1. Read and translate the text.

2. Retell the text. Marketing. Advertising.

Marketing is a type of human activity, directed at determination of customers’ requirements, or their creation and research of new methods to meet man’s requirements by means of exchange.

The origin of the work “marketing” is the Latin word “mercuri’, meaning “to track and barter”. Marketing, therefore, is made up, on the one hand, of such physical activity as transporting, storing and selling goods, and, on the other hand, of series of decisions that must be reached by any organization in the process of moving goods from the producer to the consumer. And it is also necessary to make the “hot line” for consumer requirements and complaints to facilitate feedback from the market to the producer. So, marketing is such an activity in the result of which enterprises get answer to the questions: what to produce (to sell), where and when to sell, who buys goods and why.

Wholesaling is the part of the marketing system. It is a system of channels of distribution to supply market with goods. Retailing is selling of goods and services to the ultimate customer. It performs many important functions. First of all, retail sellers create outlets comfortable for buyers. Second, retail sellers often give guarantees and provide further services. Third, they help to promote and advertise goods. Finally, retail sellers can partly finance the buyers through the system of extending credits and discounts. There are different types of retailing shops: outlets, department stores, discount houses, cooperatives, single line retailers.

In business they spend billions on advertising. Products and services are advertised through mass media including radio broadcasts, television, newspapers and magazines. They are also advertised through billboards, handbills, circulars, skywriting, through space advertising, booklets, give-aways and soon,

In small business they prepare their own copy and give it to newspapers, as a rule, or they mail circulars or from letters all by themselves.

In big business, however, they employ the whole army of specialists in the field of advertising They work out advertising programmes, provide means for advertising purposes, discuss and solve many advertising problems with the owner or management of a company. As a rule, they advertise to sell their products and services through various advertising mass media.

Today there are many types of advertising. We can classify the most popular of them:

1) television advertising;

2) radio advertising;

3) space advertising (newspapers, periodicals, house walls);

4) stores advertising (including special departments);

5) mail advertising (letters, calendars, catalogues, circulars, booklets, give-aways);

6) position advertising (street-car, train, bus, window cards, billboards).

What is an effective advertisement? It is one that attracts your attention. It is such an advertisement which keeps a honest information about a product or a service. It often has a clever and interesting picture or drawing, skilful use of colours. It is also put in the right place.

Apart from attracting your attention a good advertisement must hold your interest. What is more, a really effective advertisement induces action,

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