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ПАВЛОВА А. «A PRICE THAT IS HARD TO REFUSE»

АВТОР: ПАВЛОВА А.

1. Introduction:

One of the most powerful marketing ideas of thepresent day is making luxury quality goods available to customers at reasonableprices. Have you ever preferred a really quality item to a cheaper one, hopingit would serve longer and cover its cost? Or you do you belong to those whowould prefer to buy a cheaper product seeing no difference in quality? That isthe choice customers make nearly every day.

2. Useful Vocabulary:

relevant          closely connected withsomething

tolaunch         to make a new product publiclyavailable

tointend         to have a particular purpose or plan inmind

executive        relating to the managementof an organization

jet        a kind of an aircraft

breakthrough an important development ordiscovery

roughly           in a quick manner, not payingattention to details

time-share      a part divided among severalpeople based on time

ownership       a state or right of being anowner

convenience   freedom from trouble ordifficulty

 

3. The text:

The relevantquestions when launching a new product are: what products arealternatives to the product a company intends to launch? What is theirprice and how many customers do they win?

Consider,for example, air travel for corporate executives. There are two mainalternatives: one is business- and first-class tickets, priced at severalthousand pounds; the other is corporate jets, which cost tens ofmillions of pounds.

ExecutiveJet came up with a breakthrough pricing model: instead of selling jets,it sold shares of time in using a jet. This allowed them to price jets per yearat roughly the amount a company would spend on business- and first-classtickets. It won orders both from business-class customers and from executiveswho preferred a relatively cheap time-share in Executive Jet to full ownershipof a Gulfstream or Learjet that would spend much of its time sitting on theground.

ExecutiveJet created a pricing model in which companies got the convenience ofprivate air travel at the price of the annual business-class travel budget.

 

By W. Chan andRenee Mauborgne

The Financial Times

 

4. Provocative thinking:

1. How doyou think, is it possible for top-managers to fly third, tourist class, buyingthe cheapest tickets to reduce the expenses of a company?

2. Whatwould you do if you were an owner of a big company in the situation describedabove?

3. Can youthink of a similar choice in everyday life/from your own personal experience?

 

5. Give the three forms of these verbs (someof them are regular and some are irregular) and then insert them in thecombinations below in the correct grammatical form:

to intend           _______          _______          touse   _______          _______

to launch          _______          _______          tospend           _______          _______

to cost  _______          _______          to win   _______          _______

to come           _______          _______          to create          _______          _______

to sell   _______          _______          to sit     _______          _______

 

a. We havealready ______ half of our product range! What a success!

b. Thisemployee ______ a new model of an electronic toy.

c. We need______ a new model of our car before the new year.

d. Can youimagine how much it ______?!

e. ______ new computer technologies is a must in the modern world.

f. Ourcompany ______ to provide free breakfasts to its employees.

g. We______ the order for chewing gum! It was a hard struggle!

h. ______at home doing nothing you can not hope to be promoted.

i. A newmanager who ______ a fortnight ago intends to make great changes.

j. You haveno right ______ the company money for private long-distance calls.

 

6. Fill in the prepositions (if necessary):

1. an alternative ____ the product

2. jets cost ____ tens of millions of pounds

3. instead ____ selling jets, it sold shares ____ time

4. first-class tickets are priced ____ several thousand pounds

5.Executive Jet came ____ ____ a breakthrough pricingmodel

6. we shall consider air travel ____ corporate executives

7. can this allow you to price jets ____ this amount of money?

8. this company spends a lot ____ first-class tickets

9. the convenience ____ private air travel ____ the price ____the annual business-class travel budget

10. we preferred a relatively cheap time-share ____ ExecutiveJet ____ full ownership

 

7. Word-matching: Match the words from theleft column to those in the right one and then make up five sentences of yourown using these word-combinations:

 

1. first                                                                      a.model

2. to intend                                                               b.class

3. relevant                                                                c.executive

4. air                                                                        d.share

5. pricing                                                                  e.to launch

6. corporate                                                             f.the products

7. time                                                                      g.customers

8. to price                                                                h.budget

9. travel                                                                    i.travel

10. to win                                                                 j.question

 

8. Fill in the articles (where necessary):

1. ____Executive Jet came up with ____ breakthrough pricing model: instead of selling____ jets, it sold ____ shares of ____ time in using ____ jet.

2. What is____ price and how many customers do they win?

3. ____relevant questions when launching ____ new product are: what products are ____alternatives to ____ product ____ company intends tolaunch?

4. ____Executive Jet created ____ pricing model in which ____ companies got ____convenience of ____ private air travel at ____ price of ____ annualbusiness-class travel budget.

5. Thisallowed them to price ____ jets per year at roughly ____ amount ____ company would spend on ____ business- and ____ first-classtickets.

 

Keys:

5.

to intend– intended – intended to use – used – used

to launch– launched – launched           to spend –spent – spent

to cost –cost – cost     to win – won – won

to come –came – come           to create – created– created

to sell –sold – sold      to sit – sat – sat

a. We havealready sold half of our product range! What a success!

b. Thisemployee created a new model of an electronic toy.

c. We need tolaunch a new model of our car before the new year.

d. Can youimagine how much it costs?!

e. Touse new computer technologies is a must in the modern world.   ????

f. Ourcompany intends to provide free breakfasts to its employees.

g. We wonthe order for chewing gum! It was a hard struggle!

h. Sittingat home doing nothing you can not hope to be promoted.

i. A newmanager who came a fortnight ago intends to make great changes.

j. You haveno right to spend the company money for private long-distance calls.

6.

1. an alternative to the product

2. jetscost X tens of millions of pounds

3. instead of selling jets, it sold shares oftime

4. first-class tickets are priced at several thousand pounds

5.Executive Jet came up with a breakthrough pricing model

6. we shall consider air travel for corporate executives

7. can this allow you to price jets at this amount ofmoney?

8. this company spends a lot on first-class tickets

9. the convenience of private air travel at theprice of the annual business-class travel budget

10. we preferred a relatively cheap time-share inExecutive Jet to full ownership

7. 1. b; 2. e; 3. j; 4. i;5. a; 6. c; 7. d; 8. f; 9. h;10. g

8.

1.Executive Jet came up with a breakthrough pricing model: instead ofselling jets, it sold shares of time in using a jet.

2. What is theprice and how many customers do they win?

3. Therelevant questions when launching a new product are: what products arealternatives to the product a company intends to launch?

4.Executive Jet created a pricing model in which companies got theconvenience of private air travel at the price of the annualbusiness-class travel budget.

5. Thisallowed them to price jets per year at roughly the amount a companywould spend on business- and first-class tickets.

 

Compiled by Alyona Pavlova

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