Английский язык профессионального общения

МИНИСТЕРСТВО НАУКИ И ВЫСШЕГО ОБРАЗОВАНИЯ 
РОССИЙСКОЙ ФЕДЕРАЦИИ 
 
РОСТОВСКИЙ ГОСУДАРСТВЕННЫЙ  
ЭКОНОМИЧЕСКИЙ УНИВЕРСИТЕТ (РИНХ) 
 
 
 
 
 
 
 
 
 
 
 
 
Д.Я. Гордиенко, С.В. Самарская 
 
 
АНГЛИЙСКИЙ ЯЗЫК 
 ПРОФЕССИОНАЛЬНОГО ОБЩЕНИЯ  
 
 
Учебное пособие 
 
 
 
 
 
 
 
 
 
 
 
 
Ростов-на-Дону 
Издательско-полиграфический комплекс РГЭУ (РИНХ) 
2024 

УДК 811.111(075) 
ББК 81.432.1 
Г68 
 
Авторы: 
Гордиенко Д.Я., канд. филол. наук, доцент кафедры иностранных языков  
для экономических наук; 
Самарская С.В., канд. пед. наук, доцент кафедры иностранных языков  
для экономических специальностей. 
 
 
Рецензенты: 
Горячева Елена Дмитриева, канд. филол. наук, доцент кафедры английского языка  
гуманитарных факультетов Института филологии, журналистики  
и межкультурной коммуникации ЮФУ; 
Казанская Евгения Владимировна, канд. филол. наук, доцент кафедры  
иностранных языков для экономических специальностей РГЭУ (РИНХ). 
 
Гордиенко, Динара Якубовна 
Г68   Английский язык профессионального общения : учебное 
пособие / Д.Я. Гордиенко. С.В. Самарская. – Ростов-на-Дону : 
Издательско-полиграфический комплекс Рост. гос. экон. ун-та 
(РИНХ), 2024. – 98 с. 
ISBN 978-5-7972-3260-5 
 
Учебное пособие включает в себя теоретические и практические материалы для проведения занятий по курсу «Иностранный язык профессионального общения». Пособие состоит из 6 разделов, знакомящих студентов с 
основными тенденциями развития исследований в сфере маркетинга и торгового дела, и дополнительных аутентичных текстов. Цель пособия заключается в развитии иноязычной коммуникативной компетенции в сфере профессионального общения, обучении активному использованию маркетинговой терминологии на английском языке при чтении профильной литературы и осуществлению эффективных коммуникаций в работе с иностранными партнерами. 
Предназначено для студентов, обучающихся по направлению 38.04.06 
«Торговое дело».  
 
Утверждено в качестве учебного пособия  
учебно-методическим советом РГЭУ (РИНХ). 
 
ISBN 978-5-7972-3260-5 
© Ростовский государственный  
экономический университет (РИНХ), 2024 
© Гордиенко Д.Я., Самарская С.В., 2024 

ОГЛАВЛЕНИЕ 
 
UNIT 1 Product .................................................................................... 4 
UNIT 2 New product development and branding .......................... 18 
UNIT 3 Promotional Tools ............................................................... 30 
UNIT 4 Personal Selling and Sales Management ........................... 45 
UNIT 5 Price ...................................................................................... 55 
UNIT 6 Distribution .......................................................................... 67 
Supplementary texts for individual work ....................................... 80 
 
 
 

UNIT 1 
PRODUCT 
 
Key definitions 
The product is anything that can be offered to a market for 
attention, acquisition, use or consumption and might satisfy a want or 
need. Broadly defined products include services, persons, places, 
organisations and ideas. 
The core product is the essential benefit that the customer is 
purchasing. 
The actual product is the tangible good itself, including such 
aspects as features, styling, quality, brand name, and packaging. 
The augmented product includes the actual product plus any 
additional after-sales services that come with it such as warranties, 
installation, maintenance or delivery. 
The product quality means the ability of a product to perform 
its functions, such as durability, reliability, precision, ease of 
operation and repair, and other valued attributes. 
Services are activities or benefits offered for sale which are 
basically intangible and do not result in ownership of anything. 
Durable goods are those used over an extended period of time. 
Non-durable goods are those quickly consumed, usually in a 
single use or a few usage occasions. 
Consumer products are items purchased to satisfy personal or 
family needs. There are convenience products, shopping goods, 
speciality products, unsought products and consumer services 
products. 
A product line is a group of products that are closely related 
because of similar function, customers, channels of distribution, or 
pricing.  
Business-to-business or industrial products are items bought 
for use in a company's operations or to produce other products. There 
are raw materials, major equipment, accessory equipment, component 
parts, process materials, consumable supplies and industrial services. 
The product mix is the composite group of products that a 
company makes available to target markets. 

