Ãëàâíàÿ Ó÷åáíèêè - Ðàçíûå Ëåêöèè (ðàçíûå) - ÷àñòü 36
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Êè¿â 2003 ÁÁÊ 81.2 Àíãë.
Ñ 49
Ðåöåíçåíòè:
Ò. À. Ãóç³ê
, êàíä. ïåä. íàóê (Êè¿âñüêèé íàö³îíàëüíèé åêîíîì³÷íèé óí³âåðñèòåò) Å. ². Ùóê³íà
, Ò. ². Ïåòðîâà
, êàíäèäàòè ïåä. íàóê (Êè¿âñüêèé íàö³îíàëüíèé óí³âåðñèòåò áóä³âíèöòâà ³ àðõ³òåêòóðè) Ðåêîìåíäîâàíî íà çàñ³äàíí³ êàôåäðè ³íîçåìíèõ ìîâ ÔÅÔ
Ïðîòîêîë ¹ 10 â³ä 06.06.2002 ð.
Ñëóõàé
òà ãîâîðè àíãë³éñüêîþ ïðî åêîíîì³êó: Ïîñ³áíèê Ñ 49 ç àóä³þâàííÿ äëÿ ñòóä. / Óêëàä. Ð. À. Ãàðàùåíêî, Í. À. Ìîâ÷àíþê. — Ê.: ÊÍÅÓ, 2003. — 98 ñ. ISBN 966-574-444-5 Ïîñ³áíèê ç àóä³þâàííÿ äëÿ ñòóäåíò³â åêîíîì³÷íèõ ôàêóëüòåò³â ì³ñòèòü êîìïëåêñ çàâäàíü òà âïðàâ äî òåêñò³â òà ä³àëîã³â ç ôàõîâî¿ òåìàòèêè, ÿê³ çàïèñàí³ íà àóä³îêàñåò³. Ìåòà ïîñ³áíèêà — ðîçâèòîê íàâè÷îê òà âì³íü ñïðèéíÿòòÿ íà ñëóõ ìîâíèõ ìîäåëåé, ç ïîäàëüøèì âèêîðèñòàííÿì ¿õ ó ïðîöåñ³ îáãîâîðåííÿ ïðîáëåìíèõ ïèòàíü çà ôàõîì, à òàêîæ ôîðìóâàííÿ íàâè÷îê ïèñüìà. Ïîñ³áíèê ìîæå áóòè âèêîðèñòàíèé ÿê íà àóäèòîðíèõ çàíÿòòÿõ, òàê ³ äëÿ ñàìîñò³éíî¿ ðîáîòè ñòóäåíò³â. Ó ê³íö³ êíèãè äëÿ ñòóäåíò³â º ñëîâíèê ñïåö³àëüíèõ òåðì³í³â (Glossary), ÿêèé ñïðèÿòèìå çáàãà÷åííþ ñëîâíèêîâîãî çàïàñó ñòóäåíò³â åêîíîì³÷íèõ ñïåö³àëüíîñòåé. ÁÁÊ 81.2 Àíãë.
1.
Pre-Listening Task
1.1. Do you feel all companies must be predominantly marketoriented? 1.2. Is there a danger that if a company is too market-oriented it will ignore other ingredients of success such as efficient production? You will hear a discussion about the direction a certain company should take. There are five participants. Each expresses a different view. These views can be summarized as follows: A. The production concept The company should focus on improving production and distribution efficiency. B. The product concept The company should focus on making product improvements. C. The selling concept
The company should focus its effort on selling and promotion. D. The marketing concept
The company should focus on the needs of its customers. E. The societal marketing concept
The company should consider the needs not only of its customer but also of society as a whole. As you listen to the discussion, allocate one of the concepts (A— E) to each of the speakers (1—5): Speakers Concept 1 2 3 4 5 3.1. How does speaker 1 aim to bring down prices? 3.2. How does speaker 3 intend to develop a strategy for the future? 3.3. What added dimension does speaker 4 include? 3.4. Why does speaker 5 mention the Japanese? 4.1. Opinion-giving Look at the following sentences taken from the Listening passage: «I feel we must certainly ensure quality...» «As I see the problem, the major focus...» Now substitute the italicized phrases in the sentences below with the closest equivalent selected from the following list: I feel In my opinion It’s certain We could discuss What we must do is I tend to think I’m sure that From this point of view 1. As I see it
, we should double our development investment. 2. What we have to do is
withdraw from this sector. 3. I think
we can’t continue as we are. 4. I’m inclined to believe
we should leave this sector. 5. I’m convinced that
we must stay in this sector. 6. We might consider
a gradual withdrawal from the market. 7. There’s no doubt
we can’t leave it any later. 8. From this angle
, we have no alternative. 4.2. Agreeing and disagreeing Look at the following sentences taken from the Listening passage «I think we’d all agree with you as far as you go».
«I’m not sure I agree with either of you».
