Module 2 unit 3. Marketing workbook

Task 1. Read the text and the marketing tips and match 1-6 with a-f. Get ready to use the new vocabulary in the following classes.

S W O T

Marketing is the activity of presenting, advertising, and selling a company’s products. To do that, you need to understand the company’s strengths and weaknesses, and be aware of possible opportunities and threats. This is called a “SWOT analysis” Strength, e.g. specialist skills in the company Weaknesses, e.g. limited financial resources. Opportunities, e.g. increased demand for a product form a particular market sector. Threats, e.g. a downturn in the economy, reducing overall demand.

Useful marketing tips

• You need to have realistic objectives.

• Do not forget to evaluate your strategy. If something isn’t working (пропонуєм: doesn’t work) change it.

• Don’t ignore the competition. Be ready to respond to it.

• Don’t try to compete on price alone: think about quality, reliability. etc.

• You need to gather reliable data to make an accurate market forecast.

• Target the 20 per cent of your customers who provide 80 per cent of your profit.

objective	a plan you make to achieve something.
gather something	bring many things together, e.g. information or data
respond	something you are trying to achieve (goal/aim)
strategy	study the facts and then form an opinion of something
evaluate	say or do something as an answer to somebody/something
assume	accept or believe something is true without proof (assumption)

Task 2. Replace the underlined words with their synonyms. Use the vocabulary from Task 1.

1. There is another company in the market, which could be a real danger.

2. New markets in Asia could be a great chance for us.

3. We only have a small number of products available at the moment.

4. There is a lot of competition(s) in this part of the market.

Task 3. Decide whether these are good or bad news for a publishing company. Write G or B as in the example.

1. Limited demand __B__

2. There are a number of threats. ____

3. Unlimited financial resources. ____

4. A reduction in demand. ____

5. They have a lot of skilled workers at the company. ___

6. A company has a number of opportunities. ___

Task 4. Fill in the gaps with the words given below.

cost price, market research, call centre, market share, economy pack, black market

1. The ___________________ of an item is the price it costs to make.

2. The ___________________ is things which are bought and sold, or money which is exchanged illegally.

3. The ______________________ is the proportion of the total market which one company controls.

4. The _________________ is the collection and examination of information about things that people (might) buy.

5. If something is sold in an ____________________ it contains a larger amount of goods at a lower price.

6. A _______________ provides information and sells or advertises its goods or services by telephone.

Task 5. Choose the right option from several variants. Only one word is a match.

1. If someone uses or tries the __________ sell, they try to sell something by being very forceful.

a) soft b) hard c) aggressive d) force e) easy

2. A ____________'s market is when there are more goods for sale than there are people to buy them.

a) merchant b) buyer c) client d) consumer e) seller

3. A ____________ name is the name by which a particular product is sold.

a) company b) trade c) brand d) mark e) market

4. A _________ market is an outside market selling old or used goods at low prices.

a) boot b) fly c) sales d) second hand e) flea

5. A ________ company is a company which controls other smaller companies.

a) daughter b) mother c) parent d) father e) family

Task 6.Watch the video “Unit 3, Video 2”. At the previous class you have already listened to the text about the “BookPal” company. Now listen to the clients’ opinions about this company. Decide whether the following statements are true or false. Be ready to explain your answers in the classroom.

Carmel Rowley had a really interesting experience while self-publishing. Eddie Labbad mentioned that at “Bookpal” no one had time to listen to what she had to say. Gigi Sedlmayer found out about “Bookpal” from his friends. Logan Historical Society published seven books before going to “Bookpal”. Margie Robbins dedicated her book to her three sons. Trevor Salter recommends “Bookpal” for Historical Societies.

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