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Speaking






A.

Useful language: Opinions.

Asking for opinions How do you feel about …? What do you think? What’s you opinion? What’s your view?   Agreeing That’s true. I agree. Absolutely/Exactly. I think so too. Making suggestions I think we should … How about …? Why don’t we …? Maybe /Perhaps we could …
Giving opinions I think …/I don’t think … In my opinion … Disagreeing I see/know what you mean, but … I’m afraid I can’t agree. Maybe, but …

 

Ex.1. Four marketing executives at a cosmetics company, Marvel Plc, are talking about licensing their ‘Luc Fontaine’ product range to an Asian manufacturer. Listen to the conversation and answer the questions.

1. Why do the marketing executives at Marvel Plc want to license their ‘Luc Fontaine’ product range?

2. What advantages does Susan Li offer to Marvel?

3. According to Barbara, what is the disadvantage of offering a licence to Susan Li?

4. What suggestion does Barbara make to her colleagues?

 

Ex. 2. Listen again and complete the extracts.

Marcia Alain, how …………1 about this? Is she the right person for us?
Alain Definitely. In my opinion, she’s ideal.
Marcia Right. Valerie, what …………2?
Valerie I …………3 because she’s very good at marketing. I’ve met her several times.
Marcia Barbara, you’re shaking your head. ………… 4?
Barbara I’m …………5 agree. I don’t think she’s suitable at all.
Marcia So what do you suggest then?
Barbara …………6 find someone else. I do have someone in mind.
Barbara In my opinion, his company has a lot to offer. …………7 meet him and see if he’s interested?

 

Ex. 3. Which of the phrases in Exercise B are:

1. asking for opinions? 2. giving opinions? 3. agreeing or disagreeing? 4. making suggestions?

 

Ex. 4. Role play this situation.

Johnson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the company’s problems and how to solve them.

 

B. Case Study: Style is everything.

Background

The International Clothing Association (ICA) represents clothing manufacturers and retailers. Its main aim is to promote innovative new products in the clothing industry. Each year, the ICA awards prizes to companies with outstanding new ideas. Companies send a detailed product description and a marketing plan, and the four best products are selected. These companies then present their products to a panel of judges. The presentations are televised and the event is broadcast worldwide.

 

Task

1. Prepare your product presentation and present it to the rest of the group. Answer any questions they may have.

2. When you are not making a presentation, you are a member of the judging panel.

3. Decide who should get the top prize. (You may not vote for your own product concept.)

 

ICA guidelines to competitors

1. The purpose of the competition is to encourage innovation in the clothing industry.

2. Any product with innovative features may be entered.

3. Product concepts should be creative and have excellent sales potential.

4. It will be an advantage if a company’s management team presents their product effectively and show that they are a good team.

5. Judges will award extra points for companies which use unusual materials in the manufacture of their clothes. Originality and imagination will be particularly valued by the judges.

 

Guidelines for presenters

1. Introduce your team. Outline the structure of your presentation.

2. Describe the product design, features and consumer benefits.

3. Describe the product’s target market.

4. Mention other competing products.

5. Present your strategy for the new product.

For example:

· branding, packaging, other product features (guarantee, etc.)

· pricing strategy

· distribution (What sales outlets will be used?)

· promotion (What advertising, product launch and sales promotion?)

6. Describe any ideas for television or radio commercials.

 

C. Summarize the information of the Unit to be ready to speak on Marketing. Use the following prompts as a plan.

– definitions of marketing;

– market segmentation;

– two stages of market strategy;

– target market;

– marketing mix (the four Ps);

– marketing research and its steps;

– means of carrying out a marketing research;

– the four promotional tools.

 

VOCABULARY

 

brand n – торговая марка

distribution channel – канал распределения...

focus group - фокус – группа

guarantee/warranty (n) – гарантия; обязательство, поручительство

to give / offer / provide a ~ – предоставить гарантию качества.

valid ~ – действующая гарантия

implement v – выполнять, осуществлять, обеспечивать выполнение

~ a contract – выполнить договор

~ a decision – проводить постановление (решение) в жизнь;

implementation n – выполнение, осуществление

market n – рынoк

~ segmentation сегментирование рынка

target ~ – целевой рынок

marketing – маркетинг, торговля, сбыт, продажа

~ strategy – рыночная стратегия

~ tactics – тактика маркетинга

~ research – маркетинговое исследование/анализ

~ mix – комплекс маркетинга/маркетинг-микс

packaging n упаковка

personal selling – личная продажа Syn: face-to-face selling/person-to-person sales

product n – продукт

basic/core ~ основа продукта

~feature/option/attribute – свойство товара

~ management – управление товарным производством

promotion n – содействие, раскрутка, продвижение

sales ~ – 1) стимулирование сбыта, продвижение товара, поощрение продаж

public relations – связи с общественностью

publicity n – гласность, публичность, известность

research n – исследование

primary ~ – первичное исследование

secondary ~ – кабинетное /вторичное исследование

survey n – опрос / анкетирование

uniqueness n – уникальность

 

GLOSSARY

 

· Brand is: 1. trade mark (painted or printed on boxes, tins, packets, etc.); 2. particular kind of goods with such a mark.

· Macromarketing describes how the whole system of production and distribution works in a society.

· Market research estimates the demand for specific products and services, describes the characteristics of probable customers, and measures potential sales.Marketing research studies people as buyers and sellers, examining their habits, attitudes, preferences, dislikes, and purchasing power and almost every aspect of the seller-buyer relationship. It also investigates distribution systems, pricing, promotion, product design, packaging, brand names, etc.

· Market segmentation involves aggregating prospective buyers into groups that 1) have common needs and 2) will respond similarly to a marketing action.

· Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

· Marketing Mix, usually called the 4 Ps, include:

· Product: a good, a service, or an idea to satisfy the consumer’s needs;

· Price: what is exchanged for the product;

· Promotion: a means of communication between the seller and buyer;

· Place: a means of getting the product into the consumer’s hands.

· Marketing program is a plan that integrates the marketing mix to provide a good, or service to prospective customers.

· Marketing strategy is a means by which a marketing goal is to be achieved

· Marketing tactics are detailed day-to-day operational decisions that must be taken right away.

· Micromarketing describes the activities of individual firms, beginning with originating and producing products and ending when the products reach the final user, the customer.

· Target market is the market, which concentrates its efforts on certain needs of a specific group of potential customers.

 







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