bJJlN UF

7
O
'TheIourPs'Iormthebas|soIthe'market|ngm|x'.|Iyouwanttomarket
aproductsuccessIu||y,youneedtogetth|sm| xr|ght.MatchthePs(1-4)
tothe|rdeI|n|t|ons(a-d).
1 prcduct a) theccsttcthebuyerclccdscrservices
2 price b) inlcrm|ncustcmersabcutprcductsandpersadinthem
5 prcmcticn
tcbuythem
p|ace
c whereccdscrservicesareavaiab|e
) ccdscrsev|cesthataresc|d
O
i 02.1121 L|stentoIourconsumersta|k|ngaboutd|IIerentproducts.
0ec|dewh|choItheIourPseachspeaker|sd|scuss|ng: product,pr|ce,
promot|onorp|ace.

Th|nkoIsomeproductsyouhaveboughtrecent|y. Whyd|dyou buythem!

Wh|choItheIourPs|nI|uencedyourdec|s|ontobuy!

Te||yourpartneraboutamarket|ngcampa|gnthat| mpressedyou.
Scanned for Agus Suwanto
W0|0
p|6|5p5
5cc !hc 0v0-k0M
]or /hc 6/osscq
0N|1 8 MAkk1|N6
ForeachgroupoIwordsbe|ow(1-5).

li|| in the missing vcwe|s tc ccmp|ete the wcrd partnerships,

match each cl the three wcrd partnerships tc the ccrrect deliniticn (a

c).
market r _ s y _ r c h the percentage c| sales a ccmpany has
s _ g m _ n t
a)
b) inlcrmaticn abcut what cus|cmers want and need
s h
r e c) a grcup cl custcmers cl si mi | ar age, inccme |eve|
and sccia| grcup
? ccnsumer b h v a) descripticn cl a typical custcmer
p r _ | _ | _ b) where and hcw pecp|e buy things
g __ d s c) things pecp|e buy lcr thei r cwn use
5 prcduct | n c h a) intrcducticn cl a prcduct tc the mar|et
_ l _ c y c l _ b) |ength c| time pecp|e ccntinue tc buy a prcduct
_ n g _ c) set c| prcducts made by a ccmpany
sa|es | r c s t a) hcw much a ccmpany wants tc se|l in a pericd
l

g r s b) hcw much a ccmpany thi n|s it wi|| se|l in a pericd

t _ r g _ t c) numbers shcwing hcw much a ccmpany has scld
i n a pericd
b advertising c _ m p __ g n a) a business which advises ccmpanies cn
b d g t
advertising and makes ads
_ g _ n c y
b) an amcunt cl mcney avai|ab|e lcr advertising
duri ng a particu|ar pericd
c) a prcgramme c| advertising activities cver
a pericd, with particu|ar ai ms
4 C2.15 Markthestressonthewordpartnersh|ps|nExerc|seA.
||stenandcheckyouranswers.
EXAMPLE: ' market re'search

Chooseawe||knownbrandIoreachoIthesecategor|es.

car/mctcrbi|e mcccJc;
* mcbi|e phcne } camera

c| c|hi ng/perlume

lccd/drink
* magazine/newspaper

ccmputer } e|ectrcnic gccds

|oreachbrand,th| nkaboutthesequest|ons.
1 what is the prcduct range cl the brand |co c| c| oJc;co-;,vosoJ-oc|;.
2 which market segment is it aimed at in ycur ccuntry!
5 what is a typical ccnsumer prc|i|e lcr Ihe brand! | nc| ude the lc|lcwing.

age gender jcb/prclessicn

i nccme |eve| interests/hcbbies

cther prcducts the ccnsumer might buy
O
Work|n pa|rs.ChooseoneoIthebrandsyo|ookedat| nExerc|seC.
0|scusswhatsortoIadvert|s|ngcampa|gnyoucoudhaveIor|t|nyour
country. howe|secou|dyoutryto| ncreasethesa|esI|guresoIthebrand!
D
Exchangeyour|deasw|thanotherpa|r.
75
Scanned for Agus Suwanto
UN| 18 MARK1|h6
M8fK6
p8fm866u685
KIt08Id 1uI08I
Ac/ch thc
n/cnicw on
/hc 0v0-k0M.
0085 80 6
L656 m8|K6

