UNIVERSIDAD DE EL SALVADOR

FACULTAD DE CIENCIAS ECONOMICAS

ESCUELA DE MERCADEO INTERNACIONAL
SUBJET
ENGLISH IV
TEACHER:
LICDA. MERCY CAROLINA PEREZ HERNANDEZ
THEORETICAL GROUP:
04
GROUP MEMBERS:

KAISY ALEJANDRA CARDONA PINEDA CP19031

CARLOS WILFREDO HERNANDEZ ROGRIGUEZ HR17008
ALEJANDRA MARGARITA MEJIA VASQUEZ MV17065
GLORIA ANDREA RODRIGUEZ HERNANDEZ RH19001

WORK: CHAPTER 9
 CHAPTER 9 EXERCISES (from page 212 to 223)

MATCH THE NUMBERS WITH THE CORRECT DEFINITION.

1-Brand extension __9__It is one that usually lasts over many uses, such as appliances,
cars, and smartphones.
2-A discontinuous innovation __10__they are products purchased by the ultimate consumer.
3-Support products
4-A product item
5-A continuous innovation
6-Idle production capacity
7-A product line
8-Specialty products
9-A durable good
for the
service.
10-Consumer products
11-derived demand
12-Convenience products
13-Industrial services
14-Accessory equipment
__12__they are items that the consumer purchases frequently,
conveniently, and with a minimum of shopping effort.
__8__they are items that the consumer makes a special effort to search out
and buy.
__11__the sales of business products frequently result from the sale of
consumer products.
__3__they are items used to assist in producing other products and
services.
__14__ they can be tools and office equipment.
__13__ they are maintenance, repair, and legal services.
__6__it is when the service provider is available but there is no demand
__4__it is a specific product that has a unique brand, size, or price.
__7__it is a group of product or service items that are closely related
because they satisfy a class of needs, are used together, are sold to the
same customer group, are distributed through the same outlets, or fall
within a given price range.
__5__ it is when consumers don’t need to learn new behaviors.
__2__it involves making the consumer learn entirely new consumption
patterns to use the product.
__1__it involves putting an established brand name on a new product in an
unfamiliar market.

MEANING IN SPANISH
Write the equivalent in Spanish of the vocabulary in the previous exercise (1- 14)
Example: “Brand extension” = Extensión de la marca
2-A discontinuous innovation = Una innovación discontinua
3-Support products = Productos de apoyo
4-A product item = Un artículo de producto
5-A continuous innovation = Una innovación continua
6-Idle production capacity = -Capacidad de producción inactiva
7-A product line = línea de productos
8-Specialty products = Productos especiales
9-A durable good = Un bien duradero
10-Consumer products = Productos de consumo
11-derived demand = demanda derivada
12-Convenience products = Productos de conveniencia
13-Industrial services = Servicios industriales
14-Accessory equipment = -Equipo accesorio
CIRCLE THE CORRECT LETTER.
1-It is an item consumed in one or a few uses, such as food products and fuel.
a) nondurable good b) durable good c) convenience good

2-They are intangible activities or benefits that an organization provides to satisfy consumers’ needs in
exchange for money or something else of value.
a) Installations b) Goods c) Services

3-It is a thought that leads to a product or action, such as a concept for a new invention or getting
people out to vote.
a) Good b) idea c)service

4-They are products organizations buy that assist in providing other products for resale.
a) Convenience goods b)specialty goods c)Business products

5-They are items for which the consumer compares several alternatives on criteria such as price,
quality, or style.
a) Shopping products b)convenience goods c)specialty goods

6-They are items that the consumer does not know about or knows about but does not initially want.
a) Specialty goods b) Unsought products c)convenience
goods
7-They are items that become part of the final product.
 a) Installations b) Goods c)Components

8-They are buildings and fixed equipment.

a) Installations b) Goods c)Components

9-They are stationery, paper clips, and brooms.

a) Installations b)Supplies c)components

10-It means that the consumer cannot distinguish the service provider from the service itself.
a) Inseparability b) intangibility c) inventory

11-This analysis asks consumers to assess their expectations and experiences on dimensions of service
quality.
a) SWOT analysis b)idle production c)gap analysis

12-It is a unique identification number that defines an item for ordering or inventory purposes.
a) Product mix b) stock keeping unit c)product line

13-It consists of all of the product lines offered by an organization.

a) Product mix b)stock keeping unit c)product line

14-This level of innovation involves only minor changes in behavior are required.
a) dynamically continuous b)continuous c)discontinuous

15-This is an incremental improvement of an existing product line the company already sells.
a) market extension b) product line extension c)brand extension
COMPLETE THE FOLLOWING SENTENCES.
1-The four types of consumer products differ in terms of:
 the effort the consumer spends on the decisión.
 the attributes used in making the purchase decisión.
 the frequency of purchase.
2-Components include raw materials such as:
Lumber, as well as assemblies such as a Ford car engine.
3-Support products include:
 Installations, such as buildings and fixed equipment.
 Accessory equipment, such as tools and office equipment.
  Supplies, such as stationery, paper clips, and brooms.
 Industrial services, such as maintenance, repair, and legal services.
4-Services can be classified according to whether they are delivered by:
 people or equipment
 business firms or nonprofit organizations,
 government agencies.
5-Many goods have inventory handling costs that relate to
 their storage
 perishability
 movement.
6-Newness from the Consumer’s Perspective approach classifies new products by the degree of
learning required by the consumer:

 Continuous innovation
 Dynamically continuous innovation
 Discontinuous innovation

7-organizations view newness and innovation in their products at three levels:

 a product line extensión

 a significant jump in innovation or technology
 a brand extensión

8-Ideally, a new product or service needs a precise protocol, a statement that, before product
development begins, identifies:

 a well-defined target market

 specific customers’ needs, wants, and preferences
 what the product will be and do to satisfy consumers.

9-Ideally, a new product or service needs a precise protocol, a statement that, before product
development begins, identifies

 a well-defined target market

 specific customers’ needs, wants, and preferences
 what the product will be and do to satisfy consumers.
10-Which are the 8 failures?

1. Insignificant point of difference.

2. Incomplete market and product protocol before product development starts.
3. Not satisfying customer needs on critical factors.
4. Bad timing.
5. No economical access to buyers.
6. Poor product quality.
7. Poor execution of the marketing mix: brand name, package, price, promotion, distribution.
8. Too little market attractiveness.

11-What is a product?

A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers’ needs and is received in exchange for money or something else of value.

12-What are the four main types of consumer goods?

 Convenience product
 Shopping product
 Specialty product
 Unsought product

13-What are the four I’s of services?

 Intangibility
 Inconsistency
 Inseparability
 inventory

14-What is the difference between a product line and a product mix?

Product line: A group of products that are closely related because they are similiar in terms of
consumer needs and uses, market segments ,sales outlets , or prices.

Product mix: all the product lines offered by a company.

The difference es that the product mix includes all the product lines of a company.

TRANSLATE THE FOLLOWING SENTENCES

1-Let’s clarify the meanings of goods, services, and ideas.
Aclaremos los significados de bienes, servicios e ideas.
2-A good also may have intangible attributes consisting of its delivery or warranties and
embody more abstract concepts, such as becoming healthier or wealthier.

Un bien también puede tener atributos intangibles que consisten en su entrega o

garantías y encarnar conceptos más abstractos, como volverse más saludable o más rico.

3-Two broad categories of products widely used in marketing relate to the type of user.

Dos categorías amplias de productos ampliamente utilizados en marketing se relacionan con el

tipo de usuario.

4-Privately owned firms must make profits to survive, while nonprofit organizations seek to
satisfy clients and be efficient.

Las empresas de propiedad privada deben obtener ganancias para sobrevivir, mientras que
las organizaciones sin fines de lucro buscan satisfacer a los clientes y ser eficientes.

5-Governments at the federal, state, and local levels provide a broad range of services.

Los gobiernos a nivel federal, estatal y local brindan una amplia gama de servicios.

6-To help consumers assess and compare services, marketers try to make them tangible or show the
benefits of using the service.

