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Учебное пособие по английскому языку для предпринимателей и банкиров

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LESSON 9

PRODUCT DFVELOPMENT and PLANNING

Text

The number of new products coming into the market of western countries every year is overwhelming. The major part of these products is not new, but adaptations. It means that these products are not new, they are existing items to which a modification has been made. Only few products are really original or innovations. -For instance a clock-television is an adaptation, but TV-set itself, the refrigerator – each was an innovation.. A great number of ‘innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of the new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research hasn’t been done carefully.

Even in case larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally less than one fifth of all new products turn out to be profitable.

Active Vocabulary

product development                   развитие производства

adaptation что          либо переделанное, приспособленное

modification                       модификация, видоизменение

innovation                         нововведение, новшество

patent                       патент

large scale producer           крупный производитель

promising product             перспективный продукт

unreasonable price             неразумная цена

inadequate                         недостаточный, не соответствующий требованиям

Comprehension Questions

  1. How can you explain the term adaptation?
  2. What is an innovation?
  3. Give your own examples of innovations and adaptations.
  4. Why are many innovations and adaptations manufactured and marketed by small businesses?
  5. Why is it so important to obtain a patent?
  6. Why does the failure of a new product take place?
  7. Though market research tries to predict, |adaptation

Vocabulary Practice

Exercise 1. Choose the necessary word and put it in the sentence.

the trends, there is no sure …                          |

  1. This product isn’t original, it is an… |2 innovation
  2. … office receives applications from |

many young inventors.                                  |3 inadequate

  1. If the price is…, the product won’t be |

sold out.                                     |4 patent

  1. A clock-television is an adaptation but |

the television itself is an …                   |5 failure

  1. If a sure … is stopped, money and time |

can be saved.                                         |6 success

  1. They failed because of… promotion |

campaign.                                            |7 unreasonable

Dialogue

( Dick and Jack are having lunch. Dick is Vice President in charge of Product Development. And Jack is Vice President in charge of the Legal Department).

Dick How are the things?

Jack  Great. We are busy with a new line of clock-television.

Dick  Sounds interesting. Are you going to apply for a patent soon?

Jack  Yes, we arc. We are preparing the necessary paper now.

Dick  And what did the Market Research say by the way

Jack  They think. there is fair market for the product at the moment but it will take a few years to catch on

Dick  I see. We’ll have to turn a good promotional campaign.

Jock  Without doubt.

Dick  Well, it will be our advantage to have the patent on it is well. You have decided on the size, haven’t you?

Jack  We’ll start with a small screen model. It will have wake-up button and go-to-sleep button with time Market Research says that the automatic go-to-sleep button may be the bigger selling point.

Dick  Yes. The idea of a set that turns itself off is great To tell you the truth I’m always falling asleep in the middle of the show. Now it can be done.

Jack     Well. In future we’ll probably expand the line to inolude different size screens and colour.

Dick     That’s good.

Jack     I think we are close to a big success.

Dick     That is why we must be very careful. Before we begin to market television we must fulfil the mos. complete testing.

Jack     You are right.

Dick     What about the pricing? Has it been worked out?

Jack     Not completely. Market Research Department says we can’t have too high price on this kind of item.

Dick     It’s evident we must be very careful. Maybe this time consumers will really surprise us.

Jack      Let’s hope for the best.

Active Vocabulary

1o apply for a patent                   подать заявление на патент

fair market                          (зд.)благоприятные рыночные условия

to catch on                          стать модным

to be a big selling point     быть притягательным для покупателей

to fulfil the testing              завершить исследование

to market                            продавать

Vocabulary Practice

Exercise 1. Change the sentences according to the model.

Model: We must fulfil complete testing.

Complete testing must be fulfilled.

  1. They must expand the line.
  2. You could apply for a patent.
  3. They should work out the details. 4.1 must develop a new trend.
  4. We should design a line of clock-television.
  5. You should start market research.
  6. Why is it so important for a producer to apply for a patent?
  7. How much time does it usually take for a new product to catch on?
  8. What is a big selling point of the items which you produce?
  9. In what way can a consumer surprise the producer?
  10. Would you like to produce something original or an adaptation? Explain why.
  11. What are the conditions of successful product development?
  12. What products are the market conditions fair for in this country?
  13. Этот продукт – модификация старого.
  14. Мелкие производители выпускают большое количест­во товаров.
  15. Вам необходимо получить патент на производство данного товара.
  16. Тщательное исследование рынка необходимо, чтобы гарантировать успех.
  17. Потребуется пять лет на то, чтобы ваш продукт заво­евал признание.
  18. Отключающее устройство с таймером – именно то, что привлечет потребителя.
  19. Надо завершить все исследования, прежде чем мы начнем продавать наш продукт.
  20. Нам необходимо расширить линию.

Exercise 2. Answer the questions.

Exercise 3. Translate into English.

          Exercise 4. Speak about product development of your business. Ask your collogue how he would plan product development.

Grammar Exercises

Exercise 1. Make the sentences negative.

Model: 1 will have the drawings prepared very soon. 1 won’t have the drawings prepared very soon.

  1. It will take much time to catch on.
  2. I am sure this thing will be the biggest selling point.
  3. They will run a good advertising company.
  4. They will make a new modification of electronic watch.
  5. This price will be inadequate.

Exercise 2. Put four- questions of different types to each sentence (genial, special, alternative, disjunctive).

Model: They will influence the consumer to buy their automobiles.

1 .Will they’ influence the consumer to buy their automobiles?

  1. Who will influence the consumer to buy their automobiles?
  2. They will influence the consumer to buy their automobiles, won’t they?
  3. Will they influence the consumer to buy their automobiles or other goods?
  4. Their products will be available in every shop.
  5. The company will start their promotion campaign ve .soon.
  6. Our bank will make a loan to this corporation.
  7. They will need a lawyer to form their business.
  8. I will consult my partner.

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  1. Высшая математика / учебное пособие
  2. ФИЗИЧЕСКАЯ КУЛЬТУРА Учебное пособие
  3. ГЕНДЕРНЫЕ РАЗЛИЧИЯ В ОТНОШЕНИЯХ РОССИЙСКИХ ПРЕДПРИНИМАТЕЛЕЙ К КОНКУРЕНЦИИ И ПАРТНЕРСТВУ
  4. МЕТОДИЧЕСКОЕ ПОСОБИЕ К ПРАКТИЧЕСКИМ ЗАНЯТИЯМ ПО ОБЩЕЙ БИОЛОГИИ – Петриченко В.М.

Автор: Александр, 20.11.2014
Рубрики: Педагогика

Страницы: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Предыдущие записи: ЭКОНОМИЧЕСКОЕ РЕГУЛИРОВАНИЕ ПРЕДПРИНИМАТЕЛЬСКОЙ ДЕЯТЕЛЬНОСТИ
Следующие записи: Грудь утратила упругость

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