Someone who sells goods or services
Dialogue “ Marketing Studies”
Two old friends Ellen and Andrew are discussing marketing studies and approaches to marketing research.
Ellen: So, you have come to Manchester to study. What subject?
Andrew: I am doing a marketing diploma and I also hope to get a doctor’s degree in business
administration.
Ellen: Really? What problem are you concerned with?
Andrew: You see, in recent years marketing has become a driving force in most companies.
Underlying all marketing strategy is “the marketing concept”.
Ellen: What exactly does it mean?
Andrew: Well, we must produce what people want, not what we want to produce.
That means that we put the customer first.
Ellen: You mean , you carry out marketing research, am I right? And in this way you can supply
exactly what the customer wants.
Andrew: Sure, we can do this by developing marketing know-how.
Ellen: Well, from what you are saying it seems nowadays a company needs marketing control.
Andrew: I tell you , a company that believes in marketing effort is forward-thinking and it doesn’t rest
on its past achievements: it must create a marketing policy having a clear idea of what causes
the customers to buy.
Ellen: Are you speaking of marketing forecast? You mean marketers should not
only identify consumer needs; they should anticipate them by developing
new products.
Andrew: Exactly, and what’s more: to create long-term demand, perhaps by
modifying particular features of the product to satisfy changes in
consumer needs or market conditions.
Ellen: Sorry, Andrew, I’ve got to go, it was nice talking to you. Bye.
Andrew: Bye.
Points for Discussion
1.What is expected of the Marketing Manager? Could you list all the qualifications required
of the holder of this position? Start like this:
The Marketing Manager has to …
The Marketing Manager should be able to …
The Marketing Manager must …
The Marketing Manager ought to …
2.Whose list of responsibilities will be longer?
3.“Marketing concept is a consumer-oriented, integral, profit-oriented philosophy of business”.
Explain, in your own words, this statement and its implications.
4.What are typical entry-level positions in the field of marketing?
5.Before launching a product every company should make sure the product will be in demand.
Thus, in order to operate successfully in the market it is important to make a market survey.
You work in the Marketing Department . Discuss various ways of investigating the market.
6.What is needed for a product to reach the market?
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UNIT 4. ACCOUNTING AND AUDITING