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Файл:The English Language of Marketing. Учебное пособие
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Unitnine.Thefutureofmarketing
economic systems. The following is an outline of the major forces
in society which will affect marketing in the years ahead. The
main headings represent the four major breakdowns of the system
in which marketing operates.
A. Sociocultural
1. Demographics. A slowing population growth with corres-
ponding smaller family size, in industrial nations and re-
gions; a rising average age in the United States as post-
World War II
2. Babies move through their life cycle; increased participation
of women in the work force.
3. Knowledge: increasing education and sophistication with
less faith and acceptance.
4. Values: more secular, humanistic, and rational; less traditional,
religious, and mystic.
5. Social Structure: more open and fluid societies; more varied
subcultures and life styles; patterns of a "one-world" mentality.
B. Economic
1. Structure: more concentration, larger companies, and more
multinational trade.
2. Competition: more visible; closer government observation.
3. Technology: extremely important; accelerated.
C. Governmental
1. Increased complexity and size.
2. More interaction with business.
3. More direct intervention in the economic system
4. More restrictions on marketing with a struggle surrounding the
regulatory role.
D. Ecological
1. Much of the world burdened by population growth.
2. Limited resources.
3. Increased interdependence among nations.
4. Need to preserve the environment
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TheEnglishLanguageofMarketing
Marketing is more than business techniques and economic
activities; it is a social process that fulfills a basic social need. It is
comprised of and affected by the diverse interrelationships of individuals, organizations, governments, and society. What forms it will
take in the future depend on political and economic changes, but
one thing is certain: marketing will always be with us in an important way.
Comprehension
Tick the correct answer (A, B or C) for 1-5 below:
1. The problems that firms encounter on the international market are:
A. Approximately the same as on the domestic market;
B. Quite different;
C. Not mentioned.
2. On-site tours are conducted by export marketing companies:
A. To handle the paperwork;
B. To prepare appropriate sales literature;
C. To understand the best channels of sales.
3. A board of trade is:
A. A commodity exchange;
B. A usual market;
C. A stock exchange.
4. Direct intervention is:
А. MNC entering a local market;
В. Government involvement in the movement of goods;
С. Emergency pressure.
5. What is not mentioned among the major breakdowns of the
system in which marketing operates?
A. Economic;
B. Ecological;
C. Psychological.
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Unitnine.Thefutureofmarketing
Exercise 1
Find English equivalents in the text.
Vocabulary Practice
Точно оценить потенциал рынка, умерять энтузиазм,
корректировка маркетинговой программы, неумение отличить, признать поражение, становиться все более зависимым,
буквальный перевод, соответствовать местному образу жизни,
выезд на место, соблюдать правила, торговать товаром, элитная привычка.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) defining, b) cross-cultural, c) lost sales, d) habits,
e) members of society, f) level of involvement, g) resist,
h) strategic planning process.
Culture is a complex whole, learned and shared by members
of society, encompassing beliefs, values, language, religion, art,
morals, law, education, customs,…1…, and capabilities. Culture
provides ____ 2 ______ a sense of identity and well-being. Cultures
are inherently conservative, in that they ____3____ change and foster continuity. As the globalization of business grows, so does the
need for intra – and ___4____ competence to deal with culturally
diverse publics that influence the health and growth of the enterprise. A firm’s level of cultural competence can be the primary determinant of its ___5___ in a given market. Cultural incompetence
can lead to ___6___ and calamitous customer relations. In the context of crucial role of culture in the ___7___, it’s the job of the global marketing manager to identify significant intra- and crosscultural variables. This information can then influence every aspect of the strategic marketing planning process from ___8___ the
nature and needs of target markets to building marketing mixes
that appeal to these markets.
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TheEnglishLanguageofMarketing
Grammar Revision: Punctuation
1) A comma is used to separate homogeneous members used without any
conjunction:
A country’s culture is learned, shared, transmitted.
2) A comma is used to separate several homogeneous members if the
last is joined by the conjunction “and”:
Among significant cultural variables that can help marketing
managers define and develop international markets are values, language, and religion.
3) No comma is used if two homogeneous members are joined by the
conjunction “and”:
Approaches for identifying and measuring significant cultural
variables include observational fieldwork.
4) A comma is used to separate homogeneous members joined by the
conjunction “but” and the correlative conjunction not only… but also:
Not only may substantial investments be required to develop
and market new products, but contracts or even mergers with other
companies may be necessary.
