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Ex.4. Speak about product development in your business. Ask your
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Colleague how he would plan product development.
Grammar Exercises
Ex.1. Make the sentences negative:
Model: I will have the drawings prepared very soon. - I won't have the
drawings prepared very soon.
1. It will take much time to catch on.
2. I am sure this thing will be the biggest selling point.
3. They will run a good advertising campaign.
4. They will make a new modification of electronic watch.
5. This price will be inadequate.
Ex.2. Put four questions of different types to each sentence (general,
special, alternative, disjunctive):
Model: They will influence the consumer to buy their
automobiles.
1. Will they influence the consumer to buy their automobiles?
2. Who will influence the consumer to buy their automobiles?
3. They will influence the consumer to buy their automobiles,
won't they?
4. Will they influence the consumer to buy their automobiles
or other goods?
1. Their products will be available in every shop.
2. The company will start their promotional campaign very soon.
3. Our bank will make a loan to this corporation.
4. They will need a lawyer to form their business.
5. I will consult my partner.
LESSON 10
MARKETING
Text
Marketing includes all the business activities connected with the
movement of goods and services from producers to consumers. Sometimes it
is called distribution. On the one hand, marketing is made up of such
activities as transporting, storing and selling goods and, on the other hand, a
series of decisions you make during the process of moving goods from
producer to user. Marketing operations include product planning, buying,
storing, pricing, promoting, selling, credit, traffic and marketing research.
The ability to recognize early trends is very important. Producers must
know why, where, and for what purpose the consumers buy. Market research
helps the producer to predict what the people will want. And through advertising
to attempt to influence the customer to buy. Marketing operations are very
expensive. They take up more than half of the consumer's dollar.
The trend in the USA and other countries has been to increase mass
consumption. The construction of good shopping centres has made goods
available to consumers as they provide a wide range of merchandise and
plenty of parking facilities.
Active Vocabulary
producer
consumer, syn. user
distribution
marketing
transporting
storing
product planning
pricing
promoting
traffic
marketing research
trend
to predict
to influence
производитель
потребитель
сбыт, распределение
продажа, сбыт, маркетинг
транспортировка
складирование, хранение
разработка новых продуктов
калькуляция цен
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содействие в продаже (какого-либо товара),
например, с помощью рекламы
торговля, движение товара
изучение рынка сбыта
тенденция, общее направление
предсказывать
влиять
Comprehension Questions
1. What does marketing mean?
2. What activities does marketing consist of?
3. What do marketing operations include?
4. Why is it so important for the producer to predict the trends?
5. How is mass consumption possible in the USA?
Vocabulary Practice
Ex.1. Choose the necessary word and put it in the sentence:
1. One of the aims of market research is to indicate new
... among people.
2. Advertising must... the consumer and make him buy
the goods produced.
3. Often marketing is called....
4. In order to sell a new product, a producer has to
consider how to... it.
5. The goods of this company are not sold very well, they
must think about....
6. Sometimes it is difficult to influence... through
advertising.
7. If you want to produce something new, you should
start with...
8. A producer wants to... the new trends and then tries to
influence them.
9.... includes product development and pricing among
other things.
Dialogue
a. predict
b. influence
c. promote
d. marketing
e. trends
f. distribution
g. market
research
h. product
planning
i. consumer
Sally and Don work in the Marketing Department of a company that
makes different foodstuffs.
Don: Hey, Sally, look at these figures. The price of sugar is going up 10%
during the next year.
Sally: Oh, that's bad. That means trouble for our jam line.
Don: I think so too. Sugar is the main ingredient, you know. What's your
opinion?
Sally: Well, we are not the price leaders in the field and jam is a very price
sensitive item. According to our marketing research information
consumers aren't particularly brand loyal about jam.
Don: I have a brilliant idea. You know, this could be a great marketing
opportunity for us.
Sally: What do you mean?
Don: Well, because of the price rise in sugar we know that the price of jam
will go up too. The increase will pass on the consumer, won't it?
Sally: Right.
Don: Imagine, we find the possibility of changing the ingredients in the jam
so that we wouldn't have to raise the price.
Sally: Then we wouldn't trouble about the price rise on sugar because we'll
be able to sell the jam at the same price. The idea is that we could
market less expensive jam. What a promotional campaign we could
have!
Don: Sure. If we do it right we'll sell more and become the leader in the
market.
Sally: Now the first thing is to talk to Research and Development.
Don: Right and we'll see when they'll have some samples of new formulas
ready.
Sally: What about marketing research? I think we should schedule some
tests for responses to the R & D samples.
Don: Well, there is a lot to do. I think we should also change packaging.
Now, Sally, that would be great.
Sally: Oh, Don, let's hope for the best. If we don't lose the chance, the
competitors’ products will stay on the supermarket shelves.
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Don: Oh, it's time for lunch. Let's discuss our business in cafeteria.
Sally: Oh, sure, we've got a lot to discuss - distribution, advertising…
Active Vocabulary
to go up
to raise the price
price leader
price sensitive
item
to be brand loyal
promotional
campaign
расти (о цене)
поднимать цену
производитель, устанавливающий самую низкую
цену на определенный товар
товар, уровень продажи которого очень зависит от
цены
отдавать предпочтение одной торговой марке
рекламная компания
R & D
to schedule
packaging
competitor
НИОКР
разрабатывать план
упаковка
конкурент
Vocabulary Practice
Ex.1. Choose the necessary word and put it in the sentence:
1. If the price on this product..., nobody will buy it.
2. They should... some tests and pass the results to
R&D.
3. This company is the... in this field, they can sell this
product at the lowest price.
4. Customers do care about the price on this product, it is
a very....
5.... influences the desire of a customer to buy.
6. Our... has become the price leader in selling computer
programmes.
Ex.2. Answer the questions:
1. Who is the price leader in your business?
a. go up
b. schedule
c. packaging
d. competitor
e. price leader
f. price sensitive
item
2. How can you become a price leader? What should you do for this?
3. How should one start a promotional campaign?
4. Why is it dangerous to produce price sensitive goods?
5. Why is it important to have competitors in business?
6. What should you do to leave your competitors behind?
7. What knowledge must you have to be good at marketing?
Ex.3. Translate into English:
1. Маркетинг включает в себя действия, связанные с движением
товара от производителя к потребителю.
2. Маркетинг включает в себя транспортировку, хранение, рекламу,
калькуляцию цен, продажу.
3. Изучение рынка помогает предсказывать общие направления
спроса.
4. Реклама оказывает сильное влияние на покупателя.
5. Мы не можем устанавливать самую низкую цену на этот товар.
6. Мы должны разработать план производства новых продуктов.
7. Сбыт этого товара очень реагирует на изменение цены.
Grammar Exercises
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