MÓDULO

ESP APPROACHING

CONTENIDOS SEMANA 2
COMPETENCIA DEL MÓDULO:
Elaborar frases y textos orales y escritos dentro de un entorno social y
laboral. Comunicar ideas, en idioma inglés, en conversaciones cortas dentro
de un entorno social y laboral.
APRENDIZAJES ESPERADOS SEMANA 1:
Elaborar frases y textos escritos en contexto del uso de vocabulario
concerniente a Marketing, productos y servicios, Marketing mix, y análisis
FODA . Comunicar ideas, en idioma inglés, en conversaciones cortas dentro
de un entorno social y laboral.

DIRECCIÓN ACADÉMICA

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ÍNDICE

MARKETING BASIS 1
The Marketing Mix (THE FOUR P’S) 3
THE MARKETING MIX: 4
PRODUCTS AND SERVICES: CONCEPTS 9
SWOT ANALYSIS 11
CONCLUSION 13
REFERENCIAS BIBLIOGRÁFICAS ó BIBLIOGRAFÍA 14
INTRODUCTION

Marketing is the system of researching a market, delivering value and satisfying the
customer with a profit motive.

This discipline is responsible for studying the behavior of markets and the needs of
consumers. It analyses the commercial management of companies with the aim of
attracting, capturing, retaining and building customer loyalty by satisfying their desires and
solving their problems.

In this complete content we will detail what marketing is, the types and strategies that exist,
several examples, the difference between advertising and marketing, the characteristics of
a good marketer, which are the differences between the 4P’s and marketing mix, how to
develop a SWOT plan and you have at your disposal several learning resources.

If you have questions or concerns about the course, please do not hesitate to contact your
teacher.

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MARKETING BASIS
What's Marketing?

Image source: https://images.app.goo.gl/TpePWbSJigBFZX8M9

DEFINITION OF MARKETING: Think about this, when you go to the market to buy readymade shirts,
you find that there are several options available to you in terms of quality of cloth used, design,
color, price etc. and you can buy what suits you most.
This implies that the manufactures evaluate the needs of the consumers, their tastes and
preferences and plan the products accordingly.
All these activities are said to be part of marketing function of any organization.
So, marketing refers to the process of finding out consumers’ needs and supplying various goods
and services to the final consumers or users to satisfy those needs.
It also directs the flow of goods and services from producers to consumers or users.

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TRADITIONAL CONCEPT OF MARKETING: This concept of marketing emphasizes on promotion and

sale of goods and services and little attention is paid to consumer satisfaction.
a) The main focus is on the product: we have a product and it has to be sold. So, we have to
persuade the consumers to buy our product.
b) All efforts of the marketing people are concentrated on selling the product.
c) The ultimate goal of all marketing activity is to earn money through sales.

MODERN CONCEPT OF MARKETING: The modern concept of marketing starts with identifying
consumers’ needs, then plan the production of goods and services to provide the maximum
satisfaction.
The emphasis of the modern concept of marketing is on selling satisfaction and not merely on selling
goods and services.
a) The marketing activity starts with an evaluation of the customers’ needs and plan the production
of items that satisfy these needs most effectively.
b) All marketing activities like product planning, pricing, packaging, distribution and sales
promotion are combined into one as coordinated marketing efforts.
c) The main aim of all efforts is to earn money through customer satisfaction. This implies that, if
the customers are satisfied, they will continue to buy, and many new customers will be added.

DIFFERENCE BETWEEN MARKETING AND SELLING: The terms ‘marketing’ and ‘selling’ are related
but not synonymous.
Marketing as stated earlier, emphasizes on making money through customer satisfaction.
Marketing has long term perspective, winning consumer loyalty to the product by providing
maximum satisfaction.
Selling has short-term prospective, focusing on product and emphasizes on selling the product.

Answer:
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1. What do you understand by marketing?

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
______________________________________________________________________

The Marketing Mix (THE FOUR P’S)

Warm Up- questions.
Answer the following questions and share with you classmates.
1. What do you consider before buying a product?
_____________________________________________________________________________
.

