- •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:
5. Multiple channels for consumer goods
Often a manufacturer uses different distribution channels to reach different market segments. A manufacturer uses multiple channels, for example, when the same product is sold to consumers and industrial users. Multiple channels are also used to increase sales or to capture a larger share of the market. With the goal of selling as much merchandise as possible, market their tires through their own retail outlets as well as through independent service stations and department stores.
II. CHANNELS FOR INDUSTRIAL PRODUCTS
Producers of industrial products generally tend to use short channels. Here are the two that are most commonly used.
1. PRODUCER TO INDUSTRIAL USER
In this direct channel, the manufacturer’s own sales force sells directly to industrial users. Heavy machinery, large computers, and major equipment are usually distributed in this way. The very short channel allows the producer to provide customers with expert and timely services, such as delivery, machinery installation, and repairs.
2. MANUFACTURER TO AGENT MIDDLEMAN TO INDUSTRIAL USER
This channel employed by manufacturers to distribute such items as, accessory equipment, small tools, and standardized parts. The agent is an independent intermediary between the producer and the user. Generally, agents represent sellers.
MARKET COVERAGE
How does a producer decide which distribution channels (and which particular intermediaries) to use? Like every other marketing decision, this one should be based on all relevant factors. These include the firm’s production capability and marketing resources, the target market and buying patterns of potential customers, and the product itself. After evaluating these factors, the producer can choose a particular intensity of market coverage. Then the producer selects channels and intermediaries to implement that coverage.
Intensive distribution in the use of all available outlets for a product. The producer that wants to give its product the widest possible exposure in the marketplace chooses intensive distribution. The manufacturer saturates the market by selling to any intermediary that is willing to sell the product. For the consumer, intensive distribution means being able to shop at a nearby store and spending minimum time to find the product in the store. Many convenience goods, including candy, gum, and cigarettes, are distributed intensively.
Vocabulary
I.1.direct channel intermediary tie retailer 2. middleman quantity bulky handling perishable product
high fashion 3.conveniency goods
wholesaler
deal (with) 4. commissions
candy (A. E.) numerous outlet in turn vending machines decorations 5. multiple channels create capture tire
II. 1. distribute provide (with) expert services
timely services
installation repairs accessory equipment
small tools represent like relevant factors
production capability buying pattern evaluate particular intensity market coverage implement intensive distribution give exposure
saturate nearby store |
[dai’rekt ‘t∫ænəl] [intə’mi:diəri] [tai] [ri’teilə]
[’kwontiti] [’blki] [’hændliη] [’pæri∫əbl ’prodəkt] [’hai ’fæ∫n] [kən’vi:niənsi…]
[’houlseilə]
[di:l] [kə’mi∫nz]
[kændi] [’nju:mərəs] [’autlet] [in ’tə:n] [’vendiη mə’∫i:nz]
[’mltipl ’t∫ænəlz] [kri’eit] [’kæpt∫ə] [’taiə]
[di’stri:bju:t] [prə’vaid] [’ekspə:t ’sә:visiz]
[instə’lei∫n] [ri’pεəz] [ək’sesəri…]
[’smo:l ’tu:lz] [’repri’zent]
[’reləvənt ’fæktəz]
[i’væljueit] [pə’tikjulə]
[’ma:kit ’k vəridз] [’implimənt]
[’giv ik ’spouзə]
[’sæt∫əreit] [’niəbai ’sto:] |
прямой канал посредник связь розничный торговец посредник количество громоздкий зд. обслуживание скоропортящийся продукт высокая мода;модный товары повседнев-ного спроса оптовик, оптовый торговец иметь дело (с) комиссионные (деньги) конфета многочисленные торговая точка в свою очередь торговые аппараты украшения многочисленные каналы создать захватить покрышка, шина(для автомобиля) распределять снабжать опытное обслуживание своевременное обслуживание установка ремонт вспомогательное оборудование мелкие инструменты представлять(собою) как соответствующие факторы производственная способность зд.характер покупок оценивать конкретный интенсивность обеспечение рынка осуществить интенсивное распределение представить (на обозрение) насыщать соседний магазин |
EXERCISES: