12. Read the text. Give a summary of it, using the following phrases:

1. The paper provides information on ….

2. It points out that ….

3. Much attention is given to … .

Marketing

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. The trend in the USA has been to high mass consumption. The construction of good shopping centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

13. Match the words with their meaning:

1.producer a.предсказывать

2.consumer b.калькуляция цен

3.user c.хранение

4.distribution d.разработка новых продуктов

5.marketing e.влиять

6.transporting f.тенденция, общее направление

7.storing g.потребитель

8.storage h.сбыт, распределение

9.product planning i.транспортировка

10.pricing j.изучение рынка сбыта

11.promotion k.торговля

12.traffic k.продажа, сбыт, маркетинг

13.marketing research l.потребитель

14.trend m.складирование, хранение

15.to influence n.производитель

16.to predict o.содействие в продаже (напр. рекламой)

GET TALKING

14. Work in pairs. Take turns to ask the following questions:

What does marketing mean?
What activities is marketing made of?
What do marketing operations include?
Why is it so important for the producer to predict marketing trends?
What provided a wide range of merchandise in the USA?

15. Work in groups. Take part in the discussion “Marketing Problems in the USA”

You are taking part in the seminar on the problem of marketing conducted by American marketers. It is a question and answer session. Ask the lecturers some questions about the essential features of consumer and industrial marketing in the USA.