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II. Match the words with their definitions

1. promotion 2. public relations 3. consumer goods 4. advertising 5. durable goods 6. demand 7. market segment 8. “white elephants” 9. product a. products that were developed and launched which provided to have little or no demand b. activities intended to sell a product or service using radio, TV, newspapers, magazines and leaflets. c. the total amount of a type of goods and services that people or companies buy in a particular period d. maintaining, improving and protecting the image of a company or product e. tools of getting the product or service to the customer f. goods which are bought rarely and last longer g. products that are bought by the final user h. goods and services to be sold i. a target customer group having common characteristics (such as sex, education, age, income level and so on)

III. Render the text in English.

IV. Translate the sentences into English.

1. Чтобы не подвергать себя риску, компания проводит маркетинговые исследования.

2. Существует два вида товаров – потребительские и производственные.

3. Товары длительного пользования покупают реже и пользуются ими дольше.

4. Потенциальный рынок сегментируется в соответствие с такими факторами как пол, возраст, доход, образование и образ жизни потребителей.

5. Многие товары нацелены на определенные группы потребителей.

6. Самая простая модель ценообразования – это цена плюс.

7. Для того, чтобы маркетинговая кампания была успешной, она должна быть хорошо спланирована и хорошо профинансирована.

LISTENING 2


Successful marketing

(Market Leader Pre-Intermediate Unit 7 Recording 7.2, 7.3, 7.4)

I. Listen to the first part of an interview with Jonathan Turner, Managing

Consultant at Oxford Strategic Marketing, and complete the notes.

Keys to successful marketing

· have a passionate curiosity for the ____(1)

· get a deep understanding of their ____(2) and their ____(3)

· analyse all the business ____(4) and market ____(5)constantly.

· have a strong business ____(6)

· have an instinctive understanding of how ____ ____ ____ ____(7)

II. Work in pairs. Discuss if the following points can contribute to

Successful marketing and why. Which point do you think Jonathan will

Mention next?

· an awareness of the company’s strengths and weaknesses

· an understanding of the opportunities and threats the company faces

· good communication skills

· a good, creative campaign

III. Listen to the second part of the interview and see if you were right.

Do you agree with Jonathan?


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