Market Makers

Pre-questions1)Which of these promotional activities do you

think is most effective in persuading you to buy a product?

2)For the manufacturer, what are the disadvantages of these types of promotion?

Questions

1) What is the main point of paragraph 1?2) What is the topic of paragraph 2?3) Are price cuts always effective in persuading

customers to buy products?4) What does the research of Gourville suggest

about customers’ preference with respect to of the choice of products?

5) Which types of promotion are mentioned in the text?

Exercise

1) A. He didn’t know which advertising was effective.

2) C. They make existing customers happier with the product.

3) B. They only buy when the price is reduced.4) A. They are already familiar with the product.5) D. Companies believe it increases sales.6) C. It makes people nervous or even angry.

Vocabulary

1) monitor2) the marketing budget3) Packaged-goods firms4) ploy5) reward6) sales volumes

7) scrutinising8) margins9) fluctuation10) tracked11) withdrawn12) discounted

Can u translate the following sentences into Thai?

1) Price cuts appear to have little effect on sales volumes.

2) Price promotions not only cut margins, but also leave manufacturers to cope with costly fluctuations in stocks.

3) Although sales were higher during a price cut, when it was withdrawn, they soon feel back to earlier levels.

4) As the choice of products increased, students were more likely not to buy anything at all.

Reading Strategy: Understanding References

• A text is a web of related ideas.• Sentences and paragraphs that make up a text

is linked by means of certain words or phrases which help to create textual cohesion.

Reading Strategy: Understanding References

There are 2 types of REFERENCE TERMS:1. Lexical terms2. Grammatical terms

The llama looks somewhat like the camel; it is sometimes called the camel of South America. Like a camel, it has a peculiar kind of stomach that stores water. The llama can survive 3 or 4 days without water or food can still does not lose any of its energy.

Repetition of words or phrases

Ms Hoffman has worked for the company since she graduated from the university. The firm was quite small. In the past 2 years it has expanded rapidly. Now it is a well-known establishment both in Thailand and other countries.

Synonyms or Near Synonyms

Solar energy is difficult to capture and convert to heat or electricity. These problems have prevented the widespread use of solar energy.

Summary Words

Summery words: process, procedure, measure, problem, idea, quality, definition etc.

The llama looks somewhat like the camel; it is sometimes called the camel of South America. Like a camel, it has a peculiar kind of stomach that stores water.

Pronouns

This afternoon while John was playing football with his friends, he broke one of the kitchen windows. When his mom found this out, she sent him to bed without dinner.

Demonstrativesthis, these,those, here,there, etc.

Jane: I don’t understand why Rose didn’t at least call me when she came home.

Bill: She did. Didn’t I tell you? She said she was sorry that she couldn’t visit us this time.

Noun/Verb substitutes: so, one, not, do etc.

Let’s look at the reading “Market makers” together again!

What does each of the following words refer to?

1) ‘they’ (paragraph 1, line 5)2) ‘these’ (paragraph 2, line 4)3) ‘they’ (paragraph 2, line 13)4) ‘it’ (paragraph 4, line 8)5) ‘they’ (paragraph 4, line 8)6) ‘this’ (paragraph 4, line 10)7) ‘they’ (paragraph 6, line 15)

Promoting AXEDiscussion1. Why was the promotional campaign so effective?2. Would a campaign like this work in your country?3. Do you know this brand? How is it promoted in

your country?4. Would you buy this brand of deodorant as a

result of this publicity? Why/Why not?

After finish the reading, can you find out which promotional activities

Unilever used to promote their AXE deodorant spray in the USA?

“a slogan, online game, free samples, point-of-sale displays, media advertising, PR, a house party, direct mailing, online publicity, leaflets, advertisements in magazines, website, TV show, free CD”

Reading Exercise 2

1) B “young men’s natural interest in pretty girl … American male youth culture”

2) D “…young men to log on to the Internet…the AXE website … If the player reached …. to the party.”

3) C “AXE focused on the intrigue … the party”4) A “It was all about ….the 20-something guy”5) B “To our knowledge …. into a television

show”6) C “a 22% increase…. aged 11 to 24”

“Inferring Meaning”Consider the following statement: The Senator admitted owning the gun that killed his wife.

•We find meaning embedded in the words and phrases. Unpacking that meaning, we can see that “the Senator was married and his wife is now dead—although this is not actually stated as such”.

Review: InferencesReview: Inferences

The Senator admitted owning the gun that killed his wife.

• (In fact, the sentence is about an admission of gun ownership.) It is as though the single sentence contains a number of assertions: – There is a Senator. – He owns a gun. – He is married. – His wife is dead. – That gun caused her death. – The Senator admitted owning that gun.

Inferring Meaning

• When you read a passage, some details are not stated explicitly. However, they can be understood from the other details that are stated.

• This is called ‘Inference’.• Or the implications in reading.

Inferring Meaning

Practice with ‘Inference’

Dr. Johnson and two other psychologists chose 25 children for their study: 5 from Sausalito, 10 from other multiracial schools in San Francisco, and the rest from multiracial schools in other cities in California.

The details stated are:1. Dr. Johnson and two other psychologists chose 25

children for their study.2. 5 children were from Sausalito.3. 10 children were from other multiracial schools in

San Francisco.4. The rest were from multiracial schools in other

cities in California.

Practice with ‘Inference’

What is not stated but must be understood?1. What kind of doctor is Dr. Johnson?

A psychologist. (It can be inferred from the phrase “and two other psychologists.”)

2. How many psychologists were doing the study?Three. (It can be inferred from the phrase “Dr.Johnson and two other psychologists.”)

Practice with ‘Inference’

3. What and where is Sausalito?It can be understood that Sausalito is a multiracial school in San Francisco because it can be inferred from the phrase “other multiracial schools in San Francisco”.

4. What and where is San Francisco?San Francisco is a city in California since it can be inferred from the phrase “other cities in California”.

Practice with ‘Inference’

5. How many children from other cities in California?It can be understood that 10 children came from other cities because it can be inferred from the phrase “chose 25 children, 5 from…., 10 from…, and the rest from…”.

6. What was the study probably about? The study was probably about some aspect of children in Multiracial school environments since it can be inferred from the phrase “multiracial schools in San Francisco and multiracial schools in California”.

Practice with ‘Inference’