Presentation of a new product

Here is Mr. Lopes's presentation of a new product to his colleagues. He is a multinational soft-drink manufacturer.

Good morning, ladies and gentlemen. I'm going to be talking this morning about a new product which we are planning to launch in two month's time. It is called KOOL-OUT. It's a lemon-flavoured drink.

As you remember we stopped producing lemonade two yeas ago. Now we are offering a similar drink with an improved flavour, packaging and design. We have completely changed the label and the slogan. Besides the drink will come both in bottle and can. You will see all that in the video which will follow later.

Now let me say a few words about the selling price. It will be slightly higher than the price of the lem­onade in the past.

In spite of the higher selling price it will compete with existing brands; the design is more modern, the flavour is more natural and it's low calorie, too.

Well, that’s all I have to say for the moment. Thank you for listening. Let's see the video now and if you have any questions then, I'll be happy to answer them.

Ex. 6. Answer these questions:

1.Who is Mr. Lopes to your mind?

2.Whom did he speak to?

3.What product did he speak on?

4. Did he make a good presentation?

5. What advantages of the new product did he stress?

6. What do you think the video showed?

7. What questions might follow?

Ex. 7. Enact the final stage of the presentation when nu­merous questions were asked and answered. The following expressions may be of help:

Excuse me, I really didn't understand...

Could you possibly say...

I'm sorry, but could you please say/explain/repeat.

Ex. 8. Compose the text and layout of the advertisement to be placed in a newspaper or magazine.

— of a new product

a)shampoo, b)tooth-paste, c)perfume, d)medicine

— a job vacancy for the position of marketing di­rector

• a new night club or fast food restaurant

Ex. 9. Create and dramatize a commercial on TV:

a) of the new generation of computers;

b) of elite furniture;

c) of the car.

Bare in mind that making advertisement is a five -stage process.

Ex.10. Read the following advertisement and say what makes it ridiculous. What part of it can be classified as false claims; misleading exaggerations; indirect misrepresentation; pseudoscientific claims; testimo­nial not reflecting real choice of competent witness?

ENGLAND in 1749 had CEPHALICK & OPH­THALMIC TOBACCO that not only CURED INSANITY, according to the ADVERTISEMENTS, but: WHICH BY SMOKING A PIPE of it, IS GOOD for the HEAD, EYES, STOMACH, LUNGS, RHEUMATISM AND GOUT, THICKNESS OF HEARING, HEAD­ACHE, TOOTHACHE OR VAPOURS. And TO RE­STORE ANCIENT SIGHT AND PRESERVE YOUNG EYES.

So by USING THIS TOBACCO PERSONS may NEVER come to WEAR SPECTACLES. And IF they have already USED them, may LEAVE them OFF, by its so STRENTHENING, and CLEARING the SIGHT.

Likewise to BRING AWAY PHLEGM, RHEUM and FOUL HUMOURS from the BREAST, STOMACH and LUNGS and such terrible WHEEZINGS that PER­SONS can hardly fetch their breath.

(E.S.Turner. The Shocking History of Advertising.)

Ex.11. Translate from Ukrainian into English.

Реклама – це будь-яка оплачувана форма представлення й просування продукції, послуг, та ідей якою-небудь людиною чи організацією. Вона поширена в основному в країнах з вільною економікою, орієнтованою на отримання зиску. Це один з факторів прискорення збуту товарів, який сприяє підвищенню життєвого рівня. Реклама не може перетворити поганий товар на гарний. Але те, що вона може зробити, - і робить – це інформує про старі й нові товари та послуги.

Ex.12. Write a letter to a national celebrity asking him to promote your product. Use the following phrases in your letter:

We are attaching some information about...	Наводимо деяку інформацію про…
I enclose the descrip­tion of...	Додаю опис…
Our new catalogue will be published soon, and I shall send you a copy when it appears.	Наш новий каталог скоро буде виданий, і я надішлю Вам екземпляр, щойно він з’явиться.
Enclosed you will find the latest listing of our production.	Додається останній перелік нашої нової продукції.
We appreciate your cooperation.	Ми б високо оцінили нашу співпрацю.
Should you have any questions, feel free to contact me at...	Якщо у вас виникнуть будь-які питання, негайно ж зв’яжіться зі мною
If you require further information, we would be most pleased to supply it.	Якщо вам буде потрібна додаткова інформація, ми будемо щасливі її надати.

Unit III

What do you think the word marketing means?

Text A