Mr. Stevens and Mr. Brown are having talks about an advertising campaign for a new product.

 

Stevens - Good morning Mr. Brown.

Brown - Good morning Mr. Stevens. I am glad to meet you. How do you like our choice of advertising media?

Stevens - Placards on buses and taxis don’t cost much but they are efficient. It’s a reasonable solution now when our budget is low.

Brown - Glad to hear that. By the way, what do you think about posters? They don’t require much finance either. The message on the advertisement is short and people read it quickly.

Steven - Yes, it’s a good idea. And the advertisement stresses what people look for in our products - comfort and low price.

Brown - Certainly. And their quality.

Stevens - No doubt. That’s why they meet international standards. You know, at present our sales are increasing. This new line of shoes is a step forward.

Brown - If we are doing quite well now, what if we use TV advertising?

Stevens - I am sorry to say “no”. It’s very expensive for us now.

Brown – O’K. All in all I hope for the success of our advertising campaign. Firstly, our advertising people are professionals. Secondly, all our employees are doing very well. Finally, we spend very little money.

Stevens - That’s true. Let’s hope for the best.

 

Notes:

1. to stress - подчеркивать

 

Answer the questions to the dialogue:

 

1. What advertising media are Mr. Brown and Mr. Stevens speaking about?

2. What advertising media do they decide to choose for their advertising campaign and why?

3. What do you know about the products of Timberland?

4. Name the reasons for the possible success of a new product.

 

Ex.12 Work with your partner. Act out dialogues on the basis of the following situations.

1. Mr. Stevens is visiting a domestic subsidiary of Timberland in Canada. He is having talks with Mr. Johnston, the head of Research and Development Department. They are discussing plans for developing a new product.

 

2. Mr. Stevens is visiting a foreign subsidiary of Timberland in Italy. He is having talks with Mr. White, the head of Marketing Department and Mr. Black, the head of Public Relations and Advertising Department. They are discussing an advertising campaign and other promotional methods for their new line of winter high boots.

 

Vocabulary

1. appointment (n, C) -деловое свидание, условленная встреча

to make an appointment with smb for some time - назначить встречу (с кем-л. на какое-л. время)

break an appointment - не прийти на встречу.

appoint (v) - назначать, определять (время, место и т. п.)

2. be in charge of (smth / doing smth)- отвечать за что-л., быть ответственным за что-л.

Syn: be responsible for

3. business matter - деловой вопрос

4. campaign (n, C) - кампания

a campaign against smth / for smth – кампания против чего-л. / за что-л.

campaign against smoking — кампания по борьбе с курением

to carry out a campaign — проводить кампанию

an advertising campaign — рекламная кампания

5. consist of (v) -состоять из

6. customer (n, C) - заказчик, покупатель; клиент

Syn: buyer

7. department (n, C) - подразделение в каком-л. учреждении; отдел

accounting department - бухгалтерия

finance department - финансовый отдел;

sales department – отдел сбыта; коммерческий отдел

8. discount (n, C) - скидка

a discount on the goods – скидка на товары

a discount off the price – скидка с цены

to give / get a discount — предоставить / получить скидку

9. efficient (adj) – результативный (о работе), квалифицированный (о человеке)

efficient in smth – квалифицированный в чем-л.

efficiency in smth (n, U) - эффективность, результативность, производительность в чем-л.

10. expand (v) - расширять(ся); увеличивать(ся) в объеме, в размерах.

e.g. Our trade with China is steadily expanding. — Наша торговля с Китаем постоянно расширяется.

11. foreign (adj) - иностранный; зарубежный

foreign policy — внешняя политика

foreign economic relations — внешнеэкономические связи

Syn: overseas

Ant: domestic; home

12. goods (n) pl. - товар; товары

e.g. Your goods appeal to us. – Нам нравится ваш товар / ваши товары.

manufactured goods — промышленные товары

consumer goods — потребительские товары

13. increase (v) - увеличивать(ся); расти; (from… to – с… по);

to increase by 10% — увеличиться на 10%

to increase to 10% - увеличиться до 10%

to increase in number — увеличиваться в числе

14. issue (n, C) - спорный вопрос, предмет спора; проблема

e.g. This issue is important for our buyers.

15. look through smth (v) - просматривать что-л.

