Менеджеры и менеджмент (Executives and Management). Коломейцева Е.М - 50 стр.

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9. Even when no definite decisions are made at a meeting, the people often leave thinking the meeting has been
useful.
10. The writer believes that meetings are a waste of time and prevent changes being made.
Highlight any useful vocabulary you’d like to remember in the passage.
UNIT SEVEN
MARKETING, ADVERTISING, SELLING AND NEGOTIATING
This unit includes some information about marketing, selling, advertising and negotiating.
T a s k 1. Read, translate and discuss background information about marketing.
Nowadays, marketing influences, and often actually controls, almost every part of a company's activities.
Underlying all marketing strategy is 'The Marketing Concept', explained here:
The marketing concept:
1. We must produce what customers want, not what we want to produce.
2. This means that we put the customer first. We organize the company so that this happens.
3. We must find out what the customer wants. We carry out market research.
4. We must supply exactly what the customer wants.
5. We can do this by offering the right marketing mix:
'The Four Ps': the right product at the right price available through the right channels of distribution, place pre-
sented in the right way, promotion.
THE FOUR PS
Product = the goods or the service that you are marketing. A 'product' is not just a collection of components. A
'total product' includes the image of the product, its design, quality and reliability – as well as its features and benefits.
In marketing terms, political candidates and non-profit-making public services are also 'products' that people must be
persuaded to 'buy' and which have to be 'presented and packaged' attractively. Products have a life cycle, and companies
are continually developing new products to replace products whose sales are declining and coming to the end of their
lives.
PRICE = making it easy for the customer to buy the product. Pricing takes account of the value of a product and
its quality, the ability of the customer to pay, the volume of sales required, and the prices charged by the competition.
Too low a price can reduce the number of sales just as significantly as too high a price. A low price may increase sales
but not as profitably as fixing a high, yet still popular, price. As fixed costs stay fixed whatever the volume of sales,
there is usually no such thing as a 'profit margin' on any single product.
PLACE = getting the product to the customer. Decisions have to be made about the channels of distribution and
delivery arrangements. Retail products may go through various channels of distribution:
1. Producer – end-users (the product is sold directly to the end-user by the company's sales force, direct response
advertising or direct mail (mail order))
2. Producer – retailers – end-users
3. Producer – wholesalers/agents – retailers – end-users
4. Producer – wholesalers – directly to end-users
5. Producer – multiple store groups / department stores / mail order houses – end-users
6. Producer – market – wholesalers – retailers – end-users
Each stage must add value to the product to justify the costs: the person in the middle is not normally someone
who just takes their 'cut' but someone whose own sales force and delivery system can make the product available to the
largest number of customers more easily and cost-effectively. One principle behind this is 'breaking down the bulk': the
producer may sell in minimum quantities of, say, 10,000 to the wholesaler, who sells in minimum quantities of 100 to
the retailer, who sells in minimum quantities of 1 to the end-user. A confectionery manufacturer doesn't deliver individ-
ual bars of chocolate to consumers: distribution is done through wholesalers and then retailers who each 'add value' to
the product by providing a good service to their customers and stocking a wide range of similar products.
PROMOTION = presenting the product to the customer. Promotion involves the packaging and presentation of
the product, its image, the product's brand name, advertising and slogans, brochures, literature, price lists, after-sales
service and training, trade exhibitions or fairs, public relations, publicity and personal selling. Every product must pos-
sess a 'unique selling proposition' (USP) – the features and benefits that make it unlike any other product in its market.
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.

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