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forecast, v. (2); performance (2); evaluate (2); environment (3); perception; predict (2); rate (2).
1. Past ____________ of the company is typically measured in financial terms, such as sales and profits.
2. A SWOT analysis explicitly states a firm's mission and objectives and scans the external ____________ to identify opportunities and threats facing the organization.
3) Insurance companies offering cover against motor accidents will not be pleased to hear that the Meteorogical office ____________ a severe winter.
4) Marketing strategies of the company must be ____________ against the company's objectives.
5) A firm's strengths and weaknesses can be identified and analyzed by studying ____________ trends, resources, and capabilities.
6) One of the problems faced by the manager is that in choosing
between alternatives he has to ____________ the reaction of the subordinates to the decision.
7) The company's marketing information specialists will use complex techniques to measure and ____________ demand.
8) Growth potential may depend on the growth ____________ of certain age, income and nationality groups that use the product.
9. A mission provides a lens through which the external ____________ can be viewed.
10) Control consists of measuring and ____________ the results of marketing plans and activities.
11) If market specialists ____________ correctly, their business will survive and prosper.
12) Ford dealers usually negotiate the price with each customer to
bring it into line with the buyer's ____________ of the car's value.
13) Growth also may be related to larger developments in the ____________ such as economic conditions, the crime, and lifestyle changes.
IX. Synonyms and antonyms. Complete the following table:
| Word | Synonym | Antonym |
| attractive (Adjective) | ||
| complex (Adjective) | ||
| profit (Noun) | ||
| focus (Verb) | ||
| demand (Noun) | ||
| select (Verb) | ||
| agree (Verb) | ||
| locate (Verb) | ||
| control (Verb) | ||
| Word | Synonym | Antonym |
| dynamic Adjective) | ||
| plan (Verb) | ||
| information (Noun) | ||
| public (Adjective) | ||
| distinguish (Verb) |
X. Join the halves.
On the left of the page there are the first halves of sentences. On the right there are second halves of the sentences, though not in the same order. Pair the halves and then write your own list of the completed sentences.
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| Prediction, n. | | | XI. Translate the following text and summarize it in about 100 words. |