Marketing background

As defined by the committee on definitions of the American Marketing Association, marketing is the “performance of business activities directed toward and incident to, the flow of goods and services from producer to customer or user”.

Today discovering demand, managing demand, and physically supplying demand constitute the three major divisions of marketing effort undertaking by many firms. Marketing management approached this status in the 1950-s when the General Electric Company enunciated a policy declaring that “marketing begins with the consumer”, by discovering and filling unmet wants, its marketing program was designed to produce what General Electric could sell because customers had certain unmet wants. Having what you could sell instead of trying to “high pressure” customers into buying what you have required provided the use of marketing research and environment “ scanning” of condition affecting business.

The key concept of market selection and product planning is the Product Life Cycle. It predicts that any product pass though various stages between its life and death (introduction – growth – maturity – decline). So companies can make better marketing decisions if they find out where each of their products stands in its life cycle.

Level 1

Task 1. True or false.

1) Today discovering demand and physically supplying demand constitute the two major divisions of marketing effort.

2) Marketing is the “performance of business activities directed toward and incident to, the flow of goods and services from producer to customer or user”.

3) General Electric Company enunciated a policy declaring that “marketing begins with the seller”.

4) The key concept of market selection and product planning is the Product Life Cycle.

5) Marketing management approached this status in the 1960-s.

Task 2. Make up the word combinations.

Market demand

Supplying wants

Marketing decisions

Product selection

Unmet planning

Level 2

Task1. Translate into English.

Виявляти попит, маркетингові рішення, виробник, покупець, підтримувати попит, споживач.

Task 2. Insert the appropriate words from the box.

Marketing is the performance of ___1____. It is the flow of goods and services from ___2____to ___3___.

The General Electric Company enunciated a ___4___declaring that___5___ begins with the ___6___.