To attract, to communicate the value, service, critical, link, requirement, to satisfy the needs, to exchange, to position, target market, market segmentation, buying behavior, to consume, consumer, long term, marketing mix, to set prices, attractive, distribution, promotion, after-sales service, advertising, pricing.
Ex.3. Fill in the gaps with the words from the box.
| Distribution consume requirements attractive pricing link targets exchange |
1. The new car model meets the ____________ of its target market.
2. The new lights _________ less electricity.
3. The camera has many ___________ features at a very ____________ price.
4. She was responsible for product _____________.
5. At the conference there was a useful _________ of information.
6. Doctors have found a______ between smoking and cancer.
7. The government must control the _________ policy of monopolies.
8. Tourists are often easy __________ for thieves.
Ex.4. Answer the questions.
1. What is marketing? Give several definitions from the text. Give your own definition of marketing. 2. Who benefits from marketing? 3. What is a target market (target group)? 4. What is market segmentation? 5. What are the components of marketing mix? 6. What principle should be observed in setting prices? 7. What ways of product promotion do you know? 8. Do you agree that marketing is the main factor in business success?
Ex.5. Discuss the following issues with your partner.
What products have you bought recently? Do you remember about marketing mix? Which of the four Ps (product, price, place, promotion) influenced your decision to buy the product? Did you buy the product because you really needed it and it met all your requirements? Did you buy it because the price was low? Did you buy it because the shop was on your way home? Did you buy it because you remembered the slogan you had heard hundreds of times?
Why do you usually buy? What influences your choice?
Share with the group what you have learnt about your partner’s buying behavior.
Ex.6. Before watching Video 7 study the following word-combinations:
demographic – группа населения
background – основные сведения о человеке
adult – взрослый человек
to market smth to smb – предлагать, рекламировать
to afford – позволить себе
gender – половая идентичность
widowed – вдова, вдовец
divorced - разведен
income level – уровень дохода
luxury item – предмет роскоши
appealing - привлекательный
Ex.7. Watch Video 7 (“How To Determine Your Target Audience”). Write down what aspects should be taken into account when you try to determine your target audience. Together with your group make up a list of key things one should remember while determining the target demographic.
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Imagine that you are a marketing expert. Give a talk about how to determine one’s target audience.
Ex.8. Define the target market for the following products (define the age, sex, job, income level of the consumers).
· Barbie doll
· tablet computer
· Rolls-Royce
· snowboard
· Chanel № 5
· microwave oven
· iPhone
· Lada Niva
Was it always easy for you to define the target group? Think of other products that are targeted at specific groups of consumers.
Advertising
Ex.9. What comes to your mind when you think about advertising? What ways do companies use to advertise their products? What do you think is the most effective way of advertising?
Ex.10. Read the text.
Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.
In Latin, ad vertere means "to turn the mind toward." The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers.
Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.
As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain – that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change. To persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.
The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:
· Attention (or Attract)
· Interest
· Desire
· Action.
These are the four steps you need to take your audience through if you want them to buy your product or visit your website.