МАРКЕТИНГ ( ДЛЯ СТУДЕНТОВ) Copy

After the release of his first move She’s Gotta Have It Lee (…) selling merchandise related to his films. Things really picked up with the release of Do the Right thigh in 1989. The film pulled in $28 million and ( …) the young filmmaker widespr ead recognition. That awareness helps (…) $ 50. 000 worth of Do the Right Thigh T-shirts and other merchandise every month.

The mail-order operation (…) to a retail store, cal led Spike’s Joint, which is both a thriving retail operation and a tourist attraction.

Lee’s marketing talents aren’t reserved for his own products. He directed and co-starred with basketball great Michael Jordan in the Air Jordan television commercials helping Nike ( …) market share against Reebok in the highly competitive athletic shoe market. He also (…) his skills at presenting images to a $20 million television campaign for Levi Strauss that began airing in mid-1990.

There’s a good reason it’s called show business and Spike Lee is well on his way to becoming a master at both the artistic and commercial sides of the entertainment industry.

Answer the following questions:

1.How does Spike Lee use the marketing concept?

2.Do you know any other examples of famous “self-prom oters” in show business in our country and abroad?

3.Is there a conflict between a product orientation and a marketing orientation in the film industry?

4.How can business organizations implement the marketing concept in their activities?

Reading – PART 3

XII. Read the text taken from a business magazine. Choose the best sentence to fill each of the gaps. Foe each gap 1—5 mark one letter A—F. Do not use any letter more than once.

MARKETING IN THE FUTURE

Here’s a quick look at what marketing people will face in the coming decades.

Information presents a mixed blessing for marketers. On one hand, the amount of marketing data will continue to increase. 1. This should open the door for more efficient marketing because less money is wasted talking to people who aren’t listening. On the other hand, you’ll have to be more sensitive to your customers.

Mass marketing is gradually being replaced by “micr omarketing” in many industries as companies target groups of customers that are smaller and more focused. 2. Companies will continue offering a wider variety of highly specialized products.

Like to travel? The global dimensions of the marketing profession will become increasingly important in the third millennium. In addition to learning foreign languages, you’ll be pressured to learn about various cultures, business practices, legal forces and government influences in countries all over the world.

Marketers in the 1990s have some impressive new promotional tools at their disposal. Interactive television will let viewers talk back to their TV sets, allowing them to select specific commercials, receive coupons, and order products without having to reach for the phone.3 . Sitting in your family room you may use it to order merchandise, make bank transactions, and manage your stocks and bonds.

4 This includes both an understanding of what constitutes unethical marketing and a gap of ethical dilemmas that pit the desires of companies against interests of individual consumers of society as a whole.

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5 The twenty-first-century marketing professional will need to have analytical capacity to handle increasing amounts of data, the creative talents to define products and develop messages for a crowded marketplace, and the social awareness to navigate in complex global markets. Add a strong dose of technological knowledge and ethical sensitivity, and you’ll have a pretty good idea of what the marketing challenge will look like in the third millennium.

A. Now add up all these changes.

B Meanwhile, the home computer has already turned into an advertising platform

C. You’ll be able to pinpoint buyers and their buying habits more accurately than ever before. D. In addition to these professional topics, an increased awareness of ethical issues should be

on every marketer’s agenda for the coming decades.

E.Customers will continue to demand individualized products for their special needs.

F.As a result, the marketing profession will be even more challenging in the years ahead.

Work with your partner and discuss these questions.

1)In what ways are marketing variables developing now?

2)What is difference between “micromarketing” and “tr aditional marketing”?

3)What new promotional tools do marketers have at their disposal now? In the future?

4)What skills will the twenty-first -century marketers need to have?

5)What ethical issues will marketers face in the coming decades?

Communication Practice

I .Let’s revise the key concepts of this unit Define these notions and explain their economic significance for modern society.

1)The marketing concept focuses on …

2)The customer orientation highlights …

3)The product orientation emphasizes…

4)The selling orientation stimulates…

5)The marketing mix means …

6)Mass marketing directs …

II. Together with your partner discuss the following abstract from the article “Less guff, more puff”. What do you think about future of marke ting?

“Technology keeps giving marketers new ways to reac h consumers and learn about them. The ensuing flow of data may drown creativity, some fear. Under constant pressure to prove that what do is effective, “next generation of marketers may not be able to be as intuitive and

Use the following word combinations to express your ideas:

−My personal feeling is that…

−In my/ our view…

−It would be a good idea if…

−I would argue that…

−It’s obvious to me that…

IV. With a partner act out a dialogue between a school-leaver and a famous marketer.

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Student A

You are a famous marketer. Tell your interviewer about major skills, competences and knowledge one get to succeed in this field. Give several pieces of advice.

Student B

You are a school-leaver. Your have the chance to ask some questions to the famous marketer. Ask him about this science, major skills and knowledge one get to succeed in this field.

There are many ways to lay out business letters; one of them is called ‘block style”. Notice its main features.

−the name and address of the addressee are at the top on the left

−the date is on the right

−there is no punctuation in the address or after ‘Yours faithfully /sincerely’ or ‘Dear…’

−the paragraphs start at the margin and there are line space between them

−the writer’s name and title are under the signature

There are ten mistakes in this letter. Can you find them? Write out the letter correctly in ‘block style’.

181North Street London W1W 2FW Tel0181-676 9096 Fax 0181-676 9222

Ms Margareta Lindell, Slottsberget 26, Goteborg 41803, Sweden.

Your ref

Our ref FH/ts

Dear Sir

Thank you for your letter of the nineteenth of May nineteen hundred ninety-five. I have pleasure in sending you our brochure with details of all our holidays.

I look forward to hearing from you.

1995, may 22nd

Best wishes Sales Manager Fred Henderson (his signature)

Read the article about training for a career in marketing. Choose the correct word to fill each gap from A, B, C or D. These is an example at the beginning (0).

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Unit 2

Social Responsibility of Business

Here are some statements about the role of business in society. Before you read the text, talk about them with your partners.

1.A good business should be part of society. There is no pride in making millions of pounds, but there is pride in helping people and the environment.

2.Businesses are the true planetary citizens, they can change society.

3.Nowadays environmentalism is the most important issue for business.

Reading --- PART 1

SOCIAL RESPONSIBILITY OF BUSINESS

You will read a passage about social responsibility of business. Before you read look at the words and phrases taken from the passage. In what context might they be mentioned?

ethical standards, integrity, deception, fraud, charity

Read the passage and answer the questions that follow (1—5).

What is the purpose of a business? Is it just to make as much profit as possible for its shareholders? Or does a business have a wider responsibility to help solve society’s problems? This is the controversial topic we shall now examine.

Thirty or so years ago, discussions of social responsibility were of three types. Firstly, there was a lot of talk about how business people should behave in their work. Should they have the same ethical standards – the same principles – as t hey had in their private life? A question, which was often discussed, was: should an executive offer a bribe to secure a contract, when he knew that his competitors were likely to do so? Secondly, people discussed the social responsibility of business towards its employees. They were interested in how organizations could improve the working conditions of their employees. Finally, social responsibility included the idea that business people should contribute to cultural activities. They should support activities like music festivals and art exhibitions. Executives were also expected to serve on educational committees, hospital boards, and so on. In other words, they had to take an active part in the life of their community.

These days, there is a new approach to social responsibility. Many people say that a business should try to meet the needs and interests of society. It has an obligation to help solve the problems of society. Because of this new concept, society expects more from its business organizations. For example, pressure is put on business to provide a safer environment. A chemical company, therefore, is not only expected to meet government standards regarding pollution. It must take steps to reduce pollution to as low a level as possible – even if this means reduced profits.

These days, businesses are expected to show social responsibility in all kinds of ways. They are urged to provide safer products; to protect and respect the environment; to hire more people from minority groups; to offer work opportunities to unemployed youngsters; to oppose racial discrimination and at all times to behave with integrity. The list is endless.

