Вариант 6
1. Прочитайте и переведите письменно текст.
NICHE MARKETING: TARGETING THE BEST
PROSPECTS
Many entrepreneurs think that selling to the widest possible market
is the likeliest path to success. They are afraid to pursue a market niche
because they fear they’ll lose business by turning away customers. But
this ‘take all comers’ approach is not very effective.
It’s hard to stand out when you market your business without a
distinctive set of prospects in mind.
Occupying a niche means you won’t be competing with a lot of
similar businesses solely on price. And because you will be selling
products and services that are customized to the specific needs and
predispositions of a select group of people, you can often charge more.
Your products and services serve a market that can’t easily find
alternatives.
The process starts with market research: analyze your best potential
customers, your competitors, your market’s predisposition toward your
products and services, and your ability to serve these people so well as
to make you their vendor of choice.
Market research is like sticking your toe into a lake before jumping
in. If you figure out exactly which group of people you want to reach,
and what their needs are, you avoid wasting time and money. Once you
know, you can alter your product or services to fit the needs of your
target market more closely, and you can craft a message that reflects
your business and your customer.
Market research does not require expensive consultants, surveys or
focus groups — it can be as simple as asking your best customers the
right questions. To determine if a particular niche is right for you, ask
yourself these questions:
Do I have an identifiable target population with similar interests and
needs?
Is the market large enough to support my business?
Can I tailor my products, services, and business identity to address
that market’s particular needs?
Is my target market currently underserved?
Can I reach my potential customers in a cost-effective manner?
Your niche will give your marketing efforts a natural, sharp focus.
The more you specialize, the more your market will see the value of
your services because you speak directly to their unique situation.
Assuming your niche is large enough, you can do quite well by
becoming a provider of products and services that can’t be found
anywhere else.
2. Прочитайте текст еще раз. Перепишите утверждения,
данные ниже, и укажите, являются ли они верными или
неверными (True or False). Подтвердите свое мнение цитатами из
текста.
a) Many entrepreneurs are afraid to pursue a market niche.
b) It is hard to stand out when you market your business without a
distinctive set of prospects in mind.
c) Marker research is the first step in niche marketing.
d) To occupy a niche means that you will compete with a lot of
businesses solely on price.
e) Market research requires expensive consultants, surveys and
focus groups.
3. Заполните пропуски в предложениях одним из слов или
словосочетаний, предложенных ниже:
predispositions, market research, cost-effective, entrepreneurs,
competitors, approach, customers, was tailored to, target market,
market niche
a) If our … of young people aged between 18 and 25 are buying our
clothes, it is because they like them.
b) Mrs. Wilson is one of our regular ….
c) … is a small area of trade within the economy, often involving
specialized products.
d) His report … an audience of businessmen.
e) If an activity is …, it is good value for the amount of money paid.
f) … shows that demand for small cars will continue to grow.
g) He was one of the … of the eighties who made their money in
property.
h) Their prices are better than any of their ….
i) Entrepreneurs should be aware of the customers’ … and needs.
j) This … is very effective.
Задание 4. Переведите предложения на русский язык, обращая
внимание на функции инфинитива.
a) Listen, Derek failed to pass his final exams!
b) The test turned out to be easy.
c) The buyers want to know our terms of payment.
d) This is for you to decide.
e) The secretary was happy to have been invited to the party.
f) To be a good manager you have to like people and be good at
communication.
5. Переведите предложения на русский язык, обращая внимание на
формы и функции герундия.
a) My documents need correcting.
b) We can’t excuse their not answering our invitation.
c) He doesn’t like having been invited to their parties.
d) The Chairman began speaking.
e) She has a habit of interrupting people.
6. Переведите предложения на русский язык, обращая внимание на
формы и функции причастия.
a) Writing the letter he thought about the urgent order.
b) Having made the report Tom left the room.
c) This is the warehouse built many years ago.
d) The hall was full of smoking people.
e) The house being built in our street is a new supermarket.
7. Переведите предложения на русский язык, обращая внимание на
типы условных предложений.
a) If you spoke less and listened more, you’d be more aware of
what people really felt.
b) If I lost my job, I’d have a lot of problems getting another one.
c) If we spent more on Research and Development, we wouldn’t be
so behind technologically.
d) I think it would create much better discipline in the office if you
showed me a bit more respect in front of my staff.
e) I’ll only call you if I think there is a problem.
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