Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 31 стр.

       Production. Attitudinal research7 should affect the product to be           TASKS
produced, so production is inevitably based on marketing Intelligence
                                                                                   I. Translate the following words and learn their pronuncia-
study8. Marketing investigates stages before, during and after produc-
                                                                           tion:
tion and also the stage following sales.
                                                                                 preferences; exhibitions; polls; magazines; leaflets; fee; choice;
       Sales. Sales are always involved with customers service of all
                                                                           assortment; promotion; potential; mass media; advertising; experi-
kinds. Markets for consumer products9 are segmented on the basis of
                                                                           ment; strategy; originally; locally; competitive; attitudinal; environ-
demographic and psychographic data research.
                                                                           mental; uncontrollable; demographic; psychographic; preliminary.
       Communications and advertising. The communications mix10
comprises advertising, public relations, direct mail and special events
                                                                                 II. Explain the meaning of the following words and phrases in
such as product shows, conferences and exhibitions. Advertising is an
                                                                           English:
important means of promoting the goods that have been produced
                                                                                 embassy; market research; market potential; seasonal factors;
already, as well as new lines in business. Nowadays there are special
                                                                           controllable factors; consumer products; the communications mix;
departments and agencies dealing with advertising. Different kinds of
                                                                           overproduction; direct mail; sales promotion, public relations.
mass media – TV, radio, newspapers, cinema, magazines, posters – are
used for advertising aims. Special leaflets, booklets and other printed
                                                                                 III. Give English equivalents for the following Russian words
matters with the information about goods may be published for the
                                                                           and phrases:
same purpose. The choice of media for advertising depends on the
                                                                                 ценовая политика; торговые представители; традиции и
kind of goods and on the local conditions and people's habits.
                                                                           обычаи; факторы, связанные с внешней средой; связи с общест-
____________________
       1                                                                   венностью; избежать перепроизводства; координировать спрос и
         market research – изучение конъюнктуры рынка, маркетин-
                                                                           предложение; проводить выставки и конференции; считаться
говое исследование
       2                                                                   конкурентоспособным; включать в себя рекламное дело; прово-
         market potential – емкость рынка
       3                                                                   дить сегментацию рынка; влиять на выбор продукции.
         promotion of sales – мероприятия по содействию сбыта
       4
         post-sales servicing – гарантийное обслуживание
       5                                                                           IV. Answer the following questions:
         communications – зд. организация контактов с потребите-
                                                                                   1) What was the original aim of marketing?
лями
       6                                                                           2) What is the main purpose of marketing nowadays?
          competitors' interests and claims – интересы и претензии
                                                                                   3) Where can information for market research be obtained?
конкурентов
       7                                                                           4) What are the most important parts of any marketing research?
         consumer products – потребительские товары
       8                                                                           5) How many parts does marketing strategy include?
          the communications mix – мероприятия по организации
                                                                                   6) What is meant by planning?
контактов с потребителями
       9                                                                           7) Why is production inevitably based on marketing study?
         printed matter – печатные материалы
                                                                                   8) What is the aim of advertising?




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