Task 1. Match the words with their definitions.

1) snack A. a public notice selling

goods or services

2) manufacturer B. income, especially total

annual income

3) advertisement C. person of company that

makes goods from raw ma­terials

4) revenues D. process of making goods

and services known to peo­ple

5) advertising E. light meal

Task 2. Try not to look at the text and say what these num­bers refer to:

1)100; 3)300; 5)80; 7)75.

2)45; 4)15; 6)85;

 

 

Task 3. Study the words in the box.

	advertising — advertisement — publicity — marketing — public relations

 

Advertising — реклама товара, услуги или компа­нии в средствах массовой информации, исходя­щая от коммерческого источника, например производителя или розничного торговца.

Слово advertising неисчисляемое. People don't like much advertising on TV.

Advertisement — объявление, реклама, анонс. Слово advertisement исчисляемое. То put I to place an advertisement in the newspaper / the magazine/ on the Internet. An advertisement in 'Moscow Times' brought lots of new customers.

Publicity — гласность, известность, слава; реклам­ные материалы; сообщение маркетингового характера в средствах массовой информации о компании или ее продукции, в отличие от рек­ламы, не оплачивается.

to seek publicity — добиваться гласности

to avoid publicity — избегать гласности

The new store was given a wide publicity. - Но­вый магазин был широко разрекламирован.

Marketing — все виды деятельности, направлен­ные на стимулирование спроса на продукты и услуги, т. е. реклама, продвижение продаж, создание торговой марки, исследование рынка и т. д.

Public relations, or PR — связи с общественно­стью, сознательная попытка создать положи­тельный имидж компании, показать, что ком­пания преследует социальные интересы.

Task 4. Match the definitions on the left with the words on the right.

1) Making a product or service known to the public (through the press, television, cinema, etc.) in order to sell it.	A. public relations
2) Attracting the public’s attention but not necessary to sell anything specific.	B. advertising
3) All the activities intended to stimulate demand for products and services, e. g. ad­vertising, sales promotion, branding, consumer tests, market surveys and so on.	C. marketing
4) Part of marketing and promotion, but without direct involvement in selling. Its function is to build up a good image and reputation, to show that the firm is socially aware and has the public in­terest at heart.	D. publicity

Task 5. Word families. Fill in the missing words.

verb	person	thing
to advertise	advertiser	(1)__________
to create	(2)__________	(3)__________
(4)__________	(5)__________	competition
AIDA Advertisers often follow the AIDA model in their advertisements and sales literature.
Attention:	the advertisement gets the readers' attention
Interest:	it develops the readers' interest
Decision:	it tries to encourage them to make a decision

Task 6. Work in a group of three or four people and write a list of things that you think help to make successful advertisements. Form an advertising agency. Choose one product that your agency is going to promote. Us­ing this list as a guideline, discuss some ideas and draw a poster or write a commercial. Remember AIDA (attention, interest, decision, action).

• What image do you want to project?

• What approach/technique will you use?

• How will you attract the reader's / listener's attention?

• What will your slogan be? (maximum 10 words)

• What will the text of your commercial be (50-80 words)

• Will you use someone famous to advertise the product?

 

Task 7. What about you?

1) Do you think advertising is really important?

2) Do you agree that advertising doesn't cost, it pays?

3) What is the most cost-effective way of advertis­ing?

4) Do you think transit advertisements are impor­tant? Why?

 

Task 8. Translate into English.

1) Наружная реклама — наиболее быстро рас­тущий сегмент рынка. 2) США тратят на рекламу более 100 миллиардов долларов в год. Это больше, чем в любой другой стране. 3) Телевидение — наи­более распространенное средство рекламы. 4) Тра­диционный вид работы рекламных фирм — орга­низация рекламных кампаний. 5) Основная обя­занность мерчендайзеров — следить за выкладкой на месте покупки. 6) Специалисты по маркетингу считают, что объем продаж не всегда зависит от рекламы. 7) Компания «Вим-Билль-Данн», круп­нейший производитель молочных продуктов и со­ков в стране, приобрела несколько пивоваренных заводов.

What Is Marketing?

 

Marketing can be defined as human activity which is directed at satisfying needs and wants by creating and exchanging goods or services. The mar­keting concept has replaced the selling concept. The "selling concept" means that consumers have to be persuaded by selling techniques to buy non-essen­tial goods and services. The "marketing concept", on the contrary, means that the producer should pro­duce the products which the customers need.

Marketing can be approached in terms of mar­keting mix. Its components are four Ps — product, price, place, promotion, that is selling the right product, at the right price, through the right chan­nels, with the right support and communication.

Let's consider the case of the company "Harley-Davidson", the company in the USA which produced bikes. For a number of years the company had serious problems. Its profits decreased, and the company was facing a possibility of bankruptcy. In its operation the company was orienting to a rather narrow market, that is young people in "black leather jackets".

In order to survive, the company had to use the main principles of marketing. 1. Determine the cus­tomer groups or segments. 2. Determine their needs. 3. Position the product in a proper way. While the company was trying to determine a new group of customers, it identified a numerous group of baby-boomers, born after World War II. At that time they were in their forties. The second stage of this work was determination if these rather grown-up and con­servative people could become buyers of bikes. The company studied this group and the features of its buying behavior and came to a conclusion that it was possible. These people were experiencing the cri­sis typical for people of their age, and they had to get new opportunities, new experience and relaxation.

The company decided to launch a new model and position it in such a way it could meet the needs of the target group. The new model was meant for top-end, or upmarket (Am. upscale) instead of mid-range market. The motorcycle was made large and reliable. The company realized that new buyers would not repair the motorcycle themselves, so it used a new motor "V-twin". A lot was done to improve the image of the motorcycle. A shift was made from "hard metal" to a softer variant. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was successful. Its sales have risen, and its profit margins have grown more than three times. Now the company is looking for new markets at home and internationally. It didn't suffer from foreign compe­tition, as many automobile and electronic companies did. The company survived and began to prosper as it followed the principles of marketing.

Marketing has become a key factor in the success of western business. In the 20th century, marketing has played an increasingly larger role in determining company policy, influencing product development, pricing, methods of distribution, advertising and promotion techniques.

 

Vocabulary:

to define	определять
to satisfy a need	удовлетворять потребность
to persuade	убеждать
selling techniques	приемы и методы продаж
non-essential	не первой необходимости
marketing mix	комплекс маркетинга; смешанная сис­тема сбыта
market segment	сегмент рынка, т. е. группа покупа­телей со схожими потребностями и характеристика­ми
position the product	позиционировать товар, т. е. ис­пользовать рекламу и другие элементы комплекса маркетинга, чтобы сообщить о достоинствах товара
product positioning	позиционирование товара
buying behavior	поведение покупателя
conclusion	вывод
to come to a conclusion	приходить к выводу
target group	целевая группа
top-end market / up market	рынок для элитарных по­купателей (Am. upscale)
mid-range market	рынок для потребителей со средним доходом
bottom-end market / down market	рынок для (Am. downscale) потребителей с низким доходом
profit margins	чистая прибыль в виде процентов от продаж
pricing	ценообразование