Download Marketing - I.I.S.S. Calamandrei

Marketing Exercises Solutions
Branding and packaging
Branding and packaging - Test Bite
http://www.bbc.co.uk/apps/ifl/schools/gcsebitesize/business/quizengine?quiz=brandingandpackaging;templateStyle=b
usiness
1. The name given to a product is called its brand name.
true
Well done. A brand name can apply to a single product or a range of products.
2. Brand names and logos are the only important design features in packaging.
False
Well done. Shape, size and colour are also important design features of packaging.
3. McDonalds' golden 'M' is an example of a company logo.
True
Well done. A logo is an image or symbol that represents a brand or company.
4. Consumers buying different brands are an example of brand loyalty.
False
Well done. Consumers continuing to buy the same brand is an example of brand
loyalty.
5. Using similar packaging to other brands helps differentiate your own product.
false
Well done. To differentiate your product you need distinctive packaging.
6. Tesco's Cola is an example of an own brand product.
true
Well done. For their own products supermarkets often use similar packaging to that
used by market leaders.
7. Impulse buying can be affected by distinctive packaging.
true
Well done. Buying on the spur of the moment can be caused by distinctive or attractive
packaging.
Branding and brand names - © BBC | British Council 2004
Worksheet 1
Skim read the following text
The name is the most important element of a successful brand. Packaging changes, advertising
changes, products even change but brand names never change.
Where do great brand names come from? All different sources, they may come from family
names or perhaps the inventor’s favorite color or animal or sometimes the names are just
completely made up. For example, McDonald’s is a family name, Adidas was created from the
inventors name Adi Dassler, Volvo means “to roll” in Latin and KODAK was completely made
up by the inventor George Eastman because he thought it was unusual and different
Worksheet 2
Discuss the following questions in pairs:
1. Why are brand names important? Customers usually associate quality and brand name
2. Name three different sources of brand names. Family name, Something the investor likes
best, Just invented
3. Do you think brands are important? Why? Companies have a greater share of the market
4. Do you have a favorite brand? What is it and why do you like it? Microsoft, I like its friendly
software
Worksheet 3
Can you guess where the following brand names came from?
Match the brands in the box with the correct text below.
1. Toyota
4. Reebok
2. Chanel no.5.
5. Nike
3. Rolls Royce
6. Nivea
a) From the Latin word meaning, ‘snow-white’.
b) This was the fifth perfume made by the same company.
c) Named after the Greek Goddess of Victory
d) Originally a Japanese family name Toyoda. The inventors changed one letter
to make it easier to pronounce overseas.
e) Named after an African Gazelle
f) The family names of two men, one a motor enthusiast and the other an
engineering genius.
6
2
5
1
4
3
Worksheet 4
Rank your favorite brands from 1-10 (1 = like the most, 10 =like the least)
1
2
3
4
5
6
7
8
9
10
Microsoft
MULINO BIANCO
EMPORIO ARMANI
NOKIA
PANDA
FANTA
ZELIG
MILLIONAIRE
ESSELUNGA
SWATCH
2
Worksheet 5
TASK
In pairs invent a new product and give it a name.
Think about the following points:
• What is special or unusual about your product?
• Why would people want to use or buy it?
• How does the name relate to the product?
Once you have chosen the name for your product prepare a short oral
presentation to give to the rest of the class. In your presentation you should
describe your product and explain how and why you chose its name. Both of you
should speak in the presentation.
Here are some useful phrases that may help you with your presentation:
We would like to introduce our new invention…
We chose the name … because…
You can use it to…
If
1.
2.
3.
4.
5.
6.
7.
you can’t think of any ideas for a new product use one of these ideas.
A thick slimy (vischioso) green jelly (gelatina) soda drink
A flying schoolbag that you can control by remote control (telecomando)
An alarm clock (telecomando) that switches off when you shout at it
A television computer
A digital watch with a built in mobile phone and mini computer…
A new digital homework personal organizer
A new high speed flying carpet
The marketing mix
MARKETING ESSENTIALS exercises
© Macmillan Publishers Ltd 2004
You are attending a marketing training seminar in English. The following practice is based upon
your notes from the workshop.
1. Underline the appropriate idea to complete this basic description of marketing.
In the past marketing was (customer-driven/ product-driven) where business emphasized
the product first and (considered/ confronted) the customer last. Nowadays the reverse
strategy is the key to successful marketing. Products and services are created (to mean/ to
meet) customer needs. Moreover, marketing must make use of its four basic components to
be effective:
• Sales
• Promotion
• Advertising
• (Public Relations/Possible Requirements) or PR
In each aspect marketing aims for a solid customer base and increased (turnaround
/turnover). Improving marketing performance is essential to be ahead of the (competition/
concentration).
2 Circle the words that can be combined with ‘market’.
3
overseas service leader survey upscale country developing competence potential business
share.
Write the possible combinations, before or after ‘market’.
....................... market...leader.........
....................... market...share...........
....................... market...survey..........
........potential... market.....................
........Overseas.. market.....................
.......developing..market.....................
