II. Answer the following questions.

1. What is marketing function?

2. What is a difference between marketing and selling?

3. Selling is only one part of the marketing function, isn’t it?

4. What are the main elements of the marketing mix?

5. What does promotion include?

6. Must price relate to product quality?

7. How do different organizations use marketing mixes?

III. Define the part of speech of the following words and translate them.

1. accuracy, accurate, inaccurate, accurately, accurateness;

2. competitor, compete, competition, competing;

3. function, functional, to function, functionally.

IV. Match the words with their definitions.

1. Promotion a) includes product design, the quality of manufacture and after – sales services .

2. Product b) includes advertising, selling, public relations and the creation of a brand image.

3. Price c) involves the channels of distribution to be used.

4. Place d) must relate to product quality, a particular market and also includes granting credits.

V. Fill in the gaps with “much” or “many”.

1. … people want to be businessmen.

2. They haven’t got … time.

3. How … does it cost?

4. Did you pay … money for your watch?

5. How … times have you been to Moscow?

6. The train doesn’t stop at … stations.

7. Did the storm do … damage to the crops?

8. He has got too … work to do.

VI.Translate the sentences paying attention to Participle II.

1. Marketing organizes all those business activities connected with the movement of goods and services.

2. The decisions made did not result in higher production.

3. The program adopted was the result of the economists’ work.

4. Food prices limited by the government were to enable all people to buy enough food.

5. Exports are goods and services sold to other countries.

6. Ceiling prices imposed led to excess demand of the goods.

7. The manager studied the relation between the price and the quantity supplied.

VII.Translate the phrases into English.

• увеличиться на 5 % ( 1.7%; 1/3)

• уменьшиться на 10 % (30.1%; 2/5)

• увеличиться в 4 раза;

• уменьшиться в 3 раза;

• увеличиться с 20% до 40%;

• уменьшиться с 102 % до 57%;

- уменьшиться во много раз.

VIII. Write down the forms of the irregular verbs.

To know, to sell, to buy, to cost, to find, to meet, to set, to lend, to choose, to rise.

IX. Write down sentences with the following idioms.

1. At all costs – Любой ценой

2. Kill two birds with one stone – Убить сразу двух зайцев

UNIT 6

Market research

I. Read and translate the text.

Market research is an activity used to try to establish whether potential customers are likely to buy, and to discover the best form the product should take when launching a new product or improving an existing one. Market researchers must establish what is likely to attract buyers to a particular product in sufficient numbers, in regard to design, size, price, etc.

To decide if a product is suitable for a market one must determine whether it fits the demand requirements of that market. For this purpose market analysis begins with a thorough consideration of the product. The type of product (whether the goods in question are raw materials or manufactured commodities, capital goods, consumer durables or non-durables) will determine the factors which need to be analyzed, such as its functions, features, range of quality, life cycle, repair needs, packaging, adaptability to foreign requirements, and the skills and costs required to use the product. Such analysis will contribute useful information on the salability of a particular product in foreign markets.

Competition analysis will determine if and how one should attempt to compete against foreign competitors. The major competitors should be identified by name, quality and performance of the product, price, reputation, and competitive weapons used ( after sales services, credit terms and allowances, payment conditions, promotional devices to induce demand, marketing methods, etc.)

Government laws and regulations should be analyzed because they influence marketing costs, product standards, labelling, pricing, etc. For this reason, one needs to consider tariffs, internal taxation, import quotas, patents, labelling requirements, antimonopoly legislation, registration requirements, exchange controls, licence requirements, and similar.

Socio-economic factors must also be examined in detail. The investigation should cover population, national income, per capita or family income, price indexes, production indexes, wages, retail and wholesale sales, religion, race, language, literacy, local taste, etc. An analysis of these factors will reveal information sufficient to estimate sales opportunities, sales potential, costs, risks and the profit involved.

After potential markets have been selected, one must identify within each country the target markets on which the export marketing management must focus its effort. To accomplish this, one needs to identify the types of consumers to whom the product under consideration is likely to appeal or the sectors using the product, the basic characteristics of those who buy the product, such as available income, age, social class, sex, etc. This will help the exporter to determine groups of consumers or users with high purchasing power.