Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 14

1. Read and translate the text (paragraphs 4-6 in a written form). Before reading look through and remember the following words and word combinations from the text.

   MARKETING ENVIRONMENT

accomplish v.	виконувати,здійснювати (performe v.)
evaluate v.	оцінювати, (assessment n. – оцінка.)
operate v.	діяти, працювати ( performance n.)
willingness n.	готовність
preserve v.	зберегти
environmental concern	турбота про навколишнє середовище
affect v.	впливати, (influence)
effect n.	вплив, (impact)
dynamic adj.	динамічний
obsolete pro­duct	застарілий продукт
consistent	сумісний
availability, available	наявність, наявний, доступний
objective, goal	ціль
measurable	помірний, вимірюємий
research	дослідження
competitive	конкурентноспроможний
to perform, performance	виконувати, виконання
to reach the market	досягнути ринку
to obtain	отримати
assessment of environment	оцінка навколишнього середовища
to operate	функціонувати
to implement	виконувати
to cause	спричиняти
abrupt shifts	різкі, неочікувані зміни
consumers’ ability	спроможність споживачів

1.MARKETING STRATEGY AND THE MARKETING ENVIRONMENT

1. The marketing mix consists of elements that a firm controls and uses to reach its target market. In addition, the firm has control over such organizational resources as finances and information. These resources, too, may be used to accomplish marketing goals. However, the firm's marketing activities are also affected by a number of external – and generally uncontrollable – forces. As the Figure illustrates, the forces that make up the external marketing environment are:

• Economic forces – the effects of economic conditions on customers' ability and willingness to buy.

• Legal forces – the laws enacted either to protect consumers or to preserve a competitive atmosphere in the marketplace.

• Societal forces – consumers' social and cultural values, the consumer movement, and environmental concerns.

• Competitive forces – the actions of competitors, which are in the process of implementing their own marketing plans.

• Political forces – government regulations and policies that affect marketing.

• Technological forces – in particular, technological changes that can cause a product (or an industry) to become obsolete almost overnight. These forces influence decisions about marketing-mix ingredients. Changes in the environment can have a major impact on existing marketing strategies. In addition, changes in environmental forces may lead to abrupt shifts in the needs of people in the target market.

2. The marketing mix consists of elements that the firm controls – product, price, physical distribution, and promotion. The firm generally has no control over the external marketing environment.

2. STRATEGIC MARKET PLANNING

3. The development of a marketing strategy begins with an assessment of the marketing environment. Marketers should gather and analyze all available information concerning the marketing environment, the effectiveness of previous marketing programs or strategies, the firm's present and potential markets and their needs, and the availability of resources. Obviously, marketing research and the firm's system for managing its marketing information play an important role in this first stage of the planning process.

4. Next, the organization should formulate particular and detailed marketing objectives. These objectives should be consistent with organizational goals. They must also be measurable and realistic – in line with the marketing situation and available resources.

5. Then a target market must be selected, and a marketing mix must be designed to reach that market. Here, product, pricing, distribution, and promotional decisions to need be coordinated to produce a unified mix. As we have noted, the marketing strategy must be designed to operate effectively in the dynamic marketing environment.

6. Finally, the organization must evaluate the performance of its marketing strategy. Both marketing research and the marketing information system come into play as monitoring tools. The information that is obtained should be used to evaluate the strategy and modify it as necessary. This information should also used to begin the next round of market planning.