Extended Marketing Mix

The ABC of marketing is marketing mix. As well as the standard four Ps (Product, Pricing, Promotion and Placement), services marketing calls upon an extra three, totalling seven and known together as the extended marketing mix. These are:

· People: Any person coming into contact with customers can have an impact on overall satisfaction. As part of a supporting service to a product, people are particularly important because, in the customer’s eyes, they are generally inseparable from the total service.

· Process: This is the process(es) involved in providing a service and the behaviour of people, which can be crucial to customer satisfaction.

· Physical evidence: Unlike a product, a service cannot be experienced before it is delivered, which makes it intangible. This, therefore, means that potential customers could perceive greater risk when deciding whether to use a service. To reduce the feeling of risk, thus improving the chance for success, it is often vital to offer potential customers the chance to see what a service would be like. This is done by providing physical evidence, such as case studies, testimonials or demonstrations.

Marketing tends to be seen as a creative industry. It’s true that marketing requires some artistic flair, and even though the work of the marketing department is increasingly constrained by legal restrictions, to be a good marketer you need to be imaginative, provocative and intuitive.

But marketing also demands a fair degree of scientific thinking. It is a complex profession, requiring a broad understanding of technology, an awareness of how to use data, plus a good grounding in a variety of other scientific and mathematical principles. Marketing is also influenced by many of the social sciences, particularly psychology, sociology, and economics.

Successful marketing requires both a deep knowledge of customers, competitors, and collaborators and great skill in deploying an organization’s capabilities so as to serve customers profitably.

Vocabulary notes:

1. the ABC [ֽeı bi: `si:] – абетка; основа;

2. marketing mix [`mα:kıtıŋ mıks] / [`mα:kətıŋ mıks] – маркетинговий комплекс; структура маркетингу;

3. to call upon [kO:l ə`pOn] / [kO:l ə`pα:n] – закликати; вимагати;

4. to total [`təut<sup>ə</sup>l] / [`tout^əl] – становити, дорівнювати; складати; нараховувати (про суму, число);

5. extended marketing mix [ık`stendıd `mα:kıtıŋ mıks] / [ık`stendıd `mα:kətıŋ mıks] – розширений маркетинговий комплекс;

6. impact [`ımpækt] – удар; поштовх; імпульс; вплив, дія;

7. overall [ֽəuvə r `O:l] / [ֽouv ə r`O:l] – повний, загальний, граничний; всеосяжний; скрізь, всюди, повсюдно; повністю;

8. supporting service [sə`pO:tıŋ `sə:vıs] / [sə`pO:rtıŋ `sə:vəs] – служба підтримки; допоміжні служби;

9. inseparable (from) [ın`sep ə rəb^əl] – нероздільний, невіддільний; нерозлучний;

10. experienced [ık`spıəriən<sup>t</sup>st] / [ık`spıriən^tst] – досвідчений, обізнаний, кваліфікований;

11. to deliver [dı`lıvə] / [dı`lıv^ər] – розносити; доставляти; передавати, вручати виробляти, постачати;

12. to perceive [pə`si:v] / [p<sup>ə</sup>r`si:v] – сприймати, розуміти, усвідомлювати; осягати; відчувати; почувати, розрізняти;

13. evidence [`evıd ə n^ts] – очевидність; підстава; доказ; доказ; свідчення (свідків);

14. case study [ֽkeıs `stAdi] – конкретне дослідження; цільове дослідження; дослідження на конкретному прикладі; приклад;

15. testimonial [ֽtestı`məuniəl] / [ֽtestı`məuniəl] – характеристика, рекомендаційний лист; рекомендація; колективний подарунок, підношення, нагорода (вручені публічно);

16. to tend [tend] – мати тенденцію; схилятися (до чогось); мати нахил (до чогось);

17. artistic flair [α:`tıstık fleə] / [α:r`tıstık fle^ər] – художнє чуття;

18. increasingly [ın`kri:sıŋli]– все більше й більше;

19. to constrain [kən`streın] – примушувати, змушувати; стримувати; обмежувати; стискувати;

20. legal restrictions [`li:g<sup>ə</sup>l rı`strık∫^ən] – правові обмеження

21. imaginative [ı`mæGınətıv] / [ı`mæG ə nətıv] – наділений багатою уявою; образний, багатий на поетичні образи;

22. provocative [prə`vOkətıv] / [prə`vα:kətıv] – задирливий, зухвалий; провокаційний;

23. intuitive [ın`tju: ətıv] / [ın`tu:ətıv] – інтуїтивний;

24. a fair degree [ֽfeə dı`gri:] / [ֽfe<sup>ə</sup>r dı`gri:] – достатньою мірою;

25. scientific thinking [ֽsa ı ən`tıfık `θıŋkıŋ] – наукове мислення;

26. awareness [ə`weənəs] / [ə`wernəs] – обізнаність, компетентність;

27. grounding (in) [`graundıŋ] – основи знань; знання основних принципів;

28. collaborator [kə`læbəreıtə] / [kə`læbəreıt^ər] – співробітник;

29. to deploy [dı`plOı] – розгортати; використовувати; вживати;

30. capability [ֽkeıpə`bıləti] – здібність, здатність; (невикористані, потенційні) можливості.

Task 12. Tick the correct sentence.

1. The ABC of marketing is the 5 Ss. The four Ps are considered to be the ABC of marketing.	____ ____
2. Seven Ps are known as the extended marketing mix. Seven Ps are known as the standard marketing mix.	____ ____
3. Customers’ overall satisfaction may depend on communication with people selling them a product. Salespeople coming into contact with customers have no impact on their overall satisfaction.	____   ____
4. In the customer’s eyes, salespeople are generally inseparable from the total service. Salespeople are not particularly important as they are not part of a supporting service to a product.	____   ____
5. Like a product, a service can be experienced before it is delivered. Unlike a product, a service cannot be experienced before it is delivered.	____   ____
6. Marketing tends to be seen as a creative industry. Marketing does not require any artistic flair.	____ ____
7. Marketing is a complex profession which requires a broad understanding of technology. Marketing is a creative industry which does not require understanding of technology.	____   ____

Task 13. In the text “ Extended Marketing Mix” (Task 10) find the equivalents of the following words.

1. Закликати; 2. розширений; 3. основи, засади; 4. вплив, дія, імпульс; 5. нероздільний, невіддільний; 6. вирішальний, критичний; 7. очевидність, підстава, доказ; 8. зазнавати, випробувати; 9. сприймати, осягати, відчувати; 10. приклад, пошук прецедентів; 11. характеристика, атестат, свідоцтво, посвідчення; 12. художнє чуття (нюх); 13. правове обмеження; 14. наділений багатою уявою; 15. підбурювальний, провокуючий; 16. такий, що володіє інтуїцією; 17. чималий (значний) ступінь; 18. обізнаність, усвідомлення; 19. засвоєння основ (предмета); 20. конкурент, суперник; 21. співробітник; 22. (невикористані, потенційні) можливості.

Task 14. Find pairs of synonyms among the following words from the text “Extended Marketing Mix” (Task 10).

1. To demand; 2. awareness; 3. constraint; 4. to provide (a service); 5. crucial; 6. demonstration; 7. evidence; 8. knowledge; 9. restriction; 10. to deliver (a service); 11. to require; 12. vital;

Task 15. a) Use the words from the box to make up word-combinations (1-12).

knowledge	marketing	standard	services	overall	fair
particularly	customer’s	principles	physical	to serve	legal

1. _____ mix; 2. a _____ degree; 3. _____ important; 4. _____ marketing; 5. in the _____ eyes; 6. the _____ four Ps;

7. _____ restrictions; 8. _____ satisfaction; 9. deep _____ of customers; 10. _____ customers profitably; 11. providing _____ evidence; 12. scientific and mathematical _____.

b) Match the adjectives in column A (1-13) with the nouns in column B (a-m) to make up word-combinations.

A	B
1.fair 2.deep 3.good 4.legal 5.social 6.overall 7.creative 8.physical 9.complex 10.potential 11.scientific 12.supporting 13.mathematical	a)satisfaction; b)knowledge; c)restrictions; d)profession; e)grounding; f)customers; g)principles; h)evidence; i)sciences; j)thinking; k)industry; l)service; m)degree;

Task 16. a) Match the terms in column A with their definitions in column B.

A

B

1. the ABC 2. collaborator 3. marketing mix 4. services marketing 5. customer satisfaction

a)a combination of factors that can be controlled by a company to influence consumers to purchase its products; b)a situation when customers are pleased with the goods or services they have bought; c)the parts or aspects of a subject or activity that you have to learn first because they are the most important and basic; d)someone that you work with to produce a piece of work, especially a book or some research; e)marketing based on relationship and value; it may be used to market a service or a product;

b) Translate into Ukrainian paying special attention to the words in italics.

1. The term “marketing mix” was first used in 1953 by Neil Borden in his American Marketing Association presidential address.

