IX. Speak about your company and your job. I. Read the text and translate it

Variant II

I. Read the text and translate it:

Centrality of Marketing

Most management and marketing writers now distinguish between selling and marketing. The ‘selling concept’ assumes that consumers have to be persuaded by hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The ‘marketing concept’, on the contrary, assumes that the producer’s task is to find wants and fill them. In other words, you don’t sell what you make, you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers were largely created rather than identified.

Marketers are consequently always looking for market opportunities - profitable possibilities of filling unsatisfied needs or creating new ones. Market opportunities are generally isolated by market segmentation. Much of the work of marketing has been done before the final product or service comes into existence. The marketing concept has to be understood throughout the company. The company must also take account of the existence of competitors.

Most companies also undertake market research. They collect and analyze information about the size of a potential market, about consumers’ reactions to particular product or service features, and so on.

When a product concept has been established, the company has to think about the marketing mix. The best-known classification of these elements is the ‘4 Ps’: product, place, promotion and price. Aspects to be considered in the marketing products include quality, features, style, brand name, size, packaging, service and guarantee. Place includes distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, and personal selling. Price includes the basic list price, discounts, the length of the payment period, possible credit terms and so on.

It must be remembered that apart from consumer markets there exists an enormous producer or industrial or business market. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment such as building and machines, supplies such as energy and pens and paper, and services.

II. Find the English equivalents of the following:

различать, предвидеть, возможности рынка, существование конкурентов, исследование рынка, торговая марка, реклама, скидка, возможные условия кредита, сырьё.

III. Answer the following questions:

1. What does the “selling concept” assume?

2. What does the “marketing concept” assume?

3. What are market opportunities?

4. How do companies undertake market research?

5. What does the marketing mix consist of?

IV. Read the text and translate it: