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Useful Language

15* Match the expression in the left column with synonymous expression in the right one and complete the Useful Language box with these expressions accordingly.

1. In conclusion...

2. It's rather amazing that...

3.1 might as well add that...

4. I'd advise you to go

5. That's true,

6. Quite the contrary,

a. Why not go...

b.More than that...

с I agree,

d.To sum up...

e. I don't agree.

f. How astonishing that.

16 Read what famous people said about marketing. Discuss the position of the authors. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expres­sions from the Useful Language box to develop your idea and express your opinion.

1. If you don't believe in your product, or if you're not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithat to do what it takes to make your product work.

Jay Levinson, American advertising expert

2. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Peter F. Drucher, American management consultant

3. In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the cus­tomer's needs, and it must provide a product that deliv­ers the promised benefits.

Nicholas Dewolf, American businessman

|7 Read what famous people said about product develop­ment. Discuss the extent to which you agree or disagree with the opinion stated below. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expres­sions from the Useful Language box to develop your idea and express your opinion.

1. When the product is right, you don't have to be a great marketer.

Lee Iacocca (1924-), American businessman

2. You can hype a questionable product for a little while, but you'll never build an enduring business.

Victor Kiam, American businessman

3. Only as long as a company can produce a desired, worth­while, and needed product or service, and can command the public, will it receive the public dollar and succeed.

Curtis Carlson, American businessman

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