VI. Translate the Following text

Потреби – це суб’єктивне відчуття, спрямоване на зменшення чи позбавлення незадоволення. Це рушійна сила споживання, яка визначає поведінку індивіда.

Бажання – це зовнішня форма вияву потреб, що залежить від культурного рівня і особистості, вікових категорій індивіда.

Попит – це бажання з урахуванням купівельної спроможності, які реалізуються на ринку.

Товар – це все, що може задовольнити потребу або бажання і пропонується ринком з метою привернення уваги, придбання, використання (вироби, послуги, ідеї, місця, організації, особистості, види діяльності).

Маркетинг – це процес, в якому індивідуал чи організація отримують все, що бажають або потребують.

Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 11

1. Read and translate the text (paragraph 10 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.