Text 1. Exercises.

I

Translate from Russian into English:

1. Распространение товара от производителя к потребителю осуществляется через продажу товара.

2. Продавцы выискивают предполагаемых покупателей, информируют их о наличии товара и стараются убедить их купить выбранный товар.

3. процесс продаж включат личную и безличную продажу.

4. Основная цель рекламы любой формы продажи --- продвижение товара по дистрибьюторским каналам от производителя к потребителю.

5. Реклама --- это любая оплачиваемая форма безличной презентации и продвижение идей, товаров и услуг конкретным спонсорам.

6. Рекламе отведена самая важная роль в сбыте товаров и услуг.

7. Спрос на товар не может возникнуть без информированности потенциальных потребителей его купить.

8. Но одной информативности потребителей недостаточно, должно возникнуть желание его купить.

9. Чтобы избежать тупиковой ситуации производители должны производить то, в чем есть потребность и пытаться убедить потребителя купить рекламируемый товар.

10. Концепция спроса – это защитная философия, заранее изучающая потребности покупателя.

II

Answer the following questions:

1. What is advertising?

2. How do the salesmen seek out prospective buyer?

3. Why has the phenomenal expansion of self-service placed additional emphasis in thefield of food retailing in recent years?

4. What should the manufacturer do to avoid the stalemate in selling?

5. Why do you think the demand - creation concept is a perfectly defensible philosophy?

III

Give as many variants as possible to complete the following sentences:

1. I believe that the Role of Advertising in Marketing is

2. As far as I can judge, wholesalers

3. As ^general rule, retailers

4. The main selling aspects of advertising are....

5. I think that tha Demand- Creation Concept is

6. It is only natural that manufacturers

IV

Make sure that you know the following words and word combinations and use them in questions or statements of your own:

1. availability of the merchandise

2. selling process

3. the basic purpose of advertising

4. channels of distribution

5. nonpersonal presentation

6. direct selling

7. prospective customers

8. personal selling

9. building specialties

10. advertised goodsi i. potential users

12. production schedules

13. to convince consumers

14. to be of little value to consumers

15. the demand-creation concept

16. to know wants in advance

V

Find the necessary sentences in the text to insert the correct prepositions:

1 is accomplished the selling process

2 a most important role the marketing of

3 prospective buyers whatever level his goods are....

4 a means assisting his salesmen

5 to call retailers

6 the goods handled the wholesalers

7 an adjunct personal selling

8 they send salesmen to call

9 the retailers have sale but also

10 additional emphasis the selling aspects of.....

11 a demand a commodity

12 as a guide — production schedules

VI

In "a-h" find the correct word from the list below to complete each sentence.

a) The selling involves advertising, or impersonal selling, as well as

personal selling.

b) Advertising is any paid form of nonpersonal presentation and of ideas,

goods or services by an identified sponsor.

c) He may use this method of his prospective customers with his product

before the salesmen arrive.

4. The absence of salesclerks put the of this activity on advertising.

5. This condition affects the of retail food stores and manufacturers of food

products.

f) A demand for a cannot exist without a knowledge of the availability of

the commodity on the part of potential users.

g) Demand must be more than mere of the existence of a commodity.

h) In order to avoid the the manufacturers should make what they think the

public wants.

1. knowledge 5. burden

2.acquainting 6. process

3. advertising 7. commodity

4. stalemate 8. promotion

VII

Arrange the words in suitable pairs:

1. preferred 1. users

2. impersonal 2.philosophy

3. identified 3. wares

4. electrical 4. aspects

5. phenomenal 5. wants

6. selling 6. appliances

7. potential 7. knowledge

8. mere 8. expansion

1. public 9. sponsor10. defensible 10. selling

VIII

Read the following statements. Say whether they are true, if not, correct them:

1. In a capitalistic economic system the distribution of goods from producers toconsumers is accomplished through the manufacturing process.

2. Advertising assumes a most important role in the transportation of goods andservices in this country.

3. When a manufacturer has completed the production of his wares, his salesmenseek out prospective buyers at whatever level his goods are first sold.

4. Here again advertising is an adjunct to public selling.

5. Retail advertising not only must tell consumers about the merchandise that theretailers have for sale but also must impel them to visit the stores and ask to seeadvertised goods.

6. Many advertisers believe that supply creation is one of one main functions ofadvertising.

7. A demand for a commodity cannot exist without a knowledge of the cost of thecommodity on the part of potential users.

8. It is very difficult for consumers to make their wishes known to the advertisers insuch manner as to serve as a guide for production schedules.

9. It is only natural that manufacturers should make what they think the publicwants and then try to convince consumers that they should buy the advertisedgoods.

10. The Demand - Creation Concept is a perfectly defensible philosophy.

IX

Complete the sentences by choosing suitable endings from the right-hand column:

1 .The basic purpose of advertising 1 .where the buyers are practically

is inarticulate.

2. Advertising assumes a most 2. about the merchandise that the retailers

important role have for sale but also must impel them

to visit the stores and ask to see the

advertised goods.3 .Wholesalers send their salesmen... 3. is that of moving goods through the

channels of distribution from producers

to consumers.4.Retailers depend mainly on.... 4.in the marketing of goods and services

in this country.

5.Retail advertising not only must tell 5. advertising to secure their customers,

consumers

6. Demand creation is 6. to call on retailers.

7. It is very difficult for consumers... 7. that manufacturers should make what

they think the public wants.

8.It is only natural 8. to make their wishes known to the

producers in such manner as to

serve as a guide for production schedules.

9. The goods produced and promoted... 9. one of the main function of advertising

10. A risk inherent in a situation 10. may be of little value to consumer

X

Choose the Russian equivalent for the given English word:

1 .to seek out 1.бремя

2. to assume 2.продавец;

3.to augment 3.заставлять

4. to impel 4.плавильная печь

5. the burden 5.товар6.conversion burner 6.осуществлять7.to endeavor 7. выискивать

8. to accomplish 8.брать на себя

9. wares 9. постараться

10. salesman

10. увеличить