Download i basic concepts of marketing - Национальный исследовательский

TOMSK POLYTECHNIС UNIVERSITY
E.Y. Matalasova L.V. Beskrovnaya
ENGLISH FOR MARKETING MANAGERS
Recommended for publishing as a study aid
by the Editorial Board of Tomsk Polytechnic University
Tomsk Polytechnic University Publishing House
2012
МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РОССИЙСКОЙ ФЕДЕРАЦИИ
Федеральное государственное бюджетное образовательное учреждение высшего
профессионального образования
«НАЦИОНАЛЬНЫЙ ИССЛЕДОВАТЕЛЬСКИЙ
ТОМСКИЙ ПОЛИТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ»
Е.Ю. Маталасова Л.В. Бескровная
АНГЛИЙСКИЙ ДЛЯ МАРКЕТОЛОГОВ
Рекомендовано в качестве учебного пособия
Редакционно-издательским советом
Томского политехнического университета
Издательство
Томского политехнического университета
2012
УДК 811.111:339.138(075.8)
ББК Ш143.21-923
Б 532
В52
Бескровная Л.В.
Б532
Английский для маркетологов: учебное пособие / Е.Ю.
Маталасова, Л.В. Бескровная; Томский политехнический университет. –
Томск: Изд-во Томского политехнического университета, 2012. – 125 с.
Учебное пособие предназначено для студентов экономических специальностей
со специализацией маркетинг, имеющих базовую подготовку на уровне не ниже
«pre-intermediate» и стремящихся совершенствовать свои знания. Пособие состоит
из семи практических разделов, объединенных по тематическому признаку. Каждый
раздел включает в себя аутентичные научно-популярные тексты с разнообразными
заданиями, широкий спектр упражнений по конкретной тематике, а также заданий,
направленных на пополнение словарного запаса студентов и развитие навыков
устной речи.
Учебное пособие предназначено для практических занятий по
профессионально ориентированному английскому языку, может быть использовано
в качестве основного материала к курсу как на аудиторных занятиях, так и в ходе
индивидуальной работы студентов.
УДК 811.111:339.138(075.8)
ББК Ш143.21-923
Рецензент
Кандидат педагогических наук
декан факультета иностранных языков ТГПУ
И.Е. Высотова
© ФГБОУ ВПО НИ ТПУ, 2012
© Маталасова Е.Ю., Бескровная Л.В., 2012
© Оформление. Издательство Томского
политехнического университета, 2012
ENGLISH FOR MARKETING
MANAGERS
(pre-intermediate to intermediate)
CONTENTS
I BASIC CONCEPTS OF MARKETING
Unit 1 Defining Marketing
Language Review: Word Order in Affirmative Sentences
Unit 2 Marketing Mix
Language Review: Tenses Revision
Unit 3 Marketing Strategies
Project: Company Marketing Mix
II MARKET RESEARCH
Unit 1 Types of Markets
Language Review: Word Order in Questions
Unit 2 Types of Market Research
Unit 3 Conducting Market Research
Project: Using Questionnaire in Market Research
III CONSUMER BUYING BEHAVIOUR
Language Review: Passives
Project: Researching Buying Behaviour
IV MARKET SEGMENTATION
Unit 1 Defining Market Segmentation
Unit 2 Bases of Market Segmentation
Project: Identifying Company Target Market.
Language Review: Participle I, II
V PRODUCT: THE BASIS OF COMMERCE
Unit 1Defining Product
Unit 2 Product Management
Language Review: Infinitive and Gerund
Project: Describing Product and its PLC
VI CUSTOMER SERVICE
Language Review: Grammar Revision
VII ACADEMIC WRITING
Unit 1 Introduction to Academic Writing
Unit 2 Writing a Report
Unit 3 Writing an Abstract
References
5
I BASIC CONCEPTS OF MARKETING
STARTING UP
 Give your associations to the term ‘marketing’
Marketing
 Try to sum up your ideas and give definition of marketing.
 What is the job of marketing manager?
 Would you like to work in marketing? What sphere of marketing are you
most interested in?
UNIT 1 DEFINING MARKETING
1. Read the following definitions and say
 what activities marketing involves
 what role marketing plays in business and society?
Marketing is a social and managerial process by which individuals
and groups obtain what they want and need through creating, offering and
exchanging products of value with others. (Kotler 1991)
Marketing is the process of planning and executing the conception,
pricing, promoting, and distribution of ideas, goods, and services to create
exchanges that satisfy individuals and organisational objectives.
(American Marketing Association)
VOCABULARY
1. Match the terms to their definitions (a-g).
1.
needs
2.
wants
3.
exchange
process
a.
act of obtaining a desired object from
another party by offering something in return
b.
a valuable action, deed, or effort
performed to satisfy a need or to fulfill a
demand
c.
things that are desirable or useful in light
of a person’s experience, culture, and
personality
6
4.
transaction
5.
goods
6.
services
7.
objective
d.
an end that can be reasonably achieved
within an expected timeframe and with
available resources
e.
exchange between parties
f.
things that are necessary for a person’s
physical, psychological, and social well-being
g.
items that satisfy some human want or
need
2. Answer the following questions.
1. Give examples of
 human needs
 goods
 services
2. What objectives can a company have?
3. What does transaction involve?
READING
Marketing Role in Business
A.
Think of the interdependence of marketing department
and other departments of a company.
Manufacturing
Human
Resource
Marketing
Department
Research &
Development
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Finance
B.
Read the text and check if you were right.
Marketing is perhaps the most important activity in a business
because it has a direct effect on profitability and sales. Companies face
stiff competition and the companies which can best satisfy customer
needs are those which will survive and make the largest profit. That is
why most large businesses have specific staff and departments for the
purpose of marketing.
It is important to realise that marketing cannot be carried out in
isolation from the rest of the business. For example:
The marketing section of a business needs to work closely with
operations, research and development, finance and human resources to
check their plans are possible.
Operations will need to use sales forecasts produced by the
marketing department to plan their production schedules.
Sales forecasts will also be an important part of the budgets
produced by the finance department, as well as the deployment of labour
for the human resources department.
A research and development department will need to work very
closely with the marketing department to understand the needs of the
customers and to test outputs of the R&D section.
LISTENING
Listen to the interview with Jonathan Turner, Managing
Consultant at Oxford Strategic Marketing, and complete the notes.
Keys to successful marketing
Have a passionate curiosity for 1 the customer
get a deep understanding of their 2 __________ and their 3
__________
analyse all the business 4___________ and market 5 __________
constantly
have a strong business 6_____________
have an instinctive understanding of how 7______________
VOCABULARY
1. For each group of words (1-5):
a.
fill in the missing vowels
b.
match the words to the definitions (a-c)
1 market
research
a) the percentage of sales a company
8
s_gm_nt
sh_re
has
b) information about what customers
want and need
c) a group of customers of similar age,
income level and social group
a)
description of a typical
customer
b_h_v ___ r
b)
where and how people buy
2 consumer
pr _ f _ I _g ds
things
c)
things people buy for their own
use
a)
introduction of a product to the
market
l__nch
b)
length of time people continue
3 product
l_f_ cycl_ r_ng_ to buy a product
c)
set of products made by a
company
a)
how much a company wants to
sell in a period
f_r_c_st f_g_r_s
b)
how much a company thinks it
4 sales
t_rg _ t
will sell in a period
c)
numbers showing how much a
company has sold in a period
a)
a business which advises
companies on advertising and makes ads
c_mp__gn
b)
an amount of money available
5 advertising b_dg_t
for advertising during a particular period
_g_ncy
c)
a programme of advertising
activities over a period, with particular aims
The Job of Marketing Manager
2. Complete the following extract with the words from the list:
design
persuade
develop
identify
influence
modify
Marketers have to 1) ... ... ... or anticipate a consumer need; 2) ... ...
... a that meets that need better than any competing products or services;
3) ... ... ... target customers to try the product or service; and, in the long
term, 4) ... ... ... it to satisfy changes in consumer needs or market
conditions. Marketers can 5) ... ... ... particular features, attractive
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packaging, and affective advertising, that will 6) ... ... ... consumer’s
wants.
LANGUAGE REVIEW
Word order in affirmative sentences.
(Порядок слов в утвердительном предложении)
обстоятел
ьство
определе
ние
подлежащ
ее
сказуемое
что делал?
general
кто?
что?
1
The
manager
manager
когда?
где?
Yesterda
y
опр-е
2
interviewed
interviewed
a
new
дополнение
обстоятельст
во
кого?
что?
3
the
applicant
applicant.
когда?
где?
yesterday.
1,2,3 – каркас предложения
Articles (words that point out nouns - the, a, an) are always placed
before a noun. (e.g. the applicant)
Adjectives - words that describe a noun (what kind, what size, what
color, how many) are also placed before the noun they tell about, but
always between the article and the noun. (e.g. a new applicant)
Adverbs, words that describe the action (where, when, how, in what
manner) most of the time will be immediately before or after the verb
they are telling about. (e.g. The manager interviewed the applicant
yesterday)
1.
Arrange the words to make affirmative sentences.
2.
do businesses not activities undertake alone marketing
3.
dependent customer success is on needs satisfying
4.
a is requirement a basic need an satisfy that wishes individual
to
5.
needs broad are customer very
6.
a want need is a a product or service desire specific to the
underlying for satisfy
7.
around consumers the Mercedes many globe want a
8.
chain I than trust a more big of schools school would a small
local
2. Arrange the words to make affirmative sentences
10
1.
for on the internet suspicious its something me available
makes of quality free
2.
marketing the today art of is more than it was once complex
far
3.
promotions marketing results marketing is the force a offer of
that driving drive
4.
your if want successful focus be you offer to on
5.
creative most from creative ideas people working the come
other with
6.
to marketing you carry rely on one form can’t of to success
you
7.
multiple meet to your use sources media goals
8.
experience replace nothing actual can
UNIT 1 DEFINING MARKETING
market (n, v)
market research
market share
market segment
market conditions
marketer / marketer / marketing manager
(meet, satisfy) needs
(meet) wants
customer (repeat customer, loyal customer)
consumer
consumer behavior
consumer profile
consumer goods
(ultimate / end-) user
exchange (process)
transaction
buy(er)
sell(er)
goods
service
to achieve objective
marketing department
make profit/ profitability
compete – competition – competitor / rival
intense, stiff, fierce, tough, low-key competition
11
production
research and development (R&D)
output
business sense
sales
sales forecast
sales figures
sale target
product
product feature
product launch
product life cycle
product range
advertising campaign
advertising budget
advertising agency
packaging
design
develop
identify
influence
modify
persuade
UNIT 2 MARKETING MIX
Match the marketing mix components to the right description.
The ‘Marketing Mix’ consists of the 4 Ps:
1 Product
a.
where the customers can buy it
2 Price
b.
one that meets the customer need
3 Place
c.
encourage the customer to buy it
4 Promotion
d.
one that makes company profit and keeps the
customer satisfied
READING
1.
Read the text and try to find English equivalents to the
following terms:
целевой рынок
исследование рынка
12
средняя цена
покупательская привычка
оптовик
розничный торговец.
размещение
канал распределения
распределение/сбыт
назначать/запрашивать цену
ценообразование
конкурент
Marketing Mix.
The ABC of marketing is marketing mix. It includes the four P's:
product, price, placement, and promotion.
Product (service) is often connected with development of a new
product or service, searching the potential markets, and, finally,
introduction it to the market. Target market
selection is the most important task for any
firm. A target market is a group of individuals
who will probably buy the product. That
involves the development of a marketing
strategy. A successful marketing mix depends
on the knowledge about consumers and their
buying habits, gained through market research
as well as correct identification of the target
market.
Price is the most changeable element of all the four P's. Its definition
is exchange of something of value for something else. There are three
pricing options the company may take: above, with or below the prices its
competitor are charging. For example, if the average price for blue jeans
is $ 50, a company that charges $ 50, has priced with the market, a
company that charges $ 47 has priced below the market, and a company
that charged $ 53 has priced above the market. Most companies price with
the market, selling their goods and services for average prices established
by major producers in the industry known as price leaders.
Placement involves getting the product or service to the customer.
This takes place through the channels of distribution. A common channel
of distribution is: Manufacturer > wholesaler > retailer > customer.
Promotion includes all kinds of communication with individuals,
groups, or organizations to directly or indirectly facilitate exchange by
informing and persuading them to accept an organization product or
service. There are two major ways promotion occurs: through personal
selling, as in a store; and through advertising, as in a newspaper. One
should distinguish advertising campaign which can be developed by
personnel within the firm or in conjunction with advertising agencies, and
publicity, that is the means of communication transmitted through a mass
media at no charge.
13
All marketing activities must be oriented toward creating and
sustaining satisfying exchanges. Both the buyer and the seller must be
satisfied. The first should be satisfied with goods, services or ideas
obtained in the exchange. The seller should receive something of value,
usually financial reward. All marketing variables are highly interrelated.
Marketing helps companies generate profit, the lifeblood of economy.
About half of each consumer dollar is spent on marketing activities.
2.
Comprehension questions
1.
What does element ‘product’ involve?
2.
What does successful marketing mix depend on?
3.
What is target market?
4.
How do marketers get information about their customers?
5.
What is the most changeable element of 4Ps?
6.
What is a price leader?
7.
What are the pricing options that company can choose?
8.
How does placement happen?
9.
What channels of distribution can you name?
10.
What ways/ How do promotion happen/ occur?
11.
What is publicity?
12.
Can you agree that only customers should be satisfied in the
process of exchange?
VOCABULARY
1.
Match the word to its definition
1.channel of distribution a) the combination of four P's
2. charge
b) please
3.marketing mix
c) the path goods take when moving from
manufacturer to customer
4.option
d) choice
5.satisfy
e) set a price
6.wholesaler
f) one who sells in small amounts to
customers
7.retailer
g) rival
8.ompetitor
h) one who sells in large amounts to retailers
14
2.
the right
1.
2.
3.
4.
5.
6.
7.
Match each word in the left column with its synonym on
customer
objective
occur
option
product
facilitate
determine
a
b
c
d
e
f
g
goal
good
make easier
consumer
take place
define
choice
3.
compete
Change the verbs into nouns:
______________________ (activity)
______________________ (person or company)
price
______________________ (process)
place
______________________ (process)
promote
______________________ (process)
advertise
______________________ (process)
______________________ (result)
______________________ (person or company)
develop
______________________ (process)
distribute
______________________ (process)
identify
______________________ (process)
consume
______________________ (person or company)
______________________ (process)
LISTENING
Listen to four people talking about different products. Decide
which of the 4 Ps each speaker is discussing: product, price, place,
promotion.
Speaker A
Speaker B
Speaker C
Speaker D
LANGUAGE REVIEW
Present Simple
Present
Continuous
Past Simple
Tenses revision
Tense review
They install the software.
They are installing the software.
They installed the software.
15
Past Continuous
Future Simple
Present Perfect
Past Perfect
Future Perfect
Present Infinitive
Perfect Infinitive
Modal +be + p.p
They were installing the software.
They will install the software.
They have installed the software.
They had installed the software.
They will have installed the software.
They should install the software.
They should have installed the software.
They must install the software.
Discussing Grammar
1. Grammatical similarities: Aspect and voice
A What are the similarities between these different forms?
1a) I can’t talk. I’m meeting a client.
1b) I was just closing the deal when my direct boss walked in and
ruined everything.
1c) My plane will be landing just as yours is taking off.
2a) I’ve been in exactly this situation many times.
2b) They had already accepted a rival bid by the time we had ours
ready.
2c) They will have increased sales by 50% well before the projected
time.
3a) A good team is made from good individuals
3b) The computer, like so many other inventions, was invented to
help us wage war
3c) Wine has been produced here since the year dot.
B Grammatical differences
Why are different tenses used in the contrasting sentences?
1a) I work for a well-known multinational
1b) I’m working on restructuring the company
2a) What were you doing when the headhunter called?
2b) What did you do when the headhunter called?
3a) When we arrived, they introduced the main conference speakers
16
3b) When we arrived, they were introducing the main conference
speakers
3c) When we arrived, they had introduced the main conference
speakers
4a) I’ve worked with several very prestigious clients
4b) I worked with several very prestigious clients
5a) I’ve been replying to customer enquiries all day
5b) I’ve nearly cleared the backlog of enquiries from the Xmas break
2. Сomplete the story putting the verbs into the correct tense.
John … … … (always/travel) a lot. In fact, he … … … (be) only
two years old when he first … … … (fly) to the US. His mother … … …
(be) Italian and his father … … … (be) American. John … … … (be)
born in France, but his parents … … … (meet) in Cologne, Germany after
they … … … (live) there for five years. They … … … (meet) one day
while John's father … … … (read) a book in the library and his mother …
… … (sit down) beside him. Anyway, John … … … (travel) a lot
because his parents also … … … (travel) a lot.
As a matter of fact, John … … … (visit) his parents in France at the
moment. He … … … (live) in New York now, but … … … (visit) his
parents for the past few weeks. He really … … … (enjoy) living in New
York, but he also … … … (love) coming to visit his parents at least once
a year.
This year he … … … (fly) over 50,000 miles for his job. He … …
… (work) for Jackson & Co. for almost two years now. He's pretty sure
that he … … … (work) for them next year as well. His job … … …
(require) a lot of travel. In fact, by the end of this year, he … … …
(travel) over 120,000 miles! His next journey … … … (be) to Australia.
He really … … … (not like) going to Australia because it is so far. This
time he … … … (fly) from Paris after a meeting with the company's
French partner. He … … … (sit) for over 18 hours by the time he … …
… (arrive)!
John … … … (talk) with his parents earlier this evening when his
girlfriend from New York … … … (telephone) to let him know that
Jackson & Co. … … … (decide) to merge with a company in Australia.
The two companies … … … (negotiate) for the past month, so it really …
… … (not be) much of a surprise. Of course, this … … … (mean) that
John … … … (have to catch) the next plane back to New York. He … …
… (meet) with his boss at this time tomorrow.
17
SPEAKING
Pick one brand good and give past, present and future hints
about which brand you are thinking of until your partner guesses
which brand it is.
Useful language
I would like to…
I am wearing it now
I wear it for special occasions/ when I need to impress someone/ at
the weekends
I often/ sometimes/ rarely see/ buy/ use it.
It has been/ hasn’t popular for/ since…
It was very fashionable in…
I would like to buy it, but I think I never will
I’m going to buy it as soon as I can
It is becoming more/ less popular
It has become more popular
It became more popular
CROSSWORD
Across
2 When a company has a new product, it has to decide on a … … …
date.
4 If you want to know what people think about a product, you do
some market … … … .
6 The … … … of a product is very important: the company has to
think about how the product should look.
8 The objective of advertising is to build up … … … loyalty.
11 some companies show the same television … … … in several
different countries.
Down
1 You ask people to fill in … … … so you can get information about
what they want or need.
3 Where to sell the product is the question of … … …: another of
the four Ps.
5 One recent advertising … … … lasted over a year.
18
6 … … … of a product is the general process of getting people to
know you product, to like you product through advertising and so on, so
that they finally buy it.
7 One way to inform people about your product is to … … … it on
TV.
9 You employ an advertising … … … to create a product image.
10 One more of the 4 Ps of marketing is … … …: you have to
decide how much the consumer can pay for it.
19
UNIT 2 MARKETING MIX
marketing mix (4ps): product, lace, price, promotion
placement
pricing
to charge the price
price leader
at no charge
average price
target market
buying/shopping habit
channel of distribution
retailer
wholesaler
develop market strategy
personal selling
publicity
facilitate (exchange)
distinguish
to gain/ obtain
generate profit
UNIT 3 MARKETING STRATEGIES
1.Make word combinations with market and marketing using
words from the box. Then match the word combinations with the
definitions below.
methods
mix
plan
segments
market
strategy
target
marketing
1.
groups of consumers with similar needs or purchasing desires
