market_leader_3e_-_intermediate_-_course_book (David Cotton, David Falvey, Simon Kent-Учебник Market Leader 3e издание), страница 3

. . . . . . . . . . . ice hockey? It's an incredibly fast.exciting sport, it's very popular in America and in a lot of European countries .DavidOK. that's a possibility. .NatashaMmm, . . . . . . . . . . . . '. It's not really an international sport, is it? Not in the same wayas baseball, for example.

or ... tennis.'. . . . . . . . . . - baseball's got a lot more international appeal. and it's a sport that'sgot a good image. I don't know about tennis - I'm not sure it would be suitable.Mario,. . . . �?DavidB••... ' , Natasha? Would ice hockey be a good choice?Mario. . . . . . .

. . . . '. motor racing would be perfect for our client. It's fast. exciting. andthe TV coverage of Formula One races is excellent. They would get a lot ofexposure, it will really strengthen their image.DavidThat's a great idea. Mario . . . . . . . . . . . . . 7 get in touch with Larry Harrington's agencyand see if he's interested? Harrington's young.

exciting - he'd probably jumpat the chance to work with our client. They're a perfect match. But first I mustcheck with our client and make sure they're happy with our choice.Which of the phrases in Exercise B are:1asking for opinions?3 agreeing or disagreeing?2giving opinions?4making suggestions?Role-play this situation.Jeanne de Brion is a jewellery company in Boston. USA. A year ago. it launched a lineof jewellery with the brand name ·Cecile·. This is the name of the French designer whocreated the collection.

Unfortunately. the Cecile line has not achieved its sales targets.Three directors of the company meet to discuss how to improve sales.Work in groups of three, Read your role cards, study the Useful languagebox and then role-play the discussion,Student A: Turn to page 134.Student B: Turn to page 140.Student C: Turn to page 143.USEFUL LANGUAGEASKING FOROPINIONSGIVING OPINIONSAGREEINGDISAGREEINGMAKINGSUGGESTIONSHow do you feelabout that?I think /1 don't thinkthat's a good idea.That's true,I think we shouldreduce our prices.What do you think?I n my opinion. weneed new products.Absolutely.I see / know whatyou mean. but I thinkthere's a problem.What's your view?I agree.Exactly.I think so.

too.I'm not so sure.How about a specialpromotion?Maybe. but that's notenough.Why don't we talk tothe big stores?Maybe / Perhapswe could offerincentives.11HUDSONCORPORATIONA luxury luggage m a n ufacturer is facingincreased competition from cheaper im ports.I t m ust decide how to protect its brand andcreate new markets for its products.BackgroundMarket researchHudson Corporation, based in New Jersey, USA,makes top-of-the-range luggage and Iravelaccessories. It is a well-known brand name in theUSA. Its suitcases and bags are associated withhigh quality, traditional design and craftsmanship.Hudson emphasises in its advertising that itsproducts are 'made in America'.

Recently, thecompany's market share in the USA has decreased.One reason for this has been the increasedcompetition from Asian companies selling similarproducts at much lower prices.Hudson recently set up a series of focus groups tofind out how consumers perceived the company'sbrand in the USA.Which of the findings do you think may havecontributed to the company's lower market sharein its home market?Do you think Hudson'sluggage and bags are:% of peopleA year ago, the management decided to boostsales by entering the European market, focusinginitially on Switzerland, Germany, France andItaly. They set up a branch office and warehousefacility in Zurich, which would be the base for theirEuropean expansion.expensive?72exclusive?56value for money?48good quality?82old-fashioned?68What problems do you think Hudson will faceon entering the European market? Make a listof your ideas.exciting?15innovative?18answering 'yes'�l)) (01.6 Four of Hudson'sAmerican managers aretalking about the problemsthey could face in Europe.listen and make notes onthe key points.ARKETING STRATEGIEFOR EUROPE - OPTIONSReposition the brandHire a top designerSell Hudson suitcases and bags at medium priceranges.

Manufacture the products in a countrywhere labour costs are low, e.g. India or China.Do not promote the products as 'Made in America'.Use a high-volume, low-cost strategy for Hudson'score products.Employ a top designer to produce a new rangeof smaller suitcases and shoulder bags aimed atbusinesspeople travelling in Europe and at rich,younger, fashion-conscious buyers. Sell theproducts under a new label.Develop the Hudson brandSell a wider range of products under the Hudsonlabel, e.g.

trolley-backpacks, document cases,briefcases, name-card holders, shoulder bags formen and women. Sell at lower, competitive prices.Promote the Hudson products as an exclusivebrand and keep the 'Made in America' tag. Sellthe products in the higher price ranges. Use productplacement in films and television to support thebrand. Hire a famous, sophisticated, influentialman and woman to endorse the products. Twowell-known French film stars have shown interestin endorsing a new range.Develop a wider product rangeStretch the Hudson brandPut the Hudson brand on high-quality watchesand jewellery. Make an agreement with the Swissmanufacturers of these top-of-the-range products.Develop sales using e-commerceSell the existing product lines via the Internet atvery competitive prices.1Work in small groups as d irectors of the Hudson Corporation.Hold an informal meeting.

