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1. What is marketing in a broad sense?
2. What is the dictionary definition of marketing?
3. What is the aim of marketing?
4. What is the basic marketing tool?
5. What is market segmentation?
6. Why is it important to be a professional in the marketplace today?
7. Get ready to discuss the following.
The whole marketing system affects every aspect of our lives. We are all involved in marketing. Is it really so? Give your examples.
Read Text B using the dictionary and do the following tasks.
1. Think of the title to the text.
2. Make up 5-6 questions of different types.
3. Give a short summary of the text.
Text B
A basic decision in marketing products is branding, in which an organization uses a name, phrase, design, symbols or combination of these to identify its products and distinguish them from those of competitors.
A brand name is any word, “device” (design, sound, shape or colour), or combination of these, used to distinguish a seller’s goods or services. Some brand names can be spoken, such as a Big Mac hamburger. Other brand names cannot be spoken, such as the rainbow-coloured apple (the logotype or logo) that Apple Computer puts on its machines and in its ads.
A trade name is a commercial, legal name under which a company does business. A trademark identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it.
Branding policy is important not only for manufacturers but also for retailers and consumers. Retailers value branding because consumers shop at stores that carry their desired brands. Consumers may benefit most from branding. Recognizing competing products by distinct trademarks allows them to be more efficient shoppers.
Unit 13. My Major. Managament
Pre-reading activities
Practice the pronunciation of the following words.
experience [Ik'spIqrIqns], antiquity [1n'tIkwItI], appropriate а [q'prq4prIIt], current ['k0rqnt], authority [O:'T2rItI], society [s ‘sai ti].
Memorize the words.
1. root n – корень
2. antiquity n – древность
3. experience n – опыт
4. concern v – касаться
5. appropriate a – соответствующий, подходящий
6. current a – текущий
7. society n – общество
8. responsibility n – ответственность, обязанность
9. obligation n – обязательство, обязанность
10. authority n – власть, полномочие
11. remedy n – средство, лекарство
12. superior n – начальник
13. smoothly adv. – гладко, плавно
14. choice n – выбор
15. make decisions – принимать решения
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