- •2. Evolution of the marketing concept
- •3. Implementing the marketing concept
- •Evolution of customer orientation
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Find in the text and pinpoint (выделите) the main idea(s) of each of its
- •VII. Speak on the following:
- •VIII. Read and translate this additional information: major marketing functions
- •Vocabulary
- •IX. Translate into English:
- •Unit 2 marketing
- •Generalities
- •2. A marketing mix
- •3. A marketing strategy
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents..
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Speak on the following.
- •Unit 3 marketing environment
- •1. Marketing strategy and the marketing environment
- •2. Strategic market planning
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English in writing:
- •V. Answer the questions:
- •VI. Speak on the following:
- •Unit 4 a product in marketing generalities
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •2. Price and nonprice competition
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •VI. Agree or disagree with these statements. Use the following phrases:
- •VII. Speak on the following:
- •IX. Translate the sentences and indicate (укажите) the points (1, 2, 3, 4, 5) to which the following statements refer:
- •Part II unit 1 categories of product
- •Consumer product classifications
- •2. Industrial product classifications
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what category these consumer products refer (относятся) according to the following examples.
- •VI. Find out to what categories these industrial products refer according to the following examples.
- •VII. Questions and assignments:
- •VIII. Agree or disagree with the statements. Use the following phrases:
- •IX. Make up a written abstract (аннотацию) of the above text.
- •4. Business analysis
- •5. Product development
- •6. Test marketing
- •7. Commercialization
- •8. Why do products fail?
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Briefly describe the seven new product development phases (by writing down one or two definitions for each phase).
- •2. Growth
- •3. Maturity
- •4. Decline
- •Using the product life cycle
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what stages of the product life style these statements refer:
- •V. Questions and assignments:
- •VI. Agree or disagree with the statements. Use the following phrases:
- •VII. Make up a written abstract of the above text.
- •5. Multiple channels for consumer goods
- •Vocabulary
- •I. Translate into russian:
- •Consumer Buying Decision Process and Possible Influences on the Process
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Questions and assignments:
- •V. Translate into English in writing:
I. Translate into Russian:
Marketing environment; marketing mix; resources; marketing activities; external forces; economic forces; competitive forces; legal forces; societal forces; competitive atmosphere; social and cultural values; environmental concerns; government regulations; obsolete product; goat; marketing mix ingredients; major impact; needs of people; target market; marketers; marketing programs; availability of resources; marketing research; marketing information; marketing objectives; organizational goals; available resources; marketing information system; monitoring tools; accomplish marketing goals; protect consumers; have a major impact (on); evaluate; modify; be consistent (with).
II. Find the English equivalents:
Маркетинговая среда; комплекс маркетинга; исследование маркетинга; целевой рынок; ресурсы; внешние силы; возможность потребителей; желание покупать; законные силы; общественные силы; закон; конкурирующие силы; атмосфера конкуренции; забота об окружающей среде; правительственное регулирование; общественные и культурные ценности; инструменты контролирования; организационные цели; рыночный производитель; распределение продукции; оценивать; защищать; соответствовать.
III. Fill in the blanks:
1. The firm's marketing activities are affected by a number of... and generally uncontrollable forces.
2. This forces make up the external ... .
3. The marketing environment consist of economic forces, legal forces, societal forces, ..., ..., and ... .
4. Changes in environmental forces may lead to... in the needs of people in the target market.
5. The development of marketing strategy begins with an ... of the marketing environment.
6. Marketing research and marketing information play an important role in the first stage of the ... process.
7. Marketing objectives must be in line with the marketing situation and available ....
8. The organization must ... the performance of its marketing strategy.
9. Marketing research and marketing information system come into play as monitoring ....
10. This information should also be used to begin the next .. of market....
IV. Translate into English in writing:
1. Комплекс маркетинга состоит из элементов, которые фирма контролирует и использует для достижения своего целевого рынка.
2. Такие (such) ресурсы организации, как финансы и информация, могут быть полезны для достижения (конечных) целей маркетинга.
3. На торговую деятельность фирмы влияет ряд в основном неконтролируемых сил.
4. Эти силы составляют внешнюю маркетинговую среду.
5. Это (these are) экономические силы, правовые силы, общественные силы, конкурирующие силы, политические силы и технологические силы.
6. Изменение сил маркетинговой среды может привести к резким сдвигам в потребностях людей в целевом рынке.
7. Разработка маркетинговой стратегии начинается с оценки маркетинговой среды.
8. Исследование маркетинга и система использования информации по маркетингу играют важную роль на первом этапе процесса планирования.
9. (Ближние) цели организации должны быть реальны и соответствовать (be in line with) рыночной ситуации и имеющимся ресурсам.
10. Затем должен быть выбран целевой рынок и определен комплекс маркетинга.
11. И наконец, организация должна оценить выполнение своей рыночной стратегии, используя (by using) исследование маркетинга и информацию о состоянии сбыта в качестве (as) инструментов контроля.