5The four Ps are the basis of marketing The four Ps are the basis of marketing. Match them with their definitionsProductPricePromotionPlaceThe cost to the buyer of goods or servicesInforming customers about products and persuading them to buy themWhere goods or services are availableGoods or services that are sold
6Complete the text with the best words: A brand can be defined as a name given to a product by a company so that the product can easily be recognised by its name or its design. In our very _______ business world, a good brand is one of the keys to the success of any company. It is often a powerful ______ tool.However, the name is not everything. For a brand to be successful, marketers have
7to know what the consumer ______ and wants, so a lot of market ______ is necessary. This gives them a consumer ________, that is to say a kind of picture of the typical customer. It is a picture not only of the customer’s needs and wants, but also of their beliefs and values. If the brand then clearly reflects those values, it is more likely to be successful.
8The customer has so much _______ nowdays that a good brand is a necessity, so that one product is clearly different from another in his or her mind.A good brand of course has long-term benefits, as it will _______ to many different market _______ and to people form different cultures.
9Questions: Yes-No questions (auxiliary verb+subject): Are you coming? Can you drive a truck?Do you know his name?Open questions (question word+auxiliary verb):What is the brand name?Which door is it? Who is the Chief Executive?Why are you putting up your prices?
10We use What if there are many possible answers: What is their policy? If Who or What is the subject, the word order is that of a statement: Who looks after the travel arrangements?The question word How can be followed by an adjective or an adverb: How big is the warehouse? How well do you speak Spanish?
11Complete with the following question words: when, how long, how many, how mush, what, which, who, why_______ did you launch this advertising campaign?________ didn’t you contact an advertising agency?______ money did you spend on the campaign?
12________ new products did you launch? Was it two or three? _______ did you target your new product at?________ market segments has you product been most successful in?________ do you expect to continue to buy this product?_______ is your sales forecast?
13Role play situation.One of you is the Marketing Director of a sunglasses manufacturer. The ither is the European Sales Manager. Role play a telephone call to talk about a focus group for the company’s new range of sunglasses.page 67