Цели и задачи дисциплины. 3
Скачать 394.09 Kb.
|
Text № 8 Что такое маркетинг Что означает термин «маркетинг»? Некоторые полагают, что маркетинг – это всего лишь реклама и продажа. И неудивительно: каждый день на нас обрушиваются сотни телевизионных рекламных роликов, объявлений в газетах, рекламы по почте и звонков агентов по продажам. Похоже, невозможно избежать смерти, налогов и навязанных продаж. Однако продажа и реклама – это только верхушка маркетингового айсберга. Хотя эти два компонента очень существенны, они не более, чем составные части маркетингового комплекса, к тому же, зачастую не самые важные. Если специалист по маркетингу немало потрудился над тем, чтобы понять потребности клиента, создал товар, который представляет собой высшую потребительскую ценность, назначил разумную цену, правильно распространял товар и его рекламировал, то продать такой товар будет очень легко. Text № 9 Определение маркетинга Каждый слышал о так называемых ходовых товарах. Когда Sony создала свой первый плеер Walkman, Nintendo предложила первую игровую приставку, а The Body Shop выпустила свою уникальную косметику, на эти товары поступило огромное количество заказов. Это объясняется тем, что компаниям удалось предложить «нужные» товары. Не просто товары, которые многим хотелось бы приобрести, а товары, открывающие новые возможности. Питер Друкер, один из ведущих теоретиков менеджмента, утверждает: «Цель маркетинга – сделать усилия по сбыту ненужными. Цель маркетинга – узнать и понять клиента настолько, чтобы товар или услуга точно соответствовали его требованиям и продавали себя сами». Таким образом, продажа и реклама являются лишь частью довольно сложного маркетингового комплекса – набора средств маркетинга, воздействующих на рынок. Маркетинг – это социальный и управленческий процесс, с помощью которого отдельные лица и группы лиц удовлетворяют свои нужды и потребности благодаря созданию товаров и потребительских ценностей и обмена ими друг с другом. Text№ 10 Понятие «нужды» в маркетинге. Основополагающее понятие маркетинга – нужды человека. Нужда – это испытываемый человеком недостаток в чем-либо необходимом. У людей множество самых разнообразных нужд. Их можно разделить на физические – нужда в пище, одежде, тепле и безопасности; социальные – в общении и привязанностях; индивидуальные – потребности в знаниях и самовыражении. Эти нужды не изобретены маркетологами, они обусловлены человеческой природой. Когда нужда не удовлетворена, человек делает одно из двух: 1) либо ищет средство, с помощью которого нужду можно удовлетворить; 2) либо старается снизить потребность в ее удовлетворении В промышленно развитых странах люди стараются найти или создать предметы, чтобы ими удовлетворить возникшие потребности. В менее развитом обществе они стараются умерить свои желания или удовлетворяют их с помощью предметов, имеющихся в их распоряжении. Текст №11 The price of advertising. By George F. Will. Advertising, which is as American as French fries, English muffins and Chinese takeout, saturates society with an incessant barrage. Most people develop mental filters to soften the sensory blitzkrieg, lest they go bonkers, and they respond to the barrage with boredom, which is a kind of criticism. However, bored or not by advertising that assails eye, ear or even nose (some magazines contain scent strips advertising colognes), people are collaborating with a perpetrators of it. So argues James Twitchell in an essay published in WQ, the invaluable quarterly of the Woodrow Wilson International Center of Scholars. Mr. Twitchell, who teaches English at the University of Florida, should not expect thanks for pointing out that people are paying for advertisement twice. They pay in the price of the product advertised, and they pay in the form of the attention they pay to the advertisements. Advertising agencies exist to rent (зд. Sell) our attention to people with goods or services to sell. Try to think when your attention is not rented. Many college’s sports teams have Nike’s swooshes on their jerseys. Soft drink and other companies pay for “Product placement” in movies. When you are put on hold (зд. ожидание, пауза) on the telephone you often are plied with commercial communications, which is also appear in urinals, on grocery store shopping carts, on video screens attached to Stair Masters in gyms, in the first five minutes of rented movie videos. Money or Attention? Twitchell notes that public television has swarms of advertisements identified by the delicate euphemism “underwriting announcements” and museum exhibits bear the logos of sponsoring corporations. “At the Smithsonian”, Twitchell writes “the Orkin Pest Control Company sponsored an exhibit on exactly what it advertises it kills: insects”. Twitchell is not scandalized by these transactions, which is what they are. We give attention; we get things – from television programs to museum exhibits – not really “free” but cheaper that we otherwise would. “Given the choice between paying money and paying attention, we prefer to pay attention”. This is similar to other routine transactions. At McDonald’s you go the counter to order, carry out your food to the table and clean up when finished, all in exchange for lower prices. You fill your own tank at the gas station for the same