Marketing Communication

Marketing Communication (or MarCom or Integrated Marketing Communications) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers.

Communication is one of the most vital of all the marketing activity. Marketing communication involves talking with consumers to be sure that the product, price and all other aspects of the trade relationship are what are wanted. It is an ongoing process.

Marketing communication is focused on product/service as opposed to corporate communications where the focus of communication work is the company/enterprise itself. Marketing communication is primarily concerned with demand generation, product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation etc.

There are three parts of a marketing communication system (MCS): listening to the various public through marketing intelligence and marketing research, responding to that information, and promoting to the public the fact that the organization is listening and is doing what they want.

Marketing intelligence is a constant stream of data from many sources, many of them unplanned. Marketing research is a formal system for gathering information to learn about specific problems and occurs only periodically.

The various tools firms use to promote (advertising, selling, public relations, publicity, sales promotion, word-of-mouth) are collectively called the promotion mix. What makes promotion effective? The key to successful promotion is listening to customer wants and needs and responding to those wants and needs. Face-to-face communication through personal selling is often the most effective way to do this.

Publicity is more effective than advertising. It can be placed on the front or editorial page where it is more likely to be seen and rarely repeated.

The secret of word-of-mouth promotion is providing products and services that are so good that people cannot help but tell their friends about them.

Sales promotion consists of those marketing activities that stimulate consumer purchasing and dealer interest by means of such things as displays, exhibitions, and contests.

Sales promotion is not the same as promotion. Promotion includes personal selling, advertising, and all other elements of the promotion mix. Sales promotion is just one part of the promotion mix.

Personal selling is the face-to-face presentation and promotion of products and services plus the searching out prospects and follow-up service.

3. Answer the following questions:

1. What is marketing communication?

2. What are marketing communication managers?

3. What are the three parts of marketing communication system?

4. How can you define marketing intelligence?

5. What is marketing research?

6. What is called the promotion mix?

7. What makes promotion effective?

8. What is the secret of a word-of-mouth promotion?

9. What does sales promotion consist of?

10. How do you understand personal selling?

4. Give Ukrainian equivalents of the following:

corporate communication, to respond to, direct marketing, rarely, word-of-mouth, editorial page, briefly, issue management, to stimulate purchasing, demand generation, marcom manager, aspects of trade relations, searching out, promotional mix, positioning, cannot help but tell, sales promotion, online marketing, personal selling, acquisition, constant stream of data, litigation.

5. Give English equivalents of the following:

забезпечувати, перекупник, з багатьох джерел, громадськість, зосереджуватись на, виставка, відповідати завданням, спосіб, певні проблеми, засіб, конкурс, успішний, відповідати бажанням і потребам, судовий процес, більш ефективний ніж, перша сторінка, гарантійне обслуговування, головним чином, безперервний процес, просування товару, віч-на-віч, реклама, процес продажу, здобуття.

6. Match and learn the synonyms:

A: to search out, to term, constant, to include, contest, company, to buy, follow-up, part, to occur, display;

B: to involve, to purchase, next, to appear, exhibition, to define, ongoing, enterprise, to make a research, competition, element.

7. Match and learn the opposites:

A: effective, opposed, rare, direct, to include, demand, various, to occur, formal, on the front of, selling process;

B: indirect, same, supply, buying process, close, often, to disappear, at the back, informal, to exclude, ineffective.

8. Complete the sentences using the proper words from the list below:

marketing communication, publicity, research, data, face-to-face, vital, promotion mix

1.... can be placed on the front or editorial page where it is more likely to be seen and rarely repeated. 2. Promotion includes personal selling and all other elements of the … …. 3. … involves talking with consumers to be sure that the product, price and all other aspects of the trade relationship are what are wanted. 4. Marketing intelligence is a constant stream of... from many sources, many of them unplanned. 5. Communication is one of the most … of all the marketing activity. 6. Marketing … is a formal system for gathering information to learn about specific problems and occurs only periodically. 7. … communication through personal selling is often the most effective way to communicate.

9. Put questions to the words in italics:

1. Marketing intelligence is a constant stream of data from many sources. 2. Marketing communication is primarily concerned with demand generations, product/service positioning. 3. Sales promotion consists of those marketing activities that stimulate consumer purchasing and dealer interest. 4. The various tools firms use to promote are collectively called the promotion mix. 5. Marketing communicators are those who practice advertising, branding, direct marketing, sales and online marketing 6. The key to successful promotion is listening to customer wants and needs. 7. Publicity is more effective than advertising.

10. Find words or expressions in the text which mean the following:

1. are those who practice advertising, branding, direct marketing, sales, sales promotion and online marketing

2. is a constant stream of data from many sources, many of them unplanned.

3. are messages and related media used to communicate with a market.

