Merchandising

Merchandising is used to describe a marketing practice in which the brand image of one product, the core brand, is used to sell another product. For example, a famous character such as Mickey Mouse is used to sell Disney merchandise such as bags and clothes. The goal is to increase retail sales.

Promotional merchandise.

Gifts with purchase can increase sales. Examples include:

• in-pack offers – items inside the packaging, such as a toy in a box of breakfast cereal

• on-pack offers – gifts, including money-off offers and competitions, which are promoted on the packaging and can be obtained by following the instructions given.

Other types of promotional gift include:

• freebies or goodies – promotional items which are given away, such as free perfume samples or sun hats with the company logo

• corporate gifts – luxury items with a company logo, given to special clients or VIP’s.

Sports clubs can develop additional revenues by selling team products, such as shirts and memorabilia, at a premium price. They can also sign merchandising deals or licensing deals with sponsors or other commercial partners. The club authorizes, or licenses, the partner to use the club’s logo on their products. For example, Lego bought the right to use the NBA league logo on their figurines.

Merchandising is often used in the promotion of films, books, bands and pop stars.

Comprehension questions:

1. What is merchandising used for?

2. What do the types of promotional gift include?

3. Where is merchandising often used?

Зміст

Module 1

UNIT 1 My Future Profession……………………………………………………4

Grammar:

• The Article.

• The Noun: Plural Form, Possessive Case.

UNIT 2 From the History of Marketing………………………………………….10

Grammar:

• The Adjective: Degrees of Comparison. The Adverb.

• Types of Questions.

UNIT 3 Marketing…………………………………………………………………16

Grammar:

• The Present Indefinite Tense.

• Classes of Pronouns (Personal Pronouns, Reflexive Pronouns, Possessive Pronouns).

MODULE CONTROL 1 Units 1 -3…………………………………………….23

Module 2

UNIT 4 Market……………………………………………………………………25

Grammar:

• The Past Indefinite Tense.

• Numerals.

UNIT 5 Market Segmentation……………………………………………………..32

Grammar:

• The Future Indefinite Tense.

• The use of tenses in subordinate clauses of time and condition.

UNIT 6 Marketing Principles……………………………………………………40

Grammar:

• Indefinite Tenses: Passive Voice.

• Classes of Pronouns (Indefinite Pronouns, Demonstrative Pronouns, Quantitative Pronouns).

MODULE CONTROL 2 Units 4 -6………………………………………………46

Module 3

UNIT 7 Functions of Marketing…………………………………………………49

Grammar:

• The Present Continuous Tense.

• The Structure to be going to do smth.

• Classes of Pronouns (Interrogative Pronouns, Negative Pronouns).

UNIT 8 Marketing Mix……………………………………………………………56

Grammar:

• The Past Continuous Tense. The Future Continuous Tense.

• Continuous Tenses: Passive Voice

MODULE CONTROL 3 Units 7 -8………………………………………...64

Module 4

UNIT 9 Product and Brands……………………………………………………….66

Grammar:

• The Present Perfect Tense.

UNIT 10 Branding………………………………………………………………….72

Grammar:

• The Past Perfect Tense.

MODULE CONTROL 4 Units 9 -10………………………………………….81

Module 5

UNIT 11 Marketing Different Classes of Goods………………………………….85

Grammar:

• The Future Perfect Tense.

UNIT 12 Product and Pricing……………………………………………………92

Grammar:

• Perfect Tenses: Passive Voice.

MODULE CONTROL 5 Units 11 -12…………………………………………99

Module 6

UNIT 13 Channels of Distribution………………………………………………103

Grammar:

• The Perfect-Continuous Tense.

UNIT 14 Forms of Trade…………………………………………………………111

Grammar:

• Sequence of Tenses

• Direct Speech. Indirect Speech.

MODULE CONTROL 6 Units 13 -14………………………………………119

GLOSSARY………………………………………………………………………124

GRAMMAR REFERENCE……………………………………………………...135

SUPPLEMENTARY READING……………………………………………… 175

ЗМІСТ……………………………………………………………………………..207

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