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Файл:Английский язык для студентов программы подготовки «Мультимедийные цифровые технологии в креативных индустриях» = English for “Multimedia digital tech
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3. Do you prefer to work in an office or remotely? What are the
downsides to each?
4. Do you think most people will be working remotely in 10 years?
What jobs cannot be done remotely?
5. Do you believe that poorer countries should stop DNs from living
and working in their countries? Why or why not?
WRITING
Write an essay (250–300 words).
As more and more people become used to the idea of working
remotely, many of them are considering the digital nomad lifestyle. What
are the advantages and disadvantages of being a digital nomad?
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UNIT 8. MARKETING
LEAD-IN
“Business has only two functions — marketing
and innovation.”
(Milan Kundera)
“Marketing is the art of making someone want
something you have.”
(Bryan Eisenberg)
In group, discuss the following questions.
1. Comment on the quotation above. Why are just the two functions
of business distinguished? Why are they so essential?
2. Look at the second quote and explain the meaning of ‘art’.
3. What is marketing and how would you define its function?
READING
I. Read the text and find the answers to the following questions.
1. Give a traditional definition of marketing.
2. What is the difference between a need and a want?
3. What role does a customer play when making marketing
decisions?
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4. Which statement suggests that everybody in a company is
a marketer?
5. What kind of practices does marketing include?
6. Can marketing be related to other sciences? In what cases?
What is Marketing?
There are numerous definitions of marketing. American Marketing
Association defined marketing as the activity, set of institutions and
processes for creating, communicating, delivering and exchanging
offerings that have value for customers, clients, partners and society.
The Chartered Institute of Marketing defines marketing as the
management process responsible for identifying, anticipating and
satisfying customer requirements profitably.
The term marketing developed from the original meaning going
to a market to buy or sell goods or services. Traditionally, marketing can
be described as the process of identifying and determining what people
need and want, and developing goods and services that satisfy those needs
and wants.
NEEDS can be defined as the basic influences on human
behaviour. Food, clothing and shelter are examples of biological needs,
whereas security and prestige are examples of psychological needs.
Human needs are the same for all people.
WANTS are seen as the desire for specific need-satisfiers. Wants
are not the same for all people. When hunger or thirstiness (a need)
becomes the desire for a specific food or drink, such as a McDonald’s
hamburger or a Coca Cola drink and has the money to pay for it, has
a demand for the product.
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It is also worth explaining the difference between a want and
a demand. DEMANDS can be defined as human wants that are based on
the ability and the desire to pay for them. A hungry or thirsty person who
wants a McDonald’s hamburger or a Coca Cola drink and has the money
to pay for it, has a demand for the product.
Marketing begins and ends with the customer. The aim of truly
successful marketing is to know and understand the customer so well that
the product or service fits him/her and sells itself, i.e. the customer is
desperate to buy it. From the buyer’s point of view, market is the place
where the buyer can find his/her desired goods and services as desirable
prices. Of course, a product or service should meet the need better than
any competing products or services. All in all, companies do not sell what
is made, they make what will be bought. Marketing should be based on
customers’ vision, i.e. everything should be done as seen through the eyes
of the customers.
Nowadays, marketing influences, and often actually controls, almost
every part of a company’s activities. Everyone who works for the company
must “think marketing”. To think marketing means to have a clear idea of
customers’ needs, wants and reasons that cause them to buy, and what the
product is to the customer. According to Professor Stephen Burnett,
“In a truly great marketing organization, you can’t tell who’s in the
marketing department. Everyone in the organization has to make
decisions based on the impact on the consumer.”
In the past marketing practice tended to be seen as a creative
industry, which included advertising, distribution and selling.
At present, it is also based on creativity, altogether combining the
further aspects of marketing as market research, new product planning,
product development, market segmentation, promotion, product
improvement, customer service, and so on. Moreover, the profession is
now widely recognized as a science that makes extensive use of social
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sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience; it is also related to many of the
creative arts.
II. Match the following definitions using the words and phrases
in bold in the text.