reason. And consuming ads is the “work” you do to lower the price of entertainment. Twitchell calls it that because it does not just entertain, it enculturates you. Текст №12 Too much choice? Mass production gives us products that are barely distinguishable (Miller or Bud? Crest or Colgate?) until advertising infuses (fills) them with meaning. Grocery stores which two decades ago stocked 9,000 items now stock 30,000, Revlon makes 177 shades of lipstick, Crest comes in dozes of sizes, shapes and flavors. So billions of dollars are spent on advertising, largely to influence largely inexplicable, or at least barely rational, choices about these things. So it must be, Twitchell argues, when goods are interchangeable and in surplus (в изобилии, в избытке), and consumers have enough, disposable time and money to consume both the ads and products. Twitchell has robust contempt for the intelligentsia’s “downright supercilious” understanding of consumption, particularly the notion that, were it not for advertising, people would not want things. Our love of things, says Twitchell, is part of our nature; it was the cause, not the consequence, of the Industrial Revolution. Just as Orwell said there are some ideas so nutty that only an intellectual can believe them, Twitchell argues that only a professoriate, housed in institutions of higher learning far from the marketplace, can entertain the hazy idea of a bygone golden age when people had pure and only natural needs. Want a glimpse of the future? Twitchell says you’ve already had one if you have seen MTV, the Home Shopping Network or “infomercials”. Or if you had read magazines like Sony Style or Colors of Benetton that, unlike many women’s magazines which blur the line between advertising and editorial content, erase that line. Today’s sweep of advertising is the democracy of the marketplace, what Twitchell calls “the application of capitalism to culture: dollars voting”. Where it will sweep next? Perhaps advertisements in books, where they once were. Twitchell recalls that in the late 1940s, Dr. Spock fought Pocket Books to have cigarette ads removed from his baby care book. Books might remain one of the last redoubts of advertisement-free America, because Twitchell says, “the prime audience for advertisers, namely the young, is functionally illiterate”. That good news about books contains the bad news: books do not have a bright future. Useful vocabulary: Muffins – тип кекса; Takeout = take-out food; Lest they go bonkers – to go crazy (nuts); Saturates = infuses; fills with; Barrage – вал; Assails = attacks; Nike swoosh – the company emblem («загогулина»); Stair Master – gym equipment in form of moving steps; Swarms = lots of; Underwriting – зд. оплаченные; Robust = healthy; Downright supercilious = totally contemptuous; Entertain – зд. have; Bygone = long gone; Blur – зд. размывают; Prime – best (ср. prime time, «прайм тайм» ТВ) Текст №13 Speculation in finance In finance, speculation is a financial action that does not promise safety of the initial investment along with the return on the principal sum. Speculation typically involves the lending of money or the purchase of assets, equity or debt but in a manner that has not been given thorough analysis or is deemed to have low margin of safety or a significant risk of the loss of the principal investment. The term, "speculation," contrasts with the term "investment," which is a financial operation that, upon thorough analysis, promises safety of principal and a satisfactory return. In a financial context, the terms "speculation" and "investment" are actually quite specific. For instance, although the word "investment" is typically used, in a general sense, to mean any act of placing money in a financial vehicle with the intent of producing returns over a period of time, most ventured money—including funds placed in the world's stock markets—is actually not investment, but speculation. Speculators may rely on an asset appreciating in price due to any of a number of factors that cannot be well enough understood by the speculator to make an investment-quality decision. Some such factors are shifting consumer tastes, fluctuating economic conditions, buyers' changing perceptions of the worth of a stock security, economic factors associated with market timing, the factors associated with solely chart-based analysis, and the many influences over the short-term movement of securities. There are also some financial vehicles that are, by definition, speculation. For instance, trading commodity futures contracts, such as for oil and gold, is, by definition, speculation. Short selling is also, by definition, speculative. Financial speculation can involve the buying, holding, selling, and short-selling of stocks, bonds, commodities, currencies, collectibles, real estate, derivatives, or any valuable financial instrument to profit from fluctuations in its price, irrespective of its underlying value. Some speculation is necessary and unavoidable, for in many common-stock situations, there are substantial possibilities of both profit and loss, and the risks therein must be assumed by someone." Many long-term investors, even those who buy and hold for decades, may be classified as speculators, excepting only the rare few who are