Text 2 FOUR CLASSIC Ps OF MARKETING
Настоящее пособие предназначено для студентов 3-го и 4-го курсов экономического факультета. Задача данного издания – познакомить студентов с современной терминологией из области маркетинга и рекламы. Структура пособия ориентирована на учебные программы, предусмотренные Госстандартом по преподаванию английского языка для профессиональных целей.
В пособии подобраны современные аутентичные материалы из ведущих английских и американских источников. Пособие поможет студентам расширить свои знания в данной сфере бизнеса и приобрести практические навыки, необходимые для осуществления профессиональной деятельности на английском языке.
Пособие включает 10 уроков, каждый из которых в дополнение к текстам содержит разнообразные задания и упражнения, предназначенные для закрепления материала и развития практических навыков деловой коммуникации.
Unit 1 The marketing mix I
Text 1 The Ps
The marketing mix is the combination of techniques used to market a brand. The techniques are often called the Ps. Originally there were four Ps:
■ Product (or service): what you sell, and the variety or range of products you sell. This includes the quality (how good it is), branding, and reputation (the opinion the consumers have) of the product. For a service, support for the client after the purchase is important. For example, travel insurance is often sold with access to a telephone helpline in case of emergency.
■ Price: how much the product or service costs.
■ Placement: where you sell the product or service. This means the location of your shop, or outlet, or the accessibility of your service - how easy it is to access. Some people use the term place instead of placement; both terms are just another way to refer to distribution.
■ Promotion: how you tell consumers about the product or service. The promotional mix is a blend of the promotional tools used to communicate about the product or service – for example, TV advertising.
Today some marketers talk about an additional four Ps:
■ People: how your staff (or employees), are different from those in a competitor's organization, and how your clients are different from your competitor's clients.
■ Physical presence: how your shop or website looks.
■ Process: how your product is built and delivered, or how your service is sold, delivered and accessed.
■ Physical evidence: how your service becomes tangible. For example, tickets, policies and brochures create something the customers can touch and hold.
A key concept in marketing is Unique Selling Proposition (USP), the
special qualities of a product or service. These qualities make the product different from competitor products and give it special appeal to consumers. Marketers aim to create a USP in their products.
Marketing a new product.Look at a presentation made by a a small educational games company about launching a new game to teach English vocabulary to beginner learners.
• Innovative way to learn new vocabulary
• Launch: how we are planning to introduce the product onto the market
• Distribution: high street retailers and mail order via website and catalogues
• Delivery: five days by mail order or straightaway in shops
• Advertising: in children's magazines
• Direct marketing: insert catalogue in Parent magazine
• Customers: educated, city-dwellers with pre-teen children, school teachers
• Competitors: they have a larger sales force to sell their products
• Premium pricing: 20% above market average for a CD-ROM
• Special deals: 15% discount for schools
1.1A marketing manager is talking about the marketing mix for a brand of cleaning products. Choose the correct words from the brackets to complete the text, and then match each statement with one of the Ps.
1 Our (staff / reputation / competitors) are highly motivated. We really believe in our brand. For example, our (consumers / employees / customers) are always trying to improve what we do.
2 Our (tools / range / support) includes detergent, toilet cleaner and sponges.
3 We use a lot of (advertising / presence / promotional), usually in women’s magazines.
4 You can find the brand in supermarkets and local shops. The (tangible / accessibility / process) of our (staff / mix / outlets) is important. We need to be in a lot of (locations / supports / distributions) so that we are easy to find.
5 We are more (accessibility /reputation / expensive) than our (competitors / staff / sales) but we offer good credit terms and we sometimes run special (deals / processes / support).
1.2 Complete the text using words from the box.
advertising mix price products promotional
Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience. It will stop using (1)..... techniques, such as mailings and events. Television (2)..... and face-to-face marketing are both being tested in a bid to supplement the charity's typical over-60s donor base with younger supporters. If tests prove successful, they will become part of Marie Curie's marketing (3)..... . In addition, Marie Curie Cancer Care is expanding its online shop. Stylish handbags at a (4)..... of £10 are attractive to younger customers. Marie Curie Cancer Care says it is responding to customers' needs and wants by selling elegant fashionwear (5) ..... .
1.3 Do the following words and expressions refer to product, price, place, promotion, or people?
accessibility branding competitors customers
delivery discounts distribution direct marketing
launch location quality reputation
sales force special deals support
PRODUCT PRICE PLACE PROMOTION PEOPLE
________ _______ ________ __________ ________
1.4 Below is a list of links to top companies who have a variety of brands making up their business. Choose five products and services (ensure that at least two of your choices are services) and identify the relevance of the 8 Ps to the product/service of your choice.
Unilever - range of brands covering foodstuffs, perfumes, household cleaners, ice creams, etc. (http://www.unilever.co.uk/ourbrands)
Nestlé - again, a range of brands covering food, cereals, confectionary, drinks and dairy products (http://www.nestle.com/Our_Brands/Our+Brands.htm)
The Mars directory (http://www.mars.com/The_Mars_directory/Brand_search_results.asp?lstCountry=134)
A Mercedes dealership network (http://www.mercedesbenzofcanterbury.co.uk)
Example: Stella Artois
Brief description - premium grade, relatively strong lager.
Price is relatively high compared to other brands, suggesting it is not as important in the mix whereas the product itself is important - it relies on a reputation of quality to justify the higher price.
Place is vital - the more places it is available, the higher sales are likely to be. The combination of bottles, cans, draught, etc. means it has a wider availability. This suggests, with the increased methods of selling recently introduced, that process is becoming more important.
Promotion is high profile - using 'upmarket' events such as the summer tennis championships, sophisticated adverts highlighting its quality - emphasised by the phrase 'reassuringly expensive'.
People and physical environment play little part in the overall marketing mix of the product
Text 2 FOUR CLASSIC Ps OF MARKETING
What is Marketing?
What is the difference between marketing and selling? My old VP of Marketing buddy said it well: "Selling is getting rid of something you've got. Marketing is having something you can get rid of." A successful marketing oriented company is not product driven. Its success comes because of its focus on customers and their needs and wants. A selling orientation is one, through which a company emphasizes its products with the main aim of maximizing sales.
The Marketing Process
A marketing orientation begins by examining the needs of the prospective users of a product. Even the details of the product design are driven by paying particular attention to the needs and wishes of the customer. Profits will result from having satisfied customers.
Selling vs. Marketing Processes: