Lesson 5
Task 20 .Now your teacher will hand out reports on how to change software and avoid extra costs written by you as a home assignment for the previous time, checked and commented on. After you look through the comments made by the teacher on your organisational structure chart descriptions, ask him/her questions if you do not quite understand or have doubts about some comments.
Task 21. Present your Long-term project on Unit 1, i.e. your PowerPoint presentations on one of the following topics:
Your tips on how to become a good manager of a publishing company.
Your views/ideas on the band name of the company. The approaches to choosing the name of a company.
Task 24. Module Assessment. Your teacher will give your Module Assessment paper. (You have 60 minutes for all the tasks).
MODULE 2
UNIT 3. MARKETING
STUDENT’S BOOK
LESSON 1
Content Focus
Task 1. It is very important to understand the concept of marketing mix when talking about marketing. Marketing mix helps define the marketing elements for successfully positioning a product or service.
Read the text below about the marketing mix. Before reading the text answer the following questions:
Give your opinion as to what marketing mix is?
Think of any strategies how to differentiate a product from its competitors (You have 5 minutes for answering the questions and 10 minutes for reading the text).
Marketing mix
M
arketing
mix is a broad
concept that includes several aspects of marketing which are related
to creating awareness
and customer loyalty.
The term is often summarized as referring to the "four P's":
price, promotion, product, and placement.
Product. It is a tangible item or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Typical examples of a mass produced tangible object are books, other printed materials. Packaging also needs to be taken into consideration. Every product is a subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.
Price. The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product.
Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and public relations.
Placement. – A way of getting the product to the consumer and/or how easily accessible it is to consumers.
In recent years the four P's have been updated to include several more factors. Some people even go up to as many as 27 P's.
(The text is borrowed and modified from http://www.scribd.com/doc/78960356/Seminar-Ski-Marketing-Mix-Engleski-Jezik-II: as of 25 September 2011)
Task 2. Answer the following questions to the text (You have 5 minutes for answering the questions):
How can we differentiate a product from its competitors?
How does the price of a product differentiate in accordance with the existence of the same products at the market?
Task 3. Look at the underlined words in the text and give your own understanding of them (You have 5 minutes for the entire task).
Task 4. Say whether the statements from the text are true or false (You have 5 minutes for the entire task).
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T/F |
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T/F |
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T/F |
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T/F |
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T/F |
Task 5. In the text “Marketing Mix” the terms “tangible goods” and “intangible service” were used. While choosing the right marketing strategy it is important to understand the difference between the terms.
Write the terms in a corresponding column.
Tangible goods |
Intangible service |
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consultation with authors about the publication;
printing on-line publication;
printing recipes book;
book cover creation;
book printing planning;
printing products distribution;
personal cards publishing;
creation of personal cards design;
brochures printing.
Give some other examples of tangible goods and intangible services in printing/publishing industry (You have 5 minutes for the entire task).
Task 6. Work in small groups of two. As you already know there exist a lot of marketing concepts. On the diagrams given below you can see different kinds of marketing concepts. In pairs discuss which concept you think is the best? Explain your answer. Draw your conclusions in the form of a two- or three-minute presentation (You have 10 minutes for discussion and preparing your presentation).
A B C D
Task 7. Every small group is now supposed to report their conclusions to the whole class making a short presentation prepared by them (every student from the small group is due to deliver some part of the presentation). Other students should comment on the conclusions they have heard, say whether they agree or not, with what they agree or disagree and why (3 minutes for every small group to speak, 15 minutes for the activity as a whole).
Task 8. As you might know, advertising agency is a service provider that helps its clients by developing suitable ad campaigns for them. Answer the following questions (You have 5 minutes for this task):
Have you ever heard how advertising agencies help publishing companies to improve their sales?
What do you know about the services advertising agencies provide?
When a company hires an advertising agency, what are the roles of both parties?
Can you name any famous Ukrainian advertising agencies?
Task 9. Read the text below about advertising agencies and decide whether your answers for the previous task were correct (You have 5 minutes for reading the text).