- •Передмова
- •Understanding Marketing
- •What is Marketing?
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the English and Ukrainian equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •IX. Adjectives versus adverbs. Look at the following sentences:
- •X. Adjective modification. Look at the following sentence:
- •XI. Read the following statements about the role of marketing and give answers to the questions below:
- •Questions:
- •XII. Translate the following text. Compare your translation with the original given in Text a. Що таке маркетинг?
- •XIII. Read and translate the following definitions:
- •XIV. Act as an interpreter for a and b:
- •XV. Read and summarize the following text: Marketer Profile Lee a. Iacocca of Chrysler Corporation
- •XVI. Role-play.
- •XVII. Action problem.
- •Types of writing expected at the University
- •Text b The core marketing concepts
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Join the halves.
- •XI. Translate the following text and summarize it in about 50 words:
- •Is Microsoft a Marketer?
- •XII. Translate the following text: Основні поняття маркетингу
- •XIII. Act as an interpreter for a and b:
- •XIV. Round-table discussion:
- •Marketing Management and strategic planning
- •Marketing management philosophies
- •V. Find English equivalents:
- •Vі. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Read and analyze the following discussion about the direction a certain company should take and give answers to the questions below:
- •Questions
- •IX. Opinion-giving. Look at the following sentences:
- •I feel we must certainly ensure quality...
- •X. Agreeing and disagreeing. Look at the following sentences:
- •I think we’d all agree with you as far as you ...
- •I’m not sure I agree with either of you
- •XI. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •XII. Translate into English:
- •XIII. Act as an interpreter for a and b:
- •XIV. Consider the following chart and speak about the difference between the sales or production orientation, and the consumer or market orientation: Sales and production orientation
- •Consumer and market orientation
- •XV. Read the following text and give a short summary of it: Marketing In Action: Polaroid Adopts Marketing Concept
- •XVI. Round-table discussion:
- •XVII. Action problem:
- •The Essay Test
- •XVIII. Case Study: the electric feather pirogue: going with the marketing flow
- •Questions
- •Text b Strategic Planning
- •Analyzing the Current Business Portfolio
- •I. Key terms:
- •IV. Vocabulary notes:
- •III. Answer the following questions:
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Read an edited extract from the Principles of Marketing (Kotler and Armstrong) and complete Charts 1 and 2.
- •IX. Sequence. Look at the following sentences.
- •X. Expressing purpose, look at the following sentences:
- •XI. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •XII. Read the following text and summarize it in 100 words. The Boston Consulting Group Approach
- •XIII. Find the closest synonym for the words on the left. Select from a-k on the right.
- •XIV. Translate into English:
- •XV. Act as an interpreter for a and b
- •XVI. Look through the text and answer the questions given below. Hewlett-Packard: Strategies for Leadership
- •Tier Three
- •Questions
- •XVII. Case Study. Maytag corporation: expanding the appliance portfolio
- •Questions
- •Marketing Management process
- •Factors of the Marketing Management process
- •Market Segmentation
- •Market Targeting
- •Market Positioning
- •I. Key terms:
- •II. Vocabulary notes:
- •III. Answer the following questions:
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •VI. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Join the halves.
- •XI. Translate the following text and summarize it in about 100 words. Canadians Battle in Florida
- •XII. Translate the following text into Ukrainian: Процес маркетингового менеджменту
- •Процес маркетингового менеджменту
- •XIII. Act as an interpreter for a and b.
- •XIV. Role play. Enact an imaginary interview between a university student and a well-known marketing specialist.
- •XV. Case Study. The artist
- •The company
- •The issues
- •Questions:
- •Text b Developing the Marketing mix
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •Vі. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Complete the following sentences:
- •XI. Translate the following text and summarize it in about 120 words. British Airways Caters to Seniors; Age Has Its Privileges, Even in the Air
- •XII. Translate into English.
- •XIII. Act as an interpreter for a and b.
- •XIV. Action problems.
- •XV. Case Study. Trap-ease america: the big cheese of mousetraps
- •Questions:
Передмова
Цей навчальний посібник являє собою практичний курс, призначений для студентів ІІ—ІІІ курсів економічних вузів і факультетів, що його розроблено на підставі сучасних принципів викладання іноземної мови, з урахуванням комунікативних потреб майбутніх спеціалістів. Посібник складено згідно з вимогами навчальної програми з ділової іноземної мови для підготовки бакалаврів з економіки та менеджменту.
Мета посібника — навчити студентів основ перекладу та реферування спеціальної літератури з маркетингу, допомогти їм засвоїти фахову лексику, необхідну для усного та письмового спілкування. У ньому широко застосовано завдання, побудовані за принципом рольових ігор та кейс-методів.
