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Unit 7

Task 1

Read the text, single out the key sentences,  make up a summary of the text.

Marketing

Activities involved in getting goods from the producer to the consumer are called Marketing. The producer is responsible for the design and manufacture of goods. Early marketing techniques followed production and were responsible only for moving goods from the manufacturer to the point of final sale. Now, however, marketing is much more pervasive. In large corporations the marketing functions precede the manufacture of a product. They involve market research and product development, design, and testing.
            Marketing concentrates primarily on the buyers, or consumers determining their needs and desires, educating them with regard to the availability of products and to , important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. Marketing management includes planning, organizing, directing, and controlling decision making , regarding product lines, pricing, promotion, and servicing. In  most of these areas marketing has complete control; in others, as in product-line  development, its function is primarily advisory. In addition, the marketing department of  a business  firm is responsible the physical distribution of the products, determining the channels of distribution that will be used and supervising the profitable flow of goods from the factory or warehouse.

Pricing the Product

 The two basic components that affect product pricing are costs of manufacture and competition in selling. It is unprofitable to sell a product below the manufacturer's production costs and unfeasible to sell it at a price higher than that at which comparable merchandise is being offered. Attempts to maintain resale prices were facilitated for many years under federal and state fair-trade laws. These have now been nullified, thereby prohibiting manufacturers from controlling the prices set by wholesalers and retailers. Such control can still be maintained if the manufacturers wish to market directly through their own outlets, but this is seldom feasible except for the largest manufacturers. Attempts have also been made, generally at government insistence, to maintain product-price competition in order to minimize the danger of injuring small businesses. Therefore, pricing decisions are reviewed by the legal department of the marketing organization.

Give Russian equivalents for the following words and expressions from the text and use them in the sentences of your own:

Federal and state fair-trade laws; wholesalers and retailers; outlets; product pricing; unprofitable; unfeasible; resale prices.

Services and marketing  

Services unlike products, are intangible commodities. A service is the provision of work, accommodations, or ministrations desired by a consumer. Services familiar to most consumers are in the fields of maintenance and repair, transportation, travel, entertainment, education, and medical care. Business-oriented services include computer applications, management consulting, banking, accounting and legal services, stock brokerage, and advertising. Services, like products, require marketing. Usually, service marketing parallels product marketing with the exception of physical handling. Services must be planned and developed carefully to meet consumer demand. For example, in the field of temporary personnel, a service that continues to increase in monetary value, studies are made to determine the types of employee skills needed in various geographical locations and fields of business.  Because intangibles are more difficult to sell than physical products promotional campaigns for services must be even more aggressive than those for physical commodities. Through extensive promotion, temporary-personnel agencies have convinced many companies that hiring on a temporary basis only in times need is more economical than hiring permanent, full-time personnel.

 Give Russian equivalents for the following words and expressions from the text and use them in the sentences of your own:

computer applications; management consulting; banking; accounting and legal services; stock brokerage; and advertising; to meet consumer demand; intangibles; promotional campaigns;  temporary personnel agencies ; full-time personnel; maintenance and repair;  transportation; travel; entertainment; education; a medical care; business-oriented.

Marketing profession

Perhaps nothing is more conducive to the success of a d firm than the image that it conveys of itself to the public. The marketing activities of a company, because they act directly on the consumer, do most to shape this image and thus must be developed with great care. As marketing has become increasingly more complex, a need has arisen for executives trained in the social sciences who also possess statistical, mathematical, and computer backgrounds. Many to colleges and universities now have programs designed to train marketing executives. Courses are offered at the undergraduate and the graduate level in such specialized fields as advertising, administrative practices, financial  management, production, human relations, retailing, and personnel administration.

Answer the questions:

1. Give the definition of marketing.

2. What are the main marketing constituents?

3. Are there factors influencing the salability of products? What are they?

4. What affects product pricing?

 5. Where can pricing decisions be reviewed?

6. How can people be induced to buy products?

7. What is known as the primary objective of advertising?

8. Which sources of advertising do you know?

9. What is the purpose of sales promotion?        

10. Are consumers today more sophisticated than those of past generations?

11. What does «positioning» of the product mean?

Task 2

Make up a report «How can a manager save his time?» Use some information given in the texts below.

COMMON TIME WASTERS FOR MANAGERS

 Studies of managerial activities find some common time wasters, including the following:

1. Drop-in visitors.

2. Telephone interruptions.

3. Cluttered office.

4. Unessential tasks.

5. Unnecessary or over-long meetings.