Для студентов МФПУ «Синергия» по предмету Иностранный язык в профессиональной деятельностиАнглийский язык в профессиональной деятельности Темы 1-2Английский язык в профессиональной деятельности Темы 1-2
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2025-03-042025-03-26СтудИзба
📝Английский язык в профессиональной деятельности Темы 1-2
Описание
🌞Английский язык в профессиональной деятельности / Темы 1-2 / Сборник по всем вопросам на отлично! / Синергия / МТИ / МосАП
Информация по изучению курса
Тема 1. Урок 1
Тема 2. Урок 2
If he had consulted his own interests he … .
will not do it
would have never done it
did not do it
Scrutiny … reveal opportunities to increase sales.
is
may
is able
We wouldn’t have any money if we … .
did not work
hadn’t worked
will not work
You ought to use new methods in advertising
мог бы
можно
следует
Выберите правильный перевод выделенного модального глагола You need to go there as soon as possible.
можешь
должен
надо
Выберите правильный перевод выделенного модального глагола You needn’t have sent the fax. I sent them e-mail yesterday.
не должен
не надо было
не мог
Выберите правильный перевод выделенного модального глагола You should have bought meat instead of sausages.
должен
следовало бы
мог
Выберите правильный перевод выделенного модального глагола You were to come to our meeting, but you didn’t.
должны были
могли
может быть
Выберите модальный глагол, соответствующий предложению I shall … to do it tomorrow.
can
may
be able
Выберите модальный глагол, соответствующий предложению If we outsourced more we … save a lot of money.
must
may
could
Выберите модальный глагол, соответствующий предложению She … to join them tomorrow.
can
must
will be able
Выберите модальный глагол, соответствующий предложению She …to take an exam tomorrow.
will have
must
can
Выберите модальный глагол, соответствующий предложению She isn’t in. She … be out for lunch.
has
is able
must
Выберите модальный глагол, соответствующий предложению Sometimes customs clearance … be difficult to obtain.
may
must
is
Выберите модальный глагол, соответствующий предложению The company … have launched the entirely new product.
mustn’t
may not
couldn’t
Выберите модальный глагол, соответствующий предложению The film … to begin at 5 o’clock.
must
is
can
Выберите модальный глагол, соответствующий предложению The train … to leave at 11 a.m.
is
must
should
Выберите модальный глагол, соответствующий предложению Their product … be selling very well, otherwise the company would not have increased the production.
must
may
can
Выберите модальный глагол, соответствующий предложению They … be late if there is a traffic jam.
have
need
may
Выберите модальный глагол, соответствующий предложению They … to meet at the restaurant, but she did not come.
can
need
were
Выберите модальный глагол, соответствующий предложению We … try to find the solution to the problem.
have
must
are
Выберите модальный глагол, соответствующий предложению We will … to dance till morning.
be allowed
ought
can
Выберите модальный глагол, соответствующий предложению Who … to go on business to Berlin?
is
must
can
Выберите модальный глагол, соответствующий предложению You … have come earlier. The professor has already made his report.
will be able
should
ought
Выберите модальный глагол, соответствующий предложению You … have told me about it.
is able
ought
should
Выберите модальный глагол, соответствующий предложению You … to read this book in the original.
are
must
can
Выберите модальный глагол, соответствующий предложению You …find him in the library.
may
is
ought
Выберите модальный глагол, соответствующий предложению You …help me. I can do it myself.
don’t have
are
needn’t
Выберите окончание предложения He would have sent you an e-mail if …
you had given him your e-mail address
you gave him your e-mail address
give him your e-mail address
Выберите окончание предложения I shall come and meet you in the car if it… .
rains
will rain
had rained
Выберите окончание предложения I would have brought you the book, if I… .
found it
had found it
if I find it
Выберите окончание предложения If he took a taxi …
he will catch the train.
he would catch the train.
he would have caught the train.
Выберите окончание предложения If I had known when your birthday was I…. .
bought you a present
will buy you a present
would have bought you a present
Выберите окончание предложения If I had known you had a mobile phone I…
would contact you
will contact you
would have contacted you
Выберите окончание предложения If I were you I… .
should change the job
will change the job
had changed the job
Выберите окончание предложения If I were you, I …
wouldn’t buy these shoes
won’t buy these shoes
bought these shoes
Выберите окончание предложения If she could cook as well as you, she … a restaurant.
would open
will open
had opened
Выберите окончание предложения If she follows my advice…
it will do her good
it would do her good
it would have done her good
Выберите модальный глагол, соответствующий данному предложению. He … buy a newspaper because the shop was closed.
must not
shouldn`t
couldn`t
Выберите модальный глагол, соответствующий предложению Don’t forget you … to meet me at the station.
must
can
are
Выберите модальный глагол, соответствующий предложению He … have asked such a foolish question.
mustn’t
couldn’t
was allowed
Выберите модальный глагол, соответствующий предложению He asked me if he… use my phone.
