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Файл:The English Language of Marketing. Учебное пособие
.pdf
Uniteight.Research
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15. Ps
surement
16. Recognition test P) a
chological mea-
O) market research technique used to
see how prospective consumers react
to a
osed new product
roup of five or six people that
meets with an interviewer to discuss
roducts and consumer needs
17. Awareness mea-
surements
Q) a sampling or partial collection of
facts figures, or opinions and analysis
of the data
18. Recall measure-
ments
R) set of questions designed to yield
usable information for marketing
oses
Discussion
1. What are the main areas of concern for market researchers?
2. What does a concept test show?
3. What are the purposes of use-testing? What types of product
is it good for?
4. What is the difference between paired comparison tests and
monadic tests?
5. Why are market forecasts and commercial tests developed?
6. Compare short-term forecasts with long-range forecasts.
What are the specific goals of which?
7. Why do some firms engage in general business forecasting?
8. How are market potential tests classified? What are the uses
of these classifications?
9. What is “shelf-appeal”? What do marketers hope for in the
choice of brand names?
10. Which are the main areas of communication research? Iden-
tify those concerned with this research. Why is each involved?
11. What are the values of pre-testing? Of post-testing?
12. What does a consumer jury test measure?
13. Describe the three recall types of measurement employed in
marketing research. How do their goals differ from each other?
101
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2)
1)
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5)
2)
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3)
b)
TheEnglishLanguageofMarketing
14. How do recall and recognition tests differ?
15. How is product image measured? Why?
16. What is psychological or motivational testing aimed at? De-
scribe some methods used.
17. What are the goals of media research? How does it differ
from advertising effectiveness research?
18. What do consumer data tell advertisers about their au-
diences?
19. What is a product’s performance in a test market supposed
to show? How are market tests conducted?
20. Why are trajectory paths chartered specifically for newly in-
troduced products?
21. How does observation help obtain information on consumer
behavior?
22. What do researchers hope to learn from intensive analyses of
individuals or groups of consumers ? What types of questions are asked?
23. What is the role of marketing manager in marketing re-
search?
Typical Breakdowns for Consumers Data
or What Every Marketer Wants to Know
Sex
I) under 18 1) Female
2) 18 to 24
Male
3) 25 to 34
4) 35 to 49
5) 50 to 64
Occupation:
Unemployed
6) 65 and over 2) Studen
3) Retired
arital Status
1) Single
Married
Widowed
4) Not employed outside o
Employed
rofessional, technical
clerical
home
102
Uniteight.Research
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d)
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1)
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2)
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1) a)
b)
Ag
t
b)
4) Divorced or separated
ducation:
I) none to 8 years of school
2) 8 to 12 yean of school
managerial proprietor
militar
, official
skilled labo
unskilled labo
farm
3) some college or univer
sity
4) college or university
raduate
5) some postgraduate
Family annual income:
work
6) graduate degree 1) under $5000
2) $5000 to 7500
3) $7500 to 10,000
Family Size:
1 or 2 members 5) S 15,000
4) 810,000 to 15,000
25,000
3 or 4 members 6) $25,000 and ove
3) 5 or more members
esidence:
Other:
Race
urban Religion
suburban Length of employment
c) rural
2) a) own
rent
es of children
Reading or entertainmen
habits
Case Study
a) Think of a memorable TV or radio commercial you have heard or
seen. Choose one which includes a jingle – a repetition verse set to music.
In the questionnaire below you can find a number of ideas about the jingle. Place a check mark in one space in each row to show the degree to
which you think the idea fits the commercial.
b) What conclusions might a researcher draw from the results of
this type of questionnaire?
103
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TheEnglishLanguageofMarketing
How much those conclusions affect the marketing effort? What
other categories and ideas could have been added for testing? Do you buy
the product or use the service being advertised in your example?
