Ex.9. Перепишите и письменно переведите 3, 4 и 5 абзацы текста.

MARKETING

Ex.8. Прочитайте текст, устно переведите его и выполните упражнения, данные ниже.

[1] In the 20^th century, marketing became a key factor in the success of western business and nowadays it continues to play an increasingly important role in determining company policy. The average consumer would probably define marketing as a combination of advertising and selling. In fact, it includes a good deal more. Modern marketing is most simply defined as directing the flow of goods from producers to customers. It encompasses, however, 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, product warranties, retailing, financing, and more.

Marketing can be approached in terms of marketing mix. Its components are four Ps – p roduct, p rice, p lace, p romotion – that is selling the right product at the right price, at the right place, with the right advertising.

[2] There was a time, not many decades ago, when marketing was an incidental concern¹ for businesses. The main attention was paid to production. Goods were manufactured without considering customers’ needs. What was to be produced and be on the market at any one time was determined by production managers.

Now, most businesses are market-oriented, rather than production-oriented. This means that before manufacturing this or that product, firms carry out market research for identifying consumers’ wishes and demands. Nowadays, it is a marketing manager, not a production manager who decides upon the range of products to be manufactured. Competence and skills of these professionals are highly appreciated. Moreover, to be a marketing manager means to have a prestigious and well-paid job. It is estimated that at least half of the cost that a consumer pays for a product is accounted for by marketing expenditures.

[3] Let us consider the case of the American motorbike-producing company ‘Harley-Davidson’, whose experience shows that great success can be achieved if the company follows the principles of marketing. For a number of years, the company had serious problems. Its profits decreased, and the company was facing with the threat of going bankrupt.

To survive, the company had to follow the main principles of marketing: (1) Determine the customer groups or market segments. (2) Determine their needs. (3) Position the product² in a proper way.

[4] In its operation, the company once was orienting only to a rather narrow market – young people in ‘black leather jackets’. While trying to determine new potential customers, the company identified a numerous group of baby-boomers³, born after World War II. At that time, they were in their forties. The second stage of this work was determination if these rather grown-up and conservative people could become buyers of bikes. The company studied this group as well as the features of its buying behavior⁴ and came to a conclusion that it was possible. These people were experiencing the crisis typical for people of their age, and they had to get new opportunities, new emotions and relaxation.

[6] The company decided to launch a new model and position it in such a way it could meet the needs of this target group. The new model was meant for top-end market⁵ instead of mid-range market⁶. The motorcycle was made large and reliable. A lot was done to improve the image of the motorcycle. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was very successful. Its sales have risen, and its profit margins have more than tripled. Now, the company is looking for new markets at home and abroad. It did not suffer from foreign competition, as many automobile and electronic companies did. The company survived and began prospering due to successful marketing activities.

Notes: 1) to be an incidental concern – не иметь большого значения, играть второстепенную

роль

2) to position the product – позиционировать товар [т.е. использовать рекламу и другие

элементы комплекса маркетинга, чтобы сообщить о достоинствах товара]

3) baby-boomers – люди, родившиеся в период демографического взрыва [особенно в

период с 1946 по 1964 гг.]

4) buying behavior – поведение покупателя

5) top-end market – элитарные покупатели

6) mid-range market – потребители со средним доходом

Ex.10. Выберите подходящее по смыслу слово (слова) из предлагаемых в скобках вариантов. Предложения перепишите и переведите.

1) Marketing is most simply defined as directing the flow of goods from [customers; consumers; suppliers; manufacturers; retailers; wholesalers; producers] to customers.

2) Marketing mix consists of four Ps – [ p roduction; p roduct, p lanning, p rice; p lant; p ayment; p acking; p lace; p ublicity; p ublic relations; p romotion].

3) Not many decades ago, when marketing was an incidental concern for businesses, [customers; chief accountants; general managers; office managers; production managers; state government; marketing managers; shareholders] determined what was to be produced, promoted and sold.

4) It is estimated that [capital goods expenditures; advertising expenditures; production expenditures; marketing expenditures; transportation expenditures] account for at least half of the cost that a consumer pays for a product.

5) Harley-Davidson Co. managed to avoid being bankrupt and began prospering due to [merging with General Motors Co.; launching a new motorbike model; identifying a new target group; large government subsidies; successful marketing activities; tax benefits; increasing motorcycle prices].

6) The new motorbike model was meant for [young people in ‘black leather jackets’; baby-boomers; top-end market; mid-range market; bottom-end market; middle-aged consumers].

Ex.11. Задайте вопросы к подчёркнутым словам.

1) In the 20^th century, marketing became a key factor in the success of western business.

2) The average consumer would probably define marketing as a combination of advertising and selling.

3) In its operation, the Harley-Davidson Co. was orienting only to a rather narrow target group – young people in ‘black leather jackets’.

4) New motorbikes were being advertised by such celebrities as Kurt Russell and Elizabeth Tailor.

5) After a new motorcycle model had been launched, profit margins grew more than three times.

6) Now, the company is looking for new markets at home and abroad.

7) As the Harley-Davidson Co.’s experience shows, great success can be achievedif the company sticks to the principles of marketing.

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