Sem. Al II Lea, Limba Engleza, Cursul 1

7/28/2019 Sem. Al II Lea, Limba Engleza, Cursul 1

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FIRST ACADEMIC YEAR

SECOND SEMESTER, 2012-2013

FIRST UNIT

I. UNDERSTANDING MARKETING

Marketing is key to success of any business and must be customer-driven in order

to be effective. Make customers your prime focus and reap the rewards.

Marketing is often confused withpublicity and promotion, but these are just part

of the discipline. Understand all the components of marketing, particularly the central

role that customers play, and you will be a step closer to business success.

Defining marketing. Effective marketing is often described as making what youcan sell, not selling what you can make. Organizations that sell what they can make are

product-led: they make the product first, consider customers afterwards, and see

marketing simply as a means of persuading customers to buy. The most successful

organizations make what they can sell. They are customer-led, creating products andservices in response to customer need.

Analyzing the marketing mix. The marketing mix is a very simple and successful

recipe to follow. Blend its key ingredients product, price, place, and promotion- in the

correct proportions, and you will reap the many benefits of effective, strategic marketing.

Understanding the mix. The marketing mix of product, price, place, andpromotion is known as the Four Ps. Marketing involves developing the right product

(one that meets customer need); setting the right price (one that delivers a profit and

keeps customers happy); getting the product to the right place (where customers can buyit); and promoting it (to encourage customers to buy it). The ingredients of the mix are

the same for all organizations, only quantities vary. Where customers are price-conscious,

for example, price dominates the mix and setting the right prices is vital.

Examining proportions. Devise the right marketing mix and you will maximize

profits. Focus on each element of the mix to determine its importance to your business.

Remember that the mix is not static; the perfect proportions today may not produce the

desired results next year, or even next week. From time to time, you will need to vary the

recipe by reducing prices during quiet periods, for example. There is an interrelationship

between the four ingredients of the mix. If a products price is high, customers will have

high expectations. If advertising and promotional activity are significant, these costs will

have to be recouped in the price.


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Creating the right marketing mix

KEY ELEMENTS FACTORS TO CONSIDER

PRODUCT OR SERVICEBought by customers to meet a need.

Products and services usually fulfill a number of

needs, and is important to identify which ones your

products and services meet.

PRICEA crucial part of the mix, the price must be right if

customers are to buy a product in sufficient

quantities to ensure a profit.

- The right price for quality goods is a fair one.

Price and quality must be balanced successfully.

- Fair does not necessarily mean cheap- set the

price of a product too low and customers may

assume that its quality is inferior.

PLACE

The bridge connecting customers and products,such as a wholesaler, retail outlet, or other

distribution system.

- For some niche businesses, place is not an issue-

enthusiasts and collectors, for example, are willing

to travel long distances to shop.

- The Internet provides a new mechanism for

bringing customers and company together.

PROMOTIONPromotional activity, such as advertising and direct

mail, that informs customers what you have to offer

and persuades them to buy.

- For most enterprises, promotional activity is

essential for attracting customers.

- For businesses that rely on passing trade,

promotion is less important, since the right location

and products will ensure success.

Identifying marketing company types

TYPE OF COMPANY CHARACTERISTICS

FOREFRONTER

Consistently anticipates customers needs and

gets its products to the market first.

Innovative and proactive. This type oforganization truly understands marketing. It

invests in research and product development

and devises innovative solutions.

FOLLOWER

Dislikes taking risks. Prefers to play it safe andsee which way the market will go before

deciding whether to take any action.

Lacks pioneering spirit. This type of company

might attain success, but its attitude will always

limit achievement. A more proactive approach

would improve marketing success.

FOSSIL

Has always conducted business in the same

way and sees no reason to change.

Conservative, insular, and complacent. Such

organizations need to develop a more outward

focus. Activity must be driven by customer

need, not company habit and tradition.


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Creating the right image. Look at the various aspects of your business that

customers use to form their view of you. These might include your premises, thetelephone manner of staff, and your publicity materials. Examine each of them in detail

and work out what kind of image is being conveyed to your customers. Is that the imageyou want to put across? If not, draw up a plan of action for bringing your desired image

into line with your actual image.

Fitting PR into the mix. Public relations (PR) is often regarded as the fifth P of

the marketing mix, standing for perception. A good image is a prerequisite for successful

marketing. An attractive product at the right price will not guarantee a sale. Customers do

not like to buy from companies with poor reputations. Use PR techniques to enhance

your image and shape positive customer perceptions. Consider ways of boosting yourimage: perhaps your organization could support or sponsor a charity, a worthwhile cause,

or local venture, for example.

Collecting data. Many organizations have huge customer bases, but it is those

who respond to customers needs to be treated as individuals who are most likely tosucceed. By collecting and processing customer data to produce a customer profile and

identify customer segments, you can tailor-make products and services for particular

groups of key customers. Meet identified customer need and you will sell more products

and lose fewer customers. A better understanding of your customers will also enable youto target publicity more accurately.

Identifying sources of information

SOURCE FACTORS TO CONSIDER

COMPANY RESOURCES

Includes invoices, dispatch notes, mailing

lists, and sales statistics.

Existing information can often providevaluable marketing intelligence, such as

size of purchase, date of last purchase, and

geographic location of customers.

CUSTOMER INTERRACTION

Includes face-to-face surveys and focusgroups.

A good way of eliciting qualitativeinformation about your customersmotivations. Explain that their insights will

help you to develop products and servicesto meet their needs.

CUSTOMER FEEDBACK

Includes comment cards and feedback via

your Web site.

Create as many channels as possible for

customers to give you their views. Ask

what they think about your products and

services.

STATUTORY BODIES

Regulatory bodies holding data on

company performance and finances.

Use statutory sources of information to

build a company profile of your typical


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customer based on factors such as size orturnover. Use this data to target similar

companies.

II. Prepositions in Combinations

There are a number of words (verbs, nouns, and adjectives) which are normallyaccompanied by certain prepositions. What follows is a short list of some of the most useful of

these, as well as some of the most useful prepositional phrases:

a) Prepositions following verbs:About to be concerned about; to boast about; to laugh about

Against to insure against; to lean against; to protest against

At to glance at; to guess at; to hint at; to laugh at; to marvel at; to stare at; to

throw at;

In to believe in; to confide in; to delight in; to involve in; to result in; to specialise

in; to succeed in;

For to apologise for; to beg for; to care for; to blame somebody for something; to

charge for; to mistake for; to pay for;

From to benefit from; to derive from; to die from; to differ from; to expel from; to

hear from; to refrain from; to result from; to suffer from; to translate fromOf to accuse of; to boast of; to consist of; to die of; to dispose of; to hear of; to

remind of; to suspect of

To to attribute to; to contribute to; to commit (oneself) to; to confess to; to date

back to; to listen to; to prefer to; to react to; to be resigned to

On

to base on; to blame something on somebody; to comment on; to concentrate

on; to congratulate on; to decide on; to depend on; to insist on; to operate on;

to pride oneself on; to rely on

With to be acquainted with; to charge with; to coincide with; to comply with; to be

concerned with; to be crammed with; to deal with; to be faced with

b) Prepositions following adjectives:

About annoyed about; anxious about; certain about; excited about; right about; sorry

about; upset about

At angry at; annoyed at; to be bad/ good at; surprised at

By accompanied by; bored by; shocked by; surprised by

For early for; famous for; late for; responsible for; sorry for

From different from; safe from

In experienced in; interested in; rich in


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Of afraid of; ashamed of; aware of; capable of; characteristic of; conscious of;fond of; full of; good of; irrespective of; jealous of; worthy of

On keen on

To accustomed to; addicted to; allergic to; attentive to; grateful to; kind to;immune to; indifferent to; married to

With angry with; annoyed with; bored with; busy with; delighted with; familiar with;

obsessed with; pleased with

c) Prepositions following nouns:

At amazement at; surprise at

In interest in

On comment on; effect on; emphasis on; impact on; influence on

Over in disagreement over; in dispute over

For admiration for; cute for; respect for; responsibility for; room for; sympathy for

To attitude to; damage to; exception to; solution to; witness to

With contrast with; dispute with; quarrel with; relationship with

d) Prepositional phrases

After after all

At at all costs; at any rate; at fault; at first; at the first attempt; at first sight; at the

end; at hand; at last; at large; at least; at a loss; at the moment; at a profit

Beyond beyond belief

By by accident; by heart; by mistake; by the time; by surprise; by the way

For for fear of; for granted; for ones sake; for the sake of; for the time being;

In

in advance; in answer to; in any case; in blossom; in charge of; in comparison

with; in conclusion (to); in danger; in the dark; in difficulty; in debt; in doubt;

in fact; in fashion; in earnest; in the end; in good condition; in harmony; in

honour of; in jeopardy; in the meantime; in practice; in recognition of; in reply

to; in short; in theory; in time; in no time (at all); in trouble

On on average; on a regular basis; on behalf of; on condition; on the contrary; on

a farm; on loan; on offer; on the phone; on purpose; on the radio; on

television; on time; on the verge of; on the whole

Out of

out of breath; out of control; out of danger; out of date; out of fashion; out of

focus; out of practice; out of all proportion; out of the question; out of reach;

out of time; out of work

Under under age; under arrest; under the circumstances; under the impression; under

the influence of; under pressure; under repair; under stress

With with the exception of; with a view to

Within within minutes; within reach

Without without delay; without exception; without fail; without warning


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III. The following pairs of sentences are synonymous in meaning. Fill in the space in

the second sentence.

1. The mechanic was always giving useful instructions to the people having problemswith their car.

The people having problems with their caruseful instructions by the

mechanic.

2.You may not remove any tools from the archaelogical site.No tools .from the archaelogical site.

3. The company has offered its collaborators a ten-day holiday in a five-star hotel in

Orlando.The companys collaboratorsa ten-day holiday in a five-star hotel in

Orlando.

