A marketing mix.

Generalities.

Marketing

Тверь 2008

И методические рекомендации по ее выполнению

ПО АНГЛИЙСКОМУ ЯЗЫКУ

КОНТРОЛЬНАЯ РАБОТА № 2у

ТВЕРСКОЙ ФИЛИАЛ

Разработчик доцент А.А. З АВЬЯЛОВ

Для студентов заочного отделения

сокращенного срока обучения

факультета экономики и управления

Контрольная работа № 2у

Задание 1. Прочтите и переведите текст. Спишите и письменно переведите вторую половину текста со слов: 2. A marketing mix.

One of the areas of management is marketing. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Marketing makes products available where customers want them by transferring the ownership of products to buyers. The entire business organization is involved in a dual process of satis­fying customer needs and achieving organizational goals.

Implementation of marketing concept begins and ends with marketing information about customers — first to determine what customers need, and later to evaluate how well the firm is meeting those needs.

A market consists of people with their needs, the ability to buy, and the desire and ability to sell. Markets are classified as con­sumer and industrial markets.

A business firm controls four important elements of marketing which are called a marketing mix.

A firm's marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promo­tion of the product to reach a firm's target market.

A firm can vary its marketing mix by changing any one or more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat different marketing mix, to reach another target market. For example, most automakers produce several different types of vehicles and aim them at different market segments based on age and income.

1) The product ingredient of the marketing mix includes deci­sions about the product's design, brand name, packaging, warran­ties, and the like.

2) The pricing ingredient includes both base prices and dis­counts of various kinds. Pricing decisions are intended to achieve particular goals, such as to maximize profit or even to make room for new models. The rebates offered by automobile manufactur­ers are a pricing strategy developed to boost low auto sales.

3) The distribution ingredient involves not only transportation and storage but also the selection of intermediaries.

4) The promotion ingredient focuses on providing information to target markets. The major forms of promotion include advertis­ing and publicity.

The "ingredients" of the marketing mix are controllable ele­ments. A firm can vary each of them to suit its organizational goals, marketing goals, and target markets.

Задание 2. Напишите перевод следующих терминов из текста на русский язык.

Model: MANAGEMENT (noun) - the collective body of those who manage or direct an enterprise. Менеджмент – коллективный орган людей, которые управляют или руководят производством (предприятием).

1. PRICE (noun) – 1. The quantity of one thing that is exchanged or demanded in barter or sale for another thing. 2. The amount of money given or set as consideration for the sale of a specified thing.

2. PROMOTION (noun) – 1. The act or fact of being raised in position or rank. 2. The act of furthering the growth or development of something.

3. DISTRIBUTION (noun) – the marketing or merchandising of commodities.

4. MARKET (noun) – 1. A meeting together of people for the purpose of trade by private purchase and sale. 2. The cource of commercial activity by which the exchange of commodities is affected.

5. PUBLICITY (noun) – an act or device designed to attract public interest.

Задание 3. Напишите английские эквиваленты следующих слов и выражений из текста.

Model: скидка – rebate.

Процесс планирования -...; продвижение и распространение -...; товары и услуги -...; индивидуальные и организационные цели -...; наличный -...; потребитель -...; двойной процесс -...; потребительский рынок -...; ценовая стратегия -...; рекламирование -...; посредник.

 

Задание 4. Заполните пропуски необходимыми словами и выраже-ниями из текста:

1. Markets are classified as... and... markets.

2. A...... is the combination of the product, its price, distribution, and promotion.

3. The distribution ingredient involves not only transportation and storage but also the selection of....

4. The ingredients of the marketing mix are... elements.

5. A market segment is a group of... or... within a market that have

similar characteristics and needs.

Задание 5. Ответьте письменно на следующие вопросы по тексту.

1. What does implementation of marketing concept begin and end with?

2. What does a market consist of?

3. For what purpose may a firm vary its marketing mix?

4. What does a product element include?

5. What means (средство) is used to boost low sales?

Задание 6. Перепишите слова из текста и подчеркните в каждом из них ударный слог.

Model: tar get, pur pose, in clude.

Marketing, products, availabl, transferring, ownership, entire, business, organization, satis­fying, implementation, concept, information, about, determine, evaluate, consists, ability, industrial, combination, promo­tion.

 

Задание 7. Одно слово в каждой группе (строке) имеет отличающееся от других произношение ударного гласного звука. Выпишите эти слова.

Model: him swim life ticket. life

(так как: [him] [swim] [ laif ] [tikit])

1. can may have that

2. will win file guilty

3. party charge fare large

4. for four flour brought

5. both wrong most toast.

 

Задание 8. Определите, к какой части речи относятся слова из текста, переведите слова на русский язык, укажите словообразовательный суффикс или префикс.

Model: selection– существительное, выбор, суффикс – tion.

Management, conception, organizational, objectives, customers, ownership, available, buyer, information, evaluate, industrial,marketing, different, deci­sions, warran­ty, intermediaries, controllable.

Задание 9. Перепишите текст, вставляя необходимые по значению слова из предлагаемого перечня.

cash; business; assets; to cover; large;

capital; service; expenses; depend;

 

In setting up a _____, the first thing to do is to estimate how much _____ will be needed immediately. What fixed _____ will be needed? What current assets?

There is then the question of how long it will be before the product, or _____, becomes established and _____ starts flowing in. This will mean estimating carefully the _____ for this initial period, and how much working capital will be needed _____ them.

The amount needed will _____ entirely upon the type of business, how _____ it is going to be, and how long will it be before the business will begin to “pay its way”.

Задание 10. Переведите предложенияна русский языки выпишите герундий.

Model: I know about his returningfrom Moscow.

Я знаю о том, что он возвращаемся из Москвы. (Я знаю его возвращении из Москвы). Returning.

1. I know about his having returned from Moscow.

2. They started working two days ago.

3. His coming so late seemed strange to everybody.

4. We regret his not being sent to the conference.

5. I object to your discussing this problem now.

 

Задание 11. Переведите предложения на русский язык, обращая внимание на употребление причастия I (Present Participle) и причастия II (Past Participle). Выпишите причастия.

Model: The study was dimly lit by a candle burningin the adjoining room. Кабинет был слабо освещен свечой, горевшей (которая горела) в соседней комнате. Burning, причастие I.

Latin was the ancestor of all the languages mentioned.

Латынь была предком всех упомянутых языков.

Mentioned, причастие II.

1. Demonstratinghis finds the archaeologist usually gives a detailed description of the excavation site.

2. Being demonstrated at the Institute the new finds produced an

impression.

3. Deprived of the leaders, the English became disorganized.

4. This letter, having been addressed to the wrong house, never reached my friend.

5. Being brought to his lodging, the surgeons examined his wound but there was no hope; that very evening he died.

 

Задание 12. Переведите предложения на английский язык, используя конструкцию “Сложное дополнение” (Complex Object) и подчеркните данную конструкцию.

Model: Он хочет, чтобы я пришел в воскресенье.

He wants me to come on Sunday.

1. Она хотела, чтобы мы позвонили ей.

2. Следователь думал, что подозреваемый был дома.

3. Я видел, как он прятал что-то.

4. Мы слышали, как в саду пели птицы.

5. Она заставила мальчика принять лекарство (take the drug).

Задание 13. Перепишите предложения с конструкцией “сложное дополнение” (Complex Object), вставляя необходимые по значению глаголы из предлагаемого перечня.

cry, cycle, happen, open, run, tell, crawl

 

Model: Did anybody see the accident ______?

Did anybody see the accident happen?

1. We listened to the old man _____ his story from beginning to end

2. Listen! Can you hear a baby ______?

3. I looked out of the window and saw Tom ______ on his byke along the road.

4. Why did you turn round suddenly? - I heard somebody ______ my name.

5. We watched the two man ______ across the garden, ______ a window and ______ through it into the house.

Задание 14. Прочтите ситуацию и напишите предложения со словами в скобках в прошедшем совершенном времени (Past Perfect).

