Discussion :Which of the following claims do you agree with?

1. Advertising is essential for business, especially for launching new consumer products.

2. A large reduction of advertising would decrease sales.

3. Advertising often persuades people to buy things they do not need.

4. Advertising lowers the public’s tastes.

5. Advertising raises prices.

6.Advertising does not present a true picture of products.

7. Advertising has a bad influence on children.

Read and translate the dialogue:

Interviewer: Miranda, what are the key to successful marketing?

Miranda: Well, the key to successul marketing involves many different things. Most people would say successful marketing is just a good creative campaign. Some people would go further than that and say it involves many good marketing communications, reaching the right people, clear marketing messages, and working well with sales teams to get the right sales channels. But the most common definition of marketing is just two words: customer orientation. What does that actually mean though? It really means four things: producing what customers want, when they want it, at the right price and in a way that’s profitable for the company, and I believe in that definition very strongly.

Interviewer: Could you describe a marketing campaign that impressed you?

Miranda: Well, marketing is very much in my blood and it’s my first love, so threr are lots of campaigns I come across every day that really impress me. But I think the most memorable in recent years has been the Orange mobile phone campaign, partly because the whole area of mobile technologies and mobile communications I find very interesting and incredibly exciting, but partly because it was a great compaign in itself. It has the fantastic strap line” the future’s bright, the future’s orange”, which is so memorable and so meaningful for all segments of the population.

Interviewer: Could you give an example of unsuccessful campaign?

Miranda: Well, I think it was recent campaign where an electrical goods manufacturer tried to roll out a very simple sales promotion. Initially, if you bought any electrical appliance over a certain value, you were promised free flights with every purchase. Now, although initially this campaign did seem to be quite successful because sales went up, in the end they had to stop the campaign because they simply couldn’t keep up with the demand and they were overspending a lot on these prizes. So I think basically, from the early stages the campaign was badly planned, badly budgeted and it resulted in a lot of negative publicity for the company.

Answer the questions:

1. What are the main points of a successful marketing?

2. Why was the Orange compaign so successful?

3. What were the main reasons of failing of the electrical goods selling?

4. Is Miranda a good specialist? Why?

Read and translate the presentation of a product:

Good afternoon, everyone. My name is Peter Chevrel. I’m the General Manager of Espassabi. The purpose of this presentation is to give you some basic information abuot our company. I’d like to start by saying where we are and what we do. We are situated in Grenoble, and we are manufacturers and retailers of clothes under the “C-Kool” and “Mirabelle” brand names.

Our customers are young men and women from all walks of life, in the age range from 16 to 25. We also supply wholesale products to agents and mail order catalogues.

Now , I’d like to turn to our market position. We are among the French top three in the clothing sector. As regards our workforce, we employ almost 300 people.

If we can now look at our revenues, last year we achieved an annual turnover of 190 million euros and generated profits of 7.6 million, that is to say 4% of sales.

Finally, a few words about our future plans. We are working on exciting new designs which will reflect a completely new concept of teenage fashion. I’m sure this will make Espassabi the leader of the Europian fashion market.

Use the following plan to make a presentation of a company:

Firstly, greet everybody and thank for coming to the presentation.
Secondly, introduce yourself.

Then give some basic information about your company.

After that, tell about strengths of the company.

Next tell about carrer opportunities with the company.

Finally say some words about future plans.

In the end thank people for their attention.

Date: 2016-01-03; view: 1139