Учебное пособие для студентов очной формы обучения направлений подготовки

Affect, fluctuated, 
urban, welfare, declined, 
excess, vary, accessible, 
interdependent, rural 
FINAL TASKS 

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79 
4. Match the following words with their synonyms. 
1. 
to flourish 
a.
spot 
2. 
welfare 
b.
to vary 
3. 
dull 
c.
to refuse 
4. 
dot 
d.
donation 
5. 
to declare 
e.
boring 
6. 
to fluctuate 
f.
to thrive 
7.
to decline 
g.
close 
8. 
contribution 
h. 
crafty 
9.
near 
i. 
to state 
10.
cunning 
j. 
well-being 
 
5. Match the following words with their antonyms. 
1. 
accessible 
2. 
to decrease 
3. 
contrary 
4. 
invisible 
5. 
ancient
6. 
behave 
7.
shallow 
8. 
true 
9.
within 
10.
strong 
 
6. Speaking.
Make a presentation on the following topic. 
Describe your city or town from the point of view of the urban economist. 
Speak about the following issues: 
1) City‘s size and location; 
4) Presence of the business (large and small); 
2) Main industries; 
5) Housing policy; 
3) Transport accessibility; 
6) Local policy. 
Give figures and explanations. Compare your city with other cities (both Russian and foreign). 
modern;
false;
misbehave;
to increase;
outside;
inaccessible;
weak;
deep;
opposite;
visible 

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80 
Text 6A 
1. Before you start.

What is the marketing mix?

What is the personal value equation? 
Communicating'>2. Read the words and learn them by heart. Make up your own sentences with them. 
1. Creating – 
создание 
2. Communicating – 
коммуникация, взаимодействие
 
3. Delivering – 
доставка
 
4. Exchanging – 
обмен 
5. Domain –
сфера, область, территория, домен
 
6. Value – 
ценность 
7. Collaborating – 
сотрудничество 
 
8. Offering – 
предложение
 
9. Supplier – 
поставщик
 
10. Customer – 
потребитель
 
11. Trading – 
торговля, коммерция
 
12. To purchase – 
покупать, приобретать
 
13. Benefit – 
выгода, польза
 
14. Profitable – 
прибыльный, доходный 
15. Hassle
– трудность, суматоха, морока 
 
3. Read the text 6A, translate it and compare your ideas in ex.1 with the facts. 
Defining Marketing 
Marketing 
is the activity of presenting, advertising and selling a company‘s products 
in the best possible way. There are four activities, or components, of marketing:
Unit 6. 
Principles of marketing
 

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81 
Creating
The process of collaborating with suppliers and customers to create 
offerings that have value. 
Communicating
Broadly, describing those offerings, as well as learning from customers. 
Delivering
Getting those offerings to the consumer in a way that optimizes value. 
Exchanging
Trading value for those offerings. 
The traditional way of viewing the components of marketing is via the four Ps:
1. 
Product
. Goods and services (creating offerings).
2. 
Promotion
. Communication.
3. 
Place
. Getting the product to a point at which the 
customer can purchase it (delivering).
4. 
Price. 
The monetary amount charged for the product 
(exchange).
Introduced in the early 1950s, the four Ps were called the 
marketing mix, meaning that a marketing plan is a mix of 
these four components. 
However, in recent years service marketing has widened the domains to be considered, 
contributing to the 7P's of marketing in total. The other 3P's of service marketing are: process, 
physical environment and people. 
Value is at the center of everything 
marketing does. What does value mean? 
When we use the term 
value
, we 
mean the benefits buyers receive that meet 
their needs. In other words, value is what 
the customer gets by purchasing and 
consuming a company‘s offering. So, 
although the offering is created by the 
company, the value is determined by the 
customer.
Furthermore, our goal as marketers 
is to create a profitable exchange for 
consumers. By profitable, we mean that the consumer‘s personal value equation is positive.
(
Source:http://2012books.lardbucket.org)
 
(Source:http://www.web-books.com)
 

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82 
The