- •Л. В. Бедрицкая английский для экономистов
- •Imply, convey, standpoint, overall, range, scarce, free, available, utility, rate, output, environment, artifact, discretion
- •Let’s read and talk
- •The economic system
- •Macro environment
- •The Interdependence of Society and Organizations
- •Types and forms of business organization
- •Why are companies referred to as ltd., inc., gmbh, or s.A.?
- •The field of international business
- •Art or science?
- •Principles of the management
- •Scientific management
- •Management by objectives
- •Management as a profession
- •Knowing yourself
- •Recruiting
- •Employee motivation
- •Case analysis
- •Problem solving
- •Meetings
- •During the meeting:
- •Ex.19. Translate the following text into Russian in written form. Managerial grid
- •Evolution of marketig
- •What is marketing?
- •The uniqueness of service
- •Branding
- •International marketing
- •Alternatives for international operations
- •Designing an international marketing program
- •Advertising in early western history
- •Advertising
- •Does advertising make us too materialistic?
- •Consumer behaviour from the advertising perspective
- •Public relations
- •The functions of money
- •Current measures of money
- •The world’s major currencies
- •Organizational structure of the federal reserve system
- •International banking
- •The regulation of international banking
- •Bretton woods
- •Career opportunities in banking
- •Money Laundering
- •Your Vocabulary Finance - management of money
- •Interest Rate
- •What is finance?
- •Capital
- •1. The funds the capital of a business consists of;
- •Inflation
- •Exchange rate
- •Taxation
- •Careers in finance
- •Insurance Companies
- •Accounting and auditing Your vocabulary
- •History of accounting
- •What is accounting?
- •Business documents
- •Main Street Store, Inc.
- •Financial accounting
- •Managerial accounting
- •The account
- •Types of account
- •Users of accounting information
- •The accounting profession
- •Ethical behaviour of accountants
- •Auditing
- •Types of audit
- •Techniques to begin your story
- •Techniques to end your story
- •Useful Vocabulary
Evolution of marketig
The evolution of marketing is the evolution of the exchange process. Unless two or more individuals or organizations have something to exchange, there is no need for marketing. The desire to exchange occurs only when someone produces more than he/she can consume (a surplus). This surplus is exchanged for surplus someone else produced. Possibly the first marketing transaction took place when one cave-dweller, who enjoyed making arrows but did not like to hunt, persuaded a fellow cave-dweller, who liked to hunt but did not enjoy making arrows, to accept some arrows in exchange for some animal skins and meat. Since that primitive time, marketing has become very sophisticated indeed.
The Egyptians, Phoenicians, Greeks, and Romans all had well-developed trade systems. The Old Testament contains many references to such marketing topics as money, wealth, credit, products, international trade, government regulation, middlemen, taxation, poverty, welfare, pricing, trade fairs, and business ethics.
During the Middle Ages trade declined. However, it picked up again during the Age of Discovery (roughly 1400-1760 A.D.) as merchants sought to extend their reach over much of the world. As you no doubt recall, Columbus made his first voyage to America in an effort to find a more direct trade route to Asia and the Far East.
In the late 1700s the Industrial Revolution began, and as it continued, marketing grew in importance. This latter-day development can be divided into three periods—the production era, the sales era, and the marketing era.
1.Why is marketing considered to be the evolution of the exchange process?
2.What do you know about the marketing topics mentioned in paragraph 2 of the text?
3. Explain in what the production era differs from the sales era and the marketing era.
T E X T 2
Read the text. What is it about? Give the title to the text. Defend your variant.
Marketing is closely related to economics, the social science concerned with the production, distribution, and consumption of useful goods and services. In traditional economic thought economic activity creates utilities of form, place, time, and possession. To marketers the form created is the product; place and time refer to having the product available where and when it is needed; and possession relates to ownership or transfer of title. Marketing is a part of the broad field of economics and helps to create these four all-important utilities.
Marketing is also related to other social sciences. It draws freely from sociology, the scientific analysis of social institutions as a functioning whole and as they relate to the rest of society. Marketing studies people in a social context, as members of different groups. Advertisers, for example, aim their appeals at particular market segments, such as the youth market, the urban market, the black market, or the farm market. Sociology helps us understand the differences not only between our society and those of other nations but also between various subcultures within our own country.
Psychology is the study of the mental, attitudinal, motivational, or behavioral characteristics of an individual or a group of individuals. Marketing practitioners find knowledge of psychology helpful in formulating advertising and sales campaigns. How do people think? What motivates them to buy? How can we change their buying habits? What price will have the strongest appeal? Psychological research has become a major tool of marketing analysts.
1. How does the study of marketing relate to economics? Sociology? Psychology?
T E X T 3