Dialogue No 1 (274 words)

MARKETING MIX IN ACTION

Translate the following sentences from Russian into English.

Find English equivalents for the following Russian expressions.

1. предвосхищать потребности потребителя

2. удовлетворять потребности потребителя

3. распознавать потребности потребителя

4. соответствовать предпочтениям потребителя

5. маркетинговая смесь

6. приспособить существующие товары

7. беспроцентный кредит

8. назначить цену

9. дешево и добротно

10. дешево и некачественно

1.Маркетинговая смесь различается в зависимости от вида продаваемого товара.

2. Четыре «пи» - товар, цена, продвижение, место мо­гут сочетаться различным образом.

3. Низкая цена может вызвать у потребителей подозрение.

4. Если цена товара выше, это означает, что качество товара выше.

5. Фирма обычно предоставляет скидку на оптовые за­купки.

6. Выпуск нового товара на рынок обычно требует мно­го рекламы.

Unit 2. LISTENING

6* before you listen to Dialogue No 1 use Glossary to match the words below with their definitions.

a. target market

b. market segmentation

c. marketing plan

d. marketing strategy

e. marketing opportu­nity

f. marketing effort

a. plan, usually annual, for a com­pany's marketing activities, specifying expenditure and expected revenue and profits

b. possibility of going into a mar­ket for the first time

c. division of the market or consumers into certain cate­gories according to their buying habits

d. company's marketing activi­ties

e. market in which a company is planning to sell its goods

f. strategy or planning for mar­keting activities

Jenny Brown and Alex Cleevelend are discussing the main principles of a marketing plan.

JENNY: Can you instruct me on some principles of develop­ing a marketing plan?

ALEX: Well, the marketing plan should be flexible enough and supported by well-developed and effective marketing serv­ices. But first of all the problem of target market is to be settled.

JENNY: And has our target market been identified yet?

ALEX: Yes, it has, and now the company has to decide what goods or services to offer while always remembering the existence of its competitors. Companies are always look­ing for marketing opportunities - possibilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential advantage, due to their particular compe­tencies.

JENNY: Are there any problems in this area?

ALEX: Marketing opportunities are generally isolated by market segmentation - dividing a market into submarkets or segments according to customers' requirements or buy­ing habits.

JENNY: You see, we were told at the Business School that marketers do not only identify consumer needs; they can anticipate them by developing new products.

ALEX: That's right. Marketers should design marketing strategies and plan marketing programmes, and then organize, implement, and control the marketing effort.

JENNY: What do you mean by controlling the marketing effort?

ALEX: Well, once the basic offer, for example a product con­cept, has been established, the company has to think about the marketing mix - the set of all the various elements of a marketing plan, their integration, and the amount of effort that a company can expend on them in order to influence the target market.

JENNY: If I am not mistaken the best-known classification of these elements is the four P's: Product, Price, Promotion and Place, isn't it?

ALEX: Good for you! I am sure very soon you'll make an effective marketer!

Дата добавления: 2014-12-29