Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 10 стр.

         TEXT4                                                                        An exchange is the act of giving up one thing in return for some-
                                                                               thing else. If you want the latest CD by R.E.M. or Hammer, for exam-
         Read the text for detailed information and do the following
                                                                               ple, you must give up something in return – in this case, about $15. An
tasks.
                                                                               exchange is the transfer of a product for something of equal value, such
                       Marketing Principles                                    as money, credit, labor, or goods. Businesses exchange their goods, ser-
                                                                               vices, or ideas for money or credit supplied by buyers in a voluntary
       Introduction                                                            exchange relationship. The customer must feel good about the purchase,
       A vital part of any business undertaking, marketing is a group of       or the exchange will not continue. For example, if Federal Express de-
activities designed to expedite transactions by creating, distributing,        livers your package safely and on time, you will probably feel good
promoting, and pricing goods, services, and ideas. Marketing activities        about using its services. But if your package is damaged or late, you
ensure that the products consumers want to purchase are available at a         will probably use another delivery-service provider next time you need
price they are willing to pay and provide consumers with information           overnight-delivery service. Satisfied customers who provide repeat
about product features and availability. Both individuals and organiza-        sales help make Federal Express a profitable business.
tions engage in marketing activities in the pursuit of business objec-                When you think of marketing products, you may think of tangible
tives. They occur in a dynamic environment – that is, an environment of        things – cars, stereo systems, or books, for example. What most con-
constantly changing laws, regulations, social pressures and opinions,          sumers want, however, is a way to get a job done, solve a problem, or
economic conditions, and technological advances.                               gain some enjoyment. You may purchase a Hoover vacuum cleaner not
       This text focuses on the basic principles of marketing. First, we       because you want a vacuum cleaner but because you want clean carpets
define and examine the nature of marketing. Then we look at how mar-           in your apartment or dorm room. Therefore, the tangible product itself
keters develop marketing strategies to satisfy the needs and wants of          may not be as important as the image or the benefits associated with it.
their customers. Next we discuss buying behavior and the ways market-          This intangible “something of value” may be capability gained from
ers use research to determine what consumers want to buy and why.              using a product or the image evoked by it, such as a designer shirt by
Finally, we explore the impact of the environment on marketing activi-         Ralph Lauren.
ties and evaluate their importance.                                                   A product can be a good, a service, or an idea. Goods are physi-
                                                                               cal, concrete things you can touch. Services are as real as goods, but
       Nature of Marketing                                                     you can’t actually see them and touch them: you have to experience
       According to the American Marketing Association, marketing in-          them. They are the result of applying human and mechanical efforts to
volves planning and executing the development, pricing, promotion,             people or objects – photograph processing, air travel, medical care, edu-
and distribution of ideas, goods and services to create exchanges that         cation, for example. Ideas include philosophies, images, issues, and
satisfy individual and organizational goals. This process creates value        ways of accomplishing objectives. Greenpeace, for example, provides
by allowing individuals and organizations to obtain what they need and         ideas on how to live and use products in a way that does not harm the
want. A business cannot achieve its objectives unless it provides some-        planet.
thing that customers value.                                                           Marketing is not limited to for-profit businesses. Individuals and
       It is important to note what marketing is not: Marketing is not         nonprofit organizations also engage in product development, distribu-
manipulating consumers to get them to buy products they don’t want. It         tion, pricing, and promotion to achieve objectives. However, the products
is not just selling and advertising; it is a systematic approach to satisfy-   these non-business organizations market are usually services and ideas
ing consumers. Marketing focuses on the many activities – planning,            rather than tangible goods. Political candidates and parties “market”
pricing, promoting, and distributing products – that foster exchanges.

                                    19                                                                            20