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Module II THE MAIN ELEMENTS OF MARKETING 2.1. THE SCOPE OF MARKETING Text 1 Warm-up 1. How would you define the function of marketing? 2. In this section you will find a number of statements about the role of marketing. Read, then use them as a basis to formulate your own definition of marketing. 3. Do you agree with Peter Drucker's definition: «The aim of marketing is to make selling superfluous»? Vocabulary impact on — вплив на promotion — просування (товару на ринку) set — набір to affect — впливати на superfluous — непотрібний to obtain — отримувати standard of living — рівень життя 1. Marketing is too important to be left to the marketing department. (David Packard) 2. In a truly great marketing organization, you can't tell who is in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer. (Professor Stephen Burnett) 3. Most people mistakenly think of marketing as selling and promotion... This does not mean that selling and promotion are unimportant, but rather that they are part of a larger marketing mix, a set of marketing tools that work together to affect the marketplace. (Philip Kotler) 4. The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service fits him and sells itself. (Peter Drucker) 5. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Philip Kotler) 6. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer. 7. Marketing is getting the right goods and services to the right place at the right time at the right price with the right communication and promotion. 8. Marketing is the creation and delivery of a standard of living. Vocabulary surplus — надлишок shortage — недостача, нестача merchandising — процес збуту grading — сортування refining — удосконалення retail trade — роздрібна торгівля retailer — роздрібний торговець wholesale trade — оптова торгівля wholesaler — оптовий торговець prime costs of distribution — прямі витрати збуту supplementary costs of distribution — опосередковані (непрямі) витрати збуту scope — масштаб, сфера діяльності the range of goods — асортимент товарів to bring together — об'єднувати, зводити controversy — протиріччя added value — додаткова вартість productive speculating — виробнича спекуляція marketing mix — комплекс маркетингу brand name — найменування фабричної марки trademark — товарний знак middleman/intermediary — посередник to embrace — охоплювати billboard — дошка для оголошень (афіша) variable — змінна величина І. The Scope of Marketing The transfer of goods from one person to another was probably one of the earliest social acts. The basic motive for trading is that someone has something you want more than you already have. When that someone is willing to exchange what you want for what you already have, a mutual satisfactory transaction can be arranged. Generally speaking, then, trade is exchange of surplus item for shortages of items. One group or person may create a surplus of some product in the hope of profitably exchanging it for other products. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producer to locate each other and arrange mutually satisfactory exchanges without the help of intermediaries or «middlemen». These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. Marketing embraces those business activities that direct the movement of goods and services from producers to consumers or users. This includes product planning and design, sales, sales promotion and advertising, distribution, and pricing. Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. There are many marketing mix variables. A product can have many different features, colors, appearances and goods/services combinations — or it may be only a service. A package can be of various sizes, colours or materials. Brand names and trademarks can be changed. Various advertising media (newspapers, magazines, radio, television, billboards) may be used. A company's own sales force or other sales specialists can be used. Different prices can be charged — and so on. It is useful to reduce the number of variables in the marketing mix to four basic ones: product, place, promotion and price. The four «Ps» make up a marketing mix. Marketing trends, activities, and organizations are constantly changing and developing. In the role of bringing together interested parties, the intermediary may also be involved in grading, financing, assembling, packaging, refining, or altering the form of the goods. Indeed, a large portion of the working population in many countries is involved in some form of marketing. In Germany today, for example, manufacturing and marketing activities of retail and wholesale trade account for one-third of the national income, while 25 % of wok force is engaged in full-time marketing activities. The contribution of marketing to society is subject of controversy among economists. Contributions such as refining, transporting, assembling, and packaging are considered productive speculating, storing, accepting commissions, and merchandising activities such as advertising are considered parasitic and of little value to society. The general belief is that prime costs of distribution should be eliminated and supplemental cost excesses should be reduced. Supplementary costs of distribution such as packaging, storing, and selling are generally considered to be continuations of the production process, and are thus acceptable as an added value to the product. The following questions face those involved in marketing. How should the product be designed? How should it be packed? What retail and/or wholesale channels should be used? Is advertising advisable? If so, how much and what kinds? What prices should be set? Will it sell, and to whom? Although marketing activities have expanded tremendously in the past 100 years, there was little formal study of them until the past few decades. Today, there are many publications on the various aspects of marketing and colleges give courses and degrees in this field. Marketing research has developed into a highly specialized activity employing tens of thousands of people around the world. There is general agreement among marketing people that, in many cases and countries, marketing activities account for more that half the cost of the product to the consumer. In many countries, those engaged in marketing activities outnumber those engaged in manufacturing or production. In general, marketing directs flow of goods and services from producers to consumers or users. Marketing is not confined to one particular type of economy; goods in all but the most primitive societies must be marketed. Indeed, a broader concept of marketing does not limit its application to business enterprises. Schools, hospitals, libraries, and many other services must also be marketed to be used. Assignments I. Answer the questions. 1. What is the motive for trading? 2. Explain why trade can be defined as «surplus items being exchanged for shortages of items»? 3. What is the role of an intermediary or «middleman» in the process of trade? 4. What are the major marketing operations? 5. Why are certain marketing functions subjects of controversy among some economists? 6. What common questions do marketing people around the world ask with regard to the goods produced by their firms or organizations? 7. What is the share of marketing activities in the cost of goods? 8. Is the use of the term «marketing» limited to business enterprises? //. Match the terms and definitions. Term Definitions 1. Retail 2. Wholesale 3. Goods 4. Barter 5. Merchandising 6. Surplus a) Articles of trade or commerce; wares; merchandise; products as distinguished from services. b) Trade or exchange of goods or services without the use of money. c) That amount which is greater than what is used or needed; the opposite of shortage, a deficiency in goods or money. Deficit, a shortage of money, can also be an opposite. d) The sale of goods to ultimate consumers, usually in small quantities. e) The sale of goods in large amount to jobbers, or retailers, rather than directly to consumers. f) The planning and promotion of sales through attractive publicity. III. Translate the following into Ukrainian: mutually satisfactory exchanges; to bring together interested parties; national income; to be engaged in full-time marketing activities; marketing activities account for more than half the cost of the product to the consumer. IV. Define the following terms in English: goods, barter, surplus, retail, wholesale, merchandising. V. Name the following definitions: more than you want or need; a situation when there is not enough of the people or things that are needed; activities done in order to increase the sale of a product or service; the activity of managing money, especially by government or a commercial organization; a piece of business that is done between people, especially an act of buying or selling; public discussion and argument about something that many people strongly disagree about, disapprove of, or are shocked by; for all the hours of a week during which people normally work or study, rather than just for a part of it. VI. Sum up what the text says about: supplementary costs of distribution; intermediaries. VII. Write the appropriate word or phrase in the spaces. 1. The mutually satisfying transfer of goods by exchange is called 2. An __________ or ______________ is one who helps bring together parties interested in negotiating a trade. 3. Marketing is made up of such physical activities as___________, _______,________and___________. 4. Marketing activities considered parasitic by some include _________,________,__________and___________. 5. Countries where the full range of marketing activities is permitted with little government control are called_____________economies. VIII. Translate into English. 1. Посередники допомагають зустрічатися зацікавленим сторонам. 2. Непрямі витрати збуту, такі як: пакування, зберігання та продаж, вважаються продовженням процесу виробництва. 3. В багатьох країнах чисельність людей, зайнятих маркетинговою діяльністю, перевищує чисельність зайнятих у процесі виробництва. 4. Маркетингова діяльність спрямовує потік товарів та послуг від виробника до споживача. Text 2 Warm-up 1. Translate the words and word-combinations: definition, customer, activities, objectives, flow of goods, profit, government agencies, free of charge, at a reduced cost, executives, accounting, to charge a price, to supply goods or services, producer, emphasis, to achieve objectives, advanced economic system, middleman, to trade, to specialize in, buyer and seller, to increase, wholesaler and retailer. 2. What is the difference between planned and market-directed economic systems? 3.What is the role of middlemen in trading process? Vocabulary performance — виконання to seek — намагатися, прагнути, домагатися to accomplish — виконувати, здійснювати, доводити до кінця to anticipate — передбачати to apply to — звертатися до government subsidy — державна субсидія to get rid of smth. — позбавлятися чогось disposal policy — політика збуту to go beyond — вийти за межі to bargain the terms — домовлятися про умови after-sale warranty — гарантія (на придбаний товар) to match — відповідати чомусь to explain — пояснювати pure subsistence — натуральне господарство to exchange for — обмінювати(ся) на to bargain the terms of exchange — домовлятися про умови обміну to occur — мати місце, відбуватися unless — якщо не to simplify — спрощувати transaction — угода vice versa — навпаки extra — понаднормовий output — випуск (товару) offset — компенсація; компенсувати to reject — відхиляти to offer — пропонувати clumsy — незграбний, грубий, нетактовний to take over — замінювати, взяти на себе (зобов'язання) collection — стягання (податків тощо) self-sufficient — самодостатній Micro-marketing and Macro-marketing Definitions In this text two definitions of marketing are presented: one for micro-marketing and another for macromarketing. The first looks at customers and organizations. The second one takes a broad view of the whole production-distribution system. Micro-marketing definition Micro-marketing is the performance of activities which seek to accomplish an organization's objectives by anticipating customer's or client's needs and directing a flow of need-satisfying goods and services from producer to customer or client. This definition applies to both profit and nonprofit organizations. Their customers or clients may be individual consumers, business firms, nonprofit organizations, government agencies, or even foreign nations. While most customers and clients will probably have to pay for the goods and services they receive, others may receive them free of charge or at a reduced cost — through private or government subsidies. Unfortunately, many executives think that micro-marketing is only personal selling and advertising. They feel that the job of marketing is «to get rid of» the product that has been produced and priced by the production, accounting and finance executives. This narrow view of marketing should be rejected. Marketing should begin with potential customer needs — not with the production process. Marketing should try to anticipate needs. And then, marketing rather than production should determine what products are to be made— including decisions about product development, product design, and packaging; what prices or fee are to be charged; credit and collection policies, transporting and storing policies; when and how the products are to be advertised and sold; and after-sale warranty, service, and perhaps even disposal policies. This does not mean that marketing should take over production and financial activities. Rather, it means that marketing — by interpreting consumer's needs— should provide direction for these activities and help to coordinate them. After all, the purpose of a business of any organization is to satisfy customer's or client's needs. It is not to supply goods or services which are convenient to produce and which might be sold or accepted free. Macro-marketing definition Macro-marketing is a social process which directs an economy's flow of goods and services from producers to consumers in a way which effectively matches supply and demand and accomplishes the objectives of society. Like micro-marketing, macro-marketing is concerned with the flow of need-satisfying goods and services from producer to consumer. When we talk about macro-marketing, however, the emphasis is not on activities of individual organizations. Rather, the emphasis is on the whole system work. In general, no economic system — whether planned or market directed — can achieve its objectives without an effective macro-marketing system. To explain why this is true, we will look at marketing in primitive economies. Then we will see how macro-marketing tends to become more and more complex in advanced economic systems. In a pure subsistence economy, each family unit produces all the goods that it consumes. There is no need to exchange goods and services. Each producer-consumer unit is totally self-sufficient. Marketing would not take place because marketing does not occur unless there are two or more parties which want to exchange something for something else. Almost all economies have gone beyond the pure subsistence stage. There is a need to exchange things. The term «marketing» comes from the word «market». A market is a group of sellers and buyers bargaining the terms of exchange for goods and services. This can be done face-to face at some physical locations (e.g. a farmer's market) or it can be done indirectly through a complex network of middlemen who link buyers and sellers who are far apart. While a central meeting place would simplify exchange, the