2020-06-29
72
In this unit read to learn about the steps that companies take to figure out how to best meet consumer needs.
Previewing: I n addition to financing and producing products, businesses must promote and sell their products and services. In doing so, they must conduct activities that provide information about their products or services to consumers. Through their marketing departments, companies plan a marketing strategy, which details how the company will sell the product effectively.
Predicting: What can activities to provide information about companies’ products to consumers include?
Vocabulary previewing: Match the words (A) and their definitions (B)
A
(1) marketing, (2) utility, (3) market research, (4) market survey,
(5) test-marketing, (6) promotion, (7) direct-mail advertising
B
(a) survey in which researchers gather information about possible users of a product
(b) all the activities needed to move goods and services from the producer to the consumer
(c) offering a product for sale in a small area for a limited period of time
to see how well it sells before offering it in the larger market
(d) use of advertising to inform consumers that a new or improved product is available and to convince them to buy it
(e) the ability of a product to satisfy customer wants
(f) gathering and analyzing data about the types of goods and services that people want
(g) using a mailer that includes a description of the product and an order form
Formulating questions: Before you read, write two questions about marketing that you think the text will answer:
1) __________________________________________________________
2) __________________________________________________________
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Skimming: Through market research, businesses can determine what products consumers are likely to buy and at what prices. Look through the text and say how the companies can figure out what consumers want.
Reading comprehension competency focus
Reading for content information: Read the text and learn about methods companies use to promote their products.
Constructing comprehension: Use the diagram below to help you take notes as you read the text. Fill in the steps a new product goes through before reaching the market.
Answering text content questions orally:
1. What activities does marketing involve?
2. What is the main purpose of marketing?
3. What is utility?
4. What are two steps involved in market research?
5. What can a company do through market research?
6. At what stages of product development can market research be done?
7. What is the aim of marketing strategy?
8. What are the four “Ps” of marketing?
9. What does market research help determine?
10. What is the purpose of product identification?
11. What does a company have to consider in setting a price?
12. Where are various places in which products can be sold?
13. What methods can be used in promotion?
Taking notes: Answer the same questions in writing. Use note form.
Recalling the Facts: Fill in the blanks using the words from the box. Some of the words may be used more than once.
| consumer sovereignty, time utility, market research, form utility, advertising, marketing, test marketing, market survey, utility, product |
