Пойгина Л.Б., Туринова Л.А. - English for Masters. Management Part 1 (1175658), страница 14
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If he were offered any of these products alno cost, he would choose the automobile. But since each product involves a cost, he will notnecessarily choose the car, which costs substantially more than a bicycle or call ride. Tomwill have to give up other things (called the opportunity cost) to obtain the car. Therefore, hewill consider the product's value and price before making a choice. He will choose theproduct that produces the most value per dollar. According to DeRose, value is "thesatisfaction of customer requirements al the lowest possible cost of acquisition, ownership,and use".VI.
_____________________The concept of markets brings us Mcircle to the concept of marketing. Marketingmeans working with markets to actualize potential exchanges for the purpose of satisfyinghuman needs and wants.When one party is more actively seeking an exchange than the other party, we call thefirst party a marketer and the second party a prospect.
A marketer is someone seeking one ormore prospects who might engage in an exchange of values. A prospect is someone whomthe marketer identifies as potentially willing and able to engage in an exchange of values.The marketer can be a seller or a buyer. Suppose several people want to buy a housethat has just become available. Each prospective buyer will try to market himself or herself tothe seller. These buyers are actually doing the marketing: in the event that both partiesactively seek an exchange, both are marketers and the situation is one of reciprocalmarketing.In the normal situation, the marketer is a company serving a market in the face ofcompetitors (Fig.
2.). The company and the competitors send their respective products andmessages directly and / or through marketing intermediaries to end users. Their relativeeffectiveness is influenced In their respective supplies as well as major environmental forces(demographic, economic, physical, technological, political/legal, social/cultural).Having reviewed these concepts, we can put all the pieces together to define marketing:MARKETING is a social and managerial process by which individuals and groups obtain whatthey need and want through creating, offering, and exchanging products of value with others.VII. _____________________Coping with exchange processes calls for a considerable amount of work and skill.Marketing management takes place when at least one party to a potential exchange thinksabout the means of achieving desired responses from other parties.We will use the following definition of marketing (management) approved by theAmerican Marketing Association:MARKETING (MANAGEMENT) is the process of planning and executing the conception,pricing, promotion, and distribution of ideas, goods, and services to create exchanges thatsatisfy individual and organizational goals.This definition recognizes that marketing management is a process involvinganalysis, planning, implementation, and control: that it covers goods, services, and ideas;43 that it rests on the notion of exchange: and that the goal is to produce satisfaction for theparties involved.Marketing management can be practiced in any market.
Consider a food company.The vice-president of human resources deals in the labor market; the vice-president ofpurchasing, the raw-materials market. They must set objectives and develop strategies forachieving satisfactory results in these markets. Traditionally, however these executives havenot been called marketers, nor have they been trained in marketing. At best, they are "parttime" marketers. Instead, marketing management has historically been identified with tasksand personnel dealing with the customer market. We will follow tills tradition, althoughwhat we say about marketing applies to all markets.Marketing work in the customer market is formally carried out by sales managers,salespeople, advertising and promotion managers, marketing researchers, customer-servicemanagers, product and brand managers, market and industry managers, and the marketingvice-president. Each job carries well-defined tasks and responsibilities.
Many of these jobsinvolve managing particular marketing resources such as advertising, salespeople, ormarketing research. In contrast, product managers, market managers, and the marketingvice-president manage programs. Their job is to analyze, plan, and implement programs thatwill produce a desired level and mix of transactions with target markets.The popular image of the marketing manager is someone whose task is primarily tostimulate demand for the company's products. However, this is too limited view of thediversity of marketing tasks performed by marketing managers. Marketing management hasthe task of influencing the level, liming, and composition of demand in a way that will helpthe organization achieve its objectives.
Marketing management is essentially demandmanagement. Marketing managers manage demand by carrying out marketing research,planning, implementation, and control. Within marketing planning, marketers must makedecisions on target markets, market positioning, product development, pricing, distributionchannels, physical distribution, communication, and promotion.EnvironmentCompany (marketer)Marketing intermediaresSuppliesEnd-usermarketCompetitorsFig.
