Download IV. Marketing

ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ
Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά
Τεχνολογικού Τομέα
Business English
Ενότητα # 4 : Marketing
Ευαγγελία Κουτσογιάννη
Τμήμα Διοίκησης Επιχειρήσεων
Άδειες Χρήσης
• Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες
χρήσης Creative Commons.
• Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται
σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης
αναφέρεται ρητώς.
2
Χρηματοδότηση
• Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια
του εκπαιδευτικού έργου του διδάσκοντα.
• Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο
Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει
χρηματοδοτήσει μόνο την αναδιαμόρφωση του
εκπαιδευτικού υλικού.
• Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού
Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και
συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό
Κοινωνικό Ταμείο) και από εθνικούς πόρους.
3
Σκοποί ενότητας
In this section you will
• understand the meaning of marketing
• acquire specific vocabulary related to marketing
strategy, market research, and marketing mix
• learn business English collocations (verb+noun)
• practise verbs followed by –ing form or infinitive
4
Marketing
5
What is Marketing?
• Marketing starts from a particular view which
says that a firm is there to satisfy customer
needs for products or services, at a profit to
itself. In this respect marketing’s main task is to
gather and process information about the
market, e.g. distribution methods, product
selling, advertising methods, and consumer
wants.
• To acquire this information the marketing people
conduct a market research.
6
What is Marketing? Glossary
• market: a group of individuals or organizations that have
needs for products and the ability, willingness, and
authority to purchase such products/ αγορά
• satisfy: make contented; give sb what they want or need/
ικανοποιώ
• customer: person who buys things / πελάτης
• gather : obtain gradually; gain little by little/
συγκεντρώνω
• process: work on sth/επεξεργάζομαι
• consumer: person who uses goods/ καταναλωτής
7
Market Research
• Market (or marketing) research is the process of
systematically gathering, recording, and analyzing data
concerning a marketing problem.
• There are two main methods: the quantitative and the
qualitative research. The former deals with numbers.
It measures how many of us will do or will not do
something. It uses interviews and/or questionnaires to
show the changes and the direction of the market.
• Qualitative research deals with the feelings which
people have about their needs in relation to various
products; it uses group discussion techniques.
8
Market Research Glossary
• data: (pl of datum) facts; information prepared for and
operated on a computer programme/ στοιχεία,
δεδομένα
• qualitative: relating to quality (high degree of worth)/
ποιοτική έρευνα
• quantitative: relating to quantity (the property of
things which can be measured)/ ποσοτική έρευνα
• interview: meeting with sb for formal consultation or
examination/ συνέντευξη
• questionnaire: list of questions to be answered by a
group of people, esp for a survey/ ερωτηματολόγιο
9
Marketing Strategy
10
• A marketing strategy is a plan that will enable
an organization to make the best use of its
resources and advantages to meet its
objectives.
• A marketing strategy consists of the selection
and analysis of a target market and the
development of an appropriate marketing
mix to satisfy a particular target market.
11
Target Market
• A target market is a group of persons for whom a firms develops and
maintains a marketing mix suitable for the specific needs and preferences
of that group.
• In selecting a target market, marketing managers examine potential
markets and direct their attention toward a particular segment of the total
market for their products. The process of dividing the market into
segments is called market segmentation. The division of consumers into
groups is based on specific characteristics they share which may influence
their purchase of a product.
• The characteristics used to segment the market are demographic, such as
age, income, gender, race, level of education; geographic, such as climate,
city size, population density, and psychometric, such as tastes, values and
attitudes.
12
Target Market Glossary
• target market: any market aimed at/ αγορά στόχος
• marketing mix: the activities that constitute a basic marketing
tool/μίγμα μάρκετινγκ
• potential: that can or may come into existence or action/
ενδεχόμενος, εν δυνάμει
• preference: the favouring of a product more than another/
προτίμηση
• influence: have an effect on / επηρεάζω
• market segmentation : the division of consumers into groups
according to specific characteristics they share/ κατάτμηση της
αγοράς
• attitude: way of feeling, thinking or behaving/ στάση, γνώμη
13
Marketing Mix
• According to the results of the market research a
firm can manufacture a product. When the
product is designed and manufactured the firm
must let customers know that the product has
been produced. This activity is called promotion.
Then the firm must get the product to the
customers. This activity is termed distribution.
Finally, the firm must consider its profit which is
related to the product’s price. This activity is
called pricing. These four activities constitute a
basic marketing tool known as the marketing
mix.
14
Marketing Mix Glossary
• product: anything in a market that can be legally
offered for sale (physical goods or services)/
προιόν
• promotion: publishing one’s products /
προώθηση
• distribution :the transfer of goods from the
producer to the consumer/ διανομή
• pricing: setting a product’s price: the amount of
money that a seller is willing to accept in
exchange for a product / κοστολόγηση
15
Τέλος Ενότητας