2. A. Выучите следующие слова. Проанализируйте и переведите текст.

customer [kAstqmq] n – заказчик, клиент

i.e. = that is – то есть

custom [kAstqm] n – обычай, привычка

habit [hxbIt] n – привычка, особенность

take into account (took, taken) – учитывать

run business (ran, run) – вести дело

cover [kAvq] v – покрывать, охватывать

deal with [dJl] (dealt, dealt) v – иметь дело с…, рассматривать

leaflet [lJflit] n – листовка, брошюра

printed matter – печатное издание

fair [fFq] n– ярмарка

promotion [prqmqVS(q)n] n – продвижение, стимулирование

Marketing and Advertising

Marketing is the creative process of satisfying customer needs first. The information you are interested in is if there is any demand for your goods, what the market potential is, what sort of competition you will meet, i.e. how the price of your goods compares with other competitive products including those produced locally, local conditions, local trading customs and habits, what seasonal factors should be taken into account.

But in general marketing covers not only market research, but also planning the assortment of goods, and consequently the production itself, price policy, advertising and promotion of sales, controlling the sales and post-sales servicing.

So marketing is a system of running all the business activities of a company with respect to coordinating supply and demand for the goods produced.

Marketing helps to coordinate the production and circulation of goods for the benefit of people and for covering all their needs.

Advertising is an important means of promoting goods and services. There specialized firms dealing with advertising.

Different kinds of mass media – TV, radio, newspapers, magazines, and posters – are used for advertising goods. Special leaflets, booklets and other printed matter about goods may be distributed among potential buyers. Participation in fairs and exhibitions promotes goods as well.

2. Выучите следующие слова. Проанализируйте и переведите текст.

totality [tqVtxlItI] n – вся сумма целиком, всё количество

offering [Of(q)rIN] n – предложение

range [reInG] n – ассортимент

package [pxkIG] v – упаковывать

charge v – назначать цену

discount [dIskaVnt] n – скидка

offer [Ofq] v – предлагать

deliver [dIlIvq] v – доставлять, передавать

retailer [rJteilq] n – розничный торговец

mail order [meIl,O:dq] – заказ по почте

vend [vend] v – продавать, торговать

activity [xktIvqtI] n – деятельность, активность

objective [qbGektIv] n – цель, стремление

sole [sqVl] a – единственный, исключительный

income [InkAm] n – доход, заработок

remain [rImeIn] v – оставаться

solely [seVllI] adv – только, исключительно

incur [Inkq:] costs – терпеть убытки

maintain [meInteIn] v – поддерживать, содержать, обслуживать

colleague [kOlJg] n – сослуживец, коллега

profit [prOfit] n – выгода, доход

Pricing, Promotion, Distribution

Marketing management is an important function of a business. The marketing manager is responsible for the totality of a company’s market offering – the range of products and their packaging, the prices charged, the discounts offered, the communications media employed (television, press, personal salesmen, direct mail, etc.), and the channels through which the product or service is delivered to the customer (retailers, mail order, automating vending, etc.). The activity of the marketing manager determines whether or not the company meets its financial objectives. The sale of products or services is normally the sole income generator in a company while most remaining personnel solely incur costs.

Hence, marketing management must maintain continuous contact with those colleagues in the company who are responsible for manufacturing the products or providing the service for sale, and with those financial colleagues who are responsible for controlling budgets, raising capital and distributing profits.

Unit VIII