EL 310 BD New Added LAST
EL 310 BD New Added LAST
EL 310 BD New Added LAST
Additional 1
1.1
Here are some answers, but what are the questions?
B. Imagine that you’re talking to someone who talks rathe unclearly, and that you can’t catch some of the
information he or she gives you.
Write down the questions you’d ask this person to find out the missing (……..) information.
C Imagine that you're being given information over the phone, but that it's a bad line. I Write down the
QUESTIONS you'd ask to find out the missing information.
1
Sorry, which ……………………………………………………?
1 By using a conjunction:
REASON, CAUSE or RESULT: and because so that so ... that such a ... that
The goods were repacked 50 quickly that we had no time to inspect them.
TIME: Before that After that And then During this time REASON, CAUSE or RESULT: Because of this That is why As a
result
I wanted to confirm one or two details. That is why I called her back.
The consignment was delivered on Friday. During this time we were very busy.
The goods were repacked at once. Consequently there was no time to inspect them.
3 By using a preposition:
CONTRAST: in spite of
I called her back because of the need to confirm one or two details.
2
Due to our prompt repacking procedure, the goods were not inspected.
The procedure has been computerized in order to / so as to save time and money.
B. Join the two halves of these sentences so that they make good sense. The first is done for you as an example.
6 I shall be able to confirm this until we have checked our stock position.
9 Please reply as soon as possible when I have consulted our works manager.
Additional 2
2.1 Complete these sentences with your own.
1. Although I have lived in the United States for almost one year. I often feel homesick and miss my family.
3. However I began to miss things in India. For example, food, my friends, the warm climate.
3
4. In addition to he told me about culture shock, my advisor suggested that I should be patient.
Additional 3
3.1. Complete the e-mails with the correct form (present simple or continuous) of the verbs in brackets.
From: samwakely@nhn.com
Dear Narinder
I 1(write) ‘m writing to ask if we can meet to talk about plans for the new IT system. Everything 2. (be)………. Fine here
in general. But we 3.(currently/ have) ………. Problems with saving data. The developers 4. (know)……….. about the
problems but can’t find a solution – so we 5.(think)….. the lunch date will need to be postponed. I was going to suggest
that we meet on Friday 3 June as I 6. (usually/ see) ……. Steve Barker at your office one Friday a month. But I 7.
(understand)…… that you 8. (not/work) ……….. Fridays. So how about Monday 23 May? By the way, what’s it like
coming back to work after maternity leave? 9. (imagine) …….. it must difficult when the baby is so young. She 10.(look )
……. Lovely in her photo. Anyway, let me know if Monday 23rd would suit you.
Regards
Sam
1. take a. a balance
2. attend b. a risk
3. strike c. an example
4. set d. a problem
5. resolve e. an event
6 found f. a company
3.3 Now use the verb and noun pairs to complete the sentences.
1. Managers find it hard sometimes to strike a __balance__ between being too informal and too formal with their
employees.
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4. How did you manage to______________ the problem?
Additional 4
4.1 Underline the correct active or passive forms in italics
A moving story
Logistics is a word that is seen/ sees most often on side of trucks. But it has a bigger meaning: how the flow of
materials through an organization, from raw materials to finished goods, is managed/manages. Logistics might
sound a simple enough business of moving things around, but it is growing/ is being grown more complex as
customers demand better services, and as new technology and greater use of the internet are opened up/ open
up new ways of passing around information.
The Japanese-led methods of lean production and just-in-time supplies tended to be kept/to keep within
factory walls. Following production, outgoing products were delivered/ delivered to distributors in batches, only
to sit around in warehouses. Now, however, companies are more demanding, seeking to eliminate both
incoming and outgoing inventory. This does/ is done in several ways, For example, in order to simplify what
goes/is gone into the factory, companies buy/are bought in sub-assemblies rather than individual parts.
Companies are also trying to build to order (BTO, a comprehensive, flexible freight operation requires/ is
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required. This is such a challenging task that companies are reluctant to do it all themselves, which is why more
and more of them are outsourcing/ being outsourced delivery and logistics to third parties.
