Perform, middlemen, exist, set of, items

Some people think of … too narrowly as “selling and …”. On the oth-

er hand, one author … marketing as the “creation and … of a standard

of living”. That definition is too ….An important difference … the two

definitions may be less …. The first definition is a micro-level definition.

It … activities performed by an individual organization. The second is

a macro-level definition. It focuses on the economic … of a whole so-

ciety.

Which view is correct? Is marketing a … activities done by individual

firms or organizations? Or is it a … process? We see that a producer of

tennis rackets has … many customer-oriented activities besides just …

rackets. The same is true for an insurance …, an art museum, or a fam-

ily-service agency. This … the idea of marketing as a set of … done by

individual organizations. On the other hand, people can’t live on tennis

rackets and art museums alone! In … economies, it takes thousands of

goods and services to satisfy the many … of society. For example, a typi-

cal Wal-Mart store carries 75,000 different …. A society needs some sort

of … to organize the efforts of all the producers and … needed to satisfy

the varied needs of all its citizens. So marketing is also an important

social process. The answer to our … is that marketing is both a set of ac-

tivities performed by organizations and a social process. In other words,

marketing … at both the micro and macro levels. Therefore, we will use

two … of marketing – one for micro-marketing and another for macro-

marketing. … looks at customers and the organizations that serve them.

… takes a broad view of our whole production-distribution system.

10.* Paraphrase the italicized words.

Most modern economies have advanced well beyond the five-family

village, but the same ideas still apply. The main purpose of market inter-

mediaries is to make exchange easier and allow greater time for produc-

tion, consumption, and other activities – including leisure. Although it

is tempting to conclude that more effective macro-marketing systems are

the result of greater economic development, just the opposite is true. An

effective macro-marketing system is necessary for economic develop-

ment. Improved marketing is often the key to growth in less-developed

nations. Without an effective macro-marketing system, many people in

less-developed nations are not able to leave their subsistence way of life.

They can’t produce for the market because there are no buyers. And

there are no buyers because everyone else is producing for their own

needs. As a result, distribution systems and intermediaries do not devel-

op. Breaking this “ vicious circle of poverty” may require major changes

in the inefficient micro- and macro-marketing systems that are typical

in less-developed nations. At the least, more market-oriented middle-

men are needed to move surplus output to markets – including foreign

markets where there is more demand. You can see how this works, and

why links between the macro-marketing systems of different countries

are so important, by considering the differences in markets that are typi-

cal at different stages of economic development.

11. Match the halves.

1. Mass marketing is

a) is designed to offer variety to the mar-

ket and set the seller’s products apart from

competitor’s products.

2. Product differentiation is b) the act of dividing a market into distinct

groups of buyers.

3. Market segmentation is c) the decision to mass-produce and

mass-distribute one product and attempt

to attract all kinds of buyers.

4. Target marketing is d) the decision how many segments to

cover.

5. Market positioning is

e) the decision to identify the different

groups that make up a market and to de-

velop products for selected target markets

6. Market targeting is f) the decision whether to take a position

similar to that of some competitor or go

after a hole in the market.

12.* Read the passage carefully. There is a word in each line which

should not be there. Find it and cross it out.

By the 1950s consumers had a higher level of an income and a diver-

sity of a product offerings available to them. Businesses began to realize

that these sales and advertising could not sell a product if it was not that

what the consumer wanted. Thus it had became important to first find

out what the consumer wanted or needed and then to produce a prod-

uct to satisfy that need or want. This attitude led up to the development

of the marketing concept. Over the years of the marketing concept has

evolved into a philosophy aimed at the pursuing organizational goals by

identifying the their wants and their needs of the organization’s consum-

ers (the organization’s target markets) and to designing an integrated

product/service offering on to fill those wants and needs.

13. Complete the following sentences with:

a) many; much (more); few/a few (fewer); little/a little (less)

1. … evolve into a multinational organization, which means world-

wide marketing is planned and managed by the top offices of the com-

pany. 2. Companies move into international marketing for … reasons.

3. Packaging is not well developed because it would add … to the cost

of product. 4. If the manufacturer charges … in the foreign market than

in the home market this is called dumping. 5. Many foreign middlemen

use high markups even though this means … units. 6. Marketing affects

so … people in so … ways that it inevitably stirs controversy. 7. There are

too … different kinds of consumers with too … different kinds of needs.

8. The company has a policy of permanently low pricing. In fact, they

guarantee that all branded products will be at least 10% … than the rec-

ommended sale price. 9. The wholesale price of a given item is usually …

than the retail price. 10. There is … long-term planning in the US than

in Japan.

b) some/any or their derivatives

1. … capable of satisfying a need can be called a product. 2. Exchange

is the act of obtaining a desired object from … by offering … in return.

3. A market can grow up around a product, a service, or … else of the

kind. 4. Most people think of a marketing manager as … who finds

enough customers for the company’s current output. 5. Marketing ac-

tivities should be carried out under … philosophy. 6. Target markets are

the core of … marketing strategy. 7. A product is … a firm markets and

includes the actual product and all accompanying factors that satisfy the

customer’s needs. 8. A wholesale transaction can be defined as … nonre-

tail sale. 9. A brand is … combination of words or symbols that identifies

the goods or services of a specific producer and distinguishes them from

the products of other manufacturers. 10. The desire to exchange occurs

only when … produces more than he/she can consume (a surplus).

