Chapter 13
Marketing
Gladys Hung
Key vocabulary: Marketing
 Marketing is the term given to all the different
activities intended to make and attract a
profitable demand for a product. This involves:




Identifying consumer needs and wants in
order to develop the product
Setting the price
Deciding on the best place to sell the product
Deciding on how best to promote the
products.
Reading on page. 126
 Hello to the good buys
 A new marketing campaign promising hassle-
free and faster fuel buying for customers is
under way in America. Suzanne Peck reports
on the 18-month research project which
involved Shell Oil researchers ‘moving in’ with
their customers to test their buying habits.
Paragraph -1

Three years ago when Sam Morasca asked his wife
what could be done to exceed her expectations
when buying gasoline*, her answer ‘that I would
never have to think about it any more’ made him
pause and think. The marketing people from Shell
Oil Products, of which Sam is vice-president, were
desperately seeking ways to increase the business,
and to come up with a strategy which would put
them clearly ahead of their competition by
differentiating* the Shell Oil brands in the eyes of
consumers. ‘We are big business for Shell Oil,
contributing US $7 bn of revenue, and the leading
retailer of gasoline, but it is a fragmented market
and the mission was to profitably expand the
business,’ said Sam.
Paragraph -2
 Today, after 18 months of cutting edge
research, Shell Oil is on track to make
buying fuel at their 8.900 service stations
clearly different with a new brand initiative.
Its aim is to deliver through facilities,
systems upgrades*, and new operating
practices, a hassle-free fueling experience
targeted at specific customer segments.
Paragraph -3

Over the past few years, the company has been
developing detailed knowledge of consumer needs
and attitudes, which formed the basis for the new
brand initiative. Team leader Dave Yard, manager
of Strategy and Planning – Marketing, picks up the
story. ‘We began with a customer segment study of
55,000 people, who we stopped in shopping malls
in six cities for a 45-minute interview into their
attitudes, especially regarding driving and cars. The
result was that everyone wanted three things from a
service station: competitive price, a nearby location
and good quality fuel – something they all believed
was already being delivered by the industry.’
Paragraph -4
 This meant their buying decisions were
influenced by other factors – some wanted
full-serve outlets like the old days, some
chose a service station depending on
whether it looked safe or not. ‘There were
ten different segments with different needs,
and we wanted a better understanding of
each of these audiences.’
Paragraph -5
 A focus group was set up for each segment;
an anthropological study was carried out,
which involved team members spending
waking hours with people from each
segment, watching them at home and
accompanying them on shopping trips to
see their buying habits; and a clinical
psychologist was hired to create a
psychological profile of each segment.
Paragraph -6
The study indicated that three groups, which comprised
30% of the driving public, should be targeted:
 Premium Speeders – outgoing, ambitious, competitive
and detail orientated. They drive upmarket cars which
make a statement* about them. Efficiency rules, plus
fast pumps, quick access and payment.
 Simplicity Seekers – loyal, caring and sensitive,
frustrated with complexities of everyday life. Want
simple easy transactions.
 Safety Firsters – control orientated, confident people,
like order and comfort of the familiar. Higher value on
relationships and go out of their way* to stations that
make them feel comfortable. Prefer to stay close to cars.
Paragraph - 7
 ‘The common thread was that they all
wanted a faster and easier service than
anything already available, ‘said Dave, ‘so
the study ended and the launch began.’
Paragraph - 8

The field organization and Shell Oil retailers
combined forces to determine how to eliminate the
little hassles that customers sometimes face, such
as improved equipment and clearer instructions at
the pump. New innovations are currently being test
marketed. A new advertising campaign was
launched and a sophisticated measurement system
introduced to monitor satisfaction, behavior and
perception of the brand. ‘Fueling* a car is a
necessity of life and I believe we are ahead of the
game – but we won’t allow ourselves to stop and be
caught up.’
Vocabulary – paragraph 1
 Campaign: An operation or series of
operations energetically pursued to
accomplish a purpose
 Hassle: Trouble; bother
 Exceed: To extend beyond or outside of:
 Differentiate: To constitute the distinction
between
 Fragmented: having been divided; having the
unity destroyed
→
Vocabulary – paragraph 2
 Cutting edge: the leading position in any field;
forefront
 Initiative: The power or ability to begin or to
follow through energetically with a plan or
task
 Upgrade: To raise to a higher grade or
standard
 Segment: Any of the parts into which
something can be divided
→
Vocabulary – paragraph 3 to 5
 Segment:. Any of the parts into which something can




