- •Part I. Commodity market Unit I. Products a. Starting point
- •Kwl Chart
- •Products
- •III. Scan the text. Find in the text the English equivalents of the following words:
- •V. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
- •VI. Scan the text and answer the questions:
- •VII. Compress the text using “track & dice” model given below
- •I. Search for the examples of the Passives in the text “Products”. Consult Grammar Reference.
- •II. Choose the right variant
- •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:
- •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.
- •II. Answer the questions on the text
- •Unit II. Product classification
- •Starting point
- •I. Study the table and think of the Russian equivalents
- •II. Make up sentences using the words from the table above
- •I. Before reading the text fill in the first two columns of the kwl Chart.
- •II. Read the text using the dictionary. Pay attention to the words in bold. After reading the text fill in the third column of the kwl Chart. Kwl Chart
- •Product classification
- •II. Scan the text. Find in the text the English equivalents of the following words:
- •III. Explain the following words in English. Use English – English dictionary if necessary.
- •IV. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
- •V. Read the text again and answer the following questions:
- •II. Speak about:
- •II. Answer the questions on the text
- •Unit III. Industrial goods
- •Starting point
- •I. Study the table and think of the Russian equivalents
- •II. Make up sentences using the words from the table above
- •I. Before reading the text fill in the first two columns of the kwl Chart.
- •II. Read the text using the dictionary. Pay attention to the words in bold. After reading the text fill in the third column of the kwl Chart. Kwl Chart
- •Classification of industrial goods
- •II. Scan the text. Find in the text the English equivalents of the following words:
- •III. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
- •IV. Complete the sentences using the text.
- •II. Answer the questions on the text
- •Unit IV. Materials
- •I. Study the table and think of the Russian equivalents
- •II. Make up sentences using the words from the table above
- •I. Before reading the text fill in the first two columns of the kwl Chart.
- •II. Read the text using the dictionary. Pay attention to the words in bold. After reading the text fill in the third column of the kwl Chart. Kwl Chart
- •Classification of materials
- •II. Scan the text. Find in the text the English equivalents of the following words:
- •III. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
- •IV. Scan the text and answer the questions:
- •II. Answer the questions on the text
- •Unit V. Forms of materials
- •I. Study the table and think of the Russian equivalents
- •II. Make up sentences using the words from the table above
- •I. Before reading the text fill in the first two columns of the kwl Chart.
- •II. Read the text using the dictionary. Pay attention to the words in bold. After reading the text fill in the third column of the kwl Chart. Kwl Chart
- •Forms of materials
- •I. Scan the text. Find in the text the English equivalents of the following words:
- •II. Explain the following words in English. Use English – English dictionary if necessary.
- •III. Read the text once again. While reading define if the sentences are true (t) or false (f). Correct the false ones.
- •IV. Read the text again and answer the following questions:
- •I. Match the given headings to different parts of the text “Forms of materials”, put them in the right order using the text and take turns in retelling the different parts of the text to your partner:
- •II. Imagine that you’ve recently attended a conference devoted to materials used in manufacturing. Discuss the new information with your partner using the text and the conversational formulas.
- •II. Answer the questions on the text
- •Unit VI. Storage of materials
- •I. Study the table and think of the Russian equivalents
- •II. Make up sentences using the words from the table above
- •I. Before reading the text fill in the first two columns of the kwl Chart.
- •II. Read the text using the dictionary. Pay attention to the words in bold. After reading the text fill in the third column of the kwl Chart. Kwl Chart
- •Storage of materials and types of store and location
- •II. Scan the text. Find in the text the English equivalents of the following words:
- •III. Answer the following questions:
- •IV. Compress the text using “track & dice” model.
- •I. Search for examples of the Infinitive in the text “Storage of materials and types of store and location”. Consult Grammar Reference.
- •II. Choose the right variant
- •II. Answer the questions on the text
II. Speak about:
a) the different categories of products and discuss their characteristics that are essential to you. Use the conversational formulas.
b) purchasing impulse items. Can you control yourself? Use the conversational formulas.
c) your routine shopping. Use the conversational formulas.
. B. Starting point
Does each product have a life cycle?
What does a life cycle of a product depend on?
When does the life of a product start?
Reading
I. Skim the text to grasp the general idea. Think of the most suitable heading.
It is claimed that every product has a life cycle. It is launched, it grows, and at some point, may die. A fair comment is that not all products or services die. Jeans may die, but clothes probably will not. Legal services or medical services may die, but depending on the social and political climate, probably will not.
Even though its validity is questionable, it can offer a useful 'model' for managers to keep at the back of their mind. Indeed, if their products are in the introductory or growth phases, or in that of decline, it perhaps should be at the front of their mind; for the predominant features of these phases may be those revolving around such life and death.
However, the most important aspect of product life-cycles is that, even under normal conditions, to all practical intents and purposes they often do not exist. In most markets a great number of major brands has held their position for at least two decades. The dominant product life-cycle, that of the brand leaders which almost monopolizes many markets, is therefore one of continuity.
The PLC is a dependent variable which is determined by market actions; it is not an independent variable to which companies should adapt their marketing programs. Marketing management itself can modify the shape and duration of a brand's life cycle.
Thus, the life cycle may be useful as a description, but not as a predictor; and usually should be firmly under the control of the marketer. The important point is that in many markets the product or brand life cycle is significantly longer than the planning cycle of the organisations involved. Thus, it offers little practical value for most marketers.
II. Answer the questions on the text
Do all products go through all the phases of a life cycle?
What does the product life cycle depend on?
What can change a brand's life cycle?
When don’t product life-cycles exist?
Communication
Discuss the questions in pairs or groups using the conversational formulas.
What kind of products have the longest life cycles?
How can marketers prolong a product lifecycle?
Why do you think some products fail?
Writing
Write the abstract to the text.
Project work
Surf the Internet. Make up presentations about life cycles of different kinds of products which have been on the market recently. Choose the best presentation.
Unit III. Industrial goods
Starting point
What do you know about classification of industrial goods?
What categories of industrial goods exist?
What industrial goods are considered to be prime or supplementary?
Working with words