Тема 5.2. «Реклама и маркетинг»

1. 
   Работа с активным словарем по теме.
   
2. 
   Работа с текстом по теме.
   
3. 
   Выполнение грамматических упражнений.
   

2.To promote their new brand of shampoo, they are selling it at half price for a month.

3. In order to market a product well you need to be aware of public demand.

4. Like most Hollywood movies it was so hyped up that when I saw it I felt rather disappointed.

5.The author used the opportunity of appearing on TV to give his latest book a plug.

6. Revlon is really pushing its new range of beauty creams.

7.At this time of year, the papers are full of advertisement for skiing holidays.

8.BMW is running an aggressive campaign to publicize its 2001 models.

Let’s take this definition apart and analyze its components. Advertising is directed to groups of people, rather than to individuals, and is therefore nonpersonal. The groups, for example, might be teenagers who enjoy rock music or older adults who attend cultural events. In either case, advertising to these groups is not personal or face-to-face communication.

Direct-mail advertising often attempts to personalize the message by in­serting the receiver's name one or more times in the letter. But direct mail is still nonpersonal; a computer inserted the name. And the signature on the direct-mail advertisement is produced electronically.

Most advertising is paid for by sponsors. General Motors, Kmart, Coca-Cola, and the local supermarket pay money to the media to carry the adver­tisements we read, hear, and see. But some ads are not paid for by their sponsors. The American Red Cross, United Way, and the American Cancer Society are only three of hundreds of organizations whose messages are customarily presented by the media at no charge as a public service.

Most advertising is intended to be persuasive—to win converts to a good, service, or idea. A company usually sponsors advertising to convince people its product will benefit them. Some ads, though, such as legal announce­ments, are intended merely to inform, not to persuade.

In addition to promoting tangible goods such as suits, soap, and soft drinks, advertising also helps sell the intangible services of bankers, beauti­cians, and bike repair shops. And increasingly, advertising is used to sell a wide variety of ideas—economic, political, religious, and social. It's impor­tant to note here that, for the sake of simplicity, in this text the term product refers to both goods and services.

For a message to be considered an advertisement, the sponsor must be identified. This seems obvious: Naturally, the sponsor usually wants to be identified—or else why pay to advertise? But a distinguishing characteristic between advertising and public relations is that certain public relations activities like publicity are normally not openly sponsored.

Advertising reaches us through various channels of communication re­ferred to as the media. In addition to the traditional mass media—radio, television, newspapers, magazines, and billboards—advertising also uses direct mail, shopping carts, and videocassettes.

2. Access to new foreign markets was assured.

3. This device was first marketed by a Japanese firm.

4. They have never had to operate in a market economy.

5.It’s a seller’s market at the moment.

6. A talking watch will shortly be on the market.

7. Many labour-saving devices have come onto the market.

8.You’ll never get a picture as good as this one on the open market.

9. Exxon might well be in the market to buy up a competitor too.

10. They took the mineral water off the market while tests were being made.

1.It’s best to … when house prices are high.

2. The bakery usually … its cakes … at half price just before closing time.

3.Why don’t we … … and move to Canada? Property is really cheap there.

4. Don’t let him try and … you his car – he’s had endless trouble with it.

5. By the end of the 1980s portable computer systems were …larger systems by 30%.

6. The new book, which reveals intimate details about Princess Diana’s private life is … … … … in New York.

7. Jane Fonda’s new diet book is sure to be a … in America.

8.Madonna’s European tour … a total … … .

9.Foreign investors are not permitted to … land.

10. If I were you, I’d … … that dress before someone sees it.

11. That picture? Oh, I … it … on the market last week.

12. We … … … a bottle of champagne to celebrate her promotion.

13. The supermarkets are full of people … … for the New Year’s holiday.

14.We always … … … . It is so much more economical.

15.Mark … the earrings … and then … them in the market.

16. People had to … … candles during the electricity strike.

17.In the last five years development agencies have … … almost all the land in the area.

It is impossible to speak about marketing without understanding what “needs and wants” mean. So let’s begin with the definition of needs and wants. A need occurs when a person feels physiologically deprived of basic necessities like food, clothing, and shelter. A want is a felt need that is shaped by a person’s knowledge, culture, and personality. So if you feel hungry, you have developed a basic need and desire to eat something. Let’s say you then want to eat an apple or a candy bar because, based on your past experience and personality, you have these will satisfy your hunger need. Effective marketing, in the form of creating an awareness of good product at convenient locations, can clearly shape a person’s wants.

The American Marketing Association, representing marketing professionals in the United States and Canada, states that "marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Many people incorrectly believe that marketing is the same thing as advertising or personal selling. This definition shows marketing to be a far broader activity. Further, this definition stresses the importance of beneficial exchanges that satisfy the objectives of both those who buy and those who sell ideas, goods, and services—whether they be individuals or organizations.

To serve both buyers and sellers, marketing seeks (1) to discover the needs and wants of prospective customers and (2) to satisfy them. These prospective customers include both individuals buying for themselves and their households and organizations that buy for their own use (such as manufacturers) or for resale (such as wholesalers and retailers). The key to achieving these two ob­jectives is the idea of exchange, which is the trade of things of value between buyer and seller so that each is better off after the trade.

For marketing to occur, at least four factors are required: (1) two or more parties (individuals or organizations) with unsatisfied needs, (2) desire and ability on their part to be satisfied, (3) a way for the parties to communicate, and (4) something to exchange.
Questions:

1.Differentiate between needs and wants.

2.What is marketing?

3.Is marketing the same as advertising or personal selling?

