Unit 4. Marketing Active Vocabulary

a producer-продюсер

a consumer-потребитель

a user-пользователь

distribution-распределение дивидентов, прибыли

transporting-транспортировка, перевозка

storing-хранение

storage-хранение

to make research-исследовать

to advertise goods-рекламировать товаров

to increase consumption-увеличить расход

to provide a wide range of merchandise-обеспечивать широкий ассортимент продукции на ветринах

TEXT

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, Marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, some decisions you make during the process of moving goods from producer to user.

Marketing includes product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where and for what purpose the consumers buy. Market research helps the producer to predict what people will want and through advertising he attempts to influence the customer.

Marketing is very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to increase consumption. The construction of good shopping centers has made goods available to consumers. It provides a wide range of merchandise and plenty of facilities.

Exercise 1. Questions on the text

1. What business activities does distribution include?

2. What must producers know in distribution?

3. Mow can producers influence customers?

4. Why is distribution very expensive?

5. What does distribution include?

Exercise 2. Dialogue

Steve: Hi, Alice, look at these figures.

The price of sugar is going up 10% during the next year.

Alice: Oh, that is bad. Sugar is the main ingredient, you know. What is your opinion?

Steve: Weil, we are not the price leaders in the field and jam is a very price sensitive item.

Alice: I have a good idea. You know, this could be a great marketing opportunity for us.

Steve: What do you mean?

Alice: Well, because of the increase in the price of sugar the price of jam will go up too. The increase will then pass on to the consumer, won't it?

Steve: Right.

Salty: Imagine, we find a way of changing the ingredients in the jam so that we wouldn't have to raise the price.

Steve: Sure. We'll be able to sell the jam at the same price.

Alice: And we'll sell more and become the leader in the market. What a promotional campaign we could have.

Exercise 3. Choose the necessary word and put it in the sentence

1. Market... helps the producer to predict what people will want.

2. .... is very expensive.

3. Market research attempts to influence ... to buy.

4. It provides a wide range of... and plenty of parking facilities.

5. Marketing operations include .... buying, storage, ... etc.

(distribution, research, customers, merchandise, product planning, pricing).

Exercise 4. Give Russian equivalents to the following words:

to include

producers

pricing

consumption

plenty

research

merchandise

оn the one hand

to predict

on the other hand

Exercise 5. Find the word

Across:

2) more than half of the consumer's _____________

4) The price of s_______

5) the _______________ of goods and services

6) a wide ________________ of merchandise

9) a way of changing the _______________

Down:

1) it is called _________________

3) the price of ___________

5) __________ is very expensive

8) moving goods from producer to ______________

		2.
				3.
						4.
5.
6.
			7.
										8.
9.

Exercise 6. Arrange the following words into three groups according to the place of the stress in these words:

I	II	III
■□□	□■□	□□■

Research, customer, predict, marketing, movement, expensive, merchandise, promotion, advertising, consumption.

Exercise 7. Translate into Russian

1) SHOULD

1. I said that I should return on Sunday.

2. If he should come, I shall speak to him about it.

3. You should have measured the difference in potential between the points X and Y.

2) WOULD

1. She said that they would have taken all the exams by the 21st of June.

2. He said that he would return soon.

3. He thought that we would be working all day.

Exercise 8. Translate into Russian

1. You shouldn’t smoke in the classroom.

2. I should be very glad if he succeeded.

3. He would often sit on the shore and smoke for hours.

4. The mother asked her son not to go swimming alone, but he would not listen to her.

5. He said that she should get the book in a few days.

6. Why should I do it?

7. You should have asked permission before you took the book.

8. Would you mind turning on the light?

Exercise 9. Choose «should» or «would»

1. I hoped that he … come soon.

2. Last summer I … get up early and go for long walks.

3. You … not lie in the sun.

4. The doctor told her not to go out, but she … not listen to him.

5. It is only natural that he … be interested in the question.

6. I gave him an umbrella so that he … not get wet.

7. He ordered that they … start work at once.

8. … you be so kind as to lend me your dictionary?

9. It is necessary that they … be informed in time.

10. I asked him to do it, but he … not listen to me.

Exercise 10. Give the advice, using the verb «should»

1) Her diction is not very good, (to read aloud).

2) The boy is a little pale, (to play out-of-doors)

3) I am afraid you will miss that train, (to take a taxi)

4) There is no one in. (to try the room next door)

5) I have a slight irritation in my throat, (to smoke less)

6) TKs child doesn't want to eat soup, (not to give her sweets before dinner)

7) She makes a lot of spelling mistakes, (to copy passages out of a book)

8) The dog is afraid of him. (not to shout at the dog)

9) The students are unable to follow what I am saying, (not to speak so fast).

Exercise 11. Translate into English, using the verb «should»

1. Вы бы сказали ей об этом.

2. Не следует вам так поздно там оставаться.

3. Ей надо сейчас же пойти к врачу.

4. Лучше наденьте шерстяные носки.

5. Им лучше начать пораньше.

6. Не следует говорить с ней по-английски.

7. Вам нужно повернуть направо.

8. Лучше скажите кому-нибудь об этом.

Exercise 12. Translate into English, using «can», «can't», «may», «mast», «needn't», «shouldn't».

1. Она, должно быть, дома сейчас.

2. Она, должно быть, была дома вчера.

3. Мы, может быть, придем к вам завтра.

4. Они, может быть, приходили к нам вчера, но нас не было дома.

5. Он, должно быть, видел этот памятник, когда был в вашем городе.

6. Он, может быть, видел этот памятник, когда был в вашем городе.

7. Не может быть, что он знает эту картину.

8. Не может быть, что он видел эту картину.

9. Ты можешь пойти туда: я не возражаю.

10. Ты можешь пойти туда: это совсем близко.

11. Ты не можешь пойти туда: ты не знаешь адреса.

12. Ты можешь не ходить туда: я могу им позвонить.

13. Ты не должен идти туда: они очень плохие люди.

14. Ты мог и не ходить туда вчера.

15. Тебе следует пойти туда: они тебя ждут.

16. Тебе следовало пойти туда вчера.

17. Тебе не следовало ходить туда вчера.

Exercise 13. Translate into English, using the verb «should»

1. Надо было сказать ей об этом.

2. Не надо было оставаться там так поздно.

3. Ей надо было сейчас же пойти к врачу.

4. Вам надо было надеть шерстяные носки.

5. Им надо было начать пораньше.

6. Не следовало говорить с ней по-английски.

7. Надо было повернуть направо.

8. Надо было кому-нибудь сказать об этом.

Exercise 14. Make the right choice

I ____________ be a hammer than nail.

►had better

► would rather

► should

2. _______________you__________stay home tonight?

►had better

► would rather

► should

3. I ____ nobody knew about his arrival.

►had better

► would rather

► should

4. You _____________ get the report finished before you leave.

►had better

► would rather

► should

5. _________You__________pay more attention to the people around you.

►had better

► would rather

► should

6. You invest that money in something safe.

►had better

► would rather

► should

6. I _______ have good health than a small fortune.

►had better

► would rather

► should

6. We _______ take a taxi or we'll miss the train.

►had better

► would rather

► should

6. We ______ you didn't come with us.

►had better

► would rather

► should

10. I think everybody ______ learn driving a car.

►had better

► would rather

► should

11. Books ______ be returned on or before the date stamped below.

►had better

► would rather

► should

12. I _____ rather stay at home than go out.

►must

►would

►should