture the truly great moments in your life?
Are you looking for a camera that’s as tough and adventurous as you
are?
The new Melbolta 19C has been specially designed for people who lead an
active life. One of the smallest, lightest 35 mm cameras ever produced, the 19C is
protected by a tough shock-proof case that means you can take it virtually anywhere. Its unique sports grip allows you to point and shoot one-handed, while its
automatic focus and zoom make sure that you take great pictures – even when your
mind’s on other things!
For more information about the Melbolta 19C, zoom in on your local Melbolta dealer.
2. Analyze an advert for the Melbolta 19C and make an advert for this
running shoe. Try using the approach suggested underneath. Use the camera
advert as a model.
1. Target market. Who do you want to sell these running shoes to? Think of at
least five things about the kind of person who will buy them. (Age? Sex? Income?
Social class? Interests?)
2. Image Now decide what kind of image you want to give to these shoes.
Choose two adjectives to describe it and think of a picture and a headline which will
communicate this image immediately.
3. Create a need Think of the needs that this shoe will meet. Begin the advert
with the questions like: Have you ever wanted…? Are you looking for…? Have you
ever tried …?
4. Features and benefits Now you should match the features to the benefits.
Use linking phrases like these: means that …, makes sure that …, helps you to
…, etc.
De-odorizing insole Your feet stay dry in wet weather
Fully waterproof You will look fashionable
92
Ankle support They are very comfortable
Features
Benefits
The quick release protection system
The water-resistant Coralon
The five-year guarantee
The reinforced stress points
The protective padding
mean(s)
that
the bag won’t fall apart.
you get the camera out of
the case easily.
we believe in our product.
the camera inside won’t
break if you drop the
bag.
the camera won’t get wet
in a thunderstorm.
Special air cushion sole You won’t injure your ankles
Designed by top Italian fashion designers Your feet won’t smell
5. The call to action End your advert by asking the reader to take some action.
Here are a few ideas:
For more information, write to this address …
Visit your local sports shop today.
Buy them now, before it’s too late.
3. Read the advertisements below and make sentences matching the features to the benefits.
I. Melbolta. Our new brand Melbolta camera bag is not just an attractive
case. Behind the highly sophisticated good looks is a bag that will protect your
camera for years.
Melbolta camera bags are made from water-resistant Coralon (found on the
inside of car tyres) and nylon which is so strong that it is used in the bullet-proof
vests for the army.
Each detail has been professionally engineered to provide years of active protection. All stress points are reinforced and all pockets and walls are fully padded.
The fasteners are designed with a quick-release system so you won’t miss that
important photo opportunity while trying to get the camera out of the bag.
We are so sure of Melbolta’s reliability that each bag coves with a full fiveyear guarantee.
II. New!!! At last, the performance specifications you’ve been waiting for!
The new POWER PC III has it all. New features include:
400 MHz for speed of processing
Double the hard disk capacity (8 Gb)
Voice navigation
93
128K fax/modem and telecom software
Features
Benefits
The 400 MHz clock speed
The 8 Gb disk store
The voice navigation
The plug-in module
The 128K fax/modem
The on-side maintenance
The ergonomic keyboard
enables
the user
to
give the computer oral instructions.
call out technical support.
type easily without getting
tired.
download data rapidly.
access data more quickly.
store more data in the memory.
add features to the previous
model.
Features Benefits
Backlit display
Connecting cable
In-built digital voice recorder
Touch screen
Scheduler
Compact size
record fifteen minutes of messages.
launch programs and enter data with a stylus pen.
keep track to your appointments.
move files to and from a desktop PC.
view the screen easily.
carry it around in your pocket.
Free Microsoft office software plus the other features you’ve come to expect:
anti-glare 21’’ screen, built in microphone, ergonomic keyboard and on-site maintenance.
So don’t delay: fill in the enclosed pre-paid reply coupon for a visit by one of
our representatives or call us on free phone 0800 772227.
If you wish you can upgrade your existing POWER PC II by purchasing a
special plug-in module for a mere $199.
4. Complete the advertisement using the features and benefits below. You
will need to join them into a sentence with a verb such as enable or allow.
Digital PA palmtop organizer
94
5. Advertising vocabulary. Read the clues and write the words in the
space provided. Use the dictionary definitions if necessary.
Clues
1. We are sending out some promotional literature to try to boost ………. .
2. M This is a company ………. .
3. British Telecom will ………. the football team if the players all wear BT
on their shirts.
4. They’ve launched an advertising ………. intended to persuade the public
that it’s an up-market product.
5. Marlboro is a famous ………. of cigarettes.
6. We’ve decided to ………. the new model at the Paris trade fair in the au-
tumn.
Brand a type of a product made by a particular company.
Campaign a series of actions intended to achieve a particular result.
Launch to make a new product available for sale for the first time.
