7нн. Методические указания и задания к занятиям семинарского типа, контрольной и самостоятельной работе по дисциплине
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PRODUCTS AND BRANDS What is a product? Marketing theorists tend to give the word products very broad meaning, using it to refer to anything capable of satisfying a need or want. Thus services, activities, people (politicians, athletes, film stars), places (holiday resorts), organizations (hospitals, colleges, political parties), and ideas, as well as physical objects offered for sale by retailers, can be considered as products. Physical products can usually be augmented by benefits such as customer advice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, and so on. Brand name Some manufacturers use their name (the 'family name') for all their products, e.g. Philips, Colgate, Yamaha. Others, including Unilever and Procter & Gamble, market various products under individual brand names, with the result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders, for example, are famous for their multi-brand strategy which allows them to compete in various market segments, and to fill shelf space in shops, thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers. Product lines & Product mixtures Most manufacturers produce a large number of products, often divided into product lines. Most product lines consist of several products, often distinguished by brand names, e.g. a range of soap powders, or of toothpastes. Several different items (different sizes or models) may share the same brand name. Together, a company's items, brands and products constitute its product mix. Since different products are always at different stages of their life cycles, with growing, stable or declining sales and profitability, and because markets, opportunities and resources are in constant evolution, companies are always looking to the future, and re-evaluating their product mix. Line-stretching & Line-filling Companies whose objectives include high market share and market growth generally have long product lines, i.e. a large number of items. Companies whose objective is high profitability will have shorter lines, including only profitable items. Yet most product lines have a tendency to lengthen over time, as companies produce variations on existing items, or add additional items to cover further market segments. Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market, i.e. making items of higher or lower quality. This can be carried out in order to reach new customers, to enter growing or more profitable market segments, to react to competitors' initiatives, and so on. Yet such moves may cause image problems: moving to the lower end of a market dilutes a company's image for quality, while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling - adding further items in that part of a product range which a line already covers - might be done in order to compete in competitors' niches, or simply to utilize excess production capacity. 2. Письменно ответьте на вопросы. Why do the big soap powder producers have a multi-brand strategy? Why do companies' product mixes regularly change? What factors influence the length of companies' product lines? What are the potential dangers of line-stretching? Why might companies undertake line-filling? 3. Найдите в тексте слова и выражения, которым соответствуют следующие определения. the possibility of paying for a product over an extended period; a promise by a manufacturer or seller to repair or replace defective goods during a certain period of time; a surface in a store on which goods are displayed; consumers who buy various competing products rather than being loyal to a particular brand; the standard pattern of sales of a product over the period that it is marketed; the extent to which an activity provides financial gain; possibilities of filling unsatisfied needs in sectors in which the company can produce goods or services effectively; the sales of a company expressed as a percentage of total sales in a given market; the set of beliefs that the public at large holds of an organization; a small, specialized, but profitable segment of a market. 4. Переведите предложения на русский язык, обращая внимание на функции инфинитива. I felt him put his hand on my shoulder. This writer is said to have written a new novel. They watched the boy cross the street. To advertise in magazines is very expensive. My parents wanted me to be home at 11 o'clock. 5. Переведите предложения на русский язык, обращая внимание на формы и функции герундия. Avoid making silly mistakes. I dream about building a big house. In dealing with statistical data it is necessary to have all the factors involved. Would you mind our taking part in the discussion? The manager insisted on all the employees getting bonuses. 6. Переведите предложения на русский язык, обращая внимание на формы и функции причастия. The people drove off in a stolen car. A person taking a sun-bath must be very careful. The dress bought at the department store was very beautiful. The people dancing in the street are all very friendly. The weather having changed, we decided to stay where we were. 7. Переведите предложения на русский язык, обращая внимание на типы условных предложений. If we surf the Internet, we will find a lot of information about Loch Ness. If we send an invitation, our friends will come to our party. If you used a pencil, the drawing would be perfect. The children would be happy if he taught them English. If my uncle had told me the way to his office, I would not have arrived so late. Самостоятельная работа Дополнительные задания для студентов 1 курса со сроком обучения 4,6 Выполнить устный перевод 10 текстов по выбору студента. Тексты выбираются из банка заданий контрольной работы №1, задания №1 – 20 Дополнительные задания для студентов 2 курса со сроком обучения 4,6 Прочитать и перевести все тексты из других вариантов контрольной работы №2 для данного направления подготовки (всего 4 текста). Составить опорный конспект текстов и подготовиться к беседе по изученному материалу 5. СПИСОК РЕКОМЕНДУЕМОЙ ЛИТЕРАТУРЫ 5.1. Основная литература Деловой английский язык: ускоренный курс : учеб. пособие / З.В. Маньковская. — М. : ИНФРА-М, 2018. — 160 с. — (Высшее образование: Бакалавриат). - Режим доступа: http://znanium.com/go.php?id=966322 Режим доступа: http://znanium.com/go.php?id=966322 Маньковская З.В. Английский язык в ситуациях повседневного делового общения : учеб. пособие / З.В. Маньковская. – М. : ИНФРА-М, 2017. — 223. — (Высшее образование: Бакалавриат). - Режим доступа: http://znanium.com/go.php?id=752506 Калинычева Е. В. Английский язык для экономистов. Теория и практика перевода : учебное пособие /Е. В. ; Фин.ун-т при Правительстве РФ. - М. : КноРус, 2016. - 158с. - (Бакалавриат). - Библиогр.:с.158. - ISBN 978-5-406-02955-8. 5.2. Дополнительная литература
6. ПЕРЕЧЕНЬ СОВРЕМЕННЫХ ПРОФЕССИОНАЛЬНЫХ БАЗ ДАННЫХ И ИНФОРМАЦИОННЫХ СПРАВОЧНЫХ СИСТЕМ
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