1. Someone who pays for goods or services; a customer or patron —
_____________________
2. An act or a variety of work done for others, especially for pay —
_____________________
3. Something that is presented for sale — _____________________
4. The activity of attracting public attention to a product or business,
as by paid announcements in the print, broadcast, or electronic media —
_____________________
5. Articles that somebody wants or longs for —
_____________________
6. The activity or method of exchanging or delivering something for
money or its equivalent — _____________________
7. The commercial activity of transporting and selling goods from
a producer to a consumer — _____________________
8. Anything that is necessary and desired but lacking —
_____________________
9. A range of economic activities which are concerned with the
generation or exploitation of knowledge and information —
_____________________
10. A division of a business specializing in buying and selling in
a market — _____________________
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VOCABULARY
I. Complete the synonymic groups below with one of the words
from the box.
to anticipate customer desirable desperate goods market
offer partner profit service
1. advantage, benefit, good — ……………………
2. gathering, place for sale — ……………………
3. predict, forecast, foresee — ……………………
4. assistance, help, support — ……………………
5. articles of trade — ……………………
6. reckless, impetuous, rash — …………………….
7. buyer, consumer, patron, purchaser — ……………………
8. alluring, attractive, captivating — ……………………
9. associate, colleague, collaborator — ……………………
10. bid, proposal, proposition — ……………………
II. Complete the extract below about customer-centric marketing
with the expressions in the box.
customer experience — the way someone feels at all stages of doing
business with a company or organization.
customer loyalty — the fact of a customer buying products or
services from the same company over a long period of time.
direct mail — the activity in which companies or organizations write
to people to try to persuade them to buy their product or give money, etc.
multichannel relationship — an area allows the company to simplify
communication with consumers and customers.
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long-term customers — customers who have been buying from the
same organization for an extended period of time.
market share — the number of products or services that a company
sells compared to the number that other companies sell.
word-of-mouth referrals — organic recommendations of a brand that
customers make to their friends, family, community, or social
media followers.
intrusive marketing — involves going out of your way to promote
your products or services. You invade your customers’ space or time.
customer experience customer loyalty direct mail
multichannel relationship long-term customers market share
word-of-mouth referrals intrusive marketing
Customer-centric marketing
Most retailers cling to product-focused and promotion-centric
models. However, there is increased consumer resistance to
1
……… , such
as unsolicited e-mails and 2……… .
In response, some retailers are beginning to pay more attention to the
3
……… and have adjusted their marketing practices so that they are
delivering fewer, more relevant messages that reflect the
4
……… they
have with the customer, e.g. retail stores, website, and catalogs, or “brick,
click, and flip”.
Switching to a customer-centric marketing approach helps to increase
5
……… and as a result, customers will buy more from you over a longer
period of time. Research by Bain and Harvard Business School shows that
the longer a customer stays with you, the greater the annual profit generated
from that customer. These increased profits come from a combination of
increased purchases, cost savings in marketing, and 6……… .
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The majority of multichannel retailers do not design their marketing
programs around acquiring new customers that have the best potential to
become 7……… and rewarding existing high-value, loyal customers with
special treatment in order to retain them. Instead, they wrongly focus on
8
……… as the key measure of success.
WATCHING
Watch Joy (2015), American biographical comedy-drama film
directed by David O. Russell and starring Jennifer Lawrence, Robert
De Niro and Bradley Cooper, and discuss the following questions.
1. Who is Joy and what is she like? What are her dreams and
ambitions?
2. How does she come up with an idea for a self-wringing mop?
3. After developing the product, what are the ways that Joy uses to
advertise it?
4. What is an infomercial?
5. Why does she fail to advertise her invention the first time
on QVC?
6. Why is she successful the second time?
7. What does Joy learn about the business world throughout her
whole business experience?
8. What is she convinced about a few years later while meeting
a young mother developing a new invention?
9. What character qualities does a person need to have to become
a businessman/businesswoman?
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TALKING POINT
In group, discuss the following questions.
1. Do you think being more customer-centric leads to greater
business success? Why? / Why not?
2. Considering the studies that are closely related to marketing
business, tell how they contribute to marketing.
3. Imagine that you are the programme manager for a commercial
radio station. Your job is to plan a perfect morning programme. Decide
what programmes you would select, and who the intended audience
would be.
WRITING
Write a composition “I believe that business success depends on the
best leader”.
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APPENDIX
Review
A successful review should consist of:
I. Introduction/background (1 paragraph)
The title
The type of book / play / film
The setting (when / where)
The theme
The main actor / actress
The name of the director
The music / soundtrack
II. Main body (2 or more paragraphs)
The main points of the plot (without revealing the ending)
The main character
Comments on acting
Comments on plot
Comments on characters
Other comments (writing style, direction)
III. Conclusion (1 paragraph)
Positive comments by critic
Negative comments by critic
Recommendation (reasons why someone should see the film / play or read
the book, how it has influenced you, etc.)
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