3907

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To go easy on smb

To talk sense into smb

2. Give the summary of the scene.

Scene 2

1.Listen to the scene and answer the following questions:

1.What does Christopher Mayo do besides working in the Export Development Office in Dabu? What does he prefer to do?

2.What advice does Paul need from Christopher?

3.What is Christopher’s general idea about Jayal Motor’s possibility of going into Industria’s market?

2.Describe the situations where the following words and word combinations

are used:

Export Development Office Permanently

Government assistance Incentives

Efficient Good market documents

Scene 3

1. Listen to the scene and fill in the gaps with the words and word combinations:

Tom: Kamal can maybe _______ some ______ into you about this _______

idea.

Kamal: Well, it’s true the company’s ______ ______doesn’t seem to offer much _________ to ________ of this kind.

Tom: Especially with problem from ______ _______ office.

Paul: Yes, I’ve heard about that from Tara, Tom.

Tom: Yes, strange that business.

Kamal: All that’s been ______ . I checked with the _______ _______ as soon as you phoned, Tom. It seems there’s been a _________. Their letter, they said, was _______. In your case it was _______ by an ________ phone call. The government, as you know, has been _________ people to _______ those they suspect of ______ ________.

Paul: _________ phone call? That is _______. Kamal: Well, there is no _______ there now.

Paul: O.K. So what do you think of my idea to ______ into ________?

Kamal: Well, as I’ve already said, the company’s only small…

Tom: What did I tell you, Paul?

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Kamal: … but that’s no _______ to _______ the _______ idea out of the

________. Tom: Oh?

Paul: Go on, Kamal. Let’s hear what you have to say.

Kamal: Well, the ______ might be able to do something. We’re very _______

on small, ________ firms ________. ________ could interest us. But _______

is not the _______ _______.

Tom: Not the ________ ________, but…?

Kamal: What I mean, Tom, is your chief ________ is ________. ________ and

________. I think you’re already aware of that, Paul.

Paul: Yes, I am preparing a ________ _________ now.

Kamal: Good. As for the _______, the bank could offer ________ for ________

and _______ _______.

Tom: But what about the _______, Kamal? We’re talking about a lot of money.

Kamal: Your _______ with the bank is ______, Tom. Your _______ is small but very ________ and your ______ are of high _______.

Tom: I see. Well, that’s very _______ but I’m still not ________.

Kamal: I realize that, Tom, but let’s _______ it till we’ve seen Paul’s ________

_______.

Tom: I feel there’s ________ work involved in _________ our position

_______. That’s the ______ at the moment. I’ll give you ____ weeks to do the

______ ______, Paul. That’s all.

Paul: Right. It’ll be ready in _____ weeks. Thanks for your help, Kamal.

Kamal: That’s all right. Don’t forget the bank has a _________ in Jayal Motors. Paul: That’s a ______ ______ _______.

2. Give the summary of Scene 3, using your active vocabulary from the glossary.

III. Supplementary exercises on the vocabulary from the programmed unit and listening comprehension

1. Fill in the gaps with prepositions, where necessary:

1.Tom hoped that Kamal would be able to talk sense ___ Paul.

2.I’d like to ask you to go easy ___ him. This company means a lot to him.

3.I cleared ___ the problem ___ the tax office yesterday.

4.The shipment must be insured ___ loss and damage ___ transit.

5.According to the terms ___ our agreement the exporting side should take ___

insurance.

6.We prefer to transport our goods ___ air.

7.Our cargo was loaded ___ the docks and we paid handling charges ___ this.

8.They packed their equipment very carefully ___ containers to protect it ___

damage.

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9.Tax relief means that exporters pay less tax ___ money earned abroad.

10.If you want to take ___ insurance you should fill __ the proposal form and send it ___ the brokers ___ your premium.

11.In case your property is damaged you should immediately put ___ a claim

___ the insurance company.

2.Change the following sentences, paraphrasing the underlined words and word combinations:

1.I think it won’t be very easy to find an answer to this problem.

2.You should think over this idea before rejecting it.

3.The first thing for us to do at present is to make our position on the local market stronger.

4.The government of this country supports export trade by providing help and stimulus to exporters.

5.This is a straightforward certificate to prove you are insured.

6.The shipment must be insured against loss and damage in transit.

7.A lot of Russian companies use illegal means to avoid paying taxes.

3. Translate the following sentences, using your active vocabulary from Episode 2:

1.Ярлык обычно показывает, что содержится в ящике.

2.Наша компания всегда страхует товары от потерь и повреждений.

3.Он отвечает за транспортировку товаров от завода к причалу.

4.Поскольку экспорт товаров привлекает в страну иностранную валюту, правительство поддерживает внешнюю торговлю, оказывая помощь и стимулируя экспортеров.

5.Они понесли большие потери из-за этой авиакатастрофы.

6.Если груз повреждается в пути, компания получает компенсацию за счет страховой суммы.

7.Так как наш товар был поврежден в пути, мы немедленно обратились с требованием в страховую компанию и получили полную компенсацию за причиненный ущерб.

8.Приоритетом для нашей компании в настоящий момент является

укрепление своих позиций на внутреннем рынке.

9. Камал сказал, что для Jayal Motors главной заботой является планирование и предусмотрительность.

10.Многие российские компании уклоняются от уплаты налогов.

IV. Communication skills

Make up a dialogue on the following situation.

You are a representative of a small local company, which has recently decided to go into exporting. Since this kind of business is new for your company you

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have decided that you need the advice of a professional. You go to the consulting firm and discuss there the possible assistance you can get to support your exporting activity (help of the EDO, participation in Trade Fair, Government assistance, tax relief, etc.).

EPISODE 3

I.Programmed Unit: Marketing and Promotion.

1.Warm-up activity.

a)What advertising slogans have you seen recently? What companies’ do they belong to and what do they advertise? Analyze the strengths and weaknesses of these slogans.

b)Look at the advertising slogans below and think of as many products as possible that could have been advertised with these slogans.

-Plug into an award winning bargain.

-There will be one day when everyone in your company will collaborate and coordinate in ways you never imagined.

-We’d love to have you for dinner.

-Break the vicious circle.

-The key for relationships.

-Put your family above everything else.

-Learn more in five days than some managers learn in forty years.

-It’s no good having power without control.

-It takes 75,000 people to make it fly.

-A celebration of music, family and love.

2. Give English equivalents from the text to the following words and word combinations and give definitions and synonyms to them:

1)проводить исследование рынка

2)выполнимый, осуществимый

3)жизнеспособный

4)оценивать возможности рынка

5)получить место на торговой ярмарке

6)образец продукции

7)ассортимент продукции

8)будущий, предполагаемый покупатель

9)реклама

10)рекламная кампания

11)развернуть кампанию по рекламе товара

12)раздавать рекламные брошюры

13)проводить пресс конференцию

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14)первоначально, на начальной стадии

15)помещать заказ

16)получить заказы

17)замена

18)запасные части

19)квалифицированные рабочие

20)гарантийное обслуживание

21)обслуживать оборудование

2.Fill in prepositions, where necessary:

1)One way to assess the market is to take a stand ___ a Trade Fair.

2)Your task at the Trade Fair will be to hand ___ publicity brochures.

3)All the different models made by a company make ___ its range.

4)Starting an advertising campaign ___ a new product is known as launching

___ the product.

5)We need skilled workers to service ___ the machinery.

3.Answer the questions:

1)What is the purpose of doing a market research?

2)What is one way to assess the market potential?

3)What is the purpose of taking a stand at the Trade Fair?

4)What is another way of promoting your product?

5)What is the aim of publicity?

6)What does a client want to know before he places an order with a company?

7)Who is needed when the product is complicated?

8)Have you ever been to any Trade Fair? Describe it. How did the companies promote their products?

9)What are the different ways of promoting the product? Name them and give examples.

10)What way of promoting the product do you consider to be the most effective one and why?

4.Fill the gaps in these sentences, using the words from the list below:

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1.What is marketing? Marketing is the __________ of satisfying customer needs ___________.

2.What is marketing mix? It consists of “the four P’s”: providing the customer with the right _________ at the right _________, presented in the most attractive way (__________) and available in the easiest way (________).

3.What is ‘a product’? A product is not just an assembled set of components: it is something customers buy to ______ _______ they feel they have. The ______ and the ______ of the product are as important as its specification.

4.What is ‘price’? The product must be priced so that it competes effectively with ______ products in the same market.

5.What is ‘promotion’? The product is presented to customers through advertising (TV commercials, __________, etc), packaging (design,

_______, etc), publicity, P.R. and personal selling.

6.What is ‘place’? Your product must be available to customers through the most cost-effective channels of ________. A consumer product must be offered to ________ in suitable retail _______, or available on _________

or by ________.

7.What is meant by ‘S.W.O.T’? A firm should be aware of its ________

and _________ and the _________ and _________ it faces in the market place.

8.Why are firms becoming more customer-oriented and less _________? Because new products must be created to meet the changing __________

of customers’ needs – a firm can’t rely on the success of its existing

_________ or products. The customer and his or her needs must come

_________.

5.There are many ways of attracting customers to your product and of keeping your name in the public eye.

Fill in the gaps with suitable words from the list.

