Unit 10 MARKETING

THE CENTRALITY OF MARKETING

1 Most management and marketing writers now distinguish between selling and marketing. The 'selling concept' assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The 'marketing concept', on the contrary, assumes that the producer's task is to find wants and fill them. In other words, you don't sell what you make you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers, and genetic engineering, to choose some recent examples, where largely created rather than identified.

2 Markets are consequently always looking for market opportunities - profitable company is likely to enjoy a differential advantage, due to its distinctive competencies (the things is does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or services to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing of company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.

3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). They collect and analyze information about the size of a potential market, about consumers' relations to particular product or service features, and so on. Sales representatives, who also talk to consumers, and other important source of information.

4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.

5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.

TRADUCEREA (În Limba Română)

1. Majoritatea experţilor în management şi marketing fac în prezent o diferenţă între procesul de vînzare şi  marketing. Conceptul de vânzare prevede că consumatorii capricioşi, trebuie convinşi prin tehnici efective (rezultative) de vânzare pentru a procura bunuri şi servicii care nu sunt necesare (neînsemnate).  Produsele sunt mai mult vândute decât cumpărate. Conceptul de marketing, din contra, presupune că obligaţia producatorului este de a identifica cereri (doleanţe) şi de a le satisface (îndeplini). Cu alte cuvinte, nu se vinde ceea ce se produce, ci se produce ceea ce va fi vândut. Asemenea satisfacerii necesităţilor curente (existente), marketologii pot anticipa şi crea alte noi. Lansarea pe piaţă a “Walkman-ului” , jocurilor video, computerelor personale, ingineriei genetice – pentru a enumera câteva produse mai recente, presupune mai degrabă  elaborarea acestor produse, decît identificarea lor.

2. Prin urmare, marketologii, sunt mereu în căutarea unor noi oportunităţi pe piaţă – posibilităţi profitabile de a suplini necesităţile nesatisfăcute sau de a crea altele noi, în cazul în care compania se pare că preferă un avantaj diferenţial datorită competenţelor diverse (lucruri pe care le fac deosebit de bine). Oportunităţile pieţii sunt determinate de către domeniile acesteia. Odată ce pe piaţă a fost identificată o ţintă (obiectiv, scop) compania trebuie sa decidă ce marfuri şi servicii să presteze. Aceasta înseamnă că cea mai mare parte a muncii de marketing (activităţi de marketing) este facută înainte de apariţia produsului sau serviciului final. Deasemenea semnicifă faptul că conceptul de marketing trebuie să fie inţeles în cadrul activităţii companiei, adică în departamentul industrial de producţie, la fel ca şi în departamentul de comercializare propriu. Deasemenea, compania trebuie să ţină cont de existenţa concurenţilor, care întotdeauna trebuie să fie identificaţi, monitorizaţi şi învinşi, în căutarea clienţilor fideli.

3. Pentru a evita riscul lansării unui product sau seriviciu doar în baza intuiţiei şi presupunerilor, majoritatea companiilor întreprind cercetări în domeniul pieţii (GB) sau al comercializării (US).

Ei colectează şi analizează informaţia despre mărimile şi potenţialul pieţii, despre reacţiile clienţilor la caracteristicile unui produs sau serviciu concret şi aşa mai departe. Reprezentanţii de vânzări, care discută cu clientii, reprezintă o alta sursă importantă de informaţie.

4. Odată ce oferta de bază, de exemplu un concept a fost introdus (lansat), compania trebuie să determine metodele de comercializare, adică includerea diverselor elemente marketologice, integrarea acestora, şi efortul utilizat în acest scop, pentru a influenţa sarcina pe piaţă. Cea mai cunoscută clasificare a acestor elemente în “4 puncte” este: produsul, spaţiu, promovare şi preţ.

Aspectele care trebuie luate în consideraţie în comercializarea produselor include calitatea, caracteristicile, stilul, brănd-ul, proporţiile, ambalarea, serviciile şi garanţia.

Desfăşurarea procesului de marketing, include factori precum distribuirea canalelor, locul punctelor de vânzare, transportul, mărimea (dimensiunea) inventarului etc. Promovarea cuprinde publicitatea, promoţiile de vânzare şi vânzare individuală, în timp ce preţul include lista preţurilor de baza, reduceri, durata perioadei de plată, condiţiile posibile de creditare, şi aşa mai departe. Este obligaţiunea unui manager de producţie de a caută modalităţi de creştere a vânzărilor prin intermediul modificării procesului de comercializare.

5. Trebuie de reţinut că în afară de piata de consum (în care oamenii cumpara produsul pentru consumul direct), există o enormă (imensă) piată producatoare: industrială, sau de afaceri, care cuprinde toate persoanele fizice sau organizaţiile care achiziţionează mărfuri şi servicii utilizate în producerea altor bunuri, sau în prestarea de servicii pentru alţii. Puţini (clienţi) consumatori realizează că piaţa de consum; întru cît conţine materie primă, piese şi componente fabricate care intră în bunurile de consum, plus echipamentul de capital precum cladirile si maşinile, rechizite ca energia şi stilourile şi hîrtia, servicii care variază de la curăţare până la consultanţa în management, acestea toate necesitând comercializare. Exista prin urmare, un market industrial, ci nu unul de consum, chiar dacă consumatorii obişnuiţi sunt rareori expuşi la acesta.

ПЕРЕВОД (на русский язык)
 Центрированность маркетинга.

1. Большинство писателей в области маркетинга и менеджмента в настоящее время проводят границу между маркетингом и продажами. Концепция «продажи» подразумевает, что сопротивляющегося покупателя нужно убеждать при помощи решительных техник тяжелых продаж покупать не необходимые товары или услуги. Продукты скорее продаются, чем покупаются. Концепция маркетинга, наоборот, предполагает, что цель производителя - поиск потребностей и их удовлетворение. Другими словами, вы не продаёте то, что производите, вы производите то, что будет куплено. На ровне с удовлетворением существующих нужд, маркетологи могут прогнозировать и создавать новые. Из недавних примеров, внимания заслуживает маркетинг Walkman, видеоигр, персональных компьютеров и генной инженерии, которые были скорее созданы, чем определены.

