I. Search for the examples of the Passives in the text “Products”. Consult Grammar Reference.

II. Choose the right variant

1. The commercial meaning of product … first … by political economist Adam Smith.

a) is … used b) were … used c) are … used d) was … used

2. In business a product is a good or service which can … and sold.

a) is bought b) was bought c) bought d) be bought

3. Goods can refer to the materials and components used to make products, or products that ...

a) is made b) are make c) made d) are made

4. In marketing a product is anything that can … to a market that might satisfy a want or need.

a) is offered b) was offered c) be offered d) have offered

5. Film stars, ‘pop’ stars and international sports personalities … in a similar way to product marketing.

a) marketed b) is marketed c) are marketed d) was marketed

6. In manufacturing, products … as raw materials.

a) is purchased b) was purchased c) has been purchased d) are purchased

7. Since 1575, the word ‘product’ … to anything produced.

a) is referred b) has been referred c) be referred d) was referred

8. Consumer goods such as food products that … quickly are fast-moving consumer goods.

a) have sold b) has been sold c) is sold d) are sold

9. In retailing, products … merchandise.

a) called b) is called c) are called d) has been called

10. Since 1695, the word “product” … to ‘a thing or things produced’.

a) is referred b) was referred c) have referred d) has been referred

Communication

I. Match the given headings to different parts of the text “Products”, put them in the right order using the text and take turns in retelling the different parts of the text to your partner:

1. Giving special names to products.

2. The origin of products.

3. The variety of notions of the word “product”.

4. Some types of goods.

II. Imagine that you’ve recently attended a conference devoted to the history of goods and services. Discuss the new information with your partner using the text and the conversational formulas.

B. Starting point

• Do you know any products with strong brand images?

• What are the advantages and disadvantages of brand name products, own brands and generics?

• Which products do you prefer to buy?

Reading

I. Skim the text to grasp the general idea. Think of the most suitable heading.

In the mid-1970s Al Williams, a former private label product lines manager at Albertsons Stores in Boise Idaho, left his employer and started a Private Label consulting business by the name of Keynote Marketing. He created 20 No-Name Generic products all under a plain white label with a dark green box and original 20 products, all of them canned goods, were introduced to several grocery chains across the United States. This was the first introduction of No-Name Generics in the United States. After initial introduction, several large chain stores started introducing various white labeled products that were available from various manufacturers until they created their own chain specific No-Name Generics. Later as the major grocery chains created their own No-Name Generics, his business grew as Keynote Marketing expanded their sales offices into other cities and concentrated on the independent distributors and smaller grocery chains.

J ewel Companies is often credited with selling the first supermarket Generic Brand product line in 1977- no name or pictures on the packaging - only what the contents are, the required product information in a white package with an avocado-green stripe.

These first generics even cut out such extras such as the flip top on soda cans, requiring a can opener to open them up the old-fashioned way. In the early 1980s, generic products in the United States had plain white labels with blue or black lettering, or yellow labels with black lettering, describing what the product was (i.e.: "Yellow Cake Mix", "Tuna In Water", "Chocolate Flavor Syrup", "Deodorant Soap") with little other information, save for any ingredients and preparation information required, but no brand name at all on the frontpanel.

This was during a sharp economic downturn when many consumers were placing more emphasis on value than on brand loyalty. In the U.S. industrial Midwest, a region especially hard hit by the recession, generics became a common sight in supermarkets and discount stores.