Product

PRODUCT

UNIT 11

Comprehension check.

1. Differentiate between needs and wants.

2. How does the American Marketing Association define marketing?

3. Is marketing the same as advertising or personal selling?

4. What factors are required for marketing to occur?

Grammar: Complexes with Infinitive: Complex Subject

Assignment 1. Read and learn the following words and phrases.

product item – одиниця продукції; ~ line – група однакових товарів або товари, призначені для подібних ринків; ~ mix – асортимент товарів;

brand – марка;

reliability – надійність;

innovation – нововведення, інновація, оригінальний товар;

adaptation – адаптація, пристосування;

life expectancy – очікувана тривалість життєвого циклу;

competing – конкуруючий, конкурентний;

introduction – впровадження;

growth – зростання;

maturity – зрілість;

decline – занепад, спад;

forward-thinking company – компанія, що піклується про майбутнє;

consumer products – споживчі товари; industrial/business-to-business ~ товари виробничого призначення; convenience ~ товари повсякденного попиту; shopping ~ спеціалізовані товари; specialty ~ фірмові товари, предмети розкошу; unsought ~ товари, купівля яких не планувалась заздалегідь і була обумовлена негайною потребою;

substitute – замінник;

aggressive personal selling – нав’язлива особиста торгівля;

intended use – призначення;

raw materials – сировина;

major equipment – основне обладнання;

accessory equipment – допоміжне обладнання;

component parts – комплектуючі деталі;

process materials – обробні матеріали;

consumable supplies – споживчі предмети постачання;

MRO (maintenance, repair and operating) items – предмети постачання, що використовуються для технічного обслуговування, поточного та капітального ремонту

Assignment 2. Read and translate the following text.

Product is the first and most important element of the marketing mix. Product strategy calls for making coordinated decision on the product mix, product lines, individual product items, brands, packages and services.

A product is everything that is received in an exchange. A product is not just a collection of components but includes its design, quality and reliabi­lity. Every product must possess a ‘unique selling proposition’ (USP) – features and benefits that make it unlike any other product in its market.

A product item is a specific version of a product, while a product line is a group of closely related product items that are considered a unit because of marketing, technical or end use considerations. The total group of products that an organization makes available to customers is called a product mix.

Most of the products coming into the market are not really original. It means that they are not new; these products are existing items to which a modification or adaptation has been made. Only few products, very often formed on the basis of a new business, are innovations. For instance, a clock-tele­vision is an adaptation, while a TV-set itself was an innovation.

Every product has a life-cycle, the stages of which are introduction, growth, maturity and decline. The life expectancy of a product is based on buyers’ wants, the availability of competing products and other conditions. Forward-thinking companies are continually developing new products to replace products whose sales are declining and coming to the end of their lives.

Products can be classified on the basis of the buyers’ intentions. Thus, consumer products are those purchased to satisfy personal and family needs. Industrial or business-to-business products are purchased for the use in a company’s operations or to make other products.

Consumer products can be subdivided into convenience, shopping, specialty and unsought products.

Convenience products range from bread to newspapers. They are relatively inexpensive, frequently purchased and rapidly consumed items. The buyers spend little time planning the purchase or comparing available brands or sellers. Items that are more carefully chosen are called shopping products. Buyers spend more time and effort in planning and purchasing these products. They compare stores and brands with respect to prices, product features, quality, services and guarantees. Appliances, furniture, computers are examples of shopping products. Products that possess unique characteristics and require a buyer’s considerable effort to obtain are called specialty products. Buyers actually plan the purchase of a specialty product; they know exactly what they want and will not accept the substitute. An example of such type of a product is a Cartier watch. If a consumer needs to solve a sudden problem, for example emergency car repair, he would purchase what is called an unsought product. In general the consumer does not think of buying these products regularly. Life insurance is an example of unsought product that needs aggressive perso­nal selling.

Industrial products can be classified into seven categories according to their characteristics and intended uses: raw materials, major equipment, accessory equipment, component parts, process materials, consumer supplies, MRO (maintenance, repair and operating) items and industrial services.

Дата добавления: 2014-11-29