1. Complete the passage below using the appropriate words or phrase from the box.

price product marketing the four Ps promote place

¹ is the term given to all the different activities intended to make a profitable demand for a product. This involves: identifying consumer needs and wants in order to develop the ² ; setting the ³ ; deciding on the best ⁴ to sell the product; deciding on how best to ⁵ the product. These four factors are often referred to as ⁶ .

2. Read the text “Hello to the good buys” on page 126 of nIiB sb and answer the questions.

1. What did the new marketing campaign of Shell Oil promise for customers? 2. What kind of differentiation did Shell Oil Products marketing people want to achieve? 3. What was the mission of the market research? 4. What kind of changes did the marketing people aim to introduce into fuelling experience of Shell Oil customers? 5. What formed the basis of the new brand initiative? 6. How did the marketing team conduct the research? 7. Which factors were customers’ buying decisions influenced by? 8. What did anthropological study involve? 9. Which three groups of customers were targeted? 10. What was the common thread to all the groups? 11. Who combined forces to eliminate the little hassles that customers sometimes face? 12. Why was a new sophisticated measurement system introduced?

3. Read the text about market research on page 128 of nIiB sb and frame questions to which the following words and phrases provide the answers.

1. Market researchers. 2. To conduct studies. 3. Based on sex, age and social class. 4. For companies. 5. Questionnaires. 6. The exact needs and demands. 7. What affects the consumer buying decisions. 8. To appeal to the identified segment. 9. The success. 10. If necessary.

4. Listen to the dialogue “Viral Marketing” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Learn the dialogue by heart and dramatise it with a classmate.

Viral Marketing

Jayna: I have an idea for creating buzz about our new product.

Maksym: What is it?

Jayna: I think we should use viral marketing. We can spread information about the product quickly and among the most likely customers.

Maksym: I really don’t understand it. How would we do viral marketing?

Jayna: Well, the key is to get plugged into a few people who have large social networks already, such as bloggers and other people with popular websites. We get them talking about the product on their websites and people who visit those sites will tell their friends about it, and they will in turn tell their friends, and so on. If we use these existing social networks, news about our product will spread very quickly.

Maksym: What about the cost?

Jayna: That’s just it. It’s very low-cost because it works through word of mouth.

Maksym: That sounds promising. Why don’t you put together a short presentation about it to present at the department meeting on Friday?

Jayna: Great. I’ll get working on it right away. I think it’s going to transform the way we reach our customers.

Maksym: I appreciate your enthusiasm, but let’s see how it goes over with the rest of the department on Friday.

Jayna: Sure thing.

(From ESL Podcast 280.)

5. Listen to the dialogue “A Call from a Telemarketer”. Find synonyms to words and phrases in the dialogue (1-14) from words and expressions given below (a-n). Listen to the commentaries coming after the dialogue and check your answers.

A Call from a Telemarketer¹

Doris: Hello.

Telemarketer: Hello, may I speak to the lady of the house²?

Doris: What is this regarding³?

Telemarketer: I’m calling from Cheetam Cable Company⁴ and we have a very special offer. This month only, you can get a bundle⁵ of services for the low, low price of $69.99! This offer...

Doris: Thank you, but I’m not interested.

Telemarketer: But that’s because you haven’t heard the rest of the offer yet. If you sign up⁶ today, you will get at no extra charge⁷, all of the equipment you’ll need to switch⁸ to our cable company.

Doris: As I said, I’m not interested. I’m also on the national do-not-call registry⁹ and I want to be taken off¹⁰ your call list.

Telemarketer: If you’re on my list, it means that you have a prior relationship¹¹ with our company and telemarketers are allowed to call you. Now about that special offer...

Doris: I don’t want to hear your sales pitch¹². I demand¹³ to be taken off your call list and I don’t want to get any more calls from your company.

Telemarketer: Is that a “no” on the special offer?

Doris: Yes, that’s a “no” on the special offer and a “no” on getting any more calls from your company. Do I make myself clear¹⁴?

Telemarketer: Yes, very clear. If you’re not interested in our special offer, I can tell you about our other services...

Doris: No you can’t! [Hangs up the phone.]

(From ESL Podcast 375.)

Synonyms:

a. a group, a package, two or more things for one price;

b. a list of phone numbers that companies are not allowed to call;

c. company that brings you cable TV;

d. contact in the past between two people;

e. do you understand me;

f. for free;

g. someone who calls you on the telephone to sell you something;

h. speech, words used to try to get you buy smth;

i. the female head of the family;

j. to become a member, to agree to buy this;

k. to change, to stop using this company and to start using a different company services;

l. to insist, to require someone else do smth;

m. to remove from;

n. Why are you calling?