CONSUMER NEEDS AND SCHEDULE THE RIGHT EVENT

Evaluating the viability of bringing events to a community has not changed much lately. Consumers, of course, have become more sophisticated and selective; as the cost of entertainment has risen, they have become more discerning about spending their money. When a consumer is spending $7.50 for a movie, he or she does not want to make the wrong choice and, thus, will check reviews and talk to friends before deciding to buy a ticket. If someone is going to spend $30 (or more) for a concert ticket, the demand for quality increases considerably. And, if a two-day ticket to a cultural or athletic festival is $50 or more, the buyer would probably ask for a written guarantee about who is performing or competing if he or she thought it would be forthcoming!

2.1. Listen to the text “How To Evaluate Consumer Needs And Schedule The Right

Event”.

2.2. Read and translate the text.

2.3. Answer the questions on the text.

1. How much has evaluating the viability of bringing events to a community

changed lately? 2. What has happened to consumers lately? 3. What do the consumers do before to spend money on entertainment? 4. Demand for what increases considerably? 5. What guarantee would a buyer probably ask for while purchasing a two-day $50 ticket to a cultural or athletic festival?

2.4. Find English equivalents in the text for the following.

оценивать, жизнеспособность, мало изменилось за последнее время, пот-

ребитель, возрастать, умеющий распознавать/проницательный/искушенный, сделать неверный выбор, тратить, кино, намереваться/собираться, требование к качеству, увеличиваться, значительно, спортивный праздник, вероятно, покупатель, письменная гарантия, выступать, соревноваться, ожидаемый/вероят-ный, планировать, потребности потребителя, утонченный, разборчивый, стоимость, развлечение

2.5. Insert articles if necessary.

HOW A”TIME LAG” CAN AFFECT SALES

1. There is … time lag, that is, … length of time between bidding and … actual staging of … event. 2. With concerts and many cultural events, this is … short time frame, usually just months. 3. But with many world class events, this can be years (e.g., Los Angeles was selected for … site of … 1984 Summer Olympic Games in 1978). 4. Economic conditions can change. 5. Promoters are not economists, but if … significant amount of time will elapse between the bid and … event, try to determine what economic developments may impact the community during that time period.

2.6. Fill in the blanks with the prepositions if it is necessary.

1. Conditions are not, … course, always obvious. 2. To get a closer look … what to expect, consult the local chamber … commerce. 3. The chamber can give promoters fairly accurate information … who is moving in and who is heading out, which companies are cutting back, and which are hiring. 3. They usually know … legislation that will impact business, which, … turn, will impact hiring—and that, … course, is going to impact the paychecks … those … the community (i.e., the ticket buyers).

2.7. Complete the sentences with words from the box.

GENERATING EXCITEMENT TO SELL TICKETS

1. Certainly, staging … takes a certain amount of "G&G" (guesswork and guts).

2. But there are … that will help cut down the uncertainty. 3. The … questions: 4. Does the event generate …? 5. An Olympics will involve everyone, but what about the … of the gymnastic trials, soccer, weightlifting, or ice skating? 6. Do consumers in the … feel strongly about any of those events? 7. The legendary Ed Sullivan was once asked how he kept his national television … going for so many years. 8. "It's … ," he answered. 9. "The one emotion I try to generate in an … is excitement. 10. As long as I can excite the audience I will be … to keep them."

2.8. Have a dictation.

Staging world class and special events is no different. People seldom attend events out of an obligation to the community. They come to be entertained and thrilled. But, what may be exciting to people in Cleveland or Indianapolis may be a bore to the folks in New Orleans and Pittsburgh. Anyone who wants to promote and manage a special event in their community, must keep that in mind. Communities differ, sometimes radically.

2.9. Translate the following into English.

При организации спортивного любительского соревнования менеджер

всегда стоит перед различными проблемами: Какие спортсмены примут участие в соревнованиях? Примут ли участие какие-либо знаменитости? Контролировать такие аспекты всегда трудно, если только это не соревнование, правила которого требуют участия спортсменов определенной квалификации. Исключение составляют Олимпийские Игры и подобные им состязания.