The new concept of social responsibility means that businesses and business people must have integrity. They must deal honestly with their employees, and with the outside world. As Sir John Clark of the Plessey company says, ‘I attach more importance to integrity than to ability.’

The integrity of the shoe-making firm Clark’s was recently questioned. To make its shoes, Clark’s were using leather cured by sperm – whale o il. Conservation groups heard about this and put pressure on the company to stop using such leather. They even talked of boycotting the company’s shoes. At first, Clark’s said that it had no control over leather provided by its

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suppliers. However, a little later, the Chairman Daniel Clark gave a direct order that the company should only buy leather cured without sperm-whale oil. He also invested in testing equipment to ensure that supplies of leather were free from this type of oil.

A lot of business people agree with the ‘wider’ con cept of social responsibility. They accept that businesses should help to solve social problems – even if their businesses did not create them and even if the social actions do not bring profits.

There are, nevertheless, some famous people who are against the new approach. One of these is Milton Friedman, an American economist who won the Nobel Prize for Economics in 1976. Milton Friedman believes that business has only one social responsibility. That is ‘to use its resources and energy activities designed to increase its profits as long as it stays within the rules of the game and engages in open and free competition, without deception and fraud.’ Friedman says that a business’s social responsibility is ‘to make as much money for its shareholders as possible’. Another famous person makes a similar point. Ian MacGregor has been Chief Executive of large organizations like British Steel and the National Coal Board. He says that a business’s first priority is to create wealth. Many companies, he believes, have a concept of social responsibility which distracts them from this task.

It is certainly true that social actions cost money. And businesses have to bear that cost often by raising prices, lowering wages or having less profit. Someone has to pay for the social actions in the end – it may be the customer, the employee o r the shareholder.

Of course, by showing social responsibility, the company well benefits in the long run. A spokesman for the Rank-Xerox company spoke recently of the wide range of social projects. Rank-Xerox Company was engaged in: grants of equipment to universities, information technology projects and seminars; training programmes in universities and schools; career seminars; sponsorship of art competitions etc. The spokesman said that the social projects were ‘an integral part of the company’s business strateg y’. They were not some sort of charity work, which would get a brief mention in the company’s annual report. Being a large organization, Rank-Xerox had many contacts with government departments and other groups in society. And, since it was a knowledge-based company, it needed to hire highly skilled people. Its social programs were ‘critical to its success’. There was no doubt that, in the long run, these activities were profitable to the organization.

I. You have read the article about various concepts of social responsibility of business. Decide whether the following statements are true or false.

1.Nowadays business organizations are expected to have more social responsibilities than they used to.

2.It is accepted that a company should not lose profits in order to become socially responsible.

3.Milton Friedman suggests that a company does not need to show integrity, provided that it competes freely.

4.Ian MacCregor says that some organizations do not make as much profit as they could because they have wrong ideas about responsibility.

5.Ran-Xerox has a large programme of social projects because it believes that these will improve its image and reputation with the public.

6.It is probably in the long – term interests of a bu siness to show a strong sense of social responsibility.

II.Work with your partner and answer these questions:

1)Why did the question about social responsibility of business become so urgent?

2)What is a new approach to this problem?

3)Why do businesses sponsor wide ranges of social projects?

4)Why are some famous economists against this approach?

5)Are you for or against the wider concept of social responsibility? Why?

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Vocabulary development

III. Find words or phrases in the article that mean the same as the following:

1.Likely to cause a long argument esp. over social, moral or political matters (paragraph 1);

2.Standards of moral behaviour (paragraph 2);

3.Something offered or given to persuade somebody usually to do something wrong (paragraph 2);

4.Group of persons having the same religion, race, occupation, living in one place or country (paragraph 3);

5.The natural conditions (air, water and land) in which we live (paragraph 3);

6.Small racial, religious groups in a community (paragraph 4);

7.Quality of being honest, moral (paragraph 4);

8.Intelligence, mental power, talent (paragraph 5);

9.Refusing to buy or persuading people not to buy (paragraph 6);

10.Dishonesty or trickery (paragraph 8);

11.Make people well-off, prosperous (paragraph 8).

IV. Use the expressions from the article to replace the words in italics in the following sentences.

1.These days society pays special attention to moral rules business people follow in their private life and work.

2.Companies should take an active part in the life of society.

3.Companies should support a wide range of social projects.

4.Because of this new concept, society forces business people to provide safer environment.

5.Ian MacGregor is sure that a business’s main goal is to create income for their shareholders.

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

The following modal verbs can be used to express varying degrees of obligation.

The following modal verbs can be used to express varying degrees of possibility.

You also use might when you give advice. Could is also used to make a suggestion. May is used in questions to ask for permission.

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VI. Find all sentences with modal verbs, expressing possibility and obligation. Translate them in a written form.

VII. Think over company's social responsibilities and take down as many sentences with modal verbs as possible. If necessary, use negative forms of modal verbs.

VIII. Read the passage about socially active customers and use the right modal verbs in it. Find fresh example of socially responsible behaviour of customers.

Consumers are in charge. They 1 can/may comparison-shop from their couches or badmouth brands via Facebook. They 2 should/will not tolerate shoddy quality or sloppy ethics. In 2010 Nestle fought campaigners who said the palm oil used in Fit Kat 3 might/ could cause the destruction of Indonesia’s rainforest. Now it is at pains to be orang-utan-friendly. British snackers 4 can/must scan a QR code on some Kit Kat packets to assure that the cocoa is harmlessly sourced. (The Economist, May 18th 2013, p. 55)

XI. What should marketers do in order to produce socially responsible products? Here are some criteria that marketers use to differentiate their products as socially responsible:

-ecological impact (nonpolluting)

-social impact (healthy and safe)

-product performance

-product extensions, such as packaging and service.

-product information

-product design

Use a pattern “modal verb + verb + any criterion” in your sentences.

For example. To differentiate their products as socially responsible marketers must provide product information.

X. Decide which modal verb would suit best: "must", "can", "should", "have to", "may".

1.As participants in society, marketers … .. bear a responsibility to serve and protect the customers.

2. In fact, the costs of social responsibility ….. be viewed as investments in the marketer's future success.

3.Many consumers now care whether the products and services they buy … cause global warming, air and water pollution.

4.Recognizing the connection between this change in awareness and social responsibility,

marketers … start changing the way they produced an d packaged their products.

5.Ultimately the marketers … weigh both profit potent ial and various aspects of social responsibility to create an optimal marketing mix.

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6.Because some marketers do not take their social responsibility seriously, consumers … band together to pressure them into meeting their responsibility.

Reading --- PART 2

XI. Read text A and fill in the gaps with words from the ones in the capitals With your partner answer the following questions:

1)How does the concept of social responsibility work?

2)What is a mainstream in this field now? Why?

The (1.BELIEVE) that corporations should have broader responsibilities is rapidly becoming mainstream. In practical terms this translates into the belief that corporations owe stakeholders – customers, (2.EMPLOY), suppliers and the public an annual accounting of their social and economic (3. PERFORM) just like the flow of financial (4. DATUM) they must provide their shareholders. Many corporations are now compiling and issuing (5. YEAR) reports that provide details about their environmental and social (6. BEHAVE). While environmental, health and (7. SAVE) reports are increasingly common, reports that tackle social issues such as human rights and child (8. LABOUR) are not. “In the last few years, perceived corpora te complicity in human rights abuses has damaged corporate reputations, and in same cases, share prices. Twenty years ago, few companies had environmental policies. Compare that with today’s picture, where the environment is (9. QUESTION) a (10. STREAM) business issue. So it should be with human rights” says Mary Robinson, the UN High Commissione r for Human Rights.

XII. Read text B and fill in the gaps with words from the one in the capitals.

FRIES WITH THAT?

