management 3.

30 marketing

Review Promotional Tools 1

Classify the following 28 terms into four groups, according to which of the four major
communications or promotional tools they belong to.

annual reports lobbying

billboards or hoardings mailings
brochures or booklets packaging
catalogues point-of-purchase displays
commercials posters
community relations price reductions
company publications print ads
competitions and contests sales presentations
couponing sales reps
demonstrations samples
donations to charity sponsorship
free gifts symbols and logos
free trials telemarketing
leaflets trade fairs and shows

ADVERTISING SALES PUBLIC PERSONAL

PROMOTIONS RELATIONS SELLING

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 management 3.31 marketing

Review Promotional Tools 2

Add the words and expressions defined below to the wordbox:

1. The choice of which media to use in an advertising campaign, in order to reach the target
audience. (5, 4)
2. A consumer's choice of a particular brand instead of competing products. (5, 10)
3. Other companies offering similar goods or services to the same potential customers. (11)
4. A defined set of customers whose needs a company plans to satisfy. (6,6)
5. A contract to produce the advertising for a product, service or company. (7)
6. Someone who contacts existing and potential customers, and tries to persuade them to buy goods
or services. (14)
7. The statement of objectives of an advertising campaign that a client works out with an advertising
agency. (5)
8. Certificates giving consumers a price reduction on a particular product. (7)
9. A company that handles advertising for clients. (6)
10. Consumers' knowledge of the existence of a brand. (5,9)
11. Favourable mention of a company's products in the media, which is not paid for by the company.
(9)
12. People who show no loyalty to a particular brand, but change between competing products. (5-9)
13. The collective term for a company's salespeople. (5, 5)
14. The commitment of consumers to a particular brand. (5, 7)
15. A popular product sold at a loss, in the hope of attracting customers who will also buy other
products. (4, 6)
16. Products given to consumers (usually in a small size), to encourage them to try them. (4, 7)

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 management 3.32 marketing

Review The Marketing Mix

EXERCISE 1

Categorize the following aspects of marketing according to the well-known "4 P's" classification of
the marketing mix - product, price, promotion, and place.

advertising after-sales service brand name cash discounts

commercials credit terms characteristics distribution channels
franchising free samples going-rate guarantee
inventory line-filling list price mailings
market coverage market penetration market skimming media plan
optional features packaging payment period personal selling
points of sale posters prestige pricing production costs
pubhc relations publlclty quality quantity discounts
retailing sizes sponsorship style
transportation vending machines warehousing wholesaling

PRODUCT PRICE PLACE PROMOTION

EXERCISE 2

Match up the following words into pairs of synonyms:

characteristics features
discount inventory
guarantee non-standard features
outlets price reduction
options points of sale
stock warranty

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 management 3.33 marketing

Review - Marketing

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Across
1. The first stage in marketing a product is to develop brand (9).
5. "We never use misleading advertising; it would be against company (6)."
8. Once customers know about the new product, you have to persuade them to (3) it.
10. The third 'P' is (5), which concerns where the product will be available.
12. Sooner or later, every product will reach its (7) stage.
13. See 3 down.
14. "We're going to make a much higher quality model at a much higher price. In other words, we're
going (2) market."
17. "Our (1, 1) department had a hard time countering all that bad publicity."
19. The first people to buy a new product are called innovators and (5) adopters.
20. Advertising, sales promotion, public relations, and personal selling are different promotional
.......... (5).

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 management 3.33 marketing

22. The majority of products available at any particular time are in their (8) stage.
23. "I guess I'm what they call a - (5) switcher. I often buy something else if there's a price
reduction."
25. "We assembled some target customers in a focus (5), and showed them the prototype."
27. Most new product failures are the result of inadequate market (8).
29. "I'm a bit worried about cannibalization. I think the new item will merely (3) into the
sales of other products in the line."
30. Many authors argue that the marketing concept has replaced the (7) concept.
32. Nobody says 'advertisements'; we abbreviate it to 'adverts' or (3).
34. Once consumers have tried your product, you have to try to develop brand (0).
35. A product that is going to last any length of time will need (5) customers.
36. A salesperson applying the marketing concept will think about making a long-term customer
rather than making a quick (4).

Down
1. During the growth stage, more and more people (5) a new product.
2. A well-known model for the different consumer response stages to a new product is abbreviated as
.......... (4), as in the title ofYerdi's opera.
3. (See also 13 across.) Another word for a consumer is an (3, 4).
4. Together, a company's reps make up the (5) force.
5. If people talk about your products in the media, this is called (9).
6. "We're going to do extensive market-testing before we (6) the product."
7. The company gives the advertising agency a (5) stating the basic objectives of the
campaign.
9. "If the information isn't available in printed sources, we'll have to do our own market research
· (6)."
11. "I bought it because I had a (6) offering me SOp off."
15. (See also 31 down.) "A lot of these items aren't profitable enough, so we're going to shorten our
· (7, 4)."
16. "We're thinking of television and newspapers, but we leave it to the advertising agency to come
up with a detailed media (4)."
18. "We can't compete with the market leader. We're concentrating on a particular (5)."
20. "We have to consider which are the best media to reach our (6) market."
21. The standard product life cycle contains four (6).
23. "We can't spend any more on advertising. We do have a limited (6), you know."
24.. The first stage in market research is to look for internal (4).
26. Market-penetration and market-skimming strategies involve a product's initial (5).
28. A good way to make consumers aware of a new cosmetic product is to give them a free
· (6).
31. See 15 down.
33. One marketing slogan is that "products are bought rather than (4 )."

99