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Marketing |Маркетинг

LESSON 1

Read the text: THE NATURE OF MARKETING

You click on the TV and a commercial for laundry detergent balloons onto the screen, followed by an ad from a nonprofit organization asking for your contributions to feed hungry children. You stroll down a supermarket aisle and snap a coupon out of a dispenser, allowing you to save money on salad dressing. A representative from an environmental group gives a talk at your college, soliciting new members. You receive a phone call asking you to participate in a brief survey about what articles readers like to see in magazines. In your job at the college bookstore, you have to keep track of the supply of notebooks so that the store can order more when the supply is low.

All of these situations involve marketing. According to the American Marketing Association, 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 goals." This broad definition takes into account all parties involved in the marketing effort: members of the organization that produces goods or services, resellers of the goods and services (such as stores), and customers or clients. Furthermore, marketing activities may be carried out by diverse organizations—an automobile insurer providing drivers with protection from exposure to loss, an art museum providing visitors with a chance to view and learn about works of art, a government agency providing the public with inspections designed to ensure safe workplaces, an accounting firm providing businesses with financial statements that they can use in their annual reports.

The objective of marketing is to create exchanges. An exchange is a process in which two or more parties voluntarily provide something of value to each other. For example, when you buy a bag of potato chips, you get a snack you value, and the store gets something it values: money. Consumers with a need for financial security (peace of mind) will exchange some money for an insurance policy. If consumers buy the insurance and receive financial security, the marketing effort (and the exchange) has succeeded.

Exchanges take place within a market. In this sense, a market consists of the individuals and organizations with the desire and ability to purchase a particular good or service. Thus, a given market may consist of organizational buyers, consumers, or both. Organizational buyers purchase goods and services in order to produce something else to sell. «Avis» buys cars to provide rental services, «Wendy's» buys ground beef to sell in its hamburgers, and a hospital buys cleaning services so that it can provide patients a clean place in which to recover from surgery or illness. Consumers are individuals who buy goods and services for themselves or their households to use. For example, a consumer can buy a car to drive, ground beef to include in chili for a party, or cleaning services to free up time to relax.

1. Match the left part with the right:

2. Complete the sentences with the suggested words:  households, purchase, to free up, to produce, rental

Organizational buyers ______________ goods and services in order_________________ something else to sell. «Avis» buys cars to provide _____________services, «Wendy's» buys ground beef to sell in its hamburgers, and a hospital buys cleaning services so that it can provide patients a clean place in which to recover from surgery or illness. Consumers are individuals who buy goods and services for themselves or their___________  to use. For example, a consumer can buy a car to drive, ground beef to include in chili for a party, or cleaning services___________ time to relax.