1. Understanding Expressions: give the best explanation for each of these phrases used in the text.

Marketing strategies; marketing practice; supporting elements; “Marketing Mix”; retailing; end-user's needs and wants; point-of-sale placement or retailing; publicity; personal selling; to govern the communication medium.

2. According to the text, mark these statements t (true) or f (false).

1. Marketing is defined by the American Marketing Association as a paid form of public presentation and expressive promotion of ideas aimed at masses.

2. Marketing practice tends to be seen only as a creative industry, which includes advertising, distribution and selling.

3. Marketing Mix contains 4 “P”- elements: product, price, place and promotion.

4. The product aspects of marketing deal with setting a price for a product.

5. A brand is a name or symbol which makes an association with a product in customers' minds.

6. Marketing always seeks to manipulate our values and behaviour in a dishonest way.

7. Ethics of production deals with price discrimination, anti-competitive practices, pyramid scheme.

8. Relations between the employer and the employee are regulated by the ethics of human resource management.

3. Give the best definition for each of these economic terms.

Advertising, marketing, warranties, guarantees, pricing, branding, sales promotion, intellectual property, a trademark, industrial espionage, company's performance, a grey market, price discrimination, anticompetitive practice, patents.

4. Choose the variant that best explains the idea of the sentence below.

Marketing may seek to manipulate our values and behaviour. To some extent the society regards this as acceptable, but where is the ethical line to be drawn?

1. The society does not accept any manipulations with its citizens' values and behaviour.

2. The society accepts manipulations with its citizens' values and behaviour up to certain limits.

3. Any manipulations with human values and behaviour are acceptable.

5. Give profound answers to the following questions.

1. What is marketing? What is its objective? Its role and practice?

2. What is a “Marketing Mix”?

3. Why is the society concerned with business ethics?

4. What is branding?

5. What is trademark infringement?

6. Practise reading §5 and §6. Translate them into Russian. Give a short summary of the passage.

C. How the text is organised

1. What do these words refer to in the text?

1) you (§ 1); 2) others (§ 1); 3) it (§ 2); 4) this (§ 5); 5) that (§ 5).

3. Find the paragraphs of the text dealing with the following concepts.

1) 4 P's; 2) intellectual property; 3) PRM; 4) marketing techniques; 5) PR ethics; 5) Marketing Mix; 6) placement and promotion; 7) marketing practice; 8) business ethics.

V. Speaking

A. Discussion

Work in pairs or small groups. Discuss your answers to the following questions.

1. Is it necessary to promote every product manufactured by a company? What is an efficient promotion?

2. What is meant by advertising techniques? Are you easily influenced by advertising?

B. Giving your opinion

Give your opinion on the following questions.

1. What marketing strategies do you find the most efficient for selling a) a book of a young author; b) a new kind of yoghurt; c) a large amount of shampoo, d) TV-sets made by domestic producers, d) new software; e)a hairdresser's services. Explain your choice.

2. What issues of business ethics do you find a) the most - b) the least typical of this country?

3. Should business be socially responsible?

C. Role play