- •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:
Consumer buying behavior; organizational buying behavior; frequently purchased items; seldom purchased items; brand name; warranty; feature; make a choice; suit; ability of the product; person-specific factors; psychological factors; motives; perception; learning; personality;1 social factors; roles; peer groups; social class; product's quality; supplier; single individuals; organization's objectives; personnel; description; sampling; negotiation; decision process; evaluate; depend on; affect; influence.
II. Find the English equivalents:
Покупательское поведение; покупательское поведение потребителя; использование в домашнем хозяйстве; покупательское поведение организации; лицо, занимающееся перепродажей; ведомство; правительственная организация; реакция потребителя; часто покупаемое изделие; незнакомое, дорогое изделие; редко покупаемое изделие; характеристика товара (продукта); гарантии; альтернатива; особенность; пригодность продукта; конкретно-личностный фактор; психологический фактор, восприятие; отношение; образование; мотивация; социальный фактор; профессиональные группы; общественный класс; существовать; искать; включать; зависеть от; влиять на.
III. Fill in the blanks:
1. Buying behavior may be defined as the decisions and ... of people involved in buying and ... products.
2. Consumers' buying behavior refers to the ... of products for personal or ... use.
3. Consumers' buying behavior differs when they buy ... types of products.
4. Organizational buying behavior is the purchasing of products by producers, resellers, governmental units, and ....
5. For frequently purchased, low-cost items, a consumer employs routine ..., involving very little ... or decision-making effort.
6. When buying an unfamiliar, expensive item or one which is seldom purchased, the consumer engages in ... decision making.
7. In the after-purchase stage, the consumer evaluates the ... of the product.
8. The buying process is influenced by person-specific factors, psychological factors, and ... factors.
9. Consumer buying decision process consist of the following steps: recognize a problem, search for information, evaluate alternatives, purchase, and ... after purchase.
IV. Questions and assignments:
1. Define the term (термин) «buying behavior».
2. What does consumer buying behavior refer to?
3. What does organizational buying behavior refer to?
4. Why is it important for a firm to understand buying behavior?
5. What is a consumer's buying behavior when buying frequently purchased, low-cost items and when buying an unfamiliar, expensive items?
6. List the main factors which influence the buying process.
7. List the main steps of the consumer buying decision process.
V. Translate into English in writing:
1. Покупательское поведение можно определить как решения и действия людей, вовлеченных в процесс покупки и использования продукции.
2. Покупательское поведение потребителей изменяется (differ), когда они покупают различные виды товаров.
3. Человек, решивший сделать покупку, проходит некоторые или все из следующих этапов: признание наличия проблемы, поиск информации, оценка альтернатив, покупка, оценка после покупки.
4. Этот процесс повлияет на последующие покупки.
5. На процесс покупки влияют три фактора: конкретно-личностный, психологический и социальный.
6. Конкретно-личностный фактор включает (includes) демографическое влияние и ситуативное влияние.
7. Психологический фактор включает восприятие, мотивацию, образование, отношение, тип личности.
8. Социальный фактор — это (are) семья, роль (статус) в обществе, равные по интересам группы, общественный класс, культура и субкультура.