If production is to meet needs efficiently, two things are necessary.

These are:

· Producers must know what to produce.

· Consumers must know that it is being produced.

Linking these two factors together is the task and responsibility of the marketing staff.

What marketing involves

Marketing involves keeping producers aware of the needs of consumers and ensuring that their products are made available to consumers in the way and form they want.

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive.

The marketing function involves:

 

Market research

This involves finding out:

a) what consumers want and advising producers accordingly

b) recommending the standard of quality, style of packaging, choice of brand-name and general design of the products concerned.

Distribution

Products can be distributed to consumers in different ways. Some are best distributed through the manufacturer's own retail outlet, some through a network of wholesalers and retailers, others by direct mail-order.

Pricing

Marketing managers should always be in close touch with market conditions so that they can advise on the best price (not necessarily the highest) to charge for products.

Advertising

If customers do not know about newproducts, they will never buy them. They also need to be reminded, from time to time, of the existence of establishedproducts.

Marketing managers are expected to know the best ways to advertise products. This involves choice of media (for example: radio, television, press. It also involves knowing the best form advertisements should take, and the advertising slogan to be used.

Selling

This involves the skills of personal selling, together with display and presentation skills such as those involved in window displays, exhibitions, news releases, and product promotions.

II. Выберите английский эквивалент для следующих русских слов:

1. необходимый	а) necessity	b) necessary
c) necessitated	d) necessarily
2. оптовый торговец, оптовик	а) wholesale	b) whisper
c) wholesaler	d) whole
3. сбыт, распределение	а) distribute	b) distributive
c) distributor	d) distribution
4. предсказывать	а) prediction	b) predictive
c) predict	d) predictor
5. хранение	а) storage	b) store
c) storehouse	d) stare
6. доступный, имеющийся в распоряжении	а) avail	b) available
c) availability	d) average
7. ценообразование	а) price	b) priceless
c) pricing	d) pride
8. советовать	а) advice	b) advise
c) adviser	d) advisable
9. розничный торговец	а) retail	b) retaliate
c) retailer	d) retainer
10. включать в себя, влечь за собой	а) involve	b) involvement
c) involution	d) involuntary

 

III. Подберите синонимы для следующих слов:

1. consumer	a) aim
2. responsibility	b) try
3. choice	c) manufacturer
4. purpose	d) selection
5. goods	e) user
6. producer	f) duty
7. attempt	g) commodities

IV. Заполните пропуски, используя следующие предлоги:

a) out b) with (2) c) of d) up e) on f) to

1. Marketing includes all the business activities connected … the movement of goods and services from producers to consumers.

2. Marketing managers can advise … the best price to charge for products.

3. Marketing is made … of such activities as transporting, storing and selling goods.

4. Market research involves finding … what consumers want and advising producers.

5. Marketing managers should always be in close touch … market conditions.

6. Linking two factors together is the task and responsibility … the marketing staff.

7. Marketing involves ensuring that their products are made available … consumers in the way and form they want.

 

IV. Найдите в правой колонке русский эквивалент для английских словосочетаний:

1. on the other hand	a) рекламный лозунг
2. to make decisions	b) выбор средств
3. product planning	c) реклама на витринах
4. market research	d) удовлетворять потребности
5. retail outlet	e) выпуск новостей
6. direct mail-order	f) с другой стороны
7. from time to time	g) заказ товаров с доставкой по почте
8. advertising slogan	h) принимать решения
9. to meet the needs	i) время от времени
10. window display	j) исследование рынка
11. news release	k) торговая точка розничной торговли
12. choice of media	l) разработка новых продуктов

 

V. Подберите определение для каждого понятия

1. Promotion	a) the storing of goods, etc
2. Marketing	b) the way something is shared out or spread over an area, the supply of goods to various people or places
3. Storage	c) advertising or some other activity intended to increase the sales of a product or service
4. Distribution	d) the theory and practice of presenting, advertising and selling things

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