This movement is forcing/is being forced the freight transport industry to change. Manufacturers want
custom-designed delivery systems, using all types of transport: land, sea and air. The distinction between postal,
express and logistics services has almost vanished/ has almost been vanished. And the fastest growing area of
business is outsourced third-party logistics.
5.5 Preposition -1
This exercise gives you practice in using the right preposition together with a verb or a noun. From now on there will be
an exercise of this type in each unit of the Workbook. So that you can revise these exercises later, use a pencil to fill in the
gaps. Then you'll be able to erase what you wrote and do the exercise again another time.
1. Fill the gaps in these sentences with a suitable verb or noun + preposition from the list below.
1 In the middle of the meeting our client... brought up. up the subject of compensation.
2 All reports need to be carefully written and above all ................ _____facts.
recommendations.
9 The clerks had to work long after five to deal with the.................... _____orders.
account for
Additional 5
5.1. Complete the sentences with on, in, by, into, to, with or of.
6
3. If management aren’t careful, staff will go ____ strike.
10. I’d say your way of managing staff is similar _____ mine.
5. Sergio has been assigned _______ this branch since Paula left.
Additional 6
6.1. Fill the gaps in these sentences with a suitable verb in brackets (present perfect or past simple).
In August Pierre Bilger , a former Chief Executive of Alstom, (1 decide) decided to hand back the 4.1 m severance
package granted to him in March when he (2 step)____ down from the trouble French engineering group. He said he(3 not
/ want)___ to be cause for scandal among the 100,000 Alstom employees he (4 direct)___ before the company was
rescued by the French government.
Mr. Bilger’s example (5 be / not / yet)___ followed by his compatriot Jean-Marie Messier, the former boss of Vivendi
Universal. Mr. messier is still fighting to keep the €20.5 m severance package due to him after the company (6 sack)____
him.
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Yet golden parachutes and severance pay are only one part of executive compensation. Share options (7 already / come)
___ under close investigation. The amounts which companies (8 award) --- through share options in recent years are far
higher than those paid out by golden parachutes or by any other mechanism. Even in 2001, after the stock market bubble
(9 burst)___, the value of stock options granted to the CEOs of the companies on Standard & Poor’s 5000 Stock Index (10
rise) ___ by 43.6% in a year when the total returns from those companies (11 fall)___ by almost 12 %.
Stock options (12 lead to)___ angry reactions from both shareholders and the general public. Last year, for example,
Jeffrey Barbakow, the Chief Executive of Tenet Healthcare, a hospital management business in California, (13
receive)___ $111m from exercising his stock options in a year when the company’s share price (14 drop) ___ by nearly
60%. After a group of shareholders led by a Florida doctor (15 threaten)__ to remove him, Mr. Barbakow (16 resign)___
last May.
6.7 Preposition -2
1. Fill the gaps in these sentences with a suitable word + preposition. First of all, try to do the exercise without looking at
the list below.
call on capable of collaborate with comment on compensate ... for comply with consist of convince ... of co-
operate with cope with / credit... with cut back on
Additional 7
7.1 Complete the sentences using multi-part verbs with in, up, down and off. Which of the multi-part verbs take an
object?
8
1. I’m still shocked, The realization hasn’t sunk ___in___ yet.
2. The CEO has stepped _______ from his position due to the company’s recent poor performance.
3. We’ve been working for weeks to set ____ a deal with a former competitor.
7.2 Now complete the sentences with by, to, about, in, of or on.
3. The products that failed had no clearly defined solution ______ mind.
4. What we’re talking _____ is a new way of looking at things to meet a real need.
1. The department’s going to allocate / allocates more resources to the project that intended in future.
2. We hold / ‘re holding a strategy meeting next Wednesday.
3. I’ll be / ‘m going to be happy to answer any questions later.
4. The company will meet / is meeting all its objectives by spring.
5. Sorry, I can’t talk now. I’ll call / call you back later.
6. The next plane will leave / leaves at 11.03.
7. I begin / ‘m going to begin my talk by looking at successful strategies.
8. What will you do / are you doing tomorrow evening?
9. Looking at the high level of demand, we aren’t going to have / aren’t having enough resources.
10. Let me move on now and I come / ‘ll come back to that point later.
1. Will you be able to find out when the first plane to Paris ..leaves?..
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4 She............................................to Spain on Tuesday to meet our clients in Seville.
arrive ask be fly leave / phone put see sneeze work write
7.6 Preposition -3
1. Fill each gap with the correct form of the verb, adjective or noun + preposition from the list below.
1 Company turnover has been so good that we shall be able to ...invest... in '" some new production equipment.
4 The accounts manager asked the auditors to.................... _____the annual figures first.
7 In many countries the price of a car is.................... _____ten years' wages for a worker.
9 Our company has been.................... _____the same bank for 30 years now.
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Additional 9
9.1. Complete the sentences with of, at, in, against, to or with.
1. I think we need to take a fresh look ___at__ the issue of foreign aid.
Manager .
Marlon said …
My colleague asked …
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6. ‘I’m meeting Andy for lunch’.
Pete said …
My boss told us …
My colleague advised …
1. If I (find)______ one on eBay, I (not / buy)_____ this, which probably costs twice as much as it should.
3. If I (see) _________ the fake version, I (not/ buy) _______ the genuine brand-but I didn’t.
5. If we (not / patent)____ the design soon, someone else (do)_____ before us.
6. If you (want)_____ this meeting finished by three o’clock we (have) _____ to hurry.
7. The project (not / be) _____ as effective if it (not / appear)_____ on the news tonight.
8. People (buy) _____ far more branded goods if they (not / be) _____ so expensive.
9. The supermarket (sell) _____ the grey imports if we (not / take) _____ legal action as quickly as we did.
10. If I (be) _____ you, I (not / buy) _____ a fake watch as you’ve no guarantee it will work.
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6. I suggest evaluating / to evaluate our website immediately.
7. Building / to build up long term relationships isn’t easy.
8. Have you decided taking over / to take over another business?
9. I’ve managed negotiating / to negotiate a better deal!
10. The product is so popular that it’s difficult meeting / to mee
11. t demand.
13.1. Find the mistakes in these sentences and correct them(a, the, or no article ). Only three sentences are correct.
Identify the correct sentences and find and correct the mistakes!
1. More and more, …. shoppers are by-passing …. household names for …. Cheaper no-name products .. shelf over.
This shows that even … biggest and strongest brands in … world are vulnerable.
2 .… larger …meeting, …longer it may take to reach …decision. There seem to be …ideal sizes for … meetings,
depending on … purpose. … meeting where … information is being given to …people can be quite large, because there is
not likely to be much discussion, and … questions may be asked by .. few individuals on everyone else’s behalf.
3 . Even … one-to –one …small informal meetings are structured (usually with … agenda) and planned. They are
different from … chance conversations in … corridor or over …coffee. …small informal meetings may also take place or
continue during … meal.
4 . All … meetings have … thing in ... common: … role-playing. … most formal role is that of … chairman. He ( and it
is usually … he) sets … agenda, and … good chairman will keep … meeting running in … time and to … point. Sadly,
… other, informal role-players are often able to gain …upper hand. Chirf is …”constant talker”, who just loves to hear
his or her own voice.
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1. Fill the gaps in these sentences with a suitable prepositional phrase from the list below.
1 Could you please remain ...it contact with... the head office until the negotiations are completed?
6 We must ask you to take full responsibility for the goods, as long as they are
regional director.
year.
in accordance with in advance in bulk in charge of in confidence in consultation with in contact with / in debt
in progress in transit
Additional 14
14.1. Complete the sentences with by, for, of, on, to or with
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12.7 Modal verbs
Additional 15
15.1. Look at he sentences with past modal verbs. Find and correct the mistakes
15.2. Complete the sentences appropriately with the correct past form of the modal verb
candidate.
4 He has excellent references from his present employers .................... are ACME
Engineering.
7 The personnel officer ....................interviewed him says that he's available at once.
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8 The thing ....................impressed her most is his personality.
D. Make each of these pairs of sentences into a single sentence, using a relative pronoun.
1 She told us about her experiences in India. This was interesting. She told us about her experiences in India, which
was interesting....
2 I heard about the vacancy from a friend. This friend works in Personnel.
4 I heard about this from a colleague. This colleague assured me it was true.
8 You gave a person's name as a reference. This person is unwilling to comment on you.
16.1. Look at the sentences with adjectives and adverbs. Find and correct the mistakes
16.2. In these sentences the adverbs are in the wrong position. Move them into better positions in the sentences.
2. European computer manufacturers are going apparently to work together on this project.
3. Do you think the firm ever will get the Chinese order?
4. The final price was much higher than occasionally the purchaser expected.
5. The customer was quite initially satisfied with our after-sales service.
6. We asked to see the chief negotiator before we made specifically the decision.
7 . The CEO has announced just the export team for the Taiwan project.
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8. We are going certainly to investigate the whole question as soon as possible.
9 . If the correct procedure is followed you will have hardly ever a breakdown.
10. Although the freight carefully was handled, important components were broken in
transit.
DEPARTMENT
Business is the human activity related to material things. It is necessary for civilization. It is found in all societies, even
the simplest ones. Business may include the production of goods: making airplanes, building buildings, and constructing
paper boxes are examples of production. It can also provide the financing for these activities . Lending money, trading
stocks and bonds, and selling insurance policies relate to the securing of capital for business activities. Other forms of
business include merchandising, which is the selling of products, and providing various services, such as accounting,
distributing, and repair. Business, then is the activity of producing and distributing goods and services.
Paragraph 2
In our study of business it is necessary to understand the four basic factory of production. These four factors are land,
labor, capital, and entrepreneurship. What is meant by there four terms ?
Paragraph 3
In order to produce things, it is necessary to use land. Here, the term land used in the most general way. It refers not only
to a piece of real estate where we might build a factory, but it also means all the raw materials used for production. Some
of these raw materials are found on the earth’s surface, such as trees, which yield wood for lumber. Other raw materials
are found under the earth’s surface in mines and oil wells, and still other raw materials may be extracted from the air, All
the raw materials for production come from the land, the air, and the oceans.
Paragraph 4
Labor refers to the use of mental or physical work to produce goods. Most labor changes raw materials into finished
products and then distributes these to buyers. In industrialized countries, labor is generally more mental than physical. For
example, in both manufacturing and agriculture machines accomplish the very tiring physical work that unskilled laborers
used to do. In other industries computer programmed robots and other forms of data processing equipment perform many
of the jobs which used to require a lot of mental labor. Therefore, to a certain extent he next factor, capital, can be used to
replace labor or reduce the amount of physical and mental labor that humans have to use in order to conduct business.
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Paragraph 5
In everyday language, capital means several things. The most general meaning is wealth or money But it also refers to the
equipment that money purchases. As one of the basic factors of production, capital is all of the thing that workers use in
production and distribution. It includes their tools, machines, and buildings such as factories and warehouses where goods
are produced and stored. Capital, therefore, refers to anything which helps to produce and distribute goods.
Paragraph 6
Putting together land, labor, and capital to make something of value, is called entrepneurship. The entrepreneur is the
person responsible for controlling and directing the other three factors. The entrepreneur does not make things with his
own hands unless he also a worker. In a business the workers take orders from the entrepreneur. He is the leader, and the
employees follow his direction.
Paragraph 7
Entrepreneurship includes some other important activities. The entrepreneur is responsible for initiating business activity.
He must begin his business by bringing together the land, labor, and capital. Next, he must manage the business by
deciding the general policies for business operation. In order to be successful, an entrepreneur must also be innovative. He
must look for new products or new way of making things, and new methods of distribution, or he must offer new services.
He must be able to decide on the value of things which other people invent, whether it is a new toy, a new method of
filing, or a new way of advertising. Finally, he bears all the risks of the business.
Paragraph 8
Everyone connected with a business shares in the risks of the business. When a company goes bankrupt, that s, becomes
unable to pay its debts, it causes problems for many people. It is hard for the employees who may have to seek work
elsewhere; the customers must look for another place to buy their products; creditors usually lose some of the money that
they have lent to the company. But the entrepreneur takes the biggest risk. If the business succeeds or fails, he must pay
them up to the limit of his ability to pay. If he is skillful-and lucky-the money he receives from his business venture will
pay for the land, labor, and capital, and there will still be some extra money remaining for him business venture is not
enough to pay for all of the costs, the difference is a loss.
2. capital b. extra money remaining after payment for the land, labor, and
capital
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Exercise 2 Choose the closest meaning for underlined words.
3. machines accomplish
b. perform
4. to conduct business
a. organize b. guide
5. business venture
Giorgio Armani is already one of the most diversified brands in fashion. As well as haute couture and everyday clothes,
Mr. Armani and his firm create scent, cosmetics, spectacles, watches and accessories. Customers can purchase Armani
furniture, flowers, chocolate, sweets, jam and even marmalade. There are Armani cafes and restaurants in Paris, New
York, London and other cities. An Armani night club recently opened in Milan, Now Giorgio is branching out still further.
On February 22nd his firm announced a $14 billion hotel venture with Dubai’s Emaar Properties, the Middle East’s largest
property developers. Mr. Armani will be in charge of the design for ten new hotels and four luxury resorts, to be built in
the next six to eight years.
Armani’s is the boldest move so far by a luxury goods company into the hotel business. But it is by no means the
first. In September 2000, a hotel designed by Donatella Versace opened on Australia’s Gold Coast. In February
, Bulgari, and Italian jeweler, confirmed a joint venture with Ritz-Carlton to build six or seven hotels and one or two
resorts, Salvatore Ferragamo, and Italian shoemaker, has designed four hotels in Florence,
But in the first half of last year, both the fashion and travel industries were doing badly as travel and luxury
follow the same economic cycle. So does it make sense for designers of luxury goods to go into the travel business?
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Armani and Bulgari would say yes. Mr. Armani considers hotels a logical extension of his aim of promoting his brand in
all walks of life. (So can Armani toilet paper be far behind?) Rita Clifton, Chairman of the consultancy Interbrand, says
that this strategy can work. A strong product, strong images and a strong experience such as staying at a fashion
designer’s hotel, can combine to make a super strong brand, claims Ms Clifton. To fit the firm’s luxurious image, Bulgari
says that its hotels must be as upmarket as it is possible to be. Because small is considered more exclusive, Armani and
Bulgari plan to launch mostly smallish five-star hotels. Armani’s Dubai hotel, due to open in 2007, will be an exception,
however, with 250 rooms. Bulgari’s Milan hotel will have no more than 60 rooms,
Losing control of their brand is the biggest risk for luxury firms expanding abroad or venturing into a new line of
business. Over the years, Pierre Cardin, Yves St Laurent and Christian Dior have each lost their good names by giving out
licenses all over the world to firms that did not deliver the appropriate quality. Calvin Klein’s current problems are related
to the company’s loss of control of the distribution of its products in many countries. But designer’s hotels can generate
positive publicity. Even if Bulgari’s hotels turn out not to make any money, the venture could be seen as an expensive yet
effective advertising campaign.
Mr. Armani’s hotel plans are more ambitious and the danger of brand dilution much greater. Armani says that the
management company for its hotel venture will have its head office in Milan rather that Dubai and that Mr. Armani will
be fully in charge of design. So far Mr. Armani has managed to control his brand tightly despite being involved in many
different businesses. Hotel, however, are a bigger challenge than flowers and marmalade.
1. Fashion a. venture
2. Head b. designer
3. Brand c. cycle
4. Joint d. goods
5. Property e. campaign
6. Economic f. developer
7. Luxury g. office
8. Advertising h. dilution
Glossary
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Aspirations hopes and wishes
BRANDS are accused of all sorts of evils, from threatening our health and destroying our environment to
corrupting our children. Brands are so powerful, it is said, that they force us to look alike, eat alike and be alike.
