1. МАРКЕТИНГ Презентация выполнена преподавателем английского языка ГБПОУ
Презентация выполнена преподавателем английского языка ГБПОУ
«Нижегородский Губернский колледж»
Кузнецовой Светланой Ивановной.

2. The terms “market” and “marketing” can have several meanings, depending upon how they are used.
The term “stock market” refers to the buying and selling of shares in corporation as well as other activities related to stock trading and pricing. When economists use the word “market” they mean a set of forces such as the supply available for sale and the demand for it by consumes.
The term “marketing” in business includes all of these meanings and more.

3. Translate the groups of words of the same root.
to develop – development – developed to define – definition – defined to promote – promotion – promoter to improve – improvement – improved to satisfy – satisfaction – satisfied – unsatisfied to identify – identification – identified to implement – implementation to consider – consideration – considered to cover – coverage to advertise – advertisement – advertiser to modify – modification to exist – existence to compete – competition – competitor – competitive

5. Promotion is a term used frequently in marketing and is one of the market mix elements. It refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P's: price, product, promotion, and place.

6. Match up the terms on the left with the definitions on the right.
1. Market research
A. A paid public mention of a company or its product.
2. Target audience
B. A systematic, objective way of getting information needed to solve specific marketing problems
3. Marketing
C. The amount of money a customer must pay for a  product.
4. Publicity (advertisement)
D. Short-term incentives to encourage purchase or sales of a product or service.
5. Sales promotion
E. A specific group of customers that has a distinct need or desire for a product or service. 
6. Price
F. The mix of product, distribution system, promotion, and price that a firm uses to serve customers in a target market.
7. Product
G. A stock of finished goods on hand and ready for shipment.

7. KEYS FOR TEACHERS: 1-B, 2-E, 3-F, 4-A, 5-D, 6-C, 7-G
Match up the terms on the left with the definitions on the right.
Terms
Definitions
1. Market research
A. A paid public mention of a company or its product.
2. Target audience
B. A systematic, objective way of getting information needed to solve specific marketing problems
3. Marketing
C. The amount of money a customer must pay for a  product.
4. Publicity
D. Short-term incentives to encourage purchase or sales of a product or service.
5. Sales promotion
E. A specific group of customers that has a distinct need or desire for a product or service. 
6. Price
F. The mix of product, distribution system, promotion, and price that a firm uses to serve customers in a target market.
7. Product
G. A stock of finished goods on hand and ready for shipment.

8. READ THE TEXT

9. Pre-reading tasks. 1. Why do you think marketing has become a very prestige kind of professional occupation?
2. What knowledge, skills and abilities must an expert have to carry out effective marketing research?
3. Do you agree that marketing research is interdisciplinary requiring the knowledge of different specialists? Prove your point of view.
4. Translate the following words and word combinations: stock market; buying and selling shares; stock trading; pricing; supply; demand; promotion; advertising.

10. PRINT FOR STUDENTS
In the past the concept of marketing emphasized sales. Marketing was the task of figuring out how to sell the product. Basically, selling the product would be accomplished by sales promotion, which included advertising and personal selling. In addition to sales promotion, marketing also involved the physical distribution of the product to the places where it was actually sold. Distribution consists of transportation, storage, and related services such as financing, standardization, and grading, and the related risks. The modern marketing concept encompasses all of the activities mentioned, but it is based on a different set of principles. It subscribes to the notion that production can be economically justified only by consumption. In other words, goods should be produced only if they can be sold. Therefore, the producer should consider who is going to buy the product – or what the market for the product is going to be  
before the production begins. This is very different from making a product and then thinking about how to sell it. Marketing now involves first deciding what the customer wants and then designing and producing a product that satisfies these wants at a profit to the company. Instead of concentrating solely on production, the company must consider the mercurial desires of the consumer, and this is much more difficult since it involves human behavior. Here psychology comes into play, and many manufacturers often hire specialists in the field.

11. Choose the right form of the verb. 1
Choose the right form of the verb. 1. Currently our company … a range of new products. a) develops b) is developing c) has been developing 2. Our company … a new model of heater when our competitors launched a similar product. a) had been developing b) developed c) was developing 3. Every year our company … some new products. a) develops b) will have been developing c) is developing 4. Last year the company … a new brand of heater. a) will develop b) developed c) will be developing 5. In a couple of months the company … a required product for this segment. a) will develop b) had developed c) will have developed 6. While the research department … a new product the advertising
department will be looking for a new brand name. a) will have developed b) was developing c) will be developing 7. The company … a new product by the time the sales of the old product fall. a) had developed b) will have developed c) was developing

12. Post-reading tasks. 1. Answer the following questions: - What different meanings have the words “market” and “marketing” got? - What does the term “stock market” refer to? - What did the concept of marketing include in the past? How has the situation changed today? - What should the modern producer consider before the production begins? 2. Which people would you consult with carrying out a marketing research?
An investor, a producer, a trader, a sponsor, a businessman, a statistician, a  seller, a manufacturer, a psychologist, a consumer, an industrialist, an operating researcher, a sociologist, a psychiatrist, a dentist.

13. 3. Prove or disprove the following statements using the conversational formulas of agreeing and disagreeing like
“I think/don’t think so”,
“This statement seems to be absolutely right/wrong”,
“I agree/cannot agree with it”, “The statement is false/true”, etc.
The goal of marketing research is to talk the firm into taking a  business decision.
As a formal scientific discipline marketing research began in the early XX century with analyses being based on survey data.
Marketing research is an integral part of organizations in both the consumer durable and nondurable goods sectors.
Marketing research involves tactical activity only, but not a  strategic one.
In order to understand the marketplace, the researcher must define the market in terms of the product class rather than the geographic unit.

14. 4. What sources of information would you use as a market researcher?
5. Translate the following sentences into Russian:
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
Marketing research is used to assess the market’s response to the firm’s marketing inputs.
Together with the data explosion, data delivery systems and the techniques used to analyze the information of the process of marketing research have become increasingly sophisticated.
Forecasting the success and failure of new product introduction is very important.

15. 6. Translate and make up sentences with the following derivations:
market,
marketing,
marketplace,
to market,
marketable,
market day,
marketologist,
marketology.
7. Translate the following word combinations containing the word “market” and illustrate their meaning in the sentences of your own: commodity market, at the market price, above the market price, stiff market, sensitive market, European Common Market, to glut the market, to come into the market, to put on the market, to find a market, to play the market.

16. SUM UP