Unit 1. Marketing and the company

MARKETING

Красноярск 2010

Красноярский государственный аграрный университет

Н. В. Антонова, Ж. Н. Шмелёва

MARKETING

Красноярск 2010

Рецензенты: В.И. Литовченко, канд. филол. наук

Антонова, Н.В. Marketing, Шмелёва Ж.Н.AustraliA: Учеб-метод. пособие / Н.В. Антонова, Ж.Н. Шмелёва, Краснояр. гос. аграр. ун-т. – Красноярск, 2010. – с.

Учебно-методическое пособие для развития навыков устной речи, чтения и письма на английском языке "Marketing" предназначено для аудиторной и самостоятельной работы студентов специальностей 080505 «Управление персоналом», 080507 «Менеджмент организации» и 080500 направление «Менеджмент» КрасГАУ.

Печатается по решению редакционно-издательского совета

Красноярского государственного аграрного университета

© Красноярский государственный аграрный университет

Contents

UNIT 1. MARKETING AND THE COMPANY

UNIT 2. WHAT IS MARKETING?

UNIT 3. VALUE FOR THE CUSTOMERS

UNIT 4. MARKETING PLANNING

UNIT 5. THE MARKETING AUDIT

UNIT 6. THE NATURE OF COMPETITION

UNIT 7. PESTLE and SWOT ANALYSES

UNIT 8. MARKETING INFORMATION

UNIT 9. TYPES OF RESEARCH

UNIT 10. THE MARKETING MIX

VOCABULARY

FINAL TEST PAPER

UNIT 1. MARKETING AND THE COMPANY

Exercise 1. Look through the text, find the nouns with the suffixes – er or – or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

business – commerce;trade; buying and selling;

creation – production of the human intelligence;

value – quality of being desirable; worth of something;

customer – person who buys things;

shareholder – owner of a business;

resource – wealth; supplies of goods, raw materials, etc. which someone can use or have;

objective – aim; something you aim for;

environment – surroundings;

to establish – to set up;

to maintain – to support; to keep at a level;

to permeate – to pass; flow through every part;

to judge – to give a decision.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. What is the purpose of any business?

2. What is marketing function in the organization?

3. What are the main tasks of the director of the company?

4. What is it – a marketing – led company?

5. What is it – a production – led company?

6. What is it – a customer –led company?

7. What is the difference among these types of companies?

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