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Файл:The English Language of Marketing. Учебное пособие
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Unittwo.Productplanning
Exercise 4
Use the correct modal verb.
1. Sometimes customs clearance______ be difficult to obtain.
a) may;
b) must;
c) is.
2. If we outsourced more we _______ save a lot of money.
a) must;
b) may;
c) could.
3. Their product ________ be selling very well, otherwise the
company would not have increased the production.
a) must;
b) may;
c) can.
4. Scrutiny _______ reveal opportunities to increase sales.
a) must;
b) may;
c) should.
5. The company _____ have launched the entirely new product.
a) mustn’t;
b) may not;
c) couldn’t.
Exercise 5
Translate from Russian into English making use of the active vocabulary.
1. Группа товаров тесно связанных между собой, т. к. они
функционируют сходным образом и продаются тем же
группам покупателей, называется ассортиментом.
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TheEnglishLanguageofMarketing
2. Чтобы получить необходимую информацию касательно
потребностей покупателей, надо тщательно разработать
методику исследования.
3. Вопросы производства новых товаров охватывают такие
области как создание стиля, улучшение качества товара,
его упаковки и т. д.
4. Бросить вызов существующей конкуренции может толь-
ко уникальный товар или товар, имеющий значитель-
ные модификации в своей
конструкции.
5. Иногда чтобы разработать и продать новый товар, необ-
ходимы не только значительные инвестиции, но и слия-
ние с другими компаниями.
6. Изменение ассортимента товара – это постоянно про-
должающийся процесс.
7. Чтобы решить вопрос об окончательной модели буду-
щего товара, плановики производства должны тщатель-
но взвесить всю исходную информацию.
8.
В попытке удовлетворить потребности более богатого
рынка производители пытаются предложить своим по-
купателям больше удобства, больше престижа и более
высокое качество.
9. Определенные затраты могут быть снижены путем более
полного использования производственных возможностей.
10. Некоторые новые товары нацелены на ранее не исполь-
зованные рынки.
Vocabulary Test
Match the words in the left column to their definitions in the
right one.
1. Sales pitch A. the systematic gathering, recording, and
analyzing of data about problems relating to
the marketing of goods and services
2. Merger B. those questions surrounding a decision to
roduce a new product
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Unittwo.Productplanning
g
p
y
3. Sales force
C. a
roup of products that are closely related because they function in a similar manner, or fall within given price ranges
4. Style
D. the rivalry between businesses for the
same customers or market
5. Fashion E. the line of reasoning, delivered personally
or through advertising and promotion, intended to persuade people to buy a certain
roduct or service
6. Input
F. the people engaged in selling the products
of a particular organization
7. Competition G. the legal combining of two or more busi-
ness enterprises into a single entit
8. New product
issues
9. Marketing
research
I. the currently accepted style or the custom
of the moment
J. the usable information bearing on under-
standing an issue or solving a problem
10. Product line K. the design of a product, created to appeal
to more or less permanent criteria of what is
acceptable
Discussion
1. Describe the role of marketing in relation to those who buy
or use goods or services.
2. How does marketing affect product planning? What was
marketing's historic role?
3. What makes a product "new"?
4. What does merchandising mean to the manufacturer?
5. What must product planners try to determine while consi-
dering the introduction of a new product?
6. Give some reasons or motivations to alter or add to a product
line.
7. Marketers must consider the effects of a new product on the
company's business. List the prime considerations in this
process.
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TheEnglishLanguageofMarketing
8. How might the introduction of a new product affect the dis-
tribution, sales force, and promotion policies of a company?
9. Do sales of one product ever siphon off sales from the com-
pany's other line:? Give an example.
10. What are some of the major problems for a firm entering a
previously untried market?
11. Why do some firms develop and market radically new prod-
ucts?
12. Describe two approaches to introducing a new product.
13. What type of business would tend to avoid spending money
on product research?
14 What are the major decisions which must be made after the
decision to introduce a new product?
1. You are a marketing manager for a firm that makes home
carpets. The president asks you to develop a program to merchandise curtains and drapes. What questions should you ask? What
kinds of input do you need in order to fulfill your task?
2. Give examples of goods or services from your country which
describe the following:
a) a product or service redesigned frequently for reasons of
fashion;
b) a product or service which enhances the value of other
products or services in a company's line;
c) a product or service introduced to offer greater conveni-
ence and value to its users.
willingness желание
to determine определять
elaborate тщательно разработанный
techniques методика
identify отождествлять, идентифицировать,
узнавать
Role play
Vocabulary
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Unittwo.Productplanning
response ответ, реакция
challenge вызов
integrate интегрировать, включать
commitment обязательства
appraise оценивать
scrutiny внимательный осмотр,
исследование
reveal открывать, разоблачать,
обнаруживать
affluent богатый, изобильный
capabilities возможности
research and development отдел научных исследований
department и разработок
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TheEnglishLanguageofMarketing
UNIT THREE
PRODUCT POLICY: WHAT SELLS
Special Terms
Sales appeal товарный вид
Trend тенденция
Taste вкус
Quality качество
Feedback обратная связь
Quality control контроль качества
Consumer goods потребительские товары
Target market целевой рынок
Positioning позиционирование, размещение
товара на рынке сбыта
Trading up повышение цены за счет улучшения
качества
Brand бренд (название, знак или символика,
отличающая товар к-л производителя
или продавца)
Brand name наименование, название товара
Trademark торговая марка
Read and translate the text below, paying special attention
to the use of the Infinitive.
Few products or services offered today are simple to market.
From refrigerators to religions, they compete for customers in a
Working on the text
Product Policy: What Sells
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Unitthree.Productpolicy:whatsells
world which is growing not only in size but in sophistication and
complexity. Even if one product is clearly superior to another, this
may not be evident for a variety of reasons. Marketers must know
what attracts customers and keeps them, and must respond accordingly.
Whether designing new products, redesigning old ones, or
improving established ones, there are certain basic objectives. One
of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as
possible in relation to its price and use. Additional uses and styles
should be incorporated to supplement the basic value. Take
watches, for example. Think of the variety of styles and features
offered consumers. This element of variation increases the functions of the product as well as attracting particular segments of the
market. Some design elements, such as more jewels or special
bands, may add nothing to the basic utility of the watch. They will,
however, add to sales appeal at the point of purchase and further
expand the potential market.
One of the vital factors in merchandising is the ability to cope
with fashion. This element is basic to all kinds of products and services from clothing to entertainment. Sometimes the marketer's job is
almost entirely to gauge fashion trends. Fashion is a manifestation of
group psychology and is, at best, difficult to predict. A fashion has its
beginning when a few people are influenced by it, culminates when
large numbers follow it, and declines when it is abandoned by its following. A style may or may not be a fashion at any given time: it becomes a fashion only when widely accepted.
Fashion designers, naturally, try to influence public taste.
Many businesses have developed methods for scrutinizing the
trends of sales in their special fields. They use these results to produce products that they hope will sell.
Quality is a judgment made by both manufacturers and customers. Educated consumers consider more than comparative prices.
While marketers are not directly involved in production activities,
they do receive the feedback on product acceptance. For this reason,
quality control is important to the entire merchandising process.
Maintaining quality in a product adds to the cost of production and
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TheEnglishLanguageofMarketing
to final price. Questions of quality are thus carefully considered in the
process of deciding what to buy and what to sell.
Marketing managers must, at some point, consider the
breadth of their product line how many different items to offer. By
designing consumer goods in various models, sizes, and classes, a
producer is able to reach for parts of the market that would be unavailable if the pattern or product were single or limited. In products like table salt image is unimportant to the consumer, so salt
comes in limited types and packages. Cars, on the other hand, are
highly visible prestige items; most automobile manufacturers offer
a wide choice of models and options.
In addition to marketing "finished" goods to consumers,
businesses also market industrial goods and services to other
businesses. This is called industrial marketing. More dollars are
actually involved in sales to industrial buyers than to consumers.
In the United States, more than $1 trillion of such income is generated annually.
Regardless of the type of good, it is important to focus a
marketing strategy on target customers. Target marketers believe
that in most product areas the market is composed of widely dissimilar submarkets. By selecting smaller, more homogeneous seg-
ments, better oriented, more profitable marketing practices are de-
veloped.
When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at
the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the
product line. Determining where to position particular products is
an important marketing decision.
An item such as deodorant may be introduced specifically as
a men's or women's product, but later may be repositioned as a
family product. In addition to positioning with respect to consumer segments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market.
Changes in format, emphasis or editorial policy can appeal to the
same consumer interests that buy the leader. If, in this example,
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Unitthree.Productpolicy:whatsells
the result is also to appeal to a market which is more affluent and
more quality-conscious, the price will be raised. This process is
known as trading up.
Another aspect of product policy, particularly relevant to
consumer goods marketers, deals with brands. Branding is com-
monly used by marketers to influence consumers' perceptions and
is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer
hopes for sales stability due to consumer loyalty to the brand.
Ideally this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue.
A firm which merchandises many types of soap may choose indi-
vidual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled
with different brand names.
The opposite policy is that of family branding. A paper
products company may market all its products – tissues, towels,
napkins, toilet paper – under one recognizable brand name.
In recent years distributors, particularly large ones, like department stores and supermarkets, have been branding products.
Some carry manufacturer's brands only, while others carry a combination of manufacturer's brands and their own. These dealers
don't actually produce the goods; they arrange to sell manufacturers' products under their private brand. This practice has grown
tremendously, so that elegant department stores such as Bloomingdales do it as well as supermarkets like the A&P.
Closely related to brand identification, and sometimes considered more important are trademarks. Because of their importance as short cuts to the customer's memory, and their legal protection to assure exclusivity, well-established trademarks have a
large cash value. In mergers some well-known trademarks have
been valued at millions of dollars. Through constant use on packages and in advertising, many trademarks have almost eclipsed
the name of the manufacturer. Vaseline, the trademark for the petroleum jelly produced by Chese-brough-Ponds Inc., is such an
example. Many people refer to any petroleum jelly as "Vaseline".
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TheEnglishLanguageofMarketing
Comprehension
Tick the correct answer (A, B or C) for 1 – 6 below:
1. The product is to be designed:
A. To meet the requirements of the producers;
B. To function efficiently;
C. To benefit both the manufacturer and the consumer.
2. Why is it the marketer’s job to gauge fashion trends?
A. Because they have to cope with fashion;
B. Because they must offer their customers а variety of
styles;
C. Because fashion is difficult to predict.
3. The feedback on product acceptance is important for:
A. Consumers to consider comparative prices
B. The quality control;
C. The entire merchandising process.
4. The breadth of the product line of a company depends on:
A. Deciding questions on diversification and simplification;
B. The target market and the resources available;
C. The financial position only.
5. What is trading up?
A. Offering high-quality, expensive goods to affluent mar-
kets;
B. Positioning products with respect to the competition;
C. Challenging the leader.
6. What is the purpose of branding?
A. To satisfy consumers with attractive brand names;
B. To make the company famous;
C. To identify merchandize and differentiate it from other
products.
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