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58
Task 1. Topics for discussion
1. Compare your preliminary list of ethical problems with the list in the
article.
2. What ethical problems and to what extent may arise in your country?
3. Why do you think the idea of ethical problems is relevant in the light
of global marketing?
Task 2. Match the situation below to the type of ethical problem according
to the text.
Traditional Small Scale Bribery Gease payments, kickbacks
Gifts/Favours/Entertainment Cruise after completion of the
project
Pricing Pricexingagreements
Illegal/Immoral Activities in the
Host Country
Underweight in international
shipping
Cultural Differences Transactions regarded as
gifts by one country and as
business practices by another
Task 3. Match the beginning of the phrase with its ending.
1. For the reason of
globalization of
production and markets…
2. Laczniak asserts that
nowadays more and
more…
3. A small payment may be
giventoaforeignofcial…
4. Involvement in political
affairs may…
5. Obscure billing in many
countries may…
a. staff have to cope with
internationalcross-cultural
issues.
b. managers are accused of
ethical misconduct.
c. to speed up some routine
processes.
d. include the activities of
multinational corporations.
e. be treated as an business
ethical problem
f. inordertondthe
culpable*
*culpable – виновный
155
13
We also need plans for prospective customers. I call this my
hit and keep it to around 100 prospects I want to do business with.
These are generally companies with excellent business potential.
Again some are short-term prospects in that they are not tied in to a
medium to long-term contract with a competitor, while others may
be medium to long-term prospects. The key here is to keep regular
contact and even if they aren’t willing or able to buy поw, try adding
some value to their business so you will be considered when they are
thinking of reviewing their choice of supplier.
14
For example. In my business we sell sales training services.
Each company on my hit list gets sent by e-mail, on a regular ba-
sis, articles on sales and selling written by myself. These are also
available to anyone who signs up for them on my website. They
call it viral marketing. The idea is that one person sees it and if it
is any good, passes it on to someone else. So, if you were selling
nancial products you could add value by having a newsletter that
gave interesting advice and news updates aimed at your particular
customer base. If you were selling gardening equipment you could
send free gardening tips and advice. If you go on the Internet to
buy some software you can usually download and old version for
free. The idea is to get you using the software so you more likely to
upgrade, and my new versions.
15
Long term planning is important, not just for individuals, but also for
organizations. Toyota is rumoured to have a hundred year plan. I would
suggest for most salespeople 5 years is about right. Ask yourself the ques-
tion “Where do I want to be in 5 years time and how am I going to get
there?”
* Frank Atkinson, the author of the book «Sales Planning»
Task 1. Answer the following questions.
1. What is sales planning?
2. Do you agree or disagree that planning is important and why? Give
your reasons.
3. What does your bank manager ask to see, when you begin a small
medium business?
4. Why do people avoid sales planning?
5. What does the effective planning require?
6. What term prospects do we have in most sales environments?
7. Is long term planning important for individuals or organizations?
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