Some useful hints on reacting to opinions

 

Positive response

Negative response:

Neutral response:

True....exactly...

; You have

I would find it diffi-

My personal opin-

my full support

...;

cult to accept;

ion is...

;

I am all for it...

; I am giving

I’m not sure you are

I’m

inclined

to

it my backing...

;

right about it...

;

think that...

;

I am in favour of it...

; I do

I

really

doubt

it...

; I

That’s one way of

consider

your

words

very

cannot

approve

of

looking

at

it,

carefully...

;

it...

;

but...;

 

***

 

Revise the vocabulary you have learned in Units 1 -2. Which words in the groups have similar meanings? Cross out the odd word in each group. The first one is done for you as an example:

 

1. to start to begin to expand

2. customer researcher buyer consumer

 

3. to buy to sell to purchase to get

4. merchandise goods luxuries commodity

5. necessities aids needs wants requirements

 

6. warehouse stock storehouse activity

7. to deliver to rate to evaluate

8. personnel staff demand

9. shortage excess surplus

10. sacrifice supply loss

11.	to produce	to manufacture to bargain
12.	extractive	extra additional
13.	to think to suppose to construct to reckon

14. unit item product

15. to decrease to determine to diminish

16. spending distinction expenditure

 

17. to consume to employ to recruit

18. to relate to satisfy to concern

19. to charge to change to quote

 

20. stable fixed current

21. equilibrium price special price discount

 

22. enquiry answer reply

23. to meet the needs to meet the requirements to satisfy

wants to give satisfaction

 

 

Unit 3 Marketing

 

AGENDA

 

3.1.	Warm-up
3.2.	Vocabulary
3.3.	Reading
3.4.	Comprehension

 

Speech Practice

 

Dialogue

 

Role -Play Appendix

 

 

Section Overview Developing Vocabulary Marketing

 

Reading for a Gist Understanding the Reading Scanning

Reading for Detail

Say it in English

Presentation 3

 

At the Marketing Consultant Agency

Promotion of Sales

 

Some Phrases Used in Telephone Conversations

 

Warm-up

 

 

Section Overview

 

In recent years marketing has become a driving force in most companies.

 

Buying, selling, market research, transportation, storage, adver-tising – all these are parts of a complex area of business known as mar-keting. In other words marketing includes activities connected with the movement of goods and services from producers to consumers. Some-times it is called distribution. Marketing can be divided into four Ps: product, price, placement, and promotion.

 

3.1.1. Discuss the following questions; make use of the prompts in brackets.

 

1. What do you understand by marketing?

 

(to mean the movement of goods and services from producers to consumers in order to satisfy individual and organizational objectives).

 

2. Why do you think marketing has become a driving force in most companies?

 

(to promote sales, to develop business, to make a profit, to gain success, recognition²⁶¹; to have a competitive position).

 

Vocabulary

 

achieve v – достигать

approach n – подход

assortment n – ассортимент

 

average adj – средний, обычный, нормальный avoid v – избегать

 

brisk market – бойкая торговля carry out v – выполнять, проводить

 

communication n – общение; передача сведений; информация communications n – связи, контакты (с потребителями) competition n – соревнование, конкуренция

 

competitive adj – конкурирующий, конкурентный, конкурентоспо-собный, соперничающий

 

competitor n – соперник, конкурент consider v – считать, полагать contemporary adj – современный deal n – разг. сделка, соглашение

 

deal v – общаться, иметь дело с кем-либо; вести дело, ведать; вести торговые дела (with - с кем-либо); торговать (in - чем-либо)

 

delay n – задержка, промедление department n – ведомство; отдел; отделение department store – универсальный магазин depend on – зависеть от

 

²⁶ признание

 

develop v – развиваться; совершенствовать; разрабатывать development n – усовершенствование, развитие distribution n – распределение; раздача; распространение essential adj – основной

 

establish v – устанавливать, основывать explain v – объяснять

 

explanation n – объяснение, разъяснение explanatory adj – объяснительный failure n – неудача, провал

imply v – подразумевать; значить, означать

in respect of – что касается

inconvenience n – неудобство, беспокойство

market n – рынок; спрос; торговля; сбыт

market potential – емкость рынка

market research – изучение конъюнктуры рынка, маркетинговое исследование

move v – двигаться, передвигаться

 

movement n – движение, перемещение, передвижение objective n – цель, стремление placement n – размещение, помещение

