5.1
Marketing strategies
Lesson outcome
Lead-in
Learners can use vocabulary related to customer engagement.
1
Discuss these questions.
1 Do you think that the layout of supermarkets and other stores influences customers when
it comes to buying items? Why / Why not?
2 How influenced are you by product packaging and the language on it to describe a product?
3 How important is it for companies to have an online presence?
4 Can use of social media help businesses sell their products? Why / Why not?
VIDEO 2A
B
3
You are going to watch a video about influencing customers’ decisions when it
comes to buying food. Before you watch, discuss with a partner the strategies
a supermarket might use. Think about position, presentation, pricing, etc.
5.1.1
Watch the video and compare what is said with your ideas in Exercise 2A.
Watch the video again. Which two options are correct according to the video?
1 Fruit and vegetables are often found at the entrance to the supermarket because
a they look fresh and healthy.
b people may buy some less healthy items if they already have healthy ones in their trolley.
c people think fruit and vegetables are the most important items.
2 Using healthy sounding buzzwords to describe products
a helps the items to be recognisable to customers.
b can help to persuade customers to buy them.
c makes the products seem beneficial to the customer.
3 Pricing is important because
a everyone loves what they perceive as a bargain.
b customers usually buy the least expensive items.
c customers like to feel they have an advantage over the seller.
4 Marketing tactics mentioned in the video include
a creating multibuys so that customers always pay less per item.
b adding a third product at a higher price, making the second most expensive seem reasonable.
c using packaging for the store’s own brands that makes the products look like
well-known brands.
Teacher’s resources:
extra activities
T
4
Vocabulary
Influencing customer behaviour
5
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mislead
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□
□
= 15
paradox well-being
□
□
= 15
be
be
persuasive
positioned inclined
□
tactic
= 15
□
□
inviting reasonable
= 15
= 15
Work in pairs or small groups. Which of the techniques mentioned in the video are
you most aware of? Which of them have an influence on your purchasing decisions?
Work in pairs. Match definitions 1–9 with the words from the video in the ‘magic table’.
Write the correct number in each box. If your answers are correct, the columns and
rows will all add up to 15.
1 be put in a particular place for a reason
2 the state of feeling comfortable, healthy and happy
3 offering an experience that is enjoyable and makes you want to be near it, try it, taste it, etc.
4 fair and sensible
= 15
5 be likely to do something or behave in a particular way
6 make someone believe something that is not true by giving them information that is false
or not complete
7 a situation that is difficult to understand because it has facts that contradict or are opposite
to each other
8 a method that you use to achieve something
9 able to make other people believe something or do what you ask
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