VI. Выберите подходящие по смыслу слова и вставьте в пропуски. Подчеркните их

What is Marketing?

А market can be defined as all the potential customers ...1… а particular need or want. Marketing is the process of developing, pricing, distributing and promoting the goods or services that satisfy such needs. Marketing therefore combines market research, new product development, distribution, advertising, promotion, product improvement, and so on. According to this definition, marketing begins and ends with the customer. Truly successful marketing …2… the customer so well that the product or service satisfies а need so perfectly that the customer is desperate to buy it. The product almost …3… itself. Of course this will only happen if the product or service is better than those of competitors.

Companies are always looking for marketing opportunities - possibilities of …4… unsatisfied needs. Marketing opportunities are generally isolated by market segmentation ­…5… а market into submarkets or segments according to customers' requirements or buying habits. Once а target market has been identified, a company has to decide what goods or services to …6… always remembering the existence of competitors.

Marketers do not only identify consumer needs; they can ...7… them by developing new products. They will then have to design marketing strategies and plan marketing programmes. Once the basic offer, for example а product concept, has been established, the company has to think about the marketing mix - the set of all the various elements of а marketing programme, their integration, and the amount of effort that а company can expend on them in order to ...8... the target market. The best-known classification of these elements is the 4 P's: Product, Price, Promotion and Place.

Aspects to be considered in marketing а product include its …9…, its features, style, brand name, size, packaging, services and guarantee, while price includes consideration of things like the basic list price, …10…, the length of the payment period, and possible credit terms. Place in а marketing mix includes such factors as …11…, coverage of the market, locations of points of sales. Рromotion groups together advertising, publicity, sales promotion and …12… .

Anticipate, dividing, filling, influence, distribution channels, personal selling, offer, discounts, sharing, sells, quality, understands

Спишите и переведите словосочетания:

1. to develop a product

2. to satisfy the needs

3. to offer goods and services

4. to anticipate the consumer needs

5. to influence the target market

6. to consider credit terms

Контрольное задание №3

Вариант 1

Вариант 2

Контрольное задание №4

Вариант 1

Вариант 2

6. ДЛЯ САМОСТОЯТЕЛЬНОЙ РАБОТЫ

The Role of Personnel Management

(The persoппel director describes the structure of the department.)

The department is headed by me as personnel director. I act as the main spokesman of the department and represent personnel issues in all our senior management discussions and also in policy-making meet­ings. Then there are four managers who report to me, though one of the positions is vacant at present. Let's take them individually.

First, there is our recruitment and selection manager. She is respon­sible for maintaining contact within the community -looking for manpower according to our needs. In fact, she now has to travel extensively to search for qualified job applicants - that's а feature of the job mar­ket at present.

Next, we have the compensation and benefits manager. He handles the company's employee benefits programme that's primarily health insurance and pension plans.

Then, we have the training and development manager. This post is current1y vacant but we are advertising in the national press as well as using other channels: so we hope to have someone installed pretty soon. We have а strong tradition of providing vocational training for our people and а sizeable team of specialists in charge of planning, organizing and directing а wide range of training activities.

Finally, there's our employee relations manager. She deals with the collective relationship between management and employees and ad­vises us on all aspects of union management relations. So, those are the four managers who are accountable to me; and each manager takes care of а section.

So, moving on. Each of these managers is supported by an individ­ual, or а small team. In recruitment and selection, the manager is assisted by what we саll а recruitment officer. The compensation and benefits manager works with а benefits administrator and а job analyst in а small team. Our training and development manager is supported by two training officers, and they are in charge of а team of some seven instructors. And finally there is our employee relations manager who is supported by two employee relations officers.

Of course, I’ve forgotten to mention our hea1th, safety and welfare people. They are, naturally, part of the management team, but not part of the personnel department. They provide staff or service functions to the whole organization. First1y, there's the medical officer, who is, in fact, а trained doctor. Then, there is the safety officer, who has two broad activities - to make our work safe and to ensure safe working practices throughout the organization. So, that's the personnel depart­ment, the sections and the teams, together with the support of the health, safety and welfare people.

How companies advertise

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising which is designed to build up their reputation rather than to sell particular products.

Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than а single company. The most talented advertising people generally prefer to work for agencies rather then individual companies as this gives them the chance to work on а variety of advertising accounts (contracts to advertise products or services). It is also easier for а dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.

The client company generally gives the advertising agency an agreed budget; а statement of the objectives of the advertising campaign, known as а brief and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements (the word is often abbreviated to adverts or ads), and develops а media plan specifying which media - newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions. (On television and radio, ads are often known as commercials.) Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of а country before а final choice is made prior to а national campaign.

Marketing strategies

Marketing people do not like to admit that they have anything to do with sales, but, obviously, the whole purpose of marketing is to create а situation in which а sale саn be made.

