I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer.

That goes without saying...............

To my mind....................

I have no doubts that.............

1. How can a company identify their target market?

2. Why is it essential for any company to conduct market segmentation?

3. What ways do companies use to segment the market?

4. What customer traits are described by each way of market segmentation?

5. What is the role of a customer profile?

 

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. Marketing strategy helps a company to identify their target market.

2. Market segmentation allows a company to satisfy all customers’ needs.

3. Grouping consumers according to their age, gender, race, religion, nationality, occupation, income, marital status and social class is demographic approach to market segmentation.

4. Customers location and climatic conditions are taken into account in geographic approach.

5. Behavioral approach to segmentation is affected by prices for goods.

6. Psychographic type of segmentation is enough for marketers to give a full description of the target audience.

7. A customer profile is a full description of a potential customer.

Vocabulary Development

I. Match synonyms

1. critical	a. full
2. to cater	b. to specify
3. to be categorized into	c. to concentrate on
4. to affect	d. important
5. to establish	e. feature
6. brand ambassador	f. to supply
7. to focus on	g. data
8. to identify	h. influence
9. trait	i. an official representative of the brand
10. information	j. to introduce
11. comprehensive	k. to fall into

 

II. Fill in the table for the following words:

income

purchase

loyalty

campaign

profile

evaluate

 

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

III. Fill in the correct preposition where necessary according to the text.

1. establish their target market is ……..market segmentation.

2. to satisfy the needs of all consumers ………..the same products

3. to cater…. groups of consumers ….different ways

4. according ….their traits

5. they can be categorized ….four main groups

6. to better appeal …. its customers

7. a graphic T-shirt will likely differ …..

8. Where a consumer lives affects ……their interests

9. there is not a high need …those products

10. they have already purchased ….. the company before

11. the idea is to focus …. the lifestyle

12. customer profileshould include …information … all segmentation categories

IV. Match these word partnerships to their meanings.

1. a customer profile	a.the fact of a customer buying products or services from the same company over a long period of time
2.customer service	b.people who buy or use a particular product or service
3. customer expectations	c. the way that companies behave towards their customers, for example how well they treat them.
4. customer loyalty	d. a measure of how happy customers feel when they do business with a company
5. customer base	e.a prospective buyer
6. customer satisfaction	f. a description or analysis of a typical or ideal customer for one's business
7. a would-be customer	g.the perceived value or benefits that the customers seek when purchasing goods or services

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. back to the drawing board

e.g. This project is not going as planned, let’s get back to the drawing board and fix what’s going wrong.

2. from the ground up

e.g. Building a company from the ground up can bring you great pride if you are successful.

3. the bottom line

e.g. At the end of the day, what shareholders care about is the bottom line which will determine the dividends they take home every year.

4.uphill climb

e.g. This project requires a lot of efforts, it's an uphill climb.

5. smooth sailing

e.g. Once our largest competitor went out of business, it was smooth sailing.