Comprehension

Mark the true (T) and the false (F) statements.

1. The purpose of marketing is to advertise goods.

2. The present stage of marketing evolution is characterized by society-oriented philosophy.

3. The overall objectives of a firm have nothing to do with those of marketing.

4. The process of marketing management starts with selecting target markets for each product.

5. If the marketers fail to choose the right customer preferences the product will fail at the market.

6. Advertising is one of promotional tools used by marketers to communicate massages about features and benefits of the product.

Language practice

 Ex.1. Match the following two sets of verbs with the corresponding nouns.

I	1.	to develop	a.	goods	II	1.	to generate	a.	data
	2.	to employ	b.	a profit		2.	to collect	b.	a price
	3.	to satisfy	c.	objectives		3.	to deliver	c.	advantages
	4.	to receive	d.	functions		4.	to gain	d.	a product
	5.	to achieve	e.	a plan		5.	to position	e.	goods
	6.	to perform	f.	needs		6.	to set	f.	revenue

 Ex.2. Which of the nouns cannot be used with the following verbs.

1. to measure revenue, success, objectives

2. to employ spending, advertising, intermediaries

3. to create a product, data, conditions

4. to develop a plan, marketing mix, revenue

5. to establish goods, objectives, strategy

 Ex. 3. Choose the noun that collocates with the following group of verbs.

a. price, b. strategy, c. a product, d. an advantage, e. success

1. to create, to position, to promote

2. to set, to pay, to establish

3. to measure, to achieve, to gain

4. to establish, to determine, to evaluate

5. to gain, to have, to give

 Ex.4. Match the following terms with their descriptors.

The marketing mix elements.

1.	product	a.	stimulates customer spending and dealer effectiveness
2.	price	b.	anything that satisfies needs
3.	distribution	c.	most difficult to standardize
4.	promotion	d.	easiest to change

The marketing philosophy.

1.	sales	a.	the customer must be sold
2.	marketing concept	b.	the customer knows best
3.	societal marketing	c.	a good product sells itself
4.	production	d.	three parties to a transaction.

The components of strategic marketing.

1.	segmentation	a.	choosing which segment of customers the organization can serve effectively and profitably
2.	targeting	b.	creating and communicating a message that clearly places the company and its brand in relation to competitors
3.	positioning	c.	distinguishing among different groups of customers in the market in order to divide them into groups

 Ex.5. Fill in the gaps with the words from the box to complete the text.

customer, services, products, potential, promote, brand, deliver, consumer, loyal, desired, marketers, social, packaging, advertising, design, set

Marketing is the sum of activities involved in directing the flow of goods and ___(1)___ from producers to consumers. To implement marketing means, firstly, to define ___(2)___ needs. To do so ___(3)___ are to realize that each person has physiological needs, needs for safety, ___(4)___needs, needs for esteem, and needs for self-actualization. Secondly, marketers are to ___(5)___ and produce such ___(6)___ or services that are ___(7)___ by customers, and which are to be accompanied by appropriate ___(8)___ and branding. Thirdly, marketers are to ___(9)___ such a price that is simultaneously reasonable for ___(10)___ customers and profitable for the producer. Fourthly, marketers are to ___(11)___ their goods or services at the right time and at the right place to the ___(12)___. Fifthly, marketers are to ___(13)___ their goods or services including ___(14)___, personal sale, sales promotion, and public relations. Finally, in order to minimize ___(15)___switchers and to keep ___(16)___ customers, marketers are to provide their customers with pre-purchase service and post-purchase service.