- •Міністерство освіти і науки України
- •Передмова
- •My Future Profession
- •My Future Profession
- •The Article.
- •The Noun: Plural Form, Possessive Case.
- •Unit 2 From the History of Marketing
- •It’s a battle of perceptions”
- •From the History of Marketing
- •The Adjectives. The Adverb.
- •Types of Questions.
- •It is an art of creating genuine customer value.”
- •Marketing
- •Marketing
- •The Present Indefinite Tense.
- •Classes of Pronouns (Personal Pronouns, Reflexive Pronouns, Possessive Pronouns).
- •Module control 1 Units 1 -3
- •The Past Indefinite Tense.
- •Numerals.
- •Market Segmentation
- •Market Segmentation
- •The Future Indefinite Tense.
- •The use of tenses in the subordinate clauses of time and condition.
- •Marketing Principles
- •Marketing Principles
- •Indefinite Tenses: Passive Voice.
- •Classes of Pronouns (Indefinite Pronouns, Demonstrative Pronouns, Quantitative Pronouns).
- •Module control 2 Units 4 -6
- •1. Excess demand occurs …
- •Functions of Marketing
- •The Present Continuous Tense.
- •The Structure to be going to do smth.
- •Classes of Pronouns (Interrogative Pronouns, Negative Pronouns).
- •Marketing Mix: the Four p’s
- •Marketing Mix: the Four p’s
- •The Past Continuous Tense. The Future Continuous Tense.
- •Continuous Tenses: Passive Voice.
- •Exercise 15. Put the verbs in appropriate tenses: Present Indefinite, Future Indefinite, Present Continuous or Future Continuous:
- •Module control 3 Units 7 -8
- •Products and Brands
- •Products and Brands
- •The Present Perfect Tense
- •Unit 10
- •Branding
- •Branding
- •The Past Perfect Tense.
- •Module control 4 Units 9 -10
- •1. Iconic brand is …
- •Marketing Different Classes of Goods
- •The Future Perfect Tense
- •2. We shall be doing it b) during the lunch.
- •Unit 12
- •Product and Pricing
- •Product and Pricing
- •Perfect Tenses – Passive Voice.
- •Module control 5 Units 11 -12
- •1. Convenience goods are…
- •Channels of Distribution
- •Perfect Continuous Tenses.
- •Unit 14 Forms of Trade
- •In economics, hope and faith coexist with
- •Forms of Trade
- •Sequence of Tenses.
- •Direct and Indirect Speech
- •12. Open the brackets and choose the correct form of the verb. Mind Sequence of Tenses:
- •13. Make one sentence from two sentences paying attention to Sequence of Tenses:
- •14. Translate the following sentences into Ukrainian:
- •15. Change the following sentences from direct into indirect speech:
- •16. Rewrite each sentence in reported speech:
- •17. Make up sentences using the Sequence of Tenses:
- •18. Translate into English:
- •Module control 6 Units 13 -14
- •1. Trade (commerce) is …
- •18. Hypermarket is …
- •20. Multiple shop is ...
- •21. Supermarket is …
- •23. Voluntary group is …
- •Glossary a
- •Grammar references
- •The Article (Артикль)
- •The Plural of Nouns (Множина іменників)
- •The Possessive Case (Присвійний відмінок)
- •Утворення
- •Вживання
- •Degrees of Comparison of Adjectives (Ступені порівняння прикметників)
- •Вживання
- •The Pronoun (Займенник)
- •Personal pronouns Особові займенники
- •Possessive pronouns Присвійні займенники
- •Reflexive pronouns Зворотні займенники
- •Indefinite pronouns Неозначені займенники
- •Demonstrative pronouns Вказівні займенники
- •Quantitative pronouns Кількісні займенники
- •Interrogative pronouns Питальні займенники
- •Negative pronouns Заперечні займенники
- •Reciprocal pronouns Взаємні займенники
- •Conjunctive pronouns Сполучні займенники
- •Defining pronouns Означальні займенники
- •The Numeral (Числівник)
- •Numbers in measurement Числівники у мірах
- •The Types of Questions
- •Question Words:
- •The Present Indefinite Tense Active Voice (Теперішній неозначений час) Активний стан
- •The Past Indefinite Tense Active Voice (Минулий неозначений час) Активний стан
- •The Future Indefinite Tense Active Voice (Майбутній неозначений час) Активний стан
- •The Use of the Tenses in the Subordinate Clauses of Time and Condition (Вживання підрядних речень часу та умови)
- •The Passive Voice (Пасивний стан)
- •The Present Indefinite Tense PassiveVoice (Теперішній неозначений час) Пасивний стан
- •The Past Indefinite Tense PassiveVoice (Минулий неозначений час) Пасивний стан
- •The FutureIndefinite Tense PassiveVoice (Майбутній неозначений час) Пасивний стан
- •Active Voice or Passive Voice
- •The Present Continuous Tense Active Voice (Теперішній тривалий час) Активний стан
- •The Structure to be going to do smth.
- •The Past Continuous Tense Active Voice (Минулий тривалий час) Активний стан
- •The Future Continuous Tense (Майбутній тривалий час)
- •Дієслова, що не вживаються у формі Continuous
- •The Present Continuous Tense Passive Voice (Теперішній тривалий час) Пасивний стан
- •The Past Continuous Tense Passive Voice (Минулий тривалий час) Пасивний стан
- •The Present Perfect Tense Active Voice (Теперішній завершений час) Активний стан
- •The Past Perfect Tense Active Voice
- •The Future Perfect Tense Active Voice
- •The Present Perfect Tense Passive Voice (Теперішній завершений час) Пасивний стан
- •The Past Perfect Tense Passive Voice
- •The Future Perfect Tense Passive Voice
- •The Present Perfect Continuous Tense (Теперішній перфектно-тривалий час)
- •The Past Perfect Continuous Tense (Минулий перфектно-тривалий час)
- •The Future Perfect Continuous Tense (Майбутній перфектно-тривалий час)
- •Sequence of Tenses (Узгодження часів)
- •I think that he will have problems.
- •Спостерігається такі випадки вживання цього правила:
- •Direct and Indirect Speech (Пряма та непряма мова)
- •In her last letter she wrote that she had successfully passed all her exams.
- •Supplementary reading
- •Types of Positions in Marketing
- •Motivation Marketing
- •The Centrality of Marketing
- •Marketing as an Organizational Philosophy
- •Marketing Exchanges
- •What is Marketing Research?
- •The decide Model
- •Targeting Market Segments
- •Positioning
- •Marketing Budget
- •Legal Aspects of Marketing
- •Marketing as a Societal Process
- •Marketing Strategies
- •Marketing Activities
- •Product Components
- •Quality
- •Building Brands
- •Brand Values Common Brand Values
- •Choosing a Brand Name
- •New Product Development 1
- •New Product Development 2
- •Brainstorming
- •The Importance of Price and Pricing Decisions
- •Competitive Pricing
- •Profitability
- •The Importance of Marketing Channels
- •Contribution of Intermediaries
- •Telemarketing
- •Personal Selling
- •Merchandising
- •Indefinite Tenses: Passive Voice.
Market Segmentation
Exercise 1. Read and learn the following words and word combinations:
market segmentation [¸segmən'tei∫n] – поділ ринку; сегментація ринку;
sub-market [sΛb'mα:kit] – частина ринку;
segment ['segmənt] – частина, частка;
market targeting ['tα:gitiŋ] – цільовий пошук ринку;
to serve – слугувати; обслуговувати;
to share [∫εə] – ділити;
purchasing ['pət∫əsiŋ] behaviour [bi'heivjə] – купівельна поведінка;
to be of help to – ставати в пригоді;
separate ['sepərit] groups – окремі групи;
in other words – іншими словами;
demographics [¸di:mə'græfiks] – демографія;
psychographics ['saikou'græfiks] – психографія;
male / female split – гендерний розподіл;
ethnicity ['eθnisiti] – етнічність;
income – прибуток;
to earn [ə:n] money - заробляти гроші;
affluent ['æfluənt] – багатий;
single\ married – одинокий\ одружений;
opinion [ə'pinjən] – думка, погляд;
issue ['isju:] – тут: проблема, спірне питання;
to reflect [ri'flekt] - відображати;
to target ['tα:git] – тут: виділяти; вирізняти;
customer profile ['proufi:l] – короткий біографічний нарис споживача; дані про споживача;
A Classification of Residential [¸rezi'den∫l] Neighborhoods ['neibəhud] – класифікація житлових округів;
to make up – складати;
household – домогосподарство;
to compare [kəm'pεə] – порівнювати;
quality \ quantity standard – стандарт якості \ кількості;
to be a success [sək'ses] – мати успіх;
to be ahead of – випереджати; бути попереду;
competition [¸kompi'ti∫n] – конкуренція;
on a permanent ['pə:mənənt] basis – на постійній основі;
a pioneer ['paiəniə] product – новий продукт;
incentive [in'sentiv] – стимул;
hard\ soft currency – конвертована/ неконвертована валюта;
to belong to – належати до;
to create a choice – створювати вибір;
to distinguish [dis'tiŋgwi∫] – розрізняти;
common term – загальновживаний термін;
Diffusion [di'fju:ʒn] of Innovations – Поширення Інновацій;
to be associated [ə'sou∫ieitid] with– бути пов’язаним з;
innovator – інноватор;
early adopter [ə'doptə] – початковий випробувач;
early majority [mə'dʒoriti] – кількість людей, що апробує продукт на початковій стадії;
late majority– кількість людей, що апробує продукт на подальших стадіях його впровадження;
laggard ['lægəd] – імовірний покупець продукту;
indeed [in'di:d] – справді, дійсно, хоча;
