TALLER DE COMPRESSION LECTORA

SERVCIO NACIONAL DE APRENDIZAJE -SENA

CENTRO DE COMERCIO

REGIONAL ANTIOQUIA

GESTION DE MERCADOS

FEBRERO 201
1. Match the Word with the corresponding meanig

a. Supply: Disposition to offer products

b. Demand: Desire to buy any product

c. High price: Expensive

d. Mass market: All people

e. life cycle: The lifetime of goods and services.

2. According to the text, mention the things people take into account to determine the
demand.

Tastes or preferences

Consumers may demand for an item one year and ignore it the next.

Income

When income rises, the quantity demanded will rise too. When income falls, the demand of
that product will fall too (Franny Chan website).

Price of related goods

Here are two kinds of related goods that can affect the demand: substitutes (for example,
butter and mar-garine) and complementary (toys and batteries).

3. Write F for false or T for true

a. Production cost depends on Technology (T)

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 (T)

 e. Planning is to transform and develop marketing objectives to marketing
Strategies (T)

4. Answer the following questions

a. What is Benchmarking?

Benchmarking is the procedure of determining who the best one is. It is an amount of the

quality of company’s products, policies, programs, tactics, etc., and their contrast with

standard measurements, or similar amounts of others.

It is, also, the continuous systematic process for evaluating the compa-nies that are
recognized as best-in-class.

b. What is the process of Benchmarking?

1. PlanningIt: is the plan for run-ning the benchmark-ing investigation.

2. AnalysisAfter: analyzing the information, it obtains a basis for compari-son.
3. IntegrationDevelop: aims and incorporate them into the benchmarked process.
4. Action: It refers to the action plans necessary to achieve the objetives decided in step 3.

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

Product: It is the thing produced by labor or effort.

Price: It refers to the quantity of payment or compensation given by one party to another in
return for goods or services.
Sales systems: It is a set of principles, processes, strategies and tools that are put into place
to bring the company results day-in and day-out.

Payment systems: It is used for transferring money include debit cards, credit cards, and e-
commerce payment systems.

Advertising: It is a form of communication used to encourage orpersuade an audience to

continue or take some new action.
Promotion: It refers to the communications with the public in an at-tempt to influence them
toward buying your products and/or services.

Location: It is a place where something is or could be located.

Organization: It is a social unit of people systematically structured and managed to meet a

need or to pursue collective goals on a continuing basis.

Planimetry: It is the measurement of plane surfaces; for example, the determination of,
angles, horizontal distances and areas on a map

5. Write the vocabulary (20 words) from the reading, and make a Glossary: Organize
the words in alphabetic order and write the meaning of each word.

1. Advertising: Publicidad

2. Allowances: Subsidios

3. Analysis: Análisis

4. Credit terms: Condiciones de crédito

5. Developing: Desarrollando
6.Direct marketing: Marketing directo

7. Discounts: Descuentos

8. Godos: Bienes

9. Develop: Desarrollar

10. Location: Ubicación

11. Payment period: Periodo de pago

12.Payment systems: Sistemas de pago:

13. PlanningIt: Planificación

14. Price list: Lista de precios

15.Price: Precio

16. Product: Producto

17. Promotion: Promoción

18. Public relations: Relaciones públicas

19. Quantity: cantidad

20. Sales force: Fuerza de ventas

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

supply and demand are two important concepts of the economy, since when one increases
the other decreases, in this order of ideas the demand refers to the ability and desire of
consumers to buy any item, while the supply refers to the ability and willingness to offer
products for sale.
In the case of demand these are the following elements that are taken into account which are:
tastes, preferences and numbers of consumers, on the other hand, the offer is based on the
price of goods and production costs.

supply and demand are two essential elements in the market, given that the market is dynamic
and therefore marketing specialists use the combination of a number of variables such as
price, promotion and product that make the company to achieve your business goals.