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Файл:The English Language of Marketing. Учебное пособие
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Unitsix.Communication:promotion&selling
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) Introducing, b) sales promotion, c) communication,
d) advertising, e) publicity, f) samples, g) trade shows,
h) stimulate, i) opportunities.
_1____is short-term non-paid, non-personal
___2______about products and people in print or electronic media.
Because it is presented in an editorial format, readers tend to
perceive it as more believable than____3____. Significant opportunities for publicity involve portraying global firms as good citizens in host countries, in___4_____ new products, and in anticipating and countering criticism. _____5____includes short-term, onetime incentives to distributors or customers designed to reinforce
other components of the promotion and marketing mixes and
___6___ sales (coupons, contests,____7___ , games). ____8____, in
particular, offer marketers many more___9_____ to achieve promotional goals in foreign than in domestic markets.
Grammar Revision: the Participle
The Participle is a non-finite form of the verb that combines properties
of a noun, an adjective and an adverb. There are two participles in the English language. Participle I (verb + ing) and Participle II (verb+ed or the
3d form of irregular verbs) for more info see §7 of the Grammar Reference.
Exercise 3
Find the Participle in the following sentences and determine
its function. Translate the sentences into Russian.
1. In the Middle East major German, French, Japanese, British
and American manufacturers are competing for a share of
the expanding market.
2. Consumer credit, involving charge accounts and credit
cards, permits individuals to obtain goods for which they
pay over a period of time.
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TheEnglishLanguageofMarketing
3. Ranging in length from a few seconds to a full minute, spots
use live action, animation or stop-motion techniques.
4. Throughout history shouters have walked through villages
hawking their wares.
5. They watched the commercial being shown on TV.
6. We saw the workmen scrabbing off billboard advertisements
across the town.
Exercise 4
Open the brackets using the correct form of the Participle/
1. The goods (to produce) by your company are in great demand.
2. The taste (to shape) now is the result of our hyping.
3. (To reach) specific markets by advertising, the firm decided
to start a price war.
4. While (to make) positive comments on the product people
publicize it thus (to generate) favorable publicity.
5. We’ve never heard them (to sell) anything on credit.
6. The car (to buy) by my friend is being largely advertised now.
7. (To realize) what happened, they decided to change their
strategy.
Exercise 5
Translate from Russian into English making use of the vocabulary of the lesson/
1. Многие маркетологи полагают, что навязчивая реклама
помогает лучше запомнить название товара и побуждает
потребителя купить его.
2. Итоговые цифры финансового отчета показывают коли-
чество прибыли и убытков.
3. Рекламные заставки, использующие мультипликацию,
живое действие или стоп-кадр обычно показывают перед
основным художественным фильмом.
4. Реклама, размещенная в общественном транспорте, на-
правлена на постоянных пассажиров данного маршрута.
5. В давние времена зазывалы ходили по деревням, громко
предлагая свой товар.
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Unitsix.Communication:promotion&selling
A) any
g, p
y
B)
g
6. Чтобы реклама была эффективной, она должна быть
обращена к интересам потребителя, вызывать его любо-
пытство.
7. Рекламные листовки часто раздают в общественных мес-
тах; рекламные щиты на дорогах привлекают внимание
путешествующих.
8. Помимо того, что упаковка является еще одним средст-
вом рекламы, она должна предохранять товар от порчи
и загрязнения.
9. Чтобы сделать кражу, фальсификацию и подмену не-
возможными используются контейнеры.
10. Наиболее эффективна реклама алкогольных напитков,
стиральных порошков, мыла, косметики, т. к. эти товары
используются различными потребителями.
11. Вы когда-нибудь давали взятку? – Не совсем взятку, а
вознаграждение, как часть дохода от сделки, на благо-
приятный исход которой этот человек повлиял.
12. Потенциальный покупатель отличается от случайного
тем, что он проявил заинтересованность в вашем товаре.
13. Выслав нам образцы своих товаров, они ждут, что мы не-
пременно разместим у них свой заказ.
14. Известность приобретается путем упоминания о компа-
нии в средствах массовой информации, а также посред-
ством общения между людьми.
Vocabulary Test
Match the words in the left column to their definitions in the
right one.
