Recommendation

We should sign cooperation agreement on cooperation to increase our market share.

UNIT 8. MARKETING INFORMATION

Exercise 1. Look through the text, find the nouns with the suffixes –er or –or; and -ee. 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.

market – public place where people meet to buy and to sell goods;

marketing – theory and practice of selling;

information – news or information given, or told;

up-to-date – modern, fashionable;

source – origin;

decision – solution;

strength – quality of being strong;

weakness – quality of being not strong;

customer – a person who buys things

internal – in the inside;

external – in the outside.

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. What are the two elements of collecting and using information?

2. What is marketing information?

3. What is marketing sensing?

4. What are marketing decisions concerned with?

5. What does internal data include?

6. What does external data include?

7. What is the difference between primary and secondary data?

MARKETING INFORMATION

The two elements of collecting and using information are:

1. Marketing information – effective marketing decision-making is impossible without the availability of reliable, up-to-date, appropriate information.

2. Market sensing – the emphasis in the area of marketing information should be on the interpretation.

Marketing decisions are concerned with the application of organizational capability to the creation of customer satisfaction in a constantly changing environment. The system must be capable of delivering information about the organization (strengths and weaknesses), the market (structure, competition etc.), the things that influence it (economic forces, competitor actions etc.) and customers (needs, profiles etc.) both actual and potential.

Дата добавления: 2015-11-14