Материал: 4354
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agglomeration |
handling, stacking, display, sale, opening, use, dispensing, and |
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reuse. |
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4. |
Information |
4. A barrier from oxygen, water vapor, dust, etc., is often |
transmission |
required. Permeation is a critical factor in design. Modified |
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atmospheres or controlled atmospheres are also maintained in |
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some food packages. Keeping the contents clean, fresh, sterile |
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and safe for the intended shelf life is a primary function. |
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5. |
Marketing |
5. Single serving or single dosage packaging has a precise |
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amount of contents to control usage. |
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6. |
Security |
6. Packages and labels communicate how to use, transport, |
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recycle, or dispose of the package or product. With |
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pharmaceuticals, food, medical, and chemical products, some |
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types of information are required by governments. Some |
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packages and labels also are used for track and trace purposes. |
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7. |
Convenience |
7. The objects enclosed in the package may require protection |
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from, among other things, mechanical shock, vibration, |
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electrostatic discharge, compression, temperature, etc. |
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8. |
Portion control |
8. Packaging can play an important role in reducing the |
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security risks of shipment. Packages can be engineered to help |
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reduce the risks of package pilferage. Packages may use |
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security printing to help indicate that the package and contents |
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are not counterfeit. Packages also can include anti-theft. Using |
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packaging in this way is a means of loss prevention. |
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VIII. Agree or disagree with a statement and give your reasons for it; give examples, if possible.
1.Packaging is the science and art of protecting products.
2.A good advertisement is enough for increasing the sale of the product.
3.If the cost of raw materials increases, the price of the goods will be low.
4.Modern packaging sometimes can cause injury.
5.The best packaging is glass because of its chemical stability.
6.Tin cans are widely used for packaging of pasteurized and sterilized food.
7.Packaging made of plastics present new advantages.
8.Packaging has become ever more resistant to fingers, nails and even teeth because the manufacturers just want to save their money.
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IX. Choose the correct answer:
1.Packaging is …
a)any written, electronic, or graphic communications on a separate but associated label.
b)a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use.
c)the material that first envelops the product and holds it.
2.“Wrap rage” is …
a)an attempt to open the package
b)the feeling of anger
c)the irritation and loss of self-control experienced when struggling to open wrapping.
3.Why has packaging become more resistant to fingers and even teeth?
a)the manufacturers use a low-quality material
b)the manufacturers use toxic elements
c)the manufacturers use a high-quality material
4.What are the most common triggers of wrap rage?
a)processed cheese packages
b)tightly wrapped CDs
c)ring-pull cans
d)all of the above
5.Customer profile is …
a)the public image
b)a position or reputation that gets you a lot of attention
c)the description of the person who will buy a product
6.If the product is not selling well, the company …
a)should start to launch a new product
b)need to change the marketing strategy
c)must reduce the price of the product
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7.Advertising can …
a)motivate the market to buy
b)inform people about the products features
c)all of the above
8). A good advertisement must …
a)concentrate on the product
b)concentrate on the target customer
c)describe the features of the product
d)all of the above
X. Translate the following sentences from Russian into English:
1.Когда продаёшь товар, очень важно предоставить покупателю всю необходимую информацию о характеристиках этого товара и подчеркнуть его преимущества.
2.Британские фирмы отклонили предложение изобретателя, поэтому он вынужден был уехать в США и обратиться за поддержкой в американскую фирму.
3.Все изобретатели являются новаторами, так как они создают что-то новое.
4.Его компания выиграла главную награду в конкурсе, обойдя достаточно серьёзных конкурентов.
5.Мы вынуждены изменить нашу маркетинговую стратегию.
6.Выбор рекламного объявления зависит от товара, который вы намереваетесь продать.
7.Если возрастает цена на сырьё, то, следовательно, возрастёт цена на товар, который был создан из этого сырья.
8.Если товар плохо покупают, то нужно изменить маркетинговую стратегию.
9.Спрос на товар будет невысоким, если цена завышена.
10.Реклама является важным инструментом привлечения потребителей к товару. Она может убеждать, мотивировать купить товар, всё зависит от самого товара.
11.Реклама товаров длительного пользования, например, телевизора или стиральной машины, будет отличаться от рекламы товаров быстрого потребления, например, шоколада.
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12.Чтобы продавать успешно машины, рекламодателю следует ориентироваться на совсем иную целевую аудиторию.
13.Именно рекламные агентства решают, какие виды рекламы использовать для того или иного товара, так как они являются связующим звеном между производителями товаров и потребителями.
14.Когда покупатель выбирает товар, то первым делом он обращает внимание на упаковку.
15.Как показывают опросы, современные виды упаковок продуктов вызывают огромное разочарование и раздражение, особенно среди людей старшего поколения.
16.В последнее время производители вынуждены создавать такие упаковки, чтобы сохранить сам продукт свежим, чтобы дети не могли открыть упаковки с бытовой химией, чтобы защитить товар во время его транспортировки, и в то же время установить минимальную цену.
17.В результате, такую упаковку очень трудно открыть.
18.Только в Великобритании пострадали около 60 тысяч человек за последний год.
19.Производители стараются прислушиваться к жалобам покупателей.
20.Даже попытки удалить ценник с подарка могут поднять давление.
21.Если производители не будут реагировать на жалобы покупателей, то они рискуют снизить свои продажи, так как люди просто перестанут покупать продукты с упаковкой, которую им трудно открыть.
Role-play
XI. Product Information
Student A: You need to purchase six new computers for your office. Call JA's Computer World and ask for the following information:
Current special offers on computers
Guarantee
Possibility of discount for an order of six computers
Student B: You work in at JA's Computer World answer student A's questions using the following information:
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Two special offers: Multimedia Monster - with latest Pentium CPU, 256 RAM, 40 GB Hard Drive, Monitor included - $2,500 AND Office Taskmaster - cheaper CPU, 64 RAM, 10 GB Hard Drive, Monitor not included - $1,200
1 Year guarantee on all computers
Discount of 5% for orders of more than five computers
XII. Read the following advice.
HOW TO PACKAGE A NEW PRODUCT
Packaging plays a large role in whether your product is purchased. It needs to stand out from your competitors' products and entice consumers to make a purchase. Before you roll out a new product, you need to decide a great way to package that new product so that it is eye catching and exciting. While consumers judge a book by its cover, they also judge a product by its packaging. There are plenty of ways that you can package your new product so that it stands out and is appealing.
1.Don't put off thinking about product packaging because the task seems enormous. Packaging is the third largest industry in the country. In fact, there are more than 10,000 packaging manufacturers in the U.S. alone. The proliferation of material choices and vendors is extensive.
2.Go green. Green or reusable packaging materials are especially appealing to our environmentally conscious society. Choosing to package your new product in materials that can be repurposed can give you an extra edge against your competitors.
3.Add something extra to your packaging that will make it stand out as new and exciting. Even something as simple as a ribbon around a jar may make it more noticeable among shelves of other products.
4.Package your product to market to a specific target. For instance, a new product
just for babies might be best when packaged in something softer with more subdued colors. A new product just to be used by men might be more eye-catching when dark colors and rugged packaging is used.