Посібник становлять 6 розділів (Units), в яких подано такі теми: «Поняття про маркетинг», «Основні концепції маркетингу», «Філософія маркетингу», «Маркетинговий менеджмент і стратегічне планування», «Процес маркетингового менеджменту», «Маркетинговий комплекс», «Продукт», «Ціна та ціноутворення», «Просування продукції на ринок». Крім того, у навчальний посібник включено тексти для позааудиторного читання з міжнародного маркетингу та англо-український словник термінів з маркетингу.
Кожний розділ містить два уроки, яким відповідають тексти А і В. Тексти являють собою уривки оригінальних творів сучасної англійської, американської та канадської наукової літератури, присвяченої питанням маркетингу та маркетингового менеджменту. До текстів додаються: ключові терміни з поясненнями (key terms); список слів та словосполучень, складений на підставі текстів, що має бути активно засвоєний (Vocabulary Notes); система вправ (усних і письмових), які сприяють розумінню тексту, вивченню тер- мінології, розвитку навичок перекладу і спілкування, засвоєнню мовного матеріалу. Кожний урок також містить додаткові оригінальні тексти для реферування, анотування та обговорення. Крім того, студентам пропонуються творчі завдання письмового характеру та теми і питання для фінального обговорення (Round-table Discussion, Action Problems).
Структура посібника забезпечує формування значного тематичного словникового запасу, активне засвоєння функціональної лексики, розвиток навичок подвійного перекладу.
Англо-український словник термінів з маркетингу може бути використаний не тільки студентами та аспірантами, а й перекладачами і працівниками міжнародних фірм.
Unit 1
Understanding Marketing
TEXT А
What is Marketing?
Marketing is the business function that identifies customer needs and wants, determines which target markets the organization can serve best, and designs appropriate products, services, and programs to serve these markets. However, marketing is much more than just an isolated business function — it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building value-laden relationships with important customers. The marketing department cannot accomplish this goal by itself. It must team up closely with other departments in the company and partner with other organizations throughout its entire value-delivery system to provide superior value to customers. Thus, marketing calls upon everyone in the organization to «think customer» and to do all they can to help create and deliver superior customer value and satisfaction. As Professor Stephen Burnett of Northwestern puts it, «In a truly great marketing organization, you can’t tell who’s in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer».
Although marketing is all around us and we all need to know something about it, most people are surprised to find out that marketing is so widely used. Marketing is used not only by manufacturing companies, wholesalers, and retailers but by all kinds of individuals and organizations. Lawyers, accountants, and doctors use marketing to manage demand for their services. So do hospitals, museums, and performing-arts groups. No politician can get the needed votes and no resort the needed tourists without developing and implementing marketing plans.
People at all levels of these organizations need to know how to define and segment a market and to develop need-satisfying products and services for chosen target markets. They must know how to price their offerings to make them attractive and affordable and how to choose middlemen to make their products available to customers. And they need to know how to advertise and promote products so that customers will know about and want them. Clearly, marketers need a broad range of skills in order to sense, serve, and satisfy consumer needs.
People also need to know about marketing in their roles as consumers and citizens. Because someone is always trying to sell us something, we need to recognize the methods they use. And when students enter the job market, they must conduct «marketing research» to find the best opportunities and develop the best ways to «market» themselves to prospective employers. Many students will start their careers with marketing jobs in salesforces, in retailing, in advertising, in research, or in one of a dozen other marketing areas.
What does the term marketing mean? Many people mistakenly think of marketing only as selling and promotion. And no wonder — every day, people are bombarded with television commercials, newspaper ads, direct mail, and sales calls. It seems that we cannot escape death, taxes, or selling.
Therefore, many people are surprised to learn that selling is only the tip of the marketing iceberg: It is but one of several marketing functions — and often not the most important one. If the marketer does a good job of identifying consumer needs, developing good products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.
Everyone knows something about «hot» products to which consumers have flocked in droves. When Polaroid designed its Spectra camera, when Coleco first sold Cabbage Patch Dolls, and when Ford introduced its Taurus model, these manufacturers were swamped with orders. They had designed the «right» products — not «me-too» products, but ones offering new benefits. Peter Drucker, a leading management thinker, has put it this way: «The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service fits him and sells itself.»
This does not mean that selling and promotion are unimportant, but rather that they are part of a larger «marketing mix» — a set of marketing tools that work together to affect the marketplace. So marketing can be defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
The official American Marketing Association definition of marketing is:
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Note several things about this definition. First, marketing is viewed as a process of planning and executing, which suggests that marketing is a managerial process. Second, this managerial process involves conception (i. e., thinking of or deciding what idea, goods or service to market) and the pricing, promotion, and distribution of ideas, goods, and services. Third, the managerial process is directed at creating exchanges that satisfy individual and organizational objectives.
