- •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 concept; marketing orientation; a good; utility; place utility; form utility; time utility; marketing research; manufacture; department store; consumer demand; output; advertising; goal; advertising expenditures; distribute; determine; sales technique; research; efficiency; effort; specific needs; promote the product; yield a profit; price the product; sales orientation; sales force.
II. Find the English equivalents:
Торговый персонал; концепция маркетинга; товар; услуга; рыночная ориентация; полезность; полезность по времени сбыта; полезность по месту сбыта; исследование маркетинга; услуга; данные; рекламирование; универмаг; изготавливать; потребительский спрос; удовлетворять потребности; людские ресурсы; метод обеспечения сбыта; цель; достигать цель; функциональная область.
III. Fill the blanks:
1. The process of the marketing concept, or marketing orientation is to seek ways to provide ....
2. ...is one of the main principles of the marketing concept.
3. Utility is the ... of a good or service to satisfy a human need.
4. Form utility is created by converting......into finished
products.
5. Place utility is created by making a product available at a ... where customers want to purchase it.
6. Time utility is created by making a product available when customers ... to purchase it.
7. Possession utility is created by transferring ownership of a product to the ....
8. Until the early twentieth century, business was directed mainly toward the production of... .
9. Consumer demand for manufactured products was so great that manufacturers could almost... everything they produced.
10. Marketing was limited to taking ... and distributing finished ....
11. In the 1920th production to ... with demand.
12. This new sales orientation was characterized by increased ....
13. During 1950th, however, business people started to realize that even advertising expenditures and ... were not enough.
14. At that time business managers recognized that they were not producers or sellers but rather were in the business of satisfying customers' ....
15. Marketers realized that the organization had to first determine what customers... and then develop ... and services to fill those particular needs.
16. All functional areas are viewed as playing a role in providing customer ....
17. The firm must always obtain marketing ....
IV. Translate into English:
1. Процесс, ведущий к успеху делового предприятия, прост: (1) фирма должна определить потенциальную потребность покупателей в товарах или услугах; (2) фирма должна разрабатывать эти товары или услуги для удовлетворения этих потребностей и, наконец, (3) фирма должна изыскивать способы удовлетворения потребностей покупателей.
2. Существуют (there are) три вида полезности, создаваемых маркетингом: полезность по месту сбыта, полезность по форме (конфигурации) товара, полезность по времени сбыта и полезность по стоимости приобретения.
3. До начала двадцатых годов нынешнего столетия бизнес был в основном направлен на производство товаров.
4. Производители (товаров) могли продавать почти всё, что они производили.
5. Маркетинг был ограничен принятием заказов и распределением готовой продукции.
6. В 20-х годах производство начало идти в ногу со спросом.
7. Производители производили товары, которые, как они надеялись, были нужны потребителям.
8. В 1950-х годах бизнесмены начали понимать, что руководители производственных предприятий - это прежде всего не производители или продавцы, а скорее люди, удовлетворяющие запросы потребителей.
9. Бизнес, удовлетворяющий запросы потребителей, имеет ориентацию на потребителя.
10. Фирма должна знать, как можно улучшить ее продукцию и какое мнение имеют покупатели об этой фирме и ее деятельности в области маркетинга.
11. После этого фирма должна использовать эту информацию для определения конкретных потребностей покупателей (потребителей), для удовлетворения которых она направит свою рыночную деятельность и свои ресурсы.
12. И наконец, фирма всегда должна получать информацию о маркетинге, касающуюся эффективности ее усилий.