Language practice and Speaking

Answer the following questions for general understanding

l. How does Philip Kotler define marketing?

2. What is marketing research used for?

3. What is the goal of marketing research?

4. When did marketing research begin as a «formal scientific discipline»?

5. What knowledge does marketing research require?

6. What are basic steps of marketing research?

7. According to the text, how can marketing research be viewed?

8. What are the sources of information of marketing researcher?

Read the following statements and find out what is not true about marketing research

a) Marketing as a formal scientific discipline has its roots in Greece and Rome.

b) Philip Kotler, a prominent economist, defined marketing research as «a social and managerial process».

c) Marketing research began in the early twentieth century.

d) Marketing research requires the knowledge of economists, operation researchers, pshychologists and statisticians.

e) The research must understand the location and product class of a certain market in order to understand it.

f) A person working in a marketing research department is a good forecaster.

Read the following words and word combinations and give definitions

a) marketing; b) promotional activities; c) couponing; d) tactical activity; e) strategic activity;

Read these sentences and translate them into Russian

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

b) Marketing research is used to assess the market's response to the firm's marketing inputs.

c) Coincident with this data explosion, the data delivery systems and the techniques used to analyze the data have become increasingly sophisticated.

d) Marketing research can be viewed as an operational or tactical activity and as a strategic activity

e) Forecasting the success or failure of new product introductions is very important.

Read the following words and word combinations and find equivalents in Russian for them

a) managerial process; b) promotional; c) activities; d) placement of in-store displays; e) multimedia advertising; f) durable and nondurable goods sectors g) product class.

Questions for the final discussion

l) Is it reasonable to use independent marketing research in small business?

2) What skills are of the most use for specialist in marketing?

3) How could marketing research be made less expensive?

Vocabulaty (часть 2)

Read and remember the words and word combinations given bellow

1. diverse – разнообразный

2. to be aware of – остерегаться чего-либо

3. channel structure – структура канала

4. establishment – установление, учреждение

5. to join – присоединяться

6. to ensure – обеспечивать

7. can be viewed as – могут быть рассмотрены, как...

8. interdependent – взаимозависимый

9. orchestrated network – слаженная сеть

10. legislator – законодатель

11. to develop – развивать

12. to digest – переваривать

Text B

Read and translate the text

CHANNELS OF MARKETING

Individual consumers and corporate /organizational buyers are aware that thousands of goods and services are available through a very large number of diverse channel outlets. What they may not be well aware of is the fact that the channel structure, or the set of institutions, agencies, and establishments through which the product must move to get to them, can be amazingly complex.

Usually, combinations of institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers. The same is true for the marketing of services.

Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption. From the outset, it should be recognized that not only do marketing channels satisfy demand by supplying goods and services at the right place, quantity, quality, and price, but they also stimulate demand through the promotional activities of the units (e.g., retailers, manufacturers' representatives, sales offices, and wholesalers) comprising them. Therefore, the channel should be viewed as an orchestrated network that creates value for the user or consumer through the generation of form, possession, time, and place utilities.

A major focus of marketing channel management is on delivery. It is only through distribution that public and private goods can be made available for consumption. Producers can organize their production capabilities in such a way that the products they have developed can, in fact, be seen, analyzed, debated, and. by a select few perhaps, digested. But the actual large-scale delivery of the products to the consuming public demands different types of efforts which create time, place, and possession utilities. In other words, consumers cannot obtain a finished product unless the product is transported to where they can gain access to it, stored until they are ready for it, and digested, exchanged for money or other goods or services so that they can gain possession of it.

In fact, the four types of utility (form, time, place, and possession) are inseparable: there can be no «complete» product without incorporating all four into any given object, idea, or service.

Language practice and Speaking

Answer the following questions for general understanding

l. What are individual consumers and corporate buyers aware of?

2. What combinations of institutions specializing in manufacturing, wholesaling, retailing usually do to maximize their profits?

3. What is the major focus of marketing channel management concentrated on?

4. What the verb «to digest» is used for in the text?

5. Why are the four types of utility inseparable?

Read the following statements and find out what is false

l. Channel structure could be very complex.

2. Many partners coordinate their efforts to make possible the delivery of goods.

3. Channels of marketing are of the most importance and effectiveness in health care delivery.

4. Marketing channels stimulate demand through the promotional activities of the units.

5. Public and private goods could be available for consumption only through distribution.

6. According to the author, legislators also use the channels of marketing to distribute their products - laws.

7. The only way to use marketing channel is to digest them.

Read the following words and word combinations and give definitions

a) channels of marketing; b) channel structure; c) channel outlets; d) channel arrangement; e) marketing channel management.

1 4. Use the following to write sentences on channels of marketing in the sphere which is of interest and importance to you

a) can be viewed as...; b) to be well aware of...;c) to make smth. possible; d) it should be recognized as...; e) a major focus of... is on....

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