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EIGHTMARKETINGTASKS

EIGHTMARKETINGTASKS
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1.Conversionalmarketingisthedifficulttaskof
reversingnegativedemand,e.g.fordentalwork,or
hiringdisabledpeople.

RandomPage

CATEGORIES:

2.Stimulationalmarketingisnecessarywheretheresno
demand,whichoftenhappenswithnewproductsand
services.

Biology
Chemistry

3.Developmentalmarketinginvolvesdevelopinga
productorserviceforwhichthereisclearlyalatent
demand,e.g.anonpollutingandfuelefficientcar.

Construction
Culture

4.Remarketinginvolvesrevitalizingfallingdemand,e.g.
forchurches,innercityareas,orageingfilmstars.

Ecology
Economy

5.Synchromarketinginvolvesalteringthetimepatternof
irregulardemand,e.g.forpublictransportbetweenrush
hours,orforskiresortsinthesummer.

Electronics
Finance
Geography

6.Maintenancemarketingisamatterofretaininga
current(maybefull)levelofdemandinthefaceof
competitionorchangingtastes.

History
Informatics
Law

7.Demarketingistheattempt(bygovernmentsrather
thanprivatebusinesses)toreduceoverfulldemand,
permanentlyortemporarily.

Mathematics
Mechanics

8.Countermarketingistheattempttodestroy
unwholesomedemandforproductsthatareconsidered
undesirable,e.g.cigarettes,drugs,handguns,or
extremistpoliticalparties.

Medicine
Other
Pedagogy
Philosophy

2.Matchuptheseactionswiththeeighttasksdescribed
above:

Physics

1.Alterthepatternofdemandthroughflexiblepricing,
promotion,andotherincentives.

Policy
Psychology

2.Connectthebenefitsoftheproductwithpeoplesneeds
andinterests.

Sociology
Sport

3.Findnewtargetmarkets,changeproductfeatures,
developmoreeffectivecommunication.

Tourism

4.Findoutwhypeopledisliketheproduct,andredesignit,lowerprices,andusemorepositive
promotion.
5.Increaseprices,reduceavailability,makepeoplescared.
6.Keepuporimprovequalityandcontinuallymeasureconsumersatisfaction.
7.Measurethesizeofthepotentialmarketanddevelopthegoodsandservicesthatwillsatisfyit.
8.Raiseprices,reducepromotionandthelevelofservice.
3.Fillinthegapwiththesuitableword:
1.isreducingexcessdemandbytemporarilyorpermanentlydiscouragingcertaincustomers.
a)remarketingb)demarketingc)countermarketing
2.Thetransformationoflatentdemandintoactualdemand,whenaproductorservicefirstappears.
a)developmentalmarketingb)conversionalmarketingc)stimulationalmarketing
3.Theattempttodestroydemandforsomethingconsideredtobeharmfuliscalledunsellingor.
a)demarketingb)remarketingc)countermarketing
4.Convertingpeoplesattitudessothattheybuysomethingtheypreviouslydislikediscalled.
a)conversionalmarketingb)syncromarketingc)maintenancemarketing
5.Marketinganexistinggoodorserviceforwhichdemandhasdeclined.
a)remarketingb)countermarketingc)demarketing
6.Theattempttoalterthetimingofdemandiscalled.
a)maintenancemarketingb)syncromarketingc)remarketing
7.Creatingdemandforproductsorservicesaboutwhichconsumersareuninterestedorindifferent.
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7.Creatingdemandforproductsorservicesaboutwhichconsumersareuninterestedorindifferent.
a)stimulationalmarketingb)synchromarketingc)maintenancemarketing
8.Theattempttokeepupfulldemandis.

a)economiesofscaleb)thetheoryofsupplyc)maintenancemarketing
anddemand

1.Scanthroughthetext.Workinpairstoquestionthetextandtogiveanswers.
MARKETINGANDITSFUNCTIONS(I)
Marketingistheabilitytoassesstheneedsoftheconsumer,thenusingtheavailableresources,design,
produce,advertise,anddeliverthegoodsattherighttimeandattherightplaceandpricetothe
customer.Marketingsprincipalfunctionistopromoteandfacilitateexchange.Throughmarketing,
individualsandgroupsobtainwhattheyneedandwantbyexchangingproductsandserviceswithother
parties.Suchaprocesscanoccuronlywhenthereareatleasttwoparties,eachofwhomhassomething
tooffer.Inaddition,exchangecannotoccurunlessthepartiesareabletocommunicateaboutwhatthey
offerandtodeliverwhattheyoffer.Marketingisnotacoercive()process:allparties

mustbefreetoacceptorrejectwhatothersareoffering.So, marketingisdistinguishedfromother
waysofobtainingdesiredgoods,suchasthroughselfproduction,begging,theft,orforce.Marketingis
notconfinedtoanyparticulartypeofeconomy,becausegoodsmustbeexchangedandtherefore
marketedinalleconomiesandsocietiesexceptperhapsinthemostprimitiveone.Furthermore,
marketingisnotafunctionthatislimitedtoprofitorientedbusinessevensuchinstitutionsashospitals,
schools,andmuseumsengageinsomeformsofmarketing.

3.Agreeordisagreewiththefollowingstatements:
1.Marketingisthesumofactivitiesinvolvedindirectingtheflowofgoodsandservicesfromproducers
toconsumers.
2.Marketingistheactivityoftryingtosellacompanysproductsbyadvertising,usingattractive
packagesetc.
3.Marketinghelpsexchangetodevelopandbesuccessful.
4.Marketingistofacilitateexchange.
5.Throughmarketing,individualsobtainneedlessandunwantedproducts.
6.Marketingisacompulsoryprocess.
7.Throughmarketing,consumersobtaindesiredgoods.
8.Museumsdonottakepartinsomeformsofinternationalmarketing.
9.Hospitalsbecomeinvolvedinsomeformsofmarketing.

4.Completethefollowingstatements.Chooseonetopictospeakabouta)whatmarketingisb)
marketingsprincipalfunctionc)whethermarketingisacoerciveprocessd)marketingandotherways
ofobtaininggoods.RetellthetextMarketinganditsfunctions.
1)Marketingis...2)Marketingsprincipalfunctionis...3)Throughmarketing,individualsobtain...4)
Exchangeofproductsandservicescanoccur...5)Exchangeofproductsandservicescannotoccur...6)
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Exchangeofproductsandservicescanoccur...5)Exchangeofproductsandservicescannotoccur...6)
Marketingisnot...7)Marketingisdistinguishedfrom...8)Marketingisnotconfinedto...9)Marketing
isnotafunction...10)Hospitals,schools,andmuseumsengagein...

1.Scanthroughthetext.

MARKETINGANDITSFUNCTIONS(II)
Product/ServiceManagement:Product/servicemanagementisobtaining,developing,maintaining,
andimprovingaproductoraproductmixinresponsetomarketopportunities.Marketingresearch
guidesproduct/servicemanagementtowardwhattheconsumerneedsandwants.
Pricing:Pricingdecisionsdictatehowmuchtochargeforgoodsandservicesinordertomakeaprofit.
Pricingdecisionsarebasedoncostsandonwhatcompetitorschargeforthesameproductorservice.To
determineaprice,marketersmustalsodeterminehowmuchcustomersarewillingtopay.
Promotion:Promotionistheefforttoinform,persuade,orremindpotentialcustomersabouta
businesssproductsorservices.Televisionandradiocommercialsareformsofpromotion.Thistypeof
promotioniscalledadvertising.Promotionisalsousedtoimproveacompanyspublicimage.A
companycanshowthatitissociallyresponsiblebyrecyclingmaterialsorcleaninguptheenvironment.
Promotionconceptsandstrategiesareusedtoachievesuccessinthemarketplace.
ExchangeFunctionsBuyingandSelling:Allcompaniessuchasmanufacturers,wholesalers,and
retailersbuyandselltomarkettheirmerchandise.
Buyingincludessuchfunctionsasobtainingrawmaterialstomakeproducts,knowinghowmuch
merchandisetokeeponhand,andselectingsuppliers.
Sellingcreatespossessionutilitybytransferringthetitleofaproductfromsellertocustomer.Selling
providescustomerswiththegoodsandservicestheywant.Thisincludessellingintheretailmarketto
you,thecustomer,andsellinginthebusinesstobusinessmarkettowholesalers,retailers,or
manufacturers.Sellingtechniquesandactivitiesincludedeterminingclientneedsandwantsand
respondingthroughplanned,personalizedcommunication.Thesellingprocessinfluencespurchasing
decisionsandenhancesfuturebusinessopportunities.
PhysicalDistributionFunctions:Distributionistheprocessofdecidinghowtogetgoodsincustomers
hands.Thesefunctionsinvolvetheflowofgoodsfromproducerstocustomers.Physicallymovingand
storinggoodsispartofdistributionplanning.Transportationandstorageprovidetimeutility,andplace
utility,andrequirecarefulmanagementofinventory.Themainmethodsoftransportationarebytruck,
rail,ship,orair.Somelargeretailchainsstoreproductsincentralwarehousesforlaterdistribution.
Distributionalsoinvolvesthesystemsthattrackproductssothattheycanbelocatedatanytime.
Transportinginvolvesselectingoftransportthatprovidesanacceptabledeliveryscheduleatanac
ceptableprice.Storinggoodsisoftennecessarytosellthematthebestsellingtime.
FacilitatingFunctions:Thesefunctionshelptheotherfunctionstakeplace.
Financingisgettingthemoneythatisnecessarytopayforsettingupandrunningabusiness.Financing
helpsatallstagesofmarketing.Businessownersoftenobtainbankloanstostartanewbusiness.Some
alsoformcorporationsandmaysellshares(orstock)ofthebusiness.Tobuyrawmaterials,
manufacturersoftenborrowfrombanksorreceivecreditfromsuppliers.Wholesalersmaybefinanced
bymanufacturers,andretailersmayreceivefinancingfromthewholesalerormanufacturer.Finally,
retailersoftenprovidefinancingtocustomers.Financingalsoinvolvesdecisionssuchaswhethertooffer
credittocustomers.
Standardizingsetsuniformspecificationsforproductsorservices.Gradingclassifiersproductsbysize
andquality,usuallythroughasortingprocess.Together,standardizationandgradingfacilitate
production,transportation,storageandselling.
Risktakingeventhoughcompetentmanagementandinsurancecanminimizerisksisaconstant
realityofmarketingbecauseofsuchlossesasbaddebtexpense,obsolescenceofproducts,theftby
employees,andproductliabilitylawsuits.
MarketingInformationManagement:Gatheringmarketinformationisnecessaryformakingall
marketingdecisions.Goodbusinessandmarketingdecisionsrelyongoodinformationaboutcustomers,
trends,andcompetingproducts.Gatheringthisinformation,storingit,andanalyzingitareallpartof
marketinginformationmanagement.Collectinginformationisdoneonacontinualbasisandthrough
specialmarketingresearchstudies.Thisiswhatmarketersdotofindoutaboutcustomers,theirhabits
andattitudes,wheretheylive,andtrendsinthemarketplace.Haveyoueverbeenaskedtocompletea
questionnaireabouttheserviceatarestaurantorothertypeofbusiness?Ifso,youhaveparticipatedin
marketingresearch.Companiesconductresearchsotheycanbesuccessfulatmarketingandselling
theirproducts.
CustomerRelationshipManagement(CRM):Intodaysmarketplace,customerrelationshipismost
important.Customerrelationshipmanagement(CRM)isanaspectofmarketingthatcombinescustomer
information(throughdatabaseandcomputertechnology)withcustomerserviceandmarketing
communications.MarketerswhospecializeinCRMtrytocreatemoremeaningfuloneonone
communicationswiththecustomerbyapplyingcustomerdata(demographic,industry,buyinghistory,
etc.)toeverycommunication.
3.Findamongtheunderlinedinthetextwordsthosemeaningthefollowing:
1.anactionoractivityinwhichsomeonetakesriskstoachieveabenefit

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2.theprocessofbringinggoodstoaplace
3.separatingthingsintodifferentgroupsaccordingtoquality,size,importanceetc
4.movingthingsfromoneplacetoanother,usuallyinavehicle
5.legalresponsibilityforcausingdamageorinjury,orforpayingsomething
6.goodsthatpeoplebuyandsell
7.anamountofmoneythatyouowe
8.thestateofbecomingoldfashionedandnolongerused,especiallybecauseofbeingreplacedby
somethingnewerandmoreeffective
9.payingforsomethingsuchasalargeproject
10.acasethatacourtoflawisaskedtodecideinvolvingadisagreementbetweentwopeopleor
organizations
11.aplanofactivitiesoreventsandwhentheywillhappen
12.anarrangementinwhichyouregularlypayacompanyanamountofmoneysothattheywillgive
youmoneyifsomethingyouownisdamaged,lost,orstolen
13.makingallthethingsofaparticulartypehavethesamefeaturesorlevelofquality
14.moneythataperson,company,organizationetcloseswhenitspendsmorethanitearns
15.thecrimeofstealing
16.theactofstoringsomething

4.Questionsandassignments:

1.Whatisthepurposeofproduct/servicemanagement?
2.Definethemainideaofpricing.
3.Whatispromotionusedfor?
4.Namethetwomainexchangefunctions.
5.Whatdoesbuyinginclude?
6.Namethetwomainphysicaldistributionfunctions.
7.Whyisstoringgoodsnecessary?
8.Namethemainfacilitatingfunctions.
9.Speakontheroleoffinancinginmarketing.
10.Whyisrisktakingaconstantrealityofmarketing?
11.Whyisgatheringmarketinformationnecessary?
12.Whyiscustomerrelationshipmanagementimportant?

5.Makealistofkeywordsofeachparagraph.Trytoretelleachparagraphusingthislistofkeywords.

UNIT10
MARKETINGENVIRONMENT(I)
Amarketingorientatedcompanyhastolinktheresourcesoftheorganizationtotherequirementsof
customers.Thisisdonewithintheframeworkofopportunitiesandthreatsintheexternalenvironment.
Changeisafactoflife,andorganizationshavetoadapttothiseverchangingenvironment.Companies
controlthechangingenvironmentandcontinuouslyadapttheirbusinessestotheirbestopportunities.
Marketingenvironmentiscompetitors,theeconomicsituationanddemographic,technological,political,
culturalchanges,andsoon.Themarketingenvironmentcomprisesthenoncontrollablefactorsand
forcesthataffectacompanysmarketsandmarketing.
Afirmfunctionsinacomplex,dynamic,rapidlychanging,hypercompetitiveexternalmarketing
environment.Thisenvironmentmustbealwaysmonitoredinorderforthefirmtosurviveandprosperin
todaysmarket.Muchofthisexternalenvironmentisbeyondthecontrolofthefirm,butitstillaffects
thefirmsfunctioningtoagreatextent.
Whilethefirmorindustrycanhavesomedegreeofinfluenceonthisinternalmarketingenvironment,
theseoutsideforcesarenotunderthefirmscontrolandarechangingatanacceleratedrate.Though
theseforcescannotbecontrolled,failuretorealizetheirinfluencecanbeextremelydamaging.For
example,itoccurredinmanycompaniesslowresponsetotheInternetandecommerce.
Onekeytothesuccessofanorganizationistheabilitytopredictchangeandtoadaptthefirms
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Onekeytothesuccessofanorganizationistheabilitytopredictchangeandtoadaptthefirms
offeringstothatchange.Itisthefunctionofmarketingresearch.Itsimportantforthecompanyto
constantlymonitortheexternalmarketingenvironmentfornewandchangingneeds.
So,businessesdonotundertakemarketingactivitiesalone.Theyfacethreatsfromcompetitors,and
changesinthepolitical,economic,socialandtechnologicalenvironment.Allthesefactorshavetobe
takenintoaccountasabusinesstriestomatchitscapabilitieswiththeneedsandwantsofitstarget
customers.Tosurvivetheyneedtotakeaccountof,andadaptto,changingeconomicandtechnological
conditionsandmonitorchangingneedsandwantsoftheirtargetmarkets.

1.Matchtheunderlinedwordsinthearticlewiththeirexplanations:

1.toprovidesomethingthatissuitableforaparticularsituation,person,orpurpose
2.degree
3.possibility
4.inside
5.towork
6.regularly
7.havinganegativeeffect
8.toinfluence
9.answer
10.acompany,firm
11.tochangeyourideasorbehavioursothatyoucandealwithanewsituation
12.theconditionsandinfluencesinwhichpeoplecarryonaparticularactivity
13.outside
14.tomanagetodealwithsomethingdifficultorunpleasantandtocontinuetoexist
15.study
16.theabilitytodosomething
17.totakeplace
18.speed
19.alackofsuccessindoingsomething
20.toregularlychecksomething
21.toforecast
22.asituationoractivitythatcouldcauseharmordanger

MACROENVIRONMENT(II)
Thewiderexternalenvironmentistermedthemacroenvironment.Marketingmacroenvironment
consistsofmanyexternaluncontrollableforces.Theyaffectthefirmsmarketingactivitiestoagreat
extent.Thefirmcancontroltheelementsofitsmarketingmix,butithasnocontrolovertheseexternal
forces.Theseforcescanbepolitical,economic,sociocultural(sociological)andtechnologicalfactors
(PESTorSTEP)inthemarketenvironmentonamacrolevel.Therelationshipbetweenthecompany
andthesefactorsisindirect.
Legalforcesarelawswhichprotectconsumersandcompetitioninthemarket.
Economicforcesareeconomicconditionsaffectingtheeconomicabilityofthecustomertobuy.
Societalforcesincludesocialandculturalvalues,consumermovementandenvironmentalconcerns.
Competitiveforcesincludetheactionsofcompetitorswiththeirownmarketingplans.
Politicalforcesaregovernmentregulationsandpoliciesthataffectmarketing.
Technologicalforcesorchangesmakeaproductobsolete.
Recently,legalfactorshavebeenisolatedfrompoliticalfactors,makingtheacronymSLEPT.Even
morerecently,theacronymhasbecomePESTLEwiththeextraEstandingforenvironmental.Its
latestincarnationisnowSTEEPLEwithanotherEstandingforecological.
Alltheseforcesinfluencedecisionsaboutthemarketingmixofthefirmanditsmarketingstrategy.

ThisisaSTEPanalysisforanonlinesupermarketinBritain.
SOCIOLOGICALFACTORS
Dominantreligions:MainlyChristian,withsignificantminoritiesinsomeregions.Specialdietsinsome
areas.
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areas.
Leisureactivities:WatchingTV,cooking,socializing.
Genderroles:Nowthatyoungermenshopasmuchaswomen,weneedtotargetbothsexesequally.
Birthrates:Birthratesarecontinuingtodecline,withfewerbabiesborneveryyear.
Averagelifeexpectancy:Thisisincreasingsoweshouldthinkaboutproductsforoldercustomers.
Attitudestoforeignproducts:Consumersliketoexperimentwithforeignfoodanddrink.
Opinionsonenvironmentalissues:Weshoulduseonlyrecyclablepackagingandhybridfueldelivery
vans.
TECHNOLOGICALFACTORS
Innovationandtechnologicaladvances:
Production:Newproductlinesandproducttypesarecontinuallycomingontothemarket.
Offer:Wenowofferanewserviceorderingbymobilephone.
Distribution:Onlineorderinghaschangedthewaysupermarketsoperate.Wenolongerneedactual
shops.
Communicationwithconsumers:Broadbandinternetconnectionsmakeitpossibletoincludemore
productphotosonoursite.Wecouldeventhinkaboutaddingvideo.
ECONOMICFACTORS
Theeconomicforecastisgood:
Interestrates:stableat5%
Unemploymentrate:lessthan9%ofpeopleareoutwork
GDP(GrossDomesticProduct):growingsteadily
POLITICALFACTORS
Politicalstability:Verygood.Consumersfeelrelaxedaboutthepoliticalsituationandreadytouse
consumercredit.
Newtax/businesslegislation:Nochangestothelawforourbusinesssectorinthenearfuture.
Internationaltradeagreements:WecanimportproductsfromtheEUwithoutpayingextraimportduties.

2.Matchtheunderlinedwordsinthearticlewiththeirexplanations:

1.tocomprise
2.problems
3.thingsthatpeopledo
4.oldandnolongerused
5.controlofanactivity,process,orindustrybyofficialrules
6.protectionforpeopleagainstunfairprices,badproducts,advertisingclaimsthatarenottrue

3.MarketersuseaPESTanalysistolookatthebusinessenvironment.Typicalitemsarelisteda)l).Put
themintothecorrectcategorybelow:
1.Political/legalfactors:3.Social/culturalFactors:
2.Economicfactors:4.Technologicalfactors:

a)agestructureofpopulation
b)changesinthefixedandvariablecostsofbusiness
c)newproductionmethods
d)nationalgovernmentpolicy
e)changingtastesandfashions
f)levelofconsumerspending
g)developmentsinITthatopennewmarkets
h)theeconomy,inflation,unemployment
i)EU/WTOregulations
j)lifestylechanges(e.g.morepeoplelivingalone)
k)pressurefromenvironmentalorfairtradelobbies
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k)pressurefromenvironmentalorfairtradelobbies
l)breakthroughproductsarisingfromR&D

4.CompletetheSTEPanalysisofFrance:
distributionbirthreligionrates
agreementscommunicationgender
FranceisamemberoftheEuropeanUnionandassuchhastrade(1)_____withtheothermembers.It
hasoneoftheworstunemployment(2)_____inEuropeandthegovernmentiskeentobringthisdown.
Francehasoneofthehighest(3)_____ratesinEurope(1.9childrenperwoman)andalargeproportion
ofFrenchmothersgobacktowork,reflectingchangesin(4)_____roles.Menarealmostaslikelyas
womentodotheshoppingforthefamilyandtakecareofthechildren.
Thedominant(5)_____isCatholicism,butthereisalargeMuslimcommunity.Thereligiousbeliefsdo
notsignificantlyaffectthemarketplace,exceptatChristmasandEastertimewhenthedemandfor
Christmastreesandchocolateincreasesdramatically.
Internetpenetrationishigh:mosthouseholdsownacomputerandhavehighspeedinternetaccess.This
hasopenedupnewchannelsof(6)_____andtherearenowseveralinternetgrocerystores.
NearlyallteenagersownamobilephoneandtheyareincreasinglyusingSMSmessagestokeepin
touchwiththeirpeers.Marketingcampaignsarebeginningtoexploitthislineof(7)_____bysending
SMSmessagestotheiraudience.

MICROENVIRONMENT(III)
Themajoractorsinacompanysmicroenvironmentarethecompanyitself,suppliers,market
intermediaries,distributors,customers,competitors,advertisingagenciesandmarketresearch
companies.
Thecompanyisanassociationofpeopleformallyregisteredasabusiness(partnership,limited
company,etc.).Itisanorganizationthatprovidesservicesormakesorsellsgoodsformoney.Allthe
departmentswithinacompany(e.g.finance,production,humanresources)influencethemarketing
departmentsplansandactions.Acompanycanbecalledafirmorabusiness.Whenitisproducing
goodsortrading,wesayitisinbusiness.Acompanywhichisjuststartingupisgoingintobusinessand
afirmwhichstopsoperatinggoesoutofbusiness.Ifafirmbecomesbigger,itexpands.Theexpansion
meansthatacompanywillproducemoregoodsorsellmoreproducts.Amanufacturer(producer)
manufactures(produces)goods.Theyareitsproducts.Whenamanufacturingcompanyexpands,it
meansthatitincreasesitsproduction(manufacturing).
Acompanysellinggoodsinlargequantities(inbulk)iscalledawholesaler.Apersonoracompany
buyinginbulk(wholesale)andsellinggoodsinsmallquantitiesisaretailer.Manylocalshopssellgoods
retail.
Thesupplierisanypersonorbusinessthatsellsrawmaterials,finishedgoods,components,servicesor
otherresourcestoproducersofgoodsorservices.Developmentsinthesupplierenvironment,suchas
pricesandavailabilityofrawmaterials,haveasubstantialinfluenceonacompanysmarketing
operations.
Themarketintermediariesareallpeopleororganizationsinthemarketingchannelbetweenproducers
andcustomers.Middlemensuchasagents,wholesalersandretailers,arepowerfulandimportantactors.
Insomecasestheycandictatetermsandeven,iftreatedbadly,barthemanufacturerfromcertain
markets.
Customerisapersonororganizationthatbuysaproductorservicefromashoporaproducer.
Competitorsareorganizationssellingproductsorservicesinthesamemarket.
Thefollowingfactorshaveadirectimpactonthecompanyanditsstakeholders:consumers,employees,
shareholdersandsuppliers.Thecompanyhasaninfluenceoverthesefactors.
consumers

Acompanymustunderstandconsumerneedsandmeetthem.

