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Файл:The English Language of Marketing. Учебное пособие
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Unitthree.Productpolicy:whatsells
Vocabulary Practice
Exercise 1
Find English equivalents in the text:
Реагировать, пополнять, в отношении, характеристики,
оценивать, отказываться от чего-либо, модельеры, готовый товар, однородный, требовательный к качеству, моющее средство, отождествление, затмевать, раскрученная торговая марка.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) to recognize, b) extension, c) tried, d) recession,
e) to expand, f)core value, g) brand names, h) to build up.
Brand ___1____has become valuable in the past five years. Dur-
ing the__2_____, hard-pressed marketing directors in the food industry offered consumers more choice by adding new flavours, taking
out fat or sugar, or moving from one____3____ and tested category to
an allied one. But some companies have___4___ into new and unexpected areas. Among them are tobacco companies – which by moving into sectors like luxury goods and clothes keep their____5___ in
the mind of the public despite stringent regulations on advertising.
Dunhill was the first___6____ the power of its brand name and
has___7____ successfully a luxury goods empire. But if you stretch a
brand too far, the elastic can snap and the____8____ of the name becomes devalued as some companies have found to their cost.
Grammar Revision: The Infinitive
The Infinitive is a non-finite form of the verb that has a double na-
ture, nominal and verbal. Its nominal character is manifested in the syntactic functions. The verbal characteristics of the infinitive include tense,
voice and aspect distinctions.
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TheEnglishLanguageofMarketing
The indefinite infinitive (active and passive) expresses an action
simultaneous with that of the finite verb.
The Continuous Infinitive denotes a simultaneous action in
progress.
The Perfect Infinitive denotes an action prior to that of the finite
verb. For more info see
§ 4 of the Grammar Reference.
Exercise 3
Explain the functions of the infinitive in the following sen-
tences:
1. They use the results to produce product that they hope will
sell.
2. Questions of quality are carefully considered in the process
of deciding what to buy and what to sell.
3. They happened at the moment to be packing the goods.
4. To market a new product is not as easy as it may seem.
5. The advertising campaign to be launched is under discus-
sion now.
6. We intended to have signed the contract.
7. Think of supplemental features which might be added to
help a product appeal to a new market.
Exercise 4
Open the brackets using the correct form of the infinitive:
1. The product (to design) is to function efficiently.
2. They were happy (to run) the company for 10 years so effec-
tively.
3. They couldn’t (to launch) an entirely new model within such
a short period of time.
4. As we understood our competitors meant (to introduce) a
new style, but I don’t think they succeeded.
5. If a product is (to position) against a competitor, a lot of
things should (to take) into consideration.
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Unitthree.Productpolicy:whatsells
6. (To gauge) fashion trends correctly the marketer has to do a
lot of market research.
Exercise 5
Translate from Russian into English making use of the vo-
cabulary of the lesson.
1. Вы думаете, Ваша фирма способна правильно оценить
тенденции в моде?
2. Жизненно важный фактор маркетинга – идти в ногу с
модой.
3. Модельеры часто стараются повлиять на вкус потреби-
теля.
4. Размещение товара на рынке может происходить либо
посредством имиджа, создаваемого рекламой, либо посредством его основных характеристик, отвечающих потребностям
рынка.
5. Обратная связь – это информация, получаемая от потре-
бителей через мониторинг данного товара.
6. Стратегия маркетинга часто сфокусирована на целевом
покупателе.
7. Торговая марка – это официально зарегистрированное
название, символ или знак, идентифицирующий товар
или услугу.
8. Исследование и разработка новых товаров требует
больших вложений.
9. Плановики производства пытаются определить,
будет ли
спрос на новый товар и какие затраты энергии и средств
потребуются компании.
10. Очень трудно быть конкурентоспособным на богатом,
насыщенном рынке.
11. Если потребители данного рынка более требовательны к
качеству товара, то здесь возможно повышение цены за
счет улучшения качества.
12. Если производитель выпускает более одного вида това-
ров
, он может присвоить индивидуальное наименование
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t
g
t
y
H.
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TheEnglishLanguageofMarketing
каждому из своих товаров или единое название для всей
совокупности товаров.
13. Чтобы принять решение по производству новых товаров,
маркетологи должны учитывать ряд проблем, включая
финансовое положение фирмы и наличие ресурсов.
Vocabulary Test
Match the words in the left column to their definitions in the
right one
1. Industrial goods A. items such as food and clothing pro-
duced for the final consumer
2. Quality B. the officially registered name, symbol,
figure, letter, word, or mark identifying a
roduct or service
3. Sales appeal
4. Feedback
5. Trademark E.
C. the strategy of raising a product's price
by improving its quality or image
D.
he population of customers to whom an
organization directs its marketing strategy
he manner in which a product is aimed at
specific consumer segments or needs, either
through its basic characteristics or through
the ima
6. Trading up F.
e created by its promotion
he system of maintaining a desired level
of quality in each item by careful planning,
use of proper equipment, continuous inspection, and corrective action where required
7. Taste
G. those qualities in a product or its pres-
entation which interest potential customers
and stimulate them to bu
8. Trend
those
oods meant for use in producing
other products
9. Target market I. a name, term, sign, symbol, or design, or a
combination of them which identifies the
goods or services of one seller or group of
sellers
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Unitthree.Productpolicy:whatsells
g
g
g
10. Consumer
oods
eneral course or prevailing tendency;
J. a
the reco
nized direction of a style
11. Quality control K. the sense, shared by homogenous
groups, of what is fitting, harmonious, or
beautiful; that which we deem to be tasteful
or in good taste is perceived as superior
12. Brand L. continuous data about a particular item
or event for purposes of monitoring, controlling, or correcting errors
13. Positioning M. the character or nature of a particular
thing; in advertising, it usually refers to
superior attributes or excellence in a product or service
Discussion
1. What is the role of marketing in relation to the utility, or use-
fulness, of a product?
2. Give an example of this role; think of supplemental features
which might be added to help a product appeal to a wider
market.
3. What further additions might add sales appeal to the exam-
ple you just chose?
4. Name some types of goods and services which are affected
by fashion trends.
5. How does a new fashion come about? How does a particular
fashion rise and fall in popularity?
6. Some marketers attempt to introduce a fashion or style.
What role does taste play in response to these attempts? Give
some examples from your country
7 What is the relationship between manufacturers and con-
sumers with regard to a product's quality.
8 What uses do marketers make of the feedback they receive
on a product's acceptance?
9 What is the theory of target marketing?
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TheEnglishLanguageofMarketing
10 What are the advantages of broadening a product line?
11 How does consumer perception of importance influence the ex-
tension of the product line?
12 Why is industrial marketing important?
13 What questions do marketers ask when considering diversi-
fication and simplification?
14 Give an example of an auto or auto rental product which has
been positioned against a competitor.
15 Why might a product be repositioned after it has been intro-
duced onto the market?
16 What is the role of branding in marketing?
17 Give a specific example of a family brand and of individual
brands.
18 Give some examples of distributor's brands. Are they cheap-
er than manufacturer's brands of the same kind of product?
Are they usually as well made? As well publicized? As tastefully packaged?
19 What is the major role of a product's trademark?
20 What are the trademarks of some products marketed in your
country?
21 Vaseline is given as an example of a product whose trade-
mark has almost eclipsed the name of its manufacturer. Give
some other examples of this.
Review
A. Focus on a product which you yourself wear, eat, or use
regularly. What is its basic utility? Does it have any supplemental
features which persuaded you to buy it? Name them. What was it
about this item which most attracted you – which aspects of its
sales appeal caused you to purchase it?
B. Do you usually adhere to a particular style of clothes, jewelry, food, entertainment, recreation or means of transportation?
How do fashion trends in these areas affect you? Think of a fashion trend in one of these areas which you consciously rejected.
Think of a trend you once accepted, then rejected. Why did you do
both of these?
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Unitthree.Productpolicy:whatsells
C. Think of your favorite restaurant. Does it offer a wide variety of meals or a limited menu? Why? Is it positioned against any
other restaurants in the same neighborhood? Has it changed its
image since it opened? Has the clientele remained the same?
D. You probably know many more brand names than you
realize. List ten consumer goods which you regularly purchase
(cigarettes, coffee, gasoline, candy, records). After each type of
product, list as many brands as you can think of.
E. What are some of the most widely known trademarks in
your country?
F. Think of the packaging of the last kitchen product you
purchased. Was it functional? In what ways do you think it
helped preserve and protect the product? Assuming that a lot of
thought went into the package design, do you think it was adequate? How might it be improved?
