ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα Business English Ενότητα # 4 : Marketing Ευαγγελία Κουτσογιάννη Τμήμα Διοίκησης Επιχειρήσεων
Άδειες Χρήσης Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες χρήσης Creative Commons. Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης αναφέρεται ρητώς. 2
Χρηματοδότηση Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια του εκπαιδευτικού έργου του διδάσκοντα. Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει χρηματοδοτήσει μόνο την αναδιαμόρφωση του εκπαιδευτικού υλικού. Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό Κοινωνικό Ταμείο) και από εθνικούς πόρους. 3
Σκοποί ενότητας In this section you will understand the meaning of marketing acquire specific vocabulary related to marketing strategy, market research, and marketing mix learn business English collocations (verb+noun) practise verbs followed by ing form or infinitive 4
Marketing 5
What is Marketing? Marketing starts from a particular view which says that a firm is there to satisfy customer needs for products or services, at a profit to itself. In this respect marketing s main task is to gather and process information about the market, e.g. distribution methods, product selling, advertising methods, and consumer wants. To acquire this information the marketing people conduct a market research. 6
What is Marketing? Glossary market: a group of individuals or organizations that have needs for products and the ability, willingness, and authority to purchase such products/ αγορά satisfy: make contented; give sb what they want or need/ ικανοποιώ customer: person who buys things / πελάτης gather : obtain gradually; gain little by little/ συγκεντρώνω process: work on sth/επεξεργάζομαι consumer: person who uses goods/ καταναλωτής 7
Market Research Market (or marketing) research is the process of systematically gathering, recording, and analyzing data concerning a marketing problem. There are two main methods: the quantitative and the qualitative research. The former deals with numbers. It measures how many of us will do or will not do something. It uses interviews and/or questionnaires to show the changes and the direction of the market. Qualitative research deals with the feelings which people have about their needs in relation to various products; it uses group discussion techniques. 8
Market Research Glossary data: (pl of datum) facts; information prepared for and operated on a computer programme/ στοιχεία, δεδομένα qualitative: relating to quality (high degree of worth)/ ποιοτική έρευνα quantitative: relating to quantity (the property of things which can be measured)/ ποσοτική έρευνα interview: meeting with sb for formal consultation or examination/ συνέντευξη questionnaire: list of questions to be answered by a group of people, esp for a survey/ ερωτηματολόγιο 9
Marketing Strategy 10
A marketing strategy is a plan that will enable an organization to make the best use of its resources and advantages to meet its objectives. A marketing strategy consists of the selection and analysis of a target market and the development of an appropriate marketing mix to satisfy a particular target market. 11
Target Market A target market is a group of persons for whom a firms develops and maintains a marketing mix suitable for the specific needs and preferences of that group. In selecting a target market, marketing managers examine potential markets and direct their attention toward a particular segment of the total market for their products. The process of dividing the market into segments is called market segmentation. The division of consumers into groups is based on specific characteristics they share which may influence their purchase of a product. The characteristics used to segment the market are demographic, such as age, income, gender, race, level of education; geographic, such as climate, city size, population density, and psychometric, such as tastes, values and attitudes. 12
Target Market Glossary target market: any market aimed at/ αγορά στόχος marketing mix: the activities that constitute a basic marketing tool/μίγμα μάρκετινγκ potential: that can or may come into existence or action/ ενδεχόμενος, εν δυνάμει preference: the favouring of a product more than another/ προτίμηση influence: have an effect on / επηρεάζω market segmentation : the division of consumers into groups according to specific characteristics they share/ κατάτμηση της αγοράς attitude: way of feeling, thinking or behaving/ στάση, γνώμη 13
Marketing Mix According to the results of the market research a firm can manufacture a product. When the product is designed and manufactured the firm must let customers know that the product has been produced. This activity is called promotion. Then the firm must get the product to the customers. This activity is termed distribution. Finally, the firm must consider its profit which is related to the product s price. This activity is called pricing. These four activities constitute a basic marketing tool known as the marketing mix. 14
Marketing Mix Glossary product: anything in a market that can be legally offered for sale (physical goods or services)/ προιόν promotion: publishing one s products / προώθηση distribution :the transfer of goods from the producer to the consumer/ διανομή pricing: setting a product s price: the amount of money that a seller is willing to accept in exchange for a product / κοστολόγηση 15
Τέλος Ενότητας