2. Соответственно, продавец постоянно ждёт удобный случай – прибыльные возможности для удовлетворения существующих нужд, или создания новых в тех областях, в которых компания может получить конкурентные преимущества благодаря особым знаниям (то, что у неё получается особенно хорошо). Рыночные возможности обычно отделяются сегментированием рынка. Как только целевой рынок будет определён, компания решает, какие товары или услуги предлагать. Это означает, что большая часть работы в области маркетинга уже будет проделана к моменту начала существования конечного продукта или услуги. Это также означает, что концепция маркетинга должна пониматься всей компанией, например, в производственном отделе копании по производству, точно так же, как и в самом маркетинговом отделе. Компания также должна считаться с наличием конкурентов, которых необходимо обозначить, наблюдать за ними и побеждать в борьбе за лояльных покупателей.

3. Вместо того, чтобы рисковать, запуская продукт, основываясь лишь на интуиции или догадках, большинство компаний проводит исследование рынка (Великобритания) или маркетинговое исследование (США). Они собирают и анализируют информацию о размере потенциального рынка, о реакции потребителей на определенные характеристики продукта или услуги и т.д. Представители компании, которые общаются с клиентами, являются другим важным источником информации.

4. Как только базовое предложение, например, концепция продукта, будет установлена, компания должна думать о маркетинговом миксе т.е. о различных элементах маркетинговой программы, их интеграции и количестве усилий, которые компании необходимо приложить, чтобы повлиять на целевой рынок. Наиболее известной классификацией этих элементов выступает принцип 4х: продукт, место, продвижение и цена. Аспектами, которые подразумеваются под маркетингом продукта, выступают качество, особенности (стандартные и дополнительные), стиль, брэнд, размер, упаковка, дополнительные услуги и гарантия. Под местом в маркетинг миксе подразумеваются такие факторы, как каналы дистрибуции, места и точки продаж, транспортировка, объемы запасов и т.д. Продвижение объединяет в себе рекламу, продвижение и личные продажи, а то время, как цена включает стандартную цену, скидки, длину периода оплаты, возможные и т.д. Работа менеджера по продажам в том и заключается, чтобы поднять продажи, изменяя маркетинговый микс.

5. Нужно помнить, что отдельно от потребительского рынка  (при котором люди покупают товары для прямого потребления) существует огромный рынок производителей, индустрии, бизнеса, состоящая из всех людей и организаций, приобретающих товары и услуги, использующиеся в производстве других товаров, или в предоставлении услуг другим. Мало потребителей понимает, что рынок производителей на самом деле больше потребительского рынка, потому что он содержит всё сырье, произведенные детали и компоненты, которые затем идут на производство потребительских товаров, плюс, капитальное оборудование, такое как здания и станки, такие ресурсы, как энергия, ручки и бумаги, и услуги, варьирующиеся от уборки до консалтинга менеджмента, которые тоже необходимо продавать. Как следствие, производственного маркетинга больше, чем потребительского, даже несмотря на то, что обычные потребители редко с ним сталкиваются.

SUMMARY

According to “marketing concept”  ,one of the main producer’s task  is to identify consumer’s needs and to fill them  with a diversity of products. Many producers are always looking for market opportunities by market segmentation and also they take in consideration  the existence of competitors, because of what there is a fight for loyal customers. Their choice of action if often the result of a large market research. Once a product concept has been established, which relates that a  marketer ,regularly, has to change the market mix(price,product’s features).It must be remembered the existence of industrial good-which are components for producers of other goods and they have to be marketed similar as consumer goods.

Keys words:

1.Producer,need,product,consumers

2.  opportunities, segmentation, competitors.

3.market research ,action .

4.concept,market mix.

5.industrial goods.

EXERCISES

1b. Vocabulary.  Mach up the words or expressions on the left with the definitions on the right.

1 distribution channel

2 To lauch a product

3 Market opportunities

4 Market reseach

5 Market segmentation

6 Packaging

7 Points of sale

8 Product concept

9 Product features

10 sales representative

A all the companies or individuals involved in moving a particular good or service from the producer to the consumer

B an idea for a new product, wich is tested with target consumers before the actual product is developed

C attributies characteristics of a product:quality,price,reliability, etc.

D dividing a market into distinct groups of buyers who have different requirments or buying habits

E place where goods are sold to the public - shops, stores, kiosks, market stalls, etc.

F possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services

G someone who contacts existing and potential customers, and tries to persuade them to buy goods or services

H collecting, analysing anf reporting data relevant to a specific marketing situation (such as a proposed new product)

I to introduce a new product into the market

J wrapers and containers in wich products are sold

1C Reading
Look quickly trough the following text and decide which paragraphs are about these subjects:
.....- company-to-company marketing
.....- indetifying market opportunities
.....- the marketing mix
.....- the selling and marketing concepts
.....- the importance of market research
1D Comprehesion
Which of the following three paragraphs most accurately summarizes the text in 1 c, and why?

