Task 2. Choose the right answer

1. Before starting to sell its product, a company often ……

a) supply spare parts

b) places an order

c) does some market research

2. The Trade Fair is ……

a) market research

b) an exhibition of goods

c) after sales service

3. All different models made by a company make up its ……

a) catalogue

b) order

c) range

4. If one of the components of the machinery breaks, the customer will want ……

a) an order

b) a spare part

c) a catalogue

Task 3. Prove the following information

1. There are very many forms of publicity.

2. Trade fairs are very important in promotional work.

3. Big company can not do without its catalogue.

4. The aim of publicity is to interest customers.

5. Servicing is very important as it helps to get orders.

.

 

 

 

2. Secondary information is information that is already available to the firm. It can come from a variety of sources, such as government statistics, business and trade publica­tions. Collecting information this way is called desk research.

Vocabulary: demand – спрос supply – предложение to acquire – приобретать cash – наличные to influence – влиять taste – вкус (to) pur­chase – покупка, покупать preference – предпочтение

availability – наличие, доступность to offer – предлагать single-use consumer goods – товары одноразового использования consumer durable products – потребительские товары длительного пользования (to) pur­chase – покупка, покупать preference – предпочтение research – исследование

 

Task 2. Answer the questions

1. What is a market?

2. What can you say about a market structure?

3. Can you give any examples of single-use consumer goods and consumer durable products?

4. What consumer durable products and services do you usually buy?

5. What are you influenced by while choosing a certain good or service?

6. What is the difference between market- and product-oriented firms?

7. What are the two main sources of collecting information in the market?

 

Task 3. Complete the dialogues

A: As far as I understand market is not a simple thing, is it?

B: ………………………………………...

A: So, what types of products are usually offered by sellers?

B: ………………………………………...

A: I see, but how a firm can get to know about what to produce and sell?

B: ………………………………………...

A: Thank you very much.

B: …………………………………………

 

Task 4. Try to build up the consumer profiles of the students and teachers of your University. Use the information below and don’t forget to mention the goods and services your company can offer to these groups of consumers.

Identifying the tastes and preferences of consumers is not simple because there are many different types of consumers with different tastes. Firms normally try to build up a con­sumer profile, i.e. the age, sex, occupation and location of its consumers.

 

 

 

*Place: every product has to be in the correct place, where it can be sold. Place in a marketing mix includes such factors as distribution channels, coverage of the market, locations of points of sale and so on.

Each product has its life cycle(the period of time over which the product attracts customers). The length of this product life cycle differs from product to product.

Now we can conclude that the function of the marketing is to manage demand efficiently. Finally the marketer must get the buyer to take the desired action: purchase, rent, call, sell, follow the law, become a member, etc.

Vocabulary: definition – определение to launch – выпускать approach – подход in order to – для того, чтобы behavior – поведение term – (зд.) условие interaction – взаимодействие to attract – привлекать to carry out – проводить

policy – политика to pay attention to – уделять внимание list prices – прейскурантные цены discount for bulk-buying – скидка на оптовые закупки coverage of the market – границы рынка product life cycle – жизненный цикл товара variation – колебание, изменение rather than - скорее, чем to justify – оправдывать

Task 2. Find in the text

1. a person or a company which buys goods;

2. the state or activity of working together;

3. the name given to a class of goods which is the product of a particular company or producer;

4. when the product is sold below the usual price;

5. to buy goods

6. the money value of goods or services

 

Task 3. Match the words from two columns as they occur in the text:

1. exchange 2. brand 3. distribution 4. pricing 5. for 6. credit 7. price 8. launched 9. personal 10. promotional 11. to manage

a) variations b) selling c) production d) work e) demand f) terms g) relationship h) example i) name j) policy k) channels