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                                   MARKETING
                        OPTIONAL SUBJECT of 2nd ESO

                     IES Salvador Dalí, Teacher: Núria Sarsanedas




                                     PROGRAM

   1) INTRODUCTION: definition of marketing, wants, needs and type of goods.

    First exam

   2) STRATEGIES OF MARKETING (“The 4P of Marketing”): Product, Price,
      Promotion & Place

    Second exam

   3) Marketing plan (in groups)

    Marketing plan presentation

                                    Drawing




                                                                                      0
                                   MARKETING

DEFINITION OF MARKETING

      Activity 1: Fill the gaps with the words in the box.

time       business         product         needs         connects       function

What is marketing?

Marketing is the ______________ that ______________ the _______________ with
customer ____________ in order to get the right ____________ to the right place at
the right ______________.


WANTS OR NEEDS

      Activity 2: Think about examples.

Needs (or wants) are feelings of necessity of something. They are unlimited (we always
want more).

There are two kinds of needs: non-economic needs and economic needs.

Non-economic needs can not be satisfied by goods. Examples: ___________________
_____________________________________________________________________

Economic needs can be satisfied by goods. Examples: __________________________
______________________________________________________________________


GOODS OR PRODUCTS

Goods are the things or services that can satisfy the economic wants. There are two kinds
of goods: economic goods and free goods.

Economic goods are scarce (limited) and have a cost, so usually have a price. Examples:
______________________________________________________________________

Free goods are not scarce and they don’t require resources to make them, so they do not
involve an opportunity cost. Examples: _________________________________


CONSUMPTION AND CAPITAL GOODS

Consumption goods can satisfy a wish directly. Examples: ______________________
______________________________________________________________________
Capital goods don’t satisfy a want (or need) directly. They are used to produce other
goods and services. Examples: _________________________________________




                                                                                            1
       DURABLE AND NON-DURABLE GOODS (only for consumption goods)

       Non-durable goods satisfy a want directly, but can be used only once (one time).
       Examples: _____________________________________________________________

       Durable goods satisfy a want directly and can be used many times. Examples: ______
       ______________________________________________________________________



             Activity 3: Try to make a scheme of wants and goods.




             Activity 4: Classify the following goods filling the chart below with ticks (thinking
              about all the possibilities).


                                          Economic               Capital   Consumption                Non-
                                                     Free good                           Durable
                                              good                good        good                 durable

Legs of ham


Water bottles



Tins of milk


Medical kits


Tool boxes


Hens


Tents


Fish

                                                                                                      2
                                       Economic                Capital   Consumption               Non-
                                                  Free good                             Durable
                                         good                   good        good                  durable


Bag of apples



Ropes



Female pigs



Pencil



Bags of money



Perfume



    Needs (or wants) are feelings, while wishes are the specific goods we desire. We think that
    our wish will satisfy our want or need.



             Activity 5: Identify each picture as a need or as a wish. Then match every want
              with its wish.




                                    hunger                    cold
              Beer                                                             Hot dog and pizza




             Pullover                                         basket                   boredom
                                     Thirst

                                                                                                   3
      Activity 6: Find the following key words:


        T   N   A   W   C   I   M   O   N   O   C   E   N   O   N   F   G   H   D   V   D   Y   N   C   R
        E   N   C   T   D   A   Q   J   X   F   W   N   H   V   Q   M   R   N   S   X   O   D   L   Z   E
        X   P   M   P   Z   D   O   O   G   C   I   M   O   N   O   C   E   E   I   I   C   K   E   T   M
        D   O   O   G   E   L   B   A   R   U   D   M   D   D   F   Z   E   Z   E   T   W   N   L   M   O
        B   U   S   I   N   E   S   S   K   G   X   O   Z   E   F   N   X   K   X   G   E   Q   B   S   T
        U   C   O   N   S   U   M   P   T   I   O   N   G   O   O   D   O   O   G   E   O   K   V   N   S
        N   Z   L   B   D   Z   I   V   C   A   P   I   T   A   L   G   O   O   D   L   F   O   R   W   U
        E   C   O   N   O   M   I   C   W   A   N   T   G   O   C   H   J   P   J   L   Z   P   D   A   C
        Y   E   W   G   K   Y   J   F   E   R   D   O   O   G   E   L   B   A   R   U   D   N   O   N   M
        D   M   Z   T   U   W   X   Z   F   R   M   G   Q   Y   K   V   K   L   S   Q   T   J   N   T   A



      BUSINESS, CAPITALGOOD, CONSUMPTIONGOOD, CUSTOMER,
  DURABLEGOOD, ECONOMICGOOD, ECONOMICWANT, FREEGOOD, GOOD,
MARKETING, NEED, NONDURABLEGOOD, NONECONOMICWANT, WANT, WISH.



      Activity 7: Fill the gaps:

_ _ _ K _ _ _ _ _ connects _ U _ _ _ _ _ _ with C _ _ _ _ _ _ _.
There are two kind of _ E _ _ _ : _ _ _ - _ C _ _ _ _ _ _ N _ _ _ _ (for
example, love) and _ _ O _ _ _ _ _ _ _ _ _ _ (for example, hungry).
_ _ _ S _ _ _ _ _ _ _ _ O _ _ _ can satisfy the E _ _ _ _ _ _ _ _ _ _ _ S
directly.
We use _ A _ _ _ _ _ G _ _ _ _ to produce other _ O _ _ _ .




                                                                                                            4
Activity 8: Fill the following criss-cross of the unit 1:
Across
8. Can not be satisfied by goods.
9. Feelings of necessity of something. They are unlimited (we always
want more). = needs.
10. Don’t satisfy a want (or need) directly. They are used to produce
other goods and services.
11. Kind of goods that are scarce (limited) and have a cost, so usually
have a price.
Down
1. Function that connects business with customer needs and wants in
order to get the right product to the right place at the right time.
2. Things or services that can satisfy the economic wants.
3. Can be satisfied by goods.
4. Satisfy a want directly and can be used many times.
5. Kind of goods that are not scarce (there are a lot) and they don’t
have a cost.
6. Satisfy a want directly, but can be used only once (one time).
7. Can satisfy a wish directly.




                                                                          5
  Activity 9: GLOSSARY OF MARKETING UNIT 1

ENGLISH              CATALAN   SPANISH   DEFINITION


Consumption goods




Wants




Durable goods




Goods




Non-economic wants




Capital goods




Free goods




Economic goods




Economic wants




Non-durable goods




Marketing




                                                      6
                      UNIT 2: THE STRATEGIES OF MARKETING
                    (MARKETING MIX, THE “4P” OF MARKETING):

                        Product, Price, Promotion and Place

                                        1st P: PRODUCT

Key words:           packaging, design, brand, product, slogan, logo, quality

List of examples:    Just do it, Toyota, Nestlé, car, Coca Cola, I’m lovin’it, hamburguer, Zara,

                     Impossible is nothing,       , Vodafone,        , casual clothes,    , Adidas,


          Activity 10: Fill the gaps.
      _____________________: graphic symbol which represents a company or organization.
      Examples from the list: ___________________________________________________
      More examples: _________________________________________________________


      _____________________: a name, sign, symbol or design, or some combination of these,
      used to identify a product and to differentiate it from competitors' products.
      Examples from the list: ___________________________________________________
      More examples: _________________________________________________________

      _________________________: to plan a product, process or service so that it: 1.
      functions perfectly in the manner intended; 2. is aesthetically attractive and; 3. is
      constructed in the most effective way.


      _______________________: something that basically contains and protects a product.
      Also it attracts attention, provides additional product information and assists in promotion
      of a product.
      ________________________: a measure of excellence; essential to gain competitive
      advantage.

      ________________________: anything that satisfies a need in exchange for some form
      of payment (usually money); it will include both tangible and intangible offerings
      including ideas, people, places, music, words as well as services and physical things.
      Examples from the list: ___________________________________________________
      More examples: _________________________________________________________


      ______________________: memorable phrase used in a political, commercial, religious,
      and other contexts as a repetitive expression of an idea or purpose.
      Examples from the list: ___________________________________________________
      More examples: _________________________________________________________



                                                                                                   7
 Activity 11: Dictation




                           8
                                PRODUCT LIFE CYCLE
We define a product as "anything that is able of satisfying customer needs. This definition includes
both physical products (e.g. cars, washing machines, DVD players) as well as services (e.g.
insurance, banking, private health care).

Businesses should manage their products carefully over time to ensure that they have products that
continue to meet customer wants. The process of managing groups of brands and product lines is
called portfolio planning.

The stages through which individual products develop over time is called commonly known as the
"Product Life Cycle".

The classic product life cycle has four stages (illustrated in the diagram below): introduction;
growth; maturity and decline:




Introduction Stage

At the Introduction (or development) Stage market size and growth is slight. it is possible that
substantial research and development costs have been incurred in getting the product to this stage.
In addition, marketing costs may be high in order to test the market, undergo launch promotion
and set up distribution channels. It is highly unlikely that companies will make profits on products
at the Introduction Stage. Products at this stage have to be carefully monitored to ensure that they
start to grow. Otherwise, the best option may be to retire or end the product.

Growth Stage

The Growth Stage is characterized by rapid growth in sales and profits. Profits grow due to an
increase in output (economies of scale) and possibly better prices. At this stage, it is cheaper for
businesses to invest in increasing their market share as well as enjoying the overall growth of the
market. Accordingly, significant promotional resources are traditionally invested in products that
are firmly in the Growth Stage.

Maturity Stage

The Maturity Stage is, perhaps, the most common stage for all markets. it is in this stage that
competition is most intense as companies fight to maintain their market share. Here, both


                                                                                                  9
marketing and finance become key activities. Marketing spend has to be monitored carefully, since
any significant moves are likely to be copied by competitors. The Maturity Stage is the time when
most profit is earned by the market as a whole. Any expenditure on research and development is
likely to be restricted to product modification and improvement and perhaps to improve
production efficiency and quality.

Decline Stage

In the Decline Stage, the market is decreasing, reducing the overall amount of profit that can be
shared amongst the remaining competitors. At this stage, great care has to be taken to manage the
product carefully. It may be possible to take out some production cost, to transfer production to a
cheaper facility, sell the product into other, cheaper markets. Care should be taken to control the
amount of stocks of the product. Ultimately, depending on whether the product remains profitable,
a company may decide to end the product.


       Activity 12: Fill the following table using the words/sentences in the box:

3rd generation
                        MP4                     Typewriters              Coca Cola
mobiles
Don’t exist             Some                    A lot                    A lot
                        Lot of promotion,
                                                                         Development and
Lot of promotion        distribution and        Lot of promotion
                                                                         improvement
                        investigation
Small                   Increasing              Big and stable           Decreasing
Small                   Increasing              Big                      Decreasing
Small or negative       Small and growing       Big                      Decreasing
Windows 7               Credit cards            Walkman                  Reduction of costs



                 INTRODUCTION           GROWTH               MATURITY              DECLINE
Sales
Profit
Market size
Competitors


Strategy




Examples




                                                                                                10
                       2nd strategy of the “4P”: PRICE
All the companies have to decide the prices of their products and this is a very important
decision.


Activity 13: Fill in the blanks with the words in the box

Low             Following             Mix               Produce             Entrances

Price is one of the most important elements of the marketing ____________, as it is the only mix,
which generates ______________ for the organisation. The remaining 3p’s are the variable cost
for the organisation. It costs to ______________ and design a product, it costs to distribute a
product and costs to promote it. Price must support these elements of the mix.

Pricing is difficult and must reflect supply and demand relationship. Pricing a product too high or
too ____________ could mean a loss of sales for the organisation. Pricing should take into
account the ___________________ factors:

       Fixed and variable costs.
       Competition
       Company objectives
       Proposed positioning strategies.
       Target group and disposition to pay.



There are mainly three ways to decide prices and usually companies use more than one of
them:


    1) Cost

Price = unit cost + % margin

For example, if we want to have a 20 % of margin and our unit cost is 100 euros per unit,
we have to put a price = 100 + 20 % 100 = 100 + 0,20 x 100 = 100 + 20 = 120 euros.


    2) Customer (demand)

How customers feel prices. For example, the psychological price of 5 euros is 4,99 euros
or 4,95 euros (“four and something” or “less than five”).


    3) Competition

Better quality => higher prices
The same quality => the same prices
Lower quality => lower prices




                                                                                                11
Activity 14: Exercises
   1) Unit cost = 20 €; Margin = 10 %. Price =             Psychological price =

   2) Unit cost = 40 €; Price = 80 €; Margin =             Psychological price =

   3) Margin = 10 %; Price = 220 €; Unit cost =            Psychological price =

   4) Unit cost = 458 €; Margin = 35 %; Price =            Psychological price =

   5) Margin = 30 %; Price = 105 €; Unit cost =            Psychological price =

   6) Unit cost = 6 €; Psychological price = 6,99          Margin =

   7) Unit cost = 90 €; Psychological price = 99,99        Margin =

   8) Competitor price = 5 €; Price for Better quality =    Psychological price =

   9) Competitor price = 15 €; Price for a same quality = Psychological price =

   10) Competitor price = 128 €; Price lower quality =      Psychological price =




3rd strategy of the “4P”: PROMOTION

Exercise 15: Fill in the blanks with the words in the box

Place Competition        Expensive Sponsor          Lower   Motorway Samples
Advertisements Gift       Promotion Prize         Item    Posters Coupons


__________________________ on TV are one of the most expensive ways to promote a
product.

Bwin is a Real Madrid ______________________. Its name appears on the T-shirt.

If you want to introduce a new product, you can give out _______________ to make sure
that people know your _________________

____________________ is one of the P’s of Marketing Mix. The other P’s are Product,
Price and ________________

_____________________ are offers that some supermarkets promote. They make the
price _______________ than normal.

In US ads are much more _________________ than in Catalonia.

If you buy two pairs of shoes before April 30th, you will get a belt as a _____________


                                                                                          12
Other promotion ways are leaflets or ________________ that you can find all around the
cities or the ____________________

A ______________________ is a kind of promotion where you can get a special
________________ if you do what the company has prepared.


                                THE ADVERTISING

Advertising is a form of communication that try to inform, to make remember or to
persuade potential customers to buy more of a particular brand of product or service.



The key formula of the Advertising is known as AIDA:           Attention  Interest 
Desire  Action


There are several reasons for advertising:

      Increasing the sales of the product/service
      Creating and maintaining a brand identity or brand image.
      Communicating a change in the existing product line.
      Introduction of a new product or service.


                               Types of Advertising




    Activity 16 (HOMEWORK): In groups of three, take a picture or save a document
   of different kind of advertising (one or two examples of each type) and next week show
   them to the others.


Types of Advertising

1) Print Advertising (Newspapers, Magazines, Fliers, etc)

 Examples: _____________________________________________________________
______________________________________________________________________
                                                                                        13
2) Outdoor Advertising (on bus stations, placards, signboards, etc.)

 Examples: _____________________________________________________________
______________________________________________________________________


3) Broadcast advertising (Television, Radio and the Internet)

 Examples: _____________________________________________________________
______________________________________________________________________


4) Covert Advertising (Advertising in Movies)

Examples: _____________________________________________________________
______________________________________________________________________

6) Public Service Advertising (Advertising for Social Causes)

Examples: _____________________________________________________________
______________________________________________________________________

7) Celebrity Advertising

Examples: _____________________________________________________________
______________________________________________________________________


8) Subliminal Advertising

Examples: _____________________________________________________________
______________________________________________________________________


 Activity 17: Which is the most expensive type of advertising? And which one is the
cheapest?




