B. Vocabulary
Match the terms with their definition:
1. Distribution channel
2. To launch a product
3. Market opportunities
4. Market research
5. Market segmentation
6. Packaging
7. Points of sale
8. Product concept
9. Product feature
10. Sales representative
A. All the companies or individuals involved in
moving a particular good or service from the
producer to the consumer
B. An idea for a new product, which is tested with
target consumers before the actual product is
developed
C. Attributes or characteristics of a product:
quality, price, reliability, etc.
D. Dividing a market into instinct group of buyers
who have different requirements or buying habit
E. Places where goods are sold to the publicshops, stores, kioshks, market, stalls, etc.
F. Possibilities of filling unsatisfied needs in
sectors in which a company can profitably
produce goods or services
G. Someone who contacts existing and potential
customers and tries to persuade them to buy
goods or services
H. Collecting, analysing and reporting data
relevant to a specific market situation ( such
as a proposed new product)
I. To intro duce a new product onto the market
J. Wrappers and containers in which product are
sold
Write your answer here:
1.A
2.I
3.F
4.H
5.D
6.J
7.E
8.B
9.C
10.G
Exercise 1: Categorize the following aspects of marketing according to the wellknown “4P’s” classification of the marketing mix – product, price, promotion and
place.
Adverising
After-sale service
Brand name
Cash discount
Commercials
Credit terms
Characteristics
going-rate
Distribution
channels
List price
Guarantee
Market skimming
Mailings
Franchising
( Free sample
nhượng quyền)
Line-filling
Inventory
Market
Market coverage( penetration (ra giá Payment period
sự bao phủ thị thấp để thâm nhập Prestige pricing
trường)
thị trường
Quality
Optional features Packaging
Sponsorship
Point of sales
Poster
Warehousing
Public relations
Publicity
retailing
Sizes
transportation
Vending machines
(máy bán hàng tự
động )
Media plan
Personal selling
Production costs
Quantity discounts
Style
Wholesaling
PRODUCT: commericals, inventory, optional features, packaging, sizes, brand
name, characteristics going-rate, quality, after-sale service
Key Optional features, after – sale service, line – filling, packaging sizes,
characteristics, quality, guarantee, style, brand name
PRICE: retailing, credit term, list price, payment period, prestige pricing, production
cost
Inventory, credit terms, market penetrations, going – rate, list price, market skimming,
paymend period, prestige pricing, cash discount, production costs, quantity discounts
PROMOTION: advertising, franchising, market coverage, public relations,
transportation, , free sample, line-filling, market penetration, poster, market skimming,
sponsorship, cash discount, guarantee, mailings, media plan, personal selling, quanitiy
discounts, style, whole saling
Advertising, commercials, franchising, public realations, free sample, poster, publicity,
sponorship, mailing, media plan, personal selling
PLACE: point of sales, transportation, publicity, vending machines, warehousing,
distribution channel
Point of sales, transportation, vending machines, ware housing distribuition channels,
whole saling
Exercise 2: Complete the eight sentences below, by adding an example from the
second box:
1. Conversional marketing is the difficult task of reversing negative demand,
2. Stimulational marketing is necessary where there’s no demand,
3. Developmental marketing involves developing a product or service for which there
is clearly a talent demand,
4. Remarketing involves revitalizing falling demand,
5. Synchromarketing involves altering the times pattern of irregular demand,
6. Maintenance marketing is a matter of retaining a current (may be full) level of
demand
7. Demarketing is the attempt (by governments rather than private businesses) to
reduce overfull demand, permanently or temporarily.
8. Countermarkeing is the attempt to destroy unwholesome demand for products that
are considered undesirable,
a. eg. a non-polluting and fuel-efficient car.
b. eg. cigarettes, drugs, handguns, or extremist political parties.
c. eg. for churches, inner city areas, or ageing film stars.
d. eg. for some roads and bridges during rush hours.
e. eg. for public transport between rush hours, or for ski resorts in the summer.
f. eg. for dental work, or hiring disable people.
g. in the face of competition or changing tastes.
h. which often happens with new products and services.
i. Conversional marketing : negative demand
j. -
Stimulational marketing = no demand
k. -
Developmental marketing = talent demand
l. -
Remarketing = falling demand
m. -
Synchronmarkeitng – irregular demand
n. -
Maintenance marketing – current demand
o. -
Demarketing = reduce demand
p. -
Countermarketing = destroy demand
Write your answer here:
1.b
2.f
3.a
4.c
5.e
6.d
7.h
8.g
1. F Conversional marketing is the difficult task of reversing negative demand, eg.
for dental work, or hiring disabled people.
2. H Stimulational marketing is necessary where there’s no demand, which often
happens with new products and services
3. A Developmental marketing involves developing a product or service for which
there is clearly a talent demand, eg. a non-polluting and fuel-efficient car.
