Английский язык: Сборник текстов и упражнений. Бодргина Л.И - 62 стр.

get from prospective customers. The Trade Fair is an exhibition of goods, and a
company exhibits a sample of its product at its stand. This is also a form of public-
ity (or advertising) and the company representative will probably hand out bro-
chures to advertise (or promote) the product further. Often journalists ( the press)
write about the Trade Fair and sometimes companies hold a press conference if
they want to promote a particular model or range. (Each different type of a car, a
bike etc. Is a model. All the different models made by a company make up its
range. The full range of goods is normally displayed in the company’s catalogue.
The catalogue is a booklet or a brochure).
      Another way of promoting (or publicizing) a new product is to place adver-
tisements in magazines or newspapers. Advertisements are also called adverts or
ads for short. A plan to do a lot of advertising of one product is called a campaign.
Starting an advertising campaign on a new product is known as launching the
product.
      The aim of publicity/ promotion is to interest customers, clients (or buyers) in
the product. Initially customers/ clients might make inquiries about the product.
When they decide to buy, they place an order. At a Trade Fair companies are try-
ing to win (obtain) as many orders as possible. However, before a client places an
order he wants to know many things: how long delivery takes, whether the com-
pany can supply spare parts, what the after sales service is like. (All the individual
parts in a model are called components. If one of the components breaks the cus-
tomer will want a spare part. If the product is complicated, skilled workers might
be needed to fit spare parts or to service or maintain the machinery. Any mainten-
ance or servicing the company does after it has sold the product is called after
sales service).

    Answer the following questions to the text.
    1. Why do companies do some market research before they start to sell
goods?
    2. What are the ways to assess the market potential?
    3. Where is the full range of goods normally displayed?
    4. What do you think of advertising? Do you consider it effective nowadays?
    5. What kind of advertising do you find the most effective?
    6. When inquiries can a customer make before he places an order?
    7. Is after sales service important? Why?
    8. Do you know any famous exhibitions or Trade Fairs which are held in our
country?
    9. What exhibition centres have you heard of?




                                         62