Exercises. 1* Translate the following words and word combinations or find Russian equivalents

1* Translate the following words and word combinations or find Russian equivalents.

1.consumer's preference

2. pricing policy

3. the four Ps

4. launch

5. lack of competition

6. company's strengths and weaknesses

7. opportunities and threats of the market

8. the length of the payment period

9. point of sale

10. distribution channel

2* Translate the following sentences into Russian.

1. The promotion includes advertising, personal selling, and sales promotion.

2. The marketing of a product implies considering such aspects as its quality, features, brand name and pack­aging.

3. SWOT analysis is used to discover strengths and weak­nesses of the company and to show opportunities and threats of the market.

4. The product life cycle is a period of time over which a product appeals to customers.

5. Place includes such factors as distribution channels, coverage of the market, and location of retail outlets.

6. When deciding on its pricing policy a firm considers list prices, discount for bulk-buying and interest-free cred­it.

3* Fill the gaps in the sentences below with the words and expressions from the box. There are two expressions, which you don't need to use.

distribution, demand, advertising, needs, opportuni­ties, place, price, products, product-oriented, prof­itably, promotion, competitive, service, satisfy, strengths, threats, weaknesses, product

1. What is marketing? Marketing is the creative process of satisfying customer needs_________.

2. What is 'the marketing mix'? It consists of the four Ps, providing the customer with the right__________ at the right ____________, presented in the most attractive way (____________) and available in the easi­est way (_____________).

3. What is 'a product'? A product is not just an assem­bled set of components: it is something customers buy to_________ a need they feel they have. The image and

the design of the product are as important as its speci­fication.

4. What is 'price'? The product must be priced so that it competes effectively with _________ products in the same market.

5. What is 'promotion'? The product is presented to cus­tomers through __________ (TV commercials, posters, etc), packaging (design, labels, etc), publicity, P.R. and personal selling.

6. What is 'place'? Your product must be available to customers through the most cost-effective channels of ___, ________. A consumer product must be offered to customers in suitable retail shops, or available on hire purchase.

7 What is meant by 'SWOT'? A firm should be aware of its _________and _________ and the _________ and ___________it faces in the market place.

8. Why are firms becoming more customer-oriented and less___________?

9. New products must be created to meet the changing patterns of customers'________.

10. A firm can't rely on the success of its existing range of ______. The customer and his or her needs must come first.

4* Find English equivalents for the following Russian expressions.

1. предвосхищать потребности потребителя

2. удовлетворять потребности потребителя

3. распознавать потребности потребителя

4. соответствовать предпочтениям потребителя

5. маркетинговая смесь

6. приспособить существующие товары

7. беспроцентный кредит

8. назначить цену

9. дешево и добротно

10. дешево и некачественно

5* Translate the following sentences from Russian into English.

1.Маркетинговая смесь различается в зависимости от вида продаваемого товара.

2. Четыре «пи» - товар, цена, продвижение, место мо­гут сочетаться различным образом.

3. Низкая цена может вызвать у потребителей подозрение.

4. Если цена товара выше, это означает, что качество товара выше.

5. Фирма обычно предоставляет скидку на оптовые за­купки.

6. Выпуск нового товара на рынок обычно требует мно­го рекламы.

Unit 2. LISTENING