- •2. Evolution of the marketing concept
- •3. Implementing the marketing concept
- •Evolution of customer orientation
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Find in the text and pinpoint (выделите) the main idea(s) of each of its
- •VII. Speak on the following:
- •VIII. Read and translate this additional information: major marketing functions
- •Vocabulary
- •IX. Translate into English:
- •Unit 2 marketing
- •Generalities
- •2. A marketing mix
- •3. A marketing strategy
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents..
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Speak on the following.
- •Unit 3 marketing environment
- •1. Marketing strategy and the marketing environment
- •2. Strategic market planning
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English in writing:
- •V. Answer the questions:
- •VI. Speak on the following:
- •Unit 4 a product in marketing generalities
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •2. Price and nonprice competition
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •VI. Agree or disagree with these statements. Use the following phrases:
- •VII. Speak on the following:
- •IX. Translate the sentences and indicate (укажите) the points (1, 2, 3, 4, 5) to which the following statements refer:
- •Part II unit 1 categories of product
- •Consumer product classifications
- •2. Industrial product classifications
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what category these consumer products refer (относятся) according to the following examples.
- •VI. Find out to what categories these industrial products refer according to the following examples.
- •VII. Questions and assignments:
- •VIII. Agree or disagree with the statements. Use the following phrases:
- •IX. Make up a written abstract (аннотацию) of the above text.
- •4. Business analysis
- •5. Product development
- •6. Test marketing
- •7. Commercialization
- •8. Why do products fail?
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Briefly describe the seven new product development phases (by writing down one or two definitions for each phase).
- •2. Growth
- •3. Maturity
- •4. Decline
- •Using the product life cycle
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what stages of the product life style these statements refer:
- •V. Questions and assignments:
- •VI. Agree or disagree with the statements. Use the following phrases:
- •VII. Make up a written abstract of the above text.
- •5. Multiple channels for consumer goods
- •Vocabulary
- •I. Translate into russian:
- •Consumer Buying Decision Process and Possible Influences on the Process
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Questions and assignments:
- •V. Translate into English in writing:
I. Translate into Russian:
Equilibrium price; profit; sales revenues; production costs; marketing costs; price competition; pricing decision; raise prices; lower prices; nonprice competition; competitor; packaging; advertising; particular output; competitive edge; earn profit; beat a price of a competitor; choice; drawback; circumstances; charge a price.
II. Find the English equivalents:
Продукция; изделие; прибыль; получать прибыль; доходы от продаж; конкурент; издержки производства; издержки сбыта; цена; ценовая конкуренция; неценовая конкуренция; конкретная продукция; продавать ниже цены конкурента; повышать цены; поддерживать цены; обстоятельства; выбор; чистая конкуренция.
III. Fill in the blanks:
1. In a largely theoretical system of pure competition, no ... has control over the price of its product.
2. If they ... a higher price, they will not sell their products.
3. In the real economy, producers try to gain some control over price by ... their ... from similar products.
4. The idea behind product differentiation is to create a specific ... for the firm's product.
5. Firms also attempt to gain some control over price through....
6. If the advertising is effective, this may permit a firm to increase the price at which it sells its particular ... .
7. Firms may reduce prices to obtain a competitive ....
8. The few large sellers in an oligopoly have considerable, control over ... mainly because each controls the total supply of its ...
9. Price competition occurs when a seller sets a ... that equals or ... competitors' prices.
10. Price ... allows a marketer to set prices based on ... for the product or in response for the changes in the firm's finances.
11. Nonprice competition is... on factors other than price.
12. It is used when a seller makes its product stand out from the ... by distinctive product ... , customer service, ..., packaging and other features.
13. When customers have chosen a brand for nonprice reasons, they keep loyalty to the chosen firm's brand.
IV. Translate into English:
1. В системе чистой конкуренции ни один производитель не контролирует цену своей продукции.
2. Все производители должны принимать среднюю цену.
3. Если они назначают более высокую цену, они не продадут свою продукцию, а если они назначают более низкую цену, они теряют доходы от продаж.
4. В реальной экономике производители пытаются получить некоторый контроль над ценой, дифференцируя свою продукцию от аналогичной продукции.
5. Смысл (idea) дифференциации продукции состоит в создании особого спроса на продукцию фирмы.
6. Это выводит продукцию (takes the product out) из конкуренции со всей аналогичной продукцией.
7. В этом случае фирма может контролировать цену до некоторой степени.
8. В реальном рынке фирмы могут уменьшать цены для получения конкурентного преимущества.
9. Хотя каждое изделие приносит меньшую прибыль, общая прибыль может увеличиться.
10. Существует (there are) два фактора конкуренции — ценовая конкуренция и не ценовая конкуренция.
11. Ценовая конкуренция возникает в том случае, копта продавец устанавливает (sets) цены, которые равны: ценам конкурента или ниже иен конкурента.
12. Конкуренты поступают таким же образом, что представляет основой недостаток ценовой конкуренции.
13. Неценовая конкуренция основана не на цене, а на других факторах.
14. Она используется наиболее эффективно, когда продавец может поставить свою продукцию вне конкуренции качеством продукции, обслуживанием покупателя, стимулированием покупательского спроса, упаковкой, либо другими особенностями.