Учебное пособие для студентов очной формы обучения направлений подготовки

personal value equation 
is
value = benefits received – [price + hassle] 
Hassle
 
is the time and effort the consumer puts into the shopping process. Value varies 
for each consumer.
(Source: Principles of Marketing; http://www.saylor.org) 
4. Fill in the missing words in this description of the marketing mix. 
The traditional marketing mix was described in terms of four Ps: 
1.
P r o d u c t
, the goods or services 
2. 
P _ _ _ _
, the cost of product 
3. 
P _ _ _ _
, often called distribution
4. 
P _ _ _ _ _ _ _ _
, which aims to make people aware of the product. 
In recent years other considerations have been added, giving a mix of normally seven Ps. 
The additional three, sometimes referred to as service Ps are: 
5. 
P
_ _ _ _ _, or everyone involved from producer to consumer 
6. 
P
_ _ _ _ _ _ _ 
e
_ _ _ _ _ _ _, or anything that shows the existence of the company, e.g. its 
buildings, vehicles, website, stationery, staff uniforms, badges. 
7. 
P
_ _ _ _ _ _, which is the interaction between everyone involved.
5. Answer the following questions. 
1. How can you define ―marketing‖? 
2. What components does marketing include? 
3. What is a ―marketing mix‖? 
4. What is at the center of everything marketing does? 
5. What does value mean? 
6. What is the personal value equation? 
6. Speaking
What other types of marketing do you know? Find information in 
the internet and prepare a report. 
7. Fill each gap in the sentences below with the correct word from the 
box. 

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83 
customers needs time developing product promote distribute place want price