is able to
can
could
Выберите модальный глагол, соответствующий предложению He hasn’t come , he … have forgotten about our appointment.
is
must
can
Выберите модальный глагол, соответствующий предложению He is late. The car … have broken down again.
ought
should
must
Выберите модальный глагол, соответствующий предложению I … to go to the bank yesterday to get some money.
had
could
need
Выберите модальный глагол, соответствующий предложению I … to stay at home yesterday.
had
must
may
Выберите модальный глагол, соответствующий предложению I can’t find my book. I … have lost it somewhere.
should
must
have
Выберите окончание предложения If you helped him, he … .
would be happy
will be happy
was happy
Выберите окончание предложения If you invited her to the party tomorrow she … .
will come
had come
would come
Выберите окончание предложения If you managed to get tickets to the theatre we … .
will spend time together
would spent time together
spent time together
Выберите окончание предложения It would be wonderful if … .
they came
will come
would come
Выберите окончание предложения She would have told you everything if she … .
knew
will know
had known
Выберите окончание предложения They would have earned more money …
if they work longer hours.
if they had worked longer hours.
if they worked longer hours.
Выберите окончание предложения We shall fly to Paris, if he … .
agrees to pay
had paid
paid
Выберите окончание предложения What will you do if your computer… ?
won’t work
had not worked
doesn’t work
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы отправили перевод по телеграфу, мы бы уже давно получили деньги.
had sent
sent
will sent
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы вы перевели деньги вовремя, то уже давно получили бы свой товар.
would receive
will receive
would have received
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы согласились ускорить отправку второй партии товара, штрафные санкции не были бы востребованы.
were not charged
would not have been charged
wouldn’t be charged
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы монтаж оборудования был осуществлен своевременно, завод бы уже давно достиг запланированной мощности.
will reach
would reach
would have reached
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы вышли на индийский рынок 10 лет назад, наши доходы значительно бы возросли.
had broken into
broke into
will break into
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы купили билеты в кино, мы бы прекрасно провели время.
if we had bought
if we bought
if we buy
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы фирма использовала профессионалов, рекламная кампания не провалилась бы.
would be a success
will be a success
would have been a success
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы я купил новый автомобиль, я бы отдал тебе свой.
if I had bought
if I bought
if I buy
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если им удастся прорваться на мировой рынок, они будут счастливы.
if they break into
if they broke
if they had broken into
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если не будет задержки самолета, то мы успеем на конференцию.
if there is no delay
if there were no delay
if there had not been any delay
Выберите правильный перевод выделенного модального глагола A concept for a product or service may develop long before any marketing research is done, or it may be a response to identifying need.
должен
может
следует
Выберите правильный перевод выделенного модального глагола He had to do it yesterday.
пришлось
мог
следовало бы
Выберите правильный перевод выделенного модального глагола The buyers must have money to spend and the willingness to spend it.
должны
могут
может быть
Выберите правильный перевод выделенного модального глагола The company could not have launched the entirely new product.
не должна
не следует
не может быть
Выберите правильный перевод выделенного модального глагола There may be a delay in solving this problem.
может быть
должна быть
следовало бы
Выберите правильный перевод выделенного модального глагола They could have launched their new product 3 months ago.
следует
могли
должны
Выберите правильный перевод выделенного модального глагола They might still be doing that business.
вероятно
должен
мог
Выберите правильный перевод выделенного модального глагола They must have sold everything.
может быть
вероятно
должно быть
Выберите правильный перевод выделенного модального глагола What time are you to meet the president?
должен
мог бы
надо было
Если бы вы подписали разрешение на отгрузку вовремя, задержки с поставкой товара не произошло бы.
if you had signed
if you signed
if you sign
Если вы завтра сдадите успешно экзамены, то я приглашу вас в театр.
if you pass
if you passed
if you had passed
Определите тип условного предложения : If he had learned this information beforehand he could have earned much money on it.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he had taken a taxi he would have caught the train.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he phones I’ll let you know.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he were not so sure he would not promise anything.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If my grandfather had bought those shares I would have become a millionaire long ago.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the company had taken into account the business situation they would have adapted their product.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the company had used census data they would have positioned their product more accurately.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the economic climate does not change they will loose all their investments.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the weather is fine we shall go for a walk.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If we had branded the product the brand would have been well-established long ago.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If we wanted to buy something from you we would let you know.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you invest in this company you will be paid off very soon.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you tabulated the collected information it would be easier to analyze it.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you wanted to help us you would invest in our company.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would earn more money if they worked longer hours.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would not have suffered losses if they had taken precautions.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would sign the contract if you paid in advance.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : We might reduce the expenditure if our partners helped us.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : We won’t strike a deal with you unless you create favorable conditions.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : He will send you a fax if you give him your fax number.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products. Marketing is:
Promoting goods and services from producer to user;
Storing and selling goods;
Understanding consumer circumstances.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
The transfer of goods took place because:
People were violent;
A mutually satisfactory transaction was desirable;
People were unable to produce everything themselves;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
What is the role of an intermediary?
