means getting products to them at the right time, in the right place, and at a price they're willing to pay. That's not an easy job-especially if you think about the variety of goods and services a highly developed economy can produce-and the many kinds of goods and services consumers want.
VIII. Соедините части предложений так, чтобы полученное суждение соответствовало содержанию текста 3.1.
1.Effective marketing in an advanced economy is
2.The purpose of a macro-marketing system is
3.The mail purpose of markets and middleman is
4.The selling function is
5.An effective macro-marketing system is
a) necessary for economic development.
b) to make exchange easier.
c) one of the most visible functions of marketing.
d) to overcome spatial separations and discrepancies.
e) difficult because producers and consumers are separated.
IX. Определите функции маркетинга, построив ответ по образцу:
It is____
1) sorting products according to size and quality.
2) moving goods from one place to another.
3) collecting, analyzing and distributing all the information.
4) promoting the product.
5) looking for and evaluating goods and services.
6) bearing the uncertainties that are part of the marketing process.
7) providing the necessary cash and credit.
8) keeping goods in store.
X. Вставьте необходимое по смыслу слово, используя слова-подсказки.
Exchange, challenge, incomes, developed, separation, marketing, involves, advanced, delivering.
1. A modern economy faces a real ____ to satisfy all needs of consumers.
2. Effective marketing means ____ the goods and services that consumers want and need.
3. The purpose of a macro-marketing system is to overcome different kinds of ____ and discrepancies.
4. The selling function ____ promoting the product.
5. In advanced economies many consumers have higher discretionary ____
6. In our ____ society not all goods and services can be produced with economies of scale.
7. The less ____ nations may not be able to escape the vicious circle of poverty.
8 ____ Involves buying and selling.
9. A great deal of information is needed to control ____ activities.
XI. Прочитайте текст 3.2. без помощи словаря и ответьте на вопросы.
1.What does a marketing manager have to decide?
2.What is the basic function of a marketing manager?
3.What do you think of managers’ activities? Are they easy or difficult?
4.Have you ever thought of a manager’s activity?
3.2. MARKETING MANAGMENT
“A master plan to bit the target” is not a Rambo story line – but the goal of a good marketing manager.
Marketing and marketing management are important in our society-and in business firms. Marketing is concerned with anticipating needs and directing the flow of goods and services from producers to consumers. This is done to satisfy the needs of consumers and achieve the objectives of the firm (the micro view) and of society as a whole (the macro view).
To get a better understanding of marketing, we are going to look at things from the point of view of the marketing manage - the one who makes a company's important marketing decisions.
In the 1980s, consumer interest in health and fitness increased demand for athletic shoes. Firms like Nike, Reebok, and Converse - as well as competing producers from Taiwan and Korea - battled to win a profitable share of the $9 billion market.To come out on top in these "sneakers wars," Nike's managers had to make many decisions.
Nike's marketing research showed that consumer needs were changing. Consumers wanted fashionable, high-performance shoes for activities like aerobics, walking, and racquetball. Nike's marketing managers had to decide what new products to develop to meet these needs. They had to decide whether to rely on the familiar Nike name and label or to design a whole new look. Marketing managers also had to decide who would be the main target
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