new insights into business teachers book (835558), страница 27
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This involves: identifying consumer needs and wants in order to develop the2...............................; setting the 3............................................ ; deciding on the best4........................................... to sell the product; deciding on how best to 5.............................................the product.These four factors are often referred to as 6..............................................Unit 14 Product and Corporate AdvertisingComplete the passage below using the appropriate words or phrases from the box.to targetmediacorporate advertisingproduct advertisingpublicityimagepublic relations1............................................. is an important part of the marketing mix.
It is used to increase sales by making theproduct or service known to a wider audience and by emphasising its superior qualities. A company can advertisein a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes2.................................. The different3.............................................for advertising include television, radio,newspapers, magazines, the Internet and direct mail.
The design and organisation of advertising campaigns is thejob of an advertising agency.4.............................................is not directly concerned with increasing sales of products or services but more withthe overall5.............................................a company wants to present to the public. 6...........................................experts specialise in organising actions and events which generate positive 7.............................................forcompanies.
Original advertising campaigns can sometimes also get some extra publicity for the company by way ofnewspaper articles and/or TV and radio reports about the campaign.72© Pearson Education Limited 2000PHOTOCOPIABLEKey vocabulary exercises Units 15 ШUnit 15 The Business MediaComplete the passage below using the appropriate words from the box.audiencesnetworksprint mediamultimediachannels or stationsbroadcastsdatapressmedianewsThe business community relies on various 1.............................................to provide information,2......................................... and 3............................................. to its members. The4............................................ , which include newspapers, books and magazines, supply this in writtenform through the 5.............................................and publishing companies.
Radio and television6........................................... produce and distribute audio and audio-visual programmes or7........................................... which cover the main events and developments in business. Recently therehas been considerable expansion of 8............................................. businesses which now provideintegrated media services containing sound, pictures and text to 9.............................................around theworld which can be accessed through 10.............................................such as the Internet.© Pearson Education Limited 2000PHOTOCOP1ABLE73U nit 3 - Writing m odelRetailing Questionnaire Report'Books Unlimited' commissioned us to conduct a survey to obtain information aboutcustomer profiles, customer satisfaction with the products and services currently beingoffered, together with customer attitudes towards mail order and electronic commerce.A questionnaire comprising 40 questions was prepared, tested and then used in a seriesof interviews with customers who were approached as they left the store.
Each interviewtook approximately 20 minutes to complete.After analysis of the information provided it was possible to draw the following conclusions:Customer ProfileThe vast majority of respondents (80%) were regular customers and lived within a fivekilometre radius of the store. They were from a variety of professional and socialbackgrounds - 50% were married professionals with comfortable incomes while 25% werestudents from the local schools and colleges.
Taking an average across the group, eachcustomer visited the store at least two times every month spending between 10 and 100pounds on each occasion. For the most part they had discovered the store through word ofmouth although some had also heard about it through advertising on local radio or throughthe local press. A minority (15%) had already visited one of the company's other stores.Customer SatisfactionThe responses showed that while customers are mostly satisfied with the level of serviceoffered and the range of products on sale, they have some reservations both concerningthe prices of certain items and the quality of the communication. Several respondentsthought that the store should provide a more friendly environment to make it easier forcustomers to relax and browse.
One respondent even suggested that a coffee and snackbar should be added for this purpose. It was pointed out that there is no seating available,that access through the main door is difficult and space in several of the aisles is toolimited. Although most respondents liked the style of the window display and approved ofthe store's policy of accompanying new books with stickers featuring comments aboutauthors and their works, some did feel that this was sometimes taken too far and they didnot think that it should be the store's responsibility to 'judge' authors and their works.Almost everybody wanted more information to be made available in the form of eitherweekly newsletters or bulletins that could be picked up at the store and several wanted toknow if it would be possible to have more frequent author presentations.Customer attitudesApproximately 50% of the respondents had already had some experience of buying booksthrough mail order and had belonged to a book club or similar organisation.
However, theyfelt that this was not a substitute for visiting a book store and being able to seek expertadvice before purchasing a publication. Although most people were aware that it is nowpossible to buy books through the Internet, only a small minority (5%) had actually done so.This group cited price, availability and range of titles as being their principal motivation forbuying in this way. It seems that e-commerce is still not perceived as a viable alternative topurchasing books.© Pearson Education Limited 2000PHOTOCOPIABLEU nit 5 - Lesson materialInternational Business StylesMany managers agree that an understanding of culturaldifferences is essential when doing business abroad.The following case studies illustrate what can happen ifbusinesspeople do not take into account the culture ofthe countries they are dealing with.In groups, read the following descriptions of problemsmanagers had when doing business abroad.
Choose1 M r Byrd was an ex-State Departmentemployee hired by a well-knownmultinational corporation to be its ‘manin Riyadh’, Saudi Arabia. This retiredAmerican diplomat went to the home ofa Saudi, M r Fouad, to try to interest himin participating in a local joint venturewith his company. A middle man whoknew them both had introduced them.As this was a first meeting, the men’sconversation began with small talk thatmade M r Byrd a little impatient.Questions such as: ‘how are you doing?’‘how was your flight?’ ‘how is yourfamily?’ ana ‘how is your father?’ werecommon. M r Byrd, familiar with allthese obli^ator^ formalities of greeting,answered line’. ‘Oh, my father, yes, well,he is fine, but he is getting a little deaf.
Isaw him a few months ago duringChristmas when we took him out of thenursing home for a few days.’ From thatpoint everything froze up. M r Byrd’smission was completely derailed. M rFouad remained gracious enough butobviously was uninterested in doing anybusiness with M r Byrd.3:i2Jim Turner was attending a conferencein Lyons. This was not his first trip toFrance and he was pleased the Frenchcolleaguesh e’dm etpreviouslyremembered him.
O ne evening theyinvited him along for dinner and began fjoking about the quality o f the food.T h a t surprised him. H e thought thefood was really rather good and said so,expecting the discussion to continue.But to his great discomfort, they thenmake some joke about ‘A mericans andfood’ and changed the subject.
H e feltsomewhat excluded anil didn’t knowwhat he’d done wrong.j8|T his incident was reported by aB ritish m anagem ent consultantbased in Paris:T had taken the American C E Oo f a New York based consultingcompany to a French consultingfirm in Paris. T he negotiations didnot go well. H e hadn’t been in theboardroom for more than 15m inutes before he asked themw hat th eir com pany’s annualearnings were. W ith o u t waitingfor an answer to that question, hesuggested they give him anestim ate o f their firm ’s m arketvalue, as he was interested inmaking them an offer.© Pearson Education Limited 2000one and discuss what you think caused themisunderstanding.
Present your interpretation of theproblem to see if the rest of the class agrees with it.Could these situations cause conflict or misunderstandings in your country?p h o t o c o p ia b l e4A businesswoman recently askedwhy a high-level delegation ofvisiting Japanese clients had notapproached the breakfast buffettable she had taken such greatpains to prepare. Td gotten out thegood china and silverware and evenbrought in Japanese green tea forthem, but no one touched a thing!’75U nit 6 - Role-play exerciseNegotiatingYou are going to work with another student using one ofthe role cards on page 77-78.
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