GLOBAL BRANDS BUSINESS VOCABULARY IN USE (ADVANCED)

 

BUSINESS VOCABULARY IN USE (ADVANCED) 27. GLOBAL BRANDS

 

A Steps abroad 1 Gianna Paolozzi is marketing manager for GI, an Italian company that makes ice cream: ‘We started to get orders from Scandinavia and we wondered how people had heard about us! So we contacted agents there who could help us to sell the ice cream – this was indirect export, and they represented us. These exclusive agents each had their own sales area. B Steps abroad 2 ‘Then we started licensing our production techniques to companies abroad, selling them the rights to produce ice cream under licence for their markets. In Thailand, for example, we had a licensing agreement with a company to produce and market our ice cream C Think global, act local ‘Some companies offer exactly the same products all over the world. Theirs are global offerings. But we try to adopt our products to individual markets and local tastes. For example, some countries prefer sweeter flavours in ice cream. Marketers talk, informally, about glocalization. EXERCISES 27.1 Complete the emails from a Canadian company called AFM (Advanced Far Machinery) with correct forms of expressions from A and B opposite. (Some expressions are used more than once.) Now put the emails into their probable chronological order. 27.2 Look at section C. Does each of the companies 1-3 below a) have a standard global offering, or b) adapt its products to specific markets? 1. a washing machine company that makes top-loading machines for some markets where kitchens are small 2. a furniture company that sells exactly the same products round the world.

ANSWER KEY