Progetto Clil - DIRITTO ed ECONOMIA DELL’AZIENDATESTA – Marketing - 4’ B ERICA

SOLUTION

Exercise n. 1

  1. What do you understand by the “marketing”? Write your individual definition

the management process of anticipating, identifying and satisfying customer requirements profitably (CIM)

  1. Explain the difference between retailers and wholesalers.

Retailer: a person or company that sells things to people in shops

Wholesaler: relating to the business of selling goods in large quantities at low prices to other businesses, rather than to the general public

  1. Why must the price be consistent with the product?

If not there would be a contradictory message to the target market that would be disoriented, specially about the true quality of the offering

  1. Which “P” do the following items refer to?
    After-sales assistanceProduct,
    The standard rate per night for a single room Price,
    Placing an ad (advertisement) in the local newspaperPromotion,
    Internet, Place
    Free cosmetics with your first magazinePromotion,
    PackagingProduct

Exercise n. 2

You work in the leisure and tourism department of the Martime District Council. This is a tourist seaside destination. Present a sentence promoting the offering using at least 5 expressions picked up from the following list:

The Annual Air Show
The Pier – The Longest in the UK
MartimeBay: Sandy beaches, heritage coast, blue flags
Princes Theatre
Watersports
Pubs and nightclubs
Businessmen
Overseas
Families
Local residents
People on a short break
Daytrippers
0-25 yrs
26-40 yrs
41-60 yrs
61yrs +

Exercise n. 3

“You can target the segments most likely to beinterested in a particular offer”

“ You can tailor products, services and offers better tothe recipients”

What is the marketing activity useful for the above achievements?TARGETING

Exercise n. 4

Explain the difference ………
Market segmentation is the process of grouping a market (i.e. customers) into smaller subgroups. It is derived from the recognition that the total market is often made up of sub-markets (called 'segments'). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes about certain variables). Because of this intra-group similarity, they are likely to respond somewhat similarly to a given marketing strategy.

Target Market When the market has been segmented, organisations will decide which of the segments they think are most likely to use or buy their products When they have chosen the market segment to target, they will make sure that for these market segments they have the right product at the right price in the right place using the right promotion.

Exercise n. 5

When is this statement particularly true?

This is particularly true when the market is very competitive and you must stand out with your unique selling point

How should be a promotional message?

The message must meet the target consumer giving understandable information of the promotional activity and pushing the consumer to the point of purchase.

Exercise n. 6 (Select one answer)

A product life cycle
(a) shows how a products sales or profits, depending on the units used, may rise and fall over its
life.

When performing primary research
(b) you are obtaining first hand data, specifically targeted at a particular marketing problem.

The demand for a product varies with all of the following except
(c) the costs of production.

Market share tells you
(b) how much power a firm has in a market.

Market segmentation is done by firms for all of the following reasons, except
(c) so that they can develop multi-purpose advertising campaigns.

In the marketing mix what is meant by the term 'place'?
(a) The process of getting products to the places where customers can buy them.

What does a business mean by the term 'advertising'?
(c) Through the use of various media channels the firm tries to inform potential customers of its

products.

Exercise n. 7 – Comment on the following program:

Spinning

Begin to Spin is a cardio workout aimed at beginners

Getting On is an intermediate spinning class

Spin Circuit combines Spinning with a Circuit class – for advanced

Aerobics

Gentle all round class with aerobics, toning and relaxation

Aqua is a conditioning class in the water

Explosive high intensity high impact

Workout excellent for workers to unwind

Blitz is a twenty minute all over body workout great for waking up with

Step

Intermediate to the sounds of the 60s

Max advanced class to the latest sounds

Toning

Legs, Bums and Tums suitable for all ability levels

Ball and Tone uses the balls as well as barbells and dumb bells

Relaxation

Pilates relaxation through yoga with stretching and toning

Yoga combines mind and body to relax and improve posture

Tai Chi uses moves to control breathing and helps with relaxation

Dancing

Line Dancing is dancing Texan style

Tap available for Intermediate

Latino fun as well as fit with great latin music

Martial Arts

Karate for beginners

Self Defence for Beginners

Boxercise is a non-contact workout using boxing techniques

Kick Boxing based on the martial art

the gym has presented a program that aims at all types of young or pretty young people, malew or female

Exercise n. 8

what part of the marketing process is:

…. developing and promoting products that appeal to a specific market segment …..

MARKETING MIX