Vocabulary

hassle problem

gasoline(US) petrol (GB)

to differentiate to show how products are different from each other

an upgrade making smth. Work better, and do more

to make statement about s.b. to show what kind of person s.b. is

to go out of one’s way to make an effort

fuelling (up) (US) filling up (GB)

Exercise 1. Read the text again and number the different stages in the research project in the correct order.

1. They analysed the results, which showed that there were 10 different consumer segments.

2. Focus groups studied the 10 segments.

3. Shell Oil's marketing team decided to differentiate the Shell brand from the other brands on the market.

4. Shell launched a new advertising campaign.

5. They interviewed 55,000 people about their attitudes to driving and cars in general.

6. Work started on improving products and services.

7. They carried out a detailed study of the market over 18 months.

8. Three groups were chosen as the target markets.

Exercise 2. Find words and expressions in the text relating to 'The Four Ps' of the Shell marketing mix.

Model: Product – good quality

Exercise 3. Match the words from the text with their corresponding definitions.

1. to exceed a. a part or section

2. a mission b. a group of interested people

3. an initiative c. an important new plan with a particular aim

4. a segment d. an assignment or task

5. an audience e. to find out / to discover

6. a profile f. to check at regular intervals

7. to determine g. to be more than

8. to monitor h. a description of the characteristics of someone or something

Exercise 4. Find words and expressions in the text which correspond to the following definitions.

1. Many different types of consumer who buy the same product (§ 1) fragmented market

2. The most advanced and up to date (§ 2) c_____ e_____

3. Conclusions people reach about which products to purchase (§ 4) b_____ d_____

4. An informal discussion group used for market research (§ 5) f_____ g_____

5. A shared characteristic (§ 7) c_____ t_____

6. A method of evaluation (§ 8) m_____ s_____

Exercise 5. Complete the passage using words from Exercises 3 and 4. Change the form of the words where necessary.

As more and more industries are making products specifically adapted to particular 1segments of the market, market researchers are being asked to conduct studies and to compile more detailed 2_____ of consumer groups. Broad classifications based on sex, age and social class are not sufficient for companies operating in highly competitive and 3_____ _____.Questionnaires are carefully designed to 4_____ the exact needs and demands of consumers as well as establishing what affects consumer 5_____ when they choose one product instead of another. Advertising campaigns can then be targeted to appeal to the identified 6_____. Finally, marketing people must 7_____ the success of the campaign and modify it if necessary.

Exercise 6. Consumers allowed Shell marketing people to 'move in with them' in order to observe their habits and routine. In pairs, discuss the questions.

1. What are the advantages of this type of research over the more conventional data collecting processes?

2. Would you agree to participate (as a potential consumer) in this type of research? Why (not)?

3. Why do you think some people do accept?

Exercise 7. Read this description of a Shell TV ad called 'Stealth' and discuss the questions in pairs.

'Stealth' – A driver in a sporty Jaguar presses a button to avoid road obstacles, and is refuelled by a Draken jet aircraft while travelling at speed between skyscrapers.

1. Which of the target profiles described in the text would it appeal to most? Premium Speeders, Simplicity Seekers or Safety Firsters?

2. What sort of advertisements, do you think, would appeal to the other two target profiles?

Activity 2. International Marketing

• Comment on the following quotation:

The last stage of fitting the product to the market is fitting the market to the product.

Clive James, Australian writer and broadcaster

• Discuss:

1. What products do you know that are marketed internationally?

2. What are the advantages for a company of expanding beyond its domestic market?

3. What kinds of problem do companies face when they go international?

4. What methods can companies use to enter overseas markets?

5. Coca-Cola have had several successful slogans. For example, I'd like to buy the world a Coke; Can't beat the feeling; Coke adds life. What slogans for products have impressed you? Explain why.

• Choose three products and discuss ideas for slogans which could be used throughout the world.

• Think of some global brands – for example in the car, fast food or soft drink industries, How are they tailored to meet local needs?

• What are the advantages and disadvantages of adapting a product to different overseas markets?

Read the article below. Then complete the table that follows it.