Pre-Тext Exercises. 3.1.1 Memorize the following words and word-groups from the texts of the unit:

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

marketing research marketing manager need to tabulate to take charge of to handle top manager framework approach to assume guess relationship orderly to define data available quantitative to set up recurring

- исследование маркетинга - управляющий маркетингом - нужда; нуждаться - составлять таблицу - руководить - обрабатывать (документы) - главный управляющий - структура - подход - предполагать - догадка - связь - точный - определять - данные - имеющийся в наличии - количественный - создавать - появляющийся

3.1.2 Form adjectives according to the model and translate them into Russian

Model: to value + able = valuable

ценить – ценный

- to compare - сравнивать; - to rely - полагаться; - to change - изменяться; - to work - работать; - to profit – получать прибыль;

- to understand – понимать; - to solve - решать (проблему); - to manage – управлять; - to accept – принимать; - to predict – предсказывать.

3.1.3 Give degrees of comparison of the following adjectives and adverbs:

- important; - effective;

- much; - difficult;

- early; - good;

- cheap; - easy;

- long; - serious;

- interesting; - expensive;

- reliable; - objective.

3.1.4 Complete the sentences choosing the correct variant in the right column. Pay attention to degrees of comparison

1. Marketing is_____ than advertising.     2. The situation on the market is ____ than we expected.   3. The new product will certainly be ____.     4. The company will position new products on the market _____.   5. A marketing information system provides marketing managers with ______ information they need.

a. more much; b. the more; c. much more; d. mucher.   a. serious; b. more serious; c. a more serious; d. seriouser.   a. most the expensive; b. the expensive; c. a most expensive; d. the most expensive.   a. at higher prices; b. at prices the higher; c. at a higher prices; d. at more high prices.   a. many reliable; b. reliabler; c. the most reliable; d. a most reliable.

3.1.5 Combine these sentences as shown in the example. Mind the meaning of the conjunction “both … and” – “как …так”

Model: Customers can be unpredictable.

On the other hand competitors can be unpredictable too.

Both customers and competitors can be unpredictable.

a) Small companies depend on salespeople in their marketing research. They also depend on top managers.

b) The scientific method can help marketing managers make better decisions.

The strategy planning can also help them in this work.

c) Marketing managers should use strictly objective methods of analysis.

Their methods should be also scientific.

d) Managers use their intuition to develop hypotheses.

They also use their observations to develop hypotheses.

e) Defining the problem is the most important step in the marketing research process.

It is also the most difficult step.

3.1.6 Translate the following verbs into Russian. They are used in the texts of the unit. Use a dictionary if necessary

- to rely; - to develop; - to carry out; - to call in; - to depend on; - to require; - to involve;

- to keep; - to be sure; - to use; - to happen; - to force; - to take up; - to define;

- to gather; - to provide; - to foresee; - to try; - to satisfy; - to supplement; - to accept.

3.2 Text A. Marketing Research. (Read the text and do the assignments that follow)

The marketing concept says that marketing managers should meet the needs of customers. This means marketing managers have to rely on help from marketing research – procedures to develop and analyze new information to help marketing managers make decisions.

Most large companies have a separate marketing research department to plan and carry out research projects. These departments often use outside specialists – including interviewing and tabulating services – to handle technical assignments. Further, specialized marketing consultants and marketing research organizations may be called in to take charge of a research project.

Small companies usually don’t have separate marketing research departments. They depend on salespeople or top managers.

Good marketing research requires much more than just technical tools. It requires cooperation between researchers and marketing managers.

The scientific method combined with the strategy planning framework can help marketing managers make better decisions.

The scientific method is a decision–making approach that focuses on being objective and orderly in testing ideas before accepting them. With the scientific method, managers don’t just assume that their intuition is correct. Instead, they use their intuition and observations to develop hypotheses – educated guesses about the relationships between things or about what will happen in the future. Then, they test their hypotheses before making final decisions.

Marketing managers must be involved in marketing research too. Marketing

managers must be able to explain what their problems are – and what kinds of information they need.