Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 22 стр.

                             LISTENING                                            4. Complete a marketing system chart that works in the case of
                                                                            coffee (starting with Juan).
       Listen to the lecture where the lecturer defines marketing and the
ways in which the system operates. While listening take notes which you
will need later to answer your teacher’s questions and do assignments.
       Model questions:
       1. Is marketing expensive? How much money out of every dollar
spent on retail goods in the USA goes to pay for marketing expense?
For advertising expense?
       2. What are the other areas of expense besides advertising?
       3. In the introduction the lecturer mentions three important terms
to be discussed. What are they?
       4. How many utilities does the marketing system create? Name
them and give examples of each.
       5. What is the purpose of the marketing system?
       6. How important is the consumer in the marketing system?
       7. Illustrate interdependence among the utilities by an example.

      QUIZ                                                                        5. Which is not true? The form utility changes….
                                                                                  a) from Maxwell House to customers
      While listening do the assignments:                                         b) from Juan to Maxwell House
                                                                                  c) from raw material to finished goods
      1. Possession utility …
      a) always relates to the price or financing                                 KEY TERMS AND CONCEPTS
      b) never relates to the price or financing
      c) typically relates to the price or financing                              After having done the above texts and assignments you will get
                                                                            to know and be able to explain the following terms:
      2. If exchange takes place …
      a) all the utilities will be present in a different amount            marketing            total-market approach               personality
      b) all the utilities will be present in a similar amount              exchange             market segmentation                 social roles
      c) not all the utilities will be present                              utility              market segment                      reference groups
                                                                            place utility        concentration approach              social classes
       3. Which statement is wrong?                                         time utility         multisegment approach               marketing mix
       a) Juan earns 35 times less per pound for the coffee that the gro-   possession utility   marketing research                  culture
cery store does                                                             form utility         marketing information               buyer behavior
       b) The grocery store sells a pound of coffee for $3.50               perception           marketing concepts                  system
                                                                            motivation           marketing strategy                  primary data
       c) Instant coffee drinkers pay $3.50 for coffee
                                                                            market               learning                            secondary data
                                                                            target market        attitude

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