TALLER DE COMPRESIÓN DE LECTURA

AUTOR:

YINNA PAOLA GUERRA PEDROZA

TEGNOLOGO EN GESTIÓN DE MERCADOS

SANTA MARTA, MAGDALENA

03/10/2017
Lea con atención el texto “Supply and Demand”, que se encuentra en el objeto de aprendizaje de
la Actividad de Proyecto 4, y conteste:

1. Match the Word with the corresponding meaning:

a. Supply c Expensive

b. Demand b Desire to buy any product

c. High price x all people

d. Mass market e the lifetime of goods and services.

e. Life cycle a Disposition to offer products

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

Tastes or preferences, Number of consumers, Income, Consumer expectations, Price of related

goods

3. Write F for false or T for true

a. Production cost depends on Technology F ( ) V (x)

b. As greater the expectations are, the lower will be the offer from the companies. F (x) V ( )

c. One of the four Ps of marketing mix is Package F (x) V ( )

d. Price is the amount a customer pays for the product F ( ) V ( x)

e. Planning is to transform and develop marketing objectives to marketing strategies F ( ) V (x)

4. Answer the following questions

a. What is Benchmarking?

Benchmarking is the procedure o f determining who the best one is. It is an amount o f the quality
o f company’s products, policies, programs, tactics, etc., and their contrast with standard
measurements, or similar amounts of others.

b. What is the process of Benchmarking?

1. Planning It is the plan for running the benchmarking investigation.

2. Analysis After analyzing the information, it obtains a basis for comparison.

3. Integration Develop aims and incorporate them into the benchmarked process.
4. Action It refers to the action plans necessary to achieve the objectives decided in step 3

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

Product, Price, Sales systems, Payment systems, Advertising, Promotion, Location, Organization,
Planimetry

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.

Glossary

1. Advertising: It is a form of communication used to encourage or persuade an audience to

continue or take some new action.
2. Benchmarking: is the procedure o f determining who the best one is. It is an amount o f
the quality o f company’s products, policies, programs, tactics, etc., and their contrast with
standard measurements, or similar amounts of others.
3. Consumer: a consumer is a person or organization that demands goods or services in
exchange for money provided by the producer or the supplier of goods or services. That is,
it is an economic agent with a series of needs.
4. Demand: it refers to the desire, ability, and disposition o f consumers to buy any product.
5. Income: make reference to all the economic inputs that a person, a family, a company, an
organization
6. Integration: Develop aims and incorporate them into the benchmarked process.
7. Inventory: is a detailed, orderly and valued relationship of the elements that make up the
assets of a company or person at a given time
8. Life cycle: Stages of a person's life from birth to disappearance
9. Location: It is a place where something is or could be located.
10. Marketing strategy: is a type of strategy that each business unit hopes to achieve its
marketing objectives by: 1) The selection of the target market to which it wants to reach,
2) the definition of the positioning that will try to achieve in the minds of target
customers, 3 ) the choice of the marketing mix (product, place, price and promotion) with
which it intends to satisfy the needs or desires of the target market and 4) the
determination of the levels of marketing expenses.
11. 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.
12. Packaging: is a container or wrapper which contains products temporarily to group units of
a product for handling, transport and storage.
13. Partner: The legal relationship between two parties, having specific rights and
responsibilities as a common company.

14. Payment systems: It is used for transferring money include debit cards, credit cards, and e-
commerce payment systems.
 15. Planimetry: It is the measurement of plane surfaces; for example, the determination of,
angles, horizontal distances and areas on a map.
16. Price: It refers to the quantity of payment or compensation given by one party to another
in return for goods or services.
17. Product: It´s the tangible object or service that can be offered to a market for acquisition,
use or consumption that might satisfy a want or need.

18. Promotion: This refers to all of the communications that a company uses to increase
knowledge about the product or service in addition to persuade the consumer to purchase
19. 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.
20. Supply: it is related to the ability and disposition of producers to offer products for sale.

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

In summary when talking about demand, one refers to the quantity of goods or services that are
requested or desired in a particular market of an economy at a specific price.
The demand that a person, a family, a company or a consumer in general has of a particular
product or service may be influenced by a large number of factors that will determine the quantity
of product requested or demanded or even if it has demand or do not. And when talking about
supply refers to the quantity of goods, products or services offered in a market under certain
conditions. Price is one of the fundamental conditions that determines the level of supply of a
given good in a market. This text also defines Benchmarking and its objectives through its different
processes and variables that seeks the best practices that can be found outside or sometimes
within the company, in relation to methods, processes of any kind, products or services, provided
aimed at continuous improvement and aimed primarily at customers.