VI. Выберите подходящие по смыслу слова и вставьте в пропуски. Подчеркните их
Market Research
It is
impossible to develop
and …1… а product solely on the basis of ….2… That’s much too risky. You can't
just trust the intuition of senior managers or product managers; you have to do
market research. We collect and …3… information about the size of а potential
market, about consumers’ tastes and …4…, their reactions to particular product
features, packaging features, and so on.
Lots of people think that market
research just means going out and asking consumers for their ...5… of products,
but that's not true. Асtuаllу, talking to customers is а relatively minor
market research tооl, because it's very expensive. In fact, personal
interviewing is the very last thing we'd do. We usually find that our own …6…
which keeps records of sales, orders, and so on, is а far more important source
of information. Our sales representatives are another good source.
There are also а lot of printed
sources of secondary ...7… we can use, including daily, weekly and monthly
business newspapers, magazines and trade journals, our competitors …8… reports,
official government …9… , and reports published by private market research
companies. We …10… data from customers, middlemen, and so on, if both internal
research (analysis of data already available in the accounts and sales
departments) and secondary data (available in printed sources) are inadequate.
lf we do go out and do field work it's usually а survey, which you can
use to collect information about product and …11… features, and to measure the
effectiveness of advertising copy, advertising media, sales …12… distribution channels, and so on.
Analyse, annual, data, gather,
guesswork, habits, accounts department, launch, opinions, packaging, promotions,
statistics