Хорижий тил Фанидан мустақил таълимни ташкил этиш бўйича

TASK 15.3 Grammar

Complete the sentences by changing the form of the word in capitals when this is necessary.

1. 
   I wonder if you could tell me who was awarded the _________ (SCHOLAR)?
   
2. 
   Do you think that you pay enough __________ (ATTEND) in class?
   
3. 
   Could you tell me what the __________ (SOLVE) to number seven is?
   
4. 
   My dad said I'd better spend more time on my _______ (STUDY).
   
5. 
   I would like to know what qualifications (TEACH) ________ require in your country.
   
6. 
   Joshua was suspended from school for a week for bad ____________ (BEHAVE).
   
7. 
   I did six hours of ____________ (REVISE) for the test, and I still failed!
   

Please send photocopies of all your __________ (CERTIFY) to us at the address below

TASK 15.4 Writing
Write an essay on the following topic 'Good managers are born, not made.' Do you agree or disagree? (about 250 words)
TASK 5 Presentation on topic: A leader I admire (not less 10 slides)

Self- study 16
Task 16.1. Read the text and answer the questions
Marketing strategy and product development
A marketing strategy includes the following:
Analysis of the wider business environment. More specifically: the political / legal, economic, social / cultural, and technological factors operating in the external world. (The acronym 'PEST' is sometimes used here.)
Identification and analysis of target markets for new products.
Sales goals in terms of volume and revenue.
The marketing budget.
Elements of the marketing mix, and their timing.
The term 'marketing mix' is another name for the well- known four 'P's: product, price, place (ie distribution channel) and promotion. In this book, product and price are covered in the mind map opposite, and distribution and promotion in the next unit. Some writers would add a fifth 'P': packaging. The importance of packaging is often underestimated: it attracts the buyer's attention, it explains the benefits of the product inside, it describes the contents, and of course it also protects the product during handling and contributes to convenience and ease-of-use. And these days environmentally-friendly packaging can give a product a competitive advantage. There is even a sixth 'P': people. This refers to the knowledge, skills and personality of the pre-sales and after-sales staff who come into contact with the customer.
One very important way is by collecting data using market research. Other ways arc listed under 'origin of new product ideas' in the mind map opposite.
The easiest data to collect is information that is already available (= secondary data). This may be internal company data such as the company's sales figures broken down according to different categories (customers, product lines, territories, etc). Alternatively, it may be external data found in published sources such as reports from government agencies, trade associations and professional research firms. Another important source of secondary data is simply to look at consumer buying patterns in more developed markets where the product is already available.
Data collected for the first time (= primary data) is more difficult and expensive to obtain, but will give answers to the exact questions that marketers are interested in. It includes both quantitative information (eg carrying out a survey on a representative sample of people using a questionnaire) and qualitative information (through focus groups, face-to-face interviews, etc). Another important source of primary data is looking at the activity of competitors (= benchmarking), and this may include looking at their product range or their marketing strategy. A new area of research is ethnography: studying people's behavior in natural environments.
1.What does a marketing strategy include?
2.What are the elements of the marketing mix? What is its another name?
3. How do marketers identify the need for new products? How do they decide how
to improve existing products?
4.What is primary data?

Task 16.2 Complete the text with the words in the box.

brand awareness brand names brand loyalty
market leader market share product lines
product mix profitability
Proctor & Gamble is a very well-known company in the household and personal goods sector. It has 22 different 1_________________ including baby care,
cosmetics, household cleaners, laundry, oral care, etc. The combination of all these makes up P&G's 2_______________________ (= product range). P&G has
many well-known 3 _________________ such as Ariel, Pampers, Pantene, but notice that the brand is not the same as the company name (although in other companies it is). P&G spends a very large marketing budget maintaining the
4 ____________________of its customers - it wants them to be satisfied and committed to further purchases. But even larger sums are needed when it launches a new product 5_______________(= brand recognition) has to be built up from zero. What about P&G’s pricing policy? Well, they are a
6 ____________________ so they don't have to set artificially low prices to gain sales volume and 7_________________. Instead, they can focus on 8__________________- maximizing revenue and minimizing costs.

Task 16.3 Match the words in the box to their definitions below. Be careful - they are very similar.

benefit characteristic feature requirement
specification USP (unique selling point)

1. 
   something a customer asks for, or needs
   
2. 
   something that makes a product special or different from others
   
3. 
   (usually plural) exact technical details, or a detailed instruction about how
   

something should be made

4. 
   advantage that a customer gets if they buy the product
   
5. 
   important, special or interesting part of a product
   
6. 
   typical quality that makes a product recognizable
   

Now do the same for these words.

budget estimate quotation

7. 
   an approximate price that someone will charge you
   
8. 
   a fixed price that someone will charge you, often showing different items in
   

detail

9. 
   a plan of how to spend money, or the money itself