- •А кадемия управления при Президенте Республики Беларусь
- •Система открытого образования
- •Business english Курс лекций
- •Is she talking? 8
- •1. Starting to trade 151
- •2. The marketing mix 166
- •The Future: will
- •I/you/he/she/it/we/they will go (I’ll. He’ll, they’ll go)
- •Past Simple Tense
- •Positive (regular verbs)
- •Present Perfect Tense
- •Question Have you done it yet? Where have you been?
- •Review of time expressions
- •Word study Putting Nouns Together
- •Summary
- •The president
- •For discussion
- •The future perfect
- •More about auxiliary verbs
- •Word study
- •Two More Ways to Put Nouns Together
- •Company structure
- •Application for a job
- •74 Dockside Manchester m15 7bj 8 March 2000
- •Utility chiefs top executive pay increases
- •Unit II
- •Types of companies
- •Text № 1
- •Types of companies
- •Investing in a limited company
- •Summary of modal verbs
- •Modals with more than one meaning
- •You mustn’t vs. You don’t have to
- •Other uses of “will” and “would”
- •Degrees of probability
- •Exercise 15. Which is the closest in meaning?
- •The passive with modals
- •The indirect passive
- •Share capital
- •Companies
- •Must have and might have
- •Present Past
- •Could have and should have
- •Present
- •Types of business units
- •Unit III starting a business
- •Participles
- •A real estate purchase
- •Another use for participles
- •Participles
- •The problem of cash flow
- •Exchange rates cause budgeting problems
- •The flow of funds
- •Read and give the summary of the newspaper articles.
- •1. Greenalls refocuses spending By Dominic Walsh
- •2. Mandelson wants uk "digital leader" By Raymond Snoddy, Media Editor
- •3. Paget departs from telspec By Chris Ayres
- •4. Tlg succumbs to 353 million pounds wassall bid By Paul Durman
- •5. Progress hope at pilkington By Paul Durman
- •Unit IV management
- •What is management?
- •1.1. Read and translate the text.
- •1.2. Put 5 questions to part 1 of the text the answers to which are marked by •
- •1.3.. Answer the following questions:
- •1.4. Try to remember 5 main duties of managers.
- •2.1.. Read the notes of the lecture about management. Write out new words. Translate the text.
- •2.2.. Discuss:
- •3.1. Read text ¹ 3. Complete the sentences, finding them in the text:
- •3.2. Discuss:
- •4.1. Read text ¹ 4 about managers’ skills. There are 9 of them mentioned. Make the list of them and discuss the following:
- •Gerunds
- •The infinitive Positive Infinitive Negative Infinitive
- •Conditionals First conditional
- •Second conditional
- •Third conditional
- •The conditional
- •Texts for reading Holding Meetings
- •1. Put a tick or a cross in the box after each statement to show whether you think it is correct or not:
- •London borough Spring Personnel. Legal pa £25,000
- •Relative clauses
- •Miss Johnson is a secretary I work with.*
- •More examples of relative clauses
- •Of which vs. Whose
- •Past participles used as adjectives
- •Relative clauses with prepositions
- •Relative clauses with deletions
- •Conjunctions and related phrases
- •Agreement of tenses
- •Reported speech: agreement of tenses
- •Direct Reported
- •Reported questions
- •Interrogative noun clauses Who’s That Man?
- •Didn’t he apologize for _______?
- •Do you know _______?
- •Text ¹ 2 Market Study
- •Questions about the story
- •For discussion
- •Texts for reading and discussion
- •1. Starting to trade
- •Marketing Defining marketing
- •2. The centrality of marketing
- •1D Comprehension
- •Product policy
- •1A Discussion
- •1A Reading
- •3. Products and brands
- •4. It pays to advertise
- •It pays to advertise
- •2. The marketing mix
- •The role of advertising
- •Does the fact that it pays to advertise seem obvious to you? Explain your answer.
- •Figure 1.1.: gross margin
- •Paragraph 3: aura
- •3. Users of both competitive brands and of our product.
