new insights into business ocr small (835551), страница 24
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Advertising campaigns can then betargeted to appeal to the identified 6_________ . Finally, marketing people must7_________ the success of the campaign and modify it if necessary.128Marketing ■Vocabularydevelopment:compoundadjectives 2Some compound adjectives can be formed by combining two words with no hyphen.In the text on page 126, upmarket (para 6) means 'for the richer section of the market'.1 Replace the words in italics with a compound noun made of a word from A and aword from B. Use some words more than once.AВupdownoverunderoutduedrawnmarketstaffedworkedpricedpaiddateda The invoice still hasn't been paid. It's now two weeks late, overdueSome of our customers are complaining that our products are too expensive.c Our latest policy is to introduce more luxury products.
This means that we willphase out our less sophisticated brands,d During the Christmas period many employees will be on vacation and as aresult the company will be short of personnel.e The only catalogue I could find is from last year but I'm afraid that theinformation in it is no longer valid.f For the last few weeks I've been staying late to get everything finished; I reallyfeel that I've been doing too much.g The database is two years old and needs to be changed to include the latestinformation.h The workers claim that they are not earning enough,i My bank account has been in debit for the last two months.b2 What other compound adjectives can you make from the words in A and B?D is c u s s io nConsumers allowed Shell marketing people to 'move in with them' in orderto observe their habits and routine.
In pairs, discuss the questions.1 What are the advantages of this type of research overthe more conventional data collecting processes?2 Would you agree to participate (as a potentialconsumer) in this type of research? Why (not)?3 Why do you think some people do accept?2 Read this description of a Shell TV ad called 'Stealth'and discuss the questions in pairs.‘Stealth’ - A driver in a sporty Jaguar presses a button to avoidroad obstacles, and is refuelled by a Draken jet aircraft whiletravelling at speed between skyscrapers.1 Which of the target profiles described in the text wouldit appeal to most? Premium Speeders, Simplicity Seekersor Safety Firsters?2 What sort of advertisements do you think would appealto the other two target profiles?129unit th irte e nLanguage FocusC o m p a r iso nLook at this sentence from the text on page 126.'The common thread was that they all wanted a faster and easier service than anythingalready available,' said Dave.
(para 7)How do we form the comparative of adjectives with one syllable? How do we formthe comparative of adjectives with two or more syllables?►► For more information on forming comparatives, turn to page 169.The use of quantifiers before an adjective can make it more precise.'The common thread was that they all wanted a much faster and easier service thananything already available' said Dave.Put these quantifiers in the correct column.slightlymoderatelya littlefara a small degree ofdifferenceconsiderablysomewhatb a degree ofdifferencesignificantlymuchc a large degree ofdifferenceSlLghblyRewrite the following sentences using a quantifier and a comparative form ofthe adjective in brackets.Example:We have a very large market share in comparison to our competitors, (big)Our market share is much bigger than our competitors'.1 This year's sales figures increased by only 1% on last year's figures, (high)This year's sales figures are ..............................................................................................2 In recent years a few advertising laws concerning children have been relaxed,(easy)Advertising to children has become....................................................................................3 Our products only cost a bit more than our competitors' products, (expensive)Our products are ...............................................................................................................4 In comparison to the US, advertising laws in Europe are very complex,(complicated)Advertising laws in Europe are ..........................................................................................5 We can see a small improvement in our market share this year, (good)This year's market share i s ................................................................................................6 It is interesting to learn other languages, but English is the international languageof business, (useful)English i s ............................................................................................................................130MarketingReported speechIn the text on page 126 there are many examples of direct speech or quotes ofthe exact words used by someone.We are big business ...'said Sam.
{para 1)Team leader Dave Yard ... picks up the story.We began with a customer segment study ...' (para 3)The author could have used reported speech.Sam said that they were big business.The team leader explained that they had begun with a customer segment study.What are the main rules when changing direct speech to reported speech?Think about tenses, pronouns, punctuation and word order.►► For more information on reported speech, turn to page 169.Notice how the tenses change in the following examples, and complete thetable.D irect speechR eported speechExam plesPresent simplePast simple1 'Where do you work?' —►He asked me where I worked.2 'We're expanding rapidly.' —►She said that they were expanding rapidly.3 'Prices went up in 1999.' —*•He said that prices had gone up in 1999.Present continuousPast perfect4 'Have you finished the report?' — She asked if I had finished the report.Present perfectwouldcan5 'I'll probably be late.' —>She said that she would probably be late.6 'I can't afford it.' —►He said that he couldn't afford it.Below are the answers given by a shopper during a market research survey.Write the shopper's answers in reported speech.Example:I wash my hair more than twice a week.She said she washed her hair more than twice a week.1 I don't always buy the same shampoo.2 The price influences my decision most.3 I have been using my present brand for two years.4 I had used the previous brand for three years.5 I have never used hair colour.6 I like my natural colour.7 I would use hair colour if it were as easy as shampoo.8 I would be willing to pay £5 for hair colour.9 I will accept the free sample.10 No, you can't telephone me next week.131unit th irte e nSkills FocusReadingDirect mail m arketing involves sending publicity material to people directly bymail.
It is highly successful for selling magazine subscriptions, insurance and financialservices. The letters contain• a very personalised first sentence designed to ensure that the reader continuesreading.• a persuasive and clear sales message, adapted to a specific market segment.• direct and convincing language, intended to appeal to the chosen audience.The profiles below are based on the results of several hundred interviewsconducted in a shopping centre by a major insurance company. Following thesurvey, the company decided to concentrate its direct marketing sales efforts ontwo specific products: a life insurance plan for young couples and a pensionplan for slightly older couples.
Read the profiles and match the letter extractsbelow to the profiles.1 Profile for life insuranceYoung married couples who have just had their first baby. They are agedbetween 25 and 30 and have fairly good salaries but are very careful about theirspending. They have never considered insurance before and are put off by thecomplicated documents. They are suspicious of insurance sales people andwould not agree to spending hours going over figures with them. They wouldrespond if the insurance plan was inexpensive and looked easy to take out.Profile for private pensionCouples aged between 35 and 45 who are just beginning to have some financialstability.
They have never considered pensions until now because they felt theycouldn’t afford it and that they were too young to think about retirement. Theyare a little anxious as they realise that they have left it very late, and would like todiscuss their financial situation with ‘an expert’ who could advise them on thebest plan.©Our new -policy is g u a ra n te e d to g iv e you, th e best v a lu e fo rm oney cu rren tly available.
T h ere is no red tape, ju s t a, sim p lea p p lica tio n fo rm w h ic h ta kes tw o m in u te s to com plete.I t ’s s till n o t too lu te to jo in tk e d u b and dr.л,® A c t n tu r a n d enjoy^ ^ ^ t c Z a l l t h e t i m e y o w n e e d t o draurufa.h a ve to®O f course m ost p a ren ts recognise th a t i t is im p o rta n t to p ro vid einsurance coverfo r tk e fo n d ly, b u t m any o f th e schem es a ro u n d areconfusing a n d too expensive.O ffered d ir e c t to y o n - n s « * / _ ,Insu ra n ce b r o k jto ^jy o u r lin in g room. ^^132Hop eo ple_They h a ve no worries a b o u t w h eth er th ey w ill be ableto afford holidays, presents fo r th e ir g ra ru ickild rena n d a ll those little extra s th a t m a ke life easy a n dcom fortable in la ter years.J u s t re tu rn th e a tta c k e d enquiry ca rd t L■Marketing Ш2 Complete the two letters below, using the extracts a-g.it UDearJohn, and MaryuHfottibU,j.More,.1c■xi -Й » to tdlyoov abouta,W^ ^ Z b e X t ^ 'Г*Щ Р'ГЧHaveyou, w wondered how- luckyyou, really are,?Have,you, ever wondered what the.future- has in,store,? Ourpolity holders are, lookingforward to the,future, and planning how-they w ill spend a ll the,ш ниу they калы scwtcL.5So relax,, the, situation, is under control.73Looi'kingforward to hearingfrom,you, verysoon,.SincerelyYoursfaithfully3 Do the completed letters contain all the necessary elements of a good directmail marketing letter? Refer back to the description on the opposite page.Writing1 You work for an insurance company which has decided to use direct mailmarketing to sell retirement pensions to young, single business graduates, whohave just started their first job.1 In groups, complete the target profile below.
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