Fill in the gaps with the words given below and be ready to answer the questions.

Generally speaking the basic function of marketing is to … the needs of the customers and then to … them, thus, bringing … to the firm.

Marketing … collects and analyses information to help managers make decisions. It … trends of the market, … …, analysis of the product for sale and of the product produced by competing firms.

Export promotion means economic and political publicity , advertising, personal selling, …, exhibitions.

Advertising informs people about the new product, gives its characteristics, … people to buy it.

Personal selling means personal contact between the seller and … buyer. In other words it … collecting contacts.

Public relations are to show the … of the firm, its respectful … to the client, the high quality of its products and specialists working in it. They also mean the … of films and booklets on the history and achievements of the firm, as well as special radio and TV programmes.

1. presentation –показ

2. reliability –надежность

3. prospective –возможный

4. fairs –ярмарки

5. demand –потребность

Answer the questions:

1. What are the basic functions of marketing?

2. How does marketing help managers make decisions?

3. What does export promotion mean?

4. Why is advertising needed?

5. What does personal selling mean?

6. What is the importance of public relations?

IV. Intensive Reading Tasks

1. Fill in the boxes with appropriate words …

to satisfy

The main aims of marketing

are

to determine

\

\

to bring

\

managers to

Marketing research

help

to collect

\

to analyse ____and ____

\

contacts

Personal selling

means

\

\

collecting

\

to show

Public relations

mean

\

\

presentation _________

\

Complete the sentences.

1) Marketing is the performance of … .

2) Marketing is the whole process of … .

3) You are engaging in marketing when you … .

4) Marketing performs specific functions such as

5) Marketing is the four Ps:

6) Most of all, marketing is research:

*3. Fill the gaps in the sentences below with words from this list:

commercials, competes, design, distribution, end-users, hire purchase, image, labels, mail order, materials, newspaper, advertisements, opportunities, outlets, place, posters, price, product, promotion, public relations, radio spots, rival, satisfy, strengths, threats, weaknesses.

1. What is “the marketing mix”?
The marketing mix consists of “the four Ps”: providing the customer with the

right P ____ at the right P _______ , presented in the most attractive way

(P ______ ) and available in the easiest way (P ___ ).

2. What is “a product”?
A product is not just an assembled set of components: it is something customers

buy to s ____ a need they feel they have. The i _____ and the d ______ of

the product are as important as its specification.

3. What is “price”?

The product must be priced so that it c _______ effectively with r ________

products in the same market.

4. What is “promotion”?

The product is presented to customers through advertising (e.g. TV c _____ ,

r _____ , n ______ , p _____ ), packaging (e.g. design, i ____ , m _____ ),

publicity, P.R. ( _____ ) and personal selling.

5. What is “place”?
Your product must be available to customers through the most cost-effective

channels of d ______ . A consumer product must be offered to e _______ in

suitable retail o _____ , or available on h ___ or by m _____ .

6. What is meant by “S.W.O.T.”?

A firm must be aware of its S _____ and W ______ and the O ______ and

T ______ it faces in the market place.

V. Conversational Skills

Dramatize the dialogues and make up your own conversations on analogy. 1

Don Hey, Sally, look at these figures. The price of sugar is going up 10 %

during the next year. Sally Oh, that's bad. That means trouble for our jam line. Don I think so too. Sugar is the main ingredient, you know. What's your Sally opinion?

Well, we are not the price leaders in the field and jam is a very price

sensitive item. According to our marketing research information

consumers aren't particularly brand loyal jam.

Sally Don, what about marketing research? I think we should schedule some tests for responses to the R & D samples of new formulas of jam.

Don Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great.

Sally Oh, Don, let's hope for the best. If we don't lose the chance, the competitors products will stay on the supermarket shelves.

Don Oh, it's time for lunch. Let's discuss our business in cafeteria.

Sally Oh, sure, we've got a lot to discuss – distribution, advertising ...

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