This grim picture has been made popular by many recent anti-branding books. The argument has been most
forcefully stated in Naomi Klein’s book No Logo: Taking Aim at the Brand Bullies. Its argument runs something like this.
In the new global economy, brands represent a huge portion of the value of a company and, increasingly, its biggest
source of profits. So companies are switching from showcasing product features to marketing aspirations and the dream of
a more exciting lifestyle.
Historically, building a brand was rather simple. A logo was a straightforward guarantee of quality and
consistency, or it was a signal that a product was something new. For that, consumers were prepared to pay a premium.
Building a brand nationally required little more than an occasional advertisement on a handful of television or radio
stations showing how the product tasted better or drove faster. There was little regulation. It was easy for brands such as
Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business and competition
limited, a successful brand could maintain its lead and high prices for years. A strong brand acted as an effective barrier to
entry for competing products.
Consumers are now bombarded with choices. They are also harder to reach. They are busier, more distracted and
have more media to choose from. They are “commercials veterans” experiencing up to 1.500 pitches a day. They are more
cynical than ever about marketing and less responsive to messages to buy. Jonathan Bond and Richard Kirshenbaum,
authors of Under The Radar-Talking TO Today’s Cynical Consumers, say “some of the most cynical consumers are the
young.” Nearly half of all US college students have taken marketing courses and “know the enemy”. For them, “shooting
down advertising has become a kind of sport’.”
Marketers have to take some of the blame. While consumers have changed beyond recognition, marketing has
not. Even in the USA, home to nine of the world’s ten most valuable brands, it can be a shockingly old-fashioned
business. Marketing theory is still largely based on the days when Procter & Gamble’s brands dominated the USA, and its
advertising agencies wrote the rules. Those rules focused on the product and where to sell it, not the customer. The new
marketing approach is to develop a brand not a product-to sell a lifestyle or a personality, to appeal to emotions. (It is a
much harder task that describing the features and benefits of a product.)
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However, brands of the future will have to stand for all of this and more. Not only will they need to be a stamp of product
quality and a promise of a more desirable lifestyle but they will also have to project an image of social responsibility.
Let’s look at some of the ways in which a business may be badly managed, to see if we can learn some lessons from
them about good management. First, many new businesses are under capitalized, that is there isn’t enough money
available to them to give them a real chance to succeed. If everything does smoothly right from the start, they may
survive. But if they encounter problems and delays, and they are under capitalized, they will be in trouble. So our first
lesson is: never attempt to start a new venture if you haven’t got enough capital to see it through.
Second, many new businesses fail because they are in the wrong place or their premises are unsuitable-too big or too
small. This may mean that they can’t afford to pay the rent and other costs, or they operate inefficiently because they
haven’t got enough room to land properly or to expand if they need to. So our second lesson is: don’t be in too much of a
hurry to settle on premises if you aren’t quite sure they are right.
Third, some ambitious mew businesses spend too much of their capital on presenting a glossy image, with expensive
fittings and office furniture which cost great deal of money but do not contribute anything to meeting the expenses. So our
third lesson: get your priorities right and don’t spend too much of your capital on non productive items.
Fourth, many businesses fail because their managers have not done their homework, in two ways in particular-in
researching the market to make sure the product they have in mind is really in demand and not already available from lots
of other companies at competitive prices, and in investigating and setting up ways of distributing the finished product.
That’s our fourth lesson: always research the market before you decide to enter it. Be very sure you have a system of
distribution ready before you even start to produce.
operates
3. difficulties c. premises
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doesn’t have enough money f. fail
4. Even if you produce the finest product of its type in the world, but no one wants to
buy it or you can’t get it to the people who do, you will fail. T F
5. Installing the right equipment, hiring a suitable workforce and raw materials are not
Special Terms
Marketing
All activities that move goods from producers to consumers: production, promotion, distribution, packaging,
pricing.
Consumer
One member of the market; the user of a product.
Market
People who can and will make purchases to satisfy their needs.
