READING COMPREHENSION WORKSHOP

Ludy Andrea Rojas Bautista

30 August 2018.

Servicio Nacional de Aprendizaje SENA

Gestión de mercados (1667968)
1. Match the Word with the corresponding meaning:
a. Supply c. Expensive
b. Demand a. Desire to buy any product
c. High price d. All people
d. Mass market e. The lifetime of goods and services.
e. Life cycle b. Disposition to offer products

2. According to the text, mention the things people take into account to determine the demand.
Expensive brands can only be purchased in exclusive stores, and custom sales promoters, the mass
consumption products are those of more rotation and they are promoted through mass advertising.
By identifying the specific needs of customers
A company can adjust the characteristics, appearance, price and distribution
method for a target market segment.

3. Write F for false or T for true

a) Production cost depends on Technology?

(V)

b) As greater the expectations are, the lower will be the offer from the companies.

(F)

c) One of the four Ps of marketing mix is Package.

(F)

d) Price is the amount a customer pays for the product.

(V)

e) Planning is to transform and develop marketing objectives to marketing strategies

(F)

4. Answer the following questions

a) What is Benchmarking?
It is a continuous process by which the products, services or work processes of the leading companies
are taken as a reference

b) What is the process of Benchmarking?

 Planning
 Data
 Analysis
 Action
 Tracing

c) Number the aspects to be taken into account in Benchmarking:

 Quality
 Productivity
 Weather

5. Write the vocabulary from the reading, and make a Glossary: Organize the words in alphabetic
order and write the meaning of each word.

 Marketing : Is an English word that means marketing or marketing in Spanish.

 Galeríes : Space for exhibition and promotion, especially visual.
 Brand : Set of attributes, tangible and intangible, that identify a product or service.
 Price: Amount of money that allows the acquisition or use of a good or service.
 Expensive: It costs a lot of money.
 Product: Thing produced naturally or artificially, or the result of a job or operation.
 Premium : service or a product with special characteristics, of superior quality to the average.
 Market: Public place with shops or stalls where it is traded, especially with food and other
products of first necessity.
 Cheerful: That manifests in his character a lot of joy.
 Supports: This verb refers to making something rest on something else.

6. Write a ten lines text that summarizes the topic of the activity.

It is called marketing mix, the tools or variables available to the person responsible for marketing to
meet the company's objectives. They are the marketing strategies, or marketing effort and should be
included in the marketing plan. The company uses this strategy when it seeks to attract more
customers.

The marketing mix is part of a tactical level of marketing, in which strategies are transformed into
concrete programs so that a company can reach the market with a satisfactory product of needs and /
or desires, at a convenient price, with an appropriate message and a distribution system that places
the product in the right place at the most opportune moment.