8 . Переведите на английский язык.

1. Она, должно быть, купила квартиру.

2. Она, возможно, купила квартиру.

3. Может быть она и купила квартиру ( хотя едва ли).

4. Не может быть, что она купила квартиру.

5. Ей следовало купить квартиру (а она не купила).

6. Ей не следовало покупать квартиру (а она купила).

7. Она могла и не покупать квартиру (а она купила).

8. Ей незачем было покупать квартиру (она и не купила).

9. Ей пришлось купить квартиру.

10. Ей предстояло купить квартиру.

Control Work 8

Version 2

How to win a market

If you want to market your product abroad for the first time you will find the task difficult. The international market is highly competitive, with very many manufactures chasing the same customers.

It is very difficult to take business away from current suppliers. To be successful, the newcomer must have a compelling offer to make the customer switch to his product.

In business and industrial marketing, there are three compelling things: price, function and source.

Price: A lower price can be a tie-breaker. A substantially lower price can be a compelling offer. But it doesn’t mean that the order always goes to the lower bidder. The product must always satisfy function.

Function: The product must always perform the function for which it is intended and meet quality standards. However, in a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently.

Source: A company’s reputation for quality and reliability of delivery are increasingly important. Quality and timely delivery are essential to customers.

Purchasing people are primarily interested in price. Engineers are primarily interested in function. Management is interested in source. Marketing communications, therefore, must be on three levels: our prices are competitive, our products are good or superior, our company is dependable. Each message must be targeted for the right audience and efficiently delivered through the right channel.

Articles and advertising in technical and professional publications, trade shows and exhibitions, seminars and symposia – all are basic tools of the industrials marketer.

Producers and marketers should examine which compelling offers they can make.

Then they should carefully plan their communications programme to ensure that their message is heard and understood by the target audiences.

In a market of many choices, the communications must be as competitive as the product itself.

1. Найдите в тексте следующие эквиваленты на английском языке:

надежный; целевая аудитория; покупатель; лицо, предлагающее цену; стандарты качества; реклама; неотразимое, непреодолимое предложение; быть успешным; конкурентный.

2. Ответьте на вопросы по тексту.

1. How is the current international market characterized?

2. What can make the customer switch to a new product?

3. What are the decisive factors in the buying decision?

4. What helps to build a company’s reputation.?

5. What are marketing communications based on?

3. Сделайте следующие предложения отрицательными или вопросительными.

1. She can type this letter for you.

2. We have to hurry.

3. Your sister may get offended.

4. My parents were to meet at the entrance to the theatre.

5. Mrs. Hunt should wait for her boss.

4. Выберите глагол to be to или to have to.

1. If you want to achieve anything you … to take risks.

2. The conference … to begin next week.

3. Who … to take part in the performance?

4. They agreed that she … to be at the station at eleven thirty.

5. Поставьте следующие предложения в прошедшее и будущее время, употребив соответствующую форму модального глагола или его эквивалента.

1. We must discus this problem in detail.

2. The boy tries hard but he can’t act on the stage.

3. I may use my uncle’s computer.

6. Переведите выделенные в тексте предложения с модальными глаголами на русский язык.

7. Вставьте подходящие модальные глаголы (must, may, can, need, to have to, to be able to, should, should not ):

1. I … sharpen the pencils if you lend me your knife.

2. My sister … write this letter: I shall phone them.

3. …I return the book to you on Friday? I’m afraid I … not finish it before. – No, that is too late. You … bring it to me not later than Wednesday.

4. She … go outside in this rain: She … catch a cold.

5. …. you translate this text into English? I think I…

6. They spent all the morning on the river bank. Only Ann … return home as she…. not stay in the sun for such a long time.