To make interested parties produce some product together;
To match Sellers and Buyers;
To perform a variety of tasks.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is trading up?
offering high-quality, expensive goods to affluent markets;
positioning products with respect to the competition;
challenging the leader.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. The product is to be designed:
to meet the requirements of the producers;
to function efficiently;
to benefit both the manufacturer and the consumer;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. Why is it the marketer’s job to gauge fashion trends?
because they have to cope with fashion;
because they must offer their customers а variety of styles;
because fashion is difficult to predict;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. The breadth of the product line of a company depends on:
deciding questions on diversification and simplification;
the target market and the resources available;
the financial position only;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is the purpose of branding?
to satisfy consumers with attractive brand names;
to make the company famous;
to identify merchandize and differentiate it from other products.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. The feedback on product acceptance is important for:
consumers to consider comparative prices
the quality control;
the entire merchandising process;Показать/скрыть дополнительное описание
Информация по изучению курса
Тема 1. Урок 1
Тема 2. Урок 2
If he had consulted his own interests he … .
will not do it
would have never done it
did not do it
Scrutiny … reveal opportunities to increase sales.
is
may
is able
We wouldn’t have any money if we … .
did not work
hadn’t worked
will not work
You ought to use new methods in advertising
мог бы
можно
следует
Выберите правильный перевод выделенного модального глагола You need to go there as soon as possible.
можешь
должен
надо
Выберите правильный перевод выделенного модального глагола You needn’t have sent the fax. I sent them e-mail yesterday.
не должен
не надо было
не мог
Выберите правильный перевод выделенного модального глагола You should have bought meat instead of sausages.
должен
следовало бы
мог
Выберите правильный перевод выделенного модального глагола You were to come to our meeting, but you didn’t.
должны были
могли
может быть
Выберите модальный глагол, соответствующий предложению I shall … to do it tomorrow.
can
may
be able
Выберите модальный глагол, соответствующий предложению If we outsourced more we … save a lot of money.
must
may
could
Выберите модальный глагол, соответствующий предложению She … to join them tomorrow.
can
must
will be able
Выберите модальный глагол, соответствующий предложению She …to take an exam tomorrow.
will have
must
can
Выберите модальный глагол, соответствующий предложению She isn’t in. She … be out for lunch.
has
is able
must
Выберите модальный глагол, соответствующий предложению Sometimes customs clearance … be difficult to obtain.
may
must
is
Выберите модальный глагол, соответствующий предложению The company … have launched the entirely new product.
mustn’t
may not
couldn’t
Выберите модальный глагол, соответствующий предложению The film … to begin at 5 o’clock.
must
is
can
Выберите модальный глагол, соответствующий предложению The train … to leave at 11 a.m.
is
must
should
Выберите модальный глагол, соответствующий предложению Their product … be selling very well, otherwise the company would not have increased the production.
must
may
can
Выберите модальный глагол, соответствующий предложению They … be late if there is a traffic jam.
have
need
may
Выберите модальный глагол, соответствующий предложению They … to meet at the restaurant, but she did not come.
can
need
were
Выберите модальный глагол, соответствующий предложению We … try to find the solution to the problem.
have
must
are
Выберите модальный глагол, соответствующий предложению We will … to dance till morning.
be allowed
ought
can
Выберите модальный глагол, соответствующий предложению Who … to go on business to Berlin?
is
must
can
Выберите модальный глагол, соответствующий предложению You … have come earlier. The professor has already made his report.
will be able
should
ought
Выберите модальный глагол, соответствующий предложению You … have told me about it.
is able
ought
should
Выберите модальный глагол, соответствующий предложению You … to read this book in the original.
are
must
can
Выберите модальный глагол, соответствующий предложению You …find him in the library.
may
is
ought
Выберите модальный глагол, соответствующий предложению You …help me. I can do it myself.
don’t have
are
needn’t
Выберите окончание предложения He would have sent you an e-mail if …
you had given him your e-mail address
you gave him your e-mail address
give him your e-mail address
Выберите окончание предложения I shall come and meet you in the car if it… .
rains
will rain
had rained
Выберите окончание предложения I would have brought you the book, if I… .
found it
had found it
if I find it
Выберите окончание предложения If he took a taxi …
he will catch the train.
he would catch the train.
he would have caught the train.
