Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 21 стр.

                      SUMMARY AND REVIEW                                                 should try to satisfy customers’              … and so on
                                                                                         needs through a set of coordinated            … and others
       I. Using the statements below as a plan try to reconstruct the                    activities that also allow it to              On the whole …
                                                                                         achieve its goals.                            … in particular …
gist of the text.
                                                                                         A marketing strategy provides the             Summing up I’d like to stress …
       a) Define marketing and describe its relationship to the exchange                 plan of actions for using the firm’s          To sum up, it should be pointed
process.                                                                                 resources to meet its objectives. The         out that …
       b) Identify the functions of marketing.                                           steps to develop a strategy are se-           Finally, a few words should be
       c) State the marketing concept and its implications for developing                lecting a target market and develop-          said about …
marketing strategies.                                                                    ing and maintaining a marketing
       d) Define marketing strategy and explain why marketing strategy                   mix that satisfies the target market.
decisions, such as market segmentation and ways to develop a market-                     A target market is a group of buyers
ing mix, are made.                                                                       for whom the organization tailors a
       e) Discuss buyer behavior and describe how marketers conduct                      marketing strategy; it is a group of
market research.                                                                         consumers on whose needs and
                                                                                         wants the organization wishes to
                                                                                         focus. The marketing mix is com-
     II. Now look through the draft of the Model Summary. Try to
                                                                                         posed of four elements: products,
make it more cohesive using some of the phrases on the right.                            price, distribution, and promotion.
                                                                                         Marketing strategy decisions guide
 Marketing is a group of activities              The text deals with…                    an organization’s activities.
 designed to aid and expedite ex-                To begin with I’d like to say           Buyer behavior is the decision proc-
 changes by creating, distributing,              that…                                   esses and actions of people who
 promoting, and pricing goods, ser-              The point is that …                     purchase and use products. It in-
 vices, and ideas. An exchange is the            The author thinks that ….               cludes the behavior of both consum-
 act of giving up one thing in return            First of all / firstly, (it should be   ers purchasing products for personal
 for something else.                             noted that)…                            or household use and organizations
 Marketing focuses on satisfying                 Secondly / next / finally, ...          purchasing products for business
 human needs. Marketing creates                  On the one hand…, on the other          use. Marketing research is a system-
 three kinds of utility (the ability to          hand…                                   atic and objective effort to get in-
 satisfy needs or wants): place utility,         I can’t but mention that …              formation about potential customers
 time utility, and possession utility; it        I suppose / believe / assume that       to guide marketing decisions. The
 also contributes to form utility.               …                                       five steps of marketing research are
 Marketing consists of several differ-           What matters is that …                  (1) defining and locating problems,
 ent, interrelated functions: buying,            In addition / moreover, …               (2) developing assumptions or ideas
 selling, transporting, storing, grad-           Because /as /since…                     about the probable causes of events,
 ing, financing, marketing research,             Nevertheless, …                         (3) collecting data, (4) analyzing
 and risk taking.                                As a matter of fact …                   and interpreting data, and (5) report-
 The marketing concept is the basic              In fact …                               ing research findings in an under-
 philosophy that guides all marketing            Generally speaking …                    standable way so that decision mak-
 activities. In essence, the marketing           As for (to) me, I think that …          ers can use them to solve problems.
 concept states that an organization             As far as I know / can judge…

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