Pre-Text Exercises. 8.1.1 Memorize the following words and word-groups from the texts of the unit:

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

promotion behavior attitude personal selling sales promotion advertising (ad) trial sample sweepstake contest trade show to fit Yellow Pages     directory direct mail ads card pack Public Relations (PR)

- содействие в продаже к-л товара - поведение - отношение - личная продажа - стимулирование продаж - реклама; рекламирование - испытание - образец - тотализатор - конкурс - кустарно-промышленная выставка - соответствовать - «желтый справочник» (торгово-промыш- ленный раздел телефонного справочника на бумаге желтого цвета) - справочник - почтовая реклама - пакет карточек - связи с общественностью

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

- communication; - potential; - final; - presentation; - nonpersonal; - tactic; - audience; - effective;

- visual; - method; - utilize; - image; - sponsor; - coupon; - chemical; - idea.

8.1.3 Scan text A and find the derivatives of the following words. State the parts of speech these derivatives belong to:

- sell; - differ; - industry; - employ; - promote; - usual;

- advertise; - identify; - pay; - person; - act; - aim.

8.1.4 Substitute Russian words and word groups in each sentence for the English ones given below. Translate the sentences into Russian

Promotion is communicating information between seller and potential buyer to influence (отношение и поведение).

Sometimes the (связь) is over the telephone.

(Массовая продажа) is communicating with large numbers of potential customers at the same time.

Personal selling can be very (дорогой).

____________________________________________________

Mass selling; expensive; attitudes and behavior; communication.

8.1.5 Verbs are usually followed by prepositions. Often prepositions give a special meaning to the verbs. These verbs are phrasal verbs: to get up; to look for; to look forward. Sometimes a phrasal verb is followed by a preposition: to look forward to. Complete the sentences using one of the following word-groups:

а) - to look at – смотреть на, ознакомиться с;

- to look for – искать;

- to look forward to – стремиться к чему-либо;

- to look through – просматривать.

We are looking ____ establishing good relations with your company.

Yellow Pages and product directories are tools customers utilize when they are looking ____ a product or service.

Typically customers looking ____ Yellow Pages are excellent sales prospects.

While looking ____ the local newspaper he found the necessary ad.

b) - to get on – справляться с делом, преуспевать;

- to get up – дорожать (о товарах);

- to get over – преодолеть (трудности).

The company got ____ in new-product development.

The cost of ads on TV has recently got ____.

He had to get ____ many problems in his business.

c) - to give up – оставить, отказаться (от работы, участия в деле);

- to give in – уступать;

- to give away – раздавать (призы);

- to give way to – давать волю (чувствам, слезам).

Another way of using PR is to sponsor events or give ___ door prizes at local fundraisers.

There were so many problems that he had to give ____ his business.

When the problem was solved he gave __ __his emotions.

At last the partners gave ____ and the problem was solved.

8.2 Text A. Promotion. (Read the text and be ready to do the assignments that follow)

1 Promotion is communicating information between seller and potential buyer to influence attitudes and behavior. Promotion can be directed to five different groups: final consumers, industrial customers, retailers, wholesalers, and even a company’s own employees. The marketing manager’s promotion job is to tell target customers that the right Product is available at the right Place at the right Price.