X. Make up a plan of the above text.

XI. Speak on the topic “Product” according to the plan you have made. Комплексна контрольна робота Ділова англійська мова 4 курс, 7 семестр

Варіант 27

1. Read and translate the text (paragraphs 6-7 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.