Выберите окончание предложения If I had known when your birthday was I…. .
bought you a present
will buy you a present
would have bought you a present
Выберите окончание предложения If I had known you had a mobile phone I…
would contact you
will contact you
would have contacted you
Выберите окончание предложения If I were you I… .
should change the job
will change the job
had changed the job
Выберите окончание предложения If I were you, I …
wouldn’t buy these shoes
won’t buy these shoes
bought these shoes
Выберите окончание предложения If she could cook as well as you, she … a restaurant.
would open
will open
had opened
Выберите окончание предложения If she follows my advice…
it will do her good
it would do her good
it would have done her good
Выберите модальный глагол, соответствующий данному предложению. He … buy a newspaper because the shop was closed.
must not
shouldn`t
couldn`t
Выберите модальный глагол, соответствующий предложению Don’t forget you … to meet me at the station.
must
can
are
Выберите модальный глагол, соответствующий предложению He … have asked such a foolish question.
mustn’t
couldn’t
was allowed
Выберите модальный глагол, соответствующий предложению He asked me if he… use my phone.
is able to
can
could
Выберите модальный глагол, соответствующий предложению He hasn’t come , he … have forgotten about our appointment.
is
must
can
Выберите модальный глагол, соответствующий предложению He is late. The car … have broken down again.
ought
should
must
Выберите модальный глагол, соответствующий предложению I … to go to the bank yesterday to get some money.
had
could
need
Выберите модальный глагол, соответствующий предложению I … to stay at home yesterday.
had
must
may
Выберите модальный глагол, соответствующий предложению I can’t find my book. I … have lost it somewhere.
should
must
have
Выберите окончание предложения If you helped him, he … .
would be happy
will be happy
was happy
Выберите окончание предложения If you invited her to the party tomorrow she … .
will come
had come
would come
Выберите окончание предложения If you managed to get tickets to the theatre we … .
will spend time together
would spent time together
spent time together
Выберите окончание предложения It would be wonderful if … .
they came
will come
would come
Выберите окончание предложения She would have told you everything if she … .
knew
will know
had known
Выберите окончание предложения They would have earned more money …
if they work longer hours.
if they had worked longer hours.
if they worked longer hours.
Выберите окончание предложения We shall fly to Paris, if he … .
agrees to pay
had paid
paid
Выберите окончание предложения What will you do if your computer… ?
won’t work
had not worked
doesn’t work
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы отправили перевод по телеграфу, мы бы уже давно получили деньги.
had sent
sent
will sent
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы вы перевели деньги вовремя, то уже давно получили бы свой товар.
would receive
will receive
would have received
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы согласились ускорить отправку второй партии товара, штрафные санкции не были бы востребованы.
were not charged
would not have been charged
wouldn’t be charged
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы монтаж оборудования был осуществлен своевременно, завод бы уже давно достиг запланированной мощности.
will reach
would reach
would have reached
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы вышли на индийский рынок 10 лет назад, наши доходы значительно бы возросли.
had broken into
broke into
will break into
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы купили билеты в кино, мы бы прекрасно провели время.
if we had bought
if we bought
if we buy
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы фирма использовала профессионалов, рекламная кампания не провалилась бы.
would be a success
will be a success
would have been a success
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы я купил новый автомобиль, я бы отдал тебе свой.
if I had bought
if I bought
if I buy
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если им удастся прорваться на мировой рынок, они будут счастливы.
if they break into
if they broke
if they had broken into
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если не будет задержки самолета, то мы успеем на конференцию.
if there is no delay
if there were no delay
if there had not been any delay
Выберите правильный перевод выделенного модального глагола A concept for a product or service may develop long before any marketing research is done, or it may be a response to identifying need.
должен
может
следует
Выберите правильный перевод выделенного модального глагола He had to do it yesterday.
пришлось
мог
следовало бы
Выберите правильный перевод выделенного модального глагола The buyers must have money to spend and the willingness to spend it.
должны
могут
может быть
Выберите правильный перевод выделенного модального глагола The company could not have launched the entirely new product.
не должна
не следует
не может быть
Выберите правильный перевод выделенного модального глагола There may be a delay in solving this problem.
может быть
должна быть
следовало бы
Выберите правильный перевод выделенного модального глагола They could have launched their new product 3 months ago.
следует
могли
должны
Выберите правильный перевод выделенного модального глагола They might still be doing that business.
вероятно
должен
мог
Выберите правильный перевод выделенного модального глагола They must have sold everything.
может быть
вероятно
должно быть
Выберите правильный перевод выделенного модального глагола What time are you to meet the president?
должен
мог бы
надо было
Если бы вы подписали разрешение на отгрузку вовремя, задержки с поставкой товара не произошло бы.
if you had signed
if you signed
if you sign
Если вы завтра сдадите успешно экзамены, то я приглашу вас в театр.
if you pass
if you passed
if you had passed
Определите тип условного предложения : If he had learned this information beforehand he could have earned much money on it.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he had taken a taxi he would have caught the train.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he phones I’ll let you know.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If he were not so sure he would not promise anything.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If my grandfather had bought those shares I would have become a millionaire long ago.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the company had taken into account the business situation they would have adapted their product.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the company had used census data they would have positioned their product more accurately.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the economic climate does not change they will loose all their investments.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If the weather is fine we shall go for a walk.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If we had branded the product the brand would have been well-established long ago.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If we wanted to buy something from you we would let you know.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you invest in this company you will be paid off very soon.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you tabulated the collected information it would be easier to analyze it.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : If you wanted to help us you would invest in our company.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would earn more money if they worked longer hours.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would not have suffered losses if they had taken precautions.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : They would sign the contract if you paid in advance.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : We might reduce the expenditure if our partners helped us.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : We won’t strike a deal with you unless you create favorable conditions.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Определите тип условного предложения : He will send you a fax if you give him your fax number.
