Marketing: B1

Module 1: Analyse Status Quo

Range

Features

Target customer

OUR PRODUCT
Unique Selling Proposition (USP), comparison with competitors

Use, benefits

Which of the types of info in the mind map do these words or patterns relate to?

it is used for it helps you to it enables you to reliable market segment wide (choice) we are the only company who

the most effective we deliver faster competent pragmatic customer-oriented tailored

Which types of information in the mind map do you have to explain most often?

Simona Petrescu

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Lesson 2

Marketing: B1

Module 1: Analyse Status Quo

WORDS 1. Match these product features to their definitions: 1. reliable 2. effective 3. efficient 4. economical 5. prompt 6. competent 7. pragmatic 8. customised / tailored a. it is adapted to the specific needs of one customer b. it works quickly c. it has the results you want d. it always functions without mistakes e. it is based on know-how f. practical, for real-life needs

g. it works well with few resources (time, etc) h. it is cheap to use

2. What are the names of these features? The product / service is... reliable effective efficient prompt competent precise professional The ... of the product / service reliability

3. Tick the words below that can describe your products or services.

effective efficient prompt flexible accurate valuable

tailored / customised to (in)expensive high / low / average (quality etc) competent professional easy to use

innovative reliable responsive precise popular

Simona Petrescu

-2-

Lesson 2

Marketing: B1

Module 1: Analyse Status Quo

STRUCTURES Check the Help Page (Comparing things), then do the following.

1. Compare the following things: a. market statistics, quarterly sales figures (useful to you) b. computer-based learning, presentations, class discussion (effective) c. nuclear power, solar power (reliable, safe)

d. Volkswagen, Rolls-Royce (economical, fast, comfortable) e. communication via email, telephoning, letters (prompt, cheap) f. work by hand, work done by robots (precise, valuable, high quality)

g. services of large companies, services of small companies (professional, efficient, flexible)

2. Choose 3 products or 3 services in your industry and compare them. You can use the words on page 2.

3. What is important to your company when developing a new product? Rank these items in their order of importance for your context. Then explain your choices.

Customer complaints about your existing products Market information on consumer trends Competition The need to bring out original, innovative ideas

Simona Petrescu

-3-

Lesson 2

Marketing: B1

Module 1: Analyse Status Quo

SPEAK 1. Which is your... Most profitable product? Most competent competitor? Most reliable service or product?

2. Think of 5 features describe your products / services (you can choose from page 2). Add one reason for your choice. Then add a contrast to a competing product. Our products are high-quality, because..., unlike other products, which dont ... / while the competing products are more / less .... Our products are high-quality, becauseIn contrast, the other products... 3. How can you describe your product / services in terms of: Price Customer orientation Speed Overall quality

4. Why should customers choose your products / services rather than your competitors? Select the areas that are relevant to your business and discuss your ideas. Customer relations. Staff attitude and helpfulness Processes and procedures. Filling in forms; establishing needs; advice; follow-up Ordering. Filling in forms, order confirmation; procedure if conditions have to be changed Information. Detailed product info; clear instructions for use Product quality. Composition / ingredients; active life; running costs; environmentally friendly Customization. Ability to customize your products to the customers specific requirements Additional services. Guarantees; service contracts; training in how to use and maintain the product Customer service. After-sales access; telephone help; maintenance and servicing Financial. Payment; flexibility of terms Other ?

Simona Petrescu

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Lesson 2

Marketing: B1

Module 1: Analyse Status Quo

Help Page
Lesson 2

Comparing things
A B C

A is slow reliable BUT: good bad much / many little

B is than A slower less quick more reliable less risky better worse more less

C is the (of all) slowest least quick most reliable most risky the best the worst the most the least

Presenting a product
product mix product portfolio product line product lifecycle Features
We offer high-quality services.

Range
We offer a (wide) range of... Our product comes in .. colours / sizes etc

Target customer
Our product etc is mainly targeted at. Our products / services are mostly useful for. We target a population aged...

flexible, effective, economical, prompt etc

OUR PRODUCT
USP, comparison with competitors
We are the only our product is the most... Our competitors provide., while we deliver... Our products / services are more... than... We deliver on-site, unlike / in contrast to our competitors.

Use, benefits
Our product enables our customer to It is most effective for It helps to... It is used for -ing

Simona Petrescu

-5-

Lesson 2

Marketing: B1

Module 1: Analyse Status Quo

Key
Page 1 work on the mind map it is used for it helps you to it enables you to reliable market segment wide (choice) we are the only company who USE USE USE FEATURES TARGET RANGE USP the most effective we deliver faster competent pragmatic customer-oriented tailored USP USP FEATURES FEATURES FEATURES FEATURES

Words Ex 1 Reliable d) effective c) Pragmatic f) efficient g) economical h) prompt b) competent e)

customised a)

Ex 2 Effectiveness, efficiency, promptness, competence, precision, professionalism

Simona Petrescu

-6-

Lesson 2