Text 4 product development and planning (Розвиток виробництва і планування)

The number of new products coming into the market of western countries every year is overwhelming. A lot of these products are not new, but adaptations. It means that these products are not new, they are existing items to which a modification has been made. Only few products are really original or innovations. For instance a clock-television is an adaptation, but TV-set itself, the refrigerator – each was an innovation. A great number of innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research hasn’t been done carefully.

Even in case larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally, less than one fifth of all new products.

Active vocabulary

product development розвиток виробництва

adaptation щось перероблене, пристосоване

modification модифікація, видозміна

innovation нововведення, новинка

patent патент

large scale producer великий виробник

promising product перспективний продукт

unreasonable price нерозумна ціна

inadequate недостатній, не відповідаючий вимогам

Exercise 1. Answer the following questions.

1. How can you explain the term adaptation?

2. What is an innovation?

3. Give your own examples of innovations and adaptations.

4. Why are many innovations and adaptations manufactured and marketed by small businesses?

5. Why is it so important to obtain a patent?

6. Why does the failure of a new product take place?

Exercise 2. Choose the necessary word and put it in the sentence (adaptation, innovation, inadequate, patent, failure, success, unreasonable).

1. Though market research tries to predict the trends, there is no sure ...

2. This product isn’t original, it is an ...

3. ... office receives applications from many young inventors.

4. If the price ... , the product won’t be sold out.

5. A clock-television is an adaptation but the television itself is an ...

6. If a sure ... is stopped, money and time can be saved.

7. They failed because of ... promotion camping.

Exercise 3. Translate the following sentences into English.

1. Цей продукт – модифікація старого. 2. Дрібні виробники виготовляють велику кількість товарів. 3. Вам необхідно отримати патент на виробництво даного продукту. 4. Досконале дослідження ринку необхідне для гарантії успіху. 5. Знадобиться п’ять років для того, щоб ваш продукт отримав визнання. 6. Вимикаючий пристрій з таймером – саме те, що привабить покупців. 7. Треба закінчити всі дослідження до того, як ми почнемо продавати наш продукт. 8. Нам необхідно розширити лінію.