Having invested so much in customer focused marketing they must then sell the benefits of the new product developments to customers. This involves advertising and promotion to communicate product benefits. It involves providing the appropriate support literature and direct selling to retail outlets that will stock the new razors. The sales force is effectively selling the benefits of the new products. These benefits were developed as a result of market and product research. Marketing and sales therefore go hand in hand.
Marketing is all about finding out what the customer wants. Selling is all about showing the customer that you can please them by providing them with the products that they want.
Marketing is designed to achieve profitable sales. It involves the use of powerful tools to manipulate the decisions of individuals and of other firms in the private and public sectors. This means that boundaries must be set to define the limits of acceptable behaviour.
Some limitations are imposed on a voluntary basis by firms themselves and by industry-based organisations such as the Advertising Standards Authority. But the law must provide the ultimate source of regulation in areas such as:
consumer protection: laws regulating product safety, honesty in product description and rights to refunds and exchanges;
credit: laws requiring lenders to provide full information about a loan including the Annual Percentage Rate (APR); also giving time for borrowers to change their minds;
information: obligation to disclose information held about consumers;
child protection: age limits for the sale of alcohol and tobacco products; film certification.
Overall the law has to find a balance between the importance of profitable business enterprise and the need to protect consumers from unfair or anti-social marketing activity.
1. Соотнесите слова и их определения.
| 1. marketing | a. a company, organization, or business |
| 2. refund | b. someone who has borrowed money and has not yet paid it all back |
| 3. enterprise | c. the activity of deciding how to advertise a product |
| 4. obligation | d. an amount of money that is given back to you if you are not satisfied with the goods or services that you have paid for |
| 5. borrower | e. a moral or legal duty to do something |
2. Переведите следующие слова и выражения на английский язык.
| 1. продавец | 6. продвижение (товара) |
| 2. разглашать информацию | 7. реклама |
| 3. годовая процентная ставка | 8. торговый персонал |
| 4. выгодный сбыт | 9. защита прав потребителей |
| 5. магазин розничной продажи | 10. маркетинговый отдел |
3. Переведите следующие слова и выражения на русский язык.
| 1. to manipulate the decisions of individuals | 6. product safety |
| 2. private and public sectors | 7. loan |
| 3. to make a profit | 8. market and product research |
| 4. limitations | 9. to change mind |
| 5. industry-based organisations | 10. to use powerful tools |
4. Выберите правильный вариант ответа.
1. ………….. is the process of identifying, anticipating and then meeting the needs and requirements of consumers.
a) refund b) product safety c) marketing
2. Communicating product benefits includes ………….. and promotion.
a) product research b) advertising c) product safety
3. Marketing involves the use of powerful tools to …………. the decisions of individuals.
a) manipulate b) change c) encroach
4. The ……….. is effectively selling the benefits of the new products.
a) marketing b) sales force c) promotion
5. The job of ………… is to convenience customers.
a) sales person b) manager c) consumer
5. Ответьте на вопросы.
1. What is marketing?
2. What is sales force?
3. What should be done to increase sales?
4. What limitations are provided by the ultimate source of regulation?
5. What is the job of a sales person?
6. Выполните КОПР №5 «Perfect Continuous», подтема «Future Perfect Continuous».
Part 2
1. Прочитайте незнакомые слова перед прослушиванием текста.
give a hand with something – помочь с чем-либо
receipt – чек
carbohydrates – углеводы
picky – разборчивый, требовательный
groceries – продовольственные товары
2. Прослушайте текст «Grocery Shopping» (для прослушивания кликните один раз на приведенную ниже ссылку, удерживая клавишу «Ctrl», после загрузки страницы нажмите на кнопку проигрывателя).
Ссылка для прослушивания:
http://esl-lab.com/supermarket/supermarketrd1.htm
3. Выберите правильный вариант ответа.
1. Why did the man buy dog food at the supermarket?
A. Their dog was hit by a truck and needed special food to recover
B. The man adopts a dog from a stranger, and they don't have food for it
C. The product was on sale at the supermarket for that day only
2. Why does he buy tomato juice?
A. He plans on making a unique spaghetti sauce
B. He's trying to modify the way he eats
C. He wants to make a vegetable drink
3. How much was the milk?
A. $2.05
B. $2.15
C. $2.50
4. Which item did the man NOT buy?
A. a package of cookies
B. some cans of tuna
C. a carton of orange juice
5. Why does the woman get upset at the end of the conversation?
A. The man is preparing the steaks for the dog
B. The man only bought one steak for himself
C. The grill can't be used to cook the steaks
4. Выразите свою точку зрения.
1. Does advertisement influence people? Whom is advertisement aimed at? Why?
2. What TV commercial can you watch on TV every day? What goods / services are advertised more frequently than others? What is your favourive TV commercial? Why?
3. You are the Marketing Manager of a clothes producing company. Think of an advertisement campaign that you can launch to advertise your clothes.
При ответе используйте фразы:
| To my mind … | In my experience … |
| In my opinion … | As far as I understand … |
| On the one hand, …on the other hand | From my point of view … |
| If my memory serves me right … | If I am not mistaken … |
| It seems to me that … | Personally, I think … |
| My personal view is that … | I am sure/certain/convinced that … |
| The fact is that … | This proves that … |
| It is obvious that … | There is no doubt that … |
Part 3
Составьте резюме потенциального кандидата на приведенное ниже рекламное объявление.
| Computer Sales ltd is looking for a dynamic SALES MANAGER |
| If your qualifications include: - University degree in Economics or Management - Fluent English, Spanish is a plus - Computer literate - Working experience in sales or marketing - Ability for teamwork, communicative skills Please send your resume to hh.compsales.com, attn. Mary Recruiter |
Unit 9
Part 1
Прочитайте и переведите текст.
