Английский язык для экономистов

Unit 3

URGENT PROBLEMS OF MARKETING

A. Preliminary discussion

1. 
   Do you know what marketing is?
   
2. 
   How did marketing change in the 20^th century?
   
3. 
   What methods of merchandising do you know?
   

B. Pre-reading exercises

B.1 Skim the text and give its key idea.

B.2 Scan the text for the following information.

1. 
   Why did marketing specialists – including middlemen and facilitators develop?
   
2. 
   What are marketing functions and who performs them?
   
3. 
   When were chain stores organized?
   
4. 
   How have methods of merchandising been changed?
   

C. Reading

1. 
   What did the typical marketing setup use to be in America in the 19^th century?
   
2. 
   Why is there a little need for exchange goods in a subsistence-level economy?
   
3. 
   What supersedes market places in England?
   
4. 
   What should marketing begin with?
   

EVOLUTION OF MODERN MARKETING

1. 
   Marketing includes the activities of all those engaged in the transfer of goods from producer to consumer.
   
2. 
   Interregional exchange between disparate geographic areas depends on sufficient demand for goods.
   
3. 
   In the 20th century independent stores could hardly compete with chain stores, which were organized for the mass distribution of goods.
   
4. 
   The simultaneous advent of the motor truck and paved highway, making possible the prompt delivery of a variety of goods in large quantities, still further modified marketing arrangement, and increase in number of the automobile has expanded the geographic area in which a consumer can make retail buying.
   
5. 
   Marketing should begin with potential manufactures’ possibility and production process. At the same time marketing should try to anticipate consumers’ needs.
   

D. Vocabulary

1. 
   покупка в кредит
   
2. 
   товары длительного пользования
   
3. 
   торговаться из-за цены
   
4. 
   вытеснять
   
5. 
   возникновение, изобретение
   
6. 
   розничный торговец
   
7. 
   распространение
   
8. 
   совпадающий
   
9. 
   средства к существованию
   
10. 
    элементарный, примитивный
    
11. 
    уличный торговец
    

1. 
   Ford offers a 12-month basic … on all car parts.
   
2. 
   Their road-building equipment is fairly … .
   
3. 
   She was sent to prison for … .
   
4. 
   They do not have access to sufficient land for … .
   
5. 
   He is serving two … prison sentences.
   
6. 
   We decided to set up a … .
   
7. 
   For the third year in a row, analysts say that Morgans is the best in the industry for creative … .
   
8. 
   The company used names similar to well-known … to sell cheap imitations.
   
9. 
   People are much better informed since the … of television.
   
10. 
    The fall in the value of the pound will … us to export more goods.
    
11. 
    It is the custom to … in British and American shops.
    
12. 
    Orders to factories for … … which include machinery, household appliances, cars and other items designed to last at least three years, fell to $123.27 billion last month.
    

1. The one-price system, probably introduced (1841) by A. T. Stewart in New York, saves sales clerks from haggling and promotes faith in the integrity of the merchant.

2. Customers also buy through mail-order catalogs (much expanded from the original catalog sales business of the late 1800s), by placing orders to specialized “home-shopping” television channels, and through on-line transactions (“e-commerce”) on the Internet.

3. Wholesale houses operate outlets for their wares, and farmers sell their products through their own wholesale cooperatives.

4. At all points of the modern marketing system people have formed associations and eliminated various middlemen in order to achieve more efficient marketing

• 
  to be + past participle: The food is/has been/will be cooked. The food is/was being cooked.
  

• 
  modal + to be/to have been + past participle: The food may be/have been cooked.
  
• 
  infinitive: to be/to have been + past participle active: The food is to be/was to have been cooked.
  
• 
  -ing form: being/having been + past participle: Being/Having been cooked...
  

1. 
   The company’s tax liability is reduced by a bond received from the foreign government.
   

2. 
   Under the Code, a foreign tax is defined as any tax imposed by a foreign country or U.S. possession.
   

3. 
   The land improvements were made by the foreign subsidiary controlled by Atkins, Ltd.
   

4. 
   Coronda, Ltd. is not owned by a foreign corporation.
   

1. 
   They will consider the issue at next week’s meeting.
   

2. 
   They eventually permitted the site to be used for the festival.
   
3. 
   They have transferred the money to my bank account.
   
4. 
   They will present the trophy after the speeches.
   
5. 
   They will not announce the findings until next week.
   
6. 
   They demolished the building in only two days.
   
7. 
   They will produce the new car in a purpose-build factory.
   

1. 
   The committee called on Paula to explain her reasons for the proposed changes.- Paula was called on to explain her reasons for the proposed changes (by committee).
   
2. 
   I got down most of what he said in his lecture.- Most of what he said in his lecture ….
   
3. 
   When I was young my aunt and uncle looked after me. - When I was young I ……
   
4. 
   The surgeons operated on him for nearly 12 hours.- He ….
   
5. 
   Sandra let out a scream and she collapsed to the floor.- A scream ….
   
6. 
   Hugh takes after Edward – they’re both very well organized. - Edward ….
   
7. 
   All his relatives approved of his decision. - His decision ….
   

1. 
   How important is marketing for a firm and for the whole economy?
   
2. 
   Marketing is not an event, but process. How long does the process last?
   

• 
  Marketing is more than selling and advertising.
  
• 
  Pinpointing consumers’ need.
  
• 
  Predicting demand.
  
• 
  Establishing distribution systems.
  
• 
  Calculating price.
  
• 
  Developing communication campaigns.
  
• 
  Gauging competition.