Unit 7 | Marketing and consumers 5.2. @ Workin pairs and decide what conclusions you would draw from the findings. > (Za) Listen and compare your conclusions with Carmen's, 5.3 a Work in palrs and decide what recommendations you would make to Neweraft. > G3) Listen and compare your recommendations with Carmen’. 6 Presentation practice 6.4 2 Now prepare your part of the presentation, using the two slides below. Find useful phrases in the script on page 161. Structure your talk In a similar way to Carmen's. 1 Say what information is in slide 3 and highlight the main findings, 2 Do the same for slide 4. 3. Draw conclusions from the findings in both slides. 4 Make recommendations to Newcraft on the basis of your findings, Stde 3 Slide 4 46 | like to try new products and t’s best to buy famous brands services. 99 because you can rely on their 46 | prefer to stick with the quality. products and services | have always used. 99 (% agree/strongly agree) (%) (% disagree/strongly disagree) Maly 70: 30 | Franoe 65: 35 | India 64: 36 Russia 66: 15 | India 56: 15 | China 49: 23 China 59: 41 | Russia 54: 46 | Japan 43: 57 France 34: 28 | ttaly 33: 30 | Japan 15:48 Work in pairs, Take turns to give your talks. 7 Organising information in sentences Although English sentences most typically begin with a subject and then a verb, other sentence elements may be put in an initial position (before the subject of the sentence) 7a Work in pairs and compare the A and B versions of Text 4 below. In which are the ideas better linked? (Focus on sentence beginnings to help you decide.) xt igen (p [ Rbvond nome is often a product's only 7 brand name [soften a product's onty | cisunguishing charecterist Atm coud not | aistnguishing cheaters, Without the | iferentat ts products without to brand | brananame,o rm cou nt aferentte ts | name. A brand name i as funderental as | products. Te consumers, abrend name is as | the product itself to consumers. Many brand fundamental as the product itself. Indeed, many nantes fave ineod become syrorymoue wih | Blanes ae bess symerynoue with the pba uth ae Sot ope order, _| te ood ge Sok Tepe end Ker sone. The owner of these brand names tty | cope, Trough promotional ats, te to protect them from being used as generic _| owners of these brand names try to protect, ames for tape and photocopiers, respectively, | them from boing used as generic names for ‘through promotional activities. ‘tape and photocopiers, respectively. | 1037 | Marketing and consumers b Now make the same decision for Text 2. Text2 fl i 8 [Advertising and sales promotion ere the mast | Advertising and sales promotion are the most obvious aspects of the marketing effort. obvious aspects of the marketing effort. They ‘To mary people, they are synonymous with are synonymous with marketing itself to mary marketing isell. Media advertising stares people. Media advertising stares down from down from posters, enters the home through | posters, enters the homme through television, television, radio and newspapers and is in radio and newsponers and is in the workplace the workplzce through the industrial, trade through the industrial, rade and technical and technical press. When asked to describe | press, Most consumers would start off with ‘marketing, most consumers would start off | specific advertisements they have seen and with specitic advertisements they have seen _| offers they have taken up or rejected when | and offers they have taken up or rejected. This | asked to describe marketing. This awareness | awareness reflects the success of advertising | reflects the success of advertising and sales {and sales promotion in establishing their ‘promotion in establishing thelt presence. presence. Itis this access to the buyer or The firm seeks this access to the buyer prospective buyer that the firm seeks when | oF prospective buyer when considering an ‘considering an investment in advertising or _| Investment in advertising or sales promotion. sales promotion. 7.2 @ Look at the types of sentence element that can be put in an initial position (4-4). Find ‘examples from Text 48 and Text 2A. 1 Preposttional phrase (e.g. In the past, ...) ae 2 Adverb/adverb phrase (e.g. Unusually, ..) 3 Adverbial clause (e.g. Despite losing the order, ... ) 4° Itclause (e.g, It was the first of these . » tein ecausee ©) ‘organise Information ea | _b Why do writers sometimes begin sentences with a sentence element other than the subject? . ‘Work in pairs and try to find examples in Texts 1B and 2A to illustrate these possible reasons. [Reasons ov sentence Gemert other fan Eamples Subject In intel postion 1 10 Inkideas in sentences together 2 to mow information to the front of the senterce in order to highlight it to emphasise a particular point, to avoid repetition : | 7.3. Rewrite the following two text extracts by putting sentence elements other than the subject in ‘an Initial position, where appropriate. Work individually, and then compare answers in pairs. Txt 2 ‘There have besn four eras in the history of marketing acocrding to Boon and Kurtz (1999, p1®) the production ea, the sales era, the marketing era and the relationship era. Produetion was the main fogus of business up to the mid 1920s, with the view that a good quality product would sell ftself. The amphasis changed from then til the early 1960s to focus on effective sales foroes to ‘And customers, Personal selling and advertising were seen as the way to convince customers to ‘buy, Inoreased competition later encouraged the need for marketing to play a part in the full fe- ‘oyole of products from the planning through to sales, distribution, and servicing Relationships ‘with customers and suppliers beoame the focus in the 1990s, ‘Based on Sherson,G. W, (2000), Inteet marketing and society Unpublished Master of Communications these, Victoria University of Welington, New Zealand. ‘According to Boon and. Kurtz (1999, p.12), there have been four eras in the history of marketing the production era, the sales era, the marketing era, and the relationship era, Up to the tid. 1920s, production 104Grammar and vocabulary 4 Irregular plural nouns 4.4 a Write the plural form of nouns 4-42 in the table, which are common in academic writing. Where both regular (-s or -es) and irregular plural forms are possible, write them both. plural ~_ singular 1. phenomenon 2 datum 3° maximum 4 hypothesis 8 criterion 6 syllabus 7 basis 7 8 analysis 9 formula - minimum pLSensnausaeneeeee=oee! curriculum medium be b Correct any mistakes in these students’ extracts. 