Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 19 стр.

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• Technological forces: computers and advances in communica-
tions and transportation that improve distribution, promotion, and new
product development. For example, many companies now use computer
systems to monitor their inventory and to manage their warehouse fa-
cilities.
The forces in the marketing environment are sometimes called
uncontrollables, yet they are not totally uncontrollable. For example,
businesses can lobby legislators to dissuade them from passing unfavor-
able legislation.
Vocabulary and comprehension check tasks
I. Work with your partner(s) and make a list of international-
isms which you can find in this part of the text. Suggest the Russian
for them according to the model.
Systematic – систематический
II. With your partner(s) discuss the following questions.
1. Why is marketing research important? Give several reasons
and examples to illustrate your answer.
1. Can any firm do marketing research? Why? Why not?
2. Dwell upon the steps involved in marketing research.
3. What role does a marketing information system play in mar-
keting research?
4. What are primary and secondary data?
5. What does the notion of the marketing environment involve?
Give examples to each of them based on Russian businesses activities.
QUIZ III
I. After reading Text 4 you are supposed to know the key terms
and expressions. Fill in the blanks below with a suitable word from
the text.
1. A(n)_____ is giving up one thing in return for something else.
2. ________ is the ability of a product to satisfy human needs and
wants.
3. A market _________ is a collection of individuals, groups, or
organisations that share at least one similar characteristic and have rela-
tively similar product needs.
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4. ________data are compiled inside or outside the firm for some
purpose other than changing the current situation.
5. Marketing ________ is a systematic and objective effort to get
information about potential customers.
6. A(n)_________is a group of people who have needs for prod-
ucts and who have the ability, willingness, and authority to buy such
products.
7. A(n) _________ market is a group of buyers for whom an or-
ganisation tailors a marketing strategy.
8. Market__________ is the process of dividing the total market
into groups with relatively similar product needs.
9. The marketing _________ involves four variables: product,
price, promotion, and distribution.
10. A marketing _________ is the core of a successful marketing
plan because it provides the plan for action.
II. Fill the gaps in the sentences, using the words from the list
in the box.
creative process need profitably
design opportunities promotion
distribution outlets range
end users patterns rival
first place satisfy
hire purchase posters strengths
image price threats
labels product weaknesses
mail order production-oriented
1. What is marketing? Marketing is the _____ of satisfying cus-
tomer needs ____ .
2. What is ‘the marketing mix? It consists of ‘the four P’s’: pro-
viding the customer with the right P____ at the right P____, presented
in the most attractive way (P____) and available in the easiest way
(P_____).
3. What is ‘a product’? A product is not just an assembled set of
components: it is something customers buy to _____ a _____ they feel 
        • Technological forces: computers and advances in communica-                 4. ________data are compiled inside or outside the firm for some
tions and transportation that improve distribution, promotion, and new        purpose other than changing the current situation.
product development. For example, many companies now use computer                    5. Marketing ________ is a systematic and objective effort to get
systems to monitor their inventory and to manage their warehouse fa-          information about potential customers.
cilities.                                                                            6. A(n)_________is a group of people who have needs for prod-
        The forces in the marketing environment are sometimes called          ucts and who have the ability, willingness, and authority to buy such
uncontrollables, yet they are not totally uncontrollable. For example,        products.
businesses can lobby legislators to dissuade them from passing unfavor-              7. A(n) _________ market is a group of buyers for whom an or-
able legislation.                                                             ganisation tailors a marketing strategy.
                                                                                     8. Market__________ is the process of dividing the total market
      Vocabulary and comprehension check tasks                                into groups with relatively similar product needs.
       I. Work with your partner(s) and make a list of international-                9. The marketing _________ involves four variables: product,
isms which you can find in this part of the text. Suggest the Russian         price, promotion, and distribution.
for them according to the model.                                                    10. A marketing _________ is the core of a successful marketing
                                                                              plan because it provides the plan for action.
                   Systematic – систематический
                                                                                     II. Fill the gaps in the sentences, using the words from the list
      II. With your partner(s) discuss the following questions.
                                                                              in the box.
      1. Why is marketing research important? Give several reasons
and examples to illustrate your answer.                                         creative process       need                    profitably
      1. Can any firm do marketing research? Why? Why not?                      design                 opportunities           promotion
      2. Dwell upon the steps involved in marketing research.                   distribution           outlets                 range
      3. What role does a marketing information system play in mar-             end users              patterns                rival
keting research?                                                                first                  place                   satisfy
      4. What are primary and secondary data?                                   hire purchase          posters                 strengths
      5. What does the notion of the marketing environment involve?             image                  price                   threats
Give examples to each of them based on Russian businesses activities.           labels                 product                 weaknesses
                                                                                mail order             production-oriented
      QUIZ III
       I. After reading Text 4 you are supposed to know the key terms               1. What is marketing? Marketing is the _____ of satisfying cus-
and expressions. Fill in the blanks below with a suitable word from           tomer needs ____ .
the text.                                                                           2. What is ‘the marketing mix? It consists of ‘the four P’s’: pro-
       1. A(n)_____ is giving up one thing in return for something else.      viding the customer with the right P____ at the right P____, presented
       2. ________ is the ability of a product to satisfy human needs and     in the most attractive way (P____) and available in the easiest way
wants.                                                                        (P_____).
       3. A market _________ is a collection of individuals, groups, or             3. What is ‘a product’? A product is not just an assembled set of
organisations that share at least one similar characteristic and have rela-   components: it is something customers buy to _____ a _____ they feel
tively similar product needs.
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