Read and memorize the following words and word-combinations.

to intend	мати намір
to attract	приваблювати, привертати
profitable demand	рентабельний попит
storing	зберігання
storage	зберігання
product planning	планування продукції
buying	купування
pricing	встановлення ціни
promotion	просування, рекламування
selling	продаж
credit	кредитування
market research	аналіз ринку, вивчення ринку
available	корисний; доступний
ability	можливість
trend	напрям
to recognize	узнавати, упізнавати
to predict	прогнозувати
advertising	рекламувати
to attempt	робити спробу
to influence	впливати
concept	поняття
to supply	постачати; забезпечувати
quality	якість
reliability	надійність
to carry out	проводити; виконувати
feature	особливість
benefit	вигода
profit-making	отримання прибутку
public	суспільний, публічний, державний
to persuade	переконувати
to be packaged	бути упакованим
life-cycle	цикл довговічності (виробу)
to replace	заміщати, заміняти
continually	безперервно, увесь час
to decline	падати, відмовляти
to take account of	враховувати
value	цінність, важливість, корисність, значення
volume	об’єм
to require	вимагати, мати потребу
to charge	наказувати, встановлювати ціну
significantly	значно
to reduce	зменшувати
to increase	підіймати
to fix	встановлювати
profit margin	частка прибутку в ціні, прибутковість
delivery	доставка
retailer	роздрібний торговець
wholesaler	оптовий торгівець, оптовик
to justify	виправдувати, підтверджувати
breaking down the bulk	розділ вантажних партій на більш дрібні
stocking	запаси
exhibition	виставка
fair	ярмарок
publicity	публічність, популярність
to preoccupy	займати, захоплювати
'unique selling proposition'(USP)	унікальна торгівельна пропозиція (УТП)

 

Answer the questions to the text.

What is marketing?

How can you explain the word “customer”? Name the synonyms.

What does ‘The four Ps’ consist of?

What does a total product include?

What can you say about a price?

What channels of distribution may retail products go through?

What must every product possess?

 

 

Fill each gap in the sentences below with the correct word from the box.

customers, developing, distribute, needs, place, price, producing, product, product, profit, promote, service, time, want

Marketing is concerned with getting the right (1) product to the right (2) _________ at the right (3)________. Marketing is about meeting consumer (4)________at a (5)_________. Marketing makes it easier for (6)__________to do business with you. Marketing aims to find out what people (7)__________; then (8)__________and (9)_________a (10)__________or (11)__________that will satisfy those wants; and then determining the best way to (12)__________ (13) __________ and (14)__________the product or service.

A Fill in the missing words in the table.

Verb	Agent	General noun
	market	marketer
	distribute
			competition
			advertising advertisement
	supplier
		sponsor
	consume
	produce
		analyst
		researcher
	import

 

For each definition choose the correct word or phrase.

1. Providing money to cultural or sporting activities in exchange for advertising rights.

a) promotion

b) grant aid

c) sponsorship

2. A business which specializes in giving advice and support to companies about marketing and markets.

a) marketing consultancy

b) counselling service

c) company analysts

3. An economy which allows open and reasonably free exchange between private companies.

a) command economy

b) conservative economy

c) free market economy

4. A market in which there are too many suppliers producing similar products.

a) saturated market

b) buyers' market

c) heavy market

5. A market in which there are few suppliers producing goods that a lot of people want to buy.

a) weak market

b) sellers' market

c) light market

6. A company which sells more of a particular type of product than its competitors.

a) trend setter

b) multinational

c) market leader

7. A person who uses their specialist knowledge of a specific market to try to explain what has happened and predict what will happen.

a) market analyst

b) forecaster

c) market broker

8. A specific promotional activity over a limited period of time.

a) campaign

b) season

c) trend

9. The activity of moving goods from the producer to the consumer.

a) selling

b) distribution

c) orientation

10. The activity of selling goods to other countries.

a) multinational

b) exporting

c) exchange distribution

11. The proportion of the total market which one company controls.

a) dominion

b) market place

c) market share

12 What a company or organization says it intends to do for its customers/clients and the community.

a) corporate mission

b) strategic plan

c) corporate image

 

Choose the best definition for each of the words or phrases.

1. generic

a) not known by a special brand name

b) for general use

c) popular with all types of consumers

2. cannibalism

a) when a product eats into the competitors’ market share

b) when a product reduces sales of other products made by the same manufacturer

c) when an employee leaves his/her company to join a competitor

3. sell-by date

a) the limit placed on sales representatives to meet targets

b) the date by which a food or drug must be sold

c) the date on which a product is sold

4. launch

a) when a product is taken off the market

b) when a product is tested before being sold

c) when a product is first released onto the market

5. product life cycle

a) the normal pattern of sales for a product

b) the process of development of a new product

c) the different stages of improvement in an old product

6. part

a) a product

b) a component

c) a phase in the development of a product

 

9. There are many ways of attracting customers to your product and keeping your brand name in the public eye. Fill the gaps with suitable words from the box.

packaging, publicity, telephone sales, personal selling, sales literature, trade fairs and exhibitions, point of sale advertising, showrooms, word of mouth, public relations, sponsorship

1. Brochures, leaflets and catalogues can describe your product in more detail and give more information than an advertisement. Potential customers can be sent direct mail. __________

2. Displays in retail outlets (supermarkets, chain stores, etc.) can attract the attention of potential customers. ______________

3. Labels and presentation increase the impact of your product. __________

4. You can contribute to the cost of a sporting or artistic event, where your brand name or logo is displayed prominently. __________

5. Potential customers can come to your premises and see a display or a demonstration of your products and get hands-on experience. __________

6. Your company takes a stand or mounts an exhibit to enable customers to see your products and talk to your representatives. __________

7. The public are informed of a new development through newspaper articles. You can inform the press by issuing press releases. _________

8. PR can ensure that your firm keeps a high profile, and that people are aware of your good reputation and image. __________

9. Exciting customers tell their friends or colleagues about your product and hopefully recommend it to them. __________

10. Your staff can call customers, or customers can call a toll-free number to request sales literature or ask for information. __________

11. Your sales rep can visit customers: this is the most effective method of promotion, but also the most expensive.

 

Use words from the square to complete the text below.

demand, plan, distribution, product, services, goods, customers, mix, marketing, quality, research

Marketers and all levels of management realise the vital importance of 1)_______. This has become the watchword of good business. 2) _______ and experience has shown that 3) _______will pay more for 4) _______and 5) _______of high quality, and also that they expect every aspect of the 6) _______, including 7) _______, to meet the highest standards. The job of marketers is to design a 8) _______9) _______with a 10) _______of all the necessary components to satisfy consumer 11) _______.