Введение в профессиональную коммуникацию

Раздел 3. Введение в профессиональную коммуникацию

Тема 1. Marketing

Цель темы - ознакомить обучаемых с одним из разделов бизнес-курса “Маркетинг” как обязательной и неотъемлемой частью любого успешного бизнеса. В результате успешного изучения данной темы обучаемые должны: •  знать что такое маркетинг с точки зрения бизнеса и связей с общественностью, понятия “4Ps” и “4Cs”, что является успехом маркетинговой кампании и какая маркетинговая кампания считается безуспешной, грамматические и лексические структуры, характерные для данной темы; •  уметь правильно оценить потребности покупателей и ориентироваться в современных тенденциях производства товаров потребления, использовать понятие “маркетинговый MIX (микс)” на примерах, взятых из практики; •  быть ознакомлены с некоторыми примерами успешных маркетинговых кампаний и причинами безуспешных, с современными тенденциями в маркетинге, правилами ведения телефонных переговоров.

Оглавление

Marketing. 1

What are the 4 Ps. 2

What are the 4 Cs. 2

Successful and unsuccessful marketing. 2

A new tendency in marketing. 3

Test yourself 4

Библиография. 4

В данной теме рассматриваются следующие вопросы:

•  Что такое маркетинг

•  Понятие маркетинговый MIX (МИКС - смесь), понятия “4Ps” и “4Cs”

•  Успешная и безрезультатная маркетинговые кампании

Тенденции в развитии современного маркетинга.

Marketing

Marketing is an activity to design and sell a product or service by considering what customers want, how much they are willing to pay, where they want to buy it. Marketing is a very important part of business and communication. The purpose of marketing is satisfaction of customers and as a result a profit for a company. To satisfy customers, marketers can get information from clients in different ways: the Internet, survey, telephone calls, questionnaires.

Marketing can be considered from two different points of view: the company’s viewpoint and the customer’s viewpoint. So from the both viewpoints marketing is seen as a complex of 4 activities.

What are the 4 Ps

From the company’s point of view, marketing is a combination of 4 activities, often referred to as the 4 Ps: product, price, place and promotion (selling the right product, through appropriate distribution channels and at the right price in relation to other products so that the company makes a profit with the correct support in terms of advertising). The 4Ps are also known as “marketing mix”.

Product means deciding what goods or services to sell the first place. Price means setting the costs that are attractive to particular groups of customers (segments) and they are profitable for the company. Place means finding suitable distribution channels to reach these customer groups. Promotion means all the activities from presales information to after sales service/advertisements, free gifts for informing customers about products and persuading them to buy them.

These are the four Ps of the marketing mix, the levers of a company’s marketing machine which rule it in different ways for different products and different buyers.

What are the 4 Cs

From the customer’s point of view, marketing is a combination of 4 activities, often referred to as the 4 Cs: customer solution, customer cost, convenience and communication. Customer solution means offering the right product to satisfy particular customer needs. Customer cost is the price paid directly by the customer to buy the product including the “price” of the profit of the company. Convenience means distributing the product in the way the most suitable for each type of customers. Communication means exchanging information with the customer through advertising, sales literature, customer helplines.

Successful and unsuccessful marketing

To be successful marketing involves many things. First of all, successful marketing is a good creative campaign. It also involves extensive good marketing communication, reaching the right people, sending and getting clear marketing messages, and working well with sales teams to get the right sales channels. The most common purpose of successful marketing is customer orientation. It means 4 things: producing what customers want, when they want it at the right price and in a way that’s profitable for the company.

Unsuccessful marketing campaign is a campaign which is badly planned, badly budgeted. In other words, unsuccessful marketing lacks at least one of the components of the marketing mix.

A new tendency in marketing

There is a tendency to produce luxury goods because nowadays people prefer to buy their desires rather than needs. To launch luxury the companies should produce goods of the highest quality and give their brand emotional qualities that match customers’ desires (wishes) thus creating and selling dreams.

No discussion can be held without using Grammar which is typical for different situations of communication that is the most important part of marketing. Different kinds of questions, used in this topic, are necessary for any types of communication in marketing.

•  What does market niche mean?

•  Why don’t you sell it?

•  Did you go to the fair last week?

•  Which group do you belong to?

•  How old are you?

To compare different situations, described by adjectives, the students are offered to study comparative forms of adjectives.

•  The common tendency was that they all wanted a faster and easier service than anything already available.

•  Our market share is much bigger than our competitors’ one.

•  This year’s market share is better.

Reading the texts in the topic students find a lot of examples of direct speech or quotes of the exact words used by someone. Reporting these texts and discussing the topic, the students need to change direct speech to reported speech. There are some rules (tenses, pronouns, punctuation and word order) in this topic.

•  He asked me where I worked.

•  She said that they were expanding rapidly.

•  She asked if I had finished the report.

•  She recommended me to visit the exhibition.

There are some words and expressions which are used for describing this topic:

•  to exceed

•  a mission

•  an initiative

•  a segment

•  an audience

•  a profile

•  to determine

•  to monitor

•  fragmented market

•  cutting edge

•  buying decisions

•  a focus group

•  the common thread

•  to monitor satisfaction

•  market research (segment, share)

•  consumer behavior (profile, goods)

•  product launch (life cycle, range)

•  sales forecast (figures, target)

•  advertising campaign (budget, agency)

•  emotional qualities

•  customer desire.

Test yourself

1.  What is marketing?

2.  What role does communication play in marketing?

3.  What is the main aim of marketing?

4.  What is the 4 Ps?

5.  What is the 4 Cs?

6.  What is “customer cost”?

7.  What is “convenience”?

8.  What is “customer orientation”?

9.  When is marketing considered to be successful?

10. What are the reasons of unsuccessful marketing?

11. What tendency is there in modern business?

Библиография

1.  Sue Robbins. First Insights into Business. Student’s Book. Pearson Education Limited, 2005.

2.  Kevin Manton. First Insights into Business. Workbook. Pearson Education Limited, 2005.

3.  David Cotton, David Falvey, Simon Kent. Market Leader, Pre-intermediate Business English. Course Book. Pearson Education Limited, 2005.

4.  David Cotton, David Falvey, Simon Kent. Market Leader, Intermediate Business English. Course Book. Pearson Education Limited, 2005.

5.  David Cotton, David Falvey, Simon Kent. Market Leader, Intermediate Business English. Practice File. Pearson Education Limited, 2005.

6.  David Cotton, David Falvey, Simon Kent. Market Leader, Pre-intermediate Business English. Practice File. Pearson Education Limited, 2005.

7.  Vicki Hollet. Business Opportunities. Oxford University press, 1995.

8.  Longman Dictionary of Contemporary English. Pearson Education Limited, 2004.

9.  Adrian Pilbeam. Market Leader. International Management. Pearson Education Limited, 2000.