Lesson 2

Task 1. Complete the text with the words in the box.

1. not invented	5. physical objects	9. in terms of	13. offered to a market	17. human needs
2. consumer	6. demands	10. choose the product	14. Exchange	18. to contribute to
3. all products	7. two parties	11. human wants	15. consumption possibilities	19. to provide
4. to satisfy them	8. to communicate and deliver	12. the core concept of	16. look for an object	20. less-developed societies

The core marketing concepts

The core marketing concepts are needs, wants, ( 1 ), products, exchange, transactions, markets.

The most basic concept underlying marketing is that of ( 2 ). A human need is a state of felt deprivation. Human beings have many complex needs. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. These needs are ( 3). They are a basic part of the human makeup.

When a need is not satisfied, a person will do one of two things- ( 4 ) that will satisfy it or try to reduce the need. People in industrial societies may try to find or develop objects that will satisfy their desires. People in ( 5 ) may try to reduce their desires and satisfy them with what is available.

A second basic concept in marketing is that of ( 6 ) — the form taken by human needs as they are shaped by culture and individual personality. A hungry person in Bah may want mangoes, suckling pig, and beans. A hungry person in the United States may want a hamburger, French fries, and a Coke. Wants are described ( 7 ) objects that will satisfy needs. As a society evolves, the wants of its members expand. As people are exposed to more objects that arouse their interest and desire, producers try ( 8 ) more want-satisfying products and services.

But people have almost unlimited wants and limited resources. Thus, they want to choose products that provide the most satisfaction for their money. When backed by buying power, wants become demands.

Human needs, wants, and demands suggest that there are products available ( 9 ). A product is anything that can be ( 10 ) for attention, acquisition, use, or consumption and might satisfy a need or want. The concept of product is not limited to ( 11 ). Anything capable of satisfying a need can be called a product. In addition to goods and services, products include persons, places, organizations, activities, and ideas. A ( 12 ) decides which entertainers to watch on television, which places to go on a vacation, which organizations ( 13 ), and which ideas to support. To the consumer, these are ( 14 ). If at times the term product does not seem to fit, we could substitute such terms as satisfier, resource, or offer. All describe something of value to someone.

Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. Thus, a Ford Festiva means basic transportation, a low price, and fuel economy. A Mercedes means comfort, luxury, and status. Given their wants and resources, people ( 15 ) whose benefits add up to the most satisfaction.

( 16 ) is the act of obtaining a desired object from someone by offering something in return. Exchange is only one of many ways people can obtain a desired object.

Exchange is also ( 17 ) marketing. For an exchange to take place, several conditions must be satisfied. Of course, there must be at least ( 18 ), and each must have something of value to the other. Each party must also want to deal with the other party; each must be free to accept or reject the other’s offer. Finally, each party must be able ( 19 ).

These conditions simply make exchange possible. Whether exchange actually takes place depends on the parties’ coming to an ag­reement. If they agree, we must conclude that the act of exchange has left both of them better off (or at least not worse off): After all, each was free to reject or accept the offer. In this sense, just as production creates value, exchange creates value. It gives people more ( 20 ).

Task 2. Match each of the words or phrases on the left to an appropriate definition.

1. Market	a) the combination of four marketing activities – product development, pricing, promotion and distribution aimed at creating demand among the target market
2. marketing	b) the sequence of firm involved in moving the goods from the producer to the consumer
3. channel of distribution	c) anyone who buys or rents products or services
4. marketing research	d) the idea of fulfilling the needs of customers at a profit
5. customer	e) the person who uses the products or services
6. consumer	f) all the potential customers for a product
7. marketing concept	g) the identification of customer demand, and the satisfaction of that demand by the development, distribution and exchange of goods and services
8. marketing mix	h) gathering, recording and analyzing of facts related to marketing goods and services

Task 3. Fill in the blanks using the word combinations given below, translate the letter.

Letter 1.

Dear Sirs,

We (1)______ you of your letter of April year. Our firm made a concession to you in (2)_______.

You accepted (3)_______ and undertook to submit a fist class bank guarantee for 40% of (4)_______ .

We urge you to advise (5)________ when the bank guarantee (6)_________ .

Truly Yours,

1. at your earliest convenience

2. will be submitted

3. suggested method of payment

4. would like to remind you

5. contract value

6. suggesting payments for collection terms.

Letter 2.

Dear Sirs,

(1) ____ of 25 May we are glad to inform you that your terms of payment (2)_____ for us. (3)________ we discussed the proposed methods of payment with our partners. We are pleased to confirm that this matter (4) ____. Please (5) _____ that we did not pay the account in time. We (6)_______ that our firm will pay the debt on the 5^th July at the latest.

Truly Yours,

1. accept our apologies

2. in reply to your letter

3. can assure you

4. are acceptable

5. following your instructions

6. has been settled.

Task 4. Choose the correct variant.

1. They expect the … for their products to be high.

a) supply

b) demand

c) flow

d) delivery

2. The company was in fact seriously … though they claimed to be making a profit.

a) at a loss

b) in debt

c) in the black

d) broken

3. Some companies … their earnings to drive up share prices.

a) overdo

b) overflow

c) overstate

d) oversee

4. This city was … city of our country.

a) more polluted

b) the most polluted

c) polluted

d) most polluted

5. The world population … and it’s really a big problem for our planet.

a) is growing

b) grows

c) have grown

d) had grown

6. Income tax … next year.

a) is increased

b) will be increased

c) increase

d) has increase

7. Many newspapers said that mergers within the European Community … place by the end of the year.

a) will take

b) would take

c) took

d) had taken

8. Bill … his e-mail address – the e-mail I sent him bounced.

a) must have changed

b) can’t have changed

c) will have to change

d) must change

9. I wish they … us something to eat.

a) would bring

b) brings

c) will bring

d) to bring

10. My secretary won’t allow you … again.

a) to interrupt

b) interrupts

c) interrupt

d) to be interrupted