Ex.3. Translate the following sentences into English

1. Если Вы хотите выйти на внешний рынок, Вам надо провести исследование и анализ рынка.

2. Они потратили целое состояние на маркетинг и продвижение товара.

3. Не могли бы Вы объяснить, почему Вы выбрали именно эти страны?

4. Наш товарооборот увеличивается, но наши издержки растут еще быстрее.

5. Они всегда доставляют товар в назначенный срок.

6. Розничные торговые точки идеально подходят для сбыта нашей продукции.

7. Наш торговый партнер будет заниматься упаковкой и маркировкой товара.

8. На этом этапе они решили экспортировать товар в небольших количествах.

9. Я предлагаю Вам посоветоваться с консультантом по маркетингу.

10. Если выбранная Вами страна является членом ЕЭС, Вы не столкнетесь с ограничениями на торговлю, пошлинами на импорт и квотами.

ex.4. Read the following statements. Say whether they are true, if not correct them.

1. If you want to sell your goods abroad you must do market research.

2. Marketing is the same as sales promotion.

3. A quota is a limit placed by a government on the import and export of certain types of goods.

4. Taking a stand at a trade fair is the only way to make your brand known in the trade.

5. If the home market is saturated you can try to penetrate a foreign country.

6. The costs of any company don’t include payments for raw materials.

7. If you don’t want to spend a fortune on market research you can sound out a marketing consultant.

Read and translate the following text:

Anyone who wishes to begin selling manufactured goods in a foreign country must first do a lot of market research. He must get the answers to such questions as: Is there a demand for these articles? Are they allowed to be imported? What is the import duty, if any? How does the landed price compare with other competitive products, including those locally manufactured? If the answers are favourable, the intending exporter must then decide exactly how he will market his product. Should he open his own office, or employ a sole agent, or many different agents? If he employs an agent, should the latter be a confirming house? Should he be a stockist? (This is particularly important when spare parts have to be supplied promptly to customers, as in the case of consumer goods such as refrigerators.) There is also the question of promotion of the new line, and whether advertising expenses should be paid by the selling agent or by the manufacturer. An experienced advertising agent is essential, for although "curiosity is the enemy of habit", the media chosen for advertising will vary according to the product, and according to local preferences and habits.

Answer the questions:

1. What should a person do if he wants to penetrate a foreign market?

2. How can a person market his product?

3. Why is it important if an agent is a stockist?

4. Who will pay advertising expenses?

5. What does the choice of an advertising medium depend on?

ROLE PLAYS.

1.Make up dialogues between: Diana and Peter Collins; Nigel and Miss Jenkins; Dennis and his contact.

2.A year later Dennis, Nigel and Diana are discussing the results of marketing their products overseas.

3.Your company is facing the same problems as Gourmet Ltd. Discuss with your colleagues some possible ways out.

4.You run a firm in this country. Decide what you produce. You think it's high time to expand.

Discuss this problem with your colleagues and work out your new business strategy.

5.Meeting roles.

Work in small groups and have a series of short meetings. Take turns to be a chairperson. The chairperson should choose the subject of the meeting and decide on things like time limit, agenda, etc. At the beginning of each meeting he or she should do the following:

1. Signal the start.

2. Introduce the objective.

3. Mention such issues as agenda, time limit, etc.

4. Ask for questions.

Others in the group should interrupt, ask for clarification, repetition, etc.

Answer the questions on the topic:

1. Why do companies sell abroad?

2. What factors should be taken into consideration when a company starts selling abroad?

3. What difficulties can it face?

4. What should be done at the beginning?

5. Speak about different approaches of selling abroad.

6. Dwell on the topic: How to choose an overseas market.

Unit 2