Read and translate the text. Pre-reading activity

READING

PRE-READING ACTIVITY

UNIT 3. MARKETING. THE MARKETING MIX

KEYWORDS: affordable, approach, available, brand, charge, consume, contribute, distribute, execute, goods and services, objective, packaging, persuade, pricing, product, promotion, provide, return.

Look at the following quotation and define which of the meanings of the ‘art’ is used in this context.

“Marketing is the art of making someone want something you have”

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1) the use of painting, drawing, sculpture etc to represent things or express ideas;

2) the skill of drawing or painting;

3) the ability or skill involved in doing or making something.

The American Marketing Association defines marketing as follows: “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.” Several key ideas are expressed in this definition. First, marketing is a managerial function involving both planning and execution. Second, marketing involves the management of specific elements or functions: product, pricing, promotion, and distribution. Third, marketing is goal oriented. Its aim is to create exchanges that satisfy individual and organizational objectives.

The marketing mix is often referred to as the '4 Ps', i.e. product, price, place and promotion. To meet customers' needs a business must develop products to satisfy them, charge the right price, get the goods to the right place, and it must make the existence of the product known through promotion.

Products or services must meet customer requirements whatever these might be. For example, an important aspect is function - products should do what they say they can do and what they are expected to do. For example, Audi cars are popular because of their high performance. Appearance is also important. This is why, for example, consumers are prepared to pay premium prices for some of Gillette's razors.

Дата добавления: 2014-12-07