Open the brackets using one of the non-finite verb forms (infinitive, participle, or gerund).
1. Businesses aim at (conduct) exchanges with others.
2. If businesses are unable (cover) costs, they will have (go) out of business.
3. They know pretty well how (get) the product or service to the consumer.
4. A manager must be aware of (market).
5. The problem is (find) a proper price (cover) the expenses.
6. (Advertise) and promotion are needed (create) exchanges with consumers.
7. Care should be taken when (choose) locations for sales.
8. (Succeed) in your venture, you must offer a desirable product or service.
9. It is important (evaluate) all aspects of the marketing mix.
10. Not many consumers will be (pay) higher prices.
Read the article and summarize its content. Express your opinion about what you have read.
McDonald’s faces backlash in Tecoma, Australia
By Phil Mercer BBC News, Sydney
A long-running feud has pitted protesters from a small town of 2,000 people in the shadows of Australia’s temperate rainforest against one of the world’s most recognisable brands. Tranquil Tecoma, 35km (20 miles) east of central Melbourne, has become a battleground between McDonald’s and “community” protesters over the construction of a 24-hour drive-through restaurant. Opponents say the restaurant would be too close to a nursery and primary school, would damage other businesses and disrupt the fabric of a leafy community known for its artists and wildlife.
The plan was initially rejected by the local council, but the fast-food giant won an appeal at a state planning tribunal, and work on the site is under way.
It’s been a two-and-a-half-year fight spanning two continents. Last month, campaigners delivered a petition containing 97,000 signatures to the company’s global headquarters in Chicago. “We knocked on the door of every house in Tecoma and we discovered that nine out of 10 people didn’t want this,” says Garry Muratore, a spokesman for No McDonald’s in the Dandenong Ranges, who denies the group is on an anti-corporate crusade. “They have the legal right, but they don’t have the moral right. McDonald’s have a right to run a business as long as it is in an appropriate place,” he tells the BBC News website. “People who moved up here for to escape the city and live in the countryside are worried about litter and the fact that this would be the closest McDonald’s to a national park anywhere in Australia. Some people are worried about the traffic.”
Despite such fierce opposition, McDonald’s says it will press ahead. The company tells BBC News: “We have followed due process every step of the way to build a family restaurant on a highway that houses a number of food and service outlets. The area is appropriately zoned, we have an approved planning permit and we are moving forward.”
McDonald’s has dropped a claim for damages against a group of demonstrators, while a judge has sent both sides to mediation to resolve a dispute over the company’s legal costs.
Business advocates believe McDonald’s is being unfairly victimised by activists. In response, the company is forced to go to court at great expense just so it can engage in its lawful business activity.
Marketing expert Dean Wilkie, from the Australian School of Business at the University of New South Wales, says community groups can now wield great influence over public opinion. “Social media is giving consumers back the power, and those companies that don’t act ethically or don’t listen to what consumers want will suffer the consequences,” Mr Wilkie told the BBC.
“McDonald’s stresses this idea of helping the local community as one of its core values, but the fact that they are going against the people of Tecoma in such a manner is to me inconsistent with what they say their core values are. It creates a lack of credibility.”
In Tecoma, regular community meetings are held to determine the demonstrators’ next moves to boycott McDonald’s in their village. “It will be a peaceful, non-violent protest that will go on as long as they are there,” says Garry Muratore.
Discuss with your partner the following issues:
· Marketing mix and business ethics
· Social responsibilities of businesses
· Business vs. community values
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