94698

Marketing. Grammar Exercises

Конспект урока

Иностранные языки, филология и лингвистика

The price of sugar is going up 10 during the next year. What’s your opinion Sally Well we are not the price leaders in the field and jam is a very price sensitive item. Sally What do you mean Don Well because of the price rise in sugar we know that the price of jam will go up too.

Английский

2015-09-15

83 KB

0 чел.

3

Lesson 10

MARKETING

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what people will want. And through advertising he attempts to influence the customer to buy.

Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

Active Vocabulary

producer

производитель

consumer, user

потребитель

distribution

сбыт, распределение

marketing

продажа, сбыт, маркетинг

transporting

транспортировка

storing

складирование, хранение

storage

хранение, хранилище, склад

product planning

разработка новых продуктов

pricing

калькуляции цен

promotion

содействие в продаже товара, например, с помощью рекламы

traffic

торговля

market research

изучение рынка сбыта

trend

тенденция, общее направление

to predict

предсказывать

to influence

влиять

Comprehension Questions

  1.  What does marketing mean?
  2.  What activities does marketing consist of?
  3.  What do marketing operations include?
  4.  Why is it so important for a producer to predict trends?
  5.  How was mass consumption possible in the USA?

Vocabulary Practice

Choose the necessary word and put it in the sentence.

1. One of the aims of market research is to indicate new ... among people.

  1.  predict

2. Advertising must ... the consumer and make him buy the goods produced.

  1.  influence

3. Often marketing is called ... .

  1.  promote

4. In order to sell a new product, a producer has to consider how to ... it.

  1.  marketing

5. The goods of this company are not sold very well, they must think about ... .

  1.  trends

6. Sometimes it is difficult to influence a ... through advertising.

  1.  distribution

7. If you want to produce something new, you should start with ... .

  1.  market research

8. A producer wants to... new trends and then tries to influence them.

  1.  product planning

9. ... includes product development and pricing among other things.

  1.  consumer

Dialogue

Sally and Don work in the Marketing Department of a company that makes different meal products.

Don

Hey, Sally, look at these figures. The price of sugar is going up 10% during the next year.

Sally

Oh, that's bad. That means trouble for our jam line.

Don

I think so too. Sugar is the main ingredient, you know. What's your opinion?

Sally

Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren't particularly brand loyal about jam.

Don

I have a brilliant idea. You know, this could be a great marketing opportunity for us.

Sally

What do you mean?

Don

Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won't it?

Sally

Right.

Don

Imagine we find the possibility of changing the ingredients in the jam so that we wouldn't have to raise the price.

Sally

Then we wouldn't trouble about the price rise on sugar because we'll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have!

Don

Sure. If we do it right we'll sell more and become the leader in the market.

Sally

Now the first thing is to talk to Research and Development.

Don

Right and we'll see when they'll have some samples of new formulas ready.

Sally

What about market research? I think we should schedule some tests for responses to the R & D samples

Don

Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great.

Sally

Oh, Don, let's hope for the best. If we don't lose the chance, the competitors' products will stay on the supermarket shelves

Don

Oh, it's time for lunch. Let's discuss our business in cafeteria.

Sally

Oh, sure, we've got a lot to discuss – distribution, advertising...

Active Vocabulary

to go up

расти (о цене)

to raise the price

поднимать цену

price leader

производитель, устанавливающий самую низкую цену на определенный товар

price sensitive item

товар, уровень продажи которого очень зависит от цены

to be brand loyal about

отдавать предпочтение определённой торговой марке

promotional campaign

рекламная кaмпания

to market

продавать

to schedule

разрабатывать план

packaging

упаковка

competitor

конкурент

Vocabulary Practice

Choose the necessary word and put it in the sentence.

  1.  If the price on this product ..., nobody will buy it.
  1.  go up
  1.  They should ... some tests and pass the results to R & D.
  1.  schedule
  1.  This company is the ... in this field, they can sell this product at the lowest price.
  1.  packaging
  1.  Customers do care about the price on this product, it is a very ... .
  1.  competitor
  1.  ... influences the desire of a customer to buy.
  1.  price leader
  1.  Our … has become the price leader in selling computer programmes.
  1.  price sensitive item

Exercise 1. Answer the questions.

  1.  Who is the price leader in your business?
    1.  How can you become a price leader? What should you do for this?
    2.  How should one start a promotional campaign?
    3.  Why is it dangerous to produce price sensitive goods?
    4.  Why is it important to have competitors in business?
    5.  What should you do to leave your competitors behind?
    6.  What knowledge must you have to be good at marketing?

Grammar Exercises

Exercise 1. Transform the sentences of real condition into the sentences of unreal condition.

Mоdel: If we promote this right, we will (we'll) get more sales.

a) If we promoted this right, we would get more sales.

b) If we had promoted this right, we would have got more sales.

  1.  If we are careful we will leave behind our competitors.
  2.  If we phone R & D, we will get the necessary information.
  3.  If we change the ingredients, we will be ready for the price rise.
  4.  If the price of jam goes up, the increase will pass on the consumer.
  5.  If they work hard, they won't lose any customers.
  6.  If we schedule the product development in time we will be ready for the change of the demand.
  7.  If we don't lose the chance, the competitors' products will stay on the supermarket shelves.

Exercise2. Make transformations according to the model.

Model: Consumers wish prices would go down.

Consumers hope that prices will go down.

I wish I could work harder.

I hope I can work harder.

  1.  The head of the department wishes that competition would lessen.
  2.  The Market Research Department wishes the test results would be ready soon.
  3.  The Manager wishes that sales would improve.
  4.  We wish all the departments could fulfill their tasks.
  5.  Sally wishes that the Packaging Department could hurry up.

Translate into English.

  1.  Маркетинг включает в себя действия, связанные с движением товара от производителя к потребителю.
  2.  Маркетинг включает в себя транспортировку, хранение, рекламу, калькуляцию цен, продажу.
  3.  Изучение рынка помогает предсказывать общие направления спроса.
  4.  Реклама оказывает сильное влияние на покупателя.
  5.  Мы не можем устанавливать самую низкую цену на этот товар.
  6.  Мы должны разработать план производства новых продуктов.
  7.  Этот товар очень реагирует на изменение цены.


 

А также другие работы, которые могут Вас заинтересовать

14185. Пути и методы снижения рисков в предпринимательской деятельности на примере транспортного предприятия 957 KB
  Реферат Объём пояснительной записки 104 стр. рис.30 табл.34 источников 42. Тема: Пути и методы снижения рисков в предпринимательской деятельности на примере ТПЧУП СифудСеврис Ключевые слова: риск управление рисками минимизация рисков финан
14186. Пути повышения экономической эффективности производства овощеводческой продукции в СПК «Тепличный» 377.5 KB
  66 Дипломная работа Пути повышения экономической эффективности производства овощеводческой продукции в СПК Тепличный г. Волгограда Содержание Введение 1.Теоретические основы повышения эффективности производства овощеводческой продукции ...
14187. Развитие малого и среднего бизнеса Ямало-Ненецком автономном округе на 2008 – 2010 192.5 KB
  СОДЕРЖАНИЕ Введение Глава 1. Деятельность органов государственной власти и местного самоуправления по поддержке малого и среднего предпринимательства на территории ЯмалоНенецкого автономного округа 1.1 Система поддержки и регулиро
14188. Разработка рекламного буклета книжного издательства Удмуртия 201 KB
  ВЫПУСКНАЯ КВАЛИФИКАЦИОННАЯ РАБОТА на тему: Разработка рекламного буклета издательства Удмуртия содержание введение БУКЛЕТ КАК ВИД РЕКЛАМНОГО ИЗДАНИЯ 1.1 Виды печатных рекламных изданий 1.2 Редакторская подготовка рекламных буклетов 1.3 Художественнот
14189. Совершенствование организации поддержки и развития малого предпринимательства Володарский район 585.5 KB
  Дипломная работа на тему: Совершенствование организации поддержки и развития малого предпринимательства в муниципальном районе на примере Володарского муниципального района РЕФЕРАТ Дипломная работа Совершенствование организации поддержки и развития малог
14190. Социальная работа с молодежью в деятельности молодежных общественных объединений 269 KB
  Реферат Дипломная работа содержит 74 с. 50 источников 2 таблицы 4 приложения Молодежь социальная работа с молодежью молодежные общественные организации деятельность молодежных общественных организаций проблемы молодежных общественных организаций волонтеры гр
14191. Социальная реклама благотворительных фондов и органов опеки и попечительства Воронежской области 1.55 MB
  СОЦИАЛЬНАЯ РЕКЛАМА БЛАГОТВОРИТЕЛЬНЫХ ФОНДОВ И ОРГАНОВ ОПЕКИ И ПОПЕЧИТЕЛЬСТВА ВОРОНЕЖСКОЙ ОБЛАСТИ 2006-2009 гг. Дипломная работа ОГЛАВЛЕНИЕ ВВЕДЕНИЕ ГЛАВА I. ТЕОРЕТИКО-МЕТОДОЛОГИЧЕСКИЕ ОСНОВЫ СОЦИАЛЬНОЙ РЕКЛАМЫ 1.1 Реклама в системе маркетинговых коммуникаций...
14192. Стратегический анализ внутренней и внешней среды. ОАО Ростех - оргтехника 681.5 KB
  Ремонтируя и обслуживая оргтехнику и электротехнику, гарантируем качество выполняемых нами услуг. При работе используем только качественные материалы и запасные части