14. Fill in the gaps with a comparative or superlative form of words in

brackets.

1. Wholesale transactions are usually much (large) than retail trans-

actions. 2. The loyalty of consumers to specialty products allows for (ex-

clusive) distribution and (high) prices. 3. (obvious) channel leaders are

found in franchise organizations. 4. This company’s (important) mar-

ket segment is men aged from 18 to 30. 5. Sales are much (high) this

year because the company have spent a lot on marketing. 6. In the early

1950s, the supply of goods began to grow (fast) than the demand. 7. The

production concept is one of (old) philosophies guiding sellers. 8. Orga-

nizational purchasing decisions are (complex) and the buying process is

(formal). 9. Organizational markets usually have fewer and (large) buy-

ers who are geographically (concentrated). 10. The majority think that

a TV commercial is (good) advertising medium.

15. Complete the following sentences using the correct article.

1. Marketing revolves around … exchange process. 2. … evolution of

marketing is … evolution of … exchange process. 3. It is … responsibility of

those engaged in … marketing to discover … wants and needs of … con-

sumers and to stimulate and fulfil this demand. 4. Demand stimulation is

… key not only to … consumption but also to income and employment.

5. Without marketing … companies could not maintain … efficiencies of

production and distribution necessary to survive. 6. Product-related de-

cisions include … kinds of product to make, how to package it, and what

to call it. 7. Promotion decisions facilitate … exchange process by com-

municating with and persuading … target market to buy … product.

8. Marketing is closely related to … economics, … social science concer-

ned with … production, distribution, and consumption of useful goods

and services. 9. … controllable elements of … marketing environment

revolve around … corporate planning and organization. 10. … revenue or

sales forecast is … estimate of how much money … firm will receive from

… sales of its product during … specified period. 11. Dividing … market

into segments helps … company identify … opportunities available to it.

12. International marketing consists of … marketing across … national

boundaries.

16. Put the verbs in brackets into the correct infinitive form or -ing form.

Marketers perform two basic tasks in (to meet) their exchange ob-

jectives: first, they identify potential markets and select certain target

markets (to serve); then they design and implement marketing strategies

(to meet) these target market objectives. Marketing strategies, or action

plans for (to accomplish) objectives, then, are thought of in terms of

particular markets. Thus, (to identify) and (to select) target markets are

critical early tasks of marketing managers. In affluent economies there

are few completely homogeneous markets, that is, markets of people who

want identical products at identical prices and quantities. For instance,

think about a product as basic as drinking water. Most people in the

United States turn on the water faucet when they want a drink of water.

But a few people pay extra for a refrigerator accessory that provides water

and ice cubes without (to open) the door. And more and more people are

buying their favorite brand of drinking water in bottles from the super-

market shelf. Among a group of young people, all (to share) a common

need for housing, many rent apartment in cities, others insist on houses

in the suburbs, while one or two will scan the ads in a newspaper for a few

timbered acres in Maine where they can build their own log cabins. The

point is that most markets are segmented into different groups (to share)

preferences for a specific set of product characteristics.

17.* Render the following passage in Russian (10–12 sentences) focusing

on key vocabulary.

The primary condition for segmentation is the existence of real dif-

ferences in buying and consumption within the total market; otherwise,

the marketer will be wasting resources in creating separate marketing

mixes. Since market segmentation is often very expensive, it is also im-

portant that the segments are large enough to be served profitably. Mar-

ket segments must also be measurable. This means that although real

customer differences may exist, the marketer cannot segment the market

if individual factors that distinguish the segments cannot be identified.

For instance, perhaps the buyer’s moods may have a lot to do with her

purchases of such thing as cosmetics. But since moods change quickly, the

marketer cannot afford to measure individual buyer’s changing emotions

anyway. Therefore, segmenting by emotional states may be impractical.

Segments should also be accessible by the firm. For example, perhaps

the purchasers of a new after-shave lotion are likely to be more inno-

vative males. Finally, the firm must consider its competitors. A small

segment ignored competitors may be far more profitable than a large

segment everyone else is aggressively serving.

18.* Render the following passage in English (10–12 sentences) using

active vocabulary.

Рынок – крайне сложное явление общественной жизни, свя-

занное с регулированием производства и обменом материальными

и другими ценностями, результатами человеческого труда. По той

причине, что рынком называют сферу обмена, не следует путать

его c торговлей как таковой. Рынок – это особая экономическая

категория, а торговля – отрасль экономики. Рынок как система

купли-продажи может нормально функционировать при наличии

трех элементов: продавца, покупателя, предмета сделки.

Все происходящие в обществе экономические совершаются

в рамках трех основных функций, присущих рынку и рыночной

экономике:

1) интегрирующей. Ее суть заключается в установлении и обес-

печении взаимосвязи между партнерами на рынке; производите-

лями и потребителями, продавцами и покупателями, владельцами

свободных денежных средств и лицами, нуждающимися в креди-

те, работниками и работодателями.

2) оценочной. Она состоит в оценке результатов труда товаро-

производителей в определении уровня общественно необходимых

затрат труда.

3) организующей и регулирующей. В этой функции рынок вы-

ступает как инструмент, обеспечивающий рациональное построе-

ние и гармоничное функционирование экономической системы.

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