Unit7详解.pptVIP

Starting up A ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d) Vocabulary For each group of words 1 to 5: Fill in the missing vowels. Match the words to the definitions a) to c) Choose a well-known product for each of these product categories. 1 cars 2 newspapers and magazines 3 watches/jewellery 4 clothing Give typical consumer profiles for each product. Include the following: Age Sex Job Income level Other products the consumer might buy Listening 7.3 Listen to the second part of the interview and answer these questions. Which campaign was most memorable for Mirjana? Why did she find it memorable? What was the fantastic strap line (slogan)? What other strap lines do you know? 7.4 Listen to the last part of the interview and answer these questions. What type of company was involved? What was the promise? Why did it appear successful at first? Why did they end the campaign? Complete this extract from the interview. Reading Ferrari, Italy’s maker of sports and racing cars, is among the three most recognisable brands in the world. The company got its high profile among the world’s corporate giants without the help, for most of its existence, of an advertising department. Only as recently as 1993 did Ferrari create a marketing department. ‘Just parking our exciting automobiles is enough to draw the crowds,’ writes Gian Luigi Longinotti-Buitoni, the author of a book called Selling Dreams. Customers are now spending more money on products they desire rather than on products they simply need. All companies must therefore produce goods of very high quality. More importantly, they must establish a brand for years to come by giving it emotional qualities that match customers’ strongest desires. Like Ferrari, all companies must create and sell ‘dreams’. Longinotti-Buitoni gives some interesting statistics about markets