Vocabulary. How can you explain the meaning of the word marketing?

UNIT 1

MARKETING

Discussion

How can you explain the meaning of the word marketing? What skills are of the most use for specialist in marketing?

TEXT 1

Philosophy of market. Defining marketing.

Vocabulary

Managerial - управленческий to assess - оценивать promotional activities - действия по продвижению товара price discounting - ценовые скидки placement - размещение couponing - использование купонов enhancement - увеличение, улучшение survey data - данные осмотра, оценки

audits - проверки advent - появление coincidence - совпадение sophisticated - изощренный prevalent - преобладающий, превалирующий competitors - конкуренты extent - зд. масштаб доля рынка

A prominent economist Philip Kotler defines marketing as «a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. Marketing research is used to assess the market's response to the firm's marketing inputs which include promotional activities such as price discounting, placement of in-store displays, multimedia advertising, and couponing; expanding distribution; and product development and enhancement. The goal of marketing research is to assist the firm in determining the most effective, i.e. most profitable, mix of marketing inputs given knowledge of the marketplace.

As a formal scientific discipline marketing research began in the early twentieth century with most analyses being based on survey data. In the 1930s, the A. C. Nielsen Company began collecting in-store data using manual audits. Today, with the advent of scanning technology, the amount of timely data available from stores and household panels has grown exponentially. Coincident with this data explosion, the data delivery systems and the techniques used to analyze the data have become increasingly sophisticated. Marketing research is an integral part of organizations in both the consumer durable and nondurable goods sectors, and in recent years the use of marketing principles has become increasing prevalent among nonprofit and government sectors.

Marketing research is interdisciplinary requiring the knowledge of economists, operations researchers, psychologists, and statisticians. For the economist, the economic theory of consumer behavior and the theory of the firm provide basic building blocks. Marketing research can be viewed as an operational or tactical activity and as a strategic activity. Although both activities require knowledge of the workings of the marketplace at both the macroeconomic and microeconomic levels, tactical -analyses focus on monitoring a product's performance and testing the effectiveness of marketing programs relative to competitors. Strategic research involves selecting and optimizing marketing opportunities.

In order to understand the marketplace, the researcher must define the market in terms of both the geographic unit and the product class and collect data. Data on consumer purchases permit an analyst to determine what was sold and how particular brands performed relative to each other. In addition to sales and price information, causal data assist the analyst in understanding the reason that sales took place. Examples of causal data are newspaper advertising, which indicates the extent of retailer advertising support, display activity, and coupon ads. Another important source of information for understanding the source of sales is television advertising. Measuring the effects of television advertising is relatively difficult owing to the dynamic effects such advertising has on consumer behavior, however.

Дата добавления: 2015-08-18