Английский для экономистов и менеджеров. Ульянова О.В - 40 стр.

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There are four principal controllable factors that provide the most effec-
tive choice for the consumer - the Four P's or the marketing mix: product,
price, place and promotion.
Product
Marketing specialists do studies and take surveys to find out what
goods and services people need or want to buy. Then goods and services are
produced to meet those needs and desires. Products are designed to include
qualities such as colors, models, styles, and features – that the business ex-
pects to be most appealing to consumers.
Marketing techniques include:
• street Surveys – stopping people in the street;
• phone or postal surveys – people fill in questionnaires and send them
back;
• internet surveys – a relatively new technique which functions in a simi-
lar way to other surveys except that a large number of people are inter-
viewed at the same time.
Price
Manufacturers and sellers must determine a price for their products
or services. The price must be low enough to attract buyers. However,
it must be high enough to generate a profit and cover the costs and ex-
penses that the business has in producing, distributing, and selling the
product.
Promotion
Promotion means all of those activities that go into telling consumers
about the product and trying to persuade consumers to buy it. These in-
clude advertising, in-store displays, sales, coupons, and games.
Promotion also includes various kinds of personal selling. When sa-
lesclerks in a store help you select an item, they are promoting the prod-
uct. Promotion also includes offering products door to door, on televi-
sion, or over the telephone.
Place
Place refers to where the product or service is sold. Marketers want to
place goods where buyers will find them most conveniently. Place means
both the location of offices and stores and the location of goods within a
store. Fast-food stands and auto dealerships are located on major highways.
Real estate and law offices are usually found in a city or town's business dis-

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