Vocabulary

introduction to the market – внедрение в рынок

target market – целевой рынок

end user – конечный пользователь

sales force – продавцы

delivery system – средство доставки

volume of sales – объем продаж

saturation – насыщение, насыщенность

to charge the price for a product – назначать цену на продукцию

to fix a price – назначать цену

VII. Translate the following sentences into English.

1. Выбор целевого рынка и маркетинговой стратегии важен на первом этапе. 2. Фирма может устанавливать цены на уровне, ниже и выше среднего уровня цен на рынке. 3. Обычный канал сбыта включает движение товара от производителя к оптовику, далее к розничному торговцу и, наконец, к потребителю. 4. Процесс передачи информации от продавца к покупателю называется сбыт. 5. Изучение рынка помогает предсказать общие направления спроса. 6. Мы не можем установить самую низкую цену на этот товар. 7. Мы должны разработать план производства новых товаров. 8. Сбыт этого товара очень реагирует на изменение цены. 9. Специалисты по международному маркетингу должны учитывать культурную среду каждого рынка. 10. Потребитель не может отделить услугу от её поставщика.

VIII. Read and translate the following texts with a dictionary. How products are market researched

Let me show you how products are market researched. You see all products go through the same basic process. They start as an idea. Every month, a management committee looks at all the new ideas and they put development money into some of them. Let me show you an example. Take this product «Friendly Fish» (an elec­tronic toy). The idea came from a freelance designer. A manage­ment committee looked at the designs and they liked them. They asked the development team how much it would cost to manufac­ture the product, and they asked the Marketing Department two questions: 1. Who is the target market for Friendly Fish? 2. How big is that market? We then know if the idea is worth taking on the next stage which is the feasibility study.

We learned at that stage that it was a low cost high volume mass market product. The feasibility study indicated that Friendly Fish would sell all over Europe. We then invested more in market research. We asked a large group of eight year olds from different backgrounds about «Friendly Fish». We asked them questions like: Which material shall we use? Which colors do you like? A few of the kids wanted it green and blue. 17,5 % of other children want­ed it red. But all of them wanted Friendly Fish. All of them loved Friendly Fish.

We checked each key indicator. Every one of them was posi­tive. We made half a million. But sales are terrible. Even with all the market research, you can never be one hundred per cent certain.

Pricing

All products and all services have prices. The price depends on different things such as credit terms, delivery, trade-inallowance, guarantees, quality and other forms of service, which price can produce the biggest profit during a long period of time. It's hardly possible to determine such a price. The price may be too high to produce a large volume or too low to cover costs. No other area of marketing operations has been a subject to bad practice. Many businesses pursue unsound price politics for long periods of time and are not aware about it.

Prices can be determined in different ways. For example, the prices of meat, cotton and other agricultural prices can be decided in large central market where forces of supply and demand exist. This is pure price competition. The prices on industrial products (iron, steel, etc.) are usually decided by large companies. As a rule the amount and price of goods sold to large number of buyers is controlled by a few competing sellers. Prices also can be set by the government, usually for different public services – railroads, elec­tricity, manufactured gas, bus services, etc.

If demand increases, prices rise, profits expand and new invest­ment is attracted. But other factors may be involved as well. Prices are related to each other in different ways. Ultimately, everything is related in price: since the consumer can buy and must pay for everything out of a particular, limited amount of money.