Managing products (PLC options) involves new product 
development, product modification and product deletion. 
The product life cycle (PLC) emulates the human life cycle: the 
stages are introduction, growth, maturity and decline. 
Introduction is the stage of a product's first appearance in the 
marketplace, before any sales or profits develop. 
Growth is the stage at which a product's sales rise rapidly and 
profits reach their peak. 
Maturity is the stage at which a product's sales curve peaks and 
starts to decline; profits continue to decline. 
Decline is the final stage of the PLC, during which sales fall 
rapidly. 
 
Task 1. Read the text and translate the underlined phrases. 
Product classification 
Marketers divide products and services into two broad classes 
based on the types of consumers that use them – consumer products 
and industrial (business-to-business) products. Consumer goods are 
sold to the end-user for personal consumption. Industrial goods (or 
business-to-business goods) are bought by individuals or organisations 
as goods that will receive further processing, or for use in conducting 
a business. Both, consumer and industrial products, can be classified 
as durable goods that are used over an extended period of time and 
non-durable goods that are more quickly consumed, usually in a single 
use or a few usage occasions. 
Consumer products are further classified into categories based 
on how the consumer views and shops for the product. Consumer 
products include: (a) inexpensive, frequently purchased, low 
involvement convenience products, such as bread, drinks, cigarettes or 
newspapers; (b) more carefully selected shopping goods, such as 
lower-priced appliances, stereo equipment and clothing; (c) speciality 
goods demanding much deliberation owing to their value, length of 
ownership, visibility to peers or novelty, including expensive jewelry, 
cars, holidays and computing equipment; (d) unsought goods 
purchased when a sudden problem occurs or when aggressive selling 
generates interest, for example pension policies or life insurance. 

Industrial products are further classified into categories based on 
how the product will be used. There are three groups of industrial 
products: materials and parts, capital items and supplies and services. 
Materials (including raw materials) and (manufactured) parts are 
industrial products that become a part of the buyer's product, through 
further processing or as components. Capital items are industrial 
products that partly enter the finished product, including installations 
and accessory equipment (hand tools, fax machines, etc.). Supplies 
and services do not enter the finished product at all (lubricants, paper, 
paint). 
Marketing tends to treat services in a different category as their 
intangibility and other characteristics require a different set of 
marketing mix ingredients to that applied to the marketing of physical 
consumer or business-to-business goods. 
Marketing's understanding of the product ingredient of the 
marketing mix used to focus on the tangible design features and 
styling of the product. In order to create a competitive edge over rival 
products marketers have increasingly turned to the support service 
aspects of the product offer. This has encouraged marketers to define 
three (later five) levels of the product: 
The core product is the level that provides the perceived or real 
core benefit or service. For the BMW this is transportation. 
The actual product is the composite features and capabilities 
offered in a product's design, styling, quality, durability, packaging 
and brand name. Any BMW's innovative model provides many such 
elements. 
The augmented product is made up of the support elements now 
frequently demanded by customers: customer service, warranty, 
delivery, credit, personnel, installation and after-sales support. The 
augmented product must be specified, and for many products, these 
aspects may provide a differential advantage over competitors. The 
three-year warranty and full free recovery service offered by BMW 
are good examples. 
 
Product mix decisions 
Marketers must take various decisions about the product mix to 
make available to the specified target markets. A product item is a 

specific version of a product that can be designated a distinct offering 
amongst a company's portfolio of products. A product line is a group 
of closely related product items that are considered a unit through 
marketing, technical or end-use considerations. The product mix is the 
composite group of products that a company makes available to target 
markets. Marketers must also determine product quality in order to 
satisfy customer expectations, compete effectively, but minimize 
production costs. Marketers must constantly modify their portfolios. 
Products must be modified or deleted and new products created to add 
to the product mix. 
 
