Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 6 стр.

      TEXT2 *                                                                the four P's is known as the marketing mix. The elements of the market-
                                                                             ing mix focus on the consumer. In order to develop a successful market-
      PREREADING ACTIVITY                                                    ing mix, researchers first ask two important questions:
                                                                                   * Who is going to buy the product?
      Discuss the following questions.                                             * What is the potential to sell this product?
      a) In a successful marketing operation, do the 4 elements of                  The group of customers or consumers who will probably buy the
         product, price, placement, and promotion work together or in        product is known as the target market. The company directs its market-
         isolation? Give reasons to support your answer.                     ing efforts toward this group of potential customers who form the target
      b) If you were a market researcher, what questions would you           market. Once market researchers have determined the target market
         ask before introducing a product to the market? These               they wish to appeal to, the company can develop an appropriate mix of
         examples are given in the reading: "Who is going to buy the         product, price, placement, and promotion. The company attempts to
         product? "What is the potential to sell this product?" Think        match consumer needs or mold consumer desires to the product being
         of the other questions that might be asked using WHAT,              offered.
         WHERE, WHEN and WHY?                                                       For example, if the target market is middle-class teenagers, the
      For example ‘ WHY will a customer want to buy the product?’            marketing mix might consist of the following:
                                                                                   Product: blue jeans.
      VOCABULARY                                                                   Price: with the market.
                                                                                   Placement: department store.
      Below is a list of terms that you will find in the text. As you read         Promotion: advertisements on a "pop music" radio station.
‘The Target Market’, see if you understand each term. Use this as a                 A successful marketing mix depends on the knowledge about
working list and add other terms that you do not know.                       consumers and their buying habits, gained through market research as
                                                                             well as correct identification of the target market. Strategies of product,
NOUNS            VERBS               ADJECTIVES             OTHERS           price, placement, and promotion are blended in order to reach a chosen
strategy          determine          potential              in order to      group of consumers.
isolation         focus on           correct                once
combination       direct             successful                                    COMPREHENSION CHECK
marketing mix     appeal to          appropriate
target market     attempt            middle-class                                  Answer the following questions about the target market. Ques-
market            match                                                      tions with asterisks (*) cannot be answered directly from the text.
research(er)      mold
habit             depend on                                                        1. What is the marketing mix?
identification    blend                                                            2. What do the elements of the marketing mix focus on?
consumer          reach                                                            3. What is the group of customers who will probably buy the
                                                                             product known as?
                       The Target Market                                           4. *Why are the customers who make up the target market for a
       The marketing strategies of determining product, price, place-        product referred to as ‘potential’ customers?
ment, and promotion are not planned in isolation. Marketing analysts               5. What does a successful marketing mix depend on?
often look at a combination of these four factors. This combination of

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