Question

Selling to the sated Although companies are manufacturing more new products than ever before, they are finding it increasingly difficult to repeat the success of the blockbuster products of the past. People in developed countries now seem to have almost all the basic consumer goods they need. So today`s innovations are either just filling the few small niches that remain, or replacing obsolete products with updates and variations of the same thing. In a sense, the behavioral psychologist Abraham Maslow predicted this obsolescence when he drew up his theory of human motivation. He said people`s needs fell into a hierarchy, with basic needs such as food, warmth and shelter at the bottom, more complex emotional needs in the middle, and “self-actualization” at the top. As each need was satisfied, people progressed upwards to the next. Most of the big names – Procter&Gamble, Colgate, H.J. Heinz, Kellogg, Coca-Cola – had been satisfying people`s basic needs since the late 19th century. Rapidly rising prosperity in the 1950s and 1960s led companies to compete for people`s spending by launching a deluge of “new, quality enhanced” products. Now it is hard to find a basic consumer need that has not been satisfied. Goods at this level have become little more than commodities and people`s interest in brands has moved to higher levels. Now, our feelings of success, fulfillment and well-being come from a much more complex web of things, such as buying the right clothes, wearing the right label and having the right mobile phone. After dedicating themselves for more than a century to the fulfillment of basic needs, the big consumer goods companies are struggling to adjust to this shift in priorities. Instead of shopping for basic food ingredients and taking them home to make meals, people now pay others to do the work for them – buying ready-prepared meals from supermarkets, or having their food cooked for them by takeaway outlets or restaurants. Similarly, many people feel they have more important things to do than spend time on household chores and are always on the alert for new brands to alleviate the burden. People haven`t lost their insatiable desire for famous brands. It`s just that the famous brands of today are not simple products, they are complicated mixtures of product, service and entertainment. So a whole new generation of non-product-based brands is emerging. Ex. 2. Write all possible questions to the text (10). Ex. 3. Find the equivalents! 1) знаменитые бренды 2) развитые страны 3) готовить еду 4) чувство успеха 5) более важные вещи 6) смесь продуктов, услуг и развлечений 7) в конце 19 века 8) сложно найти 9) эмоциональные потребности 10) в верху

Answer 1

Хотя компании являются производство больше новых продуктов, чем когда-либо прежде, они находят все труднее повторить успех блокбастера продуктов прошлого. Люди в развитых странах в настоящее время, кажется, имеют почти все основные потребительские товары, в которых они нуждаются. Так что нововведения предложения сегодня или просто заполняя несколько маленьких ниш, которые остаются, или замена устаревших продуктов с обновлениями и изменениями одного и того же. В некотором смысле, поведенческий психолог Абрахам Маслоу предсказал это устаревание, когда он разработал свою теорию человеческой мотивации. По его словам, потребности упал Народной в иерархию, с основных потребностей, таких как пища, тепло и кров на дне, более сложных эмоциональных потребностей в середине, и "самоактуализации" на самом верху. Поскольку каждая потребность была удовлетворена, люди продвинулись вверх к следующему.

Большинство крупных имен - Procter & Gamble, Colgate, H.J. Heinz, Kellogg, Coca-Cola - был удовлетворяющих основные потребности народных с конца 19 века. Быстро растущее благосостояние в 1950-е и 1960-е годы привели компании, чтобы конкурировать за расходов на `s людей запускают лавину" новых, качественных улучшенных "продуктов. Сейчас трудно найти основные потребительские потребности, которые не были удовлетворены. Товары на этом уровне стали немного больше, чем товары и интерес людей `марок перешел на более высокие уровни.

Теперь, наши чувства успеха, исполнения и благополучия происходят из гораздо более сложной паутине вещей, таких, как покупка правильную одежду, носить правильную этикетку и иметь правильный мобильный телефон. После того, посвящая себя на протяжении более ста лет к удовлетворению основных потребностей, большие потребительские товары компании пытаются приспособиться к этому сдвигу в приоритетах. Вместо того, чтобы ходить по магазинам для основных пищевых ингредиентов и принимая их домой, чтобы сделать еду, люди теперь платят другим, чтобы сделать работу для них - покупка готовых блюд готовят из супермаркетов, или имеющие их пищу, приготовленную для них вынос точек или ресторанов. Кроме того, многие люди считают, что они имеют более важные дела, чем тратить время на дому и всегда на чеку для новых брендов

Answer 2

Selling to the Sated

The challenge for companies today is that although they are manufacturing more new products than ever before, they are finding it increasingly difficult to replicate the success of past blockbuster products. This is because people in developed countries now seem to have almost all the basic consumer goods they need, making it harder for companies to find new markets for their products. Today's innovations are either filling the few small niches that remain or replacing obsolete products with updates and variations of the same thing.

Abraham Maslow's Theory of Human Motivation

Abraham Maslow, a behavioral psychologist, predicted this obsolescence when he developed his theory of human motivation. According to Maslow, people's needs fall into a hierarchy, with basic needs such as food, warmth, and shelter at the bottom, more complex emotional needs in the middle, and "self-actualization" at the top. As each need is satisfied, people progress upwards to the next level.

Satisfying Basic Needs

Many well-known companies, such as Procter & Gamble, Colgate, H.J. Heinz, Kellogg, and Coca-Cola, have been satisfying people's basic needs since the late 19th century. The rapid rise in prosperity in the 1950s and 1960s led these companies to compete for people's spending by launching a deluge of "new, quality-enhanced" products. However, with the majority of basic consumer needs already satisfied, these goods have become little more than commodities.

Shift in Consumer Priorities

People's interest in brands has shifted to higher levels, where feelings of success, fulfillment, and well-being come from a much more complex web of things. For example, buying the right clothes, wearing the right label, and having the right mobile phone have become important indicators of success and fulfillment. This shift in priorities has posed a challenge for big consumer goods companies that have dedicated themselves to fulfilling basic needs for over a century.

Emergence of Non-Product-Based Brands

Instead of shopping for basic food ingredients and preparing meals at home, people now prefer to pay others to do the work for them by buying ready-prepared meals from supermarkets or ordering food from takeaway outlets or restaurants. Similarly, many people feel that they have more important things to do than spend time on household chores and are constantly looking for new brands to alleviate the burden. As a result, a whole new generation of non-product-based brands is emerging, which are a complicated mixture of product, service, and entertainment.

Equivalents:

1) Famous brands - complicated mixtures of product, service, and entertainment. 2) Developed countries - people in developed countries now seem to have almost all the basic consumer goods they need. 3) Cooking food - people now pay others to do the work for them. 4) Sense of success - feelings of success, fulfillment, and well-being. 5) More important things - people feel they have more important things to do than spend time on household chores. 6) Mixture of products, services, and entertainment - complicated mixtures of product, service, and entertainment. 7) Late 19th century - since the late 19th century. 8) Hard to find - it is hard to find a basic consumer need that has not been satisfied. 9) Emotional needs - more complex emotional needs. 10) At the top - "self-actualization" at the top.