- •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:
Vocabulary
marketing concept
assess need develop a good service satisfy seek ways provide application marketing orientation 1. utility value added ability form utility convert production input
data gather marketing research
frequently size shape feature place utility
available location purchase department store
time utility
create manufacture possession utility
transfer title of a product
ownership at an acceptable price in terms of convenience add wide variety
research warranty
ensure account (for) integrated deliver be worth application wanted pair size satisfy the need
2. until the early … century consumer demand (for) emphasis was placed output efficiency taking orders distribute catch up (with) demand direct efforts sales orientation
advertising sales forces selling technique
primarily along with advertising expenditures thoroughly proven
sales technique
expect it was then(that)… recognize rather adopt determine fill needs
involve entire achieve goal functional area
research human resources are viewed as satisfaction 3. to implement
determine ascertain opinion effort pinpoint specific needs
price the product
level acceptable yield a profit promote the product
be aware existence ensure distribute be available
this time regarding modify
feedback |
['ma:kətiŋ 'konsept] [a'ses] [ni:d] [di'veləp] [ə'gud] ['sə:vis] ['sætisfai] ['si:k'weiz] [pvə'vaid] [æpli'kei∫n] [...o:riən'tei∫n] [ju'tiæliti] ['vælju] ['ædid] [ə'biliti] ['fo:m ju'tiliti] [ken’vət] [pro’dΑk∫n 'input]
[deitə] [gæðə] ['ma:kətiŋ ri’sət∫] [‘frikwəntli] [saiz] [∫eip] ['fi:t∫e] ['pleis ju'tiliti]
[ə'veilobl] [lou'kei∫n] ['pə:t∫əs] [di'pa:tmənt 'sto:] ['taim ju'tiliti]
[kri'eit] [mænju'fækt∫ə] [pə'ze∫n ju'tiliti] [tranz'fə:] [taitl ...]
['ounə∫ip]
[in ’tə:mzəv] [kən'vi:niəns]
['waid və'raiəti]
[ri'sə:t∫] ['worənti]
[in'suə] [ə'kaunt] [intə'greitid] [di'li:və] [bi: 'wə:θ] [æpli'kei∫n] ['wo:ntid] [рεə] [saiz] ['saetisfai ...]
[Αn’til] ['ə:li…'sentεəri] […di'ma:nd]
['emfəsis…] ['autput] [i'fi∫ənsi] ['teikŋ 'o:dəz] [dis'tri:bjut] ['kæt∫ 'Αр] [di'ma:nd] [di'rekt 'efəts] ['seilzo: riən'tei∫n] ['ædvataiziŋ] ['seilz fo:siz] […tek'nik]
[prai'mærili]
[…ik'spendit∫əz]
['ðΑrəli 'рru:vən]
[ik'spekt]
['vekəgnaiz] ['rа:ðə] [ə'dopt] [di'təmin] [fil 'ni:dz]
[in'volv] [in'taiə] [ə't∫i:v] [goul] ['fAŋk∫ənl 'εəriə]
[ri'sə:t∫] hu:mənri'so:siz] [ə'vju:dəz] [sætis'fæk∫n] [tə 'implimənt]
[di'tə:min] [æsə'tein] [ə'pinjən] ['efət] ['pinpoint] [spə'sifik 'ni:dз]
['levəl] [ək'septəbl] ['ji:ldə'profit] [prə'mout]
['bi:ə'wεə] [ig'zistəns] [in '∫uə] [dis'tribju:t] ['bi:ə'veibəl]
[ri 'ga:diŋ] ['modifai]
[fi:d'bæk] |
концепция маркетинга определить потребность разработать товар услуга удовлетворить изыскивать способы обеспечивать применение рыночная ориентация полезность ценность зд. добавленная способность полезность по форме превращать производственные затраты данные собирать исследование маркетинга часто размер форма особенность полезность по месту сбыта наличный место купить универмаг
полезность по времени спроса создавать изготавливать полезность по стоимости приобретения передавать право на продукт собственность по приемлемой цене
в отношении удобства добавлять широкое разнообразие исследование гарантия, поручительство обеспечивать являться причиной зд. единый предоставлять стоить(заслуживать) применение требуется пара размер удовлетворить потребность до начало... века потребительский спрос (на) зд. упор делался выпуск продукции эффективность принятие заказов распределять идти вровень (с) спрос направлять усилия торговая ориентация
рекламирование торговый персонал способы обеспечения сбыта прежде всего наряду с расходы на рекламу
тщательно доказанный метод обеспечения сбыта надеяться, ожидать именно тогда ... признавать скорее (вернее) зд. учесть определить удовлетворить потребности вовлекать весь достигать цель функциональная область исследование людские ресурсы рассматриваться как удовлетворение зд. чтобы осуществить определить удостовериться мнение усилие (точно)определить конкретные потребности назначить цену продукта уровень приемлемый давать прибыль продвигать продукцию знать существование обеспечить распределять быть доступным (в наличии) на этот раз относительно видоизменять, модифицировать обратная связь |
EXERCISES: