English for Masters in Economics. Маркушевская Л.П - 26 стр.

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Университет ИТМО | Санкт-Петербург

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26
MArKetInG
TEXT 6. CHOOSING A MARKET
Exercise 1. Read, translate and explain the following words and word
combinations.
Specictargetmarketing,competitor,vital,forecastsales,potential
purchaser,sub-markets,purchasingpower,renement.

according to the model and translate them.
Model: adjective+ly=adverb, (broad-broadly)
Efcient,successful,identical,potential,different,specic,surprising,
commercial, common, attractive, strong, logical, physical, common.
choosing a Market
The need to identify and attempt to satisfy the needs of specic target
markets is central to the concept of marketing. To do it efciently is impor-
tant; to do it more efciently than your competitors can be vital. Relating the
product or service to the needs of the marketplace means that your approach
is «market-orientated». In order to do this successfully you must undertake
market research and try to forecast your sales. Alternatively, your approach
could be «product-orientated»: in other words, you look at the market as be-
ing made up of identical, but potential purchasers of your product.
The single most important factor to have had an effect on marketing, cer-
tainly in recent times, is the realisation that markets are made up of very dif-
ferent sub-groups or sub-markets. As identifying these sub-markets has be-
come more rened, the elements of strategy and marketing have been honed
specically to them. Most products are designed for a particular market and
not the general public as a whole. Not surprisingly, businesses are interested
in the most commercially attractive parts of a market. This is known as tar-
get marketing. It relies strongly on good research and is, in itself, the logical
conclusion of research work.
187


1 подлежащее:
Living in a big city has both advantages and disadvantages.
Жизнь в большом городе имеет свои преимущества и недо-
статки.
Smoking is not allowed here.
Здесь курить не разрешается.
2. именная часть составного сказуемого:
His only intention is succeeding in business.
Его единственное стремление – добиться успеха в бизнесе.
3. дополнение:
1) прямое дополнение после переходных глаголов
tоadmit
to avoid
to deny
to enjoy
to forgive
to hate
to like
to love
to mention
to mind
to remember
to regret
to suggest
допускать
избегать
отрицать
наслаждаться,любить
прощать
ненавидеть
нравиться
любить
упоминать
возражать(вотрицательных
ивопросительныхпредложениях)
помнить
сожалеть
предлагать
He doesn’t mind
reducing the price.
Он не против того, чтобы снизить цену.
I remember having answered your letter.
Я помню, что ответил на твое письмо.

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