A Multilingual Pocket Translator

— And this is our latest product, a multi­lingual pocket translator.

— Excuse me, I've never seen one of these before. What can it do?

— Well, it can translate words from one language into another. You type in the word, Z^s2s°o_a •; с and a translation appears on the screen. *^Ил-?3»"1?^,»%?

— That's amazing! So, who's it designed "*•"*.' h for? Well, for anyone who has to travel to

a foreign country where they don't speak the language. Our research has shown that business people are our biggest group of customers, followed by tourists.

— How big is it?

— As you can see, it's very compact. You can put it in your pocket, just like a phrase book.

— How many words does it contain?

— Eight thousand. We think that's enough for most normal situations.

— And how many languages?

— Five. English, French, German, Italian, and Spanish.

— I see. How much is it?

— Oh, it's very affordable. The retail price is around $50. I'm sure you'll agree that at that price, it's a real bargain in any language!

C. Which of the two products presented would you choose to buy? Why?

IS. Project work

A. You are a development team. Design a new product which is to be put on the market and present it to a management committee which is to evaluate its potential success on the market When giving a presentation on your product you are to answer the following questions:

1. What product are you going to put on the market? 2. Why did you choose this very product? 3. Who is the target group for your product? 4. How big is this target market? 5. How would you like to position your product? 6. How will you name the product? 7. What is its design? 8. How much does it cost to manufacture the product? 9. What price would you like to ask for it? 10. How would you like

 

to promote it? 11. How, when and where are you going to sell it?

12. Are you going to make use of the marketing intermediaries' help?

13. The assistance of what marketing facilitators will you need?

14. How would you like to lure customers to buy your product? And how do you intend to increase your share of the market? 15. How will your product compete with rival products in the same market?

B. After all presentations the whole group is to act as a manage­ment committee which is to decide on the possible demand for the new products. Vote for the product which is likely to be most successful on the market. Give your reasons and arguments.

2. ADVERTISING

Active Vocabulary List

Words

7. General Comprehension

Say if the following sentences are true or false before reading the text, then read the text and check your answers.

1. Advertisements have no influence on customers' choice. 2. Modern trade can't do without advertising. 3. To advertise its product a com­pany needs the services of a special agency. 4. The creation of an advertisement needs no preliminary market research. 5. Everyone involved in advertising gets high salaries. 6. Advertising goes against important social values. 7. Government authority can't protect consu­mers against false or harmful advertising.