2.Main Actors and Forces in a Modem Marketing System(from "Marketing Management. Analysis, Planning, Implementation, and Control" by PhilipKotler)2. Scanning exerciseScan the text to find information on three aspects:a) the guiding concepts of value and satisfactory;44 b) the main task of marketing management;c) marketers and prospects.3. Vocabulary StudyGlossarya humbling lesson to business formsto master the art of marketingbrand name"marketing myopia"a turbulent environmentcustomer inputmarketplacecustomer loyaltya human needneeds and wantsability and willingness to buy specific productsa person's need for social statustarget consumersvalue, cost, and satisfactiona product choice setopportunity costa marketerreciprocal marketingthe notion of exchangecustomer marketdiversity of marketing tasksmarketing managementmarketing planninga) give the Russian equivalents for the following collocations:changing marketplace; to provide competitive value; to suffer from "marketing myopia"; torelease through enlightened management practice; critical importance of being customeroriented; to beproduct-driven; to be technology-driven; to design the products withoutcustomer input; to maximize customer loyalty; human-needs and wants; a state of deprivationof some basic satisfaction: desires of specific satisfier of needs; to be supported bypurchasing power; to influence demand by; available to target consumers; the importance ofphysical products; the explosion of services and service organization; a different capacity ofsatisfy someone's need set; the product's overall capacity; to consider the product's value andprice; the lowest possible cost of acquisition; ownership and use; to actualize potentialexchanges; to engage in an exchange of values; major environmental forces; to serve amarket in the face of competitors; marketing intermediaries; end users; raw-materials market;"part-time" marketers; to involve managing particular marketing resources; to analyze, plan,and implement programs; to produce a desired level and mix of transactions with targetmarket; the popular image of marketing tasks; the task of influencing the level, timing, andcomposition of demand; to improve business thinking; a market-and customer-based view ofbusiness success.45 h) find in the text English equivalents for the following:всемогущий покупатель; игнорировать иностранных конкурентов; различия взаработной плате сотрудников и издержках производства в сравнении сосреднемировым уровнем затрат; игнорировать факт появления и распространениявысоких технологий; овладеть искусством маркетинга; относиться к своим сотрудникамне как к деталям машины, а как к личностям; «маркетинговая близорукость»; принцип«превосходство и качество»; осознать значение ориентации на нужды потребителя;разрабатывать новую продукцию без учета запросов потребителя; различия междунуждами и потребностями человека и спросом; человеческие нужды; удовлетворитьпотребности индивида в повышении социального статуса; использовать как синонимтовара термин «предложение»: значение материальных продуктов; допускать ошибку,уделяя основное внимание производству материальных продуктов и упуская из видукачество услуг, ими предоставляемых; предпочитать скорее продавать товары, чемудовлетворять потребности; образовывать товарный набор вариантов; возможностикаждого товара в удовлетворении набора нужд конкретного покупателя; оценкапотребителем способности товара удовлетворять нужды в целом; альтернативныеиздержки; активный субъект рынка; предполагаемый покупатель; взаимный маркетинг;отождествляться с персональными деловыми отношениями на потребительском рынке;управление спросом; направлять на решение задачи; временные рамки и структураспроса.4.
Discussing exercisea) Part 4 of the text states that "sellers who concentrate their thinking on the physicalproduct instead of the customer's need are said to suffer from marketing myopia."Comment on this quotation considering the present situation in Russian marketingsystem.b) Discuss the role of marketing in nonprofit organization.c) What tasks do you think marketing managers perform? Discuss the main challenges thatcompanies confront (an increased global competition; a serious income gap;environmental deterioration; economic stagnation; political and social problems.)d) Does marketing concept contrast with other philosophies of doing business? Discussthe purpose of marketing with consideration of modem marketing thinking.5.
Summarizing exerciseWrite the plan of the text in the form of statements.Develop your plan into a summary.6. Writing exercisea) Write a precis of Text 7.b) Write an abstract of Text 7.46 Text 81. Skimming exerciseThe text headlined "Marketing Organization"consists of three logical parts, each of whichis clearly structured.
Study the list of sub-headings covering the composition of the text skimthrough the text and choose from the list the best title for each logical part.a)b)c)d)e)f)g)The Evolution of the Marketing DepartmentControlling Marketing ActivitiesTraditional ValuesWays of Organizing the Marketing DepartmentTrends in Company OrganizationPlans for the FutureThe Importance of InvestmentMarketing OrganizationI. ____________________Companies often need to reorganize their business and marketing in response tosignificant changes in the business environment.
These changes include globalization,deregulation, advances in computer technology and telecommunications, marketfragmentation, and other developments.To keep up with these changes, companies are increasingly focusing on developingtheir core businesses and core competences.
This is a change from the 1960s and 1970s, whenmany companies diversified into totally unrelated industries. Although the industries lookedpromising, the companies lacked the appropriate skills and knowledge to compete. Primeexamples are Mobil's purchase of Montgomery Ward and Exxon's venture into the officeequipment business.Large companies have also realized that while they are good at scaling up existingbusinesses, they are less effective in starting new businesses. Small entrepreneurs do the latter“much better”.
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