10. Письменно ответьте на вопросы 1-3.

1. How does Philip Kotler define marketing?

2. What is marketing research used for?

3. What is the goal of marketing research?

4. When did marketing research begin as a «formal scientific discipline»?

5. What knowledge does marketing research require?

6. What are basic steps of marketing research?

7. According to the text, how can marketing research be viewed?

8. What are the sources of information of marketing researcher?

Вариант №5

1. Напишите предложения, заменив модальные глаголы – can, may, must на их эквиваленты в прошедшем времени. Переведите предложения на русский язык.

1. He can type it himself.

2. You may smoke here.

3. We must come home in time.

2. Раскройте скобки и напишите соответствующую форму прилагательного, подчеркните прилагательное. Переведите предложения на русский язык.

1. Which is the (long) day of the year?

2. Even the (long) day has an end.

3. Your English is (good) now.

4. This book is (interesting) than yours.

5. Your room is (light) than his room.

3. Напишите глаголы – сказуемые в Present, Past или Future Progressive Tense, обращая внимание на указатели времени, подчеркните глаголы. Переведите предложения на русский язык.

1. Don’t come to my place tomorrow. I’ll (to write) a composition the whole evening.

2. When I entered the kitchen my mother (to cook) dinner.

3. I (to clean) the house now.

4. Раскройте скобки и поставьте глаголы в Present, Past или Future Perfect Tense, обращая внимание на указатели времени. Переведите предложения на русский язык.

1. When I come back they will (to repair) the car.

2. I can’t believe that he (lose) the key.

3. At last the librarian (to give) me the book which I waited for during two months.

5. Выберите предложения в страдательном залоге(Passive Voice) и переведите их на русский язык. Подчеркните глаголы.

1. Moscow University was founded by Lomonosov in 1755.

2. Our village is connected with the town by a railroad.

3. He was very busy that evening.

4. She was doing nothing last Sunday.

5. The book will be recommended him by our teacher.

6. He was reading a book to his son when we entered the room.

6. Раскройте скобки и напишите глаголы – сказуемые в соответствующей форме, соблюдая правила согласования времен, подчеркните глаголы. Переведите предложения на русский язык.

1. They promised that they (to bring) us all the necessary books.

2. The astronomer told us that the Moon (to be) 240,000 miles from the Earth.

3. He says that he (to go) abroad in two months.

4. I knew they (to be waiting) for me at the metro station.

5. He says that he (to know) the laws of this country.

7. Переведите на русский язык, обращая внимание на Participle I и Participle II.

1. While putting the eggs into the basket, she broke one of them.

2. A line seen through this crystal looks double.

8. Выберите из скобок подходящую форму причастия, подчеркните причастие.

1. Read the (translating, translated) sentences once more.

2. Name some place (visiting, visited) by you last year.

3. Translate the words (writing, written) on the blackboard.

9. Письменно переведите на русский язык первый абзац текста.

CHANNELS OF MARKETING

Individual consumers and corporate/organizational buyers are aware that thousands of goods and services are available through a very large number of diverse channel outlets. What they may not be well aware of is the fact that the channel structure, or the set of institutions, agencies, and establishments through which the product must move to get to them, can be amazingly complex. Usually, combinations of institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers. The same is true for the marketing of services. For example, in the case of health care delivery, hospitals, ambulance services, physicians, laboratories, insurance companies, and drugstores combine efforts in an organized channel arrangement to ensure the delivery of a critical service. All these institutions depend on each other to cater effectively to consumer demands. Therefore, marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.

From the outset, it should be recognized that not only do marketing channels satisfy demand by supplying goods and services at the right place, quantity, quality, and price, but they also stimulate demand through the promotional activities of the units (e.g., retailers, manufacturers representatives, sales offices, and wholesalers) comprising them. Therefore, the channel should be viewed as an orchestrated network that creates value for the user or consumer through the generation of form, possession, time, and place utilities.

A major focus of marketing channel management is on delivery. It is only through distribution that public and private goods can be made available for consumption. Producers of such goods (including manufacturers of industrial and consumer goods, legislators framing laws, educational administrators conceiving new means for achieving quality education, and insurance companies developing unique health insurance coverage) are individually capable of generating only form or structural utility for their «products». They can organize their production capabilities in such a way that the products they have developed can, in fact, be seen, analyzed, debated, and by a select few perhaps, digested. But the actual large-scale delivery of the products to the consuming public demands different types of efforts which create time, place, and possession utilities. In other words, consumers cannot obtain a finished product unless the product is transported to where they can gain access to it, stored until they are ready for it, and digested, exchanged for money or other goods or services so that they can gain possession of it. In fact, the four types of utility (form, time, place, and possession) are inseparable: there can be no «complete» product without incorporating all four into any given object, idea, or service.

WORDS

diverse – разнообразный

to be aware of – остерегаться чего-либо

channel structure – структура канала

establishment – установление, учреждение

to join – (при)соединять(ся)

health care delivery – оказание медицинских услуг

physician – терапевт

drugstores – аптеки

insurance companies – страховые компании

to ensure – обеспечивать

can be viewed as – могут быть рассмотрены, как

interdependent – взаимозависимый

orchestrated network – слаженная сеть

legislators – законодатели

to develop – развивать

to digest – переваривать