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Kurs: -- English - Business English

Modul: Marketing

Autor: prof. Gordana Matorkić

Naziv jedinice: What Is Marketing

Materijali vezani uz ovu lekciju:

- Test what is marketing
- What Is Marketing (PDF dokument)

by Jan Welborn-Nichols


What exactly is marketing and why is it important to you as an entrepreneur? Simply stated, marketing is everything you do to place your product or service in the hands of potential customers. It includes diverse disciplines like sales, public relations, pricing, packaging, and distribution. In order to distinguish marketing from other related professional services, S.H. Simmons, author and humorist, relates this anecdote.

"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is - that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations."

You might think of marketing this way. If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade.

Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives. Yet the most brilliant strategy won't help you earn a profit or achieve your wildest dreams if it isn't built around your potential customers. A strategy that isn't based on customers is rather like a man who knows a thousand ways to make love to a woman, but doesn't know any women. Great in theory but unrewarding in practice.

If you fit the classic definition of an entrepreneur (someone with a great idea who's under-capitalized), you may think marketing is something you do later -- after the product is developed, manufactured, or ready to sell.

Though it may feel counter-intuitive, marketing doesn't begin with a great idea or a unique product. It begins with customers - those people who want or need your product and will actually buy it.

Entrepreneurs are in love with their ideas, and they should be. After all, why would anyone commit their energy, life savings, and no small part of their sanity to anything less than a consuming passion. Because entrepreneurs are passionate about their idea, product, or service, they innocently assume other people will feel the same. Here's the bad news - it just doesn't work that way!

People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions. So, turn to the customers – that's where it all begins.


Marketing Strategies | Marketing Strategy | Marketing Plan | SimplySell®




Nouns (imenice):Verbs (glagoli):
entrepreneur - preduzetnik
sale - prodaja
public relations - odnosi sa javnošću
pricing - određivanje cena
distribution - distribucija, raspodela
resources - izvori, sredstva
objective - cilj
savings - ušteđevina
sanity - razum
perception - poimanje, percepcija
state - reći, saopštiti
place - staviti
distinguish - razlikovati, razdvojiti
allocate - rasporediti
achieve - dostići, postići
manufacture - proizvoditi
develop - razviti
commit - posvetiti
assume - pretpostaviti
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
diverse - različit
related - srodan, u vezi sa
unrewarding - beskoristan
under-capitalized - bez dovoljno sredstava, kapitala
in order to - da bi



Nouns (imenice):Verbs (glagoli):
entrepreneur – businessman or businesswoman, tycoon, director, executive
sale – selling, marketing, dealing, trading
distribution – delivery, mailing, transport, transportation, handling
resources – assets, means
objective – purpose, aim, goal, end
savings – fund
sanity – common sense, sense, reason, rationality
perception – understanding, intelligence, observation, awareness
state – say, tell
place – set, establish
distinguish – differentiate, determine, separate
allocate – assign, grant, distribute, designate, set aside
achieve – accomplish, reach, fulfill, gain
manufacture – make, build, produce, construct
develop – establish, set up, promote, generate
commit – give, deliver, engage, deposit, hand over, commend, entrust
assume – presume, think, believe, expect, accept, suppose, guess
Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
diverse – different, differing, various
related – associated, linked, accompanying, connected



Nouns (imenice):Verbs (glagoli):

entrepreneur - employee

distribution - collection, gathering

resources - debt

savings - debt, loss

sanity - insanity

perception - misconception

 state - be quiet, listen, suppress

place - disestablish, displace

distinguish - allow, combine

allocate - hold, keep, withhold, keep together

achieve - give up, ignore, neglect

manufacture - destroy, ruin, separate

develop - ignore, neglect, ruin

commit - fail, idle, give up

assume - disbelieve, disregard,ignore

Adjectives and adverbs
(pridevi i prilozi):
Prepositions and conjunctions
(predlozi i veznici):
diverse - similar, alike

related - unrelated, irrelevant, unsuitable

unrewarding - useful, profitable

in order to - da bi

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