5) Coordinate clauses joined asyndetically or by the conjunctions
nether, nor, conjunctive adverbs moreover, besides, then, yet, whereas,
still are usually separated by the semicolon, but occasionally a comma is
found:
The company did not sell their assets; nor did they offer to pay
their debts.
6) Defining relative clauses that add essential information to the sentence are not separated by a comma:
I am speaking about the company that produces telephone
equipment.
7) Non-defining relative clauses that add non-essential information are
separated by commas.
The new investment plan, which was announced on Monday,
will take five years to complete.
8) Subject, predicative, and object clauses as a rule are not separated
from the principal clause.
What they learned of marketing in that month was much more
than that he had learnt in all his life.
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Unitnine.Thefutureofmarketing
Exercise 3
Read the sentences below and explain the punctuation.
1. The two basic roles of these MNCs are the transmission of re-
sources, especially technological and managerial skills, and organization of the economic activities of several nations.
2. Advertising budgets based on immediate sales are frequent-
ly short-sighted.
3. What people say does not really mean they do it.
4. What they wanted to introduce on the world market was
test-marketed three times in order to adhere to long-range
goal policies.
5. Despite obstacles, multinationals expanded steadily because
they contribute to the economy of their host nation.
6. Every year more and more firms, even relatively small ones,
enter the international market.
7. It is enormously expensive, in global terms, for each country
to duplicate advanced research, technology, and production.
Exercise 4
Translate from Russian into English making use of the vo-
cabulary of the lesson
1. Чтобы определить лучшие методы сбыта, компании, за-
нимающиеся экспортом, проводят поездки на места
2. Транснациональные корпорации
сопротивлением
принимающей стороны, причиной ко-
могут столкнуться с
торой являются возможные прибыли.
3. Маркетинговые советы
проводят исследования, предоставляют информацию, регулируют сбыт и помогают
поддерживать
4. Валовой национальный продукт
репутацию отдельной страны.
представляет собой денежное выражение всех товаров и услуг, произведенных
в стране за год.
5. Чтобы избежать ошибок в маркетинге, необходимо при-
держиваться политики долговременных целей.
6. Он примет на себя всю ответственность за продажу этого
товара.
.
115
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TheEnglishLanguageofMarketing
7. Принесите мне, пожалуйста, фирменные бланки
Вашей
фирмы.
Match the words in the left column to their definitions
in the right one
1. Bankruptcy A) stationery containing the name and ad-
2. Import
dress of an or
B) the exclusive right to make, use, or sell a
anization
specific item, granted by a government to a
erson or company for a stated time period
3. Gross national
product
GNP):
4. Export
C) a company that has a manufacturing or
investment base in at least two countries outside the countr
of its origin
D) organizations which promote and facilitate
the worldwide
marketing of specific products
5. Letterhead E) to bring in merchandise from a foreign
6. Multinational
corporation
MNC)
7. Marketing
boards
countr
F) a
prices, production, and marketing of the
roducts of its members
G) the state in which a person or company is
unable to
, especially for resale
business association formed to regulate
creditors
8.Demographics H) a reserve supply stored and maintained for
uture use
9. Cartel
I) to send or sell merchandise to a foreign
countr
10. Patent J) the total monetary value of all goods and
services
roduced in a countr
during one year
11. Stockpile K) the vital and social statistics of a popula-
tion
12. Subsidy L) government involvement in the movement
of
oods
13. Direct inter-
vention
M)
inancial aid o
industr
overnment to a private
116
Unitnine.Thefutureofmarketing
Discussion
1. What is the value of studying marketing failures?
2. What is the difference between failure to adhere to long-
range goal policies and failure to differentiate between shortterm tactics and long-range strategy?
3. What is the trend in marketing with regard to international
trade? Are domestic marketing problems similar to international ones?
4. Give some examples of translation errors made by marketers
advertising abroad.
5. Give an example of an error made because of the failure to
reflect local values and life styles.
6. What is an export marketing company?
7. Describe those necessary activities which exporters must
practice.
8. What are the two basic roles of MNCs?
9. Why do multinational firms meet resistance from individual
nations?
10. Describe the role of marketing boards.
11. What is a board of trade in the United States? A trading
company in Japan?
12. Give an example of a cartel and its effect on other nations.
13. What is the difference between regulatory government
aid and facilitating government aid?
14. What kinds of direct intervention and support activities do
some governments engage in with regard to marketing?
15. List all the kinds of government assistance offered to market-
ing in your country. Will there be more of this in the future?
How do you view governmental involvement in marketing
practices?
Write a composition on one of the following topics:
A. Which of the 13 most common failures listed by Nielsen do
you consider the most relevant to marketing practices in your coun-
117
TheEnglishLanguageofMarketing
try? Give examples to illustrate at least two of these failures. Can
you think of any others which should be included in the list?
B. What has the effect of international trade been on your coun-
try? What are your most important exported raw materials and
final products? Is the trend in your country toward more or less
international marketing?
C. What effect have multinational firms had in your country? Is
there any national resistance? What is the relationship of marketing boards to MNCs? Do you see a trend toward more or less cooperation between them?
Vocabulary
to adhere твердо держаться, придерживаться
to substitute for замещать; подставлять
to appraise оценивать
ingenuity изобретательность, искусство
encounter неожиданная встреча;
столкновение, стычка
dimensions размеры, величина, объем,
протяжение
scheme of vast dimensions план огромной важности,
огромного размаха
mores нравы
secular вековой, происходящий раз
в сто лет; светский
accommodations приспособления; удобства;
соглашения
facet грань, сторона (медали); аспект
renowned известный, знаменитый,
прославленный
price equalization aid помощь в выравнивании цен
asyndetically бессоюзно
118
Supplementaryreading
SUPPLEMENTARY READING
The Art of Marketing is the Art of War
It is very popular nowadays to compare marketing strategies with
military strategies which are considered to be universal. The article deals
with six out of twelve principles elaborated by Gerald A. Michaelson.
It may seem strange that modern business people recognize
and study the timeless wisdom of an ancient Chinese military genius Sun Tzu. His Art of War was written more that 500 years B.C.
and was intended only for the military elite of his period. But it
proved to be one of those rare texts that transcends time. Being the
concentrated essence of winning strategy, his treatise has been absorbed by others of influence – from the fearless samurai in feudal
Japan to the shrewd business leaders of the 21st century.
Sun Tzu said: “The art of war is of vital importance to the State.
It is a matter of life and death, a road either to safety or to ruin. Hence it
is a subject of inquiry which can on no account be neglected.
The art of war is governed by five constant factors, to be taken into
account in one's deliberations, when seeking to determine the conditions
obtaining in the field. These are:
(1) The Moral Law (causes the people to be in complete accord
with their ruler, so that they will follow him regardless of their lives, undismayed by any danger);
(2) Heaven (signifies night and day, cold and heat, times and sea-
sons);
(3) Earth (comprises distances, great and small; danger and security; open ground and narrow passes; the chances of life and death);
(4) The Commander (stands for the virtues of wisdom, sincerity,
benevolence, courage and strictness);
(5) Method and discipline (are to be understood the marshaling
of the army in its proper subdivisions, the graduations of rank among the
officers, the maintenance of roads by which supplies may reach the army,
and the control of military expenditure).
119
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TheEnglishLanguageofMarketing
These five heads should be familiar to every general:
he who knows them will be victorious; he who knows them
not will fail”
The basic tenet of Sun Tzu’s philosophy is that if your strategy
is well founded, you will win – and if you have a truly great strategy,
you will win without fighting. This Eastern emphasis on overcoming
your opponent with strategic wisdom differs significantly from
Western strategy, which emphasizes action as the way to win.
Gerald A. Michaelson has interpreted this ancient wisdom in
a series of books and applied it to marketing. Within Sun Tzu’s
principles Michaelson managed to discover the foundations for
understanding the strategic principles of modern marketing.
Out of the abovementioned “five heads” together with the
step by step guide how to implement them, there have been distilled 12 principles as the cornerstone of great marketing. They do
not change over time. As we can see the same basic principles
have directed great leaders for centuries.
First Principle: Honour the Customer
(If the customer purchase your product or service, nothing else
matters)
Second principle: Organization of Intelligence
(Know your market as well as you know yourself)
Third Principle: Maintenance of the objective
(A clear intention and a steady aim)
Fourth Principle: A Secure position
(Occupy a position that cannot easily be taken by your oppo-
nents)
Fifth Principle: Offensive action
(Keep on the offensive to secure freedom of action)
Sixth Principle: Surprise
(Surprise is the best way to gain psychological dominance and
den
the initiative to your opponent
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