2. How important is price when you have to buy something?

_____________________________________________________________________________
.

3. Why does a beer cost more at a fancy pub than it does at a supermarket?
_____________________________________________________________________________
.

4. How do companies usually promote their products and services?

_____________________________________________________________________________
.

5. How would you promote a product?

_____________________________________________________________________________
.

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THE MARKETING MIX:

Image source: https://images.app.goo.gl/jz776jCmJ1BS9dGY8

The marketing mix is often crucial when determining a product or brand's offer and is often
synonymous with the four Ps: price, product, promotion, and place.
However, in service marketing the four Ps have been expanded to the Seven Ps to address the
different nature of services.
In recent times, the concept of four Cs has been introduced as a more customer-driven replacement
of four Ps. and there are two four Cs theories today. One is Lauterborn's four Cs
(consumer, cost, communication, convenience), another is Shimizu's four Cs
(commodity, cost, communication, channel).

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MCCARTHY'S FOUR PS

The marketer E. Jerome McCarthy proposed a four Ps classification in 1960, which has since been
used by marketers throughout the world.

CATEGORY DEFINITION

A product is seen as an item that satisfies what a consumer demands. It is a tangible

PRODUCT
good or an intangible service.

The amount a customer pays for the product. The price is very important as it
PRICE
determines the company's profit.

Advertising covers any communication that is paid for, from television commercials,
PROMOTION
radio and Internet advertisements through print media and billboards.

DISTRIBUTION Refers to providing the product at a place which is convenient for consumers to
(PLACE) access.

The seven Ps is an additional marketing model that refers to the already mentioned four Ps, plus
'Physical evidence', 'People', and 'Process':

CATEGORY DEFINITION

PHYSICAL EVIDENCE Elements within the store—the store front, the uniforms employees wear,
signboards, etc.

PEOPLE
The employees of the organization with whom customers come into contact.

PROCESS
The processes within the organization that affects its marketing process.

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The marketing mix according to E. Jerome McCarthy (the 7 P’s)

Image source: https://images.app.goo.gl/g3iWj6VNXVcSxMvs6

LAUTERBORN'S FOUR CS

Robert F. Lauterborn proposed a four Cs classification in 1990 which is a more consumer-oriented

version of the four Ps.

FOUR PS FOUR CS DEFINITION

CONSUMER WANTS A company will only sell what the

PRODUCT
AND NEEDS consumer specifically wants to buy.

Price is only a part of the total cost to satisfy a want

PRICE COST or a need. The total cost will consider for example
the cost of time in acquiring a good or a service.

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While promotion is "manipulative" and from the

seller, communication is "cooperative" and from
PROMOTION COMMUNICATION the buyer with the aim to create a dialogue with
the potential costumers based on their needs and
lifestyles.

People do not need to go anyplace to satisfy a want

or a need. Marketers should know how the target
market prefers to buy and guarantee convenience
PLACE CONVENIENCE to buy with the rise of Internet. Convenience takes
into account the ease of buying and finding the
product, finding information about the product,
and several other factors.

Image source: https://steemit.com/spanish/@rivasjuancho/3ts87c-marketing-mix-4p-s-o-4c-s

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Image source: https://www.consuunt.com/4c-marketing-model/

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PRODUCTS AND SERVICES: CONCEPTS

Image source: https://images.app.goo.gl/NeGM9grRNFqa52ps7

I. MATCH WORDS AND DEFINITIONS

1. product _____ a large gathering at which companies show and sell their products.
2. service _____ the selling of goods in large amounts at low prices to shops and businesses.
3. trade fair _____ organic products, usually food, that will go bad after a certain amount of time.
4.consumer durables _____ an industry or organization that provides for a basic public need.
5. perishables _____ introduce something new such as a product or service
6. retail _____ goods that last a long time and are not intended to be bought very frequently.
7. wholesale _____ something that is made to be sold, usually produced by an industrial process.
8. launch _____ to produce goods in large numbers, usually in a factory using machines.
9. deliver _____ the activity of selling goods to the public, usually in small quantities.
10. manufacture _____ to take goods to people's houses or places of work.
11. VAT _____ the cost of transporting goods.
12. brand _____ a particular make of goods, or their trademark.
13. receipt _____ abbreviation for Value Added Tax.
14. freight _____ a document showing you have paid for something.

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WRITE ABOUT A PRODUCT OR SERVICE BY SAYING WHAT YOU SELL OR PROVIDE, ITS MAIN
COMPETITOR, TARGET MARKET AND 1 ADVANTAGE:
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________

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SWOT ANALYSIS

Image source: https://images.app.goo.gl/X8oUuKG21ZGTQ3hS7

▪ Strengths: Internal factors that give an advantage over others in the industry.
Characteristics of the products and services they provide, convenient prices, quality, reputation of
the brand, nice advertising, innovation, variety, etc.
▪ Weaknesses: Internal factors that place a firm at a disadvantage relative to others in the
industry.
High costs, bad quality products, products not appropriate for their public, out-of-date products,
bad reputation of the brand.
▪ Opportunities: External chances to make greater profits and sales.
Customers who want to acquire their products, Internet as a tool, alliances.
▪ Threats: External elements that could cause troubles to the business.
Better competitors, people losing interests in their products or services, obstacles.

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MAKE A S.W.O.T. (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) ANALYSIS OF A

PRODUCT OR SERVICE ON THE LIST:

1. PEPSI 2. JUMBO SUPERMARKET 3. MOVISTAR

4. METRO SANTIAGO 5. COLUN 6. MC DONALDS
7. FACEBOOK 8. NIKE 9. FARMACIAS AHUMADA
10. APPLE 11. FALABELLA 12. THE CLINIC NEWSPAPER

STRENGTH:
______________________________________________________________________________.
WEAKNESS:
______________________________________________________________________________.
OPPORTUNITY:
______________________________________________________________________________.
THREAT:
______________________________________________________________________________.

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CONCLUSION
Congrats! Because you have finished your second step of this approaching to all specialized
courses in the Administration Course level of English at CFT Manpower.

Now, you can better understand a lot of new grammatical structures along with new
specialized vocabulary in order to express your ideas in a better way.

With all this information, what can be clearly deduced is that today's marketing is focused
on the needs and desires of the consumer. It is no longer about "shocking" them or reaching
them indiscriminately, but about listening to them and adapting to what they demand.

Therefore, marketing should not be understood as simply a grouping of techniques, but as

a philosophy or way of working that should influence all areas of a company.

Furthermore, marketing and sales should not work in isolation. Rather, they are two areas
that should be understood as one and work in a very intertwined way. Because without
marketing, sales are not generated and without sales we cannot know what the real pain
points of the end consumer are.

The true art of marketing is not knowing how to sell, but understanding the end consumer
and offering them what they need at the right moment in the buyer journey.

So, do not give up and continue practicing in order to be more confident and remember
that we can have a better level of English if we practice day by day.

Practice makes perfect!

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REFERENCIAS BIBLIOGRÁFICAS ó BIBLIOGRAFÍA

Ibbotson, M., & Stephens, B. (2006). Business Start Up 1. Cambridge: Cambridge University Press.
Ibbotson, M., & Stephens, B. (2006). Business Start Up 2. Cambridge: Cambridge University Press.
Lowe, S., & Pile, L. (2004). E-mailing DELTA Business Communication Skills. London: DELTA
Publishing.
Parsons, N. (2 de February de 2021). LivePlan. Obtenido de Live Plan:
https://www.liveplan.com/blog/what-is-a-swot-analysis-and-how-to-do-it-right-with-
examples/
Gartenstein, D. (11 de March de 2019). Chron. Obtenido de Chron:
https://smallbusiness.chron.com/describe-companys-products-services-39987.html
Balbontín, J. (2013). Oral Language Booklet. Santiago.

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