6.1 Answer the questions:

1. How do you understand the term marketing?

2. What is 4Ps?

3. Name several functions of marketing.

4. What kinds of advertising do you know?

5. What is branding?

6. What famous brands do you know?

7. What are the characteristics of a strong brand?

6.2 Find English equivalents of the following Russian words and phrases:

распределение товаров, концепция и разработка продукта, маркетинговое исследование, выброс нового товара («запуск» товара) на рынок, установка цены, промоушн, связи с общественностью, послепродажное обслуживание, реклама через СМИ, реклама через Интернет, электронные письма, сильная торговая марка, осведомленность (о торговой марке), сдвиг от продаж к обучению клиентов, самое главное – это преданность клиентов.

6.3 Match the words from the first column with their equivalents from the second column:

1. manufacturer a) market, push

2. customer b) trade name, trademark

3. brand c) client, consumer

4. promotion d) producer, maker

5. advertise e) encouragement, backing

6. loyalty f) supreme, principal, dominant

7. paramount g) contacts, interactions

8. relationships h) devotion

6.3 Look at the table below and characterize the different phases of the product life cycle according to different parameters: sales volume, profitability, type of customers, state of the market.

Phases	Sales	Profits	Customers	Additional remarks
Phase 1 (introduction)	low	low	early adopters	high investment
Phase 2 (growth)	rise	high	late adopters	competitors react
Phase 3 (maturity)	continue to rise	start to fall	early majority	competitors react
Phase 4 (decline)	fall	fall	laggards	market saturated

6.4 In the text of this section find all the Gerunds and translate them.

7. Phoning your contacts

7.1 Read a dialogue:

Secretary – Hello, Mr Billig’s office. Can I help you?

You – Yes, can you hear me? It’s a bad line. Could you speak up, please?

Secretary – IS THAT BETTER? Who’s speaking, please?

You – (your name) from (your company).

Secretary – Oh, hello. How nice to hear from you again. We haven’t seen you for ages. How are you?

You – Fine, thanks. Could you put me through to Mr. Billig, please?

Secretary – Hold the line a moment. I’ll see if he’s, in. I’m sorry, I’m afraid he’s not in the office at the moment. Could you give me your number, and I’ll ask him to ring you back?

You – I’m on 3478621. That’s London.

Secretary – Would you like to leave any message for him?

You – No, thanks. Just tell him I rang.

Secretary – Certainly. Nice to hear from you again.

You – I’ll expect him to call me back this afternoon, then. Thanks.

Secretary – You’re welcome. Goodbye.

Words and phrases:

speak up – говорить громче

put me through to – соедините меня с

hold the line – не вешайте трубку

ring smb back, call smb back – перезвонить

leave a message for smb– оставлять кому-либо сообщение

You’re welcome – пожалуйста

Other terms and phrases commonly used in making telephone calls:

The phone book:

Look up smb’s number in the phone book (or directory) – найти чей-либо номер в справочнике

The number is ex-directory. (UK) = The number is unlisted. (US) – Номера в книге нет

I’ll ring Directory Enquiries for the number. (UK) = I’ll call the information. (US) - Я позвоню в справочную.

The line:

He’s on the other line – Он на другой линии.

Would you like to hold the line? – Вы подождете? (не повесите трубку?)

The line is engaged. (UK) = The line is busy. (US) – Линия занята.

The receiver:

Can I help you? – Я могу вам помочь?

Putting you through. – Соединяю.

I’m afraid he’s not available at the moment. (UK). = I’m afraid he’s tied up at the moment. (US) – Его сейчас нет на месте.

You’re welcome – Пожалуйста.

Leaving messages on answering machines

Many companies and individuals use telephone answering machines. People who phone in leave a message on the machine.

Here is a simple plan to follow:

Say

• who you are; and when you called;

• who the message is for;

• what the message is;

• what action you want;

• thank you.

Example:

Answering machine:

- This is Jane. We are sorry that there is no one here to answer your call. If you leave a message, we will be pleased to contact you as soon as possible. Thank you for calling. Please leave your

message after the signal.

You:

- Hello Jane! It’s Mike Campbell calling. It’s Monday, 4.50 p.m. If you are still interested in the results of my negotiation with our Chinese partners please ring me back to my cell phone. Look forward to hearing from you soon. Thank you.

Words:

cell phone – сотовый телефон