eo Marketing OVERVIEWYV Vocabulary \— Word partnerships Ustening Successful marketing (Cy Readine Selling dreams Language review ‘Questions SKUs Telephonir exchanging information Dy Gsestudy Kristal Water SELUg) © €) ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps' ato 4 to the definitions a) tod). 4 Product ) the cost to the buyer of goods or services 2 Price b) informing customers about products and 3 Promotion _ persuading them to buy them 4 Place ©) where goods or services are available 4) goods or services that.are sold O) 74 Usten to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place. @ Think of some products you have bought recently. Why did you buy them? Which of the four Ps influenced your decision to buy? © Tell your partner about a marketing campaign that impressed you. ej7 Marketing PE Cing) @) foreach group of words. tos: Word a) fillinthemissing vowels. partnerships b) match the words to the definitions a) to ¢). | a) the percentage of sales a | 2 company has tbs. eatth—| 4) Frommation aboud what austonits 4. market s_gm_nt hankanaliiecd sh_re | ©) agroup of customers of similar age, =f ene ean oe Th lv a) description ofa typical customer 2 consumer | pr_t_t_ b) where and how people buy things as ) things people buy for their own use e) introduction of a product to L_nch the market 3 product |1_f_cycl_ | ) length oftime people continue to buy Pie: |. aproduet ee 0, sét of praducts made by a company a) how much a company wants to selt in t_ricst |. apetiod b) how much a company thinks it will 4 sales fleites soll ina period 9) how much a company has sold in aperiod tiig_t a) abusiness which advises companies c_mp__gn | _ ovadvertising and makes ads Sennen | b) an amount of money available for & advertiang | Ode advertising during’a particular period |_g_ney ©) a programme of advertising activities ‘vera period, with particular airs © Choose a well-known product for each of these product categories. a cars Mercedes 2 Newspapers and magazines 3 watches/jewellery & clothing Give typical consumer profiles for each product. include the following: age sex job income level other products the consumer might buy @ Consider the products that you described in Exercise B. How could you tryto ineraaca their calac?Ly Marketing Successful marketing A Mirjana tlic @ P72 Listen to the first pert of an interview with Mirjana Ilic, Vice President, Marketing, at Pearson Education and complete the chart. Good creative La npsign 1— Reaching theright Successful Good marketing Clear marketing marketing ‘communications Working well with Producing: __ what customers they want it Customer orientation, at the right ina way that's © (270 Listen to the second part of the interview and answer these questions. 1. Which campaign was most memorable for Mirjana? 2 Why did she findit memorable? 3. Whatwas the fantastic strap line (slogan)? 4 What other strap lines do you know? @ (P72 Listen to the tast part ofthe interview and answer these questions. 4. Whattype of compary was involved? 2 Whatwas the promise? 5 iy uid wappear successtatat mse? 4 Why did they end the campaign? © Complete this extract from the interview. “The campaign was badly . resulted in a lot of negative . and it so badly.. . forthe company.”