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реферат на тему: Методичка по Английскому языку для экономистов

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about their services, as do insurance companies especially in the way of proposal forms. 24. Special characteristics Financial advertising in the press, and especially the business press, tends to occupy large spaces and contain detailed information necessary to explain schemes and achieve confidence. The emphasis is generally on benefits which are usually represented by figures such as interest rates and returns on investments. Profit, benefits, security, confidence, credibility and reputation are the keynotes of the copy appeals.

Recruitment advertising 25. Introduction This form of advertising aims to recruit staff (including personnel for the police, armed forces and other services) and may consist of run-on classified advertisements or displayed classified, although other media such as radio and television are sometimes used. 26. Different kinds Recruitment advertising is mainly of two kinds, that inserted by employers whether identified or using box numbers, and that placed by employment or recruitment agencies which have been commissioned to fill vacancies. 27. Media of recruitment advertising Except for the occasional recruitment advertisement on radio and television, the media are mainly made up of the following categories of press. (a) National newspapers. Different newspapers appeal to different target groups, e.g. the managerial advertisements in the Daily Telegraph and Sunday Times and the teacher advertisements in the weekly education feature in the Guardian and the Independent. (b) Trade, technical and professional journals. These are the more obvious market-places for recruitment advertising addressed to those with special skills, qualifications and experience. (c) Regional press. Local dailies and weeklies are used to advertise jobs offered by local employers. (d) Free publications. A number of freely distributed publications gain their revenue chiefly from recruitment advertising, e.g. those which are distributed in the street to office workers such as secretaries. Recruitment advertising is also featured in the free newspapers delivered weekly to homes. 28. Special characteristics The art of recruitment advertising is to attract the largest number of worthwhile applications at the lowest possible cost. The advantage of using a recruitment or selection agency is that applications can be obtained discreetly and they can be screened to provide employers with a short list of the best candidates. Two skills have to be applied. The advertisements must be so worded that they both sell the job and attract the best applicants, while correct choice of media will bring the vacancy to the notice of the largest number of good applicants as economically as possible.

The Higher Purpose of Marketing

What is the higher purpose of marketing? What should an enlightened marketer try to accomplish? This question is raised because managers sometimes lose sight of their ultimate goals and settle for short-term gains of dubious benefit to themselves and others. When they lose a sense of higher purpose, their work becomes unsatisfying and their attitude cynical. The most common view is that the marketer's goal is to maximize the market's consumption of whatever the company is producing. In this view, the marketer is a technician who engineers sales gains. Marketing success means selling more and more gum, cars, and ice cream bars as if the consumer were a huge consumption machine that must constantly
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be stuffed with goods and services. Even if consumers don't want this much consumption, it is good for the economy and creates jobs. Yet Adam Smith observed that hunger is limited by the size of the human stomach. More generally, people will eventually run out of time to consume all that they could buy. They may rebel against overeating and overdressing, and start thinking "enough is enough" or even "less is more." Frederick Pohl wrote a science-fiction short story, "The Midas Touch," in which factories are completely automated and the goods roll out continuously and people consume as much as they can in order not to be buried under the goods. In the story, ordinary people are given high consumption quotas, while the elite are excused from having to consume so much. Furthermore, the elite are given the few jobs that are still left to do, so that they don't have to face the bleakness of no work. A sounder goal for the marketer is to aim to maximize consumer satisfaction. The marketer's task is to track changing consumer wants and influence the company to adjust its mix of goods and services to those that are needed. The marketer makes sure that the company continues to produce value for the target customer markets. Even consumer satisfaction, however, is not a complete goal for the marketer. The act of creating "goods" to satisfy human desires also creates some "bads" in the process. Every car that is produced satisfies a transportation need and at the same time contributes to the level of pollution in society. The economist Kenneth Arrow noted that high gross national product also means high gross national pollution. The sensitive marketer has to take responsibility for the totality of outputs created by the business. First, the marketer is a member of the public and therefore victimizing himself to some extent. Second, the society has spawned consumerists, environmentalists, and other public-action groups, who make life difficult for those firms that are indifferent to the "bads" they create in the process of pursuing profits. Ultimately, the enlightened marketer is really trying to contribute to the quality of life. The quality of life is a function of the quantity and need-satisfying quality of goods and services, the quality of the physical environment, and the quality of the cultural environment. Too often the firm rests its case on its ability to produce great quantities of goods and services and does not pay enough attention to its impact on the other components of life quality.

Marketing

Marketing is the cornerstone discipline of some of the most successful companies in America and a discipline of growing interest to companies and nonprofit organizations throughout the world. All organizations face the problem of how to increase value for target markets that are undergoing continuously changing needs and wants. Organizations must thoughtfully define their products, services, prices, communications, and distribution in a way that meets real buyer needs in a competitively viable way. That is the task of marketing. Although selling is a very old subject, marketing is a relatively new subject. It represents a higher-order integration of many separate functions - selling, advertising, marketing research, new-product development, customer service, physical distribution - that impinge on customer needs and satisfaction. Many organizations at first resist marketing because it threatens vested interests

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