Marketing strategies

1. Marketing people do not like to admit that they have anything to do with sales, but, obviously, the whole purpose of marketing is to create a situation in which a sale can be done. Buying, selling, market research, transporting, sto-rage, advertising- these are all parts of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company’s objectives.

2. Marketing can be divided into four main elements that are known as four P’s (E., Jerome Mc Carthy, Basic marketing); product, price, placement and promotion. Marketing strategies of determining product, price, placement and promotion are not planned in isolation. Marketing analysis often look at combination of these four factors. This combination of the four P’s is known to be the marketing mix.

3. In order to develop a successful marketing mix researchers first ask two important questions. Who is going to buy the product? What is the potential to sell this product? This product element of marketing refers to the goods or services that a company wants to sell.

4. Consumer durables are usually more expensive goods and they are seldom bought by consumers. Consumer durables are considered to be of more permanent nature than consumer goods. They include clothes, furniture, domestic appliances, and entertainment goods like radio, television, video and mechanical equipment.

5. Next, a company considers the price to charge for its product. There are three pricing options the company may take; above, with or below the prices that its competitions are charging. Most companies sell their goods or services for average prices established by major producers in the industry. The third element of the marketing process- placement-involves -getting the product to the customer. This takes place through the channels of distribution.

(Брюховец Н.А. Английский язык: менеджмент, маркетинг, таможенное дело.)

Пояснения к тексту:

promotion стимулирование сбыта

admit признавать

storage хранение

refer относится

durables долгосрочные товары

6. Прочитайте 5-й абзац текста и письменно ответьте на следующий вопрос: What do companies usually do?

7. Напишите аннотацию к тексту. (Смотрите образец выполнения в приложении.)

Вариант 2

1. Перепишите следующие предложения, подчеркните в каждом из них глагол-сказуемое, обращая внимание на особенности перевода пассивных конструкций. Предложения переведите.

1) Your ideas will be sent to the competition.

2) The marketing policy was improved.

3) A barter as a direct exchange of goods has been used.

4) Money is being used for buying or selling goods.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода объектных и субъектных инфинитивных и причастных оборотов.

1) I saw her writing out some figures from her record.

2) The bank is known to lend a lot of money to people.

3) I want you to work in a large marketing company.

4) Money was likely to be the subject of exchange since early time.

5) He seems to know everything about marketing.

3. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на особенности перевода зависимого и независимого причастных оборотов.

1) Having opened the door she heard them speaking about payment of the debt.

2) The credit being received, we got a new flat.

3) The shops being closed, we could not buy the book.

4) She was sitting at the table, her eyes filled with tears.

5) The weather being fine, they went to the open air meeting.

4. Перепишите следующие предложения. Переведите их, обращая внимание на особенности перевода условных предложений.

1) If you want to be a good marketer, you’ll study a lot of subjects.

2) She would explain a value of the goods if she had free time.

3) If he had lent us some money, we would have bought a new flat.

5. Прочитайте и письменно переведите следующий текст.