Products

1
Products

• Presenting a product

2
When we think of products we usually think of
tangible products

• The products we can see or touch computers on
  the desk or cars in the showroom
• We think of physical objects or things while
  products very frequently come in the form of
  services
• We also mention primary products like coal or
  agricultural goods

3
We must keep in mind that

• Manufacturing forms only a small part of most
  advanced economies only 17 of the US economy,
  for example
• However, some kind of manufacturing is present
  just-in-time ordering of components and total
  quality management

4
Just-in-time (JIT) is

• A management philosophy that reduces
  manufacturing waste by producing the right part
  in the right place at the right time
• In this control system no products are
  manufactured until they are needed
• Just-in-time manufacturing coordinates demand and
  supply so that desired materials arrive just in
  time for use

5
The question is do economies need manufacturing
at all to survive?

• Manufacturing as a physical process may not be
  necessary but most people still feel sorry when a
  traditional factory closes
• There is something more real about work in a
  car factory than in a call centre (the call
  centre sells intangible products such as
  mortgages and more and more services are
  described in product terms)

6
Economies in different parts of the world are at
different stages of development

• The difference is mainly in the way the products
  are bought and perceived
• In newly industrialised countries (in Asia), more
  and more people are now able to afford consumer
  durables (washing machines...) for the first
  time. Companies that sell these products can make
  large amounts of money.

7

• In the West, the market for televisions or
  washing machines is basically one of replacement
  (the products are not repaired but replaced).
• In a situation like this, design, brand name and
  image become more important. Some luxury cars
  become more affordable, and manufacturers have to
  stay ahead of the game to avoid their brands
  being perceived as ordinary.

8
Consumerism is a modern force that manufacturers
have to take into account

• It is an increased consumption of goods seen as
  economically beneficial
• It is also a term used to describe the effects of
  identifying personal happiness with purchasing
  material possessions
• There is some difference in the way people
  preceived the products in the past and the way we
  see them today the cars, televisions and washing
  machines of the 1950s had more style and they
  were made to last, but modern products are
  techically better now.

9
When a new product is developed it must be tested

• Animals are very often used to test products
  which causes protests in some parts of the world
• Some people volunteer for medicine testing which
  is not without consequences for their health (in
  return, they receive money)
• Product testing represents an important and
  costly stage in its development

10
Medtronic of the US is the worlds biggest maker
of medical implants

• The company specialises in implanted devices that
  manage heart disease and epilepsy and could start
  trials (testing) in humans
• The implant is inserted under the skin by the
  chest and wired up to receive signals from the
  brain
• If all goes well in the clinical trials, products
  could be in routine use later this decade

11
Do multinational companies help the world economy
by manufacturing in developing countries?

• This is one of the key issues in the
  globalisation debate
• Pro-globalisers say that this is a good way of
  getting poor countries onto the development
  ladder (after assembling multinationals
  products, countries with the right leadership
  will start manufacturing their own products)

12

• Anti-globalisers say that multinationals take
  advantage of low wage costs and then move on
  somewhere else if they rise too high
• The present trend is to move production to some
  Asian countries which offer the cheapest labour
  force

13
Do companies spend too much on launching and
promoting new products?

• Unfortunately, some products have high marketing
  and advertising costs which increase the real
  cost of goods
• It is also true that competition depends on good
  communication and marketing, and this competition
  drives down the cost of products in the long run

14
Some new products are produced by one company and
put together by another

• In this case it is important that the two
  companies communicate often enough
• The best example is Shimano, the worlds biggest
  maker of bicycle components
• Mr. Shimano himself often borrows a bike form the
  companys RD division to keep in touch with what
  researchers are up to
• In this way he can test the part and evaluate it
  form the customers point of view

15
Launching a new product Kiwifruit

• Zespri is risking millions of dollars on the
  launch of an entirely new product-the bald, gold
  kiwifruit
• Nevertheless, the company must be careful to
  continue to promote the traditional hairy green
  variety which has big annual sales and it is New
  Zealands single most important fruit export

16

• In Japan Zespri managers decided to emphasise
  some of the fruits qualities to make it more
  attractive to Asian tastes (sweeter)
• The result it is selling very well (apart from
  different taste, the new kiwifruit is bigger)
• The successful launch of the gold fruit is
  expected to increase profits in the long term

17

• The Marketing Board has already signed contracts
  with the four largest kiwifruit co-operatives in
  Italy, and planting has begun
• The area for planting is expected to grow
  steadily, eventually producing millions of trays.

18
Presenting a product

• Useful language

19
Introducing the product Describing the
product

• This is our new product.
• Im going to tell you about our new product.

• Let me tell you about its special features.
• Its made of leather/wood/steel/aluminium.
• It weighs just 2.3 kilos.
• It comes in a wide range of colours.

20
Mentioning selling points Inviting questions

• It has several special features.
• A very useful feature is the energy-saving
  design.
• Another advantage is its very small size.

• Does anyone have any questions?
• Would anyone like to ask a question?
• Stating the products uses
• Its ideal for travelling.
• Its designed to be used with any type of
  material.

21
Comparison of adjectives

• Past perfect

22
Comparison of adjectives

• There are three degrees of comparison
• positive comparative superlative
• dark darker darkest
• tall taller
  tallest
• useful more useful most useful

23

• Short adjectives (one syllable) add er and est
  to the positive form bright, brighter, brightest
• Long adjectives ( three and more s.) add more and
  most before the positive frightening, more
  frightening, most frightening / beautiful, more
  beautiful, most beautiful

24

• Adjectives with two syllables can follow one or
  other of the above rules
• Those ending in ful, -re take more and most
  (doubtful, obscure)
• Those ending in er, -y, -ly take er, est
  (clever, pretty, silly)

25
The Past Perfect tense

• Form
• HAD past participle of the main verb
• (had eaten, had entered, had bought)
• Use
• The past perfect tense is mainly used to
  describe an action which happened before another
  past action
• After I had written the letter I went out to
  see Ann.

26
Complete with either the simple past or the past
perfect tense

• When the old lady (return) to her flat she (see)
  at once that burglars (break) in during her
  absence, because the front door (be) open and
  everything in the flat (be) upside down. The
  burglars themselves (be) no longer there, but
  they probably only just (leave) because a
  cigarette was still burning on an ornamental
  table.