2b. Case study
In Teve Moody's hipothetical example, it seems as if there has been a market research failure. before launching the product, the store did not have enough information about the potential market and customers' tastes and opinions.
suppose that you where part of the marketing team responsible for the following product concepts:
1 a new line of swinwear, to be sold by a chain of departament store
2 Fresh Fries
3 a new range of expensive hi-fi equipment
4 a new English dictionary for foreign learners
What market research would you do before developing the products? What specific information would you need? Where could you get it?
In each case, which of the followin sourcef of information do you think would be the most useful, and why?
* Focus grou[ interviews, in which several members of the target market are invited (and paid a small fee) to meet and discuss the product concept
* Internal research: analysing data already available in the company's accounts and sales departaments, which keep records of sales, orders, inventory size, and so on
* Printed source of secondary data, including business newspapers, magazines and trade journals, competitors' annual reports, official government statistics. and reports published by private market research agencies
* Questionnaire research, by telephone, email, or personal interviewing
* The company's own sales staff
* Other sources

VIDEO

1) Watch the video and answer the questions:


1. Which are the main 4 component parts of Marketing Mix?
2. What does the 1st part of Marketing include?
3. What does the information offer to the consumers concerning your product?
4. What are the new 4 component parts of marketing mix?
5. Name two of the most important aspects of the marketing?
6. What are the most important demographic measures?
7. How many different attributes did Coca Cola came up with in 1990?
8. How much did the sailings of Coca Cola increase?
9. How long did it take the Coca Cola to grow its sales?
10. Who said the following words : “If you nailing the positioning and targeting, the rest falls into place ”


2) Watch the video and explain what they were used for?
1. 4 components
2. 1990
3. 35 attributes
4. 50%
5. Philip Kotler
6. Value position
7. Product dimensions
8. Positioning & Targeting
9. Promotion
10. Battle


3) Correct the following sentences.
1. The four component parts of Marketing Mix are: Product , Place, Price, Buyer.
2. Position is: differentiation from partners.
3. Value position means: what quality of ducts and services do you offer on the market.
4. Service dimension means what products and services do offer on the market.
5. On the USA’s market was a battle between Colgate and Ace.
6. The scientific segments are the following: gender, age, income and education.
7. The sales of Coca Cola increased by 21%.
8. Pepsi introduced 76 new attributes in its marketing policy.
9. “ If you see the positioning and targeting , the rest falls into place “ (Philip Kotler)
10. The suggestion of Philip Kotler words was “Know your friends”


4) Correct the following sentences:
1. The marketing mox includes: product, place, price, promotion.
2. Consumers-side marketing includes: Customer vale, cost of the customer, convenience for the buyer, communication.
3. Position is: differention from competitors, value proposition, product dimension.
4. Targeting is: Who is you positioning your product for?
5. Targeting also can be defined as “your demogaphic segmentation”.
6. Value proosition means: What’s so good about you product.
7. Demographic segments includes: gender, age, income, edulation, location, marital status, culture.
8. “ If you see the positioning and tardeting , the rest falls into place “ (Philip Kotler).
9. The suestion of Philip Kotler words was “Know your customers”

ANSWERS: 

1a.  1-identify, 2-design,3-persuade, 4-modify, 5- develop, 6-influence.

1b. 1-a, 2- i, 3-f, 4- e,5 - d, 6- h,7-e,8- b,9-c,10-g.

1c.  5,2,4,1,3

A efectuat:

Evtodieva Corina

Mardari Dumitru

Lesson 11, How companies advertise

HOW COMPANIES ADVERTISE

    Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.

    Although large companies could easily set up their own advertising departments, write their own advertisements, and buy media space themselves, they tend to use the services of large advertising agencies. They are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company. The most talented advertising people generally prefer to work for agencies rather than individual companies as this gives them the chances to work on a variety of advertising accounts(contracts to advertise products or services). It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.

    The client company generally gives the advertising agency an agreed budget; a statement of the objectives of the advertising campaign, known as a brief; and an overall advertising strategy concerning the message to be communicated to the target costumers. The agency creates advertisements (the word is often abbreviated to adverts or ads ), and develops a media plan specifying which media-newspapers, magazines, radio, television, cinema, posters, mail, etc-will be used and in which proportions. (On television and radio, ads are often known as commercials.)Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before a final choice is made prior to a national campaign.

   The agency's media planners have to decide what percentage of the target market they want to reach(how many people will be exposed to the ads) and the number of times they are likely to see them. Advertising people talk about frequency or 'OTS' (opportunities to see) and the threshold effect - the point at which advertising becomes effective. The choice of advertising media is generally strongly influenced by the comparative cost of reaching 1,000 members of the target audience the cost per thousand (often abbreviated to CPM, using the Roman numeral for 1,000). The timing of advertising campaigns depends on factors such as purchasing frequency and buyer turnover (new buyers entering the market).

     How much to spend on advertising is always problematic. Some companies use the

comparative-parity method - they simply match their competitors' spending, thereby avoiding advertising wars. Others set their ad budget at a certain percentage of current sales revenue. But both these methods disregard the fact that increased ad spending or counter-cyclical advertising can increase current sales. On the other hand, excessive advertising is counter-productive because after too many exposures people tend to stop noticing ads, or begin to find them irritating. And once the most promising prospective customers have been reached, there are diminishing returns, i.e. an ever-smaller increase in sales in relation to increased advertising spending.

Summary

   Advertising sets several goals: informs people about benefits of different products by using methods to rely on like word-to-mouth or paid advertising; attempts to persuade the potential costumers to buy them and builds up the reputation of large organizations.

   Despite the fact that large companies have all means, like resources and knowledge, for setting up their own advertising departments, they tend to use specialized agencies which offer a variety of contracts and safer work places for employees.

   The stages that precede the creation of final advertisement are the allocation of a specific budget by the client company to the advertising agency, of a brief of objectives, strategy and indication of the target costumers, all these helping the agency in charge to choose the media and to broadcast the alternative advertisement as a test.

   It is also important to analyze different indicators in creating the advertisement: the percentage of target market, the frequency of the broadcasting, the threshold effect of the target audience which may be changed by buyer turnovers and of course the purchasing frequency.

   Another key point to be taken into account is the expenditure for the creation of the advertisement which may be found out after methods like comparative-parity, current sales revenue, but it remains important to be attentive at he moment the most promising prospective customers' attention was reached, because further spending may lead to diminishing returns i.e losses.

