Unit 15. Marketing and its orientation

A B

Package пакувати

Charge призначати, вимагати плату

Promotion сприяння у продажу (товару)

Маркетингу

Marketing mix формула маркетингу, комплекс

Take into consideration брати до уваги

Objective мета, завдання

Demand попит, потреба

Unit 14. Marketing

Active vocabulary

involve містити в собі, мати на увазі

appropriate відповідний, підхожий

achieve досягати, успішно виконувати

marketing strategy стратегія маркетингу

support підтримка, допомога

reliability надійність

distribution розподіл, розповсюдження;

розміщення

Marketing involves analyzing and understanding customer demand in order to enable the company to provide the most appropriate products and services.

A company’s approach to achieving its marketing objectives is called marketing strategy.

The various factors a company must t ake into consideration when developing its marketing objectives are referred to as marketing mix. The marketing mix is often summarizedas the so-called four P’s: product, price, place, promotion: what to sell, to whom, to where and with what support.

Product can be defined as goods or service that you are marketing and includes its design, quality and reliability.

Price refers to how much money a company charges for its product. The marketing view of pricing involves considering the value of a product, the value of sales required.

Place refers to distribution, that is, how and where the product is made available to customers.

Promotion means presenting the product to the customer. Promotion involves considering the packing and presentation of the product, its image, the product name, advertising.

Exercise 1. Give the English for:

купівельний попит, досягати мети, стратегія маркетингу, брати до уваги різні фактори, формула маркетингу, підтримка, якість та надійність, обсяг продажу, сприяння у продажу (товару), пакування товару, реклама.

Exercise 2. Match words from the list A with words from the list B that have a similar meaning:

involve cost

appropriate supply

achieve empower

objective assistance

support aim

enable reach

provide suitable

price include

Exercise 3. Match the words with the correct definitions from the list below:

value, charge, appropriate, price, demand, marketing, distribution, objective, promotion;

1. the desire of consumers to obtain goods and services;

2. an aim or target;

3. advertising or other activity intended to increase;

4. the movement of goods to places where they can be sold;

5. the actions of identifying, satisfying and increasing the buyer’s demand for

company’s products.

6. the amount of money for which something can be bought or sold;

7. to put a price on; to ask for payment from;

8. correct, suitable;

9. the worth of something in terms of the money or goods for which it can be

exchanged.

Exercise 4. Write an appropriate word or phrase in the following sentences:

strategy, audit, marketing environment, value, appropriate, charges, price, distribution, promotion, objective, demand, marketing.

1. … for reliable cars has increased.

2. Our main … is to reduce prices.

3. Television advertising is an expensive but effective method of ….

4. The company’s main activities are manufacturing, marketing and ….

5. She works in ….

6. We can’t afford buying the computer at that ….

7. The bank … 1% for charging traveller’s cheques.

8. This company is very successful, so she has made the … choice in joining it.

9. The … of this home has doubled since we bought it.

10. The company has increased sales because of a favourable ….

11. The organization has decided to follow the recommendations of the most recent marketing….

12. Next meeting of the Board of Directors will discuss our new marketing …

Active Vocabulary

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