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Рубрика:
1.
carry out
6.
channels
2. become 7. achievements
3. produce 8. organize
4. divisions 9. marketing
5. aspects 10. opportunities
B. “The Marketing Mix” and the “4 P’s”: Product, Price.
PRODUCT = the goods or service that you are marketing. The product is
not just a … (1) of components, but includes its design, quality and reliability.
Products have a … (2) and forward-thinking companies are continually
developing new products to … (3) products whose sales are declining and coming
to the end of their lives. A total product … (4) the image of the product as well as
its features and … (5). In marketing terms, political candidates and non-profit-
marketing public … (6) are also ‘products’ that people must be persuaded to ‘buy’
and which have to be presented and … (7) attractively.
PRICE = make it easy for the customer to buy. The marketing view of
pricing takes … (8) of the value of a product, its quality, the ability of the customer
to pay, the volume of sales … (9), the level of market saturation and the prices …
(10) by the competition. Too low a price can … (11) the number of sales just as
significantly as too high a price. A low price may … (12) sales but not as profitably
as fixing a high, yet still popular, price.
1. includes 5. packaged 9. account
2. benefits 6. life-cycle 10. increase
3. collection 7. reduce 11. required
4. services 8. replace 12. charged
C. “The Marketing Mix” and the “4 P’s”: Place.
PLACE = getting the product of the customer. Decisions have to be made
about the channels of distributions and … (1) arrangements. Retail products may
go through various channels of … (2).
1. Producer → sells directly to end-users via own sales force, direct
response advertising or … (3) mail (mail order).
2. Producer → retailers → end-users.
3. Producer → wholesalers/agents → retailers → end-users.
4. Producer → wholesalers → … (4) to end-users.
5. Producer → multiple store groups/department stores/ mail … (5)
houses → end-users.
6. Producer → market → wholesalers → retailers → end-users.
Each stage must add ‘value’ to the product to justify the … (6). The middle-
man is not normally someone who just takes his ‘cut’ but someone whose own …
(7) force and delivery system can make the product more easily and cost-effective
available to the largest number of … (8). One principle behind this is ‘breaking
down the bulk’: the producer may sell in minimum quantities of, say, 10, 000 to the
… (9), who sells in minimum quantities of 1 000 to the retailer, who sells in
2. Sometimes products don’t sell well in a new market. Suggest what went
wrong in these cases.
1. Western companies had problems selling refrigerators in Japan until they
changed the design to make them quieter.
2. In Saudi Arabia, a newspaper ad for an airline showed an attractive
hostess serving champagne to happy passengers. A lot of passengers cancelled their
flight reservations.
3. A soap powder advertisement had a picture of dirty clothes on the left, a
box of soap in the middle and clean clothes on the right. The soap didn’t sell well
in the Middle East.
4. A company had problems when it tried to introduce instant coffee to the
French market.
5. Several European and American firms couldn’t sell their products in
Dubai when they ran their advertising campaign in Arabic.
6. An airline company called itself Emu, after the Australian bird. But
Australians didn’t want to use the airline.
7. A TV commercial for a cleaning products showed a little girl cleaning up
the mess her brother made. The commercial caused problems in Canada.
8. A toothpaste manufacturer couldn’t sell its product in parts of South East
Asia.
9. An American golf ball manufacturer launched its products in Japan
packed in boxes of four. It had to change the pack size.
10. A ladies’ electric shaver sold well throughout Europe, but not in Italy.
Here are the reasons for the problems, but they are in the wrong order. Number
them from 1 to 10.
a) In Japanese the word “four” sounds like the word for “death”. Things
don’t sell well packed in fours.
b) People thought the commercial was too sexist and reinforced old
male/female stereotypes.
c) Unveiled women don’t mix with men in Saudi Arabia and alcohol is
illegal.
d) 90% of the population came from Pakistan, India, Iran and elsewhere, so
Arabic was the wrong language.
e) It seems Italian men prefer ladies’ legs unshaven.
f) The advertisers forgot that in that part of the world , people usually read
from right to left.
g) The people in this area didn’t want white teeth. They thought darkly-
stained teeth were beautiful and they tried to blacken them.
h) Japanese homes were small and sometimes walls were made of paper. It
was important for the refrigerators to be quiet.
i) Making “real” coffee was an important part of the French way of life.
