- •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:
Consumer Buying Decision Process and Possible Influences on the Process
(A buyer goes through some or all of these steps when making a purchase)
Vocabulary
tyре 1.buying behavior
decision action involve consumer buying behavior
refer personal household use
purpose organizational buying behavior
producer reseller
governmental unit
institution since success particular be able
consumer response
develop satisfying affect 2. frequently purchased item employ behavior
routine involve search effort decision-making effort occasionally
unfamiliar one = item engage extensive acknowledge exist look for include brand name
warranty feature weigh choice acquire evaluate suitability judgment influence person-specific factor demographic situational perception motives learning attitude personality role
peer groups
social class
subculture
3. quantity committee rather than single individuals committee member consider objective purchasing policies
personnel description inspection sampling negotiation buying decision
demography
possible influence recognize |
[ta’ip] [’baiiŋ bi’heiviә]
[di’siзn]
[ri'fә:] [’pә:sәnәl] [’haushould ’ju:s]
[’pә:pәs]
[ri ’selә]
[gvәn’mentәl…]
[sins] [sәk’ses] [pә’ti:kjulә]
[aitәm]
[ru: ’ti:n]
[’sә:t∫ ’efәt]
[ә’keiзnәli]
[in ’geid3] [ik’stensiv] [әk’nolidз] [ig’zist]
[in’klu:d] [’brænd ’neim] [’wכּrәnti] [’fi:t∫ә] [wei] [t∫ois] [ә’kwaiә]
[’dзdзmәnt] [’influәns]
[demә’græfik]
[pә’sep∫n} [’lә:niŋ] [pә:sә’næliti]
[roul]
[’piә ’gru:ps]
[’sou∫l ’kla:s]
[’sәb ’klt∫ә]
[’kwontiti] [kә’miti]
[кә’miti ’membә]
[ә’bdзektiv]
[pә:sә’nel]
[’sæmpliŋ] [nigou∫i’ei∫n] [’baiiŋ di’si:зn]
[de’mo:grәfi]
[’rekәgnaiz] |
тип 1.покупательское поведение 2.поведение покупателя решение действие вовлекать покупательское поведение потребителей относиться личный использование в семье (т.е. в домашнем хозяйстве) цель покупательское поведение организации производитель лицо, занимающееся перепродажей правительственная организация ведомство поскольку успех конкретный быть способным (мочь) реакция потребителя разработать удовлетворительный влиять на часто покупаемый
изделие зд. проявлять поведение обычное включать усилие по поиску усилие по принятию решений изредка, время от времени незнакомый изделие вовлекать(ся) зд. широкий признавать существовать искать включать название марки (товара) гарантия особенность взвешивать выбор приобретать оценивать пригодность зд. решение влиять на конкретно-личностный фактор демографический ситуативный восприятие мотивация образование отношение тип личности роль(статус) в обществе (человек останавливает свой выбор на товарах, отражающих его статус в обществе) равные по интересам группы (проявляющие интерес к каким-либо товарам и услугам) общественный класс (т. е. экономическое положение большой группы лиц) субкультура (культура внутри более крупной культуры, т. е. общественного класса, группы) количество комиссия а не отдельные лица член комиссии рассматривать цель (конкретная) покупательская политика персонал описапринятие решения о покупке демография (статистика рождений, смертей, болезней и т. д.) возможное влияние признать |
EXERCISES: