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Marketing

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Marketing.

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.
The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer’s dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.


producer производитель

consumer потребитель

user потребитель

distribution сбыт, распределение

marketing продажа, сбыт, маркетинг

transporting транспортировка

storing складирование, хранение

storage хранение

product planning разработка новых продуктов

pricing калькуляция цен

promotion содействие в продаже (какого-либо товара), например, с помощью рекламы

traffic торговля

marketing research изучение рынка сбыта

trend тенденция, общее направление

to predict предсказывать

to influence влиять


Comprehension questions.

1. What does marketing mean?

2. What activities does marketing consist of?

3. What do marketing operations include?

4. Why is it so important for the producer to predict the trends?

5. How was mass consumption possible in USA?


Vocabulary practice

Choose the necessary word and put it in the sentence.

1. One of the aims of market research is to indicate new … among people. | 1. predict

2. Advertising must … the consumer and make him buy the goods producer. | 2. influence

3. Often marketing is called … . | 3. promote

4. In order to sell a new product, a producer has to consider how to … it. | 4. marketing

5. The goods of this company are not sold very well, they must think about … . | 5. trends

6. Sometimes it is difficult to influence … through advertising. | 6.distribution

7. If you what to produce something new, you should start with … . | 7. market research

8. A producer wants to … the new trends and then tries to influence them. | 8. product planning

9. … includes product development and pricing among other things. | 9. consumer


to go up расти (о цене)

to raise the price поднимать цену

price leader производитель, устанавливающий самую низкую цену на определенный товар

price sensitive item товар, уровень продажи которого очень зависит от цены

to be brand loyal отдавать предпочтение

promotional campaign рекламная компания

to market продавать

to schedule разрабатывать план

packaging упаковка

competitor конкурент


Vocabulary practice

Choose the necessary word and put it in the sentence.

1. If the price on this product …, nobody will buy it. | 1. go up

2. They should … some tests and pass the results to R.D. | 2. schedule

3. This company is the … in this field, they can sell this product at the lowest price. | 3. packaging

4. Customers do care about the price on this product, it is a very … . | 4. competitor

5. … influences the desire of a customer to buy. | 5. price leader

6. Our … has become the price leader in selling computer programmes. | 6. price sensitive item


Exercise 2. Answer the questions.

1. Who is the price leader in your business?

2. How can you become a price leader? What should you do for this?

3. How should one start a promotional campaign?

4. Why is it dangerous to produce price sensitive goods?

5. Why is it important to have competitors in business?

6. What should you do to leave your competitors behind?

7. What knowledge must you have to be good at marketing?


Exercise 3. Translate into English (стр. 67).

1. Маркетинг включает в себя действия, связанные с движением товара от производителя к потребителю.

2. Маркетинг включает в себя транспортировку, хранение, рекламу, калькуляцию цен, продажу.

3. Изучение рынка помогает предсказывать общие направления спроса.

4. Реклама оказывает сильное влияние на покупателя.

5. Мы не можем устанавливать самую низкую цену на этот товар.

6. Мы должны разработать план производства новых продуктов.

7. Сбыт этого товара очень реагирует на изменение цены.
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