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Прочитайте текст и устно переведите его. выберите единственно правильный ответ к поставленному вопросу. whether designing new products, redesigning old ones, or improving established ones, there are certain basic objectives. one of the goals should be to benefit the consumer, as well as the producer. the product should be designed to function as efficiently as possible in relation to its price and use. additional uses and styles should be incorporated to supplement the basic value. take watches, for example. this element of variation increases the functions of the product as well as attracting particular segments of the market. some design elements, such as more jewels or special bands, may add nothing to the basic utility of the watch. they will, however, add to sales appeal at the point of purchase and further expand the potential market. one of the vital factors in merchandising is the ability to cope with fashion. this element is basic to all kinds of products and services, from clothing to entertainment. sometimes the marketer`s job is almost entirely to gauge fashion trends. fashion is a manifestation of group psychology and is difficult to predict. quality is a judgment made by both manufacturers and cus¬tomers. educated consumers consider more than comparative prices. while marketers are not directly involved in production activities, they do receive the feedback on product acceptance. for this reason, quality control is important to the entire merchandising process. questions of quality are thus carefully considered in the process of deciding what to buy and what to sell. the product is to be designed:

Прочитайте предложенный текст и выберите единственно правильный ответ в каждом задании. price, along with product, place, and promotion, are the variables that the marketing manager controls. pricing is extremely important since it so directly affects an organization`s sales and profits. naturally, profit objectives will guide pricing decisions. the marketing manager has to decide whether to maximize profits or establish a target return. a particular target might be a certain percentage return on sales or a certain percentage return on investment or, for a small family operation, the return might be a fixed dollar amount of profit to cover overhead and living expenses. with any objective, the time factor is crucial. what is an appropriate objective for the short-term may not be for the long-term and vice-versa. marketers are concerned with all the factors affecting price, in order to keep their products from faring poorly in a widely variable atmosphere. even in service areas such as passenger fares and freight rates, where detailed prices are printed and distributed, influences may cause fluctuation. the marketing manager knows that the costs of the separate elements of the marketing mix can be recovered by proper pricing. the cost of the product itself—the promotion and selling associated with it, the distribution expenses, and profit — are all directly related to price. thus price knits together the elements of the marketing mix and pays for their respective contributions. the marketing manager must analyze and reconcile the various elements of those variables which influence price, and must then decide on an optimal price policy. the most fundamental part of any marketing analysis is the recognition of the competitive structure of the industry. where there are many competitors offering the same type of product, price competition will be active. when there are great numbers of similar offerings, products tend to lose their individuality. then differentiation becomes difficult, and marketers have little discretionary power to influence prices. it is in this circumstance that marketers and merchants alike look to sales techniques. disposing of goods at reduced prices draws attention to the specific brand, in the hope that customers will continue to buy when prices return to "normal." when do maketers start looking for new selling techniques?

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