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Unit 5

The document discusses various marketing concepts including distribution channels, market research, market segmentation, and product packaging. It provides examples of marketing exercises that define the 4 P's of marketing: product, price, promotion, and place. The exercises ask students to match marketing terms to their definitions and order the stages of a product life cycle from introduction to decline. Marketing strategies are outlined for different types of demand such as current, falling, or no demand.

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Nhung Nguyen
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112 views

Unit 5

The document discusses various marketing concepts including distribution channels, market research, market segmentation, and product packaging. It provides examples of marketing exercises that define the 4 P's of marketing: product, price, promotion, and place. The exercises ask students to match marketing terms to their definitions and order the stages of a product life cycle from introduction to decline. Marketing strategies are outlined for different types of demand such as current, falling, or no demand.

Uploaded by

Nhung Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Unit 5.

Marketing
I. Vocabulary
1. Distribution chanel -A: movinh a particular goods or services from the producer to
cosumer.
2. To launch a product -I
3. Market opportunities -F
4. Market research -H
5. Market segmentation -D
6. Packaging -J
7. Points of sale -E
8. Product concept -B ~ ideas
9. Product feature -C ~ characteristics
10. Sales representative -G

II. Reading
Ex1. The third is the most accurately summarizes the text.
Ex2. The C diagrams is the best illustrator to a marketing concept adopted by a
company.

III. Exercise
Ex1.
Product: Optional features, after – sale service, line – filling, packaging
sizes, characteristics, quality, guarantee, style, brand name
Price: Inventory, credit terms, market penetrations, going – rate, list
price, market skimming, paymend period, prestige pricing, cash
discount, production costs, quantity discounts
Promotion: Advertising, commercials, franchising, public realations, free
sample, poster, publicity, sponorship, mailing, media plan,
personal selling
Place: Point of sales, transportation, rending machines, ware housing
distribuition channels, whole saling

Ex2.
1-F
2- H
3-A
4-C
5-E
6-G
7-D
8-B
(đề thi có 1 câu hỏi về loại marketing)
- Conversional marketing : negative demand
- Stimulational marketing = no demand
- Developmental marketing = talent demand
- Remarketing = falling demand
- Synchronmarkeitng – irregular demand
- Maintenance marketing – current demand
- Demarketing = reduce demand
- Countermarketing = destroy demand
Ex3.
i-5
j-2
k-4
l-1
m-8
n-6
o-3
p-7

Ex4 (đặc điểm của mỗi pha)


1. Making a loss
2. Early adopters
3. Similar offerings
4. Advertising budgets
5. Differentiate products
6. Reaches saturation
7. Consumer tastes
8. Withdrawn from the market
Introduction stage: promoted to create awareness
Growth stage: sales are rising rapidly and profits are high
Maturity Stage: sales growth slows and then stabilizes.
Decline: downturn in market, old fashioned or withdraw from the market.

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