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Файл:The English Language of Marketing. Учебное пособие
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Unitseven.Frommakertouser
there is an advantage in quantity buying. On the other hand this
ties up working capital, and keeping large storage areas can be
expensive. Effective inventory control is needed in most phases of
marketing to keep goods flowing at a rate appropriate to sales.
This question becomes particularly acute in product areas where
the goods are perishable or short-lived due to fashion or season.
Understocking may mean lost sales opportunities, while overstocking forces leftover sales, which may result in loss of profit.
When goods are stored on counters, shelves or in the stockrooms of manufacturers, they are said to be in private storage.
A public storage facility or warehouse is one which rents space for
various kinds of goods.
Many small manufacturers and stores concentrate their
purchases with a single supplier so as to take advantage of quantity discounts and personal service. Large-scale buyers frequently
use many sources to avoid dependence on a single one. The reliability of the supplier may be more important than differences
in price. Goodwill is invaluable in every phase of marketing.
The movement of products is an important problem to solve.
In some cases, specialized transportation such as refrigerated vans
is essential. If goods are delivered late, damaged by careless handling or spoiled, everyone involved loses money. Except in retail
sales of portable goods, the seller has the responsibility for delivery. Whether the shipping or freight costs are charged to the buyer or absorbed by the seller, it is the latter, who has the biggest interest in keeping costs down.
Industrial and commercial products are moved on every
kind of vehicle. But whether the means are horse and cart, a motor
freight carrier, a ship or a supersonic jet aircraft, the kind of transportation must be appropriate to protect the goods.
Credit, or deferred payment, is common at all levels of marketing, since all of the component parts require financing. The owner of the goods or service sacrifices the opportunity to use the invested capital for other purposes. Manufacturers need capital or
credit while awaiting sale and payment. Wholesalers and retailers
often borrow money to build up stock for a specific season, hoping
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TheEnglishLanguageofMarketing
to repay it from sales. All types of credit involve some degree of
risk, usually taken with an expectation of profit. Financial hardships
may befall businesses that operate on too much credit; price fluctuations may result in a lower margin than expected. All forms of credit are risky. Nonetheless, most businesses and individuals rely on
one or more of the forms of credit practiced throughout the world.
Commercial credit is money used to carry on business or
trade. In expectation of increased sales during an upcoming season, a store owner may borrow money to modernize and redecorate the premises. When business increases the money is repaid.
This is a short-term loan, usually repaid in two to six months.
Consumer credit, often involving charge accounts and credit
cards, permits individuals to obtain goods for which they pay over
a period of time. The special type of consumer credit used in buying buildings is a mortgage. Investment credit allows a business to
borrow money for capital goods. If a machine manufacturer wants
to expand by building another factory, a long-term loan may be
necessary – a large sum to be repaid over several years.
Service is still an important part of marketing, although it is
diminishing in importance in some product areas. Self-service sales
methods for food and other consumer goods are increasing because
of rising labor costs. Those products which are perceived to be of
higher importance, however, still require sales and after sales attention and servicing. In product areas such as farm equipment and
sophisticated medical equipment, the service factor is all-important
for effective functioning of the products and for future sales. Some
products offer warranties or money-back guarantees to prove that
the manufacturers stand behind their products.
In those rare instances when a single enterprise carries out
all of the activities described, it is said to have integrated all the
marketing functions. The problems with total integration are so
complex that even the most adventurous of firms usually achieve
only partial integration.
A subject only peripherally related to marketing, but of social significance in some areas, is the black market. In times of crisis or as a necessary economic practice, governments set up sys-
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tems of rationing so that everyone may receive a fair share of
scarce goods at a legally stated price. When those with extra money do not care how much they pay for an item, black markets
spring up to serve them. Anyone who sells or distributes goods or
currency through illegal channels or in violation of ceiling prices is
dealing in the black market. Needless to say, these dealings are
secretive, and they frequently attract organized crime.
There are three more main sources of information used in
different aspects of research: observation, intensive analysis, and
census data. Through observation, customers are systematically
watched: their traffic pattern within a store or supermarket, their
stops at counters or shelves, the extent to which they read labels,
etc. An intensive analysis is an in-depth interview of an individual,
group, or family about a purchase. (How did they hear about the
product? Who decided to buy it? What do they like or dislike
about it? Will they buy it again? How would they like to see it improved or altered?) The use of the government’s statistical analyses, where available, frequently provides marketers with information on location of potential customers, purchasing power, size of
market, industrial activity, socio-economic characteristics of population (such as per capita income), and many other details. (Such
statistics are also useful in determining sales territories since they
are broken down by region.)
Market research is not an element in the marketing mix but a
tool used for decision-making about the mix’s elements. While
marketing managers rarely conduct research themselves, they are
involved and concerned with it. They decide when to call in the
specialists to conduct research and how much to invest in it. They
define the problems to be studied and analyze the collected data in
ways relevant to their decisions. Often they choose low-cost techniques providing crude estimates, since they recognize the virtual
impossibility of collecting error-free data. Managers may decide
on exploratory research to determine a plan’s feasibility. Research
payoff is constantly measured against research costs: the expense
of collecting data must not exceed the payoff derived from it. Marketing managers must play an active role in the research process
and the input is to be useful to them.
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Tick the correct answer (A, B or C) for 1-5 below:
Comprehension
1. What does synthetic process involve?
A. Separating elements of some substance;
B. Conditioning the material;
C. Mixing ingredients and combining parts.
2. Why do wholesalers and retailers have more discretion in
purchasing than industrial suppliers?
A. Because industrial goods are often ordered according to
exact specifications;
B. Because they must stay within basic price and product lines;
C. Because they keep extensive storage facilities.
3. What kind of credit is not risky?
A. Long-term credit;
B. Short-term credit;
C. Neither.
4. When does the black market emerge?
A. When people don’t care how much to pay;
B. When there exists scarcity of goods;
C. When the demand for a certain product is low.
5. What for are the census data used?
A. To determine purchasing power of the target market;
B. To analyze the traffic pattern of customers;
C. To provide marketers with the analyses of in-depth inter-
views.
Vocabulary Practice
Exercise 1
Find English equivalents in the text.
Пройти через десятки рук, собрать урожай, претерпевать изменения, выборочно, отзывать товар с рынка, оставать-
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g)
)
t
p
ся начеку, перерабатывающий завод, нехватка товара, затоваривание, склад, неосторожное обращение, отсроченный платеж, финансовые трудности, колебания цен, взять деньги в
долг, основные средства, стоимость труда, дефицитный товар,
организованная преступность, данные переписи населения,
покупательная способность, доход на душу населения.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) Commercial, b) overstocking, c) under-stocking,
d) good service and customer care, e) consumer, f) synthetic,
analytic, h) streamline, i
conditioning, k) grade.
1. A process called ________ changes the form of the raw materials. 2. The production of bacon from a hog is an example of
_________ processing. 3. Poultry inspectors examine chickens in
order to __________ their quality. 4. A closeout or leftover sale
may be necessary due to __________. 5. Goodwill is usually a result of _________. 6. A department store owner preparing for a
holiday season may require _______ credit. 7.________ may result
in lost opportunities. 8.When the price for _______goods is calculated, per capita income of a target market is usually taken into
account. 9. Mixing ingredients or assembling parts is called a
________ type of process. 10. They are constantly ________ their
advertising.
Grammar Revision: Complex Objec
The Objective-with-the infinitive is a construction in which the
infinitive is in predicate relation to a noun in the common case
or a pronoun in the objective case. In the sentence this construction
has the function of a complex object. It is used after verbs denoting:
1. sense perception: to hear, to see, to watch, to feel, to observe, to
notice, etc.
2. mental activity: to know, to think, to consider, to believe, to
ect, to find, etc.
ex
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TheEnglishLanguageofMarketing
3. declaring: to declare, to re
ort, to pronounce.
4. wish and intention: to want, to wish, to desire, to intend, to
mean, etc.
5. feeling and emotion: to like, to dislike, cannot bear, to hate, etc.
6. order and permission: to order, to allow, to suffer, to have, etc.
7. compulsion: to make, to cause, to get, to have.
For more in
o see§8 of the Grammar Reference.
Exercise 3
Find the Complex object in the following sentences. Trans-
late the sentences into Russian.
1. I haven’t heard their company penetrate foreign markets.
2. We didn’t expect them to merge so soon.
3. The firm declared their goods to be environmentally friendly.
4. My boss intended me to go to India to expand our business
there.
5. I cannot bear them to take over our company.
6. The CEO ordered the goods to be ready for dispatch first
thing in the morning.
7. I cannot get him sign the contract.
Exercise 4
Paraphrase the following sentences using Complex Object:
1. We expected that our suppliers would give us a discount.
2. They don’t know that our company gives life long guarantee.
3. We would like to allow your company to pay back by in-
stallments.
4. I didn’t think that goodwill belonged to intangible assets.
5. I haven’t heard the news that our competitors streamlined
their assembly line.
6. The intention of the top management of our company is to
penetrate new markets.
7. I saw that the secretary had brought the morning mail into
the office.
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pply
p
Exercise 5
Translate from Russian into English making use of the vo-
cabulary of the lesson.
