Английский язык. Практический курс для решения бизнес-задач

A good practical way to determine appropriate channels for your product would be to start at the point of final purchase. Who is the final consumer or user of your product? Where does that person look when buying your type of product? Once the various channels have been identified, it is easier to determine which ones make the most sense or which ones offer the path of least resistance.

Promotion

Promotion is that term which many people confuse with the word «marketing». But promotion is just one of the four Ps and a good «marketer» is not just a good promoter but also a good planner and a good listener.

Promotion can take many forms: advertising in various media, events, press releases, trade shows, brochures, flyers, and Internet sites to name a few. Promotion means creating awareness although awareness is just the beginning. Good promotion compels the buyer to buy. The «need» for the product must be addressed. How does it solve the customer’s needs (even needs he doesn’t know he has)?

There is virtually no limit on the amount of TV, radio, and newspaper advertising that one can do. When Apple announced the Macintosh in 1984, it used «shocking» television advertisement that was aired during the American Super Bowl broadcast. What an audience! What an impact! And then it was followed up with an inundation of print advertising as well as focused trade publications and trade shows. Of course, this also resulted in extensive «free» media coverage because of the news worthiness of this innovation.

Promotion is done with the purpose of not only creating demand, but building brand awareness. The challenge is to come up with another «kleenex» or «coke» or «Tamagochi».

Source: www.sfu.ca, Business Basics for Engineers by Mike Volker

Essential Vocabulary

1. forecast n – прогноз

forecast v

– прогнозировать

2. sales revenues – выручка от продаж

3. distribution channel – канал распределения

4. pricing n – ценообразование

5. adjustment n – корректировка

adjust v – корректировать

6. advertising budget – бюджет на рекламу

7. salesperson (salesman) n – сбытовик, специалист по продажам

8. marketing mix – маркетинговая смесь

9. variable n – переменная (величина)

10. retail outlet – точка розничной торговли

11. high-end a

– дорогой, высокого класса

12. top-of-the-line product – товар высшей категории

13. invoice n – счет-фактура

invoice v – выставлять счет-фактуру

14. loan n – заем

15. charge n – цена, плата, денежный сбор; расход, издержки; налог, комиссия за услуги; нагрузка; руководство, ответственность; обвинение, нападение

charge v – нагружать; пропитывать; поручать, вверять, приказывать; обвинять; назначать цену, запрашивать цену; записывать в долг, относить на счет, дебетовать; атаковать

16. selling price – продажная цена

17. lag n – отставание, запаздывание

lag v – отставать, запаздывать

lagging a – отстающий

18. advantage n

– преимущество

19. life cycle – жизненный цикл

20. markup pricing – ценообразование с надбавкой к себестоимости товара

21. «skimming» prices – цены, «снимающие сливки»

22. commodity products – товары (чаще всего сырьевые)

23. going-rate pricing – ценообразование с учетом текущего уровня цен

24.Free-on-Board (FOB) – «франко-борт судна» (ФОБ)

25. currency fluctuations – валютные колебания

26. freight n – фрахт, груз

freight v – фрахтовать, грузить

27. middleman n – посредник

28. emerge v

– появляться, проявляться, возникать

29. customer (client) base – клиентская база

30. final (end) consumer – конечный потребитель

31. awareness n – знание, осознание, осведомленность

(to be) aware (of) pass – осознавать, отдавать себе отчет

32. coverage n – охват, прикрытие; освещение (событий); общая сумма риска, покрытая страхованием

cover n – покрытие; гарантийный фонд; страхование; чехол, переплет; убежище, укрытие; покров, личина

cover v – покрывать, прикрывать, скрывать, обеспечить покрытие; покрывать убытки; страховать; предусматривать; проехать; освещать

Exercise 1. Answer the following questions.

1. What is the difference between marketing and selling? 2. What should a company do to develop a forecast of sales revenues? 3. What independent variables are included in the marketing mix? 4. What main challenge do you face when you develop the marketing mix? 5. How do different categories of professionals perceive a product of their company? 6. What are the most common pricing strategies? 7. How do companies identify distribution channels? 8. What is the difference between promotion and marketing?