Instant coffee was too casual.
j) The emu can’t fly.
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1. carry out 6. channels 2. Sometimes products don’t sell well in a new market. Suggest what went
2. become 7. achievements wrong in these cases.
3. produce 8. organize
4. divisions 9. marketing 1. Western companies had problems selling refrigerators in Japan until they
5. aspects 10. opportunities changed the design to make them quieter.
2. In Saudi Arabia, a newspaper ad for an airline showed an attractive
B. “The Marketing Mix” and the “4 P’s”: Product, Price. hostess serving champagne to happy passengers. A lot of passengers cancelled their
PRODUCT = the goods or service that you are marketing. The product is flight reservations.
not just a … (1) of components, but includes its design, quality and reliability. 3. A soap powder advertisement had a picture of dirty clothes on the left, a
Products have a … (2) and forward-thinking companies are continually box of soap in the middle and clean clothes on the right. The soap didn’t sell well
developing new products to … (3) products whose sales are declining and coming in the Middle East.
to the end of their lives. A total product … (4) the image of the product as well as 4. A company had problems when it tried to introduce instant coffee to the
its features and … (5). In marketing terms, political candidates and non-profit- French market.
marketing public … (6) are also ‘products’ that people must be persuaded to ‘buy’ 5. Several European and American firms couldn’t sell their products in
and which have to be presented and … (7) attractively. Dubai when they ran their advertising campaign in Arabic.
PRICE = make it easy for the customer to buy. The marketing view of 6. An airline company called itself Emu, after the Australian bird. But
pricing takes … (8) of the value of a product, its quality, the ability of the customer Australians didn’t want to use the airline.
to pay, the volume of sales … (9), the level of market saturation and the prices … 7. A TV commercial for a cleaning products showed a little girl cleaning up
(10) by the competition. Too low a price can … (11) the number of sales just as the mess her brother made. The commercial caused problems in Canada.
significantly as too high a price. A low price may … (12) sales but not as profitably 8. A toothpaste manufacturer couldn’t sell its product in parts of South East
as fixing a high, yet still popular, price. Asia.
9. An American golf ball manufacturer launched its products in Japan
1. includes 5. packaged 9. account packed in boxes of four. It had to change the pack size.
2. benefits 6. life-cycle 10. increase 10. A ladies’ electric shaver sold well throughout Europe, but not in Italy.
3. collection 7. reduce 11. required
4. services 8. replace 12. charged Here are the reasons for the problems, but they are in the wrong order. Number
them from 1 to 10.
C. “The Marketing Mix” and the “4 P’s”: Place.
PLACE = getting the product of the customer. Decisions have to be made a) In Japanese the word “four” sounds like the word for “death”. Things
about the channels of distributions and … (1) arrangements. Retail products may don’t sell well packed in fours.
go through various channels of … (2). b) People thought the commercial was too sexist and reinforced old
male/female stereotypes.
1. Producer → sells directly to end-users via own sales force, direct
c) Unveiled women don’t mix with men in Saudi Arabia and alcohol is
response advertising or … (3) mail (mail order).
illegal.
2. Producer → retailers → end-users.
d) 90% of the population came from Pakistan, India, Iran and elsewhere, so
3. Producer → wholesalers/agents → retailers → end-users. Arabic was the wrong language.
4. Producer → wholesalers → … (4) to end-users. e) It seems Italian men prefer ladies’ legs unshaven.
5. Producer → multiple store groups/department stores/ mail … (5) f) The advertisers forgot that in that part of the world , people usually read
houses → end-users. from right to left.
6. Producer → market → wholesalers → retailers → end-users. g) The people in this area didn’t want white teeth. They thought darkly-
Each stage must add ‘value’ to the product to justify the … (6). The middle- stained teeth were beautiful and they tried to blacken them.
man is not normally someone who just takes his ‘cut’ but someone whose own … h) Japanese homes were small and sometimes walls were made of paper. It
(7) force and delivery system can make the product more easily and cost-effective was important for the refrigerators to be quiet.
available to the largest number of … (8). One principle behind this is ‘breaking i) Making “real” coffee was an important part of the French way of life.
down the bulk’: the producer may sell in minimum quantities of, say, 10, 000 to the Instant coffee was too casual.
… (9), who sells in minimum quantities of 1 000 to the retailer, who sells in j) The emu can’t fly.
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