Growing a business. Развитие бизнеса. The Great Game of Business. Money, страница 8

4. What does it mean “to be your own toughest customer”?

5. What is marketing in the viewpoint of Carl Schmitt?

6. What basic idea underlies marketing in Ben and Jerry Ice Cream company?

7. What is the common practice for big corporations in the sphere of marketing?

What about Patagonia?

8. Is it possible to buy an image of a company?

9. What’s the focus of Ben and Jerry’s marketing?

10. How do ad agencies assault small businesses with their proposals?

11. What virtue is the most valuable in a small business?

12. What relationship between customers and businesses is sustained through advertising?

13. How do the Medrich manage to be closer to their customers?

14. What are the reasons why New Amsterdam Beer doesn’t do advertising?

15. Why did Ben and Jerry refuse professional ad agencies?

b) Explain the following statements of Paul Hawken:

1. As soon as you market your product to a supposition you are lost.

2. The value of honesty in marketing lies in its irreplaceability.

3. In the tawdry world of exaggerated claims, the truth rings with a very simple clarity.

c) Answer the questions to the second part of the unit.

1. What advertising technique did University Bank use to attract customers?

2. What happens to the usual advertising stuff when consumers are aware of a low level of the relevant service industry?

3. How does University Bank use the drawbacks of the banking industry?

4. What can you say about Patagonia’s promotional tool?

5. What new trend did Ben and Jerry start in their marketing? What was their first advertisement?

6. What can serve as a marketing tool?

7. What differentiates Cocolat stores from the like ones?

8. What marketing tool did Mathew Reich decide to use? Did his idea make sense?

9. What advice did Carl Schmitt give to small companies?

10. What untraditional means of advertising does Patagonia apply?

11. What contributed to the publicity of New Amsterdam Beer? Explain the allegory: ”David versus Goliaph”.

12. What idea of Ben and Jerry helped to promote their product?  What happened to their Camobile in the end?

13. What ways of free advertising did Yvon Chouinard speak about?

IV Speaking

Speak of different marketing techniques that can be applied by small businesses.

V Writing

Describe in 150 – 200 words the motto of the company you would like to run and write a short advertisement to attract customers’ attention.

UNIT 7   EMPLOYEES

The services and products that are provided by a business are not guided by something proclaimed in the ads. They are guided by the behavior, by the ethics of the owners, the founders and, in particular, the employees of a company.

I. Pre-watching tasks

a) Focus on Vocabulary.

Before watching the unit, make sure you understand the following words and expressions. Translate them into Russian.

vitae-like resume well-heeled headhunters gut feel crummy (crumby) a figure out v credential n get to the first base cog n stock ownership program appreciate v

rock-bottom rates trench n counsel v live up to v put smb. at risk = put smb. in jeopardy weeding-out process quit v be intimidated v chunk n bass n

b) Discuss in pairs whether small companies commonly use headhunting agencies and formal interviews with vitae-like resumes when employing the personnel.

II Comprehension Tasks

a) Answer the following questions:

1. What are the products of a company guided by?

2. Who do you think comes first: a customer or an employee?

3. What helps an employer in a small business find a good employee?

4. What is meant by the fabric of the company?

5. What characterizes people who help the business they have been involved with prosper?

6. What's the function of executive officers, in Carl Schmitt’s point of view?