Государственное бюджетное профессиональное
образовательное учреждение Краснодарского края
«Новороссийский социально – педагогический колледж»
Методическая разработка
по
английскому языку
по
теме
« MARKETING »
Новороссийск, 2016
MARKETING
Marketing includes all the business activities
connected with the movement of goods and services from producers to consumers.
Sometimes it is called distribution. On the one hand, marketing is made up of
such activities as transporting, storing and selling goods and, on the other
hand, a series of decisions you make during the process of moving goods from
producer to user. Marketing operations include product planning, buying,
storage, pricing, promotion, selling, credit, traffic and marketing research.
The ability to recognize early trends is very important.
Producers must know why, where, for what purpose the consumers buy. Market
research helps the producer to predict what the people will want. And through
advertising he attempts to influence the customer to buy. Marketing operations
are very expensive. They take up more than half of the consumer's dollar. The
trend in the USA has been to high mass consumption. The construction of good
shopping centers has made goods available to consumers. It provided a wide
range of merchandise and plenty of parking facilities.
DIALOGUE
(Sally and Don work in the Marketing Department
of a company that makes different meal products)
|
Don
|
Hey, Sally, look at these figures. The price
of sugar is going up 10% during the next year.
|
|
Sally
|
Oh, that's bad. That means trouble for our
jam line.
|
|
Don
|
I think so too. Sugar is the main
ingredient, you know. What's your opinion?
|
|
Sally
|
Well, we are not the price leaders in the
field and jam is a very price sensitive item. According to our marketing
research information consumers aren't particularly brand loyal about jam.
|
|
Don
|
I have a brilliant idea. You know, this could be a great
marketing opportunity for us.
|
|
Sally
|
What do you mean?
|
|
Don
|
Well, because of the price rise in sugar we
know that the price of jam will go up too. The increase will pass on the
consumer, won't it?
|
|
Sally
|
Right.
|
|
Don
|
Imagine, we find the possibility of
changing the ingredients in the jam so that we wouldn't have to raise the
price.
|
|
Sally
|
Then we wouldn't trouble about the price rise
on sugar because we'll be able to sell the jam at the same price. The idea is
that we could market less expensive jam. What a promotional campaign we could
have!
|
|
Don
|
Sure. If we do it right we'll sell more and
become the leader in the market.
|
|
Sally
|
Now the first thing is to talk to Research
and Development.
|
|
Don
|
Right and we’ll see when they’ll have some
samples of new formulas ready.
|
|
Sally
|
What about marketing research? I think we
should schedule some tests for responses to the R & D samples.
|
|
Don
|
Well, there is a lot to do. I think we should
also change packaging. Now, Sally, that would be great.
|
|
Sally
|
Oh, Don, let's hope for the best. If we don't
lose the chance, the competitors products will stay on the supermarket
shelves.
|
|
Don
|
Oh, it's time for lunch. Let's discuss our
business in cafeteria.
|
|
Sally
|
Oh, sure, we've got a lot to discuss -
distribution, advertising...
|
Comprehension Questions
1. What does
marketing mean?
2. What activities does
marketing consist of?
3. What do marketing
operations include?
4. Why is it so important
for the producer to predict the trends?
5. How was mass
consumption possible in USA?
Vocabulary Practice
Choose the necessary word, and put it in
the sentence:
a.
predict
b.
influence
c.
promote
d.
marketing
e.
trends
f.
distribution
g.
market research
h.
product
i.
consumer
1. One of the
goals of market research is to indicate new ... among people.
2. Advertising must ...
the consumer and make him buy the goods produced.
3. Often marketing is
called ...
4. In
order to sell a new product, a producer has to consider how to ... it.
5. The goods of this company are not sold very well, they
must think about ....
6. Sometimes it is difficult to influence ... through
advertising.
7. If you what to produce
something new, you should start with ....
8. A
producer wants to ... the new trends and then tries to influence them.
9. ... includes product development and pricing among other things
Vocabulary Practice
Choose the necessary word, and put it in the sentence:
a.
go up
b.
schedule
c.
packaging
d.
competitor
e.
price leader
f.
price-sensitive item
1.If the price on this product … nobody will
buy it.
2. They should ... some
tests and pass the results to R.D.
3. This company is the ...
in this field, they can sell this product at the lowest price
4. Customers do care about
the price on this product, it is a very....
5. ... influences the
desire of a customer to buy.
6.
Our ... has become the price leader in selling computer programmes
Автор: Чатоева Ольга Михайловна,
преподаватель английского языка
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