16. meet the standards - соответствовать стандартам

17. price (n, C) - цена

at a price of …— по цене в…

a price for — цена на / за (что-л.)

to cut prices — снижать цены

to quote a price — назначать цену

18. quality (n, U) – качество

high quality — высокое качество

low, poor quality — плохое качество

goods of high quality – товары высокого качества

19. reasonable (adj) - приемлемый, умеренный, разумный (о цене)

e.g. The price is reasonable to us. – Цена для нас приемлема.

20. run (v) - руководить, управлять; контролировать;

to run a company, a business – руководить компанией, управлять бизнесом

21. solution to smth (a problem и т.п.) (n, C) - решение, разрешение (проблемы и т. п.);

to solve a problem – решить проблему

22. subsidiary (n, C) -дочерняя, подконтрольная компания

23. supplier (n, C) - поставщик

supply (n, C) - снабжение, поставка

to provide supplies — обеспечить поставки

to supply smb with smth - снабжать кого-л. чем-л.

e.g. We supply the goods from our main store. — Мы поставляем товары из нашего центрального магазина.

Syn: provide smb with smth, provide smth to smb

24. switch on (v) - включать (свет, компьютер и т. п.)

switch off – выключать (свет, компьютер и т. п.)

25. talks (n) - переговоры

to have talks with smb– вести переговоры c кем-либо;

formal / informal talks – формальные / неформальные переговоры

Syn: negotiations

26. terms (n, C) -условия соглашения, договора

under the terms of an agreement — по условиям соглашения;

on the terms of — на условиях чего-л.;

terms of delivery and payment – условия поставки и оплаты

27. up-to-date (adj) - современный; новейший

Syn: new

Ant: out-of-date

 

UNIT 3

Grammar: Past Simple

Reading: The History of the Ford Motor Company

The Ford Motor Company entered the business world on July 16, 1903 with only $ 28,000 in cash. At that time it was a small company in a Detroit wagon factory with 10 people on the staff.

One year after the company started its operations (in 1904) the foreign expansion programme began.

On August 17, 1904 a modest plant opened in the small town Walkersville, Ontario, with the name of the Ford Motor Company of Canada, Ltd. It was the beginning of an overseas organization of manufacturing plants, assembly plants and a dealer network.

The company had hard times in its first years, young Henry Ford, as chief engineer and later as president, directed a development and production programme. Some of Ford cars were experimental and never reached the public. But some of their models were an immediate success.

During the years of its fast expansion the Ford Motor Company began producing trucks and tractors (in 1917), bought the Lincoln Motor Company (in 1922), built the first of 196 Ford Tri-Motor airplanes which in 1925 America’s first commercial airlines used with a great success.

In 1942 the civilian car production stopped as the company was working for the U.S. war industry. The huge wartime programme was producing “Liberator” bombers, aircraft engines, jeeps, tanks and other types of war machinery.

Ford was the first international company. In 1914 it had assembly plants in Canada, Europe, Australia, South America and Japan. The real opportunity to become a global company came with the electronic revolution of the late 1980s. In 1987 Ford launched a computer-based system that linked manufacturing and engineering groups in Ford factories all over the world. Now Ford represents itself in 200 countries around the world. It is the world’s second-largest industrial corporation and the second-largest producer of cars and trucks.

Although Ford is better known as a manufacturer of cars, trucks and tractors, it now produces a wide range o f other products such as industrial engines, construction machinery, glass and plastics. And Ford has a good reputation in other businesses: financial services, insurance, automobile spare parts, and electronics.

 

Exercises

Ex.1. Answer the following questions using the text.

1. What did a small Detroit factory produce?

2. What range of products did the Ford Company produce in wartime?

3. What does the Ford Company manufacture nowadays?

4. When did the foreign expansion programme of Ford begin?

5. Where did the Ford Company start its first overseas manufacturing plant?

6. How did the company develop in its first years?

7. In which countries did Ford have assembly plants in 1914?

8. What were the stages of the Ford fast expansion before the Second World War?

9. When did the Ford Company turn from an international into a global one?

10. How did the development of electronics affect the activities of the company?

11. What is the position of the Ford Company in the modern business world?

 

Ex.2 Speak about the events which took place in:

1903, 1904, 1914, 1917, 1922, 1925, 1942, 1987

Ex.3. Find in the text these numbers and say which information they give us:

10, 196, 200, 28000