O
4C2.1 R|chardTurner|sthe EuropeanMarket|ngManagerIora
pharmaceut|ca|company. ||stentotheI|rstpartoIthe|nterv|ewand
answerthesequest|ons.
O
1 Whatisvery|mpcrtantwhenycumarkettcdcctcrs:
2 cwmucht|medcmarketinpecpeusua| | yhavewithdcctcrs:
J Whatarerat|cna|'advantaes:
Whatare emcticna|'advantaes:
4C02. R|chardta|ksabout'theregu|atoryenv|ronment'.Th|s| swhere
theauthor|t|eshaveoII|c|a|powerstocontro|theproduct|onandsaIety
oIdrugs.||stentothesecondpartandcomp|eteth|saud|o-scr|ptextract.
| thi nktheb|est2 O O O O O O .'lcrus|sthereu|atcryenvircnment.The|awsthatwe need
tclc|cwarequite O O O . " andqu|ter|ht|ysc.Wei nthepharmaceuticai ndustryhave
thesame| nterestsasthedcctcr.Wewanttche|p |ead better||ves.
Wehavetcpresentthedatai na 2 2 2 2 andba|ancedway,ncttccverstatethe
advantaesclcur 2 2 2 2 2 2 . 6ecauseweretryintcdeve|cp 2 . whi chare
ccnsistentacrcssmanyd|llerentccuntriesacrcssCurcpe...|t'scltenacha| | ene...

40218 ||stentotheth|rdpartandsay|Ithesestatementsaretrue(T)
orIa|se(F).CorrecttheIa|seones.
1 Thekeytc ccd market|nisbeinabetcspeakdirect|ytcpat|ents.
2 Marketinpecp|eareain|nlrcma||thebenelitsclthe nternetandnew
ccmmunicaticnmethcds.
J Ccmpaniesarestart|ntc|cckatusintechnc|cysuchastheiPadwhen
presentindatatcdcctcrs.

4 C02.1 ||stentotheI|na|partandputthesestages|nthecorrectorder.
a Peaksa|es c) resentdatatcthedcctcr
b) C||nica|tria|s ) Sc|entistccmesupw|than|dea
D
Whatcanyousayaboutthed|IIerentproduct|IecyesoItheseth|ngs!
pharmaceuticadrus * ccmputerscltware * cars * Cn|ish|anuaetextbccks
Rubikscuces * skatebcards lcctba||shirtscla lamcusteam
O
0|scussthesequest|ons|n pa|rs.
O
1 Whc dcycuth| nk|sthe biestmanu|acturerclspcrtsccdsina Curcpe,
andbChi na:
2 Whatdcycu kncwabcutike,Ad|dasand|i|n:
6eIoreyouread,matchthesequest|onsRStotheanswers(aI).
1 Why |sAdidasexpandininChi na: 550
2 cwmanystcresdcesAd|dashave b) tisp| anni ntc|ccuscn|cwprices.
inChinaatthetimec|writ|n:
5 Whc isChristcphe6eu:
4 cwdidi inetitsname:
5 Whatis|| inhcp|ntcdc:
Whc isthe market|eaderlcrspcrts
ccds| nChi na:
c Adidas
deistheChielxecutiveclAdidas
e tccmes|rcmtheres|dentclthe
6ei||n|ympicsCcmm|ttee.
| 6ecause|twantstcbeccmethe
market|eaderi nCh| na.
for Agus Suwanto
0N|1 8 MA8k1|N6

