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Wordlist
Unit 1 The role of marketing
to identify (v) – to discover, to recognize
to implement (v) – to carry out; to put something into practice
transaction (n) – 1) a business deal 2) payment or the process of making one competitive advantage (n) – an advantage that makes a company more able to succeed in competing with others
to implement (v) – to carry out or put into practice to anticipate (v) – to expect; to think likely to happen
to modify (v) – to make small changes to improve something timing (n) – the choosing of exactly the right time to do something to impact (v) – to have a strong influence on
to expand (v) – to become larger in size, amount or number
to extend (v) – to increase the period of time, to increase the range of goods (to make it longer)
Unit 2 The marketing mix 1 / 2
to purchase (v) – to buy something, especially something big and important
to penetrate the market (v) – to enter the market; to start selling goods on the market
to skim (v) – to charge a very high price for a new product in order to make its profit as large as possible
to generate (v) – to do something that will produce or increase sales, income, profit
to be consistent with – to be in agreement with; to be in accordance with
variable (n) – something that affects a situation and can vary in quantity and size; (opposite – constant)
to communicate something to – to make (opinions, feelings, information) known or understood by others
commodity product – a product such as a metal, farm product, oil, etc.; a product that is hard to differentiate from other similar products
premium pricing (n) – setting a high price
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affordability (n) – the ability to buy a product because you have enough money to pay for it
accessibility (n) – the ability to reach or to obtain the product
availability (n) – the ability to buy a product because the store has this product awareness (n) – knowledge or understanding of something
Unit 3 Marketing plan
to track (n) – to control the activity of a firm through measuring the results
to saturate the market – to offer so many products for sale that there is more than people want to buy
Unit 4 Marketing strategies
the extent of (n) (resources) – the length of something
to benefit (someone) (v) – to be useful, helpful or profitable to
to stretch (the product line) – to use the existing brand name on a different type of product hoping that people will buy the product because they recognize the name to confront competition – to face bravely
market challenger (n) – a company which is number two on the market and which wants to be a leader
market follower (n) – a company which is quite satisfied with its position on the market and which follows the leader and the challenger
economies of scale (n) – the advantages that a big factory or shop has over a smaller one because it can spread its fixed costs over a larger number of units and therefore produce or sell things more cheaply
multiple nicher (n) – a company that sells a product or service in two or more niches
cost leadership (n) – the position of being the company able to save money by making a product or performing an activity in a more economical way
durability (n) – the ability of a product to last long time
to pursue a policy – to carry on or to continue doing something
Unit 5 SWOT analysis
to facilitate (v) – to make something easy or easier
to capitalize on something (v) – to make as much advantage out of the situation or the event as you can
to undertake (v) – to promise or agree to do something; to be responsible for some piece of work
to assess (v) – to evaluate; to make a judgement about a situation or a person after considering all the information
facility (ies) (n) – a special building or equipment that is used to provide a particular product or service
capacity (n) – the amount of something a factory can produce
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Unit 6 Marketing research 1 / 2
desk research – the research which is done on the basis of collected information; the researcher needn’t leave his table
field research – work that involves travelling to meet possible customers in order to get their opinions on products or services
focus group – is a group of consumers who are brought together to discuss their feelings and opinions about products, advertisements, and companies
survey (n) – a set of questions given to a group of people to find out about their opinions or behavior
omnibus survey (n) – conducting research for several companies at the same time to respond to (v) – to do something in answer; to react to
Unit 7 Consumer behavior and market segmentation
innovator (n) – a person or a company which introduce new products or ideas
to adopt (v) – to start using a product, especially a new product, usually with intention of continuing to buy and use it
early adopter (n) – a person who identifies a fashion trend early and wants to be associated with the start of a trend
early majority (n) – people who follow the trend set by the early adopters
late majority (n) – people who accept a trend and follow it but after it has been tested by the early majority
laggards (n) – the last group of people who accept and buy a product
Unit 8 Products
to perish (v) (about products) – to lose natural qualities durable goods (n) – goods which last or live long
generic products (n) – a product that is sold under the general name for a type of product , rather than a brand name
fast-moving goods – goods, especially food, that sell very quickly and in large amounts
to dilute (v) – to make something weaker to prune (v) – to shorten something
brand loyalty (n) – the degree to which people regularly buy a particular brand or product and refuse to change to other brands
flagship brand (n) – the leader on the market brand equity (n) – the value of the brand
Unit 9 Pricing
bargain (n) – agreement between two people or groups to do something in return for something else
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upmarket (n) – the market where you can buy expensive goods or services downmarket (n) – involves goods or services which are cheap
Unit 10 Placing
to dispatch (v) – to send something or someone to a place multiple (store) (n) – a place where goods are sold to the public
rep (n) – someone employed to sell a company’s products or services by meeting customers or talking to them on the phone
dealer (n) – someone who buys and sells a particular type of goods
Unit 11 Promotion
credibility (n) – the quality of deserving belief and trust
a buzz marketing (n) – marketing in which a company persuades a small group of people who know a lot about a subject to tell other people about its advantages, in order to make the other people become interested in it and want to buy it
perimeter advertising (n) – advertising around the playing area at sports grounds mail shot (n) – the situation where information or advertising material is sent through the mail to a large number of people at one time
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Contents
1.Unit 1 The role of marketing …………………… 4
2.Unit 2 Marketing mix 1 ………………………… 14
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Marketing mix 2 ………………………… 21 |
3. |
Unit 3 |
Marketing plan ………………………….. 28 |
4. |
Unit 4 |
Marketing strategies …………………….. 35 |
5. |
Unit 5 |
SWOT analysis ………………………….. 51 |
6. |
Unit 6 |
Marketing research 1 ……………………. 61 |
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Marketing research 2 ……………………. 67 |
7. |
Unit 7 |
Consumer behavior and market |
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segmentation ……………………………. 71 |
8.Unit 8 Products …………………………………. 78
9.Unit 9 Pricing …………………………………… 92
10.Unit 10 Placing …………………………………... 98
11.Unit 11 Promotion ……………………………….. 103
12.Wordlist ………….……………………………….. 111
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Sources
1.Professional English in Use, Cate Farrall, Marianne Lindsley, Cambridge University Press, 2008
2.Marketing, Real People Real Choice, Michael R.Solomon, Elnora W.Stuart, Prentice Hall, New Jersey, 2000
3.Business Advantage, Almut Koester, Angella Pitt, Michael Handford, Martin Lisboa, Cambridge University Press, 2012
4.Profile (Intermediate), Jon Naunton, Oxford, 2005
5.Longman English Dictionary, Pearson Education Limited, 2007
6.English-Russian Dictionary of Advertising and Marketing, В.Б.Бобров, 1999
7.Business English Marketing (Test yourself), Simon Sweeney, Nick Brieger, Penguin Group, 1996