Unit 10 Marketing
10.1 Ways of promoting your product
Vocabulary
There are many ways of attracting customers to your product and keeping your brand name in the public eye. Fill the gaps with suitable words from the list below.
Packaging Personal selling Point of sale advertising Public relations Publicity Sales literature Showrooms Sponsorship Telephone sales Trade fairs and exhibitions Word of mouth 1. Brochures, leaflets and catalogues can describe your product in more detail and give more
information than an advertisement. Potential customers can be sent direct mail. Sales literature 2. Displays in retail outlets (supermarkets, chain stores, etc.) can attract the attention of potential
customers. ____________
3. Labels and presentation increase the impact of your product. _______________
4. You can contribute to the cost of a sporting or artistic event, where your brand name or logo is
displayed prominently. _____________
5. Potential customers can come to your premises and see a display or a demonstration of your
products and get hands-on experience? _____________
6. Your company takes a stand or mounts an exhibit to enable customers to see your products
and talk to your representatives. _____________
7. The public are in formed of a new development through n ewspaper articles ? You can inform
the press by issuing press releases? _____________
& PR can ensure that your firm keeps a high profile, and that people are aware of your good reputation
and image? ___________________
9. Existing customers tell their friends or colleagues about your product and hopefully recommend it to
them. ___________________________
10? Your staff can call customers, or customers can call a toll-free number to request sales literature or
ask for information. _______________________
11? Your rep can visit customers: this is the most effective method of promotion, but also the most
expensive. ____________ 10.2 The story of the swatch true or false.
1. Swiss luxury watch manufacturers were doing badly in the 1980s? ___________ 2. Electronic digital watches were invented in Switzerland. ______________ 3. The first digital watches were manufactured in the Far East. _______________ 4. According to market research consumers preferred analogue watches? 6. ETA，s new product would be easy to repair. ____________ 7. Swatches would be fashion items, not timepieces. ______________
__________
5. ETA developed the tech no logy to make quartz an alogue watches ? _________
Listening
Listen to the broadcast about the success of the Swatch. Decide whether these statements are
8. In 1985 ETA spent $30 million on advertising in the USA. ______________ 9. ETA promoted Swatches by sponsoring sports. ______________
10. There were many kinds of Swatches: some even tasted of strawberries. _______________ 11. It wasrTt possible for customers to buy a Swatch at a discount. ______________ 12. ETA didn't produce as many Swatches as customers wanted. ______________ 103 Brand names
Reading
Read this article and then fill each gap below with one word.
Are brand names being pushed off the shelf?
According to the Wall Street Journal: “ More and more shoppers are bypassing household names for the cheaper, no-name products one shelf over. This shows that even the biggest and strongest brands in the world are vulnerable.^
It has been clear for some time 一 principally since recession began to be felt in the major economies of the world 一 that the strength of brands has been under fire? During the seconcl half of the eighties, the Japanese, for example, showed themselves willing to pay a huge premium to but goods with a smart label and image to match: they were fashion victims par excellence, be it in choosing their luggage (Louis Vuitton was much favored) or in buying their booze, where a 20-year-old version of a good malt whisky could fetch the equivale nt of $60 or more. Over the past year or two, that enthusiasm to spend big money on a classy label has waned markedly.
But we may be witnessing the death of the brand.
First, every story that now appears about the troubles being experieneed by makers of luxury good triggers wise nods and told you so frowns?
Two days ago, LVMH in France, which owns Moet et Chandon champagne, Louis Vuitton iind the Christian Lacroix fash io n house, reported lower earnings for the first half of 1993 than it did a year ago. As David Jarvis, in charge of the European operations of drinks company Hiram Ealker, puts it: “ A few years ago, it might have been considered smart to wear a shirt with a designer^ logo embroidered on the pocked; frankly, it now seems a bit naff：
This conclusion fits with one's instincts. In the straitened nineties, with nearly 3 million out of work and 425,000 people officially classed as homeless in England alone, conspicuous consumption now seems vulgar rather than chic?
But just because flashy, up-market brands have lost some of their appeal, it does not follow that all brands have done so. Cadbury's Dairy Milk is just as much a brand as Catier watches? Tastes may have shifted downmarket, but that does not mean that they have shifted from flash-brand to no brand.
The second strand of the brand argument is tied intimately with the effects of recession. No one yet knows to what extent the apparent lack of some brands9 appeal in merely a temporary phenomenon. It
may well be that, deep down, we would still love to own a Louis Vuitton suitcase rather than one from Woolworth's but while we are out of work or fearing that our job is at risk, we are not prepared to express that preferenee y actually spending the cash.
Third, the example of Marlboro is an extreme one. The differenee in price between premium brand cigarettes and budget rivals in the US had become huge during the 1980s: a packet of Marlboro or Camel might cost 80 percent more than a budget variety. Few brands in any area of consumer goods could hope to maintain so great a premium indefinitely.
And fourth, in looking at the brands argument globally, it is too easy to become misled by what is happen i ng in an in dividual market. In the UK as a whole, about one third of groceries are under supermarkets5 own labels. In the USA the proportion is only 20 percent. But it does seem manufacturer-branded to retailer-branded goods is worldwide.