Buying, selling, market research, transportation, storage, advertising – ­these are all parts 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 known as the four P's : product, price, placement and promotion.

The marketing strategies of determining product, price, placement and promotion are not planned in isolation. Marketing analysts often look at а combination of these four factors. This combination of these four P's is known as the marketing mix. In order to develop а 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 product element of marketing refers to the goods or services that а company wants to sell. Next, а company 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. Most companies sell their goods or services for average prices established by major producers in the industry.

The third element of the marketing process - placement - involves getting the product to the customer. This takes place through the channels of distribution. А common channel of distribution is: manufacturer - wholesaler - retailer - customer.

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

Finally, communication about the product takes place between buyer and а seller and is known as promotion. There are two major ways of promotion: l) through personnel selling, as in а department store; 2) and through advertising, as in а newspaper or magazine, etc.

Risk

Companies face four types of risk and that is firstly the risk of simply doing nothing. Another type of risk is what’s called credit or guarantee risk. There is also political risk and a final example is the risk of catastrophe or other disruption happening to a business.

Business is all about striking the right balance between risk and reward. The first is the risk of doing nothing and, strange as it may seem, many businesses make this mistake. This could be the company that tries to pries to preserve the exact position that has always served it well in the past, and here the risk is the company will end up going out business. There are many companies in the world that have done very well on the back of a very simple product, and that is absolutely true. But if you look really closely at what they are doing, you will find that they are constantly reviewing their price, they are constantly reviewing their marketing position and they will also invest really heavily into investing and protecting their brand. So the message here is never do nothing.

The second risk relates to companies that give credit or rely on guarantees from others. Both of these will reduce profits if they go wrong. If you want to increase sales, you need new customers, and this may mean selling on credit. So you ship out a consignment of stock and sit back and wait for the customer to repay you. Unfortunately, sometimes the customer doesn’t repay you. They may have gone out of business or simply they may have “gone away”. You are relying on the guarantee of a person or a company. Quite often, though, the guarantee is only as good as the person giving the guarantee.

The third risk is to always be aware of the political agenda. You need to know what is on the government’s current agenda. Is that is likely to change, and if so, how will that affect my business?

The fourth and final example of risk is a company being caught up is some sort of catastrophe or other disruption, such as fraud or criminal damage, that causes interruption to trading. The key question here is, does the business have the people and the plans to cope with that sort of disruption and catastrophe? Many major disruptions have been the end to many good businesses in the past. That is particularly so if the business is located in a single location.

Risk is all about threats and opportunities, and one of the biggest problems that companies face is the quality and the timing of the information that is available on the risks they face. Good information gives you power, and if you have relevant and reliable information, you have a much better chance of managing risk. The management of the risk is absolutely important here, and you need to have a reliable management team that can, in turn, act on that risk. Once you have identified a threat, you need to have really good communication lines between the key players in the company. Then you can take appropriate and swift action on those risks.

Which of the following statements seem to you to be generally true?

1. People dislike work and avoid it if they can.

2. Work is necessary to people's psychological well-being.

3. People avoid responsibility and would rather be told what to do.

4. People are motivated mainly by money.

5. Most people are far more creative and ingenious than their employers realize.

6. People are motivated by anxiety about their security.

7. People want to be interested in their work and, given the right conditions, they will enjoy it.

8. Under the right conditions, most people will accept responsibility and want to realize their own potential.

THEORY X AND THEORY Y

In The Human Side of Enterprise, Douglas McGregor outlined two opposing theories of work and motivation. What he calls Theory X is the traditional approach to workers and working which assumes that people are lazy and dislike work, and that they have to be both threatened (for example, with losing their job) and rewarded. It assumes that most people are incapable of taking responsibility for themselves and have to be looked after. Theory Y, on the contrary, assumes that people have a psychological need to work and want achievement and responsibility.

Later theorists argued that Theory Y makes much greater demands on both workers and managers than McGregor realized. Abraham Maslow, for example, spent a year studying a Californian company that used Theory Y, and concluded that its demands for responsibility and achievement are excessive for many people. He pointed out that there are always weak and vulnerable people, with little self-discipline, who need protection against the burden of responsibility. Even strong and healthy people need the security of order and direction. Managers cannot simply substitute Theory Y for Theory X. They have to replace the security provided by Theory X with a different structure of security and certainty.

Summarizing

Read the text again and complete the following sentences, using your own words as much as possible.

1 According to Theory X, employers have to threaten workers because...

2 According to Theory Y, employers should give their workers responsibilities because...

3 Maslow criticized Theory Y because...

4 Maslow argued that even though they might want to be given responsibilities at work...

Discussion

One of the most important functions of a manager is to motivate the employees under his or her authority. But how? What kind of things motivate you? Which of the following factors have been or will be important for you in your choice of a job?

