English for Masters in Economics. Маркушевская Л.П - 100 стр.

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Университет ИТМО | Санкт-Петербург

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100
Types of marketing research
Marketing research makes a positive contribution to the business by helping
in the decision-making process. There are many different types of marketing
research; here are the main ones:
1. Market and sales research
– estimating market size of new markets
– estimating potential growth of an existing market
– identifying market characteristics and segments
– identifying market trends
– sales forecasting
– collecting data on existing customers
– collecting data on potential customers
– collecting data on competitors
2. Product research
– customer’s attitude to new products
– comparing competition with your own products
– nding alternative uses for existing products
– market testing proposed products
– investigating customer complaints
– packaging research
– generating new ideas for new products
3. Research on promotion and advertising
– choosing the right advertising medium
– analysing the effectiveness of advertising
– establishing sales areas
– evaluating present sales techniques
– analysing sales force effectiveness
– establishing sales quotas
4. Distribution research
– location of distribution centres
– handling products (efciency)
– transport costs and comparisons
– storage efciency and needs
– retail outlet location
5. Pricing policy
– demand
– perceived price
– costs
– margins
The scope of marketing and market research is very broad. In fact, almost
every aspect of the production, promotion, sales and after-sales life of a product
is scrutinised at some point for one purpose or another.
113
TEXT 11. INNOVATIVE TECHNOLOGIES
Exercise 1. Check the transcription in the dictionary, then read and
translate the words listed below.
Innovation, to increase, valuable, circumference, extensive, to collide,
resistance,superconducting,opportunity,competitive,todene,estima
-
tion, various, unique, to export, to identify, to encourage, imperfect, vehi-
cle,signicant,toincrease,bureau,nominees.
Exercise 2. Find the equivalents.
1. to occur
2. biodiesel fuel
3. trade mark
4. to conduct
5. todene
6. advance
7. to appeal
8. high quality
9. affair
10. to inhabit
11. tax stimulation
a) сопровождать
b) определять
c) населять
d) биодизельноетопливо
e) происходить
f) производство
g) налоговоестимулирование
h) рост
i) привлекать,притягивать
j) дело
k) высшеекачество
l) товарный(фирменный)знак
m) снижение
Exercise 3.
 
with the following meanings: nanotechnology, nanometer, nanom-
edicine, nanofoam, nanotube, nanorobot, nanocomputer, nanoma-
terial. Consult the dictionary or encyclopedia if it is necessary.
1.
Application of nanotechnology. It rang-
es from the medical applications of na-
nomaterials, to nanoelectronic biosen-
sors, and even possible future applica-
tions of molecular nanotechnology.
1. ______________
2.
Study of manipulating matter on an
atomic and molecular scale, deals with
structures sized between 1 to 100 na-
nometer(shortenedto«nanotech»).
2. ______________

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