Promotion

1. The aim of promotion is to interest …in the product. Initially the customer must make enquiries about the…. When they decide to buy, they place an …. At a … … companies are trying to win as many orders as possible. Before the client … an order he wants to know many things about delivery, spare parts, after … service.

service, places, Trade Fair, order, customer

2. Another way of … a new product is to place an… in a newspaper or magazine. Advertisements are also called adverts or … for short. A plan to do a lot of promotion … is called advertising campaign. Starting an advertising … is known as launching a product.

campaign, events, ads, promoting, advertisement

Exercise 11. Make the presentation of the company research activity.

Exercise 12. Write a letter to your friend who is collecting information about the competitors; tell him what kind of market research methods it is necessary to use.

Exercise 13. Read part of the contract and write your own one. Remember:

1. Every contract should contain several obligatory parts, such as subject of the contract, price and total value of the contract, time of delivery, terms of payment, packing, marking, insurance, and sanctions.

2. Some other part, such as force majeure, can be included.

3. Legal addresses of the parties must be given in the contract.

e.g. Contract

Smart Plc, Brighton, Scotland hereinafter referred to as “the Seller” and Smirnov STS Ltd Moscow, Russia, hereinafter referred to as “the Buyer”, concluded the present Contract as follows:

1. Subject of the Contract:

The Seller undertakes to sell and the Buyer undertakes to buy the machinery, equipment, materials and services as listed in Appendix 1 being an integral part of the Contract.

2. Prices and Total Value of the Contract:

The total value is as follows:

Equipment and engineering FOB UK port and documentation__$

Supervision, start-up and training________________________$

Spare parts_________________________________________ $

Freight_____________________________________________ $

Total price FOB Moscow______________________________ $

Discount___________________________________________ $

Total contract value___________________________________ $

3. Time of delivery

The equipment should be delivered in a 2 week period after the effective date of the Contract.

4. Terms of payment

Payment should to be effected in American dollars within 30 days after the receipt by the company through the Russian Bank for Foreign Economic Affairs the following documents:

-invoice in quadruplicate;

-full set of clean on board Bills of Lading;

-Certificate of quality;

-Case per case specification.

5. Packing and marking

The equipment should be sent in export packaging in accordance with the requirements of each type of equipment or material. The Seller should be responsible for any damage or breakage of the products that may be caused by improper or faulty packaging.

Marking should be done on three sides: on top of the case, and on two opposite sides. The marking should be clearly made with indelible paint in English and Russian.

6. Insurance

The Buyer will insure at his expense all the equipment for its full value again all the risks involved from the moment the goods are placed on board.

7. Sanctions

The arising problems are to be solved through negotiations or at the arbitration court.

UNIT 10. THE MARKETING MIX

Exercise 1. Look through the text, find the nouns with the suffixes – er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

tactic – means of achieving the objective;

mix – things put together so that the substances are not distinct;

tangible – that can be perceived by touch;

relationship – connection;

requirement – something needed or required;

shareholder – an owner of a business;

campaign – series of planned activities;

distribution – putting in different places;

implementation – carrying an undertaking or agreement, instilling;

prosecution – continuing with;

tailoring – making exactly as it was asked;

preference – act of choosing rather.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3; find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. What should the company do to control the position of the company?

2. What is the role of the Board in providing strategy of the company?

3. What is the mix of products /services?

4. What does pricing policy reflects?

5. Why is promotion necessary?

6. What is “the place” in marketing mix?

7. What is the difference between strategic and tactical implementation?