• Гідрологія і Гідрометрія
• Господарське право
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• Товарознавство продовольчих товарів

Dialogue No 2 (212 words)

Two old friends Ellen and Andrew are discussing the approaches to marketing research.

ELLEN: So, you have come to Manchester to study. What subject?

ANDREW: I am doing a marketing diploma and I hope also a doctor's degree in business administration.

ELLEN: Really? What problem are you concerned with?

ANDREW: You see, in recent years marketing has become a driving force in most companies. Underlying all market­ing strategy is "the marketing concept".-

ELLEN: What exactly does it mean?

ANDREW: Well, we must produce what people want, not what we want to produce. That means that we put the cus­tomer first.

ELLEN: You mean, you carry out marketing research, am I right? And in this way you can supply exactly what the customer wants.

ANDREW: Sure, we can do this by developing marketing know-how.

ELLEN: Well, from what you are saying it seems nowadays a company needs marketing control.

ANDREW: I tell you, a company that believes in marketing effort is forward-thinking and it doesn't rest on its past achievements: it must create a marketing policy having a clear idea of what causes the customers to buy.

ELLEN: Are you speaking of marketing forecast? You mean marketers should not only identify consumer needs; they should anticipate them by developing new products.

ANDREW: Exactly, and what's more: to create long-term demand, perhaps by modifying particular features of the product to satisfy changes in consumer needs or market conditions.

ELLEN: Sorry, Andrew, I've got to go, it was nice talking to you. Bye.

ANDREW: Bye.

Listen to Dialogue No 2 between two speakers and answer the questions below. Then listen again and check your answers.

1. What are Ellen's plans for the future?

2. What is the main idea underlying "the marketing con­cept"?

3. What are the main principles of marketing policy?

4. What is meant by marketing forecast?

5. Is it possible to create long-term demand?

Unit3. READING COMPREHENSION

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4. Answer the questions to the dialogue.
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8. Compose dialogues using the key words for the situations given below.
9. Counter arguments (key-words).
10. D. Make up short dialogues expressing lack of certainty and surprise. Use prompts given below.
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