Now match opposing comments in terms of strength/neutrality/weakness, for example: I agree — I disagree. 1. I think we’d all agree a. That’s interesting but 2. I’m 100 per cent with you! b. I’m inclined to disagree 3. I can see what you mean c. There’s no way we can agree to that 4. You’ve got a point d. I disagree entirely! 5. I tend to agree with you e. It looks as though there’s no agreement 6. We can certainly agree to that f. I’m not sure I understand your point of view What are the opposites of the following words and expressions? Use a dictionary if necessary. 1. improvement 2. available 3. competitive 4. effective 5. inside-out 6. investment 7. to bring down prices 8. to stay ahead 9. mass-market Discuss the probable management philosophies of the following companies: A traditional family-run company manufacturing machine tools. A large national utility providing a service throughout the country. 1.1. Do you feel that the process of conglomeration («big is beautiful») will continue into the next century? 1.2. What do you see as the dangers of diversification? Listen to the extract from the consultant’s presentation. As you listen complete Chart 1. Chart 1
a. Question mark XT 2500 Dog e. 3.1. Complete the structure of the consultant’s presentation: (³) Analysis of main business areas. (³³) __________________________________________________ (iii) __________________________________________________ 3.2. Why are products in the bottom left-hand quadrant called cash cows? 3.3. Why are products in the top right-hand quadrant called question marks? 3.4. Why are products in the top left-hand quadrant called stars? 3.5. What objectives does the consultant propose for the following products? (i) XT 2500 (ii) XT 380 (iii) XT 25 B (iv) XT 25 4.1. Look at the following sentences taken from the Listening passage: «I’m going to divide my presentation into three parts»
«Firstly an analysis...»
Now rearrange the following introduction into a sensible order: a. If you have any questions, please feel free to interrupt me. b. Good morning, ladies and gentlemen. c. I’d like to talk to you today about milk marketing. d. Finally I’ll turn to the question of price. e. I’ll be looking at it from three points of view. f. How many of you had milk with your breakfast this morning? g. Firstly, the product and its forms. h. Perhaps with your cornflakes, maybe with your tea or coffee or even by itself? i. Secondly, its distribution — in particular door-to-door deliveries. 4.2. Link phrases for presentations Look at the following sentences taken from the Listening passage. «Right, to start with the analysis». «So, let’s òîvå on to the next quadrant».
Now match the phrase with its function Phrase
Function
1. By the way a. To open a new point 2. As I was saying earlier b. To close a point 3. In a nutshell ñ. Òî digress 4. That deals with the question of distribution d. To connect two points 5. I’ll come to that point later e. Tî refer backwards 6. Let me conclude by saying f. To refer forwards 7. Let’s turn now to the question of g. To return to your structure 8. There’s a further point I’d like to make h. To make an additional point 9. This brings me to the next point i. To summarise 10. Let me get back to what I was saying j. To conclude Decide how many of the words on the right can be combined with the verbs on the left. For example: to achieve + a. objectives + d. profits 1. to achieve a. objectives 2. to generate b. strategy 3. to launch ñ. needs 4. to phase out d. profits 5. to hold å. a product 6. to build up f. market share 7. to formulate 8. to meet Write a summary of the consultant’s analysis and recommended objectives. Add some possible strategies to achieve these objectives. 1.
Pre-Listening Task
1.1. Would you fill in a market research questionnaire sent to you by mail? 1.2. Do you always respond honestly to market research interviews? Listen to the discussion about contact methods in market research. As you listen, complete Chart 2 using the following code to signify the strengths and weaknesses of the three methods: - = excellent 0 = satisfactory -= good × = poor Chart 2
Mail Telephone Personal 1. Flexibility 2. Amount of data that can be collected 3. Control of interviewer bias 4. Control of sample 5. Speed of data collection 6. Response rate 7. Cost 3.1. What is meant by interviewer bias? 3.2. Why is the response rate very low for mail questionnaires? 3.3. What is the difference between a street interview and a focus group? 4.1. Comparison of adjectives Look at the following sentences taken from the Listening passage: «The cost will be considerably lower
than the other methods».
«You tend to get more honest
answers…»
Now complete the following sentences using the adjective in brackets: 1. Our production methods have become much _______. (modern) 2. It’s become __________ to forecast our results. (easy) 3. My new job is much ____. (interesting) 4. We did a lot ________ than we expected. (good) 5. He couldn’t have done ________. (bad) 6. We need to use a ____________ approach than we have been employing. (direct) 7. Our aims have become much _______ as the market has become more segmented. (narrow) 8. I feel the problem is _______ than you are saying. (superficial) 9. It’s _________ than we anticipated. (funny) 10. Our share is slightly ________ than forecast. (high) 4.2. Adjective modification — degree Look at the following sentences taken from the Listening passage: «Mail questionnaires are much
less flexible...» «It’s a lot
more flexible…»
Now classify the following modifiers as: (A) strong, (B) neutral, (C) weak. 1. moderately 2. a little 3. slightly 4. considerably 5. quite a lot 6. a lot 7. much 8. somewhat 9. a bit Complete the table below with suitable adjectives: Concept Adjective Opposite adjective size large/big small cost NOTE:
In many cases there is more than one possible adjective. Write a short memo comprising: a summary of different contact methods, conclusions on the best method, and 1.
Pre-Listening Task
1.1. How important do you feel a company’s image is in terms of product sales? 1.2. Do you think pressure groups such as environmentalists have a positive or negative influence on a manufacturing company’s development? Listen to an extract from a meeting between a marketing director and his public relations manager. They are talking about the company’s planned PR activities. As you listen, complete Chart 3. Chart 3
Publics Planned action Financial institutions Media Government Pressure groups Local community General public Employees 3.1. What does PR stand for? 3.2. Why does the company organize a press conference when the six-monthly results are announced? 3.3. What does the legal department do regarding government legislation? 3.4. Why do you think the «Greens» will be pleased about the closure of the plant? 4.1. Present continuous — future reference Look at the following sentence taken from the Listening passage: «Our press relations officer is organizing
a press conference in a couple of months’ time...»
Now change the following sentences so that they express fixed arrangements rather than intentions: 1. The managing director is going to fly to Dubai next week. 2. The production department aims to install a new machine next month. 3. What are you planning to do at the weekend? 4. The chairman intends to resign in the next few months. 5. The marketing department plans to move offices soon. 6. Which market do you intend to concentrate on next year? 7. Our strategy is going to be implemented during the year. 8. We aim to increase prices during the next quarter. 4.2. Going to — future reference Look at the following sentences taken from the Listening passage: «There’s going
to
be
a piece about the drug...»
«It’s going to be
important...»
Now read through the following dialogue. Correct the verbs in italics if you think it necessary: A: How’s the press release
going?
Â: Oh, I haven’t finished it yet. Don’t worry, it’s going to be
ready on time. A: Good. I’ve got a meeting with the ad agency tomorrow at 9. Could you come
? Â: Just a moment. I’m going to look
at my diary ... Yes, that’s going to be
okay. What will
you discuss
? A: We will talk
about the new campaign. Â: Right, I’m
certainly going to be
there. A: Great. Look, I will go
to lunch in half an hour. What about talking it over together first? Â: Sorry, I’ve got another appointment at lunch. We could meet
later this afternoon, if you like? A: Okay, let’s say 4 o’clock in my office. Â: Fine, I’m going to be
there. Find the best synonym. Match the words and expressions on the left with those on the right. 1. legislation a. an opinion 2. to brief b. to prepare 3. a piece c. a matter 4. to sponsor d. laws 5. to lobby e. six-monthly 6. unease f. to inform 7. voice g. anxiety 8. spokesperson h. to take care of 9. closure i. to support 10. issue j. a shut down 11. to look after k. to influence 12. twice yearly l. part of a programme 13. to draw up m. a representative Now write a press release based on the activities planned by the PR department. 1.
Pre-Listening Task
1.1. What differences do you think there are between consumer and industrial buying behaviour? 1.2. How important do you think relationships (personal factors) are in the industrial buying process? Listen to the discussion among three members of a purchasing department. As you listen, indicate the ranking (1—3) they give to the factors identified in Chart 4. «A», the first speaker is Mark, «B» is the chairman, «C», and the second speaker is Peter. Chart 4
Routine purchases Spe cial purchases Delivery capability A Â Ñ A Â Ñ Quality Price Repair service Technical capability Financial strength 3.1. Why does the first speaker prioritize financial strength? 3.2. Why do you think he feels price is not such an important factor in the case of special purchases? 3.3. Why is the chairman surprised that neither of the previous speakers have prioritized repair service? 3.4. Why does the chairman need to agree on a ranking for these factors? 4.1 Conditionals Look at the following sentence taken from the Listening passage: «If I had to choose for our routine purchases, I’d put quality first...»
Make theoretical or hypothetical statements about the following situations: Condition Outcome/action demand slumps increase advertising poor weather sales decrease war breaks out scale down production boss resigns get his job! strike negotiate with unions stop smoking much healthier 1. If demand slumped, ___________________________________
4.2. Either/neither Look at the following sentences taken from the Listening passage: «I’m not sure I agree entirely with either of you
». «I’m surprised neither of you
mentioned repairs».
Complete the following sentences with: Either neither too nor or both 1. John and Sarah ________ agree. Peter does _________. 2. _______ Simon _______ Ann agree with you. They _____ think you are crazy. 3. You can ______ leave the firm of your own free will ______ be fired. In any case, I want you out. 4. ______ Peter ______ Roger like living in London. I don’t like it ________. 5. _______ Marketing and Production share the same opinion about the need for higher quality. However, ______ of them have come forward with any concrete proposals. The six criteria are listed below. Match the adjectives with criteria to which they may apply: Criteria Adjectives 1. Delivery capability a. experienced b. sound c. punctual 2. Quality d. assured Criteria Adjectives e. expensive f. efficient 3. Price g. weak h. skilled i. delayed 4. Repair service j. reasonable k. poor 1. reliable 5. Technical capability m. unstable n. cheap o. slow 6. Financial position p. excellent q. friendly r. up-to-date Below is an extended list of supplier attributes. Draw up your own system of weighting (prioritizing) for the ten most important attributes. Write a short memo explaining why you have decided on this order. Delivery capability Training aids Quality Management and organization Price Packaging capability Repair service Moral/legal issues Technical capability Geographical location Financial strength Labor relations record Production facilities Communications Reputation Attitude towards buyer 1. Pre-Listening Task
Some companies produce very similar products (e. g. a number of brands of detergent) under different names and then position them differently in the same market. What are the advantages of doing this? Listen to the product management meeting. They are discussing how the new dental gum should be positioned in the market. As you listen, use Chart 5 to indicate the preferences of the speakers. Chart 5
Positioning Speaker 1 Speaker 2 Speaker 3 Product attributes: a. prevents decay b. minty taste Usage: after meals Competitive advantage: Company image 3.1. How long have they been developing Dentigum? 3.2. When was Dentimint launched? 3.3. What monthly sales figure has Dentimint been achieving? 3.4. What supports speaker 1’s argument in favour of usage positioning? 3.5. How long has their company been in dental care? 3.6. What is the danger of stressing the breakthrough in a new product class area? 4.1. Present perfect versus past simple Look at the following sentences taken from the Listening passage: «Dentigum has been developed
over the last two years».
