01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 18
Текст из файла (страница 18)
. . . . . . .Richard Turner. . . . . . . . . ...... . . . . .We have to present the data in a . .� and balanced way, not to overstate theadvantages of our .�. Because we're trying to develop ...6 which areconsistent across many different countries across Europe ... it's often a challenge .... . . . .
. . . . ..IIWatch theinterview onthe DVD-ROM.mIJIAdidas and theChinese marketEJll. . . . . . . . . .. . . .. . . . .-4») co2.18 Listen to the third part and say if these statements are true (T)or false (F). Correct the false ones.1The key to good marketing is being able to speak directly to patients.2Marketing people are gaining from all the benefits of the Internet and newcommunication methods.3Companies are starting to look at using technology such as the iPad whenpresenting data to doctors.-4�� CD2.19 Listen to the final part and put these stages in the correct order.a) Peak salesc) Present data to the doctorb) Clinical trialsd) Scientist comes up with an ideaWhat can you say about the different product Lifecydes of these things?••pharmaceutical drugs • computer software • cars • English-language textbooksRubik's cubes • skateboards • football shirts of a famous teamDiscuss these questions in pairs.1Who do you think is the biggest manufacturer of sports goods in a) Europe,and b) China?2What do you know about Nike, Adidas and Li Ning?Before you read, match these questions (1-6} to the answers (a-f).1Why is Adidas expanding in China?a) 5502How many stores does Adidas havein China at the time of writing?b) It is planning to focus on low prices.3Who is Christophe Bezu?4How did Li Ning get its name?5What is Li Ning hoping to do?e) It comes from the President of theBeijing Olympics Committee.6Who is the market leader for sportsgoods in China?f) Because it wants to become themarket leader in China.76Scanned for Agus Suwantoc) Adidasd) He is the Chief Executive of Adidas.UNIT 8 ....
MARKETINGDRead the article below and correct all the answers (a-f) i n Exercise B.FTAdidas targets the Chinese interiorby Patti WaldmeirsAdidas. Europe's biggest sports-goodsmaker. w i l l open 2,500 stores andexpand its sales network to I ,400Chinese cities, in an effort to regainmarket share lost to fore ign anddomestic competitors i n one o fthe world's most rapidly growingretail markets.The German company is one o f1 0 many consu mer-goods multination15als that have rece n t l y decided toshirt their foc us from near-saturatedcities l i ke Shanghai and Beijing totarget smaller cities and less wealthyc o n s u m e r s . where t h e y b e l i e v e20growth potential i s higher for foreign brands.Acliclas plans to reach far into theChinese interior to open the newstores.
Initial ly, this w i l l be i n urbanby 20 1 5 ,'' said Christophe Bezu, Adidas Managing Director for Greater30354( !254550"'We will be in much smaller citiesmThe product mix i n smaller citieswill be chosen so that the entry pricefor consumers would be 1 5 per centless than in Adidas's existing shops i nlarger cities. h e added. The companywould be targeting consumers withan average disposable income o fRmb5 ,000 ($753) a month.Herbert H a i ner, Adiclas C h i e fExecutive. predicted that the strategywould allow the German group toregain the number-two market position55first signs i n the retail field that Chinese products can rebrand themselves6065as not just cheap but desirable.Li Ning has strong sales and distribution networks i n the lower-tiercities that Adidas hopes to penetrate.M r H a i ner d i s missed Adidas'srecent problems i n China as temporary, related to overstocking in therun-up to the Olympics.
Mr Hainerpredicted double-digit sales growthin China over the next five years.that it recently lost to Li Ning, theareas with as few as 500 ,000 peopleand then, by 20 1 5 , in c i t ies w i t ha p o p u l a t i o n of j u s t over 50.000,company officials said i n Shanghaion Tuesday.China. At present, the company has5 ,600 stores in 550 cities.Li N i ng 's move u p to secondposition could prove a key moment .Retail analysts see it as one of theChinese sportswear manufactu rer.Li Ning, named after the Olympicg y m n a s t who l i t t h e fl a m e atthe opening ceremony of the 2008B e i j i n g O l y m p i c s , rece n t l yannounced plans to take i t s brandupmarket to compete more d i rectlywith foreign brands like Adidas andthe market leader.
Nike.Match these words and phrases (1-7) to their definitions (a-g).1market positiona) the combination of products that a company has to offer2upmarketb) a market filled so completely that no more products can be added3product mixc) expensive compared to other products of the same type4penetrate5disposableincomed) alter a product or service to change the way that people thinkabout it6rebrand7saturatede) start selling goods or services in a new marketf ) money that is available to spend after paying for essentials liketaxes, food and housingg) the ranking of a company or brand against its competitors interms of its salesIIComplete these sentences with some of the words/phrases from Exercise D.1The Beatles were able to .
. . . . . . . . . . . the U S market.2During the economic crisis, people had less . . . . . . . . . . . . .3Smaller banks are struggling to compete in an already . . . . . . . . . . . . market.4We are trying to lose our cheap image and move . . . . . . . . . . . . with more expensiveproducts.5 Coca-Cola decided to . . . . . . . . . . . . Diet Fanta in the UK, to fit in with the rest of Europe.77Scanned for Agus SuwantoUNITS��MARKETING••��BIn questions which we can answer with either yes or no, we put an auxiliary verb beforethe subject.'Do you trust this market-research survey?' 'No, the sample size wasn't large enough. ''Is the market going to crash again?' 'No, not in the near future.''Have you finished the marketing report?' 'Yes, I printed it out earlier. 'To ask for more information, we use question words like what, why, where, when andhow.
We put the question word before the auxiliary verb.When do you want the sales figures?How should we promote it?How many are we expecting to sell?C) Grammar reference page 148Correct the grammatical mistakes i n these sentences.WJ.. a t does- 'ma rket pos-itio11 1 mea11?1What means market position?2How much it cost?3Why you don't sell it on eBay?4When the cars must be recalled?5Did you went to the farmers' market last week?6Is coming your boss tomorrow?The letter below is part of an authentic consumer survey on wines.1Write the words in the questions in the correct order.EXAMPLE:21WJ.,icJ.. 9rovp do yov belo119 to?Answer the questions.Dear Mr Paz-AndradeWe are conducting a consumer survey on international wines.We place great value on your personal opinion and, therefore, request your support.QUESTIONANSWER1group I you I do I belong I to I which I ?self-employed D employed D retired D2you I old I how I are I ?under 30 years D 30-50 years D over 50 years D3which I do I you I prefer I wines I ?white D red D rose D4how I do I you I drink I often I wine I ?seldom D occasionally D once a week D often D5do I you I spend I usually I how I much I of Iwine I on I a I bottle I ?up to €6 D €6-€8.50 D678910do I have I yo u I a I cellar I at I personal Iwine I home I ?many I bottles I of /wine I how I you I have Ibought I during I the I last I year I ?you I know I do I w ine-growing I areas Iwhich I ?when selecting wine, I you I do I the variousg ro wing areas I take into account I ?taste I which I you I prefer I do I ?D78I!Jmore than €8.50 Dno D yes: small D yes: large Dfewer than 36 bottles D more than 36 bottles DChianti D Nahe D South Australia 0 Rioja 0Burgundy D Bordeaux D Rheinhessen Dyes D no D occasionally 0white wine: dry D medium dryO sweet Dred wine DWork in pairs.
Ask each other the questions.Work in groups. Think of a product and prepare a similar consumer surveyfor it. Then form new groups. Use your consumer surveys to find out abouteach others' buying habits.Scanned for Agus SuwantoUNIT 8 H MARKETINGTelephoni ng:exchanginginformationmI]II..)» C02.20 Listen to four people giving some numbers, phone n umbers andaddresses. Tick the correct ones.1a) 30,456b) 13,4562a) 0033 2399 0324b) 0033 3299 03423a) v.artin@sawlna.comb) v.altin@sawslan.com4a) 128/16 Rattanatibarth Roadb) 128/60 Rattanatibeth RoadWrite down some numbers and addresses you know.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
