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BREAKING INTO NEW MARKETS

6* Before you listen to Dialogue No 1 use Glossary to match the words below with their definitions.

1. consumer

2. disposable income

3. proportion

4. gross domestic product (GDP)

5. breakdown

6. to forecast

7. to extrapolate

8. urban

9. inflation

10. per capita

a. make a statement about what is likely to happen

b. analysis; information, separat­ed in different groups, details shown item by item

c. income left after tax and natio­nal insurance have been deduc­ted

d. anyone who buys and uses goods and/or services

e. relating to towns and cities or happening there

f. per head, for each member of a population

g. key indicator of an economy's health, annual value of goods sold and services paid for inside a country.

h. period of rising prices during which the purchasing power of money is falling

i. make calculations about what is likely to happen or be true using information and figures that you already have

j. a quantity of something that is a part or share of the whole

Dialogue No 1 (226 words)

William Grant, the Managing Director of Harper Toys Ltd., is speaking with Marketing Analyst Susan Shakley.

WILLIAM: Oh, good afternoon! My name is William Grant. I am the Managing Director of Harper Toys Ltd. We man­ufacture and distribute toys.

SUSAN: Good afternoon, Mr. Grant! How can I help you?

WILLIAM: I have just received market research survey which I have ordered your company to do for me.

SUSAN: Is it all right?

WILLIAM: Well, I thought that this survey was supposed to cover only Virginia and not the whole of the USA.

SUSAN: That's right! However, we believe that a broader view of the market may be needed. Here we see the population of Virginia analysed by age - you notice the very high proportion of young people - and on the right by social classification - basi­cally that means by occupation and disposable income, per head.

WILLIAM: These are very interesting, but we would need to compare them with similar breakdowns for, say, Spain or France, and if we're to spot any trends we'd also need dis­posable per-capita incomes for Virginia in previous years.

SUSAN: Yes, of course! All that information is available in the rest of the report. You know, although we've extrapolated the fig­ures over the next five years, under conditions of high inflation, reliable forecasting isn't easy. All the statistics and diagrams -together with some supplementary data - are in our report.

WILLIAM: Great! That should keep me busy. I'd like to talk to you again once I've digested this lot. How about Thursday?

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