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Файл:The English Language of Marketing. Учебное пособие
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Международный консорциум «Электронный университет»
Московский государственный университет экономики,
статистики и информатики
Евразийский открытый институт
Л.П. Варенина
The English Language
of Marketing
Учебно-методическое пособие
Москва 2011
1
УДК 811.111
-
у
у
у
у
л
р
ББК 81.2 Англ
В18
Варенина Л.П.
В18
THE ENGLISH LANGUAGE OF MARKETING: учебно
методическое пособие / Л.П. Варенина. – М.: Изд. центр ЕАОИ,
2011. – 160 с.
ISBN 978-5-374-00501-1
Данное учебное пособие предназначено для студентов второго
курса, специализирующихся в области маркетинга. Целью данного
пособия является отработка навыков чтения и понимания специального текста,
специализации и грамматической структуры текста.
Пособие содержит оригинальные тексты по маркетингу, отражающие специфик
структуры, типичные для специального текста.
Пособие содержит 9 разделов, грамматический справочник,
руководство по изучению данного материала, рабоч
каждый раздел (Unit) включены упражнения на закрепление лексического и грамматического материала, вопросы для диск
уроках также предлагаются темы для сочинений и устных док
ролевые игры, case study.
Разнообразие упражнений позволяет использовать их выбо-
очно по каждому тексту с учетом уровня подготовки студентов.
своение терминологической лексики данной области
лексики данного подъязыка и грамматические
ю программу. В
УДК 811.111
ББК 81.2 Англ
ссии. В
адов,
© Варенина Л.П., 2011
© Оформление. АНО «Евразийский
ISBN 978-5-374-00501-1
открытый институт», 2011
2
Содержание
Предисловие .......................................................................................... 4
Unit 1 ........................................................................................................ 5
Unit 2 ...................................................................................................... 15
Unit 3 ...................................................................................................... 26
Unit 4 ...................................................................................................... 38
Unit 5 ...................................................................................................... 51
Unit 6 ...................................................................................................... 64
Unit 7 ...................................................................................................... 78
Unit 8 ...................................................................................................... 91
Unit 9 .................................................................................................... 106
Supplementary Reading .................................................................... 119
Grammar Reference ........................................................................... 130
Рабочая программа .......................................................................... 149
Руководство по изучению дисциплины ..................................... 151
3
Предисловие
Данное учебное пособие предназначено для студентов
второго курса, специализирующихся в области маркетинга.
Целью данного пособия является отработка навыков чтения и
понимания специального текста, усвоение терминологической лексики данной области специализации и грамматической структуры текста.
Пособие содержит оригинальные тексты по маркетингу,
отражающие специфику лексики данного подъязыка и грамматические структуры,
Пособие содержит 10 разделов, грамматический справоч-
ник, руководство по изучению данного материала, рабочую
программу. В каждый раздел (Unit) включены упражнения на
закрепление лексического и грамматического материала, вопросы для дискуссии. В уроках также предлагаются темы для сочинений и устных докладов, ролевые игры, case study.
Разнообразие упражнений позволяет использовать их
выборочно
студентов.
по каждому тексту с учетом уровня подготовки
типичные для специального текста.
4
Unitone.Thescopeofmarketing
UNIT ONE
THE SCOPE OF MARKETING
Special Terms
Advertising рекламная кампания
Consumerism защита прав потребителя
Costs издержки
Distribution сбыт
Goods and services товары и услуги
Merchandising политика сбыта;
искусство торговли
Promotion продвижение
Retail розничная торговля
Surplus излишки
Wholesale оптовая торговля
It is common knowledge that marketing has lately devel-
oped into a separate discipline that is being taught at universities
now. When did it really come into existence? This century, last
century, or in the Middle Ages? Wrong on all three counts.
The transfer of goods from one person to another was prob-
ably one of our earliest social acts. Whether through violence or
barter, this transfer established that few people can satisfy all their
desires alone. The inability to produce everything desired creates
Working on the text
Read and translate the text
The Scope of Marketing
5
TheEnglishLanguageofMarketing
reliance on others for both necessities and luxuries. As societies
grow more complex, so does the transfer of goods.
The basic motive for trading is that someone has something
you want more than what you already have. When that someone
is willing to exchange what you want for what you have, a mutually satisfactory transaction can be arranged. Generally speaking, then, trade is the exchange of surplus items for shortages of
items. The reasons for having surplus items range from geographic
and resource variations to division and amount of labor, skill variation and differences in taste. One group or person may create a
surplus of some product in the hope of profitably exchanging it for
other products.
As society and production expanded, so did the limits of
trade, the range of goods and the distance between the traders. It
became increasingly difficult for the producers to locate each other
and arrange mutually satisfactory exchanges without the help of
intermediaries or "middlemen." These intermediaries, in the role of
bringing together interested parties, must perform a variety of
tasks which can be called marketing.
As defined by the American Marketing Association, market-
ing is "the performance of business activities directed toward, and
incident to, the flow of goods and services from producer to consumer or user." Marketing, therefore, is made up of such physical
activities as transporting, distributing, storing, and selling goods,
and of the decisions which must be reached by individuals or
groups who want to move goods from production to use. Of course,
not all producers engage in every marketing activity. The local
carpenter in Guatemala or the supermarket manager in Japan does
not do product planning; most retail stores around the world have
few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis
of these activities marketing involves understanding the consumer
circumstances and attitudes that determine why certain people
want certain products.
