Forces Affecting Modern Marketing

1. An important influence in marketing theory is the continuous and rapid change in consumer interests and desires. Consumers today are more sophisticated than those of past generations. They attend school for much longer; they are exposed to newspapers, magazines, movies, radio, television, and travel; and they have much greater interaction with other people. Their demands are more exacting. "Positioning" the product that is, determining the exact segment of the population, and then developing a marketing campaign to enhance the product's image to fit that particular segment requires great care and planning.

2. Competition also has sharply intensified, as the number of firms engaged in producing similar products has increased. Each firm tries to differentiate its products from those of its competitors. Profit margins, meaning the profit percentages made by a business per dollar of sales, are constantly being lessened. While costs continue to rise, competition tends to keep prices down. The result is a narrowing spread between costs and selling prices, and an increase in a business sales volume is necessary to maintain or increase profit.

3. Ecological concerns have also affected product design and marketing, especially as the expense of product modification has increased the retail cost. Such forces, which have added to the friction between producer and consumer, must be understood by the marketer and integrated into a sound marketing program.

4. Even the way a firm handles itself in public life, that is, how it reacts to social and political issues, has become significant. The public's dissatisfaction with the actions and attitudes of a firm has sometimes led to a reduction in sales; consumer enthusiasm, generated by a firm's intentional establishment of a good public image or public relations, has led to increased sales.

 

VII. Определите, являются ли приведенные ниже утверждения (1, 2, 3): а) истинными (true)

б) ложными (false)

в) в тексте нет информации (no information)

1. "Positioning" the product - that is, the insistence on reputable products and services by consumer groups.

2. The public’s dissatisfaction with the actions of a firm has led to a reduction in sales.

3. Markets tend to be segmented as each group calls for products suited to its tastes.

 

 

Занесите свои ответы в таблицу:

VIII. Прочитайте абзац 3 и ответьте письменно на следующий вопрос:

What must be integrated into a sound marketing program?

 

 

Контрольная работа №2 Вариант 1

I. Переведите письменно существительные (1 - 10). Выберите определения (a – j), соответствующие существительным.

1) agreement a) an amount of money that must be paid

 

2) reduction b) a person, bank, or company that you owe money

to

3) creditor c) the amount of money that something is worth

4) value d) a decrease in the size, price or amount of smth.

5) loan e) an arrangement or promise to do something made by two or more people, companies, organizations, etc.

6) payment f) an amount of money that you borrow from a bank

 

7) investor g) the money that is available to an organization or

person

 

8) cut h) help, such as money or food, given by an organization or government to a country or people in a difficult situation

9) aid i) a reduction in the size or amount of something

 

10) budget j) someone who gives money to a company, business

or bank in order to get a profit.

 

 

Занесите свои ответы в таблицу:

II. Вставьте в каждое предложение подходящее по смыслу пропущенное слово:

market leader, rules, delivery, online shopping, department, boost

 

1) Many people use the web for_ or banking.

 

2) In formal situations it’s a good idea to follow standardwhen making new contacts.

3) A company that has the biggest sales or the best selling product in the market is the.

4) The company hopes that its new strategy will give sales a.

5) Some retailers have found it difficult to guaranteetimes: goods may arrive late.

6) Ais a part of company where people do a particular kind of work.

 

 

III. a) Выполните темы КОПР № 3, 5.

b) В следующих предложениях подчеркните глагол-сказуемое, определите его видовременную форму и залог. Переведите предложения на русский язык.

1. The market for digital cameras was researched last year and the findings are reported in the Survey.

2. Prices have fallen in the food business, because of advances in distribution technology.

3. The car business has a serious problem: it is producing too many cars.

 

 

IV. a) Выполните темы КОПР № 1.

b) В следующих предложениях подчеркните герундий и инфинитив. Переведите предложения на русский язык.

1. American consumers cannot keep spending more than they earn.

2. Tracing the complex flows of funds is often difficult.

3. Congress failed to approve proposal that the two countries would have normalized trade relations.

 

 

V. Прочитайте и устно переведите на русский язык весь текст. Перепишите и письменно переведите абзацы 1,3.