IX. Promotion
Task 1. Read and translate the text
When a company starts to sell goods in a new market, they often do some market research. One way to study the market is to take part in a Trade Fair where companies can exhibit samples of their products and see what response they get from customers. The Trade Fair is an exhibition of goods, and a company exhibits a sample of its product at its stand. This is also a form of publicity (or advertising) and the company representative can hand out brochures to promote the product further. Often journalists (the press) write about the Trade Fair and sometimes companies hold a press conference if they want to promote a model or range (each different type of a car, a bike etc. is a model. All the different models made by a company make up its range. The full range of goods is normally displayed in the company's catalogue).
Another way of promoting a new product is to place advertisements in magazines or newspapers.
The aim of promotion is to interest customers, clients or buyers in the product. When they decide to buy, customers place an order. At a Trade Fair companies are trying to get as many orders as possible. However, before a client places an order he wants to know many things: how long delivery takes, whether the company can supply spare parts, what the after sales service is like.
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Vocabulary promotion – продвижение to promote – продвигать stand — стенд Trade Fair — торговая ярмарка to exhibit — выставлять exhibition — выставка sample — образец publicity (advertising) – реклама representative – представитель |
response — реакция, ответ range — ассортимент to place an order — размещать заказ delivery — доставка to supply — поставлять spare parts (spares) —запасные части after sales service — пocлeпpoдaжнoe обслуживание to service (to maintain) — обcлуживать |