Model: You went to your friend’s house but he wasn’t there.

(he / go / out)He had gone out.

1. You went back to your home town after many years. It wasn’t the same as before. (it / change / a lot)

2. I invited Jane to the party but she didn’t come. (she / arrange / to do something else)

3. You went to the cinema last night. You arrived at the cinema late.

(the film / already / begin)

4. I was glad to see Tim again after such a long time. (I / not / see / him for five years)

5. I offered Sue something to eat but she wasn’t hungry. (she / just / have breakfast)

 

Задание 15. Перепишите предложения, раскройте скобки и поставьте глагол-сказуемое в будущем совершенном времени (Future Perfect).

Model: By the time you meet him he (do) a lot of work.

By the time you meet him he will have done a lot of work.

1. They (take) their last exam by the first of July.

2. I hope you (go) to bed by eleven.

3. She (listen) to the poem many times before she understands all the words.

4. We hope the telegram (come) before they start for the South.

5. By 2100 computers (take over) many of the jobs that people do

today.

Задание 16. Преобразуйте предложения из настоящего в прошедшее время, соблюдая правила согласования времен и делая необходимые изменения.

Model: He thinks that she will be a good lawyer next year.

He thought that she would be a good lawyer the following year.

1. All of us know that she studied French at school.

2. She says that she will take her English exam in June next year.

3. We don't know where she lived five years ago.

4. He asks us if we know his address.

5. He always tells me that his father was a teacher last year.

 

Задание 17. Преобразуйте предложения с общими вопросами из прямой речи в косвенную, делая необходимые изменения.

Model: “ Did you eat much yesterday?” the Captain asked.

The Captain asked if I had eaten much the day before.

1. The investigator asked me: "Do уоu speak French?"

1. Henry asked Joe "Did your team win or lose the game?"

2. The teacher asked the schoolboy: “Are you listening to what I am explaining?”

3. He asked her: “Will you go abroad when you recover from your illness?”

4. Father asked his son: “Have you done your homework?”

Задание 18. Преобразуйте предложения со специальными вопросами из прямой речи в косвенную, делая необходимые изменения.

Model: He asked her: “Which hotel are you staying in?”

He asked her which hotel she was staying in?”

1. Yesterday she asked me: “How long does it take you to get home if you go by bus.

2. The shop assistant asked the customer: “What colour dress do you prefer?”

3. The young man asked the girl: “What time are you going to have dinner tomorrow?”

4. “What’s the title of the book you are reading?” Mary asked Jane.

5. “Where did you live before you moved to your new flat?” the investigator asked the suspect.

Задание 19. Преобразуйте предложения, содержащие просьбу или приказание в прямой речи, в косвенную речь.

Model: 1. The policeman told the offender: “ Get out of the car.”

The policeman told the offender to get out of the car.

2. The teacher asked the schoolchildren: “ Don’t open the windows, please.”

The teacher asked the schoolchildren not to open the windows.

1. The little boy asked his mother: “Don’t wake me up so early tomorrow.”

2. The manager asked his secretary: “Send this message at once, please.”

3. Mother asked the child-minder: “Don’t take the child for a walk, he doesn’t feel well yet.”

4. The shop assistant offered: “Try these pair of brown shoes, please.”

5. She told her step-daughter: “Go and buy some fruit and vegetables for lunch.”

Задание 20. Преобразуйте предложения из действительного в страдательный залог. Подчеркните сказуемое в страдательном залоге и переведите полученные предложения на русский язык.

Model: 1. Yuri Dolgoruki founded Moscow in 1147.

Moscow was founded by Yuri Dolgoruki in 1147. Москва была основана Ю. Долгоруким в 1147 году.

2. They will publish the weather forecast in the evening.

The weather forecast will be published in the evening.

Прогноз погоды будет опубликован вечером.

1. She will introduce her brother to me.

2. My brother has bought this house for 15 000 dollars.

3. I can’t give you a lift (подвезти). My car is being repaired at the moment.

4. The teacher explained this grammar rule at the last lesson.

5. They built this house in the 16^th century.

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