Markets and Competitors
Markets and Competitors
20.1 Use the correct form of the words in brackets to complete the sentences.
1 European films do not export well: European movies barely ….. (abandon/corner/
penetrate) the US market.
3 The Hunt brothers tried to fix silver prices and to ……. (corner/enter/leave) the
silver market,........ (enter/drive out/monopolize) all competitors.
I'm Kalil and I'm marketing manager for CrazyCola in a country called Newmarket. In
this market, we (1) sell more than any other cola (we sell less than any other cola). In
fact, We (2) have 55 per cent of the market. (we have 55 percent of the market) (3)
Sales are increasing at (Sales are decreasing at)seven to eight per cent per year.
There are two main (4) groups of users :(secondary user groups:) those who drink it
in cafés, bars and restaurants, and those who buy it to drink at home. Of course,
many users belong to both groups, but this is our (5) way of dividing our consumers.
(way of combining our consumers.)
Answer the questions in 20.3 about a market that you know, for example the
market that your company, or a company you would like to work for, is in.
21.1 Look at A and B opposite. Read the article and answer the questions.
Most people and many managers do not understand the role of marketing in
modem business.
21.2 Match the sentence beginnings (1—5) with the correct endings (a—e). The
sentences all contain expressions from C opposite.
Yes, clever marketing techniques can sometimes make a poor product successful, at
least in the short term. One example is the
marketing campaign for "Pet Rock" in the 1970s.
The product itself was nothing more than a smooth
rock packaged in a box with ventilation holes,
marketed as a pet. Despite its lack of functionality,
clever marketing and novelty made it a short-lived
fad, with millions sold. Another example might be
certain fad diets or weight loss products that are
heavily marketed, promising quick results but often lacking long-term effectiveness.
While these examples demonstrate that marketing can temporarily boost sales or
create buzz around a product, sustained success often depends on delivering
genuine value to customers.
22.1 Match the sentence beginnings (1—7) with the correct endings (a—g). The
sentences all contain expressions from A opposite.
2. Apple is going to simplify its and deliver fewer but more competitive
product line models.
3. Consumers have mixed feelings product life cycles are so short that
about supermarkets product launches are very frequent.
22.3 Complete this marketer's description of his work using expressions from
C opposite.
My name's Tomas. I'm Portuguese, and I've been (1) BRAND MANAGER for Woof
dog food for the whole of Portugal and Spain since I left business school last
summer.
The Woof BRAND (2) . is owned by a big international group. The market for pet
food in Portugal and Spain is growing very fast, as more and more people own dogs
and cats, and we're trying to increase (3) BRAND RECOGNITION of Woof through
TV advertisements and hoardings in the street. Research shows that people have
very positive ideas about it: it has a very positive (4) BRAND IMAGE supermarkets
have their (5) OWN BRAND dog food, usually sold cheaper than our product, which
is a problem. There are even (6) GENERIC PRODUCTS sold just under the name
'dog food'. We have to persuade people that it's worth paying a bit more for a (7)
BRANDED product like Woof, which is far better, of course.
What are the advantages and disadvantages of brand name products, own
brands and generics? Which do you prefer to buy?
The advantages of branded products include perceived quality, reliability and brand
loyalty. As a consumer, I tend to trust branded products because of their reputation
and consistency. However, they can also be more expensive than generic or
own-brand products.
But own brands, also known as private labels, offer consumers a more affordable
alternative to branded products. I believe their quality is often comparable and they
can offer good value for money. However, some consumers may perceive them as
inferior or lacking prestige compared to branded products.
Generics, on the other hand, are often the most affordable option and offer basic
functionality without frills or branding. I believe they are often preferred by
consumers on a tight budget, but may lack the quality or features of branded
products.
As for my preferences, they depend on the product and my specific needs at the
time. I may opt for a branded product if I value quality and reliability, but I am also
open to trying private label or generic alternatives if they offer value for money
without compromising too much on quality.