XIV. Translate into English:

Товар — перший і найважливіший елемент комплексу маркетингу. Товарна політика вимагає прийняття узгоджених рішень, що стосуються окремих товарних одиниць, товарного асортименту і товарної номенклатури.

Кожну окрему товарну одиницю, запропоновану споживачам, можна розглядати з погляду трьох рівнів. Товар за задумом — це та основна послуга, яку дійсно здобуває покупець. Товар у реальному виконанні — це запропонований на продаж товар з певним набором властивостей, зовнішнім оформленням, рівнем якості, марочною назвою й упаковкою. Товар з підкріпленням — це товар у реальному виконанні разом із супровідними послугами, такими як гарантія, установлення, монтаж, профілактичне обслуговування і безкоштовна доставка.

Пропонується кілька методик класифікації товарів. Наприклад, товари можна класифікувати за ступенем довговічності (товари короткочасного користування, товари тривалого користування та послуги). Товари широкого вжитку зазвичай класифіку­ють, орієнтуючись на купівельні звички споживачів (товари повсякденного попиту, товари попереднього вибору, товари особливого попиту і товари пасивного попиту). Товари промислового призначення класифікують за мірою участі їх у процесі виробництва (матеріали і деталі, капітальне майно, допоміжні матеріали і послуги).

Фірма має розробити товарно-марочну політику, положеннями якої вона керуватиметься стосовно товарних одиниць, що входять до складу її товарного асортименту. Фірма має вирішити: чи треба взагалі вдаватися до використання товарних марок; чи варто користуватися марками виробника або власними марками; які якості потрібно закладати в марочний товар; чи мають бути колективні марочні назви для товарних груп або індивідуальні марочні назви; чи варто збільшувати межі марочної назви, поширюючи її на нові товари; чи доцільно пропонувати кілька марочних товарів, що конкурують один з одним.

XV. Assignment:

List and explain the core, tangible and augmented products of the educational experience that universities offer.

Text b Product Classification

In developing marketing strategies for their products and services, marketers have developed several product-classification schemes. First, marketers divide products and services into two broad classes based on the types of consumers that use them—consumer products and industrial products.

Consumer products are those bought by final consumers for personal consumption. Marketers usually classify these goods further based on how consumers go about buying them. Consumer products include convenience products, shopping products, specialty products, and unsought products. These products differ in the ways consumers buy them; therefore they differ in how they are marketed (see Table 9—1).

Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. They are usually low priced and widely available. Examples include soap, candy, and newspapers. Convenience products can be divided further into staples, impulse products, and emergency products. Staples are products that consumers buy on a regular basis, such as ketchup, toothpaste, or crackers. Impulse products are purchased with little planning or search effort. These products are normally widely available. Thus, candy bars and magazines are placed next to checkout counters in many stores because shoppers may not otherwise think of buying them. Customers buy emergency products when their need is urgent— umbrellas during a rainstorm, or boots and shovels during the year’s first snow-storm. Manufacturers of emergency products place them in many outlets to make them readily available when customers need them.

Shopping products are less frequently purchased consumer products that customers compare carefully on suitability, quality, price, and style. When buying shopping products, consumers spend much time and effort in gathering information and making comparisons. Examples include furniture, clothing, used cars, and major appliances. Shop­ping products can be divided into homogeneous and heterogeneous products. The buyer sees homogeneous shopping products, such as major appliances, as similar in quality but different enough in price to justify shopping comparisons. The seller has to «talk price» to the buyer. However, when shopping for heterogeneous products such as clothing and furniture, customers usually find product features more important than price. If the buyer wants a new suit, the cut, fit, and look are likely to be more important than small price differences. Therefore, a seller of heterogeneous shopping products must carry a wide assortment to satisfy individual tastes and must have well-trained salespeople to give information and advice to customers.

Specialty products are consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Examples include specific brands and types of cars, high-priced photographic equipment, and custom-made men’s suits. A Rolls-Royce, for example, is a specialty product because buyers are usually willing to travel great distances to buy one. Buyers normally do not compare specialty products. They invest only the time needed to reach dealers carrying the wanted products. Although these dealers do not need convenient locations, they still must let buyers know where to find them.

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally think of buying. Most major innovations are unsought until the consumer becomes aware of them through advertising. Classic examples of known but unsought products are life insurance and blood donations to the Red Cross. By their very nature, unsought products require a lot of advertising, personal selling, and other marketing efforts. Some of the most advanced personal selling methods have developed out of the challenge of selling unsought products.

Industrial products are those purchased for further processing or for use in conducting a business. Thus, the distinction between a consumer product and an industrial product is based on the purpose for which the product is bought. If a consumer buys a lawn mower for use around home, the lawn mower is a consumer product. If the same consumer buys the same lawn mower for use in a landscaping business, the lawn mower is an industrial product.

І. Key terms:

Consumer products — споживчі товари широкого вжитку — products bought by final consumers for personal consumption.

Convenience products — товари повсякденного попиту; товари зруч­­­ної купівлі; харчові продукти — consumer products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. Products that need very little preparation after being bought.

