- •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:
Vocabulary
1. generalities product
basic product manufactured item
service ultimate use
affect distribution promotion (of sales) pricing consumer products
include convenience product speciality product
purchase industrial product
2. move through series stage introduction
growth
maturity
decline stage
life cycle progress sales profitability
fail 3.product line
similar
market
product mix
customer
require marketer
maintain 4. develop step screening concept testing oral description
initial feeling
business analysis
generate information marketability product development test marketing
commercialization
launch marketplace 5. branding strategy associate particular intermediary 6. pure competition determine supply demand basis for competition costs competitors' prices once seller apply |
[dзnə’rælitiz] [prodəkt]
[’besik ’prodəkt] [mænju’faskt∫əd ’aitəm] [’sə:vis] [’Altimit ’jus]
[ə’fekt] [distri’bju:∫n] [prə’mou∫n…]
[’praisiŋ] [kən’sju:mə ’prodəkts] [ink’lu:d] [kən’vi:njəns…]
[spe∫i’liti…]
[pə:t∫əs] [in’dAstriə…]
[’mu:v ’θru:] [’siəriəs] [steidз] [intrə’dAk∫n]
[grouθ]
[ma’tju:riti]
[dek’lain ’steidз]
[’laif ’saikl] [’prougres] [seilz] [profit’ əbiliti]
[feil] [’prodakt 'lain]
[’similə]
[’ma:kit]
[’prodəkt ’miks]
[’kAstəmə]
[ri’kwaiə] [’ma:kətə]
[mein'tein] [di’veləp]
[’skri:niŋ] [’konsəpt’testiŋ] [’oral dis’krip∫n]
[i’nifiəl ’fi:liŋ]
[dзenəreit…]
[ma:kitə’biliti]
[koməi:∫əlai ’zei∫n] [lo:nt∫] [’ma:kətpleis] [’brændiŋ ’streitədзi] [ə'sou∫ieit] [pə’ti:kjulə] [intə’midiəri] [’pju:əkəmpe ’ti∫n] [di’tə:min] [sə’plai] [di’ma:nd]
[kəm ’petitəz' praisiz] [wAns] [’selə] [ə'plai] |
общие положения продукт,продукция, товар основной продукт готовое изделие
услуга конечное использование влиять на распределение стимулирование сбыта ценообразование потребительские товары включать товар повседнев-ного спроса товар особого спроса покупать товар промышлен-ного назначения зд. проходить ряд стадия, фаза зд. внедрение, выход (в рынок) зд. рост (объема продаж) зрелость (пиковый рост сбыта) стадия спада (падение сбыта) жизненный цикл продвигаться сбыт, продажи прибыльность, рентабельность разориться товарный ассортимент аналогичный, похожий продавать или покупать товарная номенклатура покупатель, заказчик требовать рыночный производитель поддерживать разрабатывать этап, фаза отбор проверка концепции устное описание
зд. первоначальное отношение коммерческий анна-лиз, бизнес-анализ давать информацию
реализуемость усовершенствование продукции пробный сбыт (маркетинг) массовая продажа
зд. выпускать рынок стратегия маркировок ассоциировать конкретный посредник чистая конкуренция
определять зд. предложение спрос основа конкуренции
издержки, расходы цены конкурентов
зд. когда продавец применять |
EXERCISES: