01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 5
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. . . . . . . . . .7for major growth outside Europe.Ring 02018offerofferprepare7946. . . . . . . . . . .8 for people who.are reliable , confident andenthusiastic. Weimpartial advice on mobile phones.• WeneedSales Managermobile-phone retailers in Europe.II..6 John Lewis . . . .I]... ......company.• We . . . . . . . . . . . .10 a competitivesalary and private healthinsurance. We are willing toreward staff with attractiveperformance-based bonuses.0008 for an information pack.Student B: Turn to pageScanned for Agus Suwanto.9to work for an expandingWork in pairs.Student A: Turn to page 134.. . .experienced people who want136.U N IT 2SKIL�Presenting yourcompanyBIJDHCOMPANIESWhat sort of presentations have you given? How did you feel?..ll) CD1.22 Listen to the beginning of a presentation by Robert Pullin, Directorof Human Resources at DCV Fashions, and answer these questions.1What is the main aim of the presenter?2What kind of audience is he probably addressing?,.ll) co1.22 Listen again and complete this paragraph ..
. . . . . . . . . . .\ I'll give you some basic information about DCV Fashions . . . . . . . . . .2, I'll explainwhy we've been so successful in the fashion industry .?, I'll tell you about our.. . . .... . . . . . .mission statement. This describes what we're all about, why we're in business. And4, I'll explain how we communicate with people through our advertisingand promotion..
. . . . . . • . . . .IJDCV FashionsHead officeProductsTurnover(last year)Profits(last year)IJDI n pairs, practise giving an introduction to your own company or one whichyou know well.,.l)) CD1.23 Listen to the rest of the presentation. Work i n pairs and completethe information on the left. I f necessary, listen again.Number these phrases which introduce different sections of the presentationin the order in which they appear.a) Moving on now to our mission ...b) Finally, a word about ...Reasons forsuccessc) Thanks very much for listening ...d) OK, some basic facts ...Advertisingand promotione) What's the key to our success?liJDDDDDChoose one of these topics.••Think about your company or a company you know.
Study the Useful languagebox below, and use the headings in the chart in Exercise E to help you prepare apresentation about it.Use the facts provided on page 133 to make a presentation about Moda InternationalFashion Group (MI FG).Work in pairs. Make your presentation and answer your partner's questions.Your audience is a group of young people from a fashion college.U S E F U L LANGUAGEINTRODUCING YOURSELFOUTLINING THE PRESENTATIONHello everyone, my name'sRobert Pullin. I'm Director of HumanResources at DCV Fashions.First, I'll give you some basicinformation.Good morning, I'm Robert Pullin,Director of Human Resources,DCV Fashions.Next, I'll talk about our products.Then, I'll discuss the reasons forour success.Finally, I'll tell you about ouradvertising and marketing.STATING YOUR AIMMy purpose today is to talkto you about our company.Today, I'd like to talk about ournew projects.INTRODUCING NEW IN FORMATIONHere are some basic facts.Here are some key facts aboutour company.CHANGING TO A NEW SECTIONOF THE TALKMoving on now to our mission.OK/ Right.
What about ourdistribution system?ENDING THE PRESENTATIONThanks very much for listeningto my presentation.Thanks for coming to my talk.Are there any questions?19Scanned for Agus SuwantoI{e CreamHow can a popular ice-cream maker i n c rease sales?BackgroundDina Conti Ice Cream Inc., based in Santa Barbara (USA), manufactures anddistributes ice cream to consumers in California. It produces 15 flavours, which itdistributes mainly to supermarkets and company-owned stores.
Its most famousproduct is its classic chocolate ice cream, sold under the SupaKool label. Manypeople believe that Dina Conti's SupaKool chocolate ice cream is the bestin the world.Dina Conti has expanded rapidly in recent years, but now its growth is slowing down.A recent fall in profits has disappointed the management. The owner, Paolo Conti,wants the company to become more international.�� CD1.24 Listen to an excerpt from a board meeting. Make notes under theseheadings.Reasons for falling profits••PricesProducts••EquipmentEnvironment•OutletsChart 1: Dino Conti's main products (as a % of tu rnover)Classic SupaKool chocolate ice creamSix top-selling flavoursOther flavoursIced yoghurtNovelty products*14%41%3 2%1 4%6%7%* iced fudge, chocolate bars, lollipopsThe futuePaolo Conti has $3 million to invest in his company so that it continues to expandand become an international business.
Here is an extract from a company profile thatappeared in a business magazine recently.Dina Conti can continue its remarkable growth, but only if it solves itspresent problems, develops new products, and finds new markets.So how should Paolo Conti invest the $3 million? Chart 2 on page 2 1 lists the wayshe could do that.Scanned for Agus SuwantoUNIT 2 �� COMPANIESChart 2: Investment optionsCost (estimated)BenefitBuild a bigger factory$2.4 millionMore production capacity; lower unit costs2Export to China and Russia$ 1 .2 millionNew markets - great sales potential3Buy out its major competitor$2 million+Reduce competition; increase production capacity4Develop a range of exotic fruit drinks$2.5 millionMove into a new area5Upgrade its equipment and fleet of trucks$ 1 .2 millionLower costs6Distribute to more outlets$500,000Increase sales a n d profits7Increase its advertising budget$500,000Increase sales I I m p rove company image8Make the company more ·green$800,000I mprove company image and sales9Improve the products· packaging$400,000Increase sales$600,000+Raise awareness of the company; good PROption1 0 Offer free ice cream to all consu mersone day a yearYou are directors of Dino Conti Ice Cream.
Meet to discuss yourinvestment plan.1Work i n pairs. Decide how to spend the $3 m i l lio n Prepare apresentation of your investment plan, with reasons for your choices.2Meet as one group and present your ideas.3As o n e group, agree on a final investment p la n.As a director of Dino Conti IceCream, write a proposal documentto your CEO in which you:••l i st t he inv est men t o pti o n s youhave c h o sen ;give arguments for eachop t io n as well as the cost andbenefits.,.Watch the Casestudy commentaryon the DVD-ROM.I NVESTMENT PLAN1 ObjectivesTo s o lve o u r current problems a n d enable D i n o C o n t i to become ac o m p etitive international business, we propose a n investmentof$32 Strategy and implementationThe Board o f D i rectors has agreed the following investment p l a n .Begin as shown on the right.Scanned for Agus Suwantomillion.STARTING Ul»IJ1!1What do you like about shopping? What don't you like?When did you last visit these retail outlets? What did you buy?•a (street) market•a convenience store•a supermarket•a department store•a specialist retailer•a shopping centre/mall•an online retailer�>» CD1 .25-1.27 Listen to three people talking about their shopping habitsand answer these questions.1What do they like and dislike?2Which shopper are you most like?3How are shopping habits changing in your country?22Scanned for Agus SuwantoUNIT 3 �� SELLINGChoose the correct word (a, b or c) to complete each sentence .A .
�CI."!�ft?.<;:.t�r.er . is another name for a 'producer'.12�b) distributora) supplierSuppliers often sell large quantities of goods to . . . . . . . . . . . . , who do not usually selldirectly to consumers.a) wholesalers3b) retailersc) manufacturersWe offer a . . . . . . . . . .
. . to customers who buy in bulk.a) refundb) discountc) delivery4 We ask consumers who are not fully satisfied to . . . . . . . . . . . . goods within seven days.a) discount5b) refundc) returnIn order to get a full . . . . . . . . . . . . , customers must send back goods in the originalpackaging.a) discountc) returnb) refund6 Goods will be . . .
. . . . . . . . . within 24 hours of your order.a) dispatched7c) warehouseb) storageProducts and services offered at a large discount are generally a (n) . . . . . . . . . . . .b) bargaina) saleI]c) exchangedGoods are kept in our . . . . . . . . . . . . until ready for delivery.a) stock8b) purchased.c) offerCombine phrases from Box A with words from Box B to make wordpartnerships. Use the definitions (1-8) below to help you.Aafter-sales cooliAgoff credit-cardmethod of money-back out ofinterest-freeloyalty-cardBI creditdetailsguaranteepaymentpffiOOschemeservicestock1the time when you can change your mind and cancel an order coolin9-off period2the name, number and expiry date on your payment card3the way you pay for the goods you want4 when you can pay some time after you buy, but at no extra cost5when the goods you require are not available6 a promise to return your money if you are not happy7 the help you get from a company when you start to use their product8IISee the DVD-ROMfor the i-Giossary.4VllJmethod for customers to obtain a discount on future purchases from the sameorganisationLook back at the retail outlets in Starting u p Exercise A.
Where would youbuy the following items? Why?••a pair of shoes • music • fruit • a bottle of perfume/cologne • a holidaya watch I piece of jewellery • furniture • a book • concert ticketsWhich of the answers in Exercise B would you expect to be i mportant ineach situation/ purchase in Exercise C? Discuss your ideas.23Scanned for Agus SuwantoUNIT 3 .... SELLING�ll) CD1.28 Sue Leeson is Director of Marketing at QVC, the global shoppingchannel. Listen to the first part of the interview and answer these q uestions.1What are the six product groups that she mentions?2QVC sells to consumers in which countries?3Which two media are used to sell QVC's products?�l» C01.29 In the second part, Sue talks about the secret of a really goodpresentation and developing a sales pitch.
Listen and complete thisparagraph.Firstly, having a product that you can easily1 and a product that has a goodbehind it. Secondly, that the person who's actually giving the sales presentationcan engage with their . . ... .. . ? in a credible fashion, can tell the story very clearly and candemonstrate the features and . .. . . . . .4 of each product in a very .... .
. . 5 and easy-tounderstand way.. . . . . . . . . . . .Sue Leeson. . ...... . . . .2....IIWatch theinterview onthe DVD-ROM... .... . .�ll) C01.29 Listen again and complete these notes.You need to know:•the product . . . . ...
. ..•what the product can or can't .•when the product is or isn't.. ..... ............ . .............. .. .1?. . . . . . . . . . .3•llJ�l» C01.30 Listen to the third part and answer these questions.D�l)) CD1.31 Listen to the final part. If customers want to buy a skin product,what four things can they see on the QVC website?1Why are beauty products easy to sell on TV?2Which type of product is difficult to sell, and why?Look at these qualities needed to succeed in sales. Which do you think arethe top four?personality • honesty • appearance • confidence • knowing your product• ability to close a deal• ability to deal with people• organisational skills•1!1IIWhich of the qualities in Exercise A is the most im portant? Turn to page 136to see how 200 sales professionals answered this question.Work in pairs.Student A: Read the article on the opposite page and match each of these headings (a-h)to one of the paragraphs (1-8).a)b)c)d)MotivationProfessionalismTVPersonal qualitiese)f)g)h)Main finding of the survey 1Why women make the best salespeopleWhat the survey askedThe woman who would make the best salespersonStudent B: Read the article on page 137 and match each of these headings (a-h) to oneo f the paragraphs (1-8).a)b)c)d)Know your businessAppearanceConfidenceThe sales mindsete)f)g)h)Numbers, numbers, numbersKnow how far you'll negotiatePeople dislike selling 1Develop a sales process24Scanned for Agus SuwantoU N I T 3 H SELLINGU \J Ur.-------�Wo men on top in newsales ind ustry surveyA n e w survey o f the sales industry showswho sales professionals believe make thebest salespeople and the qualities neededin order to succeed.1Anew survey of over 200 sales professionals has found that two-thirds of women and over halfof men believe that women make the best salespeople, underlining the growing reputation ofwomen in the sales ind ustry.2 The survey was carried out for Pareto Law, a recruitment a n d training company.
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