5. Make the sentences negative.

1. Any entrepreneur wishes to maximize its profits.

2. We need to compare the costs of production with the revenues from production.

3. Some manufacturers had set their price slightly below of the market price.

4. There are few decisions new entrepreneurs have to take.

5. Many businessmen delegate this kind of job to their accountant.

6. Customers are often suspicious of new services offered at a low price.

7. They will buy new products offered at a price lower than those of existing products.

VIII. Write down the forms of the irregular verbs.

To sell, to pay, to drive, to feed, to forecast, to go, to hear, to lend, to make, to seek.

IX. Write down sentences with the following idioms.

1.At a premium - по высокой цене

2.Cut-throat (business, competition) - прилагательное, которое означает жесткий, беспощадный и может описывать в деловой речи высококонкурентную среду, бизнес, отрасль т.д.

UNIT 5

MARKETING

I. Read and translate the text.

Marketing organizes and directs all those business activities connected with the movement of goods and services from producers to consumers or users. It is made up of activities such as selling goods, distribution, advertising and sales promotion, product planning and market research. Its function is to assess and convert customer purchasing power into effective demand for a specific product or service.

Marketing and Selling. There is quite a difference between marketing and selling. Marketing involves: market research, advertising, introducing and informing about goods and services, public relations, and after all-selling those goods and services. According to this, we can see that selling is only one part of the marketing function that involves finding the customers and persuading them to buy.

Marketing Mix. The marketing mix is the combination of four main elements that have to be combined in the most effective and profitable way. Those four elements are:

1. Promotion – includes advertising, selling, public relations and the creation of a brand image.

2. Product – includes product design, the quality of manufacture and after –sales services (if it is required).

3. Price – must relate to product quality, a particular market and also includes granting credits.

4. Place – involves the channels of distribution to be used.

Different organizations use different marketing mixes according to their particular circumstances. In terms of existing competition they can, in order to improve their selling, emphasize a particularly attractive feature of their product which may or may not be present in the products of competitors. They can also offer their products for a lower price than their competitor. That can improve selling but it often happens that the customer equates low price with low quality.

Commentary and Notes to the text.

1. assess [ə'ses] оценивать, давать оценку

2. convert [kən'vɜːt] преобразовывать; превращать (о нематериальных объектах)

3. purchasing power - покупательная способность, платёжеспособность

4. persuade [pə'sweɪd] убеждать (в чём-л.)

5. grant credit- предоставлять кредит

6. require[rɪ'kwaɪə] приказывать, требовать

7. marketing mix -комплекс маркетинга, маркетинг-микс (набор основных компонентов маркетингового воздействия, поддающихся контролю со стороны фирмы и используемых ею при продаже товара в стремлении вызвать желаемую ответную реакцию со стороны рынка; выделяют 4 основных компонента комплекса маркетинга: товар, цена, место распространения и методы стимулирования)

8. in terms of - в показателях, в единицах чего-либо, в переводе на ; исходя из, на основе

9. feature ['fiːʧə] особенность, характерная черта

10. competitor [kəm'petɪtə] конкурент

11. equate [ɪ'kweɪt ] приравнивать; считать равным