Roger Bray
Corporate hospitality is evolving. Once it simply meant going to watch horse racing and filling your clients with champagne. Now, more and more, guests prefer entertainment in which they can take an active part. The change is similar to what is happening in the leisure travel market. There is now a desire for more than just going to Mediterranean beaches for the sunshine, creating demand for what holiday operators like to call 'soft adventure'.
Hosts see it increasingly as a more effective way of building relationships. 'The trend is towards anything from flying light aircraft or off-road driving to shooting and fishing,' says Wayne Moss, vice-chairman of the UK Corporate Hospitality Association.
'Golf is now the number one hospitality sport - but people want to play rather than just watch.' Five years ago, only about 25 percent of entertaining involved some form of active participation. Now, he estimates, the proportion is close to 40 percent. 'Many companies think they can get closer to people by getting them to drive a tank*, for example, rather than by just giving them drinks.
'Another big change has been the increasing involvement of women in such activities. It used to be a "boys only club". When I came into this industry in 1990, you hardly ever saw a woman at participation events. Now they probably represent about 20 percent.'
* A tank is a powerful military vehicle with a very large gun.
From the Financial Times
VIII. Which do you think are the best ones for corporate entertainment? Why?
o watching horse racing
o flying aircraft
o driving, but not on normal roads
o shooting
o playing football
o fishing
o watching football
o playing golf
o riding horses
o watching golf
o driving tanks
IX. Make a summary of the text
X. Render the following text into English
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, , , . , .
, (teambuilding), , . ( , , PR-), - .
(Team work) , . , , . , , .
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, . , , , .
UNIT 7. MARKETING
I. Lead-in
What do such words as selling, salesperson and advertising have in common?
Think of effective methods of gathering market information.
Would you agree to participate as a potential consumer in marketing research?
II. Study the vocabulary
in simple terms ,
in order to
to satisfy (, )
profitable
marketing mix , - ( , )
levers
to refer to , ,
to charge for
pricing option
wholesaler ,
customer segment / market segment , , (, , )
distribution channels
pre-sales information
after-sales services ;
four Ps : , ,
four Cs (customer solution / customer cost / convenience / communication) : , , ,
customer cost
to determine ,
to match consumer needs
to mold ,
customer helpline
customer orientation
consumer profile , . , , , , , , .
high profile
to draw the crowds
per capita ,
relaunch ; ,
to reinforce ,
