Text e The Four p’s

I. Прочтите текст и укажите, какие утверждения соответствуют тексту true (t), а какие – нет false (f):

1. Marketing means the movement of goods and services from manufacturer to customer.

2. Marketing can be divided into three main elements.

3. The product element of marketing involves research and development of a new product, research of the potential market and testing of the product.

4. There are three pricing options the company may take.

5. Placement is getting the product to the customer.

6. A common channel of distribution is: manufacturer → retailer → wholesaler → customer.

Buying, selling, market research, transportation, storage, advertising – these are all part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company’s objectives. Marketing can be divided into four main elements that are popularly known as the four P’s: product, price, placement, and promotion. Each one plays a vital role in the success of the marketing operation.

The product element of marketing refers to the good or service that a company wants to sell. This often involves research and development (R&D) of a new product, research of the potential market, testing of the product to insure quality, and then introduction to the market.

A company next considers the price to charge for its product. There are three pricing options the company may take: above, with, or below the prices that its competitors are charging. Most companies price with the market and sell their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders.

The third element of the marketing process – placement – involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is:

manufacturer → retailer → wholesaler → customer.

Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller quantities to customers.

Finally, communication about the product takes place between buyer and seller. This communication between buyer and seller is known as promotion. There are two major ways promotion occurs: through personal selling, as in a department store; and through advertising, as in a newspaper or magazine.

The four elements of marketing – product, price, placement, and promotion – work together to develop a successful marketing operation that satisfies customers and achieves the company’s objectives.

II. Найдите в правой колонке русский эквивалент для следующих английских слов:

1. advertising	a) вовлекать, включать в себя
2. placement	b) производитель
3. to refer to	c) конкурент
4. customer	d) оптовый торговец
5. to involve	e) размещение
6. option	f) иметь отношение, относиться
7. competitor	g) реклама
8. to establish	h) розничный торговец
9. manufacturer	i) опцион, выбор, право замены
10. wholesaler	j) основывать, учреждать
11. retailer	k) покупатель, клиент

III. Укажите синоним для каждого слова:

1. to take place	a) to call	b) to occur
	c) to show	d) to think
2. to develop	a) to leave	b) to exchange
	c) to progress	d) to spread
3. objective	a) goal	b) discount
	c) application	d) object
4. manufacturer	a) designer	b) painter
	c) retailer	d) producer
5. customer	a) operator	b) buyer
	c) generator	d) wholesaler

IV. Укажите антоним для каждого слова:

1. quantity	a) development	b) goal
	c) quality	d) aim
2. seller	a) construction	b) buyer
	c) builder	d) shelter
3. above	a) below	b) among
	c) near	d) between
4. often	a) always	b) usually
	c) seldom	d) sometimes
5. different	a) difficult	b) common
	c) dependent	d) similar

V. Найдите в правой колонке русский эквивалент для английских словосочетаний:

1. channel of distribution	a) основной производитель
2. department store	b) обеспечивать качество
3. for average price	c) изучение рынка
4. major producer	d) для того, чтобы
5. to insure quality	e) по средней цене
6. to charge the price for	f) канал распределения
7. to achieve objectives	g) универсальный магазин
8. market research	h) удовлетворять покупателям
9. in order to	i) достигать целей
10. to satisfy customers	j) назначай цену за

VI. Закончите предложения (например 1а):

1. The four main elements of marketing are popularly known as:

1. the movement of goods and services

2. the four P’s

3. the four M’s

4. buying, selling, market research, and storage

2. The product elements refers to:

1. the four P’s

2. testing of a product to insure quality

3. the good and service that a company wants to sell

4. getting the product to the customer

3. Most companies price:

1. with the market

2. below the market

3. beyond the market

4. above the market

4. A common channel of distribution is:

a ) wholesaler retailer manufacturer customer

b ) manufacturer retailer wholesaler customer

c ) retailer manufacturer wholesaler customer

d ) manufacturer wholesaler retailer customer

5. The two major forms of promotion are:

1. radio and television

2. personal selling and advertising

3. personal selling and newspapers

4. selling advertisements

VII. Заполните пропуски подходящими терминами из данного списка:

1. vital

2. charge

3. wholesaler

4. prices

5. placement

6. channel of distribution

7. take place

8. retailer

T he most common 1)… is manufacturer wholesaler 2)…… customer.

Distribution can, however, 3)……… through slightly modified channels. For example, products are sometimes sold directly by the 4)…… or the manufacturer, rather than by the retailer. Generally, wholesalers 5)……… lower 6)……… than retailers and sell in larger quantities. Together, these channels of distribution play a 7)…….. role in the

8)……… element of marketing.