Distributable

A. Who _____ our products in the UK?

B. We have secured exclusive _____ rights for the product in the US.

C. The company’s _____ profits are not sufficient to pay any dividends.

Task 19. Fill in the gaps with the most appropriate words from the box. Translate the passage.

determinants	immediate	effective
convenience	creativity	eventual
to purchase	perceived	to excel
acquisition	replacing	cheaper
warranties	attributes	place

The Four P’s divide the different (1) _____ of successful marketing into categories. Each one has a part to play in the delivery of a service or product to the (2) _____ customer.

The Four P’s, also known as the Marketing Mix consist of the following: price, product, (3) _____, and promotion.

Price is focus on the cost to the customer of choosing to buy your offering as opposed to someone else’s.

Price is generally an important factor considered by buyers who when viewing two identical products, would in most situations opt for the (4) _____ one.

For some products and services there might be multiple tiers of costs. For example, there may be an initial cost of (5) _____ and then further service charges and maintenance costs which customers would consider.

Price therefore encompasses all costs of both (6) _____ and ongoing.

The cost of a product is not the only factor in purchasing decisions as quality, service and other factors are also (7) _____.

Product includes the features and benefits of the offering in question, including the manner it is packaged, what it looks like and further extras such as guarantees and (8) _____.

Many of the factors which are part of the Product category could be intangible and may have (9) _____ rather than actual benefits. The fact that they might not be actual advantages is largely unimportant, whilst their existence in the mind of potential purchasers is.

Buyers will consider the ease of obtaining the product or service once the decision (10) _____ has been made.

Long lead times or inconvenient delivery schedules can put customers off and result in them selecting a more expensive product which is available now and at their (11) _____.

Businesses should consider customer’s expectations and the industry norm when looking at where and when their products will be available.

Bettering current accepted norms for delivery might enable the business (12) _____ in its appeal to customers. Consider internet downloads where possible or delivery of places of work where appropriate in order to maximise the whole package of what is being sold.

Promotion is essentially the means used to reach intended customers. Imagination and (13) _____ can result in a business’ products or information about them being displayed in places which other competitors are not.

Internet advertising is gradually (14) _____ more traditional form of promotion and certain websites might provide a business with an immediate and predefined audience.

By viewing each element of the marketing mix and relating them to the business’ products and services, the enterprise can seek to prepare a comprehensive and (15) _____ promotion strategy.

Task 20. Answer the questions.

1. What has become a driving force in most companies in recent years?

2. Why is marketing crucial to all phases of business?

3. What do marketing activities include?

4. A large portion of the working population in many countries is involved in some form of marketing, isn’t it?

5. Do people engaged in marketing activities outnumber those involved in manufacturing or production in Ukraine?

6. What is the original meaning of the term “marketing”?

7. What are the better definitions of marketing focused upon?

8. What is needed to get the right product to the right place, at the right time, at the right price?

9. What is known as the marketing mix?

10. What do the product aspects of marketing deal with?

11. What pricing options can a company take?

12. Why do most companies price with the market? Who establishes market prices?

13. What can promotion include?

14. What is the fourth P of the marketing mix? What does it refer to?

15. Does marketing begin with a great idea or a unique product? Why?

Task 21. Translate into English.

1. Маркетинг відіграє вирішальну роль на всіх етапах ділової діяльності. 2. За останні роки маркетинг став рушійною силою у більшості компаній. 3. Жодна компанія не виживе, не приділяючи уваги маркетингу. 4. Маркетингова діяльність є численною і багатоманітною. 5. Маркетингова діяльність включає в себе все, що ж необхідним, аби доставити товар із креслярської дошки в руки покупцеві. 6. Велика частка працездатного населення в світі задіяна в тій чи іншій формі маркетингу. 7. В окремих країнах ті, хто задіяний у маркетинговій діяльності, перевищують за кількістю тих, хто працює на виробництві. 8. Початкове буквальне значення слова “маркетинг” пов’язане із походом на ринок для купівлі або продажу товарів або послуг. 9. Існує чимало визначень маркетингу. 10. Кращі визначення слова “маркетинг” роблять акцент на покупцях і задоволенні їхніх потреб. 11. По суті, маркетинг стосується розуміння покупців і віднаходження способів надати такі товари й послуги, які вони потребують. 12. Інколи маркетинг визначають як доставку належного продукту в належне місце у належний час і за належною ціною. 13. Маркетинг можна поділити на чотири елементи, які широко відомі як чотири Пі. 14. Продукт, ціна, розміщення та просування є елементами маркетингу. 15. Продуктові аспекти маркетингу стосуються специфікацій фізичних товарів або послуг. 16. Продуктовий елемент маркетингу часто включає в себе науково-дослідні та дослідно конструкторські розробки нових видів продукції. 17. Компанії мають три основні цінові опції. 18. Більшість компаній встановлюють ціну на рівні ринкової і продають свої товари за середніми цінами. 19. Існують різно-манітні методи просування продукції, бренду чи компанії. 20. Розміщення товарів здійснюється через канали розповсюдження. 21. Найбільш типовий канал розповсюдження включає в себе виробника, оптовика, роздрібного торговця та покупця. 22. Чотири елементи маркетингу часто називаються комплексом маркетингу. 23. Маркетологи використовують маркетинг-мікс для розробки маркетингового плану. 24. На справді маркетинг розпочинається не з великої ідеї чи унікального продукту. 25. Маркетинг розпочинається з людей, які хочуть і потребують ваш продукт та в дійсності купуватимуть його.

Task 22. Say what you know about:

1. The etymology of “marketing” and a range of its meanings.

2. Marketing specializations.

3. The importance of marketing in companies’ business activities.

4. Existing definitions of “marketing”.

5. The main four elements of marketing.

Task 23. Comment on the following sayings.

1. “Business has only two functions – marketing and innovation.” (Milan Kundera, Czech novelist, playwright and poet)

2. “Marketing is what you do when your product is no good” (Edwin Land)

3. “The aim of marketing is to know and understand the customer so well (that) the product or service fits him and sells itself.” (Peter Drucker)

4. “In marketing you must choose between boredom, shouting and seduction. Which do you want?” (Roy H. Williams)

5. “In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. (John Romero)

6. “Money coming in says I’ve made the right marketing decisions.” (Adam Osborne)
“Marketing is the devil.” (Billy Bob Thornton)

7. “Marketing is a very good thing, but it shouldn’t control everything. It should be the tool, not that which dictates.” (Nicolas Roeg)

8. “Marketing is too important to be left to the marketing department.” (David Packard)

9. “Don’t blame the marketing department. The buck stops with the chief executive.” (John D. Rockefeller)

Lesson 2

Task 1. Translate into Ukrainian.

1. Marketing comprises a wide range of activities. 2. “Marketing” is a commonly misunderstood term. 3. It’s important for businesses to understand the benefits of marketing online. 4. Marketing is the provision of goods or services to meet customer or consumer needs. 5. In popular usage, “marketing” is the promotion of products, especially advertising and branding. 6. Marketing is used to create the customer, to keep the customer and to satisfy the customer. 7. The term “marketing” developed from the original meaning which referred literally to “going to a market to buy or sell goods or services.” 8. Direct marketing is the same as direct mail. 9. Marketing is now said to be a term which has no particular definition as the definitions change everyday. 10. It is estimated that almost 50% of the price paid for a commodity goes to the marketing of the product in US.

Task 2. a) Read and translate the passage.

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