1. Media
communication for purposes of selling a product or service, including advertisin
ersonal selling, and publicit
2. Hype
the end result; those figures appearing in a
company's financial statements which show
the amount of profit or loss
3. Testimonial C) to peddle or offer for sale by calling aloud
oing from door to door
or
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p
y
g
a
i
y p
ying
p
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TheEnglishLanguageofMarketing
4. Spot D)
a company employed to plan, design,
lace, and supervise ads or ad campaigns
5. Publicity E) the practice of calling public attention to a
product or service by paid announcements,
usually in newspapers and magazines or on
television or radio
6. Detail sales F) the aggregate of all mass communications:
newspapers, magazines, TV, radio, billboards, direct mail, etc
7. Bribe G) an attempt to sell a product or service to
8. An advertising
a
ency
someone who has shown no intent to bu
brief catch-phrase or motto adopted for
H)
advertis
ng a product, service, or company
9. Public relations I) a derogatory slang word meaning the over-
l
ersistent promotion of a product
10. Cold call J) a brief announcement, usually a radio or
television advertisement or commercial during
or after a program
11. Slogan K) a written or spoken declaration from an
individual certif
the value, excellence, or
qualities of a person, an organization, or a
roduct
12. Premium
L) promotional presentation of drugs or med-
ical supplies
13. Custom-made M) an expression of interest or intent from a
rospective buyer
14. Sample N) designed to specification for an individual
customer
15. Bid O) anything given or promised to induce
someone to act dishonestly or to influence
behavior
16. Bottom line P) an offer, usually including specific details
of a product or service, intended to secure a
sale
17. Advertising Q) a portion of income given to a person who
secretly influenced a financial transaction.
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Unitsix.Communication:promotion&selling
p
g
peop
T)
p
y
p
18. Kickback
R) an arrangement of merchandise designed
to induce sales; usually seen at trade conventions, in store windows, and at point-of-
urchase counters
19. Hawk
S) public notice resulting from mention in the
media and verbal communication amon
le
20. Lead
the promotion of a good reputation with
ublic
the
21. Promotion U) a specimen or part of a product used to
show the quality,
st
le, and nature of the whole
22. Display V) a prize or bonus given as an inducement
to purchase
roducts or to use services
Discussion
1. What is the history of advertising?
2. What must all advertisements do if they are to be effective?
3. Give some examples of selling the benefits of a product or
service rather than the products or services themselves. How
do your examples appeal to the emotions of the potential
customers?
4. Why do some firms try to advertise their reputations?
5. Where fliers can be used?
6. What are trade magazines? What is the special value of ad-
vertising in them?
7. For what type of ad campaigns are mailing lists rented or
purchased? How are the lists organized?
8. In what way are TV ads more effective than printed ads?
9. Is there any advantage of radio commercials over TV ads?
Name some kinds of radio ads.
10. Where are films especially valuable for promotion?
11. Describe some ways in which package designs are used as
advertising tools.
12. Why do marketers try to get favorable publicity for their
products?
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TheEnglishLanguageofMarketing
13. List some sales promotional activities typically used by firms
attempting to call attention to their products.
14. How and where are demonstrations employed as sales pro-
motional techniques?
15. With what type of product does general advertising seem to
be most effective? With what type is personal selling more
important?
16. When might a sale be made on the basis of a bid? Is this me-
thod usually a competitive approach to trade?
17. What are repeat sales? How do salespeople go after them?
18. What is the importance of the bottom line?
19. What type of printed advertising is most prevalent in our
country? Which do you rely on most for commercial messages and communications?
Write a composition on one of the following topics:
A. You are working for an advertising agency which promotes a multi-vitamin for children. Would you suggest TV or radio spots? Would you use novelties, samples or contests? How
would you integrate advertising into the package design?
B. How do manufacturers of highly specialized, costly items
(such as elevators or diamond-cutting tools) promote their wares?
What are the limitations on advertising imposed by the nature of
these products?
C. Have you ever taken a course from a commercial language school? Why did you choose that particular school? What
type of promotion does it rely on for the bulk of its enrollment?
Were there any personal sales activities?
D. You have been assigned the task of designing a sales
promotion campaign for a newer, safer model of motorcycle. What
kinds of communication might you choose? Where would you advertise? What part might salespeople play in your overall strategy?