Classify them in order of importance.

■ good administration and good ■ job security

labour relations ■ a challenging, interesting and

■ good working conditions: enough creative job

space, light, heat and time, not too ■ responsibility

much noise, and so on ■ contact with people

■ an adequate wage or salary, and ■ opportunities to travel

benefits such as paid holidays, sick ■ holidays

pay, a pension, and so on

Are there any other important factors that are not listed here?

MARKET LEADERS, CHALLENGERS AND FOLLOWERS

1.......................................................................................................

In most markets there is a definite market leader: the firm with the largest market share. This is often the first company to have entered the field, or at least the first to have succeeded in it. The market leader is frequently able to lead other firms in the introduction of new products, in price changes, in the level or intensity of promotions, and so on.

2.......................................................................................................

Market leaders usually want to increase their market share even further, or at least to protect their current market share. One way to do this is to try to find ways to increase the size of the entire market. Contrary to a common belief, wholly dominating a market, or having a monopoly, is seldom an advantage: competitors expand markets and find new uses and users for products, which enriches everyone in the field, but the market leader more than its competitors. A market can also be expanded by stimulating more usage: for example, many households no longer have only one radio or cassette player, but perhaps one in each room, one in the car, plus a Walkman or two.

3.......................................................................................................

In many markets, there is often also a distinct market challenger, with the second-largest market share. In the car hire business, the challenger actually advertises this fact: for many years Avis used the slogan 'We're number two. We try harder.' Market challengers can either attempt to attack the leader, or to increase their market share by attacking various market followers.

4.......................................................................................................

The majority of companies in any industry are merely market followers which present threat to the leader. Many market followers concentrate on market segmentation: ding a profitable niche in the market that is not satisfied by other goods or services, and that offers growth potential or gives the company a differential advantage because of its specific competencies.

5.......................................................................................................

A market follower which does not establish its own niche is in a vulnerable position: if its product does not have a 'unique selling proposition' there is no reason for anyone to buy it. In fact, in most established industries, there is only room for two or three major companies: think of soft drinks, soap and washing powders, jeans, sports shoes, and so on. Although small companies are generally flexible, and can quickly respond to market conditions, their narrow range of customers causes problematic fluctuations in mover and profit. Furthermore, they are vulnerable in a recession when, largely for psychological reasons, distributors, retailers and customers all prefer to buy from big, well-known suppliers.

THE FOUR MAJOR PROMOTIONAL TOOLS

The basic idea behind the 'marketing concept' - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfies a need has to be made known to its target customers. During the introduction and growth stages of the standard product life cycle, the producer (or importer, and so on) has to develop product or brand awareness, i.e. inform potential customers (and distributors, dealers and retailers) about the product's existence, its features, its advantages, and so on.

According to the well-known 'Four Ps' formulation of the marketing mix (product, place, promotion and price), this is clearly a matter of promotion. Since budgets are always limited, marketers usually have to decide which tools - advertising, public relations, sales promotion, or personal selling - to use, and in what proportion.

Public relations (often abbreviated to PR) is concerned with maintaining, improving or protecting the image of a company or product. The most important element of PR is publicity which (as opposed to advertising) is any mention of a company's products that is not paid for, in any medium read, viewed or heard by a company's customers or potential customers, aimed at assisting sales. Many companies attempt to place stories or information in news media to attract attention to a product or service-Publicity can have a huge impact on public awareness that could not be achieved by advertising, or at least not without an enormous cost. A lot of research has shown that people are more likely to read and believe publicity than advertising.

Sales promotions such as free samples, coupons, price reductions, competitions, and so on, are temporary tactics designed to stimulate either earlier or stronger sales of a product. Free samples, for example, (combined with extensive advertising), may generate the initial trial of a new product. But the majority of products available at any given time are of course in the maturity stage of the life cycle. This may last many years, until the product begins to be replaced by new ones and enters the decline stage. During this time, marketers can try out a number of promotional strategies and tactics. Reduced-price packs in supermarkets, for example, can be used to attract price-conscious brand-switchers, and also to counter a promotion by a competitor. Stores also often reduce prices of specific items as loss leaders which bring customers into the shop where they will also buy other goods.

Sales promotions can also be aimed at distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage I off-season buying, or the stocking of items related to an existing product. They might I equally be designed to strengthen brand loyalty among retailers, or to gain entry to new markets. Sales promotions can also be aimed at the sales force, encouraging them to increase their activities in selling a particular product.

Personal selling is the most expensive promotional tool, and is generally only used sparingly, e.g. as a complement to advertising. As well as prospecting for customers, spreading information about a company's products and services, selling these products and services, and assisting customers with possible technical j problems, salespeople have another important function. Since they are often the only person from a company that customers see, they are an extremely important channel of information. It has been calculated that the majority of new product ideas come from customers via sales representatives.