Vocabulary
sophistication сложность, утонченность, искушенность
to benefit получать выгоду
to incorporate включать, соединять
to supplement дополнять, добавлять
value ценность, стоимость
to cope справиться, совладать; зд. идти в ногу
to gauge оценивать
fashion мода
homogeneous однородный
diversification разнообразие
challenge вызов
affluent богатый, изобильный
quality-conscious требовательные к качеству
differentiate отличаться
detergent моющее средство
merger слияние
to eclipse затмевать
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TheEnglishLanguageofMarketing
UNIT FOUR
CHANNELS OF DISTRIBUTION
Special Terms
Consumer outlet торговая точка
Channels of distribution каналы сбыта
Sales representatives торговые представители
Broker брокер
Sales territory торговая территория
Marketing mix «маркетинг микс», совокупность
затрат на маркетинг
Franchise франшиза (право на торговлю под
известной торговой маркой)
Direct mail почтовая рассылка рекламы
Discount house магазин, торгующий со скидкой
Patronage dividend патронажный дивиденд
(выплачивается акционерам)
Overhead накладные расходы
Working on the text
Read and translate the text
Channels of Distribution
As we have noted, bringing together the buyer and seller
and facilitating their exchange is the essence of marketing. From
the time of the Roman mercatus (Latin, for a public place where
sellers and buyers meet) the town market square has been an important center of commerce where direct transactions between
producers and consumers take place. In this type of locale, each
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Unitfour.Channelsofdistribution
producer accepts major responsibility for advertising, finding customers, and setting a price.
With the spread of trade more and more specialized artisans
were able to live without growing their own food. By the second
century Ostia, one of Rome's ports, already had large consumer
warehouses. Overseas purchases, shipments, and distribution of
grain, oil, and fish were common. Long-distance marketing of textiles and other wares took place along the so-called silk road from
China to the Middle East at centers like Samarkand. And by the
fourteenth century Timbuktu, the Upper Niger region, was one of
the world's busiest inland markets with its trans-Saharan caravan
trade. The opening of the sea routes between Europe and the East
Indies stimulated marketing channels for sugar and other tropical
goods. Today the trend in marketing food and other commodities
is such that most of the preparation is handled in bulk by specialized agencies. A growing proportion of the food consumers purchase today is ready to eat or has only to be heated.
What this means in practical terms is that many foodstuffs,
as well as other products, pass through numerous channels before
being sold at countless consumer outlets. They may even be marketed all over the world. The product itself most often determines
the places for and methods of distribution. Today the "rule-ofthumb," or normal method, is that goods go from producers to intermediaries before they get to us.
To the merchant, whether a wholesaler or a retailer, the decision as to what goods to select for resale is the key element of merchandising. To the supplier of these goods finding the best chan-
nels of distribution is a key problem. Marketers must decide what
methods are best for distributing their particular products. They
may sell directly to customers, to the customers through sales
agents, to jobbers, directly to retailers or to retailers through sales
representatives. If they decide to sell to the ultimate consumer
through wholesalers who, in turn, sell to retailers, they may also
choose intermediaries such as brokers or manufacturers' agents.
The producers of industrial goods face similar decisions. Larger
firms frequently use their own sales force working out of the main
offices or branch offices located throughout the sales territory.
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TheEnglishLanguageofMarketing
Distribution systems develop in such a way as to match the
available supplies to the consumers' demands. Just as the supplies
or goods themselves differ in type, quantity, and quality, so do consumer demands. Variations may occur according to season, climate,
local customs, fashion, or state of the economy. Distributors must
adapt the flow of their supplies to such variations. Distribution
channels are an integral part of a complex system that has evolved
from cultural and social patterns in order to facilitate exchange
transactions. They are governed not only by economic and social
restraints, but frequently by legal and political ones as well. Thus,
the interaction of the component parts of the marketing mix is considered in selecting channels.
Policies are formulated not only as to the types of intermediaries, but also as to their numbers. At one extreme is the policy
of exclusive distribution, where one wholesale or retail intermediary is the sole outlet for the product or service in a given territory. Piano manufacturers typically issue franchises to one dealer in
a specific region. At the other extreme, ball-point pen manufacturers use a policy of extensive distribution for the maximum number
of outlets. Between these extremes are manufacturers who are variously selective in their channel choices While the entire complex
of getting products to users may be complicated for some products
or geographic areas, there are fundamentally just three categories
of channels: wholesalers, retailers, and agents who may supplement or benefit the other two.
Industrial marketing channels feature a large proportion of raw
materials, semi-finished products, and component parts. Consumer
channels sell finished products; service is usually more important to
the industrial product, so sellers frequently maintain more direct
channels to those users than to the household consumer. There are
three types of agents employed in marketing channels:
1. Manufacturers' agents may work for several different manu-
facturers and sell part or all of the producers' product line within a
sales territory. These agents usually have no authority to set prices, but may stock items in their own warehouses. They generally
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