Words and Expressions

bring down v - снижаться) (о ценах и т. п.) call for v - требовать, предусматривать, нуждатьс я feature п - особенность, характерная черта; характерная особенность

hold v — полагать, считать; рассматривать; придерживать­ся (доктрины, мнения, взгляда и т. п.) marketing concept - концепция маркетинга performance n - характеристика (работы машины и т. п.);

эксплуатационные качества product concept — концепция совершенствования товара production concept - концепция совершенствования про­изводства

selling concept - концепция интенсификации продаж societal marketing concept - концепция социально-эти­ческого маркетинга unsought adj - непрошеный; незатребованный

11 Answer the questions.

1. What are the main objectives of marketing manage­ment?

2. What are the five competing concepts of marketing?

3. What is the main difference between the production concept and the product concept?

4. In what areas can the selling concept be practiced?

5. Why are the selling concept and marketing concept fre­quently confused?

6. What does the societal marketing concept call for?

12* Say if the statements are true or false. Prove your point.

1. The production concept is a proper strategy when the demand for a product is bigger than the supply

2. Colleges assume that high school graduates need only specific job skills and overlook the increasing challenge of vocational schools.

3. The improved productivity is needed when the prod­uct's cost is high and it is necessary to bring it down.

4. Texas Instruments follows the philosophy of increased production and higher costs in order to bring down prices

5. The societal marketing concept is the newest of the five marketing management philosophies.

13* Complete the following sentences by choosing the one correct variant (a, b or c) that best completes the sen­tence.

1. The production concept holds that consumers will favor products .

1. that offer the most quality and performance

2. that are available and highly affordable

3. that are very comfortable

2. The marketing concept holds that achieving organiza- tional goals depends on .

1. improving production efficiency

2. developing new competitive products

3. determining the needs and wants of target markets

3. Under the marketing concept, companies produce

1. what consumers want

2. unsought goods

с highly affordable goods

4. If the demand for a product in the market is bigger than the supply the companies should .

1. improve productivity

2. increase production

3. bring down prices

4. The societal marketing concept calls for .

1. increasing production and bringing down prices

2. balancing demand for a product and the sup­ply

3. balancing company profits, consumer wants, and society's interests

Unit 4. DISCUSSION

14 Study the expressions in the Useful Language box, which are used to express different language func­tions. The list of expressions in each function can be continued. Think of expressions, which can be added to each function.

Useful Language

Expressing agreement That's right. I think so too. I totally agree I quite agree with that point of view	Expressing disagreement I'm afraid I disagree. Nothing of the kind. Quite the opposite I can't agree with that point of view.
Developing the idea There is one more thing to be noted... In this connection I'd like to add... Another reason why... What is more...	Giving tentative advice I think you should buy... You'd better buy... Why don't you buy?.. If I were you I'd buy-
Expressing surprise It's rather surprising that... How strange (odd) that... I am very surprised that... Incredibly... Wasn't it strange that-	Drawing conclusions In view of all this... Summing it up... In a word... In short... On the whole...

f

15* Match the expression in the left column with synonymous expression in the right one and complete the Useful Language box with these expressions accordingly.

1. In conclusion... a. Why not go...

2. It's rather amazing b. More than that... that... с. I agree,

3.1 might as well add d.To sum up...

that... е. I don't agree.

4. I'd advise you to go f. How astonishing that...

5. That's true,

6. Quite the contrary,

]5 Read what famous people said about marketing. Discuss the position of the authors. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expres­sions from the Useful Language box to develop your idea and express your opinion.

1. If you don't believe in your product, or if you're not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithat to do what it takes to make your product work.

Jay Levinson, American advertising expert

2. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Peter F. Drucker, American management consultant

3. In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the cus­tomer's needs, and it must provide a product that deliv­ers the promised benefits.

Nicholas Dewolf, American businessman

|7 Read what famous people said about product develop­ment. Discuss the extent to which you agree or disagree with the opinion stated below. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expres­sions from the Useful Language box to develop your idea and express your opinion.

1. When the product is right, you don't have to be a great marketer.

Lee Iacocca (1924-), American businessman

2. You can hype a questionable product for a little while, but you'll never build an enduring business.

Victor Kiam, American businessman

3. Only as long as a company can produce a desired, worth­while, and needed product or service, and can command the public, will it receive the public dollar and succeed.

Curtis Carlson, American businessman