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Task I. Read the text Marketing to answer the following questions in writing:
1.What is themain purpose of marketing?
2. Where can information for market research be obtained?
3. How many parts does general marketing strategy include?
4. What is meant by planning?
5. Why is production inevitably based on marketing study?
6. What is the aim of advertising?
7. What are the main channels of advertising?
Text
Marketing
Marketing is considered to be a system of all business activities of a company in respect of coordinating supply and demand for the goods produced. Before producing and selling the goods, one must do a lot of market research. Useful information for this purpose can be obtained from embassies, consulates and foreign trade representatives, from trade magazines or from specialized consultant agencies, which will do a professional job for a certain fee.
The information needed is whether there is any demand for your goods, what is the market potential, what sort of competition is to be met, what domestic preferences, local trading customs and seasonal factors should be taken into account.
Marketing covers not only market research, but also planning, price policy, advertising and promotion of sales, controlling the sales and post-sales servicing. Thus, general marketing strategy includes planning, market research, new product development, sales, communications and advertising.
While speaking about planning, one should think of the so-called controllable (product, price, place and promotion) and uncontrollable (environmental) factors. Market research is concerned first of all with product choice study and the study of competitors interests and their claims. Production is inevitably based on marketing intelligence study. Marketing investigates stages before, during and after production and also after sales. Sales are always involved with customers service of all kinds. The communications mix comprises advertising, public relations, direct mail and special events such as product shows, conferences and exhibitions. Advertising is the important means of promoting the goods that have been produced already, as well as new lines in business. The choice of media for advertising depends on the kind of goods and on the local conditions and peoples habits.
Task II. Match left and right.| 1. the communications mix | a. , |
| 2.customers service | b. |
| 3. marketing intelligence study | c. , |
| 4. supply and demand | d. |
| 5. market research | e. |
| 6. competitors interests and their claims | f. |
| 7. promotion of sales | g. |
| 8. post-sales servicing | h. |
| 9. public relations | i. |
| 10. general marketing strategy | j. () |
| 11. market potential | k. |
| 12. domestic preferences | l. |
Task III. Translate the following sentences with attributive clauses into Russian.
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1. The manager of our office, who is a highly educated man, speaks several foreign languages.
2. Useful information for this purpose can be obtained from specialized consultant agencies, which will do a professional job for a certain fee.
3. Advertising is the important means of promoting the goods that have been produced already, as well as new lines in business.
4. This information which includes weight, quantity, value and etc., forms the basis for calculating Customs duties and taxes.
5. A number of large advertising agencies have review boards composed of major executives who play devils advocate with any planned campaign before it goes to the client.
Task IV. Give English equivalents for the following Russian words and phrases:
; ; ; ; ; () ; ; , ; .
