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Lesson 10. Marketing.

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Lesson 10.

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 consumers 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

consumer

user

distribution ,

marketing , ,

transporting

storing ,

storage

product planning

pricing

promotion (- ), ,

traffic

marketing research

trend ,

to predict

to influence

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 ( )

to raise the price

price leader ,

price sensitive item ,

to be brand loyal

promotional campaign

to market

to schedule

packaging

competitor

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 (. 67).

1. , .

2. , , , , .

3. .

4. .

5. .

6. .

7. .


60 .



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