V. Match the words (1-7) with their definitions (a-g)

1.fair	a. a general development in a situation
2.graduate	b. a large amount of information stored in a computer system
3.trend	c. a small amount of something that shows you what the rest is or like
4.insider	d. A gathering held at a specified time and place for the buying/selling of goods
5.sample	e. Selling something by saying how good it is
6.sales pitch	f. a person who has a first degree from a university or college
7.database	g. someone who is a part of organization and so has a knowledge of it

6. Find the English equivalents of the following Russian words in the text

1. не замечать (para 1)

2. единая стратегия (para 2)

3. музыкальный тур (para 2)

4. эффективный маркетинговый метод (para 3)

5. предлагать образцы, пробники (para 4)

6. агент по продаже товаров (para 4)

6. Complete the sentences with these words and phrases from the article:

Boost, debt, discount, estimate, high-earning, method, pay off, spending power, worth

1. The market for new cars is ………………. about €200 million a year.

2. We ………………. that our share of the market will be 28%.

3. We are targeting ………………. consumers with salaries above € 100.000 per year, who have enormous ……………….

4. Many of our customers have a ………………. of 5.000 $ or more.

5. It’ll take them several year to ………………. the loan.

6. We have a special offer this month: a 5% ………………. on all software products.

7. We are trying a new ……………….of selling: sending special offers by text messages.

8. The company hopes that its new strategy with give sales a ……………….

6. Answer the questions:

1. How much money do UK students spend in a year in total?

2. Find two reasons why it’s difficult to sell products to students.

3. How does the Guardian help students?

4. What are “energy teams”?

5. Why is it important to use students and not company sales reps to sell products?

6. How can marketers learn more about student life?

6. Discussion points:

1. “Students have a strong sense of social responsibility and ethical branding. They want companies to behave well” What do you think of this description of UK students? Could you describe students in your country in the same way?

2. What ethical reasons can people have for not buying from a particular company? Are there any companies whose products or services you would never buy?

3. What is the best way to promote some company’s product? Can you give example of a good promotion? Of a bad one?

GRAMMAR

Модальные глаголы

to have (to)

 

to have (to) в модальном значении выражает необходимость совершения действия, вызванную обстоятельствами – должен, придется, вынужден.

В этом значении он может употребляться во всех формах и временах. Он имеет формы времени: have / has – настоящее время, had – прошедшее время, shall / will have – будущее время.

Вопросительная и отрицательная форма модального to have в Present и Past Indefinite образуются всегда с помощью вспомогательного глагола do.

 

1  В утвердительных предложениях:

настоящее

I have to go there. Я должен идти туда. (мне приходится, я вынужден)

прошлое