МАРКЕТИНГ ( ДЛЯ СТУДЕНТОВ) Copy

XVII. With a partner act out an interview.

Student A

You are a reporter of one of the leading business newspapers who is going to write an article on the role of business in society.

Student B

You are the spokesman for the Rank-Xerox company, who introduces various social projects of the company.

Letters do not usually open with ‘Dear Mr John’ or ‘Dear Mr John Smith’. The way you close a letter depends on how you open it.

Dear Sir or Madam -- Yours faithfully

Dear Mr /Mrs /Miss /Ms Smith – Yours sincerely

Dear John – Best wishes

You have read an article about McDonald’s University. You have decided to write a letter to the University asking for further information about its curriculum and career perspectives. Open and close your letter in a right way!

In the first paragraph say:

−where and when you saw the advertisement

−state the reasons of your interest

In the second paragraph ask for more information, for example about

−particular activities and trainings

−prices (for full board including)

−entrance requirements

Translate from Russian into English

1.оказывать поддержку широкому ряду социальных проектов;

2.нанимать на работу молодых людей национальных меньшинств;

3.соблюдать этические нормы и принципы в общении с подчиненными;

4.предлагать взятку;

5.бойкотировать продукцию компании;

6.участвовать в благотворительной акции;

7.оказывать давление на бизнес;

8.скрывать полную информацию о продукте.

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Unit 3

Buyer Behaviour

Before you read the text, talk about the meaning of the following rhyme with your partners.

−Where are you going, my little cat?

−I am going home, to get my hat!

−What! A cat in a hat?

−Who ever saw a cat in a hat?!

Reading --- PART 1

I. Read the text and discuss the following questions with your partner:

1.In what way do individual customers perceive the product?

2.Why is the customer a person, not a statistic?

3.What are the forces that influence customer behaviour?

THE COMPLEX NATURE OF CUSTOMER BEHAVIOUR

The forces that motivate customers can be complex. Arch McGill, a former vice-president of IBM, reminds us that individual customers perceive the product in their own terms, and that these terms may be “unique, idiosyncratic, human, e motional, end-of –the-day, irrational, erratic terms.” Different people doing the same thing (for example, purchasing a personal computer) may have different needs that motivate them, and each person may have several motives for a single action.

The proliferation of market research studies, public opinion polls, surveys, and reports of “averages” makes it easy to fall into the trap of t hinking of the customer as a number. The customer is a person, not a statistic. As noted previously, to gain an understanding of what motivates a customer to buy a certain product or service requires an understanding of forces that influence why people buy and knowledge of how customers make most of their buying decisions.

II. According to the article, which of the following statements best summarizes its main idea?

1)The forces that motivate customers can be complex.

2)Each person may have several motives for a single action.

3)A customer is a person, not a statistic.

4)An understanding of buying motives requires an understanding of forces that influence why people buy and knowledge of how customers make their buying decisions.

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

1)to become aware of smth. through one’s eyes or mind(paragraph 1);

2)way of thinking or behaving that is peculiar to a person(paragraph 1);

3)likely to do unusual or unexpected things(paragraph 1);

4)to buy(paragraph 1);

5)reproduction by rapid multiplication; existence in large number(paragraph 2);

6)general view, examination of the situation(paragraph 2);

7)capture by a trick(paragraph 2).

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IV. Read the following paragraph and complete the sentences using these verbs in the passive voice: (4. to manipulate) (2. to learn) (3. to satisfy) (1. to motivate) (5. to meet)

PHYCHOLOGICAL INFLUENCES WITHIN AN INDIVIDUAL

Everybody (1. …..) by needs and wants. Needs are the basic forces that motivate a person to do something. Some needs are concerned with a person’s physical well-being – others with the individual self-view and relationship with others. Needs are more basic than wants. Wants are “needs” that (2. ….)during a person’s life. For exa mple, everyone needs water or some kind of liquid, but some people also have learned to want “ Perrier with a twist”.

When a need not (3. ….) it may lead to a drive. The need for liquid, for example, leads to a thirst drive. A drive is a strong stimulus that encourages action to reduce a need. Drives are internal --- they are the reasons behind certain behavoiur patterns. In marketing, a product purchase is the result of a drive to satisfy some need.

Some critics think that customers can somehow (4….. ) marketers against their will. But marketing managers can’t create internal drives in consumers. Most marketing managers realize that trying to get consumers to act against their will is a waste of time. Instead, a good marketing manager studies what consumer drives and needs already exist and how they can (5. …)better.

V. Write these sentences in another way, using verbs in the passive forms

1.Individuals buy products and services for themselves or on behalf of their household.

2.Consumers buy things. The things enable them to serve the physical demands of life.

3.Consumers buy products and services not only to satisfy their physiological needs, but also their sociological and psychological needs.

4.Primary groups include friends, neighbours, colleagues and family.

5.Family norms establish purchasing patterns.

6.A person learns these norms during childhood.

Reading --- PART 2

VI. The article describes Maslow’s hierarchy of needs. Read the article and answer the following question:

What is the practical value of the five-level priority model developed by Maslow?

MASLOW'S HIERARCHY OF NEEDS

#1 To gain insights into customer behaviour motivated by both physiological and psychological needs, it is helpful to study the popular hierarchy of needs developed by Abraham Maslow. According to Maslow, basic human needs are arranged in a hierarchy according to their strength.

Physiological Needs

#2 Physiological needs, sometimes called primary needs, include the needs of food, water, sleep, and shelter. Maslow placed our physiological needs at the bottom of the pyramid. He believed that these basic needs tend to be very strong in the minds of most people. People will satisfy their needs systematically, in most cases, starting with the most basic and moving up the ladder.

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Security Needs

#3 After the physiological needs have been satisfied, the next need level that tends to dominate is safety and security. The desire to satisfy the need for safety and security will often motivate people to purchase such items as medical and life insurance, a car equipped with an air bag, a security alarm for the home or business, and high-quality products that assure dependability.

Social Needs

#4 Social needs reflect our desire for affection, identification with a group and approval from others. This level of Maslow’s hierarchy of needs also helps us understand why many customers want to be treated as partners.

Esteem Needs

#5 Esteem needs appear at the fourth level of Maslow’s need priority model. Esteem needs reflect our desire to feel worthy in the eyes of others. We seek a sense of personal worth and adequacy, a feeling of competence. In simple terms, we want to feel that we are important. Needs may provide the motivation to buy membership in an exclusive country club or purchase an expensive boat.

Self-Actualization Needs

#6 Dr. Maslow defined the term self-actualization as a need for self-fulfillment, a full tapping of one’s potential. Wanting to be a better carpenter, teacher, or engineer is an expression of the need for self-actualization.

#7 The five-level need priority model developed by Maslow is somewhat artificial in certain instances. At times all our needs are interacting together within us. However, the model does provide salespeople with a practical way of understanding which need is most likely to dominate customer behavior in certain situations. One highly successful salesperson uses several questions to clarify which needs will likely influence the purchase decision. Once he has identified the most important needs, he attempts to relate the needs to the appropriate levels of the hierarchy. He often finds that one of the levels has the strongest influence.

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

1)organization with grades of authority from lowest to highest(paragraph 1);

2)to have as a characteristic or direction(paragraph 2);

3)to have control in influence(paragraph 3);

4)to treat – to act or behave towards (paragraph 4);

5)to have a high opinion of; to respect greatly; to consider(paragraph 5);

6)not natural or real; made by man(paragraph 7);

7)to make or become clear(paragraph 7);

8)to connect in meaning; to have reference to (paragraph 7).

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

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IX. Read the article about buying motives and fill in the gaps using words from ex. #VIII.

BUYING MOTIVES

Approval, preference, competing, noticeable, workmanship, to prompt, to bet

Every buying decision has a motive behind it. A buying motive can be thought of as an aroused need, drive, or desire. An understanding of buying motives provides the salesperson with the reasons why customers buy.

Some purchases are made to satisfy a wish for pleasure, comfort, or social 1. . Emotions are very powerful and often serve as the foundation of the dominant buying motive. A rational buying motive usually appeals to the prospect’s reason or better judgment.

A careful study of buyer behaviour reveals that people make buying decisions based on both emotional and rational buying motives. An emotional buying motive is one that 2. the prospect to act because of an appeal to some sentiment or passion. An examination of popular advertisements will uncover many sales appeals that are emotional in nature.

A product buying motive is one that leads a prospect to purchase product in 3. to another. Interestingly enough, this decision is sometimes made without direct comparison between 4. products. The buyer simply feels that one product is superior to another.There are numerous buying motives that trigger prospects to select one product over another. A few of the most common ones are discussed here.

Brand Preference. Many marketers seek to develop brand loyalty. Maytag, Mercedes-Benz, and United Van Lines serve as examples of companies that have developed a strong brand preference. Personal selling, as one aspect of a total sales promotion programme, can increase buyer preference for a particular brand.

Quality Preference. There is often a 5. difference in the quality of various products. In the area of luggage, for example, the Ghurka travel bag offers superb 6. and classic design. Some customers with a quality preference will pay more for this product.

Price Preference. Most prospects are price conscious to some degree. If a product has a price advantage over the competition, and quality has not been sacrificed, it will probably enjoy success in the marketplace.

Design and/or Engineering Preference. Robert Hayes, a Harvard Business School professor, says that after years of ferocious competition based on price and quality, many companies 7. that superior product design will be the key to winning customers in the 1990s. If this predication is true, salespeople will need to give this buying motive more attention in the years ahead.

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

1 to allow or cause to be seen; to display; to make known (paragraph 3); 2 to be the reason causing a person to do smth (paragraph 3);

3 possible customer or client (paragraph 3);

4 to be the immediate cause of (paragraph 4);

5 fierce, cruel, savage (paragraph 8);

6 to risk money on an event of which the result is doubtful (paragraph 8).

Vocabulary development

XI. Let us practice flexibility of forms. The following words can be used in more than one way. Look at how they are used in the articles and underline the correct part of speech.

XIII. Combine the words listed below into meaningful word expressions and make

XIV. Choose the right answer to describe an image of an average customer

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1. Not every customer will buy immediately. Some have objections. It is the salesman’s job to understand these objections, to sympathize, and in the end to… them!

a)refuse

b)argue

c)overcome

2. Our typical consumer…? Young, educated, single, a bit shy.

a)profile

b)character

c)description

3.We’re hoping to attract customers in the low income… with this new, cheaper range. a) distribution

b) bracket c) zone

4.A good salesman will always recognize … that a c ustomer gives off-the body language, the look in the eyes, the phrases like “Well, that all looks pretty good to me”.

a)buying motive

b)buying signal

c)buying preference

Reading --- PART 3

XV. Read the article and fill in the gaps with words from the one in the capitals.

With your partner discuss the testing systems described by the author. Would you like to be tested by them?

NO HIDING PLACE

A plan to assess people’s personal characteristics from their Twitter-streams

In America alone, people spent $ 170 billion on ‘direct marketing’ – junk mail of both the physical and electronic varieties last year. Yet of those who received adverts through the post only 3% bought as a result. For online adverts the “(CONVERT)” into sales was a minuscule 0.01%. That means about $ 165 billion was spent not on drumming up business, but on annoying people, creating cluttering spam filters. Marketing departments gather terabytes of data on potential customers, spend fortunes on software to analyze their spending habits and (PAINSTAKING) “segment” the data to calibrate their campaigns to appeal to specific groups. And they still get it almost completely wrong.

A group of researchers at IBM’s Almaden Research Center in San Jose, California, however, is here to help. According to Ellen Haber, the group’s leader, the problem is that firms are trying to understand their customers by studying their “de mographics” (age, sex, marital status, dwelling place, income and so on) and their buying habits. The approach, he believes, is flawed.

What they really need is a way to discover the “dee p psychological profiles” of their customers, including their personalities, values and needs. And he and his team think they can prove it.

Modern psychology recognizes five dimensions of personality: extroversion, agreeableness, (CONSCIENTIOUS) neuroticism and openness to experience. Previous research has shown that people’s scores on these traits can predict what they purchase. Extroverts are more likely to respond to an advert for a mobile phone that promises convenience or security. They also prefer Coca-Cola to Pepsi and Maybelline cosmetics to Max Factor. Agreeable people, through, tend to prefer Pepsi and those open to experience prefer Max Factor.

People are unlikely to want to take personality tests so that marketing departments around the world can intrude even more on their lives than happens already. But Dr Haber thinks he can get around that – at least for users of Twitter. He and his team have developed software that takes

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streams of “tweets” from this social medium and sea rch them for words that indicate a tweeter’s personality, values and needs.