individual bartering transactions would still take much time. Bartering requires another person who wants what you have and vice versa. Each trader must find others who have products of about equal value. After trading with one group, a family might find itself with some extra hats, knives, and pots. Then it would have to find other willing to trade for these products. A money system would change all of this. A seller would just have to find a buyer who can use his product and agree on a price. Then he would be free to spend his money to buy whatever he wants. This clumsy exchange process could be made much simpler by the appearance of a middleman — someone who specializes in trade rather than production. He would be willing to buy each family's output — and then sell each family whatever goods it needs. This middleman would charge for his service, of course. But this charge might be more than offset by savings in time and effort. Today, such middlemen — offering permanent trading facilities — are known as wholesalers and retailers. The advantage of working with middlemen increases as the number and variety of competing products increase. That is why there are so many wholesalers and retailers in modern economies. Assignments I. Answer the questions. 1. What does micro-marketing definition imply? 2. Is micro-marketing only personal selling and advertising? 3. What should marketing begin with? 4. What does macro-marketing emphasize? 5. What does the term «marketing» come from? 6. What is a market? 7. What are the duties of a middleman? 8. What are the advantages of working with middlemen? II. Translate the words and word combinations into Ukrainian: performance of activities; to seek; to accomplish; to anticipate; to apply to; government subsidies; to get rid of smth; disposal policy; after-sale warranty; to match supply and demand; pure subsistence; to exchange; to occur; unless; to bargain the terms of exchange; to simplify; transaction; vice versa; extra; output; offset; wholesaler and retailer; to reject; to offer; clumsy; self-sufficient. III. Translate into English. 1. Маркетинг необхідно починати з вивчення потреб майбутніх клієнтів, а не з виробничого процесу. 2. Працівники маркетингового відділу не повинні брати на себе обов'язки виробничого, бухгалтерського і фінансового підрозділів. 3. Макромаркетинг— це соціальний процес, який спрямовує економічний потік товару та послуг від виробника до споживача таким чином, щоб ефективно співставити попит і пропозицію. 4. Ринок— це група покупців та продавців, які домовляються про умови обміну товарами та послугами. 5. Посередником є особа, яка займається торгівлею, а не виробництвом. IV. Name the following definitions: someone who specializes in trade rather than production; a group of potential customers — with similar needs — and sellers offering various products; economic system in which the individual decisions of many producers and consumers make the macro-level decisions for the whole economy; any paid form of non-personal presentation of ideas, goods or services by an identified sponsor; what a whole market segment might buy; gathering and analyzing data to help marketing managers make decisions; the performance of activities which seek to accomplish an organization's objectives by anticipating customer's or client's needs and directing a flow of need-satisfying goods and services from producer to customer or client; the basic forces which motivate an individual to do something; explaining what a seller guarantees about its product. V. Match the prepositions with the verbs: 1. to begin a. for 2. to look b. with 3. to pay с over 4. to apply 5. to get rid 6. to take 7. to be concerned 8. to emphase 9. to exchange 10. to agree d. on e. at f. to g. of e. through VI. Copy out the sentences from the text where Passive voice is used. VII. Questions for discussion. 1. Distinguish between macro- and micro-marketing. Then explain how they are interrelated, if they are. 2. Distinguish between how economic decisions are made in a centrally planned economy and in a market — directed economy. Text3 Warm-up 1. Do you agree with the following statement: «To manage a business well is to manage the future; and to manage the future is to manage information»? 2. Many managers receive too much information. How can organizations ensure that the right information gets to the right people at the right time? 3. Read the following overview of the market research process. As you read it, complete Tables 1 and 2. Vocabulary to implement — здійснювати, реалізувати to present the findings — представляти результати cause — причина causal — причинний hastily — похапцем, поспіхом to puzzle — спантеличувати, приводити до замішання to turn out — виявлятися to set objectives — встановлювати цілі exploratory — дослідницький descriptive — описовий primary data — первинні, основні дані secondary data — вторинні дані versus — проти discount retail chain store — магазин, який входить до мережі закладів , що надають знижки causeand-effect relation — зв'язок між причиною та впливом to call for — вимагати treatment — ставлення, поводження prejudgement — попереднє обдумування, судження exposure — виставляння, викриття, експозиція fieldwork — сфера діяльності sample — зразок, шаблон sampling plan — вибірковий, шаблонний план relevant people — відповідні люди variables — змінні величини at random — навмання, наздогад in terms of— стосовно, з точки зору questionnaire — анкета опитування to put the plan into action — застосовувати план в дії to overwhelm — переповнювати, завалювати Market Research There are four steps in the market research process: firstly defining the problem and the research objectives, secondly developing the research plan, then implementing the plan, and finally interpreting and presenting the findings. Defining the problem and research objectives is often the hardest step in the research process. The manager may know that something is wrong, but not the specific causes. For example, managers of a discount retail chain store hastily decided that falling sales were caused by poor advertising. When the research showed that the current advertising was reaching the right people with the right message, the managers were puzzled. It turned out that the stores themselves were not providing what the advertising promised. Market research steps Table 1 a. b. When the problem has been carefully defined, the research objectives must be set. The research may be exploratory — in order to gather information to better define the problem. It may be descriptive — in order to describe market potential, customer attitudes, etc. Sometimes, it may be causal— to test hypotheses about cause-and-effect relationships: for example, would a 10 per cent decrease in price lead to significantly higher sales or not? The second step involves developing a plan for collecting the information. The information may be available in the form of secondary data — i.e. it already exists somewhere or it needs to be collected specifically for this project as primary data. Primary data collection calls for decisions about the research approaches, contact methods, sampling plan and research instruments (see Tablet 2). Table 2 I Research Research Contact Sampling Research objectives approaches methods plan instruments a.___________ a.___________ a.___________ a.___________ a.___________ b.___________ b.___________ b.___________ b.___________ b.___________ с___________ с.___________ с.___________ с.___________ There are three main research approaches: the observational approach involves gathering information by observing relevant people, actions and situations. For example, a museum checks the popularity of certain exhibits by noting the floor wear around them. This approach is most suited where the objective is exploratory. For descriptive research, surveys are best suited. These can be structured using formal lists of questions asked of all respondents in the same way or unstructured where the interview is guided by the respondent's answers. Finally for causal research, an experimental approach is most effective. Experiments involve selecting matched groups of subjects, giving them different treatments, controlling unrelated factors and checking for differences in group responses. As to the contact methods, information can be gathered either by mail, telephone or personal interview. Another decision which has to be made concerns the sampling plan. A sample is a segment of the population selected to present the population as a whole. There are three variables here: firstly the sample unit, i.e. who is sampled? Secondly the sample size, i.e. how many should be surveyed? Thirdly the sampling procedure, i.e. how should the people be chosen: at random, at convenience, on the basis of prejudgement? Finally, in developing the research plan, a choice must be made in terms of the research instruments. The most common is the questionnaire. In preparing the questionnaire, the market researcher must decide what question to ask, the form of the question (e.g. open/closed, multiple choice), the wording of the questions and their ordering. Although questionnaires are the most common instrument, mechanical instruments such as a galvanometer can be used: this instrument measures the strength of a subject's interest or emotions aroused by and exposure to an advert or a picture. Once all these decisions have been made concerning the research plan, the researcher must then put it into action. The implementation phase is generally the most expensive and the most subject to error. The fieldwork must be monitored closely to make sure the plan is correctly implemented. The last phase is the interpretation and reporting. The researcher should try not to overwhelm managers with statistics, but to present the major findings that are useful in the decisions faced by the management. Assignments I. Answer the questions. 1. In the case of a retail chain store, what should the management have done first? 2. Can you think of another example of a casual research objective? 3. Where could the researcher find secondary data such as competitor information? 4. What do you think are the advantages/disadvantages of structured versus unstructured surveys? 5. What sort of experimental research could you carry out if you wanted to find out about the relationship between the weather and the incidence of psychological depression? II. Translate into Ukrainian: market research process, to implement the plan, discount retail store, poor advertising, to puzzle, to define the problem, customer attitude, significantly, research approaches, to observe relevant people, survey, sampling plan, at random, to put the plan into action. III. Translate into English. 1. Виявилось, що самі магазини не забезпечували покупців товарами, які обіцяла реклама. 2. Інформація може існувати у вигляді вторинних даних — тобто, вона вже десь існує і використовується, або ж як первинні дані — її необхідно зібрати спеціально для певного проекту. 3. Вибіркова група — це люди, які вибрані для того, щоб представляти населення в цілому. 4. Найпоширенішим засобом дослідження є анкетне опитування. 5. Після прийняття рішення стосовно плану дослідження необхідно застосувати цей план на практиці. IV. Name the following definitions: to control or be in charge of a business, a team, an organization; the work of collecting information about what people buy and why; the activity and industry of advertising things to people on television, in newspapers, etc.; the selling of goods to the public, usually through shops; a way of dealing with something; a number of people or things taken from a larger group and used in tests to provide information about the group; investigation of the opinions, behaviour, etc. of a particular group of people, which is usually done by asking them questions; closely connected with the subject you are discussing or the situation you are thinking about; done, chosen, etc. without thinking or deciding in advance what is going to happen. V. Look at the following sentences taken from the text: «Who is to be sampled?» «How many should be surveyed?» «How should these people be chosen?» Now make questions for the following answers as part of a market research survey: 1. My name is Dorothy. 2. It's Squires, Mrs Squires. 3. Yes, I live here. 4. There are four of us. My husband, two daughters and myself. 5. No, I don't. I used to work as a nurse before the children were born. 6. He's a computer analyst. 7. He works for Halfords — a food processing group. 8. Yes, we've got two. An Audi and a Peugeot. 9.1 drive the Audi. 10. They're both at school. One's 12, the other 16. 11. We usually go to the South of France. 12. Two weeks in the summer holidays. 13. No, we drive. 14. No, not this year. We're going to visit our relatives in the States. VI. Look at the following sentences taken from the text: «The manager may know that something is wrong...» «Another decision which has to be made...» Complete the following sentences with an appropriate modal verb: 1. Entrance is forbidden. You__________not enter. 2. Success is possible. We____________be successful. 3. Participation is compulsory. We________to take part. 4. Permission is given. You____________take the afternoon off. 5. Success is probable. We_____________succeed. 6. He has the ability. He___________win the competition. 7. Participation is voluntary. We___________go to the reception. 8. Failure is impossible. We__________fail. 9. It's possible to segment the market. It___________be segmented. 10. Permission is not given. You___________leave the building. VII. Fill in the following table. Use a dictionary if necessary Verb Noun (concept) Noun ( agent) Adjective To explore To respond To describe To analyse To manage To hypothesise To observe To interpret VIII. Develop a questionnaire for the. following project. Definition of problem and objectives A holiday company wants to assess the potential sales of a new adventure holiday in Scotland. The research objectives are descriptive — to describe/quantify the potential in the male adult population for a one-week holiday involving climbing, canoeing, walking, sailing, etc. Research plan To carry out a survey by mail targeted at a sample of adult males between 25 and 40 years old, using a questionnaire, testing the market for a product (specify) or service (specify). Develop a short questionnaire (maximum 10 questions). Text 4 Warm-up 1. Translate the following words and word-combinations: wholesaler and retailer, to treat badly, the best way to do smth., competitors, market intermediaries, suppliers, to have an impact on, (un) fortunately. 