Marketing theorists tend to give the word product a very broad

1. Marketing theorists tend to give the world product a very broad meaning,using it to refer to anything capable of satisfying a need or want. Thus services,activities,people(politicians,athletes,film stars),places(holiday resorts),organizations(hospitals,colleges,political parties),and ideas,as well as physical objects offered for sale by retailers,can be considered as products. Physical products can usually be augmented by benefits such as customer advice,delivery,credit facilities,a warranty or guarantee,maintenance,after-sales service,and so on.

——————————————————————-
2. Some manufactures use their name(the ‘family name’)for all their products,e.g. Philips,Colgate,Yamaha. Others,including Unilever and Procter & Gamble,market various products individual brand names,with result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders,for example,are famous for their multi-brand strategy which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.

———————————————————————
3. Most manufacturers produce a large number of products,often divided into product lines.Most product lines consists of several products,often distinguished by brand names,.e.g. a range of soap powders ,or of toothpastes.Several different items(different sizes or models)may share the same brand name. Together,a company’s items,brands and products constitute its product mix. Since different products are always at different stages of their life cycles,with growing,stable or declining sales and profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix.

———————————————————————
4.Companies whose objectives include high market share and market growth generally have long product lines,i.e. a large number of items. Companies whose objective is high profitability will have shorter lines,including only profitable items.Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments.Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market,i.e. making items of higher or lower quality. This can be carried out in order to reach new costumers,to enter growing or more profitable market segments,to react to competitors’ initiatives,and so on. Yet such moves may cause image problems:moving to the lower and of a market dilutes a company’s image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling-adding further items in that part of a product range which a line already covers-might be done in order to compete in competitors’ niches,or simply to utilize excess production capacity.

1.Answer to the questions.

1.What we will explore today?
2.How much money was invested?
3.How is the brand?
4.What is the brand?
5.What give the distinction? distinction give a differentiation, and with differentiation you have commodity.
6.What nation begin to use the brand?
7.For what Egyptians had used the brand?
8.What is the branding?
9.What allieds the brand?
10.What influences the brand? (

2.True or false.

1.Welcome to “Brand in an hour” .
2. Today we will exploring the reality about brand.
3. Commodity is not about marketing at all.
4. Parks and services don’t use brand.
5. Brands are build by marketing.
6. A true brand allieds management vision with the company’s culture and its image.
7. The old marketing in advertising make the promise.
8. Different tools use to activate a brand,that is the branding. (
9. With differentiation you don’t have commodity.
10. Brand is misunderstood topic in business today.

3.Find the place of words.

(1-Brand, 2-claim, 3-differentiation, 4-marketing, 5-nothing, 6-simplicity)

Maybe it because ____is intangible or perhaps ____is not about ____at all. So what is it? Brands is a ____ of distinction. It’s not simple, ____more, no labor definitions convoluted with part words in details. Think about the____, with out distinction you can’t have a____, and without ____you have commodity.

4.Correct the mistakes made in the text after listening the video.

A true brand alieds management vision with the company’s culture and its style. The old marketing in advertysing which make the promise ,the product influences the suvers,innovation,engagement and execution of the only organization.This influence insure the brand promise is consistently sent and experienced.Thats why is only the marketing function but noncorporate initiative.

TRADUCERE

1.Teoreticieni de marketing tind să dea produsul global o semnificaţie foarte largă, folosindu-l pentru a se referi la ceva capabil să satisfacă o nevoie sau o dorinta. Astfel de servicii, activităţi, oameni (politicieni, sportivi, vedete de film), locuri de statiuni (de vacanţă), organizatii (spitale, colegii, partide politice), şi idei, precum si obiecte fizice oferite spre vânzare de către comercianţii cu amănuntul, pot fi considerate ca produse . Produselor fizice pot fi, de obicei diversificate prin beneficii cum ar fi consilierea clientului, livrare, facilităţi de creditare, o garanţie sau o garanţie, întreţinere, serviciile post-vânzare, şi aşa mai departe.

