B: item, manufacturer, to refer to, level, a lot of, wish, constant, product mix, to use, guarantee

Exercise 7. Match and learn the opposites:

A: to dilute, broad, declining, to allow, familiar, profitable, excess, up-market, retailer, stable;

B: scarce, nonprofit, increasing (growing), to strengthen, narrow, unfamiliar, wholesaler, to prohibit, unstable, down-market.

Exercise 8. Complete the sentences using the proper words from the list below:

multi-brand strategy, convince, be augmented, life cycles, theorists, tendency, family name, produce

1. Marketing … tends to give the word producta very broad meaning. 2. A company at the bottom of a range may not … dealers and customers that it can... quality products for the high end. 3. Most product lines have a … to lengthen over time. 4. Different products are always at different stages of their …. 5. The major producers of soap powders, for example, are famous for their …. 6. Physical products can usually … by benefits such as customer advice, delivery credit facilities etc. 7. Some manufacturers use their … for all their products.

Exercise 9. Put questions to the bold part of the sentence:

1. Marketing means that you don’t have to worry about selling your product, because you know it satisfies a need. 2. Once a product concept has been established, marketers regularly have to change the marketing mix. 3. Market opportunities are generally isolated by market segmentation. 4. Most manufacturers produce a large number of items, often divided into product lines. 5. Line-stretching means lengthening a product line by moving either up-market or down-market. 6. Services, activities, people, places, organizations and ideas, as well as physical objects offered for sale by retailers, can be considered asproducts. 7. Most management and marketing writers now distinguish between selling and marketing.

Exercise 10. Find words or expressions in the text which mean the following:

1.a company’s items, brands, and products

2. a promise by a manufacturer or seller to repair or replace defective goods during a certain period of time.

3. a surface in a store on which goods are displayed.

4. means lengthening a product line by moving either up-market or down-market, i.e. making items of higher or lower quality.

5. adding further items in that part of a product range which a line already covers.

6. a production of a large number of products.

Exercise 11. Translate into English:

1. Багато виробників, сьогодні, використовують своє ім’я або прізвище, щоб дати продукту назву. 2. Компанії виробляють велику кількість варіантів на вже існуючий товар. 3. Які чинники впливають на подовження виробничих ліній компанії? 4. Компанія з низьким асортиментом не може запевняти споживачів або дилерів, що вона виробляє високоякісний товар. 5. Споживачі не завжди знають ім’я виробника, товар якого вони купляють. 6. Які чинники можуть завадити іміджу компанії? 7. Теоретики з маркетингу надають терміну вживання продуктудосить широкого значення. 7. Компанії повинні завжди дивитись в майбутнє та переглядати свій асортимент. 8. Кредит дає можливість сплачувати за товар протягом тривалого періоду часу. 9. Більшість груп однакових товарів складаються з декількох продуктів, але відрізняються назвою марки. 10. Виробнича потужність нашої компанії постійно зростає.