A degree in burgerology – and a job, too

British universities can be depressing. The dons moan about their pay and students worry they will end up frying burgers --- or jobless. Perhaps they should try visiting McDonald’s University in London’s East Finchley. McDonald’s is one of the Britain’s biggest (1.TRAIN). It gets about 1m applicants a year, accepting only one in 15, and spends $ 61m a year on (2. TRAIN). The Finchley campus, opened by Margaret Thatcher, then local MP, in1989, is one of the biggest (3. TRAIN) centers in Europe – many of the classrooms are equ ipped with booths interpreters. It is a part of a bigger system. An employees’ web-portal, Our Lounge, provides (4. TRAIN) as well as details about that day’s shifts, and allows (5. TRAIN) to compete against each other in work-related video games.

The focus is on practicalities. Self-esteem and self-management are on the syllabus, too. Steven Covey’s “Seven Habits of Highly Effective Pe ople” is a popular text. A year-long apprenticeship programme emphasizing English and math leads to a nationally recognized qualification. McDonald has paid for almost 100 people to get degrees from Manchester Metropolitan University. The company professes to be unfazed by the fact that many alumni will end up working elsewhere. It needs (6 TRAIN) people who might be managing a business with $ 5 m turnover by their mid-20s. It also needs to satisfy the company’s appetite for senior managers, one of whom will eventually control the entire global McDonald’s empire.

(The Economist, May 2013, p. 52)

XIII. Look through the article and find the Russian equivalents

a)преподаватель (в Оксфорде и Кембридже);

b)открыто признавать(ся), заявлять, утверждать, подтверждать;

c)выпускник (школы или университета; бывший студент;

d)расписание; учебный план;

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e)профессиональная квалификация; подготовленность, диплом;

f)ученая степень.

Communication Practice

XIV. With your partner discuss social functions of business. Which of them do you consider to be the most effective? Report back to on the result of your discussion.

Use the following expressions to explain your opinion:

−I’d like to say that...

−First of all, I want to say that ...

−I think it’s important to consider the question of ...

−I’m convinced that ...

−I would argue that…

−It’s obvious that…

XV. Look through the newspaper article and comment on the event described in it. Use current vocabulary for it.

AIESEC учит компании социальной ответственности

15 ноября в Новосибирске начал работу проект «Корпоративная ответственность бизнеса: мода или реальность?», организованный Международной молодежной организацией AIESEC.

Мероприятие проводится при поддержке Новосибирской Торгово-промышленной палаты, Управление по делам молодежи, Сибирского Центра Поддержки Общественных Инициатив и МАСС-медиа центра. В ходе конференции и круглых столов участники проекта планируют определить, чем для компаний является социальная ответственность – просто модной тенденцией на рынке или методом достижения поставленных целей.

AIESEC не в первый раз обращается к теме социальной ответственности бизнеса, пытаясь сформировать представление российских компаний о необходимости целенаправленной социальной деятельности, которая будет способствовать развитию компании и, в конечном счете, достижению коммерческих результатов. Независимо от того, что эта тема интересует общество уже более десяти лет, каждый по-своему понимает степень социальной ответственности – это забота о людях или выплата налогов в полном объеме, гарантии качества продукции, меценатство, решение экологических проблем. Что такое социальная ответственность бизнеса и чем она измеряется?

В конференции в качестве экспертов принимают участие представители крупных новосибирских и российских компаний – « Альфа Банк», “Mercedes Benz”, “CarPlaza”, Сибирский Центр Поддержки Общественных Инициатив и другие. Представители компаний смогут пообщаться со студентами-участниками проекта и членами AIESEC

(Университетская жизнь, 15 ноября 2005г) Have you heard about similar projects events? Use current vocabulary to comment on them. XVI. Act out a summing up meeting of the conference mentioned in the article.

Several students will be “Chairpersons” delivering their presentations on the role of business in society. They should share their opinions on for or against social responsibility of business.

Other students will be “reporters” and “participants”, who will discuss the current issue with them.

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