Тексты Market Economies

1. In a true market economy the government plays no role in the management of the economy, the government does not intervene in it. The system is based on private enterprise with private ownership of the means of production and private supplies of capital, which can be defined as surplus income available for investment in new business activities. Workers are paid wages by employers according to how skilled they are and how many firms wish to employ them. They spend their wages on the products and services they need. Consumers are willing to spend more on products and services, which are favoured. Firms producing these goods will make more profits and this will persuade more firms to produce these particular goods rather than less favoured ones.

2. Thus, in a market economy consumers decide what is to be produced. Consumers will be willing to pay high prices for products they particularly desire. Firms, which are privately owned, see the opportunity of increased profits and produce the new fashionable and favoured products.

3. Such a system is, at first view, very attractive. The economy adjusts automatically to meet changing demands. No planners have to be employed, which allows more resources to be available for production. Firms tend to be highly competitive in such an environment. New advanced products and low prices are good ways to increase sales and profits. Since all firms are privately owned they try to make the largest profits possible.

1. Определите, какое утверждение соответствует содержанию текста.

A market economy easily adjusts to changing demands.

1. Завершите утверждение согласно содержанию текста.

Private firms in market economies try to …

make a profit

2. Ответьте на вопрос:

In what way do changing demands affect production in a market economy?

Consumers are ready to pay money for fashionable products, private companies are ready to produce these products to get profits.

3. Определите основную идею текста.

Market economies based on private enterprise with private ownership adjusts to changing demands.

Channels of Marketing

1. Individual consumers and corporate buyers are aware that thousands of goods and services are available through a very large number of diverse channel outlets. What they may not be well aware of is the fact that the channel structure, or the set of institutions, agencies, and establishments through which the product must move to get to them, can be amazingly complex.

2. Usually, institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers. The same is true for the marketing of services. For example, in the case of health care delivery, hospitals, laboratories, insurance companies, and drugstores combine efforts in an organized channel arrangement to ensure the delivery of a critical service.

3. Therefore, marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Not only do marketing channels satisfy demand by supplying goods and services at the right place, quantity, quality, and price, but they also stimulate demand through the promotional activities of the units (e.g., retailers, manufacturers' representatives, sales offices, and wholesalers) comprising them.

4. The major focus of marketing channel management is on delivery. Producers of goods (including manufacturers of industrial and consumer goods, legislators, educational administrators and insurance companies) are individually capable of generating only form or structural utility for their «products».

1. Определите, какое утверждение соответствует содержанию текста.

Many business partners coordinate their efforts to make possible the delivery of goods.

2. Завершите утверждение согласно содержанию текста.

Marketing channels raise demand through the joint efforts of …

retailers, wholesalers and sales offices

3. Ответьте на вопрос:

What does the structure of channel outlets consist of ?