2. Do you think the commercial world has become more competitive during the past twenty years? If so, why? 3. Besides companies which sell similar products, what other types of competitors does an organization face? Vocabulary to have impact on — мати вплив на to grasp — усвідомити, зрозуміти to take viewpoint — прийняти точку зору to pop into smb's mind — приходити на думку soft drinks — безалкогольні напої preference — перевага host — величезна кількість rather than — а не, швидше за все generic — спільний, характерний для певного виду, класу outside-in view — погляд зі сторони to bar — заважати, чинити перешкоду, забороняти myopic — близькозорий The Market Environment Excellent companies take an outside-in view of their business. They monitor the changing environment and continuously adapt their businesses to their best opportunities. The marketing environment comprises the «non-controllable» actors and forces that affect a company's markets and marketing. The major actors in a company's micro-environment are the company itself, suppliers, market intermediaries, customers and competitors. The company All of the departments within a company (e.g. finance, production, human resources) have an impact on the marketing department's plans and actions. The suppliers Developments in the supplier environment, such as prices and availability of raw materials, have a substantial impact on a company's marketing operations. The market intermediaries Middlemen such as agents, wholesalers and retailers are powerful and important actors. In some cases they can dictate terms and even, if treated badly, bar the manufacture from certain markets. Customers The marketer needs to know what people are involved in the buying decision and what role each person plays. For many products, it is fairly easy to identify the decision-maker. Men normally choose their own shoes and women choose their own make-up. However, other products and especially new ones may well involve a decision-making unit of more than one person. Competitors A company's marketing system is surrounded by a host of competitors. The best way for a company to grasp the full range of its competition is to take the viewpoint of a buyer for whom there exist desire competitors (what I want to do), generic competitors (what to buy) and brand competitors ( what brand to choose). Unfortunately company executives tend to focus primarily on the brand competitors and on the task of building brand preference. In fact, companies are myopic if they focus only on their brand competitors. The real challenge is to expand their primary market (in the above case the candy market) rather than simply fight for a larger share in a fixed-size market. Assignments I. Answer the question: 1. What effect could a cost-conscious finance department have on a marketing plan? 2. What effect does a supply shortage have on the launch of a new product? 3. Why do companies use wholesalers and retailers rather than supplying their customers directly? 4. What are the types of competitors? How are they differentiated? II. Translate into Ukrainian: suppliers, competitors, to have impact on, availability of raw materials, host of competitors, to take the viewpoint of a buyer, to need a break, to pop into smb. minds, soft drinks, to satisfy needs, to face several brands, to focus on, to expand the market, challenge. III. Translate the sentences into English. 1. Головними учасниками мікрооточення компанії є сама компанія, постачальники, ринкові посередники, клієнти та конкуренти. 2. Всі відділи компанії впливають на плани та дії відділу маркетингу. 3. Посередники такі як агенти, оптовики та роздрібники є впливовими та важливими учасники маркетингового оточення. 4. Для того, щоб бути успішним і конкурентноздатним на ринку необхідно знати смаки та бажання своїх клієнтів. 5. Основним завданням компанії є розширення свого основного ринку. IV. Name the following definitions: a process of trying to do better; a person/company who acts as an intermediate step between manufacturer and customer; a person/company that buys goods; a person or company which provides products or services; an area which surrounds a company (both physically and commercially); to understand smth. completely; belonging to a type or class; a product which can be recognized by a name. V. Look at the following sentence taken from the text: «Companies are myopic if they focus only on their brand competitors». Now create sentences that express universally true statements by matching statement with condition. The first one has been done below. Statement 1. Companies fail 2. Machines break down 3. Good employees leave 4. Product quality falls 5. Productivity rises 6. A company regresses Condition a. not motivated b. no competition с not growing d. ignore customers' needs e. properly maintained f. incentive scheme exists For example: Companies fail if they ignore customers' needs. VI. Imagine you are developing a marketing plan for the launch of a new sports car. Use the analysis given in the text to classify the following into the four types of competitors: Ferrari turbo convertible estate car a luxury holiday Jaguar family saloon 2+2 a swimming pool sports car Toyota Porsche VII. You work in a team developing a marketing plan for launching a new flight to India. Your task is to identify all the competitors for this project. Prepare a presentation outlining the major opportunities and threats posed by ther competition. Text 5 Warm-up 1. Translate the words and word-combinations: in any way, possible, to decide on, legal protection, to possess the capacity and funds, to sell profitably, substantial, demand for, to launch a new product, advertising costs, brand name, trademark. 2.When you are in the supermarket, do you generally buy branded products? If so, why? 3. How do you identify products? By their name, their packaging? Vocabulary determine — визначити appearance — зовнішній вигляд prediction — прогноз, передбачення skill — майстерність ongoing process — безперервний процес merger — злиття (двох компаній) in part — частково at least — принаймні, о меншій мірі unique — унікальний modification — удосконалення, модифікація to integrate with — об'єднувати, поєднувати to appraise — оцінювати surveillance — нагляд convenience — зручність apart from — крім sponsorship option — спонсорський вибір label — етикетка, ярлик brand — фабрична марка trade name — торгове найменування dramatically — різко, значно eventually — очевидно, швидше за все to knock out — вибивати, перемагати to save on — економити на in the long run — врешті-решт, як наслідок to infringe — порушувати (закон) Product Planning Marketing starts in a market, where individuals or organized groups who want to buy goods or services meet people who want to sell them. The first step in marketing is to understand these groups. The marketers must determine the number of buyers, what they want to buy, how, when and where they want to buy it, at what price, and what they expect from it. In part, at least, marketing determines what products and services are to be offered. Historically, marketing experts were supposed to sell any products in any way possible. Most large companies now produce only what their market researchers tell them will profitably sell. All products were new at one time. Today, a product is new if it is unique — a «first» — or if it is new for manufacturer who is entering the market, or if it has enough substantial design modifications. For the manufacturer, merchandising includes selecting the products to be produced; deciding on the size, appearance, form, and packaging; and «having the right goods at the right place at the right time at the right price». The product planners try to determine whether there will be a demand for a given product, and if so, how much. Marketing managers then, working closely with top management, integrate these predictions with an analysis of all the areas of the business which will be affected. Does the firm possess the capacity and the funds to enter into the new product area? What are the existing marketing strengths, skills, and resources? How strong is the competition? Not only may substantial investments be required to develop and market new products, but contracts or even mergers with other firms may be necessary. Professional marketing managers know that appraising new products and changing an existing products line are ongoing processes. There are many motivations for constant surveillance of the product line. Sales may be increased by offering customers more functional products, greater convenience, more prestige, greater value, or some combination of these qualities. As a rule brand products comprise all these characteristics. Brand decisions are an important part of product strategy. The company must first decide: Do we develop a brand or not? Historically, most products went unbranded. However, today branding has grown so strong that