Менеджеры и менеджмент (Executives and Management) - 64 стр.

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238
2. Displays in retail outlets (supermarkets,
chain stores, etc.) can attract the attention of
potential customers.
…
3. Labels and presentation increase the im-
pact of your product.
…
4. You can contribute to the cost of a sport-
ing or artistic event, where your brand name or
logo is displayed prominently.
…
5. Potential customers can come to your
premises and see a display or a demonstration
of your products and get hands-on experience.
…
6. Your company takes a stand or mounts
an exhibit to enable customers to see your prod-
ucts and talk to your representatives.
…
7. The public are informed of a new devel-
opment through newspaper articles. You can
inform the press by issuing press releases.
…
8. PR can ensure that your firm keeps a
high profile, and that people are aware of your
good reputation and image.
…
9. Existing customers tell their friends or
colleagues about your product and hopefully
recommend it to them.
…
10. Your staff can call customers, or cus-
tomers can call a toll-free number to request
sales literature or ask for information.
…
11. Your rep can visit customers: this is the
most effective method of promotion, but also
the most expensive.
…
T a s k 6. Listen to a part of a lecture about brand names. Point the brand names of portable radios,
drinks, food, cars and computer software which are on sale in the UK.
Lecturer:... Now, on the subject of brand names: English names are often used in foreign countries to
make products sound more 'international'. But this doesn't always work. Take, for example, portable radios.
There's the Party Center, the Concert Boy, the Party Boy and the Yacht Boy – these are all marketed in the UK
under those names, but they do sound a bit silly to British ears, don't they?
Um...many foreign brand names just don't sound quite right in Britain. Here are a few examples of brand
names which would have to be changed if they wanted to sell me products...um...on the British market. Pocari
Sweat – that's a drink for sports people and...er...Calpis, Pschitt and Sic – these are drinks which sound quite
disgusting in English. Bum – that's a... a brand of bubble gum. There's Mother, a brand of biscuits. Bimbo, and
that's a brand of bread.
Um...another strange name is Haagen-Dazs ice cream. This brand name was invented in the USA –
um...it's supposed to have a European 'quality' sound and look, but it doesn't actually mean anything in any lan-
guage. Still, it's the most popular luxury brand in Britain despite the fact that no one can spell it correctly!
Um...Oh, and not all British brands sound right in other countries. Um...there are two Irish whiskey li-
queurs you can buy in the UK: Irish Cream and Irish Mist. The latter wouldn't sell in Germany, where the
word Mist means 'manure'.
And...er...h...how about the Nissan cars: Cedric and Gloria? Those English first names sound so unglamor-
ous that neither of them could be sold in the UK under those brand names. But, having said that, er... a good
product can succeed even if the name does sound a tiny bit strange. Look at Japanese cars: you've got the Nis-
san Bluebird, the Daihatsu Applause, the Honda Accord, the To...Toyota Carina- all very successful in the UK.
Oil, er...by the way, I've always been puzzled by how many Japanese cars have an R or L in their name:
there's the Toyota Previa, the Nissan Micra, the Toyota Corolla, the Nissan Primera- um...most Japanese cars I

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