Pre-Text Exercises. 5.1.1 Memorize the following words and word-groups from the texts of the unit:

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

place to make available to require utility	- размещение; распространение (товаров) - предоставлять что-либо - требовать - полезность
	possession channel of distribution to handle objective attitude to be aware of to adjust flow transaction order effort in effect corporate ownership wholesale outlets   retail outlet to retain flexibility	- владение; собственность - канал распределения - регулировать; управлять - цель - позиция; отношение - знать; осознавать - регулировать - поток - сделка - заказ - усилие - в действительности - корпоративная собственность - оптово-торговые отделения промышленных фирм - розничный магазин - сохранять гибкость

5.1.2 Match the following English words with their Russian equivalents:

1 to offer 2 quantity 3 middleman 4 order 5 time utility 6 to rely on 7 need 8 to join 9 common 10 to cooperate 11 to suffer 12 advantage   13 accounting 14 flexibility 15 pushing (a product) 16 pulling

1 сотрудничать 2 преимущество 3 «проталкивание» (товара) 4 полагаться на 5 заказ 6 страдать 7 гибкость 8 обычный 9 предлагать 10 «протягивание» 11 присоединяться 12 полезность, порожденная своевременным предложением товара 13 комиссионер 14 количество 15 учет 16 нужда

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

- product; - location; - selection; - specialist; - variation; - series; - firm; - produce;

- traditional; - various; - policies; - vertical; - activity; - plantation; - integration; - contract.

5.1.4 Form nouns according to the model and translate them into Russian

Model: to develop (v) + ment = development (n)

развивать - развитие

to appoint to agree to improve to adjust to advertise to manage

- назначать; - соглашаться; - улучшать; - регулировать; - рекламировать; - руководить;

5.1.5 Guess the meaning of the following derivatives. Pay attention to the parts of speech they belong to:

a) to select - выбирать, отбирать;

selection; selective; selector; selected.

b) to depend - зависеть;

dependent; independent; dependence; independence; dependency.

c) to use - использовать;

user; usage; usable; used; useful; useless.

d) to consume – потреблять;

consumer; consumption; consumables.

5.1.6 Change the sentences according to the model using Complex Subject. Translate the sentences into Russian

Model: It is known that many producers use middlemen.

Many producers are known to use middlemen.

Известно, что многие производители пользуются услугами комис-

сионеров.

It is said that many industrial products are sold by the producer direct to the customers.

It is reported that the firm handles the whole distribution itself.

It is considered that direct-to-user channels are not uncommon.

It is expected that the service will be produced in the presence of the customer.

It is supposed that service firms often use direct channels.

It is known that specialists will come together to form a channel of distribution.

5.1.7 Make up sentences according to the model paying attention to Complex Object. Translate the sentences into Russian

Model:	The marketing manager wants the product to be competitive.
Управляющий маркетингом хочет, чтобы продукция была конкурентоспособной.

Prompts:

- the firm to be successful; - the product to be available in the right location; - the firm to develop a new product; - the company to improve the packaging; - the new product to be profitable; - the brand to reduce selling time; - the producer to use middlemen.

5.2 Text A. Place. (Read the text and try to understand it to be able to do the assignments that follow)

1. Offering customers a good product at a reasonable price is important to a successful marketing strategy. But it is not the whole story. Managers must also think about Place -making products available in the right quantities and locations - when customers want them.

2. Place often requires the selection and use of marketing specialists- middlemen and facilitators - to provide target customers with time, place, and possession utilities. But many variations are possible. Specialists are involved and they come together to form a channel of distribution - any series offirms or individuals who participate in the flow of goods and services from producer to final user or customer.

3. Some producers prefer to handle the whole distribution job themselves. They don't want to rely on independent middlemen - who have different objectives. And some just want to control a large organization. In any case, there are often great advantages in selling direct to the final user or consumer. Direct-to-user channels are not uncommon. Many industrial products are direct. This is understandable since there are fewer transactions and orders are larger. Service firms often use direct channels. Marketing managers must choose among direct and indirect channel systems.

4. Typically, producers have to use middlemen - like it or not. Although a producer might prefer to handle the whole distribution job, this is not economically possible for many kinds of products. This means that they must either join or develop one of the indirect channel systems.