2.
the consumers, clients or customers you want to attract
3.
a definition of the company, the product / service and the
competition
4.
detailed information about how to fulfil the marketing strategy
5.
the techniques you can use to communicate with your consumers
6.
the combination of different elements used to market a product or
service
20
1.
2.
3.
4.
5.
6.
READING
Pre-reading
2. Match the terms to their definitions.
a)
a the particular quality,
feature or benefit of a product which a
product life-cycle
competitor's product, although similar,
cannot or does not offer
b)
act of decreasing the
economies of scale
selling price of goods
c)
the price of materials,
niche
labor, producing, and testing of an
item.
d)
the
different
stages
unique selling proposition through which a product develops over
time
e)
a small but profitable
manufacturing cost
segment of a market suitable for
focused attention by a marketer
f)
reductions in the price per
unit of marketing or manufacturing a
price reduction
product as the quantity marketed or
produced increases
3.Read the text and complete the table
Market participant
Aim
Strategies
1
2
3
4 Nicher
Marketing Strategies
A company's marketing strategies - sets of principles designed to
achieve long-term objectives -obviously depend on its size and position in
the market. Other determining factors are the extent of the company's
resources, the strategies of its competitors, the behaviour of the
consumers in the target market, the stage in the product life-cycle of the
products it markets, and the overall macro-economic environment.
The aim of a market leader is obviously to remain the leader. The
best way to achieve this is to increase market share even further. If this is
not possible, the leader will at least attempt to protect its current market
share. A good idea is to try to find ways to increase the total market. This
will benefit everyone in the field, but the market leader more than its
21
competitors. A market can be increased by finding new users for a
product, by stimulating more usage of a product, or by exploiting new
uses, which can sometimes be uncovered by carrying out market research
with existing customers.
To protect a market share, a company can innovate in products,
customer services, distribution channels, cost reductions, and so on; it can
extend and stretch its product lines to leave less room for competitors;
and it can confront competitors directly in expensive sales promotion
campaigns.
Market challengers can either attempt to attack the leader, or to
increase their market share by attacking various market followers. If they
choose to attack the leader, market challengers can use most of the
strategies also available to market leaders: product innovation, price
reductions, cheaper or higher quality versions, improved services,
distribution channel innovations, manufacturing cost reduction, intensive
advertising, and so on.
Market followers are in a difficult position. They are usually the
favorite target of market challengers. They can reduce prices, improve
products or services, and so on, but the market leader and challenger will
usually be able to retaliate successfully. A market follower that takes on a
larger company in a price war is certain to lose, given its lesser resources.
In many markets, market followers fall in the middle of a V-shaped
curve relating market share and profitability. Small companies focusing
on specialised narrow segments can make big profits. So can the market
leader, with a high market share and economies of scale. In between come
the less profitable market followers, which are too big to focus on niches,
but too small to benefit from economies of scale.
One possibility for followers is to imitate the leaders' products. The
innovator has borne the cost of developing the new product, distributing
it, and making the market aware of its existence. The follower can clone
this product (copy it completely), depending on patents and so on, or
improve, adapt or differentiate it. Whatever happens, followers have to
keep their manufacturing costs low and the quality of their products and
services high.
Small companies that do not establish their own niche - a segment of
a segment - are in a vulnerable position. If their product does not have a
"unique selling proposition," there is no reason for anyone to buy it.
Consequently, a good strategy is to concentrate on a niche that is large
enough to be profitable and that is likely to grow, that doesn't seem to
interest the leader, and which the firm can serve effectively. The niche
could be a specialised product, a particular group of end-users, a
geographical region, the top end of a market, and so on. Of course unless
22
a nicher builds up immense customer goodwill, it is vulnerable to an
attack by the market leader or another larger company. Consequently,
multiple niching - developing a position in two or more niches - is a much
safer strategy.
4.Decide whether the statements on the next page are TRUE or
FALSE
.
.
.
.
If
1 a market leader succeeds in increasing the
size of the total market, its competitors
benefit.
The
2 size of a market can be increased without
attracting any new consumers.
Market
3
challengers generally attack the leader
and market followers.
Market
4
challengers cannot use the same
strategies as leaders.
Market
5
leaders generally win price wars.
TRUE/FALSE
Market
6
challengers can attack leaders by way
of any of the four P's of the marketing mix.
Market
7
followers generally achieve cost
reductions through economies of scale.
The
8 most profitable companies are logically
those with medium or high market share.
For
9 a market nicher, product imitation can be
as profitable as product innovation.
A
1 market nicher is never safe from an attack
by a larger company.
TRUE/FALSE
TRUE/FALSE
TRUE/FALSE
TRUE/FALSE
TRUE/FALSE
.
.
.
.
.
0.
TRUE/FALSE
TRUE/FALSE
TRUE/FALSE
TRUE/FALSE
4. Eight of the following nouns, all found in the text above, also exist
unchanged as verbs. Which are they? What are the related verbs
from the other ten nouns?
aim
benefit
challenger
clone
competitor
consumer
design
distribution
extent
follower
increase
innovation
23
leader
market
product
reduction
share
target
6. Complete the following collocations from the text:
1.
...........cycle (para 1)
2.
determining..........(para 1)
3.
distribution..........(para 4)
4.
...........line (para 3)
5.
sales..........(раrа З)
6.
...........scale (para 6)
7. Complete the following sentences with correct prepositions
1.
Marketing strategy of a company depends … its size and position
in the market.
2.
The leader will … least attempt to protect its current market share if
it not possible to increase it.
3.
Small companies focusing … specialised narrow segments can
make big profits.
4.
a good strategy ifor a small companies is to concentrate …a niche
that is large enough to be profitable and that is likely to grow.
5.
Market leaders are not interested …some niches.
6.
The behavior of consumer … the target market is another factor
which marketing strategy considers.
7.
Market follower are too small to benefit … economies of scale.
VIDEO: ARRI cameras
ARRI is a German company that produces video cameras for film
industry around the world. Before watching the video check if you know
the following words:
Bollywood
technical equipment
feature film
reliability
backup camera
digital camera
achievement
24
1.
Watch the video and say what makes ARRI the leader in the
market.
2.
Listen to the video without watching and fill in the missing
information.
ARRI cameras are used almost in 1… … … % of feature films around the
world.
Every year 2 … … … cameras are produced.
The main feature of the camera is 3… … ….
The company was found in 4… … ….
The company provides the following services for general public with
ARRI cameras: 5… … …
ARRI was awarded their first Oscar for 6… … …
……….
The main challenge for the company today is 7… … … .
PROJECT: Company Marketing Mix
1. Choose a company from one of the industries, analyse its
activity
 according to 4P’s of marketing
 marketing strategies it uses
2. Present your findings in the visual form.
UNIT 3 MARKETING STRATEGIES
competitive market place
marketing plan
marketing method
marketing activity/action
long-term objective
use/usage
customer service
reduce price/price reduction
innovate the product / product innovation
improve service/ product
economies of scale
niche
unique selling proposition
manufacturing cost
price reduction
25
market leader
market follower
market challenger
nicher
26
II MARKET RESEARCH
STARTING UP
 Give some explanations to the term ‘market’.
 Think of some reasons why a company might decide to do market
research.
 What methods of market research do you know ?
UNIT 1 TYPES OF MARKETS
VOCABULARY
1.
Make word combinations with the term ‘market’. Put the
words before or after ‘market’.
overseas
leader
survey
developing domestic
potential
.......................market.....................
.......................market.....................
.......................market.....................
.......................market.....................
.......................market.....................
upscale
business
growth
share
READING
2.
Read the text and make classification chart of markets.
MARKETS
Market can be understood as a place where buyers and sellers come
together to transact with each other. Any business in a marketplace is
likely to be in competition with other firms offering similar products.
Successful products are the ones which meet customer needs better than
rival offerings.
The traditional image of a market is a physical place where buyers
and sellers come together in one place. However, the term market has a
much wider relevance when it comes to business studies. A market exists
whenever buyers and sellers come together. The buyer and seller don’t
have to be in the same place in order to conduct transactions with each
other.
27
So, there are many different kinds of market. Here is a summary of
the main market categories:
Geographical markets
The two main categories of geographical markets are:
Local market - where customers are a short distance from suppliers.
Common for the sale of fresh and locally-sourced products and the
delivery of locally-supplied services. The use of local services (e.g.
hairdressers) is a good example.
National market is a market where customers are spread throughout
the country or over a large area.
In national markets the same product or service is offered to
customers who are spread around the country. A business may have
several (or many) locations in the country in order to reach those
customers.
One way to illustrate this is to think of businesses that seem to be
everywhere as you travel round the UK. For example, you’ll see Tescos,
Subway branches in just about every town and city in the UK. These
businesses are operating in national markets – e.g. the markets for
groceries and fast food.
Physical and electronic markets
A physical market brings buyers and sellers together in the same
location. A much larger number of markets are now electronic.
Businesses find their customers using a variety of electronic media,
including the Internet, mobile telephony, digital television and via email.
Transactions are completed electronically with the delivery method
depending on the nature of the product sold.
In marketing market is understood as the group of people who might
need or want a product or service and have money to buy them. Here
markets can be classified in two broad categories according to end-users.
The consumer market consists of individuals or households that purchase
goods and services for personal use. The industrial/organisational market
is made up of enterprises that buy goods and services for the resale to the
consumer market or for their own operations. These two groups approach
their purchases in different ways; as a consequence different techniques
are used to reach them.
Markets are dynamic. This means that they are always changing. A
business must be aware of market trends and evolving customer
requirements caused by new fashions or changing economic conditions.
28
3.
Answer the following questions.
Think of advantages and disadvantages for businesses operating in
local markets.
What other market you can add to local and national?
What advantages has a customer of electronic market in comparison
with physical one?
4.
Fill in the correct word(s) from the list below. Use the
words only once.
local reach market locally
purchase electronic delivery
conduct
1._______transaction
2. ______market
3. ______media
4. ______method
5. ______goods
6. ______customer
7.______supplied
8. ______trends
5.Fill in the correct word(s) from the list below:
buyer approach successful
product sellers locally
sourced products market
vendors customer focused
1.
Yes, we all know that the iPad is an extremely________.
2.
Research, trends and strategies to develop ________
employees and a workforce geared toward ________ improvements.
3.
Being a professional ________ is a glamorous, powerful job
in many respects.
29
4.
The Resale Checklist provides a list of HDB's policies and
procedures that ________should be aware of.
5.
The Personal Shoppers Catalogue offers a large variety of
________as a result of our strategic alliances with local ________.
6.
The systems ________ is a critical concept in logistics.
6.Fill in the correct preposition, then choose any three items to
make sentences.
1.
to transact _______each other.
2.
in order _______ conduct
3.
to be spread _______ the country
4.
the method depends _______the nature
5.
the market is made _______ enterprises
6.
approach _______ different ways
LISTENING: Farmer’s Market
1.
Study the following vocabulary
produce - anything that is produced; product
dairy products = milk products
banter – have a general chat with jokes
rapport - a sympathetic relationship or understanding
convert somebody - to cause (someone) to change in opinion, belief, etc
2.
Listen to the first part of the talk and answer the
following questions:
a. When did Farmer’s market start in London?
b. What are the rules that differ farmer’s market from the regular
one?
3.
Listen to the second part of the talk and answer the
following questions:
a. Why do people come to the farmer’s market? Name at least 3
reasons.
b. What do farmers like about the market?
What type of market is farmer’s market according to classification?
4.
Write a summary of what you’ve heard.
LANGUAGE REVIEW :Word Order In Questions
30
Object questions:
question auxiliary
other
subject
word
verb
verb(s)
How
will
the product reach
Why
Where
direct
object
the target
customer?
place
will
customers
choose
this
product?
Did
you
see
the
advertisem
ent
are
your
located?
competitor
s
Subject Questions
Question
auxiliary
other
subject
word
verb
verb(s)
What
products will
be
offered
Who
Who
indirect
object
will
indirect
object
direct
object
place
time
yest
erday
?
time
next
year?
invented
this
gadget?
be
the
target
custom
er?
Every small business owner-manager must ask the following
questions to devise effective marketing strategies.
1. Put the words in the correct order and make up questions.
1. are potential customers who and customers my?
2. promotional my working are programs?
3. customers do business what of think my?
4. compare my business how competitors does with my?
5. who and the service buys product?
6. competitors' are the similarities what and my products products and
customers and my and differences between customers?
7. particular to what am market I reach trying?
8. customers what from type expect of service product do this or?
9. my advantage competitive is what?
31
2. Think of any product produced/service provided in the local
market. Let your classmates ask you different questions to guess what
product/service it is (place to buy, average price, packaging)
Example: Is it a product or a service?
Is it industrial or consumer product?
READING
1.
Read the text and try to find English equivalents to the
following terms:
клиентурная база
производство "точно в срок"
неэластичный спрос
доставка
средства производства
прямое/непосредственное употребление
спрос на средства производства
расход(ы)
производственная мощность
снабжение, запас
поставщик
2.Ten sentences in the text are unfinished. Choose the correct
sentence endings from a - j below.
Industrial Marketing
Quite apart from consumer markets, in which consumers buy
products for direct consumption, there exists an enormous producer or
business or industrial market consisting of all the individuals, businesses
and institutions which acquire goods and services that are used in the
production of other goods, or in the supply of services. The industrial
market is actually larger than the consumer market, because [1…]. All of
these have to be marketed, and there is more industrial than consumer
marketing, although few ordinary consumers realize this because [2…].
The buying process for industrial goods is different from that used
for consumer goods. The customer base - the number of buyers - is
generally small, because [3…]. The buyers of industrial goods are less
easy to persuade than most ordinary consumers, because [4…]. The sales
representatives working for industrial marketers have to be equally welltrained and competent, because [5…].
The demand for industrial goods is a derived demand, because [6…].
Furthermore, demand is largely inelastic, because [7…]. This is especially
true of companies working with a just-in-time system, which are
32
interested in high quality, frequent and reliable delivery and long-term
relationships, rather than occasional price reductions.
The demand for capital goods such as plant and equipment, is also
more volatile than that of consumer goods, because [8…]. This pattern of
investment is often described as the most important cause of the business
cycle.
Industrial marketers have to understand who is responsible for
buying in companies and institutions, and what criteria determine their
choices, because [9…]. Companies often require products customized to
their own specifications, so sellers are expected to understand a lot of
technical details. Yet even long-term relationships are no guarantee of
future sales, because [10…].
a. companies are unlikely to buy larger quantities and increase their
inventories in response to a temporary sales promotion.
b. companies only make large expenditures on new production
capacity when consumer demand is increasing, and usually stop all capital
investments if consumer demand stops growing.
c. industrial and institutional customers are often required to invite
sealed bids and to give the contract to the lowest quotation or tender.
d. industrial customers often develop close relations with sellers.
e. in this area, personal selling is generally more important than
advertising, sales promotion and publicity.
f. it depends on the demand for the consumer goods sold by the
industrial producers.
g. many industries are dominated by only two or three large
companies.
h. producers and suppliers of services require capital equipment such
as buildings and machines, raw materials and manufactured parts and
components, supplies such as energy, pens and paper, and services from
cleaning to management consulting.
i. they are seldom exposed to it.
j. they are well-trained professionals who know exactly what they
are doing.
3. According to the text, are the following statements TRUE or
FALSE?
The marketers of industrial goods frequently target
TRUE/FALSE
a small number of customers.
Advertising, sales promotion and publicity are
unimportant in industrial marketing.
33
TRUE/FALSE
In industrial marketing, there is often a direct
relationship between price and the quantity sold.
TRUE/FALSE
The demand for industrial goods usually rises and
falls along with consumer demand.
TRUE/FALSE
Just-in-time producers are not interested in low-cost
suppliers.
TRUE/FALSE
The demand for capital goods is often cyclical.
TRUE/FALSE
Industrial marketers often have to produce a unique
product for a single customer.
TRUE/FALSE
In industrial markets, sellers often have to offer a
price without knowing what prices their competitors
are bidding.
TRUE/FALSE
4. Add appropriate words from the text to these sentences:
1. All the … … … and raw materials that make up manufactured
products have to be marketed.
2. Companies only invest in … … … equipment when demand is
increasing.
3. Manufacturers of specialised industrial goods usually have a fairly
small customer … … … .
4. In industrial marketing, the most important promotional tool is
often … … … selling.
5. The demand for industrial goods is … … … from the underlying
demand for consumer goods.
6. The demand for industrial goods is generally … … …, as
manufacturers are unlikely to respond to sales promotions.
7. The level of investment in production capacity is an important
cause of changes in the business … … … .
8. Many manufacturers require unique machines that are … … …
specifically for them.
9. Companies often invite bids to build factories or supply machines,
and give the contract to the … … … tender.
10. When you make a … … … bid, you don't know what your
competitors are offering.
34
UNIT 1 TYPES OF MARKETS
marketplace
market survey
market growth
domestic market
potential market
household
consumer market
local market
electronic market
location
operate in the market
just-in time production
delivery
direct consumption
expenditure
supply
overseas market
upscale market
developing market
market potential
business market
purchase (n,v)
industrial/organizational market
national market
global market
acquire goods / services
customer base
inelastic demand
capital goods
derived demand
production capacity
supplier
UNIT 2 TYPES OF MARKET RESEARCH
READING
Read the text and answer the following questions:
1. Why do companies do market research?
2. What are the examples of primary research?
3. What are the examples of secondary research?
4. Why some companies prefer not to do market research?
5. What is the synonym for ‘information’?
6. How is factual information called?
7. How is information about opinions called?
Marketing is about identifying and
satisfying customer needs. The first step
is to gather information about
customers needs, competitors and
market trends. An entrepreneur can use
the results of market research to
produce competitive products.
Collecting market research
35
There are two main methods of collecting information:
Primary research provides new data for a specific purpose.

Primary research (field research) involves gathering new data that
has not been collected before. For example, surveys using questionnaires
or interviews with groups of people in a focus group.

Secondary research (desk research) involves gathering existing data
that has already been produced. For example, researching the internet,
newspapers and company reports.
Factual information is called quantitative data. Information collected
about opinions and views is called qualitative data.
Accurate market research helps to reduce the risk of launching new
or improved products.
Some businesses opt out of field research and rely instead on the
know-how and instincts of the entrepreneur to ‘guess’ customer
requirements. They do this because market research costs time and
money. Existing business can make use of direct customer contact to help
them identify changing fashion and market trends.
VOCABULARY
1. Match the terms to their definitions.
a.
activity of collecting and studying
1.
primary data
information about what people want, need, and
buy
b.
activity of trying to find out detailed
information about a lot of different people or
2.
secondary data
things, usually by asking people a series of
questions
c.
when company asks a group of
3.
field research
people to try a new product or service and give
their opinions on it
d.
an area or group of people that tries a
4.
desk research
new product or service so that its qualities can be
evaluated.
e.
information about a subject that is
5.
market
collected at first–hand, for example by means of
research
interviews
f.
information about a subject that has
6.
survey
already been written or published
g.
a specially selected group of people
7.
respondent
who are intended to represent the general public.
36
8.
consumer
panel
9.
focus group
10.
market test
11.
test market
They have discussions in which their opinions are
recorded or filmed
h.
research that is done in theoretical
way, by reading what has already been written
about a subject.
i.
research that is done in real, natural
environment, for example by interviewing people,
rather than in theoretical way
j.
a specially selected group of people
who are intended to represent the likely users of a
particular product or service
k.
person who replies to something such
as survey or set of questions
do / conduct / carry out market research/ survey
NB!
a survey shows/ reveals/ finds/ says
2. Match a type of data collected on the left with a research
method on the right
Primary data
Desk research
Secondary data
Field research
3. Which of the following are examples of primary data and
which are examples of secondary data?
Primary
1.
focus groups
2.
reports from the
sales force
3.
information
published
by
the
competitors
4.
data
from
telephone interviews
5.
data
from
consumer panels
6.
published
sales
figures
37
Secondary
4. Match the two halves of the sentences
a.
A company which is market 1.
finding out what customers
oriented
want and need, and what makes
them buy.
b.
Market research is the 2.
no-one has yet collected.
process of
c.
Primary data is information 3.
tries to find out what
which
consumers want before developing
a product.
d.
Secondary data is information 4.
is already available, both
which
inside and outside the organization.
e.
Carrying out a survey 5.
test marketing.
involves
f.
New product can be tested on 6.
asking
questions
of
consumer panels. This process is respondents, either by filling in a
called
questionnaire or by interview.
5.Use the terms in the box to complete the paragraph.
Primary data desk research market-led field research
research
consumer panels secondary data surveys market test
market
A market for a product is the people or organizations who buy it, or
an area where it is sold. Companies quick to respond to the needs of a
market are … … … , or market-oriented. The gathering of information
about what consumers want and need, and what makes them buy, is
known as … … …. There are two ways of collecting information- … …
… and… … …. Desk research involves the use of … … … - and field
research involves the collection of … … …. Secondary data includes
information from sources such as the media or trade associations. Primary
data is collected through the use of … … …, (i.e. questioning
individuals), … … …, (i.e. questioning groups of people) o by carrying
out a … … … to see how successful the product is before launching it
more widely.
LISTENING
A. Look at the photos. What is happening?
Have you ever had an experience like this?
C.
You are going to hear short extracts
from four different types of research
methods.
38
1. Listen and say which extract (A-D) is a:
- street survey questionnaire .....
- dustbin survey .....
- focus group .....
- blind testing .....
2. Listen to part A again.
a What product are they discussing?
b What does Stephanie like and dislike about it?
с Why doesn't Nigel like them?
3. Listen to part В again and mark where
drink number three belongs on the scale.
4.Match the marketing research methods in the box to the description
in 1-4.
street survey questionnaire focus group blind testing dustbin
survey
1. A researcher regularly visits someone's home and looks at the
labels of all the products that a household has bought or used recently.
_____________
2. A researcher encourages a group of consumers to discuss their
feelings and attitudes towards different products. The discussion is
secretly observed and often filmed. _____________
3. A researcher interviews passers-by and asks them a list of
carefully chosen questions. _____________
4. Selected volunteers are given different objects to examine or
samples of food or drink to taste and compare. The identity or brand of
the products is kept a secret. _____________
DISCUSSION
5. You run a market research organization. Discuss which
research methods you would recommend to clients in these four
situations.
1.
A manufacturer of a substitute for butter wants to know how
to position its product against its competitors. It would like to know what
39
consumers think of the taste compared to rival products, including butter.
_____________
2.
The managers of an airport want to find out what travellers
and passengers think of the services offered inside the airport terminal.
_____________
3.
A marketing research organization has to produce monthly
reports with information about the buying habits of consumers. It studies
the same consumers over a period of several years. _____________
4.
The directors of a supermarket chain want to find out why
customers prefer their main competitors. _____________
VOCABULARY
6. Find words and expressions in italics in the text below which
mean the same as:
1. slice……….
2. discover……….
3. identified to be of interest……….
4. reply……….
5. chance selection……….
6. poll……….
7. list of questions……….
8. results……….
9. typical……….
10.feelings and opinions……….
11.see……….
12.who are similar in some way……….
Companies or organizations which want to find out how the public
perceive their products or services perform market research. This research
often takes the form of a survey, designed to investigate the attitudes of
the public. People are asked to respond to a carefully formulated
questionnaire. Researchers may use a completely random sample of
people, or a selection of people with shared characteristics. For example,
women accompanied by one or two small children or people over sixtyfive, who are representative of the segment of the market that has been
targeted. The findings of this research will then be the object of a great
deal of analysis and interpretation.
40
READING
7. Complete gaps a-e in the text with sentences 1-5.
1 In this respect, the right environment is crucial, so the discussion
room must be as comfortable as possible.
2 It can be very informative for, say, directors of a chain of clothing
stores to hear at first hand why they are failing and how their fashions are
perceived.
3 Body language and gestures - often more expressive than words can be interpreted.
4 For these, six to eight volunteers gather in one room to discuss
anything from washing powder to airport services.
5 The views of shyer, quieter members are equally important.
Say what you really think.
Although market research still involves asking individuals about
their shopping habits and filling in questionnaires, there is a trend towards
focus groups.
a......The theory is that we open up more in groups than in a one-toone situation, where we subconsciously want to 'please' the interviewer.
These volunteers can be a random sample, but more usually they
represent a particular target segment.
To get people to talk freely in groups, they have to be made to feel
quite relaxed.
b......This can be difficult when viewing rooms with one-way mirrors
and video cameras are used.
Most of these sessions start with a chat and a drink to break the ice.
Then the moderator gently leads into getting people to sample products often blind testing - and discuss different packaging. Here, the trick is to
prevent forceful or talkative volunteers
dominating the session. c......An experienced moderator can do this
smoothly without upsetting anyone.
Even though it is an extremely artificial environment, it does have
some distinct advantages. All the action can be filmed and the results
replayed and discussed. d......
Perhaps most importantly observers have shared the same
experience. e......They can get a better 'feel' for a problem than from the
findings of written report.
41
8. Find the words and expressions in the completed text that
mean the following:
1. a developing fashion, going in a general direction … … …
2. people who offer to do something without being paid for it… …
…
3. not consciously aware of something… … …
4. make people feel less self-conscious and comfortable with each
other… … …
5. the person who encourages and controls the discussion… … …
6. something which is not real… … …
7. how your body communicates… … …
8. (to hear something) directly; not from other people… … …
9. Decide whether these statements are true (T) or false (F). Find
evidence in the text to support your answers.
1. Focus groups are becoming more and more popular. .....
2. People are forced to take part in the research. .....
3. People are more likely to say what they really think in one-toone situations. .....
4. The people who participate in focus groups are always chosen
carefully. .....
5. The people in the group can see the researchers observing them.
.....
6. All focus groups are filmed. .....
7. It is important to make people feel comfortable from the
beginning. .....
8. Moderators should know how to be diplomatic. .....
9. Focus groups are an accurate reflection of real life......
10. Observing a focus group can give you a deeper understanding of
important issues. .....
VIDEO: Focus group in action
Study the following words
Flavour taste BBC
Watch and compare 2 focus groups according to the following
categories
Categories
1.
product/service
under research
2.
purpose of the
research
Video 1
42
Video 2
3.
is product/service
in the market or in the
stage of development?
4.
the target audience
(age)
5.
number of people
in the group
(approximately)
6.
method of
registration of answers
7.
place and
atmosphere of the
research
Which focus group you think is more formal/more relaxed?
Which group would you like to participate in?
If you had a chance to participate in a focus group what product
or service would you like to discuss? Why?
DISCUSSION
Conduct a focus group and discuss
1 the service of local public transport
2 the service in the university canteen
3 the service and facilities of local cinema
READING
Market Testing
1. Nine sentences in the text are unfinished. Choose the correct
sentence endings from a to i below:
New products must obviously be extensively tested for safety and
performance. If they successfully pass these tests, they will then normally
be market tested, (1….). Market tests are designed to inform a company
how many consumers will try a product and, unless it is a durable good,
(2….). Tests will also reveal which dealers want to handle the product.
Testing can be carried out by giving the product free to trial
consumers, or by a "mini-test," which involves placing it, for a fee, in a
number of stores selected by a market research agency, or by selecting
particular towns or regions as full test markets. If a lot of people try and
then re-purchase a new product, (3….). If there is a high trial rate but a
43
low re-purchase rate, (4….). If only a few people try the product, but
many of these re-purchase it, (5….).
For durable industrial goods, the most common form of testing is to
offer the new product (6….). Alternatively, a firm can display the product
at a trade fair or in distributors' or dealers' showrooms, and study
customers' reactions.
Some ideas reach the product development stage, perform
adequately in test marketing, but then fail to be commercially successful;
(7….). Enthusiasm for a new product may cause executives to
misinterpret market research data which should have told them that
(8….). On the other hand, even good new products can be destroyed by
poor promotions or (9….).
a. by even better products developed by competitors.
b. how many will re-buy it and adopt it, and what the frequency of
re-purchase is.
c. it fails to offer a "unique selling proposition", or that it is badly
designed or wrongly priced.
d. it will probably be necessary to increase advertising and sales
promotion spending to encourage more people to try the product.
e. something is clearly wrong with the product.
f. the company will probably go ahead and launch it in as large a
geographical area as they have the capacity to supply.
g. this may be due to a previous failure of market measurement or
forecasting or research.
h. to selected potential customers for trial.
i. unless, perhaps, the company is involved in a race with a
competitor's product, in which case it might launch a product
immediately.
DISCUSSION
You are asked to choose a new subject to be taught in your
university. How would you research this? Make a list of all the things
you would need to find out and how you would get the information
you need.
UNIT 2 TYPES OF MARKET RESEARCH
market research
collect/gather information
desk research
primary data
to do/ carry out/ conduct market research
field research
fill in questionnaire
secondary data
44
survey
survey reveals/ finds/ shows/ says
consumer panel
market test
to evaluate qualities of a product
dustbin survey
random sample
sample (product)
volunteer
findings = results
reply = respond
try out products and goods
selected group of people
to do/ carry out/ conduct survey
respondent
focus group
test market
blind testing
sample
moderator
interview/ interviewer
find out = discover
perceive
give opinion on
represent (general public)
UNIT 3 CONDUCTING MARKET RESEARCH
Constructing Questionnaire
1. Study these rules for writing questionnaires. Work in pairs
and discuss which two you think are the most useful. Are there others
you would like to add?
1.
Don't ask 'leading' questions, i.e. questions which dictate an
answer.
2.
Never start a questionnaire with a question about money.
3.
Never use a long word if a short one can do the same job.
4.
Remember that happiness and satisfaction are relative terms.
What exactly do they mean?
5.
Avoid questions which are impossible, or almost impossible
to answer.
2. A pet food manufacturer wants to find out attitudes towards
pet food. Look at the questionnaire about pet food and discuss which
of the rules 1 -5 above it breaks.
Consumer Survey
1.
food?




2.

What percentage of your weekly food budget is spent on pet
20-40%
more than 40%
less than 20%
Are you happy with your pet's current brand of pet food?
yes
45

no

3.
How many advertisements for pet food did you see on TV last
week?

none

1-5

more than 5

4.
State your principal criteria when trying to meet your animal
companion's nutritional needs.
5.
longer?


Don't you think your pet deserves a diet which will help it live
yes
no
Analyzing and Presenting Data of a Research.
Exploiting Visuals
Visuals are important in any professional presentation. Visual
information is highly memorable and reduces the amount of talking you
have to do. Good visuals speak for you.
1.Match different types of charts, graphs and diagrams with the
pictures and definitions:
line graph
pie chart
flow chart
table
bar chart
a.
b.
c.
d.
e.
1.
A circular graph having radii dividing the circle into sectors
proportional in angle and area to the relative size of the quantities
represented. Also called circle graph.
2.
An orderly arrangement of data, especially one in which the
data are arranged in columns and rows in an essentially rectangular form.
3.
A schematic representation of a sequence of operations, as in
a manufacturing process or computer program.
46
4.
A graph in which successive points representing the value of
a variable at selected values of the independent variable are connected by
straight lines.
5.
A graph consisting of parallel, usually vertical bars or
rectangles with lengths proportional to the frequency with which specified
quantities occur in a set of data.
Introducing Visuals