primarily motivated by income or safety of principal and not eventually selling at a profit. Speculating is the assumption of risk in anticipation of gain but recognizing a higher than average possibility of loss. The term speculation implies that a business or investment risk can be analyzed and measured, and its distinction from the term Investment is one of degree of risk. It differs from gambling, which is based on random outcomes. There is nothing in the act of speculating or investing that suggests holding times, have anything to do with the difference in the degree of risk separating speculation from investing Текст №14 Overview of issues in business ethics General business ethics This part of business ethics overlaps with the philosophy of business, one of the aims of which is to determine the fundamental purposes of a company. If a company’s main purpose is to maximize the returns to its shareholders, then it could be seen as unethical for a company to consider the interest and rights of anyone else. Corporate social responsibility or CSR: an umbrella term under which the ethical rights and duties existing between companies and society is debated. Issues regarding the moral rights and duties between a company and its shareholders: fiduciary responsibility, stakeholder concept v. shareholder concept. Ethical issues concerning relation between different companies: e.g. hostile take-overs, industrial espionage. Leadership issues: corporate governance. Political contributions made by corporations. Law reform, such as the ethical debate over introducing a crime of corporate manslaughter. The misuse of corporate ethics policies as marketing instruments. Professional ethics Professional ethics covers the myriad practical ethical problems and phenomena which arise out of specific functional areas of companies or in relation to recognized business professions. Ethics of accounting information Creative accounting, earnings management, misleading financial analysis. Insider trading, securities fraud, bucket shop, forex scams: concerns (criminal) manipulation of the financial markets. Executive compensation: concerns excessive payments made to corporate CEO’s. Bribery, kickbacks, facilitation payments: while these may be in the (short-term) interests of the company and its shareholders, these practices may be anti-competitive or offend against the values of society. Cases: accounting scandals, Enron, WorldCom Ethics of human resource management The ethics of human resource management (HRM) covers those ethical issues arising around the employer-employee relationship, such as the rights and duties owed between employer and employee. Discrimination issues include discrimination on the bases of age (ageism), gender, race, religion, disabilities, weight and attractiveness. See also: affirmative action, sexual harassment. Issues surrounding the representation of employees and the democratization of the workplace: union busting, strike breaking. Issues affecting the privacy of the employee: workplace surveillance, drug testing. See also: privacy. Issues affecting the privacy of the employer: whistle-blowing. Issues relating to the fairness of the employment contract and the balance of power between employer and employee: slavery. Indentured servitude, employment law. Occupational safety and health. |
Похожие:
 | Учебно-методический комплекс опд. Ф. 12 Социальная педагогика (указывается... Для реализации поставленной цели необходимо последовательно решить следующие основные учебные задачи | | 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке специалиста (с учетом квалификационных требований фгос) |
| 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке бакалавра (с учетом квалификационных требований фгос) | | 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке магистра (с учетом квалификационных требований фгос) |
| 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке бакалавра, специалиста (с учетом требований фгос) | | 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке специалиста (с учетом квалификационных требований гос) |
| 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке бакалавра (с учетом квалификационных требований гос) | | 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке бакалавра, специалиста (с учетом требований фгос) |
| 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке бакалавра, специалиста (с учетом требований фгос) | | 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке специалиста (с учетом квалификационных требований гос) |
| 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке бакалавра, специалиста (с учетом требований фгос) | | 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке бакалавра (с учетом квалификационных требований фгос) |
| 1. Цели и задачи дисциплины Цель, задачи дисциплины, ее место в подготовке магистра (с учетом квалификационных требований фгос) | | 1. Цели и задачи дисциплины Цель, задачи дисциплины, её место в подготовке бакалавра, специалиста (с учетом требований фгос) |
| 1. Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке специалиста (с учетом квалификационных требований фгос) | | 3. 1 Цели и задачи дисциплины Цель. Задачи дисциплины, ее место в подготовке специалиста (с учетом квалификационных требований гос) |