2. Customer satisfaction with their mobile service runs at more than 90 per cent. I really believe that it is possible to both improve customer satisfaction and reduce costs.

3. In this job you need to know the ABC of chemistry.

4. The major difference in the education of services marketing versus regular marketing is that apart from the traditional “4 P’s,” Product, Price, Place, Promotion, there are three additional “P’s” consisting of People, Physical evidence, and Process.

5. The Irvine group and their collaborators are testing whether lasers do the job better.

Task 17. “ Odd man out.” In each line cross out a word that in its meaning differs from the others. Explain your choice.

1. inseparable – intuitive – intangible;

2. restrictions – artistic flair – numbers-minded;

3. awareness – capabilities – behaviour;

4. to require – to provide – to deliver;

5. artistic flair – creative industry – customer satisfaction;

6. deep knowledge – awareness – imagination;

7. the ABC – good grounding – collaborators;

8. inseparable – vital – intangible;

9. extra – supporting – standard;

10. creative – standard – intuitive;

11. to perceive – to experience – to require;

12. imagination – demonstration – evidence;

Task 18. Choose the correct preposition.

1. (As / So) well as the standard four Ps, services marketing calls (upon / in) an extra three.

2. Any person coming (at / into) contact with customers can have an impact (for / on) overall satisfaction.

3. As part (of / to) a supporting service (with / to) a product, people are particularly important because, (on / in) the customer’s eyes, they are generally inseparable (out of / from) the total service.

4. This is the process involved (at / in) providing a service and the behaviour of people, which can be crucial (to / by) customer satisfaction.

5. Marketing tends to be seen (for / as) a creative industry.

6. The work of the marketing department is increasingly constrained (to / by) legal restrictions.

7. Marketing demands a fair degree (for / of) scientific thinking.

8. It is a complex profession, requiring a broad understanding (by / of) technology, an awareness of how to use data, plus a good grounding (from / in) a variety (of / at) other scientific and mathematical principles.

9. Marketing is also influenced (with / by) many (of / from) the social sciences, particularly psychology, sociology, and economics.

10. Successful marketing requires both a deep knowledge (for / of) customers, competitors, and collaborators and great skill (in / on) deploying an organization’s capabilities so as to serve customers profitably.

Task 19. Read and translate the passage.

Many people, including some executives, still do not understand the difference between selling and marketing. In fact, many think the terms are synonymous. However, as shown below, there are vast differences between the two activities.

Selling		Marketing
Emphasis is on the product.	vs.	Emphasis is on customers’ wants.
Company first makes the product and then figures out how to sell it.	vs.	Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants.
Management is sales-volume-oriented	vs.	Management is profit-oriented.
Planning is short-run-oriented, in terms of today’s products and markets	vs.	Planning is long-run-oriented, in terms of new products, tomorrow’s markets, and future growth.
Stresses needs of seller	vs.	Stresses wants of buyers.

Task 20. Fill in the blanks with the most appropriate terms from the box.

customers	supply	product	profit
marketing	selling	demand	approach

When (1) _____ is emphasized, a company makes a product and then persuades (2) _____ to buy it. In effect, the firm attempts to alter consumer demand to fit the firm’s potential (3) _____ of the product. When (4) _____ is practiced, a much different (5) _____ is taken. The firm finds out what the customer wants and then develops a (6) _____ that will satisfy that need and still yield a satisfactory (7) _____. In this case the company adjusts its supply to the will of consumer (8) _____.

Task 21. Answer the questions.

1. Are the terms “selling” and “marketing” often used interchangeably?

2. Are they equivalent?

3. What does selling focus on?

4. What emphasis is made in marketing?

5. How does management in sales differ from that in marketing?

6. What approach to planning is taken in selling? In marketing?

7. Whose needs are of paramount importance in selling? What about marketing?

8. How can a company alter consumer demand to fit its potential supply of the product?

9. Which strategy suggests that a company should adjust its supply to the will of consumer demand?

10. Is it difficult to understand the difference between selling and marketing?

Task 22. a) Study the following words.

