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3.
Technology of creating machines or
robots at or close to the microscopic
scale of a nanometer (10
−9
meters).
4. Nanometer-scale tube-like structure.
5.
Field that takes a materials science-
based approach to nanotechnology. It
studies materials with morphological
features on the nanoscale, and espe
-
cially those that have special proper-
ties stemming from their nanoscale
dimensions.
6.
Logical name for a computer smaller
than the microcomputer, which is
smaller than the minicomputer.
7.
A unit of length in the metric system,
equal to one billionth of a metre (sym
-
bol nm)
3. ______________
4. ______________
5. ______________
6. ______________
7. ______________
b) give the explanation of the term «nanoeconomics». Consult the
dictionary or encyclopedia if it’s necessary.
Innovative Technologies
The term «innovation» occurs from Latin «innovatio» and means in-
troduction of something new. The term means progress of changing or up-
dating which is connected with creation and introduction of new technolo-
gies. Innovative technologies have the most growing importance nowadays.
They are met in all elds of human activity. Technological advances have
been dynamic and extensive. They can be used to help man to increase his
productivity and advance civilization further. Where are these technologies
especially valuable?
For example, in physics. The Large Hadron Collider is situated on the
border between France and Switzerland. Collider [LHC] is being built in
a circular tunnel 27 km in circumference. The tunnel is buried around 50
to 175 m. underground. The LHC is designed to collide two counter-rotat-
ing beams of protons or heavy ions. The beams move around the LHC ring
inside a continuous vacuum guided by magnets. The magnets are supercon-
99
TEXT 6
Marketing Research Science or Sham?
Millions of pounds are spent each year on marketing research. Nearly
10 per cent of the price you pay for goods in the shops is being spent on
marketing research in one guise or another. Let’s try to dene it:
Marketing research is the systematic collection and analysis of data
which looks specically at the customer’s attitudes, needs, opinions and
motivations within the context of political, economic and social inuences.
Simply put, marketing research is using scientic methods to collect in-
formation that is relevant to the product or service in question. Scientic?
What information? Is it relevant?
In order to reduce risk, the organisation needs to know about the in-
tended market for the product which it is going to launch. Market research
refers to the research into markets specically but, strictly speaking, mar-
keting research refers to any aspect of the marketing process that requires
investigation.
Marketing research covers the obvious markets, but also what we noted
in our first definition. There are three main sources of information in
which the marketing researcher is interested:
1. Information within the organisation which already exists but may
not be in a particularly usable form.
2. Information external to the organisation, which again already
exists and is much more expensive to track down.
3. Information which is usually external to the organisation and
which does not exist in a usable form at all. Commonly this information is
customer opinion, attitude or buying traits.
We can further identify these types of information and categorize
them in a more simple way:
1. Information within the company, such as sales figures, is known
as internal information.
2. Information external to the company, such as government reports
or published marketing reports, is known as secondary information.
3. The third information source, often characterized by market re-
search opinion polls, is known as primary information.
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