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Файл:The English Language of Marketing. Учебное пособие
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Unitfive.Pricing
D.
fig
g
purp
f
y
p
p
f
-
p
p
3. Monopoly C. costs such as labor and supplies, change
in direct proportion to changes in output
and demand
4. Elastic
the market condition that exists when
there are few sellers. This creates a high degree of interdependence among the existing
firms
5. Break-even
point
E. the exclusive control of a commodity or
service in a particular market, or at least a
control broad enough so that price manipulation is possible
6. Equilibrium F. the amount added to the costs of goods
by a seller when
uring the selling price
7. Boycott G. a pricing objective which seeks to make
as much profit as possible; to charge prices
as hi
h as the market will bear
8. Price fixing: H. an article sold at cost or at a loss for the
ose o
attracting trade
9. Price control I. a pricing objective which sets a specific
financial
ield goal
10. Loss leader J. failure to respond to change
11. Fixed cost K. responsive to change, such as an in-
crease in demand as a result of a decrease
in
rice
12. Cash cow L. competitors establishing the same prices
at above market
rices
13. Mark-up M. to abstain from buying, using, or deal-
ing with, as a means o
coercion or protest
14. Oligopoly N. the intensive competition, particularly
among retailers in which prices are repeatedly cut to undersell competitors or force
them out of business
15. Inelastic O. in business, the point at which, after ex
enses are
aid, there is neither profit nor loss
16. Variable costs P. the rate at which goods are sold and res-
tocked
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TheEnglishLanguageofMarketing
17. Price war Q. a cost which remains relatively unaf-
fected by changes in the quantity or volume
of sales, such as rent and insurance
18. Turnover S. a
rofitable product or business
Discussion
1. Define price. How is it determined?
2. Why do similar goods tend to have similar prices at a given
time and place?
3. What is the Malthusian theory of supply and demand as it
relates to price?
4. Why do variations from the equilibrium tend to automatical-
ly correct themselves? What are some possible inhibiting factors to this theory?
5. Why will a standard product in a competitive market situa-
tion usually maintain a stable price?
6. In an oligopolistic situation, how can prices be changed or
controlled?
7. What is the Robinson-Patman Act?
8. What are the variables the marketing manager controls?
9. How does the marketing mix figure into pricing policy deci-
sions?
10. Generally, how is the optimal price of a product or service set?
11. In what situation is price competition most fierce?
12. What does the consideration of industry demand involve?
Why do producers look to potential elasticity of demand?
13. How does consumer perception of a product's importance
affect its demand and price sensitivity?
14. How does the income level of a market reflect its probable
reaction to price change in a certain product area?
15. Why are break-even calculations used by pricing policymak-
ers? How are they used?
16. Why is large scale production and distribution potentially
more profitable than small scale?
17. Explain why marketing managers must take into account the
goals and resources of their own organization.
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Unitfive.Pricing
Briefly analyze and describe what you think might result
from the following situations.
1. The price of a luxury yacht rises 5 %.
2. Severe weather disrupts half the world's tea production.
3. The cost of gasoline doubles in one month.
4. An optician opens a shop next door to an eye clinic.
5. A large wealthy firm cuts its prices so low that smaller firms
cannot meet them.
Vocabulary
supply предложение
demand спрос
to be aware знать, осознавать, сознавать
awareness осознание; сознание
average средний
inhibiting сдерживающий
inhibition сдерживание, торможение
in the aggregate в совокупности
famine голод
contend (with) соперничать
assume предполагать, принимать на себя;
притворяться
assumption предположение; присвоение;
принятие на себя
furnish снабжать
to fare быть, существовать, случаться;
взимать плату
to reconcile примирять, улаживать
derived производный
to warrant гарантировать
saturation насыщение
satiated насыщенный, пресыщенный
to keep pace with идти в ногу c
retaliation возмездие, отплата, воздаяние
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TheEnglishLanguageofMarketing
UNIT SIX
COMMUNICATION:
PROMOTION & SELLING
Special Terms
Promotion продвижение
Hawk торговать на улице, в разнос
Advertising рекламирование
Media средства массовой информации
Slogan лозунг, девиз
Hype навязчиво рекламировать товар
Spot рекламная заставка
Testimonial рекомендация, свидетельство
Display витрина; расклад товара
Publicity известность; реклама
Public relations связи с общественностью
Sample образец
Premium премия
Custom-made сделанный на заказ
Detail sales презентация
Bribe взятка
kickback «откат» (взятка в виде доли
от предполагаемой прибыли)
Cold call попытка продать товар или услугу
незаинтересованному покупателю
Lead потенциальный покупатель
Bid подробное предложение
Bottom line итог
Communication реклама
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Unitsix.Communication:promotion&selling
Working on the text
Read and translate the text
Communication: Promotion and Selling
If marketers are to persuade consumers to buy their products, there must be communication. It may take the form of the
simple announcement of what is on the market and how it may be
obtained, it may announce new products, it may describe the new
features, uses or improvements of familiar goods. In many cases
the communicators shape tastes, habits, and customs. Since the
goal of this communication is to stimulate sales, marketers carefully analyze the means, methods, and information to be disseminated. At which consumer groups should the communication be
directed? What kinds of information do these groups seek? What
are the specific objectives of the communication? How much will it
cost, and how large should the overall communications budget be?
How much of the communications burden should be assumed by
the manufacturer and how much by the channels of distribution?
Promotion, like pricing mentioned in the previous chapter,
is one of the strategic decision areas of marketing. Marketing managers must blend the methods of 1) face-to-face personal selling, 2)
mass selling to large numbers of customers at the same time, and
3) short-term sales promotion, in telling the target market about the
"right" product. Prehistoric traders must have "marketed" their
goods by announcing publicly that they had surplus skins or food
to trade. Throughout history, shouters or "criers" have walked
through villages, hawking their wares. Pictorial signs, or outdoor
advertising, have been used at least since the Babylonian era, five
thousand years ago. The first newspaper ad appeared in Germany
in 1525, announcing medicines for sale. The first known paid ad in
an American newspaper appeared in the Boston News Letter on
May 8, 1704.
During the 19th century, a new type of marketing intermediary evolved: the advertising agent. The first advertising agency
was founded in Philadelphia, the United States, in 1841. These
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TheEnglishLanguageofMarketing
specialists have become invaluable to manufacturers for preparing
and placing ads in the media. The agencies earn most of their income from commissions; their standard rate is 15 % of the cost
billed by the medium to the advertiser.
Whether they are on film, in pictures, in print, or spoken, all
advertisements have some features in common. To be effective,
they must appeal to the consumers' self-interests, arouse their curiosity, and offer them news. They frequently sell the benefits of
products instead of the products themselves. An ad does not sell
encyclopedias, but "knowledge", or "your child's future"; not a
house in the mountains, but "the good life"; not fire insurance, but
"protection for your family". A good ad attracts attention, stirs up
interest, creates desire, assures belief, and impels action.
Most advertising is for branded products. The name, slogan,
or trademark is repeated again and again until it becomes part of
our awareness and even of our vocabulary. Some advertisers believe that the more a product is hyped, the more we will remember
it and the more of it we will buy. Many firms also advertise so as to
establish a good reputation with the public. The idea here is that if
the public respects the institution or company, it will buy its products. Lately, oil companies have tried to improve their image by advertising the good they are doing for their community or nation.
Printed advertising may be found in magazines, newspapers,
direct mail, and catalogs. Handbills or fliers are often distributed in
public places or door-to-door in selected neighborhoods. Highway
and street billboards and cards in public conveyances reach commuters and travelers. Specific markets can be reached by advertising in
selected magazines and journals aimed at special-interest readers.
Specialized products and services may be advertised in the so-called
trade magazines which are editorially devoted to the interests of particular trades, professions, and businesses. When a product or service
is infrequently used by consumers, a telephone directory ad can be
highly effective. The success of direct mail campaigns depends largely on the quality of the mailing list. These lists are rented or purchased from companies which compile them according to occupation, age, interest, income or neighborhood.
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Unitsix.Communication:promotion&selling
Television ads or commercials are the most expensive because they reach the most people. Ranging in length from a few
seconds to a full minute, spots use live action, animation, or stopmotion techniques. In many countries these short films are also
shown in most houses before the main feature. Radio ads cost less
than TV ads. Their other advantage is that people can be doing
something else – like driving or ironing – while listening; their disadvantage is that words have less impact than pictures. Radio
commercials include straight announcements, short dramatized
stories, musical ads, and testimonials.
Industrial films are used at large gatherings of prospective
buyers, such as conventions or trade shows. They are especially
valuable for items like heavy equipment, which cannot be easily
displayed. National and international trade shows are excellent opportunities for identifying new product ideas and marketing trends.
Displays at these shows are designed to attract customers by pleas-
ing the eye. The display concept is also widely used in store windows to attract passing shoppers. Frequently, manufacturers or
wholesalers will supply retailers with window-display materials.
Counter shelf, or floor displays at the point of sale encourage shoppers to buy on the spur of the moment – to buy on impulse.
Packaging is another advertising tool. A popular example is
the cereal box designed around cut-outs to attract children. An
important factor for items sold through self-service stores is the
package designed for point-of-purchase eye appeal.
At one time, the subject of packaging was treated as an incidental side issue of product policy and design. In recent years,
however, packaging has become an important factor in the marketing success of a product. In addition to advertising the product,
packages have many purposes and goals. They should protect
goods from spoilage or contamination. They should be shaped to
facilitate dispensing, handling, storage, and transportation. Containers are often designed to make theft, adulteration or substitution difficult, and to ensure cleanliness.
