Markets and market orientation

commodity market target market indication market share market leader   market niche

товарний ринок цільовий ринок ознака, свідчення; показник частка ринку компанія, яка займає про-відне становище на ринку ринкова ніша, невеликий сегмент ринку для збуту певного товару

market segment dominate (v)   respond (v)   market-driven / market- led / market-oriented approach desire

сегмент ринку заволодівати, цілком поглинати; панувати відповідати; реагувати, відгукуватися (на щось) з ринковою орієнтацією   підхід бажання; прагнення

A market for a product is the people or organizations who buy it or may buy it, or an area where it is sold. There exist different types of markets: street markets, shops and supermarkets, markets for services (e.g. restaurants), financial markets, commodity markets (e.g. coffee, grain, cotton, etc).

A company's or product's target market is a group of consumers a company aims to sell its products to, for example children, housewives, fishermen, etc.

As an indication for the success of a business market share is often used which is the proportion of sales that a company or a product has in a particular market. The market leader is the company or product with the biggest share.

The part of a market consisting of consumers with similar characteristics is called market segment. Ways in which a market might be segmented include age, income, lifestyle, geographical location.

A market niche is a small, specific segment of the market, often dominated by small firms selling some kind of goods.

Companies quick to respond to the needs of a market are market-driven, market-led or market-oriented. A market-oriented approach to developing a product is one which puts the desires of the consumer at the centre of the decision about what to produce.

To make decisions about products companies do a market research which is the collection of information on markets, products and consumers; on what people need, want, and buy; how and when they buy and why they buy one thing rather than another.

1 What do we call a market for a product? 2 What types of markets do you know? 3 What is a target market? 4 What is a market share? 5 When can the company be called the market leader? 6 What is a market niche? 7 What companies are market-driven? 8 What do companies do a market research for? 9 Imagine you are setting up your own business. What target market would you choose? Why?

1 Match words that have a similar meaning:

share respond market-driven income desire indication housewife aim product

output target homemaker sign reply wish earnings market-led segment

2 The words in the box frequently occur after "sector". Find combinations that mean:

1) the company that sells the largest amount of a specific commodity in a particular area; the brand or make of goods that sells the most; 2) the price of a raw material, product, service, etc. that is charged in a free or competitive market; 3) study carried out by a company before launching a new product, into the needs, lifestyles, incomes, etc. of potential buyers; 4) the percentage of the total sales of a certain product in a

particular area or country obtained by one company; 5) that part of a market which consists of consumers with similar characteristics; 6) a pattern or change in buying and selling activities; 7) the act of obtaining a larger market share by increasing advertising, promotion, etc. 8) an economic system in which individuals and firms are free to enter and leave markets at will.

3 Match the words and phrases in the box with the correct definition: 1) a group of consumers for whom a business has designed a product and marketing strategy; 2) the bond markets, stock markets, etc. that accept money and turn it into equity instruments; 3) a course of action, a way of handling a situation; 4) to have the most important place or great influence; to have or use power or command over; 5) a company that produces goods that it said that they need them; 6) a large sell-service store offering food

knows will sell because buyers have and general household items.

4 Choose the correct word from the box to complete the gaps. Translate the sentences into Ukrainian

a market economy, dominates, market-oriented, market price, market trends, market share, the market leader (2), market research, market niche.

1)... helped us design our products to sell better. 2) Sony is... in hi-fi equipment. 3) The computer company has a 25%.... 4) Companies need to produce new products to keep up with.... 5) He was forced to sell below the current... to make a quick sale. 6) A... approach to developing a product is one which puts the desires of the consumer at the centre of the decision about what to produce. 7) As in many other Japanese industries,... at home, Toyota, is not the strongest exporter. 8) Gillette... the business in the USA. 9)... is one where things are bought and sold freely and not under government control. 10) My company has its own..., selling to fishermen and hunters.

5 Fill in the missing prepositions: (against, to, about, of, in (2), because of, for)

... most consumer goods, producers have become market-oriented... growth... competition and the increasing knowledge... consumers... what is available.

Products, such as cookers, cars, televisions, have to be attractive... the customer to sell... competitors as all the products now perform their basic functions... a similar way. Service industries like banking and insurance have also become more market-driven.

Grammar: Active Tenses – Revision

1 Choose the correct tense (present simple or present continuous):

1 Vegetarians are people who (don't eat / are not eating) meat. 2 Look out! My husband (comes / is coming). 3 Some people still think the sun (goes / is going) round the earth. 4 I (play / 'm playing) tennis every weekend. 5 Who (sits / 's sitting) in my chair? 6 What (happens / is happening) in golf if you lose the ball? 7 An alcoholic is a person who (drinks / is drinking) too much and can't stop. 8 Look! (She wears / She's wearing) the same shoes as me. 9 'What (are you looking / do you look) at?' 'A strange bird.' 10 I (stay / 'm staying) with John for a few weeks until my flat's ready. 11 We (usually stay / 're usually staying) with Peggy when we go to Chicago. 12 Can you explain why water always (runs / is running) downhill? 13 What (do you do / are you doing) with my coat? 14 Nobody (gets / is getting) up early for fun. 15 Not many passenger planes (fly / are flying) faster than sound.

2 Choose the right tenses (present perfect, past or past perfect; simple or continuous):

1 Halfway to the office Paul ……………......……… (turn) round and ……………....……… (go) back home, because he ………......…………… (forget) to turn the gas off.

2 I …………………… (do) housework all day today. I …………………… (clean) every room in the house. 3 I …………………… (lie) in bed thinking about getting up when the doorbell …………………… (ring). 4 It wasn't surprising that she ………………......…… (start) getting toothache. She …………………… (not go) to the dentist for two years.

5 When I …………………… (get) home everybody …………………… (watch) TV.

6 We ………………......…… (not see) your mother for ages.

7 How long …………….........……… (you learn) English?

8 London …………………......… (change) a lot since we first …...…...……………… (come) to live here.

9 'How many times ………………… (you see) this film?' - 'This is the first time I ………………… (see) it.'

10 'Who's that?' - I ………......…………… (never see) him before in my life.'

11 I hear Joe …………......………… (get) married last summer.

12 …………………......… (You read) Pam Marshall's latest book?

13 They …………………… (just discover) a new fuel - it's half the price of petrol, and much cleaner. 14 …………………......… (You hear) the storm last night?

15 My sister ……………...……… (be) married three times.

16 While she …………......………… (talk) on the phone the children ……...………..……… (start) fighting and ………………...…… (break) a window.

17 He used to talk to us for hours about all the interesting things he ……...……………… (do) in his life.

18 You know, she ……………...……… (stand) looking at that picture for the last twenty minutes.

19 The old cross...…………………… (stand) on top of the hill as long as anybody can remember.

20 I…………………...… (spend) a lot of time travelling since I ……...……………… (get) this new job.

21 When I ………………...…… (be) at school we all …………...………… (study) Latin.

22 After he ………………….… (finish) breakfast he ……………….…… (sit) down to write some letters.

23 When I ………………...…… (meet) him he …………...………… (work) as a waiter for a year or so.

24 I …………………… (never learn) to ski.

25 ………….........………… (you finish) with the bathroom yet?

26 She ………………….........… (have) a hard life, but she's always smiling.

3 Open the brackets using future simple or future continuous:

1 There's no point in phoning him this afternoon. He ……………………… (work) in his garden, and he ……………………… (not hear) the phone. 2 ‘I hope we ……………………… (not disturb) Pat when we drop in tonight.’ – ‘Don't worry. She ……………………… (not work). She told me yesterday she never works in the evening.’ 3 ‘I've invited Jane to the party on Saturday.’ – ‘She ……………………… (not come). She hates parties.’ 4 I don't know why I bother with my girlfriend. I know exactly what ……………………… (happen) tonight. I ……………………… (go) round to her house to pick her up, she ……………………… (have) a bath or ……………………… (do) her hair as she always is, and I ……………………… (have to) wait three hours for her to get ready. 5 I have nothing to wear for this party. All I've got is this old black dress, and Suzy ……………………… (wear) something spectacular, as usual.

4 Translate the sentences into English:

1 Де ви працювали під час канікул? 2 Після того як він закінчив роботу, він пішов спати. 3 Я ще не слухала останніх новин. 4 Я сподіваюся, що команда нашого коледжу виграє наступний матч. 5 Ти вже був у лікаря? 6 Я слухала музику, коли ти вперше подзвонив, ось чому я не чула дзвінка. 7 Йшов дощ, та зараз він припинився. 8 Ми живемо в цьому будинку з 1992 р. 9 Я знаю її з дитинства. 10 У цей час завтра від слухатиме радіо. 11 Взагалі він мешкає в Лондоні, але зараз живе в Парижі.

Grammar 1: Типи питальних речень

• загальні (можливі відповіді “yes” або “no”); починаються з допоміжного або модального дієслова: Do you speak any Spanish? – Yes, I do. Can you swim? – No, I can’t. I’m afraid of water.

• спеціальні (ставляться до різних членів речення та до підмета, вимагають повної відповіді); починаються з питального слова: When did George buy her that ring? – He bought it on Wednesday.

У питанні до підмета допоміжне слово не потрібно: Who _ bought her that ring? – George did.

• альтернативні (на вибір): Did George buy her the ring or the necklace? – He bought her the ring.

• розділові (чи не так?): George bought her that ring, didn’t he? – Oh yes, he’s so in love with her.

1 Make questions and define their type. Write possible answers. Translate the questions into Ukrainian:

1) homework/done/have/you/haven’t/you? 2) French/how/speak/well/do/you? 3) next Friday/will/you/at school/be? 4) who/next to/you/in class/sits? 5) who/next to/do you/in class/sit? 6) prefer/by/you/train/or /travelling/car/do/by? 7) you/do/cooking/at/do/most/home? 8) made/a/she/mistake/has/terrible/she/hasn’t? 9) you/the/told/who/exam/answer/question/to? 10) Harry/moving/will/to/or/be/Leeds/Bath?

Grammar 2: Negative questions – Питально-заперечні речення

Isn't it ready yet? (Is it not ready yet?) - Це все ще не готово?

Why haven'tyouwrittento Ann? (Why haveyou not writtento Ann?) - Чому ви не написали Анні?

Can't he swim? (Can he not swim?) - Хіба він не вміє плавати?

2 Write informal negative questions to ask somebody:

1 if she is not cold; 2 why she is not eating; 3 if he does not speak French; 4 if the shops are not closed; 5 if the postman has not come; 6 if her mother is not at home.

• Ми часто використовуємо заперечні питання, щоб підтвердити, що щось сталося, є фактом, і т.д.

Значення подібне до 'It's true that..., isn't it?' – Це правда, що …,чи не так?

Didn't you go and see Helen yesterday? How is she?

• Можна використовувати заперечні питання для того, щоб думка звучала не так прямолінійно.

Wouldn’t it be better to switch the light on? – Хіба не краще було б включити світло?

Дата добавления: 2015-10-30