III. Scan the text. Find in the text the English equivalents of the following words:

a) качество, рынок, услуга, сырье, готовые товары, покупка, потребитель, доставка, потребительские товары, доход, розничный торговец, марка товара, модель, реклама, упаковка, уровень информированности о торговой марке, индивидуальность марки, имидж марки, рекламный агент товара, марка дилера, немарочный товар, товары повседневного спроса, потребительские товары длительного пользования, валовой внутренний продукт, маркетинг товаров, сельскохозяйственная продукция, валовой внутренний продукт, послепродажное обслуживание, свойство товара.

б) продавать, покупать, включать в себя, происходить от, узнавать, составлять, повышать, создавать, удовлетворять потребность.

IV. Make up word combinations with “product” using the following words and explain them in English: positioning, placement, lifecycle, line, range, portfolio, mix, catalog (AmE), catalogue (BrE).

V. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.

1. In business a product is anything that can be offered to a market that might satisfy a need.

2. A good or commodity is an object or service of some kind which has nothing in common with utility.

3. In retailing, products are called commodities.

4. The view of a product isn’t restricted to one of a physical object.

5. All products have their brands.

6. The commercial meaning of ‘product’ was first used by political economist Adam Smith.

7. Consumer goods that last a long time are consumer durables.

VI. Scan the text and answer the questions:

1. What’s the difference between the terms ‘product’ and ‘service’?

2. What is a product to a consumer?

3. How is a product defined at its broadest level?

4. When was the term “product “first used in the commercial meaning?

5. What is a product in the leisure market?

6. Can a person be a “product”?

7. Why does a company usually give a brand to its products?

8. Why should a brand have a clear brand identity?

VII. Compress the text using “track & dice” model given below

T	Task	Make sure you understand the terms of reference, the task you have been set.
R	Read	Read through the passage once to perceive the general drift. Then read it again more carefully.
A	Ask	Ask questions such as 'What is this about?’, 'What title could it be given?'
C	Clarify	Look at any difficult words or passages. Try to work out their meaning from the surrounding text
K	Key word and phrases	Which are the vital parts of the narrative? Where possible underline them. Use broken lines to show the secondary phrases, those you consider to be fairly important but not vital
D	Draft	Make a rough draft of your summary, using your own words to link up the elements.
I	Improve	Refer back to the instructions. Read the passage once more and make any necessary amendments.
C	Count	Is there a limit to the number of words you are allowed to use in your summary? How many words have you used? Add or subtract according to the degree of importance.
E	Edit	Read through the draft once more before editing and producing the summary in its final form.

Language at work /The Passive /