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5
WARM – UP
Discuss the following questions:
1. What do you think of when you see the term ‘marketing’?
Write down your ideas.
buyer, competition, .....__________________________________
_________________________________________________________
_________________________________________________________
2. Can you list the various steps or actions that are involved in
the marketing process? (Think of all the steps that must take place to
get goods and services to the customer.)
3. Marketing includes all activities that bring the buyer of a
product and the seller of that product together. Working with a partner,
list those activities that a manufacturer must perform in order to:
1. produce a product that the public will want to buy;
2. give the public access to the product;
3. motivate the public to buy the product.
Compare your list with two other students’ ones. Then share this
information with the whole class.
4. Now write a definition of marketing using some of the ideas
and steps listed in Questions 1 to 3.
Marketing is .... ________________________________________
_________________________________________________________
_________________________________________________________
Compare your definition with the ones written by your class-
mates. Add to your definition if you find any new information.
6
READING
Notes: The texts with asterisks (*) can be either given for scan-
ning and doing the corresponding quiz or altogether missed out if
Text 4 is taken up for reading for detailed information.
T E X T 1*
VOCABULARY
Below is a list of terms that you will find in Text 1. As you read
"The Four P's", see if you understand each term. Use this as a work-
ing list and add other terms that you do not know.
NOUNS VERBS ADJECTIVES OTHERS
marketing
objective
customer
the four P's
option
competitor
price leader
wholesaler
retailer
channel of distribution
promotion
satisfy
achieve
ensure
charge
price
establish
complex
vital
average
personal
major
popularly
generally
The Four P's
Buying, selling, market research, transportation, storage, adver-
tising – these are all part of the complex area of business known as mar-
keting. In simple terms, marketing means the movement of goods and
services from manufacturer to customer in order to satisfy the customer
and to achieve the company's objectives.
Marketing can be divided into four main elements that are popu-
larly known as the four P's:
* product * price * placement * promotion.
Each one plays a vital role in the success or failure of the market-
ing operation.
WARM – UP READING
Discuss the following questions: Notes: The texts with asterisks (*) can be either given for scan-
1. What do you think of when you see the term ‘marketing’? ning and doing the corresponding quiz or altogether missed out if
Write down your ideas. Text 4 is taken up for reading for detailed information.
buyer, competition, .....__________________________________
_________________________________________________________ T E X T 1*
_________________________________________________________
2. Can you list the various steps or actions that are involved in VOCABULARY
the marketing process? (Think of all the steps that must take place to
Below is a list of terms that you will find in Text 1. As you read
get goods and services to the customer.)
"The Four P's", see if you understand each term. Use this as a work-
3. Marketing includes all activities that bring the buyer of a
ing list and add other terms that you do not know.
product and the seller of that product together. Working with a partner,
list those activities that a manufacturer must perform in order to:
NOUNS VERBS ADJECTIVES OTHERS
1. produce a product that the public will want to buy;
marketing satisfy complex popularly
2. give the public access to the product;
objective achieve vital generally
3. motivate the public to buy the product.
customer ensure average
Compare your list with two other students’ ones. Then share this the four P's charge personal
information with the whole class. option price major
4. Now write a definition of marketing using some of the ideas competitor establish
and steps listed in Questions 1 to 3. price leader
Marketing is .... ________________________________________ wholesaler
_________________________________________________________ retailer
_________________________________________________________ channel of distribution
Compare your definition with the ones written by your class- promotion
mates. Add to your definition if you find any new information.
The Four P's
Buying, selling, market research, transportation, storage, adver-
tising – these are all part of the complex area of business known as mar-
keting. In simple terms, marketing means the movement of goods and
services from manufacturer to customer in order to satisfy the customer
and to achieve the company's objectives.
Marketing can be divided into four main elements that are popu-
larly known as the four P's:
* product * price * placement * promotion.
Each one plays a vital role in the success or failure of the market-
ing operation.
5 6
