Пойгина Л.Б., Туринова Л.А. - English for Masters. Management Part 1 (1175658), страница 13
Текст из файла (страница 13)
Summarizing exerciseWrite the plan of the text in the form of statements.Develop your plan into a summary.5. Writing exercisea) Write a precis of Text 6.b) Write an abstract of Text 6.c) Compare and analyse the structure of the precis and the abstract. Define the commonelements and identify the difference.39 Text 71. Pre-text exerciseThe text below is divided into 7 logical part.
Skim through the text and relate each subheading to the corresponding part of the text:a)b)c)d)e)f)g)Marketers and Prospects;Products (Goods, Services and Ideas);The Powerful Customer;Value, Cost, and Satisfactory;What is Marketing?Needs, Wants, and Demands;Marketing Management.Marketing Management. The Core ConceptsI.____________________________________The 1980s taught a humbling lesson to business firms everywhere.
Domesticcompanies can no longer ignore foreign competitors, foreign markets, and foreign sources ofsupply. Companies cannot allow their wage and material costs to get far out of line with thosein the rest of the world. Companies cannot ignore emerging technologies, materials,equipment, and new ways of organizing and marketing.U.S.
companies are a case in point. In the 1970s, the most powerful U.S. companiesincluded General Motors, Sears, RCA and IBM. Today all four are struggling to remainprofitable because they all failed at marketing. Each company did not understand its changingmarketplace and customers and the need to provide competitive value. General Motors is stilltrying to figure out why German and Japanese cars are preferred more than GM cars in mostof the world.
Mighty Sears is caught between fashionable department stores and boutiques atone end and discount mass merchandisers at the other. RCA, inventor of so many newpatents, never quite mastered the art of marketing and now puts its brand name on productslargely imported from Japan and South Korea. IBM, one of the world's great sales-drivencompanies, experienced its first loss ever in 1992—$4.96 billion—because it continued tofocus on selling mainframes while the market was moving toward microcomputing,computer networking, and computer workstations.In view of all this "marketing myopia", it is not surprising that a flood of books havebeen published offering fresh perspectives on how to run a business in the new environment.In the 1960s, "Theory Y" called on companies to treat their employees not as cogs in amachine but as individuals whose creativity can be released through enlightened managementpractice.
In the 1970s, "strategic planning" offered a way of thinking about building andmanaging a company's portfolio of businesses in a turbulent environment. In the 1980s,"excellence and quality" received major attention as the new formulas for success. All ofthese themes are valid and continue to inspire business thinking.In the 1990s, many companies have acknowledged the critical importance of beingcustomer-oriented and -driven in all their activities.
It is not enough to be product-driven ortechnology-driven. Too many companies still design their products without customer input,only to find them rejected in the marketplace. And too many companies forget the customers40 after the sale, only to lose them to competitors later. Not surprisingly, we are witnessing aflood of books with such titles as The Only Thing That Matters: Bringing the Power of theCustomer into the Center of Your Business; Turning Lost Customers into Gold: And the Art ofAchieving Zero Defections; Customer Bonding: The Five-Point System for MaximizingCustomer Loyalty; The Customer-Driven Company; and SustainingKnock Your Socks OffService.
All these books stress one theme: Success in the 1990s and beyond rests on a marketand customer-based view of business success.II. ____________________Marketing has been defined in various ways. The definition that serves our purposebest is as follows:MARKETING is a social and managerial process by which individuals and groupsobtain what they need and want through creating, offering, and exchanging products of valuewith others.This definition of marketing rests on the following core concepts: needs, wants, anddemands; products (goods, services, and ideas); value, cost, and satisfaction: exchange andtransactions, relationship and networks, markets and marketers, prospects.These concepts are illustrated in Figure 1.Needs,wants, anddemandsProducts(goods,servicesand ideas)Value, costand satisfachionExchangeand transationsRelationships andnetworksMarketsMarketersand prospectsFig.1. The Core Concepts of MarketingIII.___________________________Marketing starts with human needs and wants.
People need food, air, water,clothing, and shelter to survive. Beyond this, people have a strong desire for recreation,education, and other services. They have strong preferences for particular versions andbrands of basic goods and services.People's needs and wants today are staggering. In a given year261 millionAmericans might consume 67 billion eggs,2 billion chickens, 5 million hair dryers,133billion domestic air travel passenger miles, and over 4 million lectures by college Englishprofessors. Together these consumer goods and services create a demand for more than 150million tons of steel and 4 billion tons of cotton. These are just a few of the demands thatgel expressed in a $6.7 trillion economy.It is important to distinguish among needs, wants, and demands. A human need is astate of deprivation of some basic satisfaction.
People require food, clothing, shelter, safety,belonging, and esteem. These needs are not created by society or by marketers. They existin the very texture of human biology and the human condition.Wants are desires for specific satisfies of needs. An American needs food and wantsa hamburger, French fries, and a Coke. In another society these needs might be satisfieddifferently. A hungry person in Mauritius may want mangos, rice, lentils, and beans.Although people's needs are few, their wants are many. Human wants are continually41 shaped and reshaped by social forces and institutions, including churches, schools, families,and business corporations.Demands are wants for specific products that are backed by an ability andwillingness to buy them. Wants become demands when supported by purchasing power.Many people want a Mercedes: only a few are able and willing to buy one.
Companies musttherefore measure not only how many people want their product but, more importantly, howmany would actually be willing and able to buy it. These distinctions shed light on thefrequent criticism that "marketers create needs" or "marketers get people to buy things theydon't want." Marketer s do not create needs: Needs preexist marketers. Marketers, alongwith other societal influences, influence wants.
Marketers might promote the idea that aMercedes would satisfy a person's need for social status. They do not, however, create theneed for social status. Marketers influence demand by making the product appropriate,attractive, affordable, and easily available to target consumers.IV.______________________________People satisfy their needs and wants with products. A product is anything that can beoffered to satisfy a need or want. Occasionally we will use other terms for product, such asoffering or solution. A product or offering can consist of as many as three components:physical good(s). service(s), and idea(s).
For example, at last-food restaurant is supplyinggoods (hamburgers, fries, soft drinks), services (purchasing, cooking, seating), and an idea("saves me time"). A computer manufacturer is supplying goods (computer, monitor,printer; services (delivery, installation, training, maintenance, repair), and an idea("computation power").
A church offers less in the way of physical goods (wine, wafer) andmore in the way of services (sermon, singing, education, counseling) and ideas (community,salvation).The importance of physical products lies not so much in owning them as in obtainingthe services they render. We buy a car because it supplies transportation service. We buy amicrowave oven because it supplies a cooking service. Thus physical products are reallyvehicles that deliver services to us.In fact, services are also supplied by other vehicles, such as people, places, activities,organizations, and ideas. If we are bored, we can attend a comedy club and watch a comedian(person); travel to a warm vacationland like Bermuda (place); go to the health club (activity);join a hiking club (organization); or adopt a different philosophy about life (idea).
A majortrend in the United States is the explosion of services and service organizations. In fact, over70% of the nation's gross national product and employment occurs in the service sector.Manufacturers often make the mistake of paying more attention to their physicalproducts than to the services produced in those products. They see themselves as selling aproduct rather than providing a solution to a need.
A carpenter isn't buying a drill; he isbuying a hole. A physical object is a means of packaging a service. The marketer's job is tosell the benefits or services built into physical products rather than just describe their physicalfeatures. Sellers who concentrate their thinking on the physical product instead of thecustomer's need are said to suffer from marketing myopia.V.
____________________How do consumers choose among the many products that might satisfy a given need?Suppose Tom Moore needs to travel three miles to work each day. He could use a number ofproducts to satisfy this need: roller skates, a bicycle, a motorcycle, a car, a taxicab. or a bus.These alternatives constitute his product choice set. Now assume that Moore would like to42 satisfy several additional needs in traveling to work: namely speed, safely, ease, andeconomy. Each product has a different capacity to satisfy his need set.
A bicycle is slower, isless safe, and requires more effort than a car, but a bicycle is more economical. SomehowTom Moore has to decide which product will deliver the most total satisfaction.The guiding concepts here are value and satisfaction. Value is the consumer's estimateof the product's overall capacity to satisfy his or her needs. Suppose Tom is primarilyinterested in the speed and ease of getting to work.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
