II. Read and translate the text: marketing

Marketing is an activity that includes different kinds of business dealings connected with the movement of goods and services from producer to consumer. It surrounds our everyday life.

Marketing is a very complex process. It includes such activities as product planning, storage, buying, pricing, promotion, selling, traffic, distribution of ideas and research.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

According to Peter Drucker: "Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer."

The aim of marketing is to know and understand the customers so well that the product or service fits him and sells itself.

The ability to know some new wants and demands of customers, to recognize new trends and developments is very important in marketing. Those who produce must know what goods and services, where, for what prices, why, for what purpose their customers would like to buy. Marketing research in this respect helps producers very much.

The ABC of marketing is the so-called Marketing Mix. It includes the Four Ps: product, price, place and promotion.

Place means the location of certain goods and services as well as distribution of them. Promotion includes all kinds of communication in marketing, say, advertising, sales, direct mail, free additions, testers, fairs and shows to advertise new products and services, telemarketing with telephone sales, newspaper ads, etc. Promotion is considered to be, perhaps, the most complex element in the Four P's, because different groups and sections of people have different likings and dislikings.

The third element in Marketing Mix is Product (Service). It is often connected with research and development of a new product or service, testing it to know for quality, searching the potential markets and, after all, introduction to the market.

Each product has its own '"product life cycle". These cycles are different for different products, however, there are 4 stages of "life cycle" for each product. They are: introduction, growth, maturity and decline.

It should be noted that Product is the most controllable of the four elements of marketing Mix.

The most changeable element of all the four is Price. The definition of price is exchange of something of value for something else. It is as simple as that. And it is very important for customers. As prices rise we can buy fewer things or only things of lesser quality. On the contrary, as prices fall customers can buy more things or things of better quality.

III. Retell the text according to the following questions:

l. What is marketing? 2.What does it include? 3.What is the aim of marketing? 4.What is very important in marketing? 5.What elements does Marketing Mix include? 6.What does place in the Four P's mean? 7.What does promotion include? 8.What is the third element in Marketing Mix connected with? 9.What are four stages of "product life cycle"? 10. What is the most changeable element of all the four?

3. Learn the following groups of:

1. synonyms:

Price - cost, need - want - demand, to obtain - to get - to receive, dif­ferent - various, to keep in mind - to remember, salary - wage, expenditure - outlays, to connect - to link, research - investigation, customer - buyer.

2. antonyms:

Producer - consumer, buying - selling, likings - dislikings, complex -simple, include - exclude, rise - fall, expenditure - income, decline -prosperity, well-being.

3. Use the Present Indefinite, Continuous or Perfect Tenses and translate:

1. John and his children (to hear) of his problem this week. 2. Every day .our students (to have) their dinner at the University's canteen. 3. Now our friends (to take part) in the work of United Nations World Trade and Development Conference. 4. She already (to translate) the article "Advertising of goods" from the journal "Single Market News". 5. Vadim Varenco (to be) one of those who (to be) (to recognize) a new marketing trade. 6. ... Kitty already (to rewrite) the price-list? 7. Mike always (to criticize) our plans, but (to do) nothing to improve them. 8. While prices (to fall) the number of buyers (to increase). 9. Ann (to enter) the University straight after finishing school. Now he (to be) the 2n year student. 10. Mary (to work) never in the field of social statistics. 11. One of my friend (study) at liberal arts courses. Me (to want) to work in an advertising agency in Ukraine. 12. It goes without saying, only the boss of a firm (to approve) the advertising program. 13. What ... he (to do) now? He (to write) an advertisement.