- •Born in 1946, we offer 52 years of experience
- •Unit VI business communication
- •Higher management
- •Rules of Writing
- •Increase your vocabulary
- •Means of communication
- •4 Abilities
- •5 Experience
- •Increase your vocabulary
- •Writing
- •Text 6 designing a sales letter
- •Manufactures of Quality Office Equipment since 1940
- •The layout of a business letter
- •23 Nelson Square
- •Velkotex Ltd
- •Prefixes of negation
- •Indicative Subjunctive
- •Verbs used with the subjunctive
- •Indicative vs subjunctive
- •Indicative Subjunctive
- •Infinitives with “seem” and “appear”
- •By Russsell Hotten
- •Sources
- •Козлова Любовь Константиновна Business English
- •220007, Г. Минск, ул. Московская, 17.
2. The marketing mix
It is useful to look at the marketing mix from two points of view. The first is a simple, practical analysis of how it fits into the operations of the business. Bearing in mind that marketing should have contributed, through market research, to the specification of the product, it is easiest to see it as filling the time and space between when the product comes off the end of the production line and when the ultimate customer buys it. (In fact, if you are making a complex piece of machinery, or selling insurance, it goes beyond this, into after-sales service.)
The businessman's task is to plan how best to fill the gap, in terms of making the best use of available resources to achieve sufficient sales, profitably, to satisfied customers.
If you look at the costs of a hypothetical manufacturing company, you will find a picture which looks, basically, rather like the one shown in Fig. I.I.
1. Value of sales 100
Less
2. Cost of materials 35
3. Labour and related costs 10
4. Overheads 10
= 5. Gross margin 45
Less
6. Selling and distribution costs 30
= 7. Net profit (pre-tax) 15
Fig. 1.1 P/L statement for hypothetical manufacturing company ($OOOs)
To all intents and purposes, item 6 is the marketing mix in this simple trading statement. For the manager with a sales target to meet and a planned gross margin of 45 per cent, the problem is how to use as little as possible of that margin to achieve his sales target, and to have a continuing, viable business and, hence, to make a satisfactory profit.
The second way to look at the marketing mix is to consider what the mix is actually doing to the relationship between the product and its purchasers. In a way, the key to this lies in what I have just said. Most businesses are looking for continuing success. They achieve this basically through satisfied customers and they have to do it in the face of their competitors.
3. Through the elements of the marketing mix, the business sets out to build and maintain its competitive position. In most cases, the most effective way to protect this position is through successfully branding its products. The distinction between a product and a brand is important, as it explains much of what marketing tries to do, and much of the use of advertisements.
A product, in these terms, is quite simply something which is offered to potential buyers and which, while it may be very good of its kind, is not systematically presented in a way which differentiates it from its competitors. A brand, on the other hand, is a product whose producer has set out deliberately and consistently to use every element in its presentation to make it uniquely desirable to its potential buyers. If this is done successfully, it makes the brand extremely difficult to compete with –not necessarily because it is physically that much better than its competitors, but because it has acquired an aura (a 'brand image') which makes it appear that much better.
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Name |
Pack design |
Advertising |
|
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Selling |
|
P oint of sale display material |
|
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Sales literature |
BRAND |
CONSUMER PREJUDICE |
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Price |
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Public relations |
|
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Distribution policy |
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Promotion |
|
Fig. 1.2 How a brand fits together
4. A brand is created by all the elements in the marketing mix working together, consistently, to create a clear prejudice in its favour among its customers. In other words, a brand has a place in people's minds, as a brand, whereas a mere product is simply a way of fulfilling a physical need. In a competitive economy, there is a clear theoretical advantage in being a brand.
Diagrammatically, being a brand is quite a simple concept. All the parts of the marketing mix, as a consistent group, contribute their share to the product, so as to help build up a favourable prejudice among its actual and potential customers – roughly as shown in Fig. 1.2. Of course, it may not be necessary to use all the elements in the diagram to build up a particular brand. The possible combinations arc numerous.