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Файл:The world of business. Tutorial
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Исследование мнений
потребителей должно влиять на
выбор планируемой к выпуску
продукции.
Мероприятия по
организации контактов с
потребителями охватывают
рекламу, внешние связи, прямую
почтовую связь и специальные
мероприятия, такие как демонстрация товара, проведение
конференций и выставок.
Рынки потребительских
товаров сегментируются на основании данных демографических
и психологических исследований.
Фирмы, изучающие сегментацию рынка, стремятся скорее
найти разнообразные рынки
сбыта для своих товаров и услуг,
чем один большой рынок сбыта.
Сбыт всегда связан с разнообразными формами
обслуживания потребителя.
Сбыт товаров дает ощутимый
результат (непосредственную
прибыль), а организация
обслуживания его не дает,
поэтому она с трудом поддается
оценке.
Attitudinal research should
affect the choice of a product to be
produced.
The communications mix
comprises advertising, public relations, direct mail and special
events such as product shows,
conferences and exhibitions.
Markets for consumer
products are segmented on the
basis of demographic and psychographic data research.
Market segmenters search for
a variety of markets rather than one
large market for their products and
services. Sales are always involved
with customer service of all kinds.
All products are tangible and
all services are intangible. They are
more difficult to evaluate.
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Exercise 7. Translate into English.
Маркетинг в России
Можно ли вообще говорить о таком понятии, как «русский
маркетинг»?
Вряд ли. Маркетинг – он и в России маркетинг. Четыре
базовых составляющих маркетингового комплекса – product, price,
place, promotion – во всем мире одинаковы. Об особенностях
комплекса маркетинга в отдельно взятых странах и регионах говорить
можно, но об отдельном понятии – не стоит.
Какие успешные маркетинговые кампании, из российских, вам
запомнились?
Опять же сложный вопрос... Даже если тебе нравится реклама,
ты не знаешь, дала она экономический эффект или нет. Обычно
думаешь про кампанию: красиво сделано! Но ведь «красиво сделано»
и «много продано» должны быть связаны... Если ты не работаешь в
этой компании и у тебя нет инсайта, то ты никогда не узнаешь, как
сработала та или иная кампания.
Какие ошибки российские предприниматели совершали и
совершают чаще всего?
К сожалению, их много, я отмечу лишь некоторые. Первая.
Используется только один, а не все элементы комплекса маркетинга
(чаще всего компании стараются играть с ценами). Вторая. Элементы
комплекса маркетинга не конгруэнтны, не синхронизированы. Товар,
цена, продвижение – все должно быть четко сбалансировано. Третья.
Слепое копирование конкурентов. Путь в никуда. Четвертая. Попытки
экономить на маркетинге. Пятая. Излишняя торопливость. Маркетинг
в большинстве случаев не дает быстрого результата. Шестая.
Игнорирование покупателей. Об этом позвольте поподробнее. Все
должны понимать, что интересы клиента превыше всего, но во многих
компаниях на клиентов продолжают смотреть свысока. Каждый
руководитель должен спросить себя: «Когда я последний раз лично
продавал что-то своим клиентам?» К сожалению, большинство
руководителей недоумевают: «Зачем это нужно? У меня для этого есть
отдел продаж!». Это неправильный подход. Как только вы сами
попробуете что-нибудь продать, вы лучше поймете, что нужно вашим
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потребителям, поймете как удовлетворить их потребности. Не хватает
уважения к нашей профессии. Многие руководители не понимают, чем
занимается маркетер. Иногда он появляется в компаниях как дань
моде.
В чем же ключевые отличия русского маркетинга от
западного?
У нас еще можно запустить национальный бренд с небольшим
бюджетом, несмотря на присутствие брендов-монстров. Наши рынки
растут очень быстро, и можно воевать за весь рынок, а не за один
процент или полпроцента, как на Западе. В России можно расти так,
как на Западе не растут уже давно, и кое-где спрос выше предложения!
У нас можно быстро сделать ребрендинг, диверсифицировать бизнес,
делать PR международного уровня, покупая западные футбольные
клубы... Нам надо ловить момент, пока эти отличия еще сохраняются.
Exercise 8. Translate into English.
Начальник отдела маркетинга и рекламы
Подчиняется:
Генеральному директору / директору по маркетингу
Подчиненные:
Сотрудники отдела маркетинга и рекламы
Цель:
Обеспечение адекватного продвижения продукции на рынке
Задачи:
Обеспечение максимальных показателей продаж и доли рынка
Руководство отделом маркетинга
Разработка и контроль фирменного стиля компании
Функции:
Исследования и анализ рынка
Исследование клиентов и сегментирование
Разработка и обновление концепции позиционирования
продукта на рынке
Разработка и обновление концепции брэндинга и продвижения
Поддержка продаж
Общее планирование и отчетность
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Speaking
Exercise 1. Explain in English the definition of the following words and
expressions. Use a glossary.
Brand loyalty, product awareness, advertisement, marketing
research, target consumers, segment, market, marketing manager, demand,
meet the requests, customer, pricing, profit, new product development,
public relations, advertisement campaign, market share, launch a product,
promotion, point of sale, competition, competitive advantage.
Exercise 2. What do the following quotes mean? What is your opinion of
them?
1. If product doesn’t meet customers’ needs, forget the rest of the
marketing mix. (Earl G. Graves)
2. If you do build a great experience, customers tell each other about
that. Word of mouth is very powerful. (Jeff Bezos)
3. A market is never saturated with a good product, but it is very
quickly saturated with a bad one. (Henry Ford)
4. Next to doing the right thing, the most important thing is to let
people know you are doing the right thing. (John D. Rockefeller)
5. Sell to their needs, not yours. (Earl G. Graves)
6. A man trying to sell a blind horse always praises its feet. (German
proverb)
7. Man does not only sell commodities, he sells himself and feels
himself to be a commodity. (Erich Fromm)
8. Advertising isn’t a science. It’s persuasion. And persuasion is an
art. (William Bernbach)
9. No great marketing decisions have ever been made on quantitative
data. (John Scully)
10. Marketing is what you do when your product is no good. (Edwin
Land)
Exercise 3. Case study. Read the following information about the
company and answer the questions.
Daimler-Benz AG popularly known as Mercedes-Benz was a company
known for producing world class luxury cars started targeting other
segments of the car market in the early 1990s.
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Questions for Discussion:
1. What were the reasons that necessitated Mercedes-Benz to explore new
segments?
2. Do you think the 100-year-old luxury car company is right in shifting its
target market from the upper-class segment to other segments in the car
market? Justify your stand.
3. What are the various marketing strategies followed by Mercedes-Benz to
increase its sales?
Exercise 4. Make a presentation of a new product your company is
planning to launch. In the presentation you must speak about:
1. Your company (name, year of foundation, market share);
2. The qualities of the product;
3. Target consumers of the product;
4. Price of the product;
5. Point of sale;
6. Competitors;
7. Advertising campaign.
In your presentation use expressions like:
Introduction
I’m happy to be here.
I’m glad to have this opportunity to . . .
Today, I'd like to talk (to you) about . . .
My topic today is . . .
The focus of my remarks is . . .
I’d like to share some thoughts on (topic)
Main points
Let me start by . . .
First, let me tell you about . . .
I’ve divided my topic into (three) parts: (They are . . .)
About the product
Let me tell you about . . .
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This is one of our latest designs.
It can be used for . . .
You can use it to . . .
This has/contains . . .
This one features . . .
This comes with . . .
This is equipped with . . .
This particular model . . .
This is priced at . . .
Giving examples
For example, . . .
For instance, . . .
Let me illustrate . . .
To illustrate, . . .
Conclusion
In conclusion, . . .
To conclude, . . .
To summarize, . . .
To sum up, . . .
Exercise 5. Answer the following questions.
1. What disciplines does marketing include?
2. What is the marketing strategy for?
3. What is the objective of marketing?
4. What is the marketing strategy based on?
5. What is the context for marketing?
6. What marketing methods are there?
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Unit 5
MONEY AND CURRENCY
Exercise 1. Read and translate the text.
Money and Currency
A currency is a unit of exchange, facilitating the transfer of goods
and services. It is a form of money, where money is defined as a medium of
exchange rather than e.g. a store of value. A currency zone is a country or
region in which a specific currency is the dominant medium of exchange.
To facilitate trade between currency zones, there are exchange rates i.e.
prices at which currencies (and the goods and services of individual
currency zones) can be exchanged against each other.
Typically, each country has given monopoly to a single currency,
controlled by a state owned central bank, although exceptions to this rule
exist. Several countries can use the same name, each for their own currency
(e.g. Canadian dollars and US dollars), several countries can use the same
currency (e.g. the euro), or a country can declare the currency of another
country to be legal tender (e.g. Panama has declared US currency to be
legal tender).