Take a look at this / Let’s have a look at this/
I’ d like you to look at this graph…
Here we can see…
The graph represents …
Let me show you this pie chart...
To illustrate my point let’s look at some
diagrams...
As you can see from these figures...
If you look at these photographs you'll see...
If you look at this bar chart you'll notice...
If you look at this flow chart you'll understand ...
Naming the parts of diagrams
The vertical axis represents total annual sales. The horizontal axis
shows our market share.
Commenting On Visuals
Good visuals speak for themselves and require little or no
description, but you often need to draw your audience’s opinion to one or
more key points before you discuss them in more detail:
1.
↑
Describing Trends
Complete the table:
↓
→
increase decrease maintain stay at raise drop
keep rise
reach a peak
step up cut grow decline remain stable expand go
down expand
fall
improve
2.
Use your dictionary to look up the meaning of the verbs
in the box and then answer the following questions:
47
plummet peak level out rocket decrease
soar fluctuate drop decline fall
1.
2.
3.
4.
5.
6.
rise
increase
Which five verbs mean go up?
Of these, which three mean go up suddenly/a lot?
Which five verbs mean go down?
Which verb means reach its highest level?
Which verb means stay the same?
Which verb means go up and down?
3.
Each of the following sentences contains mistakes.
Rewrite the sentences correcting the mistakes.
1. Sales of chicken burgers dramatic increase over the period.
2. There was a significantly increase in the population.
3. Consumption of diesel considerably rose until the end of the period.
4. Figures plummeted slightly in 1999.
5. Sales of I-pods rose significant immediately after their release.
6. X-boxes experienced a rapid grow from the beginning of
November.
7. There was a slow fluctuation in the number of burglaries in the
south-east.
8. There was a slightly fluctuation in the number of burglaries.
4.
The amount of sugar in 7 different foods was measured as
a percent. The data is summarized in the bar graph below.
1.
Study the bar grapg and answer the
What is the title of this bar graph?
48
questions below.
2.
What is the range of values on the (vertical) scale?
3.
How many categories are in the graph?
4.
Which food had the highest percentage of sugar?
5.
Which food had the lowest percentage of sugar?
6.
What percentage of sugar is in soda?
7.
What is the difference in percentage of sugar between ice cream
and crackers?
5.
article:
Use the information from the illustration to complete the
The pie charts compare the highest level of education achieved by women
in Someland across two years, 1945 and 1995. It can be clearly seen that
women received a much higher level of education in Someland in 1995
than they did in 1945.
In 1945 only 1___% of women completed their secondary education
and 2___% went on to a first degree. No women had completed postgraduate studies. This situation had changed radically by 1995. In 1995,
3___% of women in Someland had completed secondary education and of
those, half had graduated from an initial degree and 4___% had gone on
to postgraduate studies. At the other end of the scale we can see that by
1995 all girls were completing lower secondary, although 5___% ended
their schooling at this point. This is in stark contrast with 1945 when only
6___% of girls completed primary school, 7___% had no schooling at all
and 8___% only completed the third grade.
In conclusion, we can see that in the 50 years from 1945 to 1995
there have been huge positive developments to the education levels of
women in Someland.
49
PROJECT
1.
Choose one of the three situations and construct a
questionnaire. Remember the rules for producing a good
questionnaire.
Situation 1
A company wants to open a new fast food chain. They have asked
the marketing consultancy that you work for to do some market research
for them.
Situation 2
A company wants to publish open a new magazine for wide
audience. They have asked the marketing consultancy that you work for
to do some market research about the possible content of a magazine.
Situation 3
A company wants to start a new internet social network. They have
asked the marketing consultancy that you work for to do some market
research about the possible content of a site.
2.
Carry out your research with other members of your
group.
3.
form.
Analyze your research and present your findings in visual
UNIT 3 CARRYING OUT MARKET RESEARCH
line graph
pie chart
flow chart
table
bar chart
increase
decrease
maintain
raise
drop
reach a peak
decline
remain stable
expand
improve
plummet
50
level out
rocket
soar
fluctuate
per cent
percentage
51
III CONSUMER BUYING BEHAVIOUR
STARTING UP
 Think of reasons why people buy products and services.
 How many times throughout the day do you make product
decisions?
 What factors influence you when you buy?
 Why do marketers spend millions of dollars to uncover the
reasons behind the buying decisions?
‘I just came in for some tea bags and a chicken curry, but I think
I’ll have this entertainment centre instead’
 Comment the situation in the picture above.
 How can you describe the process of decision making about a
purchase?
READING
1. Read the following text and answer the questions below:
1.
What steps do customers go through in purchase - decision
process?
2.
Where do customers seek information?
3.
What is buyer’s remorse?
4.
What do marketers do to prevent customers from feeling buyer’s
remorse?
52
Buying Behavior. Purchase-Decision Process.
Organizations put a great deal of effort into analyzing their market
for one basic reason: They want to know why the customer selects one
item and rejects another. Knowing this information, companies can tailor
marketing efforts to appeal to the buyer's motives. The motives of
consumers generally differ from those of organizational (industrial)
buyers.
Consumer buyers are those who purchase items for their personal
consumption
Industrial buyers are those who purchase items on behalf of their
business or organisation
There are many theories about what induces individuals to buy
products. One way to look at the psychology of buying is in terms of how
consumers make decisions.
The buying process begins when you become aware of a problem.
Your first step is to look for a solution. Possibilities occur to you based on
your past experience (your prior use of certain products), and on your
exposure to marketing messages. If none of the obvious solutions seems
satisfying, you gather additional information. The more complex the
problem, the more information you are likely to seek. You may turn to
friends or relatives for advice, read articles in magazines, talk with
salespeople, compare products and prices in stores, and study sales
literature and advertisements.
After satisfying your information needs, you are ready to make a
choice. You may select one of the alternatives, postpone the decision, or
decide against making any purchase at all, depending on the magnitude of
your desire, the outside pressure to buy, and your financial resources.
Once you have made your purchase decision, you will evaluate the
wisdom of your choice. If the item you bought is satisfying, you will tend
to buy the same thing again under similar circumstances, thus developing
a loyalty to the brand. If not, you will probably not repeat the purchase.
Often, if the purchase was a major one, you will suffer from cognitive
dissonance, commonly known as buyer's remorse. You will think about
all of the alternatives you rejected and wonder whether one of them might
have been a better choice. At this stage, you are likely to seek reassurance
that you have done the right thing. Realizing this, many marketers try to
reinforce their sales by following up with letters of congratulations,
guarantees, phone calls to check on the customer's satisfaction, user hot
lines, and the like. These efforts help pave the way for repeat business.
53
2.Find the words below in the article and match them to their
definition.
a)
tailor
1.
an event or fact that causes or helps to cause
something to happen
2.
refers to the mental processes of perception,
memory, judgment, and reasoning
3.
make something suitable for a particular
person or purpose by changing the details of it.
4.
to make more effective
5.
the quality of having experience,
knowledge, and good judgement
6.
to be especially pleasing, interesting, or
enjoyable.
b)
appeal
c)
postpone
d)
e)
cognitive
wisdom
f)
reinforce
g)
circumstances 7.
to put off to a later time
3. Read the article again and decide if the sentences are true of
false.
1.
Most companies do their best to target all potential buyers.
2.
The buying decisions we make are instant, spontaneous.
3.
Purchase decision process is a complex process.
4.
Many customers tend to make impulsive purchases.
5.
The level of customer satisfaction is directly proportional to
how well a company anticipates, understands, and meets their customer’s
expectations.
6.
Cognitive dissonance most often occurs after the purchase of
an expensive item.
7.
After making a purchase, a customer feels uncomfortable and
wants to be supported.
4.Complete the sentences with the correct form of the word in
brackets.
1.
You can participate and raise ______ by using these
materials (aware).
2.
______also is used to inform a mass of audience about
various socially relevant factors (advertise).
3.
______ refers to metal processes (cognitive).
4.
We offer our customers the ______of great products and
fantastic prices (assure).
5.
You can find free ______ greeting cards on this site
(congratulate).
54
6.
______consists of the anticipation of consequences (wise).
7.
How to increase the ______ of customers (loyal)?
8.
They felt ______ that a fair compromise had been reached
(satisfy).
9.
The first flight attempt ______on 1 March 1963 (occurrence).
5.
Match the words in the two columns below to make word
collocations.
industrial
similar
obvious
cognitive
personal
information
financial
past
resources
consumption
needs
solutions
experience
buyers
circumstances
dissonance
6.Complete the following table with the factors below.
culture
age & life cycle stage
subculture
occupation
social class
economic circumstances
personality& self concept
reference group
motivation
family
perception
consumers' buying roles
learning
beliefs & attitudes
Factors That Influence Consumer Behaviour
Cultural
Social
Personal
55
Psychological
READING
Economic factors and buying behavior
1. Fill each gap in the text below with a word or phrase from the
box. The items in the bold are headings.
assets
credit availability
discount
discretionary income
economic growth
employment
general economic situation
loss leader
outgoings
price
purchasing power
There are four major economic factors which affect consumer
buying behaviour.
1.
General economic situation
When the national economy is doing well, when people feel that
their ______________ is safe, they spend more. In times of a slow down
in ____________, if interest rates or taxation rates increase, the buyer
confidence goes down.
2.
__________________________
People spend according to what is left after meeting their regular
costs on rent, mortgage, bills, tax, borrowings and other
_______________________ . What is left is called _____________ .
3.
__________________________
Banks and other lenders are sometimes particularly happy to lend,
for example to anyone in work, or with _____________ such as property.
Credit card spending goes up and many people borrow money to buy
goods.
4.
___________________________
This is perhaps obvious. High prices may limit spending, but not
always. Sometimes high prices indicate high quality and this increases
desirability of a product. Price may also be less important if the need is
great. But, in contrast, low prices may increase buying, especially where
____________ are on offer. Sometimes items are offered at a low price as
a _______________ .
This means products are sold at below cost price. The shop thinks
that consumers will buy these low priced goods, but also other high profit
items.
Consumers and life style
2. Match the consumer type to the lifestyle definition.
Example: 1 achiever is c person who is young, ambitious,
successful, hard-working and determined to win in life.
56
achiever
1
belonger
2
decision maker
3
dependent
4
emulator
5
influencer
6
initiator
7
integrated
8
This person has a traditional, conservative
and
a conformist lifestyle. He or she likes to
feel comfortable but does not like change.
This personal has the original idea to do
b
something.
This person is young, ambitious, successful,
hard-working
and determined to win in life.
c
This person is ambitious and competitive,
and
d seeks to become richer and more
successful, but is content with life.
This person has worked hard and got what
he
e or she wanted. He/she is rational and
reasonable.
This person announces that something going
f
to happen.
This person tells other people about an
innovation
they think is a good one, and
g
recommends buying.
This person is unable to survive well alone
because
of age, lack of money or a physical
h
or mental disability.
PREPOSITIONS
3. Fill in the missing prepositions in the sentences. Choose from
the following. Words are used more than once.
at
in
into
of
on
to
with
1 People who are concerned … … … society are typically interested
… … … marketing ethics.
2 Niche is frequently concerned … … … aiming particular products
… … … specific socio-economic groups.
3 Brand loyalty is based … … … the development … … … routine
purchasing of low-involvement goods.
4 The success of shop attached … … … petrol stations depends …
… … impulse purchasing. You can see motorists who suddenly decide to
buy a CD, confectionary or a magazine.
5 Research … … … buyer behavior shows that when consumers
make routine purchases … … … .
regularly used consumer product, they are not personally involved
… … … the products.
57
6 Routine purchasing contrasts … … … the purchase of consumer
durables, such as furniture, kitchen appliances or a car. here there is a
great degree … … … personal involvement.
READING
1. Before reading look in your dictionaries to find the meanings
and synonyms for the words ‘compulsive buying/shopping’,
‘impulsive buying/ shopping’ ‘consumerism’, ‘counterpart’.
Men Suffer From Compulsive Shopping Too
A recent survey has found that one in 20 American adults buy things
they may not even want or never need or use. In today’s world of
consumerism, where we are constantly bombarded by ads, this is perhaps
not surprising. What may raise an eyebrow or two is a further finding in
the study that men are just as likely as women to suffer from “compulsive
buying”. Gone seem to be the days when women dragged their bored and
fed-up-looking men around shopping malls. The new research from
Stanford University has revealed that men are now just as avid and
compulsive shoppers as their female counterparts. Researcher Dr Lorrin
Koram said that the numbers of men who indulge in unnecessary
shopping sprees has rocketed: "That's the biggest surprise -- men engage
in this behavior almost as commonly as women," he said.
This finding runs counter to the conventional and rather stereotyped
view that compulsive buying is very much a "woman's disease." Dr.
Koram said trends and figures may have been unfairly skewed as male
obsessive shoppers used to be more reluctant than women to recognize
that they have a problem and then come forward and admit it. He pointed
out that: "Generally, in psychiatry, men seek care less often than women.
It's not 'manly' to seek help." And help seems to be exactly what the
doctor ordered for any compulsive shopper, who is usually not made any
happier by his or her relentless buying. Dr Koram warned: "It's always
important to encourage people who have these types of disorders to seek
treatment." Many find themselves laden with debt and filled with shame
and suicidal tendencies as they attempt to hide their addiction.
58
2. In pairs fill in the following table on what men and women
might compulsively buy. Share your ideas with a group.
Men
Women
1
1
2
2
3
3
4
4
5
5
6
6
4. Decide whether these sentences are true (T) or false (F):
Compulsive
a
buying is very much a “woman’s disease”.
The
b new research is from Harvard University.
The
c survey found one in ten American adults buy things
they may not even want.
Men
d seek care less often than women.
Inepsychiatry, men seek care less often than women.
Compulsive
f
shopping by men is declining.
T/F
T/F
T/F
T/F
T/F
T/F
2. Match the following synonyms from the article
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
compulsive
shoppers
malls
commonly
encourage
relentless
addiction
bored
world
rocketed
a. foster
b. restless
c. dependence
d. earth
e. arcade
f. usually
g. soared
h. obsessive
i. customers
j. continuous
DISCUSSION
1. Answer the following questions
1. Are you a compulsive shopper?
2. Do you know anyone suffering an addiction of shopping?
3. Do you think compulsive buying is as prevalent as many mental
disorders?
4. Does compulsive shopping make people feel happier?
5. Why do people shop so much when most are in debt?
59
6. Should credit cards limits be cut?
7. Are you a cash or card shopper?
8. Do you spend more than you earn?
9. Do you buy things you may not even want or never need or use?
2. With your partner(s), discuss the following statistics. Do you
agree with it?
The researchers found that:
 5.8% of people are compulsive buyers.
 6% of women are compulsive buyers.
 5.5% of men are compulsive buyers.
 A higher percentage of younger people are compulsive buyers than
older people.
 A higher percentage of people who earn less than $50,000 per year
are compulsive buyers.
 Male compulsive buyers tend to buy CDs, books, tools, gadgets,
computer stuff and cameras.
 Female compulsive buyers tend to buy clothes, make-up, articles
for the home and jewelry.
 Male compulsive shoppers are more likely to become addicted to
auctions than female compulsive shoppers.
 Compulsive buying does not make the sufferer feel any happier.
 Many sufferers experience serious debt, remorse and shame.
 It is not uncommon for the sufferer to hide his/her addiction from
family and friends.
 Compulsive buying is as prevalent as many other mental disorders.
LANGUAGE REVIEW
Passive voice
Cтрадательный залог
Formation
to be (in appropriate tense) + past participle.
Active Voice
Passive Voice
(действительный залог)
(страдательный залог)
Present Simple
They install the software.
Present
Continuous
Past Simple
They are installing the
software.
They installed the
60
The software is
installed.
The software is being
installed.
The software was
software.
installed.
They were installing the
The software was
Past Continuous
software.
being installed.
They will install the
The software will be
Future Simple
software.
installed.
They have installed the
The software has been
Present Perfect
software.
installed.
They had installed the
The software had been
Past Perfect
software.
installed.
They will have installed
The software will have
Future Perfect
the software.
been installed.
They should install the
The software should be
Present Infinitive
software.
installed.
They should have
The software should
Perfect Infinitive
installed the software.
have been installed.
They must install the
The software must be
Modal +be + p.p
software.
installed.
let
To be allowed to
let
Verbs believe, expect, know, feel, hope, report, say, consider,
understand are used in personal and impersonal constructions.
Subject (person)+passive form+to-inf. (Personal)
#People say that he is talented. He is said to be talented.
It+passive form+that-clause (impersonal)
#Peope say he is talented. It is said that she is talented.
1. Cross out the error in each sentence. Write the correction at
the end.
1.These TV screens are making in Korea.
2.Our factory was been closed for a week because of a strike.
3.India's infrastructure is be modernized very rapidly.
4. This line was create by one of our best young designers.
5.Your invoice will being paid next week.
6. The assembly is doing mostly by industrial robots.
2. Rewrite each sentence with a passive verb, without mentioning
who does the action.
1 China imports most of its soy beans from Brazil.
Most of China's soy beans … … … from Brazil.
2 We are reorganizing our customer services department.
Our customer services department … … ….
3 Steve Jobs founded Apple Computers in 1976.
61
Apple Computers … … … in 1976.
4 The slow progress in our Latin American markets has disappointed
us.
We … … … by the slow progress in our Latin American markets.
3.Put the first two verbs into the present simple passive or into
the present continuous passive.
From mass marketing to micro marketing
The mass market is disappearing. These days, even detergent brands
(1) … … … (target) at particular market segments. The days of selling to
anonymous crowds of people are gone – now every customer (2) … … …
(see) as an individual. This evolution from mass to micro marketing (3)
… … … (cause) by changes in society. Cultures are becoming more
diverse and customers want a product that is 'right for me'. At the
same time, mass media like network television channels (4) … … …
(replace) by hundreds
of other communication channels like computer terminals, cell
phone screens, and specialized magazines For marketing departments, life
is going to get interesting.
4. Rewrite each sentence with a passive verb.
1. Customers in all our target markets will see this advert.
This advert will be seen by customers in all our target markets.
2. Someone gave me a copy of the report.
I … … … a copy of the report.
3. Chris gave me a copy of the report.
I … … … Chris.
4. People expect that the price of oil will rise over the winter period.
The price of oil … … … over the winter period.
5. People think that bonds are a safer investment than shares.
Bonds … … … a safer investment than shares.
6. Geneva is my place of birth.
I … … … in Geneva.
62
PROJECT
Choose a specific group of people (e.g. teenagers) and research their
buying behaviour and factors that influence it the most. Present your
findings in the visual form.
CONSUMER BUYING BEHAVIOUR
consumer buying behavior
buying process
appeal (to)
to purchase
repeat purchase
make decision
evaluate-evaluation
cognitive dissonance
be aware of the need/ problem
need recognition
search for information
adoption
early adopters
late majority
occupation
economic circumstance
discretionary income
purchasing power
involve- involvement
low –involvement purchase
divide
division
consume – consumer –consumption
tailor (to)
make a purchase
purchase decision
make a choice
decision-making process
develop brand loyalty
buyer’s remorse
awareness
look for/seek a solution
to adopt a new product
innovator
early majority
laggards
reference group
perceive - perception
outgoings/ spending
borrow/ borrowing
high - involvement purchase
impulse purchase
subdivide
consequence
63
IV MARKET SEGMENTATION
STARTING UP
1. Look at the image below and describe the people in terms of
their age, social status, occupation, leasure activities. Think of five
types of products or services that the people might buy.
© Photolibrary Group
2. Describe yourself as a customer in the similar way.





