Use the questions below as a guide.

1. Does the product need to be changed, for example, offer it in a range of sizes?

2. Is the price correct?

3. Was it promoted in the correct way?

4. Is Kristal targeted at the right segment of the market?

5. If not, who should it be targeted at?

6. Is it being sold in the right places?

7. What changes need to be made to relaunch the product?

8. What should attract attention of the customers?

9. What are the reasons why people should buy Kristal?

10. What slogan should be used?

II. – Complete the following definition of marketing, by inserting the verbs

From the box.

	design develop identify influence modify persuade

Marketers have to: __________ or anticipate a consumer need; ________

a product or service that meets their requirements better than any competing products or services; ________ target customers to try the product or service; and, in the long term, ________ it to satisfy changes in consumer needs or market conditions. Marketers can ________ particular features, attractive packaging, and effective advertising, that will _______ consumers’ wants. Marketing thus combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.

– Match Russian and English phrases.

1. определить потребности покупателя – to persuade a customer

2. отвечать требованиям – to influence consumer’s wants

3. придумать продукт или услугу – market research

4. конкурирующий продукт или услуга – product distribution and promotion

5. удовлетворять изменениям – new product development

6. условия рынка – attractive packaging

7. действенная реклама – to identify consumer needs

8. развивать характерные особенности – to satisfy changes

9. привлекательная упаковка – to meet the requirements

10. влиять на желание потребителя – market conditions

11. исследование рынка – to design a product or service

12. разработка новых товаров – to develop features

13. распределение и продвижение – effective advertising

товаров на рынок

14. убеждать покупателя – competing product or service

III. Complete the notes with the words from the box.

opportunities needs customer information threats trends behaviours research weaknesses competitors campaign strengths

Keys to successful marketing

1. Have a passionate curiosity for the ________.

2. Get a deep understanding of customer’s _______ and ________.

3. Analyze all the business _______, market _______ and _____ constantly.

4. Have an instinctive understanding of how ______.

5. Understand the ______ and ______ the company faces.

6. Create good advertising and promotion ______.

7. Understand how _____ are acting.

Дата добавления: 2015-10-21