Английский язык профессионального общения для магистрантов

МИНИСТЕРСТВО НАУКИ И ВЫСШЕГО ОБРАЗОВАНИЯ 
РОССИЙСКОЙ ФЕДЕРАЦИИ 
 
 
Ростовский государственный экономический университет 
(РИНХ) 
 
 
 
 
 
Гордиенко Д. Я., Самарская С. В. 
 
 
 
Английский язык 
профессионального общения 
для магистрантов 
 
 
 
Учебное пособие 
 
 
 
 
 
 
 
 
 
Ростов-на-Дону 
Издательско-полиграфический комплекс РГЭУ (РИНХ) 
2023 

УДК 811.111(075) 
ББК 81.432.1я73 
     Г68 
 
Гордиенко, Д. Я. 
Г68 Английский язык профессионального общения для магистрантов : Учебное 
пособие / Д. Я. Гордиенко, С. В. Самарская. — Ростов-на-Дону : Издательско-полиграфический комплекс Рост. гос. экон. ун-та (РИНХ), 2023. — 110 с. 
ISBN 978-5-7972-3120-2 
 
Учебное пособие предназначено для студентов магистратуры, обучающихся по направлениям 38.04.06 «Торговое дело» и 38.04.07 «Товароведение», 
и включает в себя теоретические и практические материалы для проведения 
занятий по курсу «Иностранный язык профессионального общения». 
Данное пособие состоит из шести разделов, знакомящих магистрантов с 
основными тенденциями развития исследований в сфере маркетинга и торгового 
дела, дополнительных аутентичных текстов и глоссария. Цель пособия состоит в 
развитии иноязычной коммуникативной компетенции в сфере профессионального общения, обучении активному использованию маркетинговой терминологии на английском языке при чтении профильной литературы и осуществлению 
эффективных коммуникаций в работе с иностранными партнерами. 
Учебное пособие «Английский язык профессионального общения для 
магистрантов» по направлениям 38.04.06 «Торговое дело», 38.04.07 «Товароведение» может быть использовано студентами магистратуры и аспирантуры данных направлений, изучающими основы профессиональной коммуникации для усовершенствования своих языковых знаний. 
УДК 811.111(075) 
ББК 81.432.1я73 
 
Рецензенты: 
Горячева Е. Д., к. филол. н., доцент кафедры 
английского языка гуманитарных факультетов 
Института филологии, журналистики и межкультурной коммуникации ЮФУ; 
Казанская Е. В., к. филол. н., доцент, зав. кафедрой 
иностранных языков для экономических специальностей РГЭУ (РИНХ). 
 
Утверждено в качестве учебного пособия 
учебно-методическим советом РГЭУ (РИНХ). 
 
ISBN 978-5-7972-3120-2 
© Ростовский государственный 
экономический университет (РИНХ), 2023 
© Гордиенко Д. Я., Самарская С. В., 2023 

ОГЛАВЛЕНИЕ 
 
UNIT 1. THE NATURE AND DEFINITIONS 
OF MARKETING .............................................................................. 4 
UNIT 2 BASIC CONCEPTS OF MARKETING .......................... 13 
UNIT 3. MARKETING PHILOSOPHIES 
AND ORIENTATION ....................................................................... 25 
UNIT 4. THE MARKETING MIX AND THE MARKETING 
ENVIRONMENT .............................................................................. 36 
UNIT 5. MARKETING INFORMATION AND MARKETING 
RESEARCH ....................................................................................... 51 
UNIT 6. MARKETING PLANNING AND MARKETING 
STRATEGIES .................................................................................... 62 
SUPPLEMENTARY TEXTS FOR DISCUSSING ........................ 73 
GLOSSARY ....................................................................................... 88 
SUPPLEMENTARY ENGLISH LITERATURE ........................ 108 
 

UNIT 1 
THE NATURE AND DEFINITIONS OF MARKETING 
 
Key Definitions 
1. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably 
(the UK Chartered Institute of Marketing). 
2. Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a 
dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services and ideas (American Marketing 
Association). 
3. The aim of marketing is to make selling superfluous. The 
aim is to know and to understand the customer so well that the product 
or service fits him / her and sells itself (Peter Drucker). 
4. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating 
and exchanging products and value with others (Philip Kotler). 
5. Marketing is too important to be left to the marketing department (David Packard). 
6. In a truly great marketing organisation you can’t tell who is 
in the marketing department. Everyone in the organisation has to make 
decisions based on the impact on the consumer (Stephen Burnett). 
7. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer. 
8. Marketing is getting the right goods and services to the right 
place at the right price with the right communication and promotion. 
9. Marketing is the creation and delivery of a standard of living. 
 
Task 1. Read the text and translate the underlined phrases. 
How does your day begin? Many Americans rush to their Braun 
coffee maker to make their Folgers coffee. They then have Carnation 
Instant Breakfast, a Thomas’ English Muffin, or some Nature Valley 
Granola for breakfast. They might hop into the shower and wash with 
Dial Soap and shampoo their hair with Head and Shoulders. They brush 
with Crest and splash on some Old Spice. They slide into their Reeboks 
as they run for the Toyota. Each day is filled consuming products 

made available by an extremely sophisticated and efficient marketing 
infrastructure. 
Marketing is a powerful force in our society. Marketing is everywhere. You see it. You hear it. You wear it. Everywhere you go, you are 
exposed to some marketing message. Even church bulletins carry advertisements for florists and funeral parlours. If a site is a gathering spot for 
consumers, it is a potential target for a marketer who is looking for a unique 
means of reaching a target market. 
Intensive marketing efforts are not limited to the United States. Marketing is an international activity as well. “Big Mac” means hamburger 
now in at least nine languages. Marketing is responsible for creating demand, products, and jobs in many fields such as research and development, 
transportation, advertising, and retailing. And marketing satisfies consumers, which in turn increases their standards of living. 
Each and every person in the world is a target for some marketer. After all, everyone eats, shops, and dreams of owning something of particular 
value to them. In their everyday lives people continuously interact with marketers and even perform the role of marketer at times. You are marketing 
clothing and shoes for Nike whenever you wear their products flashing the 
company name. You are marketing yourself when you send out your resume to a potential employer. Marketing is an exciting, dynamic field, a 
subject worth studying for several reasons. Each of us also pays for marketing — when we buy a product, part of the money we spend covers the advertising, promotional, packaging, and research costs for the item. 
Someone is always trying to sell us something, so we need to recognize the methods they use. Students also need to know marketing in their 
roles as consumers and citizens. When students enter the job market, they 
must do “marketing research” to find the best opportunities and the best 
ways to “market themselves” to prospective employers. Many will start 
their careers with marketing job in sales forces, in retailing, in advertising, 
in research, or in one of a dozen other marketing areas. And finally, marketing is a major force in our society responsible for the quality of life we 
enjoy and the satisfaction we receive. 
Most people, if asked, would say that marketing is just selling or 
advertising. Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the 
shops this is not surprising. However, advertising and selling are only 

the tip of the marketing iceberg. Marketing includes selling and advertising activities, but it is much more. 
Marketing must not be understood as salesmanship which means 
manufacturing something and making another person want it. Marketing 
is the art of finding out what the other person wants, then manufacturing it 
for him. There are many definitions of marketing, most of them leave 
something to be desired. 
 
Task 2. Work in pairs. Comprehension questions on marketing definitions: 
1. Which statement suggests that everybody in a company 
is a marketer? 
2. Which statement completely discounts the importance of selling? 
3. Which statement emphasises the role of product, price, place 
and promotion (4Ps)? 
4. Which statement sees marketing more in a sociological role? 
5. Which statement sees marketing as activities that direct the 
flow of goods and services from producer to consumer. 
6. Which definition of marketing do you like most? Why? 
7. What would be your own definition of marketing? 
 
Task 3. Give English equivalents for: 
Удовлетворять требования потребителя с выгодой, содействовать отношениям обмена, динамичная среда, создание и продвижение 
товаров, процесс управления, принимать решения, решать проблему, 
поток товаров и услуг, маркетинговые инструменты, отдел маркетинга, 
реклама на телевидении, искусство продаж, покупать, продавать. 
 
Task 
4. 
Decide 
whether 
the 
following 
statements 
are true or false. 
1. Advertising is a part of marketing. 
2. Selling is the most important function of marketing. 
3. Marketing means manufacturing something and making another person want it. 
4. The marketing department creates customer satisfaction by itself. 
5. Satisfying customer needs is a key to success. 
6. Marketing is used only by producers. 

7. The basic concept of marketing is essential to all types of organizations. 
8. Everyone must know the methods used in marketing. 
9. Students need to know marketing in their roles as consumers 
and citizens. 
10. Think of your own true of false statements using the text. 
 
Task 5. Make a list of two-word partnerships with a key word 
MARKET (verb + keyword) and three-word partnerships (verb + 
adjective / noun + keyword). Use them in sentences of your own. 
For example: to monopolize a new market. 
Capture    create    play    target    fish    food    meat    new monopolize  
flood    research    analyse    buyer’s    seize    domestic  free oil    growing  
enter    overseas    stock    active    strong   capture    break falling (bear)  
commodities steady    seller’s rising (bull) sluggish open-air. 
 
Task 6. Word building. Complete the list below by inserting 
the missing forms. 
 
Verbs 
Personal Nouns 
General Nouns 
 
an innovator 
 
to sell 
 
 
 
 
buy 
 
an exporter 
 
 
 
marketing 
to invest 
 
 
 
 
delivery 
to communicate 
 
 
 
a manager 
 
 
Task 7. Match the definitions with the eight basic marketing 
functions. 
 
