VIII. Fill in the blanks from the words below. Translate the sen­tences into Ukrainian.

forecast, v. (2); performance (2); evaluate (2); environment (3); perception; predict (2); rate (2).

1. Past ____________ of the company is typically measured in financial terms, such as sales and profits.

2. A SWOT analysis explicitly states a firm's mission and objec­tives and scans the external ____________ to identify opportunities and threats facing the organization.

3) Insurance companies offering cover against motor accidents will not be pleased to hear that the Meteorogical office ____________ a severe winter.

4) Marketing strategies of the company must be ____________ against the company's objectives.

5) A firm's strengths and weaknesses can be identified and analyzed by studying ____________ trends, resources, and capabilities.

6) One of the problems faced by the manager is that in choosing

between alternatives he has to ____________ the reaction of the subordinates to the decision.

7) The company's marketing information specialists will use complex techniques to measure and ____________ demand.

8) Growth potential may depend on the growth ____________ of certain age, income and nationality groups that use the product.

9. A mission provides a lens through which the external ____________ can be viewed.

10) Control consists of measuring and ____________ the results of mar­keting plans and activities.

11) If market specialists ____________ correctly, their business will sur­vive and prosper.

12) Ford dealers usually negotiate the price with each customer to bring it into line with the buyer's ____________ of the car's value.

13) Growth also may be related to larger developments in the ____________ such as economic conditions, the crime , and lifestyle changes.

IX. Synonyms and antonyms. Complete the following table:

Word	Synonym	Antonym
attractive (Adjective)
complex (Adjective)
profit (Noun)
focus (Verb)
demand (Noun)
select (Verb)
agree (Verb)
locate (Verb)
control (Verb)
Word	Synonym	Antonym
dynamic Adjective)
plan (Verb)
information (Noun)
public (Adjective)
distinguish (Verb)

X. Join the halves.

On the left of the page there are the first halves of sentences. On the right there are second halves of the sentences, though not in the same or­der. Pair the halves and then write your own list of the completed sen­tences.

1. Companies know that they can­not satisfy all consumers in a given market — ...	a) should approve of a long-term rise in oil prices.
2. Each company must divide up the total market, choose the best segments, ...	b) at least not all consumers in the same way.
3. This process involves the fol­lowing steps: analysis of consumers and forecasting ...	c) is cheated and then the goods can be unloaded to the market.
4. Oil company executives ...	d) design strategies for profitability serving chosen segments better than its competitors do.
5. A publisher specializing in text­ books for school ...	e) would be grateful to learn that the school leaving age is going to be raised.
6. A business can only survive if it ...	f) market segmentation, mar­ket targeting, and market positioning.
7. By means of massive advertising campaigns demand ...	g) have to be taken into account if large stocks are not to be left unsold.
8. The marketing concept offers the interpretation that consumers' tas­tes and requirements ...	h) is able to anticipate the needs of consumers.