- …our product has that sort of gemlike perfection. But it’s very important to me that if you’re coming in to buy that gem from Tiffany, the moment you step into that jewelry store or Cocoa Line in this case, that you feel comfortable, that you’re welcome, that you feel like you belong here.
e) Make a list of unconventional services provided by University Bank.
IV Speaking
a). Speak on the way how University Bank staff are extending themselves reaching out to solve the customers’ problems.
b) Discuss with your group mates what niche for service business is free in our country.
V Writing
a) Make up a list of recommendations for businessmen to provide high quality services as presented in the video unit.
Ex. - Successful businessmen should do their best they can to be responsive to their clientele.
b) Write an essay of at least 500 words about the services you feel there is a lack of at our University/ your neighborhood/ your city.
UNIT 6 MARKETING
In this unit we’ll talk about the marketplace: how to get into it, how to understand it and how it relates to serving the customer.
I Pre-watching tasks
Think of the role of marketing for small business. In what way are its marketing methods different from the ones used in big corporations?
II Focus on Vocabulary
a) Make sure you understand the following words and expressions. Translate them into Russian.
|
assault v - assault our sensibilities with advertisements draw out v - draw out real needs from the customer and fulfill it walkover n tough n virtue n irreplaceability n sustain v genuine a substitute n, v stink v by word of mouth spark and glitz authentic a tawdry n exaggerate v claim v, n clarity n appeal to v crap shoot n |
flatter v lousy a tagline n discount smth v have one’s head screwed on the right way poke fun at smb. foible n take advantage of smth. mimic v fancy ad super premium chain (of stores) common mold sleek v, a slick n, v, a glamorous a emulate v uniqueness n zaniness n weirdness n garment n scoop v release n |
b) Complete the sentences choosing one of the appropriate words from the list above.
1. When a Japanese company succeeds in its domestic marketplace, it finds the North American market a … (travel/ walkover/ trip).
2. You should be your own … (hardest/ easiest/ toughest) customer.
3. If you are starting out in business, you have a … (virtue/ courage/ offer) that you can always keep.
4. Because there are so many commercial messages competing for attention, we pay attention to those that seem … (funny/ sophisticated/ authentic), honest and that accurately reflect the nature of the company or product.
5. We poke fun at the (banking) industry, at the industry’s … (characteristics/ foibles/ advantages).
6. I sat here and thought, wouldn’t it look great if we had the … (kettles/ stoves/ boilers) over there and a glass wall, and a restaurant so people could sit and eat hamburgers and salads, and sandwiches while they are watching the beer being brewed.
7. Let’s say, some photographer just happened to have put a ski … (costume/ trousers/ garment) on a model, and it turns out it’s right on the cover of a magazine.
8. If you really come out with a great product that blows everybody out, you get all kinds of free product … (advertisements/ discounts/ releases) in magazines that don’t cost you a thing.
III a) Answer the following questions to the first part of the unit.
1. What kind of permission does a customer have to give to business people for them to start up?
2. Can a small business spend millions or even billions of dollars on advertising? What can it do instead?
3. Why are Japanese companies so successful on the US market?
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