Exercise 2. Read and translate the text:
Market Segmentation
Market segmentation is the process of dividing the total market into several sub-markets (segments) that have similar characteristics.
Market targeting is the process by which an organization decides which market segments to serve.
Market segmentation identifies groups of buyers within a market who share similar needs and demonstrate similar purchasing behaviour.
How can market segmentation be of help to a manager who wants to develop a new product? Every market can be divided into segments or, in other words, into separate groups of consumers.
Market segments are described by demographics and psychographics.
Demographics:
Age group: (for example 21 – 25)
Sex: male / female split
Religion or ethnicity
Income: how much money a person earns; how affluent, or rich they are
Life cycle: single, married, with children
Psychographics:
Education: the highest qualification that a person has, such as a diploma or a degree
Attitudes and opinions: how a person feels or thinks about issues, people, brands, etc.
Lifestyle: a way of life that reflects a person’s value and attitudes.
Demographics and psychographics are used to target a segment by using data to build up a customer profile – the image of a typical consumer. People can be targeted as individuals or as a family group that lives together and makes up a household. Marketers use the ABC socio-economic categories to target groups. In the UK this is known as ACORN, which stands for A Classification of Residential Neighborhoods.
Then a product is compared with the goods already established in the market by quality and quantity standards. To be a success you must be ahead of your competitors.
Competition never stops. That is why market segmentation must never stop as well. It should be on a permanent basis. Introduction of a pioneer product can immediately change the consumption and number of a consumer grouping.
For Ukraine competition could be an important incentive. Innovating more effectively at home means finding more to export abroad, more to sell to the West, more hard currency to earn, more jobs to create, a more powerful industrial complex to build.
The fundamental principles for a market are:
understand the customer (through research)
understand the grouping (to which the customer or his business belongs)
create a choice (a difference in price, concept or value that will distinguish your product)
communicate that choice (through promotion and advertising)
Consumer marketing should be based on understanding consumer values, wants, and needs.
Although every marketing department has its own definitions and names for the market segments they target, there are some common terms. In 1962 Everett Rogers described five market segments in his book “Diffusion of Innovations”:
Innovators create something new and start a new trend. Early adopters identify trends early and like to be associated with the start of a trend. Early majority follow the trends set by the early adopters. Late majority follow the trends that have been tested by the early majority. Laggards are the last group of people to buy a product or brand: indeed they may never buy it.
Market segments may also be divided according to profession, lifestyles or age groups.
Exercise 3. Answer the following questions:
1. What is market segmentation?
2. What is market targeting?
3. How can market segmentation be of help to a manager?
4. How can every market be divided into?
5. How does market segmentation break the total population?
6. What is a product compared with?
7. What can the introduction of a pioneer product change?
8. What are the fundamental principles for a marketer?
9. What should a consumer marketing be based on?
10. What are the five market segments described in the Everett Rogers’ book?
Exercise 4. Give Ukrainian equivalents of the following:
affluent, hard currency, to target a segment, competition never stops, to divide into, to export abroad, early majority, laggards, to distinguish the product, to understand the grouping, demographics and psychographics, to demonstarte purchasing behaviour, separate groups of consumers, to reflect, ACORN, to be ahead of, pioneer product, diffusion of innovations, powerful industrial complex, to create a choice.
