Тема 3.

1. Прочтите и переведите текст. 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 centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

2. Выпишите новые слова и выражения и выучите их. New words and expressions:

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

traffic - торговля

marketing research - изучение рынка сбыта

trend - тенденция

to predict - предсказывать

to influence - влиять

3. Дайте ответы на следующие вопросы:

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?

4. Прочтите и выучите следующий диалог: On Marketing

• As far as I understand marketing is not a simple thing, is it?

• You are right. We can speak of two meanings of marketing now: a traditional one, as a sales function, and a later one, as a “philosophy of business”.

• Moreover, the “philosophy of business” idea is developing too, isn’t it?

• It is. Before it meant mainly production and sales. Now it’s a marketing mix.

• Ah, yes, the four “P”s – product, price, place and promotion. And all that comes into them.

• Quite so. Study and research in many fields – before, during and after production, market forecasts, very active sales promotion efforts.

• That means carrying out all kinds of studies and research.

• And requires highly qualified staff, a lot of computers and a big budget.

• Well, if you want profit you have to calculate it and work for it.

meaning - значение

sales function - функция, обеспечивающая сбыт

marketing mix - система маркетинговых

мероприятий

study - изучение

research - исследование

sales promotion - мероприятия по рекламе

продукции

budget - бюджет