 Activity 18: Which types of advertising are used to advertise the following products?

a) Car insurance:

b) Music festival:

c) Play Station:

d) Yogurt:

e) Football boots:

f) Cigarettes:

g) Disco:
                                                                                          14
                          ADVERTISING ANALYSIS


Vocabulary:
BRAND (“marca”), PRODUCT (“producte”), TARGET (people who you focus the
advertising), SLOGAN (memorable phrase, “reason why”), TONALITY (main feature).




 Activity 19: Watch and describe each advertisement with the following concepts:

ADVERTISING 1
BRAND:
PRODUCT:
TARGET:
SLOGAN (OR REASON WHY):
TONALITY:

ADVERTISING 2
BRAND:
PRODUCT:
TARGET:
SLOGAN (OR REASON WHY):
TONALITY:

ADVERTISING 3
BRAND:
PRODUCT:
TARGET:
SLOGAN (OR REASON WHY):
TONALITY:

ADVERTISING 4
BRAND:
PRODUCT:
TARGET:
SLOGAN (OR REASON WHY):
TONALITY:


                                                                                    15
ADVERTISING 5
BRAND:
PRODUCT:
TARGET:
SLOGAN (OR REASON WHY):
TONALITY:

 Activity 20: In pairs or groups of three, make your own advertising

BRAND:
PRODUCT:
TYPE OF PRODUCT:
PRICE:
TARGET:
SLOGAN (“REASON WHY”):
TONALITY:

Brief description of your own advertising:




 Activity 21: Present your advertising to the others of the class.



 Activity 22: Visit the following webpage (http://www.thewvsr.com/adsvsreality.htm)
   and answer the following questions:


   a) Compare the advertising pictures with the real pictures of the products.




   b) Do you think that advertising lie us? Make a list of these lies.




                                                                                       16
                              Advertising agency

Activity 23: Answer the following questions about the video


   1) What can we remember better: images or words?


   2) Advertising features of the beginning of the last century (XX century).



   3) How do they say that “Petit Suise” grows you up?



   4) What is a briefing? And a storyboard?



   5) When does advertising start? Where?


   6) What did advertising use to become more emotional?


   7) What’s the name of the president o the Advertising Agency of the video?


   8) Write down an example of a product that uses a celebrity in its advertising and put
      the name of this celebrity.


   9) Example of advertising which uses sense of humor.


   10) Example of each:

           a)   With visual symbols:
           b)   With pets:
           c)   Analogy:
           d)   Cinematographic story:


   11) Which advertising media do we have nowadays?



   12) What’s the real function of the following departments: accounts (“comptes”),
       creatives (“creatius”), media (“mitjans”) and production (“producció”).




                                                                                       17
                          “4th P”: Place (or Distribution)
                   (adapted from http://www.learnmarketing.net/Place.htm)



Place strategies
Refers to how an organisation will distribute the product or service they are offering to the end user.
The organisation must distribute the product to the user at the right place at the right time.

There are two types of channel of distribution methods. Indirect distribution involves distributing
your product by the use of an intermediary. Direct distribution involves distributing direct from a
manufacturer to the consumer. The advantage of direct distribution is that it gives a manufacturer
complete control over their product.


             Indirect distribution                             Direct distribution
            (with intermediaries)                            (without intermediaries)




Distribution Strategies
There are three common distribution strategies available:

1. Intensive distribution: You can buy the product in a lot of different kind of
shops. Examples: ________________________________________________

2. Selective Distribution: You can buy the product in few places. Examples:
_______________________________________________________________

3. Exclusive distribution: You can buy the product only in a single shop. The
product is usually highly priced, and requires the intermediary to place much detail
in its sell. Examples: __________________________________________




                                                                                                   18
                                             MARKETING MIX REVIEW
Activity 24: Decide the distribution intensity of the following goods (intensive/selective or
exclusive):

        a)   Smint sweets:                                   f)   Coke (Coca Cola):
        b)   Nike clothes:                                   g)   Red Bull (drink):
        c)   Bershka clothes:                                h)   Isostar (drink):
        d)   Bimbo bread:                                    i)   Aspirin (medicine):
        e)   Crafty pendant earring:                         j)   Book of accounts:


Activity 25: Fill in the gaps

The four strategies of Marketing (known as _______________________________) are
_____________________________________________________________________


For the first “P”, _____________________, we have to decide many things. For example,
_______________________, _______________________, _____________________, etc.


For the second “P”, _______________________, we decide _______________________
depending on ___________________________________


For the third “P”, _________________________, we have to decide ______________
______________________________________________________________________


For the fourth “P”, _______________________, we have to decide ________________
______________________________________________________________________


Activity 26: Find as many words as possible in this word search puzzle: (there are 16
hidden words!!)

Y   X    Q   S   N   Y   Y   T   C   U   D   O   R   P   R   Words:
K   R    R   T   P   R   O   M   O   T   I   O   N   B   S
I   T    H   N   T   G   N   S   S   B   S   P   V   A   O
M   B    S   U   N   I   T   C   O   S   T   A   E   J   X
M   W    H   O   L   E   S   A   L   E   R   C   I   D   Y
P   T    Y   C   C   J   C   B   J   I   I   K   Y   Z   A
B   S    T   C   P   D   D   M   A   R   B   A   C   H   S
X   O    I   S   V   J   E   B   P   R   U   G   X   J   M
N   C    L   I   Q   A   L   X   E   N   T   I   G   G   H
L   L    A   D   V   E   R   T   I   S   I   N   G   Y   R
X   A    U   M   C   N   A   C   I   F   O   G   H   D   L
Y   T    Q   O   N   I   G   N   I   D   N   A   R   B   H
O   O    S   L   L   Z   G   R   X   F   Z   Q   D   A   Q
S   T    R   E   F   T   N   E   K   R   N   X   C   Z   M
S   I    R   H   P   W   J   Z   B   S   C   G   G   M   D




                                                                                           19
Activity 27: Memorizing about the Marketing Mix


 Fill the map with the following words:

Advertising, Allowances, Appearance, Brand, Brand name, Budget,
Channel members, Channel motivation, Discounts, Financing,
Functionality, Leasing options, List price, Locations, Logistics,
Market coverage, Marketing mix (“The 4 P”), Media, Message,
Packaging, Personal selling, Place, Price, Product, Promotion,
Public relations, Quality, Service levels, Service/Support,
Transportation & Warranty.




                                                               20
Activity 28: WITCH-HUNT (“cacera de bruixes”)

     Save this document somewhere in your computer.
     Search on the net and answer each question. Don’t forget to include the webpage
      address in each answer. You can “copy-paste” if you put the information in
      quotation marks (“entre cometes”) followed by the source (webpage address).
     10 minutes before the ending of the lesson, put your name in the document, save it
      again and then send it to nsarsanedas@gmail.com. If you don’t have an email
      account, you can create one or you can save the document in the flash disk of the
      teacher. Doesn’t matter if you have not answered all the questions.

  1) One slogan of Vodafone.


  2) The company and the logo of Frigo.


  3) Market share of Coke in the World and in Europe in 2006.


  4) Market share of Vodafone in the World and in Spain.


  5) Shops of Inditex.


  6) Sales of Inditex group in the first half of 2008.


  7) Target market of Bershka.


  8) Which product has the slogan “Color like no other”?


  9) Write down a Spanish and an English slogan of Coke in 2008.


  10) Company and logo of Pepsi.


  11) Which company and brand has the slogan “A veces la perfección resulta difícil de
      soportar”?


  12) Logo and slogan of Nintendo.


  13) Three brands of pens.


  14) Draw the design of the fragrance Chanel Nº 5.

                                                                                     21
                      Activity 29:

              Marketing Plan Outline

I. Summary




II. Drawing




                                       22
III. Situation Analysis

Product Analysis: Strengths and Weaknesses of the product compared with the
competence, if it exists. Patented or not?




Company Analysis: Strengths, Weaknesses and Market share.

(Market Share   =   Company’s Sales / Total Market Sales)




Customer Analysis: Number, Type, Needs and Decision process




Competitor Analysis: Market position, Strengths, Weaknesses and Market
shares.




                                                                          23
IV. Market Segmentation and target
The division of a market into different homogeneous groups of consumers is
known as market segmentation.

For each segment: Description, percent of sales, what they want, how they use
the product, support requirements, how to reach them and price sensitivity.




Target market




V. Selected Marketing Strategy

Marketing strategies are known as marketing mix or the 4 P's of marketing.

                    Summary of Marketing Mix Decisions

       Product           Price      Place                Promotion
       Brand name      List price   Channel members      Advertising
       Functionality   Financing    Channel motivation   Gifts
       Design                       Market coverage      Discounts
       Quality                      Locations            Coupons
       Packaging                    Service levels       Personal selling
       Warranty                     Transportation       Public relations
       Service/Support                                   Message
                                                         Media
                                                         Budget


                                                                                24
1st P: Product strategy




2nd P: Price strategy




3rd P: Promotion strategy




4th P: Place (Distribution) strategy




                                       25
MARKETING PLAN MEMORIZATION

Study your own marketing plan for a while and then, in groups of two or three students,
ask and answer these questions each-other without looking at your marketing plan.


   1) What’s the name of the company?
   2) Which is the product?
   3) Where can we buy your product?
   4) What makes the product different from others?
   5) Which is the price of the product?
   6) Which strengths has the product?
   7) Tell me one weakness of the product.
   8) Which market share has the company?
   9) Tell me something about your place strategy.
   10) Do you have a brand?
   11) Where do you advertise your product?
   12) Do you have a slogan?
   13) Which are the strengths of the company?
   14) Do you have any weakness of the company?
   15) Who is your target market?
   16) How is the quality of the product?
   17) Do you have any warranty?
   18) How is the packaging of your product?
   19) Do you have any kind of financing for the customers?
   20) Do you have any kind of promotion? Which one/s?




                                                                                    26
Task types for language and           7. Substitution table
learning support at KS3
                                      ●   Simple
John Clegg jclegg@lineone.net         ●   Complex

                                      8. Sequence
   1. Fill gaps
                                      ●   Pictures
   ●   Fill short gaps                ●   Sentences
   ●   Fill long gaps                 ●   Words in sentence


   2. Words/phrases                   9. Writing frame

   ●   Sentence starters              ●   Headings
   ●   Phrase bank                    ●   Sentence starters
   ●   Connector bank                 ●   Other items
   ●   Word bank

                                      10. Sort cards
   3. Match
                                      ●   Classify
   ●   Match word with description    ●   Sequence
   ●   Match word with definition     ●   Match
   ●   Match picture with sentence
   ●   Match word with sentence
   ●   Match “heads” and “tails”      11. Texts
   ●   Match paragraph with heading
                                      ●   Create
                                      ●   Complete
   4. Fill in a chart                 ●   Mark (e.g.: underline, box,
                                          colour-code, etc)
   ●   Tree-diagram
   ●   Venn diagram
   ●   Matrix                         12. Line
   ●   Columns
   ●   Flow-chart                     ●   Time line
                                      ●   Attitude scale
                                      ●   Other relations
   5. Pictures/diagrams/maps

   ●   Make                           13. Activity organisers
   ●   Label
                                      ●   KWL grid
                                      ●   Research grid
   6. Notes

   ●   Linear
   ●   Spider gram




                                                                        27
                             Marketing Bingo 1

  Non economic
                        Packaging            Wants               Brand
     wants

      Logo            Capital goods      Economic goods     Non durable goods

    Marketing          Free goods        Durable goods           Design

     Goods          Consumption goods        Product             Quality



                             Marketing Bingo 2

Consumption goods         Logo               Brand            Capital goods

     Slogan            Free goods       Non durable goods        Wants

 Economic goods          Design              Product           Packaging

                                                             Non economic
 Economic wants       Durable goods          Goods
                                                                wants




                                                                                28
  COMPETÈNCIA EN LES PRESENTACIONS ORALS


Factors a valorar                                      1   2   3   4   5
Parla prou fort perquè se l’entengui
Mira tots els assistents
Fa pauses
Introdueix el tema
Acaba la presentació amb algun resum o conclusió
S’entén el que explica
Entén el que explica
S’ha preparat bé l’exposició
La informació la presenta ben organitzada
Fa servir la llengua amb el registre adequat
Utilitza vocabulari específic sobre el tema
Es mou amb naturalitat
Fa canvis d’entonació per fer més amena l’explicació
Adequa l’exposició a l’audiència (ritme, atenció...)
Involucra o motiva l’audiència d’alguna manera
Altre:


  1: Ha de millorar molt.
  2: Ha de millorar bastant.
  3: Pot millorar, però ja està força bé.
  4: Està bastant bé
  5: Està molt bé.




                                                                           29
GLOSSARY SOLUTION

ENGLISH         CATALAN          SPANISH                 DEFINITION
Consumption     Béns de                                  Poden satisfer una
                                 Bienes de consumo
goods           consum                                   necessitat directament.
                                                         Sentiments de carència
                                                         d’alguna cosa. Són
Wants           Necessitats      Necesidades             il·limitades (no arribem a
                                                         estar mai totalment
                                                         satisfets).
                                                         Satisfan una necessitat
Durable goods   Béns durables    Bienes durables         directament i es poden
                                                         utilitzar moltes vegades.
                                                         Béns o serveis que poden
Goods           Béns             Bienes                  satisfer les necessitats
                                                         econòmiques.
Non-economic    Necessitats no   Necesidades no          Són necessitats que no es
wants           econòmiques      económicas              poden satisfer amb béns.
                                                         No satisfan una necessitat
                Béns de                                  directament. S’usen per
Capital goods                    Bienes de capital
                capital                                  produir altres béns i
                                                         serveis.
                                                         Tipus de béns que no són
                                                         escassos (n’hi ha en molta
Free goods      Béns lliures     Bienes libres
                                                         quantitat) i no tenen cap
                                                         cost i, per tant, són gratuïts.
                                                         Tipus de béns que són
Economic        Béns                                     escassos (limitats) i tenen
                                 Bienes económicos
goods           econòmics                                un cost, així que
                                                         normalment tenen un preu.
Economic        Necessitats                              Són necessitats que es
                                 Necesidades económicas
wants           econòmiques                              poden satisfer amb béns.
                                                         Béns de consum que només
                Béns no                                  es poden utilitzar una sola
Non-durable
                durables o       Bienes perecederos      vegada. Per tant, satisfan
goods
                béns peribles                            directament una necessitat
                                                         una vegada.
                                                         Ciencia que intenta satisfer
                                                         les necessitats dels clients i
Marketing       Màrqueting       Marketing/Mercadotecnia
                                                         que l’empresa obtingui
                                                         beneficis al mateix temps.




                                                                                     30
BINGOS OF THE UNITS 1 AND 2 (MARKETING)

BINGO 1:

1 Marketing function that connect the business with customer needs and wants in order to get
the right product to the right place at the right time.
2 Wants feelings of necessity of something. They are unlimited (we always want more). = needs.
3 Non economic wants can not be satisfied by goods.
4 Economic wants can be satisfied by goods.
5 Goods things or services that can satisfy the economic wants.
6 Economic goods kind of goods that are scarce (limited) and have a cost, so usually have a
price.
7 Free goods kind of goods that are not scarce (there are a lot) and they don’t have a cost.
8 Consumption goods can satisfy a wish directly.
9 Capital goods don’t satisfy a want (or need) directly. They are used to produce other goods
and services.
10 Non durable goods satisfy a want directly, but can be used only once (one time).
11 Durable goods satisfy a want directly and can be used many times.
12 Packaging something that basically contains and protects a product. Also it attracts attention,
provides additional product information and assists in promotion of a product.
13 Design to plan a product, process or service so that it: 1. functions perfectly in the manner
intended; 2. is aesthetically attractive and; 3. is constructed in the most effective way.
14 Brand a name, sign, symbol or design, or some combination of these, used to identify a
product and to differentiate it from competitors' products.
15 Product anything that satisfies a need in exchange for some form of payment (usually
money); it will include both tangible and intangible offerings including ideas, people, places,
music, words as well as services and physical things.
16 Slogan memorable phrase used in a political, commercial, religious, and other contexts as a
repetitive expression of an idea or purpose.
17 Logo graphic symbol which represents a company or organization.
18 Quality a measure of excellence; essential to gain competitive advantage.


