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Marketing is a magic power of business. George Doriot, Harvard Business School





 

Цели:  
Вы должны знать: Вы должны уметь:
1. Лексика: – использовать лексические навыки для
активная лексика по теме “Marketing”. чтения и перевода текстов;
2. Основные составляющие комплекса – употреблять лексические навыки в
маркетинга. монологической и диалогической речи в
  рамках темы “Marketing”.

I. Improve your wordpower.

Study the following words and word combinations.

производитель потребитель потребитель сбыт, распределение продажа, сбыт, маркетинг транспортировка складирование, хранение хранение разработка новых продуктов калькуляция цен содействие в продаже (какого-либо товара), например, с помощью рекламы торговля и транспорт изучение рынка сбыта тенденция, общее направление предсказывать влиять расти (о цене) поднимать цену производитель, устанавливающий самую низкую цену на определенный товар товар, уровень продажи которого очень зависит от цены

producer (n) consumer (n) user (n) distribution (n) marketing (n) transporting (n) storing (n) storage (n) product planning (n) pricing (n) promotion (n)

traffic (n)

marketing research (n) trend (n) to predict (v) to influence (v) to go up (v) to raise the price price leader

price sensitive item


to be brand loyal promotional campaign to market (v) to schedule (v) packaging (n) competitor (n) resale (n) retailer (n) wholesaler (n) merchant (n) to disprove (v) to be aware of (v) to execute (v)




отдавать предпочтение

рекламная кампания

продавать

разрабатывать план

упаковка

конкурент

перепродажа

розничный торговец

оптовый торговец

купец, торговец

опровергать

знать, осознавать

выполнять, оформлять, исполнять


Using a dictionary add as many words as possible into the table.


Verbs Adjectives Nouns (concept)
1. to market    
2.    
3. to supply    
4. advertising  
5.    
6.   delivery
7. to distribute    
8.   research
9. active  
10. to provide    

Nouns (agent)

consumer

seller


3. Match the words with the definitions below:

conception, consumer, distribution, merchant, utility, wholesale, to disprove.

1. Person who uses goods.

2. Conceiving of an idea or plan.

3. Trader, esp. one doing business with foreign countries.

4. Distributing or being distributed.

5. Prove to be wrong or false.

6. Selling of goods (esp. in large quantities) to shopkeepers, for resale to the public.

7. Quality of being useful.


4. Choose the words with similar meaning from the two groups and
arrange them in pairs.

A. prospective, conception, consumer, distribution, means, possession, to convert,
to execute, to induce, to pull

B. notion, future, customer, ownership, to change, to perform, to cause, allocation,
facilities, to draw



5. Form all possible word combinations using the words of both
columns and translate them in Russian.

 

1. product a) campaign
2. marketing b) price
3. to predict c) research
4. promotional d) customer
5. marketing e) planning
6. to raise f) leader
7. perspective g) mix
8. to influence h) trend
9. price i) customer

Use the proper word forms in the sentences. Change the grammatical form of the words if necessary.

1. to identify

a. Market researches ... the target market for a particular product.

b. When an employee joins a large company, he or she is given an ... card.

2. to promote

a. Advertising agencies are concerned with ... of a product.

b. Last week the boss ... John because of his outstanding work in the accounting
department.

3. to compete

a. In the marketplace businesses ... with each other.

b. Sony is a major ... of General Electric.

4. to determine

a. The combination of the four P’s ... the marketing mix.

b. An accountant makes an accurate ... of the expenses of a company.

5. to isolate

a. Strategies of product, price, placement, and promotion are not planned in ... .

b. The company doctor ... the sick employee in the room at the end of the hall.


7. Complete the sentences with the words from the box below:

provide, advertising, consumers, marketing, merchandise, prospective, valuable, satisfy.

1. Some people think that the objective of marketing is to induce customers to buy low-quality ... at high price.

2. Manufacturers and merchants ... the goods and services we desire.

3. Marketing is not the same thing as ... or personal selling.

4. Potential ... are people with their desire and ability to buy a product.

II. Reading Comprehension

Read and translate the following text. Consult a dictionary if necessary.

MARKETING

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.



Answer the questions:

1. What does marketing mean?

2. What activities does marketing consist of?

3. What do marketing operations include?

4. Why is it so important for the producer to predict the trends?

5. How was mass consumption possible in the USA?


III. Comprehension and Word Study


1 predict 2 influence 3 promote 4 marketing 5 trends 6 distribution 7 market research 8 product planning 9 consumer   10 go up 11 schedule 12 packaging 13 competitor 14 price leader 15 price sensitive item

Choose the necessary word and put it in the sentence.

