Английский для экономистов и менеджеров. Ульянова О.В - 45 стр.

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27 Read the explanations and translate the words in bold into Rus-
sian.
hassle – problems
gasoline (US) – petrol (GB)
to differentiate – to show how products are different from each other
an upgrade – making smth. work better, and do more
fueling (up) – (US): filling up (GB)
desperately seeking – looking for very carefully
retailer – a shop which sells goods individually or in small quantities
targeted at – directed or aimed at
nearby location – not far away
full-serve outlets – a retailer shop providing full service
28 Read the text and explain its title.
HELLO TO THE GOOD BUYS
A new marketing campaign promising hassle-free and faster fuel buying
for customers is under way in America. Suzanne Peck reports on the 18-
month research project which involved Shell Oil researchers “moving in”
with their customers to test their buying habits.
The marketing people from Shell Oil Products were desperately seek-
ing ways to increase the business, and to come up with a strategy which
would put them ahead of their competition by differentiating the Shell Oil
brands in the eyes of consumers. “We are big business and the leading re-
tailer of gasoline, but it is a fragmented market
and the mission was to
profitably expand the business,” said Sam.
Today, after 18 months of research, Shell Oil is on track to make buying
fuel at their 8,900 service stations clearly different with a new brand initia-
tive. Its aim is to deliver through facilities, systems upgrades, and new oper-
ating practices, a hassle-free fueling experience targeted at specific customer
segments.
Over the past few years, the company has been developing detailed
knowledge of consumer needs and attitudes, which formed the basis for the
new brand initiative. Team leader Dave Yard, manager of Strategy and Plan-
ning Marketing, picks up the story. “We began with a customer segment
study of 55,000 people, who we stopped in shopping malls in six cities for a
45-minute interview into their attitudes, especially regarding driving and
cars. The result was that everyone wanted three things from a service station-
competitive price, a nearby location and good quality fuel – something they
all believed was already being delivered by the industry.”

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