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Архитектура Аудит Военная наука Иностранные языки Медицина Металлургия Метрология Образование Политология Производство Психология Стандартизация Технологии |
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Архитектура Аудит Военная наука Иностранные языки Медицина Металлургия Метрология Образование Политология Производство Психология Стандартизация Технологии |
I. Complete this marketer's description of his work using expressions from the passage about brands above.⇐ ПредыдущаяСтр 18 из 18
My name's Tomas. I'm Portuguese, and I've been (1)...............................................for Woof dog food for the whole of Portugal and Spain since I left business school last summer. The Woof (2)...................... is owned by a big international group. The market for pet food in Portugal and Spain is growing very fast, as more and more people own dogs and cats, and we're trying to increase (3).................................................of Woof through TV advertisements and hoardings in the street. Research shows that people have very positive ideas about it: it has a very positive (4)........................... But the supermarkets have their (5)................................................... dog food, usually sold cheaper than our product, which is a problem. There are even (6)............................................... sold just under the name 'dog food'. We have to persuade people that it's worth paying a bit more for a (7)....................... product like Woof, which is far better, of course.
II. Answer the questions: 1. Do you know any products with strong brand images? 2. What are the advantages and disadvantages of brand name products? Own brands and generics? Which do you prefer to buy? V. PRICE Pricing I. Read the conversation between two managers, find Russian equivalents for The words in italics. Say which of the two pricing approaches you prefer. A: Our goods are low-priced. Permanently low pricing means we charge low prices all the time. B: You mean cheap: your goods are poor quality. Our goods are high-priced, but we give customer service. And a lot of our goods are mid-priced: not cheap and not expensive. A: Your goods are expensive. Customers don’t need service. B: You must be selling some goods at cost (what you pay for them) or at loss (even less). A: Yes. We have loss leaders – cheap items to attract customers in. But it’s all below the ‘official’ list price or recommended retail price. We have a policy of discounting, selling at a discount to the list price. B: If you go on undercutting us, we can’t stay in business.
II. Look at the price list. Are the statements below true or false?
1. The pricing policy is to sell below list prices. 2. The Adagio is low-priced, and is cheaper than the competition. 3. The mid-priced models are the Brio and the Capricioso. 4. This retailer charges 16, 908 euros for the Delicioso. 5. The Delicioso is the highest-priced model. 6. The Delicioso is cheaper than the competition. 7. All models are sold at a discount.
III. Study word combinations and examples with ‘price’ and give their Russian equivalents.
IV. Complete the sentences with the appropriate form of words from the table above. 1. A price.................... by Mills may indicate the start of price increases by other producers. 2. Britain's house price.................... has gone beyond London, with properties in Kent now worth 25 per cent more than a year ago. 3. Consumers will get price.................... of eight per cent off phone bills from May. 4. When President Perez ended price...................., electricity, phone and transport costs went up. 5. Petron is a price....................; it's usually the first to offer lower prices. 6. The project had many design problems, pushing up the price.................... for each helicopter from $11 million to $26 million. 7. There is a price.................... between Easyjet and KLM on the London to Amsterdam route.
Upmarket and downmarket Products, for example skis, exist in different models. Some are basic, some more sophisticated. The cheapest skis are low-end or bottom-end. The most expensive ones are high-end or top-end products, designed for experienced users (or people with a lot of money! ). The cheapest entry-level skis are for beginners who have never bought skis before. Those in between are mid-range. If you buy sophisticated skis to replace basic ones, you trade up and move upmarket. If you buy cheaper skis after buying more expensive ones, you trade down and move downmarket. Downmarket can show disapproval. If a publisher takes a newspaper downmarket, they make it more popular, but less cultural, to increase sales. *BrE: upmarket, downmarket *AmE: upscale, downscale Mass markets and niches Mass market describes goods that sell in large quantities and the people who buy them. For example, family cars are a mass market product. A niche or niche market is a small group of buyers with special needs, which may be profitable to sell to. For example, sports cars are a niche in the car industry. Correct the mistakes in italics, using expressions from the passages about upmarket/downmarket and mass market/niches. I'm Denise van Beek, from sailing boat company Nordsee Marine. We have something for everyone. If you've never sailed before, try our (1) mid-range model, the Classic. It's six metres long and very easy to sail. After a year or two, many customers (2) trade down or (3) take upmarket to something more (4) basic, like the (5) entry-level nine-metre Turbosail, with more equipment and a bit more luxury. Our (6) bottom end product is the Fantasy. It's 15 metres long and has everything you need for comfort on long voyages. We also produce the Retro, a traditional boat. There's a small but profitable (7) mass market for this type of boat.
SPEAKING “Marketing planning meeting” A breakfast cereal company is launching a new muesli product. It is intended for adults who want a healthy diet. To maximize sales, the company is considering three promotional gifts. I. Work with a partner. Read about the three gifts. Which one would you choose to promote the new cereal, and why?
II. Three managers – Carmen, Ned and Anna – are discussing the gifts. Read their conversation. Which one do they choose? A: Let’s discuss the promotional gift. As you know, the marketing department has suggested three different products: the pedometer, the calorie counter, and the ‘Relax-Max CD’. Anna, would you like to start? B: Yes, I think the calorie counter is the best. It’s cheap, and there’s lots of interesting information in it. It also doesn’t weigh much, so it’s a good product to put in the cereal packet. A: What do you think, Ned? C: I don’t agree with Anna. I don’t like the calorie counter. I think it’s a product that only interests women. Men want to be healthy, but they don’t want to count calories. A: Mm, yes, I think you’re right, Ned. So which product do you prefer? C: Well, in my view, the pedometer is the best. It’s very original as a promotional gift, and it’s very useful for men – and – women-who go running. B: Sorry, Need, but I disagree, I think cost is a problem here. It’s original, that’s true. But if a lot of people want it, it will be very expensive for us. Don’t you agree, Carmen? A: Yes, I do. And I don’t think it gives the right image. This cereal isn’t only for the people who do sport, it’s for people who want a healthy diet. B: Yes, I agree. C: OK. I see you both disagree with me. So, how about the ‘Relax-Max CD’? It’s not very expensive. B: And it interests both men and women. Yes, I think so too. A: Yes, I think so too. And it’s not just a sports product. C: Yes. You can imagine people eating our breakfast cereal, then sitting down to listen to the CD. B: And doing their relaxation exercises! A: Good. So do we all agree? B, C: Yes.
III. What advantages and disadvantages do they mention for each gift? Read again and fill in the table.
IV. Read again. What expressions do they use to give their opinion?
V. Work in threes. You all work for an American company which wants to launch a new low-calorie chocolate bar in your country. Hold a meeting to discuss the points on the agenda below, and make a decision for each one.
Glossary
References
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