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InternationalUniversityCollege,Sofia
CardiffMetropolitanUniversityProgramme
Programme:Int’lBusinessManagement,Business&ManagementStudieswithFinance,Int’lHospitalityManagement
Module:LAN101EnglishforBusiness&Management/EnglishforAcademicPurposes
Lecturers:BonnieNikolova
ASSIGNMENT1:
ReadtheexcerptbelowtakenfromoneofthetextbooksinMarketingavailableatIUCLibrary.
Inyourownwords,whatismarketing,whatdoesmarketingmeantoyou?Howdoesitaffectyourdailylife?
Trytoemploythetechniquesforsummarisingandparaphrasingwehavecoveredinclass.Youcangiveexamples
relevanttoyourownexperienceandlikings.
Handinyourassignment(inpapercopy,typed)withinthespecifiedduedate.
WhatisMarketing?
Marketing,morethananyotherbusinessfunction,dealswithcustomers.Althoughwewillsoonexplore
more detailed definitions,perhaps the simplest definition is this one: Marketingismanaging profitable
customerrelationships.Thetwofoldgoalofmarketingistoattractnewcustomersbypromisingsuperior
valueandtokeepandgrowcurrentcustomersbydeliveringsatisfaction,
Forexample,McDonald’sfulfillsits“I’mlovin’it”mottobybeing“ourcustomers’favouriteplace
andwaytoeat”theworldover,givingitamarketsharegreaterthanthatofitsnearestthreecompetitors
combined. Walmart has become the world’s largest retailer – and the world’s largest company – by
deliveringonitspromise,“SaveMoney,LiveBetter.”
Soundmarketingiscriticalto thesuccessofeveryorganization.Largefor‐profitfirms,suchas
Google, Target, Procter & Gamble, Toyota, and Microsoft, use marketing. But so do not‐for‐profit
organizations,suchascolleges,hospitals,museums,symphonyorchestras,andevenchurches.
You already know a lot about marketing – it’s all around you. Marketing comes to you in the
goodoldtraditionalforms:Youseeitintheabundanceofproductsatyournearbyshoppingmallandthe
ads that fill your TV screen, price up your magazines, or stuff your mailbox. But in recent years,
marketershaveassembledahostofnewmarketingapproaches,everythingfromimaginativeWebsites
and online social networks to cell phone apps. These new approaches do more than just blast out
messagestothemasses.Theyreachyoudirectlyandpersonally.Today’smarketerswanttobecomepart
ofyourlifeandenrichyourexperienceswiththeirbrands–tohelpyoulivetheirbrands.
At home, at school, where you work, and where you play, you see marketing in almost
everythingyoudo.Yet,thereismuchmoretomarketingthanmeetstheconsumer’scasualeye.Behindit
allisamassivenetworkofpeopleandactivitiescompetingforyourattentionandpurchases.Thisbook
will give you a complete introduction to the basic concepts and practices of today’s marketing. In this
chapterwebeginbydefiningmarketingandthemarketingprocess.
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