Consider the advantages anddisadvantages of each option listed above. Choose two ofthe marketing strategies which Hudson should focus on toexpand sales in European markets.2Meet as one group and decide which two marketingstrategies you will use to develop sales in European markets.Watch the Case study commentary an the DVD-ROM.WritingAs the CEO of Hudson Corporation, write ane-mail to the head of European MarketingAssociates, David Wright, summarising theactions you agreed to take at your meeting,with your reasons. Suggest a time for a meetingwith David Wright and his associates.C) Writing file page 127o13STARTING U PIi!Discuss these questions with a partner.1How often do you travel by air, rail, road and sea?2Do you enjoy travelling? What don't you enjoy about it?3Put the following in order of importance to you when you travel.I comfortsafetyreliabilitypricespeedDoes the order of priorities change for different types of travel?mChoose the correct words from the box to complete the following list ofthings which irritate people when flying.cabincancellationschecksfoodjetluggagequeuesroomseatstrolleys1not enough leg.

. . . . . . . .62lost or delayed . . . . . . . .7 flight delays and . . . . . . . . . . . .3long . . . . . . . . . . . . at check·in8 tiredness and . . . . . . . . . . . . Iag4 poor quality.514no baggage. and drink.. available9overbooking of . . . . . . . . . . .delays for security .

. . . . . . . . . .10 oversized hand luggage in the .1:1�)>> CD1.7 listen to three people talking about their travel experiences.Tick the problems in Exercise B that they mention.mWhich of the things in Exercise B irritate you most? Which irritate you least?Discuss your ideas with a different partner.VOCABULARYBritish andAmericanEnglishmMatch the words and phrases which have the same meaning_ For each pair,decide which is British English and which is American English_123456789101112131415Ilsubwaycity centrecarry-on baggageone wayreturnfreewayrest roomelevatorcoach classtimetablecar parkqueuecheckreservationground floora)b)c)d)e)f)g)h)i)Dk)I)m)n)0)lineliftpublic toiletscheduleeconomy classsinglefirst floorbillbookinground tripdowntownmotorwayundergroundhand luggageparking lotWork i n pairs_ Use the American English words or phrases from Exercise Ato complete this text.My last overseas business trip was a nightmare from start to finish.

First of all, therewas a delay on the way to the airport, as there was an accident on the f��� ��y I. When Igot there, I found the lower level of the airport . . . . . . . . . . . . 'was flooded. Next, my . . . . . . . . . . 1.....was too big and heavy, so I had to check it in. When we arrived, the. . .

. . . . . . ' was closed, and there were no cabs at all. After a long time trying to figure outthe .. . . ' and waiting in . . . . . . . . . . . . 6 for 40 minutes, we finally got a bus .. .and found the hotel. Then there was a problem with our room. .8 and, would youbelieve it, the . . . . . . . . . . .

' wasn't working, and our rooms were on the fifth floor..See the OVO-ROMfor the i-Glossary.AWII. . .......�I» CD1.8 Listen to the recording and check your answers to Exercise B_15UNIT 2••TRAVEL_Mniiili��)>> (01.9 Listen to Sholto Smith, Area Sales Director for Hyatt H otels, talkingabout how the company meets the needs of business travellers. Listen tothe first part and tick which of the following he mentions.Hyatt HotelsLocation of hotelsIIIGood links withunderground networksClose to the airportTotally non·smokingGood restaurantClose to client's officeTechnologyInternetBusiness centreSwimming poolTranslation servicesFree transport to hotel�)>> (01.10 Listen to the second part and complete the notes on the wayshotels are adding value to their guests' stay.Sholto Smith.... I on a daily basis••Membership to the ........................

'•Newspapers•Transportation to and from the ...•A shuttle service to:a)the ..b) the . . ....... . . > in which the client worksWatch theinterview onthe OVO-ROM.READINGWhat businesstravellers wantB�)>> (D1.11 Listen to the third part and summarise the future developments inmIn groups, discuss what is important for you when staying in a hotel, foreither work or pleasure.BWhat factors do you consider when choosing an airline?IIIWork in pairs.

Complete the table below for your article. (You may not beable to answer every point.)the business travel market that Sholto mentions.Student A: Read the article on page 17.Student B: Read the article on page 134.Edmond MoutranjobChairma o of Memac09ilvy & Mathernationalitytravel destinationsamount of air travelchoice of classchoice of airlinelikesdislikestravel to airporthotel requirements16John CoxUNIT 2••TRAVELCounting the ways to bridge the gulfby Jill JamesAs morc carriers open up more routes,travelling to and arollnd the MiddleEast has never been easier.Edmond Moutran, the 63-year-old5Chairmanand Chief Executiveof Memac Ogilvy & Mather, theadvertisingmultinationalandcommunications company, shouldknow.

TheLebaneseexecut.ive10 reckons he spends 60% of hisworking week in the air. 'I spend200 days in Beirut, 40 days in Dubai,40 days in Bahrain and 25 in theUK. I also spend one week in each15 of Cairo, Jordan, Jeddah, Riyadh,Kuwait, Tunis and Algeria. I go toSouth Africa once a year, Barcelonaonce or twice a year for conferencesand I go to Paris four times a year.'He says his choice of airline isdictated by convenience, but hispreference is for Middle East Airlinesand its 'new aircraft and equipment,and well-trained, fresh and energeticstaff'.