Английский для студентов-экономистов. Часть 2 (стр. 4 )

Marketing mix (n)	the combination of four P's
Option (n)	Choice
Objective (n)	Goal
Competitor (n)	rival, opponent
Channel of distribution (n)	the path goods take when moving from manu­facturer to customer
Wholesaler (n)	one who sells in large amounts to retailers
Retailer (n)	one who sells in small amounts to customers
Promotion (n)	communication between buyer and seller
Satisfy (v)	Please
Charge (v)	set at a price
Price with the market (v)	charge an average price
Persuade (v)	Convince
Take place (v)	occur, happen
Personal (adj)	private, relating to an individual

Практика

V.Приведите в соответствие термины и их перевод.

target market	рекламная кампания
marketing strategy	целевой рынок
pricing	Размещение
promotion	ценовой лидер
placement	рекламная кампания
advertising campaign	розничный торговец
retailer	Продвижение товара/ услуги
price leader	ценообразование

VI. Приведите в соответствие термины из левой колонки с их толкованием из правой колонки.

Channel of distribution	the combination of four P's
Charge	Please
Marketing mix	the path goods take when moving from manufacturer to customer
Option	Choice
Satisfy	set at a price
Wholesaler	one who sells in small amounts to customers
Retailer	Rival
Competitor	one who sells in large amounts to retailers

VII.  Напишите существительные, производные глаголов.

pete
2. Price
3. Place
4. Promote
5. Advertise
6. Determine
7. Facilitate
8. Develop

Nouns	Существительные
promotion	промоушн, продвижение товара или услуги
advertising	реклама (платная)
advertising campaign	рекламная кампания
publicity	реклама (бесплатная), паблисити
Verbs	Глаголы
satisfy	Удовлетворять
charge	назначать цену
price	устанавливать цену
determine	Определять
identify	выявлять, идентифицировать
distinguish	Различать
take place	иметь место, происходить
communicate	передавать информацию
persuade	Убеждать
transmit	Передавать
interrelate	соотносить(ся), взаимодействовать
Adjectives & Adverbs	Прилагательные и наречия
average	Средний
target	Целевой
satisfying, satisfactory	Удовлетворительный

VIII.  Сопоставьте каждое слово из левой колонки с его сино­нимом из правой колонки.

customer	Goal
objective	Good
occur	make easier
option	Consumer
product	take place
facilitate	Define
determine	Choice

IX. Выявите правильные и исправьте неправильные реплики.

1. Can't you reduce the price for our first order? — There are fewer goods available.

2. Where are you calling from? — This is Mr. Jones speaking.

3. Why is there no one on the premises now? — It is after office hours.

4. Could you quote the item number? — Yes, that's the quantity I want.

5. Would you prefer the latter? — Yes, the last suggestion is the best one.

6. We've got some more on order. — So you expect them to come in soon?

X. Выберите вариант, который лучше всего дополняет утвер­ждения:

1. The four main elements of marketing are known as:

A. buying, selling, market research, and storage

B. the four P's С the four M's

D. the marketing mix

2. The product element refers to:

A. the four P's

B. testing of a product to insure quality

C. the good or service that a company wants to sell

D. getting the product to the customer

3. Most companies price: A. beyond the market

B. below the market

C. with the market

D. above the market

4. Л common channel of distribution is:

A. wholesaler – retailer – manufacturer – customer

B. manufacturer – retailer – wholesaler – customer

C. retailer – manufacturer – wholesaler – customer

D. manufacturer – wholesaler – retailer – customer

5. The two major forms of promotion are:

A. personal selling and advertising

B. personal selling and newspapers С personal selling

D. radio and television.

XI. Выберите подходящее из выделенных слов и вставьте его в предложение.

1. identification/ identify

A. Market analysts_____the target market for a particular product.

B. When travelling, one must not forget taking his or her_______.

2. promotion/ promoted

A. Advertising agencies are concerned with the_______of a product.

B. Last week the boss__________me because of my efficient work.

3. competitor/ compete

A. In the marketplace, businesses___________with each other.

B. Sony is a major___________of General Electric.

4. determination/ determines

A. The combination of the four P's________the marketing mix.

B. An analyst makes an accurate____of the company's target markets.

XII. Ответьте на вопросы.

1. Do you enjoy shopping?

2. How often do you go shopping?

3. Do you shop in large supermarkets?

4. Who usually does the shopping in your family?

5. Do you think shopping services have improved?

6. What type of products do you buy in a supermarket?

7. How much do you spend weekly?

8. How much extra are you prepared to pay?

9. How did you hear of new products?

10. Do you spend about three hours shopping a week?

XIII. Переведите вступление к диалогу и сам диалог на рус­ский язык. Составьте по аналогии диалог из 5 вопросов и 5 ответов.

Price is all around us. You pay rent for your apartment, tuition for your education, and fee to your doctor. The price of an executive is salary, the price of a salesperson may be a commission, and the price of a worker is a wage. Sometimes you may negotiate the price for a good or service. Let us try to learn how to bargain in a correct and polite way.

A: We were wondering if you could offer us a discount?

B: Well, we could certainly discuss it.

A: What sort of discount were you thinking of?

B: We would be willing to offer you 2 per cent.

A: I'm afraid that's much lower that we're expecting.

B: Well, I'm sure you'll understand that's a reasonable offer.

A: Yes, but, considering our excellent relationships, I'm sure you could offer a bit more?

B: Perhaps we could consider 2.5 per cent?

A: We were thinking in terms of 5%.

B: I'm afraid that's far too high.

A: Well, perhaps we could say 3.5%?

B: I'm sorry, that's still too high.

A: I'm sure I don't have to point out what a valuable customer we are?

B: Certainly, we're very aware of ten. Maybe we could settle on 3 per cent?

A: That sounds fine.

B: Good. Let's leave it at that, shall we?

XIV. Переведите предложения на английский язык.

1. Маркетинг связан с движением товаров и услуг от произво­дителя к потребителю. 2. Цель маркетинга — удовлетворить кли­ента и выполнить задачи своей фирмы. 3. Четыре элемента — то­вар, цена, размещение и промоушн составляют основу маркетинга. 4. Выбор целевого рынка и маркетинговой стратегии важен на первом этапе. 5. Фирма может устанавливать цены на уровне, ниже и выше среднего уровня цен на рынке. 6. Обычный канал сбыта включает движение товара от производителя к оптовику, далее к розничному торговцу и, наконец, к потребителю. 7. Про­цесс передачи информации от продавца к покупателю называется промоушн. 8. Различают платную и бесплатную рекламу. 9. Оба составляющих маркетинга — покупатель и продавец — должны быть удовлетворены. 10. В ходе маркетинговых операций созда­ется прибыль.