Assignments. 10.3.1 Memory test. Try to recall in Russian in which context the following English word-groups are used:

10.3.1 Memory test. Try to recall in Russian in which context the following English word-groups are used:

- feedback process;

- the “bottom line”;

- a company’s sales records;

- to look for exceptions;

- against expected performance;

- to solve problems.

10.3.2 State the borderline between the subject and predicate groups in the fol-

lowing sentence

In addition, routine sales analyses prepared each week, month, or year may show trends – and enable managers to check their hypotheses and assumptions.

10.3.3 Divide the text into logical parts and entitle every part

10.3.4 Copy out all the marketing terms which are used in the text

10.3.5 Say whether there are answers to the following questions:

What is control?

What is marketing audit?

Why is control used in the marketing process?

What does sales analysis show?

What is the difference between sales analysis and performance analysis?

What is the purpose of the performance analysis?

10.3.6 Complete the sentences using the information of the text:

Control is the feedback process that …

Managers need to know what’s …

Detailed data can keep marketing …

Performance analysis looks for exceptions for …

In performance analysis, managers …

Performance analysis only points out …

10.3.7 Speak on control using task 10.3.3 as a plan

10.3.8 Before reading text B, try to answer the following questions in Russian basing your answers on your own experience and knowledge of the problem:

- What is audit?

- What is the marketing audit?

- Who needs the marketing audit?

- What is the job of an auditor?

- Do you think any firm has a “marketing controller?”

10.4 Text B. The Marketing Audit. (Read the text and say whether there are

answers to the questions offered in task 10.3.8)

To make sure that the whole marketing program is evaluated regularly, not just

in times of crisis, marketing specialists have developed a new concept – the marketing audit.

The marketing audit is a systematic, critical, and unbiassed review and ap-

praisal of the basic objectives and policies of the marketing function – and of the organization, methods, procedures, and people employed to implement the policies.

A marketing audit requires a detailed look at the company’s current marketing plans to see if they are still the “best” plans the firm can offer.

Sometimes, marketing managers are “so close to the trees that they can’t see the forest”. An outsider can help the firm see whether it really has focused on some unsatisfied needs and is offering appropriate marketing mixes.

Basically, the auditor instead of developing plans, works backward – and evaluates the plans that are being implemented. He also evaluates the quality of the effort - looking at who is doing what and how well. This means interviewing customers, competitors, channel members, and employees.

A marketing audit can be a big job. But if it helps ensure that the company’s strategies are on the right track - and being implemented properly - it can be well worth the effort.

A marketing audit takes a big view of the business - and it evaluates the whole marketing program. It might be done by a separate department within the company - perhaps by a “marketing controller”.

Or, to avoid bias, it might be better to have it done by an outside organization such as a management consulting firm.

10.4.1 Complete the sentences with one of the words and word-groups given below

Marketing specialists have developed a new concept …

The marketing audit is a systematic, critical, and unbiased … of the firm’s marketing plans.

… can help the firm focus on its problems.

The auditor … the plans that are being implemented.

To avoid …, a marketing audit might be better done by a consulting firm.

An outsider; bias, the marketing audit; review and appraisal; evaluates.

10.4.2 Comment on the statements using the following phrases: “I think…”, “To my mind…”

Sometimes, marketing managers are “so close to the trees that they can’t see the forest.”

A marketing audit can be a big job.

10.4.3 Find sentences in the text which are close in meaning to the following statements:

An outside organization may conduct a marketing audit objectively.

A marketing audit gives a picture of what has happened in business.

10.4.4 Ask your fellow-student the appropriate questions to produce these answers:

- an unbiased review;

- a detailed look at;

- whether the firm really has focused on unsatisfied needs;

- to avoid bias.

10.4.5 Translate the following sentences into English:

Ревизия маркетинга – это систематический, критический и беспристрас-тный обзор и оценка программы маркетинга.

Ревизия маркетинга – это внимательный взгляд на планы фирмы.

Ревизор оценивает планы, которые выполняются фирмой сейчас.

Ревизия маркетинга может быть тяжелой работой.

Она может выполнятся внешними консультантами.

10.4.6 Speak on the marketing audit

10.5 Text C. Computers. Speed up the Information for better Control. (Readthetextand say what new approaches for electronic data interchange help marketing managers in their job)

Computers are now readily available to take the drudgery out of analyzing data. But this kind of analysis is not possible unless the data is in machine-processable form - so it can be sorted and analyzed quickly. Here, the creative marketing manager plays a crucial role by insisting that the necessary data be collected. If the data he wants to analyze is not captured as it comes in, information will be difficult - if not impossible - to get later.

New approaches for electronic data interchange are helping to solve these problems. For example, many companies are using fiber optic telephone lines or satellite transmission systems to immediately transfer data from a computer at one location to another. A sales manager with a portable computer can use a regular telephone to pull data off his firm’s mainframe computer. And marketing managers working at different locations on different aspects of a strategy can communicate through “networks” that link their computers together for easy data transfer. This type of electronic “pipeline” means that needed data is often available instantly.

10.5.1 Find English equivalents for the following Russian ones. Make up sentences with these equivalents:

- играть решающую роль;

- новые подходы;

- спутниковые системы передачи;

- портативный компьютер;

- основной компьютер;

- для быстрой передачи данных.

10.5.2 Render the text in Russian

10.5.3 Speak on the main points of control in marketing

10.5.4 Check if you remember the active vocabulary of the unit. Choose the

Russian equivalents for the English ones: