14. Discuss in groups:

You are discussing the problem of maintaining long-term sales of some goods (clothing, food, etc.) Some think that goods need mass selling, marketing communication, competitive prices but they don’t need high quality and reliability. Others believe that quality must come first. What is your opinion?

Unit five How to Win the Market

BEFORE READING

Vocabulary

1. Try to guess the meaning of the following words. Use the dictionary if you need.

abroad n bidder n

chase v compelling a

dependable a message n

primarily adv satisfy v

source n target audience

2. Match the Russian expressions with the English ones:

take business away a) новичок

satisfy the functions в) способность

meet standards с) отобрать бизнес

capability d) удовлетворять стандартам

newcomer е) своевременные поставки

timely delivery f) удовлетворять функциям

GRAMMAR FOCUS WORD BUILDING

3. Translate the following words paying attention to the suffixes and prefixes:

Timeliness - timely; purchaser - purchasing; perform – performer - performance; supply-supplier; newcomer; satisfy –unsatisfaction

READING

4. Read the following text and identify three important things to win the market: How to Win The Market

If you want to market your product abroad you will find the task difficult. The international market is very competitive with many manufacturers chasing the same customers.

It’s very difficult to take business away from current suppliers. To be successful the newcomer must have a compelling offer to make the customer switch to his product.

In business and industrial marketing there are three compelling things: price, function and source.

Price: a lower price cannot always be good. A very low price can be a compelling offer, but it doesn’t mean that order always goes to the lower bidder. The product must satisfy the function.

Function: the production must always perform the function for which it is intended and meet quality standards. In a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently.

Source: a company’s reputation for quality and reliability of delivery are increasingly important. Quality and timely delivery are essential to customers.

Purchasing people are interested in price. Engineers are interested in function. Management is interested in source. Marketing communications must be on three levels: our prices are competitive, our products are good or superior, our company is dependable. Each message must be targeted for the right audience and delivered through the right channel. Articles and advertising, trade shows and exhibitions, seminars and bulletins are the tools of the successful marketer. The extensive use of ads builds in the minds of customers the company’s image for quality.

If you want to enter a new market, you must answer the following questions:

1 Do we have the opportunity to produce the wanted product?

2 How good is the service we can provide?

3 What marketing communications are we going to use?

4 Is your offer compelling?

5. Agree or disagree using the expressions:

For agreement: For disagreement:

I’m of the same opinion I’ve got the argument to oppose

I couldn’t agree more Well, I wouldn’t put it like that

1. It’s not difficult to market a new product for export.

2. The newcomer is always successful.

3. The product has to meet the quality standards.

4. Price is of high value for managers.

6. Complete the following sentences:

1. All manufacturers chase a) suggest a low price.

2. Manufacturers must have b) the same customers.

3. The reputation of the company is c) heard and understood by the target

audience.

4. The companies advertising must be d) dependable.

5. Bidders should not e) a compelling offer

GET TALKING