9. Price
In ordinary usage, price is the quantity of payment or compensation given by one party to another in return for goods or services.
In all modern economies, the overwhelming majority of prices are quoted in (and the transactions involve) units of some form of currency. Although in theory, prices could be quoted as quantities of other goods or services this sort of barter exchange is rarely seen.
Price can sometimes alternatively refer to the quantity of payment requested by a seller of goods or services, rather than the eventual payment amount. This requested amount is often called the asking price or selling price, while the actual payment may be called the transaction price or traded price. Likewise, the bid price or buying price is the quantity of payment offered by a buyer of goods or services, although this meaning is more common in asset or financial markets than in consumer markets.
Economists sometimes define price in a more general or abstract sense to the widely understood definition above. According to this view, price is defined as the ratio between the quantity of goods that are exchanged for each other in a transaction.
For example, consider the case of two people exchanging goods, say 5 apples for 2 loaves of bread. An economist might say that the price of apples was 2/5 = 0.4 loaves of bread. Likewise, the price of bread would be 5/2 = 2.5 apples. Hence if we consider that currency is simply another type of good like apples or bread, then this conception forms the general case of the widely held definition outlined above.
However it is far from clear that this generalisation serves any useful purpose at all. As noted above, in all real economies prices are virtually always quoted in (and transactions always involve) units of currency. Hence, an alternative view is that the most basic and general definition of price is that involving exchange of goods or services for money, and that the exchange ratio between two goods is simply derived from the two individual prices.
The exchange ratio is sometimes referred to as the real price, while the price quoted in money referred to as the nominal price.
This distinction is sometimes made to make sense of inflation. When all prices are quoted in terms of money units, and the prices in money units change more or less proportionately, the ratio of exchange may not change much. In the extreme case, if all prices quoted in money change in the same proportion, the relative price remains the same.
It is now becoming clear that the distinction is not useful and indeed hides a major confusion. The conventional wisdom is that proportional change in all nominal prices does not affect real price, and hence should not affect either demand or supply and therefore also should not affect output. The new criticism is that the crucial question is why is there more money to pay for the same old real output. If this question is answered, it will show that dynamically, even as the real price remains exactly the same, output in real terms can change, just because additional money allow additional output to be traded. The supply curve can shift such that at the old price, the new higher output is sold. This shift if not possible without additional money.
From this point of view, a price is similar to an opportunity cost, that is, what must be given up in exchange for the good or service that is being purchased. For example, if x=1 and y=2, the relative price of x in terms of y is 2, and the price of y in terms of x is 0.5.
1. Соотнесите слова и их определения.
| 1. output | a. an amount of money that must be paid |
| 2. transaction | b. the amount of goods or work produced |
| 3. buyer | c. what you earn by working and can use to buy things |
| 4. payment | d. a business deal or action, such as buying or selling something |
| 5. money | e. someone who buys something |
2. Переведите следующие слова и выражения на английский язык.
| 1. стоимость упущенной выгоды | 6. потребительский рынок |
| 2. продавец | 7. товары и услуги |
| 3. первоначальная цена | 8. номинальная цена |
| 4. цена продажи | 9. цена предложения |
| 5. коэффициент обмена | 10. финансовый рынок |
3. Переведите следующие слова и выражения на русский язык.
| 1. supply and demand | 6. real price |
| 2. goods and services | 7. transaction price |
| 3. traded price | 8. unit of currency |
| 4. nominal price | 9. relative price |
| 5. barter | 10. asset |
4. Выберите правильный вариант ответа.
1. Price is the ………….. given in return for goods or services.
a) barter b) output c) quantity of payment
2. Proportional change in all nominal prices does not affect ………….
a) payment b) real price c) bid price
3. The eventual payment amount requested by a seller is often called …………..
a) asking price b) real price c) nominal price
4. What must be given up in exchange for the good or service that is being purchased is called ……………
a) real price b) nominal price c) opportunity cost
5. In all real economies prices are virtually always quoted in …………..
a) units of currency b) exchange goods c) coins
5. Ответьте на вопросы.
1. What is price?
2. What is called asking price?
3. What is opportunity cost?
4. What is price measured by?
5. What is the difference between real price and nominal price?
6. Выполните КОПР №1 «Инфинитив (Infinitive)», подтемы «Общие сведения об инфинитиве», «Употребление инфинитива».
Part 2
1. Прочитайте незнакомые слова перед прослушиванием текста.
kitchenette - кухня в квартире гостиничного типа, часть комнаты, приспособленная под кухню
2. Прослушайте текст «Hotel Reservations» (для прослушивания кликните один раз на приведенную ниже ссылку, удерживая клавишу «Ctrl», после загрузки страницы нажмите на кнопку проигрывателя).
Ссылка для прослушивания: http://esl-lab.com/hotel1/hotel1.htm
3. Выберите правильный вариант ответа.
1. The man makes a reservation finally for which day?
A. March 20th
B. March 21st
C. March 22nd
2. What kind of room does the man prefer?
A. a non-smoking room
B. a smoking room
C. either one is okay
3. Why doesn't he want to reserve the suite?
A. It doesn't have a nice view
B. It doesn't come with a sauna bath