Industrial products — промислові товари — products bought by individuals and organizations for further processing or for use in conducting a business.

Shopping products — товари попереднього попиту — consumer goods that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, price and style.

Specialty products — товари особистого попиту — consumer products with unique characteristics or branch identification for which a significant group of buyers is willing to make a special purchase effort.

Unsought products — товари пасивного попиту — consumer products that the consumer either does not know about or knows about but does not normally think of buying.

ІІ. Vocabulary notes:

include, v.

1. have (sb/sth) as part of a whole — містити в собі; містити у своєму складі; Does the price include VAT?

2. make sb/sth part of a larger group or set: include an article (in a newspaper); We all went, me/myself included — включати до складу;

including, prep.

having (sb/sth) as a part: £57.50 including postage and packing — включаючи, у тому числі;

inclusion, n.

(in sth) including or being included: the inclusion of the clause in the contract — включення; приєднання; уміщення;

inclusive, adj.

1. (of sth) including sth; including much or all. The price is £ 800 inclusive of tax — що містить у собі; включає в себе;

2. (following ns) including the limits stated: from Monday to Friday inclusive — включаючи; у тому числі;

differ, v.

1. (from sb/sth) not to be the same — відрізнятися, різнитися; відрізняти; Tastes differ.

2. (with, from sb), (about/on sth) disagree; not share the same opinion — не погоджуватися, розходитися в думках; We differ on many things.

3. idm. agree to differ. I beg to differ.

difference, n.

1. (in of sth) state or way in which the people or things are not the sa­me, or in which sb/sth has changed. It’s easy to tell the difference between butter and margarine — різниця, відмінність, несхожість, відміна;

2. (in sth) amount or degree in which two things are not the same or sth. has changed. There is not much difference in price between two computers — різниця;

3. (over sth) disagreement, often involving a quarrel — чвари, незгоди, нелади; To settle the differences.

different, adj.

not the same; separate, distinct — різний, несхожий, відмінний, інший, особливий, різноманітний, неоднаковий; The same product with different name; in different ways; a lot of different things;

idm. (as) different as chalk and/from cheese completely different;

differential, n.

1. difference in rates of pay for different types of work or workers — різниця в оплаті праці;

2. differential year — тех. диференціал;

differential, adj.

1. відмітний, характерний;

2. диференціальний, різницевий — differential tariff — диференціальний тариф;

divide, v.

1. (sth up/into sth) split or break into part parts; separate — ділити(ся); розділяти(ся); розбивати(ся) на частини; divide the class up/into small groups;

2. break sth. into parts and give a share to each of a number of individuals — ділити, розділяти; We divided the work between us;

3. split sth up, esp. one’s time, and use parts of it for different activities, etc; apportion sth. He divides his energies between politics and business;

4. (into sth) be able to be multiplies to give another number; 5 divides into 30 six times; (by sth) find out how many times one number is contained in another — ділити; 30 divided by 6 is five;

5. vote, by separating into groups for and against a motion — голосувати, ставити на голосування; проводити голосування; D! D! — ставте на голосування; divide the House, i.e. ask for a vote to be taken;

division, n.

1. dividing or being divided; dividing one number by another — поділ, розподіл; the division of wealth; division of labour; are you any good at division? мат. ділення; simple division — ділення без остачі;

2. (often proceeded by an adj.) result of dividing: a fair/unfair division of money;

3. disagreement or difference in thought, way of life, etc. — розбіжність, незгода, розбіжність у думках; deep/widening divisions in society today;

dealer n.

(in sth) trader — дилер, торговець, торговий агент, перекупник; a used-car dealer; a furniture dealer in (i.e. sb. who buys and sells) stolen goods;

place, v.

3. put sth. in a particular place — He placed the money on the counter. The advertisement is placed too high. Nobody can read it. — ставити, класти; установлювати, розташовувати;

4. invest (money), esp. to earn interest — вкладати гроші;

5. to find job, home, etc. for sb. — улаштовувати (на роботу, посаду);

6. продавати (товари, акції);

innovation, n.

innovating; a period of innovation — нововведення; новина, новаторство; technical innovations in industry;

innovate, v.

make changes, introduce new things — prepared to innovate in order to make progress — запроваджувати нове (новини); робити зміни, оновлювати;

innovative, innovatory, adj.

introducing or using new idea, techniques etc. — innovative firm — новаторський, раціоналізаторський;

innovator, n.

person who innovates — новатор, раціоналізатор;

ІІІ. Answer the following questions:

1. What two broad classes do marketers divide products and services into?

2. What are consumer products?

3. How do marketers usually classify these goods?

4. What do consumer products include?

5. Why are convenience products usually low priced and widely available? Give examples of convenience products.

6. Where are impulse products usually placed in a shop?

7. When do customers buy emergency products?

8. Why are shopping products less frequently purchased? Give examples of shopping products.

9. What are specialty products?

10. Why is a Rolls-Royce a specialty product?

11. What are industrial products?

12. What is the distinction between a consumer product and industrial product?