43134 (685517), страница 3
Текст из файла (страница 3)
Marketing concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. Marketing management includes planning, organizing, directing, and controlling decision making regarding product lines, pricing, promotion, and servicing. In most of these areas marketing has complete control; in others, as in product-line development, its function is primarily advisory. In addition, the marketing department of a business firm is responsible for the physical distribution of the products, determining the channels of distribution that will be used and supervising the profitable flow of goods from the factory or warehouse.
II. Exercises on the Text:
3. Give Russian equivalents to:
Activities involved in getting goods; is responsible for the design; early marketing techniques; to the point of final stage; is much more pervasive; in large corporations; precede the manufacture of a product; testing; with regard to the availability of product; enhancing their satisfaction with a purchase; marketing management; regarding product lines; promotion; its function is primarily advisory; the marketing department; physical distribution; the profitable flow of goods.
4. Compose the questions using the following words:
1. is, marketing, what?
2. the producer, is, for what, responsible?
3. early marketing technique, did, what, follow?
4. the manufacture of a profit, where, precede, the marketing functions, do?
5. they, what, do, involve?
6. does, on, what, concentrate, marketing?
7. what, marketing management, does, include?
8. marketing, complete control, has, when?
9. the marketing department of a business firm, responsible for the physical distribution of the products, is?
III. Grammar Exercises
5. Form the Past Indefinite Tense of the following verbs:
to involve, to be, to precede, to concentrate, to buy, to get, to make, to have, to select, to contribute, to try, to assume, to spend, to give, to increase.
6. Put the verbs in brackets in the Past Indefinite Tense and translate the sentences:
1. Aristotle and Plato in ancient Greece (to write) about problems of wealth, property, and trade.
2. The Romans (to borrow) their economic ideas from the Greeks and (to show) the same contempt for trade.
3. In ancient and medieval times dire scarcity of resources (to be) common and (to affect) the lives of most human beings.
4. In England, Parliament (to pass) a Statute of Monopolies (1624).
5. The Second development (to be) the expansion of production that (to follow) the Industrial Revolution.
6. Cartels (to originate) in Germany during the 1870s.
7. As business (to become) more competitive, new and more complex corporate combinations (to come) on the scene.
7. Put all possible questions to the sentence:
1. During World War II the government of Germany utilized domestic cartels to produce armaments.
8. Translate into Russian paying attention to the emphatic construction «it is ... that ...»:
2. It is the planners who decide what goods and services will be produced.
3. It is the planners, too, with guidance from the country’s political leadership, who decide who will receive the goods and services produced.
4. It was at this time (1936) that Keynes’ work was published.
5. Indeed, it is from the early 1970s, when détente began to take shape.
9. Write in words these numbers:
11, 12, 13, 15, 17, 20, 30, 40.
10. Use hundred, thousand, million with the words in brackets:
300 (dollar); 400 (pound); 10,000 (rouble); 500,000 (woman); 2,000,000 (man); 6,700 (child); 1,000 (computer).
11. Read the dates:
March 8, 1991; June 22, 1941; May 9, 1945; April 12,1961; January 1, 2000.
12. Translate English jokes:
A: Did the play have a happy ending?
B: Yes, everybody was happy when it ended.
A: A telegram from George, dear.
B: Well, did he pass the examination this time?
A: No, but he is almost at the top of the list of those who failed.
Unit 4
Grammar: 1. Future Simple.
2. Модальные глаголы
I. Language Practice
1. Practise the fluent reading and correct intonation:
`What’s the time? `What time is it now? Can you `tell me the exact time? It’s two o’clock. No, it’s half past two. Ex`cuse me, it’s `not `half past two, it’s a `quarter past two. I’m `not quite `sure, it’s a `quarter past two. I’m afraid it’s a `quarter to three already. I `haven’t `got a watch.
What date is it today? It’s the 10th of November. What day of the `week is it? It is `Monday. Are you sure it’s the `tenth of November and it’s `Monday today? Yes, I am. Quite. Not at all.
`What’s the weather like today? `How is it outside? It’s not warm today. It was warm yesterday. The `day was `beautiful and sunny. It’s going to rain.
