Vocabulary

marketing mix – комплекс маркетинговых мероприятий; маркетинговый

комплекс

promotion – «промоушн», рекламно-пропагандистская деятельность в

целях продвижения товара на рынок

brand – марка товара, марочный товар

packaging – разработка упаковочных материалов; упаковка

product testing – изучение реакции рынка на изделие

Boston Celtics* – название популярной американской баскетбольной

команды

tangible – материальный, вещественный

intangible – нематериальный

product life cycle – жизненный цикл товара

introduction – внедрение

growth – (зд) рост спроса

maturity – зрелость; высший уровень

decline – спад

proliferation – резкое нарастание

charge a price = set a price – назначать цену

costs and overheads – затраты и накладные расходы

substitute product – замена продукта (новым)

pricing – назначение цены, ценообразование

variable – величина (переменная); фактор, показатель

ultimately – в конечном счёте, в конце концов

one at a time – по одному

seek – (зд) стремиться, пытаться

exploit opportunities – воспользоваться благоприятными возможностями

envision – (зд) предвидеть, просчитать вперёд

cost-based (cost plus) pricing – ценообразование по принципу «средние

издержки плюс прибыль», «издержки плюс

накидка»

markup – (зд) надбавка, накидка; также повышение цены; наценка

priced-based pricing – ценообразование по принципу оптимальности

(тесное увязывание цены с качеством товара)

perception – восприятие, ощущение

shield – прикрывать, сохранять

price sensitive market – неустойчивый рынок (с повышением цен объём

его продаж уменьшается)

loss-leader pricing – продажа товара по намеренно низкой цене для

привлечения покупателей к другим товарам

skimming – «снятие сливок», извлечение сверхприбыли

novelty – новинка, новшество

sales volume – объём продаж

market share – доля на рынке

penetration pricing – назначение цены «проникновения на рынок»,

ценообразование по принципу процента охвата

discount pricing – назначение цен со скидками

value pricing – ценообразование с учётом соотношения

«цена/ценность» в сознании покупателей

trade discount – торговая скидка

cash discount – скидка на уплату наличными

COMPREHENSION QUESTIONS

1. Identify the four basic components of the marketing mix.

2. Characterize the product element of marketing. What aspects are to be

considered in marketing a product?

3. Differentiate between tangible and intangible products. Give your examples

of tangible objects and intangible services that may be categorized as

products.

4. Specify the four stages in the life cycle of a product.

5. Why is pricing one of the most critical decisions a company must make?

6. What is the difference between cost-based pricing and priced-based

pricing?

7. What advantages would companies have if they used price-based pricing?

8. Differentiate between skimming and penetration pricing.

9. What is meant by discount pricing and value pricing?

C. Marketing Mix: Place (Distribution)

The third element of the marketing process – place (distribution) – involves moving goods and services from producers to customers. Stop and think about all the products you buy: food, cosmetics, toiletries, clothing, sports equipment, airplane tickets, haircuts, gasoline, stationery, appliances, CDs, videotapes, books, magazines, and all the rest. How many of these products do you buy directly from the producer? If you’re like most people, the answer is probably not many.

Most producers do not sell their goods directly to the final users – even though the Internet is making it easier to do so these days. Most producers lack the financial resources to carry out direct marketing. They work with marketing intermediaries (also called middlemen) to bring their products to market. In some cases, these “go-betweens” sell on behalf of the producers; in others, they actually own the products they sell to you.

Without these intermediaries, the buying and selling process would be an expensive, time-consuming experience (see Exhibit 4.2.). By transferring products from the producer to the consumer, intermediaries ensure that goods and services are available at a convenient time and place. They also simplify the exchange process.

In addition, intermediaries perform a number of specific functions that make life easier for both producers and customers:

*Providing market information. Most intermediaries maintain databases that

store valuable information about customer purchases – who buys, how

often, and how much.

*Gathering an assortment of goods. Intermediaries receive large shipments from producers and break them into more convenient units by sorting, standardizing, and dividing bulk quantities into smaller packages.

*Assuming risks. When intermediaries accept goods from manufacturers, they relieve producers of the risks associated with damage, theft, product perishability, and obsolescence.

*Buying. Intermediaries match buyers and sellers. By handling a variety of goods, they reduce the number of transactions needed between the producer and consumer.

*Providing financing. Intermediaries can provide producers with loans.

Exhibit 4.2. How Intermediaries Simplify Commerce

Despite the common assumption that buying directly from the producer saves money, intermediaries actually reduce the price we pay for many goods and services. Intermediaries eliminate many of the contacts between producers and consumers that would otherwise be necessary. At the same time , they create place, time, and possession utility.

Distribution channels, or marketing channels, come in all shapes and sizes. A simplified distribution channel scheme may look like this:

producer  wholesaler  retailer  consumer

There are lots of critical decisions a company must make when designing and selecting its marketing channels. It normally takes years to build an effective channel system, and when intermediaries are included, the producer must make a commitment to the middlemen. Effective channel selection depends on a number of factors, some related to the type of product and the target market, others related to the company – its strengths, weaknesses, and objectives. In general, however, choosing one channel over another is a matter of making trade-offs among three factors: the number of outlets where the product is available, the cost of distribution, and the control of the product as it moves through the channel to the final customer.

Exhibit 4.3. Alternative Channels of Distribution

Marketers of consumer goods, business goods, and services must analyze the alternative channels of distribution available and select the channel(s) that will best meet both the producer’s marketing objectives and the consumer’s needs.