Memos are used only inside the company.

2. They should include the following headings: to/from/date/subject.

They should be short and include only useful information.

Points should be arranged in the logical order or with the numbers.

Memo style must be formal or neutral.

You can end with your initials or signature.

MEMO (MEMORANDUM)

To: Helen Smith

From: Jack Brown

Date: 6 March 2010

Subject: Visit of our foreign partner

According to the plan of our mutual cooperation with Black and Company, you are to meet our foreign partner Fusako Mishima on the 9^th of March, 2010 at the airport, 2p.m. Please, reserve a room for him at our best hotel. Don’t forget about tickets to the Opera and Ballet Theatre.

J.B.

UNIT 2. WHAT IS MARKETING?

Exercise 1. Look through the text, find the nouns with the suffixes –er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes –tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

marketing – theory and practice of selling;

approach – approximation;

strategy – something to aim at; art of planning;

willingness – wish; desire;

training – process of giving teaching and practice;

tool – instrument;

board – group of people controlling a business;

success – good fortune; prosperity;

perspective – view; prospect;

to integrate – combine into a whole;

to invest – put money into…;

to create – make something.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. Is marketing philosophy or set of tools and techniques?

2. What should the board of directors understand?

3. What is the marketing director’s role in the company?

4. What companies deal with the theory of marketing?

5. Why do people consider marketing as 4 P-s?

6. What 3 additional P-s do scientists use today?

7. What is personalization?

WHAT IS MARKETING?

The term “marketing” is used in two quite different ways:

1. Marketing is the philosophy that places customers at the centre of the organization's approach to its strategy. It must be led by the directors and senior managers, and must permeate the organization at all levels. The board has to understand that success in marketing derives from the effectiveness with which the organization can focus the attention of all its members on the creation of customer value. This means, in particular, a willingness to invest in the systems, processes, training etc. to bring it about and sustain it over time.

2. Marketing is a set of management tools and techniques. It is a sophisticated methodology designed to instill a disciplined approach into the organization. The board has to be aware of the different strategic responses required to create value through changing market conditions, and the analytical tools and techniques available to assist in the process.

The board of directors should require the marketing function to contribute to the delivery of the company's objectives, and ensure that the marketing strategy adheres to the broader vision and values of the company at all times. The board should support the marketing planning process, emphasize its importance and ensure that it is effectively integrated with the other functions of the business.

The responsibility of ensuring the board’s commitment and support for the marketing strategy rests with the marketing director. Once the board has signed up to the company’s strategic marketing perspective, the directors will support the marketing planning process, ensure that the capabilities and competencies are available, keep the planners involved and motivated, co-ordinate their activities and monitor the results.

The marketing director’s role is to develop the strategy, obtain the funding from the board by justifying the budget and produce timely reports that explain to all the directors whether the expenditure is proving to be cost-effective.

So, what is marketing? There are different definitions of marketing, which characterize it from different points of view. Some people think that marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. It is the definition of Chartered Institute of Marketing. American Marketing Association considers it to be 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 objectives. The ideas about marketing as the process of selling goods that don’t come back to people who do them, have acquired popularity. But the most popular are the ideas that marketing is 4–s – product, price, promotion and place. These are the basic elements which can satisfy customer needs. It is important to know that modern scientists think that there are 3 more elements that are essential to the successful marketing activity. They are people, processes and physical evidence. Those who are basing their relationships on the individual approach to customers, think that there is one more element in marketing mix – personalization.

Exercise 9. Read the text once again and express the contents of every passage in one sentence.

Exercise 10. Fill in the gaps in this passage with the words under the line; learn all the new words to expand your vocabulary on the topic.

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