new insights into business ocr small (835551), страница 23
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If your company goes ahead with the alliance, theemployees will not have to take a salary cut but they will not be allowed to workovertime. Ordinary workers, who often work overtime to earn extra money, willtherefore lose some of their earning potential. Executives in the company who are notpaid overtime will be less concerned about that, but the 35-hour week will have otherconsequences for them.
If they don’t have enough time to complete their projects, theywill have to share power and control with new employees who will need to be broughtin to meet work demands.In groups, you will be given a role to play. Read the agenda and your rolecarefully. Then prepare how you will express your opinions and suggestions atthe meeting. Be prepared to agree and disagree with the other participants.agendanegоtia tio n /c o n c e r n i/g "t he a/ ^ ^ ° ^ У UP t0 date ° n thebe^obliged to adopt their pol i c y " " / Z T 'this situation. (51m i n ' s " / e / p / s / n ) ^ ^ ^ Ыз/ЬбГ viewsw ill put f о m a r c ^ s u g g e s t i ons/ n < /° ^ ° ^ Where each " e m b e rreach a s a tis fa c to r /c o C r o m l" ^ ^ " ^ o n s to helpdecided upon.
(20 m i n s /A ctl° n P° ' nts wiM bethe various a c t i o n ^ / n T f s / i / s d ' 6 *° ^r6Sp0nsible fo rIn groups, conduct the meeting. Every member should take notes in order towrite a full report on the meeting later. Feel free to add other opinions andrecommendations.WritingUsing the notes you took at the meeting, write the minutes.Remember the minutes of a meeting should include:• a summary of the chairperson's introduction• a summary of the opinions and suggestions made by the participants• the action points that were decided upon• the people involved in carrying out the action points• the deadlines that were fixed• the date and time of the next meeting124unit13Key vocabularyMarketingM arketing is the term given to all the different activities intended to make andattract a profitable demand for a product. This involves:••••identifying consumer needs and wants in order to develop the product.setting the price.deciding on the best place to sell the product.deciding on how best to prom ote the product.These four factors are often referred to as 'The Four Ps' or the m arketing mix.Lead-in1 In unit 12 you saw how metaphors of marriage are often used to describecorporate alliances.
It is also very common to use military metaphor in business:we talk about management strategy and tactics, and takeover deals are oftendescribed as coups and raids.IPPI Listen to a marketing manager talking about her company. Complete thepassage below.It's true that we've been deeply affected by our competitor's latest1 s__________ s___________.
A new plan of action must be developed as soonas possible. 2 L___________have been particularly high in every foreign3 c___________. We have lost4 m__________ m__________ in Russia andVenezuela. Even in the home market we 5 c__________ c___________ . Howeverwe are not going to 6 g__________ u___________ . We are developing a new7 m___________p___________which will help us regain some of our marketshare. The war will 8 c__________ for some time yet but we are confident thatwe can still win.Replace the words and phrases 1-8 with military expressions from the box.surprise attackterritorycasualtiessurrenderare outgunnedkey strongholdscampaignrage onIn pairs, make a list of the different techniques that companies can use formarket research.125Hello to the good b u y sЛ new marketing campaign promising hassle*-freeand faster fuel buying for customers is under wayin America.
Suzanne Peck reports on the 18month research project which involved Shell Oil4researchers ‘moving in ’ with their customers totest their buying habits.1 Three years ago when Sam Morasca asked his wife whatcould be done to exceed her expectations when buyinggasoline*, her answer ‘that I would never have to think aboutit any more’ made him pause and think. The marketingpeople from Shell Oil Products, of which Sam is vicepresident, were desperately seeking ways to increase thebusiness, and to come upwith a strategy whichwould put them clearlyahead of their competitionby differentiating* the ShellOil brands in the eyes ofconsumers.
‘We are bigbusiness for Shell Oil,contributing US $7 bn ofrevenue, and the leadingretailer of gasoline, but it isa fragmented market andthe mission was toprofitably expand thebusiness,’ said Sam.2 Today, after 18 months of cutting edge research, Shell Oil ison track to make buying fuel at their 8,900 service stationsclearly different with a new brand initiative. Its aim is to deliverthrough facilities, systems upgrades*, and new operatingpractices, a hassle-free fueling experience targeted atspecific customer segments.3 Over the past few years, the company has been developingdetailed knowledge of consumer needs and attitudes, whichformed the basis for the new brand initiative.
Team leaderDave Yard, manager of Strategy and Planning - Marketing,picks up the story. ‘We began with a customer segmentstudy of 55,000 people, who we stopped in shopping mallsin six cities for a 45-minute interview into their attitudes,especially regarding driving and cars. The result was that5678everyone wanted three things from a service station:competitive price, a nearby location and good quality fuel something they all believed was already being delivered bythe industry.'This meant their buying decisions were influenced by otherfactors - some wanted full-serve outlets like the old days,some chose a service station depending on whether itlooked safe or not, ‘There were ten different segments withdifferent needs, and we wanted a better understanding ofeach of these audiences.’A focus group was set up for each segment; ananthropological study was carried out, which involved teammembers spending waking hours with people from eachsegment, watching them at home and accompanying themon shopping trips to see their buying habits; and a clinicalpsychologist was hired to create a psychological profile ofeach segment.The study indicated that three groups, which comprised30% of the driving public, should be targeted:• Premium Speeders - outgoing, ambitious, competitive anddetail orientated.
They drive upmarket cars which make astatement* about them. Efficiency rules, plus fast pumps,quick access and payment.• Simplicity Seekers - loyal, caring and sensitive, frustratedwith complexities of everyday life. Want simple easytransactions.• Safety Firsters - control orientated, confident people, likeorder and comfort of the familiar. Higher value onrelationships and go out of their way* to stations that makethem feel comfortable.
Prefer to stay close to cars.‘The common thread was that they all wanted a faster andeasier service than anything already available,’ said Dave, ‘sothe study ended and the launch began.’The field organisation and Shell Oil retailers combined forcesto determine how to eliminate the little hassles thatcustomers sometimes face, such as improved equipmentand clearer instructions at the pump.
New innovations arecurrently being test marketed. A new advertising campaignwas launched and a sophisticated measurement systemintroduced to monitor satisfaction, behavior and perceptionof the brand. ‘Fueling* a car is a necessity of life and I believewe are ahead of the game - but we won’t allow ourselves tostop and be caught up.’http://www.shell.com*hass!e: problem s*gasoline (US): petrol (GB)*to differentiate: to show how products are diffe re n tfrom each o th er*an upgrade: m aking s.th.
w ork better, and do more*to make a statement about s.b.: to showw h a t kind o f person s.b. is*to go out of one's way: to make an effortdueling (up) (US): fillin g up (GB)IIMarketingReading1 Read the text opposite which describes how Shell Oil developed a new brandimage, and see if it mentions any of the market research methods that youlisted in Lead-in 3. What techniques did Shell Oil use?Read the text again and number the different stages in the research project inthe correct order.a They analysed the results, which showed that there were10 different consumer segments.b Focus groups studied the 10 segments.c Shell Oil's marketing team decided to differentiate the Shellbrand from the other brands on the market.d Shell launched a new advertising campaign.e They interviewed 55,000 people about their attitudes todriving and cars in general.f Work started on improving products and services.g They carried out a detailed study of the market over18 months.h Three groups were chosen as the target markets.□□И□□□□□Find words and expressions in the text relating to 'The Four Ps' of the Shellmarketing mix.Example: Product - good quality127unit th irte e nVocabulary1 Match the words from the text with their corresponding definitions.1 to exceed (para 1) —.2 a mission (para 1)\3 an initiative (para 2) \14 a segment (para 2)5 an audience (para 4) 1I6 a profile (para 5)7 to determine (para 8)V8 to monitor (para 8)abcdefgha part or sectiona group of interested peoplean important new plan with a particular aiman assignment or taskto find out / to discoverto check at regular intervalsto be more thana description of the characteristics of someoneor something2 Find words and expressions in the text which correspond to the followingdefinitions.1 Many different types of consumer who buy the same product (para 1)f rqgmenhed m qrkeL____2 The most advanced and up to date (para 2)c_________ e___________3 Conclusions people reach about which products to purchase (para 4)b_________ d___________4 An informal discussion group used for market research (para 5)f_____ g_______________5 A shared characteristic (para 7)c_________ t___________6 A method of evaluation (para 8)m__________s__________3 Complete the passage using words from Vocabulary 1 and 2.
Change theform of the words where necessary.As more and more industries are making products specifically adapted to particular1_S£gmaoLs_ of the market, market researchers are being asked to conduct studiesand to compile more detailed 2_________ of consumer groups. Broadclassifications based on sex, age and social class are not sufficient for companiesoperating in highly competitive and 3___________________ . Questionnaires arecarefully designed to 4__________the exact needs and demands of consumers aswell as establishing what affects consumer5____________________when theychoose one product instead of another.
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