Менеджеры и менеджмент (Executives and Management) - 63 стр.

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THINKING MARKETING
Marketing affects every aspect of a company's operations, as shown here:
1. Everyone who works for the company must 'think marketing'.
2. To think marketing we must have a clear idea of.
3. What the customers need. What the customers want. What causes them to buy. What the product is to the
customer: its functional, technical and economic aspects as well as the aesthetic, emotional and psychological as-
pects.
4. 'Features' (what the product is) + 'benefits' (which means that...).
5. We must be aware of our firm's strengths and weaknesses as well as the opportunities and threats we
face in the market ('S.W.O.T.').
T a s k 2. Read, translate and discuss the following text.
Promoting products and brands
Promoting a product doesn’t only involve advertising, it involves considering it as a "Total Product": its
brand name, presentation, labeling and packaging are all part of a total product – as well as its instructions, reli-
ability and after-sales service. A service is also a product and customers must be made aware of what is being
offered.
Promoting a product involves developing a "Unique Selling Proposition" (USP): the features and benefits
which make it unlike any of competing products.
There are four stages in promoting a product – AIDA:
1. attract the Attention of potential customers;
2. arouse Interest in the product;
3. create a Desire for its benefits;
4. encourage customers to take prompt Action.
T a s k 3. Cut a few ads from magazines and newspapers and present them to the group, covering
these points:
1. Target customers.
2. The USP of the product: its features and benefits.
3. How the ad works in terms of the four stages of AIDA.
T a s k 4. Describe your favorite TV commercials and explain why you think they are effective. Use
the following statements:
a) I’d like to show you an ad that really impressed me.
b) What do you think of this ad? It shows …
c) This ad seems to be aimed at …
d) According to this ad, the USP of this product is …
e) What I don’t like about this ad is …
T a s k 5. Fill the gaps with suitable words from the list below:
Ways of promoting products: packaging, personal selling, point of sale advertising, public relations, pub-
licity, sales literature, show rooms, sponsorship, telephone sales, trade fairs and exhibitions, word of mouth.
1. Brochures, leaflets and catalogues can
describe your product in more detail and give
more information than an advertisement. Poten-
tial customers can be sent direct mail.
Sales litera-
ture

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