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Discussion: Competitive strategyBlues Fight The Reds 1 The challenge to Coca-Cola's market leadership had nothing to do with product, with consumer perceptions of the product or with actual market trends. 2 To focus on their product, not on their competitors' products; to look For opportunities to grow their product; to analyse and respond to changing patterns of consumer behaviour; to consider ways of offering better value; to plan a promotional campaign that conveys all these things. Fly Me, I'm Cheap 1 The budget flights were proving very popular with customers and British Airways was losing market share. 2 The small airlines will need to find new competitive advantages (e.g. in-flight service, on-ground service, loyalty rewards, timetabling, family/friend promotions) or face being forced out of business by the market leader. Skills: Negotiating A 1 e) (Would it be a good idea if we discussed price first?) 2 d) (I'm sorry, it's not our policy to give credit.) 3 c) (Would you consider giving me a discount?) 4 b) (I'm afraid that's the lowest price I can offer.) 5 f) (Is there any possibility you could alter the specifications?) 6 a) (Your price is higher than I was expecting.) UNIT 16 Quality Vocabulary: Quality control and customer service A reliability (and) durability, recalled, identified, modified tested, relaunched, failed B Problems: faults, defects, flaws Quality control: monitoring, inspection, minimum standard, zero defects Customer service: after sales care, consumer satisfaction questionnaire, compensation, goodwill payment, warranty Reading: Defining quality A In the past, quality meant excellence. Nowadays, business people believe that quality means consistency. B
C – D C 1 They thought detailed questions about numbers were irrelevant because they had the finest products in the world. 2 It failed to take account of what the public wanted. 3 Japanese cars were cheap and reliable. D 1 consistency 2 reliability 3 value for money E – G E 1 b) 2 c) 3 a) F 1 consistency 2 went bust 3 supply-driven management 4 turned it down 5 cheap trash G 1 b) 2 a) Language review: Prepositions of time A 16.1 In: the afternoon, the morning, 1962, July At: 30'clock, Christmas On: Wednesday, Wednesday afternoon, 29th July 1962, Christmas Day C 16.2 C 1 in June; On the Monday; for two months 2 for seven hours; on the Saturday morning 3 For two months 4 at the end of August; by the end of September D 16.3 1 during/in 2 in 3 on 4 on 5 on 6 at 7 for 8 on 9 at 10 in 11 by Skills: Telephone complaints A 1 ringing to complain about 2 dear, sorry to hear that 3 seems to be a problem 4 our policy to replace items 5 isn't good enough 6 If you don't/can't 7 I may/will Date: 2015-12-11; view: 1567
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