Language practice and Speaking

3. Answer the following questions for general understanding

l. How does Philip Kotler define marketing?

2. What is marketing research used for?

3. What is the goal of marketing research?

4. When did marketing research begin as a «formal scientific discipline»?

5. What knowledge does marketing research require?

6. What are basic steps of marketing research?

7. According to the text, how can marketing research be viewed?

8. What are the sources of information of marketing researcher?

4. Read the following statements and find out what is not true about marketing research

a) Marketing as a formal scientific discipline has its roots in Greece and Rome.

b) Philip Kotler, a prominent economist, defined marketing research as «a social and managerial process».

c) Marketing research began in the early twentieth century.

d) Marketing research requires the knowledge of economists, operation researchers, pshychologists and statisticians.

e) The research must understand the location and product class of a certain market in order to understand it.

f) A person working in a marketing research department is a good forecaster.

5. Read the following words and word combinations and give definitions

a) marketing; b) promotional activities; c) couponing; d) tactical activity; e) strategic activity;

6. Read these sentences and translate them into Russian

a) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.

b) Marketing research is used to assess the market's response to the firm's marketing inputs.

c) Coincident with this data explosion, the data delivery systems and the techniques used to analyze the data have become increasingly sophisticated.

d) Marketing research can be viewed as an operational or tactical activity and as a strategic activity

e) Forecasting the success or failure of new product introductions is very important.

7. Read the following words and word combinations and find equivalents in Russian for them

a) managerial process; b) promotional; c) activities; d) placement of in-store displays; e) multimedia advertising; f) durable and nondurable goods sectors g) product class.

8. Questions for the final discussion

l) Is it reasonable to use independent marketing research in small business?

2) What skills are of the most use for specialist in marketing?

3) How could marketing research be made less expensive?

Vocabulaty (часть 2)

9. Read and remember the words and word combinations given bellow

1. diverse – разнообразный

2. to be aware of – остерегаться чего-либо

3. channel structure – структура канала

4. establishment – установление, учреждение

5. to join – присоединяться

6. to ensure – обеспечивать

7. can be viewed as – могут быть рассмотрены, как...

8. interdependent – взаимозависимый

9. orchestrated network – слаженная сеть

10. legislator – законодатель

11. to develop – развивать

12. to digest – переваривать

Text B