Dialogue No 2 (212 words)

Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.

Listen to Dialogue No 1 between two speakers and answer the questions below. Then listen again and check your answers.

1. What are the speakers discussing?

2. What are the main principles of developing a marketing plan?

3. What are the main functions of marketers?

4. What is the role of customers' buying habits in the mar­keting plan?

5. What are the four main elements of marketing mix?

8* Complete the text using the words from the box. There are two words which you don't need to use.

marketing strategies, advantage, competitors, market segmentation, sales promotion, target market, market­ing mix, submarkets, marketing programme, buying habits, marketing opportunities, consumer needs, marketing effort, long-term demand  

Companies are always looking for______(1)_____- possi­bilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential______(2)_____, due to their par­ticular competencies. Marketing opportunities are generally isolated by ______(3)_____ ~ dividing a market into ______ (4)_____or segments according to customers' require­ments or______ (5)_____. Once a target market has been iden­tified, a company has to decide what goods or services to offer always remembering the existence of (6) ___.

Marketers do not only identify _____ ( 7)____, they can anticipate them by developing new products. They will then have to design______ (8 ) ____ and plan marketing programmes, and then organize, implement, and control the______ (9)____.

Once the basic offer, for example a product concept, has been established, the company has to think about the_____ (10)____- the set of all the various elements of a______(11)_____, their integration, and the amount of effort that a company can expend on them in order to influence the______(12)_____.

1. marketing concept а. регулирование сбыта, управ-

2. marketing research ление маркетингом

3. marketing know-how b. практические знания й опыт

4. marketing control в овладении рынком

5. marketing forecast с. стратегия в области сбыта

(i marketing policy d. прогноз рыночной конъюнктуры

7. long-term demand е. долговременный спрос

8- driving force f. концепция маркетинга

g. движущая сила

h. маркетинговые исследования

Two old friends Ellen and Andrew are discussing the approaches to marketing research.

ELLEN: So, you have come to Manchester to study. What subject?

ANDREW: I am doing a marketing diploma and I hope also a doctor's degree in business administration.

ELLEN: Really? What problem are you concerned with?

ANDREW: You see, in recent years marketing has become a driving force in most companies. Underlying all market­ing strategy is "the marketing concept".-

ELLEN: What exactly does it mean?

ANDREW: Well, we must produce what people want, not what we want to produce. That means that we put the cus­tomer first.

ELLEN: You mean, you carry out marketing research, am I right? And in this way you can supply exactly what the customer wants.

ANDREW: Sure, we can do this by developing marketing know-how.

ELLEN: Well, from what you are saying it seems nowadays a company needs marketing control.

ANDREW: I tell you, a company that believes in marketing effort is forward-thinking and it doesn't rest on its past achievements: it must create a marketing policy having a clear idea of what causes the customers to buy.

ELLEN: Are you speaking of marketing forecast? You mean marketers should not only identify consumer needs; they should anticipate them by developing new products.

ANDREW: Exactly, and what's more: to create long-term demand, perhaps by modifying particular features of the product to satisfy changes in consumer needs or market conditions.

ELLEN: Sorry, Andrew, I've got to go, it was nice talking to you. Bye.

ANDREW: Bye.

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