9. In the text find the words which describe or mean the following:

• using up (foods, energy, materials, etc.); the quantity used up;

• the state of being given what he wants or needs; pleased or contented; act of making contented.

10. Answer the following questions.

1. Why do we ask questions about the higher purpose of marketing?

2. Why may managerial work be unsatisfying?

3. What is the most common view on the purpose of marketing?

4. Why can’t consumption be increased limitlessly?

5. What is a sounder goal for the marketer than maximizing consumption?

6. What are the drawbacks of maximizing consumer satisfaction?

7. What is the quality of life?

11. Agree or disagree. Correct wrong statements.

1. When managers lose sense of higher purpose, their work becomes unsatisfying.

2. The most common view is that the marketer’s goal is to maximize the jobs.

3. The marketers’ task is to track changes in the demand and adjust their production to those needs.

4. Satisfying consumers’ needs creates some “bads” for the society.

5. High gross national product is good for the economy in all respects.

6. Environmentalists, consumerists and other public-action groups help those firms which are indifferent to the “bads” they create.

7. The quality of life is not only qualitative goods and services in quantities enough to satisfy human needs but also the quality of physical and cultural environment.

12. Arrange the sentences according to the text.

1. But creating goods for consumer satisfaction also creates some “bads” in the process.

2. So the higher purpose of marketing is to contribute to the quality of life.

3. Not to have dubious benefit to themselves and others a marketer should not lose sight of their ultimate goals.

4. The quality of life is enough quantity of qualitative goods and services and the quality of physical and cultural environment.

5. To maximize the market’s consumption of company’s products is considered to be the marketer’s goal.

6. There are two reason: first, the marketer is a member of the public and the second, there are environmentalists and consumerists who may make the business life difficult if the firm creates “bads” in the process of pursuing profits.

7. But as consumption is limited to the size of people’s needs they would not buy more than they could consume.

8. So the marketer has to take responsibility for the totality of outputs created by business.

9. Another view is that the marketer’s goal is to maximize satisfaction.

10. The marketer is to track changing consumer wants and adjust company’s mix of goods and services to those that are needed.

13. Formulate the theme of each paragraph and make up a plan of the text.

14. Say what you have learnt about the purposes of marketing.

15. Review the information of texts A, B, and C. Say what you have learnt about marketing as an offspring of economic science from the unit. You may add the information of your lectures on marketing.