I. Read and translate the text. IX. Write down sentences with the following idioms

MARKET RESEARCH

IX. Write down sentences with the following idioms.

VIII. Write down the forms of the irregular verbs.

VII.Translate the phrases into English.

- увеличиться на 5 % (1.7%; 1/3)

- уменьшиться на 10 % (30.1%; 2/5)

- увеличиться в 4 раза;

- уменьшиться в 3 раза;

- увеличиться с 20% до 40%;

- уменьшиться с 102 % до 57%;

- уменьшиться во много раз.

To know, to sell, to buy, to cost, to find, to meet, to set, to lend, to choose, to rise.

1. At all costs – Любой ценой

2. Kill two birds with one stone – Убить сразу двух зайцев

UNIT 6

Market research is an activity used to try to establish whether potential customers are likely to buy, and to discover the best form the product should take when launching a new product or improving an existing one. Market researchers must establish what is likely to attract buyers to a particular product in sufficient numbers, in regard to design, size, price, etc.

To decide if a product is suitable for a market one must determine whether it fits the demand requirements of that market. For this purpose market analysis begins with a thorough consideration of the product. The type of product (whether the goods in question are raw materials or manufactured commodities, capital goods, consumer durables or non-durables) will determine the factors which need to be analyzed, such as its functions, features, range of quality, life cycle, repair needs, packaging, adaptability to foreign requirements, and the skills and costs required to use the product. Such analysis will contribute useful information on the salability of a particular product in foreign markets.

Competition analysis will determine if and how one should attempt to compete against foreign competitors. The major competitors should be identified by name, quality and performance of the product, price, reputation, and competitive weapons used (after sales services, credit terms and allowances, payment conditions, promotional devices to induce demand, marketing methods, etc.)

Government laws and regulations should be analyzed because they influence marketing costs, product standards, labelling, pricing, etc. For this reason, one needs to consider tariffs, internal taxation, import quotas, patents, labelling requirements, antimonopoly legislation, registration requirements, exchange controls, licence requirements, and similar.

Socio-economic factors must also be examined in detail. The investigation should cover population, national income, per capita or family income, price indexes, production indexes, wages, retail and wholesale sales, religion, race, language, literacy, local taste, etc. An analysis of these factors will reveal information sufficient to estimate sales opportunities, sales potential, costs, risks and the profit involved.

After potential markets have been selected, one must identify within each country the target markets on which the export marketing management must focus its effort. To accomplish this, one needs to identify the types of consumers to whom the product under consideration is likely to appeal or the sectors using the product, the basic characteristics of those who buy the product, such as available income, age, social class, sex, etc. This will help the exporter to determine groups of consumers or users with high purchasing power.

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