Products and brands

1. Marketing theorists tend to give the world product a very broad meaning,using it to refer to anything capable of satisfying a need or want. Thus services,activities,people(politicians,athletes,film stars),places(holiday resorts),organizations(hospitals,colleges,political parties),and ideas,as well as physical objects offered for sale by retailers,can be considered as products. Physical products can usually be augmented by benefits such as customer advice,delivery,credit facilities,a warranty or guarantee,maintenance,after-sales service,and so on.

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2. Some manufactures use their name(the 'family name')for all their products,e.g. Philips,Colgate,Yamaha. Others,including Unilever and Procter & Gamble,market various products individual brand names,with result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders,for example,are famous for their multi-brand strategy which allows them to compete in various market segments,and to fill shelf space in shops,thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand-switchers.


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3. Most manufacturers produce a large number of products,often divided into product lines.Most product lines consists of several products,often distinguished by brand names,.e.g. a range of soap powders ,or of toothpastes.Several different items(different sizes or models)may share the same brand name. Together,a company's items,brands and products constitute its product mix. Since different products are always at different stages of their life cycles,with growing,stable or declining sales and profitability,and because markets,opportunities and resources are in constant evolution,companies are always looking to the future,and re-evaluating their product mix.

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4.Companies whose objectives include high market share and market growth generally have long product lines,i.e. a large number of items. Companies whose objective is high profitability will have shorter lines,including only profitable items.Yet most product lines have a tendency to lengthen over time,as companies produce variations on existing items,or add additional items to cover further market segments.Additions to product lines can be the result of either line-stretching or line-filling. Line-stretching means lengthening a product line by moving either up-market or down-market,i.e. making items of higher or lower quality. This can be carried out in order to reach new costumers,to enter growing or more profitable market segments,to react to competitors' initiatives,and so on. Yet such moves may cause image problems:moving to the lower and of a market dilutes a company's image for quality,while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end. Line-filling-adding further items in that part of a product range which a line already covers-might be done in order to compete in competitors' niches,or simply to utilize excess production capacity.

Narină Petrosean & Teişanu Elena


1.Answer to the questions.

1.What we will explore today?
2.How much money was invested?
3.How is the brand?
4.What is the brand?
5.What give the distinction? distinction give a differentiation, and with differentiation you have commodity.
6.What nation begin to use the brand?
7.For what Egyptians had used the brand?
8.What is the branding?
9.What allieds the brand?
10.What influences the brand? (



2.True or false.

1.Welcome to “Brand in an hour” .
2. Today we will exploring the reality about brand.
3. Commodity is not about marketing at all.
4. Parks and services don’t use brand.
5. Brands are build by marketing.
6. A true brand allieds management vision with the company’s culture and its image.
7. The old marketing in advertising make the promise.
8. Different tools use to activate a brand,that is the branding. (
9. With differentiation you don’t have commodity.
10. Brand is misunderstood topic in business today.



3.Find the place of words.

(1-Brand, 2-claim, 3-differentiation, 4-marketing, 5-nothing, 6-simplicity)

Maybe it because ____is intangible or perhaps ____is not about ____at all. So what is it? Brands is a ____ of distinction. It’s not simple, ____more, no labor definitions convoluted with part words in details. Think about the____, with out distinction you can’t have a____, and without ____you have commodity.



4.Correct the mistakes made in the text after listening the video.

A true brand alieds management vision with the company’s culture and its style. The old marketing in advertysing which make the promise ,the product influences the suvers,innovation,engagement and execution of the only organization.This influence insure the brand promise is consistently sent and experienced.Thats why is only the marketing function but noncorporate initiative.

Who needs unions?

Manual and service industry workers are often organize inlabour unions, whitch attempt to ensure fair wages, resonable working hours and safe working conditions for their members. British unions are known as trade unions because, as in Germany, their are largely organized according to trade or skill: there is an engineers' union, and electicians' union, a train-drivers' union, and so on. In other countries, including France and Italy, unions are largely political: workers in different industries join unions with a particular political position.
Industrial relations tend to be better in countries, idustries and companies were communcations are good, i.e. were management consults workers on matters that will concern them, were nither side treats the other as an adversary, and when unions do not insist upon the prezervation of completely uneconomic jobs and working practices. Although some employers and managers( and political parties) oppose the very existence of unions-even though, like doctors, lawyers, accountants, and so on, they might themselves belong to a prfessional association with similar basic aims- many management theorists stress the necessity of unions. In the 1970's, Peter Drucker wrote that 'Management is and has to be a power. Any power needs restrained and control- or else it becomes tyranny. The union serves an essential function in industrial society'. Yet one of the chief objectives of right-wing governments in 1980's (e.g. in British and the USA)was to diminish the power of trade unions, and to deregulate labour markets in accordance with the ideals of free markets.
As a result of deregulation, working conditions in many industries in many countries have worsened, leading to the creation of a great many casual, part-time, unskilled jobs done by non-unionizes workers.France, for example, has the lowest number of workers in trade unions in the industrialized world. The unions now reprezent less then 10% of the French work force, and most of thouse are in the public sector. The vast majority of french workers seem to have rejected the confruntational politics of the maine unions, notably the communist-controled CGT. Consenquently, when the largely non-unionized frenche lorry-drivers blocked all the motorways in the summer of 1992, striking over the introduction of a new drivers licence with a penalty-point system( and over their working conditions in general), the french government found no one to negociate with.
In fact, a number of politicians and business leaders are biginning to regret the weakness of unions. Some mangers, including Antoine Ribout, the former head of the huge Danone food conglomerate, actively encourage unionization because they insist that a big company needs someone to reprezent and articulate the needs of the employees and act asa a social partener to the employer. But their is clearly a problem if workers belive that the unions are incapable of doing this, and choose not to join them.


Rusulscaia Ecaterina, Sorocovici Cristina