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HOW FOREIGN LANGUAGE CAN HELP MARKETERS IN PROFESSIONAL GROWTH Lazareva A. Anastasia, 4th -year student, Faculty of Marketing, Plekhanov Russian University of Economics Scientific supervisor – Sinyaeva I. Nelly, Senior lecturer, Department of Foreign Languages №1, Plekhanov Russian University of Economics Abstract: The author of the article touches upon the role of a foreign language for a company to be a success in business, in this very case, in the sphere of marketing. The author stresses not only the necessity of learning a foreing language but, rather, qulitative skills to use a foreing language, namely, the English language, as it is the one being used on the global level. Examples of borrowings from English used by marketers are provided for. Keywords: marketing, the English language, business, language for business, borrowings. Marketing in the simplest description attempts to understand customers in terms of what they buy, when they buy, why they buy, how much they buy, where they buy. Internationally, this means understanding culture. How marketing efforts interact with culture determines the success or failure of a product. There are many examples of cultural differences that have affected marketing success or failure. The relationship with culture comes into play with the realization that each of the consumer behavior factors noted above varies from culture to culture. One of the most influential cultural elements is language. Every form of culture is identified in terms of language. In short, every language serves as a vehicle of the culture of the people who speak that language. Consequently, global companies, when entering a foreign market, need to know what is the message they are trying to convey and what is the message they are actually conveying about their product. One of the challenges international marketers need to surmount is a kind of practice called the self-reference criterion. Unconsciously, individuals tend to use the standards of one’s own culture, including language, to evaluate others. “Foreign marketers should never take it for granted that they are communicating effectively in another language.” (Cateora) The important thing for marketers is to consider how these biases may come in the way when dealing with members of other cultures. English has become the fastest scientific language increasing in the world. At the present time English language occupies the position of a commercial language, connecting East with West and South with North. More than two billion people all over the world speak English and that number increases everyday. English has special or official status in more than 75 countries and more than 375 million people use it as their first language. It is also the most commonly used language among foreign language speakers. It is the most dominant language of diplomacy, business, science, economy and marketing. Many multi-national companies when dealing with cross-border business communication will do it in English. English is a language of art, the film industry, music and books. Nowadays almost every field demands English and marketing too. Success in business is often hinged on one single important word – communication; and most of it happens in English. It can cross international borders and transcend language compatibility barriers that have made English the most sought after language in today’s corporate world. Conversely, poor communication can obviously cause various difficulties. For example, the fact that English is widely spoken in India can be very misleading, as there is a difference between Indian English and the English we know. Some words or terms sound like English but they are Indian-English, giving them a completely different meaning. For instance, what sounds as “a lack of rupees” could mean “lakh of rupees” signifying a 100,000 of them. The proficiency of the language has also made it a vital part of success in the highly competitive corporate world. Many reputed organizations around the world rely on English as a means of communication in everything from emails to corporate documentation to even popular and well-read business resources both in print and over electronic media. Fluency in English, both written and spoken plays a critical role in many aspects of corporate life from securing employment to communicating with clients and achieving business partnerships all over the world. English has now become a global language for business all over the world to such an extent that it is the standard official language in certain industries. Apart from having an impressive command of spoken English today’s competitive corporate culture demands an equally impressive command of written English as well. It is mainly because almost all forms of business communication such as emails, presentations, sales and marketing and even corporate legal documentation are now carried out in English. Business matters apart from those who have a constant, and continuous income everyone is more or less dependent on their company. If you are conducting your own business then, there is much more burden on your shoulders than you are working for a separate business entity. Simple