7. In pairs discuss the following:

1. The decisive factors of product marketing.

2. What helps to promote a company.

8. Read the text and match charts and graphs with their instructions:

A graph shows movement over a period of time. The vertical axis shows the amount or volume of sales, productivity or percentage change i.e. shows what you are analyzing. The horizontal axis is usually the period of time.

1. Increasing Trends

A B C

3.

2. Decreasing Trends

A. Product A sales have risen sharply (jumped, shot up, skyrocketed ). Product B sales have advanced (risen substantially, gone up). Product C sales have improved slowly.	B. Product A sales have steeply declined (plunged). Product B sales have slowly declined Product C sales have dropped suddenly (slumped).
When the movement of the trend goes up and down, we say it fluctuates.
C. This pie chart shows the percentage of wine consumption by age group. More than 50% of wine drinkers in the USA are over the age of 50, one third of the wine consumers are over 60. This type of information is important to wine producers who need to target younger people in their advertising campaigns in order to compete with soft drinks and beer.

GET TALKING

9. Try to describe the following pie chart to your partner:

Market share:

Y our product

ADDITIONAL TEXTS

TEXT A

9. Read the following text, give the main idea and title to it. Use the following phrases:

1. The main subject of the text is…

2. It informs the reader with ….

3. Much attention is paid to ….

There are certain laws that operate in market.

Many people think that marketing is a battle of products. In the end, they think, the best product will win. Marketing people are doing research and get the facts. They analyze the situation to make sure that truth is on their side. Then they go to the market in knowledge that they have the best product and this product will win.

That’s an illusion. All that exist in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is the reality. Marketing is the manipulation of those perceptions.

It’s easier to see the power of perception over product when the products are separated by some distance. For example, the three largest-selling Japanese imported cars in America are Honda, Toyota and Nissan. Most marketing people think the battle between them is based on quality, styling, horsepower and price. No. It’s what people think about a Honda, a Toyota or a Nissan that determines what brand to buy.

Japanese auto manufacturers sell the same cars in the USA as they do in Japan. If marketing were a battle of products you would think, the same sales order would hold true for both countries. After all, it’s the same quality, the same styling, the same horsepower, and practically the same price for Japan and for the USA. But in Japan Honda is nowhere a leader. It’s in third place because in customers’ minds Honda is a manufacturer of motorcycles and most people in Japan don’t want to buy a car from a motorcycle company. But in the USA Honda is the name of a car, not motorcycle. It’s one of the most common laws in marketing – the law of perception.