Readtheart|c|ebe|owandcorrecta||theanswers(a-I)| nExerc|se8.
Pdidslrcls lhc LhincscinlcriOr
by FaU| Wa|dmC|r
UUu8!u|OpC8b__C8I8pO!I8-_OOU8
mu|C|. W | | OpCn ,3 8IO!8 unU
CSpunU ||8 8u|C8 nCIWO|k IO G +
LhnC8C C|C8, n un C!O|I IO !C_un
3 mu!kCI 8hu!C |O8I |O IU!C_n unU
UUmC8I C CUmpCI| |O|8 | n UnC O
IhC WO!U8 mU8I !upU|y _|OWn_
!CIu| mu!kCI8.
hC LC|mun COmpuny 8 OnC O
G s munyCOn8umC!-_OOU8 mu| I| nuIOn-
u|8 IhuI huVC !CCCnI | y UCC|UCU IO
8h| |hC!|OCu8!Om nCu|8uIu!uICU
C I C8 | | kC ohun_hu unU HC||n_ IO
Iu|_CI8mu||C! unU|C88WCu||hy
3 COn8umC!8. WhC|C | hCy bC| | CVC
_!OWIh pO|CnI u| | 8 h _hC! O! O!-
C|_n b!unU8.
||u8 p|un8 IO !CuChu||nIO IhC
Lh nC8C |nIC!O! IO OpCn IhC nCW
/ 8IU!C8. n I u| |y, |h8 W | | bC n u|bun
u!Cu8 W|Ih u8 CW u83, pCOp|C
unU IhCn, by | 3 , n C I |C8 W| I h
u pOpu| u| | Un U!]u8I OVC| 3.,
CUmpuny OIC| u| 88uU | n bhun_hu
OnuC8Uuy.
``YCW | | bC n muCh 8mu||C!C|IC8
by| 3,8uULh!|8IOphC HCu,U-
Uu8 unu_|n_ L||CCIO! |O! L!CuIC!
Lh nu. I p!C8Cn|, |hC COmpuny hu8
l 3, 8IO!C8 n33CIC8.
hCp|OUuCI mX n8mu||C|C|IC8
W||| bCChO8Cn8OIhuIIhCCn|!y p!CC
U!CUn8umC|8 WOu|U bC 3 pC! CCnI
|C88Ihun|nUUu88CX8I|n_8hUp8 n
3 |u!_C!UIC8.hCuUUCU.hCCUmpuny
WOu|U bC Iu!_CIn_ CUn8umC|8 WIh
un uVC!u_C U|pU8ub|C nCOmC O
mb3, (1!3o)u mUnIh.
HC!bC!| Hu| nC!, U| t| u8 Lh| C|
I LXCCu||VC.p|CUC|CU Ihu| |hC 8I|u|C_y
WOu|U u||OW IhC LC!mun _!Oup IO
|C_unIhCnumbC-|WOmu|kCIpO8||On
IhuI I !CCCnI| y |O8I IO P n_, IhC
Lh|nC8C8pO!I8WCu!munu|uC|!C!.
, | P n_, HumCU uIC| IhC \|ympC
_ymnu8I WhO | I I hC || umC uI
IhC OpCn|n_ CC!CmOny OI IhC
HC ] n _ L ymp| C 8 , |CCC n I | y
unnOunCCU p|un8 IU |ukC | | 8 b|unU
upmu||CIIO CUmpCIC mO!C U| |CC|y
WIh !O!C_n b!unU8 |KCUUu8 unU
IhCmu|kCI|CuUC|kC.
Pn_8 mOVC up IO 8CCOnU
pO8I|On COu|Up!OVC u CymOmCn .
3 CIu | unu|y8|8 8CC I u8 OnC OIhC
I|8|8_n8 | n|hC!CIu|IC|U Ihu|Lh
nC8Cp!OUuC|8Cun|Cb!unUIhCm8C|VC8
u8 nO|]u8|ChCupbuIUC8|!ub|C.
n_hu88I!On_8u|C8unUU8I|-
buI| Un nC|WO!K8 | n |hC |OWC!-IC!
C|IC8IhuIUUu8hOpC8IU pCnCI|u|C
! Hu| nC| U 8|88CU U| Uu88
|CCCnI p!Ub|Cm8 nLhnuu8ImpU-
|u!y, !CuICU IO UVC!8IUCkn_ |n IhC
3 !un-up IU IhC L|ymp|C8. | Hu|nC!
p!CUCICU UOub|C-U_|I 8u|C8_!UWIh
|n Lh| nuOVC!IhCnCXIVCyCu!8.

