- •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:
3. Maturity
Sales are still increasing all the beginning of the maturity stage, but the rate of increase has slowed. Later in this stage the sales curve peaks and begins to decline. Profits decline throughout this stage. Product lines are simplified, markets are segmented more carefully, and price competition increases. The increased competition forces weaker competitors to leave the industry. Refinements and extensions of the original product appear on the market.
During a product's maturity stage, its market share may be strengthened by redesigned packaging or style changes. Pricing strategies are flexible during this stage. Markdowns and price incentives are not uncommon, although price increases to offset production and distribution costs may be used as well.
4. Decline
During the decline stage, sales volume decreases sharply. Profits continue to fall. The number of competing firms declines, and only survivors in the marketplace are those firms that specialize in marketing the product. Production and marketing costs become the most important determinant of profit.
When a product adds to the success of the overall product line, the company may retain it; otherwise, management must determine when to eliminate the product. A product usually declines because of technological advances or environmental factors, or because consumers have switched to competing brands. Therefore, few changes are made in the product itself during this stage. Instead, management may raise the price to cover costs, re-price to maintain market share, or lower the price to reduce inventory. Similarly, management will narrow distribution of the declining product to the most profitable existing markets. During this period the firm may use advertising and sales incentives to slow the product's decline. The company may eliminate less profitable versions of the product from the product line and, eventually, may decide to drop the product entirely.
Using the product life cycle
Marketers should know the life-cycle stage of each product. And they should try to estimate how long the product may remain in that stage. Both must be taken \ into account in making decisions about the marketing strategy for a product. If a product can remain in the maturity stage for a long time, a replacement product might be introduced later in the maturity stage. If the maturity stage is short, a new product should be introduced much earlier. In some cases, a firm may be willing to speed up the decline of existing products. In other situations, a company will attempt to extend a product's life cycle.
Vocabulary
|
in a way
a series sales revenue
be able
modify delete in response (to) otherwise fail depending on vary length 1.awareness of product acceptance of product rise gradually marketing costs result (in) loss relatively few primarily own marketing challenge make aware existance feature
benefit use immediate success product should be priced to ... attract particular ability the product itself initial price distribution channels promotion (of sales) adjust maintain 2. sales sales growth unit cost
due (to) result (to) per unit
note that peak to meet the needs
growing offer modified versions
expand to beat the competition further improve production efficiency savings broaden network distributor
build brand loyalty
3. still rate of increase later sales curve
profits decline throughout simplify carefully force refinement extention original product
appear market share strengthen redesigned packaging flexible markdown
price incentives uncommon offset costs as well 4. sales volume sharply number the only survivor
marketing determinant add to the success overall product line retain otherwise determine eliminate the product technological advances environmental factors switch (to)
therefore instead cover cost re-price reduce inventory advertising incentives sales incentives versions of the product eventually drop the product
entirely remain both take into account make decisions replacement product
will attempt |
[ə’siəriəs] [’seilz’revənju:]
[’bi:’eibl]
[di’li:t]
[ðəwais] [feil]
[’vεəri]
[ə’wεənis…]
[ək’septəns…]
[ri’zlt]
[’relətivli’fju:] [prai’mærili] [oun] […’t∫elindз] [’meikə’wεə] [ig’zistəns] [’fi:t∫ə]
[’benəfit]
[i’mi:diətsək’ses]
[pə’ti:kjulə]
[i’ni∫l’prais]
[prə’mou∫n]
[ə’dзst]
[’seilz’grouθ] [’junit’kost]
[dju:]
[рə:’junit]
[pi:k]
[’modifaid ’və:∫nz]
[fə:ðə] [im’pru:v] […i’fi∫nsi]
[’broudən]
[dis’tribjutə]
[bild] [’brænd’loiəlti]
[’seilz’kə:v]
[θru’aut]
[’kεəfuli]
[ri’fainment]
[ori:dзinəl…]
[ə’piə] [’ma:kit’∫εə]
[ridi’zaind…]
[’ma:k’daun]
[’praisin ’sentivz]
[’seilz’volju:m] [∫a:pli] [nmbə]
[sə:vaivə]
[ditə:minənt]
[di’tə:min]
[teknə’lodзikəl…]
[invairən’mentl…]
[in’sted]
[in’ventari] [’ædvәtaiziη…]
[i’vent∫uəli]
[in’taiəli]
[bouθ]
[…di’si:зnz]
[ə’tempt] |
в некотором отношении ряд доход от продаж (сбыта) быть способным (мочь) видоизменять изымать, удалять в ответ на иначе обанкротиться в зависимости от изменяться длительность знание о продукте (товаре) принятие продукта
расти постепенно издержки сбыта приводить(к) убытки относительно мало прежде всего зд. приобретать проблема маркетинга довести до сведения существование характерная особенность польза использование немедленный успех товар должен быть оценен так, чтобы… привлекать конкретный возможность сам продукт (товар) начальная цена каналы распределения стимулирование (сбыта) скорректировать поддерживать сбыт (продажи) рост сбыта себестоимость единицы вследствие приводить к на единицу продукции отметим, что высшая точка чтобы удовлетворить потребности растущий предлагать модифицированные варианты расширять чтобы победить в конкуренции и далее улучшать эффективность производства сбережения расширять сеть агент по продаже, дистрибьютер зд. создать приверженность к определенному сорту или марке товара все еще скорость увеличения позже кривая продаж (сбыта) прибыль снижается на протяжении упрощать(ся) тщательно заставлять усовершенствование расширение первоначальный товар появляться рыночная доля усиливать,упрочнять новая упаковка
гибкий переоценка, снижение цен ценовые стимулы редкий, необычный возмещать издержки также, тоже объем продаж резко число единственный выживший, пережив-ший другого продажа и покупка показатель увеличивать успех общий товарный ассортимент сохранять в противном случае определить снять товар с продажи зд. технологическое развитие экологические факторы переходить, переключаться (на) поэтому вместо этого покрывать издержки изменять цену уменьшать товарный запас рекламные стимулы
стимулы сбыта виды товара
и в конце-концов снять товар с продажи полностью остаться зд. и то, и другое учитывать принимать решения заменяющий продукт (товар) желать пытаться |
EXERCISES: