Read the text. Try to understand and translate it.

The word marketing has a broad meaning including both the market research concerning the goods which are going to be produced and the advertisement of already existing ones.

If you want to introduce a new product and find a ready market for it you should know a market situation in detail. When there is a business boom people have generally more money on luxury items. When there is a slack and unemployment tends to increase one can sell products, which are not necessary for life, even in big quantities, but only if their price is as low as possible. This is only one arbitrary example of the way to consider the general market situation. Particular market situation deals more with the tastes and fashions of the present and near future. For instance while aerobics is in fashion producing “bodywear” is not risky since the demand is sufficient.

Fashion and consumers’ tastes and needs are constantly changing. So market research should promptly find out such changes. This was the case with the increase in price of fuel oil when wood and coal for heaters became popular again. Those who were prepared for this change in the market did a great business. Thus customers’ wishes should be foreseen and satisfied.

Of course market research may not disregard any existing or probable competition. To sell a similar product in the market successfully a manufacture should make sure whether the demand is sufficient. Then he should either improve the quality or offer low prices.

Advertisement is a very important branch of marketing which develops with the development of mass media. It is a well-known fact that more and more money is spent on advertisement every year. Apparently it pays off and it is not always true that the consumer has to pay more for the goods because of the commercials being so expensive. Actually if an ad gives rise to an exceedingly high sales rate of a product its production cost can even become lower. Besides newspapers and magazines would be much more expensive but for advertisement covering most of the publishing costs.

The most efficient ad is the so called directly addressed ad. This kind of advertisement addresses some certain sector of the society, taking into account the values the people of this particular group appreciate. It is essential to choose the right media, the most popular source of information among this group of people. An effective commercial should fulfill four requirements. In America this rule is called “AIDA” which means that a good ad creates attention, interest, desire and leads to action.

One of the oldest means of advertisement is a fair. Fairs date back to early middle ages and have proved to be really efficient ever since. At that time sovereigns could give their towns a privilege of conducting an event like that. Every year over 60 fairs and exhibitions take place in the Federal Republic of Germany. The biggest and most well-known one is organized in Hannover, where more than 4500 home and foreign companies have the chance to display their producrts.

 

Use new vocabulary:

1) During ______expensive __________ do not sell well.

(спад рынка, предмет роскоши)

2) There is no way you can be a success in business without knowing the market situation ____________. (в деталях)

3) As long as aerobics is ___________ “bodywear” is going to sell well. (в моде)

4) Manufacturing new products can mean a big __________. ( риск)

5) A manufacturer should not count on a high sales rate to _____________ long. (продолжаться)

6) The main duty of __________ is to find out the ______________ in consumers taste. (исследование, изменения)

7) Those who were __________ did a great business. (подготовлены)

8) Market research should not _____________ any existing or possible _______________. ( оставлять без внимания, конкуренция)

9) Apparently advertisement _____________. (окупается)

10) The most ______________ ad is called ___________ ad. (эффективная, специально направленная)

11) An effective commercial should fulfill four _____________. (требования)

 

 

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