Translation (Russian version) 

Как компании рекламируют?

Реклама информирует пользователей о существовании и преимуществах товаров и услуг, пытается убедить их купить эти товары. Пожалуй, лучшей формой рекламы выступает передача из уст в уста, которая происходит, когда люди рассказывают своим друзьям о преимуществах купленных ими товаров или услуг. При этом, практически ни один поставщик товаров или услуг не полагается только на это, используя вместо этого оплачиваемую рекламу. Действительно, многие организации также используют однообразную или престижную рекламу, которая спроектирована скорее для того, чтобы создать репутацию, чем для того, чтобы продавать конкретный продукт.

Несмотря на то, что крупные компании могли бы легко сформировать свои собственные рекламные отделы, писать собственную рекламу и самим покупать медийное пространство, они стремятся пользоваться услугами крупных рекламных агентств. Последние, вероятно, обладают большими ресурсами и большими знаниями в области аспектов рекламы и рекламной среды, чем одна компания. Самые талантливые специалисты по рекламе обычно предпочитают работать в агентствах, а не в индивидуальных компаниях, потому что это предоставляет им возможность работать с различными клиентами (контракты на рекламу товаров или услуг). Недовольной компании также намного проще передать дело другому агентству, чем уволить весь маркетинговый персонал.

Компания-клиент чаще всего передаёт рекламному агентству согласованный бюджет, сформулированные задачи рекламной кампании, также называемые сводкой; и общую рекламную стратегию касательно сообщения, которое необходимо донести до целевой аудитории. Агентство создаёт рекламу (слово advertisements часто сокращают до adverts или ads) и разрабатывает медиа-план, в котором указывается, какую среду (газеты, журналы, радио, телевидение, кино, плакаты, почта и т.д.) будут использованы и в каком объеме. (Для телевизионной и радиорекламы в английском существует специальный термин.) Агентства часто проводят альтернативную рекламу, которая проходит предварительное тестирование в газетах, на телевизионных станциях, и т.д. в разных регионах прежде чем будет принято окончательное решение для всей страны.

Медиа планировщики должны решить, какую долю целевого рынка они хотят охватить (как много людей увидит рекламу) и количество раз, которое, они, скорее всего, её увидят. Специалисты по рекламе говорят о частоте или ВУ (возможность увидеть) и об эффекте порога – точка, с которой реклама становится эффективной. Обычно, на выбор рекламной среды оказывает влияние сравнительная стоимость достижения 1000 представителей целевой аудитории, стоимость на тысячу (обычно, применяется аббревиатура CPM, в которой используется римская цифра 1000). Время рекламных кампаний зависит от таких факторов, как частота покупок и оборот покупателей (вхождение новых покупателей на рынок).

Всегда актуальной остаётся проблема того, как много тратить на рекламу. Некоторые компании используют метод сравнительного паритета – они просто держат свои расходы на уровне с конкурентами, тем самым избегая рекламных войн. Другие просто устанавливают свой рекламный бюджет на уровне с определенным процентом текущих доходов от продаж. Оба этих метода не учитывают то, что повышение затрат на рекламу или нециклическую реклама могут поднять текущие продажи. С другой стороны, чрезмерная реклама даёт негативный эффект, потому что после слишком большого количества просмотров люди перестают замечать её, или считают её раздражающей. Как только наиболее многообещающие, перспективные клиенты были проинформированы, начинается убывающий возврат, т.е. уменьшающийся рост продаж в соотношении с ростом затрат на рекламу.

 (Romanian version)

Cum companiile fac publicitate

 Reclama informează consumatorii despre  existenţa şi beneficiile produselor şi serviciilor, şi încearcă să ii convingă să le cumpere. Cea mai bună formă de publicitate este, probabil,publicitatea verbala, care apare atunci când oamenii informeaza prietenii lor despre beneficiile produselor sau serviciilor pe care le-au procurat.Cu toate acestea, practic nici furnizorii de bunuri şi servicii nu se bazează numai pe asta, dar utilizeaza publicitatea platita în schimb. Într-adevăr, multe organizaţii folosesc, de asemenea, publicitatea instituţională sau de prestigiu, care este proiectata pentru a construi mai degraba reputaţia lor decât sa vinda anumite produse.

Desi companiile mari ar putea stabili cu uşurinţă propriile servicii de publicitate, sa scrie reclamele lor, si sa cumpere spatiu media, ei au tendinţa de a folosi serviciile agenţiilor de publicitate mari. Acestea sunt susceptibile de a avea mai multe resurse, şi mai multe cunoştinţe despre toate aspectele legate de mass-media şi publicitate, decât o singura companie. Cei mai mulţi oameni talentaţi in publicitate, în general, preferă să lucreze mai degraba pentru agenţii, decit in companiile individuale în care acestea le oferă şansa de a lucra pe o varietate de conturi de publicitate (contracte de publicitate pentru produse sau servicii). De asemenea, este mai usor pentru o companie nemulţumita de a da contul  sau către o altă agenţie decât sa concedieze  personalului de publicitate propriu.
Compania client, în general, oferă agenţiei de publicitate un buget convenient; o declaraţie a obiectivelor a companiei de publicitate, cunoscut ca o schita, şi o strategie de publicitate peste toate cu privire la mesajul care urmează să fie comunicat clientilor tinta.Agentia creează reclame ( lumea este de multe ori abreviata la reclame sau anunţuri), şi dezvoltă un plan media specificând care mass-media-ziare, reviste, radio, televiziune, cinema, postere, mail, etc-vor fi utilizate şi în ce proporţii. (la televiziune şi radio, anunţurile sunt adesea cunoscute ca reclame). Agenţiile produc adesea anunţuri alternative sau reclame care sunt pre-testate în ziare, posturi de televiziune, etc în diferite părţi ale unei ţări înainte de alegerea finală efectuata de compania naţionala.
Planificatorii media din cadrul agentiei trebuie sa decida ce procent din piata tinta ei doresc sa obtina(citi oameni vor fi expusi publicitatii) si numarul de ori acestia sunt dispusi sa o vada. Expertii in reclama vorbesc despre frecventa sau OTS ("opportunities to see" ocazii de a vedea) si pragul de efect-momentul in care reclama devine eficienta. Alegerea modalitatii de a reclama este puternic influentata de pretul atingerii nivelului de 1000 de membri ai audientei tinta, pretul pro mila. Organizarea in timp a campaniilor publicitare depinde de factori precum frecventa de cumparare si fluxul cumparatorilor.
Alegerea cheltuielilor necesare reclamarii etse intotdeauna dificila. Unele companii aplica metoda egalitatii - se portiveste cheltuielilor cuncurentilor, astfel evitind razboaie publicitare. Altii isi stabilesc bugetul reclamei intr-o anumita proportie din venitul din vinzari. Dar nici unul din procedee nu ia in considerare ca cresterea cheltuielilor pentru publicitate sau reclamele contra-ciclice pot mari vinzarile actuale. Pe de alta parte, excesul de reclame este contra-productiv deoarece in urma unui numar exagerat de expuneri oamenii inceteaza sa mai observe reclamele, sau le gasesc iritante. Odata ce a fost atins cel mai promitator client, incepe diminuarea, adica micsorarea vinzarilor in raport cu cresterea cheltuielilor pe reclamare.
Exercises:

Vocabulary 

Find the terms in the text which mean the following.

1 free advertising, when satisfied customers recommend products to their friends.

2 advertising that mentions a company’s name but not specific products

3 companies that handle advertising for clients

4 a contract with a company to produce its advertising

5 the amount of money a company plans to spend in developing its advertising and buying media time or space

6 the statement of objectives of an advertising campaign that a client works out with an advertising agency

7 the advertising of a particular product or service during a particular period of time

8 a defined set of customers whose needs a company plans to satisfy

9 the people who choose where to advertise, in order to reach the right customers

10 the fact that a certain amount of advertising is necessary to attract a prospective customer’s attention

11 choosing to spend the same amount on advertising as one’s competitors

12 advertising during periods or seasons when sales are normally relatively poor

Discussion

Which of the following claims do you agree with?

        1.       Advertising is essential for business, especially for launching new consumer products.

        2.       A large reduction of advertising would decrease sales.

        3.       Advertising often persuades people to buy things they don’t need.

        4.       Advertising often persuades people to buy things they don’t want.

        5.       Advertising lowers the public’s taste.

        6.       Advertising raises prices.

        7.       Advertising does not present a true picture of products.

        8.       Advertising has a bad influence on children.

In a well-known survey, the Harvard Business Review asked 2,700 senior business managers whether they agree with these statements. The survey produced some unexpected results. Which of the following percentages do you think go with which of the statements above?

41%     49%     51%     57%     60%     72%     85%     90%

Answer Keys

Vocabulary

1.
2.
3.
4.
5.
6.
7.  alternative advertisement
8.  target costumers
9.  media planners
10.frequency or the OTC(opportunities to see)
11.comparative-parity method
12.counter-productive

 Discussion

1.
2.
3.
4.
5. I do not agree,because the major goal itself of the advertising agencies is to obtain the approval of the people, the more qualitative advertisement there are, the greater will be the public's taste
6. I agree, as increasing the frequency of the advertisement needs additional resources
7. I agree,because in order to sell the product and to resist the competition the companies tend to exaggerate the quality of the product/service.
8. Yes, in some proportions it does, because there are sometimes even indecent scenes

The results of the survey are:
1. 90%
2. 72%
3. 85%
4. 51%
5. 41%
6 49%.
7. 60%
8. 57%


Edited by: Boldurat Mariana

and Cheptea Nicoleta

1) Watch the video on JIT and answer the questions:
1.What kind of company does Dell represent?
2.Who is chairman of TNC Dell?
3.Which are major characteristics of Dell’s strategy(direct model)?
4.Where are the Dell’s facilities strategically located?
5.Draw the scheme of Dell’s manufacturing centers.
6.What is “the brain” of each facility?
7.What does CFI ( Custom Factory Integration) allow the customers?
8.Why do the warehouses not exist in Dell?
9.What does “build-to-order” process generate every 2 hours?
10.Who is Chief Executive Officer of Dell?

2) Watch the video very carefully and explain what they were used for?
1. Michael Dell
2. manufacturing scheduling system
3. every 2 hours
4. brains of facility
5. CFI
6. park inventories
7. service tag number
8. last step of kitting process
9. boxing
10. Kevin Collins

3) True or False questions.
1. Bill Gates is one of the owners of Dell.
2. There are 6 facilities of Dell around the world.
3. Dell uses strategy of JIT.
4. During every hour the materials required are delivered to the factory.
5. All products manufactured by Dell are distributed from the one center.
6. Dell’s servers are brains of facilities.
7. Park inventories are high.
8. All products in Dell have a unique tag number.
9. There are a lot of warehouses in Dell.
10. Kevin Rollins is a middle manager in Dell.

4) Fill in the following statements.
1.Michael dell is chairman of ….
2. Dell has manufacturing facilities in …
3. All orders in Dell are sequenced into production schedules every … hours.
4. Every manufacturing center across the globe acts like … of facility.
5. Labeling is the … stage of production process in Dell.
6. After being delivered to facility materials required are … to order.
7. There … warehouses and park inventories are …
8. Identifier or Tag number is … and has human and machine … format.

Labour Relations ( Unit 7 )

EXERCISES

1B Vocabulary
Match up the words on the left with the definitions on the right
1 collective bargaining                                 A a general term for strikes,go-slows,
                                                                        work-to-rules,and so on
2 a strike                                                    B a deliberate reduction in the rate of production
                                                                       as  a   protest
3 a go-slow(GB)                                        C a stoppage of work,as a protest against working

   or slowdown (US)                                      conditions,low pay, and so on
4 working-to-rule                                       D negotiations between unions and employers
                                                                     about their members' wages
5 industrial action                                       E to protest outside a factory or other workplace,
                                                                    and try to persuade workers and delivery drivers
                                                                    not to enter
6 to picket                                                 F deliberately obeying every regulation in an organization,
                                                                    which severely disrupts normal
                                                                    operations




2C Vocabulary
 Find the words in the text which mean the following.
1  people who work with their hands
2  a union for workers with a particular type of a job
3  to ask someone's opinion before making a decision
4  an opponent or emeny
5  too expensive,wasteful,loss-making
6  unlimited and unfairly used power
7  ending or relaxing restrictive laws
8  areas of the economy run by the local or national goverment
9  hostile,almost aggresive,seeking conflicts
10 a large corporation,made up of a group of companies

Who Needs Unions ?
  Manual an service industry workers are often organized in labour unions,which attempt to ensure fair wages,reasonable working hours and safe working conditions for their members. British unions are known as trade unions because,as in Germany, they are largely organized according to trade or skill: there is an engineer's union, an elecricians' union, a train-drivers' union , and so on. In other countries , including France and Italy, unions are largely political: workers in different industries join unions with a particular political position.
  Industrial relations tend to be better in coutries,industries and companies where communications are good , i.e. where management consults workers on matters that will concern them,where neither side treats the other as an adversary,and when unions do not insist upon the preservation of completely uneconomic jobs and working practices. Although some employers and managers (and political parties) oppose the very existence of unions - even though, like doctors,lawyers,accountants, and so on,they might themselves belong to a professional association with similar basic aims- many management theorists stress the necessity of unions. In the 1970s,Peter Drucker wrote that "Management is and has to be a power.Any power needs restraint and control - or else it becomes tyranny. The union serves an essential function in indusrial society."*Yet one of the chief objectives of right-wing governments in the 1980s ( e.g. in Britain and the USA ) was to diminish the power of trade unions , and to deregulate labour markets in accordance with the ideal of free markets.
As a result of deregulation,working conditions in many industries in many countries have worsened,leading to the creation of a great many casual , part-time,unskilled jobs done by non-unionized workers. France,for example, has the lowest number of workers in trade unions in the industrialized world. The unions now represent less than 10 % of the French work force , and most of those are in the public sector. The vast majority of French workers seem to have rejected the confrontational politics of the main uinions, notably the communist-controlled CGT. Consequently,when the largely non-unionized French lorry drivers blocked all the motorways in the summer of 1992,sriking over the introduction of a new driver's license with a penalty-point system ( and over their working conditions in general), the French government found no one to negotiate with.
In fact, a number of politicians and bussiness leaders are beginning to regret the weakness of unions . some managers, including Antoine Riboud, the former head of the huge Danone food conglomerate, actively encourage unionization because they insist that a big company needs someone to represent and articulate the needs og the employees and act as a social partner to the emplyer. But there is clearly a problem if workers believe that the unions are incapable of doing this, and choose not to join them.
*Peter Drucker: An Introductory of Management

TRADUCERE

         Cine are nevoie de sindicate ?
  Muncitorii din industria manuala si indusria serviciilor sunt deseori organizati in sindicate,care incearca sa asigure salarii cinstite,ore de lucru rezonabile si conditii bune de lucru pentru membrii lor. Sindicatele Britanice sunt cunoscute ca sindicate comerciale,deoarece,ca si in Germania, ele sunt organizate conform ocupatiilor,exista sindicatul inginerilor,sindicatul electricienilor,sindicatul masinistilor,si altele.In alte tari,inclusiv Franta si Italia,sindicatele sunt deobicei politice:muncitorii din diferite sfere de activitate aplica sindicatele cu o anumita pozitie politica.
  Relatiile industriale tind sa fie mai trainice in acele tari,industrii si companii,unde comunicarea este la un nivel avansat,adica unde managementul consulta angajatii privind aspectele ce trebuie sa fie luate in consideratie,în cazul în care nici una din părţi tratează celelalta ca un adversar, şi atunci când sindicatele nu insistă asupra păstrarea locurilor de muncă complet nerentabile si practicilor de lucru. Deşi unii angajatori şi manageri (şi partide politice) se opun însăşi existenţei sindicatelor - chiar un medic, avocat, contabil, şi aşa mai departe, s-ar putea ei înşişi sa adere la o asociaţie profesională cu obiective de baza similare- multi teoriticieni ai managementului ating intrebarea necisitatii sindicatelor. In anii 70 sec.XX,Peter Drucker a scris ca  " managementul este si trebuie sa fie o putere. orice putere necesita retinere si control,in caz contrar devine o tiranie. Sindicatul serveste drept functie esentiala in industria societatii."Totuşi, una din principalele obiective ale guvernelor de dreapta în anii 1980 (de exemplu, în Marea Britanie şi SUA) a fost de a diminua puterea sindicatelor, de a descentraliza pieţele forţei de muncă, în conformitate cu idealul pieţei libere.
  Ca urmare a dereglementarii, condiţiile de muncă în multe ţări industriale s-au înrăutăţit, conducând la crearea unor  locuri de muncă cauzale ,part-time,ce nu cer forte de muna calificata si ce sunt indiplinite de către lucrători neorganizati in sindicate.De exemplu in Franta,este cel mai mic numar de muncitori ce fac parte din sindicate. Sindicatele reprezinta mai putin de 10 % din toate forta de munca, si care mare majoritate fac parte din sectorul public. Mare parte din muncitorii francezi se simt respinsi de politica de confruntare a sindicatelor principale, în special CGT controlată de comunişti.În consecinţă, în cazul în care  mare parte şoferilor de camioane neorganizati in sindicatele franceze au blocat toate autostrăzile în vara anului 1992, protestind contra introducerii permisului nou de conducere cu un sistem de penalizare de puncte(si contra condiţiilor de muncă, în general), guvernul francez nici nu a gasit cu cine să negocieze .
 De fapt , exista un numar de politicieni si lideri in afaceri , ce regreta slabiciunea sindicatelor. Unii manageri , inclusiv Antoine Riboud , fostul şef a ganticei companii alimentare Danone,  încuraja sindicalizarea în mod activ, deoarece acestea insistă asupra faptului că o companie mare are nevoie de cineva sa reprezinte şi sa articuleze nevoile angajaţilor şi să acţioneze ca un partener social la angajatorului.Dar există în mod clar o problemă în cazul în care muncitorii cred că sindicatele sunt incapabili de a face acest lucru, şi alege să nu să li se alăture.





