IX. Answer the questions about the text

1. What is the aim of marketing?

2. How are the purposes of marketing realized?

3. What elements does the marketing strategy consist of?

4. What does the market segment refer to?

5. What is the market mix intended for?

6. What are the ways of goods promotion?

7. What types of marketing do you know?

8. What is the difference between macroeconomics and microeconomics?

X. Find in the dictionary the definitions of the synonyms with the meaning of «прибыль, доход»

dividend, profit, earning, income, reward, advantage, yield, receipt, revenue.

XI. Read the text and divide it into some meaningful parts, giving the proper title to each of them

The market development situation presents an interesting strategic challenge. Management can influence the direction of market development, but it faces the risk of creating a future competitive disadvantage. Marketing advantages can be achieved in various ways, the finding of which is not easy.

A good marketing strategy is a combination of penetrating analyses, sound judgment, and an intuitive sense of what is appropriate for the situation. Strategy selection is facilitated if one divides the task into two parts. First, the strategic fit of the options under consideration is determined; second, important selection criteria are used to identify alternatives that appear the most promising.

The marketing strategy selected by each corporation is matched to the strategic factors that are important in its competitive area.

Marketing strategy helps to determine whether a business can survive and grow in to-day's highly competitive business environment. A marketing advantage is essential for all firms. Customer satisfaction is the responsibility of everyone on the corporate team, not just those assigned to marketing positions.

XII. Write a summary of the text

Tip:

Speaking

XIII. Practice talking about the following situations

a) Talk about the activity of your enterprise that gives you the right to consider that you are engaging in marketing.

b) You are going to become a businessman. Work out your marketing plan.

c) What is the marketing strategy of your firm in selling machines.

d) While you were making your business, the competition has greatly increased. What steps will you undertake to overcome the difficulties and to stay in your marketing niche?

e) Inform your employees about of the factors evaluating the widening of the market in footwear trading (characteristics of the population, competition, attitude of the customers, climatic zones, season and so on).

XIV. Work in pairs of two or three and talk about marketing

a) You would like to set up a small business enterprise; discuss its trend with you co-partner.

b) You are the manager of a food producing enterprise; discuss the demands for your new product with your dealer.

c) Discuss with your advertising manager the effective means of promotion of your product which is not in great demand.

d) Discuss with one or some of your customers why it is difficult to sell durable consumer goods.

e) Being a manager of the firm you are discussing with your department managers the marketing strategy of your firm in order to increase the production and selling your goods.