3. Give typical consumer profile for each of the products below.
Include the following:
age
sex
job
income level
other products or services the customer might buy.
Products /services:
music magazine
luxury car
jewelry
yoga classes
vegetarian food
lap top
mp3 player
64
4. Ask your partner about his/her
circumstances and tell about them:
family
and
their
1.
Where does your family do their main grocery shopping?
2.
How many times a month does your family go shopping for nonfood items?
3.
What are your family's five favourite non-food shops?
4.
Does your family have an Internet connection?
5.
What type of accommodation do you live in?
6.
What is the age range of your family?
7.
What sporting and leisure activities does your family enjoy?
What products from the exercise above you think would interest
the members of the family?
UNIT 1 DEFINING MARKET SEGMENTATION
The above are typical questions that any market research survey
might seek to find out. It represents basic information about consumers
that any business would be interested in knowing. Such information
allows the business to be able to classify customers in different categories
called market segments.
A market segment is a group of customers from the market that
have similar sets of characteristics. Market segmentation is an attempt to
subdivide the overall market into smaller groups of potential customers
who share some common need or characteristic.
1.
Do some market segmentation classification yourself. Look at
the images below and write down/ speak about five types of products
or services you think that people might buy.
For example you may say:
 They are likely to buy wine rather than beer
 They will go to clubs
 They are likely to go to health clubs or the gym
 They will spend money on hair and clothes
 They will buy make-up from expensive shops
65
66
© iStock.com
LISTENING
Listen to the part of the interview with Jonathan Turner,
Managing Consultant at Oxford Strategic Marketing, and complete
the following notes.
1.
Currently Oxford Strategic Marketing helps the bank to develop …
…….
2.
According to expert, nowadays a good marketing strategy is based
on … … … .
3.
Moreover companies should be able to … … … .
4.
a. …………………………
b. ………………………....
c. …………………………
d.
The expert characterizes market segmentation as … … … .
5.
Oxford Strategic Marketing did the following for their client:
a. …………………………….
b. …………………………….
c. …………………………….
6.
The results of the research were surprising because … … … .
67
UNIT 2 BASES OF MARKET SEGMENTATION
READING
1.Before reading the text, match each word in the left column
with its definition on the right.
1.
target market
2.
background
3.
cluster
4.
offend
5.
market segment
6.
market segmentation
7.
occupation
a.
to gather together in a small
group.
b.
dividing a market into
distinct groups of buyers who have
different requirements or buying
habits.
c.
group of individuals or
organizations within a market that
share
certain
common
characteristics.
d.
a person's regular work or
profession; job or principal activity.
e.
specific group of customers
to whom a company wants to sell a
particular product.
f.
to hurt the feelings, sense of
dignity
g.
one's
origin,
education,
experience.
Bases of market segmentation
The four most common bases for segmenting the consumer market
are demographic, geographic, behavioristic, and psychographic. To some
extent, these same approaches may also be applied in industrial markets.
Demographic segmentation
This is all about people in general. Segments in this classification
include: age, gender, family size, income levels, ethnic background,
occupation, education, religion, socio-economic background.
Some of these will be further sub-divided. For example, the socioeconomic background might identify managerial occupations, supervisory
roles, skilled or un-skilled and so on.
Here are examples in the age classification. Those in the 60+ age
group are often referred to as the 'grey pound'. This group are increasing
in importance because there are a rising number of people in this age
68
group in the population. They tend to have more money to spend than
many elderly people in the past.
For some firms, an understanding of the 'demographics' of their
customers is very important. When advertising products, for example, a
business might have to be very careful not to offend potential customers.
Certain religions, for example, have particular beliefs about certain types
of product that other faiths may not. The Jewish and Muslim faith does
not encourage the eating of pork, for example.
Geographic segmentation
Potential customers in different locations often have special needs or
tastes. When those sorts of differences are important, it makes sense to
use geographic segmentation. More surfboards are bought in Honolulu
than in Manhattan. Many industrial products also lend themselves to
geographic segmentation because certain types of industrial customers
tend to be clustered in the same area, for example in the USA, electronics
companies in Silicon Valley.
Behavioristic segmentation
Humans are quite often creatures of habit and again, businesses can
make use of this to get to know who their customers are and how they
behave. Behavioural characteristics might refer to how many times you
buy a particular product or service during a period of time.
Another way to segment a market is to classify customers on the
basis of their knowledge of, attitude toward, use of, or response to
products or product characteristics. Imagine that you are in the hotel
business. You might classify potential customers according to when and
why they stay in hotels, making a distinction between business travelers
and vacationers. You could then tailor your services and promotion for
one group or the other.
You could also think in terms of the benefits your customers might
seek. Some travelers, for example, might be interested in price, others in
status, service, location, or dependability. You could gear your hotel
marketing plan to appeal to each group.
Psychographic segmentation
This refers to people's lifestyle, their attitudes, personality and
values. We see lots of examples of how people are classified in this way goths, hippies, yuppies, geek and so on.
In most cases, these are what are called 'stereotypes'. The way we
look at these groups might be simplified and exaggerated but they do
serve to identify certain characteristics. These might be useful to a
business looking to target particular markets.
Psychographics is a relatively new specialty that characterizes
consumers in terms of psychological makeup — their social roles,
69
activities, attitude, interests, opinions, and lifestyle. Psychographic
analysis focuses on why people behave the way they do. In segmenting a
market psychographically, you would examine a person's brand
preferences, favorite radio and TV programs, reading habits, values, and
self-concept.
2. Now discuss the following questions.
1.
What is the main purpose of market segmentation?
2.
What is demographic segmentation? What is it based on?
3.
Demographics originates from the word ‘demography’. What does
it mean? (It means a ‘study of population’).
4.
Do you agree with the statement “As people age their needs and
lifestyles change”?
5.
How does geographic segmentation divide the market?
6.
Can loyalty rate be considered as behavioristic variable?
7.
How does psychographic segmentation divide the market?
8.
List at least three psychographic segmentation variables.
3. Task
1.
Take any three demographic groups from the list above. For
each group, think of five things that people might buy regularly or places
where people might shop. For example, in the age group section, you
might identify people aged between 14 and 25 - that is one market
segment. What does the typical 14 - 25 year old spend his or her money
on?
2.
Imagine that you own a company that manufactures high-end
luxury cars. This is a product that cannot be afforded by people from
every income group. You see that some customers use these luxury cars
as status symbols, some use them as utility vehicles, and some use them
for long distance drives. Applying psychographic segmentation highlight
that part of the commodity that appeals most to a particular customer, and
tell him the features of the product and how it will benefit him.
4. Read the text below and look carefully at each line. Some of
the lines are correct, and some have a word which shouldn’t be there.
If a line is correct, put a tick at the end of the line. If a line has a word
which shouldn’t be there, write the word at the end of the line. There
are two examples at the beginning.
70
0
00
1
2
3
4
5
6
7
8
9
10
11
12
Market segmentation.
Market segmentation is a strategy that involves dividing in
in a larger
market into subsets of consumers who have common √
needs and
applications for the goods and services offered in the
market.
These subgroups of consumers can be identified as by a
number of
different demographics, depending on the purposes behind
being
identifying the groups. Marketing campaigns are often
designed in
and implemented based on this a type of customer
segmentation.
One of the main reasons for engaging in market
segmentation is to
help the company understand and the needs of the
customer base.
Often the task of segregating consumers by specific
criteria will be
help the company identify other applications for their
products that
may or may be not have been self evident before.
Market segmentation strategies can well be developed
over a wide
range of characteristics have found among consumers.
READING
Target- marketing alternative
The market segmentation process helps a company identify which
target customers to serve and how to appeal to them. There are basically
four alternative approaches to target marketing: undifferentiated,
concentrated, differentiated, and customized.
When a company engages in undifferentiated marketing, it does
not subdivide the market at all. Rather, it concludes that all of the buyers
have similar wants and can be served with the same standardized product.
This approach is commonly used with basic products such as sugar, salt,
and gasoline, which are physically and chemically identical regardless of
who produces them.
71
Undifferentiated marketing has one big advantage: It enables a
company to minimize its production and marketing costs. With only one
basic product to manufacture and promote, the firm achieves economies
of scale. However, firms that follow this approach are vulnerable to
competitors who use a more targeted approach.
A concentrated marketing approach is aimed at a single market
segment. All of the organization's efforts are directed toward satisfying
the specific needs of the target customer group. Carnival Cruise typifies
those companies that have made their mark using a concentrated
marketing approach. Until Carnival came along, most cruises were
designed for the wealthy. But Carnival saw an opportunity to sell cruise
vacations to the common man and woman The firm's formula was to offer
all-inclusive air-and-sea packages priced about 20 percent below the
competition and to schedule relatively casual four-day and seven-day
cruises that were more compatible with the average person's budget and
vacation schedule. The strategy has enabled Carnival to achieve a
dominant position in the cruise industry. For all its attractions, the
concentrated strategy has several disadvantages. The organization's sales
are limited by the size of the segment, and business tends to fluctuate
according to the changing tastes and fortunes of a particular customer
group. Furthermore, the organization has all of its eggs in one basket — if
competitors move in, sales can plummet.
With a differentiated marketing approach, the organization avoids
some of the problems associated with concentrated marketing. Instead of
focusing on a single segment, the firm selects several target customer
groups then varies the elements of the marketing mix to appeal
specifically to each segment. Differentiated marketing is probably the
most popular segmentation approach, particularly for consumer products.
However, it requires substantial resources, since the organization incurs
additional costs in tailoring its products, prices, promotional efforts, and
distribution arrangements for each segment.
Companies that use a customized marketing approach view each
customer as a separate segment and tailor the marketing mix to that
individual's specific requirements. This approach is necessary in certain
types of industrial markets where the product cannot be standardized.
Civil-engineering firms, for example, must design each bridge, road, or
sewer system to meet the specific requirements of the customer. This
approach is also used for many consumer services such as interior design,
home repairs, and custom tailoring.
72
PROJECT
1. Choose two businesses from different sectors and which are
different sizes. Answer the following questions about your businesses.
1.
What does the business do?
2.
Is the business in the primary, secondary or tertiary sector?
3.
Is the business in the public or the private sector?
4.
What do you think are the main aims and objectives of the
business?
2. Try to identify what the main market segments that each of
your businesses might target.
3. Present your findings in the visual form.
LANGUAGE REVIEW: PARTICIPLES
PARTICIPLE I
Причастие I
Participle I
(present)
usING
использующий
используя
Examples:
1.
Large firm producing cosmetics spend about 25% of sales to ads.
Большие фирмы, производящие косметику … … … .
2.
When advertising products a business might have to be very
careful not to offend potential customers.
Рекламируя товары, … … … .
1. Form participles from the infinitives and translate them in
Russian.
produce
producing
demand
segment
achieve
increase
classify
offer
Participle I
(perfect)
having used
использовав (завершенность действия)
73
2. Form participles from the infinitives and translate them in
Russian.
использовать
use
purchase
spend
divide
evaluate
adopt
design
Participle I
(present)
используя
using
Participle I
(perfect)
использовав
having used
PARTICIPLE II
Причастие II
Participle II
used/ bought
использованный/ купленный
3. Form participle I and participle II from the infinitives and
translate them in Russian.
produce
satisfy
distribute
promote
serve
buy
choose
sell
Participle I
producing
Participle II
produced
4.Complete the sentences with the correct participle.
Dating/dated
enclosing/enclosed
interesting/interested
signing/signed
talking/told
expecting/expected
working/worked
being/been damaging/damaged tidying/tidied
1. Thank you for your ……… offer.
74
2.
3.
4.
5.
6.
7.
8.
9.
1.
2.
3.
4.
5.
We hereby send you the ……… contract.
Thank you for your letter ……… 30 March 2005.
……… responsible for the project, I put all my energy into it.
Do you know the man ……… to Tom?
We hereby return the ……… items.
The goods were more expensive than ……….
……… up my desk, I found Mister Thompson's business card.
……… abroad, she hardly ever sees her family.
5.Translate the following sentences from English into Russian.
A hidden camera is a method of observation.
When analyzing the work of the firm it is necessary to take outside
consultants.
Having analyzed the experience of other firms you will be able to
avoid mistakes usually made by young businessmen.
The money returned helped to solve this problem.
The amount of the initial investment required varies according to the
type of business.
6.Translate the following sentences from Russian into English.
1. Полученные
результаты
рыночного
исследования
удовлетворили компанию.
2. Письменная анкета – пример метода использованного в опросе.
3. Прибыли, заработанные корпорацией, покрыли все расходы
прошлого года.
4. Торговая ярмарка, названная «Российский бизнес» проходила в
нескольких городах России.
5. Фокусируясь на одном сегменте, компания несет определенные
риски.
V PRODUCTS: THE BASIS OF COMMERCE
STARTING UP

Comment the following statement.
Customers do not buy products; they seek to acquire benefits.

What kind of benefits does a customer acquire when they buy the
following products?

washing machine lap top
caviar
car
iPhone/iPad

Give a definition to the term ‘product’.
75
LISTENING
a.
Listen to six people answering question: ‘What is the best
thing you have ever bought?’ Listen and complete the table below.
Speakers
Product
Product benefits
1
2
3
4
5
6
b.
What is the best thing you have ever bought? What
benefits did you get with the product?
UNIT 1 DEFINING PRODUCT
1. Think of as many differences as possible between goods and
services.
Goods
Services
READING
2. Read the text ‘Products: The Basis of Commerce’ Part I and
answer the questions:
1. How many approaches to categorize products are given in the
text?
2. What is the difference between goods and services in term of
marketing?
3. Try to find English equivalents to the following words.
подход
различать
отличие, различие
противоположный
последствия, результаты
отличаться (от к-л, ч-л)
классифицировать, распределять
по группам или классам
включать, охватывать
76
Products: The Basis of Commerce
Part I
Goods and Services
When we think of 'products ', we generally think in terms of tangible
goods, like perfume or paint. But the term 'product' also encompasses
services such as haircuts, medical treatment and taxi rides.
Products can be grouped in a variety of ways. One approach is to
distinguish between goods and services, which differ in fundamental
respects. Goods are basically objects; they can be touched, stored,
transported, and mass-produced. Services, consisting primarily of actions,
have the opposite characteristics. As you might expect, these differences
have important implications for marketing. In general, services require
different pricing, distribution, and promotion techniques than goods do.
Although the distinction between goods and services is important,
the line between the two types of products is often blurry. There is a
continuum with pure goods, like toothpaste, on one end and pure services,
like medical attention, on the other. In between lies a vast middle ground
where goods and services are bundled to create a total package that
satisfies the consumer. The mail-order-catalog business is a typical
example.
Another way to categorize products is to look at who is doing the
buying — individual consumers or industrial/organizational buyers. The
consumer and industrial markets have different purchasing patterns, and
these differences have important implications for companies trying to
optimize their marketing mix.
3. Complete the text below using verbs in Passive or Active
Voice.
Basic Differences between Goods and Services
Goods
Services
1. Goods are tangible objects that 1. Services are often intangible,
can be (perceive) with the senses. involving actions as opposed to
They can be (depict) in advertising objects. The buyer (obtain) value
and (examine) in the store. The from an experience or event.
buyer (receive) value through
ownership.
2. Goods can be (store). If demand 2. Services are perishable. The
is weak, the manufacturer can provider must match supply to
(hold) items in inventory until sales demand, since unused capacity
77
pick up. The buyer can receive cannot be (save) until later. In many
satisfaction from the object over a cases, the buyer's satisfaction
period of time.
(occur) over a relatively brief
period during which the service
(perform).
3. Goods can be (transport) from
manufacturer to seller and can pass
through the hands of intermediaries.
The buyer can (evaluate) the quality
of the good independently from the
quality of the intermediary.
4. Goods can be (standardize) and
(mass-produce). The buyer can
(depend) on quality to be consistent
with each repeat purchase.
3. Many services cannot be
transported or transferred through
intermediaries. The provider must
(interact) directly with the buyer.
4. Services cannot be (standardize)
or (mass-produce). Quality can vary
over time.
READING
1. Read the text ‘Products: The Basis of Commerce’ Part II and
try to find English equivalents to the following words.
способствовать, содействовать,
развивать
хорошие взаимоотношения
товары предварительного выбора
товары особого спроса
магазин самообслуживания
покупка в результате сравнения;
обдуманная покупка
товары повседневного спроса
требовать
заменитель
местоположение
Products: The Basis of Commerce
Part II
Consumer goods
Most marketing specialists divide the broad category of consumer
goods into three subgroups, according to the approach people take to
shopping.
The things that people buy frequently, without much conscious
thought, are called convenience goods — inexpensive items like
toothpaste, soda, and razor blades. Routine personal services like dry
cleaning, film developing, and photocopying are convenience products,
78
too. Because the buyer is already familiar with these things, habit is a
strong influence in the purchase decision. People buy the same old brand
or go to the same old shop because it is easy to do so. Unless something
has made them particularly conscious of price, they often don't even think
about the relative cost of alternatives that could serve their purpose just
about as well.
To cultivate these strong buying habits, many sellers of convenience
goods use advertising and packaging to create an easily recognizable
image. Special pricing and promotion tools may also be important
elements in the marketing mix. But personal selling efforts generally are
not, because most convenience goods are familiar items sold in self-serve
outlets.
Services that qualify as "conveniences" are typically sold on the
basis of location and personal rapport between buyer and seller. A person
will generally go to the closest dry cleaner, for example, unless the price
is outrageous and the service is dreadful.
Purchases that require more thought fall into the category of
shopping goods. These are fairly important things that a person doesn't
buy every day, like a stereo, a washing machine, a good suit, or — in the
service area — an interior decorator, a tax service.
One reason a purchase requires more thought is the differences
among brands in terms of price or features. The existence of these
differences prompts comparison shopping. The shopping process is a
form of education; the more unusual and expensive the product, the more
the buyer checks around to compare models, features, and prices.
People use a different approach when they are shopping for
specialty goods, items that have been mentally chosen in advance and for
which there is no acceptable substitute to the consumer. These are goods
or services the buyer especially wants and will seek out, regardless of
location or price. The buyer is attracted mainly by the features of the
product, although advertising may have helped create an aura of special
value.
2. After you read, complete the following table
Types
of
Examples.
goods. Consumer
behavior
79
buying Marketing efforts
to sell the products
3. Using classification given in the text, categorize the following
products.
insurance
microwave oven
mineral water
telephone
sweets
tissues
fax machine
cigarettes
lap top
haircut
UNIT 2 PRODUCT MANAGEMENT
1. Match the words to their definitions.
1.
roduct portfolio
a.
reate, produce
p
2.
roduct range
b.
he mix of products manufactured
or distributed by a company
c.
movement downward or towards
something smaller; decrease
d.
o provide for or give support
e.
he level of commercial activity at
which the total cost and total
revenue of a business are equal
f.
ull list of products offered by a
company. Syn. assortment
p
3.
reak even
4.
enerate
5.
ustain
6.
ecline
2. Think of advantages and disadvantages for a business to
having a product range.
3. What are the advantages and disadvantages of a wide product
range for a consumer?
80
b
g
s
d
READING
4. Read the text and complete the table below.
Market
Market
Cash
share
growth
Strategy
Stars
Cash cows
Question
marks
Dogs
Product portfolios and the Boston Matrix
Most businesses sell more than one product. Often they will produce
several similar products that appeal to different customers. A collection
of such products is known as a “product group” or “product range”.
Good examples of product groups include: Dell’s range of desktop and
laptop computers; Sony’s range of DVD players and televisions.
There are several advantages to having a product range rather than
just one product:
 Spread the risk – a decline in one product may be offset by sales of
other products
 Selling a single product may not generate enough returns for the
business (e.g. the market segment may be too small to earn a living)
 A range can be sold to different segments of the market e.g. family
holidays and activity holidays
However a greater range of products can mean that the marketing
resources (e.g. personnel and cash) are spread more thinly.
A business with a range of products has a portfolio of products.
However, owning a product portfolio often poses a problem for a
business. It must decide how to allocate investment (e.g. in product
development, promotion) across the portfolio. Which products should it
focus on?
A portfolio of products can be analysed using the Boston Group
Consulting Matrix. This categorises the products into one of four
different areas, based on:
 Market share – does the product being sold have a low or high
market share?
 Market growth – are the numbers of potential customers in the
market growing or not
How does the Boston Matrix work? The four categories can be
described as follows:
81
Stars are high growth products competing in markets where they are
strong compared with the competition. Often Stars need heavy investment
to sustain growth. Eventually growth will slow and, assuming they keep
their market share, Stars will become Cash Cows
Cash cows are low-growth products with a high market share. These
are mature, successful products with relatively little need for investment.
They need to be managed for continued profit - so that they continue to
generate the strong cash flows that the company needs for its Stars
Question marks (or problem children) are products with low market
share operating in high growth markets. This suggests that they have
potential, but may need substantial investment to grow market share at the
expense of larger competitors. Management have to think hard about
“Question Marks” - which ones should they invest in? Which ones should
they allow to fail or shrink?
The term “dogs” refers to products that have a low market share in
unattractive, low-growth markets. Dogs may generate enough cash to
break-even, but they are rarely, if ever, worth investing in. Dogs are
usually sold or closed.
Ideally a business would prefer products in all categories (apart from
Dogs!) to give it a balanced portfolio of products.
5. Give examples of products of any business that can be
characterized as ‘Stars’, ‘Cash cows’, ‘Question marks’ and ‘Dogs’.
LISTENING
Stevens is a manufacturer of boxed board games. These are its
key products:
 Gangstaz: a game based on criminals and the police
 Wordsters: a vocabulary and word-based game
82
 Sherlock: a mystery-murder board game
 Sketchit: a game based on drawing
1. Listen to members of Stevens' marketing department
discussing the games, and decide where each one should belong on
the Boston Matrix.
2. Listen again and complete the descriptions of the four
products below.
1. Gangstaz:
a deserves a re-launch.
b could easily find a buyer.
с has never met expectations.
2. Wordsters:
a is in a saturated segment of the market.
b has a bright future ahead of it.
с has been a disappointment from the beginning.
3. Sherlock:
a has maintained its high levels of sales.
b makes Stevens a lot of money.
с no longer needs to be promoted.
Sketchit:
a needed a little explanation.
b could be a longer-term winner.
с only sells in English-speaking markets.
READING
1. Read the text and then decide whether the statements are
True or False.
1.
The introduction stage of a new product is not usually
profitable.
2.
During the introduction stage, marketers are trying to
create brand preference.
3.
A produce seeking maximum profits will apply
market penetration strategy.
4.
The entry of competitors onto the market will make
more consumers aware of the product and stimulate them to
try it.
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T/F
T/F
T/F
T/F
5.
At the maturity stage, producers begin to benefit from
economies of scale.
6.
The maturity stage is generally the longest.
7.
Once the maturity stage is reached, marketers
concentrate on finding new customers.
8.
A product enters the decline stage when it begins to
become obsolete.
9.
A product can experience temporary sales increases
during its decline stage.
10. Gimmicks and fads have a particularly long life cycle.
T/F
T/F
T/F
T/F
T/F
T/F
Product life cycle
The sales of most products change over time, in a recognizable
pattern which contains distinct periods or stages. The standard life cycle
includes introduction, growth, maturity and decline stages.
The introduction stage, following a product's launch, generally
involves slow growth. Only a few innovative people will buy it. There are
probably no profits at this stage because of the heavy advertising,
distribution and sales promotions expenses involved in introducing a
product onto the market. Consumers must be made aware of the product's
existence and persuaded to buy it. Some producers will apply a marketskimming strategy, setting a high price in order to recover development
costs. Others will employ a market-penetration strategy, selling the
product at as low a price as possible, in order to attain a large market
share. There is always a trade-off between high current profit and high
market share.
During the growth period, 'early adopters' join the 'innovators' who
were responsible for the first sales, so that sales rise quickly, producing
profits. This generally enables the producer to benefit from economies of
scale. Competitors will probably enter the market, usually making it
necessary to reduce prices, but the competition will increase the market's
awareness and speed up the adoption process.
When the majority of potential buyers have tried or accepted a
product, the market is saturated, and the product reaches its maturity
stage. Sales will stabilize at the replacement purchase rate, or will only
increase if the population increases. The marketing manager has to turn
consumers' brand preference into brand loyalty.
Most products available at any given time are in the maturity stage
of the life cycle. This stage may last many years, and contain many ups
and downs due to the use of a succession of marketing strategies and
tactics. Product managers can attempt to convert non-users, search for
84
new markets and market segments to enter, or try to stimulate increased
usage by existing users. Alternatively they can attempt to improve
product quality and to add new features, sizes or models, or simply to
introduce periodic modifications. They can also modify the other
elements of the marketing mix, and cut prices, increase advertising,
undertake aggressive sales promotions, seek new distribution channels,
and so on, tough here additional sales generally come at the cost of
reduced profits.
A product enters the decline period when it begins to be replaced by
new ones, due to advances in technology, or to changes in fashions and
tastes. When a product has clearly entered its decline stage, some
manufacturers will abandon it in order to invest their resources in more
profitable or innovative products. When some competitors choose to
withdraw from a market, those who remain will obviously gain a
temporary increase in sales as customers switch to their product.
Not all products have this typical life cycle. Some have an
immediate rapid growth rather than a slow stage. Others never achieve
the desired sales, and go straight from introduction to maturity, although
of course this should have been discovered during test marketing before a
full-scale launch. Fads and gimmicks - for example, toys people buy once
and once only to stick on car windows : life cycles, both rising and
declining very quickly.
LISTENING
You are going to hear a management consultant, Linda Hope,
being interviewed about how companies stay ahead of their
competitors.
1Listen to part A of the interview and answer the following
questions.
a Why does Linda believe companies should try to make their own
products obsolete?
b What happens to any successful product or service?
c What two ways does she mention of companies staying ahead of
their rivals?
d How do some companies measure and check that they are
changing with the times?
85
2. Before you listen to part B, read about these three famous
DuPont brands. Whose lives have become easier or safer because of
them?
DuPont is perhaps the world's most innovative chemical company.
Three of DuPont's well-known brands are Teflon®, Lycra®, and
Kevlar®.
3 Listen to part B. What alternative uses do these three products
have?
a Teflon®
b Lycra®
c Kevlar®
4. Complete the text below with the following words.
decline
differentiation
dogs
durability
good
growth
investment
launch
matrix
maturity
performance portfolios (2) reliability service stars
A product is a … … … (tangible item) or … … … (intangible item)
used to satisfy a want or a need.
A product must fulfill its function. By this we mean:
- … … … meet expectations e.g .a television must deliver a clear
sharp picture.
- … … … last the expected life span e.g. a television must still work
after 5 years.
- … … … not fail e.g. a television must not break down during a key
programme.
- Be aesthetically pleasing i.e. the look of the product and its
packaging is stylish and appealing.
- Capable of economic production - i.e. can the business research,
design, manufacture and market a reliable good to the specification
required by consumers and still make a profit?
Ideally a business should make its products different from those of
competitors. This is achieved through product … … … .
Few businesses just have one product – most market a number of
goods. Businesses therefore need to manage their product … … … .
Product … … … analysis helps a business establish its current
position and decide
86
- Which products should receive more or less … … … - If it needs
to adjust current products, add new products to, or drop current products
from the portfolio
The Boston … … … is one model for product portfolio analysis.
Products are classified as either:
- … … … high growth and market share
- Cash Cows: high market share and low growth
- Question marks: or problem children - low market share in high
growth markets
- … … … - low market share and low growth
Products, like people, have life cycles:
The product life cycle describes the way in which sales and profits
generated by a product change over time. The main stages in the product
life cycle model are:
… … … or introduction stage: a new product takes time to get
established because relatively few customers are aware of the product.
Market size and growth is slow. Promotional spending is high
… … … stage where the product is bought by early adopters. Sales
growth accelerates and profits reach their peak.
… … … stage with static sales as most consumers accept the
product limiting the potential for new sales and causing profits to begin
declining.
… … … stage only laggards and repeat purchases are left. Sales and
profits decline
LANGUAGE REVIEW
Infinitive / Gerund
When do you use the GERUND?
When do you use the
(doing)
INFINITIVE? (to) do)
After verbs that express
After verbs that refer to a future
likes/dislikes
event :
like, love, enjoy, dislike, hate,
want, hope, intend, would like,
don't mind, can't stand doing
promise to do
After certain other verbs, such as After certain other verbs, such as
admit
appreciate
avoid
begin
imagine
mention
delay
miss
deny
involve
afford
allow
decide
help
agree
87
offer
fail
refuse
recommend
happen
involve
start
keep (on)
finish
consider
suggest doing
continue
After prepositions
interested in
instead of ...
good at ...
before ...
after doing
learn
need
arrange
seem to do
manage
expect
choose
After adjectives
glad (e.g. glad to know...)
pleased (e.g. pleased to meet
you...)
disappointed (e.g. disappointed to
hear...)
After certain expressions
After "too" & "enough"
it's no use
it's no good
there's no point in doing
too difficult
easy enough to do
1. Use the correct form of the verbs in brackets, adding
prepositions or other words as necessary. Use the simple present and
past tenses where possible.
1.
The management (agree) (show) the documents to the trade union
representatives.
2.
Because of the cash flow crisis, the company (attempt) (borrow) a
further $100,000.
3.
The company s staffs were asked to (avoid) (speak) to journalists.
4.
We are not (aware) (lose) any customers because of these delays.
5.
The company (believe) (distribute) profits among both staff and
shareholders.
6.
Quality problems were (blame) the company (lose) 20% of its
market share.
7.
The new factory must (be capable) (produce) a range of different
products.
8.
Despite the mixed market research reports, we are going to (carry
on) (develop) this product.
9.
Rather than diversifying, we are going to (concentrate) (make) our
traditional products.
10. I would like to thank all of you for (contribute) (increase) our sales
this past year.
88
2. Use the correct form of the verbs in brackets, adding
prepositions or other words as necessary. Use the simple present and
past tenses where possible.
1.
We cannot (count on) (remain) market leader for ever.
2.
We have (delay) (introduce) the product until the New Year.
3.
The advertising department (deny) (mislead the public about the
product.
4.
Because of our huge advertising budget, competitors (deter) (enter)
the market.
5.
The company (fail) (increase) its sales in the first quarter of the
year.
6.
The government wants to (forbid) companies (advertise) alcoholic
products on television.
7.
We'll probably (give up) (send) publicity material to schools and
universities.
8.
We (guarantee) (provide) free after-sales service for two years.
9.
The company (be interested) (expand) into Latin American
markets.
10. In the hope that my proposition will interest you, I (look forward
(hear) from you.
PROJECT
Take any product describe it, classify and say to what stage of PLC it
belongs
Present your ideas in the visual form
VI CUSTOMER SERVICE
STARTING UP

Work with a partner. Discuss the questions below and decide
which answer a, b or c, you think is the most likely.
1 How much more do you think it cost to attract a new customer than
to keep an existing one?
a twice as much
b five times as much
c
ten times as much
2 For every official complaint a company receives, how many other
unhappy customers do you think there are who don’t actually complain?
a 1-10
b 10-20
c
over 20
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3 On average, how many friends and family members do you think
an unhappy customer tells about his or her problem with a company?
a four or five
b nine or ten
c
about twenty
4 Of the customers who do complain, how many do you think will
do business with the same company again if their complaint is dealt with
quickly and successfully?
a over 90%
less than 50%
b 50-90%
c

Check your ideas with your teacher. What conclusions can you
draw about the importance of customer service from these statistics?
VOCABULARY
1. Look at the different characteristics of service (1-6). Match the
words in the box with the synonymous ones.
pricey
unsatisfactory
personal
low cost
fast
exceptional
quick
five star
below standard
costly
1 great
2 poor
3 cheap
4 expensive
5 rapid
6 individual
……………………
……………………
……………………
……………………
……………………
……………………
………………………….
………………………….
………………………….
………………………….
2. Complete the sentences about service with words from the
box.
standards
agreement
1.
2.
sector
at your
range
charge
station
tailor
offer
We are always … … … service, 24 hours a day, 365 days a year.
We only … … … this service to our Gold Card customers.
90
3.
We provide a wide … … … of services to our Silver Card
customers.
4.
We can … … … our service to fit your exact needs.
5.
We were nearly out of petrol so we stopped at a motorway service
… … …, filled up the car and had a coffee.
6.
There is a small service … … … of 20 euro which you pay if one
of our engineers is called out.
7.
You can take out a service … … … which covers any breakdowns
or other problems for two years.
8.
The service … … … is growing but manufacturing is getting
smaller.
9.
We always aim to provide the highest … … … of service.
LISTENING
Listen to a man talking about customer care. What situation is
he describing? Does he think this is good customer care? What do
you think?
What irritates you when you are shopping?
DISCUSSION
1. Which shops and restaurants that you go to have the best and worst
customer service? What is good and bad about it? Can you think of any
reasons why they should be different?
2. What is the level of customer service like in banks/ in fast food
restaurants/ from (mobile) phone companies/ from utilities/ from transport
companies/ from airlines in your country? Are there any differences
between different providers?
3. How often do you complain about service? What kinds of responses
have you had?
4. How does customer service in your country compare to other countries
you have been to or know about? Can you think about any reasons for the
differences?
Do you think you are or could be good at customer service? What makes
you say that?
5. Is the level of service in your country generally getting better or worse?
If it depends, what does it depend on? What are the reasons for those
changes, do you think?
6. What are the most important characteristics for someone who works in
customer service, e.g. a shop assistant or someone on a helpline? Which
of those personality traits do you have?
91
Rank these personality words from 1 (the most important thing
for someone who works in customer service) to 12 (the worst thing
for someone who works in customer service)
persuasive
eloquent
succinct
responsive
hesitant
coherent
extrovert
reserved
articulate
sensitive
rambling
a good listener
READING
1.
Before reading the text, match each word in the left
column with its definition on the right.
involvement
a)
great pleasure
logistics
b)
a routine task, especially a household one
retention
c)
loyalty or commitment
profit margin
d)
the continued possession, use, or control of
something
allegiance
e)
the amount by which revenue from sales exceeds
costs in a business
chore
f)
the detailed coordination of a complex operation
involving many people, facilities, or supplies
delight
g)
the fact or condition of participating in something
Philip Kotler defines customer service as 'all the activities involved
in making it easy for customers to reach the right parties within the
company and receive quick and satisfactory service, answers and
resolutions of problems'.
Customers have expectations, and when these are met, there is
customer satisfaction. When they are exceeded, there may be delight,
but this depends on the degree of involvement in the purchase. There is a
scale between the chore of the weekly shop at the supermarket and the
92
purchase of something expensive such as a car that, for many people, only
takes place once every few years. The scope for delight and, conversely,
dissatisfaction is greater in the latter situation.
The telephone can be used to sell some services, such as banking or
insurance, entirely replacing face-to-face contact. The customer helpline
can be a channel of communication to complement face-to- face contact.
Or it can be used before or after buying goods as a source of information
or channel of complaint.
The figures are familiar: 95 per cent of dissatisfied customers don't
complain, but just change suppliers. As the article in the main course unit
relates, customers receiving good service create new business by telling
up to 12 other people. Those treated badly will tell up to 20 people.
Eighty per cent of those who feel their complaints are handled fairly will
stay loyal, and customer allegiance will be built. Customer retention is
key: studies show that getting repeat business is five times cheaper than
finding new customers. Customer defection must, of course, be reduced
as much as possible, but a company can learn a lot from the ones who do
leave through lost customer analysis: getting customers to give the
reasons why they have defected, and changing the way it does things.
Service providers, such as mobile phone or cable TV companies,
have to deal with churn, the number of customers who go to another
provider or stop using the service altogether each year.
In many services, satisfaction is hard to achieve because the
customer interaction is difficult to control, which is why service
organisations like airlines, banks and legal firms create high levels of
dissatisfaction. If a product or service breaks down, fixing the problem
may build customer loyalty, but it will also eat into the profit margin.
Customers must be satisfied or delighted, but at a profit. If salespeople or
call-centre staff or hotel receptionists are over-zealous, there may be lots
of satisfied customers, but the business may be operating at a loss.
Kotler says that it is not companies that compete, but marketing
networks comprising a number of companies. For example, a PC is
assembled from components made by several manufacturers, sold through
a call centre which may be a subcontractor, delivered by a transport
company and perhaps serviced by yet another organisation as part of the
manufacturer's product support. It is the customer's total experience that
counts. Making the computer is just one part of this. The logistics of
selling and organising the services needed by each customer becomes
key.
Philip Kotler: Marketing Management, Prentice Hall, 1999 edition, ch. 2: 'Building Customer Satisfaction, Value, and
Retention'
Adrian Palmer: Principles of Services Marketing, McGraw-Hill,
1998
Ron Zemke, John A. Woods: Best Practices in Customer Service, Amacom, 1999
93
1.
How does Philip Kotler define customer service? What activities
does he mention?
2.
What exactly is customer delight and what’s the difference between
customer delight and customer satisfaction?
3.
What services can be sold over the phone?
4.
Can you describe the over zealous services?
5.
Why logistics is important in selling and organizing services?
6.
Translate the words in bold in Russian.
5. Complete expressions with the following words
repeat
after-sales
loyalty
loyal
contract
satisfaction
refund
noun+noun
…………. service
………….returns
service engineers
service ……….
…………period
customer care/service
customer ……..
customer ……..
…….. policy
guarantee
faulty
product
adjective+noun
………..customer
………...product/goods
……….. business
6. Match the words (a-g) with the definitions (1-7). Then use the
words to
complete the noun + noun and adjective + noun combinations in
the table in
exercise 5.
a contract
b faulty
c guarantee
d loyalty
e refund
f repeat
g satisfaction
1. a written promise by a company to repair or replace a product free of
charge, within a specific period of time
2. a feeling of happiness or pleasure with what you've got
3. money given back to somebody because they are not satisfied with the
goods or services they have paid for
4. the quality of maintaining support for something
5. not working properly
6. a formal written agreement between two or more groups which says
what each must do
7. happening again
94
7. Use some of the combinations from the table in exercise 5 to
complete the two extracts on customer care. Follow the examples.
Extract 1
New (1)… refund policy
It has come to our attention that customers are not happy with the
way we deal with (2) … … … . Accordingly, from next month, all
customers will be offered an automatic refund on (3) … … …, provided
they are returned to the
shop within 30 days of purchase. We believe this will encourage (4)
………
and increase the amount of (5) … … … we get.
Extract 2
To improve our (6) customer satisfaction
we are extending the
(7) … … … on all our equipment to two years. All customers will receive
free (8) … … … during this period. Thereafter, they may take out a (9) …
… … with us. This will provide 24-hour telephone support and advice
through our call centre, and free maintenance and repairs by our team of
(10) … … … .
LISTENING
Listen to Ann Hislop ad Stephen Nicholl talking about a bank
called First Direct and a multinational retailer Marks&Spencer.
1. Who is loyal to?
2. Which words do Ann and Stephen use to describe the staff at
Marks&Spencer?
a.
c.
e.
g.
friendly
courteous
helpful
quick
b.
d.
f.
h.
professional
well-dressed
co-operative
loyal to the company
3. Which word does Ann use to describe the quality of the
product?
4. How does Stephen do his banking?
5. Listen again to Stephen’s opinion of First Direct. Complete the
summary.
Stephen is 1 … … … to First Direct because they are extremely 2
… … … . he can do his banking over the 3 … … … at any time of the
day; he can find out how much there is in his 4 … … … and he can pay
his 5 … … … .He also thinks the staff are very 6 … … … and very 7 …
…….
95
READING
8. Look at the statements below and the extracts from an article
about customer service. Which extract (A, B, C or D) does each
statement 1-7 refer to? For each statement 1-7, choose one letter (A,
B, C or D). You will need to use some of these letters more than once.
Example
0.
A few customers try to return goods which are not actually
defective. B
1. Customers' suggestions should be implemented.
2. Satisfied customers buy more.
3. Encouraging customer loyalty can be more effective than
advertising.
4. Believe what your customers say to you.
5. Lots of businesses take their loyal customers for granted.
6. Staff should be involved in assessing the company's standard of
customer service.
7. Rival companies may try to steal your customers.
A
Treat established customers like new ones. There's a natural
tendency to be complacent about customers if they've been around for a
while. You'll do anything for them when you're trying to win their
business, but once you've landed the contract, your attitude starts to
change. By the time you go back to renew it, you're thinking about
negotiating a better deal. It's an easy way to lose business. Why? Because
you leave yourself wide open to competitors who are looking at the
customer the way you did when you were starting out.
B
If a customer who tries to return a
faulty product is greeted with employee
scepticism and an interrogation, then you
may as well not have a refund policy at all.
Even though some people take advantage of
the system, the first rule of customer
satisfaction is to assume your customers are telling the truth. With that
basic assumption, interrogation is eliminated, the refund process is
simplified, and your customer goes away satisfied. If you establish a
reputation for problem-free returns, your customers will respond with
loyalty and further purchases.
96
C
A survey can be sent to your customers to gather their input on how
well your business is satisfying their needs. Additionally, all staff should
use a short form to note instances of customer satisfaction, or problems
that need to be addressed. Once customers know that you are interested in
feedback, you must act on what they say and provide status reports or
presentations on the successful handling of each problem or opportunity.
Also consider staging regular reviews with your key customers to provide
a summary of customer service improvements.
D
Consider whether the money you spend on wooing new customers
might be better used in keeping your existing ones happy. After realising
that its weekly promotions attracted only one-stop bargain hunters, one
American supermarket slashed its promotional budget and invested the
resulting savings in rewarding its loyal customers. These customers now
get the kind of treatment that you'd expect from a sales rep who's chasing
a million- dollar contract - free bouquets of flowers, Christmas gifts and
invitations to concerts.
LISTENING
3. Listen and complete the gaps in the text.
1. Customer Service Day is on … … … in … … … .
2. This is a day for companies and businesses to reflect on the
importance of … … … good customer service.
3. It’s also a day for customer service managers and staff to … …
… new ways to … … … the customer happy.
4. If everything goes … … … plan on Customer Service Day,
customers will come again, and again, and again.
5. Staff should always remember that service is always … … ….
6. Customer Service Day is also the time for bosses to … … … their
hardest-working customer service … … … .
7. Customer Service Day is a good time for customers … … … if
they don’t get good service.
8. The presenter asks if companies are interested “… … … the
customer … … …,” or they just interested in … … … .
4. Answer the questions of the presenter.
1. Don’t you think that Customer Service Day should be every day?
97
2. Are companies most interested in “keeping the customer
satisfied,” or are they just interested in profits?
3. Do you think that customer is always right?
3. Have you ever visited a customer care website or phoned a
freephone customer service number?
4. Have you ever complained about poor service? Did it work?
SPEAKING
Be ready to speak for a minute on the chosen topic. Think it over
and write down some ideas about the topic before speaking.
Topic card A
Topic card B
What is important when ... ?
What is important when ... ?
Setting up a customer satisfaction Dealing with customers at the
programme
point of sale
 feedback from customers
 attitude of staff
 rewards for loyal customers
 refund policy
 Topic card C
 What is important when ...?
 Training customer service staff
 telephone techniques
 face to face communication
LANGUAGE REVIEW: Grammar Revision
Decide how best to fill the gap in each of these sentences, as in this
example:
How many copies … … … with the order?
a)
did we sent
98
b)
c)
d)
1.
sent we
have we sended
did we send √
I remember asking him on the phone last November … …
….
a)
that the goods arrived on time.
b)
when the goods will arrive.
c)
if the goods would arrive on time.
d)
whether the goods arrived on time.
2.
I can't find my glasses. … … … them anywhere in the office
this morning?
a)
Are you seeing
b)
Saw you
c)
Have you seen
d)
Did you have
3.
Their product … … … more imaginatively this season.
a)
is being marketed
b)
is marketing
c)
is been marketed
d)
is marketed
4.
If we want to make a big impact, … … … consider a TV
campaign.
a)
we'll have to
b)
we better
c)
we had to
d)
we've got
5.
A word processor is … … … a typewriter.
a)
more easier to use than
b)
easier to use as
c)
as easy to use as
d)
not as easy to use than
6.
If you … … … ice in warm water, it soon melts.
a)
will place
b)
would place
c)
place
d)
placed
7.
The level of discount … … … the size of the order that is
placed.
a)
is depending of
b)
depends of
c)
is depending on
d)
depends on
99
8.
We are looking forward … … … you at next year's
conference.
a)
to see
b)
to seeing
c)
seeing
d)
that we will see
9.
The warehouse entrance is … … … the main car park.
a)
opposite to
b)
opposite of
c)
opposite from
d)
opposite
10.
The new price lists … … … tomorrow and will be available
in a few days.
a)
are being printed
b)
are printed
c)
were printed
d)
will print
11.
He told us that he … … … for a new job.
a)
thought he would apply
b)
applied
c)
is applying
d)
had been applying
12.
If the components … … … delivered earlier we might have
been able to start work on time.
a)
might have been
b)
were
c)
would have been
d)
had been
13.
When … … … writing the report of the meeting?
a)
have you finished
b)
are you finishing
c)
do you finish
d)
will you have finished
14.
Mr. Brown … … … ten years.
a)
has been head of this department for
b)
is head of this department for
c)
is head of this department since
d)
has been head of this department since
15.
The number of orders went up … … … we increased our
prices by 15%.
a)
because
b)
although
100
c)
when
d)
if
16.
Mr. Black is the … … … office you'll be sharing this month.
a)
man, whose
b)
man, of whom the
c)
man of whom the
d)
man whose
17.
These documents arrived on Thursday, … … …
a)
arrived they?
b)
didn't there?
c)
didn't they?
d)
weren't they?
18.
… … … our new brochure, which should arrive next week.
a)
I just have sent
b)
I have just sent
c)
just I have sent
d)
I have sent just
19.
When the post … … …, I'll bring it into your office.
a)
will arrive
b)
arrives
c)
is arriving
d)
is going to arrive
20.
… … … an English course can be an interesting experience.
a)
To assist
b)
To attend
c)
Attending
d)
Assisting
21.
We tend … … … believe whatever we are told.
a)
to
b)
in
c)
on
d)
at
22.
These days every company is trying to find ways to appeal
… … … their customers' emotions to sell their products.
a)
at
b)
into
c)
to
d)
on
23.
You should focus … … … on your career goals.
a)
at
b)
on
c)
for
101
d)
24.
a)
b)
c)
d)
25.
a)
b)
c)
d)
in
He put … … … the conference unexpectedly.
on
towards
off
up
She promised … … … at the airport to meet me.
to be
being
having been
be
VI CUSTOMER SERVICE
customer service
customer care
complaint
to complain
exceptional service
poor service
below standard service
after-sales service
loyal customer
customer loyalty
product returns
faulty product/goods
customer satisfaction
repeat business
refund
refund policy
guarantee period
102
VII ACADEMIC WRITING
UNIT 1 INTRODUCTION TO ACADEMIC WRITING
Many assignments at university require you to present in writing
what you have learnt and investigated. You may be asked to submit
essays, or reports or papers, and in the later years of an undergraduate
programme to produce longer dissertations. The two most common
forms of writing assignment at university are essays and reports.
Essays
Generally, essays require you to develop ideas, or arguments,
provide evidence for them, and present it all logically. Although a longer
essay may contain headed sections, shorter essays often do not have
section headings.
Reports
Reports tend to be more business-like. They report on an issue or a
piece of research, and they are always laid out in sections with headings
which are often numbered.
Academic writing is quite different from the conversational style
people use when communicating with friends. It's also different from the
type of writing you read in many newspapers, or novels. It's more formal
than other types of writing, and it follows certain conventions.
You should avoid using informal language, such as slang or
colloquialisms (e.g. okay), or contractions (e.g. isn't, don’t). You structure
your language carefully, using complete sentences and paragraphs.
Although bulleted lists are also acceptable, they shouldn't be overused,
because your writing would start to look like it was just notes.
In general, academic writing:
 is formal
 is impersonal and objective
 is cautious or tentative
 references other writers' work
1. Group the following words and phrases into categories
‘Formal’, ‘Informal’.
verify, carry out, examine, make sure is true, investigate,
demonstrate, get rid of, conduct, try to find out , look at carefully, show ,
eliminate
Formal
Informal
103
2. Match the formal words with the informal words and phrases
with the same meaning
 Impersonal, objective style
Most types of written assignments should be written in an
impersonal, objective style. Generally, this means that you shouldn't use
'I' or 'we' or 'you'. This is because the reader will normally be more
interested in the ideas themselves rather than the person writing. In order
to achieve an impersonal style in your formal writing, you can use the
passive voice.
3. Compare the following examples and choose the more
impersonal option in these pairs
1. a. I chose this method because it was less complex.
b. This method was chosen because it was less complex.
2. a. Insufficient evidence was found.
b. We didn’t find enough evidence.
3. a. I’m going to give details of three theories.
b. Three theories will be described.
4. a. We needed to redesign the interface
b. It was necessary to redesign the interface
4. Remake the following informal sentences into more formal
style.
1. I had to alter the wording of the questionnaire.
2. I can see from the data that the implementation was successful.
3. I'm going to discuss three different forms of treatment in this
essay.
4. I'm going to consider the reasons for the failure of the campaign.
5. I'm going to give recommendations for future projects.
 Cautious or tentative style
It is wise to use a cautious tone in your writing, because very often
you are discussing issues in which there is no absolutely right answer, or
absolutely correct definition, or absolutely perfect solution. So it's usually
better to 'suggest', rather than 'state.' Here are some examples of a
cautious or tentative style.
104
It appears that...
It may be that...
It seems as though... It is likely that...
This suggests that... It is possible...
 Referencing
Academic writing refers to information from a range of print, digital
and other sources, all of which must be clearly referenced in your text.
Remember! You must always clearly identify the work and ideas of
others in your writing.
UNIT 2 WRITING A REPORT
What is a report?
A report is a document that presents information about an issue or
investigation concisely and impersonally, in a clearly structured format.
There are many different types of report to suit different purposes. Most
fall into one of the following categories:
Analytical reports
Practical reports
Analytical reports present
information about issues, events,
procedures. They are designed to
provide the reader with enough
information to be able to make
decisions about future strategies.
For example, if management were
considering refurbishment of a staff
canteen, a report on the current
situation would help make their
final decisions.
Practical reports describe how a
piece of work has been carried out,
what the outcomes were, and what
the significance is.
A report on a scientific experiment
is a good example.
Report writing style
Reports are usually written in an objective, formal . This means you
avoid using more informal language, such as slang or colloquialisms, or
contractions. You structure your language carefully, using complete
sentences and paragraphs. However sometimes a more personal and less
formal style may be acceptable too.
How to structure the report?
105
What goes into a report?
Think about the function of each section
A report is designed to allow the reader to find information
anywhere in the report very quickly. At different times, the reader may
only wish to consider certain parts of the report. So the information is
divided into sections, each with a heading.
These sections and headings will depend on the nature and subject of
your report. In longer reports, the sections may be broken into
subsections, also with headings. Sometimes these sections are numbered.
The presentation of a report is also important, not just because of the
first impressions it creates, but because a report must be laid out in such a
way that the reader can find information quickly and easily.
Basic report structure
Many reports use the same basic structure.
1. Put these example report headings in the right order.
 Main section
 Introduction
 Title page
 Conclusions
 References/Bibliography
 Recommendations
 Contents
 Appendices.
Numbering and headings
In order to help the reader find their way around a report quickly, a
report is always divided into clear sections with headings. Usually, a
numbering system is used too. The important thing is to be clear and
consistent.
Here is one example of a numbering system you might use:
Example
1. Section
1.1. Subsection
1.1.1. Subsubsection
1.1.2 Subsubsection
2. Section
2.1. Subsection
2.2. Subsection
2.3. Subsection
2.3.1. Subsubsection
Example report structure
106
Section
What goes in?
Executive
summary/Abstract
The summary should provide an overview
of the whole report, so that the reader can
get a good idea of what the report contains,
without having to read it in detail. The
summary should stand alone. It should
include, very briefly, the background and
purpose of the report, the main points
covered, the significant findings,
conclusions and recommendations.
Introduction
The introduction should tell the reader:
 the purpose of the report
 what the background is
 what the report should cover
 how the information was collected
 any limitations on the report
Main section
This is the largest section and contains most
of your information. In it, you will present
your research findings to the reader. You
need to organise the information into
smaller subsections, and give these sections
a heading. Make sure the information flows
logically from one section to the next.
Conclusion
You must not introduce any new
information here. You should pull together
the main points of the report in a brief
summary, and emphasise the most
significant points. You should link your
conclusion back to the purpose of the report
which you stated in your introduction.
Recommendations
This is where you have a chance to suggest
how things could be improved or
progressed. Your recommendations must
107
flow logically from your conclusions, so
that the reader can see the basis for your
suggestions. Recommendations can be listed
and numbered. It is important that
recommendations are realistic!
References/Bibliography A reference list tells the reader all the
sources you have referred to in your report.
A bibliography tells the reader all the
sources you have consulted, but not
necessarily referred to. Check which is
required in your assignment guidelines
Appendices
Appendices are materials you have referred
to which are not essential for the reading of
the report, and which could distract the
reader from its logic. However, they need to
accompany it so the reader can refer to
them. Examples are tables, graphs, statistics,
diagrams, which have been mentioned in the
report. Appendices are numbered, for
referencing in the text.
Writing the introduction
The introduction and the conclusion are key elements in the structure
of your report.
There are some important things you need to do in the introduction:




