foreign partners, international exhibitions, special literature - knowledge of English allows a marketer to reach a new level. Let's discuss the names of specialized specialties, as well as expressions associated with the cornerstones of marketing: product and brand.

brand

In the field of marketing, there are unusually many borrowings from the English language. Is it any wonder that many terms are understandable even without translation. Let's say the phrase " brand image” can be translated in Russian as “brand image”, but even without translation it is clear that we are talking about how the product is perceived by the consumer. Typical usage example: The new lower price of this chocolate doesn't go well with its brand image» («New, more low price this chocolate does not match the brand image”). As can be seen from the context, it means a brand that has traditionally been perceived as a luxury brand.

The same can be said about brand loyalty»: the phenomenon of loyalty, devotion to the brand is understandable intuitively. Surely you yourself have experienced it more than once, coming to the store and habitually choosing a drink, sweets, perfumes or cosmetics of your favorite brand.

At the same time, there are expressions that are difficult to understand without translation. This, in particular, brand equity". In Russian, this term is usually translated as follows: “brand capital”, “brand value”. Need an example? Then remember how willingly people overpay for a bottle of Coca-Cola, ignoring a drink of a little-known brand, which, perhaps, is not inferior in quality. It is from this overpayment that the aforementioned “brand capital”, or “ brand equity».

Let's note a number of "brand" expressions.

Product (product)

The product may belong to different price categories, be targeted at buyers with different capabilities. So, a product designed for the mass consumer belongs to the “mass market” sector (“ mass market product”), and its expensive opposite was called “ prestige product».

In a special group, marketers distinguish the so-called price-sensitive goods (" price-sensitive products"). This means that the demand for them falls markedly when the price rises and increases when it falls.

Another interesting category is interchangeable products, or substitute goods (“ substitute products"). The pharmaceutical market can illustrate this concept: there are a number of drugs created on the basis of the same active substance, but produced by different companies and under different names.

In addition, in a product discussion, you may need the following expressions:

The field of marketing is constantly updated with new English words.

Marketing Professions

The names of many specialties are tracing paper from the English language, and therefore it is not at all difficult to remember them. Suffice it to say, say, brand manager("brand manager"), " director of marketing" ("marketing director"), " copywriter("copywriter"). Interesting case - " graphic designer". The name of the profession will be translated differently depending on the area in which this specialist works: both “graphic designer”, and “printing artist”, and “graphic designer” are acceptable.

Here are a few more professionals who may work in marketing or related fields:

For Marketing Professionals and Managers

Situation:

You are a marketing manager (or are going to become one),

Your manager (or business partner) speaks English but does not speak Russian.

You need to get or update your knowledge in the field of marketing and it is desirable to improve your English.

If this situation sounds familiar to you, then this course is for you.

What are you getting?

1. New ideas and knowledge about marketing
2. Practical tools for their application in the work of a marketer
3. Participate without complexes in meetings on English language for questions marketing activities your company
4. Present your company, product, service in English
5. Go on business trips abroad, to exhibitions, seminars, conferences without an interpreter
6. Everyone is happy with you, you are growing.

How are the classes going?

We present not outdated information, but modern concepts, problems and strategies for applying marketing, illustrating the theory with examples and leaving a significant amount of time for productive discussions. In addition, at each lesson we perform practical exercises on the studied topic.

Sample Program Workshop Topics Marketing in English: towards Advertising agent:

• Copywriting and writing advertising texts
• Marketing in advertising
• Advertising design in interior and exterior
• Development of a creative concept for an advertising product
• Technique and technology of advertising video
• Fundamentals of advertising in the hotel and tourism industry
• Fundamentals of advertising in the beauty and fitness industry
• Fundamentals of advertising in the restaurant business
• Marketing communications in the beauty and fitness industry
• Advertising and public relations

The materials we work with depend on the level of English proficiency. Attention! Perhaps the course is in Russian, and in English - only basic concepts.

Marketing is the business function that identifies customer needs and wants, determines which target markets the organization can serve best, and designs appropriate products, services, and programs to serve these markets. However, marketing is much more than just an isolated business function - it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building value-laden relationships with important customers. The marketing department cannot accomplish this goal by itself. It must team up closely with other departments in the company and partner with other organizations throughout its entire value-delivery system to provide superior value to customers. Thus, marketing calls upon everyone in the organization to “think customer” and to do all they can to help create and deliver superior customer value and satisfaction. As Professor Stephen Burnett of Northwestern puts it, “In a truly great marketing organization, you can't tell who's in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer.”
Although marketing is all around us and we all need to know something about it, most people are surprised to find out that marketing is so widely used. Marketing is used not only by manufacturing companies, wholesalers, and retailers but by all kinds of individuals and organizations. Lawyers, accountants, and doctors use marketing to manage demand for their services. So do hospitals, museums, and performing-arts groups. No politician can get the needed votes and no resort the needed tourists without developing and implementing marketing plans.
People at all levels of these organizations need to know how to define and segment a market and to develop need-satisfying products and services for chosen target markets. They must know how to price their offerings to make them attractive and affordable and how to choose middlemen to make their products available to customers. And they need to know how to advertise and promote products so that customers will know about and want them. Clearly, marketers need a broad range of skills in order to sense, serve, and satisfy consumer needs.
People also need to know about marketing in their roles as consumers and citizens. Because someone is always trying to sell us something, we need to recognize the methods they use. And when students enter the job market, they must conduct "marketing research" to find the best opportunities and develop the best ways to "market" themselves to prospective employers. Many students will start their careers with marketing jobs in salesforces, in retailing, in advertising, in research, or in one of a dozen other marketing areas.
What does the term marketing mean? Many people mistakenly think of marketing only as selling and promotion. And no wonder - every day, people are bombarded with television commercials, newspaper ads, direct mail, and sales calls. It seems that we cannot escape death, taxes, or selling.
Therefore, many people are surprised to learn that selling is only the tip of the marketing iceberg: It is but one of several marketing functions - and often not the most important one. If the marketer does a good job of identifying consumer needs, developing good products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.
Everyone knows something about "hot" products to which consumers have flocked in droves.