Dialogue

Sally and Don work in the Marketing Department of a company that makes different meal products.

Don Hey, Sally, look at these figures. The price of sugar is going up 10% during the next year.

Sally Oh, that’s bad. That means trouble for our jam line.

Don I think so too. Sugar is the main ingredient, you know. What’s your opinion?

Sally Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren’t particularly brand loyal about jam.

Don I have a brilliant idea. You know, this could be a great marketing opportunity for us.

Sally What do you mean?

Don Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won’t it?

Sally Right.

Don Imagine, we find the possibility of changing the ingredients in the jam so that we wouldn’t have to raise the price.

Sally Then we wouldn’t trouble about the price rise on sugar because we’ll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have!

Don Sure. If we do it right we’ll sell more and become the leader in the market.

Sally Now the first thing is to talk to Research and Development.

Don Right and we’ll see when they’ll have some samples of new formulae ready.

Sally What about marketing research? I think we should schedule some tests for responses to the R & D samples.

Don Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great.

Sally Oh, Don, let’s hope for the best. If we don’t lose the chance the competitors’ products will stay on the supermarket shelves.

Don Oh, it’s time for lunch. Let’s discuss our business in cafeteria.

Sally Oh, sure, we’ve got a lot to discuss: distribution, advertising…

Active Vocabulary

to go up

to raise the price

price leader

price sensitive item

to be brand loyal

promotional campaign

to market

to schedule

packaging

competitor

расти (о цене)

поднимать цену

производитель, устанавливающий самую низкую цену на определённый товар

товар, уровень продажи которого очень зависит от цены

отдавать предпочтение

рекламная кампания

продавать

разрабатывать план

упаковка

конкурент

Vocabulary Practice

Choose the necessary word and put it in the sentence:

go up, schedule, packaging, competitor, price leader, price sensitive item.

1. If the price on this product …, nobody will buy it.

2. They should … some tests and pass the results to R.D.

3. This company is the … in this field, they can sell this product at the lowest price.

4. Customers do care about the price on this product, it is a very ….

5. … influences the desire of a customer to buy.

6. Our … has become the price leader in selling computer programmes.

Exercise 2. Answer the questions.

1. Who is the price leader in your business?

2. How can you become a price leader? What should you do for this?

3. How should one start a promotional campaign?

4. Why is it dangerous to produce price sensitive goods?

5. Why is it important to have competitors in business?

6. What should you do to leave your competitors behind?

7. What knowledge must you have to be good at marketing?

UNIT3

USEFUL WORDS FOR TRANSLATING