01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 41
Текст из файла (страница 41)
They have to motivate their staff, they have to keepThe company held a party on a river boat to launch their newtheir customer loyal. They have to maintain their relationship withcampaign. It was absolutely fantastic. We also got a free sample and atheir customer because, at the end of the day, the customer is the oneT-shirt with the logo on as a gift at the end.who pays your salary, who pays your income. So you have to make surethat the customers are happy with your services. You have to maintainthat relationship.
So Dahabshiil, when the customers come to us andC02 TRACK 13CONSUMER 3These new boots were really expensive, but definitely worth it. I thinkthey send money globally, we have to think about their requirementsthe fact that they cost so much is what really makes them difl'erentand we have to make sure they're happy.So it . . . and of course, you also have to maintain your costs.
You know,if your income and your costs, there's a big difference, then you know,you have to manage that. Of course, you prefer to get more incomefrom the rival brands.CD2 TRACK 14CONSUMER 4I've had this wallet for over 20 years, and it still looks good. The leatherthan your expenditure. Otherwise, if your expenditure is more thanis very high quality and very strong, but still soft.
The colour is as goodyour income, your business will ge- be bankrupt. You will have anow as when it was new.problem. So you have to always think about how to make more profit,less cost.CD2 TRACK 15'market re'search'sales 'forecast'market 'segment'sales 'figures'market 'share'sales 'targetcon'sumer be'haviour'advertising cam'paignreally important to make sure you understand the marketplace andcon'sumer 'profile'advertising 'budgetwho your customers are going to be. And how you differentiatecon'sumer 'goods'advertising 'agencyyourself, or make yourself different, from any of your competitors in'product 'launchthat marketplace.'product 'lifecycleC02 TRACK 4 (I = INTERVIEWER, SB = SUSAN BARRATT)1:What advice would you give to anyone starting their own business?SB: I hope they've got lots of energy.
I think it is difficult and quite hardwork, and needs a significant level of commitment. I think it's really,People will only go to you and buy your product or your service if'product 'rangethey feel it is added value, over and above what they can get elsewhere,C02 TRACK 16 (I = INTERVIEWER, RT = RICHARD TURNER)or something they can't get elsewhere. So, for me, understanding the1:market and the customer is absolutely critical, er, to, to the success of aRT: The core of all marketing to doctors is the need to spend qualityWhich marketing methods work best when promoting your products?business.time face to face with them. These are very busy people who have aThe other key thing is that you've got sufficient cash.
Um, things willbusy da)' treating their patients, and we often find that we only havegenerally not go quite to plan, and it's really important that you'vemaybe five or I 0 minutes 1vithin that busy day to sit down with themgot access to enough cash to get the business going, to ensure you getand take them through both the clinical, 'rational' advantages of oursome positive cashflow through the business.products - why we think they should use this product compared tothe ones they've been using in the past - as well as the more traditional,'emotional' advantages of the product. And by 'emotional advantages; I160Scanned for Agus SuwantoAUDIO SCRIPTSmight mean how it would help their patients, help them understand thebenefits for their patients, and how i t will make them have easier lives.And so we're still very much focused on how we can best present quite.complicated data in a short period of time, face to f1ce to the doctor.C02 TRACK 17 (I = INTERVIEWER, RT = RICHARD TURNER)1:What problems can you f.1ce when marketing pharmaceuticals?F:F:for Uniform, N for November, G for Golf .
. . then) forJuliet, 0 forOscar, 0 for Oscar, then C for Charlie, H for Hotel, A for Alpha, N forNovember. She's Korean, actually. She's Chief Buyer for BHDS. Let mein the pharmaceutical industry have the same interests as the doctor.give you her telephone number: 82 20735 8879. Her e-mail address isWe want to help patients lead better lives. We have to present they.joochan I @lbhds.com . . .
0 K? Why not give her a ring or send herdata in a fair and balanced way, not, not to overstate the advantages ofconsistent across many different countries across Europe, and becausework out exactly what we can say and the best way of saying it.C02 TRACK 18 (I = INTERVIEWER, RT = RICHARD TURNER)1:Has the way )'OU market your products changed much over the lastfew years?RT: Unfortunately, urn, because of the regulatory laws that we need tofollow, we're not able to promote directly to patients.
We can onlytalk to the doctor, because the doctor makes the decision about themedicine.So, although we'd love to use all the benefits and opportunities that theInternet and the new communication methods ofl'er, we're not able tousc them as much as we'd like to do.an e-mail? She's expecting to hear from you.M: I'll do that.
But first, let me read that back to you. lt's Youngjoo Chanfrom 13HDS. Telephone number 82 2 0735 8875.F: No, 82 20735 8879.M: OK, I think I've got all that. Just one more thing. Did she say whenshe'd like to meet?F: Yes, she said next Thursday or Friday - that's the 17th or I 8th.M: What about Friday the 18th? I'll give her a call and confirm by e-mail.Right, I think that's everything.F: Fine.
I'll get that report to you by the end of the week.M: Right. Bye for now.C02 TRACK 24 (A = ASHLEY)EXTRACT 1A: It's a great jacket for cold weather. I wear it to college every day duringHaving said that, we are beginning ... I think many companies arethe winter. But it's not good for the summer, you get too hot in it.beginning to look at the opportunities that new technologies such asAnd it's got too many pockets. It was really cheap - ! liked that!the i Pad may offer to present the data when we're face to face with thedoctor, because it's a clearer and more involving way of presenting thedata to the doctor than the traditional paper.C02 TRACK 19 (I = INTERVIEWER, RT = RICHARD TURNER)I: What is a typical lifecycle for your products?RT: '1 he lifecycle for a pharmaceutical product is often very long.
It canC02 TRACK 25 (S = SCOTI)EXTRACT 2S: I'm sorry I bought it. I'm not very big, so it doesn't fit me very well.It certainly is warm and keeps me dry during the winter months, butI was really looking for something a bit more fashionable, in a brightcolour - you know, bright blue or yellow. My jacket's black, it's a bitdull.take anything up to 20 years from the scientist first coming up with theidea to it finally being widely used by physicians to help patients' lives.The first I 0 years of that life can be spent wholly on the clinical trials,to prove that it's safe and has enect and helps the patients. And thenthe next 1 0 years spending a lot of time and en'ort presenting this dataC02 TRACK 26 (K = KAREN)EXTRACT3K: I 'm quite pleased with it. It's very warm, perfect for canoeing andsnowboarding.
But the zipper is awful. I always take a long time to zipto doctors, so they, they can begin to understand which patients, andup. And the hood is dinicult to fold up after you usc it. It's quite big, soin which situations, the drug can help them. And just as we're gettingto those peak sales, we find the patent on the drug will go. Um, sothere's a long, a long period from the first idea to finally getting it outthere in doctors' and patients' hands.C02 TRACK 201 Yes, it's 1 3,456.2 .
. . and the number is double oh, double three, two, three, double nine,oh, three, two, four3. . . so the e-mail address is V dot altin at saws Ian dot com.4. . . and her address is 1 2 8 slash 60 Rattanatibeth Roadit's difficult to pack in a bag or suitcase.C02 TRACK 27 (N = NAOMI)EXTRACT 4N: I saw an ad in a magazine and ! liked the lookofit.
But it took me along time to find out where I could buy it. I'd almost given up, then myhusband spotted i t in a camping store. It's very warm in winter, but Iget too hot when I take the lining out and wear it in the summer.C02 TRACK 28 (H = HENRY)EXTRACT 5H:C02 TRACK 21my order because of the delay.Kilo, Lima, Mike, November, Oscar, Papa, Quebec, Romeo, Sierra, Tango,me dry in rainy weather.UNIT9PLAN N I N GCD2 TRACK 29Fine, thanks.M: I haven't received your sales report yet for the quarter.
Any problems?F: Oh, no. Sorry, Martin. I've been really busy lately. But I can tell you,Recently, we decided to open a new sales office in New York. First, Iarranged a meeting with the finance department to discuss the project.We prepared a budget with details of the various costs involved. ll1enwe collected information about possible locations for the new office.we've had excellent results.M: Good.F: Yeah. We've met our sales targets and increased our market share byWe considered hvo options - one in Greenwich Village and the othernear Central Park. After doing some more research, I wrote a reportfor the Board of Directors.two per cent.
Our total sales were over £ 1 . 2 million.M: Over 1.2 million. Great! '"'ell done! W'hat about the new range ofUnfortunately, we made a mistake when we estimated the costs, as theshampoos?exchange rate changed, so we didn't keep within our budget. We overspentWell, we had a very successful product launch. We spent 250,000 onby almost 20 per cent. We had to rearrange the schedule for moving intoadvertising it and .
. .the building because the onice was not redecorated in time. ll1c Board ofNo, 250,000. We advertised it in the national press, took out space inthe office by December theM: Sorry, did you 53)' 2 1 5,000?f1I had to phone the supplier three timesbefore it finally arrived. I love the jacket. It's warm, practical and keepsUniform, Victor, Whisk)', X-ray, Yankee, ZuluC02 TRACK 22 (F = FIONA, M = MARTIN)F: Hello.M: Hello, Fiona.
This is Martin. How are things going?F:I spotted an advert for the jacket in our local newspaper. I filled in theorder form, then waited over a month for delivery. I almost cancelledAlpha, Bravo, Charlie, Delta, Echo, Foxtrot, Golf, Hotel, India, Juliet,f:It's Mrs Youngjoo Chan.M: Sorry, I didn't catch that.F: Youngjoo Chan. I'll spell that for you. Y for Yankee, 0 for Oscar, Ulaws that we need to follow arc quite stric t - and quite rightly so.
Wethe laws arc difl'erent across these countries, it's often a challenge toLondon next week. She'd like to have a meeting with you.M: Fine. Could you give me a few details? What's her name?RT: I think the biggest challenge for us is the regulatory environment. Theour products. Because we're trying to develop campaigns which arcYes, there is one thing.
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