UNIT 12.

 PRODUCTS 
A. VOCABULARY
Exercise 1. Guess each word from the given letters
1. When a company has a new product, it has to decide on a (CLUHAN) date. launch
2. If you want to know what people think about a product, you do some market (ARSHEREC). research
3. The (KCPAIGNAG) of a product is very important: the company has to think carefully about
how the product should look.packaging
4. The objective of advertising is to build up (DBARN) loyalty. brand
5. Some companies show the same television (ICMUTONAMIOCN) in several different
countries. communication
6. You ask people to fill in (OTINUESQIRNAE) so you can get information about what they
want or need. questionnaire
7. Where to sell the product is a question of (CLAPE): another of the ‘Seven Ps’ of Marketing. place
8. One recent advertising (NAMAPICG) lasted for over a year. campaign
9. (IRONOTOPM) of a product is the general process of getting people to know your product, to
like your product through advertising and so on, so that they finally buy it: another of the promotion
‘Seven Ps’.
10. One way to inform people about your product is to (DTERASEVI) it on TV. advertise
11. You employ an advertising (ECYGAN) to create a product image. agency
12. One more of the ‘Seven Ps’ of marketing is (EIRPC): you have to decide how much the
consumer can pay for it. price

Exercise 2. Complete the sentences with terms from the box

appeal consumers decision-making development extend markets penetration
portfolio positioning potential quality research return
portfolio
1. Managers have to understand the …………………of their products.
2. Most companies produce many different products and services. Together this is called the
product ………………….
portfolio
3. Companies market products at particular groups of consumers, so the product is matched to the
consumer. This is called product …………………
positioning
4. Product management is about getting the maximum …………………fromreturn each product.
5. A key objective is to get maximum market ……………….
penetration Which means reaching the most
consumers
………………….
extend
6. Another important objective is to …………………the life of the product.
development
7. This is possible if the product …………………is good. This means changing or importing the
quality
product, to add to its ………………… and …………………
appeal
8. Managers also try to find new …………………for
markets their products.
9. In all cases, product management needs good …………………to
research decision making
help …………….

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B. READING
Exercise 3. Read the passage below and do the exercises that follow
CAMPER
A HISTORY
Camper is the living story of a family business and of a family who have been working together for
over a century - the story of four generations that have dedicated their life's work to the footwear
industry. In 1877, Antonio Fluxa, a shoe craftsman, set sail for England to learn about the latest
industrial manufacturing techniques. On his return, he introduced the first shoemaking machines. In
1975, Lorenzo Fluxa created Camper and in 1981, the first Camper store was opened in Barcelona.
Today Camper has over 1,000 carefully selected points of sale in 20 countries.
B CAMPER FOODBALL
The eating place - built on the principles of bioconstruction, using non-contamination materials and
renewable energy sources - is an ecological space where you can eat alone or with company. Here
people sit on steps designed for a full sensorial experience - a space for conversation and also for
reverie. Nothing to hide - we're offering simple, healthy and natural cuisine, free from any secrets. For
this reason you can always watch us preparing the food Camper Foodball is an eating space designed
to share food culture.
C INFO-SHOP, MANDRID
Camper's third info-shop has opened in the well-known Salamanca area of Madrid. The new store is in
a prize location, at the corner of calle serrano and calle Jorge Juan.
The store design is made up of images, icons and objects which are joined by Camper shoes to create
an enormous visual Camper encyclopedia with more than 900 references. The store becomes a
museum for the visitor to experience. As in the other info-shops the decoration becomes the
information and the information becomes the decoration.
D MUTANTE
The design for this new line was inspired by the old boxing glove and the result... a new concept with
a unique aesthetic and a personality of its own. The Mutante is based on an advanced manufacturing
process known as the "glove" concept, providing maximum comfort and protection for your feet.
Special padded leathers that are extremely soft and, at the same time, resistant, give this shoe a more
"retro" look. The lining, made of a natural material known as Climatex, provides protection against
impact and temperature control, while the insole, of natural materials like wool, cushions the foot
when walking. But the most unique feature of this revolutionary shoe will be a surprise for more than
a few of you! There is no left or right! Each shoe can be used for the left or right foot.

I. Scan the four texts (A-D) about the Spanish company Camper. In which of the texts would you
expect to find information about the following things?
1. How the company was created? …..
2. New store concepts …..
3. Camper’s restaurant business …..
4. Food preparation …..
5. Unique footwear features …..
6. Interior design…..

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II. Read the text again answer the following questions
1. Which cities have info-stores?
2. Where was the first Camper store opened?
3. How many stores in the world sell Camper shoes?
4. What seating arrangements do Foodball restaurants have?
5. How are Foodball restaurants different from traditional ones?
6. What can you find inside an info-shop?
7. What was the inspiration for the Mutante shoe?
8. What is the most unusual feature of the Mutante shoe?

C. LANGUAGE REVIEW
Exercise 4. Write the following sentences in the passive. Do not include the agent if it not
important.
1. Consumer groups have brought the issue of consumer privacy to light.
2. Manufacturers will install smart tags on all sorts of products.
3. Consumer groups are preparing petitions against the use of smart tags.
4. Lorries and trucks transport raw materials to the factories.
5. Supermarkets are considering eliminating checkouts altogether.
6. Consumers should access more information about smart tags.

Exercise 5. Give the correct form of the words (active or passive) in the brackets to complete the
passage
All wines (1-make) …………..in a similar manner. This said, variations may (2-occur) …………..in
the numerous steps according to the type of wine that (3-produce) …………..
Even though most wine grapes (4-harvest) …………..around September 15, the harvest date (5-
depend) …………..on the variety, location and weather. Before harvesting can (6-take place)
………….., the sugar and acidity levels of the grape must (7-measure) ………….. by the winemaker.
Next, the grapes (8-crush) …………..to extract the juice from the pulp.
Fermentation (9-take place) ………….. in large vats and (10-last) …………..between ten to thirty
days. As a general rule, red wine (11-then/ store) …………..in barrels of oak or redwood in order to
give the wine a spicy and often smoky flavour.
Before (12-bottle) ………….., wines (13-usually/ filter) …………..to improve clarity. Finally, the
wine (14-bottle) …………..and (15-label) …………… A good wine can spend years in its bottle
before (16-release) …………..for sale.