rs Ere Asking | questions | 7 Marketing | market ......is necessary, This gives them a ‘consumer ......%, that is to say a kind of picture of the typical customer. It isa picture not only of the customer's needs and wants, but also of their beliefs and values. Ifthe brand then clearly reflects those values, itis more likely to be successful ‘The customer has so much ...,,,6 nowadays that a good brand is a necessity, so that one product is clearly different from another in his or her rind A good brand of course has long-term benefits, as it will ......7 to many iy different market ,,,,.,° and to people from different cultures. ef 1 a) informative b) competitive conservative Fy 2 a)sales b) sell sold cl 3. a)wishes b) needs Oorders S 4 a)study b) research science Em 5) summary b) report 9 profile 6 a) choice b) option suggestion 7 adattract ) persuade © appeal 8 a)shares b) portions ©) segments, @ Use the words in the box to complete the questions. [wher howlong how many how much what which who why isa A A lle aed alt did you launch this advertising campaign? didn’t you contact an advertising agency? money did you spend on the campaign? sssay New products did you launch? Was it two or three? did you target your new product at? market segments has your product been most successful in? do you expect people to continue to buy this product? is your sales forecast? 1 2 3 Bosses 5 6 7 © Match the Marketing Manager's responses (a —h) to the interviewer's questions in exercise A. a) Almost 20,000 euros. b) As | said, it's been doing extremely well, and we expect a considerable increase in winter. ©) Inlate spring. d) So farit’s been doing very well with middle-class males in their thirties to mid-ffties. €) We had health-conscious people in mind, as well as the elderly. #). We think it will have a life cycle of about three years. 8) Well, we lke to rely on our own people. hh) This time only one, in fact. But itis a very special product indeed Oo Oo O Oo O Ld O