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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 7 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 9 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. 83 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 89 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 120 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? 121 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) 122 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….) 123 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/… 124 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 125 -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 129 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». Печать RISO. Усл. печ. л. 2,61. Уч.-изд. л. 2,37. Заказ . Тираж 100 экз. Национальный исследовательский Томский политехнический университет Система менеджмента качества Издательства Томского политехнического университета сертифицирована NATIONAL QUALITY ASSURANCE по стандарту BS EN ISO 9001:2008 . 634050, г. 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