- •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:
Sales; sales revenue; sales growth; sales incentives; marketing costs; savings; maturity; production efficiency; price incentives; market share; overall product line; sales; sales volume; sales curve; profit; markdown; determinant; unit cost; distributor; brand loyalty; loss; decline; inventory; market share; refinement; survivor; replacement product; modify; attract; fail; appear; cover costs; eliminate the product; determine; delete; retain; remain; meet the needs; improve; expand.
II. Find the English equivalents:
Сбережения; сбыт; объем продаж (сбыта); доход от продаж (сбыта); общий товарный ассортимент; стимулы сбыта; прибыль; убыток; себестоимость единицы продукции; эффективность производства; приверженность к определенному сорту или марке товара; товарный запас; заменяющий продукт (товар); агент по продаже (дистрибьютор); рыночная доля; каналы распределения; показатель; кривая продаж (сбыта); снять товар с продажи; покрывать издержки; принимать решения; расширять; удовлетворять потребности; улучшать; обанкротиться; привлекать; предлагать.
III. Fill in the blanks:
1. Every product progresses through a ....
2. A firm must be able to launch, modify, and delete products in response to ... in product life cycle.
3. The product life cycle consists of four stages-introduction, growth; maturity, and ....
4. In the introduction stage sales rise gradually but initially high marketing costs result in low profit or even in a....
5. The marketing challenge at this stage is to make potential customers aware of the product's existence and its ... benefits, and uses.
6. The product should be priced to attract the particular ... ... that has the greatest desire and ability to buy the product.
7. In the growth stage, ... increase rapidly as the product becomes well known.
8. During the growth stage profits reach a ... and begin to decline.
9. At the beginning of the maturity stage sales are still.... but the rate of increase has slowed.
10. During a product's maturity stage, its ...... may be
strengthened by redesigned packaging or style change.
11. ... decline during this stage.
12. During the decline stage, sales volume ... sharply, profits continue to ....
13. A product usually declines because of technological advances or environmental factors, or because consumers have switched to.......
14. Marketers should know the......stage of each product.
IV. Translate into English:
1. Товары — как люди, они рождаются, живут и умирают.
2. Каждый товар проходит жизненный цикл товара (ЖЦТ), представляющий ряд стадий: выход в рынок (внедрение), рост, зрелость и спад.
3. В стадии выхода в рынок знание потребителем товара и приемлемость товара потребителем низки.
4. Цена иногда высока и покупателями являются в основном люди, желающие быть «первыми» в приобретении нового продукта.
5. В стадии появления в рынке сам продукт, первоначальная цена, каналы распределения и усилия по стимулированию сбыта должны быть скоординированы для поддержания роста сбыта (sales growth).
6. В стадии роста продаж сбыт быстро растет, поскольку продукт (товар) становится хорошо известен.
7. В стадии роста прибыль (profits) достигает высшей точки и начинает падать.
8. В начале стадии зрелости объем продаж (sales volume) все еще увеличивается, но скорость увеличения снизилась.
9. Прибыль понижается на протяжении всей этой стадии.
10. На этой (during) стадии ценовая стратегия должна быть гибкой.
11. На стадии спада объем продаж (сбыта) резко сокращается.
12. Рыночные производители должны знать жизненный цикл каждого продукта.