Review 5

Marketing and selling

D Underline the correct word in italics. 8 Of the three products, Premium is (heavy).
9 Value has __ (good) delivery time of all.
A useful way to think about marketing is in terms of 10 Regular has __ (bad) delivery time of all.
'the four Ps'. These are: product, (1) packaging / price, 11 Let's order Premium - it looks (modern) the
promotion and place. The third P - promotion - is about others.
creating awareness, interest and (2) desire / design. These 12 Premium is too complicated for our needs. Let's order
are the first three parts of 'AIDA'. The final part of AIDA Regular - it's (simple). (two possible answers)
(action) is the job of sales, not marketing: action means
getting the customer's (3) sign / signature on the contract. D Match the pairs of expressions that have a similar
But sales say their job is much more complex than meaning.
that. It is the sales staff who persuade (4) prospects /
1 Keep in mind that . a) and as a result ...
potentials to make a purchasing decision. They have to
2 which means that . b) I know what you mean.
answer (5) requirements / enquiries, make sales visits,
However, ...
analyse the customers' (6) wanting / needs, give product
3 What's more, ... c) Don't forget that ...
demonstrations, write proposals, send (7) estimations /
4 I see your point. But ... d) In addition, ...
quotations, and do all the negotiation.
In reality, of course, marketing and sales have to work
together closely. Information from both departments is
o Complete the conversation about childcare at work
with expressions 1-4 from Exercise 4.
needed to make promotion more (8) worth / effective, for
example, to make sure the focus is on the benefits of a Rosie: A lot of staff have childcare problems, (1) _
product (that is, how the product can make a customer's the company loses hundreds of hours of work every
life better) rather than just the (9) features / factors (that is, year. We need a day care centre, here on site.
what the product can do). David: Maybe you're right. But it's a big investment. And it
When marketing and sales work together closely, there needs specialist staff.
will be increased (10) venues / revenues and new business Rosie: (2) can we take those two issues one by
(Ll ) opportunities / arrivals. Both departments are needed one? I agree that a day care centre is a big investment.
to build long-term (12) partnerings / partnerships with However, it can save you money. (3) most of
customers, rather than just satisfy their immediate needs. the cost is paid by the employees - the cost is taken off
their salaries.
o Fill in the missing letters to complete these marketing David: OK, but what about the problem of the specialist
collocations. staff?
Rosie: We plan to work with a service company called
1 If you cond market studies, you do them in an
Happiday. They provide the staff. (4) they
organized way.
provide all the toys and equipment as well.
2 If you bu brand image, you develop it and make it
better. II Complete the sentences for 'selling' changes with the
3 If you del the goods, you take them to a place. pairs of words in the box.
4 If you m consumer needs, you do what is necessary
to satisfy those needs.
forward/relationship longer/replacing
5 If you s__ competitive prices, you decide and state what
materials/quotation not only/but also
they are.
regular/important rising/increase
6 If you inc market share, you make it grow.
7 If you en a new market, you start working in it.
8 If you ra awareness of a product, you make sure 1 As a customer of ABC, your business is _
more people know about it. to us.
2 Due to the economic situation, our costs are .
D Look at the table. Then complete the sentences Consequently, we have no choice but to our
below with the correct form of the adjective in brackets. prices.
Add the, than, more/less or most/least, if you need to. 3 Since the price of increased last month, we have
revised our
Product Value Regular Premium 4 Other customers are delighted with the new model, as it
is faster lighter than the old one.
Price €35 €65 €80
S We look to continuing our strong business
Weight 2.2kg 2.5kg 2.8kg ___ for many years to come.
Delivery time 1 week 4 weeks 3 weeks 6 Owing to changes in international safety laws, the G200
is no compliant. Therefore, we are it
1 Regular is (cheap) Premium. with a new model, the G2S0.
2 Of the three products, Value is __
3 Regular is (expensive) Value.
(cheap). o Use the six items in bold in Exercise 6 to complete
the sentences below.
4 Value is (expensive) Regular.
5 Of the three products, Premium is (expensive). 1 and mean the same as 'because'.
6 Of the three products, Value is (expensive). 2 and mean the same as 'because of.
7 Regular is (heavy) Value. 3 and mean the same as 'so'.

86 The Business 2.0