4. Read the text and answer the following questions.

1. What are the problems to consider in case of exporting goods?

2. Why are the goods to be packed carefully?

3. How can goods be transported?

4. Why does the company insure its goods in transit?

5. Do governments encourage exporting goods? Why?

6. Who finances exporting?

7. What assistance and incentives do governments give to exporters?

5. Translate the text into English.

Если компания продает товары за рубеж, она является экспортером. Товары упаковываются в контейнеры, маркируются и транспортируются либо морем, либо по воздуху. Иногда товары отправляются по железной дороге. Так как в пути товары могут быть повреждены или потеряны, компания страхует их. За перевозку товаров компания оплачивает перевозчику стоимость перевозки. В стоимость перевозки может входить оплата погрузки/разгрузки товара, а также оплата упаковки. Правительство поощряет и финансирует экспорт товаров. Стимулом для экспортеров являются кредитование экспорта банком, а также предоставление налоговых льгот.

III. Programmed unit: marketing and promotion.

1. Study the words and phrases.

market research – исследование рынка

feasibility – осуществимость,

trade fair – торговая ярмарка

to exhibit (exhibition, n) – выставлять

to launch (a product) – запустить

to place an order – разместить заказ

to deliver (delivery, n) – доставить

inquiry – запрос

after-sales service – послепродажное

обслуживание

to maintain (maintenance, n) –

обслуживать

to supply (supplier, n) – поставлять

spare parts – запасные части

to advertise (advertisement, n) –

рекламировать

to range (range, n) – ассортимент

to promote (promotion, n) –

продвигать

customer – клиент, заказчик

samplе – образец

2. Find the definitions (in the right column) of the given words (in the left col­umn).

Product After-sales service Spare parts An advertizing campaign Promotion Trade fair Range of goods Feasibility study

-an exhibition of goods where samples of products are displayed a lot of advertising in order to promote a product different models of manufacturing products different forms of product publicity -any servicing the company does after selling its goods machinery components for replacement in case of necessity all kinds of advertising a product launching a product a preliminary study of the market potential

1. …часто проводят предварительное изучение рынка ...;

2.... можно выставить образцы своих товаров ...;

3. ... иногда компания организует пресс-конференцию ...:

4. ... полный ассортимент товаров ...;

5. ... клиенты могут сделать запрос о товаре ...;

6. ... прежде, чем клиент разместит заказ ...;

7. …могут понадобиться квалифицированные рабочие для установки запчастей ...;

When a company starts to sell goods in a new market, they often do some market research or a preliminary study to see if the project is feasible. They research (investigate) the market potential or do a feasibility study to see if they will make money by selling in the new market (i. e. to see if the product/project is viable)

One way to assess the market potential is to take a stand at a trade fair where com­panies can exhibit samples of their products and see what response they get from prospective customers. The Trade Fair is an exhibition of goods and a company exhibits a sample of its product at its stand. This as also a form of publicity (or advertising) and the company representative will probably hand out publicity brochures to advertise (or promote) the product further. Often journalists (the press) write about the trade fair and sometimes companies hold a press conference if they want to promote a particular model or range. (Each different type of car, bike etc. is a model. All the different models made by a company make up its range. The full range of goods is normally displayed in the company's catalogue. The catalogue is a book­let or brochure).

Another way of promoting (or publicizing) a new product is to place advertise­ments in magazines or newspapers. Advertisements are also called adverts or ads for short. A plan to do a lot of advertising of one product is called a campaign. Starting an advertising cam­paign on a new product is known as launching the product.

The aim of publicity/promotion is to interest customers (or buyers, or clients) in the product. Initially customers/clients might make inquiries about the product. When they decide to buy, they place an order. At a Trade Fair companies are trying to win (obtain) as many orders as possible. However, before a client places an order he wants to know many things: how long delivery takes, whether the company can supply replacements and spare parts, what the after sales service is like, etc. (All the individual parts in a model are called components. If one of the components breaks the customer will want a replacement spare part. If the product is complicated, skilled workers might be needed to fit spare parts or to service or maintain the machinery. Any maintenance or servicing the company does after it has sold the product is called after-sales service).