4. C Remarketing involves revitalizing falling demand, eg. for churches, inner city
areas, or ageing film stars.
5. E Synchromarketing involves altering the times pattern of irregular demand, eg.
for public transport between rush hours, or for ski resorts in the summer.
6. G Maintenance marketing is a matter of retaining a current level of demand, in the
face of competition or changing tastes.
7. D Demarketing is the attempt to reduce overfull demand, permanently or
temporarily, eg. for some roads and bridges during rush hours
8. B Countermarketing is the attempt to destroy unwholesome demand for products
that are considered undesirable, eg. cigarettes, drugs, handguns, or extremist
political parties.
Exercise 3: Match up these marketing actions with the eight tasks described
above:
i. Alter the pattern of demand through flexible pricing, promotion, and other incentives.
. Synchromarketing
j. Connect the benefits of the product with people’s needs and interests. Stimulational
marketing
k. Find new target markets, change product features, develop more effective
communication. Remarketing
l. Find out why people dislike the product, and redesign it, lower prices, and use more
positive promotion. Conversional marketing
m. Increase prices, reduce availability, make people scared. Countermarketing
n. Keep up or improve quality and continually measure consumer satisfaction.
Maintenance marketing
o. Measure the size of the potential market and develop the goods and services that will
satisfy it. Developmental marketing
p. Raise prices, reduce promotion and the level of service. Demarketing
q. Conversional marketing : negative demand
r. -
Stimulational marketing = no demand
s. -
Developmental marketing = talent demand
t. -
Remarketing = falling demand
u. -
Synchronmarkeitng – irregular demand
v. -
Maintenance marketing – current demand
w. -
Demarketing = reduce demand
x. -
Countermarketing = destroy demand
y. i: 5
z. j: 2
aa. k:4
bb. l:1
cc. m: 8
dd. n: 6
ee. o: 3
ff. p:7
Write your answer here:
i.
j.
k.
l.
m.
n.
o.
p.
Exercise 4: Complete the text with the words in the box:
Advertising budgets
consumer tastes
differentiate products
Early adopters
making a loss
reaches saturation
Similar offerings
withdrawn from the market
The classic product life cycle is Introduction, Growth, Maturity and Decline. In
the introduction stage the product is promoted to create awareness. It has low sales and will
still be (1) making a loss... If the product has few competitors, a skimming price strategy
can be used (a high price for (2)........................................ which is then gradually lowered).
In the Growth phase sales are rising rapidly and profits are high. However, competitors are
attracted to the market with (3)................................................ The market is characterized
by alliances, joint ventures and takeovers. (4)............................ are large and focus on
building the brand.
In the Maturity phase sales growth slows and then stabilizes. Producers attempt to
(5)......................................... and brands are key to this. Price wars and competition occur
as the market (6)............................................ In the Decline phase there is a downturn in
the market. The product is starting to look old-fashioned or (7) ..................................... have
changed. There is intense price-cutting and many products are (8) ................................
Exercise 5: Match up the remarks below with the names of different pricing
1. market penetration
strategies in the box:
pricing =
2. market skimming =
3. current –revenue pricing
=
4. loss-leader pricing =
5. mark-up or cost-plus
pricing =
6. going-rate pricing =
7. demand- deferential
pricing ( or price
discrimination) =
8. perceived-value pricing =
a. Firstly we need cash, and secondly, we don’t think the product will last very long
– it’s really just a gimmick – so we’re trying to maximize our sales income now.
b. Like all supermarkets, we offer half a dozen or more different items at a really
low price each week. We lose on those, but customers come in and buy lots of
other stuff as well.
c. Since our product is indistinguishable from those of all our competitors, and
we’ve only got a tiny park of the market, we charge the same as the rest of them.
d. They just worked out the unit cost and added a percentage, without even
considering demand elasticity or anything like that.
e. We charge an extremely high price because we know people will pay it. Our
brand name is so famous for quality – we can make huge profits.
f. We charge lots of different prices for what is really almost the same thing. Of
course, in First Class you get better food, and in Economy there’s hardly any
legroom, but it’s still a flight from A to B
g. We decided to launch the product at a very low price, almost at direct cost,
hoping to get a big market share. Then we can make profits later because of
economies of scale.
h. We’re going to charge a really high price to start with. We can always lower it
later to reach price-elastic market segments.
1
2
3
4
5
6
7
8
Exercise 6: Which of these two-word nouns refers to?
1. A basic price before discounts and special offers are made?
2. A price at which retailers buy goods?
3. A price recorded in a company’s accounts?
4. The government’s measure of inflation?
5. The price at which a producer makes no profit?
6. The relationship between a product’s price and the quantity bought
Which two of these two- word nouns refer to
7. A price-limit imposed by government?
Arrangements between competitors not to lo
NOTE: