Active Vocabulary

to go up - расти ( о цене)

to raise the price - поднимать цену

price leader - производитель, устанавливающий самую низкую цену на определенный товар

price sensitive item - товар, уровень продаж которого очень от зависим цены

to be brawl loyal - отдавать предпочтение

promotional campaign - рекламная компания

to market - продавать

to schedule - разрабатывать план

packaging - упаковка

competitor - конкурент

Vocabulary Practice Exercise I. Choose Thc necessary word and put it in the sentence

1. If the price on this product..., |

nobody will buy it. |1 go up

2. They should ... some tests and pass |

the results to RD |2 schedule

3. This company is the ... in this field, |

they can sell this product at the lowest |

price |3 packaging

4. Customers do care about the price |

on this product, it is a very .... |4 competitor

5. ... influences the desire of a |

customer to buy. |5 price leader

6. Our ... has become the price leaderin |6 price sensitive

selling computer programmers. |item

Exercise 2. Answer the questions.

1. Whels the price leader in your business?

2. How can you become a price leader? What should for this?

3. How should one start a promotional campaign?

4. Why is it dangerous to produce price sensitive good

5. Why is it important to have competitors in business

6. What should you do to leave your competitors behind

7. What knowledge must you have to be good at marketing

Exercise 3. Translate into English.

1. Маркетинг включает в себя действия, связанные с движением товара от производителя к потребителю.

2. Маркетинг включает в себя транспортировку, хране­ние, рекламу, калькуляцию цен, продажу.

3. Изучение рынка помогает предсказывать общие на­правления спроса.

4. Реклама оказывает сильное влияние не на покупателя.

5. Мы не можем устанавливать самую низкую цену на этот товар.

6. Мы должны разработать план производства новых продуктов.

7. Сбыт этого товара очень реагирует на изменение цены.

Grammar Exercises Exercise 1. Transform the sentences of real condition into the sentences of unreal condition.

Model: If we promote this right, we will (we'll) gel more sales.

a) If we promoted this right, we would get more sales.

b) If we had promoted this right, we would have got more sales.

1. If we are careful we will leave behind our competitors.

2. If we phone R.D., we will get the necessary information.

3. If we change the ingredients, we will be ready for the price rise.

4. If the price of jam goes up, the increase will be passed on the consumer.

5. If they work hard, they won't lose any customers,

6. If we schedule the product development in time we will be ready for the change of the demand.

7. If we don't lose the chance, the competitors products will stay on the super-market shelves.

Exercise 2. Make transformations according to the model.

Model: Consumers wish prices would go down.

Consumers hope that prices will go down.

I wish I could work harder.

I hope I can work harder. 1. The head of the department wishes that competition would lessen.

2. The Market Research Department wishes the test results would be ready soon.

3. The Manager wishes that sales would improve.

4. We wish all the departments could fulfil their tasks.

5. Sally wishes that the Packaging Department could hurry up.

LESSON 11