Text 1 Marketing Management

Marketing includes those business activities that are designed to satisfy consumer’s needs and wants through the exchanging process.

Exchange is founded upon the motivation to satisfy wants, the possession of products to trade, and the existence of a means of communication. The communication process permits consumers and producers to discuss the terms of exchange and set up a market, or a place where they meet to exchange products.

Marketing involves the flow of products from producer to consumer. It has grown into a process that is a part of all business activities as companies seek to satisfy consumer’s needs and wants. Marketing activities (macro, micro, profit, nonprofit) always involve a producer offering a good, service, idea to fulfill the needs and wants of consumers.

Marketing managers use the "right" principle – getting the right goods or services to the right people at right place, time, and price, using the right promotional techniques.

Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.

6. Ответьте на вопросы:

1) What does marketing include?

2) Why is marketing a part of all business activities?

3) What kind of principle do marketing managers use?

4) Is consumer requirements research an element of marketing management?

5) What must all companies do to meet changing conditions in the industry?

7. Дайте на английском языке развернутое определение понятиям:

a market –

marketing activities –

marketing management –

8. Согласитесь или не согласитесь со следующими утверждениями:

1) Exchange is founded upon personal contacts of producers and customers.

2) The communication process permits to set up a market.

3) Developing market strategies and planning marketing tactics are the components of marketing management.

9. Оцените условия российского рынка для немецкой автомобильной компании Ford и изложите их на английском языке.

Part 2

1. Прочтите и запомните значение следующих слов и словосочетаний:

deliver v	снабжать, поставлять
through	через (посредство); благодаря
market research	изучение возможностей рынка
pinpoint v	установить; определить
target market	целевой рынок
competitive advantage	конкурентное преимущество
marketing mix	тактика и методы маркетинга
marketing concept	концепция маркетинга
foundation n	основание, основа; фундамент
survive v	уцелеть; продолжать существовать
prosper v	процветать, преуспевать
encourage v	поощрять, поддерживать; ободрять
point of view	точка зрения
cast n	состав исполнителей
venture n	рискованное предприятие (начинание)
instead (of)	вместо; взамен
do without smth	обходиться без чего-л.

2. Переведите следующие слова, обращая внимание на суффиксы, характерные для разных частей речи:

winning, customer, specific, attention, central, player, primary, creation.

3. Подберите слова близкие по значению:

1) venture n	a) opinion a
2) purpose n	b) determine v
3) retain v	c) business n
4) point of view	d) aim n
5) primary a	e) get a profit
6) pinpoint v	f) keep v
7) earn a profit	g) main a

4. Соотнесите английские фразы из левой колонки с их русскими эквивалентами в правой:

1) desired goods and services	a) потребности и желания
2) a well-designed plan	b) должен попытаться
3) needs and wants	c) признает, что
4) associated with	d) главная цель
5) recognizes that	e) желаемые товары и услуги
6) are willing to pay	f) связанные с
7) primary purpose	g) хорошо составленный план
8) should try	h) желают заплатить

5. Прочтите текст и постарайтесь понять его содержание: