9. Work in pairs. Arrange the following points into the order while going through the text.

1. Determining the target market and its motivation. 2. Using marketing. 3. Developing unique selling proposition. 4. Identifying the places and mass media of the target market. 5. The keys to successful marketing. 6. Focusing on the customers` benefits. 7. Creating marketing materials.

10. Spot the key words of each paragraph which can be used for its further retelling.

11. Make a list of verbs which reflect the dynamics of the text.

12. Spot the international words and guess the meaning of each in the text.

13. Make a commentary of the part of the text which concerns developing unique selling proposition.

14. Write an annotation of the text.

15. Read the following text and examine the flow chart of the first paragraph.

16. Read the text once again and fill in the blanks of the flow chart.

A Marketing Specialist

1. A marketing specialist is a professional who engages in the task of analyzing the promotional potential of a given company and oversees the creation of programs and other tools that will help the company become a success. Marketing specialists can work within several different roles as part of this process. One of the most common tasks of them is serving as a marketing coordinator. Within the scope of this position, the specialist will be responsible for supervising various components of an existing marketing plan. This responsibility often involves supervising and mentoring members of a marketing team. Among other qualities of a marketing specialist are: purposefulness, sociability, zeal, creativity, ability to analytics and others.

2. Generally, marketing managers have a lot of duties. They develop detailed profiles of customer segments, focusing on any number of variables that may differ among the segments: demographic, psychographic, geographic, behavioral and other factors may all be examined. Also marketing specialists focus on understanding the company's cost structure and cost position relative to competitors, as well as working to identify the firm's core competencies and other competitively distinct company resources. They may also work with the accounting department to analyze the profits the firm is generating from various product lines and customer accounts.

Marketing managers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses. Marketing specialists will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration and other factors. They also employ a variety of techniques to conduct market research, but some of the more common include: qualitative marketing research, such as focus groups; quantitative marketing research, such as statistical surveys; experimental techniques, such as test markets; observational techniques, such as ethnographic (on-site) observation. Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.