A. Match words and their definitions

VOCABULARY

C. Find out whether the statement is true (T) or false (F) according to the information in the text.

B. Complete the sentences with the best answer (A, B or C) according to the information in the text.

A. Answer the questions to the text.

READING COMPREHENSION

1. What components are included in marketing mix?

2. Why is distribution an important element in the marketing mix?

3. What key processes are involved in promotion?

4. Does a pricing decision of a firm depend on a particular market segment?

5. What pricing techniques are described in the text?

6. What pricing technique does a firm choose when it brings out a new product into a new or existing market and want to establish itself in it and to make it possible to produce larger quantities?

7. Is skimming technique applied for up-market or low-market products?

8. How can you explain the title of the text?

1 Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services …

A … to improve the position of the company at the market.

B … to create exchanges that satisfy individual and organizational goals.

C … to define the goals of the organization.

2 The '4 Ps' of the marketing mix usually refer to …

A … people, producer, promoter, packaging.

B … persuasion, performance, preference, profit.

C … product, price, place and promotion.

3 Getting the product to consumers is approximately …

A … one fifth of the cost of a product.

B … one tenth of the cost of a product.

C … a half of the cost of a product.

4 Offering a new product at the market at quite a low price refers to …

A … cost-plus pricing.

B … penetration pricing.

C … skimming.

1. The function of products means that they should do what they say they can do and what they are expected to do.

2. Presenting the product in a desirable and appropriate way is called branding.

3. The price of a product as usual reflects its image and the need to give a consumer what they want.

4. When the business owner charges a standard rate per hour after working out typical costs for every hour of work we deal with hour-based pricing.

5. All elements of marketing mix are designed to meet customer needs and requirements.

1 approach	A a type of product made by a particular company, that has a particular name or design
2 objective	B a method of doing something or dealing with a problem
3 brand	C something that you are trying hard to achieve, especially in business or politics
4 goods	D the container or material that a product is sold in
5 return	E things that are produced in order to be sold
6 packaging	F the act of deciding the price of something that you sell
7 price	G the amount of profit that you get from something
8 pricing	H the amount of money you have to pay for something

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