商务英语7-12单元听力文本

7 Marketing

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A I really wanted it, but when I tried to buy it, I just

couldn't get it anywhere. My friend heard that it was in one shop and he queued up for ages, but they'd run out by lunchtime.

B The company held a party on a river boat to launch their new

campaign. It was absolutely fantastic. We also got a free gift at the end.

C The shoes were really expensive but definitely worth it. I think the

fact that they are so expensive really distinguishes them from the competition.

D I've had this briefcase for 20 years and it still looks good. The

material is high quality and long-lasting.

Q 7.2 (I = Interv iewer, MI = Mirjana Ilic)

I Miijana, what is the key to successf ul marketing?

Ml Well, the key to successful marketing involves many different things. Most people wo uld say successful marketing is just a good creative campaign. Some people wo uld go f urther than that

and say it involves many good marketing communications, reaching the right people, clear marketing messages, and working well with sales teams to get the right sales channels. But the most common definition of marketing is just two words: customer orientation. What does that actually mean though? It really means four things: producing what customers want, when they want it, at the right price and in a way that's profitable for the company, and I believe in that definition very strongly.

Q 7.3 (I = Interv iewer, MI = Mirjana Ilic)

I Could you describe a marketing campaign that impressed you?

Ml Well, marketing is very much in my blood and it's my first love, so there are lots of campaigns I come across every day that

really impress me. But I think the most memorable in recent

years has been the Orange mobile phone campaign, partly

because the whole area of mobile technologies and mobile

communications I find very interesting and incredibly

exciting, but partly because it was a great campaign in itself.

It has the fantastic strap line 'the future's bright, the fu ture's

orange', which is so memorable and so meaningful for all

segments of the population.

07.4 (I = Interviewer, MI = Mirjana Ilic)

1Could you give an example of an unsuccessful campaign?

Ml Well, I think the most unsuccessf ul recent campaign for me was the one where an electrical goods manufacturer tried to roll out a very simple sales promotion. Initially, if you bought any electrical appliance over a certain value, you were promised free flights with every purchase. Now, although initially this campaign did seem to be quite successful because sales went up, in the end they had to stop the campaign because they simply couldn't keep up with the demand and they were overspending a lot on these prizes. So I think basically, from the early stages the campaign was badly planned, badly budgeted and it resulted in a lot of negative publicity for the company.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Q 7.7 (M = Martin, F = Fiona)

F Hello.

M Hello, Fiona. This is Martin. How are things going?

F Fine, thanks.

M I haven't received your sales report yet for the quarter. Any problems?

F Oh, no. Sorry, Martin. I've been really busy lately. But I can tell

you, we've had excellent results.

M Good.

F Yeah. We've met our sales targets and increased our market share

by two percent. Our total sales were over £1.2 million.

M Over 1.2 million. Great! Well done! What about the new range of shampoos?

F Well, we had a very successf ul product launch. We spent £30,000

on advertising it and ...

M Sorry, did you say 13,000?

F No, 30,000. We advertised in the national press, took out space in

trade magazines and did a number of presentations to our distributors. It was money well spent. We've had a lot of orders already and good comments from customers.

M I'm really pleased to hear that.

O 7.8 (M = Martin, F = Fiona)

M Anything else to report?

F Yes, there is one thing. One of my biggest customers will be

visiting London next week. She'd like to have a meeting with you.

M Fine. Could you give me a few details? What's her name?

F It's Mrs Young Joo Chan.

M Sorry, I didn't catch that.

F Young Joo Chan. I'll spell that for you. Y-O-U-N-

G J-O-O

C-H-A-N. She's Korean actually. She's chief buyer for HDS. Let me give you her telephone number: 82 2 0735 8879. OK? Why not give her a ring? She's

expecting to hear from you. M I'll do that. But first, let me read that back to you. It's Young Joo Chan from HDS. Telephone number

82 2 0735 8875.

F No, 82 2 0735 8879.

M OK, I've got that. Just one more thing. Did she say when she'd like to meet? F Yes, she said next Thursday or Friday -that's the 17th or 18th.

M What about Friday the 18th? I'll give her a call. Right, I think that's everything. F Fine. I'll get that report to you by the end of the week. M Right. Bye for now. F Bye.

07.9 (I = Interviewer)

1Have you ever bought Kristal bottled water? A Yes, I tried it when I saw it on television.

I What did you think of it?

0 7.5

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A 25 5 25 2

2

B 881990

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C 020 8045 1930

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D 00 33 2399 5324

O 7.6