- •Antonov
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- •L e s s o n 2 partnerships
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- •Dialogue
- •Active Vocabulary
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- •Grammar Exercises
- •Corporations
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- •L e s s o n 4 the functions of an executive Dialogue
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- •Where and how to hire an employee?
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- •L e s s o n 5 line and staff positions
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- •L e s s o n 6 accounting
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- •Corporate finance
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- •L e s s o n 8 banks and business
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- •L e s s o n 9 product development and planning
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- •L e s s o n 10 marketing
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- •L e s s o n 11 wholesaling
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- •L e s s o n 12 retailing
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- •L e s s 0 n 13 pricing
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- •L e s s 0 n 14
- •International business
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L e s s o n 10 marketing
Text
Marketing includes all the business activities connected with the movement of goods aid services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing -and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.
The ability to recognise early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.
Active Vocabulary
producer производитель
consumer потребитель
user потребитель
distribution сбыт,распределение
marketing продажа,сбыт,маркетинг
transporting транспортировка
storing складирование,хранение
storage хранение
product planning разработка новых продуктов
pricing калькуляция цен
promotion содействие в продаже (какого-либо товара), например, с помощью рекламы
traffic торговля
marketing research изучение рынка сбыта
trend тенденция,общее направление
to predict предсказывать
to influence влиять
Comprehension Questions
1. What does marketing mean?
2. What activities does marketing consist of?
3. What do marketing operations include?
4. Why is it so important for the producer to predict the trends?
5. How was mass consumption possible in USA?
Vocabulary Practice
Exercise 1. Choose the necessary word and put it in the sentence.
1. One of the aims of market
research is to indicate new ... among
people. 1 predict
2. Advertising must ... the consumer
and make him buy the goods produced. 2 influence
3. Often marketing is called .... 3 promote
4. In order to sell a new product, a
producer has to consider how to ... it. 4 marketing
5. The goods of this company are not
sold very well, they must think about ... . 5 trends
6. Sometimes it is difficult td influence
... through advertising. 6 distribution
7. If you want to produce something
new, you should start with ..... 7 market research
8. A producer wants to ... the
new trends and then tries to influence
them. 8 product planning
9. ... includes product development
and pricing among other things. 9 consumer