Text 3.3
Read and memorize the following words and word combinations:
competitive - конкурентный
to be aware - знать, сознавать, быть осведомленным
to gauge - оценивать, измерять, градуировать
to evaluate - оценивать
to gain - получить
share - доля, акция
Read and translate the Text
PRICE
The second marketing-mix element is price. Ordinarily companies determine a
price by gauging the quality or performance level of the offer and then selecting a
price that reflects how the market values its level of quality.
However, marketers also areaware that price can send a message to a customer
about the product's presumed quality level. A Mercedes-Benz vehicle is generally
considered to be a high-quality automobile, and it therefore can command a high
price in the marketplace. But, even if the manufacturer could price its cars
competitively with economy cars, it might not do so, knowing that the lower price
might communicate lower quality.
On the other hand, in order to gain market share, some companies have moved
to "more for the same" or "the same for less" pricing, which means offering prices
that are consistently lower than those of their competitors. This kind of discount
pricing has caused firms in such industries as airlines and pharmaceuticals (which
used to charge a price premium based on their past brand strength and reputation) to
significantly reevaluate their marketing strategies
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