Listen to Dialogue No 1 between two speakers and answer the questions below. Then listen again and check your answers

1. What are the speakers discussing?

2. What are the main principles of developing a marketing plan?

3. What are the main functions of marketers?

4. What is the role of customers' buying habits in the mar­keting plan?

5. What are the four main elements of marketing mix?

8* Complete the text using the words from the box. There are two words which you don't need to use.

Companies are always looking for______(1)_____- possi­bilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential______(2)_____, due to their par­ticular competencies. Marketing opportunities are generally isolated by ______(3)_____ ~ dividing a market into ______ (4)_____or segments according to customers' require­ments or______ (5)_____. Once a target market has been iden­tified, a company has to decide what goods or services to offer always remembering the existence of (6) ___.

Marketers do not only identify _____ ( 7)____, they can anticipate them by developing new products. They will then have to design______ (8 ) ____ and plan marketing programmes, and then organize, implement, and control the______ (9)____.

Once the basic offer, for example a product concept, has been established, the company has to think about the_____ (10)____- the set of all the various elements of a______(11)_____, their integration, and the amount of effort that a company can expend on them in order to influence the______(12)_____.

9* Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.

1. marketing concept а. регулирование сбыта, управ-

2. marketing research ление маркетингом

3. marketing know-how b. практические знания й опыт

4. marketing control в овладении рынком

5. marketing forecast с. стратегия в области сбыта

(i marketing policy d. прогноз рыночной конъюнктуры

7. long-term demand е. долговременный спрос

8- driving force f. концепция маркетинга

g. движущая сила

h. маркетинговые исследования