Слухай та говори англійською про економіку (стр. 4 из 12)
1.2. What sorts of question should a salesperson ask?
2. Listening and note-taking
Listen to the sales call. As you listen, complete the checklist in Chart 16.
Chart 16
SALES CALL CHECKLIST
Prospect: Davidson & Sons
Size: 20 employees
Business: Management Consultants
Situation:
Type of correspondence a.__________________________________________
Amount of correspondence b.________________________________________
Person responsible с.______________________________________________ d Problem: (tick or cross) (I) No clear responsibility
(II) Post Office too far
(III)Takes too longNeed:
e ______________________________________________________________Any objections:
f ______________________________________________________________Solution:
g ______________________________________________________________Additional benefits:
h ______________________________________________________________
3. Comprehension check 3.1. How would you describe the salesperson’s approach?
hard sell/soft sellsales-oriented/customer-oriented
talking/listening leading/non-directed3.2. Do you think he was a good salesperson? Would you recommend any improvements?
4. Language focus
4.1. Question techniques
Look at the following sentences taken from the Listening passage: «Could you tell me what sort of correspondence goes out from this company?» «That could be more when you’re doing a mailshot...? Look at the following three types of question:
Indirect (polite): Could you tell me what...? Direct: What ... / Do you...?
Leading. That could be more (couldn’t it)?
Change the following questions as indicated:
1 Could you tell me why you don’t have a computer?
Direct: _______________________________________________ 2. How many employees do you have?
Indirect: ______________________________________________ 3. Do you plan to take on more employees?
Leading:______________________________________________ 4. Are you finding business more difficult at the moment?
Leading:______________________________________________
5. Would you mind telling me if you have any problems recruiting staff?
Direct: _______________________________________________ 6. Do you pay over the market rate?
Indirect: ______________________________________________ 7. Have you fired anybody recently?
Indirect: ______________________________________________ 8. Could you tell me whether you are a director?
Leading:______________________________________________
9. You’re facing severe financial difficulties, aren’t you? Direct: _______________________________________________ 10. You don’t intend to stay in business any longer, do you?
Indirect: ______________________________________________
5. Word study
Time is sometimes an obsession, sometimes an excuse, and often a luxury. Below are some expressions associated with time. Group the expressions on the right under the headings on the left.
| Headings | Expressions |
| 1. Lack of time | a. How long does it take? b. I’m short of time с. I’ve got plenty of time |
| 2. Surplus of time | d. I’ll have to cut short the meeting e. Time is money |
SALES CALL CHECKLISTf. I’m in a hurry
g. We’ll have to prolong the project
Situation:3. Length of time h. A couple of hours
No. of employees ____________________________________i. It takes a good twenty minutes
j. It’ll last longer than we thought
No. of visitors _______________________________________4. Reducing time k. Time never stands still
Present coffee making facilities _________________________1. I’m rushed off my feet
m. I’ve got time to spare
| Problem5. Extending time: Time to get a coffee? Quality of coffee?6. Time idioms Quantity of coffee? Cost of coffee?7. Infrequency Need: Objections: | n. We’ll have to have a guillotine on this o. Time is of the essence p. Never in a month of Sundays q. Once in a blue moon r. Time is pressing s. Every once in a while t. Now and then u. Off and on 6. Discussion |
Solution:PAIR WORK
Three models: Partner A: You want to sell an automatic office coffee machine to The Coffeemaker (makes enough for 6 cups) cost £45.00 your partner В. S/he is the office manager for a firm of lawyers You have managed to make an appointment but you know s/he will be The Coffeemaker Plus (12 cups) cost £60.00 short of time. Use the checklist below to conduct the sales The Coffeemaker Deluxe (112 cups call. + alarm when ready) cost £75.00
Partner B. You are the office manager of a firm of lawyers. You have agreed to meet a salesperson from a coffee machine company. You are short of time. Use the information below to answer the salesperson’s questions. Decide whether to purchase.
Situation:
| No. of employees: | 8 partners (lawyers) 4 assistants 2 secretaries I receptionist |
| No. of visitors: | Max. 20 a day |
Present coffee-making facilities: instant coffee made from boiling water or go out to coffee shop
just opposite the office
Problem:
Poor quality coffee for visitors Time wasted in going out for coffee
Need:
Reliable good quality coffee-making facilities
Objections: Cost maximum budget £40
CHOOSING THE MEDIA
1. Pre-Listening Task
Which media would you choose for the following products and target audiences:
(i) Perfume —> 25—35 year old women
(ii) A low-price automatic camera —> men and women 20—40 years old
(iii) An expensive lawn-mower —> 40—60 year old men
2. Listening and note-taking
Listen to an extract from a meeting in which product and advertising managers are discussing the media mix for a new line in trainers aimed at teenagers. As you listen, complete Chart 17 by indicating with a tick (-) which media is preferred.
Chart 17
| TV | Radio | Newspapers | Magazines | Outdoor |
| John Pete Mike Sheila |
3. Comprehension check
Grade the above media in terms of the following criteria (1 = best, 5 = worst):
1. Relative cost
2. Flexibility (booking, planning, lead time)
3. Reach (percentage of target audience exposed to advertisement)
4. Attention (percentage of target audience interested in the advertisement)
5. Selectivity (accuracy of media in reaching right audience)
4. Language focus
4.1. Suggest/recommend.
Look at the following sentences taken from the Listening passage: «I’d recommend we think in terms of twenty peak time slots...» «Maybe we could consider TV to establish a brand image...»
Now make suggestions/recommendations from the following prompts:
1. I/propose/invest/TV advertising
2. He/suggest/use/outside advertising
3. They/recommend/forget/radio
4. We/consider/place/print ads/prestige magazines
5. He/advise/us/reduce/advertising budget
6. I’d like/suggest/look at/new media
7. We / strongly recommend / you / study / TV ratings
8. Let us/think/targeted ads/trade journals
4.2. Emphasis — word order.
Look at the following sentences taken from the Listening passage: «What I suggest we do is go for ten slots...»
Now change the following sentences so that they are more emphatic:
1. We should target this age group very carefully.
What we ________________________________________________.
2. We need to concentrate on direct sales.
3. They must reduce their advertising budget.
4. I recommend you try to reach the department stores.
5. We feel you have missed an opportunity.
6. They thought we had spent too much on outdoor advertising.
7. He expected us to hire a professional singer.
8. I propose you limit your advertising to radio.
5. Word study
Match the words/expressions in the left-hand column with their definitions/ explanations in the right:
| Words/expressions | Definitions/explanations |
| 1. a slot | a. 7—9 p. m. |
| 2. exposure | b. point-of-sale incentives to buy |
| 3. peak/prime | c. up-market, expensive-looking |
| 4. to sell in | d. an occasion when an ad is broadcast |
| 5. to hit | e. customers who buy after the product has been adopted |
| 6. word of mouth | f. to reach |
| 7. sales promotion | g. amount of time the target audience sees/hears an ad |
| 8. initiators | h. by personal recommendation |
| 9. followers | i. customers who buy first/are prepared to experiment |
| 10. glossy | j. to promote products to middlemen (wholesalers and retailers) |
6. Discussion
Discuss the media mix which you feel would be appropriate for:
Product: a new line in fashionable sports clothing
Producer: well-known name in sports sector
Price: high price
Target: men and women 30—45 years old
Objective: to achieve market share first, profits second
LEARNING FROM MISTAKES IN FOREIGN MARKETS
1. Pre-Listening Task
1.1. How quickly should a company expect to see a return on its investment when entering a foreign market?
1.2. How important do you think it is to employ local staff when entering a foreign market?
2. Listening and note-taking
Listen to the meeting where the failure to penetrate export markets is being discussed. As you listen, complete Chart 18.
