1. Practise the pronunciation of the following words.

advertise ['1dvqtaIz], determine [dI't3:mIn], basic ['beIsIk], research [rI's3:7], analyze ['1nqlaIz], success [sqk'ses], amateur ['1mqtq(r)], competitor [kqm'petItq(r)]

2. Memorize the words.

1. support v – поддерживать

2. customer n – покупатель, заказчик

3. exchange v – обменивать

4. opinion n – мнение

5. promotion n – содействие, продвижение

6. tool n – инструмент

7. tools n – средства

8. research n – исследование

9. carry out v – осуществлять

10. determine v – определять

11. income n – доход

12. quality n – качество

13. competitor n – конкурент

14. stiff a – жесткий

15. success n – успех

16. amateur n – любитель

3. Answer the following questions before you read Text A.

1. Is marketing a new science?

2. Why do you want to be a marketer?

3. What do you know about different aspects of the work of a marketer?

Read Text A and fulfill the tasks which follow.

Text A

Marketing

Marketing in a broad sense is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The dictionary defines marketing as "examining products and markets so that the right product reaches the right market at the right price and is supported by the right advertising and sales promotion."

Many people think of marketing as selling and promotion. In the old sense marketing was understood as selling only but in the new sense it is rather satisfying customer needs. Of course, selling is one of the marketing functions but often not the most important one. Selling and promotion are part of a set of marketing tools.

The basic marketing tool is research which is carried out to determine what customer needs are. This is done by way of market segmentation. Segments are separate groups of consumers. First, the marketer analyzes demographic factors like age, income, educational background, size of family and so on. Then he analyzes such factors as opinions, interests and hobbies of the customers. Finally, a product is compared with the goods already established in the market by quality.

The competition in the market today is stiff. To be a success, you must be ahead of your competitors. That’s why it is so important to be not an amateur but a professional in the marketplace today.

Post-reading activities

1.  Match the words on the left to those on the right. Make 10 word partnerships and translate them into Russian.

1. sales a. competition

2. customer b. background

3. market c. needs

4. stiff d. process

5. managerial e. advertising

6. right f. tools

7. demographic g. promotion

8. marketing h. groups

9. consumer i. segmentation

10. educational j. factors

2. Find in the text the English equivalents for the following Russian collocations.

1. в широком смысле слова; 2. посредством создания и обмена товарами; 3. с тем, чтобы соответствующий товар попал на соответствующий рынок по соответствующей цене; 4. это скорее удовлетворение потребностей покупателя; 5. исследование проводится; 6. такие демографические факторы, как; 7. мнения, интересы и увлечения покупателей; 8. товары сравниваются по качеству; 9. жёсткая конкуренция; 10. впереди своих конкурентов;

3. Choose the best alternative to complete the sentence.

1. Marketing is not only selling and ….

a) consumption b) production c) promotion d) distribution

2. If you want to be a good marketer you must be ahead of your ….

a) dealers b) customers c) consumers d) competitors

3. … is the basic marketing tool.

a) Research b) Selling c) Advertising d) Buying

4. Under segments we mean separate groups of ….

a) competitors b) consumers c) researchers d) sellers

5. Marketing is satisfying … needs.

a) customer b) producer c) seller d) competitor

4. Complete the sentences.

1. Marketing is a social and managerial process by which…

2. In the old sense marketing is…

3. In the new sense marketing is…

4. Research is necessary to …

5. …. are separate groups of consumers.

6. If you want to be a success…

5. Say whether the following statements are true or false.

1. Marketing is not only selling and promotion, it is rather satisfying customer needs.

2. Selling is one of the most important marketing functions.

3. The basic marketing tool is advertising.

4. Marketing research is done by way of market segmentation.

5. Demographic factors include opinions, interests and hobbies.

6. To be a success you must be ahead of your competitors.