- •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:
Convenience product; specialty product; shopping product; item; single item; stores; product features; brand; raw materials; service; production activity; appliances; process materials; production activity; intangible product; legal service; industrial service; janitorial service; stores (of products); purchase; purpose; individual purchaser; product features; ultimate use; tool; inexpensive; widely accepted; determine: compare; accept; hire; perform; expend affords; possess.
II. Find the English equivalents:
Потребительский товар; товар повседневного спроса; товар предварительного выбора; товар особого спроса; уникальный; работа фирмы; изделие; отдельное изделие; конкретный вид; конечное использование; покупка; имеющийся (в наличии); гарантия; свойства товара; характерные свойства товара; вспомогательное оборудование; сырьевые материалы; услуги; правовая услуга; услуга по изучению маркетинга; услуга по уборке; производственно-техническая услуга; сравнивать; принимать; обладать; выполнять.
III. Fill in the blanks:
1. Products can be grouped into two general categories — consumer and ....
2. A product bought for use in a firm’s operations or to make other products is an ... .
3. A single item can be both a... and an industrial product.
4. The traditional system of classifying consumer products consists of three categories: convenience, shopping and ... products.
5. A......is an item for which buyers are willing to expend considerable afford on planning and making the purchase.
6. A......is relatively inexpensive, frequently purchased item for which buyers want to exert only minimal effort.
7. A specialty product possesses one or more unique characteristics for which a significant group of buyers is willing to expend considerable ....
8. A raw material is a ... material that actually becomes part of a physical....
9. Major equipment includes large tools and ...used for production....
10. An industrial service is an ... product that an organization uses in its operations.
IV. Translate into English:
1. Товары можно сгруппировать в две основные категории — потребительские и промышленные.
2. Товар, покупаемый для удовлетворения личных и семейных потребностей, называется потребительским товаром.
3. Отдельное изделие может быть как потребительским, так и промышленным товаром.
4. Традиционная система классификации потребительских товаров состоит из трех категорий: товары повседневного спроса, товары предварительного выбора и товары особого спроса.
5. Промышленные товары могут классифицироваться по следующим категориям: сырые материалы, основное оборудование, вспомогательное оборудование, составные части (компоненты), материалы для обеспечения технологического процесса, производственно-технические услуги.
V. Find out to what category these consumer products refer (относятся) according to the following examples.
Examples include:
1. Bread, gasoline, newspapers, soft drinks and chewing gum.
2. Unique sport cars, a specific type of antique dining table, a rare imported beer, a special handcrafted stereo speakers.
3. Appliances, upholstered furniture, men's suits, bicycles, and stereos.