Content Focus. Task 1. Suggested answers:
Task 1. Suggested answers: 1. The marketing mix is a business tool used in marketing products. 2. As for strategies on how to differentiate a product from its competitors the answers may be the following: The objective of differentiation is to develop a position that potential customers see as unique. The major sources of product differentiation are as follows: · Differences in quality which are usually accompanied by differences in price · Differences in functional features or design · Ignorance of buyers regarding the essential characteristics and qualities of goods they are purchasing · Sales promotion activities of sellers and, in particular, advertising · Differences in availability (e.g. timing and location). Task 2. Suggested answers: 1. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. 2. The business may increase or decrease the price of product if other stores have the same product. Task 3. Suggested explanations (definitions): · broad – concerning the main ideas or parts of something rather than all the details, including many different kinds of things; · awareness – knowledge or understanding of a particular subject or situation; · loyalty – the quality of remaining faithful to your friends, principles, country etc.; · placement – when something is placed somewhere or when you decide where something should go; · increase – if you increase something, or if it increases, it becomes bigger in amount, number, or degree; · marketplace – the part of business activity that is concerned with buying and selling goods in competition with other companies; · satisfied – pleased because something has happened in the way that you want, or because you have got what you want;
Task 4. 1. True. 2. False. 3. False. 4. True. 5. False. Task 5. Before making this exercise the teacher should explain the difference between tangible goods, intangible services. For instance, intangible goods are goods or items that are intangible, meaning that it cannot be touched, as opposed to a physical good.
Task 6. To be organized exactly as stated in the Student’s Book. Give some example to students if they are at loss when deciding on the concept. Task 7. To be organized exactly as stated in the Student’s Book. Make sure that the presentation of each group would not exceed the 3-minute limit. Task 8. To be organized exactly as stated in the Student’s Book. Suggested answers: 1. A good promotion may attract more clients. 2. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. 3. A company pays an advertising agency and the latter create, plan and hand advertising.
Task 9. To be organized exactly as stated in the Student’s Book. Task 10. 1. 1/3 page, 2 1/8 page, 3. full page. Task 11. To be organized exactly as stated in the Student’s Book. The teacher should emphasize on the fact that the company is small in the second topic.
Home task 1. Project work. If students ask you questions concerning short reports and that require lengthy explanations, ask them to approach you individually after class. The teacher will hand out these reports written by students as a home assignment on the next lesson, checked and commented on by him/her. 2. Written task. The teacher may organize a competition for the best advertisement at the next lesson. After presentation teacher should collect all the advertisements and check them for the next time. 3. To be organized exactly as stated in the Student’s Book.
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