A marketing mix

A business firm controls four important elements of marketing which are called a marketing mix.

A firm's marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promo­tion of the product to reach a firm's target market.

A firm can vary its marketing mix by changing any one or more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat different marketing mix, to reach another target market. For example, most automakers produce several different types of vehicles and aim them at different market segments based on age and income.

1) The product ingredient of the marketing mix includes deci­sions about the product's design, brand name, packaging, warran­ties, and the like.

2) The pricing ingredient includes both base prices and dis­counts of various kinds. Pricing decisions are intended to achieve particular goals, such as to maximize profit or even to make room for new models. The rebates offered by automobile manufactur­ers are a pricing strategy developed to boost low auto sales.

3) The distribution ingredient involves not only transportation and storage but also the selection of intermediaries.

4) The promotion ingredient focuses on providing information to target markets. The major forms of promotion include advertis­ing and publicity.

The "ingredients" of the marketing mix are controllable ele­ments. A firm can vary each of them to suit its organizational goals, marketing goals, and target markets.

Задание 2. Напишите перевод следующих терминов из текста на русский язык.

Model: MANAGEMENT (noun) - the collective body of those who manage or direct an enterprise. Менеджмент – коллективный орган людей, которые управляют или руководят производством (предприятием).

1. PRICE (noun) – 1. The quantity of one thing that is exchanged or demanded in barter or sale for another thing. 2. The amount of money given or set as consideration for the sale of a specified thing.

2. PROMOTION (noun) – 1. The act or fact of being raised in position or rank. 2. The act of furthering the growth or development of something.

3. DISTRIBUTION (noun) – the marketing or merchandising of commodities.

4. MARKET (noun) – 1. A meeting together of people for the purpose of trade by private purchase and sale. 2. The cource of commercial activity by which the exchange of commodities is affected.

5. PUBLICITY (noun) – an act or device designed to attract public interest.

Задание 3. Напишите английские эквиваленты следующих слов и выражений из текста.

Model: скидка – rebate.

Процесс планирования -...; продвижение и распространение -...; товары и услуги -...; индивидуальные и организационные цели -...; наличный -...; потребитель -...; двойной процесс -...; потребительский рынок -...; ценовая стратегия -...; рекламирование -...; посредник.

 

Задание 4. Заполните пропуски необходимыми словами и выраже-ниями из текста:

1. Markets are classified as... and... markets.

2. A...... is the combination of the product, its price, distribution, and promotion.

3. The distribution ingredient involves not only transportation and storage but also the selection of....

4. The ingredients of the marketing mix are... elements.

5. A market segment is a group of... or... within a market that have

similar characteristics and needs.

Задание 5. Ответьте письменно на следующие вопросы по тексту.

1. What does implementation of marketing concept begin and end with?

2. What does a market consist of?

3. For what purpose may a firm vary its marketing mix?

4. What does a product element include?

5. What means (средство) is used to boost low sales?

Задание 6. Перепишите слова из текста и подчеркните в каждом из них ударный слог.

Model: tar get, pur pose, in clude.

Marketing, products, availabl, transferring, ownership, entire, business, organization, satis­fying, implementation, concept, information, about, determine, evaluate, consists, ability, industrial, combination, promo­tion.

 

Задание 7. Одно слово в каждой группе (строке) имеет отличающееся от других произношение ударного гласного звука. Выпишите эти слова.

Model: him swim life ticket. life

(так как: [him] [swim] [ laif ] [tikit])

1. can may have that

2. will win file guilty

3. party charge fare large

4. for four flour brought

5. both wrong most toast.

 

Задание 8. Определите, к какой части речи относятся слова из текста, переведите слова на русский язык, укажите словообразовательный суффикс или префикс.

Model: selection– существительное, выбор, суффикс – tion.

Management, conception, organizational, objectives, customers, ownership, available, buyer, information, evaluate, industrial,marketing, different, deci­sions, warran­ty, intermediaries, controllable.

Задание 9. Перепишите текст, вставляя необходимые по значению слова из предлагаемого перечня.