- •2. Revision.Writing business letters. Working on the text.
- •The Nature of Marketing.
- •Working on the text.
- •Market Segmentation.
- •Working on the text.
- •The Four p’s.
- •Subject for study: Marketing. Working on the text.
- •Example
- •Define Your Marketing Plan
- •Subject for study: Marketing research. Working on the text.
- •Marketing Research.
- •Example
- •Subject for study: The marketing mix. Working on the text.
- •The Role of the Product in the Marketing Mix.
- •Example
- •Subject for study: Industry and market. Working on the text.
- •Industry and Market Structures. Part 1.
- •Working on the text.
- •U.S. Marketing in the Future.
- •Working on the text.
- •Working on the text.
- •Organizational Structure
- •Levels of Management
- •Decision Making
- •Working on the text.
- •Management Functions.
- •Subject for study: Managerial Skills Working on the text.
- •Six Skills for New Age Executives.
- •Subject for study: Decision Making. Working on the text.
- •Mastering Decision Making. What Does It Take to Be a Good Decision Maker?
- •What personality factors can be useful in your future job?
- •What is a Manager?
- •Subject for study: The Japanese Decision-Making Style. Working on the text.
- •The Japanese Decision-Making Style. Part 1.
- •Japan's Car Industry Changes the Rules.
- •Subject for study: The Japanese Decision-Making Style. Working on the text.
- •The Japanese Decision-Making Style. Part 2.
- •Is it easy or difficult to impose a new culture upon the company? Why?
- •Subject for study: Industry and market. Working on the text.
- •Industry and Market Structures. Part 3.
- •Success Stories of some American Companies
- •Hewlett-Packard
- •McDonald's
P
Lesson 1
Unit 1
SUBJECT for STUDY: 1. Marketing.
2. Revision.Writing business letters. Working on the text.
Ex.1. Read and translate the text paying particular attention to the words in italics. Use a dictionary if necessary.
The Nature of Marketing.
Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing something and making another person want it. Market is the art of finding out what the other person wants, then manufacturing it for him. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. Simply to produce a product is not enough: the product must be transported, stored, priced, advertised, and sold before the satisfaction of human needs and wants is accomplished.
Marketing activities range from the initial conception and design of the product to its ultimate sale, and account for about half the cost of the product. Marketing is the whole process of having the right product, at the right time, in the right place, calling attention to it and thereby bringing a mutual benefit to customer and vendor. Customers benefit by having what they want, when and where they want it. Vendors benefit by making a profit. The greater the benefits customers get, the more frequently they will trade with the businesses that provide them. You are engaging in marketing when you:
• Design or develop a product or service.
• Transport and store goods.
• Provide a variety of choice.
• Buy in large volumes and sell them by item.
• Install, service, repair, instruct.
• Update and improve.
In a market of multiple choice, it is no longer sufficient to produce a product and show your customers that it satisfies one of their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied at a competitive price and above all, supplied reliably. But in this fast changing world, competitors catch up more quickly than ever. Preferences that consumers have for this or that product work for shorter and shorter periods. Choice makes marketing work. Companies need to be constantly engaged in product development, if they wish to grow and make profits.
Coca Cola was successful for many years with one product in one size until Pepsi Cola challenged them with a bottle double the size at the same cost to the consumer. Since then Coca Cola has made many changes. Today Coca Cola has many different soft drinks., cheeses, wines, movie companies, television production companies to name only a few of its holdings.
Multiple choice for the consumer is the motor that drives marketing vehicle.
Ex.2. Say what you have learned about:
the fundamental difference between salesmanship and marketing;
marketing activities;
customers’ benefits;
vendors’ benefits;
the market of multiple choice;
the driving force of marketing.
Ex.3. Think and answer.
Why is it no longer sufficient simply to produce a product?
Why did Coca-Cola have to make many changes?
What is the reason for their success?
Letter practice.
Ex. 4. Supply the necessary prepositions.
We have seen your goods … the stand …the exhibition …London.
Can you supply us … the goods in September?
Our terms … payment are …collection.
We can place a big order ... 1000 pumps … you.
Will you please inform us … your method … payment?
We do not sell our installations … Asia.
The firm spends a lot of money … raw materials.
They have increased their order … 15 units … 25 machines.
What do you think … their export figures?
We are ready to provide you …all the shipping facilities.
Ex. 5. Translate into English.
Нас интересует ассортимент оборудования, который мы видели на выставке.
Мы являемся крупными импортерами сверлильного оборудования.
Мы ищем изготовителя, который сможет поставить нам широкий ассортимент вышеупомянутого оборудования.
Поскольку мы обычно размещаем крупные заказы, мы надеемся на скидку на количество.
Валюта платежа может быть предметом будущих переговоров.
Мы надеемся вскоре получить от вас ответ.
Обратите внимание на то, что наша цена-фоб Лондон.
Благодарим вас за запрос и ждем вашего заказа.
Мы всегда стараемся удовлетворить требования наших заказчиков.
Мы ссылаемся на ваше письмо от 20 января, в котором вы сообщаете о…
Ex. 6. Write a letter to your business partner.
Представьте себя партнеру как одного из крупнейших производителей сверлильного оборудования. Приложите к письму действующий каталог и прейскурант. Оговорите возможность предоставления скидок при размещении больших заказов. Попрощайтесь.
Напишите в дополнение к своему письму от… и выразите озабоченность по поводу продолжающихся задержек в поставках партий товаров, заказанных еще в начале года. Напомните об обязательствах своевременных поставок по контракту и выразите надежду на то, что партнер предпримет срочные меры по урегулированию вопроса. Попрощайтесь.
Unit 2
SUBJECT for STUDY: Marketing.