2. Listen to the speaker; read and memorize the following words and phrases:
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customer - клиент, покупатель
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survey - исследование
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warranty card - гарантийная карта
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sophisticated - опытный, фальсифицированный
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a sample of consumers - обследуемая группа покупателей
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population - население
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to typify - [`tipifai] - служить типичным примером
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fixed expenses - постоянные затраты
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insurance - страхование
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rent - арендная плата
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variable expenses - переменные затраты
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a break-even point - точка самоокупаемости, точка критического объема производства
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net loss - чистый убыток
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advertising - рекламирование
Text. Product, Price, Promotion and Place: The Four P’s of Marketing
The total marketing concept involves four steps, or, as they are often called, the four P’s of marketing - product, price, promotion and place.
Product. The place to begin is with the product itself. A business must determine what kind of product potential customers want. Companies employ very complex market research techniques to find out. Surveys by phone, mail, or personal interview can reveal, exactly, what’s on the consumer’s mind. The product warranty card that you return after a purchase provides marketing information too. Sophisticated research mathematics applied to a sample of consumers can typify the rest of the consumers. If we can find out what a few want, we can assume the others in the group of population will want the same things. Deciding who should be in the sample is the problem. Researchers have very detailed formulas for constructing marketing samples.
Price. Another major part of marketing is price. Companies have to decide on a product price that will cover all costs and also return a profit. Included in costs are such fixed expenses as rent and insurance. Variable expenses must be anticipated too. Those include the costs of material and commissions. These costs are used to compute a break-even point - the point at which income from sales equals fixed and variable expenses. On one side of this point, the company will have a net loss and on the other side, a net profit.
Promotion. Promotion is a key part of marketing because it is the way business get their messages to consumers.
Businesses would like to see steady growth rather than sudden surges in business. One function of promotion is to maintain a steady and growing demand. Promotions through advertising in the media, direct mailings or through personal contact are a few of the ways producers make their products known to consumers. If consumers don’t know about a product, they won’t buy it. Through advertising, businesses tell people what products are available. Advertising even gives them reasons to buy.
Place. The final part of marketing, the fourth «P», is place. For a product to be useful, it has to be in place when and where it is needed. That should seem obvious. To sell products, business must anticipate «when» and «where» consumers will buy them. A hot dog at a baseball game on a sunny afternoon is an example of excellent product placement. A lemonade stand in the winter is not. Hot dogs have less value after the game, and lemonade has more value in the summer.
II. Exercises on the Text:
3. Give English equivalents to:
Общее понятие маркетинга включает четыре момента; потенциальные покупатели; исследования по телефону, по почте; на уме покупателя; обследуемая группа покупателей; чего хотят немногие; очень подробные формулы; покрывать все издержки; такие постоянные затраты как рента и страхование; вычислить точку самоокупаемости; ключевая часть маркетинга; в средствах массовой информации; предприятия должны предвидеть.
4. Ask questions for these answers (work in pairs):
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The total marketing concept involves four steps.
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They are product, price, promotion and place.
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Yes, it must.
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Surveys by phone, mail, or personal interview can reveal it.
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The product warranty card provides marketing information too.
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It is price.
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Variable expenses must be anticipated too.
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A break-even point is the point at which income from sales equals fixed and variable expenses.
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Promotion is a key part of marketing.
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Advertising gives people reasons to buy products.
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To sell products, businesses must anticipate «when» and «where» consumers will buy them.
5. Translate the following into Russian:
The Major Marketing Functions
| Marketing Activity | Description |
| Gathering information | Business firms collect information about the market to forecast potential sales |
| Buying | Before finished goods can be sold, they must be selected and purchased. |
| Transporting | Goods must be shipped to the place where they are sold. |
| Selling | Goods must be advertised, promoted and sold. |
| Storing | Business firms had more goods than they can sell in a single day. These must be stored until they are sold. |
| Financing | Cash or credit must be found to pay for the goods the business intends to sell. |
| Standardizing and Grading | «Standardizing» is establishing uniform specifications for a product or a service. «Grading» is classifying products by quality and size. |
| Managing risk | People in business risk loss if things fail to go as planned. Steps taken to limit these risks fall into this category. |
III. Grammar Exercises
6. Write out these sentences putting the verb in brackets into the future tense:
1. The study of economics (to help) you to understand economic forces better.
2. Cleaning up the river (to require) a major effort, and considerable expense.
3. A change in the price of one item (to result) in a shift in the demand for a substitute.
4. An increase in production costs (to have) the opposite effect - supply (to decrease).
5. As long as supply and demand remain unchanged, the equilibrium of market price (to remain) constant.
7. Make the sentences (a) interrogative, (b) negative:
1. They will try to economize to get the most from what they have.
2. Economics will also help you to fulfill your responsibilities as a citizen in a democracy.
3. Economists will agree that unemployment is bad.
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