Text 3. Marketing management
Management is function of planning, organizing, coordinating, directing and controlling. Any managerial system, at any managerial level, is characterized in terms of these general functions. Management is variety of specific activities. Marketing management refers to broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies try to look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing result. Strategic planning includes defining the company’s long-term objectives, such as sales volume, market share, profitability and innovation, and deciding and financial, material and other resources necessary to achieve those objectives. In problems of market selection and product planning one of the key concepts is that of the Product Life Cycle. That products pass through various stages between life and death (introduction – growth –maturity - decline), is hard to deny. Equally accepted is the understanding that a company should have products mix with representation in each of these stages. Companies can make far more effective marketing decisions of they take time to find out where each of their products stands in its life cycle. As a managerial process, marketing is they way in which an organization determines its best opportunities in the marketplace. The marketing process is divided into a strategic and a tactical phase. The strategic phase has three components – segmentation, targeting, and positioning (STP). Segmentation is determining different groups of customers in the market. Targeting is choosing which groups of customers can be served effectively. Positioning is placing the company or brand in relation o competitors. The marketing process includes designing and implementing various tactics, commonly referred to as the “4 Ps”: product, price, place (or distribution), and promotion.
Text 4. Electricity. It is impossible to imagine our civilization without: economic and social progress will be turned to the past and daily lives completely transformed. Electrical power has become universal. |Thousands of application of electricity such as lighting, electrochemistry and electrometallurgy are longstanding and unquestionable. With the appearance of the electrical motor, power cables replaced transmission shafts, gear wheels, belts and pulleys in the, 19-th century workshops. |And in the home a whole range of various time and lab our saving appliances have become a part of our everyday lives. Other devices are based on specific properties of electricity: electrostatics in the case of photocopying machine and electromagnetism in the case of radar and television. These applications have made electricity most widely. The fist industrial application was in the silver workshops in Paris. The generator – a new compact source of electricity – was also developed there. The generator replaced the batteries and other devices that had been used before. Electronic lighting came into wide use at the end of the last century with the development of the electric lamp by Thomas \Edison. |Then the transformed was invented, the first electric lines and networks were set up, dynamos and indication motors were designed. Since the beginning of the 20th century the successful development of electricity has begun throughout the industrial world. The consumption of electricity has doubled every ten years. Today consumption of electricity per capita is an indicator of the state of development and economic health of a nation. Electricity has replaced other sources of energy as it has been realized that is offers improved service and reduced cost. One of the greatest advantages of electricity is that it is clean, easily – regulated and generates no by-products. |Applications of electricity now cover all fields of human activity from house washing machines to the latest laser devices. Electricity is the efficient source of some the most recent technological advances such as the laser and electron beams. Truly electricity provides mankind with the energy of the future. Notes to the Text transmission shafts, gear wheels, belts and pulleys – трансмиссионныевалы, зубчатыеколёса, ремнииблоки time and lab our saving appliances - электроприборы, экономящиевремяитруд induction motors – индукционныемоторы per capita – на человека, на душу населения by – products – побочныепродукты
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