Pre-Тext Exercises

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

target feature quality level to adjust package brand name	- цель - особенность; свойство - качество - уровень - регулировать - упаковка - название марки (изделия)
warranty advertising media billboard to charge a price discount variable sales promotion mix marketing mix offering blend approach	- гарантия - средства распространения рекламы - рекламный щит - назначать цену - скидка - переменный фактор - стимулирование сбыта - структура; состав - комплекс маркетинга - предложение - смесь; совокупность - подход

2.1.2 Read and try to understand the meaning of the following words without using a dictionary:

- product; - material; - television; - specialist; - homogeneous; - heterogeneous; - group; - operational;

- selection; - diagram; - physical; - reaction; - typical; - potential; - emphasize; - identify.

2.1.3 Form nouns with the opposite meaning

Model: advantage dis +advantage = disadvantage

(noun) (noun)

благоприятное положение = невыгодное положение

approval comfort ability order arrangement balance

- одобрение; - удобство; - способность; - порядок; - устройство; - баланс;

credit count like honesty information parity

- доверие; - учёт; - симпатия; - честность; - информация; - равенство;

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

customers; target customers; the needs of target customers.

variables; possible variables; many possible variables; with so many possible variables.

selling; personal selling; mass selling; promotion includes personal selling; mass selling and sales promotion; sales force; sales specialists.

market; the target market; marketing; marketing mix; parts of a marketing mix; major parts of a marketing mix; the four major parts of a marketing mix; marketing efforts; the target of all marketing efforts.

2.1.5 Transfer the sentences from Active into Passive

Model: The group generated many product ideas.

Many product ideas were generated by the group.

The company sells goods of high quality.

They developed and tested two primary concepts.

The marketing system affects every aspect of our lives.

The marketing managers will discuss the price for the new product.

The firm has already provided computer-aided management in its office.

2.1.6 Translate the following sentences. Pay attention to the predicates with modal verbs in Passive Voice. Ask your fellow-student to check your translation

Sales specialists can be used.

Service levels can be adjusted.

Various advertising media may be used.

The brand name and warranty can be changed.

Price discounts may be given.

Different prices can be charged.

2.1.7 Put five types of questions to the sentences in task 2.1.6 (general, special, alternative, disjunctive, to the subject of the sentence)

2.2 Text A. The Four "Ps." (Read the text and try to understand it to be able to do the assignments that follow)

1. There are many possible ways to satisfy the needs of target customers. A product can have many different features and quality levels. Service levels can be adjusted. The package can be of various sizes, colors, or materials. The brand name and warranty can be changed. Various advertising media - newspapers, magazines, radio, television, billboards - may be used. A company's own sales force or other sales specialists can be used. Different prices can be charged. Price discounts may be given and so on.

2. With so many possible variables, the question is: is there any way to help or-

ganize all these decisions and simplify the selection of marketing mixes? And the answer is: yes.

It is useful to reduce all the variables in the marketing mix to four basic ones: