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Style A = Autocratic Leadership Style

Style B = Bureaucratic Leadership Style

Style C = Democratic Leadership Style

Style D = Laissez Faire Leadership Style

Style E = Paternalistic Leadership Style

Ex.18. Search the Internet to find information about the world’s top business leaders. Choose one of them and make a presentation about his/her career and leadership style.

U n I t 4 Marketing

Ex.1. Read the text.

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.

From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. Market segmentation is the process of classifying a market into distinct subsets (segments) that behave in similar ways or have similar needs.

Marketing people should be involved in all aspects of marketing mix. These aspects are called four Ps – product, price, place, promotion. Product – they should decide what product or service to sell in the first place; price – they should set prices that are attractive to particular groups of customers and that are profitable for the company; place – they should find suitable distribution channels to reach these customer groups; promotion – they should do everything to support the product, from advertising to after-sales service.

Marketing has become a key factor in the success of companies. Its role in determining company policy, influencing product development, pricing, methods of distribution, advertising and promotion techniques is increasing.

Ex.2. Find in the text sentences with the following words and word-combinations and translate them into Russian.

To attract, to communicate the value, service, critical, link, requirement, to satisfy the needs, to exchange, to position, target market, market segmentation, buying behavior, to consume, consumer, long term, marketing mix, to set prices, attractive, distribution, promotion, after-sales service, advertising, pricing.

Ex.3. Fill in the gaps with the words from the box.

Distribution consume requirements attractive pricing link targets exchange

1. The new car model meets the ____________ of its target market.

2. The new lights _________ less electricity.

3. The camera has many ___________ features at a very ____________ price.

4. She was responsible for product _____________.

5. At the conference there was a useful _________ of information.

6. Doctors have found a______ between smoking and cancer.

7. The government must control the _________ policy of monopolies.

8. Tourists are often easy __________ for thieves.

Ex.4. Answer the questions.

1. What is marketing? Give several definitions from the text. Give your own definition of marketing. 2. Who benefits from marketing? 3. What is a target market (target group)? 4. What is market segmentation? 5. What are the components of marketing mix? 6. What principle should be observed in setting prices? 7. What ways of product promotion do you know? 8. Do you agree that marketing is the main factor in business success?

Ex.5. Discuss the following issues with your partner.

What products have you bought recently? Do you remember about marketing mix? Which of the four Ps (product, price, place, promotion) influenced your decision to buy the product? Did you buy the product because you really needed it and it met all your requirements? Did you buy it because the price was low? Did you buy it because the shop was on your way home? Did you buy it because you remembered the slogan you had heard hundreds of times?

Why do you usually buy? What influences your choice?

Share with the group what you have learnt about your partner’s buying behavior.

Ex.6. Before watching Video 7 study the following word-combinations:

demographic – группа населения

background – основные сведения о человеке

adult – взрослый человек

to market smth to smb – предлагать, рекламировать

to afford – позволить себе

gender – половая идентичность

widowed – вдова, вдовец

divorced - разведен

income level – уровень дохода

luxury item – предмет роскоши

appealing - привлекательный

Ex.7. Watch Video 7 (“How To Determine Your Target Audience”). Write down what aspects should be taken into account when you try to determine your target audience. Together with your group make up a list of key things one should remember while determining the target demographic.