be divided
Outlet: A means of release or gratification, as for
energies, drives, or desires
Anthropological: The scientific study of the origin, the
behavior, and the physical, social, and cultural
development of humans.
Accompany : To be or go with as a companion.
Clinical: Very objective and devoid of emotion;
analytical
→
Vocabulary – paragraph 6 to 8
 Oriented: adjusted or located in relation to
surroundings or circumstances; sometimes
used in combination
 Eliminate:To get rid of; remove
 Sophisticated: complex, advanced,
complicated
→
Vocabulary answers – p. 128 (1)
2. D
3. C
4. A
5. B
6. H
7. E
8. F
Vocabulary answers – p. 128 (2)
2. Cutting edge
3. Buying decisions
4. Focus group
5. Common thread
6. Measurement system
Vocabulary answers – p. 128 (3)
 As more and more industries are making
products specifically adapted to particular
segments of the market, market researchers
are being asked to conduct studies and to
compile more detailed 2________
of
profile
consumer groups. Broad classifications
based on sex, age and social class are not
sufficient for companies operating in highly
fragmented
market
competitive and 3_________
_______.
Questionnaires are carefully designed to
4________
determine the exact needs and demands of
consumers
Vocabulary answers – p. 128 (3)
 as well as establishing what affects consumer
5_________
buying
decision when they choose
_______
one product instead of another. Advertising
campaigns can then be targeted to appeal to
audience
the identified 6_________.
Finally, marketing
monitor
people must 7_________
the success of the
campaign and modify it if necessary.
Answer on p. 129
a.
b.
c.
d.
e.
f.
g.
h.
i.
Overdue
Overpriced
Downmarket
Understaffed
Outdated
Overworked
Updated
underpaid
overdrawn
 Overstaffed
 Overpaid
 underpriced
Language Focus – Comparison p. 130
slightly, moderately, a little, far, considerably,
somewhat, significantly, much
A. A small degree B. A degree of
of difference
difference
slightly
moderately
A little
somewhat
C.A large degree
of difference
considerately
significantly
much
far
Practice on comparison p. 130
1. This year’s sales figures are
slightly / a little higher than last year.
2. Advertising to children has become
somewhat / moderately easier.
3. Our products are
a little / slightly more expensive than our competitors.
4. Advertising laws in Europe are
far / considerably / much / significantly more
complicated.
Practice on comparison p. 130
5. This year’s market share is
a little / slightly better.
6. English is
considerably / significantly / far / much more
useful than other languages for business.
Direct Speech直述句 / Reported
Speech 轉述句
 Direct Speech:
 John said, “ I will go to Taipei next month.”
 Carol said, “You should think about it.”
 Indirect Speech
 John said that he would go to Taipei next month.
 Carol said that we should think about it.
 Direct question:
 What is he doing?
 Indirect question:
 I ask what he is doing. (I ask what + S +V)
 Gladys said, “I don’t like green pepper.”
 Gladys said that she didn’t like green pepper.
Direct question / Indirect Question
 Direct question: Where have they been?
Indirect question: I wonder where they have
been?
 Direct question: What do you want?
Indirect question: Can you tell me what you
want?
 Direct question: When did she leave?
Indirect question: Do you know when she
left?
 Direct question: Have you seen my dog?
Indirect question: Could you tell me if you
have seen my dog?
Direct Speech > Reported Speech
present simple
He said, “I'm a teacher.”
past simple
He said he was a teacher
present continuous
He said, “I'm having lunch
with my parents.”
past continuous.
He said he was having lunch
with his parents.
present perfect simple
He said, “I've been to
France three times.”
past perfect simple
He said he had been to
France three times.
present perfect continuous
past perfect continuous
He said he had been working
very hard.
He said, “I've been working
very hard.”
Direct Speech > Reported Speech
past simple
past perfect
He said, “I bought a new car.” He said he had bought a
new car.
past continuous
past perfect continuous
He said, “It was raining
He said it had been raining
earlier.”
earlier.
past perfect
He said, “The play had
started when I arrived.”
past perfect
past perfect continuous
past perfect continuous
He said, I'd already been living in
London for five years.”
NO CHANGE POSSIBLE
NO CHANGE POSSIBLE
Answer on p.131
1. She said she didn’t always buy the same
2.
3.
4.
5.
shampoo.
She said the price influenced her decision
most.
She said she had been using her present
brand for two years.
She said she had used the previous brand
for three years.
She said she had never used hair colour.
 The shopper said, “the price influences my
decision most.”

She said that the price influenced her decision
most.
Answer on p.131
6. She said she liked her natural colour.
7. She said she would use hair colour if it were
as easy as the shampoo.
8. She said she would be willing to pay ￡5.
9. She said she would accept the free sample.
10. She said we couldn’t telephone her next
week.
Exercises on Reported Speech
He said: “She lives in
London.“
He said she lived in
London.
He asked:“Where does she He asked where she lived.
live?“
He asked: “Does she live
in London?“
He asked if / whether she
lived in London.
 直述句 (肯定句, 否定句) S + V
Exercises on Reported Speech
1. "Where is my umbrella?" she asked.
2.
3.
4.
5.
→ She asked where my umbrella was.
He asked, "Do I have to do it?"
→ He asked if he had to do it.
They said, "We are busy."
→ They said that they were busy.
He said, "I will ring her."
→ He said that he would ring her.
They said, "We have just arrived."
→ They said that they had just arrived.
Exercises on Reported Speech
She said, "I did not say that."
→ She said that she had not said that.
7. She said, "I don't know where my shoes are."
→ She said that she didn’t know where her shoes
were.
8. "Has Caron talked to Kevin?" my friend asked me.
→ My friend asked me if Caron had talked to Kevin.
9. “Which dress do you like best?" she asked her
boyfriend.
→ She asked her boyfriend which dress he liked
best.
6.
Quiz on May 16
 單字聽寫
 同義字配合題
 文法選擇題
 克漏字
Vocabulary for test
1. Sophisticated
11. Exceed
2. Eliminate
12. Hassle
3. Orientated
13. Campaign
4. Accompany
14. Measurement
5. Outlets
15. Profile
6. Segments
16. Mission
7. Initiative
17. Monitor
8. cutting edge
18. Audience
9. Fragmented
19. Retailer
10. Differentiate
20. upgrade