Read the text about marketing, its history and development.

Date: 2015-10-07; view: 352.

Read and translate word combinations.

Read the words and their translation, memorize them.

What is the role of marketers?

I THINK AND SAY

UNIT 6 MARKETING

1 What is the connection between the market and marketing?

2 What are the participants of any market?

3 What is marketing for?

5 Can you remember any basic concepts of marketing?

competition - конкуренція, змагання

customer -- покупець, клієнт

consumer - споживач

pricing – ціноутворення

revenue – доход, прибуток

marketer – маркетолог

distribution – розподіл

demand - попит

to benefit – мати зиск

to emerge – з'являтися

to purchase – купувати

to acquire - придбати, набувати

to maintain - підтримувати, зберігати

to expand – збільшувати, поширювати

production and operations, accounting and other business areas, a relatively young discipline, in the early 1900s, commonly associated with marketing, in large part, in greater detail, relationships and behaviors between sellers and buyers, to adopt strategies and tactics, to market products and services, to have an in-depth understanding, to generate revenues,to create and maintain satisfying relationships with customers, the value of products and services, to meet/satisfy consumer's needs, providing financial assistance, the key objective, labor force.

The development of marketing was in large part motivated by the need to analyze and study in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could significantly benefit the seller/buyer relationship. Before the 1950s companies were simply trying to sell more products and services with little regard for what customers really wanted. They were led by “sell-as-much-as-we-can” philosophy with little concern for building relationships for the long term.

But starting in the 1950s, companies began to see that old ways of selling were losing their effectiveness. Competition grew across most industries and organizations. An emerging philosophy suggesting that the key factor in successful marketing is understanding the needs of customers. Only then should an organization initiate the process of developing and marketing products and services.

The marketing concept continues to be at the root of most marketing efforts. Marketers have learned they can no longer limit their marketing effort to just getting customers to purchase more. They must have an in-depth understanding of who their customers are and what they want.

Marketing is defined in many different ways. Some definitions focus on what marketing means to an organization, such as being the key functional area for generating revenue, while other definitions tend to consider its most visible tasks, such as advertising and creating new products. The best way to define marketing is to have an orientation that focuses on the key to marketing success – customers.