Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 12 стр.

that sellers must arrange cold storage for frozen orange juice concen-                Trying to determine buyers’ true needs is increasingly difficult
trate all year.                                                                because no one fully understands what motivates people to buy things.
       Grading. Grading refers to standardizing products and displaying        Porsche, for example, views psychological satisfaction as an important
and labeling them so that consumers clearly understand their nature and        part of its automobiles.
quality. Many products, such as meat, steel, and fruit, are graded ac-                To implement the marketing concept, a firm must have good in-
cording to a set of standards, which often are established by the state of     formation about what customers want, adopt a consumer orientation,
federal government.                                                            and coordinate its efforts throughout the entire organization, otherwise,
       Financing. For many products, especially large items such as            it may be awash with goods, services, and ideas that consumers do not
automobiles, refrigerators, and new homes, the marketer provides credit        want or need. Everyone in the organization who interacts with custom-
to expedite the purchase.                                                      ers – down to the shipping department and the truck driver – must know
       Marketing Research. Through research, marketers ascertain the           what customers want. They are selling ideas, benefits, philosophies, and
need for new goods and services. By gathering information regularly,           experiences – not just goods and services.
marketers can detect new trends and changes in consumer tastes.                       Companies are striving for a team effort to deliver the right good
       Risk Taking. Risk is the chance of loss associated with marketing       or service to customers. A breakdown at any point in the organization –
decisions. Developing a new product creates a chance of loss if con-           whether in production, purchasing, sales, distribution, or advertising –
sumers do not like it enough to buy it. Spending money to hire a sales         can result in lost sales, lost revenue, and dissatisfied customers.
force or to conduct marketing research also involves risk. Risk means
that most marketing decisions result in either success or failure.                   Vocabulary and comprehension check tasks

                                                                                     I. Find in the text synonyms to the following words:
                        The Marketing Concept
                                                                                     To execute –
       The marketing concept is the principle that an organization                   Goal –
should try to satisfy customers’ needs through coordinated activities                To accomplish –
that also allow it to achieve its own goals. It is the basic philosophy that         Customers –
guides all marketing activities, and each business must determine how                To foster –
best to implement the marketing concept, given its own goals and re-                 To purchase –
sources.                                                                             To occur –
       According to the marketing concept, a business must find out what             To use –
consumers need and then develop the good, service, or idea that fulfills
their needs or wants. The business must then get the product to the cus-             II. Using a dictionary write down and try to memorize some
tomer. In addition, the business must continually alter, adapt, and de-        collocations with the following verbs:
velop products to keep pace with changing consumer needs and wants.                  To execute                To fulfill
       Although customer satisfaction is the goal of the marketing con-              To implement              To accomplish
cept, a business must also achieve its own objectives, such as boosting
productivity, reducing costs, or achieving a percentage of a specific                III. Find in the text different forms of the following words and
market. If it does not, it will not survive. Obviously, a company should       define the part of speech they belong to. Mind that some words, while
strike a balance between achieving organizational objectives and satis-        performing different functions, keep their form unchanged.
fying customer needs and wants.                                                      Satisfy –

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