Dialogue10 Marketing Adam How about reducing the price by 15 Bill Im afraid I

Dialogue10 marketing adam how about reducing the

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Dialogue10.Marketing.Adam:How about reducing the price by 15%?Bill: I`m afraid I can`t agree. Our products are already among the cheapest on themarket.Adam: Why don`t we aim our products at young people only?Bill: That`s a great idea! I think we are focusing on too many segments of themarket.Adam:I think we should license the whole product range. Bill: Maybe, but bear in mind that the ~Made in Finland` label attracts a lot ofcustomers.Adam:How do you feel about redesigning the packaging?Bill: Mm, good idea! I think it looks rather boring, to be honest. Adam:In my view, we should devise a new advertising campaign.Bill: I see what you mean, but surely you know how much we already spend on TVcommercials.Adam:I suggest that we try and project a new image to appeal to different marketsegment.Bill: Yea, I`d go along with that. But what do we change? The logo? The taste?Dialogue11.Hugh is describing his role as a marketing director of a holiday tourcompany. Susan:What do you actually do?Hugh:Well, I carry responsibility for the marketing activities; it actually includes aproduct planning role and a brochure production role. There is then an advertisingrole, which covers TV advertising, market research, public relations (PR). Susan:So, you handle PR as well?50
Hugh:Yes, yes. Susan:Oh, I see.Hugh:So it's a department of about fifty people, and functionally, that's whatI do. Now, if you say, what I am responsible for, it is profit. Susan:Oh, really? You're in charge of the profit center? Hugh:Right. Well, there are two sides to the job. There is a budget, which coversadvertising and cost of producing brochures, and that's the cost side. But eachprogram has got a sales target in terms of number of holidays sold. So responsibilityfor achieving those targets is with me, or my department. Susan:Yes.Hugh:So, it's more accurate to say, it's a sale and a load factor that are important,which means that you've got to fill a certain proportion of the seats on every flight, tothe level that you actually cover your costs. Susan:Yeah.Hugh:And that leads to profit. Susan:Yes.Hugh:But I mean, clearly if the marketing department puts the wrong program onsale, and it doesn't sell, that is going to be a major influence on the profit. Susan:Yes.Hugh:Now, that profit responsibility is actually shared with three other, main-linedirectors who also control large areas of costs.__________________________3. EXERCISES.Exercise1.Substitute the following definitions with the words below:unlimited liability legal entity partnership limited liability sole proprietorship 51
1) non-incorporated business with unlimited liability owned by one person who may or may not have employees.2) non-incorporated business formed by the association of two or more persons (but not more than twenty) who share risks and profits according to a partnership agreement.

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