Sample Consumer Questionnaire
(A survey of audience attitudes)
Type of commercial: TV____ Radio______ Your age______
Type of product __________________ Brand name ______________
Very Somewhat Neither Somewhat Very
Different
Exciting
-to-date
Interestin
Fun
Energetic
With it
Like me
Professional
Strong
Easily understood
ealin
Loved the performance
Would like to hear
it a
Ordinary
Dull
Behind-the-time
Borin
Work
Relaxed
A dra
Not like me
Amateurish
Mild
Difficult to com-
rehend
Unappealing
Hated the performance
Would not like
to hear it a
Vocabulary
appliances бытовая техника
merits достоинства
to rate оценивать
unconsciously бессознательно
awareness measurements оценка осведомленности
consumer Jury Tests тесты потребительского жюри
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Uniteight.Research
recall measurements оценка запоминаемости
unaided зд. без наводящих вопросов
recognition tests испытание на узнаваемость
attitude change оценка изменения отношения
measurements
probing зондирование
subconscious подсознательный
allegedly по утверждению, будто бы, якобы
stimulus стимул
circulation readership тираж
laborer чернорабочий,
неквалифицированный рабочий
to trace their goals отслеживать свои цели
utilize the same principle использовать те же принципы
105
TheEnglishLanguageofMarketing
UNIT NINE
THE FUTURE OF MARKETING
Special Terms
Bankruptcy банкротство
Export экспорт
Letterhead фирменный бланк к.-л.
организации
Import импорт
Patent патент
Multinational corporation транснациональная корпорация
(MNC)
Marketing boards торговые палаты, управления
по сбыту
Gross national product валовой национальный продукт
(GNP)
Cartel картель
Stockpile запас, резерв
Subsidy субсидия, дотация
Demographics демографическая статистика
Working on the text
Read and translate the text.
The future of marketing
In marketing, as in the rest of life, there is much to learn
from history. Postmortems of marketing failures are important factors in making decisions about the future. The spectrum of marketing failures ranges from inadequate return on the original invest-
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Unitnine.Thefutureofmarketing
ment to corporate bankruptcy. According to the largest marketing
research company in the world, the A.C. Nielsen Company, these
are the thirteen most common marketing errors:
1. Failure to keep a product up-to-date. Products must be
suited to the market.
2. Failure to estimate the market potential accurately. Enthu-
siasm should be tempered with realism.
3. Failure to gauge the trend of the market. Adjustments in the
marketing program must be made readily.
4. Failure to appreciate regional differences. Advertising and
distribution efforts must reflect environmental and cultural limitations.
5. Failure to appreciate seasonal differences in demand. This is
important not only among nations and cultures, but within product areas.
6. Failure to develop the advertising budget fully. Advertising
budgets based on immediate sales are frequently short-sighted.
7. Failure to adhere to long-range goal policies. Significant
trends need time to develop.
8. Failure to test-market new ideas. There is a difference be-
tween what people say and what they actually do.
9. Failure to differentiate between short-term tactics and long-
range strategy. Special promotional activities cannot substitute for
advertising.
10. Failure to try new ideas. Changes must be made before com-
petitors force them.
11. Failure to integrate all phases into the overall program.
Coordination is the key.
12. Failure to appraise the competition objectively. The tendency is
to underestimate the resources and the ingenuity of the competition
while overestimating one’s own position or reputation.
13. Failure to admit defeat. A realistic appraisal of errors is vital.
As production techniques and marketing systems become
more sophisticated, cross-cultural trading increases. As people of
different cultures become more dependent on each other for their
living standards, they appreciate the need for peace and stability.
107
TheEnglishLanguageofMarketing
Communication and transportation systems have created a small
world, in a marketing sense. Every year more and more firms,
even relatively small ones, enter the international market. The
problems encountered there are significantly different from those
encountered in domestic operations. Marketers are accustomed to
risk-taking; but in international dealings the dimensions of these
risks are often misjudged and misunderstood.
One area of special interest is the literal translation of advertising names, slogans, and concepts from one language and culture to
another. It must have been embarrassing to General Motors when its
"Body by Fisher" became "Corpse by Fisher" in Flemish. ColgatePalmolive made an expensive mistake when it introduced its Cue
toothpaste into French-speaking countries; the brand name and
trademark turned out to be pornographic in French. Advertisements
that do not conform to local lifestyles are wasted. One toothpaste
manufacturer found that promising white teeth was inappropriate in
many regions of South East Asia, where chewing betelnut is an elite
habit and black teeth are symbols of prestige.