explanation – in addition to maintaining your company, you have to make it a success on your own. English language is vital for that success you have in your mind for your enterprise. A sound knowledge of English enables effective communication with your potential customers. When you advertise your business, greet your customer, execute transactions, follow-up to ensure customer satisfaction, English comes handy. It is the key to customer relationship management, unlocking opportunities that bring profit. Due to its worldwide acceptance, English has become a much sought after gobetween in global business. Being a world language that can be understood by eight people out of ten, English is considered as a top choice for language learners. If your English for business is fluent, it gives you a competitive edge against other businesspersons in your industry. The majority of people would understand your message a lot better. Irrespective of his/her race or religion, you can also win the confidence of your customer more quickly. Moreover, you can keep the bargaining power of your client at check and drive the negotiations your way. The organization’s opportunities will become limitless when their employees’ proficiency level in English increases. English is widely used in communication process. Communication is one of the most important ways of promotion in marketing. English as a global language plays the biggest role in the communication element of the marketing mix, as it may impede communication across groups because of a lack of shared or common cultural values. To make consumers accept a product, English is used to promote that product through advertising, personal selling, sales promotion and publicity, all of which cannot be effectively used without it. Marketers going into any foreign market need to understand this and fundamentally believe in it. This is the reason why a standardized advertisement may have difficulty in communicating with consumers in foreign countries because of differences of their languages, so English as an international language helps them to create a marketing strategy in a right way. Advertising and promotion require special attention because they play a key role in communicating product concepts and benefits to the target segment. Nowadays the profession of the marketing specialist becomes more and more popular. There are lots of English words which marketer needs to know. And in marketing sphere in this country there are fewer Russian words than English ones. While talking about some examples we can truthfully say that the word brand is an English word and the phrase "brand image" can be translated into Russian like "имидж бренда". But in Russia today any marketer knows what this phrase implies, as well as brand loyalty, brand identity, brand positioning, brand book. It goes without saying that there are borrowing from business English in the sphere of marketing such as: product, producer, performance, profit and what not. In Russia lots of marketing professions named in English too. Like: PR officer, marketing assistant, art director, product manager. I work in PR sphere and all of my colleges use a lot of English words but in Russian, like «комьюнити», «косты» and the like. And if I didn’t learn English, I wouldn’t understand them at all. In my opinion, in Russian language a lot of analogues to special marketing lexicon, for example PR is “связи с общественностью», but we use PR or public relations in our work and study. Despite the fact that marketing came from America, Russian marketers have to translate and adopt English terms to the Russian language. Reference: 1. Robert D. Can You Standardize Multinational Marketing? Harvard Business Review, Nov./Dec. 1968, Pages: 102-113. 2. Philip R. and John L. Graham. International Marketing Eleventh Edition. The McGrawHill Companies Inc., 2002. 3. Sinyaeva N.I. “On some problems when translating / Міжнародний науковий журнал. 2016. Т. 1. № 1. С. 53-55 4. Барсова О.И., Сизова Ю.С. Cочетание основных стратегий обучения английскому языку для специальных целей студентов экономических специальностей / Международный научно-исследовательский журнал. 2014. № 1-4 (20). С. 40-42. 5. Кардович И.К. Предметно-содержательная и логико-семантическая связность в научно-техническом тексте / Международная торговля и торговая политика. 2008. № 4. С. 167-175. КАК ИНОСТРАННЫЙ ЯЗЫК МОЖЕТ ПОМОЧЬ МАРКЕТОЛОГУ В КАРЬЕРНОМ РОСТЕ Лазарева Анастасия Алексеевна, студентка 4 курса факультета Маркетинга, РЭУ им. Г. В. Плеханова Научный руководитель – Синяева Нелли Ивановна, Старший преподаватель кафедры иностранных языков №1, РЭУ им. Г.В. Плеханова Аннотация: Автор статьи рассматривает роль иностранного языка в качестве инструмента для успешного ведения бизнеса, а именно, в сфере маркетинга. Автор подчеркивает не столько необходимость владения иностранным языком, сколько качественное умение пользоваться им, в данном случае английским языком, поскольку он является международным в области делового общения. В статье приводятся примеры использования заимствованных из английского языка терминов маркетологами российских и международных компаний. Ключевые слова: маркетинг, английский язык, бизнес, иностранный язык в бизнесе, заимствования.