Metodichka_-_Anglysky_yazyk

Ex.11 Fill in the gaps with the correct form of the verb in brackets.

1.The product has several drawbacks. But the sales representative advertises it as if it _____ (be) perfect, as if nobody _______

(return) it before.

2.The product launch is due on Monday. You are speaking about it as though we ___________ (launch) the product in a year.

3.We’re going to reconsider the process of assessing sales force performance. Now they go on working as if they _________ (not influence) by customer needs, as if customers ______ (not display) demanding expectations in buyer–seller relationships yet.

4.Working conditions are rather different. However, sales people are under outcome control as though they _____ (give) equal opportunities to perform well.

5.Sales organizations around the world are experiencing major transformations as if they ___________ (influence) by electronic sales channels. They really are because e-commerce is getting more and more available.

6.The findings of the research are applied to developed and developing countries as if there _____ (be) no differences.

7.Our department is falling behind the sales schedule. Why are you looking as if you ______ (meet) it already?

8.He relied on the expert assessment as if it _____ (can) change the company rating. But everybody was aware that it was too late.

9.It was his first day in a new job but he behaved as if salesmanship ______ (be) his lifelong career.

10.Customers ignore the product as if they ________ (not expose) to an aggressive advertising campaign for three months.

Had better/would rather (sooner)

I.had better + bare infinitive is used to give advice (=should/ought to).

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e.g. You had better (You’d better) charge lower prices in a situation like that.

I had better (I’d better) not raise the price for the product now.

II.would rather (sooner) is used to express preference. e.g. I would rather (I’d rather) consult the doctor.

	the		present/future			past
	subject		situation			situation
	of would
	rather
	… is also		would		rather +	would
	the		present		bare	rather			+
	subject of		infinitive			perfect
	the					bare
	following					infinitive
	verb
			e.g.		She‘d	e.g.		She’d
			rather		call him	rather			not
			today.			have
						called			him
						yesterday.
	…	is	would		rather +	would
	different		Past		Simple	rather			+
	from	the	Tense			Past
	subject of					Perfect
	the					Tense
	following
	verb		e.g.	I’d rather		e.g.			I’d
			you	called him		rather			you
			today.			had		called
						him			last
						week.
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Ex.12. Fill in the gaps with the correct form of the verb in brackets.

1.Before starting large-scale production you’d better ____ (do) some market segmentation.

2.Would you rather______ (focus) on conservative customers who prefer established brands?

3.-Did your advertising campaign reach the target audience?

-No. I’d rather we _______ (update) the customer base before launching it.

4.– Shall we change any product features, for example packaging? -Well, actually, I’d rather you ______ (channel) your efforts to improve the quality of the product itself.

5.You’d better _______ (encourage) the initial trial of a new product now. At the height of the tourist season customers will be ready to buy.

6.We’d rather ________ (not switch) to personal selling as the main promotional tool because it’s the most expensive one.

7.We’d rather ______ (not switch) to personal selling as the main promotional tool. Our company suffered losses because of the wrong strategy.

8.He’d rather you ____ (use) existing distributional channels. There is no point in trading bad for worse.

9.He’d rather you _______ (not use) existing distributional channels. They failed to meet delivery deadlines.

10.I’d rather our marketing department _________ (conduct) several focus group interviews to discuss the product concept now until it’s too late.

It’s (high/about) time

It’s used to express present or future wishes, to express our impatience about things that haven’t happened yet, to criticize or to complain.

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to do sth

It’s (high/about) time ˂

smb did sth (Past tense but the meaning is

present or future)

e.g. It’s high time to do some market research. It’s high time we did some market research.

	Prefer
General preference		Specific preference
1. prefer + ing form + to +		1. would prefer + full infinitive +
ing form		rather than + bare infinitive
e.g. I prefer reading to
watching TV.		e.g. I would prefer (I’d prefer) to
		read rather than watch TV now.
2. prefer + noun + to noun
e.g. I prefer books to
films.
3. prefer + full infinitive +
rather than + bare
infinitive
e.g. I prefer to read
rather than watch TV.

Ex.13 Fill in the gaps with the correct form of the verb in brackets.

1.It’s high time we _________ (redesign) the product features to make it competitive in the market.

2.It’s high time _________ (redesign) the product features to make it competitive in the market.

3.Out of different sales promotions I _______ (prefer; enjoy) price reductions to _____ (get) coupons because I often lose them.

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4.Out of different sales promotions I ________ (prefer; enjoy) price reductions rather than _____ (get) coupons because I often lose them.

5.In this sales promotion I _______ (prefer; enjoy) the 30% price reduction rather than ___ (get) one more coupon.

6.It’s time ________ (reward) salespeople for the results achieved.

They managed to push beyond their limits.

7.It’s about time they _______ (decide) on a range of products.

They have been discussing an issue for a half a year.

8.We __________ (prefer; use) the services of a large advertising agency rather than ________ (assign) this work to our own advertising department. It’s too small to cope with the task.

9.He _________ (prefer; sell) in the business market in bulk to

______ (deal) with individuals in the consumer market.

10.Marketers ___________ (prefer; anticipate) and _____ (create) consumer needs rather than _____ (meet) existing ones.

Ex.14 Choose the correct answer (a, b, c, d).

1.The sales manager insisted that all shop assistants __________ of the product features.

a.are aware

b.were aware

c.must be aware

d.be aware

2.We would rather ________ purchasing a flat because the demand is too high and the prices have soared.

a.to put off

b.put off

c.putting off

d.have put off

3.You _____ better ______ your money now because the national currency devaluation will result in price rise.

a.had; spend

b.had; spent

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c.would; spend

d.would; spent

4.It’s high time they ___________ training. They _____ the last refresher course five years ago.

a.undergo; did

b.to undergo; have done

c.underwent; did

d.underwent; have done

5.It’s important that the advertising agency _____________ a detailed media plan.

a.developed

b.have developed

c.should develop

d.should be developed

6.The children ____________ the TV commercial as if they

____________ it before. But they know all the words by heart.

a.watch; didn’t see

b.are watching; didn’t see

c.watch; haven’t seen

d.are watching; hadn’t seen

7.We _______ rather they ___________ their product line by moving down-market. They moved up-market and failed being unable to attract image-conscious customers.

a.had; stretch

b.would; stretch

c.would; stretched

d.would; had stretched

Exam practice

Text 2

Ex. 15 Read the text and fill in the gaps (1-5) with the best sentence (A-E) from the list below.

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A.Other companies measure reactions by asking those attending the training to complete an evaluation form either immediately after the session or several weeks later.

B.Marketing managers are interested in how much training sales representatives receive in dealing with the complex customer problems.

C.But this raises the issues of training for different types of salespeople and training for different stages of the same salesperson's career.

D.One common career path is from salesperson to district sales manager to top sales management.

E.In essence, managers seek to create a “pay for performance” plan that rewards people using salary and incentive programs to maximize the salesperson's performance.

Training and Rewards

Creating effective training programs and a reward system for salespeople are the demanding responsibilities facing every sales manager. Companies spend billions on training every year. Training and reward initiatives are particularly complicated when salespeople are geographically deployed.

Managers at all levels have a variety of concerns and objectives for training. National account managers, for example, want sales training to provide specific details about certain industries and teach the sales reps to develop close relationships with customers—a critical issue, especially with large national accounts.

(1) ____ Product managers, of course, hope the salespeople have been well schooled in product knowledge, specifications, and applications.

When determining sales training needs, three issues must be considered:

• Who should be trained? In most organizations new sales recruits receive a combination of training and orientation to company policies and procedures. (2) _____

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•What should be the primary emphasis in the training program?

Sales training can encompass the following: product knowledge, company knowledge, customer knowledge, or selling skills (e.g. time management or presentation skills). All of these may be important, but the relative importance of each type of training differs depending upon the selling situation, the feasible scope and costs of sales training, and the nature of the company's marketing strategy.

•How should the training process be structured? The following methods are options: on the job training and experience versus a formal and more consistent centralized program; Web based or instructor based; and in-house training versus outside expertise.

Sales training is a time consuming and very costly activity. If done properly, it can be one of the most helpful tools to increase the satisfaction and performance of salespeople. The problem is that evaluating the benefits of sales training is difficult. Some sales organizations simply assume on blind faith that their sales training programs are successful. (3)____ Bottom line evaluation of training (e.g. changes in sales volume) is used less frequently or not at all.

Salespeople undergo training to perform better, to receive rewards and increase job satisfaction. Today, sales managers seek the proper balance between individual salesperson reward preferences and the needs of the firm. The three primary methods of compensating salespeople are (a) straight salary, (b) straight commission, and (c) a combination of base salary plus incentive pay in the form of commissions, bonuses, or both. Combination plans are the most common form of compensation. (4) ___

Most sales managers consider opportunities for promotion and advancement second only to financial incentives as an effective sales force motivator. This is particularly true for young salespeople

who view their sales positions as stepping stones to top management.

(5) ___Thus, if a person has been with a firm for several years without making it into sales management, the individual may start to believe such a promotion will never happen. Consequently, veteran salespeople may begin to concentrate solely on financial rewards, or they may lose motivation and not work as hard.

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To sum up, training and rewards are two critically important aspects of sales management. Improving the performance of the sales force means improving the performance of each salesperson and training is essential in making salespeople better. Creating an effective reward system is challenging but is able to balance the needs of the individual salesperson while achieving corporate goals of effectiveness and efficiency. [14]

Listening

Ex.16

You will hear two managers called Mark and Pam, who are attending the same conference, discussing the problems of staff retention. [4; p.109]

For each question 23-30, mark one letter (A, B or C) for the correct answer.

You will hear the recording twice.

1.(23) In Mark's view, what part does money play in retaining staff? A It lessens in importance as people achieve more senior posts.

B It becomes more attractive when living costs increase. C It has to be accompanied by valuable benefits.

2.(24) Which non-material advantage does Pam think might help to keep staff?

A pleasant colleagues B a sense of community C a comfortable office

3.(25) Mark refers to someone who has worked with him for years to suggest that

A public awards are a good way to motivate staff.

B workmates need to show they value each other's work. C big prizes serve to make people much more competitive.

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4.(26) What do Pam and Mark both think about managers today? A They are so overworked that they can't oversee their team properly.

B Training has made them more aware of their support role. C An unhelpful attitude often leads to staff resignations.

5.(27) Mark thinks that the flexibility most people would value is being able to

A organise their work time round the family.

B take a period of time off unpaid to go travelling. C transfer their work entirely to their home.

6.(28) In Pam's view, how would staff feel about being asked to do more training?

A They would only consider it if the company paid the fees. B They could object to having to give up some of their free time.

C They might welcome it if it helped to develop their career path.

7.(29) According to Mark, what should concern a company if staff keep jobs for some time?

A Boredom may make them careless in the way they work. B They may need extra challenges to maintain their commitment.

C They may become too well-established and prove hard to dismiss.

8.(30) What solution does Pam suggest to the problem of blocked promotion?

A Offer short fixed-term contracts to some senior staff.

B Introduce a system in which some managerial posts rotate. C Second some staff to other companies on a temporary basis.

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