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Marketing Mix
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The Marketing Mix has been the golden rule used by marketing managers everywhere to engage customer attention and 1 ___________ this interest to sales. The four Ps of Product, Price, Place and Promotion date back nearly 50 years. But this approach to marketing does have its critics, who argue that the true success of sales is completely down to the customer, and what he or she wants is an important decision factor. The Product, for example, is not just the 2 __________ product or service itself, but a whole host of associated warranties that one attaches to it. These are society based and driven. Price is usually associated with cost 3___ ________, and therefore ‘how low can you go’ is the dilemma. But cheapest is not necessarily best, as the price should reflect the value for benefits it offers. Something that increases social status or sexual magnetism can be considered by some worth more than the literal financial value placed on it.
The concept of Place in the Marketing Mix, often referred to as the distribution 4 __________, usually represents the locations where the product can be purchased, physical or virtual. However, place should refer also to timing, ensuring that the product is there in the right place, supplying customers’ needs to their own personal schedule. With e-business this includes visibility in search 5__ _________, visibility in consumer keywords and knowledge of the search behaviour of your 6___ _______ market. Promotion is essential and is typically associated with advertising, but also includes PR, word of mouth and 7____ ________ of sale. Others have suggested that within the knowledge of the benefits of the product and brand awareness comes customer 8 ___________, which is invaluable as part of the business base.
A further concept which some people argue is missing is P for People. The people who represent a product become that product. While average to good 9_____ _______ service is little remarked upon, what image is left when you have to deal with very poor service? Many people will say nothing if their sales experience was positive – this is what they expect – but how many people will you tell if you have a negative encounter? Customer staff, in both appearance and attitude, have the power to create an image of your company. How important is that? Priceless.
1 A change B convert C alter D amend
2 A tangy B real C authentic D tangible
3 A competitiveness B economy C cutback D reduction
4 A canal B channel C outlet D conduit
5 A mechanisms B devices C engines D tools
6 A intended B open C target D ideal
7 A place B point C end D position
8 A reliability B devotion C care D loyalty
9 A client B consumer C customer D shopper
2. Выпишите незнакомые слова и выучите их. Затем переведите следующие слова и выражения:
комплекс маркетинговых инструментов, покупатель, специалист по маркетингу, изменить, выдвигать аргумент, гарантии, себестоимость, конкурентоспособность, снижение, ценность, преимущество, социальный статус, канал распространения, местоположение, купить, своевременность, отражать, нужное место, снабжать, потребности покупателя, график, гарантировать, поиск, поисковая программа, ключевые слова, поведение, целевой рынок, потребитель, продвижение товара на рынок, реклама, из уст в уста, связи с общественностью, реклама в месте продажи, известность торговой марки, обслуживание покупателей, недоставать, бесценный (2 слова), представлять, обслуживание низкого уровня качества, средний, отрицательный опыт, внешность, отношение.
3. Подберите к определениям термины и переведите их на русский язык.
| The use of paid commercial messages for the purpose of selling messages and ideas | Advertising |
| The activity of personally helping and convincing prospective buyers to purchase an idea, product or service | Personal selling |
| An older or used product which is being exchanged for a newer model. | Trade-in |
| Mass market, a large population exposed to media advertising | Wide audience |
| A certificate which is usually cut out of a newspaper or magazine advertisement and which allows a customer to purchase a product at a lower price | Coupon |
| A small amount of a product distributed to potential customers at no charge | Free sample |
| includes most people in a society, a mass market | General public |
| A bonus or additional item which a customer receives at no extra cost when he purchases a certain item. | Premium |
| convincing or encouraging a customer to buy a product | Stimulation |
| A brochure, a folded paper or small book which gives information about a product. | Pamphlet |
ВАРИАНТ 4
1. Прочитайте текст и вставьте термины в пропуски:
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