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III. Listen to the recordings of the English alphabet. Choose an address and
dictate it to your partner. Spell each word when you dictate. Check that
your partner has written the information correctly.
IV. Listen to the first part of a conversation between a Sales Director, Martin
and his Sales Manager, Fiona. Answer these questions:
Did they meet their sales targets?
How has the market share changed?
What were their total sales?
How much did they spend on shampoo advertising?
V. Now listen to the second part and complete the notes.
VI. Listen to the conversation again. Tick the phrases in the Useful Language
box Martin uses to check information, to ask for information and to end
VII. Role play. One of you is the Marketing Director of a
sunglasses manufacturer. The other is the European Sales Manager.
Make a telephone call to talk about the focus group meeting. Make use of
the phrases from the Useful Language box.
You want to do the following during the call.
Note down when and where the focus group meeting will take place.
Suggest that this person attends the meeting:
Irina Pavlovskaya, a Marketing Consultant based in Moscow,
Russia, tel. no 812 275 6381
Ask the European Manager about last month’s sales results in France.
European Sales Manager
You want to do the following during the call.
Tell the Marketing Director when and where the focus group takes place.
Details are: Commercial Institute, Paris; date/time: Friday 29 March,
Note down the name of the person who the Marketing Director wishes to
invite to the focus group.
Answer the questions about last month’s sales results in France.
Details are: total sales were 3.2 million euros; sales were 8% higher than
the same period last year.
Kristal is bottled water, manufactured by a US company, Hamilton Food and Drink Producer (HFDP). According to HFDP, it comes from a spring deep under the rocks of Alaska, US. It is advertised as the purest water in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.
Kristal was launched last year in California, US. It was advertised in health magazines with the slogan “there is no purer drink in the world.’ It is sold in clear glass bottles, in 1-liter size. Its price is 3$, which is higher than most competing brands. The brand name Kristal is printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops.
After six months, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal.
The Marketing Director interviewed members of the public to find out what was going wrong.
Listen to some typical comments from consumers. Make notes.
(Market Leader Pre-Intermediate Unit 7 Recording 7.9)
1. Work in pairs. Each group is a team in the Marketing Department. Hold a
meeting to discuss what you should do to improve sales of Kristal. Use the
questions in the box below as a quide.
2. Present your ideas to the other teams in the Marketing Department.
As a whole department, hold a meeting and decide what the company must
do to improve the sales of Kristal.
As a member of the Marketing Department of HFDP, design a sales leaflet for the campaign to relaunch Kristal Water. The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign. It should attract attention and communicate the reasons why people should buy Kristal. It should also include a slogan.
I. Discuss these questions:
What do you think is implied by the statement given by John Peet, British Management Consultant: “Management problems always turn out to be people’s problems”?
2. What qualities and skills should a good manager have? Choose the six
most important from the list.
To be a good manager you need to:
enjoy working with others
listen to others
judge people’s abilities
be good with numbers
make good presentations
BUILD YOUR VOCABULARY
I. Look at these words based around manage and organise. Pronounce them.
Complete the sentences using the words. Translate the sentences into
Manager managing management managerial
Organize organization organizational
Can you learn how to be a …, or are you born one?
The company became a world-wide … in just twenty years.
In Britain the Chief Executive Officer is called the … Director.
An … chart shows the structure of the entire company.
The firm went bankrupt because of bad … .
I’d like you to … these files in alphabetical order, please.
It was the most difficult … decision she had ever had to make.
Which of the adjectives from the list would you use to describe an ideal
Decisive charismatic cautious aggressive magnetic informal
passionate energetic ruthless thoughtful flexible persuasive
motivating impulsive fair
Think of the adjectives with opposite meaning to those from task II.
IV. Match the verbs 1 to 7 with the prepositions and phrases a to g to make
combinations describing skills and personal qualities.
Which do you think are the most important qualities?
V. Some verbs combine with more than one preposition. For example:
“He reports to the Marketing Director.” (to a person)
“The sales manager reported on last month’s sales figures” (on a thing)
Say whether the following combine with someone or something.
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