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ВАРИАНТ 7.
1. Прочитайте и переведите текст:
Channels of marketing
Individual consumers and corporate organizational buyers are aware that thousands of goods and services are available through a very large number of diverse channel outlets. What they may not be well aware of is the fact that the channel structure, or the set of institutions, agencies, and establishments through which the product must move to get to them, can be amazingly complex.
Usually, combinations of institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers. The same is true for the marketing of services. For example, in the case of health care delivery, hospitals, ambulance services, physicians, laboratories, insurance companies, and drugstores combine efforts in an organized channel arrangement to ensure the delivery of a critical service. All these institutions depend on each other to cater effectively to consumer demands.
Therefore, marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption. From the outset, it should be recognized that not only do marketing channels satisfy demand by supplying goods and services at the right place, quantity, quality, and price, but they also stimulate demand through the promotional activities of the units (e.g., retailers, manufacturers' representatives, sales offices, and wholesalers) comprising them. Therefore, the channel should be viewed as an orchestrated network that creates value for the user or consumer through the generation of form, possession, time, and place utilities.
A major focus of marketing channel management is on delivery. It is only through distribution that public and private goods can be made available for consumption. Producers of such goods (including manufacturers of industrial and consumer goods, legislators framing laws, educational administrators conceiving new means for achieving quality education, and insurance companies developing unique health insurance coverage) are individually capable of generating only form or structural utility for their «products». They can organize their production capabilities in such a way that the products they have developed can, in fact, be seen, analyzed, debated, and. by a select few perhaps, digested. But the actual large-scale delivery of the products to the consuming public demands different types of efforts which create time, place, and possession utilities. In other words, consumers cannot obtain a finished product unless the product is transported to where they can gain access to it, stored until they are ready for it, and digested, exchanged for money or other goods or services so that they can gain possession of it. In fact, the four types of utility (form, time, place, and possession) are inseparable: there can be no «complete» product without incorporating all four into any given object, idea, or service.
2. Переведите на русский язык следующие английские словосочетания:
1. to be aware of;
2. health care delivery;
3. drugstore;
4. orchestrated network;
5. consumer demand;
6. interdependent organizations;
7. ambulance services;
8. network;
9. four types of utility;
10. the delivery of goods.
3. Найдите в тексте английские эквиваленты следующих словосочетаний:
1. разнообразный;
2. структура канала;
3. учреждение;
4. страховые компании;
5. различные виды усилий;
6. крупномасштабная поставка товара;
7. получить конечный продукт;
8. организация маркетинговых каналов;
9. терапевт;
10. сделать продукт или обслуживание доступным.
4. Найдите в тексте слова, имеющие общий корень с данными словами. Определите, к какой части речи они относятся, и переведите их на русский язык:
1. buy;
2. establish;
3. sale;
4. retail;
5. agency;
6. arrange;
7. drug;
8. institute;
9. consume;
10. legislate.
5. Задайте к предложению все типы вопросов: общий, альтернативный, разделительный, специальный, вопрос к подлежащему. They can organize their production capabilities in such a way that the products they have developed can, in fact, be seen, analyzed, debated, and. by a select few perhaps, digested.
6. Выполните анализ данных предложений, обратив внимание на следующие грамматические явления: причастие, инфинитив, герундий и их обороты.
1. Usually, combinations of institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible.
2. Therefore, marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.
3. Therefore, the channel should be viewed as an orchestrated network that
creates value for the user or consumer through the generation of form,
possession, time, and place utilities.
4. A major focus of marketing channel management is on delivery.
5. In other words, consumers cannot obtain a finished product unless the product is transported to where they can gain access to it, stored until they are ready for it, and digested, exchanged for money or other goods or services so that they can gain possession of it.
7. Ответьте на вопросы по тексту:
1. What are individual consumers and corporate buyers aware of?
2. What combinations of institutions specializing in manufacturing, wholesaling, retailing usually do to maximize their profits?
3. What is an example of health care delivery used for?
4. What is the major focus of marketing channel management concentrated on?
5. What the verb “to digest” is used for in the text?
6. What joins forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers?
7. Do the marketing channels only satisfy demand by supplying goods and services at the right place, quantity, quality, and price?
8. How can public and private goods be made available for consumption?
9. What are the producers capable of?
10. What demands different types of efforts which create time, place, and possession utilities?
