Product development and planning

The number of new products coming into the market of western countries every year is overwhelming. The major part of these products is not new, but adaptations. It means that these products are not new, they are existing items to which a modification has been made. Only few products are really original or innovations. For instance a clock-television is an adaptation, but TV-set itself, the refrigerator - each was an innovation. A great number of innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of the new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research hasn’t been done carefully.

Even in case larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally less than one fifth of all new products turns out to be profitable.

Vocabulary

product development развитие производства

adaptation что-либо переделанное, приспособленное

modification модификация, видоизменение

innovation нововведение, новшество

patent патент

large scale producer крупный производитель

promising product перспективный продукт

unreasonable price неразумная цена

inadequate недостаточный, не соответствующий требованиям

I. Выберите предложение, соответствующее содержанию текста.

a) Adaptations are existing items to which a modification has been made.

b) Those products aren’t original, they are adaptations.

c) If the price is reasonable, the product will be sold out.

II. Выберите вариант завершения предложения, соответствующий содержанию текста.

One fifth of all new products ….

a) is sold out immediately.

b) is of great success and makes a profit.

c) turns out to be profitable.

III. Согласитесь или не согласитесь с утверждениями. Неверные утверждения сделайте верными.

1) A promising new product may be robbed of success.

2) The major part of products aren’t new but adaptations.

3) A new product is usually formed on the bases of new technologies and materials.

IV. Выберите правильную форму глагола.

Adaptations are existing items to which a modification …

a) were made

b) are made

c) has been made

V. Выберите английский эквивалент следующих слов.

1) to overwhelm 2) carefully 3) to rob 4) unreasonable

a) забрасывать а) спокойно а) достигать а) неразумный

b) ошеломлять b) тщательно b) грабить b) глупый

c) выпускать c) небрежно c) занимать c) беспричинный

VI. Выберите необходимое слово и вставьте его в предложение.

The number of new products coming into the market every year is ….

a) increasing

b) decreasing

c) overwhelming

VII. Заполните пропуски предлогами, где это необходимо.

The major part … these products is not new, … adaptations.

a) for, and

b) by, except

c) of, but

VIII. Выберите правильный вариант перевода.

Generally less than one fifth of all new products turns out to be profitable.

a) В частности более чем одна пятая всех новых продуктов является прибыльной.

b) В общем более чем одна пятая всех новых продуктов производится ради прибыли.

c) В общем менее чем одна пятая всех новых продуктов оказывается прибыльной.