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Every company faces many opportunities. Companies can search for new opportunities casually or systematically. Many companies find new ideas by simply keeping their eyes and ears open to the changing marketplace. Other organizations use formal methods for analyzing the marketing environment.

Not all opportunities are right for the company. A marketing opportunity must fit the company's objectives and resources. Thus personal computers are an attractive industry, but not for every company. For example, we sense that personal computers would not be right for McDonald's. McDonald's seeks a high level of sales, growth, and profits from the fast-food business. And even though McDonald's has very large resources, it lacks the technical know-how, industrial marketing experience, and special distribution channels needed to successfully sell personal computers.

The company's marketing environment includes forces close to the company that effect its ability to serve its consumers, such as other company departments, channel members, suppliers, competitors, and publics. It also includes broader demographic-economic forces, political-legal forces, technological-ecological forces, and social-cultural forces. The company must consider all of these factors and forces when developing and positioning its offer to the target market.

1. Many organizations are known to use formal methods analyzing the marketing function.

2. Personal computers to be bought are not cheap, but the company will profit from business.

3. Many companies known have dropped these formal methods to use more customized strategic planning approach better suited to their companies' situation.

IV. Перепишите предложения и переведите их на русский язык, подчеркните причастие и определите функции каждого из них.

4. The instructions being right, the computer solves problems easily.

5. Personal computers being used for many purposes, scientists must improve their characteristics.

6. The model being chosen by a consumer should not represent the only model produced.

7. Many workers from declining industries are unlikely to be employed again, particularly those over age 45.

8. Some very complicated models are investigated in the present paper.

П. Определите, к каким частям речи относятся слова, затем переведите слова.

Bonded goods, downtime index, know-how information, portfolio investor, outstanding issue, keep up-to-date, lack of funds, leasing of exhibition grounds, confirmation letter, yield of advance, price maintenance, day-to day management, personnel management, work measurement, sales outlet.

III. Перевести предложения на русский язык, обращая внимание на инфинитивные обороты и инфинитив в различных функциях.

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V. Перепишите предложения и переведите их на русский язык, обращая внимание на условные предложения.

1. If the company had developed a proper marketing program it would have served its own funds.

2. I should have done the translation if I had had a good dictionary.

3. The employees would not have gone on strike if the company had improved their pension scheme.

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