Download MARKETING Marketing is the term given to all the different activities

MARKETING
Marketing is the term given to all the different activities intended to make
and attract a profitable demand for a product. On the one hand, it is made up of
transporting, storing and selling goods and, on the other hand, a series of decisions
you make during the process of moving goods from producer to user. Marketing
operations include product planning, buying, storage, pricing, promotion, selling,
credit, traffic and market research.
Here people mostly talk about the marketing mix or “The Four Ps”, that
consists of:
- choosing the right product (=what a company produces/ makes or offers);
- selling it at the right price (=what it costs to the buyer/ consumer);
- using the right kind of promotion (=the ways to make the product popular
and well-known; this includes advertising);
- making it available in the right place (=where you sell the product and how
it reaches the consumer; also known as distribution).
Marketing people’s job is to match these things to the needs of
consumers (the people who buy and use products). People who buy the products of
a particular company are that company’s customers/ clients.
The ability to recognize early trends is very important. Market research
helps the producer to predict what the people will want. And through the
advertising he attempts to influence the customer to buy.
Product advertising is an important part of the marketing mix. Its aim is to
increase sales by making a product or service known to a wider audience, and by
emphasizing its positive qualities. A company can advertise in a variety of ways,
depending on how much it wishes to spend and the size and type of audience it
wishes to target. The different media for advertising include television, radio,
newspapers, magazines, the Internet and direct mail. The design and organization
of advertising campaigns is usually the job of an advertising agency.
Corporate advertising is not directly concerned with increasing sales of
a particular product or service, but more with the brand image, or picture, a
company wants to present to the public. Public relations (PR) experts specialize
in organizing activities and events which generate positive publicity for companies.
Unusual advertising campaigns sometimes get extra publicity for the company by
way of media reports about the campaign.
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Task1. Read the text and translate it into Ukrainian. Be ready to speak about
the marketing concept and marketing mix in your own words.
THE MARKETING CONCEPT
Were you a cloth baby or a paper baby?
Before the 1970’s, virtually all
infants were covered in cloth diapers.
Some time in the 1960’s, however, the
firm of Procter & Gamble decided to
investigate the possibility of producing
and selling paper diapers.
As a first step, the company
conducted surveys to determine if
parents liked the ides of disposable
diapers. They did. The next step was to
find a way to manufacture a paper
diaper that could profitably be sold at a
price consumers would be willing to
pay.
Everybody knows the end of this
tale. P&G developed a disposable paper
diaper. Pampers and competing brands
were so successful that most parents
today prefer them to cloth diapers.
Disposable diapers stand as a
classic example of the successful
application of what is now described as
the total marketing concept. Nowadays,
marketing influences, and often actually
controls, almost every part of a
company’s activities.
THE MARKETING CONCEPT
(we must produce what customers want,
not what we want to produce)
this means that we
PUT THE CUSTOMER FIRST
(we organize the company so that this
happens)
we must FIND OUT WHAT THE
CUSTOMER WANTS
(we carry out market research)
we must SUPPLY exactly what the
customer wants
we can do this by offering the right
MARKETING MIX:
“The Four Ps”
=the right PRODUCT
at the right PRICE
available through the right channels
of distribution:
PLACE
presented in the right way:
PROMOTION
Thinking Marketing
Everyone who works for the company must
“think marketing”
To think marketing we must have a clear idea of
What the customers need
What the customers want
What causes them to buy
What the product is to the customer with its functional, technical and
economic aspects as well as the aesthetic, emotional and psychological aspects
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“Features” (what the product is) + “Benefit”
We must be aware of our firm’s strengths and weaknesses as well as the
opportunities and threats we face in the market (S.W.O.T.)
Task2. Check if you know marketing terms. Fill the gaps in the sentences
below with words from the brackets.
(Commercials / competes / design / distribution / end-users / hire
purchase / image / labels / mail order / materials / newspaper /
advertisements / opportunities / outlets / place / posters / price / product
/ promotion / public relations / weaknesses / radio spots / rival / satisfy
/ strengths / threats)
1. What is “the marketing mix”?
The marketing mix consists of “the four Ps”: providing the customer with the right
P…………………………… at the right P…………………….. , presented in the
most attractive way (P…………………….) and available in the easiest way
(P……………………).
2. What is “a product”?
A product is not just an assembled set of components: it is something customers
buy to s…………………….. a need they feel they have. The
i………………………. and the d………………………. of the product are as
important as its specifications.
3. What is “price”?
The product must be priced so that it c…………………. effectively with
r………………. products in the same market.
4. What is “promotion”?
The product is presented to customers through advertising (e.g. TV
c…………………., r……………………., n…………………………….,
p………………………..), packaging (e.g. design, l……………………….,
m……………………..), publicity, P.R. (…………………) and personal selling.
5. What is “place”?
Your product must be available to customers through the most cost-effective
channels of d…………………….. .
A consumer product must be offered to e………………….. in suitable retail
o………………….., or available on h………………………………………. or by
m………………………………………. .
6. What is meant by “S.W.O.T.”?
A firm must be aware of its S……………………. and W…………………….. and
the O……………………… and T…………………….. it faces in the market
place.
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Task3. Sally and Don work in the Marketing Department of a food preserves
company. Read their dialogue and find English equivalents to the expressions
below.
Зрости (про ціну)
Підняти ціну
Рекламна компанія
Виробник, який встановлює
найнижчу ціну на певний товар
Упаковка
Конкурент
Товар, рівень продажу якого суттєво
залежить від ціни
Надавати перевагу певному товару
Don: Hi, Sally. I need to show you something. Look at these figures. The price of
sugar will increase by 10% next year.
Sally: Oh, no. That’s terrible! It means trouble for our jam line.
Don: Precisely. Sugar is our main ingredient. So, what do you think of that?
Sally: Well, we are not the price leaders in this area and jam is a very price
sensitive item. According to the market research the consumers aren’t particularly
brand loyal about jam.
Don: Yes, that’s right. And the rising of the price of sugar will cause the increase
of the price of our product. But I have an idea.
Sally: What do you mean?
Don: What if there was a possibility of changing the ingredients in the jam so that
we wouldn’t have to raise the price.
Sally: Ah! Then we wouldn’t have to worry about the price on sugar because
we’d be able to sell jam at the same price. The idea is that we could market
cheaper jam. Excellent! That would be a great promotional campaign!
Don: Sure. If we do it right we’ll sell more and become the leader in the market.
Sally: Now the first thing is to talk to the Research and Development team.
Don: Right, and we’ll see when they could have some samples of new formulas
ready.
Sally: What about the market research? I think we should schedule some tests for
responses to the R&D samples.
Don: Yes, I think so, too. We should also change the packaging. There is a lot to
do, Sally. Let’s continue the talk in the cafeteria. It’s lunchtime already!
Sally: OK, let’s go. We’ve got a lot to discuss.
Task4. Complete the gaps with the words below.
Increase / packaging / competitor / price leader / price sensitive item
1. If the price of this product …………… nobody will buy it.
2. This company is the ……………………. In this area, they can sell the
product at the lowest price.
3. Customers do care about the price on this product, it is a very
…………………..
4. Attractive …………………… helps to sell products.
5. Our ……………………….. has become the price leader in the market.
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