11. Marketing

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producers to users. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability lo recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Marketing research helps the producer to predict what the people will want. And through advertising it attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

A business firm controls four important elements of marketing which are called a marketing mix. A firm’s marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm’s target market.

The product ingredient of the marketing mix includes decisions about the product’s design, brand name, packaging, warranties. The pricing ingredient includes both base prices and discounts of various kinds. The distribution ingredient involves not only transportation and storage but also the selection of intermediaries. The promotion ingredient focuses on providing information to target markets.The “ingredients” of the marketing mix are controllable elements. A firm can vary each of them to suit its organisational goals, marketing goals and target markets.

Vocabulary

marketing reseach изучение рынка

unemployment безработица

tо foresee предвидеть

tо satisfy удовлетворять

competition конкуренция

similar похожий

successfully успешно

tо make sure убедиться

apparently очевидно

commercial реклама

production cost себестоимость

efficient эффективный

society общество

tо appreciate ценить

reguirement требование

fair ярмарка

tо display выставить

1. Переведите слова и выражения на русский язык.

Pricing; distribution; promotion; goods and services; customer; ownership of products; buyer; seller, ability; consumer market; industrial market; target market; marketing mix; price of the product; promotion of the product; distribution; ingredient; product ingredient; pricing ingredient; distribution ingredient; promotion ingredient; market segment; segmentation approach; profit; rebate; pricing strategy; storage; transportation; intermediary; advertising; publicity; marketing research; income; marketing information system; internal and external data; evaluate; create; satisfy; involve (in); achieve; determine; buy; sell; reach; boost; meet needs; select; maintain; estimate; forecast; predict; monitor; produce; develop.

2. Найдите английские эквиваленты следующих слов.

Процесс планирования; продвижение и распространение; товары и услуги; индивидуальные и организационные цели; наличный; потребитель; двойной процесс; потребительский рынок; целевой рынок; элементы маркетинга; продукция; ссоставная часть (компонент); компонент продукта; ценовая составляющая; ценовая стратегия; сегмент рынка; посредник; покупать; продавать; удовлетворять нужды; прогнозировать; определять; оценивать; достигать; производить; разрабатывать; достигать; выполнять.