Marketing strategy nowadays

1.After his management course at Smallcrown Liverpool Ltd, Alexander Kuznetsov realized the important role of marketing in a commercial company’s activity and the necessity of having a marketing department in the structure of any enterprise. Having had a preliminary discussion with a marketing agency specialist, he decided to make up a report for Smallcrown- St. Petersburg Ltd. Management. He titled his report «Marketing Strategy nowadays». Some fragments of the report are given below.

2. Originally marketing was meant to help to avoid overproduction. Now marketing is considered to be a system of all business activities of any company in respect of coordinating supply and demand for the goods produced.

3. Before producing and selling the goods, one must do a lot of market research. Useful information for the purpose can be obtained from embassies, consulates and foreign trade representatives, from trade magazines or from specia-lized consultant agencies, which will do professional market research job for a certain fee.

4. The information needed is whether there is any demand for your goods, what is the market potential, what sort of competition is to be met (that is what price of the goods, including those produced locally is considered to be competitive) what domestic preferences, local trading customs and seasonal factors should be taken into account.

5. Actually, marketing covers not only market research, but also planning the assortment of goods, price policy, advertising and promotion of sales, controlling the sales and post sales servicing. So nowadays general marketing stra-tegy includes such essential elements: as planning, market research, new product development, sales, communications and advertising.

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

Пояснения к тексту:

market research изучение конъюнктуры рынка

at Smallcrown название фирмы «Смолкраун»

market potential емкость рынка

promotion of sales мероприятия по содействию сбыта

post sales servicing гарантийное обслуживание

communications зд. организация контактов с потребителями

embassy посольство

consulate консульство

trade representative торговый представитель

for certain fee за определенную плату

preference предпочтение

8. Прочтите 5-й абзац текста и письменно ответьте на следующий вопрос: What does marketing strategy usuallyinclude?

Вариант 2

1. Перепишите следующие предложения. Определите по грамматическим признакам, какой частью речи являются слова, оформленные окончанием -s (-es), и какую функцию это окончание выполняет, т.е. служит ли оно:

а) показателем 3-го лица единственного числа глагола в Present Indefinite;

б) признаком множественного числа имени существительного;

в) показателем притяжательного падежа имени существительного (см. образец выполнения 1).

Переведите предложения на русский язык:

1) The choice of media for marketing and advertising depends on the kinds of goods.

2) There are special departments and agencies dealing with advertising.

3) A success of sales depends on local conditions and people’s habits.

2. Перепишите следующие предложения и переведите их, обращая внимание на особенности перевода на русский язык определений, выраженных именем существительным.

1) Market research is concerned with product choice study.

2) We must study public opinion polls.

3) Laurence’s patterns are very interesting for our fashion market.

3. Перепишите следующие предложения, содержащие разные формы сравнения и переведитеих на русский язык.

1) That text is more interesting than this one.

2) What are the most important means of any marketing research?

3) This story is longer but less interesting.

4. Перепишите предложения, подчеркните в каждом глагол-сказуемое и определите его видовременную форму и залог. Переведите предложения на русский язык. В разделе (б) обратите внимание на особенности перевода пассивных конструкций.

a) 1) Special leaflets will help the customers to learn about new products.

2) Chinese representatives are waiting for you in the hall.

3) Our technical manager has just come from the airport.

b) 1) Marketing is closely connected with economy and market.

2) The product was sailed off.

3) Computers have been used to develop data bases for marketing.

5. Перепишите следующие предложения, подчеркните в каждом из них модальный глагол или его эквивалент. Переведите предложения на русский язык.

1) Different kinds of mass media may be used for advertising.

2) The problems are to be discussed at the meeting.

3) She has to listen to different opinions how to persuade potential buyers.

4) Our manager will be able to increase our income.

6. Перепишите следующие предложения, подчеркните Participle I и Participle II и установите функции каждого из них, т.е. укажите, является ли оно определением, обстоятельством или частью глагола-сказуемого. Переведите предложения на русский язык.

1) He is reading a new text about marketing in the USA.

2) Speaking about market research, he made some mistakes.

3) New brands produced at our plant are very popular among young people.

4) Advertising is widely used in everyday life.

7. Прочтите и устно переведите текст. Перепишите и письменно переведите 1, 2, 3, 5 абзацы.

1. Planning. While speaking of marketing planning, one should think first of all of the so called controllable and uncontrollable factors are the following: product, place, and promotion; the uncontrollable ones- environmental factors. Both these types are very important when one starts analyzing the market situation.

2. Research. Market research is concerned first of al with product choice study and study of competitors’ interests and their claims. The most popular methods of conducting marketing research are observation, survey, experiment and public opinion polls through different channels.

3. Production. Attitudinal research should affect the product to be produced, so production is inevitably based on marketing intelligence study. Marketing investigates stages before, during and after production and also the stage following sales.

4. Sales. Sales are always involved with customers’ service of all kinds. Markets for consumer products are segmented on the basis of demographic data research.

5. Communications and advertising. The communications mix comprises advertising, public relations, direct mail and special events such as product shows, conferences and exhibitions. Advertising is important means of promoting the goods that have been produced already, as well as new lines in business. Nowadays there are special departments and agencies dealing with advertising. Different kinds of mass media- TV, radio, newspapers, cinema, magazines, and posters - are used for advertising aims. Special leaflets, booklets and other printed matter with the information about goods may be published for the same purpose. The choice of media for advertising depends on the kind of goods and on the local conditions and people’s habits. (Брюховец Н.А. Английский язык: менеджмент, маркетинг, таможенное дело.)

Пояснения к тексту:

competitors’ interest and claims интерес и претензии покупателей

attitudinal research исследование мнений

marketing intelligence study изучение информации о рынке

consumer product потребительские товары

communications mix организация контактов

printed matters печатные материалы

8. Прочтите 4-й абзац текста и письменно ответьте на следующий вопрос: What is involved with customers’ service?

Вариант 3

1. Перепишите следующие предложения. Определите по грамматическим признакам, какой частью речи являются слова, оформленные окончанием -s (-es), и какую функцию это окончание выполняет, т.е. служит ли оно:

а) показателем 3-го лица единственного числа глагола в Present Indefinite;

б) признаком множественного числа имени существительного;

в) показателем притяжательного падежа имени существительного (см. образец выполнения 1).

Переведите предложения на русский язык:

1) Our firm advertises these post-cards and receives many applications.

2) Marketing manager’s plans are to put Smallcrown back on its feet.

3) He asked a lot of questions about each interview.

2. Перепишите следующие предложения и переведите их, обращая внимание на особенности перевода на русский язык определений, выраженных именем существительным.

1) Williams forms a selection board to conduct an interview.

2) Some new men occupy key positions within the company.

3) We must follow the marketing requirement.

3. Перепишите следующие предложения, содержащие разные формы сравнения и переведите их на русский язык.

1) The higher the salary, the better you work.

2) He is the best specialist in our firm.

3) We can find better ways to put our firm on its feet.

4. Перепишите предложения, подчеркните в каждом глагол-сказуемое и определите его видовременную форму и залог. Переведите предложения на русский язык. В разделе (б) обратите внимание на особенности перевода пассивных конструкций.

a) 1) I hope you will take this position sooner or later.

2) They did not read what had happened to the top marketing manager.

3) Everything depends on the value of the candidate’s previous experience.

b) 1) A lot of money has been spent.

2) He was involved in a selection board.

3) A new applicant had been asked about.

5. Перепишите следующие предложения, подчеркните в каждом из них модальный глагол или его эквивалент. Переведите предложения на русский язык.

1) Everyone should attend a conference.

2) We may receive many applicants and choose the best of them.

3) He must pay a great attention to the particular areas of each interview.

4) You have to think about the salary which you will be offered.

6. Перепишите следующие предложения, подчеркните Participle I и Participle II и установите функции каждого из них, т.е. укажите, является ли оно определением, обстоятельством или частью глагола-сказуемого. Переведите предложения на русский язык.

1) Occupying key positions, they must know a lot about new marketing po-licy.

2) He was asked to come into the waiting room.

3) You may introduce a new marketing policy designed by Williams.

4) A candidate being interviewed was my friend.

7. Прочтите и устно переведите текст. Перепишите и письменно переведите 1, 2, 3-й абзацы.