.......upscale...... market.....................
3. Match the marketing components to the right description.
The ‘Marketing Mix’ consists of the 4 P’s:
Product
Promotion
Price
Place
-
one that meets the customer need
to encourage the customer to buy it
one that makes company profit and keeps the customer satisfied
where the customers can buy it
4. Place the following words and phrases under the right marketing heading. Some
of the ideas might belong to more than one category.
media
to announce
press release
special offer
billboards
discounts
banners
to call on (customers)
to sponsor
free samples
reputation
coupons
campaign
to display
negotiation
internet
follow-up
to bargain
press conference
to endorse
commercials
Sales
to call on
negotiation
follow-up
to bargain
Promotion
Special offer
discounts
free samples
coupons
to display
Advertising
Media
billboards
banners
to sponsor
Campaign
Internet
to endorse
commercials
PR
to announce
press release
reputation
press conference
Complete these sentences to describe the marketing categories.
• The sales department handles _customers' orders, delivering goods, invoicing______.
• Promotion involves_ persuading, informing and making people more aware of a brand, as
well as improving sales figures ______________________________________________.
• Advertising includes communication that typically attempts to persuade potential customers
to purchase or to consume more of a particular brand of product or service ____________.
• PR deals with improving the company’s image, notably through financing sports, the arts and
public information services _.
5. Finish the sentence pairs/ groups using the noun form of the highlighted
corresponding verb.
*We will announce our marketing plans at the meeting tomorrow.
We will make an announcement about our marketing plans at the
meeting tomorrow.
4
*He wants to bargain with the customer.
He wants to offer a _bargain_ to the customer.
* Rolex sponsors the Wimbledon Tennis Tournament.
Rolex is a _sponsor____ of Wimbledon.
Every year Rolex gives its _sponsorhip__ to Wimbledon.
* Shops can display new products.
Shops can set up special _displays__ for new products.
* Famous sports stars often endorse sports clothing and accessories.
_endorsement_ from famous sports stars helps to sell sports clothing and accessories
Marketing mix - Test Bite
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1. What is the basis of marketing?
Meeting customer needs
The needs of the consumer are central to marketing.
2. The most important aspect of marketing research is to find out
what consumers' needs are.
Knowing consumers' needs is critical.
3. The most important pricing decision ensures
Breaking-even
Breaking-even and avoiding making a loss are essential for any business.
4. A manufacturer offering discount vouchers is an example of
sales promotion.
This is an indirect way of promoting sales.
5. Getting the product to the consumer should be
as convenient as possible.
The easier it is for the consumer to buy a product, the more likely they are to buy it.
6. Why might Kendal Footwear try to differentiate their boot?
So it stands out from their competitors
They need to make their brand stand out in the consumer's mind.
7. What would be the most appropriate journal for Kendal Footwear to advertise in at first?
A local newspaper
Their target market is likely to be local, and it would be much cheaper
Market research
Market research - Test Bite
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s
1. Research is essential to identify consumer needs.
true
Identifying consumer needs is central to marketing.
5
2. Desk research is more expensive than field research.
false
Field research takes more time and planning, so it is more expensive.
3. Field research is less valuable than desk research.
false
Specifically designed research is at least as valuable as desk research.
4. Secondary data is totally reliable.
false
Existing data has been collected for different reasons. Methods and findings may not be
reliable.
5. The first step in the research process is gathering data.
false
Identifying the problem is the first step in the research process.
6. Referring to your own firm's sales records is an example of primary research.
false
This is an example of secondary or desk research .
Market segmentation
Market segmentation - Test Bite
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siness
1. A market segment is a group that has been identified as having the same needs or wants.
true
2. A target market is a specific segment that you are trying to sell to.
true
A target market is the specific group that is the potential consumer of the product.
3. Targeting football boots at men is an example of cultural segmentation.
false
This is an example of gender segmentation.
4. Disposable income describes the amount of money you spend.
false
Disposable income is the money you have left after essentials have been paid for.
5. A company would target a sports car at a family group.
false
The lifestyle needs for this segment would be different.
6. Targeting kosher food at Jewish communities is an example of cultural segmentation.
true
Kosher food is a need specific to the Jewish community - this is cultural segmentation.
6
Product lifecycle
Product lifecycle - Test Bite
1. There are four main stages to the product life-cycle.
true
Introduction, growth, maturity and decline are the four main stages of the product life-cycle.
2. Competitors enter the market during the decline stage of a product's life.
false
Competitors would enter the market during the growth stage, when a product is highly
profitable.
3. New consumers buying your product is an example of brand loyalty.
false
Existing consumers continuing to buy your product is an example of brand loyalty.
4. Saturation point is reached during the growth stage of the product life-cycle.
false
Saturation point occurs towards the end of the maturity stage of the product life-cycle.
5. A product that has been replaced by newer models is considered obsolete.
true
A product becoming obsolete can happen as a result of technological advances, for example.
6. Marketers add value to their products to make them more attractive than their competitors'
products.
true
When the consumer has a lot of choice, it is necessary to make your product stand out.
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