реальное условие, относящееся к будущему;
нереальное условие, относящееся к настоящему или будущему;
нереальное условие, относящееся к прошлому.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products. Marketing is:
Promoting goods and services from producer to user;
Storing and selling goods;
Understanding consumer circumstances.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
The transfer of goods took place because:
People were violent;
A mutually satisfactory transaction was desirable;
People were unable to produce everything themselves;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
What is the role of an intermediary?
To make interested parties produce some product together;
To match Sellers and Buyers;
To perform a variety of tasks.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is trading up?
offering high-quality, expensive goods to affluent markets;
positioning products with respect to the competition;
challenging the leader.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. The product is to be designed:
to meet the requirements of the producers;
to function efficiently;
to benefit both the manufacturer and the consumer;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. Why is it the marketer’s job to gauge fashion trends?
because they have to cope with fashion;
because they must offer their customers а variety of styles;
because fashion is difficult to predict;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. The breadth of the product line of a company depends on:
deciding questions on diversification and simplification;
the target market and the resources available;
the financial position only;
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is the purpose of branding?
to satisfy consumers with attractive brand names;
to make the company famous;
to identify merchandize and differentiate it from other products.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. The feedback on product acceptance is important for:
consumers to consider comparative prices
the quality control;
the entire merchandising process;Показать/скрыть дополнительное описание
Английский язык в профессиональной деятельности Информация по изучению курса Тема 1. Урок 1 Тема 2. Урок 2 If he had consulted his own interests he … . will not do it would have never done it did not do it Scrutiny … reveal opportunities to increase sales. is may is able We wouldn’t have any money if we … . did not work hadn’t worked will not work You ought to use new methods in advertising мог бы можно следует Выберите правильный перевод выделенного модального глагола You need to go there as soon as possible. можешь должен надо Выберите правильный перевод выделенного модального глагола You needn’t have sent the fax. I sent them e-mail yesterday. не должен не надо было не мог Выберите правильный перевод выделенного модального глагола You should have bought meat instead of sausages.
должен следовало бы мог Выберите правильный перевод выделенного модального глагола You were to come to our meeting, but you didn’t. должны были могли может быть Выберите модальный глагол, соответствующий предложению I shall … to do it tomorrow. can may be able Выберите модальный глагол, соответствующий предложению If we outsourced more we … save a lot of money. must may could Выберите модальный глагол, соответствующий предложению She … to join them tomorrow. can must will be able Выберите модальный глагол, соответствующий предложению She …to take an exam tomorrow. will have must can Выберите модальный глагол, соответствующий предложению She isn’t in. She … be out for lunch.
has is able must Выберите модальный глагол, соответствующий предложению Sometimes customs clearance … be difficult to obtain. may must is Выберите модальный глагол, соответствующий предложению The company … have launched the entirely new product. mustn’t may not couldn’t Выберите модальный глагол, соответствующий предложению The film … to begin at 5 o’clock. must is can Выберите модальный глагол, соответствующий предложению The train … to leave at 11 a.m. is must should Выберите модальный глагол, соответствующий предложению Their product … be selling very well, otherwise the company would not have increased the production. must may can Выберите модальный глагол, соответствующий предложению They … be late if there is a traffic jam.
have need may Выберите модальный глагол, соответствующий предложению They … to meet at the restaurant, but she did not come. can need were Выберите модальный глагол, соответствующий предложению We … try to find the solution to the problem. have must are Выберите модальный глагол, соответствующий предложению We will … to dance till morning. be allowed ought can Выберите модальный глагол, соответствующий предложению Who … to go on business to Berlin? is must can Выберите модальный глагол, соответствующий предложению You … have come earlier. The professor has already made his report. will be able should ought Выберите модальный глагол, соответствующий предложению You … have told me about it.
is able ought should Выберите модальный глагол, соответствующий предложению You … to read this book in the original. are must can Выберите модальный глагол, соответствующий предложению You …find him in the library. may is ought Выберите модальный глагол, соответствующий предложению You …help me. I can do it myself. don’t have are needn’t Выберите окончание предложения He would have sent you an e-mail if … you had given him your e-mail address you gave him your e-mail address give him your e-mail address Выберите окончание предложения I shall come and meet you in the car if it… . rains will rain had rained Выберите окончание предложения I would have brought you the book, if I… .
found it had found it if I find it Выберите окончание предложения If he took a taxi … he will catch the train. he would catch the train. he would have caught the train. Выберите окончание предложения If I had known when your birthday was I…. . bought you a present will buy you a present would have bought you a present Выберите окончание предложения If I had known you had a mobile phone I… would contact you will contact you would have contacted you Выберите окончание предложения If I were you I… . should change the job will change the job had changed the job Выберите окончание предложения If I were you, I … wouldn’t buy these shoes won’t buy these shoes bought these shoes Выберите окончание предложения If she could cook as well as you, she … a restaurant.