2.Unele produce utilizeaza numele lor ( «nume de familie») pentru toate produsele lor, de exemplu, Philips, Colgate, Yamaha. Alţii, inclusiv Unilever şi Procter & Gamble, piata cu diferite produse nume de marcă individual, ca rezultat faptului că mulţi clienţi sunt familiarizate cu numele companiei de fabricaţie. Producătorii majori de pulberi săpun, de exemplu, sunt renumiti pentru strategia lor de varietatea brandului care le permite să concureze pe diferite segmente de piaţă, şi pentru a umple spaţiul de depozitare în magazine, lăsând astfel mai puţin spaţiu pentru concurenţi. De asemenea, le se dă o şansă mai mare de a avea o parte din procesul care invoca posibilitati promte a scimba brandul

3. Majoritatea producătorilor produc un număr mare de produse, de multe ori împărţită în linii de produse.Majoritatea produselor de linie sunt compuse din mai multe produse, de multe ori se disting prin nume de marcă,. De exemplu. o gamă de praf de săpun, sau depasta de dinti.Citeva articole diferite (de diferite marimi sau modele) pot avea acelasi nume.Impreuna au aceeaşi marcă, articolele unei companii, mărci şi produse constituie un mix.De atunci produsele diferite sunt întotdeauna la diferite etape ale vieţii lor de cicluri, cu tot mai mare, stabil sau vânzările sunt in descrestere şi a rentabilităţii, şi pentru că pieţele, oportunităţile şi resursele sunt în evoluţie constantă, companiile sunt mereu în căutarea spre viitor, şi re-evaluare a mixul lor de produse.

4.Companiile ce au drept obiectiv să obţină o cota de piaţă şi extinderea pietii, în general, au linii de produse lungi, şi anume un număr mare de articole. Companiile ce au drept obiectiv să obţină o înaltă profitabilitate deţin linii de produse mai scurte, şi anume un număr mare de articole profitabile. Insa majoritatea liniilor de produse au tendinţa de a-şi prelungi longitivitatea, pe masura ce companiile diversifică articolele existente, sau a adăuga elemente suplimentare pentru a acoperi mai multe segmente ale pieţii. Suplimentele la linii de produse poate fi rezultatul, fie a extinderii sau a completarii liniilor de produse. Extinderea liniilor de produse presupune atragerea acestora sau in piata de sus sau in piata de jos, şi anume considerarea elementelor de calitate privind produsul. Acesta masura are loc cu scopul de a atrage noi consumatori, de a penetra o piata mai profitabila si de a reactiona la intiativa cocurentilor etc. Insa astfel de masuri pot provoca probleme de imagine: se inrautateste si pentru piata diminuaeza calitatea imaginii companiei in timp ce compania la sfrirsitul listei nu poate convinge dilerii si consumatorii ca ar putea insfirsit marfa calitaive. Linia care pe parcurs foloseste operatiuni suplimentare la etapa de prosucere in serie pe care deja fusese exploatata poate fi creata pentru a concura pe nisele competitorului sau [ur si simpluutilizeaza in exces/ cu zel capacitatea de producere.

Exercises

1b Reading/45
Read the following text, and write a brief heading for each paragraph.

1c Comprehension

1.Why do the big soap powder producers have a multi-brand strategy?
2.Why do companies’ product mixes regularly change?
3.What factors influence the length of companies’ product lines?
4.What are the potential dangers of line-stretching?
5.Why might companies undertake line-filling?

1d Vocabulary
Find words or expressions in the text which mean the following.

1.The possibility of paying for a product over an extended period
2.A promise by a manufacturer or seller to repair or replace defective goods during a certain period of time
3.A surface in a store on which goods are displayed
4.Consumers who buy various competing products rather than being loyal to a particular brand
5.The standard pattern of sales of a product over the period that it is marketed
6.The extent to which an activity provides financial gain
7.Possibilities of filling unsatisfied needs in sectors in which the company can produce goods or services effectively
8.The sales of a company expressed as a percentage of total sales in a given market
9.The set of beliefs that the public at large holds of an organization
10.A small, specialized, but profitable segment of a market.