You need to define what you are going to talk about. Otherwise
your marker can't tell if you've talked about it meaningfully or not.
You need to show your marker what you are trying to do with
your topic - your direction.
You need to show your marker what you are going to cover (and
what you're not, if need be).
You need to give your marker background information
necessary to their understanding.
108
1. The following sample introduction has both strengths and
weaknesses. Read it and see where the strengths and weaknesses lie.
Introduction 1
1.1 Purpose
The purpose of this report is to identify how Westpac Banking
Corporation and ANZ Banking Group use the marketing mix to attract
their specific target market.
1.2 Background
Over the past 20 years, the banking industry in Australia has
experienced significant pressures from a number of areas that have
changed "and continue to change the landscape of the banking industry"
(Ibis Report). The de-regulation of the financial system in the1980s has
arguably had the greatest impact on the banking industry; however, the
ever-increasing influence of technology also cannot be over-stated.
The four major banks collectively control 73% of industry assets
(Ibis World). The market segments comprise individual clients (53%) and
the commercial sector (35%), with governments and financial
intermediaries having a lesser influence (Ibis Report)
Feedback
Introduction 1
1.1 Purpose
A definition of the banking industry would have been useful. It is
helpful to outline the overall purpose of your report.
1.2 Background
As above, while it is useful to have background - and the
background here is good - you do not have to use numbered sections
unless you want to.
The student has clearly done useful research. It would also help the
reader to have the scope of the report spelled out in the introduction. The
three references to Ibis World should have been more specific.
2. Read the following sample introduction. Discuss its strengths
and weaknesses.
Introduction 2
Pre-mixed drinks were introduced in response to the demand of a
segment in the alcoholic beverage market, especially by the younger age
group who did not like the taste of stronger alcoholic drinks. In general,
the pre-mixed alcoholic beverage industry includes wine coolers and
109
spirit-based products. For a while they were also called the "alcopops"
which were also tagged "New Age drinks" (Simpson, 2000, p.16).
For the purposes of this assignment, the focus will be on the premixed alcoholic beverage industry in Australia, concentrating on one of
the older products, and one of the newest, Bacardi Breezers, with regard
to differing marketing mixes.
Writing the conclusion
When you finish writing, leave yourself time to stand back from
your report so you can get some perspective on it. Read the whole thing
through again, making notes before you start the conclusion.
There are some important things you need to do in the conclusion:
 You need to link it to the rest of your report.
 You need to highlight the significant elements from your report.
 You need to draw out the main points you want to make about
the topic - and make them at a general level.
 You need to avoid introducing new material.
1. Read the following sample conclusion. Note how it is organised
and read about its strengths and weaknesses
Conclusion 1
It can be seen then that differences do exist between Coca-Cola and
Pepsi Cola. This can be seen in the marketing variables which are the
basis for segmentation such as age and geographic variables. In a
competitive market, both companies must identify and target different
market segments in order to remain at the cutting edge. Differences
between the companies are evident with respect to product, pricing, place
and promotion. Coca-cola relies heavily on value: quality is more than
something we see or taste. (http://www.coca-cola.com). Pepsi, on the
other hand, relies on its success resulting from superior products and high
standards of performance (http://www.pepsico.com).
Feedback
Good - refers back to the comparison.
Needs more explicit focus on most significant macro forces from
Part 1
Sums up main points.
Highlights significant features from Part 2.
This section is sounding too much like a promo from the sites.
110
Referencing
Academic writing requires you to research a range of information
and evidence, in order to evaluate it in relation to your topic. You will
need to refer to externally sourced information from a range of print,
digital and other sources, all of which must be clearly referenced in your
text.
There are three main reasons why you must reference clearly,
systematically and consistently:
1.
If you include the work or ideas of others without referencing
it clearly, this is plagiarism. Plagiarism is a form of academic cheating
and carries strict penalties.
2.
A well-referenced piece of work demonstrates to your
lecturer that you have thoroughly researched the topic, and that your work
is based on evidence.
3.
Readers of your work may wish to look at the external
information you have referred to in your writing, so will need full details
of the source to locate it.
There are different systems of referencing. This section focuses on
the Harvard method of referencing.
The basic principle of referencing is quite logical: within your text
you show you are referring to another writer's work by giving very brief
details, usually the surname and date of publication. These brief details
allow your readers to find the complete details in your reference list at the
end, and to locate the source if they wish.
There are two parts to referencing:
1.
Referencing within the text- the way you refer to another
writer's work within your own text. This is called in-text citation.
2.
The reference list- the list of references at the end of your
text, which contains full details of all your sources.
111
retrieved from http://www2.napier.ac.uk/gus/managing_information/referencing.html
How to reference in the text (citation).
You will often need to refer to information from other writers in
your text. This is known as in-text citation. Two examples of citation
are quoting and paraphrasing.
Quoting
A quotation repeats a piece of information in the author's exact
words, or exactly as originally published.
Example of a longer quotation
…………
"Get ready for university study" introduces some of the key skills
needed for successful university-level study. Feedback from staff and
learners indicates the resource benefits a wide audience, from schoolleavers, new and potential students, to postgraduates, professionals and
others.
(Smith 2008, pp. 60-61)
………………….
112
Example of a short quotation
……………. According to Smith (2008, p. 60), "Feedback from
staff and learners indicates the resource benefits a wide audience."
……………….
Notice how the two examples are formatted. The longer quotation is
indented, with no quotation marks, while the short quotation has
"quotation marks" round it. In each case this ensures the quote is clearly
identifiable in your text.
How to reference a quotation
To reference a quotation in your text, note the author's surname, the
date of publication of the original source, and the page number.
Remember: If you use a quotation, you must give the page number.
Paraphrasing
Paraphrasing is when you present the ideas or information of others
using your own words. This is a very common way of citing other writers'
work within your text.
Examples of paraphrasing
…text………………
Although the materials were originally
developed for a comparatively small user group, many others have also
found them useful. (Smith, 2008). …. text ………………….
…… text …………. According to Smith (2008), although the
materials were originally developed for a comparatively small user group,
many others have also found them useful. ……… text ………
Notice the way paraphrased information is integrated into the flow of
the main text.
How to reference paraphrased information
To reference paraphrased information, note the author's surname and
the date of publication of the original source, e.g. Smith (2008).
Examples:
113
According to Smith (2008) …
Smith (2008) reported …
Research by Smith (2008) suggests …
A recent study demonstrated …… (Smith & Jones 2008)
Remember: You don't need to include page numbers with
paraphrased information
Referencing multiple authors and organisations
Sometimes you will need to refer to an external source published by
an institution or organisation with no individual author, for example the
Interesting Research Group (IRG). In this case, you treat the organisation
as the author.
For example:
Reported incidence of something interesting increased during …
(IRG, 2008)
Interesting Research Group's recent report (2008) indicates…
If there are two authors of the source you want to reference, give the
surnames of both, for example:
An evaluation by Smith and Jones (2008) found …
A recent study suggested … (Smith & Jones 2008)
When you refer to co-authors in brackets, use an ampersand "&"
rather than "and".
If there are more than three authors, give the surname of the first
author followed by et al. (which means 'and others').
For example:
Jones et al. (2008) conducted an evaluation demonstrating …
A recent study (Jones et al., 2008) demonstrates …
Note that in the reference list at the end of your text, you must name
all the authors of each source.
1. Complete the following example citations with the words and
phrases ?
a.
b.
Smith
According to
114
c.
d.
e.
f.
g.
h.
findings
Research by
(Lee & Jones 2004)
et al.
writing in
(2006b)
1 ……………….. (2005) comments on the rapid expansion of
communications technology in UK higher education.
2 Jones …………………(2006) investigated some of the challenges
in design and development of e-learning materials.
3 A recent study suggests instant messaging has enormous potential
as a tool for teaching and learning. ………….
4 ……………. Lee (2005), there is little information on the
information skills gap in today's society.
5 Garcia ……….. presents a series of case studies illustrating
learners' perspectives on e-learning.
6 ……………… the Interesting Research Group (2003) found
students using self-assessment tools showed improved performance.
How to construct the reference list at the end
You will also need to provide a full reference list at the end of your
writing, and to ensure that the details in it match your citations.
A distinction is often made between a bibliography and a reference
list.
 A Reference list contains all the items you have referred to directly
and cited within your text.
 A Bibliography contains all the sources you have read but not
cited within your text. (Usually this is background reading).
Students are often only asked for a reference list. In some cases
however, no distinction is made between the two.
2. How is a reference list ordered?
 alphabetically by title?
 alphabetically by publisher?
 alphabetically by author surname?
 by date?
What details should the reference list include?
Author, Date, Title, Where published, Publisher.
Book
115
Chapter in a book Author, Date, Chapter title, Book title, Editor, Page
range, Where published, Publisher.
Journal article
Author, Date, Article title, Journal title, Volume number,
Page range.
Internet reference Author, Date published (if available), Article title,
Publication title (if available), Web address, Date
accessed.
Example reference list
Garcia, D. (2006). Interesting things about something. Available
from http://www.an.org.uk/06/garcia.asp [Accessed January 2008]
Interesting Research Group (2003). Some Facts And Figures 2003.
Baltimore, MD: author.
Jones, C., Smith, A., Garcia, D. & Lee, A. B. (2005). Challenges in
e-something. Something Interesting, 40, pp50-55.
Lee, A. B. & Jones, C. (2004). Instrstng mssgng. Interesting
Research, 2, pp60-135.
Lee, A. B., (2005). An Organisational Theory Of Something. New
York, NY: Interesting Press.
Smith, A. (2005). E-something. In: Black, A. & White, B. (Eds.), An
Introduction To Something Interesting, 30-52. Edinburgh: Textbook.
This example shows some common types of information source.
Can you spot:
 a book
 an article in a journal
 a chapter in a book?
3. Indicate the type of source that each reference comes from:
 book
 newspaper article
 organisational web site
Reference
1. Assael, H., Reed, P. and Patton, M. (1995) Marketing: Principles
and Strategy Harcourt-Brace, Sydney.
2. Foster's News Release (2000) World-first a winner at Carlton and
United Breweries, www.fosters.com.au/media_or acle.asp, accessed
15/08/2004
116
3. Gentle, N. (2000), "Light Beer To Cost More Under Bill To Scrap
Subsidy", Canberra Times, 25 May 2000, p.1-2.
4.
IBIS
World
(2000),
G5123
Liquor
Retailing,
http://www.ibisworld.com.au/industry/Defi
nition.asp?industry_id=39,
accessed 17/08/04.
5. Kotler, P., Armstrong, G., Brown, L., Chandler, S. A. (1998),
Marketing, (4th edn), Prentice Hall, Sydney.
6. Lamb, W., Hair, J., McDaniel, C. (1998), Marketing, (4th edn),
South-Western College Publishing, Cincinatti.
7. Lloyd, S. (1999), "Liquor Companies Find A Pre-Mixed
Blessing", Business Review Weekly, 20 August, p.1-2.
8. Oey, P. (1998), "Asia on the Fast Track", Drug and Cosmetic
Industry, 22 May, p.2.
9. Port, J. (1999), "Creative License", Business Review Weekly, 26
October, p.1-2.
10. Simpson, W. (2000), "Sweet Surrender", Sydney Morning
Herald, 2 February, p.16.
4. What do the details in a reference mean?
1.
An online reference
Garcia, D. (2006). Interesting things about something. Available
from http://www.an.org.uk/06/garcia.asp [Accessed January 2008]
2.
A publication where the author is the publisher
Interesting Research Group (2003). Some Facts And Figures 2003.
Baltimore, MD: author.
3.
An article in a journal
Jones, C., Smith, A., Garcia, D. & Lee, A. B. (2005). Challenges in
e-something. Something Interesting, 40, pp50-55.
4.
A book
Lee, A. B., (2005). An Organisational Theory Of Something. New
York, NY: Interesting Press.
5.
A chapter in a book
117
Smith, A. (2005). E-something. In: Black, A. & White, B. (Eds.), An
Introduction To Something, 30-52. Edinburgh: Textbook.
5. Find at least three mistakes with this reference list.
Assail H., Reed P., and Patton M, "Marketing: principles and
strategy", Harcourt Brace, Australia, 1995.
Jain S. "Marketing Planning and Strategy", (4th ed), South
Western Publishing Co, USA 1993.
Keegan W., Moriarty S., and Duncan, T, "Marketing", Prentice
Hall, USA, 1992.
Keegan W., Moriarty S., and Duncan, T, "Marketing", (2nd ed),
Prentice Hall, USA, 1995.
Kotler, P, "Marketing Management" (8th ed), Prentice Hall,
Australia, 1994.
Kotler, Armstrong, Brown, Adam, Chandler, "Marketing", Prentice
Hall, Australia, 1998
Zikmund W. and D'amico M. "Marketing", (3rd ed), John Wiley
and Sons, USA 1989
Web Sites
http://www.corporateinformation.com/ausector.html
http://www.natfoods.com.au/
UNIT 3 WRITING AN ABSTRACT






