Product
Познакомьтесь с новыми словами.
1. to launch – запускать
2. stage – стадия, этап
3. to modify – видоизменять
modification – видоизменение
4. to improve – улучшать, усовершенствовать
improvement – усовершенствование, улучшение
5. to offer – предлагать
6. trial – попытка, опыт
7. to promote – продвигать (товар на рынок)
promotion – продвижение
8. campaign – кампания
9. to distribute – распространять, распределять
distribution – распространение, распределение
10. to make sure – убедиться
11. quantity – количество
12. outlet – торговое предприятие
13. to destroy – разрушать
14. to promise – обещать
promising – перспективный
15. to rob of – лишать
16. reason – причина
reasonable (ant. unreasonable) – разумный
17. adequate (ant. inadequate) – соответствующий, адекватный
18. poor – бедный, плохой, недостаточный
19. to turn out – оказываться
Упражнение 1. Переведите интернациональные слова.
Idea, plan, manufacture, test, basis, result, modification, prototype, campaign, distribution, role, finally, inadequate, method.
Упражнение 2. Переведите слова, обращая внимание на приставки.
Replace, unreasonable, inadequate.
Упражнение 3. Переведите цепочки слов.
Research department, marketing department, trial basis, advertising campaign, sales outlets, large-scale producers, poor selling methods, test results.
Упражнение 4. Переведите предложения, обращая внимание на значение глагола to have.
1. The company has subsidiaries in many countries.
2. The company has launched a new product this month.
3. The new product has to be tested.
4. The product may have to be modified.
5. The company has to make sure of the future sales.
4. Some improvements to the product have been made.
Прочитайте текст.
Product
New products are being developed all the time to replace products which are coming to the end of their lives.
The very first step in the launch of a new product is when the Research Department has an idea. At that stage there is only a plan which is used when the product is manufactured. In the next step the Marketing Department looks at it and decides if they think it will sell. Nobody knows how well the new product works, or how good it is, so it has to be tested. On the basis of the test results it may have to be modified. As soon as the necessary improvements have been made, the prototype is produced to see if it works. Then maybe it is offered to a small number of customers on a trial basis. If everything looks OK, the new product is ready to be launched and then promoted in advertising campaign. Advertising plays a very important role and so does distribution. The company has to make sure that its new product is available to as many customers as possible. Large quantities of product are distributed to sales outlets all over the world. Finally, when it is clear that sales are going down company will probably decide to destroy the product.
Even in case large-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 turn out to be profitable.
Упражнение 5. Ответьте на вопросы по тексту.
1. Why are new products developed all the time?
2. What is the first stage in the development of a new product?
3. Why are test results important?
4. What is the next (third) stage in product development?
5. Why is advertising important?
6. Why does a failure of a new product take place?
Pricing
Познакомьтесь с новыми словами.
1. pricing – ценообразование
off-even pricing – цена, не доходящая до круглой цифры и стимулирующая желание покупателя купить
2. to depend on – зависеть от
3. terms – условия
4. delivery – доставка
5. trade-in-allowance – сумма денег, отданная за старую вещь и включённая в счёт покупки новой
6. to determine (syn. set) – определять, устанавливать
7. volume (syn. amount) – объём, количество
8. to cover costs – покрыть расходы
9. way – путь, способ
10. number of – количество, ряд
11. price emphasis – продажа товара за счёт низкой цены
12. price de-emphasis – продажа товара не за счёт низкой цены, а за счёт других факторов
13. to emphasize – делать акцент, подчёркивать
14. to encourage – стимулировать, поощрять
15. repair – ремонт
16. installation – установка
17. favourable – благоприятный
18. to deal with (syn. concern) – иметь дело, касаться
19. to be related – быть связанным
20. particular – определённый
Упражнение 1. Переведите интернациональные слова.
Industrial products, public services, bus services, credit, guarantee, period, determine, control, electricity, type, policy, extra, really, installation, in fact, psychological effect, jewelry department, designer, factor, finally, limited.
Прочитайте текст.
Pricing
All products and all services have prices. The price depends on different things such as credit terms, delivery, guarantees, trade-in-allowance, quality and other forms of services, which price can produce the biggest profit during a long period of time. It’s hardly possible to determine such a price. The price may be too high to produce a large volume or too low to cover costs.
Price can be determined in different ways. The prices on industrial products (iron, steel) are usually decided by large companies. The amount and price of goods sold to large number of buyers is controlled by a few competing sellers. Prices also can be set by the government, usually for different public services – railroads, electricity, bus services, etc.
Generally, there are two types of pricing policies. There is price emphasis and price de-emphasis. The price emphasis policy emphasizes low prices. This encourages sales. But low price doesn’t produce extra services. A really low price means no credit, home delivery, repair, installation and other services. A good example of price emphasis is off-even pricing. Let’s say you sell a tape recorder for 79.95 instead of 80. Though it is in fact the same, the low price can produce a favourable psychological effect.
The price de-emphasis deals with high quality expensive items. It means you don’t call attention to the price at all. It concerns fine jewelry department or designer fashions.
If demand increases, prices rise, profits expand and new investment is attracted. But other factors may be involved as well. Prices are related to each other in different ways. Finally, everything is related in price, since the consumer can buy and must pay for everything out of a particular, limited amount of money.
Упражнение 2. Используя новую лексику урока, скажите это по-английски.
Условия кредита, доставка на дом, ремонт, установка, качество, гарантия, продажа товаров за счёт низкой цены, покрывать расходы, устанавливать цену, объём товаров, конкурирующие продавцы, общественные услуги, политика ценообразования, большое количество покупателей, стимулировать продажу, предоставлять дополнительные услуги, привлекать внимание, привлекать инвестиции, определённое ограниченное количество денег.
Упражнение 3. Ответьте на вопросы по тексту.
1. What does the price depend on?
2. What is the best price?
3. Who determines prices?
4. What is the difference between two types of pricing policies?
5. What factors can influence prices?