 

1. One of the aims of market research is to indicate new among people.

2. Advertising must... the consumer and make him buy the goods produced.

3. Often marketing is called ... .

4. In order to sell a new product, a producer has to
consider how to ... it.

5. The goods of this company are not sold very well, they
must think about....

6. Sometimes it is difficult to influence ... through
advertising.

7. If you want to produce something new, you should start with ....

8. A producer wants to ... the new trends and then tries to influence them.

9. ... includes product development and pricing among other things.

 

10. If the price on this product..., nobody will buy it.

11. They should ... some tests and pass the results to R.D.

12. This company is the ... in this field, they can sell this product at the lowest price.

13. Customers do care about the price on this product, it is

 

a very

14.... influences the desire of a customer to buy.

15. Our... has become the price leader in selling computer

programmes.


2. Translate into English:

1. Маркетинг включает в себя действия, связанные с движением товара от
производителя к потребителю.

2. Маркетинг включает в себя транспортировку, хранение, рекламу,
калькуляцию цен, продажу.

3. Изучение рынка помогает предсказывать общие направления спроса.

4. Реклама оказывает сильное влияние на покупателя.

5. Мы не можем устанавливать самую низкую цену на этот товар.


6. Мы должны разработать план производства новых продуктов.

7. Сбыт этого товара очень реагирует на изменение цены.

3. Make up your own sentences using the following words and word combinations:

conception, marketing, the process of planning, promotion, distribution, to satisfy individual and organizational objectives, advertising, personal selling, to discover wants and needs of customers, the idea of exchange.

Read and translate the following text. Consult a dictionary if necessary.

MARKETING

Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. Marketing is the whole process of having the right product, at the right time, in the right place, calling attention to and thereby bringing a mutual benefit to customer and vendor. You are engaging in marketing when you: design or develop a product or service, transport and store goods, provide a variety of choice, buy in large volumes and sell them by item, install, service, repair, instruct, update and improve. Marketing adds value to the product by the specific functions it performs. These are: marketing information, buying, selling, transporting, storing, credit-granting, risk-taking, pricing, servicing, standardizing and grading.

Marketing information. Producers are made aware of coming trends because marketers inform them of changes in consumer wants, supply and demand, and new market developments.

Buying. Before stocking goods, a retailer must first determine not only what to buy but how much, which models or styles, in what sizes and colors. Buying is a fine art that may involve forecasting or predicting fashion trends six months or even a year in advance.

Selling. Selling may involve helping consumers discover their own unconscious needs and wants.

Transporting. In order to have value, goods must first be transported from the place they are produced to the point, where they are needed.

Storing. Because marketers often maintain extensive inventories the consumer desire to buy is satisfied without waiting.

Credit-granting. This is an important function because it enables those involved in the marketing channel to operate with less capital.


Risk-taking. Marketing assumes risk in granting credit and in storing inventories.

Pricing. Pricing involves the art of determining which price is best.

Servicing. Many retailers provide credit, delivery, shop-at-home services, catalogue sales, etc.

Standardizing and grading. Standardizing involves the maintenance of uniform size and quality standards throughout an industry.

So marketing is the four Ps: the product, the place, the price, and the promotion. But most of all, marketing is research: finding out who the customers are and what they need.

1. Answer the questions:

1. What is marketing?

2. When can you consider yourself to be engaged in marketing?

3. What are the main functions that marketing performs?

4. Characterize the functions of marketing.

2. Translate into English:

продавец; стандартизировать; определять; прогнозирование и предсказание; поток товаров и услуг; взаимная выгода; комплекс маркетинга; осуществле­ние деятельности; стоимость; неосознанные нужды и потребности; обеспе­чивать ассортимент.

3. Translate into Russian:

the performance of business activities; the flow of goods and services; to bring mutual benefit to customer and vendor; to provide a variety of choice; to buy in large volumes; to sell by item; coming trends; changes in consumer wants; supply and demand; new market development; to forecast fashion trends; to discover unconscious needs and wants; the maintenance of uniform size and quality standards.

4. Substitute appropriate terms for words or phrases in italics in the
sentences below.

attempts habits isolation reaches matches

strategies potential focus on in order to depends on


1. Market researchers determine possible customers for a product – those consumers whom they think will buy it.

2. A successful company relies on good promotion to communicate with customers.

3. Today television comes into the homes of thousands of people every day.

4. The elements of the marketing mix concentrate on the consumer.

5. Companies try to meet the needs and desires of the individuals who ultimately buy and use their products.

 

6. A successful marketing operation puts together the product with customer needs or desires.

7. Marketing plans of action are developed after thorough research into each of the four P’s.

8. A company engages in market research so as to develop the most appropriate marketing mix.

 








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