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Otázky a procvičení k 9. lekci

11.7.2018, Zdroj: Verlag Dashöfer

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Otázky a procvičení k 9. lekci

ACTIVE EXERCISE – A VERY INCOMPLETE PRESENTATION

Look at the text of the presentation from a chemical company executive below. It contains language from the whole of the unit so far. There are many gaps which you have to fill in. Many of them have one or more letter given to help you.

Ladies and Gentlemen,

thank you for coming today. We are here to ………………………. ……………………….1 the market situations of three of our quiet similar products - Rencon, Betcon, and Alfcon. First of all I would like to ……………………….2 the nature of the products. You will ……………………….3 from the pie chart above that Alfcon has most of the high-end features, while Rencon has the least. All the products were launched during the same period in the early nineties. What you can ……………………….4 from the graph beside it is that at launch, Rencon was in a ……………………….5 better market position than the others. Moreover it was gaining ………………………., ………………………. ……………………….6 by 19% in the years '91 and '92. Meanwhile Betcon experienced a ………………………. ……………………….7 and Alfcon was ……………………….8 basically flat.

When we ……………………….9 this at the time we realised two things: Alfcon was seen as a luxury product, and Rencon was so far ahead that Betcon could not compete.

So we changed a number of things, including price and special offers. I would like to ……………………….10 that these were mainly minor changes, but quickly we found sales of the two lesser products ………………………. ……………………….11 From 92-97 they went up ……………………….12 by an average of 7 % annually. Meanwhile Rencon continued its ………………………. ……………………….13 going up by 25 % over the period, which meant it was ………………………. ……………………….14 but still very successful.

Now, I would like to ………………………. ……………………….15 the year 1997 as a watershed- a very important year in the history of this company. As a result of an ad-campaign we saw sales of Alfcon and Betcon ……………………….16. In a two year period they ……………………….17 by 45 %, and for the first time overtook Rencon, which experienced a ………………………. ……………………….18 in sales anyway. It ……………………….19 to us that the market had changed - it was now a luxury buyer's market.

I would like to ……………………….20 that this ……………………….21 was assisted by proper commissioned survey-based research. To ……………………….22 one of the survey's findings: „people now see luxury as a necessity”. This ……………………….23 change of attitude we had to adapt to. Rencon had to change and the packaging become more luxurious.

To ……………………….24 this change, I would like to ………………………. ……………………….25 the ……………………….26 growth in aftersales claims that you can see in the chart overhead - typical for more luxury products.

The change in the view of Rencon led to a ……………………….27 in its sales- and now that the economy has ………………………. ……………………….28 Rencon's sales are actually ………………………. ……………………….29 while Alfcon and Betcon have ………………………. ……………………….30from their ………………………..31

The whole process ………………………. ……………………….32 we need to keep at least these three brands- they, together, have ensured that we experienced