Ex.4. Read the following statements. Say whether they are true, if not correct them. 1. If you want to sell your goods abroad you must do market research.

1. If you want to sell your goods abroad you must do market research.

2. Marketing is the same as sales promotion.

3. A quota is a limit placed by a government on the import and export of certain types of goods.

4. Taking a stand at a trade fair is the only way to make your brand known in the trade.

5. If the home market is saturated you can try to penetrate a foreign country.

6. The costs of any company don’t include payments for raw materials.

7. If you don’t want to spend a fortune on market research you can sound out a marketing consultant.

 

Read and translate the following text:

Anyone who wishes to begin selling manufactured goods in a foreign country must first do a lot of market research. He must get the answers to such questions as: Is there a demand for these articles? Are they allowed to be imported? What is the import duty, if any? How does the landed price compare with other competitive products, including those locally manufactured? If the answers are favourable, the intending exporter must then decide exactly how he will market his product. Should he open his own office, or employ a sole agent, or many different agents? If he employs an agent, should the latter be a confirming house? Should he be a stockist? (This is particularly important when spare parts have to be supplied promptly to customers, as in the case of consumer goods such as refrigerators.) There is also the question of promotion of the new line, and whether advertising expenses should be paid by the selling agent or by the manufacturer. An experienced advertising agent is essential, for although " curiosity is the enemy of habit", the media chosen for advertising will vary according to the product, and according to local preferences and habits.

 

Answer the questions:

1. What should a person do if he wants to penetrate a foreign market?

2. How can a person market his product?

3. Why is it important if an agent is a stockist?

4. Who will pay advertising expenses?

5. What does the choice of an advertising medium depend on?

 

                                                              ROLE PLAYS.

1.Make up dialogues between: Diana and Peter Collins; Nigel and Miss Jenkins; Dennis and his contact.

2.A year later Dennis, Nigel and Diana are discussing the results of marketing their products overseas.

3.Your company is facing the same problems as Gourmet Ltd. Discuss with your colleagues some possible ways out.

4.You run a firm in this country. Decide what you produce. You think it's high time to expand.

Discuss this problem with your colleagues and work out your new business strategy.

5.Meeting roles.

Work in small groups and have a series of short meetings. Take turns to be a chairperson. The chairperson should choose the subject of the meeting and decide on things like time limit, agenda, etc. At the beginning of each meeting he or she should do the following:

1. Signal the start.  

2. Introduce the objective.

3. Mention such issues as agenda, time limit, etc.

4. Ask for questions.

Others in the group should interrupt, ask for clarification, repetition, etc.

 

Answer the questions on the topic:

1. Why do companies sell abroad?

2. What factors should be taken into consideration when a company starts selling abroad?

3. What difficulties can it face?

4. What should be done at the beginning?

5. Speak about different approaches of selling abroad.

6. Dwell on the topic: How to choose an overseas market.

 

Unit 2

Meeting with a Potential Customer

PART 1

DIALOGUE 1

Jack Evans is Sales Manager of Textafabrik, a firm which manu­factures textile machinery. He is talking to an American businessman, Mr. Johnston, who is visiting the factory.

 

JOHNSTON  It was kind of you to show me round your factory, Mr. Evans. I enjoyed talking to your Production Manager, and to the shop-floor workers.

EVANS  Good. Glad it was useful. I hope you found the demon­strations interesting. We wanted to give you an idea of our product range, and to show you the models in operation.

JOHNSTON I’m pleased you did that. I must say, I was impressed by the speed and quietness of your machines.

EVANS  Speed's very important these days. If you’re going to sell in overseas markets, you've got to offer a product with high performance. No one can match us on that — or on quality and price for that matter.

JOHNSTON Yes, it’s true, fast machines are important in our busi­ness. They give you an edge over the competition. Now, could you give me some information about your models? Those spool-winding and stitching machines interest me a lot.

EVANS Certainly.

JOHNSTON By the way, how fast was that high-speed stitcher — the last machine we saw?

EVANS That's our рх5 model. It's our latest product. We put it on the market about six months ago. It can stitch sixty metres of fabric per minute.

JOHNSTON No kidding!

EVANS Mm, it's fast all right. You know, the PX5 took a long time to develop. We ran up against a lot of technical prob­lems, so there were several design modifications. We got it right in the end, though.

JOHNSTON I'll say! Can you give me details of these machines? As soon as possible.

EVANS  Right. I'll give you our brochures for the stitching and winding machines, if you like. They give the speci­fications of the models. You'll also need our price lists. They've been revised recently.

JOHNSTON Tell me, are the prices quoted firm to the end of the year?

EVANS Yes, I guarantee that.

JOHNSTON  OK, let me have all the sales literature, and any other pub­licity material. I like to keep that sort of thing on file in my office. You never know when it'll come in useful

EVANS I'll do that. I'd also like to see some of your sales cata­logues, if I may. When we have a potential customer, we like to know a bit about his company, if possible.

JOHNSTON  Right then, I’ll supply you with our sales documentation. And anything else you require. I hope we'll do a lot of business together in the future.

EVANS So do I. Maybe this could be the start of a long asso­ciation between our firms.

 

Answer the questions:

1. Who is taking part in this conversation?

2. Who did Mr. Johnston talk to?

3. What did he see at the factory?

4. What was his impression?

5. What gives firms the edge over the competition?

6. How can you characterise PX5 model?

7. What documentation did Mr. Evans promise to give?

8. What can you say about their price lists?

9. Why was Mr. Evans interested in Mr. Johnston’s sales catalogues?

10. Do you think it could be the start of a long association between their firms?

 

PART 2

DIALOGUE 2

After lunch, Jack Evans, Sales Manager of Textafabrik, continues his discussion with his American visitor, Mr. Johnston.

evans When we set up this visit, Mr. Johnston, I forgot to ask you how you heard about us. Did you see our goods on display at the New York exhibition?

johnston No, it was nothing like that, actually. I saw one of your machines in action when I was on a business trip to Eastern Europe.

evans Really?

johnston  Yes. I was visiting a factory in Bulgaria. They were using some of your stitching machines. The Director praised them to the skies. So, I asked him who the manufacturer was.         

evans Ah, it was like that, was it? We do a lot of business in Eastern Europe. One of our sales techniques there is to get a machine installed in a factory, then invite other people to see it working.

johnston  The machines I saw were operating very efficiently, even though they were over ten years old.

evans That's because we offer a good after -sales service. It's important to keep machines running once they've been installed.

johnston That's true.

evans We always promise to get spare parts to customers as fast as possible. Sometimes we move heaven and earth to do it.

johnston I like to hear that. So often suppliers(поставщик) just don’t want to know as soon as one of their machines breaks down.

evans It's not the way we run our business. When we sell a machine, we offer a complete package: a high-quality product, competitive price, two-year guarantee, reliable after-sales service... and, of course, a good service manual — one that the customer can understand easily.

johnston  I'm impressed by your approach to business. You know, we might be able to do a deal while I’m here.

evans Ah, that sounds interesting.

johnston It's possible I’ll place an order for your PX5 model.

evans   Good.

johnston  If I did, could you despatch, say, four or five immediately.

evans  Yes. We've got plenty in stock at the moment. No problem.

johnston  I'd like to call my office first. I’ll talk to some of my col­leagues. Sound them out a little. If they agree, we could discuss the deal tomorrow, perhaps.

evans That'd suit me fine. There's no rush.

johnston Great. Before I go back to my hotel, could I ask you for a small favour?

evans Go ahead.

johnston I was wondering, would it be possible to talk to your Design Manager, or someone from that department? I'm very interested in design. When I started out in this business... many years ago …

 

Answer the questions:

1. How did Mr. Johnston hear about Textafabrik?

2. What can you say about their sales techniques?

3. How were Textafabrik machines operating?

4. Why were they operating efficiently?

5. What do Textafabrik offer when they sell a machine?

6. Why was Mr. Johnston impressed?

7. What model was he going to place an order for?

8. How many machines did he need immediately?

9. Why was he going to call his office?

10. What favour did he ask Mr. Evans for?

 

 

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