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4.3.1 Explain the meaning of the following phrases in Russian:

- the need-satisfying offering;

- services are intangible;

- to modify current products;

- to meet changing competitor's actions;

- new-product planning;

- a life cycle;

- to avoid expensive new-product failures;

- a new product-development process.

4.3.2 Read the following sentences attentively and say in which of them the word "one" is a substitute for a noun:

A service is a deed performed by one party for another.

A new product is one that is new in any way for the company concerned.

4.3.3 Find sentences in the text which explain:

a) the difference between a good and a service;

b) the main reason for developing new products.

4.3.4 Find English equivalents fоr the following words and word-groups used in the text. Translate the sentences with these equivalents into Russian

- предоставить покупателю услугу;

- большинство рынков;

- продолжать разрабатывать новые товары;

- необязательное дело;

- новая идея;

- только в течение ограниченного времени;

- антимонопольные законы.

4.3.5 Answer the following questions:

What is Product?

Is a good more important for a customer than a service?

What makes producers develop new products?

In what cases does a product become new?

How long does a product life cycle usually last?

What is the new-product development connected with?

4.3.6 Translate the last paragraph of the text using a dictionary

4.3.7 Copy out the topical sentences of each paragraph of the text. Write a summary of the text using these sentences

4.3.8 Retell the text in short using Exhibit 7

4.3.9 Work in pairs:

a) Study all the steps of an organized new-product development process with your fellow-student using Exhibit 7 and the notes to it;

b) Speak about the first 3 steps of a new-product development process. Let your fellow-student comment on the rest 2 steps. Do it in Russian then in English. Help each other in this activity.

4.3.10 Analyze the structure of the sentences from text B and translate them into Russian in written form:

There are so many brands - and we're so used to seeing them - that we take them for granted.

A good brand speeds up shopping for the customer - and thus reduces the marketer's selling time and effort.

When customers repeatedly purchase by brand, the brander is protected against competition from other firms.

4.4 Text B. Branding.(Read the text and say whether there are answers to the following questions in it:

- Why are brands so important for both their owners and customers?

- What is branding?

- What is a trademark?

- How is branding connected with the quality of a product?

- In what cases is a brand not used by well-known firms?

- What is the battle of the brands?)

There are so many brands - and we're so used to seeing them - that we take them for granted. Brands are of great importance to their owners. They help identify the company's marketing mix - and they help consumers recognize the firm's products and advertising.

Branding means the use of a name, term, symbol, or design - or a combination of these - to identify a product. It includes the use of brand names, trademarks and practically all other means of product identification.

Brand name has a narrower meaning. A brand name is a word, letter, or a group of words or letters.

Trademark is a legal term. A trademark includes only those words, symbols, or

marks that are legally registered for use by a single company.

Manufacturer brands are brands created by manufacturers. These are sometimes called "national brands" because the brand is promoted across the country or in large regions.

Dealer brands are brands created by middlemen. These are sometimes called "private brands". Some of these are advertised and distributed more widely than many national brands.

The battle of the brands is the competition between dealer brands and manufacturer brands. The "battle" is just a question of whose brands will be more popular - and who will be in control. Customers benefit from the "battle". Price differences between manufacturer brands and well-known dealer brands have already narrowed due to the competition.

4.4.1 Translate the following words and word-groups into Russian:

- brand; branding; brander; by brand; brand name; brand promotion.

- to identity; for identifying; identification; product identification.

- to produce; producer; product; food products; to promote and protect the product; to create a new product; production.

4.4.2 Is it right that:

- brands are so numerous that we take them for granted?

- with so many brands customers have difficulties to identify the company's product?

- branding includes brand names and trademarks?

- manufacturer brands may be called "national brands"?

- customers benefit from the "battle" between manufacturers and middlemen?

4.4.3 Show the order in which the ideas listed below come in the text

1) Dealer brands are sometimes called "private brands".

2) Brand name has a narrower meaning.

3) Customers benefit from the "battle of the brands".

4) Branding helps identify the product.

5) Trademark is a legal term.

6) Manufacturer brands are sometimes called "national brands".

4.4.4 Render the text about the history of branding in Russian:

Branding started during the Middle Ages - when craft guilds (similar to labor unions) and merchant guilds formed to control the quantity and quality of production. Each producer had to mark his goods so output could be cut back when necessary. This also meant that poor quality - which might reflect unfavorably on other guild products and discourage future trade - could be traced back to the guilty producer.

Brand promotion has advantages for branders as well as customers. A good brand speeds up shopping for the customer - and thus reduces the marketer's selling time and effort. And, when customers repeatedly purchase by brand, the brander is protected against competition from other firms. This can increase sales volume and reduce promotion costs.

4.4.5 Retell the text about the history of branding in 5-6 sentences

4.4.6 Speak on:

- branding;

- brand name;

- trademark;

- manufacturer brands;

- dealer brands;

- the battle of the brands;

- the history of branding.

4.5 Text C.(Translate the text in written form using a dictionary)

Packaging involves promoting and protecting the product. Packaging can be important to both sellers and customers. Packaging can make a product more convenient to use and store. It can prevent spoiling or damage. Good packaging makes products easier to identify and promotes the brand at the point of purchase and even in use.

A new package can make the important difference in a new marketing strategy - by meeting customers' needs better. A better box, wrapper, can, or bottle may help create a "new" product.

A good package sometimes gives a firm more promotion effect than it could possibly afford with advertising. The package is seen in stores - when customers are actually doing the buying. The package may be seen by many more potential customers than the company's advertising. An attractive package may speed turnover so much that total costs will drop as a percentage of sales.

Packaging costs as a percentage of a manufacturer's selling price vary widely - ranging from 1 to 70 percent.

4.5.1 Give the title for the text

4.5.2 Make a list of marketing terms used in the text

4.5.3 Compose 5 disjunctive questions to the text in written form

4.5.4 Prepare to make a report on a new-product development process and

packaging

4.5.5 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 life cycle; 2 tangible; 3 to survive; 4 existing; 5 means; 6 competitor; 7 as well as; 8 expensive; 9 packaging; 10 purchase; 11 offering; 12 brand; 13 customer; 14 quality; 15 trade; 1 выживать; 2 покупатель; 3 марка; 4 дорогой; 5 усилие; 6 преимущество; 7 существующий; 8 средство; 9 владелец; 10 торговля; 11 материальный; 12 конкурент; 13 предложение; 14 покупка; 15 качество; 16 упаковка; 17 а также; 18 фирма; 19 жизненный цикл; 20 ускорять.

Unit

The Problem Area of the Unit: Grammar:

What is Place? The Infinitive constructions

What kinds of channel systems

exist in marketing?

 



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