Unit 18. Successful Marketing Active Vocabulary

competitors конкуренти

target market цільовий ринок

product awareness обізнаність продукту

market research дослідження (огляд) ринку

market share ринок в цілому (доля ринку)

strategy стратегія

promotion продаж

launch випустити новий товар

Marketing is finding out about your customers and competitors so that you can provide the right product at the right price. Think about the people you want to sell to: your target market. Different products have different target markets, for example, Swatch and Rolex watches. Questions to ask are:

• who are my customers - age, sex, income?

• what is the size of the market?

• is it possible for the market to get bigger?

• what about product awareness people know about my company's

• products?

You find out this information through market research uses interviews to find out about people's attitudes and questionnaires to find out about their shopping habits. When you know who your customers are and how big your market is, the next step is to set your objectives. Do you want to increase sales? To increase market share? Or to make your product different from the competition?

Next, think about your strategy for meeting your objectives. If your objective is to increase market share, you could:

• find new customers by making your product more attractive;

• take customers from your competitors;

• persuade your customers to use more of your product.

How will you make your strategy work? What message do you want to send? There are many types of promotion and it's important to choose the right one, e.g.:

• advertising on TV, in newspapers, etc.;

• direct marketing by post;

• telesales - selling to customers on the phone;

• point-of-sale material in shops - free samples or special offers.

Now you are ready to launch your product in the market. Good luck! 

Exercise 1. Give the English for:

цільовий ринок, запуск нових продуктів, конкуренти, дослідження ринку, стратегія, доля ринку, обізнаність продукту, переманювати клієнтів, збільшити продаж.

Exercise 2. Math the words in the text with definitions:

strategy, market research, competitors, target market, product awareness, promotion, market share, launch;

1. ways of telling people about your products;

2. the part of the total market that buys your products;  

3. knowledge of your company's products;

4. other companies that sell similar products;

5. finding out about the market;  

6. to introduce a new product to the market;

7. the kind of people you are interested in selling to;  

8. a plan you use in order to achieve something.

Exercise 3.  Work in pairs. Take turns to describe the marketing process. Use these phrases:

First you have to ...  ■ Then ...  ■ Next ■ After that...  ■ Finally...

Exercise 4.  Work in groups. Think of a product you would like to produce and sell. It could be any kind of product, using marketing elements: Product name; Target market; Objective; Strategy; Promotion.

Exercise 5. Do some research. Think of a product you know or buy regularly, and about how the company markets it. Who is their target market? What are their objectives? Find out what you can about the company. What is their market share? Who are their competitors? Tell the class.

Exercise 6. Answer the following questions:

1 What is the marketing? Why is it important?

2. What are the main elements of marketing?

3. What sort of promotion do you know?

4. Why is it necessary to know target market?

5. Why is it necessary to have strategy?

6. What is the correlation between advertising and marketing?