Interpreting marketing information

4.2.A

Analysis

Interpreting graphs

In small groups, study and discuss the following charts and graphs (Figures 7 to 9). Describe and analyse each one separately, then analyse any relationship between them.

4.2.B

Word choice

Quantities and trends

I Look again at Figures 7 to 9. Fill in the blanks in the following sentences. When you have finished, read them aloud.

1 Silky Soft's market share dropped 25.73%

23.40%

2 Curly Locks an almost 2-point .

3 Extra's market share remained .

4 Vo-gel a substantial increase in market share.

5 Wild Girl's market share dropped .

6 Yves Richard the market and

5.26% of the market.

7 KP's market share rose one percent-

age point.

8 Between 1987 and 1990, Silky Soft's advertising budget decreased

but in 1991 it rose

to $400,000.

9 A of Silky Soft's promotion budget in

1992 was spent on samples.

10 There was a wild in the budget for

samples between 1989 and 1992.

11 Silky Soft's European Sales were $4 million in 1986.

2 Discuss sales of Silky Soft Shampoo (Figure 9) again, using the following

terms:

Example

4.2.C

Functions

Asking for and giving (or withholding) information

In pairs, use the following expressions to ask for and give (or withhold) information regarding the market for shampoo products and Silky Soft's promotion budget and sales.

Example

Asking for information

I wonder if you could tell me ...

I'd like to know ...

Could you let me have ...

Could you tell me ...

I'd like some information about ...

Giving (or withholding) information

Yes, I've got the figures right in front of me ...

Sure, I'll just look that up for you ...

According to my records ...

I'm afraid this is classified information.

I'm sorry but I don't have that information available.