«Dentimint was launched
four months ago».
Now complete the following sentences by putting the verbs into either the present perfect or the past simple: 1. We _______________________ (reach) our targets last year. 2. Sales _________________ (fall) since the beginning of June. 3. Contracts ______ (be signed) but work _______ (not begin) yet. 4. The marketing department __________ (recruit) two new assistants so far this year. 5. We ________ (start) the advertising campaign last month and since then sales _________ (rocket). 6. Our research _____________ (be carried out) last year but I still ____________ (not see) the results. 7. Turnover _____ (rise) dramatically since we ____ (be founded). 8. We ______ (expect) a fall in profits last year as our costs nearly __________ (double). 9. We _____ already (sell) more units this year than we _________ (do) in the whole of last year. 10. He ______ (feel) we should __________ (not take on) so many salespeople last year. 4.2. Present perfect continuous Look at the following sentence taken from the Listening passage: «Dentinimt has been achieving
monthly sales îf 50,000».
Now decide which of the following verbs can be put in the present perfect continuous in order to stress the ongoing nature of the event. Make the necessary changes: 1. Liverpool has won all its matches this season. 2. Liverpool has played very well this season. 3. We have sold 250 units this quarter. 4. Our sales strategy has worked very well. 5. It has rained all day. 6. It has been cold since March. 7. He has been ill for two days. 8. I’ve tried to telephone you all day. 9. We have survived the competition. 10. Prices have fallen from 15p a unit to 12p. Use the appropriate forms of the words/expressions below to complete the text: to beat someone to it a breakthrough to be in the field of household name track record to make something of to build a customer base to trade on Grade Health Care have an impressive 1. ______. They were the first 2. ______ of anti-rheumatic drugs when they made a 3. ______ in the treatment of arthritis. Some of their drugs in this field have become so well-known that they are 4. ______. They are now able to 5. ______ their name in this field to launch drugs in other areas. Although one of their competitors — Smithsons — 6. ______ it when they launched a new antibiotic, Grade have 7. ______ in this area too. They were able to 8. ______ of their antibiotic by stressing their reputation in other health areas. Write a short report summarising the targeting and positioning you recommend for Dentigum. 1.
Pre-Listening Task
1.1. What are the dangers of being a one-product company? 1.2. What are the dangers of over-extending a company’s product spread? Listen to the presentation given by the managing director of the training organisation. As you listen, complete Charts 6 to 9. Chart 6
PRODUCT MIX
Language training a.____________________ b.____________________ Chart 7
PRODUCT LINES
English french Presentation skills Leadership skills a.___________________ d.___________________ f.___________________ b.___________________ c.___________________ e.___________________ g.___________________ Chart 8
PRODUCT DEPTH
Group a.____________ Individual b.____________ c.__________________ English training Presentation skills Leadership skills Chart 9
PRODUCT DEVELOPMENTS
a. Product mix + ____________________________________________________ b. Product line + ____________________________________________________ c. Product depth + __________________________________________________ 3.1. What is the difference between a public and a company seminar? 3.2. Do you think information technology training would be consistent with their existing product mix? 3.3. Which of the potential product development areas (mix, line or depth) would be the most risky? Look at the following sentences taken from the Listening passage: «A second area might
be to stretch one of the product lines...»
«Alternatively, we could
focus on some of our more profitable training areas...»
Now match the expressions: 1. It’s certain a. We’re likely to survive 2. It’s probable b. We could develop a new product 3. It’s possible c. We can’t survive 4. It’s just possible d. We will develop a new product 5. It’s improbable e. We should reach 20,000 6. It’s impossible f. There’s a slight chance of success g. We’re unlikely to reach 40,000 h. We might go bankrupt i. There’s no chance of surviving Many verbs have derivative forms (noun, adjectives, etc.). For example: to produce a product, production, productive, productivity Complete the sentences below by inserting the right derivative of the verbs in brackets: 5.1. The contract is not _________. (to negotiate) 5.2. We did a very ___ survey of consumer behaviour. (to extend) 5.3. We need to assess the _______ qualities of our new managers. (to lead) 5.4. There is a _______ between product mix and product depth. (to distinguish) 5.5. He gave a____ about the company’s performance. (to present) 5.6. To increase ______, we have offered ______ bonuses to the employees. (to produce) 5.7. Before we can decide about developing new products, we need to know how _______ the existing products are. (to profit) 5.8. He’s one of the best _________ I’ve met. (to negotiate) Use the information in Charts 6 to 9 to deliver a brief report on the training organisation’s product profile and development potential. 1.
Pre-Listening Task
1.1. 1.2. How does a retailer decide on the appropriate mark-up? Listen to the internal meeting about pricing. As you listen, complete Chart 10. Chart 10
Optimum demand price Sales at this price Variable cost Fixed cost Retailer mark-up Manufacturing margin Going rates a. _____ b. ___ c. ____ d. ___ e. ____ f. _________ g.______ 3.1. What is another way of explaining going rate
3.2. What is the formula for calculating manufacturer’s costs? 3.3. How do consumers perceive Apollo? 3.4. What is the objective of their targets? 4.1. Asking for clarification. Look at the following sentences taken from the Listening passage: «Excuse me, what do you mean by going rate
?»
«I’m sorry, can you go over that again?»
Now complete the following dialogue with appropriate expressions: A: The central problem is cannibalism. B: ________________________________________ cannibalism? A: Well, basically our new product taking sales away from our existing product. _________________________________________? B: Yes, I see what you __________________________________. A: Now we have to weigh up the added sales and margin we gain and balance that against our losses. B: ____________________________________________ slowly? A: Of course. Well in order to calculate the real profit we gain from the launch of the ZX 21 we must take into account the lost sales on the ZX 20. B: ___________________________________________________ A: Good, now this model here plots the projected sales of the ZX 21 over the first twelve months against the projected continued sales of the ZX 20. As you can see, the gap widens quite dramatically. A: If I _______ , you’re _______ this gap represents lost sales? B: No, it’s not quite that simple. 4.2. Confirming and correcting statements. Look at the following sentences taken from the Listening passage: «That’s right».
«Correct me if I’m wrong? … No, that’s absolutely right».
Now study the figures in Chart 11 and then respond appropriately to the sentences below. Chart 11
Price Expected sales Estimated profits £20 22,000 £100,000 £19 24,000 £100,000 £18 25,000 £ 95,000 £17 26,000 £ 90,000 1. So at £20, we can expect profits of £100,000. 2. At a unit price of £19, we can presumably expect higher sales. 3. I suppose we can also expect appreciably higher profits. 4. So, if I understand you, you’re saying profits decrease as the price goes down! 5. So there’s no benefit in charging a lower price? 6. Correct me if I’m wrong, these figures argue for a price of around £18? Listen to the numbers/calculations on the cassette and write them down (you should find ten). When you have done this, practise saying the expressions. Use Chart 11 to present a summary of the pricing discussion and then draw your own conclusions and make recommendations for the pricing of this product. What sort of price adjustments can be offered to a customer in order to persuade him/her to buy for the first time or to remain loyal to a certain supplier? Listen to the telephone call between a customer and his supplier. As you listen, complete Chart 12. Chart 12
Unit price Quantity discount Early payment discount Promotional allowance 200+ 500+ a._______________ b.__________ c.__________ d.___________ e.________ Listen again and complete Chart 13. Chart 13
Name of caller Name of called Reason for call Follow-up action a.______________ b.______________ c.______________ d.______________ Telephoning Look at the following sentences taken from the Listening passage: «Could you put me through to Mr. Stevens?»
«The reason I’m phoning is…»
Now put the following telephone call in the right order. The conversation is among the following three people: A — the receptionist at Rogers Electronics  — Max Roberts of Excel Marketing Ñ — Mr. Dickens, sales dept, Rogers Electronics A: I’m sorry I didn’t catch your name. C: You’re welcome. Bye. B: Certainly, perhaps you could give me his extension number’?
A: Rogers Electronics. B: Yes, I’ll hang on. C: Just a moment Mr. Roberts. I’ll put you on to our Market Research assistant... I’m sorry, he’s out at the moment, would you like to call back. B. Good afternoon, this is Max Roberts from Excel Marketing. Could you put me through to your Sales Department?
C: Yes, it’s 453. His name is Holden. John Holden. A: Thank you, Mr. Roberts. I’ll try to put you through... I’m afraid the line’s busy at the moment. Will you hold? B: Hello, my name’s Max Roberts. I’m from Excel Marketing. The reason I’m calling is that we are carrying out a market survey... Ñ: Sales. Dickens speaking. Â: Goodbye. A: Right, Mr. Roberts. I’m putting you through. Â: It’s Roberts. Â: Thanks for óour help. Partner A: You are the purchaser. You are planning to buy hairdryers to sell to your retail outlets. You are planning to purchase between 200 and 300 hairdryers per month. You have been quoted a unit price of £10 per hairdryer. Telephone the supplier (B) and negotiate as much discount as possible. Partner B: You work for a supplier of electrical goods. You will receive a telephone call from A. She will want to negotiate the best price possible for a regular order of hairdryers. Here are some figures for your telephone call. Don’t give too much away! Hairdryers prices: Unit price: £10 Quantity discounts: 10 % 100+ 15 % 200+ 20 % 500+ Cash discounts: 2 % for payment within 10 days (normal terms: 30 days) Seasonal discounts: 10 % (January) – to clear old stock Promotional allowances: not usual but could be negotiated 1.
Pre-Listening Task
1.1. What are the advantages/disadvantages of exclusive versus selective agreements with agents? 1.2. What are the best ways to motivate agents to achieve their sales targets? Listen to the telephone call between a sales manager and one of his agents. As you listen, complete Chart 14. Chart 14
Product Actual results Target XR 50 XR 100 XR 120 3.1. When did they set the targets? 3.2. Were the targets set by the sales manager alone? 3.3. What is the agent’s excuse for not reaching the targets as a whole? 3.4. What is the agent’s specific excuse for not reaching the target for the XR 100? 3.5. Why is the sales manager pleased with the results on the XR 120? 4.1. Responding positively and negatively. Look at the following responses taken from the Listening passage: Exactly! Okay Yes, well ... That’s fine Oh ... that’s rather disappointing. Now choose the most appropriate response: 1. I’m afraid we’re well below target. a. Okay b. Yes, well c. Oh...why’s that? 2. I’m very pleased with my results. a. Exactly b. Good c. Yes 3. We are way ahead of our targets. a. Oh b. That’s good to hear c. Fine 4. I was just phoning to see how things are going. a. I’m fine b. I’ve been ill c. Could be better 5. We’ve just had a disastrous month a. Really, why’s that? b. That’s not true c. Good 6. We’re heading for a record year. a. I’m very interested b. Fine c. That’s marvelous 4.2. Modifiers/softeners. Look at the following extracts from the Listening passage: «In a way, it has been...»
«Well, perhaps I was a bit over-optimistic».
«It’s just a question of giving up more time».
Insert one or two of the following words/phrases in order to modify/soften the sentences below: just perhaps a bit in a way 1. He’s too ambitious. 2. Let’s go through your figures. 3. We’re growing too fast. 4. He’s much too direct. 5. We are a little late. 6. Your products are expensive. 7. I’m unsure of your liquidity. 8. That’s not good enough. Write a short memo re. your agent in Italy (Giorgio), summarising his recent results and making recommendations for action. 1.
Pre-Listening Task
1.1. Do you think marketing people should get involved in delivery problems? 1.2. What are some of the classic excuses for late delivery? Listen to the two telephone calls between a customer and member of the sales department. As you listen, note down the details of the deliveries in Chart 15. Chart 15
Order no. Product Quantity Delivery due Action 1 st order 2 nd order — — 3.1. How did you think the supplier handled these telephone calls? 3.2. How did you think the customer handled these calls? 4.1. Time prepositions. Look at the following sentences taken from the Listening passage: «I know our orders are dispatched at
the end of every week».
«We should be able to get them to you by
the beginning of next week».
Now complete the following sentences with one of the prepositions below: at in by on 1. Your delivery will be with you _______ two weeks, at the latest. 2. We expected delivery ______ the 21st. They are now promising delivery ______ Tuesday. 3. It’ll be dispatched _________ Tuesday, _________ the earliest. 4. We normally receive your order ______ the beginning of the month and we deliver __________ the middle of the following month. 5. You assured us of delivery ______ the end of the month, if not sooner. 6. We dispatched the goods to you _______ the afternoon. They should be with you ________ tomorrow morning. 4.2. Telephoning Look at the following sentences taken from the Listening passage: «Look, can I call you back?»
«Right, I’ll phone you back in the next ten minutes».
Now reorder the following telephone call between: A: Geoff Peters, a conference guest B: Martine Donaugh, a conference organiser A: Fine, have you got my number? B: Hello, Mr. Peters. This is Martine Donaugh. How can I help you? A: It’s 031-465-389, extension 26. B: Oh, I am sorry. You haven’t received it then? A: Hello, this is Geoff Peters, I’m phoning about the conference next week. B: Right, I’ve got that. I’ll call you back in a few minutes. Goodbye. A: No, and the conference starts tomorrow. B: I’m sure I have, but just in case, I’ll take it again. A: Well, you promised to send me details of travel and accommodation. B: Of course. Look, can I check the file and call you back? A: Goodbye. Here are three verbs that are often confused: to supply to deliver to dispatch Check their meaning and usage in a dictionary. Then complete the following sentences with the appropriate form of one of them: 1. He’s been our sole ________________ of steel for twenty years. 2. We expected ___________ by the end of the month. 3. We have asked them to quote for ________ 20 units per month. 4. When I phoned the ______ about our ______, he said it hadn’t even been ______ from their depot. 5. The ______ department is responsible for checking all finished goods before they are packed. 6. __________ who can’t ____________ on time will not survive. Partner A: You are to telephone your supplier concerning the following order: Order no: XY/554/22 Product: Electric irons Quantity: 500 Delivery date: 21 March Today’s date: 15 April Partner B: You represent Klondike Electronics. You were expecting a delivery of electric irons from overseas two months ago. The manufacturer has severe production problems. You are trying to find a new source/supplier for these irons. 1.1. How important is it for a salesperson to ask questions? 1.2. What sorts of question should a salesperson ask? Listen to the sales call. As you listen, complete the checklist in Chart 16. Chart 16
SALES CALL CHECKLIST
Prospect: Davidson & Sons Size: 20 employees Business: Management Consultants Situation:
Type of correspondence a.__________________________________________ Amount of correspondence b.________________________________________ Person responsible ñ.______________________________________________ d Problem:
(tick or cross) (I) No clear responsibility (II) Post Office too far (III)Takes too longNeed:
e ______________________________________________________________Any objections:
f ______________________________________________________________Solution:
g ______________________________________________________________Additional benefits:
h ______________________________________________________________ 3. Comprehension check
3.1. How would you describe the salesperson’s approach? sales-oriented/customer-oriented 3.2. Do you think he was a good salesperson? Would you recommend any improvements? 4.1. Question techniques Look at the following sentences taken from the Listening passage: «Could you tell me what sort of correspondence goes out from this company?» «That could be more when you’re doing a mailshot...?