1. Ипотека представляет собой особый вид кредита на по-
купку дома, в котором сам дом и является залогом под
данный заем.
2. Хорошая репутация обычно является результатом хоро-
шего обслуживания, заботы о покупателе и, конечно, высокого качества товара.
3. Затоваривание на складе может привести к распродаже
остатков, результатом которой может оказаться потеря
прибыли.
4. Кредитный счет позволяет покупателю оплачивать това-
ры после того, как они уже получены.
5. Каждое предприятие старается усовершенствовать свою
работу.
6. Гарантия – это письменное обещание заменить или по-
чинить неисправную деталь бесплатно.
7. Если фирма желает взять деньги в долг на средства про-
изводства, мы имеем дело с инвестиционным кредитом.
8. Розничные торговцы часто нуждаются в коммерческом
кредите, чтобы сделать запасы в ожидании грядущего
сезона.
Vocabulary Test
Match the words in the left column to their definitions in the
right one.
1. Installments A) accumulated supply of goods, to keep a
su
of goods
2. Synthetic B) to improve in appearance or efficiency
3. Lot C) an arrangement of tools, machines, and
workers in which a product being put together passes through consecutive operations until com
leted
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TheEnglishLanguageofMarketing
4. Goodwill D) artificial, manmade
5. Warranty
E) a small, usually plastic, piece of identifi-
cation authorizing the holder to buy on credit
6. Inventory
7. Working capi-
tal
F) separation of material into its constituent
elements
G)
an arrangement in which purchases are
billed and paid for after a customer receives
them, a form of credit
8. Margin H) a distinct portion of merchandise consi-
dered collectivel
9. Gross profit I) a detailed list of the stock in possession at
iven time
a
10. Stock
J)
a written promise that the dealer or manu
facturer will repair or replace any defective
parts free of charge for a certain period of
time
11. Charge ac-
count
12. Analytic
K) current liquid assets minus current
liabilities
L) successive payments over a fixed period
of time
13. Assembly line M) a sale of remaining products, frequently
held at the end of a fashion season or before
s
oilage, and often at no profit to the Seller
14. Streamline
N) a special type of consumer credit to buy
buildings over a period of time It is a pledge
of property to a creditor as a security against
a deb
15. Mortgage O) an intangible asset due to the good repu-
tation of a business.
16. A credit card P) the difference between the cost and the
sellin
rice
17. Leftover sale Q) that is the money that remains after sub-
tracting the cost of the goods sold from net
sales
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Discussion
1. What are the possible stages in the marketing process?
2. Describe the types of manufacturing processes. Give your
own examples of each one.
3. How have grading and quality standards practices come
about? How are they overseen and enforced?
4. What are the differences in discretionary purchasing power
among manufacturers, wholesalers, retailers and consumers?
5. What is a purchasing agent? Why is this job necessary in
some businesses?
6. Is it necessary for processors and manufacturers to hold re-
serve stock of their raw materials?
7. Is there any difference between private and public storage?
8. Why might a firm buy from several suppliers rather than
one?
9. What are some of the potential problems arising from late
shipping and poor delivery?
10. What is credit? Why is its practice so widespread throughout
the business world?
11. What types of credit do you know? Give an example of each
type.
12. What role does service play in marketing?
13. What does the integration of all marketing functions in-
volve?
14. Have you ever used some form of credit? What type? How
does credit affect your business and personal life?
15. How does goodwill accrue to a company?
16. Contrast the synthetic process of manufacturing with the
analytic one. What synthetics are used in the clothing industry?
17. What is a mortgage used for?
Vocabulary
tend ухаживать
harvest собирать урожай
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TheEnglishLanguageofMarketing
grade сортировать
encompass заключать, окружать
cannery консервный комбинат
accrue накапливаться, увеличиваться; доставаться
spot check проверка на месте
at random наугад, наобум
latitude широта
discretion осторожность; широта действий,
усмотрение (I leave it to your discretion –
на ваше усмотрение)
to run low истощаться; заканчиваться
staple главный продукт; основной предмет
торговли
idle простаивать; работать вхолостую
acute острый
perishable скоропортящийся (товар)
borrow брать в
долг, занимать
hardships трудности
befall случаться, приключаться
fluctuations колебания
nonetheless тем не менее
premises помещения
capital goods основные средства
diminish уменьшать
perceive постигать, воспринимать, чувствовать
scarce редко встречающийся, дефицитный
currency валюта
violation нарушение
census перепись населения
purchasing power покупательная способность
per capita income доход на душу населения
to call in призывать
feasibility выполнимость
estimates смета, оценки
deferred payment отсроченный платеж
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