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Unit 3. Marketing

Lead in: marketing mix

Vocabulary: key terms

Reading: marketing

Speaking: marketing campaign

Grammar: Perfect Forms

Case Study: marketing

Translation: key terms

Writing: report and essay

Culture: tips for cross cultural communication

Lead in

        1. Write down five things that come to your mind when you hear the word marketing. Discuss them with other students.

        2. What is a marketing mix? Read and discuss the following questions.

Place: If a McDonald's restaurant was located in the middle of a field, would it be successful? If not, why not? Where are McDonald's restaurants normally located and why?

Price: If McDonald's charged £100 a burger, would it be successful? Justify your answer. What is the average range of prices McDonald's charges its customers for its burgers? Why do you think it sets prices at these levels?

Product: If McDonald's did not offer tasty food or food which was not hygienically prepared, would it be successful?

Promotion: How does McDonald's promote itself? Why?

Vocabulary

  1. These are the terms for you to learn.

    1. Make sentences with them.

    2. Translate them.

  1. marketing

  1. value

  1. response models

  1. market tests

  1. cost-plus pricing

  1. odd-even pricing

  1. warranty

  1. after-sales activities

  1. brand loyalty

  1. cluster analysis

  1. sound on the market

  1. brand

  1. corporate identity

  1. supply curve

  1. cost per call 

  1. coverage

  1. cut-throat competition

  1. blind product test

  1. substitute products

  1. customer satisfaction

  1. variety store

  1. cluster analysis

  1. social-economic factors

  1. department store

  1. discount store

  1. commercial strategy

  1. market penetration

  1. price limit

  1. product life cycle

  1. mass-market product

  1. merchandising

  1. niche strategy

  1. niche market

  1. own brand products

  1. random sampling

  1. point of sale (POS)

  1. retail outlet

  1. positioning

  1. potential market

  1. market potential 

  1. Match terms 1- 10 with definitions a- j:

  1. Marketing

  1. to try to find out someone's opinions, ideas, feelings by talking to them.

  1. Merchandising

  1. a number of persons reached or served by an advertising campaign or market.

  1. Value

  1. when a customer chooses to repeatedly purchase a product produced by the same company instead of a substitute product produced by a competitor.

  1. After-sales activities 

  1. period of time over which an item is developed, brought to market and eventually removed from the market.

  1. Sound out the market 

  1. a measure of brand or category popularity.

  1. Coverage

  1. a measure of how products and services supplied by a company meet or surpass customer expectation.

  1. Customer satisfaction

  1. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

  1. Brand loyalty

  1. benefits buyers receive by purchasing and consuming a company’s offering.

  1. Market penetration

  1. periodic or required maintenance or repair of equipment by its manufacturer or supplier, during and after a warranty period.

  1. Product life-cycle

  1. any practice which contributes to the sale of products to a retail consumer.

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