Forces Affecting Modern Marketing
1. An important influence in marketing theory is the continuous and rapid change in consumer interests and desires. Consumers today are more sophisticated than those of past generations. They attend school for much longer; they are exposed to newspapers, magazines, movies, radio, television, and travel; and they have much greater interaction with other people. Their demands are more exacting. "Positioning" the product that is, determining the exact segment of the population, and then developing a marketing campaign to enhance the product's image to fit that particular segment requires great care and planning.
2. Competition also has sharply intensified, as the number of firms engaged in producing similar products has increased. Each firm tries to differentiate its products from those of its competitors. Profit margins, meaning the profit percentages made by a business per dollar of sales, are constantly being lessened. While costs continue to rise, competition tends to keep prices down. The result is a narrowing spread between costs and selling prices, and an increase in a business sales volume is necessary to maintain or increase profit.
3. Ecological concerns have also affected product design and marketing, especially as the expense of product modification has increased the retail cost. Such forces, which have added to the friction between producer and consumer, must be understood by the marketer and integrated into a sound marketing program.
4. Even the way a firm handles itself in public life, that is, how it reacts to social and political issues, has become significant. The public's dissatisfaction with the actions and attitudes of a firm has sometimes led to a reduction in sales; consumer enthusiasm, generated by a firm's intentional establishment of a good public image or public relations, has led to increased sales.
VII. Определите, являются ли приведенные ниже утверждения (1, 2, 3):
А) истинными (true)
Б) ложными (false)
В) в тексте нет информации (no information)
1. "Positioning" the product - that is, the insistence on reputable products and services by consumer groups.
2. The public’s dissatisfaction with the actions of a firm has led to a reduction in sales.
3. Markets tend to be segmented as each group calls for products suited to its tastes.
Занесите свои ответы в таблицу:
VIII. Прочитайте абзац 3 и ответьте письменно на следующий вопрос:
What must be integrated into a sound marketing program?
Контрольная работа №2
Вариант 1
#1 Interpretation: put down the definitions of the following terms
| Organization | |
| Scarcity | |
| To increase | |
| Contract | |
| Value |
Score: _____________
#2 Заполните пропуски подходящими вариантами (см. Приложение).1. Bob: Do you ......... if I use your phone to call my wife?
(a) value
(b) worry
(c) mind
(d) allow
2. Bill: Sure. Would you ......... use my cell phone or the one in my office?
(a) rather
(b) prefer
(c) like
(d) take
3. Bob: The one in your office is fine. Do I need to ......... anything special to get out of the building?
(a ) press
(b) press down
(c) press on
(d) dial
4. Bill: Yes. You ......... dial 9 and then your number.
(a) should
(b) could
(c) would
(d) shall
5. Bob: If another call comes in a while I'm on the phone, should I put my wife on ......... and take it?
(a) wait
(b) hold
(c) hope
(d) the side
6. Bill: No, that's all right. If you don't answer it will just go through to my ......... and I can call them back later.
(a) answering machine
(b) voicemail
(c) voice-recoder
(d) e-mail
7. Bob picked up the ......... and dialed 9 then his home number.
(a) catcher
(b) tuner
(c) phone
(d) receiver
8. Bill straightened up the office, pretending not to listen to Bob's ......... of the conversation with his wife.
(a) end
(b) part
(c) words
(d) half
9. Finally Bob ..........
(a) stopped
(b) finished
(c) hung up
(d) hung over
10. Bill: I couldn't help but ......... you're having chicken for dinner tonight. Can I come over?
(a) overhear
(b) hear
(c) listen
(d) understand
Score: __________
#3 Case-study (5-7 sentences)
You’re an employer: what do you do to make your staff happier at work?
________________________________________________
Score: _____________
Total: ______________
Вариант 2
#1 Interpretation: put down the definitions of the following terms
| Recruitment | |
| Quantity | |
| To consume | |
| Company | |
| Price |
Score: _____________
#2 Заполните пропуски подходящими вариантами (см. Приложение).
1. Hello! I'm just ......... out my new mobile.
(a) testing
(b) probing
(c) finding
(d) trying
2. Oh yes. Are you ......... away?
(a) distant
(b) long
(c) far
(d) quite
3. Not really. I'm quite ..........
(a) nearer
(b) near
(c) next
(d) nearly
4. You ......... very clear.
(a) sound
(b) ring
(c) hear
(d) speak
5. Well, I did ......... a lot of money on it.
(a) use
(b) lose
(c) spend
(d) waste
6. Where are you at the .........?
(a) time
(b) second
(c) hour
(d) moment
7. I've already told you I'm in the ..........
(a) place
(b) area
(c) office
(d) location
8. Well, this is very interesting but I am very ..........
(a) busy
(b) occupied
(c) hurried
(d) active
9. Don't ........., I'll see you very soon.
(a) remember
(b) care
(c) worry
(d) mind
10. Oh, there goes the front door bell. Oh, it's you! I might have ..........
(a) thought
(b) believed
(c) supposed
(d) guessed
Score: __________
#3 Case-study (5-7 sentences) – 10 min / 10 points
E-markets: pros & cons.
___________________________________________________________________________________________Score: _____________
Total: ______________
Вариант 3
#1 Interpretation: put down the definitions of the following terms
| Staff | |
| Equilibrium | |
| To prefer | |
| Buyer | |
| Shareholder |
Score: _____________
#2 Заполните пропуски подходящими вариантами (см. Приложение).
