Learning about marketing

Too many people think that marketing is little more than a combination of good selling & effective advertising. Ask people what comes to mind when they hear the word "marketing" & most will say "selling" or "advertising" or some other word having to do with manipulating or persuading consumers. But marketing means much more. It means paying careful attention to consumer wants & needs & then satisfying them. Effective marketing means that a business listens to consumers & responds to them. A popular slogan to describe marketing is this:

"Find a Need & Fill it".

Marketing is the process of studying the wants & needs of others & then satisfying those wants & needs with quality goods & services (products) at competitive prices. Marketers satisfy consumer wants & needs by assisting in the exchange of items of value. Certain conditions must be met before an exchange can take place: 1) There must be at least two participants. 2) Each participant must have sth that is of value to the other participant (s). 3) Each participant can communicate with others. 4) Each participant is free to accept or reject the offer of others. 5) Participants feel that it is appropriate or desirable to exchange with others.

The basis of marketing is finding a need & filling it. The first step is to find a need. The next step is to develop a product to fill that need. A product is any physical good, service, or idea that satisfies a want or need. It is a good idea at this point to do concept testing. That is, you develop an accurate description of your product & ask people whether or not the concept appeals to them. If it does, you must go to a manufacturer that has the equipment & skills to design such product and begin making prototypes. Prototypes are samples of the product that you take to consumers to test their reactions. The process of testing products among potential users is called test marketing. If consumers like the product, you can turn the production process. Production is not part of the marketing process. Marketing helps to determine what products should be made, but it does not make them.

Once the product is made, you have to design a package, think up a brand name for the product, & set a price. A brand name is a word, letter or group of words or letters to differentiate the goods & services of a seller from those of competitors. Once the product is manufactured, you have to choose how to get it to the consumer. You may sell it directly or through organizations that specialized in distributing different kinds of goods. Such organizations are called marketing middlemen because they are in the middle of a series of organizations that distribute goods from producers to consumers.

The last step in the marketing process is to promote the product to consumers. Promotion consists of all the techniques sellers use to capture markets. They include advertising, personal selling, publicity, & various sales promotion efforts such as coupons, rebates, free samples, contests, lotteries, catalogues, exhibits, shows, etc.

Managing the market process involves four factors after a need is discovered:

1) design a want – satisfying product; 2) set a price for the product; 3) get the

product to a place where people will buy it; 4) promote the product. These four factors are called the four Ps of marketing.

Ex. 3. Give English equivalents to the following:

эффективная реклама, продажа, потребитель, пристальное внимание, желания и потребности, прислушиваться, реагировать, девиз, выявить потребность и удовлетворить ее, качественные товары и услуги, по конкурентоспособным ценам, обмен ценностями, принимать или отклонять предложение, разработать продукт, тестирование идеи, точное описание, потенциальные потребители, разработать упаковку, фирменная марка, установить цену, конкурент, посредник, продвижение продукта, реклама, обратная выплата (возврат денег).

Ex. 4. Fill in the gaps with the words from the text:

1. Too many people think that marketing is little more than a …of good …

and effective ….

2. Marketing means paying careful … to … wants & needs.

3. Effective marketing means that a business … to consumers & … to them.

4. A popular … to describe marketing is this "Find a … and fill it".

5. Marketing is the process of studying the … and … of others & then …

them with quality goods & services.

6.The basis of marketing is … a need & … it.

7. A … is any physical good, service or idea that satisfies a want or need.

8. Concept testing means developing an accurate … of the product and

asking people whether or not the concept … to them.

9.You must go to a manufacturer that has the … & skills to design such

product & begin making ….

10. Prototypes are samples of the product that you take to consumers to …

their reactions.

11. … is not part of the marketing process.

12. You have to … a package, think up … name for the product & … a price.

13. A brand name … the goods & services of a seller from those of ….

14. Once the product is manufactured, you have to choose how to … it to the

consumer.

15. You may sell products … or through marketing ….

16. The last step in the marketing process is to … the product to consumers.

Ex. 5. Number the steps of marketing process:

to set a price 1.

to develop a description of the product 2.

to find a need 3.

design a package 4.

to promote the product 5.

to do concept testing 6.

to distribute goods 7.

to think up a brand name 8.

to do test marketing 9.

to make a prototype 10.

Ex. 6. Form gerunds from the verbs below and put them into the gaps:

1. Too many people think that marketing is little more than a combination of

of good … and effective advertising.

2. Marketing means … careful attention to consumer wants and needs and

then … them.

3. Marketing is the process of … the wants and needs of others.

4. Marketers satisfy consumer wants and needs by … in the exchange of items

of value.

5. The basis of marketing is … a need and … it.

6. You must go to a manufacturer to design a product and begin … prototypes.

7. The process of … products among potential users is called test marketing.

8. You may sell the product directly or through organization that specialized in

…different rinds of goods.

verbs: to sell, to pay, to satisfy, to study, to assist, to find, to fill, to make, to test, to distribute.

Ex. 7. Fill in the gaps with the correct modal verbs given below:

1. Certain conditions … be met before an exchange … take place.

2. Each participant … have sth that is of value to the other participant(s).

3. Each participant … communicate with others.

4. Marketing helps to determine what products … be made.

5. Once the product is manufactured, you … to choose how to get it to the

consumer.

6. You … sell the product directly or through organization.

modal verbs: should, can, may, have to, must, can, must.

Ex. 8. Answer the questions:

1. What does the term "marketing" mean?

2. What is a popular slogan of marketing?

3. What does the term "product" mean?

4. Why do the marketers do concept testing?

5. What does the term "prototype" mean?

6. Is production a part of the marketing process?

7. Why does the product need a brand name?

8. How can the products get to the consumers?

9. What techniques does promotion include?

10. How many factors does the market process involve? What are they?

11. How can business listen to consumers and respond to them?

12. What sales promotion efforts do you know? What sales promotion efforts

are the most effective?

Learn the vocabulary:

advertising - реклама

to pursuade - убеждать, уговаривать

consumer - потребитель

to respond - реагировать, отвечать

slogan - лозунг

competitive - конкурентоспособный

competitor - конкурент

value - ценность

to be of value - представлять ценность

condition - условие

to reject - отклонять, отвергать

appropriate - подходящий

concept - понятие

middleman - посредник

to capture - захватывать

publicity - реклама, пропаганда товаров и

услуг, а также их производителя

через публикации и средства

массовой информации.

rebate - обратная выплата

Дата добавления: 2015-11-14