4. Read and fill in the gaps.

be referred to as, as well as, therefore, in fact, in some cases, unlike, regardless of, broadly speaking, in short, however.

1. …, in professional usage the term «marketing» has a wider meaning which recognizes that marketing is customer-centered.

2. Products are often developed to meet the desires of groups of customers or ever, …, for specific customers.

3. Four Ps … often … the marketing mix.

4. … the standard four Ps ( product, pricing, promotion and place), services marketing calls upon an extra three (people, process, physical evidence).

5. … a product, a service cannot be experienced before it is delivered, which makes it intangible. This, …, means that potential customers could perceive greater risk when deciding whether to use a service.

6. …, the marketing concept says «find wants and fill them» rather than «create products and sell them».

7. …, activities such as sales promotion, advertising and market research are covered.

8. …, small firms cannot avoid marketing, even if they would prefer to do so.

9. … the level of marketing effort, a small enterprise will benefit from a marketing plan.

5. Link the beginnings and the endings of sentences.

1. The key task of the organization is to adapt to delivering the	new	tool for acquiring feedback.
2. In the world of marketing, focus groups are seen as an	major	process through which companies create value for customers and build strong customer relationships.
3. When a company starts to sell goods in a	complete	and more products.
4. Marketing management is one of the	desired	goal for the marketer.
5. Marketing is an	more	market, it often does some market research.
6. Marketing success means selling	important	satisfactions more effectively and efficiently than its competitors.
7. Consumer satisfaction, however, is not a	integrated	components of business management.

6. Explain the meanings of the words in bold type. The Marketing Mix (The 4 Ps of Marketing)

Marketing decisions generally fall into following controllable categories: product, price, place (distribution), promotion. These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment.

The term product refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made: brand name, functionality, styling, quality, safety, packaging, repairs and support, warranty, accessories and services.

Some examples of pricing decisions to be made include: pricing strategy, suggested retail price, volume discounts and wholesale pricing, cash and early payment discounts, seasonal pricing, price flexibility.

Distribution is about getting the products to the customer. Some examples of distribution decisions include: distribution channels, market coverage (inclusive, selective or exclusive distribution), inventory management, distribution centers, transportation.

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include: promotional strategy, advertising, personal selling and sales force, sales promotions, public relations and publicity, marketing communications budget.

Today some authors have attempted to propose a fifth P, such as packaging, people, process, etc. But the marketing mix most commonly remains based on the four Ps.