4. They had collected all the fragmented parchments and had taken them to Rome to be

studied by the Vaticans scholars.The fragmented parchmentsto Rome to be studied by the Vaticans

scholars.

5. The owners must urgently notify the insurance company.The insurance company..by the owners.

6. They are leaving a lot of their friends behind when they are forced to abandon the

territory.

A lot of their friendsbehind when they are forced to abandon theterritory.

7. You can never rely on people who are absent-minded.People who are absent-minded.

8. Next week the workers will elect a new trade union leader.Next week a new trade union leader .by the workers.

9.With all due respect, your nephew couldnt have painted this since hes just five.With all due respect, thisby your nephew since hes just five.

10.Im going to congratulate the winners, they fully deserve it.

The winners, they fully deserve it.

11. The judge made the thief think about the deed before he cleared him of attempting to

steal the money.The thiefabout his deed before heof attempting to steal the

money.


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V. Form the lexical family of the following words:

high

aware

deep

power

energy

explain

entertain

pursuit

understand

competition

rely

apologize

hinder

inhabit

reason

redeem

threat

breath

account

persuade


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VI. Rephrase the sentences below to includehave/ get (have/ get something done):

1. Well ask somebody to change the lock of the office door so nobody could get in

without our permission.2. The editor-in-chief told his men to print the newspaper before the news of the

explosion reached the office.

3. My uncle found that his house had been broken into while he was out last night.

4. Has your dark suit arrived from the dry-cleaner?

5. I wont allow you to turn my room into a warehouse.

6. After you finish digging up the garden, can I have a word with you?

7. Do you think she had found somebody to paint the house before she sold it?

8. By the time I got to the shop they had closed so I couldnt give them the film todevelop.

9. It wont take us more than a day to finish clearing out the mess in the garage.

10. They have bought a holiday house and a man is now planting trees in the garden.

VII. You are going to read two texts on work. For questions 1-4, answer with a word

or short phrase. You do not need to write complete sentences. For question 5, write

a summary according to the instructions given.

A Whether we are damning the impact of work on our health, our families, our

time, or celebrating its new-found flexibility, rewards and opportunities,

people are talking, writing and thinking about work like never before. Thiswork fixation springs from a series of profound changes in the nature of

employment, all of which push work more deeply into our individual lives,

our families and our communities. Work has become an important personalidentity tag, supplanting the three traditional indicators of our uniqueness

place, faith and blood.

As geographical roots have weakened, religious affiliations have diminished

and the extended family has dispersed, how we spend our labouring hours

has become a window into our souls. This trend reflects and reinforces a

desire for work which brings personal fulfilment for work we are proud of.

We want our work to demonstrate our individuality, not box us into astereotype.

The ability - or requirement- to create our own working life, rather than

having it laid out for us by a corporate parent-replacement is another reason

for our renewed interest in work. While job security was once based on one

employer, or at east one set of skills, security now comes from an ability tomove with the times. The young are in the vanguard of the do-it-yourself

career-makers. In the US, the average 32-year-old has had nine jobs. In the

UK, one in four youngsters want to work for themselves. This generation has

seen for itself that a clever and skillful employee can call the shots. It is

exhausting but it can be liberating, too.

line 8

line 19line 20


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1. What importance does the author attach to the three traditional indicators of our uniqueness

(line 8)?

2. Explain in your own words what is meant by the phrase are in the vanguard of the do-it-yourself career-makers (lines 19-20).

B Women will shortly outnumber men in the UK labour force, and have been

flooding into work for the past few decades. The real impact of this seismic

social and economic shift has been to increase the importance of work in all

our lives. When the roles of breadwinner or homemaker were segregated by

gender, the female half of the population was, by and large, excluded from

conversations about work that was mens talk. Now women talk and care

about work as much as men. The nature of the jobs now done by women has

also pushed work up the agenda. In 1911, 39 per cent of Britains workingwomen were domestic servants, now they are knocking at the boardroomdoor. There are currently more women than men studying to be doctors and

lawyers.

The increase in the numbers of women at work has also changed the

atmosphere of the workplace and helped to create a more natural and

sociable environment than the offices and factories of the past. The arrival of

women has coincided with an increase in the levels of personal interaction atwork. This reflects not only the influence of women, but also a shift in the

nature of work, away from manufacturing and towards services that need a

human touch and where communication skills are far more highly valuedthan they were in previous generations. So, while the working day is not

filled with enjoyable interaction for everyone, there is no questioning the

fact that for most people, most of the time, work is better now- which

inevitably makes it more valuable.

line 3

line 4

line 16

line 17

3. What phrase later in paragraph 1 echoes the mention in lines 3 to 4 of this text of theincreasing importance of work?

4. What reflects the influence of women (lines 16-17)?

5. In a paragraph of between 50 and 70 words, summarise in your own words as far aspossible, the ways in which the role and nature of work has changed.

Sem. Al II Lea, Limba Engleza, Cursul 1

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