- •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:
Development (of a product); screening; idea generation; concept testing; business analysis; test marketing; commercialization; product attributes; advantage; reasonable price; packaging; promotion (of sales); development costs; marketing-mix; research; researcher; outlet; justify; determine; improve; repurchase; recover development costs.
II. Find the English equivalents:
Разработка концепции (идеи); отбор; проверка концепции; массовая продажа; смета расходов по проекту; издержки на разработку; покрывать издержки; физические свойства; рынок сбыта; розничный рынок сбыта; пробная общая оценка; преимущество; исследование и развитие; особенности; прибыльность; технически осуществимый; приемлемая цена; разрабатывать; определять; обеспечивать; улучшать; повторно покупать; оправдывать.
III. Fill in the blanks:
1. Before a new product is introduced, it goes through seven ... .
2. Idea generation involves looking for product ideas that will help a firm ... its objectives.
3. Ideas may come from marketing managers; researchers; engineers; competitors; advertising agencies; management consultants; private research organizations, or ... .
4. During screening, ideas that do not match organizational resources and objectives are ....
5. Management may reject a good idea because the company ... needed skills and abilities.
6. Concept testing is a low-cost means to determine consumers initial reactions to a product prior to investing considerable resources in product research and ... .
7. Product development personnel can use the results of , ......to improve product attributes and product benefits.
8. Business analysis provides a tentative ... of a products position in the marketplace, including its probable ... .
9. In the product development phase, the company must find out first if it is technically ... to produce a product.
10. During the test marketing the product is left in the test markets long enough to give buyers a chance to ... the product if they are so inclined.
11. In the early phase of the commercialization phase, marketing management analyzes the results of......to find out what changes in the marketing mix are needed before the product is introduced.
12. A new product may fail mainly because the product and its marketing program are not ... and tested as completely as they should be.
IV. Translate into English:
1. Прежде чем новый товар поступает на рынок, он проходит семь фаз: разработку концепции, отбор, проверку концепции, коммерческий анализ, разработку товара, пробный сбыт и массовую продажу.
2. При (during) разработке концепции фирмы, старающиеся максимизировать эффективность товарной номенклатуры, обычно систематически разрабатывают новые концепции товара.
3. При отборе концепции (ideas), не соответствующие ресурсам и целям организации, отвергаются.
4. Проверка концепции — это (is) фаза, на которой небольшой группе потенциальных покупателей представляют концепцию товара через письменное или устное описание, чтобы определить их отношение и начальное покупательское намерение относительно этого товара.
5. На этапе (during the stage) коммерческого анализа фирма рассматривает, как новый товар мог бы повлиять на сбыт (продажи), издержки и доход.
6. В фазе разработки (development) товара компания выясняет, осуществимо ли технически производство товара и можно ли производить товар при достаточно низких издержках.
7. Пробный сбыт — это (is) ограниченный выход на рынок товара в нескольких городах, чтобы определить возможную реакцию покупателей.
8. На раннем этапе массовой продажи руководство маркетинга анализирует результаты пробного сбыта.
9. Новый товар может (may) потерпеть неудачу в основном потому, что товар и программа его сбыта (its marketing program) не планируются и не испытываются настолько полно, как положено.