МАРКЕТИНГ ( ДЛЯ СТУДЕНТОВ) Copy

МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ НОВОСИБИРСКИЙ ГОСУДАРСТВЕННЫЙ УНИВЕРСИТЕТ ФАКУЛЬТЕТ ИНОСТРАННЫХ ЯЗЫКОВ

What about Marketing

НОВОСИБИРСК

20013

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5.Companies emphasized product promotion during the sales era, just as they tried to improve manufacturing techniques during the production era. Firms formed direct sales forces and established relationships with dealers and other firms that could push their products into the market. Advertising also took on new importance during this time.

6.Pillsbury entered its sales era in the 1930s. In that decade and the next Pillsbury grew to appreciate both the grocers who sold their products and the consumers who bought them. Realizing it could use information about customer likes and dislikes to create advertising that would stimulate demand, the company formed a research department to collect market data. Also recognizing the importance of strong relationships with grocers, Pillsbury built on these relationships to assure a smooth flow of Pillsbury products from the mill to the customer.

The Marketing Era

7. The 1950s were the start of the marketing era, during which companies began to practice marketing in its current form. The development of efficient production techniques earlier in the century had laid the groundwork for plentiful supplies of most products. The outcome in many cases was a buyers’ market; that is, supply overwhelmed demand. In a buyers’ market, you’ve got to do more than just build things in order to succeed.

8 The method of achieving business success shifted from pushing products on customers to finding out what buyers wanted and then filling that need. The focus during the marketing era was not the manufacturer’s goals, as in the first two eras, but customers’ needs and wants. The new marketing department formed in many companies started trying to provide the goods and services that customers desired.

9.Pillsbury’s marketing orientation grew during the 1950s, a decade in which the firm learned to value customer opinions. Rather than worrying about how much it could produce or sell, the company focused on meeting customer needs and wants with new and enhanced products. During the 1950s, Pillsbury expanded its advertising department into a marketing group responsible for satisfying both current and future needs of customers.

10.The notion of marketing continued to evolve until business people began talking about the marketing concept. This concept stresses not only customer needs and wants but also long-term profitability and the integration of marketing with other functional units within the organization. The marketing concept came into existence in the 1960s and continues to develop and expand.

Finance Marketing

Materials Administration

Manufacturing Handling

Service

Figure 1.2

Answer the following questions:

1)When and why did the companies focus on perfecting their manufacturing techniques?

2)What were the characteristic features of the sales era?

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3)What were the differences between sellers’ markets and buyers’ markets?

4)Why did the companies begin to practice marketing?

5)How did companies change their structures during the marketing era?

6)What is the role of marketing in an organization?

7) What is the function of marketing in our society?

Vocabulary development

I. Find words in lines 1—49 with the following mean ings.

1.to influence; to have an effect on(paragraph 1);

2.to concentrate (paragraph 2);

3.to make more efficient by getting rid of smth(paragraph 2);

4.to cause a person to be sure; to feel certain, confident(paragraph 2);

5.to sell a product more expensively than other ones(paragraph 4);

6.to give special value or importance (paragraph 5);

7.to use force on smth to cause forward movement; to put pressure on smth(paragraph 5);

8.to excite; to increase; to quicken thought or feeling(paragraph 6);

9.to expect; to do before somebody else does it (paragraph 6);

10.to crush; to cause to feel confused or embarrassed(paragraph 7);

11.to give; to supply what is needed(paragraph 8);

12.to make or become larger; to spread out(paragraph 9);

13.to make contented; to give a person what he wants or needs(paragraph 9);

14.to evolve – to develop naturally and gradually( paragraph 10);

II. Look through the text again and complete the table. Work with your partner and make up sentences with these words.

III. Do you know the meanings of the following phrasal verbs?

To go through something to experience a particular process:

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Complete the sentences with these verbs. Think about grammar tenses

To go through, take on, look for, push into

c)Encourage your kids to try new things, but try not to …them … hard.

d)Detectives are … … the escaped prisoner.

e)Candidates must… … a process of selection.

IV. Find in the text the English equivalents for the following words and translate the sentences.

1)резкие, существенные изменения;

2)возникнуть, обрести существование;

3)заложить основы чего-либо;

4)следовать непосредственно за кем-либо;

5)продать больше товаров, чем конкуренты.

V. Do you know synonyms for the following verbs? Think of your own word-combinations

VI. Combine the words listed below into meaningful word expressions and explain them.

Reading --- PART 2

VII. Read these texts and answer the following questions:

1)How does the marketing concept work?

2)When does effective marketing start?

3)How can any company maximize customer satisfaction?

4)Why can marketing mix be called as a programme?

5)What is the main purpose of the marketing mix?

Read Text A and fill in the gaps with adverbs from the ones in the capitals

THE MARKETING CONCEPT

Simply stated, the marketing concept means that an organization should seek to make a profit by serving the needs of customer groups. It is very (STRAIGHT). Perhaps this is why it is often misunderstood, forgotten, or overlooked.

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The purpose of the marketing concept is to rivet the marketing managers on serving broad classes of customer needs (customer orientation), rather than on the firm’s current products (production orientation), or on devising methods to attract customers to current products (selling orientation). Thus, effective marketing starts with the recognition of customer needs and then works (BACK) to devise products and services to satisfy these needs. In this way, marketing managers can satisfy customers more (EFFICIENT) in the present and anticipate changes in customer needs more (ACCURATE) in the future. It is hoped that the end result is a more efficient market in which the customer is better satisfied and the firm is more profitable.

The principal task of the marketing function operating under the marketing concept is not to manipulate customers to do what suits the interests of the firm, but rather to find effective and efficient means of making the business do what suits the interests of customers. This is not to say that firms practice marketing in this way. (CLEAR), many firms still emphasize only production and sales. However, effective marketing requires that customer needs come first in organizational decision-making.

Read Text B and fill in the gaps with nouns from the ones in the capitals

MARKETING CONCEPT YIELDS MARKETING MIX

Once the marketing concept becomes an integral part of a firm’s philosophy, its (MANAGE) seeks to develop a network of marketing activities that will maximize customer service and ensure profitability. The (COMBINE) of elements making up a program based on the marketing concept is known as the marketing mix (figure 1.3.). According to Jerome McCarthy, these elements are product, promotion, place, and price. For a marketing program to achieve the desired results, each function must be executed effectively. Each of the elements that make up the marketing mix must be executed effectively for a marketing program to achieve the desired results.

One of the four Ps, (PROMOTE), can be further subdivided into advertising, public relations, sales promotion, and personal selling. When a company adopts the marketing concept, it must determine how some combination of these elements can result in maximum customer (SATISFY).

Figure 1.3

VIII. Use the following word-combinations in your sentences.

IX. Fill the gaps in these sentences, using the words from the list.

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4.What is “price”? The product must be priced so that it competes effectively with … products in the same market.

5.What is “place”? The product must be available to c ustomers through the most cost-

As you see this unit is entirely devoted to marketing, its past and present days. Marketing continues to grow in both importance and complexity.

X. Read the article and complete the following passage using the verbs in the Past Simple or Present Simple.

What (to be) the marketing concept? When a business firm (to move) from a product orientation to a customer orientation, we (to say) it has adopted the marketing concept. This concept (to spring) from the belief that the firm should dedicate all of its policies, planning, and operation to the satisfaction of the customer.

The marketing era in the United States (to begin) in the 1950s. J.B. McKitterick, a General Electric executive, is credited with making one of the earliest formal statements indicating corporate interest in the marketing concept. In a paper written in 1957 he (to observe) that the principal marketing function of a company (to be) to determine what customer (to want) and develop the appropriate product or service. This view (to contrast) with the prevailing practice of that period, which (to be) to develop products and then build customer interest in those products.

The foundation for the marketing concept (to be) a business philosophy that (to leave) no doubt in the mind of every employee that customer satisfaction (to be) of primary importance.

XI. Read the article and put these verbs into the appropriate tenses:

To apply, become, bring, begin, increase, lead, sell, start.

Millions of people recognize Spike Lee’s talents as an actor and as a director of movies and television commercials, but now they (…) to see ano ther talent emerge: marketing. He (…) quite adept at marketing himself, his company’s products, and the products of other companies as well. Lee is “a shrewd self-promoter”.

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