Marketing. Lesson 2

Marketing. Lesson 2
attract əˈtrækt привлекать
compare kəmˈpeə сравнить
competition ˌkɒmpɪˈtɪʃən соревнование
consume kənˈsjuːm потреблять
convince kənˈvɪns убеждать
currently ˈkʌrəntli В данный момент
fad fæd прихоть
inspiration ˌɪnspəˈreɪʃən вдохновение
market ˈmɑːkɪt рынок
persuasion pəˈsweɪʒən убедительность
productive prəˈdʌktɪv продуктивный
satisfaction ˌsætɪsˈfækʃən удовлетворение


Marketing Study the following definitions and examples.  

1. attract v., to draw by appeal
a. The display attracted a number of people at the convention.
b. The new advertising attracts the wrong kind of customer into the store.  

2. compare v., to examine similarities and differences
a. Once the customer compared the two products, her choice was easy.
b. The price for this brand is high compared to the other brands on the market.  

3. competition п., a contest or struggle
a. In the competition for afternoon diners, Hector’s has come out on top.
b. The company has decided not to join the growing competition for dominance in the semiconductor market.  

4. consume v., to absorb; to use up
a. The business plans consumed all of Fritz’s attention this fall.
b. This printer consumes more toner than the downstairs printer.  

5. convince v., to bring to believe by argument; to persuade
a. The salesman convinced his customer to buy his entire inventory of pens.
b. Before a business can convince customers that it provides a quality product, it must convince its marketing staff.  

6. currently adv., happening at the present time; now
a. We are currently exploring plans to update the MX3 model.
b. Currently, customers are demanding big discounts for bulk orders.  

7. fad n., a practice followed enthusiastically for a short time; a craze
a. The mini dress was a fad once thought to be finished, but now it is making a comeback,
b. Classic tastes may seem boring but they have proven to resist fads.  

8. inspiration n,, a thing or person that arouses a feeling
a. His work is an inspiration to the marketing department.
b. Marta’s high sales in Spain were an inspiration to other European reps.

9. market v., the course of buying and selling a product; n., the demand for a product
a. When Omar first began making his chutneys, he marketed them door-to-door to gourmet shops.
b. The market for brightly colored clothing was brisk last year, but it’s moving sluggishly this year.  

10. persuasion n. the power to influence; a deep conviction or belief
a. The seminar teaches techniques of persuasion to increase sales.
b. Under his persuasion, she returned to school for her MBA.  

11. productive adj., constructive; high yield
a. The unproductive sales meeting brought many staff complaints.
b. Alonzo is excited about his productive staff.

12. satisfaction n., happiness
a. Your satisfaction is guaranteed or you’ll get your money back.
b. We will print the advertisement to your satisfaction.

WORDS IN CONTEXT
Read the following passage and write the words in the blanks below.

Yassir is getting ready to realize his dream: opening a business that sells plants on the Internet. After completing a business plan that helped him to determine that there was demand for his (1)____ in the (2)____. Yassir is ready to start promoting his business. Having (3) ____ the bank that there was a market—that there were consumers willing to buy plants on the Internet—he needed to find these (4)____. Once he has an established base, Yassir, like other business own­ers, will have to continually (5)____ new customers. At the same time, he must make sure current customers are (6) ____ . In order to be satisfied, (7)____ customers must be happy with the product they receive. Yassir’s job is to (8)____ these cus­tomers to gain their repeat business. To do this, he will have to (9)____ . Consumers that he offers a good product at a good price, especially when (10) ____ to the businesses with which he (11)____. He hopes that Internet plant buyers are here to stay and not just a part of (12)____

WORD FAMILIES


verb attract The store’s poor location did not help it attract customers.
noun attraction Having a clown in the toy store was a foolproof attraction for getting kids to enter.
adjective attractive Lou ran his store on an old-fashioned premise: quality merchandise at attractive prices.
verb compare She compared the prices before she made a decision.
noun comparison There was no comparison in the quality of the two brands.
adjective comparable To get an average for home costs, the agent sought prices on comparable homes.

noun competition Try to think of yourself as someone who leads the competition.
verb compete We competed against three or four other agencies to get this contract.
adjective competitive His competitive character made him quite successful in his department.

verb consume The analyst was able to consume new information quickly.
noun consumer The government tracks consumer spending closely.
adjective consumable He ran a study of the use of consumable goods.

verb market The sales department disagreed about how to market their newest product.
noun marketing A good director of marketing can find a way to sell even an unattractive product.
adjective marketable Once the sales manager decided to change the packaging, the product became much more marketable.

noun satisfaction Our highest priority is customer satisfaction.
verb satisfy Henri was perfectly satisfied with his new fishing rod.
adjective satisfactory The rods were not in satisfactory condition.

  WORD PRACTICE LISTENING COMPREHENSION

Part 1 Photo




Look at the picture and listen to the sentences. Choose the sentence that best describes the picture.

1 A, B, C, D

Part 2 Question-Response



Listen to the question and the three possible responses. Choose the response that best answers the question.

2. A, B, C

3. A, B, C


Part 3 Conversation Listen to the dialogue. Then read each question and choose the best response.

Why does the store need to be more competitive?
(A) There’s currently a recession.
(B) Productivity has dropped lately.
(C) There’s a new competitor nearby.
(D) New empioyees have little experience.

How will the store attract more customers?
(A) By giving them trial products.
(B) By giving them discounts.
(C) By selling new products.
(D) By featuring happy customers in ads.

Who will the woman call?
(A) A photographer.
(B) A photocopy salesperson.
(C) A customer.
(D) A marketing executive.

Part 4 Talk Listen to the talk. Then read each question and choose the best answer.  

Who would listen to this talk?
(A) Customers.
(B) Competitors.
(C) Students.
(D) Salespeople.

What are they trying to identify?
(A) Their weaknesses.
(B) How to price their service.
(C) Their strong points.
(D) Who the competition is.

Where will the listeners be this afternoon?
(A) At home.
(B) In a workshop.
(C) At a store.
(D) With a client.

READING Part 5 Incomplete Sentences Choose the word that best completes the sentence.

10. Marketing specialists have conducted extensive studies of what_______ customers to a particular product. (A) attractive (C) attracts (B) attraction (D) attracting 11. Smart shoppers will similar brands of an item before making a decision. (A) compare (C) comparative (B) comparison (D) comparable 12. If our work isn’t to your , please notify us within 60 days. (A) satisfy (C) satisfaction (B) satisfactory (D) satisfied 13. Manufacturers like to know what features find useful. (A) consumers (C) consumption (B) consume (D) consumable 14. Without good_______ , good products can go unsold. (A) market (C) marketed (B) marketable (D) marketing 15. A careful analysis of the_________ products on the market indicated that our product lacked innovation and optional features. (A) compete (C) competed (B) competing (D) competition 

Part 6 Text Completion

Choose the word or phrase that best completes the sentence.

Dear Valued Customer,
Smart consumers like yourself are concerned about your family’s nutrition. Health is a top priority, and so is value. You want high-quality food products at competitive prices. That’s why we are introducing Farm Fresh, our new line of 100% natural and organic frozen dinners. We know you’ll love the great natural taste of Farm Fresh dinners such as Turkey and Wild Rice, Wild Salmon with Spring Greens, and Country Chicken with Vegetables. Farm Fresh dinners are 16 packaged with 100% recyclable materials. But we don’t have to use a lot of fancy words to convince you to enjoy Farm Fresh frozen dinners. We will let their great taste 17 you to keep coming back for more. Please use the enclosed coupons to buy up to six Farm Fresh dinners of your choice at 25% off the usual retail price. We know you 18 by the great taste and the great price. Sincerely, Rosa Martello National Frozen Foods, Inc.

16. (A) attract 
(B) attractive
(C) attractively
(D) attraction

17. (A) persuade
(B) persuades
(C) to persuade
(D) will persuade  

18. (A) satisfy
(B) satisfied
(C) will satisfy
(D) will be satisfied

Questions 19-23 refer to the following report.

Catherine Cosmetics Company

Sales Department Meeting Report March 29,20 — We reviewed the sales figures for the past quarter. We are currently experiencing a signif­icant drop in sales in our hair care products. This has been going on since the beginning of the year when we introduced the improved version of our top-selling hair care line, Catherine's Cutis. Our advertising has not been successful in convincing more consumers to buy these products. We know there is a market for products such as these manufactured with 100% natural ingredients and no testing on animals. In fact, our competitors are doing quite well in this area and have been for a number of years. We know from our research that the popularity of all-natural cosmetic products is more than just a passing fad, and this is why we decided to branch out into this area. We have carefully compared our products to those of our three largest competitors. We have looked at product ingredients, packag­ing, target consumers, pricing, and sales strategies. Our product is similar, or even better, in all ways but one. Our packaging is significantly less eye-catching than that of our com­petitors, and it does not convey the important aspects of the products to the consumer, that is, that these products are entirely made with natural ingredients. Therefore, in order to attract more customers, we recommend employing a new designer to create better pack­aging for the Catherines Curb line of products.

19. When did the sales department have a meeting?
(A) At the beginning of the year.
(B) In March.
(C) A quarter of a year ago.
(D) At the end of last year,

20. Which of the following might be part of the Catherine's Curls line of products?
(A) Shampoo.
(B) Hand lotion.
(C) Nail polish.
(D) Lipstick.

21. According to the report, why are fewer people buying Catherine's Curls products?
(A) The prices are too high.
(B) The ingredients aren’t natural.
(C) The packages aren’t attractive.
(D) The type of product is not popular.

22. The word market in line 4 is closest in meaning to
(A) product
(B) factory
(C) purchase
(D) demand

23. The word fad in line 8 is closest in meaning to
(A) need
(B) fashion
(C) event
(D) wish

Keys:

Lesson 2 Marketing

Words in Context: 1. product 2. market 3. persuaded 4. consumers 5. attract 6. satisfied 7. current 8. inspire 9. convince 10. compared 11. competes 12. fad
Word Practice: 1. С 2. A 3. В 4. С 5. D 6. A 7. D 8. С 9. В 10. С 11.A 12. С 13. A 14. D 15.B 16.C 17. A 18. D 19. В 20. A 21. С 22. D 23. В
 

 

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