II. Scan the text. Find in the text the English equivalents of the following words:
а) Промышленные изделия, потребительские товары, товары повседневного спроса, единица товара, конечный пользователь, товары первой необходимости, товары особого спроса, товары пассивного спроса, товары длительного пользования, товары импульсной покупки, однородные товары, разнородные товары, предварительное планирование, достоинства продукта, решение о покупке, поход за покупками, товар-заменитель, порядочные компании, агитация по телефону, контейнер для товаров, товары среднесрочного пользования (товары, предполагающие многократное использование в течение примерно одного года, напр., одежда, обувь, белье и др.), товары предварительного выбора (товары, которые потребитель в процессе выбора и покупки, внимательно сравнивает между собой по степени пригодности, ценам и дизайну, напр., мебель, электробытовые приборы, одежда и т. д.)
б) быть в невыгодном положении, сделать внезапную покупку, удовлетворить истинную потребность, сталкиваться, упускать из вида, делать выбор, повлиять на решение о покупке, потреблять товары.
III. Explain the following words in English. Use English – English dictionary if necessary.
Manufacturer, evaluation, canvassing, prestige, trademark, planning, to promote, heterogeneous.
IV. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
Consumer goods can’t be sub-categorized.
Convenience goods can be further classified into homogeneous and heterogeneous items.
Consumers of specialty goods pay for prestige and the product.
A major task of competitive advertising is to make the consumer buy a certain brand rather than a generic product.
Shopping goods are generally more expensive than convenience goods.
The regular shopping list consists mainly of shopping goods.
The consumer is often at a disadvantage when confronted with convenience goods.
V. Read the text again and answer the following questions:
What attributes does a product have?
What are the two basic categories of products?
Does the regular shopping list consist mainly of shopping goods?
Convenience goods can’t be further divided, can they?
Why is the purchase of shopping goods less frequent?
Do consumers of specialty goods pay for prestige or the product itself?
Why is the consumer often at a disadvantage when confronted with unsought goods?
VI. Fill in the chart using the text “Product classification” and speak about each category.
VII. Compress the text using “TRACK & DICE” model.
Language at work /Relatives/
I. Search for the examples of sentences with relative clauses in the text “Product classification”. Consult Grammar Reference.
II. Choose the right variant
1. The decision process is clouded by the existence of brands … require the consumer to make comparisons and choices.
a) that b) these c) who d) where
2. The consumer may be suspicious of any ‘special offer’… is often the trademark of less scrupulous companies.
a) which b) this c) whose d) what
3. Consumer goods are finished products … are sold to the ultimate user.
a) these b) who c) that d) this
4. Industrial goods are those bought by manufacturers … use them to make a product that is in turn sold to make other products.
a) this b) where c) what d) who
5. If a sudden need arises for a product … might have been overlooked during a major shopping trip, then even less thought is put into the purchase decision.
a) who b) that c) these d) those
6. Homogeneous items are goods … are basic necessities and are not too differentiated from each other in terms of price, prestige or image.
a) this b) those c) whose d) that
7. Unsought goods often satisfy a genuine need … the consumer had not actively considered.
a) these b) that c) whose d) who
8. Staple convenience goods are items … are consumed almost every day.
a) those b) which c) whose d) who
Communication
I. Match the given headings to different parts of the text “Product classification”, put them in the right order using the text and take turns in retelling the different parts of the text to your partner:
1. Extremely expensive goods
2. Everyday products
3. Infrequently purchased goods
4. Goods bought under special circumstances
5. Basic categories of products