2a Discussion
Do you ever use vending machines? If so, what for, why and when?

Answer Keys

1b
1.Products capable to satisfy a need./ Which physical objects are considered products?/ Physical products and their benefits.
2.Brand names./ The most famous brand names./ Multi-brand strategy leaves less room for competitors.
3.Products’ life cycle./ Examples of product lines./ What is product mix constituted by?
4.Company’s strategy./ Most product lines have a tendency to lengthen over time./ High profitability is the objective of companies.

1c
1.Big soap powder producers use a multi-brand strategy in order to be able to compete in various market segments, fill shelf-space in shops, thereby leaving less room for competitors and giving a greater choice to brand-switcher.
2.Companies’ product mixes regularly change because these companies want to keep pace with the growing or declining sales and profitability, they adjust markets, opportunities and resources which are in constant evolution.
3.The factors that influence the length of product lines are: the objectives set by the companies, time, line stretching or line-fillings. High profitability, as an objective means shorter product lines. Although most product lines have a tendency to lengthen over time, by producing variation on existing items, or add additional items.
4.Moving to the lower end of a market affects the image of the company for quality, which changing the bottom of a range it would lead to convince customers and dealers that it can produce quality product for the high end.
5.Companies usually undertake line-filling to compete in competitors’ niches, or simply to utilize excess production capacity.

1d
1.Credit facility
2.Guarantee/ Warranty
3.Shelf/ space
4.Brand-switchers
5.Brand
6.Lengthening/ Profitability
7.Market opportunity
8.Market share
9.Image of a company
10.Niches

2a
No, I’ve never used vending machines. If there would be a shop next to my place I would buy products there.
But, besides me there are a lot of people that are using vending machines. Why? Because sometimes they need different products at a rather unexpected time. Vending machines have been created that allow food to be served hot or cold. By using vending machines one may compliment traditional catering by providing convenient and economic solutions to many problems. Factories, hospitals and emergency services work round-the-clock, but their canteens may provide services only during the day.

Marketing theorists tend to give the word
product a very broad meaning, using it to refer to anything capable
of satisfying a need or want. Thus, services, activities, people
(politicians, athletes, film stars), places (holiday resorts),
organizations (hospitals, colleges, political parties), and ideas, as
well as physical objects offered for sale by retailers, can be
considered as products. Physical products can be usually augmented by
benefits such as customers advice, delivery, credit facilities, a
warranty or guarantee, maintenance, after-sales services, and so on.

Products fall into two categories, depending
on the buyer’s intentions. Products purchased for ultimate
satisfaction of personal and family needs are consumer products.
Those bought for use in a firm’s operations or to make other
products are industrial products. Industrial
products are classified according to the uses to which they are put.
Raw materials, component parts and component materials become part of
the product they are used to produce. They are entering products.
Installations, accessory equipment, supplies and business services
are support products. They do not become part of the product they are
used to use. Consumers buy products to
satisfy their personal wants; industrial buyers seek to satisfy the
goals of their organizations.

Several bases can be
used to classify
consumer products, but the one most used is buyer’s behaviour. The
system works because many consumers behave alike in buying a
given type of product. The
four classes of consumer products
are convenience
products, shopping products, specialty
products,
and
unsought products.

Consumers do not think it is worth the effort to
compare the price and quality of convenience products. Convenience
products
are
low-priced items or services that
consumers buy frequently with minimum
shopping effort. Examples include chewing gum, hand soap and
automatic
car washes. Because buyers are unwilling
to
shop actively
for
convenience
products, the products are available in many outlets, including, for
some, vending machines. Three subclasses are staple products,
impulse
products,
and emergency products.

Examples of staple products for many customers include bread,
milk, and bus or subway transportation. These products are brought
regularly and routinely. The only real thinking about such a product
occurs when the buyer initially adds it to the list of regularly
consumed products. Supermarket shoppers who do not use the written
shopping list rely on the store’s display of products to remind
them of what they need.

Purchases of impulse
products are completely unplanned. Exposure to the product triggers
the want.
Before going shopping you could prepare a list of the staple
products
you would buy, but not the impulse products. The desire
to buy staple products may cause you to go shopping. The desire to
buy impulse
products is a result of your shopping. These
products are displayed and made available in heavy traffic areas,
such as checkout aisles in supermarkets and store corridors in
shopping
malls.
Purchases of emergency products result from urgent and compelling
needs.
You
will
pay
more than if you had
anticipated
this need and bought them at a discount store. Special one-hour
service for cleaning and pressing clothing is an example of an
emergency product
offered by dry cleaners and hotels. Ambulance and
wrecker
services are also emergency products.

Consumers think
it is
worth
the cost and effort to compare shopping products because they
perceive
more risk in buying these products. Shopping
products
are goods or services that consumers will purchase only after making
price and quality comparisons. These products can be homogeneous or
heterogeneous.

Consumers consider homogeneous shopping products
to be alike.
A
person
who thinks
all
top-of-the-line
17-cubic-foot
refrigerators
are
very
similar will
limit
the
shopping
effort to making
price
comparisons.
Thus,
retailers tend
to
engage in price competition.
Manufacturers
also may stress differences
in design and try
to
distinguish
between
the
physical
product
and its product-related
services. One manufacturer might set up service centers to
differentiate
its
product from rivals.
Examples
of homogeneous products might include
oil
change,
income-tax preparation
and long-distance telephone service.

Consumers consider heterogeneous shopping products
to be different
or
non-standardised.
They shop for the
best
price-quality
combination.
Price
is often
secondary to style and quality
when
price
comparisons are hard to
make. Using
price to compare clothing, jewelry, cars, furniture
and
apartments
is difficult,
because
quality
and
style
vary
within
each
product class. A couple searching for an apartment
may
spend a lot of time
comparing
décor, floor
plans, distance from bus lines and so on. Once they find
the ‘right’ apartment,
price becomes important.
If
the
rent
is reasonable compared to the alternatives,
they probably will
hire
the
apartment.

Consumers will make a special effort to buy
specialty products. Specialty
products
are goods or services to which a buyer has a strong conviction as to
brand style or type. Consumers will go out of their way to find these
specialty products because of their perceived quality and other
benefits. A person may willingly travel two hundred miles to a
nearest dealer who sells the Rolls-Royce. There is no comparison
shopping; the consumer searches to find specialty product. Most
consumer services that
involve a high degree of skill are considered specialty products.
Marketers
try to create specialty
status
for
their
products
with
advertising
phrases
such
as ‘accept no
substitutes’,
‘insist
on
the
real
thing’,
and
‘it’s
worth
the
trip
from anywhere.’ They build
customer
loyalty
when
consumers consider their
brands to be specialty
products.
A
specialty
product
can be less intensively
distributed
than
a
convenience or shopping product because buyers will
search to find
it.

Unsought
products
are goods
or services that
potential
buyers
do not know exist or do not want to think about buying. There
are two types of unsought products – regularly
unsought products and new unsought products.
Caskets,
life
insurance,
a lawyer’s services in preparing
a
will,
and
a physician’s services in giving
a
cancer
checkup
are regularly
unsought
products. They
are existing products that consumers do not want to think
about
buying, although
they
may
eventually
purchase
them.
Marketers
face a tough challenge
in persuading consumers to buy
them. Products
that
are
totally
new
and unfamiliar to consumers are new unsought
products.
The
marketer’s
task
here is to inform
target
customers of a product’s
existence
and
stimulating
demand for it.

