Key terms
Date: 2015-10-07; view: 369.
Before you read
DEFINING MARKETING CONCEPT, RESEARCH AND 7Ps
READING II
1. Match up the words on the left with the definitions on the right.
| 1) marketing research | a) èññëåäîâàíèå âîçìîæíîñòè ïðîäâèæåíèÿ |
| 2) customer research | b) èçó÷åíèå òîðãîâîé êîíúþíêòóðû |
| 3) promotion research | c) èññëåäîâàíèå âîçìîæíîñòè ïðîäâèæåíè |
| 4) product research | d) èçó÷åíèå ìàðêåòèíãîâîé ñðåäû |
| 5) distribution research | e) ìàðêåòèíãîâîå èññëåäîâàíèå |
| 6) sales research | f) èññëåäîâàíèå òîâàðà |
| 7) marketing environment research | g) èçó÷åíèå ïîòðåáèòåëÿ |
2. Think of verbs to be used with the word-combinations given above. Use your dictionaries to help you.
3.Choose the correct definition for each term
| 1) market segmentation | a) the selection of one or more segments of an available market as a target for marketing a product or service. |
| 2) marketing concept | b) the main factors that influence a customer's decision to buy a particular product or service, which a business must consider when it is deciding how to advertise and sell its products |
| 3) marketing environment | c) a plan, usually annual, for a company's marketing activities, specifying expenditure and expected revenue and profits |
| 4) marketing mix | d) the process of collecting and analysing information about markets, competitors, customers' opinions and problems connected with advertising and selling goods and services |
| 5) marketing plan | e) idea for a product and the way it should be sold and presented to the public |
| 6) marketing research | f) marketing logic whereby the business unit hopes to achieve its marketing objectives |
| 7) marketing strategy | g) all the things that a company must consider when developing its marketing plans, such as people's incomes, the products of competitors, new technology, etc. |
| 8) target marketing | h) the division of a market into identifiable groups, especially to improve the effectiveness of a marketing strategy |
4.Fill in the gaps with appropriate word-combinations.
| marketing plan | market research | marketing environment | marketing strategy | marketing mix | marketing concept |
1) The … relies on research to define market segments, their size and their needs.
2) There is an impact of the Internet on today's … .
3) You must develop the right … for your product.
4) Has this year's … been drawn up yet?
5) They are doing … on Brazil and other promising markets.
6) The company needs to develop a global ….
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