competitors

Youmustdifferentiateyourbrandfromyourcompetitors.

employees

Employingtherightpeopleandkeepingthemmotivatedisessential.Traininganddevelopmentplayakey
roleintheservicesector.

media

Positiveoradverse(negative)mediaattentioncanseriouslyaffectanorganization.Consumerprogrammes
onTVandconsumermagazinesthatpeoplereadhaveapowerfuleffectonthemarketplace.

shareholders Itisimportanttosatisfyshareholdersneedswithoutharmingthebrandinthelongterm.
suppliers

Changesinthepriceorqualityofrawmaterialsforexamplewood,ormetalswillaffectthemarketing
mix.Goodrelationswithsupplierswillmakebusinesseasier.

4.Matchtheunderlinedwordsinthearticlewiththeirexplanations:

1.tobecomelargerinsize,togrowbyincludingmorepeople,movingintonewareas,sellingmore
products
2.toofficiallysaythatsomethingmustnothappen,orthatsomeonemustnotdosomething
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2.toofficiallysaythatsomethingmustnothappen,orthatsomeonemustnotdosomething
3.thepositionofbeingoneoftwoormorepeoplewhoownacompany
4.conditions
5.thedepartmentwithinacompanythatisresponsibleforemployingandtrainingpeople
6.tobecomelargerinamountornumber
7.substancessuchascoalorironthatareintheirnaturalstatebeforebeingprocessedormadeinto
something
8.toputyournameandotherinformationonanofficiallist
9.considerable
10.thingssuchascoal,trees,andoilthatexistinnatureandcanbeusedbypeople

6.Answerthequestions:
1.Whatisthemarketingenvironment?
2.Whatarethemainnoncontrollableactorsofthemarketingenvironment?
3.Whatforcesaffectthemarketingactivityofthefirm?
4.Whatforcesdoestheexternalmarketingenvironmentconsistof?
5.Nametheexternalforces.Whatdoeseachforceinfluence?
6.Whatforcesdoestheinternalmarketingenvironmentconsistof?
7.Characterizeeachactorofthemicroenvironment?

7.Guessthedefinitionsoftheadjectivesbelow:
1.relatingtoadvancedscientificknowledgeusedforpracticalpurposes,especiallyinindustry
2.relatingtothelaworlawyersorallowedbylaw
3.relatingtobusiness,industry,andtrade
4.comingfromoutsideaplaceororganization
5.relatingtosocietyorthewaysocietyisorganized
6.existingorhappeningwithinsomethingsuchasaprocess,system,organization
7.tryingtobemoresuccessfulthanotherpeople,organizations,products,etc.
8.relatingtorelationshipsofpowerthatexistbetweenpeopleinanorganization
a)competitiveb)internalc)societald)legal
e)politicalf)externalg)economich)technological

8.Decidewhetherthefollowingmarketenvironmentcharacteristicsaremicrofactorsormacrofactors.

Micro Macro

1Highunemploymentinaregionreducesspendingonleisureactivities.

2Theinternethasopenedupnewdistributionandmarketingchannels.

3Goodrelationsbetweenasupplierandacompanymeanthatgoodsarealwaysdeliveredontime.

4LegislationinEuropeancountriesisrestrictingtherighttosmokeinpublicplaces.

5Positivereportsinthenationalpressaboutabrand.

6Thestaffforthetelephonehotlineofaninternetbankaretrainedtobepoliteandfriendly.

7DuringtheFIFAWorldCup,moresnackfoodisconsumedinfrontoftheTVset.

9.Completetheactionplans(16)andthenmatchthemwiththemicrofactors(af).
understanddevelopmentconsumersatisfydifferentiaterelations

1.Convinceshareholdersthatthebestwaytotheirneedsinthelongtermistoinvestinresearch
anddevelopment.
2.Carryoutmarketresearchtobetterneedsanddesires.
3.Prepareapressreleaseforamagazineaboutthelaunchofanewproduct.
4.Buildandmaintaingoodbyalwayspayingontime.

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5.DoaSWOTanalysistoassesshowtoyourbrandfromyourcompetitors.
6.Implementatrainingandplantomotivateandkeepgoodmembers.
acompetitorscemployeeseshareholders
bconsumersdmediafsuppliers

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COMPANIESANDMARKETS

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