BINGO 2:

1Wants: feelings of necessity of something. They are unlimited (we always want more). = needs.
2Slogan: memorable phrase used in a political, commercial, religious, and other contexts as a
repetitive expression of an idea or purpose.
3Quality: a measure of excellence; essential to gain competitive advantage.
4Product: anything that satisfies a need in exchange for some form of payment (usually money);
it will include both tangible and intangible offerings including ideas, people, places, music, words
as well as services and physical things.
5Packaging: something that basically contains and protects a product. Also it attracts attention,
provides additional product information and assists in promotion of a product.
6Non economic wants can not be satisfied by goods.
7Non durable goods satisfy a want directly, but can be used only once (one time).
8Marketing function that connect the business with customer needs and wants in order to get the
right product to the right place at the right time.
9Logo: graphic symbol which represents a company or organization.
10Goods things or services that can satisfy the economic wants.
11Free goods kind of goods that are not scarce (there are a lot) and they don’t have a cost.
12Economic wants can be satisfied by goods.
13Economic goods kind of goods that are scarce (limited) and have a cost, so usually have a price.
14Durable goods satisfy a want directly and can be used many times.
15Design: to plan a product, process or service so that it: 1. functions perfectly in the manner
intended; 2. is aesthetically attractive and; 3. is constructed in the most effective way.
16Consumption goods can satisfy a wish directly.
                                                                                                 31
17Capital goods don’t satisfy a want (or need) directly. They are used to produce other goods and
services.
18Brand: a name, sign, symbol or design, or some combination of these, used to identify a
product and to differentiate it from competitors' products.




        Key vocabulary of the unit 1 Solution
T   N   A   W   C   I   M   O   N   O   C   E   N   O   N   F   G   H   +   +   +   +   +   +   R
+   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   R   N   S   +   +   +   +   +   E
+   +   +   +   +   D   O   O   G   C   I   M   O   N   O   C   E   E   I   I   +   +   +   +   M
D   O   O   G   E   L   B   A   R   U   D   +   +   +   +   +   +   +   E   T   W   N   +   +   O
B   U   S   I   N   E   S   S   +   +   +   +   +   +   +   +   +   +   +   G   E   +   +   +   T
+   C   O   N   S   U   M   P   T   I   O   N   G   O   O   D   O   O   G   E   O   K   +   +   S
+   +   +   +   +   +   +   +   C   A   P   I   T   A   L   G   O   O   D   +   +   O   R   W   U
E   C   O   N   O   M   I   C   W   A   N   T   +   +   +   +   +   +   +   +   +   +   D   A   C
+   +   +   +   +   +   +   +   +   +   D   O   O   G   E   L   B   A   R   U   D   N   O   N   M
+   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   +   T   +

(Over,Down,Direction)
BUSINESS(1,5,E)
CAPITALGOOD(9,7,E)
CONSUMPTIONGOOD(2,6,E)
CUSTOMER(25,8,N)
DURABLEGOOD(11,4,W)
ECONOMICGOOD(17,3,W)
ECONOMICWANT(1,8,E)
FREEGOOD(16,1,SE)
GOOD(19,6,W)
MARKETING(25,9,NW)
NEED(22,4,SW)
NONDURABLEGOOD(24,9,W)
NONECONOMICWANT(15,1,W)
WANT(24,7,S)
WISH(21,4,NW)




                                                                                                    32
                            FIRST EXAM OF MARKETING (1)


1) Fill the gaps with the words in the box: (1 point)

  right            connects             place                 function                customer

Marketing is the _________________ that _______________ business with _____________
needs and wants in order to get the _____________ product to the right ______________ at
the right time.


2) Write an example of: (1 point)
a) Logo:
b) Non-durable good:
c) Non-economic want:
d) Brand:
e) Slogan:
f) Durable good:
g) Free good:
h) Capital good:
i) Wish:


3) Make a scheme or diagram of goods. (1 point)




4) Classify the following goods using 3 criteria and thinking about all the possibilities: washing
machine (“rentadora”), computer (“ordinador”), and sweet (“caramel”). (1 point)




5) Write two pairs of examples of wants and wishes. (1 point)




                                                                                                     33
6) Fill the gaps with one of the key words in the box: (3 points)


Non-economic wants / Brand / Quality / Wants / Capital goods / Slogan / Logo
Economic goods / Goods / Durable goods / Free goods / Non-durable goods /
Packaging / Consumption goods / Marketing / Design / Product / Economic wants


