Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 1

1. Read and translate the text (paragraph 1 in a written form). Before reading look through and remember the following words and word combinations from the text.

WHAT IS MARKETING?

Identify, v. – ототожнювати, визначати. (Determine, decide, define.)

Accomplish, v. – виконувати, досягати. (perform, implement, execute, give effect to, carry out.)

Affordable, adj. – можливий, допустимий, посильний.

Appreciate, v. – цінити, високо оцінювати. (put a high value on, Give valuation.)

Benefit, n. – перевага, привілей, користь, прибуток. ( advantage, profit, help.)

Design, v. – проектувати, розробляти, конструювати. ( prepare a plan, create.)

Influence, n., v. – вплив, впливати. (n. impact, effect, strong impression)

Isolate v. – ізолювати, відокремлювати

Superfluous, adj. – багатий, більш ніж достатній, численний, надмірний.

stock market – фондова біржа;

money market – ринок короткострокового капіталу,

market value – ринкова (біржова) вартість цінного папера,

to size up the market – оцінити кон'юнктуру ринку

the market is advanc­ing – стан ринку спрямовано на підвищення;

the market is depressed – стан ринку пригнічений (попит незнач­ний і ціни підвищуються);

the market is easier – ціни на ринку знижуються;

the market is excited – ринок у збудженому стані;

the market is firm – стан ринку міцний (ціни закріпилися на вищому рівні і мають тенденцію до даль­шого підвищення);

1. 1What does the term marketing really mean? Many people mistakenly think of it as advertising and selling. Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the shops this is not surprising. However, advertising marketing function, and not necessarily the most important ones. And no wonder – every day, people are bombarded with television commercials, newspaper ads, direct mail, and sales calls. It seems that we cannot escape death, taxes, or selling. Therefore, many people are surprised to learn that selling is the tip of the marketing iceberg: It is but one of several marketing functions – and often not the most important one.

2. Marketing is the business function that identifies customer needs and wants, determines which target markets the organization can serve best, and designs appropriate products, services, and programs to serve these markets. However, marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building value-laden relationships with important customers. The marketing department cannot accomplish this goal by itself. It must team up closely with other departments in the company and partner with other organizations throughout its entire value-delivery system to provide superior value to customers. Thus, marketing calls upon everyone in the organization to «think customer» and to do all they can to help create and deliver superior

customer value and satisfaction.

3. Although marketing is all around us and we all need to know something about it, most people are surprised to find out that marketing is so widely used. Marketing is used not only by manufacturing companies, wholesalers, and retailers but by all kinds of individuals and organizations. Lawyers, accountants, and doctors use marketing to manage demand for their services. So do hospitals, museums, and performing-arts groups. No politician can get the needed votes and no resort the needed tourists without developing and implementing marketing plans.

4. People at all levels of these organizations need to know how to define and segment a market and to develop need-satisfying products and services for chosen target markets. They must know how to price their offerings to make them attractive and affordable and how to choose middlemen to make their products available to customers. And they need to know how to advertise and promote products so that customers will know about and want them.

5. People also need to know about marketing in their roles as customers and citizens. Because someone is always trying to sell something, we need to recognize the methods they use. And when students enter the job market, they must conduct «marketing research” to find the best opportunities and develop the best ways to «mart themselves to prospective employers. Many students will start their careers with marketing jobs in salesforces, in retailing, in advertising, in research, or in one of a dozen other marketing areas.

6. If the marketer does a good job of identifying consumer needs, developing products, and pricing, distributing, and promoting them effectively, these goods will sell very easily. Peter Drucker, a leading management thinker, has put it this way: «The aim of marketing make selling superfluous. The aim is to know and understand customer so well that the product or service fits him and sells itself.”

7. Marketing is viewed as a process of planning and executing, which suggests that marketing is a managerial process. Second, this managerial process involves conception (i. e., thinking of or deciding what idea, goods or service to market) and the pricing, promotion, and distribution of ideas, goods, and services. Third, the managerial process is directed at creating exchanges that satisfy individual and organizational objectives.

8. Marketing is part of our society. Its influence on society is more than economic. Marketing has a cultural influence on society. As a cultural phenomenon it can help shape our wants and desires. Marketing is also important to an organization because it helps that organization create successful exchange relationships with potential buyers. For this to take place, the right products must first be produced and then correctly distributed, promoted, and priced. Note that these tasks relate to our definition of marketing: Marketing is a process of planning and executing the conception, Pricing, Distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.