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Файл:Устные темы. Учебное пособие по английскому языку для инженерных специальностей ИТТСУ ТИУ, ТМН, ТПВ, ТПЛ, ТПТ разных форм обучения
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knowledge, while British managers view organizations primarily as a network of relationships between individuals
who have things done through communicating and negotiating, and French managers look at organizations as a network
where the power to organize and control others comes from
their position within the organization.
All successful companies strongly believe in the value of
customer service. The way a company approaches this problem is one of the most important factors in determining its
future success or failure.
No matter what a company does, it is always in the business of providing customer service. All successful companies must understand what their customers want, and this is
especially important in today’s extremely competitive mar-
kets when customers have become much more demanding
and expect nothing less than excellence in customer service.
From all that follows that management covers a variety of
functional areas, and the success or failure of a company directly depends on how managerial work is done.
Managing is a hard job. There is a lot to be done and relatively little time to do it. The engineer can finish a design on a
particular day. And the lawyer can win or lose a case at a certain time. But the manager’s job is like a wide river — it just
keeps going.
Check your comprehension:
1. What is management?
2. What activities does management include?
3. What managers take care of long-term objectives?
4. What managers handle day-to-day business of the compa-
ny?
5. Who are top managers of different companies accountable
to?
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6. What importance is attached to good manager-employee
relationship?
7. What importance is attached to customer service?
8. What do managerial styles depend on
Text 7 Marketing
1. Generalities
Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing makes pro-
ducts available where customers want them by transferring the ownership of products to buyers. The entire
business organization is involved in a dual process of satisfying customer needs and achieving organizational
goals.
Implementation of marketing concept begins and ends
with marketing information about customers — first to
determine what customers need, and later to evaluate
how well the firm is meeting those needs.
A market consists of people with their needs, the ability to buy, and the desire and ability to sell. Markets are
classified as consumer and industrial markets.
2. A marketing mix
A business firm controls four important elements of
marketing which are called a marketing mix.
A firm’s marketing mix is the combination of the
product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm’s
target market.
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A firm can vary its marketing mix by changing any one or
more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat
different marketing mix, to .reach another target market. For
example, most automakers produce several different types of
vehicles and aim them at different market segments based on
age and income:
1— the product ingredient of the marketing mix includes
decisions about the product’s design, brand name, packaging,
warranties, and the like;
2 — the pricing ingredient includes both base prices and
discounts of various kinds. Pricing decisions are intended to
achieve particular goals, such as to maximize profit or even
to make room for new models. The rebates offered by automobile manufacturers are a pricing strategy developed to
boost low auto sales;
3 — the distribution ingredient involves not only trans-
portation and storage but also the selection of intermediaries;
4 — the promotion ingredient focuses on providing in-
formation to target markets. The major forms of promotion
include advertising and publicity; the «ingredients».
5 the marketing mix are controllable elements. A firm
can vary each of them to suit its organizational goals, marketing goals, and target markets.
3. A Marketing Strategy
A marketing strategy is a plan for the best use of an organization’s resources to reach its objectives. Developing a marketing strategy involves selecting and analyzing a target
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market and creating and maintaining a marketing mix that
will satisfy that market.
A target market is chosen through the market segmentation approach. A market segment is a group of individuals
or organizations within a market that have similar characteristics and needs. The market segmentation approach directs a
marketing mix at a segment of a market.
Market measurement and sales forecasting are used to estimate sales potential and predict product sales in specific
market segments. Strategies are then monitored and evaluated through marketing research and marketing information
system, which stores and processes internal and external data
in a form suitable for marketing decision making
Exercise 1: Answer the questions
1. Define he term marketing:
2. What does a market consist of?
3.Define the term a marketing g mix?.
4. Can a firm vary its marketing mix?"
5. For what purpose may a firm vary its marketing mix?
6. Can you give an example when a firm changes its marketing?
7. What are the ingredients of the marketing mix ?
8.What does a product ingredient include?
9. What means is used to boost low sales?
10. What do the major forms of a product promotion include?
11. What does developing a marketing strategy involve?
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12. For what purpose are market measurement and sales forecasting
used?
13. How are strategies monitored and evaluated?
Ex.2 Translate into Russian:
Pricing; distribution; promotion; goods and services; customer; ownership of products; buyer; seller, ability; consumer market; industrial
market; target market; marketing mix; price of the product distribution;
ingredient; product ingredient; pricing ingredient; distribution ingredient;
promotion ingredient; market segment; segmentation approach; profit;
rebate; pricing strategy; borage; transportation; intermediary; advertising;
publicity; marketing research; income; marketing information; external
data; evaluate; create; satisfy; involve (in); achieve; determine; buy;
boost; meet needs; select; maintain; estimate; forecast; predict; monitor,
produce; develop.
Ex. 3 Translate into English:
Процесс планирования; продвижение и распространение; товары и
услуги; индивидуальные ,и организационные цели; наличный; потребитель; двойной процесс; потребительский рынок; целевой рынок;
элементы маркетинга; продукция; составная; часть (компонент);
компонент продукта; ценовая составляющая; ценовая стратегия; рекламирование (в газетах); широкая реклама; скидка ,сегмент рынка;
посредник; покупать; продавать; удовлетворять нужды; прогнозировать; определять; оценивать; достигать; производить; разрабатывать;
достигать; выполнять
Ex.4 fill in the blanks:
1. Marketing is the process of... and... the conception, pric-
ing, promotion and distribution of ideas, goods, and services to create... that satisfy individual and organizational
objectives.
2. Markets are classified as... and... markets.
3. A... ... is the combination of the product, its price, distri-
bution, and promotion.
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4. The ... ingredient of the marketing mix includes decisions
about the product’s design, brand name packaging, ...,and
the like.
5. The major forms of the product promotion include
and.... '
6. The distribution ingredient involves not only transporta-
tion and storage but also the selection of....
7. The ingredients of the marketing mix are elements
8. A marketing strategy is a for the best use of organization
‘s resources to meet its
9. A market segment is a group of... or... within a market
that have similar characteristics needs;
Strategies are monitored and evaluated through marketing…
and … .
Advertising in modern marketing
1. The Pervasiveness Of Advertising
It is not possible to live in any modem western country and remain unaware of advertising. I5n the streets, in
buses and-trains, even, with commercial television, in the
privacy of our own homes, the advertisers thrust their claims
upon us. The level of artistic and technical skill displayed in
advertisements is often very high. The use of colour and design is so forceful that it has a great impact on our behaviour.
2. Advertising And Public Relations
Public relations officers (P.R.O.s) and public relations
counsellors help corporations and individuals to maintain
acceptable and attractive «images». They perform a valuable
service for their employers and sometimes for the public.
Public relations activities are not considered as advertising
and will not be discussed further in this book.
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3. The Function Of Advertising
Advertising affects the consumer in the following ways:
1. Information. A distinction is often made between informative and persuasive advertising. Informative advertising announces a product and gives potential buyers the details they need. Much advertising in the technical press is informative since it is directed at an expert, trained readership
.If consumers are to exercise freedom of choice, informative
advertising is necessary so that they can know what goods
are available and where they can be bought.
2. Persuasion. Human memory is short and fallible and repetition is necessary to keep customers aware
Text 7
Innovative marketing
Ex.№1 Study the active vocabulary:
1. Efficiency - эффективность [ɪˈfɪʃ.ən.si]
2. Implementing - реализация [ˌɪm.plɪ.menˈteɪ.ʃən]
3. Purifies – очищать [ˈpjʊə.rɪ.faɪ]
4. Branch - ветка [bræntʃ]
5. Assessment - оценка [əˈses.mənt]
6. Conducts - проводить [kənˈdʌkt]
7. Expand - расширять [ɪkˈspænd]
8. Maintain - поддерживать [meɪnˈteɪn]
9. Reservoirs - резервуары [ˈrez.ə.vwɑːr]
10. Demand - требовать, нуждаться [dɪˈmɑːnd]
11. Campaign - кампания [kæmˈpeɪn]
Innovative marketing is the final implementation of
tools and methods of new developments to improve the efficiency of the company. This is one of the concepts of traditional marketing, which is focused on continuous improvement of products and services. It involves optimization and
137
control of innovation, production and sales activities of the
enterprise based on research and active impact on the market.
There are two types of innovative marketing: strategic
and operational. Strategic innovation marketing combines
strategic marketing research to assess market conditions,
segmentation, demand generation, and model consumer behavior.
Market research is an assessment of its capacity, structure, dynamics of profit margins, sales volume, and segmentation. The result of the study should be an understanding of
what products and what quality the company will produce and
sell.
For example: in Russia, a campaign has been created
that purifies the waters of polluted reservoirs and sells them.
But marketing research shows that this company is not in demand in Russia, but in demand in Africa. As a result, the
company decides to open a branch there.
Operational innovation marketing is the final stage of
the marketing system, which consists in implementing the
concepts of strategic innovation marketing.The key objectives
of this type of innovative marketing are: to increase profits
and sales; to maintain the company's reputation; and to expand its market share. Operational innovative marketing operates on the basis of a variant assessment, collecting data on
the market environment, demand, consumers, competitors,
and formulates product sales goals.
An example of operational innovation marketing can
be any transnational corporation that conducts the expansion
of new markets.
Ex.№2.Which of the following statements are true (T) and
which are false (F)?
1. Innovative marketing is one of the concepts of tradi-
tional marketing
138
2. There are one type of innovative marketing
3. Strategic innovation marketing include only the model
of consumer behavior
4. Market research is an assessment of its capacity, struc-
ture, dynamics of profit margin, sales volume, and
segmentation
5. The campaign that has been created in Russia created
a system that purifies the air
6. Marketing research shows that Russian campaign is in
demand in America
7. Operational innovation marketing is the final stage of
the marketing system
8. There are 3 key objectives of operational innovation
marketing
9. The understanding of the products is one of the key
objectives
10. An example of operational innovation marketing can
be any transnational corporation that conducts the ex-
pansion of new markets
Ex.№3. Insert expressions from the list below into ap-
propriate spaces in the sentences:
a) research
b) corporation
c) result
d) implementation
e) innovation
1. Innovative marketing is the final _________of
tools and methods of new developments to improve the efficiency of the company
2. Market ________is an assessment of its capacity,
structure, dynamics of profit margins, sales volume, and segmentation
3. Operational innovation marketing is the final stage
of the marketing system, which consists in imple-
139
menting the concepts of strategic
______marketing
4. An example of operational innovation marketing
can be any transnational _____that conducts the
expansion of new markets.
5. The _____of the study should be an understanding
of what products and what quality the company
will produce and sell.
Ex. № 4. Answer the questions:
1. On what is innovative marketing focused?
2. What are the two types of innovative marketing?
3. Why Russian campaign decided to open branch in Af-
rica?
4. How many objectives are in operational innovation
marketing?
5. Name one example of operational innovation market-
ing
Ex. №5 The Test
1. Innovative marketing involves
a) Optimization and control of innovation
b) Production and sales activities
c) All of them
2. How many types of marketing exists?
a) 1
b) 3
c) 2
3. Market research is an assessment of
a) capacity and structure
b) capacity, structure, dynamics of profit margins and segmentation
c) capacity, structure, dynamics of profit margins, sales volume and
segmentation
4. Russian campaign creates
a) system that purifies air
b) system that purifies water
c) nothing
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