Chart 18
| Country | Strategy | Mistake | Recommendation |
| France Germany Sweden |
3. Comprehension check
If you were recruiting a sales representative to help you penetrate a foreign market, how would you rank the following skillscharacteristics?
a. Knowledge of the local market
b. Knowledge of the product sector
c. Selling skills
d. Knowledge of local language
e. International experience
4. Language focus
4.1. Conditional III.
Look at the following sentences taken from the Listening passage:
«Our results would have been better if we’d relied less on agents...»
«If I’d known how conservative German customers were going to be, I would have recommended a joint venture...»
Now complete the following sentences by putting the verbs in the right form.
1. If we ________ (do) research beforehand, we ________ (not make) so many mistakes.
2. We ________ (never enter) the market if we ________ (know) the problems.
3. In hindsight, we _________ (do) better, if we _________ (concentrate) on big firms.
4. Looking back on it, we ___________ (penetrate) the market if we ______ (not use) agents.
5. If only I _______ (know), I ___________ never (recommend) it.
6. We ____ not (be) where we are today, if we ___________ (not take) risks.
4.2. Chairing.
Look at the following extracts from the Listening passage:
«Geoff’, why don’t you start with France?»
«So what you’re saying is...»
Match the expressions with their chairing function:
| Chairing functions | Expressions |
| 1. Opening the meeting | a. So what you’re saying is |
| 2. Agreeing objectives | b. We haven’t heard from everybody |
| 3. Inviting someone to start | c. Let’s get down to business |
| 4. Paraphrasing/clarifying | d. Let me just recap then |
| 5. Shutting someone up | e. That’s interesting Michael, let’s hear from the rest |
| 6. Encouraging others | f. We are here today to discuss the following three points |
| 7. Keeping the meeting going | g. I think we’re getting off the point. Let’s get back to... |
| 8. Dealing with digressions | h. Let’s call it a day |
| 9. Summarising | i. Peter, would you like to start? |
| 10. Closing the meeting | j. Time is short, I suggest we move on |
5. Word study
Complete the phrase by matching the word/expression on the left with its best association on the right:
| 1. to break into | a. on the ground |
| 2. to learn from | b. your mistakes |
| 3. to look | c. a feel for |
| 4. to rely less | d. a market |
| 5. to have a | e. budget |
| 6. conservative | f. a presence |
| 7. to establish | g. in detail |
| 8. someone | h. customers |
| 9. it counts | i. on agents |
| 10. a much reduced | j. for a lot |
CORPORATE VERSUS SUBSIDIARY STRATEGY
1. Pre-Listening Task
1.1. In a local market (one country) what advantages does a multinational company have over a national company?
1.2. What do most consumers think of multinational companies?
2. Listening and note-taking
Listen to the extract from a meeting between a representative from corporate headquarters in America and the marketing manager of a recently acquired Japanese company. As you listen complete Chart 19.
Chart 19
Corporate strategy:
Objective 1: ____________________________________________________
Objective 2: ____________________________________________________ Local objections to:
Objective 1: ____________________________________________________
Objective 2: ____________________________________________________
3. Comprehension check
3.1. Do you think Mr. Stone handles this meeting well?
3.2. Do you think Mr. Tokaido handles this meeting well?
3.3. If you were in their shoes, would you approach the problem differently?
4. Language focus
4.1. Participating in meetings
Look at the following sentence taken from the Listening passage:
«I appreciated your concern but I think you have to see...»
Now match the expressions below with the appropriate function:
| Functions | Expressions |
| 1. Summarising / paraphrasing | a. I can’t see how we can use |
| 2. Showing understanding | b. I’m sure you’d agree |
| 3. Introducing concerns | c. To put it another way |
| 4. Interrupting | d. I really don’t think it will help |
| 5. Persuading | e. Sorry to interrupt you |
| 6. Disagreeing | f. What worries us here is |
| g. I appreciate your concern | |
| h. I think you have to see | |
| i. I’m sorry to put this so bluntly | |
| j. There, if you don’t mind me saying, you’re wrong! | |
| k. To summarise |
5. Word study
Find the opposites of the following words and expressions.