At cost price; cost-effective; to count the costs; at any cost; to cut costs; to my cost; the cost of living
A. Translate the sentences paying attention to the above mentioned expressions.
1. We sold the remaining goods at cost price. 2. Share prices do not always go up as I learnt to my cost. 3. It’s a risky business. Have you counted the cost of going ahead? 4. We need to cut our costs by half if we want to make a profit. 5. We must not let our competitors gain an advantage at any cost. 6. We need more cost-effective methods of production - there is too much waste. 7. Salaries in the public sector have not kept up with the cost of living.
B. Complete the blanks with the suitable expression mentioned above.
1. It’s not easy to break into a new market, as we learnt ... 2. You may think it is a good idea but have you ... of sacking (увольнение) so many workers. 3. To be really ... we need to... and to improve working methods. 4. The management decided to raise wages of workers because ... rose by 6% last year. 5. On sales one can buy goods either at a reduced price or at ... . 6. We must find finances for promoting our new product ... .
Text a
Marketing and promotion
Read the text replacing Russian words by English ones. Put 10 questions to the text.
When a company starts to sell goods in a new market, they often do some (исследование конъюнктуры рынка) or a preliminary study to see if the project is (осуществимый). They (изучать) the market potential or do a (технико-экономическое обоснование целесообразности проекта) to see if they will make money by selling in the new market (i.е. to see if the product is viable).
One way to (оценить) the market potential is to take a stand at a Trade Fair where companies can exhibit (образцы) of their products and see what response they get from (потенциальный покупатель). The Trade Fair is an exhibition of goods and a company exhibits a sample of its product at its stand. There is also a form of (реклама) and the company representative will probably hand out (рекламный) brochures to (рекламировать) the product further. Often journalists (the press) write about the (торговая ярмарка) and sometimes companies hold a press conference if they want to promote a particular model or range. Each different type of car, bike, etc. is a model. All the different models made by a company make up its (ассортимент). The full (ассортимент) of goods is normally displayed in the company’s catalogue. The catalogue is a booklet or brochure.
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Another way of promoting (or publicizing) a new product is to place (рекламные объявления) in magazines or newspapers. (Рекламные объявления) are also called adverts or ads for short. A plan to do a lot of (реклама) of one product is called a campaign. Starting an advertising campaign on a new product is known as launching a product.
The aim of promotion is to interest customers in the product. Initially customers might (наводить справки) about the product. When they decide to buy, they (размещать заказ). At a Trade Fair companies are trying to (получать) as many (заказы) as possible. However, before a client (размещать заказ) he wants to know many things: how long (доставка) takes, whether the company can (поставлять) replacements and (запасные части), what the (гарантийное обслуживание) is like, etc. All the individual parts in a model are called components. If one of the components breaks the customer will want spare parts to be supplied. If the product is complicated, skilled workers might be needed to fit spare parts or to service or (содержать в исправном техническом состоянии) the machinery. Any maintenance or service that the company does after it has sold the product is called (гарантийное обслуживание).
TEXT B
Glossary
Make sure you know these words before reading the dialogues.
1) to have a go at smth. - to try doing something; 2) to make a contribution to smth. - to pay part of the cost of something; to give money to somebody; 3) a takeover - taking control of another business, usually by buying most of its shares
Episode 3 IN THE BOARDROOM
S c e n e o n e
Paul Osman is talking to his wife Tara while he’s packing. He’s going to Dabu to see Chris Mayor who works at the Export Development Office. Jack Lom arrives with Tim Hasram, who just started working in the Sales Department.
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Tara:How long will you be in Dabu, Paul?
Paul:Only two or three days. I have got to see Chris Mayor about our export project. I need his help to convince the Board members that this project can work.
Tara:You’d better hurry up, you’ll miss the train.
Jack:Hello! Anybody there?
Paul:We’re in here, Jack.
Jack:Well, I won’t keep you long. I just wanted to give you these papers. I’ve made a list of forwarding agents and their terms. I think it would be cheaper to use an agent rather than to do it ourselves... The agent arranges the transportation of goods from the factory to the docks, arranges the documentation and so on. By the way, I brought Tim Hasram with me.
Tim:Hello, Mr.Osman.
Paul:Hello, Tim. Jack has already told me about you. He thinks you’ll be good in the Sales Department.
Tim:I hope so, Mr.Osman. I’d like to have a go at Sales.
Paul:Fine. Now, the first thing I want you to do is go round all our retailers and check how the bikes are selling.
Tim:... and what the competition is?
Paul:Mm. You’ve got the idea. And I want you to report on what advertising the retailers are doing on our bikes, if any...
Tim:... and what advertising they are doing for our competitors.
Paul:Right. Find out if they have any complains about obtaining spare parts... and what else?
Tim:Well, what about what spare parts are in greatest demand and how long delivery takes.
Paul:Sure. You see, that will also tell us something about the weak points in our bikes. And look, Tim, find out which retailers are being offered extended credit by Barratts.
Tim:I’ll have the report ready when you get back, Mr.Osman.
Paul:Call me Paul. I think we’re going to get on well, Tim!
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