Marketing

Complete the sentences with words and phrases from the box.
catalogues cold calling door-to-door e-mails mailshots pep up adverts
relationship management social media text messaging word-of-mouth

1 Many people say they don't mind ..... p.~p .-:~'p ..a.~Y?r.tL ... on their favourite
websites if it helps to keep them free .

2 Bulk advertising sent by post is known as ...... ..... ..... ..... .

3 .... ... .. .......... .. is a marketing method that consists in randomly phoning prospective
customers.

4 Customer ... ..... .. ... . .... ... refers to the systems and processes that companies use to
interact with customers.

5 ................ ..... selling used to work well for some products and services, such as
vacuum cleaners and encyclopedias, but it has now fallen out of favour with many
people.

6 Flicking through ... ...... .. ..... .. .. . is often considered a thing of the past as most
people now want to consult websites.

7 Some people believe that.. .... ... ....... .. ... marketing via YouTube, Facebook and
other social networking sites will soon replace print and television marketing.

8 The ever-growing number of mobile phone users has made .... ......... ........ a popular
way to market to customers .

9 ..... ... .... ..... .... referrals is a powerful form of marketing that costs nothing: your
customers do the marketing for you .

10 A lot of people aren't happy to receive .... .. .. .... .. ....... about special promotions as
they just clutter up the inbox.

m Complete each set of sentences with the same word.

1 Apparently, women control 72 per cent of purchasing and .. .. .. .. .... ......... spending in
the US.

Many retailers and .......... ...... ..... goods companies acknowledge that women are in
charge of shopping and household spending.

A glass .... ........ ........ . is someone that companies can see through and know
exactly how they behave and how they think.

2 Home Depot, the US home improvement retailer, has .... .. ... .. ... .. .. ... a range of home
products by a female designer.

Home2u successfully re- .. ... ... .. ....... .. .. its marketing campaign.

Our bank has ..... ........... ..... a commercial insurance service for small businesses .

3 It seems that consumer companies, still predominantly .. .. .. .. .. .. .. ...... . by men, need

to listen more to female customers.

Barclays put effort into communicating specifically with women. For example, they
sponsor ' Women In Business Awards' and .... .... .. .. .. .... .. . marketing seminars.

The company believes that the move will save it money in the long .. .... .... .. .... .. ... .

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 UNIT 4 ~~ MARKETING

4 These coats look like Armani, they feel like Armani, but they ..... ... ... .... ..... . a
fraction of the price.

With increased competition prices are pushed down, inviting more competitors such
as supermarket low-... .. ........... .. ... home brands .

Under Trilantic's ownership, MW Brands increased profits by about 50 per cent, partly
due to .. .. .. ... .. ... .. ..... savings from closing factories in France.

5 Market research shows that young Hispanic customers are an important

........ ... .. ........ group.
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Some retail sectors which were considered traditionally 'male' are now beginning to
C
........ .. ..... ..... . female consumers. "'0
What promotional events will you organise bearing in mind the .. ... . .... _.. ... ... ..
market?
~m
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11 Match the words 1-6 with the words a-fto make compounds.
1 consumer a) gap

2 viral b) spending

3 mass c) share

4 market d) marketing

5 customer e) market

6 earnings f) loyalty

m Complete the sentences with the compounds from Exercise C.

1 Retail sales growth has slowed and businesses fear that. .... . c:.o.I'\$".~.~~r. ..
H'~f)4.i.0.9...... will suffer this year as public sector jobs are cut and incomes
squeezed.

2 The .... .. .... ..... ... .. ....... .. .. .. ........ . with men is expected to narrow further as the
number of women being educated grows at a greater rate than the number of men
being educated .

3 We sell these clothes to the .. .. .......... ... ....... .. ... .. ... .. ...... in department stores
and to high earners in boutiques.

4 As women tend to be less influenced by ads, subtler ways of communicating such as

word-of-mouth marketing and ...... .... .. .. .... .. ......... .. ........ ... might work.

5 Walmart introduced its MoneyCard largely to build .. .. .. ........ .. ... .. ..... .... .. .... .. .. ..
among its primarily low-income core customers, many of whom lack bank accounts.

6 China now accounts for half of sales and all of operating profit, with a .... ..... ........ .. . .
............ .... ..... two-thirds bigger than HP and Dell combined.

11 Cross out the word in each group which does not normally make a
compound with the noun in bold.
1 customer profile loyalty cle#eit research

2 advertising campaign loan budget agency

3 marketing trade mix intelligence guru

4 market study venture research economy

5 product endorsement development line balance

6 price promotion account tag range

7 brand image name production awareness

8 consumer expense resistance goods behaviour

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