VII. Match the Ukrainian and English equivalents:

межі маркетингу	marketing structure (mix)
маркетингові заходи	stabilization efforts
служба маркетингу	marketing department
угода про маркетинг	selling efforts
вартість маркетингових заходів	marketing efforts
структура маркетингу	marketing management
управління маркетингом	scope of marketing
маркетингові послуги	do marketing research
здійснювати маркетинг	marketing agreement
проводити маркетингові дослідження	deal with marketing
заходи з організації та стимулювання збуту	marketing expenditures (costs)
заходи зі стабілізації економіки	marketing services

VIII. Read and analyze the following discussion about the direction a certain company should take and give answers to the questions below:

1. As I see the problem, the major focus of investment must be in improving productivity. We’ve also got to make sure there are no delays in deliveries. In this way we can aim to bring down the price and make our products more readily available. We’re in a mass market, where price and availability are what matter most to our customers.

2. I think we’d all agree with you as far as you go. But I feel what we are still failing to do is to establish a strong enough brand. The on­ly way we can do this in an increasingly competiti­ve market is to increase our budgets in advertising and make one sales force even more, effective.

3. I’m not sure I agree with either of you. You are both taking a too restricted view, looking at it from the inside-out. What we need is to take an outside-in approach. What I mean by this is we’ve got to get to know our customers better, what their needs and wants are. If we are just production-or sales-oriented, that’ll keep the turnover going in the short term but we’ve got to stay ahead of the competition in the long term. No, I feel we must certainly ensure quality and price for our existing products and of course promote them well, but above all we need to look to the future — a strategy for the next twenty years in terms of growth. This means better market research generally a more Integrated approach.

4. Geoff takes the longer-term view but I feel he misses an important dimension. It’s not enough to focus just on our customers’ present rind future needs. We have to take a wider view-there are strong pressures in society now which have little to do with individual needs and wants. — I’m thinking of the environment in particular. I feel we need to look at what type of world we are.

5. Oh, come on Julie. Let’s get back down to earth. This company has made its name and its money by being first in the field in new areas, you only have to look at the Japanese to see, what they’re spending on RD (Research and Development) product innovation is where the future is...