Matchthesewordsandphrases(1-7)tothe|rdeI|n|t|ons(a-g).
l marketpcsiticn a) theccmcinaticnc|prcductsthataccmpanyhastccl|er
2 upmarket c) amarket|i||edsc ccmp|ete|ythatncmcreprcductscance added
J prcductmi c epensiveccmparedtc ctherprcductsclthesametype
penetrate d) a|teraprcductcrservicetcchanethewaythatpecp|ethi nk
dispcsac|e
accutit
inccme e startse||inccdscrservicesin anewmarket
6 recrand | mcneythatisavai|ac|etcspendalterpayinlcressentia|s|ike
7 saturated
taes,|ccdandhcusi n

the rankinclaccmpanycrcrandaainstitsccmpetitcrsin
termsclitssa|es
D
Comp|etethesesentencesw|thsomeoIthewords}phrasesIrom Exerc|se .
l The6eat|eswereac|etc. . . . . . . . the dSmaret.
2 ui nthe eccncmiccrisis,pecp|e had |ess. . . . . . . . . . .
J Sma||ercanksarestru|intcccmpetein an a|ready. . . . . . . . . . . . maket.
We aretryintc|csecurcheapimaeandmcve. . . . . . . . withmcreepensive
prcducts.
( CccaCc|adecidedtc. . . . . . . . . et|antainthed,tclitinwiththerestclCurcpe.

Scanned for Agus Suwanto

| |

* |nquest|cnswh|chwecanaswerw|theitheryes crno, weputanauxiiaryverbbece

thesubect.
'0o you /rus/ /hs mJrke/reseJrch suney 'No, /he sJmple sze wJsn'/ lJrge enough. '
'ls /he mJrke/ gong /o crJsh JgJn 'No, no/ n /he neJr ]u/ure. '
'hove you nshed /he mJrke/ng repor/' 'Yes, pnn/ed / ou/ eJrlei. '
B
Tcask|crmcre|nlcmatcn,weusequesticnwcrds|ikewhJ/, why, where, when and
how. Weputthequesticnwcrdbe|cretheaux|||averb.
when Jo you wJn/ /he sJles jgures
how shoulJ we promo/e /
how mony ore we epec/ng /o sell
6rJmmJr re]erence page148
O
Correctthegrammat|ca|m|stakes| nthesesentences.
1 WhatmeansmJrke/ pos/on
? dcwmuch|tccst
J Whyycudcn'tse|||tcne6ay
4 When the carsmustbereca||ed
woJoe '~okejo,||o

~eor
5 idycu wenttcthelarmes'market|astweek
|sccm|ngycurbcsstcmcrrcw
O
The|etterbe|ow|spartoIanauthent|cconsumersurveyonw|nes.
1 Writethewcrdsi lhequesticsi e ccrretcrder.
LXAMPLL: I wA|c -oojJoyoo|e|oo`
? Answerthequesticns.
Dcur Mr luz-Andrudc
Wc urc conducting u consumcr survcy on i ntcrnutionul vincs.
Wc p|ucc grcut vuluc on your pcrsonul opinion und. thcrcforc, rcqucst your support.
y
Z

V
y
_b PbYV
group / you / do bclong to / vhich / sc||cmploycd L cmp|oycd L rctircd L
you / c| dhov urc / ? undcr J0ycurs L J0-'0ycurs Lovcr '0ycurs
vhich / do / you / prclcr / vincs / ? vhitc ~ ]+*~ ~rosc L
hov Ido you / drink / o|tcn / vinc / ? scldom L occusionully Loncc u vcck oltcn
do / you / spcnd / usuu|ly / hov / much / o| /
up io tL t-to0 cr thun to0
vinc / on / u / bott|c / ?
dc/ huvc yc / u / cc||ur / ut / pcrsonu| /
no L ycs. smu|l L ycs. |urgc L
vi nc / homc / ?
muny bottlcs / o| /vinc hov / you huvc
lcvcr thun bottlcs L morc thun J bottlcs
/ / thc lust I
you / knov / do / vinc-grovi ng / urcus / Chiunti Nuhc L South Austruliu L Rioju L
vhich / ? L Bordcuux L Rhci nhcsscn L
vhcn sclccting vinc. / you do thc vurious
ycs ~ no L occusionu|ly
urcus / tukc into uccount /
tustc / vhi ch / you / prcIcr / do / ?
vhitc vinc. dry ~ mcdium dry svcct L
rcd vinc L

Work|n pa|rs.Askeach otherthequest|ons.

