INTEGRATED SKILLS

Intermediate level
Unit 9 – The Customer
CUSTOMER
NEEDS

What?
Reading
1. Read Part A + Answer questions

1. Marketing expert
2. 65,000 product successes & failures
3. Learn from McMath’s experience & seeing the vast
collection of successful & unsuccessful products

2. Read Part B + Complete the chart

PRODUCT WHY FAIL?

Peanuts sold in a coffee packet The message is not clear;
Not used correctly by the consumer
Bottled water for pets Bad idea/ too expensive
Smokeless cigarettes Ignores why people buy cigarettes
CUSTOMER CUSTOMER
NEEDS SATISFACTION

What? How? Mass Production

Listening
1. Read the text  Discuss:
Advantages Customers
Mass Production ?
Disadvantages Workers

Produce large
numbers of the
same product very
quickly, using
industrial processes

Customers Workers
Advantages Cheaper Higher profits  higher wages
More reliable products Hard + Boring tasks = machines
More choice
Disadvantages Homogeneity Fewer jobs
Pollution
Listening

Ralph Straw – A futurologist

Part A Part B
Interview Discussion

1. Past:
1. At first, it’ll beany
bought expensive,
car but when it becomes
more
Now: standard, the prices&will
more demanding come down.
customize
2. Eg:
2. It’s Choose
already color,
started in the
kind USA, and
of seats, it willDVD
options: become
player
more
3. 1 inpopular
100,000 here in the next 5 or 6 years
3. If they don’t change quickly, they won’t survive.
CUSTOMER CUSTOMER
NEEDS SATISFACTION

What? How? Mass Production

Mass
Customization

C.R.M
 Speaking

Groups of 4:
1. What businesses can do to keep customers?
2. Case study – Finnmode
- What problems?
- How to improve customer relations?
Homework

• Grammar & Writing (p.57 & p.59)

• Workbook
• Read Writing Unit 10 (p.65)
 teach your friends
THANK YOU!
How to improve:
Good products
Good service
Correct price compared with quality
Listen to customers
After-sales service
Training staff
Keep employees satisfied
• Stores: long way out of town
long wait at check out
not good environment for children
• Ordering: wait at home all day for deliveries
wrong products: delivered
drivers are in hurry & can't check everything there
waiting on telephone to place order or ask about
• Goods : too busy to construct themselves or hate DIY