Assignments. 3.3.1 Answer the following why-questions

3.3.1 Answer the following why-questions. Develop your answers:

Why do marketing managers have to rely on help from marketing research?

Why do many companies have separate marketing research departments?

Why is the scientific method always used by marketing researchers?

Why do marketing managers use their intuition and observations?

Why must marketing managers be involved in marketing research too?

3.3.2 Which of the statements is incorrect:

Outside marketing specialists usually handle technical assignments.

Marketing managers make better decisions with the scientific method.

The marketing concept is procedures to develop and analyze new information.

A decision-making approach should be objective and orderly.

A hypothesis is an educated guess about the relationships between things.

3.3.3 Translate the following sentences from English into Russian:

Marketing research helps marketing managers make decisions.

Most large companies have separate marketing research departments.

These departments often use outside specialists.

Marketing researchers focus on real problems.

The scientific method should be both objective and orderly.

Marketing managers test their hypotheses before making final decisions.

3.3.4 Make up sentences with the following word-groups:

- to plan and carry out research projects;

- to take charge of a research project;

- to depend on sales people and top managers;

- just technical tools;

- in the future.

3.3.5 a) Translate the following sentences into English in writing without looking at the text:

Исследование маркетинга помогает управляющим маркетингом принимать решения.

Большинство крупных компаний имеют самостоятельные отделы по ис-

следованию маркетинга.

Эти отделы часто приглашают специалистов со стороны.

Исследователи маркетинга сосредотачивают свое внимание на реальных проблемах.

Научный метод должен быть как объективным, так и точным.

Управляющие маркетингом проверяют свои гипотезы до того, как принять окончательные решения.

b) Compare your versions of translation with the ones given in task 3.3.3

3.3.6 Retell the text: a) in detail; b) in short.

3.4 Text B. (Read the text and suggest a title for it. You may use a dictionary)

The scientific method forces an orderly research process. The marketing research process is a five-step application of the scientific method that includes: defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem.

Defining the problem is the most important – and often the most difficult – step in the marketing research process. Sometimes it takes up over half the total time spent on a research project. But it’s time well spent if the objectives of the research are clearly defined. The best research job on the wrong problem is wasted effort.

The situation analysis is an informal study of what information is already available in the problem area. It can help define the problem and specify what additional information – if any – is needed.

The next step is to plan a formal research project to gather primary data. There are different methods for collecting primary data. Which approach to use depends on the nature of the problem and how much time and money are available.

When data has been collected it has to be analyzed to decide what it all means. In quantitative research this step usually involves statistics. Statistical packages - easy–to–use computer programs that analyze data – have made this step easier.

In the problem solution step, managers use the research results to make marketing decisions.

When the research process is finished the marketing manager should be able to apply the findings in marketing strategy planning – the choice of a target market.

3.4.1 You are offered three titles for the text. Which of them do you think is correct?

Customers’ needs.

Product development.

The marketing research process.

3.4.2 Look through the text and copy out the terms on marketing. Be ready to use them when discussing the text

3.4.3 Comment on the following statements from the text beginning with: “The

author emphasizes that …”

The best research job on the wrong problem is wasted effort.

The situation analysis can help define the problem.

There are different methods for collecting primary data.

Statistical packages are used for data analysis.

The research process data should be used by marketing managers in marketing planning.

3.4.4 Exhibit 6 illustrates the marketing research process

The marketing

research process

Step 1 Step 2 Step 3 Step 4 Step 5

Defining Analyzing Getting Interpreting Solving

the problem the situation problem – the data the problem

specific data

Exhibit 6 The marketing research process

3.4.5 Work in pairs. (Tell your fellow-student about a 5-step approach to marketing research using Exhibit 6. Let him help you in this activity)

3.5 Text C. MIS. (Read the text and say who needs MIS and why)

A marketing information system (MIS) is an organized way of continually gathering and analyzing data to provide marketing managers with information they need to make decisions. In some companies, an MIS is set up by marketing specialists. In other companies, it is set up by a group that provides all departments in the firm with information. Marketing managers often don’t know in advance exactly what questions they will have – or when. But they do know what data they have routinely used or needed in the past. They can also foresee what types of data might be useful. They should communicate these needs to the MIS manager so the information will be there when they want it.

Routinely analyzing incoming data can be valuable to marketing managers. But incoming data shouldn’t be their only source of information for decision-making. Marketing information systems tend to focus on recurring information needs. But marketing managers must try to satisfy ever-changing needs in dynamic markets. So marketing research must be used – to supplement the data already available in the MIS system.

3.5.1 Work in pairs. (Compose 3-4 key questions to the text. Ask your fellow-student to answer these questions)

3.5.2 Give the general idea of all the texts of the unit (in short)

3.5.3 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 to assume; 2 relationship; 3 to solve; 4 quantitative; 5 top manager; 6 to handle; 7 data; 8 valuable; 9 to call in; 10 need; 11 to take charge of; 12 to define; 13 marketing manager; 14 marketing research; 15 approach.

1 данные; 2 руководить; 3 главный управляющий; 4 нужда; 5 шаг; 6 предполагать; 7 исследование маркетинга; 8 развивать; 9 количественный; 10 приглашать; 11 структура; 12 определять; 13 догадка; 14 обрабатывать (документы); 15 решать; 16 создавать; 17 управляющий маркетингом; 18 связь; 19 ценный; 20 подход.

Unit

The Problem Area of the Unit: Grammar:

What is Product? The Infinitive

How is Product connected with branding?