Marketing is part of our society. Its influence on society is more than economic. Marketing has a cultural influence on society. As a cultural phenomenon it can help shape our wants and desires. Marketing is also important to an organization because it helps that organization create successful exchange relationships with potential buyers. For this to take place, the right products must first be produced and then correctly distributed, promoted, and priced. Note that these tasks relate to our definition of marketing.
Marketing is important to each of us because it allows us to specialize. To better appreciate this, imagine a society in which each person must hunt, cook, and make his or her own clothing, shelter, and tools. Predictably, not everyone in this society would be equally proficient at all these activities. In fact, if the best hunter concentrated on hunting, the best toolmaker on making tools, and soon, then the society could create a higher level of wealth. However, this system would only work if everyone could exchange their surpluses for the goods and services they needed. By establishing a marketing system, people are given the freedom to specialize.
І. Key terms:
Product — продукт — anything, that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas.
Service — послуга — any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Target markets — цільовий ринок — a set of buyers sharing common needs or characteristics that the company decides to serve.
Wholesaler — оптовий торговець — a firm engaged primarily in wholesaling, i. e. in all activities involved in selling goods and services to those buying for resale or business use.
Retailers — роздрібні торговці — business whose sales come primarily from retailing, i.e. all activities involved in selling goods or services directly to final customers for their personal, non-business use.
Middlemen — посередники — distribution channel firms that help the company find customers or make sales to them, including wholesalers and retailers who buy and resell goods.
Marketing research — маркетингові дослідження — the function, that links the customer, the consumer, and public to the marketer through information used to identify and define marketing opportunities and problems, to generate, refine and evaluate marketing actions; to monitor marketing performance, and to improve understanding of the marketing process.
ІІ. Vocabulary notes:
identify, v.
-
say, show, prove, who or what sb. or smth. is; establish the identity of; identify smth. with smth; treat smth. as identical (with); equate (one thing with another) — ототожнювати, з’ясовувати тотожність; ідентифікувати; визначати; з’ясовувати;
-
identify (oneself) with sb./smth. — give support to, be associated with; feel close to — назвати себе; солідаризуватися, приєднатися.
identification, n.
identifying or being identified — ідентифікація, розпізнавання, з’ясовування істинності; ототожнення; пізнавання; визначення; з’ясування.
determine, v.
-
decide; fix precisely: to determine the meaning of a word — визначати;
-
calculate; find out precisely: to determine the speed of light — вимірювати, обчислювати;
-
determine to do smth.; determine on/upon smth. — decide firmly, resolve, make up one’s mind — приймати рішення, вирішувати, зважуватися, робити вибір; to determine the case — вирішити справу, ухвалити рішення у справі;
-
determine sb. to do smth./against smth. — cause to decide — спонукати, примушувати, стимулювати;
-
be the fact that determines — зумовлювати, детермінувати, прирікати;
-
to put an end to: to determine the crisis — покласти край кризі
determinable, adj.
that can be determined — визначений, юр. що минає; a lease determinable at the end of five yeasr — оренда строком на п’ять років;
define, v.
-
state precisely the meaning of (e. g. words) — визначати, да- вати точне визначення, характеризувати, давати характерис- тику;
2) state or show clearly — установлювати, окреслювати, виділяти;
definition, n.
-
defining; statement that defines — визначення, дефініція, тлумачення;
-
clearness of outline; making or being distinct in outline — якість, чіткість, виразність, певність;
-
power of a lens (in a camera or telescope) to show clear outlines — чіткість (якість, різкість) зображення;
accomplish, v.
-
perform, succeed in doing — виконувати, досягати, удосконалювати; an accomplished fact — smth. already done — доконаний факт;
-
finish successfully — завершувати, доводити до кінця;
accomplished, adj.
clever, skilled — вправний, кваліфікований, досконалий, досвідчений, освічений, культурний, вихований;
impact (on), n.
-
collision — колізія, зіткнення, сутичка;
-
force exerted by one object when striking against another — удар, поштовх, імпульс;
-
strong impression or effect — вплив, дія;
implement, v.
carry an undertaking, agreement, promise into effect — виконувати, здійснювати, забезпечувати виконання, утілення в життя;
implementation, n.
fact of carrying an undertaking, agreement, promise into effect — здійснення, виконання, утілення в життя;
design, v.
-
prepare a plan, sketch, etc. (of smth. to be made) — складати план (схему), проектувати, конструювати; виконувати;
-
make designs from which smth. will be made — проектувати, бути конструктором (дизайнером), креслити;
-
design for — set apart, intend, plan — задумувати, замишляти, мати намір, планувати; пристосовувати, призначати;
design, n.
-
drawing or outline from which smth. may be made; art of making such drawings — креслення, ескіз, малюнок, твір мистецтва;
-
general arrangement or planning (of a picture, book, building, machine, etc) — проект, творчий задум, план;
-
pattern; arrangement of lines, shapes, detailes, as ornament — малюнок, візерунок, композиція, дизайн;
-
purpose, intention, mental plan — задум, намір, мета; by design — навмисно;
benefit, n.
-
advantage; profit; help — перевага, привілей, користь, вигода, прибуток, благо; for the benefit of smb. — на благо (на користь) когось; for your special benefit — тільки заради вас;
-
act of kindness, favor, advantage — благодійність, доброчинність, благодіяння, милість;
-
allowance of money to which a person is entitled as a citizen or as a member of an insurance society, etc.; medical/unemployment/sickness benefits — пенсія, допомога (медична, страхова, за хвороби, з безробіття тощо);
-
give sb. the benefit of the doubt — виправдати когось через брак доказів;
benefit, v.
-
to do good to — приносити користь, допомагати, справляти благотворний вплив;
-
benefit from/by — receive benefit from/by — здобувати користь (допомогу), здобувати вигоду, давати прибуток;
execute, v.
-
carry out (what one is asked or told to do): execute sb’s commands; execute a plan/a piece of work/a purpose — виконувати, здійснювати;
-
(legal) give effect to: execute (a will) — виконувати (судове рішення, заповіт);
-
(legal) make legally binding: execute a legal document by having it signed, witnessed, sealed and delivered — оформляти (юридичний документ, договір тощо);
-
carry out punishment by death on (sb.): execute a murderer — страчувати (убивця);
execution, n.
-
the carrying out or performance of a piece of work, design, etc. — виконання, здійснення; put/carry smth. into execution — виконувати, здійснювати;
-
destructive effect —руйнування, спустошення;
-
infliction of punishment by death — страта;
-
giving effect to — виконання (вироку тощо); виконання формальностей, оформлення (документа); виконавчий лист;
executive, adj.
-
having to do with managing or executing: executing duties/abili- ties — виконавчий; executive power — виконавча влада; executive committee — виконавчий комітет;
-
having authority to carry out decisions, laws, decrees, etc. — урядовий, виконавчий, президентський; the executive branch of a government — виконавча гілка уряду; the executive head of the nation — а) голова уряду; б) голова держави, президент; executive order — а) урядове розпорядження; б) розпорядження президента;
-
Am. administrative — адміністративний; executive business — адміністративні питання;
executive, n.
-
the executive — administration, judiciary, legislature — виконавча влада, виконавчий орган;
-
(in the civil service) person who carries out what has been planned or decided: Executive, Am. — голова виконавчої влади; Chief Executive — а) президент (США); б) губернатор; в) мер міста;
-
person or group in a business or commercial organization with administrative or managerial powers — керівник, адміністратор;
appreciate, v.
-
judge rightly the value of; understand and enjoy — цінити, гідно оцінювати;
-
put a high value on — високо оцінювати, розуміти цінність (значення), визнавати цінність, високо ставити;
-
econ. (of land, goods, etc.) increase in value — підвищувати ціну; підвищуватися в ціні;
-
econ. give judgment, valuation — визначати вартість (ціну);
-
realize and understand — усвідомлювати, розуміти; добре знатися (на чомусь); бути знавцем; брати до уваги, ураховувати, зважати; to appreciate the necessity — зважати на необхідність;
appreciation, n.
-
judgment, valuation — оцінювання, висока оцінка, вдячність;
-
proper understanding and recognition — оцінка по заслузі, правильне розуміння; to show appreciation of smth. — визнава- ти цінність (значення) чогось; схвальний відгук; позитивна рецензія;
-
rise in value, e.g. of land, business shares — підвищення вартості (ціни); подорожчання; appreciation of capital — підвищення вартості капіталу.
ІІІ. Answer the following questions:
-
What kind of business function is marketing?
-
What is the goal of marketing?
-
Who can accomplish this goal?
-
Why do people need to know a lot about marketing?
-
Do you think that marketing is only selling and promotion? Why or why not?
-
How can the term «marketing» be defined?
-
What is the official American Marketing Association definition of marketing?
-
How is the definition of marketing provided in this text different from the view of marketing you had before you read it?
-
What is a key point about this definition?
-
Why is marketing part of our society?
-
Prove that marketing is important to each of us, to an organization and society as a whole?