- •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:
4. Business analysis
Business analysis provides a tentative outline of a product's position in the marketplace, including its probable profitability. During this stage, the firm considers how the new product, if it were introduced, would affect the firm's sales, costs, and profits. Marketing personnel usually work up preliminary sales and cost projections at this point, with the help of R&D and production managers.
5. Product development
In the product development phase, the company must find out first if it is technically feasible to produce the product and then if the product can be made at costs low enough to justify a reasonable price. If a product idea makes it to this point, it is transformed into a working model, or prototype.
6. Test marketing
Test marketing is the limited introduction of a product in several towns or cities chosen to represent the intended market. Its aim is to determine buyers' probable reactions. The product is left in the test markets long enough to give buyers a chance to repurchase the product if they are so inclined. Marketers can experiment with advertising, pricing, and packaging in different test areas and can measure the extent of brand awareness, brand switching, and repeat purchases that result from alterations in the marketing mix.
7. Commercialization
During commercialization, plans for full-scale manufacturing and marketing must be refined and completed, and budgets for the project must be prepared. In the early part of the commercialization phase, phase, marketing management analyzes the results of test marketing to find out what changes in the marketing mix are needed before the product is introduced. The results of test marketing may tell the marketers, for example, to change one or more of the product's physical attributes, to modify the distribution plans to include more retail outlets, to alter promotional efforts, or to change the product's price. Products are not usually introduced nationwide overnight. Most new products are marketed in stages, beginning in selected geographic areas and expanding into adjacent areas over a period of time.
8. Why do products fail?
Why does a new product fail? Mainly because the product and its marketing program are not planned and tested as completely as they should be. For example, to save on development costs, a firm may market-test its product but not its entire marketing mix. Or a firm may market a new product before all the «bugs» have been worked out. Or, when problems show up in the testing stage, a firm may try to recover its product development costs by pushing ahead with full-scale marketing. Finally, some firms try to market new products with inadequate financing.
Vocabulary
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phase figure below
depict evolutionary nature development 1. idea generation look for although by chance approach researcher private 2. screening match reject lack skill ability 3.concept testing present oral description a few drawings attitude intention regarding low-cost means product idea prior (to) improve product attributes benefit vary considerable idea being tested features advantage proposed currently be available appropriate price business analysis
provide tentative outline profitability consider affect work up preliminary projections
R&D = research and development 5. product development technically feasible costs justify reasonable price ...makes it to this point 6. test marketing introduction chosen bintended market aim repurchase be so inclined packaging area extend brand awareness brand switching
repeat purchase result (from) alteration commercialization full-scale refine
complete budget budget for the project find out physical attributes outlet retail outlet alter promotion promotional efforts nationwide
overnight
in stages expand adjacent area 8. fail in spite of majority end up failure mainly marketing program completely as they should be to save on development costs market-test
ent marketing mix bug
work out show up recover development costs |
[feiz] [’figəbi’lou]
[i:və’lu:∫nri ’neit∫ə]
[ai’diədзnə’rei∫n]
[o:l’ðou] [bai’t∫a:ns] [ə’prout∫] [ri’sə:t∫ə] [’praivit] [sk’ri:niη]
[ri’dзekt]
[’konsəpt…]
[’fju:dro:ingz]
[’loukost’mi:nz]
[praiə] [im’pru:v]
[’vεəri]
[’fi:t∫əz] [əd’va:ntidз] [prə’pouzd] [’krəntli]
[ə’proupriət…]
[prə’vaid] [’tentətiv…]
[’teknikəli ’fi:zibl]
[’dзstifai] [’ri:zənəbl’prais]
[t∫ouzn]
[’pækədзiη] [’εəriə]
[…ə’wεənis]
[ri’zlt] [o:ltə’rei∫n]
[kəm’pli:t] [’bdзit]
[’fizikəl…]
[’o:ltə] [prə’mou∫n]
[’nei∫nwaid]
[’ouvənait]
[in’steidзiz]
[ə’dзeisnt’εəriə] [feil]
[mə’dзoriti]
[’feiljə] [’meinli]
[kəm’plitli]
[in’taiə]
[bg] |
фаза рисунок, представленный ниже зд. показывать эволюционный характер
развитие, разработка разработка концепции
искать хотя случайно подход исследователь частный отбор соответствовать отвергать, отклонять не хватать, недостаток умение возможность проверка концепции представлять устное описание несколько чертежей отношение намерение относительно дешевые средства концепция продукта до улучшить свойства продукта
польза, выгода изменять(ся) значительно испытуемая концепция особенности преимущество предлагаемый в настоящее время быть в наличии подходящая цена анализ хозяйственной деятельности обеспечивать пробная общая оценка прибыльность рассматривать влиять на разрабатывать предварительный планирование, прогнозирование исследование и развитие разработка товара
технически осуществимый издержки,себестоимость оправдать приемлемая цена ... осуществима в этом смысле пробный сбыт
выход на рынок выбранный предполагаемый рынок цель повторно купить иметь такое намерение упаковка, расфасовка область, сфера степень знание сорта (марки) переход на другой сорт (марку) повторная покупка являться результатом изменение массовая продажа полномасштабный улучшать, совершенствовать завершать смета расходов смета расходов по проекту выяснить физические свойства
рынок сбыта розничный рынок сбыта изменять стимулирование усилия по стимулированию в масштабах всей страны немедленно {букв, за одну ночь) поэтапно зд. Переходить смежная область терпеть неудачу несмотря на большинство заканчиваться потерпевшие неудачу в основном программа сбыта полностью как положено чтобы сэкономить на издержки на разработку проводить рыночные испытания весь комплекс маркетинга технический дефект (разговорное слово) устранять проявляться покрыть издержки на разработки |
EXERCISES: