Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 30 стр.

7. Read the text. Define key notions and regulations of marketing.                                 As the economy expanded during the 19th century, advertising grew
                                                                                         alongside. In the United States, the success of this advertising format eventually led
                                      Marketing.                                         to the growth of mail-order advertising. In 1841, the first advertising agency was
                                      Generalities.                                      established by Volney Palmer in Boston. At first, agencies were brokers for
        One of the areas of management is marketing. Marketing is the process of         advertisement space in newspapers. N. W. Ayer & Son was the first full-service
planning and executing the conception, pricing, promotion and distribution of            agency to assume responsibility for advertising content. N.W. Ayer opened in
ideas, goods, and services to create exchanges that satisfy individual and               1875, and was located in Philadelphia. At the turn of the century, there were few
organizational objectives.                                                               career choices for women in business; however, advertising was one of the few.
        Marketing makes available where customers want them by transferring the          Since women were responsible for most of the purchasing done in their household,
ownership of products to buyers. The entire business organization is involved in a       advertisers and agencies recognized the value of women's insight during the
dual process of satisfying customer needs and achieving organizational goals.            creative process. In fact, the first American advertising to use a sexual sell was
        Implementation of marketing concept begins and ends with marketing               created by a woman – for a soap product. Although tame by today's standards, the
information about customers – first to determine what customers need, and later to       advertisement featured a couple with the message "The skin you love to touch".
evaluate how well the firm is meeting those needs.                                                 When radio stations began broadcasting in the early 1920s, the programs
        A market consists of people with their needs, the ability to buy, and the        were however nearly exploded. This was so because the first radio stations were
desire and ability to sell. Markets are classified as consumer and industrial markets.   established by radio equipment manufacturers and retailers who offered programs
                                                                                         in order to sell more radios to consumers. As time passed, many non-profit
                                  A marketing mix.                                       organizations followed suit in setting up their own radio stations, and included:
        A business firm controls four important elements of marketing which are          schools, clubs and civic groups. When the practice of sponsoring programs was
called a marketing mix.                                                                  popularized, each individual radio program was usually sponsored by a single
        A firm’s marketing mix is the combination of the product, the price of the       business in exchange for a brief mention of the business' name at the beginning and
product, the means for its distribution, and the promotion of the product to reach a     end of the sponsored shows. However, radio station owners soon realized they
firm’s target market.                                                                    could earn more money by selling sponsorship rights in small time allocations to
        A firm can vary its marketing mix by changing any one or more of these           multiple businesses throughout their radio station's broadcasts, rather than selling
ingredients. Thus a firm may use one marketing mix to reach one target market and        the sponsorship rights to single businesses per show.
a second, somewhat different marketing mix, to reach another target market. For                    This practice was carried over to television in the late 1940s and early
example, most automakers produce several different types of vehicles and aim             1950s. A fierce battle was fought between those seeking to commercialize the radio
them at different market segments based on age and income.                               and people who argued that the radio spectrum should be considered a part of the
        1) The product ingredient of the marketing mix includes decisions about the      commons – to be used only non-commercially and for the public good. However,
product’s design, brand name, packaging, warranties, and the like.                       in the United States, the capitalist model prevailed with the passage of the 1934
        2) The pricing ingredient includes both base prices and discounts of various     Communications Act which created the Federal Communications Commission. To
kinds. Pricing decisions are intended to achieve particular goals, such as to            placate the socialists, the U.S. Congress did require commercial broadcasters to
maximize profit or even to make room for new models. The rebates offered by              operate in the "public interest, convenience, and necessity". Nevertheless, public
automobile manufactures are a pricing strategy developed to boost low auto sales.        radio does exist in the United States of America. In the early 1950s, the Dumont
        3) The distribution ingredient involves not only transportation and storage      television network began the modern trend of selling advertisement time to
but also the selection of intermediaries.                                                multiple sponsors. Previously, Dumont had trouble finding sponsors for many of
        4) The promotion ingredient focuses on providing information to target           their programs and compensated by selling smaller blocks of advertising time to
markets. The major forms of promotion include advertising and publicity.                 several businesses. This eventually became the norm for the commercial television
        The “ingredients” of the marketing mix are controllable elements. A firm         industry in the United States. However, it was still a common practice to have
can vary each of them to suit its organizational goals, marketing goals, and target      single sponsor shows, such as the U.S. Steel Hour. In some instances the sponsors
markets.                                                                                 exercised great control over the content of the show - up to and including having
                                                                                         one's advertising agency actually writing the show. The single sponsor model is
                              A marketing strategy.                                      much less prevalent now, a notable exception being the Hallmark Hall of Fame.
        A marketing strategy is a plan for the best use of an organization’s                       The 1960s saw advertising transform into a modern approach in which
resources to reach its objectives. Developing a marketing strategy involves              creativity was allowed to shine, producing unexpected messages that made
selecting and analyzing a target market and creating and maintaining a marketing

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