Практический курс английского языка = Practical Course of English for Students of Economics. Учебное пособие для студентов экономических специальносте

in its present markets. 16. A legal term that includes only those words, symbols or marks that are legally registered. 17. A (relatively) homogeneous group of customers who will respond to a marketing mix in a similar way.

8. Fill in the gaps with the correct preposition.

The term marketing comes … the word market, which is a group … potential customers … similar needs who are willing to exchange something … value … sellers offering various goods and/or services – that is, ways … satisfying those needs. Of course, some negotiation may be needed. This can be done face-to-face … some physical location. Or it can be done indirectly – … a complex network … middlemen who link buyers and sellers leaving far apart. … primitive economies, exchanges tend to occur … central markets. Central markets are convenient places where buyers and sellers can meet one-on-one to exchange goods and services. We can understand macro-marketing better … seeing how and why central markets develop.

Imagine a small village … five families – each … a special skill … producing some need-satisfying product. … meeting basic needs, each family decides to specialize. It’s’ easier ... one family to make two pots and another to make two baskets than ... each one to make one pot and one basket. Specialization makes labour more efficient and more productive. It can increase the total amount … form utility created. Specialization can also increase the task utility … producing services, but … the moment we’ll focus … products that are physical goods.

If these five families each specialize … one product, they will have to trade … each other. It will take the five families 10 separate exchanges to obtain some of each … the products. If the families live near each other, the exchange process is relatively simple. But if they are far apart, travel back and forth will take time. Who will do the travelling – and when?

Faced … this problem, the families may agree to come … a central market and trade … a certain day.

Read the passage again and speak on central markets. 9. Complete the sentences with the words given below.

micro-marketing, question, marketing, broad, welfare, making, obvious, company, marketing system, delivery, activities, macro-marketing, needs, support, social, advertising, focus on, define, definition, between, advanced, perform, middlemen, exist, set of, items.

Some people think of … too narrowly as “selling and …”. On the other hand, one author … marketing as the “creation and … of a standard of living”. That definition is too … .An important difference … the two definitions may be less … . The first definition is a micro-level definition.

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It … activities performed by an individual organization. The second is a macro-level definition. It focuses on the economic … of a whole society.

Which view is correct? Is marketing a … activities done by individual firms or organizations? Or is it a … process? We see that a producer of tennis rackets has … many customer-oriented activities besides just … rackets. The same is true for an insurance …, an art museum, or a fam- ily-service agency. This … the idea of marketing as a set of … done by individual organizations. On the other hand, people can’t live on tennis rackets and art museums alone! In … economies, it takes thousands of goods and services to satisfy the many … of society. For example, a typical Wal-Mart store carries 75,000 different … . A society needs some sort of … to organize the efforts of all the producers and … needed to satisfy the varied needs of all its citizens. So marketing is also an important social process. The answer to our … is that marketing is both a set of activities performed by organizations and a social process. In other words, marketing … at both the micro and macro levels. Therefore, we will use two … of marketing – one for micro-marketing and another for macromarketing. … looks at customers and the organizations that serve them. … takes a broad view of our whole production-distribution system.

10.* Paraphrase the italicized words.

Most modern economies have advanced well beyond the five-family village, but the same ideas still apply. The main purpose of market intermediaries is to make exchange easier and allow greater time for production, consumption, and other activities – including leisure. Although it is tempting to conclude that more effective macro-marketing systems are the result of greater economic development, just the opposite is true. An effective macro-marketing system is necessary for economic development. Improved marketing is often the key to growth in less-developed nations. Without an effective macro-marketing system, many people in less-developed nations are not able to leave their subsistence way of life. They can’t produce for the market because there are no buyers. And there are no buyers because everyone else is producing for their own needs. As a result, distribution systems and intermediaries do not develop. Breaking this “vicious circle of poverty” may require major changes in the inefficient microand macro-marketing systems that are typical in less-developed nations. At the least, more market-oriented middlemen are needed to move surplus output to markets – including foreign markets where there is more demand. You can see how this works, and why links between the macro-marketing systems of different countries are so important, by considering the differences in markets that are typical at different stages of economic development.

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12.* Read the passage carefully. There is a word in each line which should not be there. Find it and cross it out.