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Unitsix.Communication:promotion&selling
Vocabulary
to disseminate распространять; рассеивать
to blend смешивать; сочетать
to evolve эволюционировать; развиваться;
развертываться
to impel побуждать; продвигать
to bill выставлять счет
curiosity любопытство
to arouse curiosity вызывать любопытство
handbill рекламный листок
flier листовка
billboard рекламный щит
neighborhood соседство; район; окрестности
public conveyances общественный транспорт
commuter постоянный пассажир
mailing list список адресов
to rent арендовать
stop-motion стоп-кадр
main feature художественный фильм
commercial рекламная передача (на радио
или телевидении)
gathering собрание, сборище, скопление
convention собрание, съезд; соглашение, конвенция
counter прилавок
on the spur под влиянием момента
incidental случайный, несущественный;
свойственный, присущий
spoilage порча
contamination загрязнение; заражение; порча
dispensing отправка; раздача
theft кража
adulteration фальсификация; подделка
substitution подмена, замена
civic events городские мероприятия
ingenuity изобретательность, искусство
to supplement пополнять, добавлять
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TheEnglishLanguageofMarketing
UNIT SEVEN
FROM MAKER TO USER
Stock запас
Streamline совершенствовать
Assembly line линия сборки
Synthetic синтетический
Analytic аналитический
Lot партия
Inventory опись; инвентарная опись
Working capital оборотный капитал
Leftover sale распродажа остатков
Goodwill репутация, «гудвил», престиж, условная
Margin маржа, прибыль
Gross margin валовая прибыль
(син. gross profit)
Charge account кредитный счет
Сredit card кредитная карта
Mortgage ипотека
Warranty гарантия
(син. guarantee)
payoff результат
Read and translate the text
There are many stages in the marketing process. Before a can
of green beans is opened, cooked, and eaten, it has passed through
Special Terms
стоимость деловых контактов фирмы
Working on the text
From Maker to User
78
Unitseven.Frommakertouser
dozens of hands and machines. In fact these beans have actually
been "marketed" twice. The farmer chose the seeds, planted them,
tended the crop, harvested and transported it, and had it graded.
Marketing encompassed all the activities that occurred in getting
the green beans from the farmer to the cannery. However once
additional processing of a product takes place (in this case the
packaging of the fresh beans into canned beans) a new product is
created; the canner is the new "maker" and the process starts all
over again. Now a new set of marketing activities exists – getting
the can of beans from the maker to you.
Each marketer has financial dealings with suppliers and customers. Each marketer takes some risk with some degree of profit
or loss. The number of units produced, stocked and sold affects
each dealer along the way; over- or under-stocking costs money.
Government or industry regulations, or generally accepted public
standards, influence the finished product. Even the consumer has
a part in the overall process by judging the quality of the product.
Usually no one person participates in each of these activities or
steps, but the final user is affected by all of them.
Most products undergo substantial changes before they are
ready for the final user. Large assembly operations usually have
advantages over small or separate ones. Savings in cost and advantages in merchandising accrue to those enterprises which
streamline their activities. One of the most important streamlining
activities for manufacturers is the assembly line.
Making products involves three types of processes. One, the
synthetic process, mixes ingredients or assembles parts. Plastics
are produced by mixing chemicals and typewriters are made by
assembling ready-made parts. Another, the analytic process,
breaks down raw materials to produce an end result. Oil refineries
separate the elements of crude oil to produce gasoline and petrochemicals. Peanuts go through analytic processes to become cooking oil, peanut butter, and ingredients for paint. A third process,
conditioning, changes the form of the raw materials. Ore from
mines becomes steel which becomes part of a telephone cable.
Since the makers of most goods are separated from the users
by long distances, it is impractical to think that every item or lot
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TheEnglishLanguageofMarketing
purchased can be individually inspected. For this reason, there are
trade association agreements and government regulations to enforce quality standards and specifications. Grading makes the marketing system more efficient and, ideally, increases customer satisfaction by insuring standard quality. Frequently government agencies "spot check" products at random to insure that standards are
met. In some cases, these agencies are empowered to force changes
in production operations or to recall goods from the market when
tests show that they are below acceptable standards.
Each juncture in the marketing process involves some purchasing experience. Industrial supplies are often bought according
to exact specifications, leaving little discretion as to what should
be bought. Wholesalers and retailers have more latitude in buying
their goods for resale. They must stay within basic price and
product lines, but have some degree of choice. The consumer has
the broadest discretion in purchasing and, as a result, influences
the wholesale and retail buyers. Because consumers' tastes and
needs change, the intermediaries try to stay alert to trends in the
public's buying habits and modify their own buying accordingly.
All businesses – even service-type establishments like shoe repair
shops and veterinarians – buy supplies of one sort or another.
Some purchasing activities are so large or complex that they require specialists known as purchasing agents. The questions of
when and how much to buy are linked to questions of storage.
Most retailers stock goods when they run low or when they feel
confident enough to buy for the future. All levels of buying new
items depend on the initiative of a sales force, but there is usually
an automatic reordering procedure for staples or repeat items.
How large an inventory to stock is a continuing problem.
Processing plants hold reserve stocks of raw materials so
that their machines and workers are not idled by delays in the arrival of new supplies. Many traders keep extensive storage facilities so that they can control their sales flow. Wholesalers and merchants try to keep an inventory large enough to satisfy normal customer needs promptly. But how much is enough? Since large
orders usually involve quantity discounts and freight savings,
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