1. BUYING FUNCTION 
 
 
a) this important function helps reduce risk 
by providing the marketing manager with intelligence required to make better decisions; 

2. SELLING FUNCTION 
 
 
 
3. TRANSPORTATION 
(facilitating function) 
 
 
4. STORAGE 
(facilitating function) 
 
 
 
5. GRADING 
(facilitating function) 
 
6. FINANCING 
(facilitating function) 
 
7. RISK TAKING 
(facilitating function) 
 
8. DEVELOPING 
MARKETING 
INFORMATION 
(facilitating function) 
b) the firm assumes a number of troubles associated with buying, selling, storing and financing products; 
 
c) products are sorted into different quality 
and quantity categories for more efficient 
storage and display; 
 
d) arrangements are made for the firm to pay 
supplies and for customers to pay the firm for 
purchased products and services; 
 
e) products must be in inventory until 
they are purchased; 
 
f) products must be delivered from producer 
to buyer; 
 
g) searching for and obtaining products that 
will prove attractive to prospective customers; 
 
h) prospective customers must be informed 
and persuaded to purchase these products 
 
Task 8. Complete the sentences with the following: 
Superfluous, needs, tools, advertising, sells itself, selling, commercials, place, salesmanship product, price, profit. 
a. Many people mistakenly think of marketing as (1 …) and 
(2 …). Given the number of (3 …) on television, this is not surprising. 
However, they are only two of several marketing (4 …), and not necessarily the most important ones. 
b. Marketing must not be understood as (5 …) which means 
manufacturing something and making another person want it. The aim 
of marketing is to make selling (6 …). 

c. The aim is to know and understand the customers so well that 
the product or service fits him and (7 …). 
d. Marketing is concerned with getting the right (8 …) to the 
right (9 …) at the right (10 …). 
e. Marketing is about meeting consumer (11 …) at a (12 …). 
 
Task 9. Translate into English. 
1. Если спросить людей, что такое маркетинг, то многие 
скажут, что маркетинг — это продажи или реклама. 
2. И это неудивительно, если учесть большое количество 
коммерческой рекламы на телевидении, в журналах и газетах. 
3. Однако реклама и продажи — это только верхушка маркетингового айсберга. 
4. Маркетинг нельзя понимать как умение торговать, навязывая свой товар покупателям. 
5. Маркетинг — это искусство выявления желаний другого 
человека и производство этого для него. 
6. Существует огромное количество определений маркетинга, многие из них оставляют желать лучшего. 
7. Проще говоря, маркетинг — это процесс выявле- 
ния и удовлетворения потребностей потребителей с помощью 
товаров и услуг. 
 
Task 10. Read the text about an alternative Cinderella and 
think of a suitable ending for the tale. 
Once upon a time there were three sisters who lived with their 
widowed father. The two eldest ran a beauty parlour and a clothes shop. 
They were both interested in finding a rich husband. The youngest 
daughter, whose name was Cinderella, looked after the house. Her father did not want her to start business as he wanted someone to look 
after him. Cinderella did not mind as she was doing a correspondence 
course in accountancy and marketing. 
One day Cinderella decided to enter a competition in a woman’s 
magazine because it offered some good cash prizes. If she won one of 
them, it would help her finance the setting up of her own restaurant.Around that time the newspapers were full of stories about a big 
party that was going to be held at the palace. It was said that the Prince 

wanted to find a wife and settle down. From the moment they heard 
about the ball, the two eldest sisters spent days and days trying to make 
themselves look beautiful. As for Cinderella, she wondered what all 
this fuss was about and didn’t have the slightest interest in the ball. 
One morning, while she was doing some work for her accountancy course, there was a knock at the door. She opened it and saw an 
extraordinary woman standing there with a ridiculous-looking tiara on 
her head. The woman who called herself Fairy Godmother, or FG for 
short, told Cinderella that she had won first prize in the magazine competition. She would have to dress up in fine clothes and go to the palace 
where she’d spend the night at the ball and be photographed for the 
woman’s magazine. 
The big day arrived, and a shiny Rolls Royce came to pick her up. 
The man from the car hire firm said he was only on duty until midnight. 
Moments later a woman arrived bringing a fur coat and a diamond 
necklace which would be Cinderella’s just for the evening. 
The palace turned out to be cold and draughty and the king was a 
man with a sad smile. He was almost bankrupt. Cinderella felt sorry for 
the man and suggested lots of ways of making money: re-organizing 
the kitchens, opening the palace to the public and so on. 
The prince took one look at Cinderella and asked her to dance. She 
kicked off her glass slippers, which were killing her, and joined him on 
the dance floor. By this time it had turned midnight. The car hire man 
drove away and the woman came to collect her fur coat and necklace. 
Soon afterwards, Cinderella left the palace and hitch-hiked home. 
The following day the newspapers were full of the big story about 
the prince who had fallen for a beautiful and mysterious girl who had 
disappeared from the palace. Her glass slippers, which she had left behind, were the only clues that would lead him to her. When Cinderella 
read the news, she was absolutely furious… 
 
Task 11. Questions for review and discussion. 
1. How does your working day begin? 
2. Why is marketing a powerful force in our society? 
3. Are advertising and selling the most important functions of 
marketing? Why not? 
4. What is generally understood by salesmanship?