V. Fill in the blanks from the words below. Translate the sen­tences into Ukrainian:

identify; define; definition; determine; accomplish; im­pact; implement; design, n.; design, v.; benefit; execution; ex­ecutive; appreciate; appreciation; product.

1. He ______ to start his own business.

2. The ______refused to become ______with the new political party.

3. If the marketer does a good job of ______ consumer needs, de­veloping good products, pricing, distributing and promoting them ef­fectively, these goods will sell very easily.

4. The ______of marketing on society is more than economic.

5. The powers of a judge are ______by law.

6. What ______this businessman to accept the offer?

7. This course of study is ______to help those wishing to study abroad.

8. When boundaries (кордони) between countries are not clearly ______ there is usually trouble.

VI. Fill in the missing words in the table

verb	Personal noun	General noun
	marketer
distribute
		competition
		advertising
	supplier
	sponsor
consume
produce
	analyst
	researcher
import

VII. Translate the following text

1. Маркетинг – це виконання бізнесової діяльності, що спрямовує потік (flow) товарів та послуг від виробника до покупця.

2. Більшість помилково ототожнює маркетинг зі збутом та рекламою. Адже нам постійно дошкуляють телевізійні рекламні ролики, газетні оголошення. Але збут – лише верхівка маркетингового айсбергу, одна із багатьох функцій маркетингу.

3. Ціль маркетингу – зробити зусилля щодо збуту непотрібними. Його мета настільки добре пізнати і зрозуміти клієнта, що товар чи послуга будуть точно пасувати останньому і продаватимуть себе самі.

4. Маркетинг – вид людської діяльності спрямований на задоволення знадоб і потреб за допомогою обміну.

5. Маркетинг – це частина суспільства, що впливає на нього більш, ніж економіка.

6. Функція маркетингу включає визначення потреб та попиту споживача, визначення цільового ринку, розробка відповідної продукції чи послуг.

Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 6

1. Read and translate the text (paragraphs 1-2 in a written form). Before reading look through and remember the following words and word combinations from the text.

   THE CORE MARKETING CONCEPTS

Bundles of benefits - сукупність вигод

Evolve, v. – розвивати(ся), еволюціонувати, розкривати (to develop, cause to)

Reduce v. – знижувати, зменшувати( make less, make smaller in size, prise, number)Reduction, n. – знижка, зменшення, скорочення.

Acquisition, n. – надбання, здобуття (Acquire, v. – здобувати, одержувати)

Consumption n. – споживання, витрачання, витрати (using up, consuming of)

Support, v. – підтримувати, сприяти, надавати допомогу (strengthen, help smb. to continue)

Asses, v. – визначати;

Satisfy, v. – задовольняти;

Provide, v. – забезпечувати, надавати (to give, to supply, make ready).

Merchant, n., adj. – оптовий торговець, торговий, комерційний.

Deprivation, n. – позбавлення, втрата.

Expand, v. – Розширювати, розвивати.

Expose, v. – показувати, (to expose goods for sale – виставляти товар на продаж)

Evaluate needs – оцінювати потреби

Estimate needs – розглядати потреби

Reduce needs – скорочувати протреби

Review the needs – переглядати потреби

Borrowing needs – потреби в кредитуванні

Capacity needs – потреби в розширенні виробничих потужностей

Daily needs – повсякденні потреби

Unmet needs – потреби, що є незадоволеними

1. The most basic concept underlying marketing is that of human needs. A human need is a state of felt deprivation. Human beings have many complex needs. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and af­fection; and individual needs for knowledge and self-expression. These needs are not invented. When a need is not satisfied, a person will do one of two things look for an object that will satisfy it or try to reduce the need. People in industrial societies may try to find or develop objects that will sat­isfy their desires. People in less-developed societies may try to reduce their desires and satisfy them with what is available.

2. A second basic concept in marketing is that of human wants — the form taken by human needs as they are shaped by culture and in­dividual personality. A hungry person in the United States may want a hamburger, French fries, and a Coke. Wants are described in terms of objects that will satisfy needs. As a society evolves, the wants of its members expand. As people are exposed to more objects that arouse their interest and desire, producers try to provide more want-satisfying products and services.

3. But people have almost unlimited wants and limited resources. Thus, they want to choose products that provide the most satisfaction for their money. When backed by buying power, wants become demands.

4. Human needs, wants, and demands suggest that there are products available to satisfy them. A product is anything that can be offered to a market for attention, acquisition, use, or consumption and might satisfy a need or want. The concept of product is not limited to physi­cal objects. Anything capable of satisfying a need can be called a product. In addition to goods and services, products include persons, places, organizations, activities, and ideas. A consumer decides which entertainers to watch on television, which places to go on a vacation, which organizations to contribute to, and which ideas to support. To the consumer, these are all products.

5. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. Thus, a Ford Festival means basic transportation, a low price, and fuel econ­omy. A Mercedes means comfort, luxury, and status. Given their wants and resources, people choose the product whose benefits add up to the most satisfaction.

6. Exchange is the act of obtaining a desired object from someone by offering something in return. Exchange is only one of many ways people can obtain a desired object. Exchange is also the core concept of marketing. For an exchange to take place, several conditions must be satisfied. Of course, there must be at least two parties, and each must have something of value to the other. Each party must also want to deal with the other party; each must be free to accept or reject the other's offer. Finally, each party must be able to communicate and deliver.

7. These conditions simply make exchange possible. Whether exchange actually takes place depends on the parties' coming to an agreement, If they agree, we must conclude that the act of exchange has left both of them better off (or at least not worse off): After all, each was free to re­ject or accept the offer. In this sense, just as production creates value, ex­change creates value. It gives people more consumption possibilities.

8. Whereas exchange is the core concept of marketing, a transaction is marketing's unit of measurement. A transaction consists of a trade of values between two parties. In a transaction, we must be able to say that A gives X to В and gets У in return. For example, you pay Sears $ 400 for a television set. This is a classic monetary transaction. But not all transactions involve money. In a barter transaction, you might trade your old refrigerator in return for a neighbor's secondhand television set. A barter transaction can also involve services as well as goods—for example, when a lawyer writes a will for a doctor in re­turn for a medical exam.

9. The concept of transactions leads to the concept of a market. A market is the set of actual and potential buyers of a product. As the number of persons and transactions increases in a society, the number of merchants and marketplaces also increases. In advanced so­cieties, markets need not be physical locations where buyers and sellers interact. With modem communications and transportation, a merchant can easily advertise a product on late evening television, take orders from hundreds of customers over the phone, and mail the goods to buyers on the following day without having had any physical contact with them.

10. A market can grow up around a product, a service, or anything else of value. For example, a labor market consists of people who are willing to offer their work in return for wages or products. In fact, various institutions, such as employment agencies and job-counseling firms, will grow up around a labor market to help it function better. The money market is another important market that emerges to meet the needs of people so that they can borrow, lend, save, and protect money. Marketing means working with markets to bring about exchanges for the purpose of satisfying human needs and wants. Sellers must search for buyers, identify their needs, design good products, promote them, store and deliver them, and set prices for them. Such activities as product de­velopment, research, communication, distribution, pricing, and service are core marketing activities.