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Exercise 1 Choose the necessary word and put it in the sentence.
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| 1.One of the aims of market research is to indicate (показывать) new … among people. 2.Advertising must … the consumer and make him buy the goods produced. 3.Often marketing is called …. 4.In order to sell a new product, a producer has to consider (рассматривать) how to … it. 5.The goods of this company are not sold very well, they must think about.... 6.Sometimes it is difficult to influence … through advertising. 7.If you what to produce something new, you should start with …. 8.A producer wants to … the new trends and then tries to influence them. 9.… includes product development and pricing among other things. | 1.predict 2.influence 3.promotion 4.marketing 5.trends 6.distribution 7.market research 8.product planning 9.consumer |
Dialogue
(Sally and Don work in the Marketing department of a company, that makes different meal products)
Don: Hey, Sally, look at these figures. The price of sugar is going up 10 % during the next year.
Sally: Oh, that’s bad. That means trouble for our jam line.
Don: I think so too. Sugar is the main ingredient, you know. What’s your opinion?
Sally: Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren’t particularly brand loyal about jam.
Don: I have a brilliant idea. You know, this could be a great marketing opportunity for us.
Sally: What do you mean?
Don: Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won’t it?
Sally: Right.
Don: Imagine, we find the possibility of changing the ingredients in the jam so that we wouldn’t have to raise the price.
Sally: Then we wouldn’t trouble about the price rise on sugar because we’ll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have!
Don: Sure! If we do it right we’ll sell more and become the leader in the market.
Sally: Now the first thing is to talk to Research and Development.
Don: Right and we’ll see when they’ll have some samples of new formulas ready.
Sally: What about marketing research? I think we should schedule some tests for responses to the R & D samples.
Don: Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great.
Sally: Oh, Don, let’s hope for the best. If we don’t lose the chance, the competitors products will stay on the supermarket shelves.
Don: Oh, it’s time for lunch. Let’s discuss our business in cafeteria.
Sally: Oh, sure, we’ve got a lot to discuss- distribution, advertising ….
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