ЭКОНОМИСТЫ (ВЕЧЕРНЕ-ЗАОЧНОЕ ОТДЕЛЕНИЕ)

Вариант 1

Задание 1. Прочитайте текст.

Marketing

Marketing can be defined as human activity which is directed at satisfying needs and wants by creating and exchanging goods or services. The marketing concept has replaced the selling concept. The “selling concept” means that consumers have to be persuaded by selling techniques to buy non-essential goods and services. The “marketing concept”, on the contrary, means that the producer should produce the products which the customers need.

Let’s consider the case of the company “Harley-Davidson”, the company in the USA which produced bikes. For a number of years the company had serious problems. Its profits decreased, and the company was facing a possibility of bankruptcy. In its operation the company was orienting to a rather narrow market that is young people in “black leather jackets”.

In order to survive, the company had to use the main principles of marketing. 1. Determine the customer groups or segments. 2. Determine their needs. 3. Position the product in a proper way. While the company was trying to determine a new group of customers, it identified a numerous group of baby-boomers born after World War II. At that time they were in their forties. The second stage of this work was determination if these rather grown-up and conservative people could become buyers of bikes. The company studied this group and the features of its buying behaviour and came to a conclusion that it was possible. These people were experiencing the crisis typical for people of their age, and they had to get new opportunities, new experience and relaxation.

The company decided to launch a new model and position it in such a way it could meet the needs of the target group. The new model was meant for top-end, or upmarket (Am. Upscale) instead of mid-range market. The motorcycle was made large and reliable. The company realised that new buyers would not repair the motorcycle themselves, so it used a new motor “V-twin”. A lot was done to improve the image of the motorcycle. A shift was made from “hard metal” to a more soft variant. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was successful. Its sales have risen, and its profit margins have grown more than three times. Now the company is looking for new markets at home and internationally. It didn’t suffer from foreign competition, as many automobile and electronic companies did. The company survived and began to prosper as it followed the principles of marketing.

Marketing has become a key factor in the success of western business. In the 20^th century, marketing has played an increasingly larger role in determining company policy, influencing product development, pricing, methods of distribution, advertising and promotion techniques.

Задание 2. Определите, являются ли утверждения:

а) ложными

b) истинными

1. The selling concept has replaced the marketing concept.

2. The «marketing concept» means that the producer should produce the products which the customers need.

3. The company “Harley-Davidson” is the company in the USA which produced bikes.

4. The company decided to launch a new model of Peugeot.

5. The company successful.

Задание 3. Сформулируйте главную мысль текста. Дайте свое название тексту.

Задание 4. Выберите один вариант ответа. Заполните пропуски.

1. The ____ ____ means that the producer should produce the products which the customers need.

a) marketing concept b) target market c) promotion techniques

2. Тhe product should be distributed to the most convenient place for ___to buy it.

a) promotion b) market c) customers

3. The company is looking for a trade representative possessing high communicative skills and being able to_____________ people.

a) buy b) persuade c) sell

4. The entry of Coke and Pepsi will probably mean that smaller companies will have to change their ____ networks.

a) marketing b) supply c) distribution

5. When customers place an order, we guarantee ____ within three days.

a) delivery b) peace c) demand

Задание 5. Составьте предложения с данными словосочетаниями:

the determination of customers’needs and wants, the delivery of the product, the preparation of an effective marketing plan, the purchase of food and toys, the development of goods and services

Задание 6. Прочитайте следующие комментарии. Можете ли Вы согласиться с ними?

Задание 7. Ответьте на вопросы.

• How do you analyse your competitors?

• Do you think market research is worth doing in your company (or industry)? Why or why not?

• What are the advantages of doing your own market research versus outsourcing it?

Задание 8. Определите, являются ли утверждения:

а) ложными

b) истинными

1. The first man says that people in the company shouldn’t be involved in the research process.

2. The first woman advices not to let your market research firm be creative.

3. The second man comments that market research is very important.

4. The second woman thinks that you shouldn’t take into consideration your competitors.

Задание 9. Заполните пропуски, используя предложенные варианты ответов.

Listening, new trends, sales record, competitors, clients, find out

1. Schedule a social event, such as a wine testing, for existing or potential____, and use this as an opportunity to ____ more about what they want.

2. Compare your marketing approach with that of your ____. What areas are they targeting that you aren’t?

3. Read trade journals to learn about ____. This will help you stay ahead of the competition.

4. Study your ____ to see what facts you already have about the people who buy from you.

5. Spend time in a shop or at a trade fair ____ to people. What do they talk about? What questions do they ask?

Задание 10. Составьте предложения с данными словосочетаниями:

Focus group, market research, product line, target market, e-mail surveys.

Задание 11. Прочитайте заглавие текста и спрогнозируйте его содержание. Прочитайте текст, найдите подтверждение или опровержение вашему предположению.