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I. Прочитайте и переведите текст. При необходимости пользуйтесь словарём.

WHAT IS MARKETING?

Marketing is not the same as selling. Effective marketing is about creating a product and a product image that the sales force can sell. It is both a creative and a strategic function. Engineers create devices and marketers create products. One of the best books on this is “Marketing High Technology” by William Davidow.

Marketing concept includes various elements, such as planning, research, new product development (development of new products), sales, communications, advertising, etc. Marketing starts with production and later studies all its stages: before, during and after production. In the sales area marketing provides forward demand for information about the company’s products or services, helps to find and promote demand for products and services.

Marketing planning is an integral part of the marketing mix (four Ps) and it depends on the thorough analysis of the situation. When the situation is analyzed, it is necessary to consider controllable and uncontrollable factors. The controllable ones are four: product, price, place and promotion. Uncontrollable factors are mainly environmental factors.

Слова и выражения:

advertise (v) – рекламировать

advertising (n, U) – реклама

analysis (n,C; pl - analyses) – анализ(ы);

analyze (v) – анализировать

create (v) – создавать

creative (adj) - творческий

communication(s) (n, C/U) – коммуникация, обмен информацией общение, средство связи

consider (v) – рассматривать, обсуждать

demand for smth. (n, C) – спрос на что-либо

device (n, C) – способ, средство, устройство

develop smth. (v) – развивать, разрабатывать что-либо

development (n, U) – разработка, развитие

environment (n, U/C) – окружение, окружающая обстановка, окружающая среда

environmental (adj) – относящийся к окружающей среде

forward (adj) – предварительный, заблаговременный

integral (adj) – неотъемлемый, существенный

marketing mix - комплекс маркетинга, набор основных компонентов маркетингового воздействия, поддающихся контролю со стороны фирмы и используемых ею при сбыте товара

provide (v) – предоставлять, снабжать, обеспечивать

promote (v) – способствовать, продвигать, содействовать, создавать рекламу

research (n, U) – исследование, исследования

sale (n, U) – продажа, сбыт

stage (n, C) – стадия, фаза, этап

thorough (adj) – полный, доскональный, тщательный

II. Ответьте на следующие вопросы.

1. Are marketing and selling the same things?

2. What is effective marketing?

3. What do marketers create?

4. What does marketing concept include?

5. What does marketing start with?

6. Who wrote one of the best books on marketing?

7. What components does “marketing mix” consist of?

8. What are the main uncontrollable factors?

9. Do you study marketing at the University?

10. Do you think marketing is an important subject for you?

Дата добавления: 2015-10-02