You want to do the following when the European Sales Manager calls you.

 

1. Note down when and where the focus group meeting will take place.

2. Suggest that these people attend the meeting:

 

Irina Pavlovskaya

 

Tel no. [phone]

 

She is a Marketing Consultant based in Moscow, Russia.

 

Csilla Ambrus

Tel no. [phone]

 

She is Head Buyer for a department store in Budapest, Hungary.

3. Ask the European Sales Manager about last month's sales results in France. Did they increase or decrease?

 

3.2.10.

 

In your opinion, Jonson has a problem with its brand image.

 

• People consider their clothes to be boring, old-fashioned, over-priced and unexciting. They used to think they were well-made, value for money, durable and reasonably priced.

 

• Nowadays, the store sells clothes aimed at different age groups - young, middle-aged and old.

 

• People do not enjoy visiting the store because it needs redecorating in brighter colours.

 

• Staff uniforms do not help the company's brand image.

 

You think Jonson should focus on one segment of the clothing market. You are not sure which segment would be best, so you want to spend a lot of money on market research.

 

3.3.2.

 

You need to discuss the following issues with your partner: the new schedules; the new employee contract; the 3^rd quarter results.

You already have several appointments scheduled so you are busy at those times.

 

Time	Monday	Tuesday	Wednesday	Thursday	Friday
9:00	doctor’s		meeting
	appointment		with
10:00			a client
11:00
	11:00		meeting
12:00
			with
2:00				the CEO
3:00
	meeting
4:00
	with
5:00		a supplier

 

3.3.9.

 

You will lead the meeting. Ask for participants' opinions, encourage discussion and help them reach agreement. You must decide the following points concerning the marketing of Worldbeater.

1.	Its selling price	3.	Special offers for first purchase
2.	Its target consumer	4.	Advertising/promotion

Student B

 

1.1.8.

 

a) Work on your own. Read the information for phone conversations 1-4. Decide what you want to say in each conversation.

1. You are the receptionist for a law firm called Black and Milton. When your partner calls, ask him/her to wait, then try to put him/her through to Mr. Robins. You find he is on the phone. Offer to take a message.

 

2. Phone your friend, Liz Jackson. Say who you are and ask to speak to her. If she's out, ask when she will be back. Then leave a message and say where/how she can contact you.

 

3. You are Roberto's brother/sister. He isn't at home at the moment. When your partner calls, tell him/her where Roberto went. Offer to take a message.

4. Call your accountant, Gabriela Wise. If she isn't in, leave a message and tell the receptionist two ways Gabriela can contact you.

 

b) Work with your partner. Take turns to phone each other.

 

1.3.6.

 

Tulare County Auditor	Jeffrey Grooa Attorney	Renda Renda
Controller Rm	At Law	Accountants & Auditors
221 S Mooney Blvd	111 Great Neck Rd	525 Aero Dr
Visalia, CA 93291	Great Neck, NY 11021	Cheektowaga, NY 14225
[phone]	[phone]	[phone]
Eggleston Insurance &	Liberty Tax Service	American Family
Financial Group LLC	38 W Main St	Insurance- Larry
1596 Stringtown Rd	West Jefferson, OH 43162	Schriver
Grove City, OH 43123	[phone]	1 E High St
[phone]		London, OH 43140
	Nationwide Insurance -	[phone]
Chaney & Thomas	Spinning Insurance	Allstate Insurance
Insurance Agency	Agency Inc
104 Lafayette St	25 W 5^th St The Creamery	Company - Jeff Johnson
London, OH 43140	Building	116 W High St
[phone]	London, OH 43140	London, OH 43140
	[phone]	[phone]

 

1.3.7.

 

You are European Sales Manager

You want to do the following when you call the Marketing Director.

 

1. Tell the Marketing Director when and where the focus group takes place. Details are as follows:

 

Location Commercial Institute

 

5 Rue Pierre Charron

 

Paris

 

Date/Time Friday 29 July at 14.00

 

2. Note down the names of two people who the Marketing Director wishes to invite to the focus group.

 

3. Answer his or her questions about last month's sales results in France. Details are as

 

follows:

 

Total sales?3.2 million

Sales were 8% higher than the same period last year

 

3.2.10.

 

In your opinion, the brand image of Jonson is excellent. People think that Jonson's products are high quality and durable. But they are aiming at too many segments of the market.

 

• They should focus on the so-so-year-old segment of the clothing market.

 

• They should not compete in the is-so-year-old segment and should reduce floor space for these products.

• They should use the additional space to sell more food.

 

• They need to spend more money on advertising and promoting their clothes.

 

3.3.2

 

You need to discuss the following issues with your partner: the new product design; the 4^th quarter budget; the recent flood of complaints.

You already have several appointments scheduled so you are busy at those times.

 

Time	Monday	Tuesday	Wednesday	Thursday	Friday
9:00				meeting with
				potential
10:00				investors
11:00
meeting	11:00
12:00
with		dentist
2:00	a client		appointment
3:00
				meeting
4:00
				with
5:00					the board of
				directors

 

3.3.9.

 

You have the following opinions concerning Worldbeater.

 

Selling price: $150

 

Target consumer: All tennis players, all age groups

 

Special offer for first purchase: Free tennis at a local club

 

Advertising/promotion: In national/local newspapers and TV commercials

 

Student C

 

3.2.10.

 

In your opinion, Jonson's problem is that it is selling the wrong clothes at the wrong price.

 

• It doesn't have enough top-selling products at low prices.

 

• The products are not stylish or colourful.

 

• The store is dull. It needs to be redecorated in bright colours.

 

• It needs to improve the display of the clothes.

 

You think Jonson should focus on the young segment of the market (the 15-30 age group). It should recruit a fashion expert with an international reputation -someone who knows what to buy and when to buy.

 

3.3.9.

 

You have the following opinions concerning Worldbeater.

 

Selling price: $200

Target consumer: People with money and fashion-conscious tennis players

 

Special offer for first purchase: A 20% discount off any Freestyle product

Advertising/promotion: Endorsement contracts with famous players or film stars

 

 

Student D

 

3.3.9.

 

You have the following opinions concerning Worldbeater.

 

Selling price: $240 approximately

Target consumer: Professional players and serious club players

 

Special offer for first purchase: 30 free tennis balls

Advertising/promotion: Specialist magazines such as Professional Tennis

 

Student E

 

3.3.9.

 

You have the following opinions concerning Worldbeater.

 

Selling price: $180

 

Target consumer: All tennis players, all age groups

Special offer for first purchase: A free T-shirt with the Freestyle logo on it

 

Advertising/promotion: Advertising in clubs, at public tennis courts and in the press

 

 

Worksheet