В качестве примера можно привести проведение Панамериканских Игр 1991 года на Кубе, когда большинство лидеров мирового спорта проигнорировали это мероприятие, чтобы принять участие в иных соревнованиях в Европе. Это мало повлияло на посещаемость зрителей в Гаване. Но в США, такое совпадение имело бы разрушительный эффект, так как американские зрители ходят только на знаменитостей.

2.10. Act out the conversation.

- Should a manager match a special event to a particular market?

- Exactly! And let me say that matching your special event to a particular market is not an easy task.

- How can one get success here?

- You should keep in mind that consumers are more discerning than ever.

- You have said it.

- You should remember that positive word-of-mouth is critical.

- Market knowledge is a must for the manager, isn’t it?

- Yes, it is. Besides you should measure your event’s potential by the previous performance of a similarly located event.

- I think that the local economy is key indicator of success.

- So do I. Utilize local information sources, such as the chamber of commerce.

- What is consumer motivation here?

- Consumer motivation is entertainment.

2.11. Retell the text “How To Evaluate Consumer Needs And Schedule The Right

Event”.

III. Text II.

THE RELATIONSHIP BETWEEN SALES

AND THE EVENT'S SUCCESS

Promoters soon ascertained that recording acts that were heavy sellers of cassette albums and LPs would also be heavy sellers of concert tickets. There was a direct correlation between the price of the album and the cost of the concert ticket. More than five years after the Beatles' debut, Eubanks' company decided, after calculating the relationship between album sales and concert tickets, that it would became the first to promote a concert by another relatively unknown musical group, the Bee Gees. According to Eubanks' analysis of the most recent release by the Bee Gees, they would be a sure sell-out. And they were.

Today, nearly every event—cultural or athletic—has a yardstick that prospective promoters can use to determine if an act or event will be a success in a community. The easiest technique is to:

• Call another area where the event has taken place;

• Find out how it "pulled";

• Ask what kind of advertising and promotion went into it;

• Determine the similarity of that market to yours;

• Ask about the problems;

• Check the costs, profits, overhead, and economic impact on the community;

• Ask about the political considerations;

• See if there were difficulties with local groups and politicians; Why?

• Ask yourself whether you would have the same problems in your area.

Most promoters will share this information if they know you are not going to compete directly with them. For some events, little research is required. That is, they will sell out simply because of the nature of the event. World-class events fall into this category, as well as many special local events that attract wide community attention.

3.1. Listen to the text “The Relationship Between Sales and the Event’s Success”.

3.2. Read and translate the text.

3.3. Answer the questions on the text.

1. What did promoters ascertain? 2. There was not a direct correlation

between the price of the album and the cost of the concert ticket, was it? 3. When did Eubank decide to promote a first concert of the Bee Gees? 4. Why did they do it? 5. What can a prospective promoter use to determine if an event will be a success? 6. Are there any yardsticks here? 7. Name the easiest technique to avoid problems here. 8. Who can share the necessary information on the matter? 9. Why will they do so?

3.4. Find in the text English equivalents for the following.

успех, взаимосвязь, прямое соотношение между ценой и стоимостью, продажи, устанавливать /выяснять, долгоиграющие пластинки, звукозаписи, тяжело /плохо продающийся, дебют, после, считать, решать, относительно неизвестный, в соответствии с, анализ, опубликованный материал /сообщение для печати, полностью распродавать, критерий, пользоваться успехом, самый простой способ, несомненный/непременный, техника, выяснить, подобие /сходство, рынок, проверять, доход /прибыль, накладные расходы, влияние, политическая конъюнктура, поделиться, конкурировать, требуются, научные исследования, просто, характер мероприятия, подпадать под категорию, внимание широкой публики

3.5. Use the proper articles if necessary.

FORECASTING SALES IN A CHANGING ECONOMY

1. Promoters should evaluate … local economy. 2. Regardless of how

attractive … event, if … area is in dire economic straights, attendance will suffer. 3. In … Northeast section of … United States, for example, … economy has been soft for more than two years. 4. In … Southwest, the oil states were in the doldrums for … past two to three years. 5. In … Midwest, however, … economy remained relatively stable in … 1980s, with little shift during … past decade. 6. Regional effects such as these economic conditions can play … major role in … success of your event.

3.6. Listening comprehension text

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