would open will open had opened Выберите окончание предложения If she follows my advice… it will do her good it would do her good it would have done her good Выберите модальный глагол, соответствующий данному предложению. He … buy a newspaper because the shop was closed. must not shouldn`t couldn`t Выберите модальный глагол, соответствующий предложению Don’t forget you … to meet me at the station. must can are Выберите модальный глагол, соответствующий предложению He … have asked such a foolish question. mustn’t couldn’t was allowed Выберите модальный глагол, соответствующий предложению He asked me if he… use my phone. is able to can could Выберите модальный глагол, соответствующий предложению He hasn’t come , he … have forgotten about our appointment.
is must can Выберите модальный глагол, соответствующий предложению He is late. The car … have broken down again. ought should must Выберите модальный глагол, соответствующий предложению I … to go to the bank yesterday to get some money. had could need Выберите модальный глагол, соответствующий предложению I … to stay at home yesterday. had must may Выберите модальный глагол, соответствующий предложению I can’t find my book. I … have lost it somewhere. should must have Выберите окончание предложения If you helped him, he … . would be happy will be happy was happy Выберите окончание предложения If you invited her to the party tomorrow she … . will come had come would come Выберите окончание предложения If you managed to get tickets to the theatre we … .
will spend time together would spent time together spent time together Выберите окончание предложения It would be wonderful if … . they came will come would come Выберите окончание предложения She would have told you everything if she … . knew will know had known Выберите окончание предложения They would have earned more money … if they work longer hours. if they had worked longer hours. if they worked longer hours. Выберите окончание предложения We shall fly to Paris, if he … . agrees to pay had paid paid Выберите окончание предложения What will you do if your computer… ? won’t work had not worked doesn’t work Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы отправили перевод по телеграфу, мы бы уже давно получили деньги.
had sent sent will sent Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы вы перевели деньги вовремя, то уже давно получили бы свой товар. would receive will receive would have received Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы согласились ускорить отправку второй партии товара, штрафные санкции не были бы востребованы. were not charged would not have been charged wouldn’t be charged Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы монтаж оборудования был осуществлен своевременно, завод бы уже давно достиг запланированной мощности.
will reach would reach would have reached Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы вышли на индийский рынок 10 лет назад, наши доходы значительно бы возросли. had broken into broke into will break into Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы купили билеты в кино, мы бы прекрасно провели время. if we had bought if we bought if we buy Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы фирма использовала профессионалов, рекламная кампания не провалилась бы.
would be a success will be a success would have been a success Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы я купил новый автомобиль, я бы отдал тебе свой. if I had bought if I bought if I buy Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если им удастся прорваться на мировой рынок, они будут счастливы. if they break into if they broke if they had broken into Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если не будет задержки самолета, то мы успеем на конференцию. if there is no delay if there were no delay if there had not been any delay Выберите правильный перевод выделенного модального глагола A concept for a product or service may develop long before any marketing research is done, or it may be a response to identifying need.
должен может следует Выберите правильный перевод выделенного модального глагола He had to do it yesterday. пришлось мог следовало бы Выберите правильный перевод выделенного модального глагола The buyers must have money to spend and the willingness to spend it. должны могут может быть Выберите правильный перевод выделенного модального глагола The company could not have launched the entirely new product. не должна не следует не может быть Выберите правильный перевод выделенного модального глагола There may be a delay in solving this problem. может быть должна быть следовало бы Выберите правильный перевод выделенного модального глагола They could have launched their new product 3 months ago.
следует могли должны Выберите правильный перевод выделенного модального глагола They mig....
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Список вопросов
Выберите модальный глагол, соответствующий предложению He asked me if he… use my phone.
Выберите модальный глагол, соответствующий предложению The train … to leave at 11 a.m.
Выберите модальный глагол, соответствующий данному предложению. He … buy a newspaper because the shop was closed.
Выберите модальный глагол, соответствующий предложению We … try to find the solution to the problem.
Выберите правильный перевод выделенного модального глагола You need to go there as soon as possible.
Выберите правильный перевод выделенного модального глагола You needn’t have sent the fax. I sent them e-mail yesterday.
Выберите правильный перевод выделенного модального глагола You should have bought meat instead of sausages.
Выберите правильный перевод выделенного модального глагола You were to come to our meeting, but you didn’t.
Выберите модальный глагол, соответствующий предложению I shall … to do it tomorrow.
Выберите модальный глагол, соответствующий предложению If we outsourced more we … save a lot of money.
Выберите модальный глагол, соответствующий предложению She … to join them tomorrow.
Выберите модальный глагол, соответствующий предложению She …to take an exam tomorrow.
Выберите модальный глагол, соответствующий предложению She isn’t in. She … be out for lunch.
Выберите модальный глагол, соответствующий предложению Sometimes customs clearance … be difficult to obtain.
Выберите модальный глагол, соответствующий предложению The company … have launched the entirely new product.
Выберите модальный глагол, соответствующий предложению The film … to begin at 5 o’clock.
Выберите модальный глагол, соответствующий предложению Their product … be selling very well, otherwise the company would not have increased the production.
Выберите модальный глагол, соответствующий предложению They … be late if there is a traffic jam.
Выберите модальный глагол, соответствующий предложению They … to meet at the restaurant, but she did not come.
Выберите модальный глагол, соответствующий предложению We will … to dance till morning.
Выберите модальный глагол, соответствующий предложению Who … to go on business to Berlin?
Выберите модальный глагол, соответствующий предложению You … have come earlier. The professor has already made his report.
Выберите модальный глагол, соответствующий предложению You … have told me about it.
Выберите модальный глагол, соответствующий предложению You … to read this book in the original.
Выберите модальный глагол, соответствующий предложению You …find him in the library.
Выберите модальный глагол, соответствующий предложению You …help me. I can do it myself.
Выберите окончание предложения He would have sent you an e-mail if …
Выберите окончание предложения I shall come and meet you in the car if it… .
Выберите окончание предложения I would have brought you the book, if I… .
Выберите окончание предложения If he took a taxi …
Выберите окончание предложения If I had known when your birthday was I…. .
Выберите окончание предложения If I had known you had a mobile phone I…
Выберите окончание предложения If I were you I… .
Выберите окончание предложения If I were you, I …
Выберите окончание предложения If she could cook as well as you, she … a restaurant.
Выберите окончание предложения If she follows my advice…
Выберите модальный глагол, соответствующий предложению Don’t forget you … to meet me at the station.
Выберите модальный глагол, соответствующий предложению He … have asked such a foolish question.
Выберите модальный глагол, соответствующий предложению He hasn’t come , he … have forgotten about our appointment.
Выберите модальный глагол, соответствующий предложению He is late. The car … have broken down again.
Выберите модальный глагол, соответствующий предложению I … to go to the bank yesterday to get some money.
Выберите модальный глагол, соответствующий предложению I … to stay at home yesterday.
Выберите модальный глагол, соответствующий предложению I can’t find my book. I … have lost it somewhere.
Выберите окончание предложения If you helped him, he … .
Выберите окончание предложения If you invited her to the party tomorrow she … .
Выберите окончание предложения If you managed to get tickets to the theatre we … .
Выберите окончание предложения It would be wonderful if … .
Выберите окончание предложения She would have told you everything if she … .
Выберите окончание предложения They would have earned more money …
Выберите окончание предложения We shall fly to Paris, if he … .
Выберите окончание предложения What will you do if your computer… ?
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы отправили перевод по телеграфу, мы бы уже давно получили деньги.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы вы перевели деньги вовремя, то уже давно получили бы свой товар.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы Вы согласились ускорить отправку второй партии товара, штрафные санкции не были бы востребованы.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы монтаж оборудования был осуществлен своевременно, завод бы уже давно достиг запланированной мощности.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы вышли на индийский рынок 10 лет назад, наши доходы значительно бы возросли.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы мы купили билеты в кино, мы бы прекрасно провели время.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы фирма использовала профессионалов, рекламная кампания не провалилась бы.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если бы я купил новый автомобиль, я бы отдал тебе свой.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если им удастся прорваться на мировой рынок, они будут счастливы.
Выберите правильный вариант перевода с русского на английский язык подчеркнутой грамматической конструкции: Если не будет задержки самолета, то мы успеем на конференцию.
Выберите правильный перевод выделенного модального глагола A concept for a product or service may develop long before any marketing research is done, or it may be a response to identifying need.
Выберите правильный перевод выделенного модального глагола He had to do it yesterday.
Выберите правильный перевод выделенного модального глагола The buyers must have money to spend and the willingness to spend it.
Выберите правильный перевод выделенного модального глагола The company could not have launched the entirely new product.
Выберите правильный перевод выделенного модального глагола There may be a delay in solving this problem.
Выберите правильный перевод выделенного модального глагола They could have launched their new product 3 months ago.
Выберите правильный перевод выделенного модального глагола They might still be doing that business.
Выберите правильный перевод выделенного модального глагола They must have sold everything.
Выберите правильный перевод выделенного модального глагола What time are you to meet the president?
Если бы вы подписали разрешение на отгрузку вовремя, задержки с поставкой товара не произошло бы.
Если вы завтра сдадите успешно экзамены, то я приглашу вас в театр.
Определите тип условного предложения : If he had learned this information beforehand he could have earned much money on it.
Определите тип условного предложения : If he had taken a taxi he would have caught the train.
Определите тип условного предложения : If he phones I’ll let you know.
Определите тип условного предложения : If he were not so sure he would not promise anything.
Определите тип условного предложения : If my grandfather had bought those shares I would have become a millionaire long ago.
