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Assignment 3. Answer the following questions





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1. What is called ‘a product’ and ‘product strategy’?

2. What characteristics must a product possess?

3. How do we define a product item/a product line/a product mix?

4. What is the difference between an innovation and adaptation?

5. Why is the product life-cycle important for product developing?

6. What categories are products classified into on the basis of the buyers’ intentions?

7. What types of consumer products do you know?

8. How do consumers plan the purchase of different types of consumer products?

9. What categories are industrial or business-to-business products classified into?

 

Assignment 4. Ask questions to fit these answers.

1. A product item is a specific version of a product. 2. Product items are considered a unit because of marketing, technical or end use considerations. 3. Every product has a life-cycle. 4. Products can be classified on the basis of the buyers’ intentions. 5. Convenience products range from bread to newspapers. 6. The buyers spend little time planning the purchase or comparing available brands or sellers. 7. Every product possesses a ‘unique selling proposition’.

 

Assignment 5. Indicate by circling the appropriate response whether each of the following statements is true (T) or false (F). If it is false, say why.

T F 1. A shopping product is a relatively inexpensive, frequently purchased item for which buyers want to exert only minimal effort.

T F 2. A specialty product possesses one or more unique characteristics for which a significant group of buyers is willing to exert considerable effort.

T F 3. A convenience product is a relatively inexpensive, frequently purchased and rapidly consumed item.

T F 4. A raw material is a basic material that actually becomes a part of a physical product.

T F 5. The total group of products that an organization makes available to customers is called a product item.

T F 6. Industrial products can be classified into seven categories according to their characteristics and intended uses.



T F 7. Appliances, furniture, computers are examples of unsought products.

 

Assignment 6. Translate the following phrases into Ukrainian.

Product strategy calls for making coordinated decisions; to possess a ‘unique selling proposition’; to be unlike any other products; a group of closely related product items; end use considerations; the life expectancy of a product; the availability of competing products; forward-thinking companies; to satisfy personal family needs; aggressive personal selling; MRO items.

 

Assignment 7. Translate into English.

Відмінності та переваги товарів; група товарів у цілому; одиниця продукції; група однакових товарів; асортимент товарів; замінювати товари, продаж яких падає; наміри покупців; відносно недорогий; відповідно до; вимагати значних зусиль від покупця.

 

Assignment 8. Match the pairs of synonyms. Use any 5 words in the sentences of your own.

A: to receive; stage; conditions; to decline; quickly; to possess; regularly.

B: to own; constantly; to fall; terms; phase; to obtain; rapidly.

 

Assignment 9. Match the pairs of words with opposite meaning. Use any 5 words in the sentences of your own.

A: continually; frequently; unique; forward; aggressive; major; reliability.

B: minor; unreliability; backward; occasionally; rarely; common; calm.

Assignment 10. Fill in the blanks with an appropriate word or phrase.

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