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- •Издательство
- •Ж.Г. Аванесян
- •Для экономистов
- •Isbn 978-5-370-00797-2
- •Учебное издание Редактор л.Н. Волкова Корректор ал. Воробьева Компьютерная верстка к.С. Шахалина, о.Н. Баканковой
- •Отпечатано в полном соответствии с качеством предоставленных лиапозитипов вОао «Дом печати - вятка». 610033. Г. Киров, ул. Московская, 122
- •Isbn 978-5-370-00797-2
- •Business success stories of all time
- •Предисловие
- •Basics of economics
- •Essential Vocabulary
- •Exercises
- •9 * Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.
- •10. Workers questioned rated job as more
- •Words and Expressions
- •Types of businesses
- •It is important to realise that a business will have other aims. These include:
- •Essential Vocabulary
- •Corporate combinations
- •Words and Expressions
- •Multibillion-dollar corporate mergers occurred
- •Market structure
- •Essential Vocabulary
- •Exercises
- •Essentials of marketing
- •Essential Vocabulary
- •Interest-free - беспроцентный
- •Exercises
- •Marketing mix in action
- •Isolated by (3) - dividing a market into
- •Words and Expressions
- •Notes to Quotations
- •Pricing policy
- •In addition to adopting particular pricing method, a firm can also follow a number of pricing strategies or tactics. The more common of these include:
- •Exercises
- •Input in this sector is relatively small, second sawa intends to conduct a competitive pricing policy with
- •Selling price for a finished product
- •Demand, supply and market equilibrium
- •Words and Expressions
- •Insurance premium - страховые взносы
- •Irregular demand - неравномерный спрос
- •Consumers are hesitating to buy
- •Robotics and technological change
- •Goals of advertising
- •Introduce a new product or a new price schedule.
- •Essential Vocabulary
- •Increase sales увеличить объем продаж
- •Exercises
- •Impact on a product's sales but the exact effect is uncertain.
- •Advertising media
- •Words and Expressions
- •Advertising
- •In general the advertising of a particular product or service during a particular period of time is called an advertising campaign.
- •Sales promotion
- •Essential Vocabulary
- •Exercises
- •Discussing a promotional campaign
- •Distribution and sales
- •Words and Expressions
- •Personal selling
- •Notes to Quotations
- •The financial objectives of the business
- •In return for - в оплату за
- •Injection of funds вложение капитала
- •Internal finance - внутреннее финансирование
- •Exercises
- •Planning a new business
- •The financial control of the business
- •Words and Expressions
- •Interest charges - расходы по уплате процентов; процент по займам
- •The functions of money
- •Essential Vocabulary
- •Exercises
- •The history of american money and ranking
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •What Is a Gold American Eagle?
- •12 Federal Reserve banks, each representing a section
- •Inability to control credit during the 1920s. (15)
- •5,100 Banks failed, some 4,000 in 1933 alone.
- •Industry. Today, Americans have a wide choice of financial
- •Institutions where they are offered a variety (30)
- •Words and Expressions
- •Insurance payment - страховой платеж
- •Installment loan - ссуда с оплатой в рассрочку
- •Interest rate - процентная ставка
- •Usually run from one to five years
- •4. As long as the company does well the profits will be very high.
- •7 Английский язык для экономистов
- •Bill gates and microsoft corporation
- •Essential Vocabulary
- •Information technology - информационные технологии
- •Exercises
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •Isaakson did not start at the top of (4) . She
- •In 1980 she founded a (6) research and con- sulting firm Future Computing.
- •In 1981 Isaakson learned of ibm's plans to market a new personal computer. In a published report she predicted that the ibm pc would have a dramatic effect on the
- •Instant success а. Приводить в восторг, очаро-
- •Honorary degree вывать
- •In 1976, he (2) a television station, wtbs,
- •Corporation
- •In 1929, Ford, General Motors and the newly formed Chrysler Corporation - known then and now as the Big Three - accounted for 80 percent of the market.
- •Words and Expressions
- •Chapter two
- •Chapter three
- •Chapter four
- •I mean: show cards, special display stands — where we can
- •Относительная стоимость
- •Подсчитывать прибыли и убытки
- •Налоговые поступления
- •Задача бухгалтерского учета
- •Накапливать состояние
- •Не поддаваться износу
- •Чеканить монеты
- •Стабильность ценности
- •Долговечность
- •Chapter ten
- •In 1963, she decided to form her own direct-sales cosmetics company. Mary Kay built a new corporate culture based on the education, participation, and authority of women. I
- •In 1966, she decided to rebuild her personal life. She married Mel Ash, a businessman whom she had met on a blind date.
- •In 1928, Walt Disney produced a mouse character Mickey Mouse which was an overnight success and changed animation forever. As Mickey's creator Disney became a celebrity.
- •In 1952, he came up with an idea to build an amusement park, that would be entertaining for adults as well as for children. 1
- •10 Английским ялы к для 'jkohovmctOn
- •11 Am минский язык для экономистов
- •Increase or decrease the quantity supplied, eminent domain: the right of governments to take private
- •Interview: a formal meeting in which someone asks you questions to find out if you are suitable for a job, course of study, etc.
- •Inventory: stock of goods held by a business.
- •Investment: placing of money so that it will increase in value or
- •Incomes regardless of size.
- •Vaults.