 

promotion n – продвижение; поощрение, содействие, стимулирова-ние

publicity n – реклама

respect n – отношение

 

seek v – искать; добиваться, стремиться success n – успех, удача test n – испытание

 

test v – подвергать испытанию, проверке; испытывать trade n – торговля; занятие, ремесло

 

trade v – торговаться, обмениваться; (in) – чем-либо, (with) – с кем-либо

 

Developing Vocabulary

 

3.2.1. Consult a dictionary and practice the pronunciation of the fol-lowing words.

 

Marketing, originally, overproduction, to achieve, objective, dis-tribution, foreign, manufactures, competitive, to refer (to), to consider, average, to establish, to involve, wholesaler, retailer, value,

 

 

communication, promotion, major, assortment, placement, to satisfy, to provide.

 

3.2.2. Match the English word combinations in the left-hand column

	with the Russian equivalents in the right-hand column.
1.	local trading customs	1.	развивать	отношения с пок
2.	to be used for advertising		пателями
	aims	2.	ведать рекламой
3.	to avoid overproduction	3.	нуждаться в разъяснении
4.	the process of moving goods	4.	задержка	в выполнении
5.	foreign trade representatives		вашего заказа

6. professional market research 5. зависеть от тщательного

	job		анализа ситуации
7.	competitive price	6.	местные	торговые	тради-
8.	marketing strategy		ции
9.	to price with the market	7.	профессиональная	работа
10.	to develop a relationship with		по проведению	маркетин-
	the customer		гового исследования
11.	to deal with advertising	8.	быть неизбежным
12.	a different approach to the	9.	отличный (иной) подход к
	sales problem		проблеме сбыта
13.	to seek to develop new prod-	10.	конкурентная цена
	ucts and markets	11.	назначать	цену	на	уровне
14.	to imply up-to-date technolo-		рынка
	gy	12.	иностранные	торговые
15.	to depend on a thorough situ-		представители
	ation analysis	13.	процесс продвижения това-
16.	to carry out the analysis		ров
17.	computer-assisted	14.	завязать отношения с кем-
18.	a delay in the execution of		либо
	your order	15.	проводить анализ
19.	to be unavoidable	16.	подразумевать	современ-
20.	to give inconvenience to smb.		ную технологию
21.	for the inconvenience caused	17.	стратегия маркетинга
22.	to need explanation	18.	избегать перепроизводства
23.	to enter into relations with	19.	выполненный при	помощи
	smb		компьютера
		20.	причинять	неудобство ко-
			му-либо

 

 

21. за причиненное неудобство

22. использовать(ся) в целях ре-

кламы

23. стремиться разрабатывать

новые продукты и рынки

сбыта

 

Re ading

 

Marketing

 

***

Originally marketing was meant to help to avoid overproduction. Now 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. In simple terms, marketing means the movement of goods and services from manufacturers to customers in order to satisfy the customer and to achieve the company’s objectives.

 

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 pro-ducer to user (sometimes it is called distribution).

 

***

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 special consultant agencies, which will do a professional market research 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 (that is what price of the goods, including those produced locally, is considered to be competitive), what domestic preferences, local trad-ing customs and seasonal factors should be taken into account.

 

Marketing also covers planning the assortment of goods, pricing, advertising and promotion of sales, controlling the sales and post-salesservicing. So nowadays general marketing strategy includes such

 

 

essential elements that are popularly known as the four Ps: product, price, placement and promotion. Each one plays a vital role in the suc-cess or failure of the marketing operations.

 

***

The product element of marketing refers to the good or service that a company wants to sell. This often involves research and devel-opment (R&D) of a new product to insure quality, and then introduc-tion to the market.

 

***

A company next considers the price to charge for its product. There are three pricing options the company may take: above, with, or below the prices that its competitors are charging. For example, if the average price of a pair of women’s leather shoes is $27, a company that charges $23 has priced below the market; a company that charges &27 has priced with the market; and a company that charges $33 has priced above the market. Most companies price with the market and sell their goods or services for average prices established. Companies which es-tablish these prices are known as price leaders.

 

***

The third element of the marketing process – placement - in-volves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is:

 

manufacturer --- wholesaler --- retailer --- customer Wholesalers generally sell large quantities of a product to retail-

 

ers, and retailers usually sell smaller quantities to customers. Each stage must add “value” to the product by providing stocking a wide range of similar products and a good service to the customers.

 

***

Finally, communication about the product takes place between a buyer and a seller. This communication between a buyer and a seller is known as promotion. There are two major ways promotion occurs: through personal selling, as in a department store; and through adver-tising, as in a newspaper or a magazine.

 

Promotion involves considering the packaging and presentation of the product, its image, the product name, after – sales service and training, publicity, trade exhibition sand fairs, personal selling where

 

 

the seller develops a relationship with the customer.

 

Nowadays there are special departments and agencies dealing with advertising. Different kinds of mass media – TV radio, newspa-pers, cinema, magazines, posters – are used for advertising aims. Spe-cial leaflets, booklets and other printed matter with information about goods may be published for the same purpose. Every product must pos-sess a “ unique selling proposition ” – features and benefits that make it unlike any other product in its market.

 

The four elements of marketing – product, price, placement, and promotion – work together to develop a successful marketing operation that satisfies customers and achieves the company’s objectives.

 

Notes on the Text

 

1. representative – торговый агент

2. consultant agency – консультационное агентство

 

3. to take into account – принимать во внимание, в расчет

 

4. promotion of sales – мероприятия по содействию сбыта

5. post-sales servicing – гарантийное обслуживание

6. trade exhibitions and fairs – торговые выставки и ярмарки

7. printed matter – печатные материалы

8. a “unique selling proposition” – “уникальное торговое пред-

ложение”

9. feature – особенность, характерная черта

10. benefits – зд.: преимущества

 

Compre he nsion

 

Reading for a Gist

 

Name the parts of the text using the following headings. (Be aware that the number of the parts is less than that of the headings):

 

1. The Four Ps.

2. The Price Element

3. The Concept of Marketing

 

4. Promotion

5. A Marketing Department of an Enterprise

6. Market Research

 

 

7. The Product Elements

8. Placement

 

3.4.2.Understanding the Reading

 

Give extensive answers to the questions. Use the following expressions to start your answers:

 

To my mind …,

As I see it …,

There is no doubt that …,

It goes without saying that …,

It is difficult to say, but I think ….

 

1. What was the original aim of marketing?

2. What is the main purpose of marketing nowadays?

 

3. What business activities does marketing include?

 

4. Where can information for market research be obtained?

5. What kind of information may be interesting to a company?

6. What essential elements does marketing strategy consist of?

7. What is meant by the product element of marketing?

8. Why do you think most companies price with the market?

 

9. Why does each stage in a channel of distribution add value to the product?

 

10. What do you know about communication between a buyer and a seller? What are the two major ways it occurs?

 

11. What purpose are different kinds of mass media and printed matter used for?

12. How do you understand the expression “a unique selling propo-sition”?

 

3.4.3.Scanning

 

Scan the text and complete the sentences below:

 

1. The four main elements of marketing are popularly known as

a. … the movement of goods and services.

b. … the four Ps.

c. … the four Ms.

 

 

d. … buying, selling, market research, and storage.

 

2. The product element refers to

a. … the four Ps.

b. … the channels of distribution.

c. … the good or service that a company wants to sell.

d. … getting the product to the customer.

 

3. Most companies price

a. … with the market.

 

b. … below the market.

 

c. … beyond the market.

d. … above the market.

 

4. A common channel of distribution is

a. wholesaler --- retailer --- manufacturer --- customer.

 

b. manufacturer --- retailer --- wholesaler --- customer.

 

c. retailer --- manufacturer --- wholesaler --- customer.

d. manufacturer --- wholesaler --- retailer --- customer.

 

5. The two major forms of promotion are

a. … radio and television.

b. … personal selling and advertising.

c. … personal selling and newspapers.

d. … television and newspapers.

 

6. Embassies, consulates and foreign trade representatives can have information useful for

a. … promotion of sales.

b. … post-sales servicing.

c. … market research.

 

d. … testing of the product.

 

7. Placement involves

a. … research and development (R&D) of a new product.

b. … getting the product to the customer.

 

c. … considering the packaging and presentation of the product.

d. … considering the price to charge.

 

8. Trade exhibitions and fairs, different kinds of mass media and

 

 

printed matter are used for

a. … transporting and storing goods.

 

b. … local trading customs.

c. … controlling the sales.

d. … advertising aims.

 

9. Every product must possess

a. … after-sales service.

b. … advertising in a magazine.

c. … a “unique selling proposition”.

 

d. … pricing options.

 

10. Marketing is considered to be a

a. … system.

b. … movement.

c. … series of decisions.

 

d. … process.

 

3.4.4.Reading for Detail

 

Various problems that might occur in the marketing process are listed below. Determine to which of the four Ps each problem is most closely related. Tick the appropriate category of product, price, placement, or promotion.

 

	Problems	Prod-	Price	Place-	Promo-
	uct		ment	tion
1. The advertising gives false infor-
	mation.
2.	The product is dangerous.
3.	The product is not available in enough
	stores.
4.	The product is too expensive.
5.	A salesclerk is rude to customers.
6.	The product is sold during the wrong
	season.
7.	The product is of poor quality.
8.	The advertising is offensive.

 

 

9. The price of a product increases faster than the rate of inflation.

 

10. The product is not available in your favourite stores.

 

Look at the terms in the left-hand column and find the words with simi-lar meanings or their definitions in the right-hand column. Write the corresponding letters in the blanks.

1. __________ to insure

2. __________ retailer

 

3. __________ to price with the market

 

4. __________ option

5. __________ competitor

6. __________ personal

7. __________ objective

 

8. __________ to satisfy

 

9. __________ to take place

 

10. __________ channel of dis-tribution

11. __________ to charge

12. __________ to achieve

 

a) choice

b) to set the price

 

c) one who sells in small amounts to customers

 

d) to please

e) to guarantee

f) the path goods take when moving from manufacturer to customer

 

g) private, relating to an individu-al

 

h) to succeed in doing what you planned

 

i) to charge an average price

j) to occur

k) rival, opponent

l) aim, purpose

 

 

Speech Practice

 

3.5.1.Say it in English

 

A. Избежать перепроизводства, координировать спрос и предло-жение, торговые представители, емкость рынка, местные предпочтения, планировать ассортимент товаров, контроли-ровать сбыт, рекламный плакат, обеспечивать качество, глав-ные производители, диктовать цены, подобные изделия, упа-ковка и презентация продукта, отделы и агентства по рекламе, торговые выставки и ярмарки, рекламный листок, буклет, че-тыре составляющие, методы (способы) распределения, введе-ние (внедрение) в рынок.

 

 

В. 1.Маркетинг включает в себя действия,связанные с продвиже-нием товара от производителя к потребителю.

2. Специальные консультационные агентства могут помочь в проведении маркетингового исследования или провести профессиональное исследование за определенную плату.

 

3. При изучении конъюнктуры рынка необходимо принимать во внимание торговые традиции и предпочтения, а также сезонные особенности определенной местности.

 

4. Гарантийное обслуживание выполняемое нашей фирмой соответствует всем требованиям заказчика (покупателя): быстрое, дешевое и эффективное.

 

5. Первый элемент стратегии маркетинга относится непосред-ственно (directly) к товару или услуге, которые компания желает продать. Он объединяет разработку нового продук-та, изучение возможного рынка сбыта, испытание с целью гарантии качества и введение продукта на рынок.

 

6. Главные производители определенных потребительских то-варов диктуют цены на производимую продукцию.

 

7. Стоимость продукта возрастает из-за (on account of) необ-ходимости его хранения и оказания услуг по его продаже.

 

8. Каждый продукт должен обладать уникальными особенно-стями, которые отличают его от всех других товаров на рынке.

 

3.5.2.Presentation 3

 

Sum up everything you came to know about marketing strategy and the essential elements it is made up of. Do you believe marketing plays a vital role in the success or failure of any business? Give your reasons. Make up a presentation on the topic “Marketing”. Address the audience with your speech, using the following helpful phrases:

 

Topic sentence:

 

· The text under the heading “…” concerns / reveals such points as …

· In this text there were considered such issues as …

 

 

Developers:

 

· Initially…

· After this / afterwards …

 

· This brings me to the next point.

· On the one hand..., on the other hand …

· However …

 

· For example / for instance …

· Thus / therefore / so …

· Besides …

· Not only … but also …

· In addition to this …

· I` d now like to draw / bring your attention to the fact that …

 

Restatement and conclusion:

 

· So, before I finish I` d like to run through the main points once again.

 

· To sum it all up, …

· For this reason …

· Consequently …

· What I have in mind is …

 

· I mean …

· In other words, …

· As I see it …

 

· To my mind …

 

 

Dialogue