4. is the face-to-face presentation and promotion of products and services plus the searching out prospects and follow-up service.

5. is a formal system for gathering information to learn about specific problems and occurs only periodically.

6. is providing producers and services that are so good that people cannot help but tell their friends about them.

7. is one part of the promotion mix.

11. Translate into English:

1. Існує три частини системи ринкового зв’язку. 2. Дослідження ринку – це формальна система збору інформації для вивчення певних проблем, які періодично з’являються на ринку. 3. Реклама може бути розміщена на першій сторінці. 4. Ринковий зв’язок є безперервним процесом. 5. Маркетологи використовують різні засоби для просування товару: рекламу, продаж, зв’язки з громадськістю, гласність, усну рекламу, тощо. 6. Ключем до успішного просування товару є врахування потреб і бажань споживачів. 7. Спілкування віч-на-віч через індивідуальний продаж є найкращим шляхом досягнення успіху. 8. Сприяння продажу включає індивідуальний продаж, рекламу та всі інші елементи ринкового комплексу. 9. Яким чином можна вивчити проблеми просування товару, які з’являються на ринку періодично? 10. Виставки, покази та конкурси - це засоби, що стимулюють процес купівлі.

Grammar: Appendix #7

v Modal verbs (can, must, may, to be, to have)

12. Choose the correct variant of the modal verb:

1. I will (be able to search out\be able search out) the consumer market next month. 2. The manager (had to analyze\had analyze) the constant stream of financial data in the company. 3. The secretary (may to type\may type) a protocol of the meeting after she receives all papers. 4. Our partner said he (might to take\ might take) the contract to look through. 5. The PR manager (can to carry on\can carry on) such an important project indisputably. 6. Our employees (were allowed to participate\were allowed participate) in the litigation last week. 7. We (have to stimulate\ have stimulate) consumer purchasing power by means of displays.

13. Put in must or can’t into the following sentences:

1. You have been working all day. You …. be tired. 2. That company … be very successful. It always makes benefits to employees. 3. I’m sure I gave you the document. You … have them. Have you looked near your computers? 4. You’re moving to another selling company. You … be looking forward to it. 5. The situation on the market changes every month during the year, so the owners of the company … have a sufficient profit. 6. Congratulations on signing international contract! You … be very pleased. 7. Our PR manager always travels business class, so he … be short of money.

14. Put the verb in brackets in the proper tense form. Read and translate the following sentences:

1. You (to be to) sign the contract with Japanese partners in May. 2. He (to have to) work overtime as the project was urgent. 3.Our partners (to have to) deal with financial problems last quarter. 4. The project manager himself (to be to) sign all necessary documents for the meeting. 5. According to the contract we (to have to) satisfy payment and delivery terms, but we failed. 6. We (to have to) make some changes in our production during last four years to increase our profit. 7. Our partners (to be to) come an hour ago. I wonder what happened.

15. Fill in the blanks with “may”, “might”, “can”, “could”. Give two variants where possible:

1. I wonder how they … discuss this news. 2. Attention! You … smoke in the lounge hall. 3. … you hear what she is talking about? 4. It … or … not be true. 5. … you lend me $ 1000? 6. The Board of Directors … asks him to be the vice president of the company. He’ll be so pleased! 7. It was so dark in the hall they … see nothing around.

16. Paraphrase the following sentences referring them to the future and to the past:

1. My assistant can help you in your research. 2. We must discuss all points of our meeting in detail. 3. Our new employee may do the work quicker than any other person. 4. You can meet with our foreign colleagues at the airport. 5. They have to think about their promotion campaign. 6. Partners may come and see all changes in the construction. 7. Can you deal with urgent matters yourself?

17. Ask for permission to do smth; give permission to do smth; prohibit an action:

Prompts: to exchange foreign currency at a bank; to do shopping; to promote a new product; to learn specific problems; to hold an exhibition; to do marketing intelligence; to run business; to check the print-out.

18. Translate into English:

1. Ви можете поговорити з менеджером про свої проблеми. 2. Вам дозволять взяти будь-які папери для складання протоколу. 3. Чи зможете ви вести переговори без перекладача? 4. Завтра ви повинні зустріти делегацію наших партнерів з Польщі. 5. Більше не приходьте до нашого офісу без запрошення. 6. Наша компанія змушена була взяти участь у судовому процесі. 7. Чи дозволять нам переглянути документи про злиття компаній? 8. Ми не повинні уникати труднощів у роботі з клієнтами. 9. Роздрібна фірма може надавати послуги після продажу. 10. Вам потрібно бути більш уважними до торгових представників.

UNIT 2

“Advertising is the greatest art form

of the twentieth century”

Marshall McLuhan (1911-1980)-

a Canadian educator, philosopher, scholar,

communication theorist)