2. Ответьте на вопросы:

1. What is marketing?

2. What does implementation of marketing concept begin and end with?

3. What does a market consist of?

4. Define the term a marketing mix.

5. Can a firm vary its marketing mix?

6. For what purpose may a firm vary its marketing mix?

7. Give an example when a firm changes its marketing mix.

8. List all the ingredients of the marketing mix.

9. What does a product ingredient include?

10. What means (средство) is used to boost low sales?

11. What do the major forms of a product promotion include?

12. What does developing a marketing strategy involve?

13. State the purpose for which market measurement and sales forecasting are used.

14. How are strategies monitored and evaluated?

3. Расскажите об элементах маркетинга, используя в качестве плана вопросы упражнения 2

4. Прочитайте диалоги и воспроизведите их в парах:

1. A: What position do you occupy in your firm, Mr. Black?

В: I've been the Head of the Personnel department since the foundation of the company.

A: That's a very responsible job, I must say. It's a well-known fact that the success of any company depends largely on its personnel and management.

В: You are absolutely right. It's a matter of great importance for us too as we are an advertizing company and pay much attention to public relations.

A: How do you choose suitable people?

В: As a rule we hire experienced and ambitious personnel with fluent English and good organizational and computer skills.

A: Do you sign individual agreements with your employees?

В: We do. The duties and responsibilities of each employee are defined in his agreement.

A: Is the activity of your Russian employees governed by Russian legislation?

В: On the whole it is but there are special arrangements with respect to their salaries and leaves.

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position должность, to occupy занимать, to pay attention to уделять внимание, public relations связь с общественностью, ambitious целеустремленный, computer skills навыки работы на компьютере, with respect to в отношении, legislation законодательство

2. On marketing

A: As far as I understand marketing is not a simple thing, is it?

B: You are right. We can speak of two meanings of marketing now: a traditional one, as a sales function, and a later one as "philosophy of business".

A: Moreover, the "philosophy of business" idea is developing too, isn't it?

B: It is. Before it meant mainly production and sales. Now it's a

marketing mix.

A: Ah, yes, the four “P”s – product, price, place and promotion. And all that comes into them.

B: Quite so. Study and research in many fields – before during and after production, market forecasts, active sales promotion efforts.

A: That means carrying out all kinds of studies and research.

B: And requires highly qualified staff, a lot of computers and a big budget.

A: Well, if you want profit you have to calculate it and work for it.

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meaning значение, sales function функция, обеспечивающая сбыт; marketing mix система маркетинговых мероприятий, study изучение, research исследование, sales promotion мероприятия по рекламе (продвижению) продукта, budget бюджет