In addition to advertising, marketers always hope to get favorable publicity for their firms or products. Ideally, people will
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TheEnglishLanguageofMarketing
make positive comments to each other in their everyday conversations and thus publicize a service or product by word-of-mouth.
Public relations, too, plays a role in bringing firms and their
products to the attention of the customer. Some large firms sponsor cultural and humanitarian activities, just as small merchants
sponsor local civic events. The idea of a good public image seems
to be growing in importance, especially for large companies. By
putting forth a positive public image, the potential for greater realization of profits exists.
The concept of sales promotion covers various activities
which link advertising and publicity with selling. Useful novelties,
such as calendars, match books, and key rings may be given to
customers to remind them of the advertisers' names, services, and
products. Other techniques include distributing samples, giving
premiums tied to consumer purchases, holding contests to stimu-
late interest in a product, and conducting point-of-sale demonstrations to help consumers select and use a product effectively. Demonstrations are also important in dealing with retailers. Dealer or
trade promotion includes instructing retailers in effective means of
selling products, providing materials for window or counter displays, and keeping merchants informed of promotional tactics and
strategies.
Generally, advertising seems to be most effective for uncomplicated items such as alcoholic beverages, soaps and detergents,
non-prescription medicines, cigarettes, cars, and cosmetics which
are used by many different kinds of consumers. The most effective
advertising reaches for particular market segments but it seldom
tries to deal with the individual needs of particular consumers.
Personal selling is more appropriate for technically complex products – those available in a wide variety of styles and colors or cus-
tom-made.
Keeping and managing a sales force is usually the most expensive per-sale form of communication. For this reason, some industrial goods manufacturers rely on catalog sales rather than on
selling teams. Nevertheless, personal sales activities are necessary
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Unitsix.Communication:promotion&selling
in many product and geographic areas. In the Middle East, for example, major British, French, Japanese, German, and American
manufacturers are competing for a share of the expanding market.
Sales promotions are built on a solid foundation of strong local
representation and regular tours by home office executives. This
approach recognizes that business in that part of the world is highly personalized, relying more on cultivation of individual customers and government officials than on media advertising and other
sales techniques. The Japanese, in particular, owe recent marketing
gains to their prompt, effective, after-sales services on vehicles and
industrial products. The key here is the personal touch.
Cultural patterns and customs may dictate that sales are to
be accompanied by certain non-business activities, such as a cup of
coffee in Turkey. Certain products demand conventions which are
separate from actual sales. In the dental supplies and pharmaceutical industries, for example, manufacturers rely on missionary or
detail sales representatives to stimulate their products' sales. Some
firms use bribes to make sales, although the practice is unethical
and usually illegal. One form of this corrupt activity is the kick-
back, in which a portion of the sale price is given to the one who
influenced the sale.
Many salespeople earn a commission or percentage of money on the amount they sell. In this way, their own energy and ingenuity can supplement their incomes. Some salespeople use the
cold call, while others rely on leads from the kinds of promotional
activities described earlier. Frequently, a lead will come in the
form of a request for a bid so that prices and services can be compared by the prospective consumer. Salespeople often stay closely
in touch with their customers in order to service products and secure repeat sales. Often the seller-buyer relationship becomes social and personal.
Clearly, there is no formula, technique, method, or kind of
material that can guarantee sales. The bottom line measures the
success or failure of promotion and selling efforts.
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TheEnglishLanguageofMarketing
Tick the correct answer (A, B or C) for 1-5 below:
1. When did advertising really start?
A. In 1525 in Germany;
B. In 1704 in America;
Comprehension
C. 5000 years ago.
2. For what goods or services an ad in a telephone directory
could be effective?
A. For the goods that are frequently used;
B. For those that are rarely used;
C. For any type of goods.
3. What is the purpose of distributing samples of a product?
A. To show the quality of a product;
B. Because the product itself is not available;
C. To make people buy at least a sample.
4. What must all advertisement do if they are to be effective?
A. They must arouse consumers’ curiosity;
B. They must be nice and pleasant;
C. They must be aggressive.
5. Where are films especially valuable for promotion?
A. At large gatherings;
B. In store windows;
C. For heavy equipments that is difficult to show in operation.
Exercise 1
Vocabulary Practice
Find English equivalents in the text.
Простое объявление, формировать вкус, продвижение
продаж, наружная реклама, рекламное агентство, выставлять
счет, вызывать любопытство, листовки, рекламный щит, общественный транспорт, постоянный пассажир, список адресов, мгновенно, несущественный, фальсификация, подмена, спонсировать местные городские мероприятия, проведение конкурсов,
обеспечить повторные продажи.
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