Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 7 стр.

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6. Complete Figure 1 below with the elements of the marketing mix:
____________
-------------- <------> CONSUMERS <-------> ---------------
____________
7. *Why are the arrows in the figure two-way rather than just
one-way?
8. *Why are consumers at the center of the diagram?
9. Consider the example of middle-class teenagers as the target
market for blue jeans. *In what places besides department stores could
the product be sold? *What other types of promotion could be used?
10.*If the target market for blue jeans were factory workers, how
would the marketing mix change?
VOCABULARY AND TEXT ANALYSIS
I. Discuss the following questions with a partner. In giving your
answers, try to use italicized terms.
1. Which type of promotion appeals to you the most – radio,
television, magazine, or newspaper advertising?
2. How are the buying habits of consumers influenced by promo-
tion?
3. What do you think the target market would be for a Rolls
Royce? For microwave ovens? For tennis shoes?
4. What are some of the factors that the market price of a product
depends on?
II. In the following exercise, determine the marketing mix that you
think would be successful for this particular group of customers
(target market). First, look back at the example in the reading.
Then fill in the price, placement, and promotion you think
would be most effective for the target market that is listed.
1. TARGET MARKET: upper-income, middle-aged adults
PRODUCT: Rolls-Royce
PRICE:
PLACEMENT:
PROMOTION:
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2. TARGET MARKET: small restaurants
PRODUCT: microwave ovens
PRICE:
PLACEMENT:
PROMOTION:
3. TARGET MARKET: teenagers
PRODUCT: tennis shoes
PRICE:
PLACEMENT:
PROMOTION:
III. Choose a target market (for example, elementary school
children) and develop the four P's in a marketing mix that
you think will reach your chosen group of consumers.
QUIZ II
I. Determine which of the following statements are True (T)
and which are False (F) and write corresponding letters on the lines
provided.
____1. Knowledge about consumer buying habits is essential in
developing a successful marketing mix.
____2. The company focuses on production in its marketing
strategy.
____3. Product and promotion combine to form the complete
marketing mix.
____4. The company directs its marketing efforts toward the tar-
get market.
____5. The marketing strategies of product, price, placement, and
promotion are planned separately.
II. Substitute appropriate terms for the italicized words or
phrases in the sentences below.
attempt potential habits focus on isolation
matches strategies reaches depends on in order to 
      6. Complete Figure 1 below with the elements of the marketing mix:           2. TARGET MARKET: small restaurants
                            ____________                                              PRODUCT: microwave ovens
        -------------- <------> CONSUMERS <-------> ---------------                   PRICE:
                                 ____________                                         PLACEMENT:
       7. *Why are the arrows in the figure two-way rather than just                  PROMOTION:
one-way?
       8. *Why are consumers at the center of the diagram?                         3. TARGET MARKET: teenagers
                                                                                      PRODUCT: tennis shoes
       9. Consider the example of middle-class teenagers as the target
                                                                                      PRICE:
market for blue jeans. *In what places besides department stores could
                                                                                     PLACEMENT:
the product be sold? *What other types of promotion could be used?
                                                                                     PROMOTION:
       10.*If the target market for blue jeans were factory workers, how
would the marketing mix change?
                                                                                   III. Choose a target market (for example, elementary school
      VOCABULARY AND TEXT ANALYSIS                                                     children) and develop the four P's in a marketing mix that
                                                                                       you think will reach your chosen group of consumers.
      I. Discuss the following questions with a partner. In giving your
         answers, try to use italicized terms.                                     QUIZ II

       1. Which type of promotion appeals to you the most – radio,                 I. Determine which of the following statements are True (T)
television, magazine, or newspaper advertising?                              and which are False (F) and write corresponding letters on the lines
       2. How are the buying habits of consumers influenced by promo-        provided.
tion?                                                                               ____1. Knowledge about consumer buying habits is essential in
       3. What do you think the target market would be for a Rolls           developing a successful marketing mix.
Royce? For microwave ovens? For tennis shoes?                                       ____2. The company focuses on production in its marketing
       4. What are some of the factors that the market price of a product    strategy.
depends on?                                                                         ____3. Product and promotion combine to form the complete
                                                                             marketing mix.
      II. In the following exercise, determine the marketing mix that you           ____4. The company directs its marketing efforts toward the tar-
          think would be successful for this particular group of customers   get market.
          (target market). First, look back at the example in the reading.          ____5. The marketing strategies of product, price, placement, and
          Then fill in the price, placement, and promotion you think         promotion are planned separately.
          would be most effective for the target market that is listed.
      1. TARGET MARKET: upper-income, middle-aged adults                           II. Substitute appropriate terms for the italicized words or
         PRODUCT: Rolls-Royce
                                                                             phrases in the sentences below.
         PRICE:                                                              attempt       potential         habits        focus on      isolation
         PLACEMENT:                                                          matches       strategies        reaches       depends on    in order to
         PROMOTION:

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