- •Product
- •What is a Product
- •IV. Find English equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate into Ukrainian:
- •The definition of a defect is «if the customer doesn’t like a product, it’s a defect».
- •VIII. Translate into English using words of the text:
- •IX. Find synonyms for the following words used in the text:
- •X. Combine these pairs of sentences with an appropriate connector:
- •XI. The following are common abbreviations. Categorize them coding them with:
- •XII. Make the sentences with the Complex Object with the Infinitive following the models:
- •XIII. Read and discuss the following text and give answers to the questions below: What Is a Brand?
- •XIV. Translate into English:
- •XV. Assignment:
- •Text b Product Classification
- •IV. Find English equivalents to the words and word combinations given below:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Using the words and word combinations from the text and exercise VI answer the following questions in English:
- •VIII. Translate into Ukrainian paying attention to the words in bold type:
- •Product mix decisions
- •X. Match the words with their definitions:
- •XI. Make up sentences with the Complex Subject with the Infinitive following the models:
- •XII. Select connectors from the list below to complete the sentences:
- •XIII. Translate into English:
- •XIV. Assignment.
- •Pricing
- •I. Key terms:
- •II. Vocabulary notes:
- •III. Answer the following questions:
- •V. Match cause with effect to complete the sentences below (if clauses):
- •VI. Match the price term with the person or organization that charges it:
- •VII. Translate into English:
- •VIII. Translate the following sentences into Ukrainian paying attention to the gerund:
- •IX. Read and retell the text: Marketing-Mix Strategy
- •X. Read and translate the text. Підходи музеїв до встановлення розмірів плати за вхід
- •XI. Discussing the issue:
- •Text b Costs
- •I. Key terms:
- •II. Vocabulary notes:
- •III. Answer the following questions:
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Study the use of words cost, price, charge.
- •VIII. Comment on the use of Participle in the following sentences. Translate into Ukrainian.
- •IX. Make up sentences with the Nominative Absolute Participial Construction according to the models:
- •X. Make up a few sentences with the verbs «rise», «raise», «arise», «arouse». Study the Note.
- •XI. Write a resume of the text given below:
- •XII. Translate the following in writing:
- •Promoting
- •Promotion mix
- •I. Key terms:
- •III. Answer the following question:
- •IV. Find English equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate the following sentences into Ukrainian:
- •VIII. Give synonyms of:
- •IX. Make up a few sentences with «might» following the model:
- •X. Read and translate the text: Advertising
- •Table 1. Top ten national advertisers
- •XI. Write a resume of the text given above.
- •XII. Read the text and write a précis in English in about 200 words: квіткова промисловість у пошуках «рожевих» прибутків
- •Text b public relations
- •I. Key terms:
- •III. Answer the following questions:
- •IV. Give Ukrainian equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate the following sentences:
- •VIII. Find antonyms for the following words:
- •IX. Translate into English the following text: два приклади успішних пропагандистських кампаній
- •X. Read and retell the following text: Global marketing into the twenty-first century
Product mix decisions
A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marked through the same types of outlets, or fall within given price ranges.
An organization with several product lines has a product mix. A product mix (or product assortment) is the set of all product lines and items that a particular seller offers for sale. Avon’s product mix consists of four major product lines: cosmetics, jewelry, fashions, and household items.
Each product line consists of several sublines. For example, cosmetics breaks down into lipstick, rouge, powder, and so on. Each line and subline has many individual items. Altogether, Avon’s product mix includes 1,300 items.
A company’s product mix has four important dimensions: width, length, depth, and consistency.
The width of P&G’s product mix refers to the number of different product lines the company carries.
The length of P&G’ product mix refers to the total number of items the company carries.
The depth of P&G’ product mix refers to the number of versions offered of each product in the line.
The consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or in some other ways. P&G’s product lines are consistent insofar as they are consumer products that go through the same distribution channels. The lines are less consistent insofar as they perform different functions for buyers.
These product mix dimensions provide the handles for defining the company’s product strategy. The company can increase its business in four ways. It can add new product lines, thus widening its product mix. In this way, its new lines build on the company’s reputation in its other lines. The company can lengthen its existing product lines to become a more full-line company. Or it can add more product versions of each product and thus deepen its product mix. Finally, the company can pursue more product line consistency — or less — depending on whether it wants to have a strong reputation in a single field or in several fields.
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What is a product line?
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What is a product mix?
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What does each product line consist of?
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What four important dimensions does a company’s product mix have?
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In what four ways can the company increase its business?
X. Match the words with their definitions:
Product life cycle — а) — is the stage, the new product innovation begins to be widely recognized as an acceptable product for solving consumer problems and fulfilling their needs and wants.
Introduction stage — b) — is the stage, sales drop because another product innovation has been introduced that represents a better way of accomplishing a task or solving a problem, or because the need for the product disappears.
Growth stage — c) — is the stage a product moves through from its disappearance from the market. The stages are introduction, growth, maturity and decline.
Maturity stage — d) — is the stage, there is only one product of this type — a true innovation.
Decline stage — e) — is the stage when the market stabilizes or becomes saturated, because almost all potential buyers already have the product: thus, the repeat purchase or replacement market becomes more important.