Products

Presenting a product

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

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

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

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)

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.

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.

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.

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

Medtronic of the US is the world’s 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

Do multinational companies help the world economy by manufacturing in developing countries?This is one of the key issues in the

globalisation debatePro-globalisers say that this is a good

way of getting poor countries onto the development ladder (after assembling multinational’s products, countries with the right leadership will start manufacturing their own products)

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

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

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 world’s

biggest maker of bicycle components Mr. Shimano himself often borrows a bike form

the company’s R&D division to keep in touch with what researchers are up to

In this way he can test the part and evaluate it form the customer’s point of view

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 Zealand’s single most important fruit export

In Japan Zespri managers decided to emphasise some of the fruit’s 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

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.

Presenting a product

Useful language

Introducing the product: Describing the product:

This is our new product.

I’m going to tell you about our new product.

Let me tell you about its special features.

It’s made of leather/wood/steel/aluminium.

It weighs just 2.3 kilos.

It comes in a wide range of colours.

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 product’s uses:

It’s ideal for travelling. It’s designed to be used

with any type of material.

Comparison of adjectives

Past perfect

Comparison of adjectives:

There are three degrees of comparison:

positive comparative superlative

dark darker darkest

tall taller tallest

useful more useful most useful

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

Adjectives with two syllables can follow one or other of the above rules:

1) Those ending in –ful, -re take more and most (doubtful, obscure)

2) Those ending in –er, -y, -ly take er, est (clever, pretty, silly)

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.

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.