Bài tập TACN 3 FTU. Bài tập ôn thi cuối kì dành cho sinh viên kinh tế năm học 20222023. ahwfweovhevbcskeuwfdhbvsjdfowieufeofrvuvjvnjmjdnefcisdofwpefpoejdjdrnvrbvreuieofjpewpffceo,lcd,lvjnvjdsidpewfriutrubvfkxcpserrrrrrhgufvhoeru89etyhruvnjcsper09gufvnxkcpse0r909yegv
B Vocabulary Match the terms with their definition: Distribution channel A To launch a product I Market opportunities -F Market research – H Market segmentation -D Packaging - J Points of sale - E Product concept - B Product feature - C 10 Sales representative G A All the companies or individuals involved in moving a particular good or service from the producer to the consumer B An idea for a new product, which is tested with target consumers before the actual product is developed C Attributes or characteristics of a product: quality, price, reliability, etc D Dividing a market into instinct group of buyers who have different requirements or buying habit E Places where goods are sold to the publicshops, stores, kioshks, market, stalls, etc F Possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services G Someone who contacts existing and potential customers and tries to persuade them to buy goods or services H Collecting, analysing and reporting data relevant to a specific market situation ( such as a proposed new product) I To introduce a new product onto the market J Wrappers and containers in which product are sold Write your answer here: A I F H D J E B C 10 G Exercise 1: Categorize the following aspects of marketing according to the wellknown “4P’s” classification of the marketing mix – product, price, promotion and place Adverising After-sale service Brand name Cash discount Commercials Credit terms Franchising Free sample Characteristics going-rate Distribution channels Inventory Line-filling List price Guarantee Market skimming Mailings Payment period Media plan Prestige pricing Personal selling Poster Quality Production costs Publicity Sponsorship Quantity discounts Sizes Warehousing Style Market coverage Market Optional features penetration Packaging Point of sales Public relations retailing transportation Vending machines Wholesaling Exercise 2: Complete the eight sentences below, by adding an example from the second box: Conversional marketing is the difficult task of reversing negative demand, Stimulational marketing is necessary where there’s no demand, Developmental marketing involves developing a product or service for which there is clearly a talent demand, Remarketing involves revitalizing falling demand, Synchromarketing involves altering the times pattern of irregular demand, Maintenance marketing is a matter of retaining a current (may be full) level of demand Demarketing is the attempt (by governments rather than private businesses) to reduce overfull demand, permanently or temporarily Countermarkeing is the attempt to destroy unwholesome demand for products that are considered undesirable, a eg a non-polluting and fuel-efficient car b eg cigarettes, drugs, handguns, or extremist political parties c eg for churches, inner city areas, or ageing film stars d eg for some roads and bridges during rush hours e eg for public transport between rush hours, or for ski resorts in the summer f eg for dental work, or hiring disable people g in the face of competition or changing tastes h which often happens with new products and services Write your answer here: Exercise 3: Match up these marketing actions with the eight tasks described above: i Alter the pattern of demand through flexible pricing, promotion, and other incentives j Connect the benefits of the product with people’s needs and interests k Find new target markets, change product features, develop more effective communication l Find out why people dislike the product, and redesign it, lower prices, and use more positive promotion m Increase prices, reduce availability, make people scared n Keep up or improve quality and continually measure consumer satisfaction o Measure the size of the potential market and develop the goods and services that will satisfy it p Raise prices, reduce promotion and the level of service Write your answer here: i j k l m n o Exercise 4: Complete the text with the words in the box: Advertising budgets consumer tastes differentiate products p Early adopters making a loss Similar offerings withdrawn from the market reaches saturation The classic product life cycle is Introduction, Growth, Maturity and Decline In the introduction stage the product is promoted to create awareness It has low sales and will still be (1) If the product has few competitors, a skimming price strategy can be used (a high price for (2) which is then gradually lowered) In the Growth phase sales are rising rapidly and profits are high However, competitors are attracted to the market with (3) The market is characterized by alliances, joint ventures and takeovers (4) are large and focus on building the brand In the Maturity phase sales growth slows and then stabilizes Producers attempt to (5) and brands are key to this Price wars and competition occur as the market (6) In the Decline phase there is a downturn in the market The product is starting to look old-fashioned or (7) have changed There is intense price-cutting and many products are (8) Exercise 5: Match up the remarks below with the names of different pricing strategies in the box: market penetration pricing = market skimming = current –revenue pricing = loss-leader pricing = mark-up or cost-plus pricing = going-rate pricing = demand- deferential pricing ( or price discrimination) = perceived-value pricing = a Firstly we need cash, and secondly, we don’t think the product will last very long – it’s really just a gimmick – so we’re trying to maximize our sales income now b Like all supermarkets, we offer half a dozen or more different items at a really low price each week We lose on those, but customers come in and buy lots of other stuff as well c Since our product is indistinguishable from those of all our competitors, and we’ve only got a tiny park of the market, we charge the same as the rest of them d They just worked out the unit cost and added a percentage, without even considering demand elasticity or anything like that e We charge an extremely high price because we know people will pay it Our brand name is so famous for quality – we can make huge profits f We charge lots of different prices for what is really almost the same thing Of course, in First Class you get better food, and in Economy there’s hardly any legroom, but it’s still a flight from A to B g We decided to launch the product at a very low price, almost at direct cost, hoping to get a big market share Then we can make profits later because of economies of scale h We’re going to charge a really high price to start with We can always lower it later to reach price-elastic market segments Exercise 6: Which of these two-word nouns refers to? A basic price before discounts and special offers are made? A price at which retailers buy goods? A price recorded in a company’s accounts? The government’s measure of inflation? The price at which a producer makes no profit? The relationship between a product’s price and the quantity bought Which two of these two- word nouns refer to A price-limit imposed by government? Arrangements between competitors not to lower price