almost everything is branded. Apart from a phase in the late 70's when there was a return to unbranded or generic products, a brand name has become a vital part of a product's identity. The issue of branding raises some questions. Why have branding in the first place? Who benefits from branding? How do they benefit? What is the cost of branding? Having decided to brand a product, the manufacturer has three sponsorship options: Do we launch it under the manufacturer's own label? Would it be better to launch it through middlemen under a private label? Or should we combine these two strategies and use both labels? As an example, in the fashion industry the use of private labels has increased dramatically and some marketers predict that middlemen's brands will eventually knock out all but the strongest manufacturer's brands. Manufacturers who brand their products face several further choices. There are at least four brand-name strategies: 1. They could go for an individual brand name. This policy is normally adopted in the toiletry market where buyers are often unaware of the manufacturer's name. 2. They could go for a blanket family name for all products. This policy is followed by companies such as Heinz and Black & Decker. 3. They could go for separate family names for product classes. For example, Beecham uses Silvikrin for all hair shampoos. 4. They could go for the company trade name combined with the individual product name. This policy is followed by Kellogg's (Kellogg's Corn Flakes, Kellogg's Rice Crispies). Two of the questions which must be answered are: Does the company want to tie its name and therefore reputation to the product's success? Do we want to save on advertising costs in the long run by establishing a strong family name for a line of products? Finally, we come to the actual choice of name. Most large marketing companies have developed a formal brand name selection process. In all cases these are some of the questions which must be asked about a proposed name. 1. Does it suggest something about product's benefit and qualities? 2. Is it easy to pronounce, recognize and remember? 3. Is it distinctive — does it stand out from its competitors? 4. Does it translate easily into other languages? 5. Can it be registered for legal protection? Brand names which infringe on existing brands or are merely descriptive may be unprotectable. Assignments I. Answer the questions. 1. What is the role of marketing in relation to those who buy or use goods or services. 2. How does marketing affect product planning? 3. What was marketing's historic role? 4. What makes a product «new»? 5. What are three sponsorship options a manufacturer has after having decided to brand a product? 6. What are the advantages of a generic product name from the consumer's point of view? 7. Why do you think consumers prefer private labels rather than manufacturer's labels in the fashion industry? 8. Why do you think Procter& Gamble have always used individual names for their household detergents (e.g. Ariel, Tide, Dash and Bold)? 9. Do you think the Apple Macintosh is a good name for a computer? If so, why? //. Translate into Ukrainian: determine, to offer, to sell profitably, substantial, demand for, prediction, to possess, merger, to appraise, ongoing process, surveillance, to enhance, apart from, to become a vital part, to benefit from, cost of branding, to launch, to increase dramatically, to tie to, to recognize, legal protection. 111. Translate the sentences into English. 1 .Маркетологи повинні визначити потенційну кількість покупців, що вони хочуть купити, як, коли і де вони хочуть купити товар, за якою ціною, і що покупці очікують від товару. 2. Збутова політика включає в себе вибір товарів для виробництва, вирішення питань, пов'язаних з розмірами, зовнішнім виглядом, формою та пакуванням цих товарів. 3. Маркетологи намагаються визначити, яким буде попит на даний товар на ринку. 4. Прийнявши рішення щодо створення бренда певного товару, виробник має зробити вибір: Чи запускати товар під своєю власною назвою? Чи було б краще запустити його через посередника? Чи слід поєднати обидві ці стратегії і використати обидві назви? 5. Історично склалося так, що більшість товарів не мали своєї торгової марки. IV. Give the names to the definitions: the name given to a product by the company that it produces; the process of wrapping goods; important, large in amount or value; the desire or need of customers for goods or services which they want to buy or use; a statement that says what you think will happen; the act of joining two or more organizations or businesses into one; the opinion that people have about what smb. or smth. is like, based on what has happened in the past; the fact that you have achieved smth. that you want and have been trying to do or get. V. Look at the following questions taken from the text: «Why have branding in the first place?» Who benefits from branding?» You are trying to identify brand preference by asking shoppers questions in a supermarket. Ask about the following using special questions. 1. Frequency of shopping visits. 2. Reason for shopping visits. 3. Person in the household who generally does the shopping. 4. Types of purchases in the supermarket. 5. Budget for weekly shop. 6. Preference for branded products. 7. Types of branded products purchased. 8. Price premium prepared to pay. 9. Knowledge of the product — name, etc. 10. Satisfaction with branded products. VI. Match the terms with their definitions: (brand, brand name, brand mark, trade mark, copyright.). Definitions 1. ... is a brand or part of a brand that is given legal protection; 2. ... is the exclusive legal right to reproduce, publish or sell the matter; 3. ... is a name, term, sign, symbol, or a design or a combination of them intended to identify the goods or services; 4. ... is that part of the brand which can be recognized but is not utterable, such as a symbol, design, colouring or lettering; 5. ... is that part of a brand that can be vocalized — is utterable. VII. Speak on product planning and branding. Text 6 Warm-up 1. Translate the words and word-combinations: to introduce a new product, to fail, to make things worse, instead of, in the long run, to reverse, sales decline, to encourage, to promote, competing products. 2. What do you think is the success rate of new products? 3. Why do you think some new products fail? Vocabulary average cost — середня вартість costly (expensive) — дорогий failure- провал, невдача from scratch — з чистого аркуша, з початку flurry — хвилювання, поспіх acquisition — придбання tricky — ризикований to run into snags — наражатися на перепони regulators — законодавці, контролюючі органи price tag — ярлик з вказаною ціною, цінник outlay — витрати, затрати compatible — конкурентноздатний fair play — чесна гра to ■ ride on coattails — бути на вершині успіху завдяки впливовим зв'язкам to entrench — укріпляти tarnish — втрачати блиск, тьмяніти rejuvenate — відродити, відновити to withdraw — відривати, викидати health-conscious consumers — споживачі, які ведуть здоровий спосіб життя to estimate — приблизно підраховувати to pursue — займатися чимось, діяти згідно з to revive — відновлювати, відроджувати to gobble — поїдати, швидко їсти to blend — змішувати to run profitably — ефективно керувати to cough up — викласти гроші (за покупку) to fork out — розщедритися to eliminate — ліквідувати to gain access to a market — отримувати доступ до ринку to emulate — змагатися fraction — доля, частина to rocket — злітати Product Development Decisions The average cost of developing and introducing a major new product from scratch has jumped to well over 100 million dollars. To make things worse, many of these costly new products fail (some sources estimate that 80 per cent of all new products introduced in the United States fail). So companies are now pursuing new product strategies that are less costly and risky than developing completely new brands. Three new product strategies are described here: acquiring new brands, developing «me-too» products, and reviving old brands. Acquiring new products Instead of building its own new products from the ground up, a company can buy another company and its established brands. The mid-1980s saw a dramatic flurry of one big company gobbling up another. Procter & Gamble acquired Richardson-Vicks, Thomson Electronics bought RCA, Nestle absorbed Rowntree Mackintosh, Philip Morris obtained General Foods, and Schweppes merged with Gadbury. Such acquisitions can be tricky — the company must be certain that the acquired products blend with its current products and that the firm has the skills and resources needed to continue to run the acquired brand profitably. Acqusitions can ran into snags with government regulators. For example, even under the Reagan Administrations' loose antitrust policy, regulators did not allow Pepsi to acquire 7-Up. Finally, such acquisitions have high price tags. Philip Morris coughed up 5.7 billion dollars for General Foods and Nestle forked out over 2.5 billion dollars for Rowntree Mackintosh. But despite high initial outlays, buying established brands may be cheaper in the long run than paying the enormous costs of trying to create well-known brands from scratch. Moreover, acquiring proven winners eliminates almost all the risks of new-products failure. Acqusitions also provides a quick and easy way to gain access to new markets or strengthen positions in current markets. Developing «me-too» products In recent years, many companies have used «me-too» products strategies — introducing imitations of successful competing products. Thus Tandy, Sanyo, Compaq and many others produce IBM — compatible computers. These «clones» sometimes sell for less than half the price of the IBM models they emulate. Imitation is now fair play for products ranging from soft drinks to toiletries. Me-too products are often quicker and less expensive to develop. The market-leader pioneers the technology and bears most of the product development costs while the imitative product can sometimes offer more value than the market-leading originals. Furthermore, me-too products are less costly and risky to introduce — they enter a proven market, riding on the coattails of the market-leader. On the other hand, a me-too strategy has some drawbacks. The imitating company enters the market late and must battle a successful, firmly entrenched competitor. Reviving old products Many companies have found «new gold in the old» by reviving once-successful brands that are now dead or dying. Many old and tarnished brand names still hold magic for consumers. Often, simply reviving, reformulating and repositioning an old brand can give the company a successful «new» product at a fraction of the cost of building new brands. There are some classic examples of brand revivals. Ivory Soap reversed its sales decline in the early 1970s when it was repromoted for adult use rather than just for babies. Dannon yogurt sales rocketed as a result of linking it to healthy living. Warner-Lambert revived Black Jack gum by playing on the nostalgia of its 110-year old name; Coca-Cola rejuvenated Fresca by adding Nutra Sweet and real fruit juices. Sometimes a dead product rises again with a new, as happened with one of Nestle's cookery, brands. Some years ago Nestle withdrew a product when it failed in test market, but later revived the line under the Lean Cuisine brand to fit with today's health-conscious consumers. Nevertheless, there are dangers with reviving old brands. Perhaps the biggest of them is that it can encourage marketers to look back rather than forwards. Assignments I. Answer the question. 1. Why do government regulators sometimes prevent an acquisition from taking place? 2. Can you think of any other examples of successful me-too products? 3. Why did Nestler relaunch their product? II. Complete the table with your own examples. Strategies Examples Advantages Disadvantages Acquisition Me-toos Revivals III. Translate into Ukrainian: From scratch, to fail, to acquire, to revive, to pursue, to gobble, to run profitably, to cough up, to fork out, initial outlays, enormous costs, to gain access to a new market, to eliminate, flurry, competing products, to emulate, to encourage, to decline, to range from soft drinks to toiletries. IV. Translate the sentences into English: 1. Середня вартість розробки і просування нового товару на ринку зросла до понад 100 мільйонів доларів. 2. Приблизно 80 % нових дорогих товарів зазнають поразки на ринку Сполучених Штатів. 3. Незважаючи на великі початкові витрати, купівля добре відомого бренду може бути дешевшою, ніж сплата величезних витрат у спробі створити новий вдалий бренд з нуля. 4. Багато компаній намагаються відновити колись успішні бренди і таким чином привабити нових покупців до своєї продукції. 5. В середині 80-х років XX століття можна було спостерігати тенденцію до злиття декількох компаній, коли більша компанія поглинала менші. 6. Купівля добре відомого бренду — це найшвидший і найлегший шлях отримання доступу до нових ринків або зміцнення позиції на освоєному ринку. V. Give the names to the definitions: an occasion when there is a lot of activity, interest, excitement, etc. within a short period of time; something that somebody buys to add to what they already own, usually something valuable; the money that you have to spend in order to start a new project or to save yourself money or time later; a dominant company or product in the market; a cold drink that does not contain alcohol; the process of something becoming or being made popular or fashionable again. VI. Complete the boxes by choosing appropriate words/expressions from the list below: to succeed, dead, to move into, to gobble up, to cough up, tarnished, to merge, to pay out, to strengthen your hold, to rise again, to reverse the decline, to fork out, to rejuvenate, to absorb, to obtain, to enter, to ride on the coattails, to rocket, to revive, to take over, dying. Success Old products Market penetration Payment Acquisition VII. Change the sentences into Passive Voice. 1. They are acquiring a new brand now. 2. Profits have decreased recently. 3. They are selling brand products. 4. The imitating company is gaining access to the market at present. 5. In recent years many companies have used «me-too' product strategies. VIII. Look at the following sentences taken from the text. «But despite high initial outlays, buying established brands may be cheaper ...» «Moreover, acquiring proven winners eliminates almost all the risks ...» Now select connectors from the list below to complete the sentences. (however, moreover, despite, thus, in addition, although) 1.____________investing nearly $20 m in the project, they soon ran out of funds. 2. ___________profits are high at the moment, we must expect a downturn next year. 3. They acquired two US companies in 1989. ___________, they bought several smaller European enterprises in the same year. 4. The company developed a very good me-too products._________, they found it impossible to break into the market. 5. They developed an IBM clone and__________broke into lucrative PC market. 6. There have been many successful revivals. _________ these products have also saved their companies a considerable amount in product development costs. IX. Using the words and expressions from the text, present the alternative product development strategies for your company or a typical business. Text 7 Warm-up 1. Translate the words and word-combinations: to fall into, buyers intention, to satisfy personal and family needs, to seek, to be aimed at, target market, with respect to, on a regular basis, at least, prohibited by law, brand, brand name, branding, brand mark, trademark, trade name. 2. How do you understand the term «target market»? Vocabulary tangible — матеріальний facilitating — полегшення, допомога excitement — збудження, хвилювання convenience products — товари повсякденного попиту unthought products — товари, купівля яких не планується заздалегідь specialty products — товари особливого попиту to exert effort — докладати зусилля to expend — витрачати to allocate time — відводити час substitute — замінник, субститут to terminate — завершувати, закінчувати product life cycle — життєвий цикл товару maturity — зрілість decline — спад to maintain — підтримувати, зберігати installation — складання, монтаж, установка utility — користь, вигода facilities — можливості, сприятливі умови, вигоди appliances — електро (побутові) прилади appeal — привабливість legal designation — юридична назва Product Concept A product can be an idea, a service, a good, or any combination of these three. This definition includes supporting services that go with goods, such as installation, guarantees, product information, and promises of repair and maintenance. Goods are tangible and have form utility. Services are intangible and provide facilities or direct benefits. Ideas provide psychological stimulation that helps us solve problems or adjust to our environment. When buyers purchase a product, they are buying the benefits and satisfaction they think the product will provide. A sports car is purchased for excitement and fun in driving, not merely for transportation. Products fall into one of two general categories, depending on the buyers' intentions. Products purchased to satisfy personal and family needs are consumer products. Those bought for use in a firm's operations or to make other products are industrial products. Consumers buy products to satisfy their personal wants, while industrial buyers seek to satisfy the goals of their organizations. The same thing can be both a consumer product and an industrial product. For example, an electric light bulb is a consumer product if it is used in someone's home and an industrial product if it is purchased to become part of another product. Classes of products are aimed at particular target markets, and this affects distribution, promotion, and pricing decisions. The traditional and most widely accepted approach to classifying consumer products consists of four categories: convenience products, shopping products, specialty products. This approach is based primarily on characteristics of buyers' purchasing behaviour. Convenience products are relatively inexpensive, frequently purchased items for which buyer wants to exert only minimal purchasing effort. Examples include bread, gasoline, newspapers, soft drinks, and chewing gum. The buyer spends little time either in planning the purchase of a convenience item or in comparing available brands or sellers. Shopping products are items for which buyers are willing to expend considerable effort in planning and making the purchase. Buyers allocate considerable time for comparing stores and brands with respect to prices, product features, qualities, services, and perhaps warranties. Appliances, furniture, men's suits, bicycles are examples of shopping products. Specialty products possess one or more unique characteristics, and a significant group of buyers is willing to expand considerable purchasing effort to obtain them. Buyers plan the purchase of a specialty products; they know exactly what they want and will not accept a substitute. Unthought products are purchased because of a sudden problem that needs to be solved. In general, the consumer does not think of buying these products on a regular basis. Products are like living organisms. They are born, they live, and they die. A new product is introduced into the market, it grows, and when it loses appeal, it is terminated. A product life cycle has four major stages: introduction, growth, maturity and decline. By understanding the typical life cycle pattern, marketers can, in theory at least, maintain profitable products and drop unprofitable ones. Marketers must make many product decisions associated with branding, such as brands, brand names, brand marks, trademarks, and trade names. A brand is a name, a term, symbol, design, or a combination thereof that identifies a seller's products and differentiates them from competitor's products. A brand name is a part of a brand which can be spoken — including letters, words, and numbers — such as 7UP. A brand is often a product's only distinguishing characteristic. Without the brand name, a firm could not identify its products. Brand names simplify shopping, guarantee quality, and allow self-expression. The element of a brand that cannot be spoken, often a symbol or design, is called a brand mark. A trademark is a legal designation indicating that the owner has exclusive use of a brand or a part of a brand and that others are prohibited by law from using it. A trade name is the legal name of an organization, such as Ford Motors Company, rather than the name of a specific product. Assignments I. Answer the questions. 1. What is a product? 2. What type of products are consumer ones? 3. What are industrial products? 4. What approach to classifying consumer products is the most widely accepted? 5. How do convenience products and shopping products differ? What are the distinguishing characteristics of each? 6. What is the product life cycle? 7. What is the difference between a brand and a brand name? 8. What is the difference between brand mark and trademark? //. Define the following terms in English: brand, brand name, brand mark, trademark, trade name. III. Give the names to the following definitions: a written promise given by a company that something you buy will be replaced or repaired without payment if it goes wrong within a particular period; the quality of being useful; something that exists but that is difficult to describe, understand or measure; a group of customers who will probably buy the products of certain company; items for which buyers expend considerable effort in purchasing and comparing stores and brands with respect to prices; products that are inexpensive, for which buyers want to exert minimal purchasing effort but are very important for every day life; goods that are bought because of a sudden problem that needs to be solved; a quality that makes somebody or something attractive and interesting; a part of a brand which can be spoken; goods that demand a lot of purchasing effort and buyers know exactly what they want and will not accept a substitute; a legal designation indicating that the owner has an exclusive right to use a brand or a part of a brand and that others are prohibited by law from using it. IV. Translate the following words and word-combinations into English: полегшувати; товари особливого попиту; збудження (хвилювання); відводити час; товари купівля яких не планується заздалегідь; надання товару торгової марки; життєвий цикл товару; символ марки; товарний знак; торгове найменування; завершувати (закінчувати). V. Translate the sentences into English.-. 1. Споживачі докладають мінімальні зусилля на купівлю товарів повсякденного попиту. 2. Купівля товарів особливого попиту вимагає значних зусиль зі сторони споживачів. 3. Товарний знак — це юридичне маркування, яке вказує на те, що його власник має виключне право на використання фабричної марки, і що іншим особам забороняється законом використовувати її. 4. Фабрична марка служить для ідентифікації товарів продавця та відрізняє їх від товарів конкурентів. VI. Change the sentences into Passive Voice. 1. When buyers purchase a product, they actually are buying the benefits. 2. Consumers buy products to satisfy their personal needs. 3. Buyers allocate considerable time for comparing stores and brands. 4. Buyers plan the purchase of a specialty product. 5. Brand names simplify shopping.