‘The future’s bright, the future’s orange.’
4 What other strap lines do you know?
Listening
Successful marketing
C
Listen to the last part of the interview and answer the following questions.
Place
Starting up D Tell your partner about a marketing slogan that impressed you.
Vocabulary
Word partnerships
A For each group of words 1 to 5: a) Fill in the missing vowels. b) Match the words to the definitions a) to c).
Selling
dreams
Reading
Selling dreams
Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S.p.A.. Ferrari's cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especially during the 1950s, 1960s, 1970s, late 1990s, and 2000s. Finally, after years of financial struggles, Enzo Ferrari sold the company's sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also has an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell phones, and even laptop computers.
Vocabulary
Word partnerships
a) How much a company
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
b) informing customers about products and persuading them to buy them
c) where goods or services are available
d) goods or services that are sold
Starting up B Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.
3 Why did it appear successful at first? Because sales went up at first.
4 Why did they end the campaign? They couldn’t keep up with the demand and had overspent on prizes.
1 market
research segment
share
a) The percentage of sales a company has
b) Information about what customers want and need
c) A group of customers of similar age, income level and social group
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to b)
1 Product 2 Price 3 Promotion 4 Place
a) the cost to the buyer of goods or services
D Complete this extract from the interview.
The campaign was badly _p_la__n_n_e_d_, badly _b_u_d__g_e_t_e_d_ and it resulted in a lot of negative _p_u_b__li_c_i_t_y_ for the
Reading
Selling dreams
B Scan the article and answer these questions.
1 Which are the biggest markets/countries for these products?
Unit 7
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need
target
c) How much a company has
sold in a period
a) A business which advises
campaign companies on advertising and makes ads
budget b) An amount of money
5 advertising agency
launch a) Introduction of a product to the market
Life cycle b) Length of time people continue to
range buy a product
c) Set of products made by a company
Listening Successful
B
Listen to the second part of the interview and answer the following questions.
marketing
1 Which campaign was most memorable for Mirjana? Orange mobile phones
Working well with __s_a_l_e_s__t_e_a__m___
Customer orientation
Producing:
What customers _n_e_e__d_ _w__h_e_n_ they want it At the right _p_r_i_c_e__ In a way that’s p_r_o__f_it_a__b_le
2 Why did she find it memorable? She thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan.
3 What was the fantastic strap line (slogan)?
behavior a) description of a typical customer
2 consumer profile
goods
b) where and how people buy things c) things people buy for their own use
3 product
Speaker 1: Place
Speaker 3: Price
Speaker 2: Promotion Speaker 4: Product