Product
In marketing, a consumer good, an industrial good, a service, or an idea.
One specific product in a category; a brand.
Marketing concept
The idea, basic to modern marketing, that goods are produced in response to
consumers needs.
Advertising
Promotion; any means of promoting the sale and use of a product.
In marketing, paid promotion through the major media.
Merchandising
Sales promotion; paid promotion through minor media.
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and need.
As a nation becomes more developed, consumers become more demanding. Their
needs become more specific, and they want products that satisfy their changing needs.
Only those producers who compete effectively will sell their products and survive.
Successful producers are guided by the marketing concept: response to consumers
needs.
Marketing is matter of communication between consumers and producers.
Advertising is not the producer’s only means of communication. The product itself, its
packaging, brand name, and price carry a message to the potential user. So does the
place where the product is sold.
Marketing communications, then, can be defined as all marketing activities visible to
consumers that may influence their purchasing decisions. These activities include both
advertising and merchandising. Everyone involved in those activities is a marketing
communicator.
The basis of all marketing communication is one essential question: “How can we
best inform consumers that our product meets their needs?” The answer to that
question is what an advertising campaign is all about.
Market research
Planning an advertising campaign begins with an analysis of the market situation.
Situation analysis moves from the general to the specific. It begins with the broad
economic picture. Is this a time of growth, recession, inflation? Is it a time for optimism
or pessimism?
Next, the company’s general marketing objectives must be considered.
Does the company aim to increase or maintain its market? Is it aggressively pursuing
growth? Is it introducing a new product or promoting an established one? Is it
pioneering, or is it responding to a change in the competition? Situation analysis ends
with observations about problems with and opportunities for promoting a specific brand
Exercise 1 Discussion
1. What is the basis for marketing communication?
2. How does an advertising campaign begin?
3. What are the areas of market research?
4. How does situation analysis begin? How does it end?
5. How would you define marketing? What is the relationship
between advertising, merchandising, and marketing?
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6. Define research. What is the purpose of market research?
Exercise 2. Fill in the blanks with appropriate words from the text.
I suggest that there be no more congressional elections. Instead, members of Congress should be selected by lottery. The
current system doesn’t work because most voters are forced to choose between two candidates they don’t want. Also, 83
percent of congressional elections are won by the candidate who spends the most money during the campaign making
promises, visiting local fairs, expressing ideas in ads.
The majority of the members of Congress are rich white males. Half of them are lawyers and another third are
businessmen. Some may say that lawyers and businessmen are the most qualified people in our society to make laws, but I
disagree. It should be the role of lawyer to write laws, not make them. Likewise, successful businessmen may good at
making a profit in private life, but they have not stopped the country from going trillion dollars onto debt.
Some who oppose this suggestion may say that the average citizen doesn’t have the specialized knowledge needed to
make decisions about important issue. But not very many of our present members of Congress from either party are
qualified to handle these issues either.
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In the new system I’m suggesting, people would be chosen to be a congressperson from a list of eligible voters. These
people would be required to pass a test on the Constitution. Those who did not would then receive six weeks of instruction
anyone who did not pass a second time would lose the right to be a member Congress.
I realize that there would be many problems during the change to a non elected Congress, but I believe that in time
such a system would succeed.
Exercise 1 Check (v)the statements with which you think the writer
2. Americans have too many choices when they vote for a member of Congress…………
3. Mostly rich candidates become members of Congress…..
4. There are not enough women in today’s Congress……..
5. A person with a college education is more qualified to be member of Congress than a person without an
education. …………
6. Members of Congress do their job well…………
Exercise 2. Check (v) the statements which are true about politics in your country.
Discuss your answers with another student.
1. Candidates in the last election were from two parties …….
2. Most of the candidates in the last election were rich businessmen or lawyers……
3. The candidate who spent the most money during the campaign won the election…
4. An important issue in my country is equal rights for women ……..
5. Men and women over the age of 21 are eligible to vote in my country ……..
6. A majority of the people in my country oppose higher taxes. ……..
7. The election system in my country should be changed. …….
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