Work in pairs or small groups. Discuss your answers to the following questions.

1. Is it necessary to promote every product manufactured by a company? What is an efficient promotion?

2. What is meant by advertising techniques? Are you easily influenced by advertising?

B. Giving your opinion

Give your opinion on the following questions.

1. What marketing strategies do you find the most efficient for selling a) a book of a young author; b) a new kind of yoghurt; c) a large amount of shampoo, d) TV-sets made by domestic producers, d) new software; e)a hairdresser's services. Explain your choice.

2. What issues of business ethics do you find a) the most - b) the least typical of this country?

3. Should business be socially responsible?

C. Role play

Introducing a New Product

Prepare for a role play. Read the situation and the roles, and follow the procedure.

The situation

A company which produces cosmetics is to promote a new line (creams, shampoos, lotions, after-shaves etc) but it has not been clinically tested.

The roles

1. Moderator (Production Manager). You run the flow of the meeting by setting the problem and giving the floor to the participants and organising a discussion. You may express your personal opinion as well.

2. The Boss. You are encouraging the management to hide the true information from the customers ensuring them that the product is not going to do any harm to people's health.Think of the arguments proving your point of view.

3. Marketing Manager. The only risks you worry about are profit risks. You have already made up a plan of promotion campaign. Deliver it to the audience.

4. Managing Director. You arequite loyal to your boss, but at the same time you do not want to tell lies to the consumers. You find it more honest to warn the consumer that the product has not been clinically tested.

5. Chief Technologist. You are scientifically literal, but you have little experimental experience. The new product is one of your first inventions. In theory, you suggest that the product is not going to do any harm. Prove why you think so.

6. Consultant, Doctor of Medicine. You are totally against letting the new product enter the market without clinical testing. Say what consequences it may cause to people's health (if not immediately, then in the future) and appeal to social responsibility of the company.

7. Chief Engineer. You explain to the audience that the process of manufacturing the new product is less energy consuming, the new package is made of ecologically recyclable materials etc (think of other advantages), and so in the end it is going to do more good than harm.

8. Expert in Chemistry. You say that while interacting with sun light, air and water the new product quickly and easily turns into absolutely safe chemical components, but in this connection you doubt its cosmetic effectiveness.

9. Secretary. You have been using the new cosmetics for a week and you are very satisfied. You are sure it is safe and effective (prove it).

10. Currier. You have washed your dog with the new shampoo, and now it seems to be losing its hair. Besides, it has changed the colouring. So you are not sure that the product is safe.

11. Shareholders (the rest of the audience). Listen to the speakers, put questions to them and express your own opinion.

The procedure

1. The moderator opens the meeting.
2. The participants in turn take the floor and make their reports, saying their opinion of what should be done with the new product.
3. The moderator organizes the exchange of views and opinions.
4. The moderator organizes the voting to decide which decision to make.
5. The moderator closes the meeting.

After the role play the moderator evaluates the participants’ reports. The moderator's performance is evaluated by the group.

VII. Writing

Write an essay on one of the following topics.

1. My views on social responsibility of business. Can marketing strategies be fully honest? Advertising: helping to choose or manipulating human values?

2. Business ethics in the Republic of Belarus.

Unit 6 Production Costs

 

I. Anticipating the Issue

Discuss your answers to the following questions.

1. Do you know what production costs mean?

2. Can you illustrate the concept of production costs on the examples of an enterprise, a shop, a farm?

3. What factors of production compose production costs?

 

II. Background Reading