Exercise 5. Give English equivalents of the following:
стимул, ставлення і погляди, цільовий пошук ринку, початковий випробувач, гендерний розподіл, домогосподарство, диплом або ступінь, не одружений, заробляти гроші, етнічність, прибуток, соціально-економічна категорія, поняття вартості, бути пов’язаним з, розпізнавати тенденцію, на постійній основі, спосіб життя, справді, відділ маркетингу, розподіляти відповідно до професії, ймовірний покупець продукту.
Exercise 6. Match and learn the synonyms:
A: pioneer product, sub-market, to determine, affluent, to export, common, to demonstrate, similar, lifestyle, to share, category;
B: to sell abroad, to define, new product, usual, the same, a way of life, to show, group, to divide, rich, segment.
Exercise 7. Match and learn the opposites:
A: male, soft currency, early majority, to be a success, separate, to earn money, single, export, the West, to start, to create;
B: to stop, the East, to destroy, female, married, import, total, to spend money, to fail, late majority, hard currency.
Exercise 8. Complete the sentences using the proper words from the list below:
market targeting, qualification, individuals, competition, laggards, consumer value, innovators
1. Market … must never stop. 2. … are the last group of people to buy a product or brand. 3. … is the process by which an organization decides which market segments to serve. 4. Education is the highest … that a person has, such as a diploma or a degree. 5. Consumer marketing should be based on understanding … …, wants, and needs. 6. … create something new and start a new trand. 7. People can be targeted as … or as a family group that lives together and makes up a household.
Exercise 9. Put questions to the bold part of the sentence:
1. Lifestyle is a way of life that reflects a person’s value and attitudes. 2.Innovating more effectively at home means finding more to export abroad. 3. Demographics and psychographics are used to target a segment by using data to build up a customer profile. 4. Every marketing department has its own definitions and names for the market segments they target. 5. Market segments may also be divided according to profession, lifestyles or age groups. 6. In 1962 Everett Rogers described five market segments in his book Diffusion of Innovations. 7. Market segmentation is the process of dividing the total market into several sub-markets that have similar characteristics.
Exercise 10. Match terms in A with their definitions in B:
1) laggards |
a) is the process of dividing the total market into several sub-markets (segments) that have similar characteristics. |
2) innovator |
b) group of people, who follow the trends that have been tested by the early majority. |
3) market segmentation |
c) the process by which an organization decides which market segments to serve. |
4) early adopters |
d) the highest qualification that a person has, such as a diploma or a degree. |
5) market targeting |
e) group of people, who follow the trends set by the early adopters. |
6) lifestyle |
f) the last group of people to buy a product or brand: indeed they may never buy it. |
7) late majority |
g) people, who identify trends early and like to be associated with the start of a trend. |
8) education |
h) the image of a typical consumer. |
9) customer profile |
i) a way of life that reflects a person’s value and attitudes. |
10) early majority |
j) a person, who creates something new and start a new trend. |
Exercise 11. Translate into English:
1. Продукт порівнюється з товарами, що вже існують на ринку за стандартами кількості та якості. 2. Прибуток показує скільки грошей заробляє людина, або наскільки вона багата. 3. Сегменти ринку описуються за допомогою демографії та психографії. 4. Кожен маркетинговий відділ має свої власні визначення та назви для сегментів ринку. 5. Сегменти ринку можуть бути класифіковані за професією чи способом життя. 6. Ви повинні випереджати своїх конкурентів, щоб досягти успіху. 7. Інноватори - це люди, що створюють щось нове або започатковують нову тенденцію. 8. Ймовірні покупці – це велика группа людей, які купують продукт або бренд; хоча вони можуть ніколи не купити його. 9. Маркетинг споживчих товарів повинен базуватись на розумінні цінностей споживачів, їх бажань та потреб. 10. Кожний ринок може бути поділений на сегменти або, іншими словами, на окремі групи споживачів.
Grammar: Appendix 9; Appendix 10