6. Control (How can we make sure we succeed?)

a. Measure cost of marketing effort (above) by market/customer

b. Measure results by market/customer, compared with forecast and budget.

Exercise 9. Read the text once again and express the contents of every passage in one sentence.

Exercise 10. Fill in the gaps in this passage with the words under the line; learn all the new words to expand your vocabulary on the topic.

Measuring economic activity

1. There is a large number of …produced regularly on the operation of the world major economies. You have noticed that often the … in the newspapers or items on television news programs provide … data important for company and marketing planning. This data deals with the level of unemployment, the level of …, trade balance, production volumes in key industries, level of …, raw material prices.

statistics, inflation, headlines, economic, salaries.

2. Economic statistics are presented in many …. The most common of them are graphs and …. They can be valuable in assisting … in their planning activity. First of all, they can be used in predicting the future … of the economy. Secondly, they can help the business make effective ….

decisions, forms, trends, managers, tables.

Exercise 11. Make the presentation of the company marketing planning. Use the stages of the presentation from Unit 1.

Exercise 12. Write a letter to your friend who is preparing the report about marketing planning and recommend him what things must be obligatory included into it.

Exercise 13. Read the notice and write your own one. Remember:

1. Notices are used to inform people about changes of plan or give instructions or warnings.

2. Notices need a clear heading.

3. Information must be clear. The tone is formal.

4. The name and the position of the person who wrote it and the date must be given.

Smith and Bell Company

_____________________________

STAFF NOTICE

On Friday23rd January there will be a staff and management meeting to discuss marketing plan of our new branch in New York.

We look forward to hearing your suggestions as how to expand our market share in the USA.

Jack Green

Office manager

12 January 2009

UNIT 5. THE MARKETING AUDIT

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.

audit – checking; controlling;

business – commerce; trade; buying and selling;

creation – production of the human intelligence;

value – quality of being desirable; worth of something;

customer – person who buys things;

shareholder – owner of a business;

resource – wealth; supplies of goods, raw materials, etc. which someone can use or have;

objective – aim; something you aim for;

environment – surrounding;

to establish – to set up;

to maintain – to support; to keep at a level;

to permeate – to pass, to flow through every part.

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 marketing audit?

2. How does it act?

3. What does the audit analyze?

4. What is the capability of the company based on?

5. What are 2 basic types of the audit?

6. What do these types of audit analyze?

7. What information do these types of audit provide?