style="font-size:15px;"> 3. Торги на ключевых фондовых площадках Европы проходят сегодня преимущественно в негативном формате. К середине дня сводный Stoxx Europe 600 Index теряет около 0,5 %. Риски Brexit давят на фондовые активы. Во вторник премьер-министр Великобритании Тереза Мэй выступит с речью, посвященной позиции Лондона в ходе переговоров относительно выхода страны из ЕС.
4. Рынок продавца возникает, когда спрос значительно превосходит предложение. При этом для продавца сбыт не представляет особых трудностей. В условиях избыточного спроса (дефицита) товары все равно будут реализованы. Ему нецелесообразно заниматься какими-либо маркетинговыми мероприятиями, так как это будет означать лишь дополнительные затраты.
5. Проблема территориального охвата рынка решается предприятием в зависимости от его финансового состояния и особенностей предлагаемого товара. Большое значение имеет также наличие соответствующей инфраструктуры. Переход с одного уровня рынка на другой является формой диверсификации и обычно осуществляется в условиях жесткой конкурентной борьбы.
Unit 2
Warming Up Activity
1. Translate the dates from Russian into English:
18 апреля 1830 г., 31 декабря 2016 г., 5 октября 1986 г., 27 июля 2005 г., 15 марта 2045 г., 22 ноября 1876 г., 1 мая 20017 г., 27 сентября 1978 г., 24 января 1657 г., 14 февраля 2000 г., 6 августа 1305 г., 15 декабря 2015 г.
2. Say the time in English:
19.40, 18.25, 17.35, 19.45, 18.10, 13.56, 06.15, 23.17, 20.30, 00.12, 15.55, 17.10, 22.46, 16.18, 19.15, 14.35, 11.45, 16.00, 20.01, 18.19, 01.35, 03.10.
3. Say figures in words:
34 567; 678 556; 987; 789. 008; 4 678 098; 0,5432; 8.006; 11 034; 145, 076543; 420 160; 0,810; 905 029 491; 831 830; 56.042; 14 074; 10 894.
Reading
4. Read the text.
Some of the most important factors influencing pricing strategy in international marketing are as follows:
Pricing decisions are complex in international marketing. A firm may have to follow different pricing strategies in different markets. Whatever might be the strategy followed, pricing has to reflect the proper value in the eyes of the consumer. Pricing is an important strategic and tactical competitive weapon that can be used by a firm in international marketing.
It represents that element of the marketing mix, which is controllable by the firm to a large extent. A firm should integrate pricing strategies with the other elements of the international marketing mix.
Choice of a pricing strategy is dependent on:
1) Corporate goals and objectives
2) Customer characteristics
3) Intensity of inter-firm rivalry
4) Phase of the product life cycle
Having considered the factors influencing the choice of strategy, let us now turn specifically to different strategies:
1) Skimming Strategies: one of the most commonly discussed strategies is the skimming strategy. This strategy refers to the firm’s desire to skim the market, by selling at a premium price. Skimming refers to the objective of achieving highest possible contribution in a short time. To use this approach, the product has to be unique and the target market should be willing to pay the high price. Success of this strategy depends on the ability and speed of competitive reaction. A firm with a small market share can face aggressive local competition when using skimming. Maintenance of high quality requires lot of resources. If the product is sold cheaply at home, then the problems of gray market can surface.
This strategy delivers results in the following situations:
i) When the target market associates quality of the product with its price, and high price is perceived to mean high quality of the product.
ii) When the customer is aware and is willing to buy the product at a higher price just to be an opinion leader.
iii) When the product is perceived as enhancing the customer’s status in society.
iv) When competition is non-existent or the threat from potential competition exists in the industry because of low entry and exist barriers.
v) When the product represents significant technological breakthroughs and is perceived as a ‘high technology’ product.
In adopting the skimming strategy the firm’s objective is to achieve an early break-even point and to maximize profits in a shorter time span or seek profits from a niche.
2) Penetration Pricing Strategies: as opposed to the skimming strategy, the objective of penetration price strategy is to gain a foothold in a highly competitive market. The objective of this strategy is market share or market penetration. Here, the firm prices its product lower than the others do in competition. Penetration pricing uses deliberate low prices to stimulate market growth and capture market share. It can be useful when there is a mass market and price sensitive customers. Japanese companies increasingly resort to penetrative pricing due to intense local competition.
This strategy delivers results in the following situations:
i) When the size of the market is large and it is a growing market.