-________________________: a name, sign, symbol or design, or some combination of these,
used to identify a product and to differentiate it from competitors' products.
- __________________________: function that connect the business with customer needs and
wants in order to get the right product to the right place at the right time.
- ________________________: kind of goods that are not scarce (there are a lot) and they don’t
have a cost.
- _________________________: can not be satisfied by goods.
- _________________________: don’t satisfy a want (or need) directly. They are used to produce
other goods and services.
- __________________________: kind of goods that are scarce (limited) and have a cost, so
usually have a price.
- ________________________: things or services that can satisfy the economic wants.
- __________________________: something that basically contains and protects a product. Also
it attracts attention, provides additional product information and assists in promotion of a product.
- _______________________: can satisfy a wish directly.
- ________________________: satisfy a want directly and can be used many times.
-_________________________: graphic symbol which represents a company or organization.
- ___________________________: can be satisfied by goods.
-_________________________: memorable phrase used in a political, commercial, religious, and
other contexts as a repetitive expression of an idea or purpose.
- _______________________: to plan a product, process or service so that it: 1. functions
perfectly in the manner intended; 2. is aesthetically attractive and; 3. is constructed in the most
effective way.
- ________________________:feelings of necessity of something. They are unlimited (we always
want more).
- ________________________: anything that satisfies a need in exchange for some form of
payment (usually money); it will include both tangible and intangible offerings including ideas,
people, places, music, words as well as services and physical things.
-_________________________: a measure of excellence; essential to gain competitive advantage.
- ___________________________: satisfy a want directly, but can be used only once (one time).


    6) Write 5 adjectives about the current advertising (“publicitat actual”). (1 point)




    7) Draw the diagram about the Product Life Cycle and put an example of product for each
       stage. (1 point)




                                                                                                  34
                                FIRST EXAM OF MARKETING (2)

1) Fill the gaps with the words in the box: (1 point)

       time             needs              connects           product            business

Marketing is the function that ______________ the _______________ with customer
__________ and wants in order to get the right ____________ to the right place at the right
______________.

2) Write an example of: (1 point)
a) Capital good:
b) Brand:
c) Non-durable good:
d) Logo:
e) Economic want:
f) Slogan:
g) Consumption good:
h) Free good:

3) Make a scheme or diagram of goods. (1 point)




4) Classify the following goods using 3 criteria and thinking about all the possibilities: hen
(“gallina”), water (“aigua”), tool boxes (“caixa d’eines”). (1 point)




5) Identify each picture as a want or as a wish. Then match every want with its wish. (1 point)




        basket                   boredom                                            Pullover
                                                           Thirst




         cold                                              hunger
                           Hot dog and pizza                                          Beer



                                                                                                  35
    8) Fill the gaps with one of the key words in the box: (3 points)


Non-economic wants Brand Quality Wants Capital goods Slogan Logo
Economic goods   Goods Durable goods Free goods  Non-durable goods Packaging
Consumption goods Marketing Design   Product Economic wants


- _______________________: can satisfy a wish directly.
-________________________: a name, sign, symbol or design, or some combination of these,
used to identify a product and to differentiate it from competitors' products.
- ________________________:feelings of necessity of something. They are unlimited (we always
want more).
-_________________________: graphic symbol which represents a company or organization.
- ________________________: satisfy a want directly and can be used many times.
- ________________________: things or services that can satisfy the economic wants.
- _________________________: can not be satisfied by goods.
- _________________________: don’t satisfy a want (or need) directly. They are used to produce
other goods and services.
- ________________________: kind of goods that are not scarce (there are a lot) and they don’t
have a cost.
- __________________________: something that basically contains and protects a product. Also
it attracts attention, provides additional product information and assists in promotion of a product.
- __________________________: kind of goods that are scarce (limited) and have a cost, so
usually have a price.
-_________________________: memorable phrase used in a political, commercial, religious, and
other contexts as a repetitive expression of an idea or purpose.
- _______________________: to plan a product, process or service so that it: 1. functions
perfectly in the manner intended; 2. is aesthetically attractive and; 3. is constructed in the most
effective way.
- ___________________________: can be satisfied by goods.
-_________________________: a measure of excellence; essential to gain competitive advantage.
- ___________________________: satisfy a want directly, but can be used only once (one time).
- __________________________: function that connect the business with customer needs and
wants in order to get the right product to the right place at the right time.
- ________________________: anything that satisfies a need in exchange for some form of
payment (usually money); it will include both tangible and intangible offerings including ideas,
people, places, music, words as well as services and physical things.



    9) Write an example of: (1 point)

- Sponsorship:
- Free samples:
- Advertisement:
- Prize:


   8) Targets of Harley Davidson (motorbike) and Bershka. (1 point)




                                                                                                  36
                      2nd EXAM OF MARKETING

   1) Define “Marketing mix”.




   2) Decide the “P” (Product, Price, Promotion or Place) for each strategy:

Advertising:                                Locations:
Allowances:                                 Logistics:
Appearance:                                 Market coverage:
Brand:                                      Media:
Brand name:                                 Message:
Budget :                                    Packaging:
Channel members:                            Personal selling:
Channel motivation:                         Public relations:
Discounts:                                  Quality:
Financing:                                  Service levels:
Funcionality:                               Service/Support:
Leasing options :                           Transportation:
List price:                                 Warranty:


   3) Write down the current advertising features.




   4) Think one new example of advertising and write the brand, product, target, slogan
      and tonality. This example can be from the TV or invented by you.




   5) What’s the real function of the departments of accounts, creative and media in an
      advertising agency?




                                                                                      37
6) Enumerate the main parts of a marketing plan.




7) Define the following concepts: target market, segmentation and strengths.




8) Invent a market share for a product and make a graphic of that market.




9) Why marketing as a social science started so late? (In the XX century)




                                                                               38

								
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