UNIT 10. THE MARKETING MIX

Exercise 1. Look through the text, find the nouns with the suffixes – er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

tactic – means of achieving the objective;

mix – things put together so that the substances are not distinct;

tangible – that can be perceived by touch;

relationship – connection;

requirement – something needed or required;

shareholder – an owner of a business;

campaign – series of planned activities;

distribution – putting in different places;

implementation – carrying an undertaking or agreement, instilling;

prosecution – continuing with;

tailoring – making exactly as it was asked;

preference – act of choosing rather.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. What should the company do to control the position of the company?

2. What is the role of the Board in providing strategy of the company?

3. What is the mix of products /services?

4. What does pricing policy reflects?

5. Why is promotion necessary?

6. What is “the place” in marketing mix?

7. What is the difference between strategic and tactical implementation?