Concept сheck

1. Define the term ‘product’.

2. What
   is the difference between consumer and industrial products?

3. Complete the chart without looking back at the text.

1. How does classifying consumer products on the
   basis of buyer behaviour help a marketer?

2. Why do not consumers think it is worth comparing price and quality
   for convenience products?

3. How do convenience products and shopping products differ? What are
   distinguishing characteristics of each?

4. Define and give the subclasses under each of the major classes of
   consumer products.

5. Would a mobile phone that sells for 900$ be a convenience, shopping,
   or specialty product?

6. Read the sentences and decide which of them are
   true. Explain your choice.

   1. Convenience
      products are
      high-priced items or services that
      consumers buy seldom with minimum
      of shopping effort.

   2. Impulse products are displayed and can be found checkout aisles in
      supermarkets.

   3. Heterogeneous shopping products are practically alike and
      standardized.

   4. Consumers will put forth a lot of effort to find a speciality
      product.

   5. Customer’s loyalty is built when a product is in a staple product
      category.

   6. Brand-new products belong to new unsought product subclass.

7. Make your own plan and retell the text, using it. Draw up a plan and
   retell the text using it.

8. Read the explanations and say what groups of products are described:

   Classification	Explanation
   	Consumers plan the purchase of these products with great care, know exactly what they want, and will accept no substitutes. Here the consumer’s efforts bend towards finding an outlet that can supply exactly the item needed: this accentuates the exclusivity of the product, so some marketers deliberately limit the number of outlets to sell the products.
   	These products are not bought; they are sold. Examples are fitted kitchens and encyclopedias. While most people would recognise the need for these items, it is rare for consumers to go out looking for them; far more commonly the products are sold either through an aggressive sales programme, or through a sudden change of circumstances which forces the consumer to buy.
   	Cheap, frequently purchased items that do not require much thought or planning. The consumer typically buys the same brand or goes to the same shop. Examples are newspapers, basic groceries and soft drinks.
   	Usually infrequently purchased items such as computers, cars, hi-fi systems or household appliances. From the manufacturer’s viewpoint, such products require few retail outlets, but will require much more personal selling on the part of the retailer: so there is usually a high degree of co-operation between manufacturer and retailer in marketing the products.

9. How
   do component parts differ from process materials?

READING II

Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]

• #
• #
• #
• #
• #
• #
• #
• #
• #
• #
• #

Products I would like to start speaking about this topic with defining what the product is. Marketing theorists tend to give the word product a very broad meaning, using it to refer to anything capable of satisfying a need or want. Thus services, activities, people (politicians, athletes, film stars), places (holyday resorts), organizations (hospitals, colleges, political parties) & ideas as well as physical objects offered for sale by retailers, can be considered as products.

But actually there is more simple definition of a product – something that is produced or manufactured & sold, often in large numbers. Physical products can usually be augmented by benefits such as customer advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, & so on. Products are sometimes referred to as goods, for example in the expression fast-moving consumer goods (FMCG). Product (or business) generating a lot of profit is a money spinner.

A product may be seen as expensive or cheap, but “expensive” may imply “too expensive” & “cheap” is often used to show disapproval of poor quality. A way of getting round this is to say that product is high-priced or low-priced. Similarly, products may be mid-priced. & according to this, markets can be distinguished for up mid & down-markets. Products that are expensive compared to others of the same type are described

as up-market. Mid-priced products are described as mid-market. Low-priced products may be referred to as down-market, but this term usually shows disapproval. Talking about goods we can define white & brown goods, cash cow & loss leader. White goods are things such as washing machines & refrigerators. Brown goods are things such as televisions & hi-fi equipment.

Cash cow, technically, is a profitable product (or business) with high market share in a low-growth market, but it is also used to mean any profitable product (or business) generating a steady flow of sales revenues. Also here we should talk about the services, because it seems to be connected with our topic. So services are activities such as banking, tourism, or entertainment that contribute to the economy but which may not directly involve manufacturing.

Services may be referred to informally as products. In a market containing several similar competing products, producers can augment their basic product with additional services & benefits such as customer advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, & so on, in order to distinguish it from competitors’ offers. Most producers also differentiate their products by branding them.

Some manufactures use their name (the “family name”) for all their products, e. g. Philips, Colgate, Yamaha. Others, including Unilever & Procter & Gamble, market various products under individuals names, with the result that many customers & unfamiliar with the name of the manufacturing company. The major producers of soap powders, for example, are famous for their multi-brand strategy which allows

them to compete in various market segments, & to fill their space in shops, thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers. In addition to famous manufactures’ brands, there are also wholesalers’ & retailers’ brands. For example, most large supermarkets chains now offer their “own-label” brands, many of which are made by one of the better-known manufactures. Brand names should be easy to recognize & remember.

They should also be easy to pronounce &, especially for international brands, should not mean something embarrassing in a foreign language. As well as a name & a logo, many brands also have easily recognizable packaging. Of course packaging should also be functional: in other words, the container or wrapper should protect the product inside, be informative, convenient to open, inexpensive to produce, & ecological (preferably biodegradable). The sales of most products change over a period of time, in a recognizable

pattern which contains distinct periods of stages. The standard life cycle includes following stages: 1. introduction 2. growth 3. maturity 4. decline 1. The introduction stage, following a product’s launch, generally involves slow growth. Only a few innovative people will buy it. There are probably no profits at this stage because of the heavy advertising, distribution & sales promotions expenses involved in introducing a product onto

the market. Consumers must be made aware of the product’s existence & persuaded to buy it. Some producers will apply a market-skimming strategy, setting a high price in order to recover development costs. Others will employ a market penetration strategy, setting the product at as low a price as possible, in order to attain a large market share. There is always a trade-off between high current profit & high market share. 2. During the growth period, “early adopters” join the “innovators” who were responsible

for the first sales, so that sales rise quickly, producing profits. This generally enables the producer to benefit from economies of scale. Competitors will probably enter the market, usually making it necessary to reduce prices, but the competitors will increase the market’s awareness & spend up the adoption process. 3. When the majority of potential buyers have tried or accepted a product, the market share is saturated,

& the product reaches its maturity stage. Sales will stabilize at the replacement purchase rate, or will only increase if the population increases. The marketing manager has to turn consumers’ brand preferences into brand loyalty. Most products available at any given time are in the maturity stage of the life cycle. This stage may last many years, & contain many ups & downs due to use of a succession of marketing

strategies & tactics. Product managers can attempt to convert non-users, search for new markets & market segments to enter, or try to stimulate increased usage by existing users. Alternatively they can attempt to improve product quality & to add new features, sizes or models, or simply to introduce periodic stylistic modification. They can also modify the over elements of the marketing mix, & cut prices, increase advertising,

undertake aggressive sales promotion, seek new distribution channels, & so on, although here additional sales generally come at the cost of reduced profits. 4. A product enters the decline period when it begins to be replaced by new ones, due to advances in technology, or to changes in fashions & tastes. When a period has clearly entered its decline stage, some manufactures will abandon it in order to

invest their resources in more profitable or innovative products. When some competitors choose to withdraw from a market, those who remain will obviously gain a temporary increase in sales as customers switch to their product. Not all products have this typical life cycle. Some have an immediate rapid growth rather than a slow introductory stage. Others never achieve the desired sales, & go straight from introduction to maturity,

although of course this should have been discovered during test marketing before a full-scale launch. Fads & gimmicks – for example, toys people buy once & once only to stick on car windows – have distinct life cycles, both rising & declining very quickly. & now let’s look to the process of creating a product from the other point. Let’s follow the process of designing a product since the idea till the launching the product. There is a standard design & development sequence.

1. Idea generation – search for consumer needs, consider alternatives, select best idea. 2. Product selection – carry out a market analysis, & a technical feasibility study. 3. Preliminary design – evaluate alternative designs in terms of reliability, maintainability, & so on, & their producibility. 4. Final design – develop & test preliminary designs, & make final specifications. 5. Facilities exist, new facilities required – select production facility.

6. Process selection – evaluate alternative technologies & methods, & decide whether to develop them or license them from other companies, select specific equipment & process flow. 7. Capacity planning, production planning – determine production capacity & production schedule. Most manufactures produce a large number of products, often divided into products lines. Most products lines consist of several products, often distinguished by brand names, e. g. a range

of soap powders, or of toothpastes. Several different items (different sizes or models) may share the same brand name. Together, a company’s items, brands & products constitute its products mix. Since different products are always at different stages of their life cycles, with growing, stable or declining sales & profitability, & because markets, opportunities & resources are in constant evolution, companies are always looking to the future, & re-evaluating their product mix.

Companies whose objectives include high market share & market growth generally have long product lines, i. e. large number of items. Companies whose objective is high profitability will have shorter lines, including only profitable items. Yet most product lines have a tendency to lengthen over time, as companies produce variations on existing items, or add additional items to cover further market segments. Additions to product lines can be the result of either line-stretching or line-filling.

Line-stretching means lengthening a product line by moving either up-market or down-market, i. e. making items of higher or lower quality. This can be carried out in order to reach new customers, to enter growing or more profitable market segments, to react to competitors’ initiatives, & so on. Yet such moves may cause image problems: moving to the lower end of a market dilutes a company’s image fro quality, while a company at the bottom of a range may not convince dealers & customers that

it can produce quality products for the high end. Line-filling – adding further items in that part of a product range which a line already covers – might be done in order to compete in competitors’ niches, or simply to utilize excess production capacity.

Другие языки

Подборка по базе: Образец выполнения задания 4 (1).docx, Образец выполнения задания 3.docx, Варианты задания очники.doc, 1 все задачи задания 2.docx, Тестовые задания по поэме М. Горького «Детство».docx, Требования к оформлению задания 1-1.docx, лист задания — 2021.doc, Методические указания к СРСП.docx, текст и 3 задания.docx, инструктивно методические материалы практической работы №1 по Эл

PRODUCTS AND BRANDS

What is a product?

Marketing theorists tend to give the word products very broad meaning, using it to refer to anything capable of satisfying a need or want. Thus services, activities, people (politicians, athletes, film stars), places (holiday resorts), organizations (hospitals, colleges, political parties), and ideas, as well as physical objects offered for sale by retailers, can be considered as products. Physical products can usually be augmented by benefits such as customer advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, and so on.

Brand name

Some manufacturers use their name (the ‘family name’) for all their products, e.g. Philips, Colgate, Yamaha. Others, including Unilever and Procter & Gamble, market various products under individual brand names, with the result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders, for example, are famous for their multi-brand strategy which allows them to compete in various market segments, and to fill shelf space in shops, thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.

Product lines & Product mixtures

Most manufacturers produce a large number of products, often divided into product lines. Most product lines consist of several products, often distinguished by brand names, e.g. a range of soap powders, or of toothpastes. Several different items (different sizes or models) may share the same brand name. Together, a company’s items, brands and products constitute its product mix. Since different products are always at different stages of their life cycles, with growing, stable or declining sales and profitability, and because markets, opportunities and resources are in constant evolution, companies are always looking to the future, and re-evaluating their product mix.

Line-stretching & Line-filling

Companies whose objectives include high market share and market growth generally have long product lines, i.e. a large number of items. Companies whose objective is high profitability will have shorter lines, including only profitable items. Yet most product lines have a tendency to lengthen over time, as companies produce variations on existing items, or add additional items to cover further market segments. Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market, i.e. making items of higher or lower quality. This can be carried out in order to reach new customers, to enter growing or more profitable market segments, to react to competitors’ initiatives, and so on. Yet such moves may cause image problems: moving to the lower end of a market dilutes a company’s image for quality, while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling — adding further items in that part of a product range which a line already covers — might be done in order to compete in competitors’ niches, or simply to utilize excess production capacity.

2. Письменно ответьте на вопросы.

1. Why do the big soap powder producers have a multi-brand strategy?
2. Why do companies’ product mixes regularly change?
3. What factors influence the length of companies’ product lines?
4. What are the potential dangers of line-stretching?
5. Why might companies undertake line-filling?

3. Найдите в тексте слова и выражения, которым соответствуют следующие определения.

1. the possibility of paying for a product over an extended period;
2. a promise by a manufacturer or seller to repair or replace defective goods during a certain period of time;
3. a surface in a store on which goods are displayed;
4. consumers who buy various competing products rather than being loyal to a particular brand;
5. the standard pattern of sales of a product over the period that it is marketed;
6. the extent to which an activity provides financial gain;
7. possibilities of filling unsatisfied needs in sectors in which the company can produce goods or services effectively;
8. the sales of a company expressed as a percentage of total sales in a given market;
9. the set of beliefs that the public at large holds of an organization;
10. a small, specialized, but profitable segment of a market.

4. Переведите предложения на русский язык, обращая внимание на функции инфинитива.

1. I felt him put his hand on my shoulder.
2. This writer is said to have written a new novel.
3. They watched the boy cross the street.
4. To advertise in magazines is very expensive.
5. My parents wanted me to be home at 11 o’clock.

5. Переведите предложения на русский язык, обращая внимание на формы и функции герундия.

1. Avoid making silly mistakes.
2. I dream about building a big house.
3. In dealing with statistical data it is necessary to have all the factors involved.
4. Would you mind our taking part in the discussion?
5. The manager insisted on all the employees getting bonuses.

6. Переведите предложения на русский язык, обращая внимание на формы и функции причастия.

1. The people drove off in a stolen car.
2. A person taking a sun-bath must be very careful.
3. The dress bought at the department store was very beautiful.
4. The people dancing in the street are all very friendly.
5. The weather having changed, we decided to stay where we were.

7. Переведите предложения на русский язык, обращая внимание на типы условных предложений.

1. If we surf the Internet, we will find a lot of information about Loch Ness.
2. If we send an invitation, our friends will come to our party.
3. If you used a pencil, the drawing would be perfect.
4. The children would be happy if he taught them English.
5. If my uncle had told me the way to his office, I would not have arrived so late.

Самостоятельная работа

Дополнительные задания

для студентов 1 курса со сроком обучения 4,6

Выполнить устный перевод 10 текстов по выбору студента. Тексты выбираются из банка заданий контрольной работы №1, задания №1 – 20

Дополнительные задания

для студентов 2 курса со сроком обучения 4,6

Прочитать и перевести все тексты из других вариантов контрольной работы №2 для данного направления подготовки (всего 4 текста).

Составить опорный конспект текстов и подготовиться к беседе по изученному материалу

5. СПИСОК РЕКОМЕНДУЕМОЙ ЛИТЕРАТУРЫ

5.1. Основная литература

1. Деловой английский язык: ускоренный курс : учеб. пособие / З.В. Маньковская. — М. : ИНФРА-М, 2018. — 160 с. — (Высшее образование: Бакалавриат). — Режим доступа: http://znanium.com/go.php?id=966322

Режим доступа: http://znanium.com/go.php?id=966322

1. Маньковская З.В. Английский язык в ситуациях повседневного делового общения : учеб. пособие / З.В. Маньковская. – М. : ИНФРА-М, 2017. — 223. — (Высшее образование: Бакалавриат). — Режим доступа: http://znanium.com/go.php?id=752506
2. Калинычева Е. В. Английский язык для экономистов. Теория и практика перевода : учебное пособие /Е. В. ; Фин.ун-т при Правительстве РФ. — М. : КноРус, 2016. — 158с. — (Бакалавриат). — Библиогр.:с.158. — ISBN 978-5-406-02955-8.

5.2. Дополнительная литература

6. ПЕРЕЧЕНЬ СОВРЕМЕННЫХ ПРОФЕССИОНАЛЬНЫХ БАЗ ДАННЫХ И ИНФОРМАЦИОННЫХ СПРАВОЧНЫХ СИСТЕМ