1 Match the questions (1-6) with the paragraphs (a-f).

1 How do I meet my objectives?

2 What do I want to achieve?

3 What is marketing?

4 How do I communicate my message?

5 How do I find out this information?

6 What do I need to know?

2 Match the highlighted words and phrases in the text with the definitions (1-8).

1 ways of telling people about you products _____________

2 the part of the total market that buys your products _____________

3 knowledge of your company’s products ______________

4 other company’s that sell similar products _____________

5 finding out about the market _______________

6 to introduce a new product to the market ________________

7 the kind of people you are interested in selling to _________________

8 a plan you use in order to achieve something ________________

3 Look at the text again. Find and underline.

1 two market research methods

2 three marketing objectives

II

Advertising and Promotion

Every day you as a consumer are the object of the marketing efforts of American and foreign companies that want your businesses. The advertising on television and radio and in the newspaper flyers that come to your house are just some of the ways that sales promotion reach you. Most of the marketing strategies represent honest efforts to convince you to buy a product or service. Nevertheless, you are responsible for evaluating advertising directed at you, separating facts from emotions, and deciding whether or not to buy the product.

If you are an entrepreneur choosing the right advertising for your product or service is really important. Here are some tips.

A Understand your customer. Find out who they are (their age, interests, lifestyle, income, buying habits). Find out what is the best way to reach them. Which newspapers do they read? Which TV programs do they watch?

B What do you want your advertising to achieve? What is its purpose? Do you want to inform people about your product or service? Do you want them to buy it, or see it in a different way?

C Keep your message simple or clear. Say just one thing, e.g. “This is new”, “This is better”, “This makes life easier”. Make sure you have a headline that is eye-catching. Make sure the text tells the customer everything you want them to know.

D Choose a method that will reach your target market. It’s no good having a brilliant advertisement if the right people don’t see it. It’s useless to tell five million people about something that only 100000 people need to know: banks don’t use TV to tell existing customers about a new kind of account.

1 Match the questions (1-4) with the paragraphs (a-d).

1 What does it say?

2 Why are you advertising?

3 Where will you advertise?

4 Who is it for?

2 Which ways of advertising do you think is most suitable for these situations?

1 a travel company selling last-minute trips

2 a car company launching a new model

3 a bank telling customers about a new kind of bank account

4 a local politician who wants people to vote for him/her