1. Do you know ......... time it is?
(a) which
(b) when
(c) what
(d) how
2. No, I have ......... idea.
(a) any
(b) no
(c) not
(d) some
3. It's time you got ..........
(a) on
(b) in
(c) over
(d) up
4. I don't believe you. You can't be ..........
(a) right
(b) accurate
(c) sure
(d) definite
5. I'm telling that you must ......... up or…
(a) stand
(b) be
(c) hurry
(d) quick
6. Or what? ......... on, tell me.
(a) Get
(b) Come
(c) Take
(d) Put
7. Simply that you're going to be ......... for work.
(a) late
(b) later
(c) lately
(d) latest
8. I think there's something you've ..........
(a) forget
(b) forgot
(c) got
(d) forgotten
9. Now, it's your ......... to tell me.
(a) right
(b) left
(c) turn
(d) chance
10. Remember that there's no work today ......... it's Sunday.
(a) for
(b) while
(c) because
(d) as
Score: __________
#3 Case-study (5-7 sentences)
You’d like to get a job: put down some steps in gaining your wish.
___________________________________________________________________________________________Score: _____________
Total: ______________
Вариант 4
#1 Interpretation: put down the definitions of the following terms
| Accountant | |
| Competition | |
| To increase | |
| Seller | |
| Organization |
Score: _____________
#2 Заполните пропуски подходящими вариантами (см. Приложение).
1. Customer: Have you had a chance to ......... at my car yet?
(a) see
(b) examine
(c) view
(d) look
2. Mechanic: Yes, we've given it a ......... examination.
(a) complete
(b) controll
(c) absolute
(d) full
3. Customer: And what do you think is ......... with it?
(a) incorrect
(b) wrong
(c) false
(d) strange
4. Mechanic: That's a ......... of a difficult answer to give in a few words.
(a) part
(b) lot
(c) bit
(d) section
5. Customer: Well, just give me the ......... picture
(a) easy
(b) general
(c) objective
(d) simple
6. Mechanic: To start ......... . It's losing a lot of oil.
(a) at
(b) for
(c) in
(d) with
7. Customer: I see. Anything .........?
(a) else
(b) ever
(c) over
(d) indeed
8. Mechanic: Well, there's a lot more. I mean the petrol tank has a ......... in it.
(a) gap
(b) hole
(c) problem
(d) opening
9. Customer: Why don't you tell me the .......... What should I do?
(a) picture
(b) reason
(c) truth
(d) rightness
10. Mechanic: Okay, I'll come straight to the......... . Buy a new car!
(a) full stop
(b) detail
(c) end
(d) point
Score_____________
#3 Case-study (5-7 sentences)
Your first work day in a big company: what your activity will be like?
___________________________________________________________________________________________Score: _____________
Total: ______________
Вариант 5
#1 Interpretation: put down the definitions of the following terms
| Interests | |
| Monopoly | |
| To appoint | |
| Expensive | |
| Scarcity |
Score: _____________
#2 Заполните пропуски подходящими вариантами (см. Приложение).
1. Cashier: Good morning, ……….
(a) madam
(b) sir
(c) mister
(d) gentleman
2.Man: I’d like to ……… an account, please.
(a) start
(b) close
(c) open
(d) take into
3.Cashier: Certainly, sir. Do you live in ……… ?
(a) Washington
(b) Moscow
(c) Zurich
(d) Geneva
4. Man: Yes. I’m ……… the Interpreters’ School.
(a) in
(b) at
(c) studying
(d) learning
5. Cashier: What ……… of account would you like?
(a) kind
(b) type
(c) sort
(d) category
6. Man: A ……… account, I think.
(a) checking
(b) savings
(c) deposit
(d) current
7. Cashier: There are two or three types of account. They ……… you to withdraw up to ten thousand francs a month.
(a) permit
(b) allow
(c) advise
(d) let
8. Man: Can I ……… money directly from abroad?
(a) transfer
(b) receive
(c) get
(d) take
9. Cashier: ……….
(a) Think so.
(b) I’m afraid, not.
(c) Certainly.
(d) Think, yes.
10.Man: I’ll ……… back later, then.
(a) turn
(b) go
(c) come
(d) show
Score: __________
#3 Case-study (5-7 sentences)
Your first work day in a big company. Your PC is out of order: what your activity will be like .__________________________________________________________________________________________
Score: _____________
Total: ______________
Контрольная работа №3
Вариант 1
I. Переведите письменно существительные (1 - 10). Выберите определения (a – j), соответствующие существительным.
1) agreement a) an amount of money that must be paid
2) reduction b) a person, bank, or company that you owe money to
3) creditor c) the amount of money that something is worth
4) value d) a decrease in the size, price or amount of smth.
5) loan e) an arrangement or promise to do something made by two or more people, companies, organizations, etc.
6) payment f) an amount of money that you borrow from a bank
7) investor g) the money that is available to an organization or person
8) cut h) help, such as money or food, given by an organization or government to a country or people in a difficult situation
9) aid i) a reduction in the size or amount of something
10) budget j) someone who gives money to a company, business or bank in order to get a profit.
Занесите свои ответы в таблицу:
II. Вставьте в каждое предложение подходящее по смыслу пропущенное слово:
market leader, rules, delivery, online shopping, department, boost
1) Many people use the web for _________ or banking.
2) In formal situations it’s a good idea to follow standard _________ when making new contacts.
3) A company that has the biggest sales or the best selling product in the market is the _______.
4) The company hopes that its new strategy will give sales a _________.
5) Some retailers have found it difficult to guarantee _________ times: goods may arrive late.
6) A ________ is a part of company where people do a particular kind of work.