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a) Marketing as a formal scientific discipline has its roots in Greece and Rome.
b) Philip Kotler, a prominent economist, defined marketing research as «a social and managerial process».
c) Marketing research began in the early nineteenth century.
d) Marketing research requires the knowledge of economists, operation researchers, pshychologists and statisticians.
e) The researcher must know the location and product class of a certain market in order to understand this market.
f) A person working in a marketing research department is a good forecaster.
g) Channel structure could be very complex.
h) Many partners coordinate their efforts to make possible the delivery of goods.
i) Channels of marketing are of the most importance and effectiveness in health care delivery.
j) Marketing channels stimulate demand through the promotional activities of the units.
k) Public and private goods couldn`t be available for consumption through distribution.
l) According to the author, legislators also use the channels of marketing to distribute their products - laws.
m) The only way to use marketing channels is to digest them.
Keys: a) F; b) T; c) F; d) T; e) T; f) T; g) T; h) T; i) T; j) T; k) F; l) T; m) F.
Match the English sentences and with their Russian variants
a) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
b) Marketing research is used to assess the market's response to the firm's marketing inputs.
c) The data delivery systems and the techniques used to analyze the data have become increasingly sophisticated.
d) Marketing research can be viewed as an operational or tactical activity and as a strategic activity.
e) Forecasting the success or failure of new product introductions is very important.
1) Маркетинговое исследование используется для оценки реакции рынка на маркетинговые затраты фирмы.
2) Маркетинг – это социальный и управленческий процесс, посредством которого индивиды и группы индивидов получают то, в чем нуждаются и испытывают потребность посредством создания и обмена товаров и потребительских ценностей.
3) Прогнозирование успеха или провала введения нового продукта на рынок очень важно.
4) Маркетинговое исследование может быть рассмотрено как оперативная или тактическая, так и стратегическая деятельность.
5) Системы по доставке данных и методики, используемые для анализа данных, стали более сложными.
Keys: a) – 2; b) – 1; c) – 5; d) – 4; e) -3.
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