Разговорный бизнес курс. Митрофанова И.В. - 61 стр.

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UNIT 15
Patents and Trade-marks
Harper & Grant are hoping to enter the box-file market. Their Research Department
has come up with a very new, simple and quick device to hold papers together in a
box file. Before the Sales Manager, John Martin, can get the authority to spend
money on a new project like this he has to find out the chances of success. He
therefore asked a firm of Market Research consultants to examine the prospects, that
is, report on the size of the present market for this type of file. The firm of consultants
who have carried out the market research were first given terms of reference, that is,
they were asked to supply particular information. John Martin wanted to know if the
market was growing or contracting, getting smaller.
When the marketing report comes in, it shows that there is a growing interest in box
files. The report also gives details of all the other firms who produce box files; the
ones who do the most business are called the market leaders.
When Mr. Grant sees the report he wants to know what the average price was to the
user or buyer. In this case the average price was eighty pence each file. The
wholesale price, the price paid by the retailer, is twenty-five to thirty-five per cent off
the retail price. This is the gross margin the retailer makes, out of which he must pay
all expenses and make a profit.
When launching a new invention it is vitally important to register the new idea with
the Patent Office. A patent gives the patentee the sole right, the only right, to make,
use or sell his invention during the time the patent remains in force, that is, as long as
the annual patent fee is paid. It can be up to sixteen years. After that anyone can use
the idea. If the fees are not paid, then the patent is said to have lapsed.
The next important step is to register the file and decide on a trade-mark for it. John
Martin goes along to Hector Grant's office to bring him up to date on the box file
situation so far.
JOHN MARTIN: Good morning, H.G. Are you free?
HECTOR GRANT: Yes, come in, John. I've just got a quarter of an hour before
Alfred Wentworth arrives to see over the factory. You said you'd got that marketing
report on the box files. Let's get on with it. What do they say?
JOHN: As you know, I asked Smith-Weston Consultants to do us a brief marketing
report on box files...
GRANT: Well?
JOHN: Here's their report. Apparently the market for box files was static for a
number of years, but it's growing now. There are eight firms in the business, and one
of them Maynard & Company, has about forty per cent of the market.
GRANT: What's the average retail price for this type of file?
JOHN: Oh, about eighty pence.
GRANT: What are the wholesale prices?

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