The personality-profiling part of the software is based on a study published in 2010 by Tal Yarkoni of the University of Colorado. Dr Yarkoni recruited a group of bloggers and correlated the frequencies of certain words and categories of words that they used in their blogs with their personality traits, as established by (QUESTION).

Extroversion correlated with “restaurant” and “crow d”. Neuroticism correlated with “awful”, “lazy” and “depressing”. But were also (FORESEE) pa tterns. Trust (an important component of agreeableness), for example, correlated with “summe r”, and co-cooperativeness (another element of agreeableness ) with “unusual”.

Inspired by Dr Yarkoni’s findings, Dr Haber and his team are conducting research of their own, matching word use with two sets of traits not directly related to personality. These are people’s values (things they deem to be good, (BENEFIT) and important such as loyalty, accuracy and self-(ENHANCE)) and their needs (things they cannot live without, such as (EXCITE), control or (ACCEPT)).

In a test of the new system, Dr Haber analyzed three months’ worth data from 90m users of Twitter. At the moment the system is being tested by a financial-services company. If all goes well, Dr Haber hopes to launch it (COMMERCE) by the end of the year. He says the new software has the potential to serve people as individuals rather than “vague demographic blurs”.

Whether they will actually wish to be “served” in t his way, when the price of such service is having strangers building up intimate psychological profiles of them, remain to be seen.

(The Economist, May 25th 2013, p. 78)

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

1.extremely small(paragraph 1);

2.to get support, interest, attention etc from people by making an effort (paragraph 1);

3.a unit for measuring computer information, equal to 1,024 gigabytes (paragraph 1);

4.to check or change an instrument or tool, so that it does something correctly (paragraph 1);

5.spoiled by having mistakes, weaknesses, or by being damaged (paragraph 2);

6.to say that something will happen, before it happens (paragraph 3);

7.to come into a place or situation, and have an unwanted effect (paragraph 4);

8.to find new people to work in a company, join an organization, do a job (paragraph 5);

9.to think of something in a particular way, to consider (paragraph 7);

10.to make a new product, book etc available for sale for the first time (paragraph 8);

11.a shape that you cannot see clearly (paragraph 8).

XVII Complete the sentences with the words from ex. XVI.

Communication Practice

XVIII. With your partner discuss the following questions:

1) Why is it important to understand buying motives?

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2)What are the differences between rational buying motives and emotional buying motives?

3)What is the foundation of a product buying motive?

4)Which buying motive will be the key to attract customers in the future?

Formulation of customer perceptions and buying motives

Influences

Psychological and physiological

needs Emotional and/or rational buying motives

Buying decisions made here

Figure 3.1 This model illustrates many factors that influence buyer behavior. It can serve a salesperson as a guide for developing a highly responsive customer strategy

XIX. We are all customers. Have you ever analysed your needs and motives from a scientific point of view? How do you make your own buying decisions? Think about your own buying behaviour.

XX. With your group mates carry out the following marketing research:

Group A You are “marketers”.

Work out a questionnaire to analyse hierarchy of needs of your groupmates. 1.

Group B You are “market researchers”.

Work out a questionnaire to analyse buying motives motivating students to make buying decisions.

XXI. Deliver group presentations on the result of your surveys

Writing The Date

Be careful with date! In Britain they write the day first, but in the United States they write the month first.

12 06 95 is the twelfth of June in Britain

is the sixth of December in the United States

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Write the date like this: 12 June 1995. Remember to use a capital letter for the month. You do not have to write th, rd, nd or st after the day.

How would you write these dates in a letter?

Vocabulary Review Test yourself

Think of right definitions for customer needs and motives.

1.represent to be free from danger;

2.as these needs are satisfied, a person seeks to satisfy higher needs;

3.motivate people to seek recognition and approval from others;

4.help explain our continuing search for friendship, companionship, and acceptance;

5.force that stimulates behavoiur intended to satisfy that aroused need;

6.mean to be all that you can be

7.involves little logic and usually stems more from the heart than the need;

8 would include profit potential, quality of service and availability of technical assistance; 9. trigger prospects to select one product over the other.

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