Look at the following three types of question: Indirect (polite): Could you tell me what...? Direct: What ... / Do you...? Leading. That could be more (couldn’t it)? Change the following questions as indicated: 1 Could you tell me why you don’t have a computer? Direct: _______________________________________________ 2. How many employees do you have? Indirect: ______________________________________________ 3. Do you plan to take on more employees? Leading:______________________________________________ 4. Are you finding business more difficult at the moment? Leading:______________________________________________ 5. Would you mind telling me if you have any problems recruiting staff? Direct: _______________________________________________ 6. Do you pay over the market rate? Indirect: ______________________________________________ 7. Have you fired anybody recently? Indirect: ______________________________________________ 8. Could you tell me whether you are a director? Leading:______________________________________________ 9. You’re facing severe financial difficulties, aren’t you? Direct: _______________________________________________ 10. You don’t intend to stay in business any longer, do you? Indirect: ______________________________________________ Time is sometimes an obsession, sometimes an excuse, and often a luxury. Below are some expressions associated with time. Group the expressions on the right under the headings on the left. Headings
Expressions
1. Lack of time a. How long does it take? b. I’m short of time ñ. I’ve got plenty of time 2. Surplus of time d. I’ll have to cut short the meeting e. Time is money SALES CALL CHECKLIST
f. I’m in a hurry
g. We’ll have to prolong the project Situation:
3. Length of time h. A couple of hours No. of employees ____________________________________
i. It takes a good twenty minutes j. It’ll last longer than we thought No. of visitors _______________________________________
4. Reducing time k. Time never stands still Present coffee making facilities _________________________1. I’m rushed off my feet m. I’ve got time to spare Problem
5. Extending time:
Time to get a coffee? Quality of coffee?6. Time idioms Quantity of coffee? Cost of coffee?7. Infrequency Need:
Objections:
n. We’ll have to have a guillotine on this o. Time is of the essence p. Never in a month of Sundays q. Once in a blue moon r. Time is pressing s. Every once in a while t. Now and then u. Off and on 6. Discussion
Solution:
PAIR WORK
Three models: Partner A: You want to sell an automatic office coffee machine to The Coffeemaker (makes enough for 6 cups) cost £45.00 your partner Â. S/he is the office manager for a firm of lawyers You have managed to make an appointment but you know s/he will be The Coffeemaker Plus (12 cups) cost £60.00 short of time. Use the checklist below to conduct the sales The Coffeemaker Deluxe (112 cups call.
+ alarm when ready) cost £75.00 Partner B. You are the office manager of a firm of lawyers. You have agreed to meet a salesperson from a coffee machine company. You are short of time. Use the information below to answer the salesperson’s questions. Decide whether to purchase. Situation:
No. of employees: 8 partners (lawyers) 4 assistants 2 secretaries I receptionist No. of visitors: Max. 20 a day Present coffee-making facilities: instant coffee made from boiling water or go out to coffee shop just opposite the office Problem:
Poor quality coffee for visitors Time wasted in going out for coffee Need
: Reliable good quality coffee-making facilities Objections:
Cost maximum budget £40 1. Pre-Listening Task
Which media would you choose for the following products and target audiences: (i) Perfume —> 25—35 year old women (ii) A low-price automatic camera —> men and women 20—40 years old (iii) An expensive lawn-mower —> 40—60 year old men Listen to an extract from a meeting in which product and advertising managers are discussing the media mix for a new line in trainers aimed at teenagers. As you listen, complete Chart 17 by indicating with a tick (-) which media is preferred. Chart 17
TV Radio Newspapers Magazines Outdoor John Pete Mike Sheila Grade the above media in terms of the following criteria (1 = best, 5 = worst): 1. Relative cost 2. Flexibility (booking, planning, lead time) 3. Reach (percentage of target audience exposed to advertisement) 4. Attention (percentage of target audience interested in the advertisement) 5. Selectivity (accuracy of media in reaching right audience) 4.1. Suggest/recommend. Look at the following sentences taken from the Listening passage: «I’d recommend
we think in terms of twenty peak time slots...» «Maybe we could consider
TV to establish a brand image...»
Now make suggestions/recommendations from the following prompts: 1. I/propose/invest/TV advertising 2. He/suggest/use/outside advertising 3. They/recommend/forget/radio 4. We/consider/place/print ads/prestige magazines 5. He/advise/us/reduce/advertising budget 6. I’d like/suggest/look at/new media 7. We / strongly recommend / you / study / TV ratings 8. Let us/think/targeted ads/trade journals 4.2. Emphasis — word order. Look at the following sentences taken from the Listening passage: «What I suggest we do is go for ten slots...»
Now change the following sentences so that they are more emphatic: 1. We should target this age group very carefully. What we ________________________________________________. 2. We need to concentrate on direct sales. 3. They must reduce their advertising budget. 4. I recommend you try to reach the department stores. 5. We feel you have missed an opportunity. 6. They thought we had spent too much on outdoor advertising. 7. He expected us to hire a professional singer. 8. I propose you limit your advertising to radio. Match the words/expressions in the left-hand column with their definitions/ explanations in the right: Words/expressions Definitions/explanations 1. a slot a. 7—9 p. m. 2. exposure b. point-of-sale incentives to buy 3. peak/prime c. up-market, expensive-looking 4. to sell in d. an occasion when an ad is broadcast 5. to hit e. customers who buy after the product has been adopted 6. word of mouth f. to reach 7. sales promotion g. amount of time the target audience sees/hears an ad 8. initiators h. by personal recommendation 9. followers i. customers who buy first/are prepared to experiment 10. glossy j. to promote products to middlemen (wholesalers and retailers) Discuss the media mix which you feel would be appropriate for: Product: a new line in fashionable sports clothing Producer: well-known name in sports sector Price: high price Target: men and women 30—45 years old Objective: to achieve market share first, profits second 1.
Pre-Listening Task
1.1. How quickly should a company expect to see a return on its investment when entering a foreign market? 1.2. How important do you think it is to employ local staff when entering a foreign market? Listen to the meeting where the failure to penetrate export markets is being discussed. As you listen, complete Chart 18. Chart 18
Country Strategy Mistake Recommendation France Germany Sweden If you were recruiting a sales representative to help you penetrate a foreign market, how would you rank the following skillscharacteristics? a. Knowledge of the local market b. Knowledge of the product sector c. Selling skills d. Knowledge of local language e. International experience 4.1. Conditional III. Look at the following sentences taken from the Listening passage: «Our results would have been
better if we’d relied
less on agents...»
«If I’d known how conservative German customers were going to be, I would have recommended a joint venture...»
Now complete the following sentences by putting the verbs in the right form. 1. If we ________ (do) research beforehand, we ________ (not make) so many mistakes. 2. We ________ (never enter) the market if we ________ (know) the problems. 3. In hindsight, we _________ (do) better, if we _________ (concentrate) on big firms. 4. Looking back on it, we ___________ (penetrate) the market if we ______ (not use) agents. 5. If only I _______ (know), I ___________ never (recommend) it. 6. We ____ not (be) where we are today, if we ___________ (not take) risks. 4.2. Chairing. Look at the following extracts from the Listening passage: «Geoff’, why don’t you start with France?»
«So what you’re saying is...»
Match the expressions with their chairing function: Chairing functions
Expressions
1. Opening the meeting a. So what you’re saying is 2. Agreeing objectives b. We haven’t heard from everybody 3. Inviting someone to start c. Let’s get down to business 4. Paraphrasing/clarifying d. Let me just recap then 5. Shutting someone up e. That’s interesting Michael, let’s hear from the rest 6. Encouraging others f. We are here today to discuss the following three points 7. Keeping the meeting going g. I think we’re getting off the point. Let’s get back to... 8. Dealing with digressions h. Let’s call it a day 9. Summarising i. Peter, would you like to start? 10. Closing the meeting j. Time is short, I suggest we move on Complete the phrase by matching the word/expression on the left with its best association on the right: 1. to break into a. on the ground 2. to learn from b. your mistakes 3. to look c. a feel for 4. to rely less d. a market 5. to have a e. budget 6. conservative f. a presence 7. to establish g. in detail 8. someone h. customers 9. it counts i. on agents 10. a much reduced j. for a lot 1.
Pre-Listening Task
1.1. In a local market (one country) what advantages does a multinational company have over a national company? 1.2. What do most consumers think of multinational companies? Listen to the extract from a meeting between a representative from corporate headquarters in America and the marketing manager of a recently acquired Japanese company. As you listen complete Chart 19. Chart 19
Corporate strategy: Objective 1: ____________________________________________________ Objective 2: ____________________________________________________ Local objections to: Objective 1: ____________________________________________________ Objective 2: ____________________________________________________ 3.1. Do you think Mr. Stone handles this meeting well? 3.2. Do you think Mr. Tokaido handles this meeting well? 3.3. If you were in their shoes, would you approach the problem differently? 4.1. Participating in meetings Look at the following sentence taken from the Listening passage: «I appreciated your concern but I think you have to see...»
Now match the expressions below with the appropriate function: Functions
Expressions
1. Summarising / paraphrasing a. I can’t see how we can use 2. Showing understanding b. I’m sure you’d agree 3. Introducing concerns c. To put it another way 4. Interrupting d. I really don’t think it will help 5. Persuading e. Sorry to interrupt you 6. Disagreeing f. What worries us here is g. I appreciate your concern h. I think you have to see i. I’m sorry to put this so bluntly j. There, if you don’t mind me saying, you’re wrong! k. To summarise Find the opposites of the following words and expressions. 1. high profile 2. to stand alone 3. long-established
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