Useful marketing tips
ü You need to have realistic objectives. ü Do not forget to evaluate your strategy. If something isn’t working (пропонуєм: doesn’t work) change it. ü Don’t ignore the competition. Be ready to respond to it. ü Don’t try to compete on price alone: think about quality, reliability. etc. ü You need to gather reliable data to make an accurate market forecast. ü Target the 20 per cent of your customers who provide 80 per cent of your profit.
Task 2. Replace the underlined words with their synonyms. Use the vocabulary from Task 1. 1. There is another company in the market, which could be a real danger. 2. New markets in Asia could be a great chance for us. 3. We only have a small number of products available at the moment. 4. There is a lot of competition(s) in this part of the market. Task 3. Decide whether these are good or bad news for a publishing company. Write G or B as in the example. 1. Limited demand __B__ 2. There are a number of threats. ____ 3. Unlimited financial resources. ____ 4. A reduction in demand. ____ 5. They have a lot of skilled workers at the company. ___ 6. A company has a number of opportunities. ___ Task 4. Fill in the gaps with the words given below.
1. The ___________________ of an item is the price it costs to make. 2. The ___________________ is things which are bought and sold, or money which is exchanged illegally. 3. The ______________________ is the proportion of the total market which one company controls. 4. The _________________ is the collection and examination of information about things that people (might) buy. 5. If something is sold in an ____________________ it contains a larger amount of goods at a lower price. 6. A _______________ provides information and sells or advertises its goods or services by telephone. Task 5. Choose the right option from several variants. Only one word is a match. 1. If someone uses or tries the __________ sell, they try to sell something by being very forceful. a) soft b) hard c) aggressive d) force e) easy 2. A ____________'s market is when there are more goods for sale than there are people to buy them. a) merchant b) buyer c) client d) consumer e) seller 3. A ____________ name is the name by which a particular product is sold. a) company b) trade c) brand d) mark e) market 4. A _________ market is an outside market selling old or used goods at low prices. a) boot b) fly c) sales d) second hand e) flea 5. A ________ company is a company which controls other smaller companies. a) daughter b) mother c) parent d) father e) family
Grammar focus. Future tenses. Will and Going to Will is used for: • predictions: The Austrians will win the tournament. • spontaneous decisions, especially while we are speaking and saying what we will do next: I think I’ll go to the cinema tonight. I’ll answer the phone; you keep cooking. • facts or unchangeable events: Will the foot-ball match start at 3.00? • after “I think” and “I hope”: I hope the weather will be nice tomorrow. I think I’ll join you. • formal announcements: There will be a meeting on Thursday. Going-to is used: • to talk about personal plans and intentions: I’m going to do my homework. • when we can see that something is about to happen: Look at the clouds. It’s going to rain. Watch out! That tree is going to fall! • it means the same as the verb plan or intend: I’m going to see friends this week. = I’m planning to see friends this week. = I intend on seeing friends this week.
Task 7. Fill in the gaps with “Going to” or “will”. 1. I think I ____________ choose this advertisement. (spontaneous decision) 2. Our company _______________ hire 3 managers for summer sales in May. (plan/intention) 3. This ad campaign ____________ cost 50 dollars. (fact) 4. Look! What a funny ad they _______________ put on the bill board! (about to happen) 5. I’m sure you _____________ know that he is a director when you see him. (prediction)
Task 8. Put the verbs in brackets into the correct future forms. 1. In 2013 companies ________ (to continue) to invest in direct marketing the old fashion way – by sending mail to your home. 2. Take a few things into consideration when creating marketing items for your business that ______ (to help) to put a good face to you and your business. 3. By 2013 customer data __________ (to become) more important than ever. 4. I believe that 2012 __________ (to be) the year that marketers focus less on push marketing and invest more in inbound marketing campaigns. 5. Marketing efforts ____________ (to be) increasingly focused on demonstrating results.
Task 9. Writing task. Look at the picture below and keep in mind that Press release has a definite structure. Analyse the information and write your own Press release about the new magazine “Health life” of your publishing company “SLOG”. This magazine will include different articles about healthy lifestyles. The main peculiarity of this magazine is that all the articles will be written by doctors only, i.e. all the information will be written from a professional point of view. You can visit the web site http://missilefish.com/content-strategy-online/syndication-news/anatomy-press-release/575200 to find more detailed information about the anatomy of a Press release and its part.
(The text was borrowed from: http://missilefish.com/content-strategy-online/syndication-news/anatomy-press-release/575200 as of 5 November 2011)
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Task 6. Watch the video “Unit 3, Video 2”. At the previous class you have already listened to the text about the “BookPal” company. Now listen to the clients’ opinions about this company. Decide whether the following statements are true or false. Be ready to explain your answers in the classroom.
