UNIT 7 MARKETING
I THINK AND SAY
1 What is the connection between the market and marketing?
2 What are the participants of any market?
3 What is marketing for?
4 What is the role of marketers?
5 Can you remember any basic concepts of marketing?
Read the words and their translation, memorize them.
competition - ,
customer -- , 볺
consumer -
pricing
revenue ,
marketer
distribution
demand -
to benefit
to emerge
to purchase
to acquire - ,
to maintain - ,
to expand ,
Read and translate word combinations.
production and operations, accounting and other business areas, a relatively young discipline, in the early 1900s, commonly associated with marketing, in large part, in greater detail, relationships and behaviors between sellers and buyers, to adopt strategies and tactics, to market products and services, to have an in-depth understanding, to generate revenues, to create and maintain satisfying relationships with customers, the value of products and services, to meet/satisfy consumers needs, providing financial assistance, the key objective, labor force.
Read the text about marketing, its history and development.
Marketing is a relatively young discipline having emerged in the early 1900s.
The development of marketing was in large part motivated by the need to analyze and study in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could significantly benefit the seller/buyer relationship. Before the 1950s companies were simply trying to sell more products and services with little regard for what customers really wanted. They were led by sell-as-much-as-we-can philosophy with little concern for building relationships for the long term.
But starting in the 1950s, companies began to see that old ways of selling were losing their effectiveness. Competition grew across most industries and organizations. An emerging philosophy suggesting that the key factor in successful marketing is understanding the needs of customers.
The marketing concept continues to be at the root of most marketing efforts. Marketers have learned they can no longer limit their marketing effort to just getting customers to purchase more. They must have an in-depth understanding of who their customers are and what they want.
Marketing is defined in many different ways. Some definitions focus on what marketing means to an organization, such as being the key functional area for generating revenue, while other definitions tend to consider its most visible tasks, such as advertising and creating new products. The best way to define marketing is to have an orientation that focuses on the key to marketing success customers.
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Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.
The 7 Functions of Marketing include
Pricing.
Product/Service Management.
Distribution.
Financing. Marketing-Information Management.
Selling.
Promotion.
Mark the following statements true or false.
1 Marketing appeared later than other areas related to economics.
2 Marketing appeared because the relationships between sellers and buyers needed special investigation.
3 The sellers needed marketing more than customers.
4 In the first half of the 20th century a new marketing strategy was adopted.
5 Competition stimulated the development of marketing.
6 The basic concept of marketing is to make customers buy as much as possible.
7 All definitions of marketing are focused on customers needs.
8 As for products, marketing deals mostly with the selling strategies.
9 Marketing is mistakenly thought a social factor because it is a big organizational and business factor.
10 Marketing results in higher living standards.
Answer the questions.
1 How is marketing related to other components of business and economics?
2 What philosophy was popular in business before the 1950s.?
3 What caused the appearance and development of marketing?
4 What is the key concept of marketing?
5 What strategies and concepts of marketing can lead the companies to success?
6 What are marketing functions?
7 How can customers benefit from marketing?
