- •Marketing
- •Marketing
- •Contents
- •Vocabulary
- •Unit 1. Marketing and the company
- •Marketing and the company Sales – or production–oriented organizations sell what they can make. Customer–oriented organizations make what they can sell. (Anon)
- •1. Memos are used only inside the company.
- •What is marketing?
- •Working conditions
- •1. The person for whom the call was done.
- •Unit 3. Value for the customers
- •Value for the customers
- •In one sentence.
- •1. The agenda must include the name of the company, the participants, the place, the time and the date of the meeting.
- •2. Jeff Motors
- •Unit 4. Marketing planning
- •Marketing planning
- •2. Forecasts (What is going to happen?)
- •3. Business/market objectives/budget (What do we want?)
- •4. Marketing strategy (How will we get it?)
- •6. Control (How can we make sure we succeed?)
- •1. Notices are used to inform people about changes of plan or give instructions or warnings.
- •The marketing audit
- •Changes
- •Swot–analysis for the Path Supermarket
- •Unit 6. The nature of competition
- •Competition
- •Car producer competition
- •1. Notices are used to inform people about changes of plan or give instructions or warnings.
- •Pestle and swot analyses
- •1. A report should be well organized with information in a logical order.
- •Unit 8. Marketing information
- •Marketing information
- •Internal data
- •Internet
- •1. Write the address of your company.
- •Unit 9. Types of research
- •Promotion
- •1. Subject of the Contract:
- •The marketing mix
- •The four p-s
- •1. A claim should be well organized with information in a logical order.
- •2. The format that is used here is suitable for claims:
- •Vocabulary unit1
- •Вариант – 2
- •Шкала оценок
- •1 Вариант
- •24-32 Ответов верно Вариант 2
Министерство сельского хозяйства Российской федерации
Красноярский государственный аграрный университет
Н. В. Антонова, Ж. Н. Шмелёва
Marketing
Красноярск 2010
Красноярский государственный аграрный университет
Н. В. Антонова, Ж. Н. Шмелёва
Marketing
Красноярск 2010
Рецензенты: В.И. Литовченко, канд. филол. наук
Антонова, Н.В.
Marketing,
Шмелёва
Ж.Н.
Учебно-методическое пособие для развития навыков устной речи, чтения и письма на английском языке "Marketing" предназначено для аудиторной и самостоятельной работы студентов специальностей 080505 «Управление персоналом», 080507 «Менеджмент организации» и 080500 направление «Менеджмент» КрасГАУ.
Печатается по решению редакционно-издательского совета
Красноярского государственного аграрного университета
© Красноярский государственный аграрный университет
Contents
UNIT 1. MARKETING AND THE COMPANY
UNIT 2. WHAT IS MARKETING?
UNIT 3. VALUE FOR THE CUSTOMERS
UNIT 4. MARKETING PLANNING
UNIT 5. THE MARKETING AUDIT
UNIT 6. THE NATURE OF COMPETITION
UNIT 7. PESTLE and SWOT ANALYSES
UNIT 8. MARKETING INFORMATION
UNIT 9. TYPES OF RESEARCH
UNIT 10. THE MARKETING MIX
Vocabulary
FINAL TEST PAPER
Unit 1. Marketing and the company
Exercise 1. Look through the text, find the nouns with the suffixes – er or – or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.
Exercise 2. Look through the text, find the nouns with the suffixes
–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.
Exercise 3. Read the words and their explanations and use them in your own sentences.
business – commerce; trade; buying and selling;
creation – production of the human intelligence;
value – quality of being desirable; worth of something;
customer – person who buys things;
shareholder – owner of a business;
resource – wealth; supplies of goods, raw materials, etc. which someone can use or have;
objective – aim; something you aim for;
environment – surroundings;
to establish – to set up;
to maintain – to support; to keep at a level;
to permeate – to pass; flow through every part;
to judge – to give a decision.
Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.
Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.
Exercise 6. Read the title of the text and try to predict the contents of it.
Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.
Exercise 8. Read the text and find out:
What is the purpose of any business?
What is marketing function in the organization?
What are the main tasks of the director of the company?
What is it – a marketing – led company?
What is it – a production – led company?
What is it – a customer –led company?
What is the difference among these types of companies?