Английский язык. Лобакина Е.В - 13 стр.

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New York didn’t have her money or style but, by buying her jeans, they could look
or feel as if they did.
 This new approach to marketing the product was successful. After one year of
television advertising, Murjani’s sales increased to $150 million. In the following year,
they almost doubled. Naturally, the managers in Hong Kong were delighted with the
results. They forecast that sales would reach $ 1,000 million by 1985.
 Some fashion experts believe that this figure is too high. The market for expensive
jeans has become very competitive now. There are over 200 firms in the business,
though many of these are late-comers looking for quick profits.
 There is another reason why Murjani’s rate of growth may slow down. Rival
companies have started using television to promote their own jeans. A few years ago
jeans rarely appeared in television commercials; these days they are frequently
advertised on television in the New York area.
 One day the boom in jeans sales will come to an end. Manufacturers like Murjani are
already preparing for that time by diversifying into other fields, such as sports goods
and footwear.

Ex.4. Comprehension. Answer the following questions.

1)      Why did Murjani change its method of marketing jeans? What kind of changes
did it make?

2)       What does the phrase “to endorse the product” mean? Can you give other
examples of people endorsing products?
3)       Why did the television commercials increase Murjani’s sales of jeans?
4)       What was Murjani’s turnover for jeans after they had been advertised on
television for two years?
5)       In what way is the market for high-fashion jeans changing?
6)       What has Murjani done to avoid depending too much on jeans sales?
7)       Why are jeans so popular in many countries? Do you think there will always be
a market for them?

Ex.5. Fill in the blanks with the right word: promote; promoter; promotion;
promotional.

1)       The Minister for Foreign Affaires rendered the ….. of the foreign trade as the
part of current income.
2)       He was the leading ….. who suggested to take up a selective advertising.
3)       Miss Vanderbilt seemed to be ….. the jeans, but in fact she was selling an
image of wealth.
4)       The company needed to improve the financial situation at once, so they started
the ….. campaign offering big discounts.
5)       If you want to attract well-off buyers, you have to hold sales ….. regularly.
6)       If you want to avoid sales resistance, you have to hire a qualified ….. .