1. Inthis dissertation | will test the following three hypothesis. 2 There is considerable evidence that the medias, such as television and newspapers, are Influencing pecple’s attitude to sports. 3. The formulse used in the calculations are given in Appendix 1. 4 In 1904, hours of employment were officially limited to @ maxima of 12 hours a dey. 5 The quality of a company’s products is the basis for its growth. 6 Sims (2002) asks how many times a particular phenomena must recur before it is no longer “aooidental’. 7 Recent analyses of fish stocks in the Atlantic Ocean in 2008, 2010 and 2012 has shown a dramatic dectine. 8 _Loyel of funding is an important criteria in the academic success of a school. 9 Statistical data over the last 20 years shows an increasingly rapid movement o° the population to urban areas. The lower-secondary school geography syilabis from six countries were compared. 10 24. 34 Grammar and vocabulary + Irregular plural nouns = Noun + passive verb combinations in Methods sections + Using Itclauses to organise information Word families in texts + Problem words: adopt and adapt Noun + passive verb coml sections Parts of the Methods section describe things that '/wo' — that is, the researcher(s) - did. In order to avoid repeating ‘or ‘we’ as the subject of the sentence, the passive voice is often used instead. A number of noun ‘+ passive verb combinations are common in Methods sections, What verb commonly follows all three nouns in each list? (You can find some of these combinations in the text on page 106.) 1 statistics/lists/reports were com ted 2. tests/interviews/surveys were con__ted 3 data/samples/specimens were col__ted 4 questionnaires/copies/test papers were dis__ted 5 _particlpants/sites/subjects were sel__ted 6 responses/measurements/observations were rec__ded 7 techniques/guldelines/methods were dev___ped 8 _investigations/analyses/experiments were per__med Using it-clauses to organise information Read the first sentence and then, in pairs decide If the ideas are linked together better in a or b. How is this better linking done? There has been considerable research on the spelling performance of children with learning difficulties (see Tyler, 2008). However, to date there has been littie systematic examination of the spelling performance of the same children on different types of writing, a... The present study was undertaken in order to examine the performance of specific groups of children on a range of writing tasks. b _... Itwas in order to examine the performance of, specific groups of children on a range of writing tasks that the present study was undertaken.3.2. a Rewrite the second sentence in each example (4-4) using an it-clause, in order to improve the organisation. 1 Apilot study was conducted with three volunteers who had only a basic level of German. A decision was made to use photographs as the main teaching material as a result of this pilot phase. 2 The internal combustion engine and the diesel engine were made in France and Germany. However, the large-scale production of automobiles began in the United States. 3 Anational survey of the effects of pollution concluded that approximately 9 per cent of all deaths, that is, 120,000 a year, were attributable to air pollution. The Clean Air Act was introduced in 1979 because of this shocking death rate. 4 Most of the progress in geology in the early 20th century came from the use of earthquake waves to determine the internal structure of the Earth. Geologists discovered that the Earth has a crust, ‘and an outer and inner core during this b Compare your answers in pairs. 4 Word families in texts Its common to use a number of words from the same family within a text. What words related to market complete these extracts from the article on pages 98-997 market marketers. marketing marketed 4 Everything is ____~ the church, politics, science, history, celebrities, careers, sport, art, fiction, fact. 2 ____afffects everybody; as consumers we cannot escape the even those who ‘ty to live simply. 3 Consumers are not passive recipients of what do. We reinterpret messages, display their logos, ... 42 5A. Complete these lecture extracts with words from the same family as the roots given, 1 respon- When you're conducting a questionnaire survey, it's worth remembering that the better your know you, the better your _rate will be. They're also likely to __more thoughfully rather than rushing through the questions. 2 invest. ‘The average stock will simply buy a promising stock and hope to sell it later at a higher price. this way makes perfect sense in the long ‘term, but there are better ways of making ______in the short term, 3. communic- Social media can be very effective in the of health information, because they can____ to large numbers of people. So, for example, if there is an outbreak of a disease, people at risk can be warned about prevention measures rapidly. 4 clarie In management meetings, it's possible to use different types of question to improve the — of what's being said. Questions might be general, or asking for specific detail, or asking for of something that's been said. Managers need to know how to use questions to messages, and therefore avoid ary miscommunication that might otherwise occur. Problem words: adopt and adapt The same questionnaire used in Chan and MeNeal’s (2004a) study of urban children was adopted. Students adapted their reading and writing strategies to cope with assignments in the MBA programme. adopt = to accept or start to use something new adapt = to change something to suit different conditions or uses Complete these sentences with a word from the adopt or adapt families, Use a dictionary to help you if necessary. 1 The widespread of agricultural technology in the 18th century caused thousands to move into towns and cities. 2 Digital maps are more easily purpose than maps on paper. 3. The application of new techniques of electricity production or the —_ of existing techniques 10 local contexts will lead to greater productivity. 4 Gittens (1964) argued that the main purpose of prison is to punish rather than rehabilitate, and many other writers have a simiar point of view. toauser's 09