- •2. Evolution of the marketing concept
- •3. Implementing the marketing concept
- •Evolution of customer orientation
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Find in the text and pinpoint (выделите) the main idea(s) of each of its
- •VII. Speak on the following:
- •VIII. Read and translate this additional information: major marketing functions
- •Vocabulary
- •IX. Translate into English:
- •Unit 2 marketing
- •Generalities
- •2. A marketing mix
- •3. A marketing strategy
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents..
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Speak on the following.
- •Unit 3 marketing environment
- •1. Marketing strategy and the marketing environment
- •2. Strategic market planning
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English in writing:
- •V. Answer the questions:
- •VI. Speak on the following:
- •Unit 4 a product in marketing generalities
- •Vocabulary
- •I. Translate into Russian.
- •II. Find the English equivalents
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •2. Price and nonprice competition
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Answer the questions:
- •VI. Agree or disagree with these statements. Use the following phrases:
- •VII. Speak on the following:
- •IX. Translate the sentences and indicate (укажите) the points (1, 2, 3, 4, 5) to which the following statements refer:
- •Part II unit 1 categories of product
- •Consumer product classifications
- •2. Industrial product classifications
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what category these consumer products refer (относятся) according to the following examples.
- •VI. Find out to what categories these industrial products refer according to the following examples.
- •VII. Questions and assignments:
- •VIII. Agree or disagree with the statements. Use the following phrases:
- •IX. Make up a written abstract (аннотацию) of the above text.
- •4. Business analysis
- •5. Product development
- •6. Test marketing
- •7. Commercialization
- •8. Why do products fail?
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Questions and assignments:
- •VI. Briefly describe the seven new product development phases (by writing down one or two definitions for each phase).
- •2. Growth
- •3. Maturity
- •4. Decline
- •Using the product life cycle
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Translate into English:
- •V. Find out to what stages of the product life style these statements refer:
- •V. Questions and assignments:
- •VI. Agree or disagree with the statements. Use the following phrases:
- •VII. Make up a written abstract of the above text.
- •5. Multiple channels for consumer goods
- •Vocabulary
- •I. Translate into russian:
- •Consumer Buying Decision Process and Possible Influences on the Process
- •Vocabulary
- •I. Translate into Russian:
- •II. Find the English equivalents:
- •III. Fill in the blanks:
- •IV. Questions and assignments:
- •V. Translate into English in writing:
I. Translate into Russian.
Profitability; product; consumer product; industrial product, marketability; product development; pure competition; test marketing; marketer; screening; product mix; promotion (of a product); pricing; ultimate use; manufactured item; introduction (of a product); maturity; decline; customer; potential buyer; commercialization; launch (a product); product line; supply; demand; determine; establish; develop.
II. Find the English equivalents
Продукция; ценообразование; потребительские товары; товары промышленного назначения; особая продукция; покупать; товарная номенклатура; покупатель (потребитель); стадия внедрения; стадия роста; стадия зрелости; стадия спада; стимулирование сбыта (товара); распределение (товара); конечное использование; изготовленное изделие; продавец; удобство; цена; издержки; спрос; предложение; сбыт; посредник; разрабатывать; массовая продажа; основа конкуренции; усовершенствование продукции; коммерческий анализ; товарный ассортимент; рыночный производитель; жизненный цикл; выпускать продукцию.
III. Fill in the blanks:
1. The basic product may be a ... , a service, an idea, or some... of these.
2. Products are classified according to their ....
3. Every product moves through a series of... stages.
4. As the product progresses through these stages, its ... and ... increase, peak and the decline.
5. A product ... is a group of similar products marketed by a firm.
6. Marketers may improve a product... by changing existing products and developing new products.
7. New products should be developed by ... steps.
8. The first two steps are idea generation and screening.
9. Under the ideal conditions of pure ... , an individual seller has no control over the price of his products.
10. Prices are determined by supply and ... .
11. Prices may be established based on ... , demands, the competition's prices, or some combinations of these.
IV. Translate into English:
1. Основной продукцией может быть изготовленное изделие, услуга, идея или какое-нибудь сочетание из вышеперечисленного.
2. Потребительские товары, к которым относятся товары повседневного спроса и товары особого спроса, покупаются для удовлетворения личных и семейных потребностей.
3. Каждая продукция проходит ряд их четырех стадий — выход в рынок, рост, зрелость и спад.
4. Фирма, которая не вводит новую продукцию взамен устаревшей, в конце концов разорится.
5. Товарный ассортимент — это группа аналогичных товаров, производимых фирмой.
6. Покупатели требуют, чтобы рыночные производители поддерживали эффективную товарную номенклатуру.
7. Рыночные производители могут улучшать товарную номенклатуру, заменяя существующую продукцию и разрабатывая новую (продукцию).
8. Новая продукция разрабатывается через семь этапов: разработка концепции, отбор, проверка концепции, бизнес-анализ, разработка продукции, пробный сбыт (маркетинг) и массовая продажа.
9. Цены определяются предложением и спросом.
10. Цены могут устанавливаться на основании издержек, спроса, цен у конкурентов, либо каким-нибудь сочетанием этих факторов.