номер F, страница 127 - гдз по английскому языку 11 класс учебник Комарова, Ларионова

Unit five.

Listening.

Exercise three B.

Speaker 1: Good afternoon and welcome to our Consumer Affairs program.

Speaker 1: Today, we're looking at young consumers and how big companies try to sell their products to them.

Speaker 1: With us in the studio, we have Shelley Jackson, who works for a leading market research company.

Shelley: Hi.

Speaker 1: Shelley, why are so many big brands targeting teenagers today?

Shelley: Teens are an enormous potential market.

Shelley: In the US, thirty two million teens have a personal spending power of around one hundred billion dollars.

Speaker 1: That is big.

Speaker 1: And your agency does market research into what teens want?

Shelley: Yes.

Shelley: We sell the result of our market research to different companies.

Speaker 1: But why is it so difficult to predict what young people will buy?

Shelley: Ah, the tastes of teens are constantly changing.

Shelley: Teen culture is very fast-paced and social networking and online media are big.

Shelley: Kids today communicate a lot.

Shelley: A third of American teenagers spend two hours a day online and three quarters have their own TV.

Shelley: The average teen sees about three thousand adverts a day.

Speaker 1: That's a lot.

Shelley: Yes.

Shelley: By the age of eighteen, they will have seen over ten million ads.

Shelley: That's why it's so difficult for advertisers to catch their attention.

Speaker 1: How do you find out what teens want?

Shelley: They want the latest and the coolest.

Shelley: So, producers must keep ahead.

Shelley: My agency uses a market research strategy called cool hunting.

Speaker 1: Cool hunting.

Speaker 1: Can you explain how that works?

Shelley: Sure.

Shelley: It's really quite simple.

Shelley: We look for the twenty percent of teenagers who are the coolest.

Shelley: These are the trend setters in teenage groups who influence the other kids.

Shelley: What we do is simple.

Shelley: We interview the trend setters, and call them the cool kids, because they know the new bands, wear the latest fashions and so on.

Speaker 1: That way, you know what is going to be the next big thing.

Shelley: Exactly.

Shelley: But a new product never lasts long.

Shelley: Companies must create new concepts all the time, or risk losing their interest.

Speaker 1: How sensitive are teenagers to environmental issues?

Shelley: Extremely.

Shelley: Survey show that seventy six percent of teenagers are concerned about the environment.

Shelley: That's why many brands like Nokia or Apple promote green products today.

Speaker 1: What other techniques work well?

Shelley: Teenagers have very strong opinions and they want to express them.

Shelley: Networking sites like Facebook have adverts that allow teens to give feedback on products.

Shelley: The same thing is true for online magazines.

Shelley: They offer lots of ways for kids to get involved, sending photos, answering polls, that sort of thing.

Shelley: They're more likely to stay with a brand if they feel they have a say.

Speaker 1: Even if they don't really.

Speaker 1: So, who creates the demand for a new product?

Speaker 1: Is it the teenagers themselves?

Shelley: Smart marketing techniques must make teens believe that they have influenced the brands into producing what they want.

Shelley: But companies sometimes get things wrong.

Speaker 1: How? What do they do?

Shelley: Well, sometimes they just push certain products too much.

Shelley: If it becomes obvious what they are doing, then the kids will stop believing that the product is cool.

Shelley: The cleverest marketing strategy is usually the most subtle.

Shelley: That means the company should know when to take a step back and let the kids decide what is and isn't cool.