Marketing and the company (Контрольная работа по дисциплине «Английский язык»)

Контрольная работа по дисциплине «Английский язык» 1 семестр для направления 080400.62

(все задания выполняются письменно)

Тема 1: MARKETING AND THE COMPANY

Exercise 1. Read and translate the text and find out.

1.  What is the purpose of any business?

2.  What is marketing function in the organization?

3.  What are the main tasks of the director of the company?

4.  What is it - a marketing - led company?

5.  What is it - a production - led company?

6.  What is it - a customer - led company?

7.  What is the difference among these types of companies?

MARKETING AND THE COMPANY

Sales - or production-oriented organizations sell what they can make.

Customer-oriented organizations make what they can sell (Anon)

The purpose of business is the creation of value for key stakeholders, customers, shareholders, employees and other collaborators in the process. An organization cannot create value for any of them unless it can create value for customers. The essential element in marketing is to view the exchange process from the perspective of the customer.

The marketing function within an organization is the primary means by which customer value is created and delivered. It is the process by which an organization focuses its resources, systems, structure and culture on achieving value for customers in order to achieve its own objectives.

Directors have to create value in global markets and against global' competition. They have knowledgeable and highly critical customers and demanding shareholders.

Marketing-orientated thinking is absolutely vital for success in this business environment. Company directors have to understand their company's market position and capability, their customers’ real needs and the influences on them, use this knowledge effectively to establish and maintain the company’s place in its chosen markets.

A marketing-led company

Marketing is an attitude of mind, a philosophy and a culture that must permeate the organization at all levels and in all functions. To achieve this, a company must retain its customer focus at all times, change with its customers, develop new products and move into new markets at the right moment.

The company must be prepared to adapt in line with market changes. This is an understanding of both the changes that are taking place and their causes. The board must also be able to change in the right direction in order to keep ahead of both current and potential competitors. However, even identifying competitors has become a complex issue in its own right, as customers have an ever-wider choice of ways to satisfy their needs.

The marketing function’s primary task is to deliver the marketing strategy as a starting point for the determination of the company’s corporate strategy. Directors will only be able to maximize their company’s potential if they have a good understanding of marketing strategy and are prepared to apply marketing principles throughout the organization. The marketing approach is sometimes contrasted with the approaches of production-led and sales-led companies.

A production-led company A production-led company focuses on optimizing the use of its own production facilities. Typically, this involves maximizing use of production capacity and staff time, streamlining operations and improving product quality. It may be highly time-efficient, cost-efficient and apparently thriving.

The problem with such companies is that they can lose touch with market needs and sometimes even develop products to fill production capacity without a clear idea of whether there is a demand for them. At best they react to market changes but are often too late to take advantage of new opportunities, so any success is likely to be short-lived.

A sales-led company For a sales-led company, problems might arise from