Defining Analyzing Getting Interpreting Solving

the problem the situation problem – the data the problem

specific data

Exhibit 6 The marketing research process

3.4.5 Work in pairs. (Tell your fellow-student about a 5-step approach to marketing research using Exhibit 6. Let him help you in this activity)

3.5 Text C. MIS. (Read the text and say who needs MIS and why)

A marketing information system (MIS) is an organized way of continually gathering and analyzing data to provide marketing managers with information they need to make decisions. In some companies, an MIS is set up by marketing specialists. In other companies, it is set up by a group that provides all departments in the firm with information. Marketing managers often don’t know in advance exactly what questions they will have – or when. But they do know what data they have routinely used or needed in the past. They can also foresee what types of data might be useful. They should communicate these needs to the MIS manager so the information will be there when they want it.

Routinely analyzing incoming data can be valuable to marketing managers. But incoming data shouldn’t be their only source of information for decision-making. Marketing information systems tend to focus on recurring information needs. But marketing managers must try to satisfy ever-changing needs in dynamic markets. So marketing research must be used – to supplement the data already available in the MIS system.

3.5.1 Work in pairs. (Compose 3-4 key questions to the text. Ask your fellow-student to answer these questions)

3.5.2 Give the general idea of all the texts of the unit (in short)

3.5.3 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 to assume; 2 relationship; 3 to solve; 4 quantitative; 5 top manager; 6 to handle; 7 data; 8 valuable; 9 to call in; 10 need; 11 to take charge of; 12 to define; 13 marketing manager; 14 marketing research; 15 approach.

1 данные; 2 руководить; 3 главный управляющий; 4 нужда; 5 шаг; 6 предполагать; 7 исследование маркетинга; 8 развивать; 9 количественный; 10 приглашать; 11 структура; 12 определять; 13 догадка; 14 обрабатывать (документы); 15 решать; 16 создавать; 17 управляющий маркетингом; 18 связь; 19 ценный; 20 подход.

4 Unit

The Problem Area of the Unit: Grammar:

What is Product? The Infinitive

How is Product connected with branding?

1. Pre-Text Exercises

4.1.1 Memorize the following words and word-groups from the texts of the unit:

product tangible item to own deed to perform to provide party to develop to meet to survive life cycle failure brand branding trademark legal term craft guild merchant guild output purchase sales volume costs failure

продукт; товар; изделие осязаемый, материальный предмет владеть дело; акт выполнять обеспечивать участник; сторона разрабатывать удовлетворять (потребности); соответствовать выживать жизненный цикл неудача; крах; банкротство марка (изделия) присвоение товару марочного названия торговая марка; торговый знак юридический термин ремесленная гильдия торговая гильдия продукция покупка; покупать объем реализованной продукции издержки; затраты неудача

4.1.2 Give the opposite meaning of the following words according to the model

Model: visible (in) - видимый

invisible – невидимый

tangible (in) convenient (in) expensive (in) dependent (in) legally (il) existing (non) monopoly (anti)

материальный; удобный; дорогой; зависимый; легально; существующий; монополия;

common (un) satisfied (un) essential (un) changing (un) favorably (un) limited (un) important (un)

обычный; удовлетворенный; существенный; изменяющийся; благоприятно; ограниченный; важный.

4.1.3 State what parts of speech the following words belong to and what words they are derived from

Model: owner – noun; derived from “to own”

offering; exactly; optional; experienced; advertising; development;

unfavorably; discourage; producer; importance; marketer; promotion.

4.1.4 Make sure that you know the meaning of the following words and word-groups. They will be helpful for you when you translate any text

already both both … and as pretty easy exactly on the other hand another rather most so just

уже; оба; как … так; как; в качестве; довольно легко; точно; с другой сторо- ны; другой; скорее; большинство; так; таким об- разом; просто;

as well as in any way in many ways for only according to still other similar to each thus more

а также; в известном смысле; во многих от- ношениях; только; в тече- ние; согласно; все же; другой; похожий на; каждый; таким образом более.

4.1.5 Make acronyms or letter-names from the group of names listed below. They are pronounced as the letters are called in the Alphabet. Keep the definite article