What is an abstract?
What types of abstracts are typically used?
Why are abstracts so important?
What makes a good abstract?
How to write a good abstract?
Make a list of do’s and don’ts for writing an effective abstract.
An abstract is a condensed version of a longer piece of writing that
highlights the major points covered, concisely describes the content and
scope of the writing, and reviews the writing's contents in abbreviated
form.
An effective abstract has the following qualities:
 uses one or more well developed paragraphs: these are unified,
coherent, concise, and able to stand alone.
118






uses an introduction/body/conclusion structure which presents the
article, paper, or report's purpose, results, conclusions, and
recommendations in that order.
follows strictly the chronology of the article, paper, or report.
provides logical connections (or transitions) between the
information included.
adds no new information, but simply summarizes the report.
is understandable to a wide audience.
uses passive verbs to downplay the author and emphasize the
information.
STEPS FOR WRITING EFFECTIVE ABSTRACTS
To write an effective abstract, follow these steps:
1. Reread the article, paper, or report with the goal of abstracting in
mind.
2. Look specifically for these main parts of the article, paper, or
report: purpose, methods, scope, results, conclusions, and
recommendation.
3. Use the headings, outline heads, and table of contents as a guide to
writing your abstract.
4. If you're writing an abstract about another person's article, paper,
or report, the introduction and the summary are good places to begin.
These areas generally cover what the article emphasizes.
5. After you've finished rereading the article, paper, or report, write a
rough draft without looking back at what you're abstracting.
6. Don't merely copy key sentences from the article, paper, or report:
you'll put in too much or too little information.
7. Don't rely on the way material was phrased in the article, paper, or
report: summarize information in a new way.
8. Revise your rough draft to correct weaknesses in organization.
9. Improve transitions from point to point.
10. Drop unnecessary information.
11. Add important information you left out.
12. Eliminate wordiness.
13. Fix errors in grammar, spelling, and punctuation.
14. Print your final copy and read it again to catch any glitches that
you find.
119
READING & WRITING
Follow the steps above and write an abstract on the article.
Pupils used for market research
A growing number of schools are allowing market researchers to
canvass their pupils.
Headteachers are asking pupils to answer questions on products
ranging from fast food and soft drinks to clothes. Schools are paid about 1
pound sterling per pupil for taking part, but there is concern that the
children are being exploited.
As many as 20,000 pupils in schools and even playgroups regularly
take part in questionnaires by telephone or face-to-face, so advertisers can
find out what boosts their products' "pester power".
Stephen Colegrave, of Saatchi and Saatchi, said: "Children are much
easier to reach by advertising. They like advertising, and pick up on it
really fast, and quite often we can exploit that relationship, and get them
actually pestering their parents for the product."
The techniques used to canvass pupils are becoming increasingly
sophisticated.
The Youth Research Group is one company which uses the internet
to survey children in the classroom. It offers clients an instant verdict on
new products. In return for access to their pupils, the schools get free
computer equipment. But critics are worried schools are being bribed and
their pupils exploited.
Margaret Morrisey, spokeswoman for the National Confederation of
Parent Teacher Associations, said: "We've got to say "Hang on a minute".
Children have got to be allowed to be children. There is a place for
commercialisation, but it's definitely not within school and finance is not
a fair tool to use to encourage schools to do it."
But schools welcome the money. Priory High School in Preston gets
vouchers for computer equipment. In return, pupils do internet surveys in
class. They are carefully supervised, and the school sees nothing wrong
with it.
Headteacher Maureen Harrison said: "I don't regard it as
exploitation. I'm making a professional judgement here about how
children can use this kind of material in the classroom.I think it's to their
benefit that we use this kind of material in the classroom."
Martyn Richards, vice-chairman of the Market Research Society,
said there was a very strict code of conduct covering all the work done by
the society in schools. It was also working on a "very rigorous" set of
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guidelines which would be posted on the internet in the next couple of
weeks.
"Within those guidelines we will be suggesting that all interviewing
in schools is done with parental permission, and certainly that's something
that I as a researcher have done very rigorously over all the years that I
have been working in schools," he said.
The money paid to schools for access to their pupils was a "token of
appreciation", and was not the reason why schools took part in market
research.
"Pupils who take part feel they have gained something from it and so
do the teachers that teach them."
He said research carried out using small groups of children allowed
them to discuss things in detail and evaluate things, which was a learning
process in itself.
Research carried out in the form of a questionnaire enabled pupils to
see how professional surveys were done, which would help them when
they had to carry out their own surveys for their schoolwork.
But Alan Carter, of the Campaign for State Education (CASE), said:
"If it's done during normal school time when the children should be being
educated, I think there is an abuse going on here. I think there's a strong
element of exploitation in this which I think we need very strong
guidelines for, and somewhat stronger than what are being suggested."
http://news.bbc.co.uk/2/hi/uk_news/education/503683.stm
Discussion
1.
What methods of market research are mentioned in the text?
2.
Why do researchers use schoolchildren for market
researches?
3.
What are the opinions of different group of people on doing
market research with pupils?
4.
What group do you support?
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APPENDIX 1
CLICHÉ FOR ACADEMIC WRITING
Structure (структура)
connectives of result (соединительные слова
результата действия)
so ( таким образом…),
therefore ( поэтому…),
as a result ( в результате…),
accordingly, thus, hence,
consequently ( в конечном итоге…)
connectives of reformulation
(соединительные слова перефразирования)
in other words ( другими словами…),
to put it more simply ( проще говоря…),
it would be better to say (было бы лучше
сказать….)
connectives of concession
(соединительные слова уступки)
however ( однако…),
nevertheless ( тем не менее…),
in spite of that ..( несмотря на…. ),
all the same (все равно….)
Description
(описание)
Commonly used present passive ( обычно
используется пассивный залог)
(is\are + verb stem +ed)
Describing a process ( описание процесса)
First ( во-первых…),
Then, Next ( затем..),
Finally ( в конечном счете…)
Relative pronouns ( относительные
местоимения)
Who (кто…)
Which ( который…)
Whose ( чья ,чье….)
Whom ( кому)
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Location
(местоположение)
Verbs to describe the
composition
(глаголы,
описывающие
структуру)
Definitions
(определения)
X is situated ( находится),
Х is located ( располагается…)… in, to, on\
near ( у, рядом, около…)
comprise(s ),consist(s)…of, constitute(s)..
is composed of…( состоит из…, охватывает)
Present simple ( active\ passive)(
используется настоящее простое время )
(актив\ пассив)
x is.( является.),
means ( означает…),
describes ( описывает…),
is defined as.( определяется как…),
is used ( используется….)
is concerned with, deals with (имеет дело с
ч-л… .),
relates to ( относится к …),
involves ( вовлекает, включает в себя….).
Exemplification
(приведение
примеров)
Comparison and
contrast (сравнение и
противопоставление)
Cause (причина)
Relative clause
Ghhjjn
shown by… ( представленный,
показанный),
exemplified by…( приведенный в качестве
примера),
illustrated by … ( представленный кемлибо)
as much as ( столько,. …сколько),
more….than ( более чем……).,
least ( наименьшее),
most (наибольшее),
not so many…. as ( не так много, как…)
as many …as ( так много, как….),
the same …as ( тоже самое….)
greater …than ( больше, чем…)
causes … ( является причиной, вызывает
…),
due to… (благодаря ч-л...),
the cause of… ( причина ч-л….)
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Impersonal verb
phrases (безличные
глагольные
выражения)
Discussion
(обсуждение)
Summarizing and
concluding
(подведение итогов и
заключение)
the reason for, the effect of …
the consequence of….( вследствие).
the result of ..( в результате..)…
consequently ( в конечном счете…)
accordingly ( соответственно…)
because of this ( из-за этого...)
for this reason ( по этой причине…)
It appears to.., It seems that….( кажется,
что…)
It tends to be …( имеет тенденцию к..)
It is said that….( говорят , что)…
Some of the evidence shows….( одно из
доказательств указывает на….),
Some writers say that…( некоторые авторы
говорят , что…).
It is generally agreed that…( по общему
мнению…; общепринято…, что).
First.., Firstly.., First of all.., In the first
place ( во- первых, прежде всего);
Second, In the second place ( во- вторых);
The next important …( еще одно важное… );
Next, Then, After all ( далее, затем… );
Finally, Lastly, In conclusion ( в заключении,
в конечном итоге)
In short, In brief ( кратким образом,
кратко… )
In a word( одним словом….)
To sum up ( подводя итог…)
In conclusion ( в заключении….)
On the whole ( в целом….)
Altogether, In all ( в конечном счете…)
APPENDIX 2
CLICHE FOR PRESENTATION
Introducing the subject
Stating the purpose
- I’d like to talk (to you) today
about…
- I’m going to present my research
paper/inform you about/describe/…
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Вступление
Постановка цели
Позвольте представить Вам
свою исследовательскую
работу…
Предметом моего
- The subject of my academic
paper/my presentation is…
- My purpose/objective/aim today is
...
- This morning I’m going to be
talking
to
you
about/telling
you/showing you/reporting on…the
summary of my research work
исследования является…
Цель моего выступления
сегодня…
Я бы хотел представить Вам
основные выводы моей
выпускной квалификационной
работы…
Signposting
Outlining the structure
- I’ve divided my presentation into…
parts/sections. They are… The subject
can be looked at under the following
headings…
- So, I'll start off by… giving you an
overview of/making a few
observations about/outlining...
Структурирование
презентации
- And then I'll go on to… discuss in
more depth the implications of/talk
you through…
- We can break this area down into
the following fields:
Let me begin with/To start with/
Firstly, I'd like to look at ...
Then/Secondly/Next… Thirdly…
Finally/Lastly/Last of all…
-I’d be glad to answer any questions
at the end of my presentation.
- I’ll try to answer all of your
questions after the presentation.
В продолжение давайте более
подробно рассмотрим…
Данный раздел включает в себя
следующие вопросы…
Changing to another topic
-Let's now move on to/turn to ...
-Moving on now to…
-This leads/brings me to the next
point which is…
-I'd now like to move on to /turn to ...
Моя презентация состоит из
следующих частей…
Позвольте мне начать
с…/Начнем с краткого
обзора…
Во-первых…во-вторых…втретьих…
затем…в
заключении,…наконец…
С удовольствием отвечу на
Ваши вопросы в конце моего
выступления.
Постараюсь ответить на Ваши
вопросы после моей
презентации.
Переход к другому разделу
Давайте перейдем к …
Продолжая свое
выступление…
Из этого следует следующее…
Я бы хотел перейти к
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-So far we have looked at ... . Now I'd следующему вопросу…
like to ...
Так как мы уже рассмотрели…,
я бы хотел…
Using visual aids
-I’d like you to look at this chart,
which shows…/ Let’s look at….
-Let me show you…/As you can
see…
-If you look at this graph, you’ll
see…
-This table/diagram/slide/chart
shows…/compares/gives information
about…
-I’d like to draw your attention to the
next slide…
Thanking the audience
Inviting questions
-Thank you for your attention.
-Thank you for listening.
-If you have any questions, I’d be
pleased to answer them.
-If there are any questions, I'll do my
best to answer them.
Handling questions
Clarifying a question
-If I understand you correctly, you are
saying/asking...
-I didn't quite catch that.
-Could you go over that again?
/Sorry, could you say that
again/repeat that, please?
What exactly did you mean by …?
Avoiding giving an answer
-I'm afraid that's not the field of my
research.
-I/m afraid I’m not able to answer this
question at present.
Linking words/phrases
Personal opinion:
In my opinion/view…
To my mind…
126
Использование наглядности
Позвольте обратить Ваше
внимание на таблицу/схему,
которая показывает…
Позвольте представить Вам…
Как Вы можете видеть на
данном графике…
Данная
таблица/диаграмма/слайд
показывает/сравнивает/предост
авляет информацию о …
Выражение благодарности
Приглашение к обсуждению
Благодарю Вас за внимание…
Спасибо за внимание…
Если у Вас есть вопросы, я с
удовольствием на них отвечу.
Постараюсь ответить на все
Ваши вопросы.
Ведение дискуссии
Уточнение
Если я вас правильно понял,
Вы имеете ввиду, что…
Я не уверен, что я Вас
правильно понял.
Извините. не могли бы вы
повторить вопрос?
Не могли бы Вы уточнить?
Уклонение от ответа
Это не входит в тему моего
исследования.
Боюсь, я не могу ответить на
Ваш вопрос.
Слова-связки
Выражение собственного
мнения
По-моему мнению…
I think/suppose/believe/consider…
It seems to me that…
As far as I’m concerned…
To list points:
First/To start/to begin with/First of
all…
Secondly/after
that/Afterwards/Next/Then…
Thirdly/Finally/Lastly…
To add more points:
What is more/Furthermore/Apart
from this/In addition( to
this)/Moreover/Besides…not to
mention the fact that…
Not only…but also…
Both…and…
To refer to other sources:
With reference to…Concerning…
According to…
To express cause:
Because/Owing to the fact that/due to
the fact that/On the grounds
that/Since/As…
To express effect:
Thus/Therefore/So/Consequently/As
a result/As a consequence…
To emphasize a point:
Indeed/Naturally/Clearly/Obviously/
Needless to say
It is a fact that/In effect/In fact/As a
matter of fact/Actually/Indeed
As a rule/Generally/In general/On the
whole
Я думаю…
Я полагаю…
Мне кажется…
Перечисление
Во-первых…во-вторых…втретьих…
затем…в
заключении,…наконец…
Дополнительная
информация
Более того…кроме того…в
дополнение …
не только…но и…
как… так и…
Ссылка на источники
Согласно…
Со ссылкой на…
Выражение причины…
Так как… из-за…благодаря…
Выражение следствия
Таким
образом…следовательно…в
результате…
Выражение фактической
информации
Очевидно…разумеется…
Фактически…на самом деле..
Как правило…в общем…в
целом…
127
Agreement/Disagreement
I fully/completely agree with you.
That’s just what I was going to say.
I think so too.
I’m afraid, I can’t agree with you.
I don’t think that’s quite right.
I’m afraid I have to disagree with
you.
128
Выражение
согласия/несогласия
Полностью с Вами согласен.
Я разделяю Ваше мнение.
Я считаю так же.
Боюсь, я не могу с этим
согласиться.
Я не совсем в этом уверен.
Я не могу с этим согласиться.
REFERENCES
Cotton D. et al. Market Leader Pre-intermediate Business English,
New Edition – Pearson Education Limited, 2002.
Flinders S. Test your professional English: Business General. Pearson Education Limited, 2003
Jones L.& Alexander R.. New International Business English.
Updated Edition. Communication skills in English for Business purposes
- Cambridge University Press, 1989, 1996, 2000.
MacKenzie I. English for Business Studies. A course for Business
Studies and Economics students. Students’s book – Cambridge University
Press, 1997.
MacKenzie I. Management and Marketing – LTP, 1997.
Mascull B. Business vocabulary in Use – Cambridge University
Press, 2002.
Naunton J. Head for Business. Intermediate – Oxford University
Press, 2000
O’Driscoll N. BEC Vantage Masterclass. Oxford University Press,
2009
Rachman D.J. Business Today 6th edition, McGraw-Hill Publishing
Company,1990
Robbins S. Business Vocabulary in Practice – HarperCollins
Publishers, 2003.
Robbins S. First Insights into Business – Pearson Education Limited,
2000.
St John M.J. Marketing – International Book Distributors Ltd, 1992.
Tullis G. &Trappe T. New Insights into Business – Pearson
Education Limited, 2000.
Internet resources
http://www.tutor2u.net
http://www.bized.co.uk
http://news.bbc.co.uk
http://www2.napier.ac.uk
http://www.essaycoursework.com
http://www.monash.edu.au
http://www.breakingnewsenglish.com/0610/061011-shopping.html
http://www.esl.about.com
http://www.EzineArticles.com
http://www.tefl.net
http://www.businessdictionary.com
http://www.babylon.com
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Учебное пособие
АНГЛИЙСКИЙ ДЛЯ МАРКЕТОЛОГОВ
Составители
МАТАЛАСОВА Евгения Юрьевна
БЕСКРОВНАЯ Людмила Вячеславовна
Научный редактор доктор … наук,
профессор И.О. Фамилия
Редактор И.О. Фамилия
Компьютерная верстка И.О. Фамилия
Дизайн обложки И.О. Фамилия
Подписано к печати 19.01.2012. Формат 60х84/16. Бумага «Снегурочка».
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