Changes

1. Changes are constantly taking place in any society. First of all, there are… changes that are emigration, immigration, movements in birth and death. Such population … calls for changes in allocation of resources to different industries.

A rapidly increasing population has a large proportion of younger…. That is why; there is increasing demand for … consumed by young people. These are nursery schools, schools, schoolteachers and other …for the youth.

things, commodities, people, changes, population

2. Political changes influence the changes greatly both at home and abroad. Changes in the …of taxation and distribution of government … are important instruments of government policy. If the industries are nationalized, the government can directly influence the allocation of …. External political changes are also important if the country is dependent upon the … markets. So, political changes … all sectors of economy.

export, resources, spending, structure, influence

Exercise 11. Make the presentation of the company internal marketing audit for a group of trainees. Use the stages of the presentation from Unit 1.

Exercise 12. Write the draft of the presentation about the importance of the external company marketing audit to your trainees.

Exercise13. Read the SWOT – analysis for the company, and write your own one. Remember, that S – stands for strengths, W – stands for weaknesses, O – stands for opportunities, t – stands for threats.

Swot–analysis for the Path Supermarket

Strengths:

1. Good location of the Supermarket.

2. In–house manufacturing.

3. Well–developed system of motivation.

4. Good image of the company on the local market.

5. The opportunity to get loans from the bank.

Weaknesses:

1. Staff with low qualification.

2. High requirements to the work of personnel and middle level of salary on the city market.

3. High staff turnover.

4. Poor production and delivery technologies.

5. Poor planning system.

Opportunities

1. Increase of the consumer income.

2. Middle level of competition on the local market.

3. High rate of trade growth.

4. The opportunity to open a new supermarket in the distant district in the city.

Threats

1. Shortage of the labor force on the market.

2. Cost increase of the human resources.

3. Demographic crises.

4. Financial crises.

5. Possibility of foreign supermarkets expansion.

Unit 6. The nature of competition

Exercise 1. Look through the text, find the nouns with the suffixes –er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

competition – trying to be better in the same area;

environment – surrounding; influences; circumstances;

external – outside; located on the outside;

supply – stock or amount of something, which is obtainable;

demand – desire of people ready to buy something;

saturation – making thoroughly full of something;

outlet – a trade point;

to survive – to continue to live;

to remain constant – to be at the same level;

to increase – to grow;

to decrease – to drop; to fall;

to improve – to make better.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6.Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. What is competition?

2. How can a company protect its position?

3. What is underlying any competition?

4. At what price does any company launch its product?

5. When do prices tend to fall?

6. What do competing companies take into account to stay on the market?

7. What are the main competitor reaction profiles?