Vocabulary Development

INTRODUCTION INTO MARKETING

UNIT 4

Learning objectives By the end of the unit, you should be able to: · define the process of marketing · analyse the marketing concept and the benefits of marketing · describe elements of marketing mix · speak on types of marketing research · analyze market positions and strategies used by companies

1. Fill each gap in the sentences below with the correct word from the box.

segments	products	performance	distribution	price	demand
process	consumer	potential	services	promotion	services

Marketing consists of the 1) … of business activities that direct the flow of goods and 2) … from producer to 3) … or user.

Marketing is a total system of business activities designed to plan, 4) …, promote, and distribute want – satisfying 5) … and services to present and 6) … customers.

Marketing is the development and efficient 7) … of goods and services for chosen consumer 8) ….

Marketing is the 9) … in a society by which the 10) … structure for economic goods and 11) … is anticipated or enlarged and satisfied through the conception, 12) …, exchange, and physical distribution of such goods and services.

2. ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right.

Match the ‘Ps’ (1-4) to the definitions (a-d).

1. Product	a) the cost to the buyer of goods or services
2. Price	b) informing customers about products and persuading them to buy them
3. Promotion	c) where goods or services are available
4. Place	d) goods or services that are sold

3. One word in each group does not make a compound noun with the words in bold. Cross the odd one out..

1.marketing	campaign/budget/leader/strategy
2.market	research/survey/check/sector
3.product	market/range/features/manager
4.advertising	campaign/exchange/agency/slogan
5.brand	awareness/loyalty/image/contract
6.sales	figures/conditions/forecast/targets
7.price	promotion/rise/product/range

4. Match the following parts of the sentences.

1) Marketing is a process that satisfies customer needs …	a) competitors and interfunctional coordination over the long-term.
2) Marketing, and market orientation, promote …	b) deliver competitive advantage and have a degree of integration.
3) Market orientation considers customers, …	c) via long-term exchange relationships.
4) Customer value is based on …	d) with the mix being extended for service based products (the 7Ps).
5) Such benefits are delivered via the marketing mix (the 4Ps), …	e) to poor application of the concept, as opposed to any fundamental flaw.
6) Customers tend to make decisions based …	f) perceived benefits.
7) The mix does have its critics. However, criticism is normally due to …	g) the concept as a strategic business philosophy.
8) To be successful, the mix needs to meet customer expectations, …	h) on acceptability, affordability and accessibility.

o Find English equivalents to the following phrases.

Сегмент рынка, маркетинговая концепция, исследование рынка, обеспечить максимальную выгоду, распространение товаров, маркетинговый микс, целевой рынок, ассортимент товаров, увеличение цены, результаты продаж, спрос и предложение, потенциальные покупатели, продавать товары и услуги, деловая активность, эффективное продвижение, поток товаров, предвидеть потребность, информировать потребителей, себестоимость товаров, конъюнктура рынка, собирать информацию, результативность маркетинга, каналы сбыта, удовлетворить потребность, реклама и продвижение, критика маркетинга, маркетинговая стратегия, маркетологи компании, методы продвижения товара, разрабатывать план создания, целевой сегмент, воздействие на потребителей, интерес к определенным товарам, система маркетингововго аудита.

Flow of goods, efficient promotion, business activity, distribution of goods, target market, product range, price rise, sales figures, supply and demand, trade goods and services, cost of goods, market opportunities, collect information, marketing performance, to satisfy a need, criticisms of marketing, company marketers, methods of a product promotion, to plan promotion, target segment, influence on customers, interest in particular goods, market auditing system, market research marketing concept, to provide maximum benefit, marketing mix, to inform consumers, anticipate a need, potential customers, advertising and promotion, market segment, marketing strategy, distribution channels.

o Translate the text from Russian into English.

Большинство исследователей сходятся во мнении, что маркетинг - это процесс. Он начинается с исследования целевого сегмента рынка, для которого собирается работать компания. Маркетологи определяют потенциальный спрос и его размер (ёмкость сегмента рынка), то есть выявляют покупателей, потребности которых не удовлетворены в достаточной степени или испытывающих неявный интерес к определённым товарам или услугам. Производится сегментирование рынка и выбор тех его частей, которые компания способна обслужить наилучшим образом. Разрабатываются планы создания и доведения продукции до потребителя, а также стратегия маркетинг-микс (англ. marketing mix) воздействия на спрос через товар, цену, каналы распределения и методы продвижения товара. Создают систему маркетингового аудита, которая позволит оценивать результаты проводимых мероприятий и степень их воздействия на потребителей. Маркетинг начинается не столько с товара, сколько с поиска платёжеспособного потребителя, который готов нечто купить. Главным исходным продуктом всех указанных выше действий является маректинговая стратегия.

7. Fill each gap in the sentences below with the correct word from the box.

a) generate	b) specifies	c) define	d) monitor	e) identify
f) address	g) designs	h) links	i) improve	j) communicates

Marketing research is the function that 1)… the consumer, customer, and public to the marketer through information - information used to 2) … and 3) … marketing opportunities and problems; 4) …, refine, and evaluate marketing actions; 5) … marketing performance; and 6) … understanding of marketing as a process. Marketing research 7) … the information required to 8) … these issues, 9) … the methods for collecting information, manages and implements the data collection process, analyzes, and 10) … the findings and their implications.

8 .Which words can be used to talk about each P? Fill in the table.

Product	Price	Place	Promotion

Sales force, specific channel, logistics, list price, functionality, appearance, retail price, distribution channels, advertising, wholesale price, market coverage, special discounts, packaging, locations, promotional strategy, media, brand, warranty, order processing, personal selling, service levels, early payment discounts, volume discounts, public relations, quality, budget, seasonal pricing, training, transportation, returns, service, financing, support, sales promotion.

9. Fill in the missing words with the description of the marketing mix.

The traditional marketing mix was described in terms of 4 Ps.

1). … the goods and services.

2) … the cost of the product.

3) … often called distribution.

4) … which aims to make people aware of the product.

In recent years other considerations have been added, giving a list of at least 7Ps:

5) … or everyone involved from producer to consumer.

6) … which mean the wrapper or the box the product comes in, but also all added value and intangible assets.

7) … or everything to do with time.

Дата добавления: 2015-03-29