  · Customerand client can be used to refer to either people or companies that buy things, while consumerand clientele are used about people.   · The word customer [`kAstəmə(r)] is usually used when the thing being sold is a standard product or service: Phone companies are competing to sign up domestic customers.   · Client [`klaıənt] is someone who pays for the services of a professional person such as a doctor or lawyer. The word is referred when the thing being sold is specially prepared or designed, for example professional advice: They had advised their clients to buy the shares.   · It is now common for organisations providing public services, for example hospitals or bus companies, to refer to the people who use their services as customersor clients rather than patients, passengers, etc. This is because the words customer and client are thought to present a more professional image.   · A regular customer of a company can be referred to as an account, especially when the customer is another company: Biggart Donald, the Glasgow-based marketing agency, has won two Edinburgh accounts.   · The word consumer [kən`sju:mə(r)] AmE [kən`su:mə(r)] is used to describe any member of the public who buys things rather than a customer of a particular company: changes in consumer behaviour; consumer demand for cheap flights.   · The word clientele [ֽkli:ən`tel] / AmE [ֽklaıən`tel] (Sing) describes all the people who use a particular shop/store, hotel, restaurant or service considered as a group: The restaurant attracts a younger clientele. An exclusive / international /a regular / youngclientele; to attract / build up / havea clientele

b) Translate into English.

1. клієнт, замовник (особливо рекламної агенції);

2. покупець; замовник; клієнт;

3. клієнт; замовник; комітент;

4. фр. клієнтура;

5. споживач.

Task 23. Translate into Ukrainian.

1. Marketing is sometimes defined as simply “war” between competitors. 2. Marketing is any activity that connects producers with consumers. 3. Marketing is the method to get as many customers as possible. 4. Marketing is an approach to business that seeks to identify, anticipate and satisfy customers’ needs. 5. “Marketing” is a commonly misunderstood term. 6. Jack is the firm’s new director of marketing. 7. We are starting a wide-scope marketing campaign. 8. Our competitors are carrying out a marketing campaign that targets customers aged 20 to 30. 9. As a new marketing executive you will be in charge of developing marketing plans for new products. 10. Who heads the marketing department in your company? 11. The importance of effective marketing cannot be overestimated. 12. The product is the most important element of the marketing mix, since it holds together promotion, distribution and pricing policies. 13. The key focus of our marketing campaign will be on price. 14. Marketing is the provision of goods or services to meet customer or consumer needs. 15. Do we need to improve marketing or simply drop a particular product? 16. The direct marketing industry has become adept at packaging special offers. 17. Direct marketing on the Internet needs to be conducted with particular care. 18. Basically, you might look at marketing as the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and are getting value in return. 19. Marketing includes ongoing promotions, which can include advertising, public relations, sales and customer service. 20. Marketing online is stretching marketing budgets for many companies.

Task 24. Translate into English.

1. Маркетинг розпочинається не стільки з товару, скільки з пошуку платоспроможного споживача, який готовий щось купити. 2. У літературі існує декілька сотень визначень маркетингу. 3. Мета маркетингу – зробити зусилля зі збуту непотрібними. Його мета – настільки добре пізнати й зрозуміти клієнта, що товар або послуги будуть напевне підходити останньому і продавати самі себе. 4. Маркетингові функції формують такі поняття: нужда, потреби, попит, товар, обмін, угода та ринок. 5. Вихідною ідеєю, яка лежить в основі маркетингу, є ідея людських нужд. 6. Маркетинг – це діяльність, спрямована на створення попиту та досягнення цілей підприємства через максимальне задоволення потреб споживачів. 7. Маркетинг – це філософія бізнесу. 8. Маркетинг – це набір ефективних інструментів, які є необхідними для функціонування підприємства в умовах високої конкуренції. 9. Маркетинг – це важлива частина системи управління підприємством.

Task 25. Translate the following sayings. Choose one to comment on.

1. “ Affiliate marketing has made businesses millions and ordinary people millionaires. (Bo Bonnett)

2. “Avon invented the concept of direct marketing and direct selling beauty. And that’s still very valid to us. We’ll have a firm that will be around for another 114 years as strongly as it was the first 114. (Andrea Jung)

3. “I’m all for it. In these days, regional marketing is the only way to survive.” (John Howard)

4. “ Internal marketing is probably much more important than external marketing. That’s even more true today than it’s ever been.” (Tom Stewart)

5. “There are certain people who have become better artists, but they’re brilliant at marketing. I think someone who’s been phenomenal like that is Madonna.” (Michael Bolton)

6. “I was a pretty good coach and working with marketing was like coaching.” (Bernie Ebbers)

7. “I’m not a marketing person. I don’t ask myself questions. I go by instinct.” (Karl Lagerfeld)

8. “It will work. I am a marketing genius.” (Paris Hilton)

9. “I see the same coffee table everywhere. It’s mass marketing.” (Douglas Wilson)

10. “What can we say about a marketing culture that so openly feeds and colludes with obsession? The Disney empire has developed this to an unprecedented degree of professionalism.” (Rowan Williams)

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