01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 19
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Dictate them to apartner. Check that your partner has written the numbers correctly.Work in pairs. Say the international spelling alphabet.Alpha, Bravo, Charlie, Delta, Echo, Foxtrot, Golf, Hotel, India, Juliet, Kilo, Lima, Mike,November, Oscar, Papa, Quebec, Romeo, Sierra, Tango, Uniform, Victor, Whisky, X-ray,Yankee, Zulu..J� co2.21 Check each other's pronunciation. Then listen to the record ing.llJIIIJChoose an e-mail address and d ictate it to your partner. Spell each wordwhen you dictate, then check your partner's answer...J» co2.22 Listen to the first part of a phone conversation between a salesd irector, Martin, and his manager, Fiona. Answer these questions.1Did they meet their sales targets?2How has their market share changed?3What were their total sales?4How much did they spend on shampoo advertising?..J» C02.23 Now listen to the second part and note down this information.1customer's name4e-mail address2nationality5meeting day and date3telephone numberm..J» co2.22, 2.23 Listen to the whole conversation again.
Tick the phrases i n theUseful language box below that Martin uses to check information, ask forinformation and finish the conversation.mRole-play a telephone call between the Marketing Director and the EuropeanSales Manager of a coffee-machine manufacturing company. They aretalking about a focus group for the company's new range of coffee machines.Student A: Turn to page 140.Student B: Turn to page 139.U S E F U L LANGUAGECHECKING INFORMATIONSorry, did you say ...?Sorry, I didn't catch that.Could you repeat that, please?Let me read that back to you.ASKING FOR IN FORMATIONCould you give me a few details?What about the new range?Did she say when she'd like tomeet?FINISHING A CONVERSATIONOK, I think I've got all that.Thanks very much. That was very helpful.I should go now.
Let's speak again soon.Right, I think that's everything.79Scanned for Agus SuwantoCJJ i ncotczl n tarnationalWincote International is an outdoor-products companybased in Colorado, US. Eighteen months ago, it launcheda range of jackets and boots for men and women. Thecompany believed that the market for these products was notsaturated. The clothes were aimed at mountaineers, hikers,snowboarders and anyone participating in extreme sportsor outdoor activities. The brand name of the range wasXWS (Extreme Winter Sports).Following the product launch, the boots sold well, but thejacket fell below its sales target.
Few people seemed toknow that there was a new jacket on sale made from a newall-weather material. This was very disappointing, as thejacket was considered to have great sales potential. Themanagement decided therefore to relaunch the productand change their approach to marketing it.Read the information below about the jacket andhow it was marketed. Study the charts opposite.Why do you think sales have been so poor?ProductThe two-layer jacket is for men and women.
It isa versatile, all-weather garment.It is offered in two sizes: medium and large.Colours: black for men; black and red for women.The outer shell of the jacket is made from aspecial new material. As a result, it is lightweight,hard-wearing, very warm and weatherproof.The lining is removable, making the jacketsuitable for all seasons.The jacket has a removable hood, 1 4 pockets,and a wide zipper down the centre.······PriceMen's and women's jacket: $ 1 1 0PromotionFull-page advertisements in magazines forpeople with outdoor and sports interestsHalf-page advertisements in newspapers;posters and point·of·sale advertisementsProduct demonstrations at exhibitionsSlogan: 'A jacket for all seasons'••··PlaceThe jacket was sold in outdoor-product stores(e.g.
camping-equipment shops), sports-goodsoutlets and upmarket department stores.Scanned for Agus SuwantoChart 1 Co m pariso n of the price of the Wincote XWSChart 2 Market share of outdoor j a cket b ra n dswith fou r ot h e r top - sel l i n g outdoor jacketsWincote XWS2%$380400350Wincote XWS300TundraMatterhornTundra250Matterhorn20051%150IntrepidIntrepid100Others500..� CD2.24-2.28 The MarketingSummary of a consultant's report on the Wincote XWSDepartment did some researchwith focus groups to getopi n io n s about the jac ke t Thegroup pa r ti c i p an ts ages ra n ge dfrom 16 to 6o. Listen to theircomments and m a ke no tesThe market for outdoor jackets is highly competitive.
