Unit 6.

Vocabulary
Task 1. Find the English equivalents in the text.

1.analysis of market conditions; 2. consumer behavior; 3. market segmentation; 4. pricing;

5. conduct market research; 6. public relations; 7. models of economic response; 8. sales
promotion; 9. in combination with; 10. retain consumers; 11. resale; 12. adapt to.

Task 2. Match the terms with the definitions that follow.

1j

2i

3g

4k

5f

6b

7h

8c

9l

10e

11d

12a

Task 3. Fill in the gaps in the following verb collocations with appropriate prepositions or
adverbs if it is necessary.

1. Marketing is everything you do to place your product or service in the hands of potential
customers.

2. You can gather information by reviewing published market research reports, asking your
sales team for feedback or carrying out a survey using a market research firm.

3. From a societal point of view, marketing is the link between a society's material
requirements and its economic patterns of response.

4. Philip Kotler defines marketing as The science and art of exploring, creating, and
delivering value to satisfy the needs of a target market in a profit”.

5. The marketing orientation evolved from earlier orientations, namely, the production
orientation, the product orientation and the selling orientation.

6. An important function of marketing a product is finding the money for investments, the
loans, or your personal capital to finance the creation and advertising of your goods or
services.

7. Mos of business owners are familiar with the idea of promotion.

8. While we tend to think of selling and marketing as being closely linked, selling is last on
the list of the seven functions of marketing.

9. This involves listening to customers, responding to their wants and needs, and keeping
your products and services fresh and up to date.

10. Activity of designing and developing a themed activity, occasion, display, or exhibit
(such as sporting event, music festival, fair, or concert) to promote a product, cause or
organization.

Task 4. Choose the appropriate word or phrase to complete the following

sentences.

1. Marketing is the science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit.

2. a sales orientation entails simply selling an already existing product and using promotion
techniques to attain the highest sales possible.

3. Selling can happen only after you've determined the wants and needs of your customer
base and are able to respond with the right products at the right price point and time frame.

4. Event-marketing the activity of designing of developing a themed activity, occasion,

display, or exhibit (such as sporting event, music festival, fair, or concert) to promote a
product, cause or organization.

5. From a societal point of view, marketing is the link between a society's material
requirements and its economic patterns of response.

6. A firm using a sales orientation focuses primarily on the selling/promotion of a particular

product, and not determining new consume desires as such.

7. market research is about gathering information concerning your target customers.

8. This involves listening to customers, responding to their wants and needs and keeping
your products and services fresh and up to date.

9. Relationship marketing – a customer relationship management strategy designed to

encourage strong, lasting customer connections to a brand.

10. Marketing techniques include choosing target markets through market analysis and
market segmentation, as well as understanding consumer behavior and advertising a
product's value to the customer.

Task 5. Translate into English. 

1. From a social point of view, marketing is a link between the material needs of society
and models of economic response.

2. The main functions of marketing are financing, pricing, market research, product and
service management, promotion, distribution and sales.
3. An important function of marketing is to raise money through investments, loans or
equity to finance, create and promote your products and services.

4. Sales is the last of the seven functions of marketing.

5. Internet marketing uses the Internet and e-mail to manage direct sales.

6. Event marketing is an activity aimed at organizing events in order to promote a product

or service through emotional impact on the attention of the target group to the product or
service.

7. Personalized marketing - marketing activities aimed at creating long-term relationships

between customers and the company offering goods or services.

8. Global marketing - marketing activities of organizations that see the world as the only
large market in which regional and national differences are not crucial.

9. Sales orientation involves the sale of an existing product and the use of promotion
methods to achieve the highest possible sales.

10. Internet marketing leads to direct sales through electronic means of commerce.