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trict. Shoe stores, dress shops, and department stores may be located in
downtown shopping areas or malls.
Items in supermarkets and drugstores are often carefully situated to max-
imise sales. Toys and games, for example, are usually located at the eye level of
children because marketers know that they are the ones who are most likely to
want those products. Groups of products, such as different brands of shampoos
or different varieties of salad dressings, are nearly always displayed on the
same shelves. This way shoppers can find the brands they want and compare
prices.
16 Divide these lines into words and say what factor they refer to.
Togatherandanalysedata; tounderstandandexplainwhatpeoplethinkaboutpro-
ductoradverts; tofindoutaboutcustomersatisfaction; topredicthowcustom-
ersmightrespondtoanewproductonthemarket.
17 Find in the text the words which mean:
• the provision of goods or services to meet customer or consumer needs
(2 words)
• a person who buys (3 words)
• a critical, detailed, and formal examination (1 word)
• to place a product (3 words)
18 Write out all the factors that refer to each of the four principles.
Product Price Promotion Place
street surveys
…
…
optimal price
…
…
advertising
…
…
location of of-
fices and stores
…
19 You are a marketing specialist and you are going to do mar-
keting research for a new product. Write at least 5 questions you will
have to answer.
20 Listen to a university lecturer introducing his course on Market-
ing. While you are listening, try to decide whether these sentences are
true or false.
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