II. Ответьте на следующие вопросы.

1. Are marketing and selling the same things?

2. What is effective marketing?

3. What do marketers create?

4. What does marketing concept include?

5. What does marketing start with?

6. Who wrote one of the best books on marketing?

7. What components does “marketing mix” consist of?

8. What are the main uncontrollable factors?

9. Do you study marketing at the University?

10. Do you think marketing is an important subject for you?

III. Выполните следующие упражнения.

1. Приведите русские однокоренные слова:

marketing, effective, product, strategic, function, engineer, technology, information, company, planning, integral, analysis, situation, control, factor, promotion

2. Переведите данные словосочетания на русский язык, обращая внимание на определяемые (ключевые) слова:

product image, marketing concept, product development, sales area, forward demand for information, sales force.

3. Найдите в тексте английские эквиваленты следующих слов и словосочетаний.

cоздание продукта, реклама, сбыт (продажа), спрос на что-либо, связь, не то же самое, стадии производства, тщательный анализ, существенная часть, предварительный спрос на информацию.

Text 11

I. Прочитайте и переведите текст. При необходимости пользуйтесь словарём. Advertising

Business people and economists think that advertising serves a very important function. It helps consumers to choose between competing products. It also extends the possibility of mass production and leads to economies of scale and lower consumer costs. Indeed, advertising is the “engine of prosperity”. On the other hand, advertising goes against important social values. It creates false needs and encourages waste.

Should there be any limits on the types of products that business people can advertise? Must advertisers mention the hazards and the attractions of a product such as cigarettes? The answer is simple: consumers should be protected against false or harmful advertising!

Слова и выражения:

advertisement ( n, C ) – реклама, объявление

attract ( v ) (people, money, resources) – привлекать

attraction ( n, U) – привлекательность, приманка

compete ( v ) – конкурировать

competing products - конкурирующие продукты

consumer ( n, C) - потребитель

cost (cost, cost) ( v ) – стоить

cost ( n, C) - расход, издержка

economy of scale – экономия, обусловленная ростом масштаба производства

encourage (v ) - поддерживать, поощрять

«engine of prosperity» – « двигатель процветания»

extend (v) – расширять, увеличивать, простирать

false ( adj ) – ложный

hazard ( n, C) – опасность, риск

mass production – массовое производство

protect smb.( smth.) against smth. (v) – защищать кого- либо (что-либо) от кого-либо

value ( n , C/U) – ценность, стоимость, цена

waste ( n, U/C ) – растрачивание, излишняя трата, убыток

II. Ответьте на следующие вопросы.

1. Who thinks that advertising is very important?

2. What is the function of advertising?

3. In what way does advertising help mass production?

4. Why is advertising the “engine of prosperity”?

5. In what way does advertising help consumers?

6. What is the negative effect of advertising?

7. What do you think of marketing? Do you think it should be limited? Do you have any favorite advertisements?