Marketing trends, activities, and organizations are constantly
changing and developing. In the role of bringing together interested
6
Unitone.Thescopeofmarketing
parties, the intermediary may also be involved in grading, financing, assembling, packaging, refining, or altering the form of the
goods. Indeed, a large portion of the working population in many
countries is involved in some form of marketing. In West Germany
today, for example, manufacturing and the marketing activities of
retail and wholesale trade account for one-third of the national income, while 25 per cent of the work force is engaged in full-time
marketing activities.
The contribution of marketing to society is a subject of con-
troversy among economists. Contributions such as refining, transporting, assembling, and packaging are considered productive;
speculating, storing, accepting commissions, and merchandising
activities such as advertising are considered parasitic and of little
value to society
The general belief is that prime costs of distribution should
be eliminated and supplemental cost excesses should be reduced.
Supplementary costs of distribution such as packaging, storing,
and selling are generally considered to be continuations of the
production process, and are thus acceptable as an added value to
the product. In the free enterprise system the full range of marketing activities operates with little control. Other more controlled
economies regulate and limit some of these functions.
Capitalist economies do acknowledge that marketing has its
excesses, as in cases where a product is stored for an undue period
of time merely to raise the price. Consumerism has arisen out of a
belief that consumers have rights which are often abused. People
like consumer advocate Ralph Nader have fought to have laws
enacted which would protect these rights.
On the whole, however, functions can continue only if they
perform a service and fulfill a need. If unnecessary marketing activities raise the cost of goods above that of the competition, the
product will be priced out of the market. The corollary to this is
that marketing functions will only produce a profit – the basic motive for doing business – if they provide a service worth the money. It is argued that almost all marketing activities thus contribute
to the real value of a product. Whether or not this is true, the aim
7
TheEnglishLanguageofMarketing
of this text is to explore those marketing activities and functions
which do exist and which are practiced.
The following questions face those involved in marketing:
How should the product be designed? How should it be packaged? What retail and/or wholesale channels should be used? Is
advertising advisable? If so, how much and what kinds? What
prices should be set? Will it sell, and to whom?
Although marketing activities have expanded tremendously
in the past hundred years, there was little formal study of them
until the past few decades. Today there are many publications on
the various aspects of marketing and colleges give courses and degrees in this field. Marketing research has developed into a highly
specialized activity employing tens of thousands of people around
the world. There is general agreement among marketing people
that, in many cases and countries, marketing activities account for
more than half the cost of the product to the consumer. In many
countries those engaged in marketing activities outnumber those
engaged in manufacturing or production.
We have noted that, in general, marketing directs the flow of
goods and services from producers to consumers or users. Marketing is not confined to one particular type of economy; goods in all
but the most primitive societies must be marketed. Indeed, a
broader concept of marketing does not limit its application to
business enterprises. Schools, hospitals, libraries, and many other
services must also be marketed to be used.
Vocabulary notes
Prime costs of distribution are costs or expenses that arise
because of the process of buying and selling or a conversion of the
form of the product.
Supplementary costs of distribution are costs or expenses
which add to the value of a product because they are a continuation of the production process.
8
Unitone.Thescopeofmarketing
Comprehension
Tick the correct answer (A, B or C) for 1–6 below:
1. The transfer of goods took place because:
A. People were violent;
B. A mutually satisfactory transaction was desirable;
C. People were unable to produce everything themselves.
2. What is the role of an intermediary?
A. To make interested parties produce some product together;
B. To match Sellers and Buyers;
C. To perform a variety of tasks.
3. Marketing is:
A. A. Promoting goods and services from producer to user;
B. B. Storing and selling goods;
C. C. Understanding consumer circumstances;
4. In many countries the number of people involved in market-
ing activities is:
A. Less than those involved in production;
B. More than those involved in production;
C. The same.
5. We can apply the term “marketing”:
A. Only to business enterprises;
B. Only to non-profit organizations;
C. To both.
6. How expensive are marketing activities to the ultimate con-
sumer:
A. They don’t cost much;
B. They double the price of the product;
C. Nothing is mentioned about it.
9
g
h)
TheEnglishLanguageofMarketing
Vocabulary Practice
Exercise 1
Find English equivalents in the text.
Насилие, неспособность, зависимость, предметы роско-
ши, предметы первой необходимости, сделка, устраивать, излишки, нехватка, разделение труда, торговля, посредник,
производство, сортировка, сборка, очистка, общее мнение, нарушать права потребителя, прибыль.
Exercise 2
Fill in the blanks with one of the words from the list below.
Change the form of the words where necessary.
a) promoted, b) domestic,
e) products, f) competitive, g) bringin
c) markets, d) non-profit,
together
Whether a firm is large or small,____1_____ a tangible or in-
tangible product, aspires to profit or ____2____objectives, or sells
in______3____ or international markets, the basic marketing
process will be the same. Buyers must be found,___4_____ must be
conceived, priced,___5___ and distributed. Uncontrollable factors
such as differing economic and___6_____ conditions must be taken
into account in ___7_____ buyers and products____8_____.
Grammar Revision : The Passive Voice
We form the passive by using the appropriate tense of to be + a
past participle.
A passive construction is used when the action itself is more important than the doer of the action or when we focus on information.
We also use passive when describing a process or procedure or writing
in formal style.
10
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