Progetto Clil - DIRITTO ed ECONOMIA DELL’AZIENDATEST A – Marketing - 4’ B ERICA
SOLUTION
Exercise n. 1
1. What do you understand by the “marketing”? Write your individual definition

the management process of anticipating, identifying and satisfying
customer requirements profitably (CIM)
2. Explain the difference between retailers and wholesalers.
 Retailer: a person or company that sells things to people in shops
 Wholesaler: relating to the business of selling goods in large quantities at low prices
to other businesses, rather than to the general public
3. Why must the price be consistent with the product?
 If not there would be a contradictory message to the target market that would
be disoriented, specially about the true quality of the offering
4. Which “P” do the following items refer to?
After-sales assistance
Product,
The standard rate per night for a single room
Price,
Placing an ad (advertisement) in the local newspaper Promotion,
Internet,
Place
Free cosmetics with your first magazine
Promotion,
Packaging
Product
Exercise n. 2
You work in the leisure and tourism department of the Martime District Council. This is
a tourist seaside destination. Present a sentence promoting the offering using at least
5 expressions picked up from the following list:
The Annual Air Show
The Pier – The Longest in the UK
Martime Bay: Sandy beaches, heritage coast,
blue flags
Princes Theatre
Watersports
Pubs and nightclubs
Businessmen
Overseas
Families
Local residents
People on a short break
Daytrippers
0-25 yrs
26-40 yrs
41-60 yrs
61yrs +
Martime District Council can fulfil all needs of
spending a marvellous holyday for families, local
residents, daytrippers, businessmen and customers
coming from overseas, enjoying watersports,
sandy beaches, the Princes Theatre, no matter what
is your age, 0-25 ,26-40, 41-60 or over 60
Exercise n. 3
“You can target the segments most likely to be interested in a particular offer”
“ You can tailor products, services and offers better to the recipients”
What is the marketing activity useful for the above achievements? TARGETING
Exercise n. 4
Explain the difference ………
Market segmentation is the process of grouping a market (i.e. customers) into
smaller subgroups. It is derived from the recognition that the total market is often
made up of sub-markets (called 'segments'). These segments are homogeneous
within (i.e. people in the segment are similar to each other in their attitudes about
certain variables). Because of this intra-group similarity, they are likely to respond
somewhat similarly to a given marketing strategy.
Target Market When the market has been segmented, organisations will decide
which of the segments they think are most likely to use or buy their products When
they have chosen the market segment to target, they will make sure that for these
market segments they have the right product at the right price in the right place using
the right promotion.
Exercise n. 5
When is this statement particularly true?
This is particularly true when the market is very competitive and you must stand out with your
unique selling point
How should be a
promotional message?
The message must
meet the target
consumer giving
understandable
information of the
promotional activity
and pushing the
consumer to the
point of purchase.
Exercise n. 6
(Select one answer)

A product life cycle
(a)
shows how a products sales or profits, depending on the units used, may rise and fall over its

When performing primary research
life.
(b)

you are obtaining first hand data, specifically targeted at a particular marketing problem.
The demand for a product varies with all of the following except
(c)
the costs of production.

Market share tells you
(b)
how much power a firm has in a market.
Market segmentation is done by firms for all of the following reasons, except
(c)
so that they can develop multi-purpose advertising campaigns.

In the marketing mix what is meant by the term 'place'?
(a)
The process of getting products to the places where customers can buy them.
What does a business mean by the term 'advertising'?
(c)
Through the use of various media channels the firm tries to inform potential customers of its
products.
Exercise n. 7 – Comment on the following program:
Spinning
Begin to Spin is a cardio workout aimed at beginners
Getting On is an intermediate spinning class
Spin Circuit combines Spinning with a Circuit class – for advanced
Aerobics
Gentle all round class with aerobics, toning and relaxation
Aqua is a conditioning class in the water
Explosive high intensity high impact
Workout excellent for workers to unwind
Blitz is a twenty minute all over body workout great for waking up with
Step
Intermediate to the sounds of the 60s
Max advanced class to the latest sounds
Toning
Legs, Bums and Tums suitable for all ability levels
Ball and Tone uses the balls as well as barbells and dumb bells
Relaxation
Pilates relaxation through yoga with stretching and toning
Yoga combines mind and body to relax and improve posture
Tai Chi uses moves to control breathing and helps with relaxation
Dancing
Line Dancing is dancing Texan style
Tap available for Intermediate
Latino fun as well as fit with great latin music
Martial Arts
Karate for beginners
Self Defence for Beginners
Boxercise is a non-contact workout using boxing techniques
Kick Boxing based on the martial art
the gym has presented a program that aims at all types of young or pretty young people, malew or
female
Exercise n. 8
what part of the marketing process is :
…. developing and promoting products that appeal to a specific market segment …..
MARKETING MIX