3.

MARKETING
I. Answer the following questions: 1. What is marketing? 2. What is advertising? 3. What is a brand? Name some famous brands and their makers. 4. Why are people fond of certain brands? II. Use the words in the box to fill in the g !s: equals public developing mi pie e pense out !ith distribution community announcement performing effective independently implementation billboards facilitate

"any people confuse marketing ##1#.#advertising or vice versa. While both components are important$ they are very different and kno!ing the difference and ###2##market research can put businesses on the path to substantial gro!th. "arketing is the systematic planning$ ###3##..and control of a mi of business activities intended to bring together buyers and sellers for the mutually advantageous e change or transfer of products. %t is the presentation and ###4##.of goods and services in the manner best designed to benefit the producer$ the distributor and the ##&##... 'he main elements of the marketing programme$ the marketing ###(###.$ are )roduct$ )rice$ )romotion and )lace. *dvertising is considered to represent the paid$ public ###+##of a persuasive message by an identified sponsor$ or the presentation or promotion by a firm of its products to its e isting and potential customers. *dvertising is a single component of the marketing process. %t is the part that involves getting the !ord ####,#..#concerning your business$ product or the services you are offering. %t involves the process of ####-##..strategies such as ad placement$ frequency etc. %t includes the placement of an ad in such mediums as ne!spapers$ direct mail$ ###1.###$ television$ radio$ and of course the %nternet. *dvertising is the largest ###11###of most marketing plans$ !ith public relations follo!ing in a close second and market research not falling far behind. /ome say the best !ay to distinguish bet!een advertising and marketing is to think of marketing as a####12..##$ inside that pie you have slices of advertising$ market research$ media planning$ public relations$ product pricing$ distribution$ customer support$ sales strategy and ###13..### involvement. *dvertising only ###14###one piece of the pie in the strategy. *ll of these elements must not only !ork ###1&##..but they also must !ork together to!ards the bigger goal. "arketing is a process that takes time and can involve hours of research for a marketing plan to be###1(###.. 'hink of marketing as everything that an organi0ation does to ###1+###an e change bet!een company and consumer. III. M t"h the following # r$eting "on"e!ts with the "orres!onding funn% situ tion: 1. 1ompetition for the same market 4. 3irect marketing 2. *dvertising 3. 2eedback from customers &. 4rand recognition (. 5estriction for entering ne! markets

+. )ublic relations ,. %mbalance bet!een supply and demand

-. 'elemarketing

a. 6ou are at a party and see a gorgeous girl. 6ou say7 8%9m very rich. "arry me.: b. 6ou are at a party !ith some friends and see a gorgeous girl. ;ne of your friends go to her and pointing at you says7 8<e9s very rich. "arry him.: c. 6ou are at a party and see a gorgeous girl. 6ou go to her and get her phone number. 'he ne t day you call and say7 8<i. %9m very rich. "arry me.: d. 6ou are at a party and see a gorgeous girl. 6ou stand up$ arrange your tie$ !alk up to her$ give her a drink$ open the door =the car> to help her$ offer her to go home$ then say7 8% am very rich. 6ou do not !ant to marry me?: e. 6ou are at a party and see a gorgeous girl. %t comes to you and says7 86ou are very rich? % have a chance to marry me?: f. 6ou are at a party and see a gorgeous girl. 6ou go to her and say7 8%9m very rich. "arry me.: /he gives you a nice hard slap. g. 6ou are at a party and see a gorgeous girl. 6ou go to her and say7 8%9m very rich. "arry me.: %t takes you by the hand and leads you to introduce you to her husband. h. 6ou are at a party and see a gorgeous girl. 6ou go to her and before you say anything$ another man comes and says7 8%9m rich. Will you marry me?: and she goes !ith him. i. 6ou are at a party and see a gorgeous girl. 6ou go to her and before you say7 8%9m rich. "arry me.: 1omes your !ife. I&. 'ind the right word to fill in the g !s. The first letter of the word is gi(en to %ou: 1. When a company has a ne! product$ it has to decide on a l####..date. 2. %f you !ant to kno! !hat people think about a product$ you conduct some market r######.. 3. * t######is a brief advertisement !hich offers the public only bits of information !ithout revealing either the sponsor of the ad or the product being advertised$ !ith the purpose to arouse curiosity and get attention for the campaign that follo!s@ 4. 'he p#########.of a product is very important7 the company has to think carefully about ho! the product should look. &. 'he obAective of advertising is to build up b#####..loyalty.

(. /ome companies sho! the same television c#######.in several different countries. +. 6ou ask people to fill in q#########so that you can get information about !hat they !ant or need. ,. Where to sell the product is a matter of p########..

-. * t##############. is a name$ design or symbol registered for the e clusive use by a manufacturer to distinguish its product. 1.. ;ne recent advertising c########lasted for over a year. 11. )#######..of a product is the general process of getting people to kno! your product$ to like your product through advertising. 12. 'he t#######market is the specific group of customers that a company aims to capture. 13. "arket s########..is a strategy of dividing a large market into smaller groups of consumers or organi0ations. 14. *n e.#######..is a recommendation to purchase a particular brand of product made in advertisements by !ellBkno!n personalities or e perts. 1&. *dvertising tries to turn p########customers into real customers. 1(. 3irect advertising in shops is called p##.BofBsale advertising. 1+. * response b#####..is the inclination of respondents in a marketing research survey to give the ans!er that they believe the intervie!er !ants to hear. 1,. C######are those in a community !ho are slo!est to adopt ne! products. 1-. D####..market refers to the importing of particular goods by firms !hich have not been appointed by the manufacturer as official distributors of the product. 2.. )########..mapping is a tool or process used in marketing research for charting the !ay individuals selected from the target market perceive different companies$ products or brands. &. )hoose the "orre"t !hr se to fill in the g !s: confusion marketing !indo! dressing unique selling point trading stamps loss leader priceBsensitive shelf life trading do!n market leader soft sell niche market subliminal perception

chain store market price sellerEs market brand stretching 1. 2. 3. 4. &. (. +. ,. -.

'he ######.. is the price of a product that most companies charge in a free market. * ######## is a company that sells more of a particular product than others. * ########. is a market !here there are more buyers than suppliers. ###########is the receipt and interpretation of stimuli received through the senses at a subconscious level. * ######.. is that feature of a product !hich !ill persuade people to buy it. ####### means e tending a popular brand to a ne! type of product. ########..is adding a lo!erBpriced version of a product to the range$ generally to capture a ne! market segment not served effectively because the original version of the product !as too e pensive for it. #######.. is the skill of decorating shop !indo!s and arranging goods in them. %f someone uses #####.$ they try to sell something by being gently persuasive.

1.. 'he ######.. of a product is the length of time it can be kept in a shop before it becomes too old to be sold. 11. ..############ represent a form of sales promotion used by retailers in !hich customers receive stamps or coupons in proportion to the amount of their purchases@ the stamps can be redeemed later for merchandise. 12. %f a market is ######$ buyers look for the best deal they can get$ comparing prices. 13. * ######### is a small area of trade !ithin the economy involving specialised products. 14. * ########.. is an article that is sold cheaply in order to attract the public and make them buy other things. 1&. ###### is selling in a !ay that makes it very difficult to decide !hich products are cheapest. 1(. * ######### is one of a group of shops !hich belong to a single company and sells similar goods. &I. Tr nsl te into English: /trategiile de marketing sunt metode care iti permit sa atingi obiectivele de marketing. Fle au deBa face cu elementele mi Bului de marketing. %n primul rand$ strategia de marketing trebuie stabilita$ si apoi trebuie pregatite planurile de actiune componente ale planului de marketing si planurile de actiune concreta. *cestea din urma sunt cele care te vor aAuta in mod concret sa duci la indeplinire strategiile si obiectivele de marketing. /trategiile individuale pot fi e plicate in forma elementelor mi Bului de marketing ="ei ! tru *+*>7 1. /trategii legate de !roduse 2. /trategii legate de !returi 3. /trategii legate de !ro#o( re =reclama> 4. /trategii legate de !l s re =distributie> Fste posibil sa apara unele suprapuneri intre categorii$ insa ce contea0a este ca toate strategiile sa fie mentionate. ; strategie legata de pretul unui produs poate fi inclusa atat la GproduseG cat si la GpreturiG. /trategiile de marketing sunt de trei tipuri7 a . /trategii defensive =de aparare> b . /trategii de de0voltare c . /trategii ofensive =de atac>