Dialogue Marketing Studies
Two old friends Ellen and Andrew are discussing marketing studies and approaches to marketing research.
Ellen: So, you have come to Manchester to study. What subject?
Andrew: I am doing a marketing diploma and I also hope to get a doctors degree in business
administration.
Ellen: Really? What problem are you concerned with?
Andrew: You see, in recent years marketing has become a driving force in most companies.
Underlying all marketing strategy is the marketing concept.
Ellen: What exactly does it mean?
Andrew: Well, we must produce what people want, not what we want to produce.
That means that we put the customer first.
Ellen: You mean, you carry out marketing research, am I right? And in this way you can supply
exactly what the customer wants.
Andrew: Sure, we can do this by developing marketing know-how.
Ellen: Well, from what you are saying it seems nowadays a company needs marketing control.
Andrew: I tell you, a company that believes in marketing effort is forward-thinking and it doesnt rest
on its past achievements: it must create a marketing policy having a clear idea of what causes
the customers to buy.
Ellen: Are you speaking of marketing forecast? You mean marketers should not
only identify consumer needs; they should anticipate them by developing
new products.
Andrew: Exactly, and whats more: to create long-term demand, perhaps by
modifying particular features of the product to satisfy changes in
consumer needs or market conditions.
Ellen: Sorry, Andrew, Ive got to go, it was nice talking to you. Bye.
Andrew: Bye.
Points for Discussion
1.What is expected of the Marketing Manager? Could you list all the qualifications required
of the holder of this position? Start like this:
The Marketing Manager has to
The Marketing Manager should be able to
The Marketing Manager must
The Marketing Manager ought to
2.Whose list of responsibilities will be longer?
3.Marketing concept is a consumer-oriented, integral, profit-oriented philosophy of business.
Explain, in your own words, this statement and its implications.
4.What are typical entry-level positions in the field of marketing?
5.Before launching a product every company should make sure the product will be in demand.
Thus, in order to operate successfully in the market it is important to make a market survey.
You work in the Marketing Department. Discuss various ways of investigating the market.
6.What is needed for a product to reach the market?
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UNIT 4. ACCOUNTING AND AUDITING
