I. Read the text again. Give extensive answers to the questions. Use the following

expressions to start your answer. (for more useful phrases use App2)

I may be wrong but I think..........

The way I see it................

It's a well-known fact that.........

1. What is an essential term for a market to exist?

2. What is the subject matter of marketing?

3. What is the main idea of marketing?

4. Under what circumstances does the customer value occur?

5. When and how does the customer satisfaction happen?

 

II. Say whether these statements are true or false. Justify your answer.

e.g. To my mind it is true that.........

  I reckon it is false that........because......

1. The concepts "market" and " marketing" have the same meaning.

2. Marketing has the dual purpose.

3. Marketing management has the same functions as marketing itself.

4. The key goal of marketing is to bring profit for an organization.

5. The profit of a company highly depends on the number of customers.

6. Customer satisfaction occurs when their expectations are higher than the amount of money they have paid.

7. Customer value mostly depends on the price for the product.

 

Vocabulary Development

I. Match synonyms

1. to be referred to	a. to keep
2. goods	b. a consumer
3.to buy	c. to meet wants
4.to be required	d. to be related to
5.a transaction	e. to purchase
6.to satisfy needs	f. commodities
7. a customer	g. a deal
8. to retain	h. to be necessary

II.  Fill in the table for the following words:

commodity

consumer

Value

goal

retain

competition

The example is given to you

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions
product	an article of commerce; an exchangeable unit of economic wealth	продукт; продукция; выработка, изделие	good, item, produce, commodity,...		production, produce, productive,...	product placement,...

III. Fill in the correct word(s) according to the text.

1. in common .....

2. ..... an agreed price

3. an active process of .........

4. the simplest way ......... marketing

5. processes for....,........,....... and........ offerings

6. to meet ...........

7. the art and science of choosing.......

8. the benefits to the consumer ......... of the product

9. customer satisfaction happens .........

10. to become ......... customer

 

IV. Match these word partnerships to their meanings.

1. marketing department	a. is the use of a lot of publicity and advertising to make people interested in something such as a product.
2. marketing manager	b. a general plan or set of plans dealing with marketing, especially over a long period
3. marketing hype	c. the department of a commercial organization that deals with the marketing of products
4. marketing strategy	d. a series of coordinated activities designed to help market a product
5. marketing campaign	e. a person who is in charge of a marketing department or campaign

 

V. Make sentences of your own using the word partnerships in exercise IV

 

 

Language Development

I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. Big picture

e.g. Working on all these details, we have lost sight of the big picture.

2. Get something off the ground

e.g. Now that we have finished the planning phase, we're eager to get the project off the ground.

3.Go the extra mile

e.g. To give our customers the best shopping experience, we go the extra mile.

4. See eye to eye

e.g. It's difficult to agree with my boss about marketing campaign, he doesn't see eye to eye with me.

5. Get your head around it

e.g. I cannot get my head around why our marketing campaign has failed.

II. Complete the text with missing words and word combinations from the box

an intermediary; choose your product; consumer demand; consumer’s decision-making process;  customer;  decision to purchase;  different from the competitors;  direct sales and wholesalers;  distribution network;  overpriced and unnecessary;  public relations;  refers to;  purchase; research and planning;  transaction; underpriced;  using marketing mix;

What is the Marketing Mix?

Great marketing doesn’t happen by pure luck. It may sound easy, but effective marketing takes a considerable amount of 1)…………... Putting the right elements together can be a challenge, but utilizing a framework or marketing mix can help direct you.

In general terms, marketing mix is a variety of different factors that can influence a consumer’s 2) …………..a product or use a service. It most commonly refers to the 4Ps of marketing─product, price, promotion and place which were created by marketing professor E. Jerome McCarthy in 1960.

Instead of leaving it up to chance and hoping that people will do what you want, you can increase your conversions by 3) ……………….. All of the four elements are centered around the………. It is important to know who your audience is and what they care about. Each P stands for a different element that influences a 4) ………………...

#1 Product                              

Product 5) ………..the physical goods or the intangible services that you offer, but there’s more to it than that. It’s also about the experience that users and customers have with your product. What makes customers 6) ……………over others? What problem does it solve? What attracts people to your products or services? They may be attracted to the product packaging, features, ease-of-use, name, quality, design or support. The transaction may be for the physical product. But, the 7) …………is influenced by the entire buying experience.

#2 Price

It is critical to choose the right price for your product or service. If your product is 8) ……., consumers may question its effectiveness or think that it’s “too good to be true”. On the other hand, if you price your product too high, consumers may see it as 9) ……………. There are a number of pricing strategies that businesses employ. The strategy that you choose should be based on the value of your product, the production and distribution costs, 10) ……………and competitive landscape.

#3 Place

Place refers to the distribution of your product. How will customers find and purchase what you’re trying to sell? Will it be sold in retail stores or exclusively online? Two of the most common distribution channels are: 11) ……………….

If you run a local retail business, you will likely use direct sales at your location. You may also offer certain items through an online store. Whether in-store or online, you are the primary contact managing and shaping the customer experience.

Another option for businesses is to sell through 12)…………─a wholesaler or reseller. If you sell through Walmart or Amazon, you would fit into this category. The advantage of working with a wholesaler is that they tend to have a wider 13)…………….and larger customer-base.

#4 Promotion

Note that promotion isn’t synonymous with marketing. Promotion focuses on how you will communicate your product to people. Before you can jump to the 14) …………… part, you need to let people know what your products and services are, what they offer customers, and why they are worth buying.

Ask yourself and clearly answer the following questions: What makes your business 15) ……………………..? Is it a lower-price? Higher quality?Fasterservice?Moreflexibility?When selecting which channels to use for promotion, remember that your audience is the focus. What types of content do they consume on a daily basis? Where are they located? Whendo they most actively consume your content?

Some channels that you may use for promotion are: word-of-mouth, podcasts, radio, social media, email, press releases, 16) ……………, print, television ads, and pay-per-click (PPC) ads.

 

https://toggl.com/marketing-mix-4ps/