O
Work|n groups.Th| nkoIaproductandprepareas|m||arconsumersurvey
Ior|t.ThenIorm newgroups.useyourconsumersurveystoI|ndoutabout
eachothers'buy|nghab|ts.
Scanned for Agus Suwanto
66p0 .
6X6
l0fm0
UbLlUL LNUL
ChC8|N6 | N|08MA1|0N
Scrry, didycusay... :
Scrry, | d|dn'tcatchthat.
uN|1 8 MA881|N6
O
C0220 ||stentoIourpeop|eg|v|ngsomenumbers,phonenumbersand
addresses.T|ckthecorrectones.
1 a) 0,4 b) l, 4
a) 0004 b) 0004
5 a) v.artinsaw|na.ccm b) v.a|tinsaws|an.ccm
a 8}lattanat|carthcad b) l8}0attanatibethcad
O
Wr|tedownsomenumbersandaddressesyouknow. 0|ctatethemtoa
partner.Checkthatyourpartnerhaswr|ttenthenumberscorrect|y.

Work|n pa|rs.5aythe|nternat|ona|spe|||nga|phabet.
A|pha6ravchar|e e|tachccxtrct,Cclcte||ndia,u| | eti|c|maM|ke,
cvember,0scar,Papa,uebec,cmec,S|erra,Tangc,dni crm,|ctcrWhisky,ray,
Yankee,u|u
4 C02.21 Checkeachother's pronunc|at|on.Then||stentotherecord|ng.

Chooseane-ma||addressandd|ctate|ttoyourpartner.5pe||eachword
whenyoud|ctate,thencheckyourpartner'sanswer.
D
4) C02.22 ||stentotheI|rstpartoIaphoneconversat|onbetweenasa|es
d|rector,Mart|n,and h|smanager,F|ona.Answerthesequest|ons.
i dtheymeetlheirsa|eslargets
? dcwhastheirmarketsharechanged
5 Whatweretheirtcta|sa|es
dcwmuchdi dtheyspendcnshampccadvertis|ng
D
4 ) C022J Now||stentothesecond partandnotedownth| s|nIormat|on.
custcmer's name emai|address
naticna|ity
5 te|ephcnenumber
meet|ngdayanddate
Q
4 : C02.222.2J ||stentothewho|econversat|onaga|n.T|ckthephrases| nthe
dseIu||anguage boxbe|owthatMart|nusestocheck| nIormat|on,askIor
|nIormat|onandI|n|shtheconversat|on.

