You are discussing a new product with your marketing manager. You may use the dialogue below as a model

A.

SPEAKING

Emily:	We need to position (devise a careful marketing strategy) the new line (product) of our Hair Care for Men very carefully because it could turn out to be a real cash cow (money-maker), even though the product is somewhat gender-biased. Since the aims of this product are primarily yuppies (young urban professionals), we need to come up with ideas for a new image as well as effective ways to target this market.
Roger:	What if we start by counter-marketing (convincing the public not to buy) other products like it? After all, it’s supposedly the best on the market and it uses the best hair care technology. In fact, we test-marketed the products and everyone in the test group loved them!
Irene:	Once we get a good hook (attractive advertisement), we should begin a marketing blitz (extremely aggressive marketing campaign) to move the product. I think we should start by contacting a list broker (someone who can sell us a list of potential customers) and get names of men who subscribe to fashion magazines. Then we may call them and offer a rebate (partial refund) if they order now.
Jack:	It may also be a good idea to launch (introduce to the public) the product in December.

B.

Summarize the information of the Unit to be ready to speak on Marketing. Use the following prompts as a plan.

– definitions of marketing;

– market segmentation;

– target market;

– marketing mix (the four Ps);

– relations of marketing to other social sciences;

– need in marketing information;

– Marketing Information System (MIS);

– steps in marketing research.

VOCABULARY

brand n – фабричная марка, качество

implement v – выполнять, осуществлять, обеспечивать выполнение

~ a contract – выполнить договор

~ a decision – проводить постановление (решение) в жизнь;

implement n – орудие, инструмент, прибор; принадлежность, утварь

~s of production – орудия производства

implementation n – выполнение, осуществление

market research – изучение возможностей рынка, изучение проблем спроса, исследование рынка сбыта, исследование товарного рынка

market segmentation – сегментирование рынка

marketing – маркетинг, торговля, сбыт, продажа

~ strategy – рыночная стратегия

~tactics – тактика маркетинга

mass ~ – массовый маркетинг

target ~ – целевой маркетинг

consumer-goods ~ – маркетинг потребительских товаров

means-of-production ~ – маркетинг средств производства

test ~ – пробный маркетинг

service ~ − маркетинг услуг

GLOSSARY

· Brand is: 1. trade mark (painted or printed on boxes, tins, packets, etc.); 2. particular kind of goods with such a mark.

· Macromarketing describes how the whole system of production and distribution works in a society.

· Market research estimates the demand for specific products and services, describes the characteristics of probable customers, and measures potential sales.Marketing research studies people as buyers and sellers, examining their habits, attitudes, preferences, dislikes, and purchasing power and almost every aspect of the seller-buyer relationship. It also investigates distribution systems, pricing, promotion, product design, packaging, brand names, etc.

· Market segmentation involves aggregating prospective buyers into groups that 1) have common needs and 2) will respond similarly to a marketing action.

· Target market is the market, which concentrates its efforts on certain needs of a specific group of potential customers.

· Marketing encompasses a broad range of activities including product planning, new-product development, organizing the channels by which the product reaches the customer, the actual distribution of products, wholesaling, price setting, advertising and promotion, public relations, retailing, product warranties, financing, and more.

· Marketing Mix, usually called the 4 Ps, include:

– Product: a good, a service, or an idea to satisfy the consumer’s needs;

– Price: what is exchanged for the product;

– Promotion: a means of communication between the seller and buyer;

– Place: a means of getting the product into the consumer’s hands.

· Marketing program is a plan that integrates the marketing mix to provide a good, or service to prospective customers.

· Marketing strategy is a means by which a marketing goal is to be achieved

· Marketing tactics are detailed day-to-day operational decisions that must be taken right away.

· Micromarketing describes the activities of individual firms, beginning with originating and producing products and ending when the products reach the final user, the customer.

Дата добавления: 2014-11-16