Unit 7. Marketing

I. Lead-in

• What do such words as selling, salesperson and advertising have in common?

• Think of effective methods of gathering market information.

• Would you agree to participate as a potential consumer in marketing research?

II. Study the vocabulary

in simple terms – простыми словами, проще говоря

in order to – для того чтобы

to satisfy – удовлетворять (требованиям, запросам)

profitable – прибыльный

marketing mix – комплекс маркетинга, маркетинг-микс (набор основных компонентов маркетингового воздействия, поддающихся контролю со стороны фирмы и используемых ею при продаже товара)

‘levers’ – рычаги

to refer to – ссылаться, относиться, иметь отношение

to charge for – затрачивать

pricing option – ценовая политика

wholesaler – оптовик, оптовый торговец

customer segment / market segment – потребительский сегмент, группа потребителей, объединенных по определенному признаку (возраст, доход, социальная группа)

distribution channels – каналы распределения

pre-sales information – сведения о товаре до продажи

after-sales services – гарантийное обслуживание; сервисное обслуживание

four Ps – термины маркетинга: продукт, цена, место и продвижение

four Cs (customer solution / customer cost / convenience / communication) – термины маркетинга: решение покупателя, стоимость товара, наиболее подходящий способ распространения товара для покупателя, распространение информации о товаре

customer cost – потребительская стоимость товара

to determine – определять, устанавливать

to match consumer needs – соответствовать требованиям покупателя

to mold – формировать по образцу, делать по шаблону

customer helpline – ‘горячая’ линия для клиентов

customer orientation – ориентирование на потребности покупателя

consumer profile – характеристика потребителя, перечень основных демографических и психографических характеристик потребителя конкретного товара. Данные включают возраст потребителя, его семейное положение, уровень дохода, образование, профессию, пол, место жительства и характер потребительского поведения.

high profile – заметная позиция

to draw the crowds – привлекать большое количество покупателей

per capita – на человека, на душу населения

relaunch – повторный выпуск; повторное продвижение продукции на рынок после некоторого перерыва, во время которого были внесены некоторые усовершенствования и изменения

to reinforce – укреплять, усиливать

III. Read and translate the text

Buying, selling, market research, transportation, storage, advertising – these are all part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company’s objectives. Marketing can be divided into four main elements that are popularly known as the four Ps:

• product: deciding what products or services to sell in the first place

• prices: setting prices that are attractive to particular groups of customers (segments) and that are profitable for the company

• place: finding suitable distribution channels to reach these customer groups and

• promotion: all the activities, not just advertising, used to support the product - everything from pre-sales information to after-sales service.

These are the four Ps of the marketing mix, the 'levers' of a company's marketing machine. Each one plays a vital role in the success or failure of the marketing operation

The product element of marketing refers to the goods or service that a company wants to sell. This often involves research and development (R&D) of a new product, research of the potential market, testing of the product to insure quality, and then introduction to the market.

A company next considers the price to charge for its product. There are three pricing options the company may take: above, with or below the prices that its competitors are charging. For example, if the average price of a pair of women’s leather shoes is $47, a company that charges $43 has priced below the market; a company that charges $47 has priced with the market; and a company that charges $53 has priced above the market. Most companies price with the market, selling their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders.

The third element of the marketing process – placement – involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is:

manufacturer wholesale retailer customer

Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller quantities to customers.

Finally, communication about the product takes place between buyer and seller. This communication between buyer and seller is known as promotion. There are two major ways promotion occurs: through personal selling, as in a department store; and through advertising, as in a newspaper or magazine.

Another way of looking at this is from the point of view of customers, with the four Cs. From this perspective, the marketing mix is expressed in terms of:

• customer solution: offering the right product to satisfy particular customer needs

• customer cost: the price paid directly by the customer to buy the product, including the 'price' involved in not buying another product of the same or another type

• convenience: distributing the product in the way most suitable for each type of customer

• communication: exchanging information with the customer.

The elements of the marketing mix focus on the consumer. In order to develop a successful marketing mix, researchers first ask two important questions:

• Who is going to buy the product?

• What is the potential to sell this product?

The group of customers who will probably buy the product is known as the target market. The company directs its marketing efforts toward this group of potential customers who form the target market. Once market researchers have determined the target market they wish to appeal to, the company can develop an appropriate mix of product, price, placement, and promotion. The company attempts to match consumer needs or mold consumer desires to the product being offered. For example, if the target market is middleclass teenagers, the marketing mix might consist of the following:

Product: blue jeans

Price: with the market

Placement: department store

Promotion: advertisement on a “pop music” radio station

Customers are informed about products through advertising, sales literature and so on, but customers also communicate with the seller, for example through customer helplines. This is a good way for sellers to find out more about customers and their requirements and to change or improve their offer.

Thinking of the marketing mix in these terms helps sellers maintain a customer orientation - a focus on customer needs.