武汉职业技术学院：《商务英语》课程教学资源（题库，双语版）Unit 10 Marketing.doc_大学文库

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 beloy 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 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 informed of a new development through newspaper articles. You can inform the press by issuing press releases 8. 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 it to them 10. Your can call customers, or customers can call a toll-free number to 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 Listening Listen to the broadcast about the success of the swat ch. Decide whether these statements are 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 5. ETA developed the technology to make quartz analogue watches 6. ETAs new product would be easy to repair 7. Swatches would be fashion items, not timepieces 8. In 1985 ETA spent $30 million on advertising in the USA

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. 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 informed of a new development through newspaper articles. You can inform the press by issuing press releases. ____________ 8. 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 Listening Listen to the broadcast about the success of the Swatch. Decide whether these statements are 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. __________ 5. ETA developed the technology to make quartz analogue watches. __________ 6. ETA’s new product would be easy to repair. __________ 7. Swatches would be fashion items, not timepieces. __________ 8. In 1985 ETA spent $30 million on advertising in the USA. __________ Packaging Personal selling Point of sale advertising Public relations Publicity Sales literature Showrooms Sponsorship Telephone sales Trade fairs and exhibitions Word of mouth

9. ETA promoted Swatches by sponsoring sports 10. There were many kinds of Swatches: some even tasted of strawberries 11. It wasn't 12. eta didnt produce as many Swatches as customers wanted 10.3 Brand names Readin 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 principally since recession began to be felt in the major economies of the world -that the strength of brands has been under fire. during the second 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 equivalent 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 experienced by makers of luxur good triggers wise nods and told you so frowns Two days ago, LVMH in France, which owns Moet et Chandon champagne, Louis Vuitton and the Christian Lacroix fashion 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's 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. Cadburys 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 rec one yet knows to what extent the apparent lack of some brands'appeal in merely a temporary phenomenon. It may well be that, deep down, we would still love to own a Louis Vuitton suitcase

9. ETA promoted Swatches by sponsoring sports. __________ 10. There were many kinds of Swatches: some even tasted of strawberries. __________ 11. It wasn’t possible for customers to buy a Swatch at a discount. __________ 12. ETA didn’t produce as many Swatches as customers wanted. __________ 10.3 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 – principally since recession began to be felt in the major economies of the world – that the strength of brands has been under fire. During the second 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 equivalent 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 experienced 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 and the Christian Lacroix fashion 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’s 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 brands’ 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 preference y actually spending the cash Third, the example of Marlboro is an extreme one. The difference 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 happening in an individual market. In the UK as a whole, about one third of groceries are under supermarkets'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 inclined to pay for something just because its a fashion accessory. They need to b reassured that the product is intrinsically better 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 malor 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 brands are still important 5. Maybe, when the recession is over, designer brands will regain their 6. In the 80s, famous-brand cigarettes cost per cent more than cheap brands. This difference is no longer so 7. In the USA proportionally own-label brands are sold than in britain 8. The consumer wont 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 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 7. I think you ll like our new on the wall outside 8. Retail outlets are being encouraged to use this window

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 preference y actually spending the cash. Third, the example of Marlboro is an extreme one. The difference 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 happening in an individual market. In the UK as a whole, about one third of groceries are under supermarkets’ 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 inclined to pay for something just because it’s a fashion accessory. They need to be reassured that the product is intrinsically better.” 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 __________ brands are still important. 5. Maybe, when the recession is over, designer brands will regain their __________. 6. In the 80s, famous-brand cigarettes cost __________ per cent more than cheap brands. 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 you’ll like our new __________ on the wall outside. 8. Retail outlets are being encouraged to use this window__________

7. Publicity 8. Public relations 9. Word of mouth 10.2 The story of the Swatch True:2.4.5.7.9.1l.12 False:1.3.6.8.10 I 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: technology 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 2 man: Thats 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 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 when the market was all but saturated with cheap digital watches 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 fashionable, trendy and the strap were what would make fashionable, trendy and sporty young people want to buy what they called a Swatch(or preferably more than one) The new Swatches wouldnt 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-to create a fresh, young, sporty image for the product. They spent millions on sponsoring sportspeople and sports events. Even Princess Diana wore

7. Publicity 8. Public relations 9. Word of mouth 10. Telephone sales 11. Personal selling 10.2 The story of the Swatch Answers True: 2. 4. 5. 7. 9. 11. 12 False: 1. 3. 6. 8. 10 Transcript 1 st 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: technology 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. 2 nd 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. 1 st 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 when the market was all but saturated with cheap digital watches. 2 nd 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 fashionable, trendy and the strap were what would make fashionable, trendy and sporty young people want to buy what they called a Swatch (or preferably more than one) to wear. The new Swatches wouldn’t 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-to create a fresh, young, sporty image for the product. They spent millions on sponsoring sportspeople and sports events. Even Princess Diana wore