V. Complete the following extract from a letter to an advertising agency from the Sales Director of Supremo Supermarket by circling the correct form from the choice given.

Dear Paul, I wrote/was writing to you at this time last year to inform you of the developments in our company. At that time, we negotiated/were negotiating with the French company Hypervend for a share of the supermarket business. Hypervend subsequently accepted/were accepting our proposal and our products started/were starting to appear on the shelves at the end of the year. However, some six months later we found/were finding that customers bought/were buying more and more rival French products. Hypervend's management said/were saying that we didn't package/weren't packaging our products for French consumers, who moved/were moving to lighter and more colourful designs. We therefore asked/were asking you to study French packaging tastes. As I said/was saying when you completed/were completing your study, we felt/were feeling that your approach didn't .get/wasn't getting to the heart of the matter. Therefore, when we received/were receiving your invoice, I was surprised.

VI. SPEAR, a mail order company, is planning a new advertising campaign. Below is an extract from an internal report to senior marketers in the company. Fill in the missing words and phrases in the report. Choose from the following:

advertisements	commercials	hard sell
advertising mix	competition	impulse buying
campaign	consumer awareness	mail shot
catalogue	direct mail

ADVERTISING PLAN

Our plan is to sell products through a (1)… And mail order service. We will use a high pressure, (2) ____________ approach. We can attract customers to order the goods by offering special (3) ____________ prizes. Once the catalogue arrives, consumers will order goods which have an instant appeal: we will depend on (4) ______ . Another approach is to run a long advertising (5) __________ to increase (6) ____________ of our products. We plan a variety of advertising techniques: this (7) ___________ will consists of television (8) ___________, newspaper (9) _______, and street advertising. We have a good target customer database, so we will use (10) ______ twice, to put extra pressure on those who do not answer the first time.

Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 25

1. Read and translate the text (paragraphs 1-2 in a written form). Before reading look through and remember the following words and word combinations from the text.

Consumer products – товари широкого вжитку

Business analysis – комерційний аналіз

Test marketing – пробний збут

To launch – випускати (на ринок)

Supply – пропозиція

Demand – попит

Industrial product – промисловий товар

Convenience product –товар повсякденного попиту

Shopping product – товар попереднього вибору

Specialty product – товар особливого попиту

Actual products – товари у реальному виконанні

Augmented products – товари з підкріпленням

Core products – сутність товарів, товари за задумом

Raw materials – сировинні матеріали

Major equipment – основне обладнання

Accessory equipment – допоміжне обладнання

Component parts – складові частини

Tangible and intangible – матеріальний і нематеріальний

ultimate – першочерговий, основний

satisfy needs – задовольняти потреби

maturity and decline stage – стадія зрілості і занепаду продукту

profitability – прибутковість

purchased item – придбаний товар

available brands – доступні торгові марки

considerable efforts – суттєві зусилля

supply – поставка

to facilitate – сприяти

A Product in Marketing

1. Marketing really means nothing if we didn’t have the product that appeals to people. Without that our market penetration would not have gone up. A product consists of all tangibles and intangibles that consumers evaluate when deciding whether or not to buy something. The basic product may be a manufactured item, a service, an idea, or some combination of these.

2. We can’t define the term “product” without considering the following points:

– Products are classified according to their ultimate use: consumer products, which include convenience and specialty products, are purchased to satisfy personal and family needs; industrial products are purchased for use in a firm’s operations or to make other products.

– Every product moves through four stages – introduction, growth, maturity and decline – which together form the product life cycle.

– New product should be developed by seven steps (phases). The first two steps are idea generation and screening. Concept testing, the third step, is a phase in which a small group of potential buyers is given a written or oral description in order to determine their initial feelings associated with the product. The fourth step, business analysis, generates information on the marketability and profitability of the proposed product. The last three steps – product development, test marketing, and commercialization – provide an actual product and launch it into the marketplace.

– Branding strategies are used to associate particular products with existing products, producers or intermediaries.

3. Products can be grouped into two general categories: consumer products and industrial products.

4. The traditional and the most accepted system of classifying consumer products consists of three categories: convenience, shopping, and specialty products.

5. A convenience product is a relatively inexpensive, frequently purchased item for which buyers want to exert only a minimal effort. Examples include bread, gasoline, newspapers, soft drinks, and chewing gum. The buyer spends little time planning the purchase of a convenience item or in comparing available brands or sellers.

6. A shopping product is an item for which buyers are willing to expend considerable effort on planning and making the purchase. Buyers spend much time on comparing stores and brands with respect to prices, product features, qualities, services and warranties. Appliances, bicycles, stereos are examples of shopping products. These products last for a long time and thus are purchased less frequently than convenience goods.

7. A specialty product possesses one or more unique characteristics for which a significant group of buyers is willing to expend considerable effort. Buyers plan the purchase of a specialty product; they know exactly what they want and will not accept a substitute. Examples include unique sports cars, a specific type of antique dining table, a rare imported beer, or perhaps special handcrafted stereo speakers.

Based on their characteristics and intended uses, industrial products can be classified into the following categories: raw materials, major equipment, accessory equipment, component parts, process materials, supplies, and services.

8. A raw material is a basic material that actually becomes a part of a physical product. It usually comes from mines, forests, oceans, etc.

9. Major equipment includes large tools and machines used for production purposes (lathes, cranes, stamping machines, etc.).

10. Accessory equipment is standardized equipment that generally can be used in several ways within a firm’s production or office activities (hand tools, type-writers, calculators, etc.).

11. A component part becomes part of a physical product and is either a finished item ready for assembly or a product that needs little processing before assembly (clocks, tires, switches, etc.).

12. A process material is used directly in the production of another product (industrial glue, food preservatives, etc.).

13.A supply facilitates production and operations, but it does not become part of a finished product. Paper, pencils, oils, cleaning agents are examples.

14. An industrial service is an intangible product that an organization uses in its operations. Examples include financial, legal, marketing research, and janitorial services.