Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 9 стр.

nouncement of availability, transportation to convenient location, dis-            COMPREHENSION CHECK
play at retail outlets and after-sales care.
       Understanding the operation of the system requires knowledge                I. Try to translate the words using your knowledge of the rules
about the behaviour of buyers and sellers, and of the increasingly sig-      of word building.
nificant intermediaries in the connecting channels. However, the system            countless
doesn’t operate in isolation: it is but a part of the wider economic and           mismatch
social systems.                                                                    necessitate
       Marketing concerns voluntary, mutually satisfying exchange rela-            finalize
tionships.                                                                         equate
       Exchange is at the heart of marketing; without exchange market-             insufficient
ing is redundant. To be legitimate the exchange must be mutually satis-            chiefly
fying. Abuse and deceit are by definition illegitimate. Equally well it
must be voluntary, if one of the parties knowingly dupes the other, or if            II. Say whether the statements are true (T) or false (F) accord-
there is any form of coercion, then the activity is illegitimate.            ing to the text.
       Market concerns market exchange processes and organisation’s                   ____ 1. Marketing is the most evident business activity because
marketing efforts are designed to facilitate these exchanges. One very       it links the four basic economic functions.
apparent aspect of these efforts is the physical movement of goods, and              ____ 2. The consequences of marketing processes are reflected
considerable resources are devoted to the operation of the channels link-    quite universally in daily life.
ing producer to consumer. But prior to distribution the manufacturer                 ____ 3. Understanding the operation of the system doesn’t re-
needs to make a decision about what products to offer. Such decisions        quire anything else but knowledge about the behaviour of buyers and
could be solely conditioned by the firm’s ability to produce, but there is   sellers.
no in-built mechanism that ensures that this ability matches a consumer              ____ 4. To be illegitimate the exchange need not be mutually sat-
requirement. Some early warning and direction-finding, through market        isfying.
research, could reduce the risk of a mismatch between what the firm                  ____ 5. The physical movement of goods is done through the
offers and what the market requires.                                         channels linking producer to consumer.
       For exchange to take place consumers have to be aware that                    ____ 6. In manufacturer’s making a decision about what products
products exist and persuaded that these products meet their needs. In        to offer there is no in-built mechanism that ensures against a mismatch
historical times relatively local production for local consumption meant     between what the firm offers and what the market requires.
that communication between the two was not a major problem. The in-
creasing separation of producer from consumer has necessitated mass
media advertising and presents complicated issues in the determination
of the volume of communication, the choice of communication me-
dium, and the messages to be transmitted. A price has to be fixed for the
exchange to be finalized. While the market mechanism operates, its
working in an advanced economy is made cumbersome by the (geo-
graphical and time) distance between producer and consumer. Firms set
pricing policies in advance and decisions about these form another im-
portant marketing activity.

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