Определите тип условного предложения : If the company had taken into account the business situation they would have adapted their product.
Определите тип условного предложения : If the company had used census data they would have positioned their product more accurately.
Определите тип условного предложения : If the economic climate does not change they will loose all their investments.
Определите тип условного предложения : If the weather is fine we shall go for a walk.
Определите тип условного предложения : If we had branded the product the brand would have been well-established long ago.
Определите тип условного предложения : If we wanted to buy something from you we would let you know.
Определите тип условного предложения : If you invest in this company you will be paid off very soon.
Определите тип условного предложения : If you tabulated the collected information it would be easier to analyze it.
Определите тип условного предложения : If you wanted to help us you would invest in our company.
Определите тип условного предложения : They would earn more money if they worked longer hours.
Определите тип условного предложения : They would not have suffered losses if they had taken precautions.
Определите тип условного предложения : They would sign the contract if you paid in advance.
Определите тип условного предложения : We might reduce the expenditure if our partners helped us.
Определите тип условного предложения : We won’t strike a deal with you unless you create favorable conditions.
Определите тип условного предложения : He will send you a fax if you give him your fax number.
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products. Marketing is:
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
The transfer of goods took place because:
The transfer of goods took place because:
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. The transfer of goods from one person to another was probably one of our earliest social acts. Whether through violence or barter, this transfer established that few people can satisfy all their desires alone. The inability to produce everything desired creates reliance on others for both necessities and luxuries. As societies grow more complex, so does the transfer of goods. As society and production expanded, so did the limits of trade, the range of goods, and the distance between the traders. It became increasingly difficult for the producers to locate each other and arrange mutually satisfactory exchanges without the help of interme¬diaries or "middlemen." These intermediaries, in the role of bringing together interested parties, must perform a variety of tasks which can be called marketing. As defined by the American Marketing Association, marketing is "the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user " Marketing, therefore, is made up of such physical activities as transporting, distributing, storing, and selling goods, and of the decisions which must be reached by individuals or groups who want to move goods from production to use. Of course, not all producers engage in every marketing activity. The local carpenter in Guatemala or the supermarket manager in Japan does not do product planning; most retail stores around the world have few or no storage facilities. However, most products are repeatedly subjected to all marketing operations. In addition to an analysis of these activities, marketing involves understanding the consumer circumstances and attitudes that determine why certain people want certain products.
What is the role of an intermediary?
What is the role of an intermediary?
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is trading up?
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. The product is to be designed:
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. Whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. One of the goals should be to benefit the consumer, as well as the producer. The product should be designed to function as efficiently as possible in relation to its price and use. Additional uses and styles should be incorporated to supplement the basic value. Take watches, for example. This element of variation increases the functions of the product as well as attracting particular segments of the market. Some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. They will, however, add to sales appeal at the point of purchase and further expand the potential market. One of the vital factors in merchandising is the ability to cope with fashion. This element is basic to all kinds of products and services, from clothing to entertainment. Sometimes the marketer`s job is almost entirely to gauge fashion trends. Fashion is a manifestation of group psychology and is difficult to predict. Quality is a judgment made by both manufacturers and cus¬tomers. Educated consumers consider more than comparative prices. While marketers are not directly involved in production activities, they do receive the feedback on product acceptance. For this reason, quality control is important to the entire merchandising process. Questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. Why is it the marketer’s job to gauge fashion trends?
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. The breadth of the product line of a company depends on:
Прочитайте текст и устно переведите его. Выберите единственно правильный ответ к поставленному вопросу. When deciding questions of diversification and simplification, marketers must also look at the potential size of a market, at the financial position and practices of their firm, and at the resources available. All these elements influence the breadth of the product line. Determining where to position particular products is an impor¬tant marketing decision. An item such as deodorant may be introduced specifically as a men`s or women`s product, but later may be repositioned as a family product. In addition to positioning with respect to consumer seg¬ments, marketing managers position their products with respect to the competition. A magazine publisher may wish to position a publication so as to challenge the leader in a given market. Changes in format, emphasis, or editorial policy can appeal to the same consumer interests that buy the leader If, in this example, the result is also to appeal to a market which is more affluent and more quality-conscious, the price will be raised. This process is known as trading up. Another aspect of product policy, particularly relevant to con¬sumer goods marketers, deals with brands. Branding is commonly used by marketers to influence consumers` perceptions and is closely related to the issue of positioning. It identifies merchandise and differentiates it from competing products. The marketer hopes for sales stability due to consumer loyalty to the brand. Ideally, this occurs when consumers are so satisfied with the merchandise that they note and remember the brand. When a manufacturer sells more than one product, there is a brand choice issue. A firm which merchandises many types of soap may choose individual brands for each of its products. The hand soap, dish detergent, clothes detergent, and scouring powder will all be labeled with different brand names. What is the purpose of branding?
Характеристики ответов (шпаргалок) к экзамену
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Коллекция: Ответы (шпаргалки) к экзамену
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Анастасия Жукова
04 марта в 17:48
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