Launch випустити новий товар

Promotion продаж

Competitors конкуренти

Unit 18. Successful Marketing

New brand новий бренд

Ефект

Для приваблювання покупця

Цифри

favorable psychological effect благоприємний психологічний

start with especially low prices почати з особливо низьких цін

high quality expensive item високоякісний дорогий товар

price de-emphasis висока ціна, яка залежить від

високоякісного товару (бренд,

якість обслуговування і ін.)

Exercise 4. Give the English for:

додаткові послуги, місцезнаходження, продаж товарів за низькою ціною, високоякісний дорогий товар, ціна, яка не доходить до круглої цифри для приваблювання покупця, встановлювати ціни, кредитні умови, вести нерозумну політику, попит та пропозиція, почати з низьких цін, конкуренція в ціноутворенні.

Exercise 5. Answer the following questions:

1. What is your idea of the market price?

2. What type of pricing policy do work with the majority of consumer goods? (price emphasis, price de-emphasis)

3. What is more preferable for you in pricing: low prices with no extra services or high prices with home delivery, repair and other services?

4. Why is it so important to have loss-leader item in a shop?

5. What is the off-even pricing made for?

6. How can pricing policy help to compete with well-known products?

Exercise 6. Translate into English:

1. Цей магазин надає покупцям вигідні кредитні умови.

2. Продукт має низьку ціну.

3. Ця фірма веде нерозумну цінову політику.

4. Перш ніж випускати товар, необхідно вивчити попит і пропозицію.

5. Держава встановлює ціни на цілий ряд продуктів.

6. Магазин має чудове місце розміщення.

7. Супермаркет надає покупцю багато додаткових послуг: доставку товарів, кредит, установлення і т. д.

8. Нова марка без сумніву привабить клієнтів.

9. Починайте з низької ціни.

10. Продаж за рахунок низької ціни діє при продажу товарів народного споживання.

Exercise 7. Set tour imagination free:

You are a journalist and you are to interview the finance consult. What questions would you ask?

Active Vocabulary

target market цільовий ринок

product awareness обізнаність продукту

market research дослідження (огляд) ринку

market share ринок в цілому (доля ринку)

strategy стратегія

Marketing is finding out about your customers and competitors so that you can provide the right product at the right price. Think about the people you want to sell to: your target market. Different products have different target markets, for example, Swatch and Rolex watches. Questions to ask are:

§ who are my customers - age, sex, income?

§ what is the size of the market?

§ is it possible for the market to get bigger?

§ what about product awareness people know about my company's

§ products?

You find out this information through market research uses interviews to find out about people's attitudes and questionnaires to find out about their shopping habits. When you know who your customers are and how big your market is, the next step is to set your objectives. Do you want to increase sales? To increase market share? Orto make your product different from the competition?

Next, think about your strategy formeeting your objectives. If your objective is to increase market share, you could:

§ find new customers by making your product more attractive;

§ take customers from your competitors;

§ persuade your customers to use more of your product.

How will you make your strategy work? What message do you want to send? There are many types of promotion and it's important to choose the right one, e.g.:

¨ advertising on TV, in newspapers, etc.;

¨ direct marketing by post;

¨ telesales - selling to customers on the phone;

¨ point-of-sale material in shops - free samples or special offers.

Now you are ready to launch your product in the market. Good luck!

Exercise 1. Give the English for:

цільовий ринок, запуск нових продуктів, конкуренти, дослідження ринку, стратегія, доля ринку, обізнаність продукту, переманювати клієнтів, збільшити продаж.

Exercise 2. Math the words in the text with definitions:

strategy, market research, competitors, target market, product awareness, promotion, market share, launch;

1) ways of telling people about your products;

2) the part of the total market that buys your products;

3) knowledge of your company's products;

4) other companies that sell similar products;

5) finding out about the market;

6) to introduce a new product to the market;

7) the kind of people you are interested in selling to;

8) a plan you use in order to achieve something.

Exercise 3. Work in pairs. Take turns to describe the marketing process. Use these phrases:

First you have to... ■ Then... ■ Next ■ After that... ■ Finally...

Exercise 4. Work in groups. Think of a product you would like to produce and sell. It could be any kind of product, using marketing elements: Product name; Target market; Objective; Strategy; Promotion.

Exercise 5. Do some research. Think of a product you know or buy regularly, and about how the company markets it. Who is their target market? What are their objectives? Find out what you can about the company. What is their market share? Who are their competitors? Tell the class.

Exercise 6. Answer the following questions:

1 What is the marketing? Why is it important?

2. What are the main elements of marketing?

3. What sort of promotion do you know?

4. Why is it necessary to know target market?

5. Why is it necessary to have strategy?

6. What is the correlation between advertising and marketing?

Дата добавления: 2015-05-26