As David Jarvis of Hiram Walker says: “We believe that brands will retain their halo, but people are less in dined to pay for soinethi ng just because iVs a fashio n accessor y. They need to be reassured that the product is intrinsically bette匚^
Reports of the death of the brand have been exaggerated? Reports of the death of the de luxe brand may be premature, but sound much more plausible.
1 ? Consumers often prefer to buy ___________ unbranded product rather than more ____________
branded goods. The reason for this seems to be the worldwide ___________________ in major economies ?
2? In Japan consumers are less likely to buy goods with a fashionable _____________ .
3. In the present economic climate it seems ____________ to spend money on expensive designer
products.
4. __________ brand are less popular, but ___________ b「ancis are still important. 5. Maybe, when the recession is over, designer brands will regain their ____________ .
6. In the 80s, famous-bra nd cigarettes cost ____________ per cent more than cheap bra nds. This
difference is no longer so ___________ ?
7. In the USA proportionally ___________ own-label brands are sold than in Britain. 8. The consumer won't buy branded goods unless they are _____________ ? Highlight any useful vocabulary you'd like to remember in the passage. 10.4 'Think marketing^
Vocabulary
Add the missing words to the following sentences.
1. Please take one of these ___________ describing our new product. 2. There's a full description of the product on the ____________ 3. We are about to __________ a new product.
4. You can see the trend that these figures show by looking at this ___________ 5. The average ___________ is unaware of marketing. 6. This __________ shows that our sales are rising.
7. I think youUl like our new __________ on the wall outside? & Retail outlets are being encouraged to use this window _____________ 9. Coca Cola and Pepsi are both famous ____________
10. I think youUl agree that this new budget-price product is a real ____________ 11. Which of the __________ should we place our advertisements in? 12. Ou「product compares very well with nationally advertised ___________
13? According to a recent __________ , 45.9% of consumers prefer not to buy imported goods 14. The motor is exactly the same, but the case is a completely new ___________ 15. Which _________ do our products sell best in?
16? Demand for ma ny products may ___________according to the seas on. 17. It，s important that our _________ don't find out about our new process? 18. I saw the product __________ in a magazine.
19. You can buy this product in any supermarket or ____________ 20. Consumers must be fully aware of the ___________ of a product. 10.5 Prepositions
Fill the gaps in these sentences with a suitable phrase from the list below. The first is done for you as an example.
Share...with superior to valid for specialize in take into consideration waste... on withdraw from submit...to subscribe to take over from 1. Does anyone in the department subscribe to The Economist!
2. There's no point in ___________ money __________ radio commercials. 3. One of the factors that we should ___________is the size of the market? 4. You should __________ a copy of the report ____________ head office? 5. I think we should try to ___________ our contract. 6. We believe that our product is ___________ theirs? 7. Can I __________ some of this work ___________ you? 8. Their agency __________ public relations?
9. This guarantee seems to be ___________ every country except ours! 10. PH __________ you if you need a break.
References
10.1 Ways of promoting our product 2. Point of sale advertising 3. Packaging
4. Sponsorship 5. Showrooms
6. Trade fairs and exhibitions 7. Publicity & Public relations 9. Word of mouth 10. Telephone sales 11. Person al selling 10.2 The story of the Swatch Answers
True: 2. 4. 5. 7. 9. 11. 12 Transcript
1st man: For three centuries the Swiss were the watch-making experts of the world. In evidence, in 1950
four out of five watches were made in Switzerland. But by 1980 this market share had dropped to one in five and by 1985 the figure was less than 5 %? The Swiss watch industry was in big trouble, and they knew it. Only the luxury watch manufactures were still making money.
Woman: Two things had led to this: tech no logy and price ? Although it was the Swiss who had
invented electronic quartz watches, they were first manufactured and sold in the USA by Hamilton and Timex-these were digital watches? But by the 1970s thanks to super-efficient mass-production techniques most of these watches were made in Japan by Citizen or Seiko, or thanks to low labor costs in Hong Kong, And not in Switzerland.
2nd man: That's right, but Swiss market research showed that consumers still liked analogue watches?
Now, the problem was that good ones were much more expensive than digital ones-and cheap ones were less accurate and needed winding up every day?
7 s7 man: And there had to be a solution? The technology required to make quartz watches with hands
that moved around a face was developed in Switzerland by an old watch-making company, ETA? But to make such watches at a competitive price would require huge investment-investment in a computerized production line and this was at a time vvhen the market was all but saturated with cheap digital watches.
2nd man: So ETA took the risk of developing an unrepairable watch which was welded into a plastic case
that would only cost 15 Swiss Francs to manufacture-but which would retail for considerably more. Now their innovative idea was that the new watch would be a fashion item, not an upmarket timepiece like Rolex or Omega that rich people bought to last them a lifetime. The design of the face of the watch and the strap were what would make fashi on able, trendy and the strap were what would make fashi on able, trendy and sporty young people want to buy what they called a Swatch (or preferably more than one) to wear.
The new Swatches wouldrft compete with cheap digital watches on price? No, they would be more expensive but much more attractive. This was going to be a completely new product.
Woman: It was such a novel product that ETA knew they needed to spend huge mounts on promotion
and advertising. In 1985 they spent 30 million Swiss Francs in the USA alone on advertising-False: 1.3.6. 8. 10
商务英语试题库Unit 10.doc
