Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 29 стр.

      Activity 4.                                                                  7. Work as a whole class or in two large groups. Devise a market-
                                                                            ing strategy for your product. How can you improve your product's image
       Divide into three groups. Group A should look at File 1, Group B     and promote it to the customers?
at 2 and Group C at 3.                                                             8. Think of a good slogan for your product. Draft a short text for
                                                                            an advertisement in a British / American newspaper or magazine.
       1. Each group will have to design a questionnaire about the region
and its competitors and then conduct interviews with consumers (i.e.         FILE 1
potential visitors).                                                         Make a list of five or more regions or countries that are in competi-
       2. When your group has designed its questionnaire, each member        tion with yours. Design a questionnaire to find out about people’s
of the group should stand up and go round the class finding 'members of      attitudes to your region and to its competitors. The people you ask
the public' (from other groups) to interview. Ask each of them the ques-     should rate each destination for its qualities on a scale 1 to 10 (or 1
tions in your questionnaire.                                                 to 5 – if you prefer):
       3. Report back to your group. Make a simple table using the in-
formation you have collected.                                                good value for money       easy to get to         good facilities
       4. Each group reports its results to the whole class.                 good entertainment         health and sport       peace and quiet
       Make notes on the important points made by the other groups.          friendliness               hospitality            wilderness
       Ask questions on any points they haven't made clear.                  culture                    beautiful scenery      uniqueness
       or                                                                    climate                    landscape               sights
       Form new groups of three or four, consisting of one member from
                                                                                   Ask them to describe each place in one sentence like this:
each of the original groups. Find out what each of the groups discovered.
       5. Draft a report summarizing your group's findings, including a            When I think of ______, I think of / imagine ______ .
table or chart. Show this to a member of another group and ask for
comments.                                                                    FILE 2
       6. Work in groups, consisting of one member of each of the origi-     Design a questionnaire to find out the importance of various factors
nal groups. Decide together:                                                 in choosing a holiday destination. The people you ask should decide
       Who are your (potential) customers?                                   how important these factors are on a scale 1 to 10 (or 1 to 5 – if you
       What are the main attractions of your product?                        prefer) for a main holiday and for a second holiday:
       What are the main attractions of the competition?
       What is the 'unique selling proposition' that makes your              different way of life       night life                    good food
                                                                             historic places             beautiful scenery             meeting people
product special?                                                             learn new things            bargain prices                gifts and souvenirs
       How can you inform customers about your product?                      summer sports               winter sports                 relaxation
       What positive points about your region should you stress?             outdoor activities          visiting friends/relations    climate
       What misconceptions about your product should you try to              part of longer trip         no language problems
correct?
       For example, if people think your region is 'flat and boring'               Ask them to describe each place in one sentence like this:
or 'hot and dusty', how can you persuade them they're wrong?                          If I were to choose a place to go on a holiday (vacation – Am.) first of
                                                                            all I’d like to ______, then I’d consider _______ .

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