- •Income is divided by common stock equity, revenue tariff: tax on imports designed to raise money for the
- •Identify a product, service or company, trade-off: giving up one thing in order to obtain something
Marketing mix in action
5* Before you listen to Dialogue No 1 use Glossary to match the words below with their definitions.
target market a. plan, usually annual, for a com-
market segmentation pany's marketing activi ties,
ma rketing plan specifying expenditure and
marketing strategy expected revenue and profits
marketing opportu- b. possibility of going in to a mar- nity ket for the first time
marketing effort c. division of the market or
consumers into certain categories according to their buying habits
company's marketing activities
market in which a company is planning to sell its goods
strategy or planning for marketing activities
7 Listen to Dialogue No 1 between two speakers and answer the questions below. Then listen again and check your answers.
What are the speakers discussing?
What are the main principles of developing a marketi ng plan?
What are the main functions of marketers?
What is the role of customers' buying habits in the marketing plan?
What are the four main elements of marketing mix?
g* Complete the text using the words from the box. There are two words which you don't need to use.
marketing strategies, advantage, competitors, market segmentation, sales promotion, target market, marketing mix, submarkets, marketing programme, buying habits, marketing opportunities, consumer needs, marketing effort, long-term demand
Companies are always looking for (1) - possi- bilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential (2) , due to their par- ticular competencies. Marketing opportunities are generally
Isolated by (3) - dividing a market into
(4) or segments according to customers' require- ments or (5) . Once a target market has been iden- tified, a company has to decide what goods or services to offer always remembering the existence of (6) .
Marketers do not only identify (7) , the3^ can
anticipate them by developing new products. They will then
have to design (8) and plan marketing programmes,
and then organize, implement, and control the (9) .
Once the basic offer, for example a product concept, has been
established, the company has to think about the (10) -
the set of all the various elements of a (11) , their
integration, and the amount of effort that a company can expend on them in order to influence the (12) .
9* Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.
marketing concept а. регулирование сбыта, управ-
marketing research ление маркетингом
marketing know-how b. практические знания и опыт
marketing control в овладении рынком
marketing forecast с. стратегия в области сбыта
marketing policy d. прогноз рыночной конъюнктуры
long-term demand е- долговременный спрос
driving force f. концепция маркетинга
движущая сила
маркетинговые исследования
|0 Listen to Dialogue No 2 between two speakers and answer the questions below. Then listen again and check your answers.
What are Ellen's plans for the future?
What is the main idea underlying "the marketing concept"?
What are the main principles of marketing policy?
What is meant by marketing forecast?
Is it possible to create long-term demand?
Unit 3. READING COMPREHENSION
MARKETING MANAGEMENT STRATEGIES
Marketing management is carrying out tasks to achieve desired exchanges with target markets. What strategy should guide these marketing efforts?
There are five competing concepts under which organizations conduct their marketing activity: the production, product, selling, marketing, and societal marketing concepts.
The Production Concept
The production concept holds that consumers will favor products that are available and highly affordable, and therefore management should focus on improving production and distribution efficiency. This concept is one of the oldest philosophies guiding sellers.
The production concept is a proper strategy in two types of situations. In the first, the demand for a product is bigger than the supply. In this case, management should look for ways to increase production. The second situation is one in which the product's cost is high and improved productivity is needed to bring it down. Today Texas Instruments (TI) follows the philosophy of increased production and lower costs in order to bring down prices. It won a major share of the American hand-calculator market with this philosophy.
The Product Concept
Another major concept guiding sellers, the product concept holds that consumers will favor products that offer the most quality, performance, and features, and therefore the organization should devote its energy to making continuous product improvements. Sometimes the product concept leads to marketing myopia. Railroad management thought that users wanted trains rather than transportation and overlooked the growing challenge of airlines, buses, trucks, and automobiles. Colleges assume that high school graduates want a liberal arts education rather than specific job skills and overlook the increasing challenge of vocational schools.
The Selling Concept
Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless the organization undertakes a large selling and promotion effort. The selling concept is practiced hardest with unsought goods, those that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. These industries are good at tracking down prospects and hard-selling them on product benefits. The selling concept is also practiced in the nonprofit area. A political party will vigorously sell its candidate to the voters as being a fantastic person for the job.
The Marketing Concept
The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. This concept is a relatively recent business philosophy. The marketing concept has been stated in colorful ways, such as "Find a need and fill it"; "Make what you can sell instead of trying to sell what you can make"; and "We're not satisfied until you are". J. C. Penney's motto summarizes this concept: "To do all in our power to pack the customer's dollar full of value, quality, and satisfaction".
The selling concept and the marketing concept are frequently confused.
The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company's existing products, and calls for heavy selling and promoting as a means to achieve profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates all the marketing activities that affect customers, and produces profits by creating customer satisfaction. Under the marketing concept, companies produce what consumers want and, in this way, satisfy consumers and make profits.
The marketing concept is practiced more in consumer-goods companies than in industrial-goods companies and more in large companies than in small companies. Also, many companies claim they practice the concept but do not. The}' have the forms of marketing - such as a marketing vice-president, product managers, marketing plans, marketing research - but not the substance. Several years of hard work are needed to turn a sales-oriented company into a market-oriented company.
The Societal Marketing Concept
The societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well-being. The societal marketing concept is the newest of the five marketing management philosophies.
The societal marketing concept questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, world hunger and poverty, and neglected social services. It asks if the firm that senses, serves, and satisfies individual wants is always doing what is best for consumers and society in the long run. The pure marketing concept overlooks possible conflicts between short-run consumer wants and long-run consumer welfare.
The societal marketing concept calls upon marketers cobalance three considerations in setting their marketing policies. Originally, companies based their marketing decisions largely on short-run company profit. Then they began to recognize the long-run importance of satisfying consumer wants, and this recognition introduced the marketing concept. Now they are beginning to think of society's interests when making decisions. The societal marketing concept calls for balancing all three considerations-company profits, consumer wants, and society's interests. Many companies ha ve made large sales and profit gains by practicing the societal marketing concept.