IX. Adjectives versus adverbs. Look at the following sentences:

Marketing is too important to be left to the marketing department. Most people mistakenly think of marketing as selling and promotion.

Now complete the sentences below with a word chosen from the following list:

hard heavily

late slightly

well successful

normally lately

generous rapidly

1. Our product is so______________________ that we are running out of stock.

2. ___________, we invest at this time of year.

3. Profit has only ___________ increased and therefore we have had to cut back on further investment.

4. ___________, he has been arriving ___________ at every meeting.

5. The sales department performed ___________ last year so we have given all the sales people a ___________ bonus.

6. He worked so ___________ that he fell ill.

X. Adjective modification. Look at the following sentence:

In a truly great marketing organization ...

Now complete the sentences below by combining two adjectives from the following list:

oriented complex

tremendous different

good radical

sufficient unusual

qualified commercial

technical difficult

1. She is very ___________. I think she should get the job.

2. The computer program is ___________. I can't understand it.

3. Normally the work is easy. This time it has proved ______________________.

4. He's ___________ but not, so he'd make a good engineer but not a salesman.

5. The policy is not ___________ from last year. Basically we will try to increase market share.

XI. Read the following statements about the role of marketing and give answers to the questions below:

1. «Marketing is too important to be left to the marketing department». (David Packard).

2. «In a truly great marketing organization, you can't tell who is in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer». (Professor Stephen Burnett).

3. «The aim of marketing is to make selling superfluous. The aim is to know and understand the customers so well that the product or service fits him and sells itself». (Peter Drucker).

4. «Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer».

5. «Marketing is getting the right goods and services to the right place at the right time at the right price with the right communication and promotion».

6. «Marketing is the creation and delivery of a standard of living».

Questions:

1. Which statement suggests that everybody in a company is a marketer?

2. Which statement completely discounts the importance of selling?

3. Which statement emphasizes the role of the four P's (product, price, place, promotion)?

4. Which statement sees marketing more in a sociological role?

5. What could be your definition of marketing?