Ro|e-p|ayate|ephoneca||betweenthe Market|ng0| rectorandtheEuropean

5a|esManageroIacoIIeemach|nemanuIactur|ngcompany.Theyare
ta|k|ngaboutaIocusgroupIorthecompany's newrangeoIcoIIeemach|nes.
SludenA:urntcpagel40.
A58|N6 |08 | N|08MA1|0N
Ccu|dycugivemealewdetai|s
Whalaccutthenewrange!
Student3:Turntcpagel.
|| N| 5b| N6 A C0NV85A1|0N
0,| thi nk'vegcta||that.
Ccu|dycurepeatthat,p|ease
etmereadthatcacktcycu.
0idshesaywhenshe'd||ketc
meet
Thanksverymuch.Thatwasveryhe|plu|.
G shcu|dgcncw.et'sspeakagainsccn.
ight,| th|nkthat'severyhing.
Sca Sca Scanne nned d for Agu Agus s Suw Suwant anto
| ncoco
ncornoc| ono|
Wincctenternaticna|sancutdccrprcductsccmpany
based nCc|cradc, S.ihteenmcnthsac,|t|aunched
araneclacketsandbccts|crmenandwcmen.The
ccmpanybe||evedthatthemarketlcrtheseprcductswasnct
saturated.Thec|ctheswerea|medatmcuntaineers,hi kers,
sncwbcardersandanycnepart|c|pat|ninetremespcrts
crcutdccractiv|ties.Thebrandnamec|theranewas
WStremeW|nterSpcrts).
|c||cwintheprcduct|aunch,thebcctssc|dwe||, butthe
acket|e||be|cwitssa|estaret.|ewpecp|eseemedtc
kncwthattherewasanew|acketcnsa|emade|rcmanew
a||weathermater|a|.Thiswasveryd|sappc|ntin,asthe
acketwasccns|deredtchavereatsa|espctentia|.The
manaementdecidedtherelcretc re|aunchtheprcduct
andchanethe|rapprcachtcmarket|nit.
eadthe|nfermat|ene|ewaeuttheaketand
hew|twasmarketedtudythechartseppes|te
Whydeyeuth|nksa|eshaveeensepeer!
Predt
hetwc|aye||aket|scrmenand wcmen.tis
ave|sat||ea||weatherarment.
t|sce|ed|ntwcs|esmed|umand|are.
c|cusc|akcrmenb|akandredc|wcmen.
hecutershe|ctheaket|smadercma
se|a|newmater|a|.A> aresu|t|t|s||htwe|ht
hardwear|nveywarmandweatherrcc
he||n|n|sremcvac|e mak|nthe|aket
suitac|ec|a||seascns.
he|akethasaremcvac|ehccd1 ckets
andaw|de ie|dcwn theentre.
PrIe
ensandwcmens|aket1 1 O
Ptemet|en
u||aeadvert|sements|nmaa|nesc|
ec|ew|thcutdcc|andsc|ts|nterests
a|aeadvert|sements innewsaers
csters andcintcsa|eadvertsements
rcdutdemcnst|at|cnsateh|c|t|cns
|canA aketcra||seascns
|a
heaketwassc|d|ncutdccr|cdtstcres
e..am|ne|mentshcs) scrtsccds
cut|etsand umarket depa|tment stcres.
Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Sca Scanne nne nne nned d d d for for for for for for for for Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agu Agus s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s s Suw Suw Suw Suw Suw Suw Suw Suw Suw Suw Suw Suw Suw Suw Suwant ant ant ant ant ant ant ant antooooo
hart1cmpar|scn clthe p||ce 0I Ihe W|0c0te XWS
w|th\cu| cthertcpse||ingcutdccrackets

W|ncete W5
K0
1undra
K
M8ll8rhrn
0

0
lnl8d

hart2Marketshareccutdccrcketcrands
K
Wncete W5
1undra
M8ll8rrn
1%
nl8d
h8r
0C02.22.28The r|ein
artment|s0me |ese|ch
with ccusgrcupst0 get
cpi n|c0saccutthe acket The
grcuppa|ticipnts agesranged
lrcm tcc.||stentcthei |
ccmentsandmake nctes
ummaryeaenu|tant repertenthew|netew
Jhe m||et I0| 0utd00| )ckeI> |> h|gh|y c0mpeI|I|ve. Hecu>e 0I |t> u|que qu|t|e>,
the W|c0Ie XWS )ckeI c0uld ch|eve |I> >|e> t|get w|th new m||et|ng pp|0ch.
|t0eed> I0 be |e|uched > >tyl|>h)ckeI I0| y0unge| pe0p|e |u Ihe 1 Oge g|0up,
d ppel I0 pe0p|e l|vig d w0|k|ug |u c|t|e> > we|| > I0 0utd00| enIhu>|>I>.
|t >h0u|d Ue p|cmcted > 'mu>thve' |tem 0I c|0th|g I0| y0uuge| pe0ple.
Chnge> mu>I be mde t0 the p|0dutI ud |t> m|keI|ng. Ihe jckeI >h0uld be
|e|u0ched > >00 > p0>>|b|e.
1 Werk|n greups. achgreup |sateam
|nthemarket|ngdepartment.He|da
meet|ngted|scusswhatyeusheu|ddete
| mprevesa|eseftheW|nceteW5.sethe
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