Text 3 marketing (Ринок збуту)

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 customer’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 merchandize and plenty of parking facilities.

Active vocabulary

producer виробник

consumer споживач

user користувач

distribution сбут, розподіл

marketing продаж, сбут, маркетинг

transporting транспортування

storing складування, зберігання

storage зберігання

product planning розробка нових продуктів

pricing калькуляція цін

promotion допомога при продажі (якого-небудь товару), наприклад, за допомогою реклами

traffic торгівля

marketing research вивчення ринка сбуту

trend тенденція, загальний напрямок

to predict передбачати

to influence впливати

Exercise 1. Answer the following questions.

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 trend?

5. How was mass consumption possible in the USA?

Exercise 2. Choose the necessary word and put it in the sentence (predict, influence, promote, marketing, trends, distribution, marketing research, product planning , consumer ).

1.  One of the aims of market research is to indicate new … among people.

2.  Advertising must … the consumer and make him buythe goods produced.

3.  Often marketing is called …

4.   In order to sell a new product , aproducer has to consider how to … it.

5.  The goods of this company are not sold very well, they must think about …

6.  Sometimes it is difficult to … customer to buy through advertising.

7. If you want to produce something new, you should start with …

8. A producer wants to … the new trends and then tries to influence them.

9. … includes product development and pricing among other things.

Exercise 3. Translate the following sentences into English.

1. Маркетинг включає в себе дії, пов’язані з рухом товару від виробника до споживача. 2. Маркетинг включає в себе транспортування, зберігання, рекламу, калькуляцію цін, продаж. 3. Вивчення ринку допомагає передбачити загальні напрямки попиту. 4. Реклама здійснює сильний вплив на покупця. 5. Ми не можемо встановлювати найнижчу ціну на цей товар. 6. Ми повинні розробити план виробництва нових продуктів. 7. Збут цього товару дуже реагує на зміни ціни.