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VY_ 22_ INOVACE_ ANJ_ 42
INOVACE A ZKVALITNĚNÍ VÝUKY CIZÍCH JAZYKŮ NA STŘEDNÍCH ŠKOLÁCH
EKONOMICKÁ TÉMATA A OBCHODNÍ ANGLIČTINA
MARKETING – 1st part
Definition of marketing
The marketing concept is that a company´s choice of what goods and services to offer should
be based on the goal of satisfying consumers´ needs.
Aim of marketing
1st defin.: To find the costumer and satisfy (uspokojit) him better than competitors and gain
(získat) adequate but long-term profit.
2nd defin.: “The aim of marketing is to know and understand the customer so well the product
or service fits him and sells itself.”
Marketing tools:
The Four P´s
Product
Price
Place
Promotion
Product
What issues (záležitosti, věci) do marketers (marketingoví odborníci) have to consider in
product?
A product in marketing isn´t only the product itself but it is all offer to a customer (celková
nabídka zákazníkovi). It means – a product in marketing includes: quality, brand name, size,
packing, services and guarantee service, safety of a product, if it is environmentally friendly
(šetrné k životnímu prostředí), etc.
VY_ 22_ INOVACE_ ANJ_ 42
Price
What issues do marketers have to consider in price?
For example how to fix (or set) the price = jak stanovit cenu. The method can be e.g. the price
is based on costs (nákladech). The price equals (rovná se or is) = costs + profit(zisk).
Exercise 1: Choose the correct answer(s).
1. What belongs to marketing tools?
a)
b)
c)
d)
promotion
marketing
place
management
2. The method how to fix the price can be e.g. the price which is based on costs (nákladech).
The price equals ............ .
a) the lowest price in the market
b) the price of the competitor
c) costs + profit
Exercise 2: Fill in the gaps with information from the ellipse below the text to get correct
statements. You will not use all information there.
a) The marketing concept is that a company´s choice of what goods and services to offer should
be based on the goal of satisfying .............. .
b) Aim of marketing is to find the costumer and satisfy him better than............. and gain
adequate but ............ ..
c) A product in marketing isn´t only the product itself but it is .............. .
long-term profit
producer´s needs
customers
short - term profit
competitors
all offer to a customer
product with a discount
consumers´ needs