This clip is from a wide-ranging look at what trade unions are, what they do, who is in them, and stuff like that. This clip shows a bunch of young people dealing with the question: "what's the difference between trade unions and management?"



 Listen for the third time , if necessary , to check your answers.Complete the following sentences with these words .
1 Unions are a necesasary ......... for the interests of workers.

2 In countries like South Korea or Poland,or South Africa,trade unions have played an enormous ....... political and economic .........

3 As long as ............ have needs that necessitate to be .............. they'll need trade unions.

4 .................... employers, that want effective social ......... and want also a..............  and dynamic economy , should encourage trade unions.

5 In some of the most successful economies, a strong trade presence is recognized by ........... and accepted as a ................... by the government.

Authors : Kovalenko Andrew
                

                                                

Ovseanic Vladislav    

Lean Enterprise Case Study DELL Example

Lesson 9,Products and Brands

1. Marketing theorists tend to give the world product a very broad meaning,using it to refer to anything capable of satisfying a need or want. Thus services,activities,people(politicians,athletes,film stars),places(holiday resorts),organizations(hospitals,colleges,political parties),and ideas,as well as physical objects offered for sale by retailers,can be considered as products. Physical products can usually be augmented by benefits such as customer advice,delivery,credit facilities,a warranty or guarantee,maintenance,after-sales service,and so on.

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2. Some manufactures use their name(the 'family name')for all their products,e.g. Philips,Colgate,Yamaha. Others,including Unilever and Procter & Gamble,market various products individual brand names,with result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders,for example,are famous for their multi-brand strategy which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.


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3. Most manufacturers produce a large number of products,often divided into product lines.Most product lines consists of several products,often distinguished by brand names,.e.g. a range of soap powders ,or of toothpastes.Several different items(different sizes or models)may share the same brand name. Together,a company's items,brands and products constitute its product mix. Since different products are always at different stages of their life cycles,with growing,stable or declining sales and profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix.

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4.Companies whose objectives include high market share and market growth generally have long product lines,i.e. a large number of items. Companies whose objective is high profitability will have shorter lines,including only profitable items.Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments.Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market,i.e. making items of higher or lower quality. This can be carried out in order to reach new costumers,to enter growing or more profitable market segments,to react to competitors' initiatives,and so on. Yet such moves may cause image problems:moving to the lower and of a market dilutes a company's image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling-adding further items in that part of a product range which a line already covers-might be done in order to compete in competitors' niches,or simply to utilize excess production capacity.



1.Answer to the questions.

1.What we will explore today?
2.How much money was invested?
3.How is the brand?
4.What is the brand?
5.What give the distinction? distinction give a differentiation, and with differentiation you have commodity.
6.What nation begin to use the brand?
7.For what Egyptians had used the brand?
8.What is the branding?
9.What allieds the brand?
10.What influences the brand? (



2.True or false.

1.Welcome to “Brand in an hour” .
2. Today we will exploring the reality about brand.
3. Commodity is not about marketing at all.
4. Parks and services don’t use brand.
5. Brands are build by marketing.
6. A true brand allieds management vision with the company’s culture and its image.
7. The old marketing in advertising make the promise.
8. Different tools use to activate a brand,that is the branding. (
9. With differentiation you don’t have commodity.
10. Brand is misunderstood topic in business today.



3.Find the place of words.

(1-Brand, 2-claim, 3-differentiation, 4-marketing, 5-nothing, 6-simplicity)

Maybe it because ____is intangible or perhaps ____is not about ____at all. So what is it? Brands is a ____ of distinction. It’s not simple, ____more, no labor definitions convoluted with part words in details. Think about the____, with out distinction you can’t have a____, and without ____you have commodity.



4.Correct the mistakes made in the text after listening the video.

A true brand alieds management vision with the company’s culture and its style. The old marketing in advertysing which make the promise ,the product influences the suvers,innovation,engagement and execution of the only organization.This influence insure the brand promise is consistently sent and experienced.Thats why is only the marketing function but noncorporate initiative.


TRADUCERE

1.Teoreticieni de marketing tind să dea produsul global o semnificaţie foarte largă, folosindu-l pentru a se referi la ceva capabil să satisfacă o nevoie sau o dorinta. Astfel de servicii, activităţi, oameni (politicieni, sportivi, vedete de film), locuri de statiuni (de vacanţă), organizatii (spitale, colegii, partide politice), şi idei, precum si obiecte fizice oferite spre vânzare de către comercianţii cu amănuntul, pot fi considerate ca produse . Produselor fizice pot fi, de obicei diversificate prin beneficii cum ar fi consilierea clientului, livrare, facilităţi de creditare, o garanţie sau o garanţie, întreţinere, serviciile post-vânzare, şi aşa mai departe.

2.Unele produce utilizeaza numele lor ( "nume de familie") pentru toate produsele lor, de exemplu, Philips, Colgate, Yamaha. Alţii, inclusiv Unilever şi Procter & Gamble, piata cu diferite produse nume de marcă individual, ca rezultat faptului că mulţi clienţi sunt familiarizate cu numele companiei de fabricaţie. Producătorii majori de pulberi săpun, de exemplu, sunt renumiti pentru strategia lor de varietatea brandului care le permite să concureze pe diferite segmente de piaţă, şi pentru a umple spaţiul de depozitare în magazine, lăsând astfel mai puţin spaţiu pentru concurenţi. De asemenea, le se dă o şansă mai mare de a avea o parte din procesul care invoca posibilitati promte a scimba brandul

3. Majoritatea producătorilor produc un număr mare de produse, de multe ori împărţită în linii de produse.Majoritatea produselor de linie sunt compuse din mai multe produse, de multe ori se disting prin nume de marcă,. De exemplu. o gamă de praf de săpun, sau depasta de dinti.Citeva articole diferite (de diferite marimi sau modele) pot avea acelasi nume.Impreuna au aceeaşi marcă, articolele unei companii, mărci şi produse constituie un mix.De atunci produsele diferite sunt întotdeauna la diferite etape ale vieţii lor de cicluri, cu tot mai mare, stabil sau vânzările sunt in descrestere şi a rentabilităţii, şi pentru că pieţele, oportunităţile şi resursele sunt în evoluţie constantă, companiile sunt mereu în căutarea spre viitor, şi re-evaluare a mixul lor de produse.

4.Companiile ce au drept obiectiv să obţină o cota de piaţă şi extinderea pietii, în general, au linii de produse lungi, şi anume un număr mare de articole. Companiile ce au drept obiectiv să obţină o înaltă profitabilitate deţin linii de produse mai scurte, şi anume un număr mare de articole profitabile. Insa majoritatea liniilor de produse au tendinţa de a-şi prelungi longitivitatea, pe masura ce companiile diversifică articolele existente, sau a adăuga elemente suplimentare pentru a acoperi mai multe segmente ale pieţii. Suplimentele la linii de produse poate fi rezultatul, fie a extinderii sau a completarii liniilor de produse. Extinderea liniilor de produse presupune atragerea acestora sau in piata de sus sau in piata de jos, şi anume considerarea elementelor de calitate privind produsul. Acesta masura are loc cu scopul de a atrage noi consumatori, de a penetra o piata mai profitabila si de a reactiona la intiativa cocurentilor etc. Insa astfel de masuri pot provoca probleme de imagine: se inrautateste si pentru piata diminuaeza calitatea imaginii companiei in timp ce compania la sfrirsitul listei nu poate convinge dilerii si consumatorii ca ar putea insfirsit marfa calitaive. Linia care pe parcurs foloseste operatiuni suplimentare la etapa de prosucere in serie pe care deja fusese exploatata poate fi creata pentru a concura pe nisele competitorului sau [ur si simpluutilizeaza in exces/ cu zel capacitatea de producere.


Exercises

1b Reading/45
Read the following text, and write a brief heading for each paragraph.


1c Comprehension

1.Why do the big soap powder producers have a multi-brand strategy?
2.Why do companies’ product mixes regularly change?
3.What factors influence the length of companies’ product lines?
4.What are the potential dangers of line-stretching?
5.Why might companies undertake line-filling?


1d Vocabulary
Find words or expressions in the text which mean the following.

1.The possibility of paying for a product over an extended period
2.A promise by a manufacturer or seller to repair or replace defective goods during a certain period of time
3.A surface in a store on which goods are displayed
4.Consumers who buy various competing products rather than being loyal to a particular brand
5.The standard pattern of sales of a product over the period that it is marketed
6.The extent to which an activity provides financial gain
7.Possibilities of filling unsatisfied needs in sectors in which the company can produce goods or services effectively
8.The sales of a company expressed as a percentage of total sales in a given market
9.The set of beliefs that the public at large holds of an organization
10.A small, specialized, but profitable segment of a market.


2a Discussion
Do you ever use vending machines? If so, what for, why and when?


Answer Keys

1b
1.Products capable to satisfy a need./ Which physical objects are considered products?/ Physical products and their benefits.
2.Brand names./ The most famous brand names./ Multi-brand strategy leaves less room for competitors.
3.Products’ life cycle./ Examples of product lines./ What is product mix constituted by?
4.Company’s strategy./ Most product lines have a tendency to lengthen over time./ High profitability is the objective of companies.


1c
1.Big soap powder producers use a multi-brand strategy in order to be able to compete in various market segments, fill shelf-space in shops, thereby leaving less room for competitors and giving a greater choice to brand-switcher.
2.Companies’ product mixes regularly change because these companies want to keep pace with the growing or declining sales and profitability, they adjust markets, opportunities and resources which are in constant evolution.
3.The factors that influence the length of product lines are: the objectives set by the companies, time, line stretching or line-fillings. High profitability, as an objective means shorter product lines. Although most product lines have a tendency to lengthen over time, by producing variation on existing items, or add additional items.
4.Moving to the lower end of a market affects the image of the company for quality, which changing the bottom of a range it would lead to convince customers and dealers that it can produce quality product for the high end.
5.Companies usually undertake line-filling to compete in competitors’ niches, or simply to utilize excess production capacity.


1d
1.Credit facility
2.Guarantee/ Warranty
3.Shelf/ space
4.Brand-switchers
5.Brand
6.Lengthening/ Profitability
7.Market opportunity
8.Market share
9.Image of a company
10.Niches


2a
No, I’ve never used vending machines. If there would be a shop next to my place I would buy products there.
But, besides me there are a lot of people that are using vending machines. Why? Because sometimes they need different products at a rather unexpected time. Vending machines have been created that allow food to be served hot or cold. By using vending machines one may compliment traditional catering by providing convenient and economic solutions to many problems. Factories, hospitals and emergency services work round-the-clock, but their canteens may provide services only during the day.