By the 1950s consumers had a higher level of an income and a diversity of a product offerings available to them. Businesses began to realize that these sales and advertising could not sell a product if it was not that what the consumer wanted. Thus it had became important to first find out what the consumer wanted or needed and then to produce a product to satisfy that need or want. This attitude led up to the development of the marketing concept. Over the years of the marketing concept has evolved into a philosophy aimed at the pursuing organizational goals by identifying the their wants and their needs of the organization’s consumers (the organization’s target markets) and to designing an integrated product/service offering on to fill those wants and needs.

13. Complete the following sentences with:

a) many; much (more); few/a few (fewer); little/a little (less)

1. … evolve into a multinational organization, which means worldwide marketing is planned and managed by the top offices of the company. 2. Companies move into international marketing for … reasons. 3. Packaging is not well developed because it would add … to the cost of product. 4. If the manufacturer charges … in the foreign market than in the home market this is called dumping. 5. Many foreign middlemen use high markups even though this means … units. 6. Marketing affects so … people in so … ways that it inevitably stirs controversy. 7. There are

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too … different kinds of consumers with too … different kinds of needs. 8. The company has a policy of permanently low pricing. In fact, they guarantee that all branded products will be at least 10% … than the recommended sale price. 9. The wholesale price of a given item is usually … than the retail price. 10. There is … long-term planning in the US than in Japan.

b) some/any or their derivatives

1.… capable of satisfying a need can be called a product. 2. Exchange is the act of obtaining a desired object from … by offering … in return.

3.A market can grow up around a product, a service, or … else of the kind. 4. Most people think of a marketing manager as … who finds enough customers for the company’s current output. 5. Marketing activities should be carried out under … philosophy. 6. Target markets are the core of … marketing strategy. 7. A product is … a firm markets and includes the actual product and all accompanying factors that satisfy the customer’s needs. 8. A wholesale transaction can be defined as … nonretail sale. 9. A brand is … combination of words or symbols that identifies the goods or services of a specific producer and distinguishes them from the products of other manufacturers. 10. The desire to exchange occurs only when … produces more than he/she can consume (a surplus).

14.Fill in the gaps with a comparative or superlative form of words in brackets.

1.Wholesale transactions are usually much (large) than retail transactions. 2. The loyalty of consumers to specialty products allows for (exclusive) distribution and (high) prices. 3. (obvious) channel leaders are found in franchise organizations. 4. This company’s (important) market segment is men aged from 18 to 30. 5. Sales are much (high) this year because the company have spent a lot on marketing. 6. In the early 1950s, the supply of goods began to grow (fast) than the demand. 7. The production concept is one of (old) philosophies guiding sellers. 8. Organizational purchasing decisions are (complex) and the buying process is (formal). 9. Organizational markets usually have fewer and (large) buyers who are geographically (concentrated). 10. The majority think that a TV commercial is (good) advertising medium.

15.Complete the following sentences using the correct article.

1. Marketing revolves around … exchange process. 2. … evolution of marketing is … evolution of … exchange process. 3. It is … responsibility of those engaged in … marketing to discover … wants and needs of … consumers and to stimulate and fulfil this demand. 4. Demand stimulation is … key not only to … consumption but also to income and employment. 5. Without marketing … companies could not maintain … efficiencies of production and distribution necessary to survive. 6. Product-related de-

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cisions include … kinds of product to make, how to package it, and what to call it. 7. Promotion decisions facilitate … exchange process by communicating with and persuading … target market to buy … product. 8. Marketing is closely related to … economics, … social science concerned with … production, distribution, and consumption of useful goods and services. 9. … controllable elements of … marketing environment revolve around … corporate planning and organization. 10. … revenue or sales forecast is … estimate of how much money … firm will receive from … sales of its product during … specified period. 11. Dividing … market into segments helps … company identify … opportunities available to it. 12. International marketing consists of … marketing across … national boundaries.

16. Put the verbs in brackets into the correct infinitive form or -ing form.

Marketers perform two basic tasks in (to meet) their exchange objectives: first, they identify potential markets and select certain target markets (to serve); then they design and implement marketing strategies (to meet) these target market objectives. Marketing strategies, or action plans for (to accomplish) objectives, then, are thought of in terms of particular markets. Thus, (to identify) and (to select) target markets are critical early tasks of marketing managers. In affluent economies there are few completely homogeneous markets, that is, markets of people who want identical products at identical prices and quantities. For instance, think about a product as basic as drinking water. Most people in the United States turn on the water faucet when they want a drink of water. But a few people pay extra for a refrigerator accessory that provides water and ice cubes without (to open) the door. And more and more people are buying their favorite brand of drinking water in bottles from the supermarket shelf. Among a group of young people, all (to share) a common need for housing, many rent apartment in cities, others insist on houses in the suburbs, while one or two will scan the ads in a newspaper for a few timbered acres in Maine where they can build their own log cabins. The point is that most markets are segmented into different groups (to share) preferences for a specific set of product characteristics.

