Vocabulary:

roll out - зд. производить в большом количестве

TRANSLATION NOTES:

That said, there are huge challenges that, if unresolved, could disrupt the India growth curve. – Однако (тем не менее), существуют очень серьёзные проблемы, которые, если их не разрешить, могут негативно отразиться на показателях экономического роста Индии. (См. часть Ш, раздел 10)

VOCABULARY CHECK

1. Маркетинговая «смесь» (маркетинг-микс) включает в себя анализ собственно продукции, цен, схемы распространения, рекламы, а также анализ потенциальных продавцов и покупателей.

2. Доля рынка – это удельный вес данной компании или товара в обороте всего рынка.

3. Сегментация рынка – разделение рынка на подгруппы на основе возраста, уровня доходов и др. характеристик покупателей с целью выяснения их интересов и определение предложения товара конкретно для каждой группы населения.

4. "Денежная корова" - направление деятельности или товар с низкими темпами роста и большой долей рынка. Компания использует такой бизнес для оплаты своих счетов и для поддержки других элементов бизнеса, требующих инвестирования.

5. Продажа товара по цене ниже цены конкурента ведет к ценовым войнам.

6. Насыщение рынка – это ситуация, когда весь имеющийся на рынке спрос на определенный товар полностью удовлетворен.

Section 3 products, services and brands; upmarket and downmarket lead-in

In marketing, a product is anything that can be offered to a market that might satisfy a want or need. However it is much more than just a physical object. It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes

Products are sometimes referred to as goods, for example in the expression fast-moving consumer goods, or FMCG.

White goods are things such as washing machines and refrigerators. Brown goods are things such as televisions and hi-fi equipment. Goods are also referred to formally as merchandise.

Services are activities such as banking, tourism, or entertainment that contributes to the economy but which may not directly involve manufacturing. Services may be referred to informally as products.

Products have a life-cycle, and forward-thinking companies are continually developing new products to replace products whose sales are declining and coming to the end of their lives. A 'total product' includes the image of the product as well as its features and benefits. In marketing terms, political candidates and non-profit-making public services are also 'products' that people must be persuaded to 'buy' and which have to be presented and packaged attractively .

New products are introduced or launched onto the market. If a defect is found in a product after it is launched, it may be recalled: customers may be asked to return the defective product for checks. A product that a company no longer wants to make available is withdrawn from the market.

Products, for example skis, exist in different models. Some are basic, some more sophisticated. The cheapest skis are low-end or bottom-end. The most expensive ones are high-end or top-end products, designed for experienced users (or people with a lot of money!). The cheapest entry-level skis are for beginners who have never bought skis before. Those in between are mid-range. If you buy sophisticated skis to replace basic ones, you trade up and move upmarket. If you buy cheaper skis after buying more expensive ones, you trade down and move downmarket.

Mass market describes goods that sell in large quantities and the people who buy them. For example, family cars are a mass market product. A niche or niche market is a small group of buyers with special needs, which may be profitable to sell to. For example, sports cars are a niche in the car industry.

A brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people.

Marketers seek to develop the expectations comprising the brand experience through branding, so that a brand carries the "promise" that a product or service has a certain quality or characteristic which make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand which is widely known in the marketplace acquires brand recognition or brand awareness.

Products that are not branded, not sold under a brand name, are generic products, or generics. This applies especially to pharmaceutical drugs.