4.What factors are required for marketing to occur?
Exercise 9. Translate the ad letter and try to make up your own one:

WAVERLEY HOTEL 360 South Dearborn • Chicago, IL 60604 August 15, 20XX Fred E. Sherman, Secretary The Paramount Institute P.O. Box 323 Orlando, FL 32822 Dear Mr. Sherman: Just a note to introduce myself and to let you know of the Waverley Hotel’s interest in the 20XX meeting plans of the Paramount Institute. The Waverley Hotel contains 674 newly redecorated guest rooms; this includes 12 double room suites. The hotel is located in the heart of Chicago, only 30 minutes from Midway airport. Our three four-star restaurants offer our guests variety in menu selection and atmosphere. Our 36,000 square feet of meeting and banquet space include the city’s largest ballroom and the largest on-site exhibition hall. I have enclosed a complete schedule of our function space dimensions and capacities. Please stop by and see us if you are in our area — we would like the opportunity to show off our hotel. In the meantime, however, I will call your office next week to answer any questions you may have on the Waverley’s facilities and to discuss how we may be of service to the Paramount Institute. Sincerely, Signature Carol Brawn Director, Convention Services

Exercise 10. Translate the sentences paying attention on The Gerund Construction:
1. John's doing it at once is absolutely imperative.

2. By our increasing the pressure we increase the force of friction.

3. The process of one substance mixing with another is called diffusion.

4. The potential of a conductor rises because of the electrons being crowded upon a conductor.

5. Wе know of the earth behaving as a large magnet.

6. Gases and liquids are perfectly elastic, after their being compressed they return to their original volume as soon as the арplied force is removed.

7. Mankind is interested in atomic energy being used only for peaceful needs.

Раздел № 6 «Моя профессия».
Тема 6.1. «Моя профессия - товаровед».
План изучения темы:

1. 
   Работа с активным словарем по теме.
   
2. 
   Работа с текстом по теме.
   
3. 
   Выполнение предтекстовых упражнений.
   
4. 
   Выполнение грамматических упражнений.
   

There are all kinds of jobs that fall under the purview of a merchandiser, but the main job is to make sure that the manufacturer's products that you represent are well-stocked and attractively displayed inside the retail store. Usually the merchandiser will have a weekly route and visit the stores they are responsible for servicing at least once a week, but this can fluctuate seasonally depending on what kind of merchandise we are talking about.

For instance, I did magazine merchandising for one company and since magazines are delivered once a week, I planned my rounds to arrive at stores within a day or two of the magazine delivery. For another company I merchandised sunglasses at drugstores, so most of the year I only had to visit each store once a month to neaten & dust the displays, refill product and set out new sunglasses that had been shipped, but as summer heated up, I visited each store at least once a week because they naturally sold a lot more sunglasses in the summertime.

Types of Merchandising Work

Other jobs commonly done by merchandisers are product demos, product training for retail staff and re-sets.

In most cases, anytime you see someone offering food tastings at your local supermarket or Costco, that person actually works for the merchandising company hired by the manufacturer, and not for Costco.

For product training, when a manufacturer is doing a big release of a new product such as a new game console (think X-Box, Playstation 3) or a new cellphone, they'll hire a merchandising company to send representatives to stores like Best Buy and Target to give retail staff an introduction to the product, its features and benefits and how best to sell it. That merchandiser will also be on hand to set up display racks, advertising materials and set the merchandise out on the floor.

Resets tend to be big projects where all of the current stock comes off the shelf, the display fixtures are removed and broken down, and then replaced by new fixtures and possibly new products or a mixture of old and new products. Since Resets are such big jobs, they are usually done by a team of merchandisers who will tackle one store at a time, slowly rolling out the new displays and merchandise to an entire region over a predefined period of time. If you've ever walked into your local supermarket or one of the big box stores like Best Buy and noticed some stuff has been moved to a different location in the store, they've just had a major reset done.

The primary financial statements are the (1) balance sheet (2) income state­ment, (3) statement of owner's equity, and (4) statement of cash flow.

1. Материальные ценности, находящиеся в собственности фирмы или отдельного лица.

2. Финансовый документ, показывающий что находится в собственности фирмы или отдельного лица, а что взято в долг или каковы активы, пассивы и собственный капитал.

3. Все официальные требования по отношению к фирме или частному лицу.

4. Способность активов непосредственно использоваться в качестве средства обращения или быть готовыми к превращению в средство обращения, сохраняя фиксированной свою номинальную стоимость.

5. Необходимость отвечать за результаты какого-либо действия.

6. Отношение продаж к запасам.

7. Цена, по которой действительно были куплены товарно-материальные запасы и фиксированные активы.

2. The Olympic Games are held … four years.

3. As you know, … parent worries about their children.

4. In a game of tennis there are two or four players. … player has a racket.

5. Nicola plays volleyball … Thursday evening.

6. I understood most of what they said but not … word.

7. The book is divided into five parts and … of these has three sections.

8. I get paid … four weeks.

9. We had a great weekend. I enjoyed … minute of it.

10. I tried to phone her two or three times, but … time there was no reply.

11. Car seat belts save lives, … driver should wear one.
Exercise 9. Make up the interrogative sentences using the auxiliary verb do / does. The verb is the same one, the new subject is given in brackets:

Example: Ann goes to school. (Tim) - Does Tim go to school?
1. Alice swims in the pool. (the Mouse)

2. Cats catch mice. (dogs)

3. Alice goes into the low hall. (her sister)

4. Cats do not like to swim. (a fish)

5. I wash my hands before lunch. (you)

6. People visit their friends. (animals)

7. Lions and tigers eat meat. (cows)

8. A bicycle has two wheels. (a car)

9. Tim plays football and tennis. (Ann)

10. He takes a shower in the morning. (his son)