Marketing Methods and Advertising

Before selling the goods, you must do a lot of market research first. The information needed can In-obtained from consulates and trade representations, from Russia Chamber of Commerce Industry and from the different institutes for Scientific Market Research, from trade associations and trade journals or from specialized consultant companies (who will do a professional market research job for you and for your fee).

The information you are interested in is if there is any goods, what the market potential is, what sort of competition you will meet, i.e. how the price of your goods compares with other competitive products including those produced locally, local conditions and preferences, local trading customs and habits, what seasonal factors should be taken into account and the like.

But in general marketing covers not only market research, but also planning the selection (assortment) of goods, and consequently the production itself, price policy, advertising and promotion of sales and post-sales servicing. So marketing is a system of running all the business activities of a company (organization) in respect of coordinating supply and demand for goods produced. Originally marketing was meant to help avoid overproduction in advanced capitalist countries.

Marketing may as well enable to coordinate production and goods circulation (consumption of goods) for the purpose of using all the resources for the benefit of people and for covering in the best possible way all their needs (requirements).

Advertising is an important means of promoting the goods that are being produced already as well as new lines in business.

There arc specialized firms dealing with advertising. Different kinds of mass media-T.V., radio, newspapers, cinema, journals, magazines, and posters are used for advertising goods. Special leaflets and other printed matter about the goods may be published for the same purpose. Participation in fairs and exhibition helps promote our goods as well. Also, special advertisement conferences may be held. The choice of media for advertising depends on the kind of goods and on the local conditions and people's habits: sometimes T.V. and radio ads are best, in other eased it may he-trade journals or leaflets distributed among potential buyers.

 

Задание 2. Ответьте на вопросы по прочитанному тексту (на английском языке).

1.  What must you do before selling the goods?

2.  What does market research mean?

3.  Where can the information needed be obtained from?

4.  What is the purpose of advertising?

5.  How may the goods be advertised?

6.  What does the choice of media for advertising depend on?

 

Задание 3. Задайте вопрос, начиная с данного в скобках вопросительного слова.

1.  Before selling the goods, you must do a lot of market research first. (When)

2.Marketing covers not only market research. (What)

3. There are specialized firms dealing with advertising. (What kind)

4. Promoting of goods is widely used in fairs and exhibitions. (Where)

5.  The choice of media for advertising depends on the kind of goods.(What…..on)

 

Задание 4. Переведите предложения, обращая внимание на модальные глаголы и их эквиваленты.

1.  Our company had to do a lot of marketing research before selling the goods.

2.  We will be allowed to coordinate production due to marketing policy.

3.  We could participate in the specialized fair last year.

4. The contract is to be signed tomorrow at 9 a.m.

5. You should be very careful making decision on the problem.

 

Задание 5. Переведите на английский язык следующие предложения.

1. Как часто вы проводите маркетинговые исследования?

2. В прошлом месяце мы получили всю необходимую информацию о фирмах конкурентах.

3.  Наш директор уже нашел хорошего рекламного агента.

4. Завтра в 3 часа дня я встречаюсь с рекламным агентом.

5. В этом году мы напечатали 10 рекламных буклетов с описанием нашей продукции.

6. На будущий год их фирма намеревается потратить 50.000 рублей на маркетинговые исследования.

7. Мы включаем в себестоимость товара все расходы по рекламе.

8. К концу следующего месяца мы уже будем знать показатель эффективности проведенной рекламной кампании.

9. Что вы будете делать для проведения успешной рекламной кампании?

 

Задание 6. Преобразуйте предложения из активного залога в пассивный, взяв за подлежащее подчёркнутое слово (слова).

1. A company holds a lot of marketing research before selling the goods.

2. We got all necessary information for the launching of the new product.

3. He will meet with the advertising agent on the Krasnaya Street tomorrow.

4. They are discussing the new product in the conference hall now.

5. Our company has published 1000 leaflets this year.

 

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