WHAT’S MARKETING

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer’s dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

Vocabulary

producer производитель

consumer потребитель

user потребитель

distribution сбыт, распределение

marketing продажа, сбыт, маркетинг

transporting транспортировка

storing складирование, хранение

storage хранение

product planning разработка новых продуктов

pricing калькуляция цен

promotion содействие в продаже (какого-либо товара), например, с помощью рекламы

traffic торговля

marketing research изучение рынка сбыта

trend тенденция, общее направление

to predict предсказывать

to influence влиять

I. Выберите вариант завершения предложения в соответствии с текстом.

Marketing means ….

a) a process of buying and selling;

b) a place where buyers and sellers meet;

c) activities connected with the movement of goods from producers to consumers.

II. Согласитесь или не согласитесь со следующими утверждениями. Неверные утверждения сделайте верными.

a) Marketing consists of decisions made during the process of moving goods to consumer;

b) Marketing consists of operations including buying, product planning, storage, pricing, selling, traffic and others;

c) Marketing operations are rather cheap.

III. Выберите правильную форму глагола.

Advertising must … the consumer and make him buy the goods ….

a) to influence, to be produced;

b) is influencing, producing;

c) influence, produced.

IV. Выберите необходимое слово и вставьте его в предложение.

If you want to produce something new, you should start with ….

a) market research;

b) product planning;

c) installation of new equipment.

V. Выберите английский эквивалент следующим словам.

1) деятельность 2) пытаться

a) action; a) to attempt;

b) operation; b) to apply;

c) activity; c) to obtain;

3) через 4) исследование

a) over; a) search;

b) within; b) research;

c) through; c) distribution;

VI. Согласитесь или не согласитесь. Неверный вариант сделайте верным.

a) Market research helps the producer to improve his product;

b) Market research helps the producer to manufacture his product in a bigger amount;

c) Market research helps the producer to predict what people will want.

VII. Выберите правильный вариант перевода.

They take up more than half of the consumer’s dollar.

a) Они составляют более половины доллара покупателя;

b) Они забирают более половины доллара покупателя;

c) Они отнимают более половины доллара покупателя.

INFLATION

Inflation is generally defined as a persistent rise in the general price level with no corresponding rise in output, which leads to a corresponding fall in the purchasing power of money.

In this article we shall look briefly at the problems that inflation causes for business and consider whether there are any potential benefits for an enterprise from an inflationary period.

Inflation varies considerably its extent and severity. Hence, the consequences for the business community differ according to circumstances. Mild inflation of a few per cent each year may pose few difficulties for business. However, hyperinflation, w hich entails enormously high rates of inflation, can create almost insurmountable problems for the government, business, consumers and workers. In post-war Hungary, the cost of living was published each day and workers were paid daily so as to avoid the value of their earnings falling. Businesses would have experienced great difficulty in costing and pricing their production while the incentives for people to save would have been removed.

An economist argues at length about the causes of, and “cures” for, inflation. They would, however, recognize that two general types of inflation exist: