Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 27 стр.

oriented, they focus on production of a few specific products – perhaps   MIS systems provide marketing managers with a decision support
few of these products are available on the market and competition is      system (DSS).
not intense.                                                                     A DSS system is a computer program(me) that makes it easy for
       The marketing concept was first accepted by consumer products      a marketing manager to get and use information as he is making a
companies such as General Electric and Procter & Gamble. Competition      decision. Typically the DSS helps change raw data – like product sales
was intense in some of their markets and trying to satisfy customers'     for the previous day – into more useful information. For example, it
needs more fully was a way to compete effectively with rival products.    may draw graphs on the computer monitor to show relationships in
       "Service" industries – including airlines, banks, investment       data – perhaps comparing yesterday's sales to the sales on the same
firms, lawyers, physicians, accountants, and insurance companies –        day in the last four weeks.
were slow to adopt the marketing concept. But this has changed dra-              Marketing information systems will become more widespread
matically in the last decade.                                             as managers become more sensitive to the possibilities of these sys-
       Banks used to be open for limited hours that were convenient       tems and computer costs continue to drop.
for bankers – not customers. Many closed during lunch hour. But now              Many marketing managers are usually isolated in company of-
financial services are less regulated, and banks compete with compa-      fices from potential customers. It is just not possible for managers to
nies like AMERICAN EXPRESS for checking accounts and retire-              keep up with all the changes taking place in their markets. It is really
ment investments. The banks stay open longer, often during evenings       important that they (should) rely on help from marketing research. In
and on Sundays. They also offer more services for their customers –       fact, continued improvements in research methods are making market-
automatic banking machines that take credit cards or a "personal          ing research information more dependable. Most large companies have
banker" to give financial advice. Most banks now aggressively adver-      a separate marketing research department to plan and carry out re-
tise their special services and even interest rates, so customers can     search projects.
compare bank offerings.                                                          Marketing research should be distinguished from market re-
_____________________________
                                                                          search. The latter deals with the pattern of a market, it means studying
         1. (no business firm) can do without – ... не может обойтись     places or ways in which a company can sell a group of products of a
без...                                                                    similar kind, what customers and prospects need or want from a com-
     2. marketing management outlook – взгляд на управление с             pany and its products. Marketing research deals with problems in-
позиций маркетинга                                                        volved in marketing a particular product.
     3. retirement investments – пенсионные вклады                               Marketing research is very often based on getting information
     4. ... aggressively advertise ... – энергично и решительно рек-      by using surveys and interviews which are done by talking to respon-
ламируют...                                                               dents. Another way of getting information from customers and pros-
                                                                          pects is a questionnaire with questions written or printed on it. People
      Part 3. Marketing information systems (MIS) and market-             have to fill in (fill out – AmE) questionnaires.
ing research                                                                     When doing marketing research marketing specialists use com-
      Successful planning of marketing strategies requires that mar-      puters to draw graphs called "supply and demand curves" showing the
keting managers (should) gather and analyze information they need to      relation between the supply of a product (or a service) and its price on
make decisions. In some companies a marketing information system          the one hand and the relation between the demand for a product (or a
(MIS) is set up by marketing specialists. To get better decisions some    service) and its price on the other. These curves explain the very sim-
                                                                          ple idea that when prices change, producers and consumers change

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