Logo a small design that is the official sign of a company.
Sales the number of products that a company sells over a period of time.
Slogan a short clever phrase used in an advertisement, e.g. a dry cleaning
company that used the slogan “We know the meaning of cleaning”.
Sponsor to give financial support to a person, organization or activity.
READING
I
What is marketing?
A Marketing is finding out about your customers and competitors so that you
can provide the right product at the right price.
B Think about the people you want to sell to: your target market. Different
products have different target markets, for example, Swatch and Rolex watches.
Questions to ask are:
Who are my customers – age, sex, income?
What is the size of the market?
Is it possible for the market to get bigger?
What about product awareness – do people know about my company’s
products?
C You find out this information through market research. Market research
uses interviews to find out about people’s attitude and questionnaires to find out
about their shopping habits?
D When you know who your customers are and how big your market is, the
next step is to set your objectives. Do you want to increase sales? To increase mar-
ket share? Or to make your product different from the competition?
95
E Next, think about your strategy for meeting your objectives. If your objective is to increase market share, you could:
Find new customers by making your product more attractive;
Take customers from your competitors;
Persuade your customers to use more of your product.
F How will you make your strategy work? What message do you want to
send? There are many types of promotion and it’s important to choose the right
one, e.g.
Advertising on TV, in newspapers, etc.
Direct marketing by post (mail shots)
Telesales – selling to customers on the phone
Point-of-sale material in shops – free samples or special offers.
Now you are ready to launch your product in the market. Good luck!
1. Match the questions (1-6) with the paragraphs (a-f).
1. How do I meet my objectives?
2. What do I want to achieve?
3. What is marketing?
4. How do I communicate my message?
5. How do I find out this information?
6. What do I need to know?
2. Match the highlighted words and phrases in the text with the defini-
tions (1-8).
1. ways of telling people about you products _____________
2. the part of the total market that buys your products _____________
3. knowledge of your company’s products ______________
4. other company’s that sell similar products _____________
5. finding out about the market _______________
6. to introduce a new product to the market ________________
7. the kind of people you are interested in selling to _________________
8. a plan you use in order to achieve something ________________
3. Look at the text again. Find and underline.
1. two market research methods
2. three marketing objectives
96
II
Product, Price, Promotion and Place: the four P’s of Marketing
The total marketing concept involves four steps, or, as they are often called,
the four P’s of marketing – product, price, promotion and place.
Product. The place to begin with is the product itself. A business must determine what kind of product potential customers want. Companies employ very
complex market research techniques to find out. Surveys by phone, mail, or person-
al interview can reveal exactly what’s on consumer’s mind. The product warranty
card that you return after a purchase provides marketing information too.
You might be wondering how asking a few people what their preferences are
determines what others want to sell. Sophisticated research mathematics applied to
a sample of consumers can typify the rest of the consumers. If we can find out what
a few want, we can assume that the others in the group or population will want the
same things. Decide who should be in the sample is a problem. Researchers have
very detailed formulas for constructing marketing samples. The questions asked by
researchers will depend on the particular purpose to be served.
Price. Another major part of marketing is price. Companies have to decide on
a product price that will cover all costs and also return a profit. Included in costs are
such fixed expenses as rent and insurance. Variable expenses must be anticipated
too. Those include the costs of material and commissions. These costs are used to
compute a break-even point – the point at which income from sales equals fixed
and variable expenses on one side of this point, the company will have a net loss
and on the other side, a net profit.
Companies must be careful not overprice their product. If competitors prices
are less than theirs, either the competition is on to something – they have special
information allowing them to produce and market for less – or the company is inefficient.
Promotion. So far we have talked about “product” and “price”. Promotion is
a key part of marketing because it is the way businesses get their messages to consumers.
We said earlier that businesses would prefer to have a steady demand for their
products. They would also like to see steady growth rather than sudden surges in
business. One function of promotion is to maintain a steady and growing demand.
Promotions through advertising in the media, direct mailings or through personal
contact are a few of the ways producers make their products known to consumers. If
consumers don’t know about a product, they won’t buy it.
Some critics of American advertising say that money used to inform and
promote sales is wasted money that could be used for other purposes. Advertisers
counter by saying that through market research businesses discover what American
consumers want. Through advertising, businesses tell people what products are
available. Advertising even gives them reasons to buy.
Place. The final part of marketing, the fourth “P”, is place. For a product to
be useful, it has to be in place when and where it is needed. To sell products, busi-
97
nesses must anticipate “when” and “where” consumers will buy them. A hot dog at
a baseball game on a sunny afternoon is an example of excellent product placement.
A lemonade stand in the winter is not. Hot dogs have less value after the game; the
lemonade has more value in the summer.
What factors should the businesses take into account when they make decisions about the four “P” of marketing?
III
Learning to use advertising
Advertising is one of nation’s largest industries. American business spent
over $100 billions to advertise its products. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.
Benefits of advertising. Advertising benefits consumers and the economy in
a number of ways:
It provides us with information about prices, recent improvements in certain
goods and services, and the availability of new ones.
Advertising often results in lower prices. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on
to the consuming public.
Advertising stimulates competition, and competition benefits us all. Advertising by one firm puts pressure on others within the industry to do at least as well to
attract the consumer’s dollar.
Advertising pays most of the costs of magazines and newspapers, and all of
the cost of commercial radio and TV.
Advertising helps the economy as a whole by stimulating consumer demand.
Consumer spending has a direct effect on the health of the economy. Advertising
helps to keep that spending at healthy levels.
The price we pay for advertising. Not everyone agrees that advertising benefits the economy. Critics list the following points as its disadvantages:
The information contained in advertising does not inform and often mislead
the consumer.
Because it costs money to advertise, this cost adds to the price consumers
pay.
Consumers are tempted to spend money for products they do not really need.
Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.
Advertising strategies. Three strategies that have been especially popular
with advertisers can be classified as slogans, rational appeals, and emotional ap-
peals.
98
Slogans. Advertisers often use slogans that sound great but mean little or
nothing. Yet advertisers seem to feel that such slogans, when repeated often enough,
do increase sales.
Rational appeals. Rational appeals rely upon logic or reason to convince the
consumer to buy a product. “our Cookies Contain 25% Fewer Calories Than the
Next Leading Brand.” This is an example of an advertisement that appeals to reason. Ads for health foods, pain relievers and home remedies tend to use this technique.
Emotional appeals. Emotional appeals rely upon the use of psychology to
get the advertisers message across. The following is a sampling of such strategies.
Testimonials. These are the advertisements in which famous people claim
they use and enjoy a particular product. Ads for sports equipment frequently rely on
this strategy.
The bandwagon. The bandwagon appeal implies that everybody is using a
particular product, and that if you don’t, you will be left out. Soft drink and auto-
mobile ads use this appeal.
Popularity. Some advertisements suggest that simply by using the advertised
product you will be popular or find romance. Toothpaste ads showing moments of
romance between handsome young man and woman are typical of these kinds of
campaign.
1. What are the benefits of advertising?
2. What are its disadvantages?
3. What advertising strategies can you name?
4. Say some words about each of them.
IV
Advertising and Promotion
Every day you as a consumer are the object of the marketing efforts of American and foreign companies that want your businesses. The advertising on television
and radio and in the newspaper flyers that come to your house are just some of the
ways that sales promotion reach you. Most of the marketing strategies represent
honest efforts to convince you to buy a product or service. Nevertheless, you are
responsible for evaluating advertising directed at you, separating facts from emotions, and deciding whether or not to buy the product.
If you are an entrepreneur choosing the right advertising for your product or
service is really important. Here are some tips.
A Understand your customer. Find out who they are (their age, interests, lifestyle, income, buying habits). Find out what is the best way to reach them. Which
newspapers do they read? Which TV programs do they watch?
B What do you want your advertising to achieve? What is its purpose? Do
you want to inform people about your product or service? Do you want them to buy
it, or see it in a different way?
99
C Keep your message simple or clear. Say just one thing, e.g. “This is new”,
“This is better”, “This makes life easier”. Make sure you have a headline that is eye-
catching. Make sure the text tells the customer everything you want them to know.
D Choose a method that will reach your target market. It’s no good having a
brilliant advertisement if the right people don’t see it. It’s useless to tell five million
people about something that only 100000 people need to know: banks don’t use TV
to tell existing customers about a new kind of account.
1. Match the questions (1-4) with the paragraphs (a-d).
1. What does it say?
2. Why are you advertising?
3. Where will you advertise?
4. Who is it for?
2. Which ways of advertising do you think is most suitable for these situa-
tions?
1. a travel company selling last-minute trips
2. a car company launching a new model
3. a bank telling customers about a new kind of bank account
4. a local politician who wants people to vote for him/her
MANAGEMENT
I
Concepts of Management and Organization
Management is the process of coordinating the resources of an organization to
achieve the primary organizational goals.
Management is the art and science of getting things done through other people,
but it also includes effective use of your own time. To operate a successful business
you need strong management skills. Effective management is the key to business
success.
Management is the activity or skill of directing and controlling the work of a
company and organization. Organization is the means by which management coordinates the efforts of employees to achieve the company’s objectives.
Organization involves structure. An organizational structure is a framework
enabling management to delegate and control the responsibilities of individuals and
departments. Communication is of great importance in organizational structure.
Also management is the people who are in charge of a particular company or
organization at different levels rather than ordinary employees. Management includes
those personnel who have the right to make decisions that affect company’s affairs.
100
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]