HOW TO WIN A MARKET

If you want to market your product abroad for the first time you will find the task difficult. The international market is highly competitive, with very many manufactures chasing the same customers.

It is very difficult to take business away from current suppliers. To be successful, the newcomer must have a compelling offer to make the customer switch to his product.

In business and industrial marketing, there are three compelling things: price, function and source.

Price: A lower price can be a tie-breaker. A substantially lower price can be compelling offer. But it a does not mean that the order always goes to the lower bidder. The product must always satisfy the function.

Function: The product must always perform the function for which it is intended and quality standards. However, in a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently. Source: A company's reputation for quality and reliability of delivery are increasingly important. Quality and timely delivery are essential to customers.

Purchasing people are primarily interested in price. Engineers are primarily interested in function. Management is interested in source. Marketing communications, therefore, must be on three levels: our prices are competitive, our products are good or superior, our company is dependable. Each message must be targeted for the right audience and efficiently delivered through the right channel.

Articles and advertising in technical and professional publications, trade shows and exhibitions, seminars and symposiums, technical and product bulletins - all are basic tools of the industrial marketer. The extensive use of advertising builds in the minds of consumers the company's image for quality.

Ukrainian industrialists planning to enter foreign markets should examine which compelling offers they can make. Then they should carefully plan their communications program to ensure that their message is heard and understood by the target audiences. In a market of many choices, the communications must be as competitive as the product itself.

If you want to enter a new market you must answer the questions:

1. How far do we have capability to produce the needed product?

2. How good is the service we can provide?

3. What marketing communications are we going to use?

4. Is our offer compelling?

 

Вариант 2

Задание 1.

Перепишите и письменно переведите на русский язык следующие предложения. Помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

The document is supposed to be lost.

We consider heat to be a form of energy.

Computers are known to provide capability to make rapid calculations.

The experiment turned out to lead to good results.

The work is reported to be in progress.

 

Задание 2.

Перепишите и письменно переведите на русский язык следующие предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

Weather permitting, we shall be able to get there on Monday.

They walked in the cold night, fresh snow crunching noisily underfoot.

Powerful nuclear ice-breakers being built in our country, we began a new chapter in the history of Arctic exploration.

We continued our work, with our laboratory assistants helping us.

This is a device used for detection and measurement of light, its principle of action being simple.

 

Задание 3.

Перепишите и письменно переведите на русский язык следующие предложения. Обратите внимание на перевод условных предложений различных типов.

If I were you I should not take the news too much to heart.

If I have time I shall call Mary and we'll go to the theater.

If we want to be in time we must take a taxi.

If life existed on Venus we should know this.

Had I known about it before, I would have spoken to him.

 

Задание 4.

Перепишите и переведите текст.