Define Your Marketing Plan

• What marketing methods do I expect to use to reach my customers? What methods are others using …?

• Which strategies would be most … in reaching my particular customers? What are the steps of those strategies?

• What is the value to me of one new customer?

• How often will one new customer buy from me in a year?

• How much will he or she … ?

• How much am I willing to … to get one new customer?

• What … can I expect from one customer in one year?

• What am I doing to keep my old customers? Am I ignoring them in the … for new ones?

• How many customers do I need to satisfy my revenue goals?

• What percentage of my revenues should I spend on marketing?

• What marketing … (sales personnel, TV ads, outdoor signs, and so on) can I implement within my budget?

• How can I test my … in the market without spending all my marketing dollars?

• How can I verify that my marketing efforts are getting results?

• What new ways can I think of to … my business?

(ideas, profit, successfully, tools, spend(2), search, market, effective)

Ex.5. Say what you have learned about:

1. the first step in a marketing plan;

2. the second step in a marketing plan;

3. the third step in a marketing plan.

Ex.6. Think and answer.

1. What marketing methods would you use to reach your customers?

2. What new ways of marketing your products can you offer?

Unit 2

Subject for study: Marketing research. Working on the text.

Ex.1. Read and translate the text paying particular attention to the words in italics. Use a dictionary if necessary.

Marketing Research.

Marketing research is defined as the systematic gathering, recording, and analyzing of marketing data. The five basic steps involved in con­ducting marketing research are: (1) defining the problem, (2) collecting secondary data, (3) collecting primary data, (4) compiling and collating the data, and (5) analyzing and interpreting the results.

Defining the problem. Before attempting any type of research, it is important that the firm come up with a clear and concise statement of the problem. This may well be the most important step in conducting any form of research because if the wrong problem is defined, the wrong problem will be solved.

Collecting secondary data. Secondary data is information easily obtained through examination of company records or through library research. In general, a firm should always try to solve its problem us­ing secondary data rather than collecting primary or first-hand data: secondary information is much faster and cheaper.

Example

If one wanted information about the population of the United States, it would be much cheaper and certainly faster to look up that information in the library rather than conducting a census.

Two major problems do exist, however, when using secondary data: The data may be out of date, and there is the possibility of bias.

Collecting primary data. The three basic methods for collecting primary data are:

Observation method. Some marketing problems can be solved sim­ply through observation. For example, a fast-food chain desiring to find the most desirable location for a new outlet might conduct traffic studies to determine the volume of traffic passing various areas.

Experimental method. This is the basic approach used in the sci­ences. For example, most firms introducing a new product first test-market the product in a limited location before attempting national distribution.

Survey method. This method simply involves questioning people. It can be accomplished either through telephone interviews, personal in­terviews, or mailed questionnaires.

Compiling and collating the data. The data is organized (collected manually or with use of electronic data processing equipment) so that it may be studied.

Interpreting the findings. The final step in marketing research in­volves using the data after it has been analyzed. Interpretation of the findings is extremely important because it generally exerts great influ­ence on management decisions relating to the original problem.

Ex.2. Say what you have learned about:

1. the definition of marketing research;

2. the most important step in conducting any form of research;

3. the ways of collecting secondary data;

4. the methods of collecting primary data;

5. the final step in marketing.

Ex.3. Think and answer.

1. What is the disadvantage of solving the problem using secondary data rather than collecting primary information?

Letter practice.

Ex. 4. Supply the necessary prepositions.

1. Our goods are … great demand …the world market.

2. We can supply you … all the necessary publicity materials.

3. We look forward … receiving your order … the near future.

4. I think we should get down … business.

5. … accordance … the contract the goods are to be delivered … 4 lots.

6. The following documents will be presented …the bank.

7. We would ask you to send us a quotation … the new building materials.

8. There is a steady demand …building materials in our country.

9. Training of the Buyers’ personnel is usually carried … by our specialists.

10. We would like to know who is responsible … the delay … delivery.

Ex. 5. Translate into English.

1. Цена является твердой и не подлежит никаким изменениям.

2. Сроки поставки указаны в контракте.

3. Дата чистого коносамента считается датой поставки.

4. Цена составляет 50$ за единицу изделия, а общая стоимость контракта -10тыс.$.

5. Оборудование должно быть изготовлено к установленным срокам в соответствии с условиями контракта.

6. Фирма собирается провести испытание машин на следующей неделе.

7. Вы должны были отгрузить первую партию в июле.

8. Товары будут поставлены двумя равными партиями.

9. Если мы сегодня решим проблему условий платежа, то сможем подписать контракт завтра.

10. Мы сообщим вам свое окончательное решение, как только получим все необходимые сведения.

Ex.6. Write a letter to your business partner.

1. Напишите партнеру в дополнение к своему письму от…, в котором вы просили заказать места в гостинице на четыре ночи на троих человек. Уточните возможность продлить визит, так как ваши специалисты хотели бы посетить завод и увидеть оборудование в действии. Попросите продлить гарантийный период на оборудование, которое вы собираетесь закупить. Попрощайтесь.

2. В соответствии с просьбой партнера и вашими переговорами, представьте ему на рассмотрение заказ на новое сверлильное оборудование. Приложите все подробности относительно предложения, условий поставки и оплаты. Выразите готовность приехать в его компанию для переговоров и подписания контракта. Попрощайтесь.

Unit 3.