14. Work in pairs. Discuss the following:

1. The term “retailing” and its different forms.

2. Four different types of retail stores.

3. Retailer service to a customer and a manufacturer.

15. Discuss in groups your idea of a multiple choice market. Unit four the four Ps

BEFORE READING

Vocabulary

1. Guess the meaning of the following words. Use the dictionary if you need.

charge v controllable factor distribution n marketing communication product life cycle

2. Match the Russian expressions with the English ones:

1.channel of distribution а) зависеть от

2.pricing option b) метод распределения

3.achieve the objective с) выставка

4.depend on d) выбор цены

5.showroom e) достичь цели

GRAMMAR FOCUS WORD BUILDING

Remember! Наиболее употребительные префиксы:

co- означает совместность действий ; dis-; in(il+l, im+b, ir+r)-, non-,under- имеют отрицательное значение, mis- неправильно, ; pre- впереди, заранее; re- снова, заново; under- недостаточность, ниже; bi- двойной, дважды

3. Translate the following words paying attention to the suffixes and prefixes:

controller - controllable; manufacture – manufacturer – manufactured; productivity – reproductive; advertiser- advertising; competition – competitor –compatibility- incompatible.

READING

4. What are the most important factors of consumer choice? Read the following text and see if you are right: The Four Ps

There are four principal controllable factors that provide the most effective choice for the consumer: the Four Ps: product, price, place and promotion. Each one plays a vital role in the success or failure of the company.

The product element refers to the good or service that a company wants to sell.

Then a company considers the price to charge for its product. The company may take three pricing options: above, with or below the prices that its competitors are charging. Most companies sell their goods or services for average prices established by the major producers in the industry.

The next element –place – involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is: manufacturer→wholesaler→retailer→customer. The place to see your product can be in dealer’s showroom or from catalogs or from telemarketing or through computer shopping services.

The communication between a buyer and a seller is known as promotion. It includes all forms of market communication. Promotion is the most complex thing how to select and divide your market according to the type of product, its price and where it will be available. Promotion includes all forms of marketing communication from personal selling to advertising in a newspaper or a magazine.

All products and services have what have been traditionally called “product life cycles”. The length of the product life cycle depends on

- intensity of the competition;

- extent to which the new product is an innovation or a modification;

- marketing techniques.

The four elements of marketing – product, price, place, promotion – work together to develop a successful marketing operation that satisfies customers and achieves the companies’ objectives.

5. Agree or disagree using the following expressions:

For agreement: For disagreement:

I’m of the same opinion… I see your point, but …

I fully agree I shouldn’t say so

1. The four main elements of marketing are usually known as the four Ms.

2. The product element refers to getting the product to the customer.

3. Most companies charge the price according to the market.

4. A common channel of distribution is: wholesaler → retailer →

manufacturer →customer

5. The two major forms of promotion are radio and television.

6. Complete the sentences:

1. The most common channel of a) in the success or failure of the

distribution is through… firm

2. Each factor plays a vital role in… b) to the customer

3. Placement involves getting the product c) wholesaler and retailer

4. The most controllable of the factors is d) typical to all products

5. Product life cycle is e) the product

GET TALKING