- •2. Revision.Writing business letters. Working on the text.
- •The Nature of Marketing.
- •Working on the text.
- •Market Segmentation.
- •Working on the text.
- •The Four p’s.
- •Subject for study: Marketing. Working on the text.
- •Example
- •Define Your Marketing Plan
- •Subject for study: Marketing research. Working on the text.
- •Marketing Research.
- •Example
- •Subject for study: The marketing mix. Working on the text.
- •The Role of the Product in the Marketing Mix.
- •Example
- •Subject for study: Industry and market. Working on the text.
- •Industry and Market Structures. Part 1.
- •Working on the text.
- •U.S. Marketing in the Future.
- •Working on the text.
- •Working on the text.
- •Organizational Structure
- •Levels of Management
- •Decision Making
- •Working on the text.
- •Management Functions.
- •Subject for study: Managerial Skills Working on the text.
- •Six Skills for New Age Executives.
- •Subject for study: Decision Making. Working on the text.
- •Mastering Decision Making. What Does It Take to Be a Good Decision Maker?
- •What personality factors can be useful in your future job?
- •What is a Manager?
- •Subject for study: The Japanese Decision-Making Style. Working on the text.
- •The Japanese Decision-Making Style. Part 1.
- •Japan's Car Industry Changes the Rules.
- •Subject for study: The Japanese Decision-Making Style. Working on the text.
- •The Japanese Decision-Making Style. Part 2.
- •Is it easy or difficult to impose a new culture upon the company? Why?
- •Subject for study: Industry and market. Working on the text.
- •Industry and Market Structures. Part 3.
- •Success Stories of some American Companies
- •Hewlett-Packard
- •McDonald's
Working on the text.
Ex.1. Read and translate the text paying particular attention to the words in italics. Use a dictionary if necessary.
The Four p’s.
There are four principal controllable factors that provide the most effective choice for the consumer - the Four P's: product, price, place and promotion. The owner of a factory manufacturing transportation equipment could produce an economy car, a luxury car, truck, van, tractor, motorcycles and apply different marketing techniques.
Place includes location of production and distribution. The place to see your product could be in dealers' showrooms or directly from the factory or from catalogs, direct-mail coupons, even telemarketing with telephone sales people or through computer shopping services.
Promotion includes all forms of marketing communication (advertising, direct mail, customer service, image, special events, sales and the product or service itself). Promotion is the most complex thing - how to select and divide your market according to the type of product, its price and where it will be available. Each group of the population has its own values to which you want to make your product appeal.
The most controllable of these factors is the first "p" - Product (service).
All products and services have what have been traditionally called "product life cycles".
The stages of the product life cycle are: introduction, growth, maturity and decline.
The length of a product life cycle depends upon the
— intensity of the competition
— extent to which the new product is an innovation, a modification of an existing product
— introductory timing of technologically superior products
— marketing techniques.
Ex.2. Say what you have learned about:
the controllable factors in marketing;
the pricing policy of a firm ;
the product life cycle.
Ex.3. Think and answer.
What could be the best place to see the new product?
Which form of marketing communication would you prefer to promote the goods of your company? Give your reasons.
Letter practice.
Ex. 4. Supply the necessary prepositions.
We thank you … the letter .. 25 January, enclosing the invitation … the exhibition.
We have pleasure … enclosing a copy .. our current price-list.
We are sending you our catalogue … separate mail.
We should be obliged if you would book hotel accommodation …Mr.R.Smith …two nights.
I would like to thank you … behalf …my colleagues.
We should be grateful … you if you would let us know … the date … your arrival.
We enclose … this letter our latest calculations.
We would like to draw your attention … a discount which we give … our regular buyers.
These terms are acceptable .. us.
If you agree .. our terms, we will give you a discount.
Ex. 5. Translate into English.
Благодарим за ваш запрос и прилагаем к нашему письму действующий каталог с подробной информацией о наших шинах. ( tires)
Наши шины очень надежны, так как мы достигли впечатляющих результатов во время испытаний на заводе.
Обратите внимание на безопасность и экономичность наших шин.
Мы хотели бы сообщить вам, что наши цены назначены на условиях сиф порты Западной Европы.
Наши обычные условия оплаты-аккредитив.
Мы хотим обратить ваше внимание на конкурентные цены и высокое качество наших товаров.
Мы с удовольствием предоставим вам любую необходимую информацию.
Ex.6. Write a letter to your business partner.
Пригласите партнера принять участие в выставке, которая состоится в … . Сообщите о сроках проведения выставки и возможности ознакомиться с последними достижениями в …области. Обратите внимание партнера на возможность заключения деловых контрактов. Попросите его прислать заранее все материалы, необходимые для оформления стенда. Попрощайтесь.
Сообщите партнеру, что ваш технический отдел внес изменения в модель сверлильного оборудования, заказанного им по контракту номер 467. Объясните, что данные изменения привели к повышению эффективности оборудования и вы высылаете их отдельным пакетом. Если ваш партнер одобрит изменения, пригласите его в свою компанию, чтобы внести поправки в контракт. Попрощайтесь.
Lesson 2
Unit 1