Vocabulary Focus

Ex. 1.

A. Study the meaning of the following words:

1. appraise (v) – fix a price for sth, say what sth is worth;

2. appreciate (v) – judge rightly the value of sth; put a high value of sth;

3. calculate (v) – find out by working with numbers;

4. estimate (v) – form a judgement about, calculate;

5. evaluate (v) – find out, decide, the amount or value of sth.

B. Choose the right word in italics:

1. Astronomers can calculate/estimate when there will be eclipses of the sun and moon.

2. I really appreciate/estimate your efforts.

3. He was evaluated/appraised as unfit for military service.

4. The clerk appraises/calculates property for taxation.

5. I estimate/evaluate his income at $300.

6. You can’t appreciate / evaluate English poetry unless you understand its rhythm.

Ex. 2. Complete the table by inserting the missing forms if possible.

Noun	Verb	Adjective/Participle
promotion
	distribute
product
		preferable
	purchase
development/developer
	research
communication
	market

Ex. 3. Match the Russian words and word combinations with their English equivalents.

A	B
маркетинговое исследование/анализ комплекс маркетинга/маркетинг-микс рыночная сегментация управление товарным производством ценообразование целевой рынок управление маркетинговыми исследованиями маркетинговая/рыночная стратегия кабинетное /вторичное исследование опрос/анкетирование фокус – группа первичное исследование	product/service management survey target market marketing-information management focus group pricing marketing strategy marketing research market segmentation marketing mix primary research secondary research

Ex. 4. Express in one word, use the words for reference:

• someone whose job is to persuade customers to buy a certain product or service;

• the breakdown of a market into separate and identifiable elements;

• budgeting for marketing activities;

• setting and communicating the value of products and services;

• the ultimate user of a product;

• activities or techniques intended to create consumer demand for a product or service;

• gathering information from people using a carefully planned set of questions;

• collecting information by recording the actions of consumers rather than asking them questions;

• the art of making people do what you want them to do;

• the provision of goods or services to meet customer or consumer needs.

Words for reference: consumer, financing, marketing, salesperson, segmentation, promotion, persuasion, pricing, observations, surveys.

Ex. 5. Match the words in column A with their synonyms in column B:

A	B
identify (v)	commodity (n)
item (n)	producer (n)
product (n)	buyer/client (n)
manufacturer (n)	estimate (v)
customer (n)	article (n)
interact (v)	implement (v)
potential (a)	information (n)
data (n)	perspective (a)
carry out (v)	communicate (v)

Ex. 6. Fill in the gaps using the words given below. Some words are to be used twice:

1. Marketing is concerned with getting the right … to the right … at the right … .

2. Marketing is about meeting customer … at a … .

3. Marketing makes it easier for … to do business with you.

Words for reference: customers; needs; place; price; product; profit.

Ex. 7. Insert the necessary prepositions:

1. Financing is budgeting … marketing activities.

2. Marketing planning is aimed … satisfying customer needs.

3. A business must concentrate its efforts … certain needs of a specific group of potential customers.

4. The customers never respond similarly … a marketing action.

5. As a consumer you are exposed … marketing activities all of the time.

6. They managed to sell the products … a profit last year.

7. The demand … the products of their company is always very high. Their goods sell like hot cakes.

8. A great deal … information … consumers is available … our business even without doing any studies. … contrast, we know very little about our competitors.

Comprehension

Ex. 1. Match a type of data collected on the left with a research method on the right.

1) primary data	a) field research
2) secondary data	b) desk research

Ex. 2. Match two halves of the sentences.

1) A company which is market-oriented	a) finding out what consumers want and need, and what makes them buy
2) Market research is the process of	b) no-one has yet collected
3) Primary data is information which	c) tries to find out what consumers want before developing a product
4) Secondary data is information which	d) is already available, both inside and outside the organization.
5) Carrying out a survey involves	e) test marketing
6) New products can be tested on consumer panels. This process is called	f) asking questions of respondents, either by filling a questionnaire or by interview

Ex. 3. Complete the sentences using information from the text:

1. Marketing is the process of… .

2. Marketing activities can be organized into seven functions… .

3. Developing a marketing strategy is a two-step process. The first step is… .

4. The second step in developing a marketing strategy is… .

5. Marketing strategy is… .

6. Market segmentation involves… .

7. A marketing mix is the blending of the following marketing elements:… .

8. A marketing research is carried out to… .

9. The steps in marketing research are the following:… .

10. The most common types of marketing research are… .

Ex. 4. Find information in the text to answer the following questions.

1. What is marketing? How does a marketing concept differ from a selling concept?

2. What are seven marketing functions? Comment on them.

3. What is market segmentation?

4. What is marketing strategy? Why is it called a two-step process?

5. How can you define marketing research? What are its steps?

6. What are the most common types of marketing research

Text 2