Dialogue No 1 (280 words)

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DISCUSSING A PROMOTIONAL CAMPAIGN

Translate the following sentences from Russian into English.

Find English equivalents for the following Russian expressions.

1. кампания по организации и стимулированию сбыта

2. цели стимулирования сбыта

3. бесплатный образец

4. специальное предложение

5. повысить узнаваемость торговой марки

6. привлечь внимание потребителя

7. покупательская корзина

8. наиболее выгодное место для продаж

9. методы стимулирования сбыта

10. скидка (магазину) для компенсации расходов на ор­ганизацию выставки товара

1. Газеты пробовали использовать лотерею «бинго» для повышения тиража.

2. Внимание ребенка легко привлекается конфетами около кассы.

3. Супермаркеты, гаражи и туристические агентства часто проводят конкурсы для повышения эффек­тивности сбыта.

4. Стимулирование сбыта часто принимает форму по­буждения, например «купи два и получи один бес­платно».

5. Средства стимулирования сбыта должны помочь ди­лерам действовать более эффективно.

Unit 2. LISTENING

1. promotional campaign

2. promotional tools

3. promotional mix

4. promotional budget

5. promotional discount

6. chat-show

7. point-of-sale merchandising

8. at a premium

9. promotional allowance

10. free samples

a. a television or radio program­me in which well-known peo­ple are invited to talk about various topics

b. special discount offered as part of the promotion for a product

c. material used in promotion, such as display materials and sales literature

d. coordinated activities to in­crease sales of a new product

e. difficult to obtain and more expensive than usual

f. samples of good not costing any money

g. forecast cost of promoting a new product

h. discount which is offered to a buyer in return for some pro­motional activity

i. organizing the display and promotion of goods in retail outlets

j. combination of all the ele­ments that make up a compa­ny's promotion

Maryann and George are planning a new promotional campaign.

MARYANN: Hello, how are things going?

GEORGE: Are you asking me about the sales promotion cam­paign connected with launching our new product?

MARYANN: Yes, that's right. By the way, did you make up your minds how to name it?

GEORGE: Yes, we did, and this is the name I would give it myself. It's Маху.

MARYANN: Great! And what kind of promotional tools are you going to use?

GEORGE: Well, first of all, our promotional mix consists of an extended TV and radio advertising campaign;

MARYANN: What about personal appearances? Celebrities often appear on "chat shows", to promote a new product.

GEORGE: Don't forget about our promotional budget. I am happy that we can offer our customers a special promotional discount.

MARYANN: What about in-store promotion?

GEORGE: Naturally, there'll be point-of-sale merchandising, I mean: show cards, special display stands - where we can find room for them. But you must remember floor space in supermarkets is at a premium.

MARYANN: I tell you what, you can offer some promotional allowance to the retail dealers.

GEORGE: You know, finding the right promotion to appeal

to general public is no easy task.

MARYANN: I agree. You know, to my mind the most effec­tive way of stimulating demand for a new product is dis­tributing free samples. You can make them smaller than regular size, you call it a "trial size". The most important thing you have to do is to attract attention to your prod­uct, am I right?

GEORGE: We must always bear in mind the expenditures and that this promotional tool is very expensive, only large firms can afford it and as the saying goes 'cut your coat according to your cloth'.

Дата добавления: 2014-12-29