Export marketing companies are another result of internation-
al marketing. These independent businesses act as agents for firms
that want to participate in worldwide trade, instead of their own
names, they often use special letterheads showing their address as
the manufacturer's "export department" or "international division."
The services performed by the export company for its client include:
1. Researching the foreign market;
2. Conducting on-site tours to determine the best methods of
distribution;
3. Appointing commission representatives, sometimes within
an existing sales network, in the foreign country;
4. Exhibiting the products at overseas trade shows;
5. Handling the paperwork of export and import declarations,
shipping and customs documentation, insurance, banking, instructions for special handling, and similar details;
6. Preparing and adapting appropriate sales literature;
7. Adapting the goods to local conditions and legal and trade
standards;
8. Meeting patent and trademark requirements.
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Unitnine.Thefutureofmarketing
The emergence of the multinational corporation (МNС) is of
major significance in the future of marketing. Many firms that entered the export business in a modest way eventually became fully
committed to an international perspective. The two basic roles of
these MNCs are the transmission of resources, especially technological and managerial skills, and organization of the economic activities of several nations. Global approaches to economic decisions often differ with the aims of specific countries. There may be
resistance to multinational activities for reasons of nationalism,
control, and the extraction of profits.
It is enormously expensive, in global terms, for each country
to duplicate advanced research, technology, and production. Despite obstacles, multinationals have expanded steadily because
they reduce this duplication and contribute to the economy of
their host nations. It seems likely that those MNCs that can evolve
effective accommodations with nationalism will flourish.
General improvements in marketing can be expected in
corporations seeking profits. Competition will always stimulate
cheaper and more effective distribution methods, more economical production, and the reduction of profit margins.
The second is joint action by firms or individuals. More and
more cooperatives will provide economical marketing facilities
and a firm bargaining base for their members. Many marketing
boards have developed to require producers and handlers of cer-
tain commodities to observe rules and procedures. In some countries such a board assumes full responsibility for marketing certain products, either with its own staff or with private firms and
cooperatives. In the United States a board of trade, or commodity
exchange, is an organized market for agricultural goods, handling commodities in much the same way as stock exchanges do
for stocks and bonds. Trading companies in Japan function similarly; their combined sales figures represent almost 30% of Japan's GNP. They are involved in trading, resource development,
manufacturing, mining, urban and regional development, and a
number of service industries.
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TheEnglishLanguageofMarketing
One facet of the trend toward joint action in world marketing is
the formation of cartels. These may be made up of individual companies, marketing boards, trading companies or a combination; their
influence, particularly on raw materials markets, is substantial. Probably the most renowned group of this sort is OPEC, the Organization
of Petroleum Exporting Countries, which has controlled the marketing of petroleum products in virtually every nation in the world.
The third area in which marketing improvements are expected is governmental assistance. This can take three major
forms:
Regulatory aid includes the standardization of weights,
measures, and containers, and the establishment of minimum
health standards. Quality inspection and grading is vital to everyone, and the regulation of transport and market facilities helps insure fair practices. Some laws are designed to define sales contracts and how they must be fulfilled. Laws prohibiting deceptive
advertising, price discrimination, and price-fixing protect consumers. Anti-trust laws prohibiting monopolies and assisting fair
competition create a healthy market climate. Other laws deal with
bankruptcy, patents and trademarks, and financial statements.
Facilitating aid provides market information and statistics,
sets up training and extension services, and finances research into
ways of raising efficiency or reducing marketing costs.
Direct intervention is government involvement in the purchase, sale, storage, and movement of goods. In some cases, a government will be its own largest consumer and may be so involved
in purchasing goods and services for defense and social welfare
that it virtually defines the marketing process from start to finish.
Governments may influence prices, supplement existing market
channels, and increase competition. They also try to protect producers and consumers against emergency pressures or chronic
weaknesses in a marketing system. Some governments practice
such support activities as stockpiling, subsidies, and a price equalization aid to farmers known as parity.
The trends noted in this unit will all affect the future of mar-
keting, as will the new attitudes, customs, mores, institutions, and
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