I. Answer the questions:

1. What is marketing management?

2. What is the Product Life Cycle and why it is considered one of the key concepts in marketing?

3. What is the strategic phase in a marketing process?

4. What is the tactical phase a marketing process?

WORDS TO REMEMBER

marketing concept	концепция маркетинга
market research	изучение конъюнктуры, возможностей рынка
market strategy	рыночная стратегия
target marketing	целевой маркетинг (разграниче­ние сегментов рынка, выбор одно­го или нескольких из этих сегмен­тов и разработка товаров и ком­плексов маркетинга в расчете на каждый из отобранных сегмен­тов)
questionnaire	вопросник, анкета, опросный лист
product offering	предложение товара на рынке
product strategy	стратегия в отношении продукта
marketing manager	менеджер по маркетингу, заведую­щий отделом сбыта
product line	предметно-производственная специализация
marketing mix	тактика и методы маркетинга
heavy user	крупный потребитель
marketing decision	решение о выборе рынков сбыта
salesmanship	умение продавать, торговать
promotional activities	мероприятия по продвижению товара, деятельность по органи­зации спроса и сбыта
direct mail	метод маркетинга, при котором компании рассылают образцы своей продукции потенциаль­ным заказчикам
pricing policy	политика цен
volume of trade	объем торговли
feasible	вероятный, возможный
wholesaler	оптовик, оптовый торговец
retailer	розничный торговец
traffic flow	торговля, поток покупателей
standards of performance	стандарты работы
quarterly	раз в квартал, раз в три месяца
competitive price	конкурентная цена, конкурентоспособная цена

TEXT B.

WHAT IS MARKETING?

Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. These activities include market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc.

Marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), pricing your products and services, and promoting them through continued adver­tising, promotions, public relations and sales. One of the greatest needs of managers of business is to understand and develop marketing pro­grams for their products and services. Business success is based on the ability to satisfy customers. Modern marketing programs are built around the "marketing concept," which directs managers to focus their efforts on identifying and satisfying customer needs - at a profit.

Marketing results can be improved through a better understanding of customers. This approach usually is referred to as the marketing con­cept. Marketing is a very complex subject; it deals with all the steps be­tween determining customer needs and supplying them at a profit.

Any marketing program has a better chance of being productive if it is timed, designed and written to solve a problem for potential custom­ers and is carried out in a way that the customer understands and trusts.