Each currency typically has one fraction currency, often valued at
1/100 of the main currency: 100 cents = 1 dollar, 100 centimes = 1 franc.
Units of 1/10 or 1/1000 are also common, but some currencies do not have
any smaller units. Mauritania is the only remaining country that does not
use the decimal system; the only smaller currency unit is the khoum, which
equals 1/5 of a ouguiya (UM).
History
The history of currencies follows the history of money closely.
Although any form of representational money can be considered currency,
the term is typically applied to standardized coinage, and the systems that
developed from it.
Prior to the introduction of standard coinage, calculating the value
of metal-based money required several steps. First the metal was tested on a
touchstone to calculate the quality, then it was weighed, and then the two
values were multiplied. Thus if someone alloyed gold and lead (which was
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a common cheating process) the metal’s weight was multiplied by the
percentage of gold to get the weight of the gold alone.
Coinage was introduced to simplify this process. Coins were
created of a set weight and gold quality, and then stamped to prove their
worth. No measurement was needed, as long as the original values were
known. Of course one could use an alloy with the same stamp as the coin to
cheat, but the stamps were complex and thus difficult to duplicate (at the
time).
More modern currency systems developed from the introduction of
coins. The process started with the replacement of the original metal, with a
coin representing it. The gold itself was kept safe in government vaults.
Examples of this system in the past was the gold standard, where the US
Dollar was backed with gold stored at Fort Knox, and the British pound
sterling, which was backed by one pound of sterling silver at its inception in
1158 in the hands of King Henry II.
The evolution continued, first to paper representations of the same
standard, and finally to removing the metal altogether – the paper itself is
considered to be valuable.
In order to prevent forged currency, various technologies such as
watermarks are inserted into most paper currencies. In the early 21st
century, the use of RFID tags has been proposed to track bank notes which
were illegally obtained. Such efforts have been criticized by privacy
advocates.
Exercise 2. Find English equivalents of the following words and
expressions in the text:
единица обмена, передвижение товаров, средство международных
расчетов (обмена), средство сбережения, содействовать, валютный
курс, исключение из правил, законное платежное средство, разменная
монета (мелочь), десятичная денежная система,
стандартизированная монетная система, пробный камень,
установленный вес, введение монет, государственное хранилище,
золотой стандарт, имеющий основу, начиная с, фальшивый,
нелегально получены.
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Exercise 3. Translate the following words and expressions from the text
into Russian:
unit of exchange, transfer of goods, a medium of exchange, a store of value,
exchange rates, to facilitate trade, currency zone, to exchange against each
other, given monopoly to a single currency, a state owned central bank,
exceptions to rule, legal tender, fraction currency, decimal system,
standardized coinage, metal-based money, touchstone, to alloy gold vaults,
gold standard, illegally obtained, forged currency, to track banknotes, to be
backed by one pound.
Exercise 4. Put a tick next to the sentence if you think it’s true, and
correct it if it’s false.
1. Currency is a form of money.
2. A currency zone can be only a country.
3. Exchange rates facilitate trade between currency zones.
4. A country can use only its own currency.
5. The history of money is not connected with the history of currency.
6. Coins were difficult to duplicate.
7. Coins represented the original metal.
8. First paper representations were not valuable.
Exercise 5. Choose the best answer.
1. My grandfather keeps all his money in a ..... under his bed.
a) cash dispenser
b) cash machine
c) cash box
d) cashier
2. What’s the ..... of India?
a) coin
b) cash
c) currency
d) money
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3. I prefer to deal in ..... cash rather than cheques.
a) solid
b) hard
c) real
d) actual
4. There’s a ..... at the bank if you need some money.
a) credit card
b) currency
c) cash machine
d) cheque
5. Alan’s parents must be ..... . They’ve just bought him a new car.
a) penniless
b) bankrupt
c) millionaire
d) wealthy
6. As my uncle’s a(n) ..... he helps me to manage my finances.
a) actuary
b) underwriter
c) accountant
d) millionaire
7. When my grandfather died, I discovered that he had left me some money
in his ..... .
a) savings
b) cash machine
c) will
d) credit card
8. At the end of each month, my employer pays my ..... into the bank.
a) savings
b) funds
c) finances
d) salary
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