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1.Sales literature - _________, _________ and _________ can describe your product in more detail and give more information than advertisement. Potential customers can be sent _________ literature by post.

2.________ advertising – displays in retail outlets (supermarkets, chain stores, etc) can attract the attention of potential customers.

3.________ - labels and presentation increase the _______ of your product.

4.Sponsorship – you can ________ to the cost of a sporting or artistic event, where the brand name or ________ of your product is displayed prominently.

5.________ - potential customers can come to your premises and see a

______ or a demonstration of your products and get ________

experience.

6.________ - your company takes a ______ or mounts an exhibit to enable customers in the same trade to see your products and talk to your

_________.

7.________ - the public are informed of a new development through newspaper articles. You can inform the press by issuing _________ or by holding a __________, so that reporters can question your spokesperson.

8.________ - PR can ensure that your firm keeps a high profile, and that people are aware of your good __________ and attractive ______.

9.________ - existing customers tell their friends or colleagues about your

product and hopefully _________ it to them, so that they want to buy it. 10.Telephone selling – your staff can call customers or customers can call a

________ number to request sales literature or ask for _______

information.

11.Personal selling – your rep can visit customers: this is the most

_________ method of promotion, but also the most expensive. Traveling to meet a prospect may not always pay off. Your _______ would be visited frequently.

12.If you are marketing a service it must be ‘visible’ – your prospective customers must be fully aware of the ________ of your service and its benefits.

6. If a retail chain is to maintain its profits, it is essential that stock moves in and out of store quickly. The department store personnel are discussing different ways of encouraging turnover listed below. Which is each person talking about?

-introductory offers

-free samples

-money-off coupons

-gimmicks

-demonstrators

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-jingles

-window display

1.Repeating ________ with intermittent soft music are what people are most influenced by, in my opinion.

2.We want something unusual to make our stores different from others,

_______ are a good idea, balloons, stickers, ball point pens, etc.

3.What about having __________ on all new brand lines for a period of a week, say a 5% or a 10% discount.

4.Couldn’t we concentrate more on our own-brand goods and provide

_______ so that people will return to our shops.

5.I think frequent ___________ changes are a good bet.

6.We could get in product _________ who would draw the crowds. They could give away __________ of products.

7.These eight verbs are commonly used in advertising. Choose the right one to complete each sentence:

1.The copywriter created a slogan which would ________ to a wide crosssection of consumers.

2.The agency wants to ________ a campaign targeting the under-16- market.

3.The consumers we want to ________ are professionals who purchase upmarket products.

4.All advertising must ______ the right product image.

5.Giving away free badges helped to ________ ice-cream sales to children.

6.The number of TV commercials in a campaign depends on how much the client wants to ________ and who he wants to reach.

7.The function of advertising is primarily to inform and to _________.

8.Our plan is to _________ the new product across a wide range of media.

II. Listening Comprehension

Scene 1.

1.Listen to the scene and answer the following questions:

1.What does Tim Hasram want to have a go at?

2.What reasons does Jack give in favour of a forwarding agent?

3.What is the first thing for Jayal Motors to do in order to be successful on the international market?

4.What does Tom want to do concerning the activity of their company?

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2. Listen to the scene and fill in the gaps in the extract from this scene with the words and word combinations:

Paul: Now, the first thing I want you to do Tim, is go round all our _______

and check how the bikes are ________. Tim: And what the ________ is?

Paul: Mm. You’ve got the idea. And I want you to _______ on what

________ the retailers are doing on our bikes, if any…

Tim: …and what ________ they are doing for our ________.

Paul: Right. Find out if they have any _______ about obtaining ______

______…and what else?

Tim: Well, what about what ______ _____ are ___ ______ _____and how long _______ takes?

Paul: Yes, sure, that’s right. You see, that will also tell us something about the

______ ______ in our bikes … and look Tim …

Tim: Yes?

Paul: Find out which _________ are being offered ______ _____ _____by Barratts.

Tim: I’ll have the ________ ready when you get back, Mr.Osman. Paul: Call me Paul. I think we’re going to get on well, Tim.

3. Give a summary of the scene

Scene 2.

1.Listen to the scene and describe the situations where the following words and word combinations are used:

-the key thing

-expanding the factory

-to build up a reputation

-a definitive report

-expertise

-Trade Fair

-to book the stands

-to make a contribution

-to submit proposals

-the voice of authority

2.Answer the following questions on the scene:

1.What is Christopher’s attitude to the idea of exporting of Jayal Motor’s mopeds?

2.What is the key thing in the whole operation according to Christopher?

3.In what case is there little use in expanding the factory?

4.What assistance is Christopher going to provide Jayal Motors with?

5.Will Christopher be present at the board meeting?