Because of its unique q ua lities,.'.the Wincote XWS jacket could achieve its sales target with a new marketing approach.It needs to be relaunched as a s tylish jacket for younger people in the 1 6-30 age group,and appeal to people living and working in cities as well as to outdoor enthusiasts.It should be prom oted as a 'must-have' item of clothing for younger people.Changes must be made to the product and its marketing. The jacket should berelaunched as soon as possible.123Work in groups. Each group is a teamin the marketing department.
Hold ameeting to discuss what you should do toimprove sales of the Wincote XWS. Use thequestions in the box on the right as a guide.QuestionsPresent your ideas to the other teams in themarketing department.As a whole department, hold a meetingand decide what the company must do toimprove the sales of the Win cote XWS.Product: How should the product be changed? Think aboutcolour, sizes, changes to its design, specifications, etc.Price: Is the price correct? If not, what should it be? Shouldthere be a different price for the men's and women's jackets?Promotion: Was it promoted the correct way? Is the Wincotetargeted at the right segment of the market? Does itneed a new slogan? If so, what? What kind of advertisingxwscampaign should be used to relaunch the product?Place: Is it being sold in the right places?Watch the Case study commentary on the DVD-ROM.WritingAsMarketing Director, write ane-mail to the Chief ExecutiveOfficer (CEO) ofWincoteInternational, summarising thechanges that you will make tothe product and its marketingwhen the jacket is relaunched.To:CEOFrom:Marketing DirectorAt a meeting on .
. . , we discussed the changes we want to makewhen relaunching the Wincote XWS. They are as follows:Product: . . .Price: . . .Promotion: . . .Place: . . .Writing file page 1 2 6Scanned for Agus SuwantoSTARTING U P��1!1IIWhat do you think about when you plan these things?1a holiday2a special family occasion, for example a wedding3an ordinary working day /week4your careerWhich of the following do you use to plan your day or week? Which do youprefer? Why?•desk or pocket diary • electronic organiser • writing on your hand • memoryasking someone (e.g. your PA) to remind you • watt chart • smartphone• computer program (e.g.
Google calender, iCal)• notes stuck on board, desk, fridge, etc.•Discuss these statements.1Making lists of things to do is a waste of time.2You should plan your retirement from an early age.3If you make a plan, you should stick to it.4 There are some things you can't plan for.82Scanned for Agus SuwantoUNIT 9 � � PLANNINGMatch the verbs in the box to the nouns below (1-5).
Each word partnershipdescribes a way to plan effectively. Use a dictionary to help you if necessary.I collectconsiderdoestiFMteforecast1 g.�t!��t�. costs[I2. . . . . . . . . . . . . . . sales3.... .... .4..5. . . . . . . . . . . . . . options.... . research.. . . . . . . information.......Match the verbs in Box A to the nouns i n Box B. Make as many wordpartnerships as you can.EXAMPLE:Write/implemet'lt a plat)AI arrangeimplementkeep tomeetpreparerearrangewriteBIII a budgeta deadlinea meetinga plana reporta scheduleA managing director talks about the planning of a new sales office in theUnited States. Complete this text with nouns from Exercises A and B.One noun is used twice.Recently, we decided to open a new sales office in New York.
First, I arranged a Y:Ige:f:i '1 9 1with the finance department to discuss the project. We prepared a . . . . . . . . . . _2 with detailsof the various costs involved. Then we collected . . . . . . ? about possible locations forthe new office. We considered two . . . . . . . . . . . .� - one in Greenwich Village and the othernear Central Park.
After doing some more . .. . .s. I wrote a . . . . . . . . . .6 for the Board ofDirectors..'...... . . .........Unfortunately, we made a mistake when we estimated the . . . . . . . 7, as the exchange ratechanged, so we didn't keep within our .. . . . . . . . .8 • We overspent by almost 20 per cent.We had to rearrange the .
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