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Файл:The English Language of Marketing. Учебное пособие
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Unitone.Thescopeofmarketing
Exercise 3
Open the brackets using the correct tense
1. Green-marketing strategies (to develop) by many companies
now to attract customers.
2. Most goods repeatedly (to subject) to all marketing opera-
tions.
3. The price for this product (not to set) yet.
4. The new marketing plan (to approve) already by the top
managers.
5. An intermediary may (to involve) in grading, financing, as-
sembling or packaging.
6. Consumers’ rights often (to abuse).
7. Last century in West Germany twenty five per cent of the
work force (to engage) in full-time marketing activities.
8. If unnecessary activities raise the cost of the goods above the
competition level the product (to price out) of the market.
9. Their new telephone equipment (to market) more imagina-
tively this season.
Exercise 4
Translate from Russian into English, making use of the vo-
cabulary of the lesson
1. Маркетинг – это вид коммерческой деятельности, на-
правляющий поток товаров и услуг от производителя к
потребителю или пользователю.
2. Мы постоянно совершенствуем политику сбыта.
3. Права иностранных граждан в этой стране всегда ущем-
ляли.
4. Общее мнение маркетологов заключается в том, что ос-
новные издержки сбыта должны быть устранены, а дополнительные издержки сокращены.
5. Движение в защиту прав потребителя возникло из убеж-
дения, что потребители имеют свои права, которые часто нарушают.
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TheEnglishLanguageofMarketing
6. Роль посредника заключается в том, чтобы свести вместе
заинтересованные стороны – покупателя и продавца.
7. Десятки тысяч людей по всему миру заняты в маркетин-
говых исследованиях.
8. Эта компания готова заключить взаимовыгодную сделку.
9. Автомобиль не роскошь, а средство первой необходимо-
сти для современного делового человека.
10. Существует мнение, что оптовая торговля приносит боль-
ше прибыли, чем розничная.
11. Очистка, транспортировка, сборка, упаковка – эти виды
деятельности считаются продуктивными.
12. В системе свободного предпринимательства маркетин-
говая деятельность слабо контролируется.
Vocabulary Test
Match the words in the left column to their definitions in the
right one
1. Goods A. the amount which is greater than
what is used or needed
2. Barter
B. the work provided for others as an
occu
ation or business
3. Surplus C. a social movement which seeks to pro-
tect the rights and powers of consumers
4. Marketing D. the sale of goods to ultimate con-
sumers, usually in small quantities
5. Services
6. Retail
7. Wholesale
E. different activities to make and attract
a profitable demand for a product
F. the plannin
throu
G. a
ta
h attractive publicit
fee, frequently based on a percen-
e of the sales
and promotion of sales
rice, paid to agents
8. Merchandising H. the sale of goods in large amounts to
obbers or retailers
9. Speculating
I. trade or exchange of goods or services
without the use of mone
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Unitone.Thescopeofmarketing
g
10. Commission J. buying and selling with the expecta-
tion of profiting from anticipated price
chan
es
11. Consumerism K. articles of trade and commerce;
wares; merchandise; products
Discussion
1. How did the practice of trade begin? What was the motive
for trading?
2. What are some reasons for the existence of surplus items?
3. What is the role of an intermediary or "middleman" in the
process of trade?
4. List some of the major marketing operations.
5. Are all producers engaged in all marketing activities? Why?
6. Why are certain marketing functions subjects of controversy
among some economists?
7. Give an example of an "excess" in marketing.
8. What is consumerism?
9. Summarize the major questions that marketing people
around the world ask with regard to the goods their firms or
organizations produce.
10. How important are marketing activities to the cost of goods to
the consumer?
11. Is use of the term "marketing" limited to business enterprises?
12. What is the difference between retail and wholesale?
13. Give examples of wholesale operations.
14. Give examples of retail stores in your community.
Vocabulary
violence насилие
to transfer перемещать, передавать
(имущество, право)
necessity предмет первой необходимости
luxury предмет роскоши
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TheEnglishLanguageofMarketing
division of labor разделение труда
range диапазон, радиус действия, сфера,
область; круг;
классифицировать,
распространяться, простираться
intermediary посредник (син. – jobber, broker)
incident to свойственный, присущий
product planning планирование и разработка товара
to account for объяснять что-либо,
отвечать за что-либо
free enterprise system система свободного
предпринимательства
ant. controlled economy ант. – страны с жестким
гос. контролем
to acknowledge признавать
to abuse плохо обращаться
,
зд. – нарушать (права)
to price out вытеснять с рынка из-за
неконкурентоспособной цены
corollary вывод, заключение, результат
to explore исследовать, изучать
to set a price устанавливать цену
to confine ограничивать; строго
придерживаться
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Unittwo.Productplanning
UNIT TWO
PRODUCT PLANNING
Special Terms
Marketing research маркетинговые
исследования
Competition конкуренция
New product issues вопросы производства новых това-
ров
Product planners плановики производства;
разработчики товара
Merger слияние
Product line ассортимент, товарный ряд
Sales pitch направленная реклама
(навязчивое предложение товара)
Sales force торговый персонал
Research and development отдел научных исследований
(R&D) и разработок
Input исходная информация
Marketing starts in a market, where individuals or organized
groups who want to buy goods or services meet people who want
to sell them. The buyers must have money to spend and a willingness to spend it or a product or service they themselves are willing
to trade.
Working on the text
Read and translate the text
Product Planning
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TheEnglishLanguageofMarketing
The sellers must have what the buyers want. The first step in
marketing is to understand these groups. The marketers must determine the number of buyers, what they want to buy, how, when,
and where they want to buy it, at what price and what they expect
from it. Elaborate techniques of research have been developed to
supply this information. Of course, marketers have to decide
which needs they want to meet. A concept for a product or service
may develop long before any marketing research is done or it may
be a response to identifying need.
In part, at least, marketing determines what products and
services are to be offered. Historically, marketing experts were
supposed to sell any product in any way possible. The techniques
of marketing research have now given marketers new ways to
learn and analyze the needs and wants of consumers. They can
now play a critical role in determining what – as well as how – to
market. Most large companies now produce only what their market researchers tell them will profitably sell.
All products were new at one time. Today a product is new
if it is unique (a "first") or if it is new for the manufacturer who is
entering the market to challenge the existing competition, or if it
has had enough substantial design modifications to make it a new
product issue. For the manufacturer merchandising includes se-
lecting the products to be produced; deciding on the size, appearance, form and packaging; and "having the right goods at the right
place at the right time at the right price".
The product planners try to determine whether there will be
a demand for a given product, and if so, how much. Marketing
managers then, working closely with top management, integrate
these predictions with an analysis of all the areas of the business
which will be affected. Does the firm possess the capacity and the
funds to enter into the new product area? What are the existing
marketing strengths, skills, and resources? How strong is the competition? The commitment of a company's energies and funds may
be far-reaching. Not only may substantial investments be required
to develop and market new products, but contracts or even mer-
gers with other firms may be necessary.
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Unittwo.Productplanning
Professional marketing managers know that appraising new
products and changing an existing product line are ongoing
processes. There are many motivations for constant surveillance of
the product line. Scrutiny may reveal opportunities to increase
sales by offering customers more functional products, greater convenience, more prestige, greater value or some combination of
these qualities. Volkswagen of Germany, for example, introduced
three entirely new models in a few years in an attempt to fill the
needs of a more affluent market seeking different qualities in an
automobile. Additional products added to the line may reduce certain costs by more fully utilizing the firm's production or marketing capabilities. The airline which gets into the business of car rental for its passengers requires minimal extra cost while making fuller use of its personnel and company resources. At the same time
the existing sales pitch is easily integrated. Sometimes a new
product will enhance those already in the line. Lipstick and nail
polish sales rise when their manufacturers add perfume to the line,
and libraries seem to lend more books when they also offer
records, paintings, and films to the community.
Regardless of the motivation for new or additional products,
marketing managers must consider the full range of effects the products will have on the business. Prime considerations are the similarity
of the proposed product to the existing product line of the company,
the similarity to the competition's products, and the resources of the
firm. Marketing people determine if the products are suitable for distribution through normal or existing channels. They ask if the regular
sales methods are appropriate and if the new products can be linked
to others in the line. They make whatever changes are necessary in
the promotion or advertising policies, while carefully thinking out the
costs of production and the final pricing.
At one extreme a new product will be sold to current customers by the existing sales force, using the distribution channels
previously developed and the same price and advertising appeals.
In this case the only major question is whether or not the product
will result in additional sales or merely siphon off sales from existing company products. Frozen vegetable marketers, for example,
saw their products' sales rise with a proportionate dip in sales of
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TheEnglishLanguageofMarketing
their canned produce. But when the major soft drink manufacturers added low-calorie diet sodas to their line, new sales were generated without detriment to the existing line.
In contrast, some new products appeal to previously untapped markets. When Pierre Cardin introduced its first products
for women, the firm's marketers were presented with new and
complex problems. Distribution channels were different, a specialized sales force was required and unfamiliar promotion and pricing problems arose. It is between these two extremes that most
marketers find themselves.
While pioneering is risky, some firms seek to develop and
market radically new products. Trusting that, as leaders in a field,
they will reap rewards for being first, some firms invest large
sums on new product research and development. The failure rate
for this approach is high, so not all companies have such inclinations. In a less expensive way, some firms monitor the product development of others to see if an item is demonstrably salable. Similar to this approach is the strategy wherein firms spend nothing on
research and development and introduce products only into mature markets. This kind of business has low overhead and usually
manufactures large volumes at low cost, relying on price as its only important sales advantage.
After deciding to produce a product, the planners carefully
weigh all of the input. Settling on a final design involves many
processes, taking into account the style, fashion, quality, packaging, and
complexity of the product. Marketing a new product is always a gamble, but information and planning greatly reduce the risk of failure.
Comprehension
Tick the correct answer (A, B or C) for 1–5 below:
1. The marketers must determine:
A. The number of buyers;
B. What products and services to offer;
C. The willingness to spend money;
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Unittwo.Productplanning
2. The decision to produce a new product may sometimes re-
sult in:
A. Cooperation with other companies;
B. The capacity and the funds of the company;
C. An analysis of all the areas;
3. More fully utilizing the firm’s capabilities means:
A. Only enlarging the product line;
B. Only introducing a unique product;
C. Fuller use of the personnel and company resources;
4. The reason that some firms invest large sums on new prod-
uct research and development is:
A. They believe they will reap rewards for being first ;
B. They want to sell a lot of cheap products;
C. They hope to find a lucrative nich.
5. To siphon off sales means:
A. To generate additional sales;
B. To reduce the sales of the major product line;
C. Neither.
Vocabulary Practice
Exercise 1
Find English equivalents in the text:
Желание, тщательно разработанные методики исследования, определять, искусство торговли, бросать вызов существующей конкуренции, финансовые и моральные затраты
компании, удовлетворять потребности более богатого рынка,
издержки производства, пожинать лавры первенства, тщательно взвесить исходную информацию.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
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TheEnglishLanguageofMarketing
a) distin
uish, b) need, c) costs, d) efforts, e) selects,
f) advantageous, g) motivated, h) organization, i) buyin
The act of___1_____ starts with a customer___2____. As the
customer considers acting on that need, why should your product
be the one he or she___3____? Answering that question focuses
your___4____ on where you make contact with your customers. It
is your choice, so you pick a spot that is inherently___5_____ to
your company. If your___6_____ are not the lowest in the industry, don’t pick low prices. If your people are not the best and
most___7_____, don’t pick customer service. If you can find nothing that___8_____ you from the competition, pick something and
make yourself better at that “something” than anyone else.
Grammar Revision: Modal Verbs
Modal verbs must, can, may, should, ought, will are auxiliary
verbs that express the speakers’ judgement about the likelihood or desirability of a situation. All modals can express probability or possibility as
well as obligation or willingness. For more information see § 3 of the
Grammar Reference.
Exercise 3
Explain the meaning of the modal verbs in the sentences given below:
1. The buyers must have money to spend and the willingness
to spend it.
2. A concept for a product or service may develop long before
any marketing research is done or it may be a response to
identifying need.
3. They could have launched their new product 3 months ago.
4. They must have sold everything.
5. There will be a delay in solving this problem.
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