17.* Render the following passage in Russian (10–12 sentences) focusing on key vocabulary.

The primary condition for segmentation is the existence of real differences in buying and consumption within the total market; otherwise, the marketer will be wasting resources in creating separate marketing mixes. Since market segmentation is often very expensive, it is also important that the segments are large enough to be served profitably. Market segments must also be measurable. This means that although real customer differences may exist, the marketer cannot segment the market

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if individual factors that distinguish the segments cannot be identified. For instance, perhaps the buyer’s moods may have a lot to do with her purchases of such thing as cosmetics. But since moods change quickly, the marketer cannot afford to measure individual buyer’s changing emotions anyway. Therefore, segmenting by emotional states may be impractical. Segments should also be accessible by the firm. For example, perhaps the purchasers of a new after-shave lotion are likely to be more innovative males. Finally, the firm must consider its competitors. A small segment ignored competitors may be far more profitable than a large segment everyone else is aggressively serving.

18.* Render the following passage in English (10–12 sentences) using active vocabulary.

Рынок – крайне сложное явление общественной жизни, связанное с регулированием производства и обменом материальными и другими ценностями, результатами человеческого труда. По той причине, что рынком называют сферу обмена, не следует путать его c торговлей как таковой. Рынок – это особая экономическая категория, а торговля – отрасль экономики. Рынок как система купли-продажи может нормально функционировать при наличии трех элементов: продавца, покупателя, предмета сделки.

Все происходящие в обществе экономические совершаются в рамках трех основных функций, присущих рынку и рыночной экономике:

1)интегрирующей. Ее суть заключается в установлении и обеспечении взаимосвязи между партнерами на рынке; производителями и потребителями, продавцами и покупателями, владельцами свободных денежных средств и лицами, нуждающимися в кредите, работниками и работодателями.

2)оценочной. Она состоит в оценке результатов труда товаропроизводителей в определении уровня общественно необходимых затрат труда.

3)организующей и регулирующей. В этой функции рынок выступает как инструмент, обеспечивающий рациональное построение и гармоничное функционирование экономической системы.

;Speaking

1.Define marketing and discuss the activities it involves.

2.Market leaders, challenger, followers, novices: what are their real position on the market? Are they all vulnerable? If not then why?

3.Describe the differences between convenience products, shopping products, and specialty products.

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4.List the various factors affecting pricing decisions.

5.Speak on the factors affecting the general price level.

6.Explain why promotion is important to a company’s marketing strategy.

7.Explain the difference between wholesale and retail transactions.

8.Discuss the functions performed by channels of distribution and various factors affecting their selection.

9.“Economic success is not guaranteed simply because a producer makes a good product for which there is a need”. How does this fact relate to channel management?

10.Explain the environmental forces impacting on the international marketing.

11.Speak on the following: “there is no “right” marketing mix. Product, price, promotion and placement decisions must be made with the target customer in mind.”

12.Some time ago, Apple Computer was one of the first to mass maker PCs. IBM, the giant, had no competing product, but within a short time it announced its PC model. Steven Jobs, the founder of Apple, is said to have exclaimed, “We’re glad to see IBM is entering the market”. According to the product life cycle, is there any rationale for this statement?

; Writing

Express your opinion on the following (150–200 words):

a)”Marketing is vital and virtually all-pervasive element in any economy”.

b)”International marketing or trade between nations is filled with risks and problems but promises profits to those who undertake it”.

c)”The process and principles of marketing strategy are universal”.

d)”Factors that influence buyer behaviour include culture, subculture, social class, self-image and situational factors”.

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Unit III

A D V E R T I S I N G

;Lead-in

1.What is advertising?

2.What is the role of advertising in modern world?

3.What are the objectives of advertising?

4.The power of an advertisement is conveyed through two channels – the image shown and the language used. What is more attractive to you?

5.In what way does advertising influence your behaviour as a consumer?

;Reading

Text 1

Read the following text. Speak on the stages of the development of advertising.

Historical Milestones In Advertising

An examination of the growth of advertising and promotion helps to clarify, among other aspects, their social and economic functions. Without a careful look at the history some of these may seem strange. Efforts to persuade men to buy or trade something can be traced back thousands of years; the tools, the specialization, and the institutions to carry out this intention came later and have been refined to their present state largely since 1900.

Advertising goes back to the very beginning of recorded history. Archaeologists working in the countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights and the Phoenicians painted pictures promoting their wares on large rocks along parade routes. A Pompeii wall painting praised a politician and asked for the people’s votes.

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Another early form of advertising was the town crier. During the Golden Age in Greece, town criers announced the sale of slaves, cattle, and other goods. An early “singing commercial” went as follows: “For eyes that are shining, for cheeks like the dawn/ For beauty that lasts after girlhood is gone/ For prices in reason, the woman who knows/ Will buy her cosmetics of Aesclyptos”.

Another early advertising form was the mark that tradespeople placed on their goods, such as pottery. As the person’s reputation spread by word of mouth, buyers began to look for his special mark, just as trademarks and brand names are used today.

The turning point in the history of advertising came in the year 1450 when Gutenberg invented the printing press. Advertisers no longer had to produce extra copies of a sign by hand. The first printed advertisement in the English language appeared in 1478.

In 1622, advertising got a big boost with the launching of the first English newspaper, “The Weekly News”. Later Addison and Steele published “The Tatler” and became supporters of advertising. Addison gave his advice to copy writers: “The great art in writing advertising is the finding out the proper method to catch the reader, without which a good thing may pass unobserved, or be lost among commissions of bankrupts.”

Advertising had its greatest growth in the United states. Ben Franklin has been called the father of American advertising because his “Gazette”, first published in 1729, had the largest circulation and advertising volume of any paper in colonial America. Several factors led to America’s becoming the cradle of advertising. First, American industry led in mass production, which created surpluses and the need to convince consumers to buy more. Second, the development of a fine network of waterways, highways, and roads allowed the transportation of goods and advertising media to the countryside. Third, the establishment in 1813 of compulsory public education increased literacy and the growth of newspapers and magazines. The invention of radio and later television created two more amazing media for the spread of advertising.

Text 2

Read the text and answer the questions that follow it.

Advertising

Advertising permeates almost all facets of modern life. Whenever we scan a newspaper, look at a magazine, listen to the radio, watch a TV program, open our mail, or walk down a city street, the chances are that

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we will be exposed to commercial messages. It is virtually impossible for anyone to escape contact with some of advertising.

The range of advice furnished us by advertisers is almost unlimited. Consider for a moment the ways in which advertisers tell people how to live. Commercial messages tell us:

1.What to eat – “the bread that’s better for you because it’s eight hours fresher”.

2.What to wear – “easy-care fabrics that need no ironing”.

3.How to care for our bodies – “with the deodorant (soap, toothpaste, shaving lotion) that keeps you fresh all day”.

4.Where to shop – “at the shopping center that’s fun for the whole family”.

5.What to drive – “the automobile with style”.

6.Where to take our vacations – “in a fun-filled paradise for the whole family”.

7.And how to get there – “on the airline that’s ready when you are”.

8.Where to put our money – at the bank that cares about you”.

9.How to provide for our retirement – “with the savings plan that lets you retire at the age of 55”.

10.And even where to be buried – “where perpetual care is guar-

anteed”.

Advertising is very important to society. It pays for a large part of our recreation and entertainment, lowers the cost of our newspapers and magazines, enables us to view free TV shows, and probably encourages most of us to work harder to buy things we didn’t know we needed until they were advertised. Advertising is controversial. It is criticized extensively.

Advertising is also important to the communication goals of a company. As the old saying goes, “Doing business without advertising is like winking at someone in the dark. You know what you are doing, but nobody else does”. However, in the marketing of most products advertising does not constitute the entire promotional program, but is simply part of the overall effort to sell the product. It is important, then, for marketing management to decide the specific role advertising should pay.

For example, although companies advertise large computers and related equipment extensively, the advertisements alone cannot be expected to make the sale. For one thing, a substantial amount of money is involved. For another, there a host of technical and financial matters that must be resolved to the prospect’s satisfaction before an order will be placed. In this example, advertising is expected to make a prospect aware of his or her needs and to make the prospective customer receptive to a visit by the manufacturer’s sales representative. In other words

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