Product life cycle 
A key concern for marketers is what is termed as the product life 
cycle (PLC). The product life cycle emulates the human life cycle, 
with introduction, growth, maturity and decline. It is a difficult 
concept to utilize in practice, but is very useful in allocating resources, 
assessing market attractiveness or managing product portfolios. 
Marketers must track sales and benchmark performance against rivals' 
products and market conditions in order to deploy the PLC concept. 
The introduction stage is when sales are zero, the product is first 
offered to the target segment and profits are negative owing to the 
product development and marketing costs incurred before sales 
commence. 
Assuming the product satisfies target market needs and is 
adequately resourced in terms of marketing, it should enter the growth 
stage. Sales take off, but the number of competitors is likely to be low, 
leading to a peak in profits. Towards the end of this stage, competitors 
enter, increasing the number of rival products and reducing 
profitability. 
During the maturity stage of the PLC, sales level and then 
decline. Customers switch to new technologies or simply no longer 
desire the product. Gradually, companies withdraw their products in 
the face of declining sales. Those competitors remaining must modify 
their marketing mix tactics in order to rejuvenate their sales 
performance. 
By the decline stage, most customers have moved on, preferring 
alternative products or solutions to their needs. Most suppliers will 
have withdrawn their products. The few companies remaining may 
make a reasonable return as niche players in a much smaller 

marketplace. The decline stage, too, must be recognized to avoid 
heavy financial losses or in order to consciously alter to a niche 
marketing strategy, utilizing little marketing resource. 
 
 
 
Task 2. WORK IN PAIRS. Ask your partner all types of 
questions to the text including indirect questions. 
 
Task 3. Give English Equivalents for: 
товары кратковременного пользования, товары долгосрочного пользования, товар по замыслу, товар в реальном 
исполнении, товар с подкреплением, товары широкого потребления, товары повседневного спроса, товары предварительного выбора, товары особого спроса, товары производственного назначения, материалы и комплектующие, качество 
товара, упаковка товара. 
 
Task 4. Decide whether the following statements are true or false. 
1. A product is everything a buyer receives in an exchange 
with a seller. 
2. There are four major types of product classification. 
3. Durable goods are usually consumed in a single use. 
4. We call it an actual product if we bought it today. 
5. An augmented product excludes a core product and an 
actual product. 
6. Services do not result in ownership of anything. 
7. Consumer goods are sold to the end-user for personal 
consumption. 
8. Categories 
of 
business-to-business 
products 
include 
installations, accessories, raw materials, component parts, materials, 
supplies, and business-to-business services. 

Task 5. Make a list of two word partnerships (verb + 
keyword) and three word partnerships (verb + adjective/ noun + 
keyword). 
For example: to test a new product. 
 
 
 
Task 6. Word building. Fill in the chart. 
 
Verbs 
Present 
Participles 
Nouns 
to buy 
 
 
 
consumer 
 
productive 
to price 
 
 
 
distribution 
 
 
reference 
to expand 
 
 
Selling 
 
 
relation 
to increase 
 
 
Task 7. Match the definition on the right with the term on 
the left: 
 

Task 8. Match the terms in the left column with the examples 
in the right column. 
 
 
Task 9. Complete the sentences with appropriate terms using 
the following: 
market, customer, company, removing, modifying, products, 
change, benefits, profitable, price, need, services, range. 
When people buy (1 ...) or (2 ...) they are, in effect, buying the 
(3 ...) which those physical or non-physical objects bring. A company 
which wants to remain (4 ...) must constantly monitor what its 
customers (5 ...) at a (6 ...) that the (7 ...) will pay but which will 
provide a profit to the (8 ...). Customer wants will almost certainly 
(9 ...) through time. The company will be constantly (10 ...) its 
products, adding new ones to its (11 ...) and (12 ...) others from the 
(13 ...). 
 
Task 10. Use the following terms to complete the definitions 
below: 
product line, line-stretching, product elimination, shopping 
goods, product, product mix, line-filling, convenience goods, specialty 
goods. 
1. A ... is defined by marketers as anything capable of 
satisfying a need or want (including services such as a bank loan, a 
haircut, a meal in a restaurant, or a skiing holiday). 
2. A ... is a group of closely related products, which usually 
have the same function and are sold to the same customer groups 
through the same outlets. 
3. A ... is the set of all the product lines and items offered by a 
company. 
4. ... are cheap and simple “low involvement” products which 
people use regularly and buy frequently with little effort, without 
comparing alternatives.