A. Study the meanings of the following words and word combinations

Date: 2015-10-07; view: 537.

Task 3

B. Translate into Russian the following sentences paying attention to the meaning of the word “market”

1. Our main overseas market is China.

2. They put their apartment on the market for ?300.000.

3. The market for specialist academic books is pretty small.

4. This device was first marketed by a Japanese firm.

5. Many labour-saving devices have come onto the market.

6. They took the mineral water off the market while tests were being made.

7. Examples of goods traded in the black market are weapons, illegal drugs, exotic and protected species of animals, and human organs needed for transplant surgeries.

8. Market is a means by which the exchange of goods and services takes place.

9. Investors on the property market are worried about rising inflation.

10. The turkeys are marketed ready-to-cook.

C.Make up your own sentences using the word “market”

Task 4 Fill in the gaps in this passage with words from the box, translate it into Russian.

When a company starts to sell goods in a new market, they often do some m………….. research or a preliminary study to see if the project is feasible. They r……………. (investigate) the m……….. potential or do a feasibility s………… to see if they will make money by selling in the new m………… (i.e. to see if the p………….. is viable).

One way to assess the market p…………… is to take a stand at a Trade Fair where companies can exhibit samples of their products and see what response they get from prospective customers. The Trade F………… is an exhibition of goods, and a company exhibits a s……….. of its product at its stand.

Task 5 Underline the appropriate idea to complete this basic description of marketing, translate the abstract into Russian.

In the past marketing was (customer-driven/ product-driven) where business emphasized the product first and (considered/ confronted) the customer last. Nowadays the reverse strategy is the key to successful marketing. Products and services are created (to mean/ to meet) customer needs. Moreover, marketing must make use of its four basic components to be effective:

• Sales

• Promotion

• Advertising

• (Public Relations/Possible Requirements) or PR

In each aspect marketing aims for a solid customer base and increased (turnaround /turnover). Improving marketing performance is essential to be ahead of the (competition/ concentration).

Task 6 Write the possible combinations with the word ‘market' and the words from the box, give their Russian equivalents.

....................... market.....................

....................... market.....................

....................... market.....................

....................... market.....................

....................... market.....................

....................... market.....................

....................... market.....................

TEXT 2: THE MARKETING MIX

A marketing mix is a combination of four major ingredients: product (ideas, goods, or services), price, place (distribution), and promotion. A marketer creates a blend of these ingredients - also known as the four Ps - to respond to the needs of the intended customers or audience:

Product. A businessperson's first marketing task is to decide on the goods or services that will attract customers. The key is to determine the needs and wants of customers and then translate those needs and wants into desirable products. Social trends often provide a clue to the types of products that consumers will want. Rising crime rates, for example, have created a growing need among small businesses for security services. Similarly, the rapid increase in the number of working women has inspired clothing manufacturers to produce more women's suits.

Price. Having made basic decisions about its products, the company must decide on how to price them. Sometimes low prices maximize profits. On the other hand, the desirability of some products - like Nike shoes - depends on a high-quality image, which a high price helps to confer.

Place. The third element in the marketing mix is place (or distribution): how products get to customers. Transportation comes into play here, but place also entails decisions about distribution outlets. Many alternatives are possible. Most clothing manufacturers sell to retailers, who resell to consumers.

Promotion. Often, the most important decision a company makes is how it should inform prospective customers about its products. The alternatives are many, and the choice may determine the success of a marketing effort. Some companies, such as Avon and Mary Kay Cosmetics, emphasize direct selling and spend most of their promotion dollars training and paying salespeople. Others, including the many producers of soap and headache remedies, promote their products through advertising, mainly on television. Department stores also spend heavily on advertising, but they choose local newspapers as the most effective medium.

Vocabulary:

Comprehension Questions:

1. What is the marketing mix?

2. What is the first marketing task of any business?

3. How can you characterize the second component of the marketing mix- price?

4. What is the role of place (distribution) in the marketing mix?

5. How do companies promote their products?

6. What are the most important Ps in your opinion?

Task 7: Complete the chart

Task 8: The four Ps' form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right.