Pre-Text Exercises

1.1.1 Memorize the following words and word-groups from the texts of the unit:

marketing   goods and services store advertising consumer distribution storing; storage product planning pricing promotion traffic marketing research market research expensive customer to make available merchandise profit commodity competition retailer

- маркетинг, создание рынков сбыта или спроса - товары и услуги - магазин - реклама; рекламная деятельность - потребитель - распределение - складирование; хранение - планирование ассортимента изделий - ценообразование - содействие в продаже к-л. товара - перевозки - исследование маркетинга - исследование рынка - дорогой - покупатель; заказчик; клиент - предоставлять что-либо - товары - прибыль - товар - конкуренция - розничный торговец

1.1.2 Read and translate the following words into Russian without using a dictionary:

- marketing; - service; - transporting; - business; - credit; - activity; - series; - process; - system;.

- budget; - economic; - center; - manager; - concept; - idea; - firm; - company; - final.

1.1.3 Make sure that you remember the principal forms of the following irregular verbs. You'll come across them in the texts of the unit:

- to make - делать; - to sell - продавать; - to buy - покупать; - to know - знать; - to take - брать; - to mean - значить; - to feel -чувствовать;

- to show - показывать - to think - думать; - to get - получать; - to be - быть; - to have - иметь; - to win - побеждать; - to keep - хранить.

1.1.4 Translate the following words and word-groups into Russian:

a) goods and services; the process of moving goods from producer to user; the movement of goods and services; goods available to consumers.

b) decisions; a series of decisions; a serious of decisions you make.

c) center; shopping centers; good shopping centers; the construction of good shopping centers.

d) market; marketer; marketing; marketing operations; marketing research; marketing researchers.

e) to sell; seller; selling; sale; salespeople.

1.1.5 Work in pairs. (Ask and answer as in the model using the modal equivalent "to have to")

Model: A - I know, you'll have to stay in the office late tomorrow. Why?

B - I'll have to stay late in the office tomorrow to look through the

Mail.

Prompts:

- to e–mail to foreign companies;

- to discuss some problems with the top manager;

- to make the draft contract;

- to meet foreign experts;

- to write some business letters.

1.1.6 Translate the following sentences paying attention to the modal verbs and their equivalents:

You should better apply to the marketing research department.

You needn't stay in the office too late.

A marketer has to determine what customers' needs are.

The top manager is to arrive in 2 hours.

Specialized marketing consultants may be called in.

Almost every company is able to benefit from personal selling.

1.1.7 Put five types of questions to each sentence (general, special, alternative, disjunctive, to the subject of the sentence):

Marketing includes various business activities.

Marketing operations are very expensive.

Yesterday the product manager presented the marketing plan to the vice-president of the company.

Our suppliers will deliver the goods in two months.

1.2 Text A. Marketing. (Read the text, try to understand it to be able to do the assignments that follow)

Marketing is the process of creating a link between customers and products. Marketing affects almost every aspect of your daily life. All the goods and services you buy, the stores where you shop, and the radio and TV programs paid for by advertising are there because of marketing. You'll be a consumer dealing with marketing for the rest of your life. Marketing plays a big part in economic growth and development.

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. 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 producer to user.

Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the consumer to buy.

Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.