Para ayudar a los consumidores a evaluar y comparar servicios, los especialistas en marketing
intentan hacerlos tangibles o mostrar los beneficios de utilizar el servicio

7-Tangible products can be good or bad in terms of quality, but with modern production lines, their
quality will at least be consistent.

Los productos tangibles pueden ser buenos o malos en términos de calidad, pero con las
líneas de producción modernas, su calidad al menos será constante.

8-Many goods have inventory handling costs that relate to their storage, perishability, and movement.

Muchos bienes tienen costos de manejo de inventario que se relacionan con su almacenamiento,
perecibilidad y movimiento.

9-At other times more features are added to an existing product to try to appeal to more customers.

En otras ocasiones, se agregan más funciones a un producto existente para tratar de atraer a más
clientes.

10-The U.S. Federal Trade Commission (FTC) advises that the term new be limited to use with a
product up to six months after it enters regular distribution.
La Comisión Federal de Comercio de los EE. UU. (FTC) advierte que el término nuevo se
limite al uso con un producto hasta seis meses después de que ingrese a la distribución
regular.

11-Simple marketing research should have revealed the problems in these new-product disasters.

La investigación de mercados simple debería haber revelado los problemas en estos desastres de
nuevos productos.

12-Developing successful new products may sometimes involve luck, but more often it involves
having a product that really meets a need and has significant points of difference over
competitive products. 13-A good has tangible attributes that a consumer’s five senses can
perceive.

Desarrollar nuevos productos exitosos a veces puede implicar suerte, pero más a menudo
implica tener un producto que realmente satisface una necesidad y tiene puntos
significativos de diferencia con los productos de la competencia. 13-Un bien tiene atributos
tangibles que los cinco sentidos del consumidor pueden percibir.

14-Being intangible, services can’t be touched or seen before the purchase decision. Instead,
services tend to be a performance rather than an object, which makes them much more difficult
for consumers to evaluate.

Siendo intangibles, los servicios no se pueden tocar ni ver antes de la decisión de compra. En
cambio, los servicios tienden a ser un rendimiento más que un objeto, lo que hace que sea
mucho más difícil para los consumidores evaluarlos.

15-Services depend on the people who provide them. As a result, their quality varies with each
person’s capabilities and day-to-day job performance. Inconsistency is more of a problem in
services than it is with tangible goods.
Los servicios dependen de las personas que los prestan. Como resultado, su calidad varía con las
capacidades de cada persona y el desempeño laboral diario. La inconsistencia es más un problema
en los servicios que en los bienes tangibles.

WRITE THE WORDS IN THE CORRECT FAILURE DESCRIPTION.

1-Insignificant point of difference.
2. Incomplete market and product protocol before product development starts.
3. Not satisfying customer needs on critical factors.
4. Bad timing
. 5. No economical access to buyers.
6. Poor product quality
. 7. Poor execution of the marketing mix
8. Too little market attractiveness.
5. No economical access to buyers: new consumer packaged goods introduced annually in the United
States, the cost to gain access to retailer shelf space is huge. Because shelf space is judged in terms of
sales per square foot, it must displace an existing product on the supermarket shelves, a difficult task
with the high salespersquare-foot demands of these stores.
2- Incomplete market and product protocol before product development starts: Without this this,
firms try to design a vague product for a phantom market. The product failed in test marketing. A
product protocol that clearly defined how a product would satisfy consumer needs might have prevented
this failure.
4. Bad timing: This results when a product is introduced too soon, too late, or when consumer tastes are
shifting dramatically.
7. Poor execution of the marketing mix: brand name, package, price, promotion, distribution.
Somewhere in the marketing mix there can be a showstopper that kills the product.
3- Not satisfying customer needs on critical factors: This factor stresses that problems on one or two
critical factors can kill the product, even though the general quality is high.
8. Too little market attractiveness: The ideal is a large target market with high growth and real buyer
need. But often the target market is too small or competitive to warrant the huge expenses necessary to
reach it.
1-Insignificant point of difference: Research shows that a distinctive point of difference is the single
most important factor for a new product to defeat competing ones—having superior characteristics that
deliver unique benefits to the user.
6. Poor product quality: This factor often results when a product is not thoroughly tested. The costs to
an organization for poor quality can be staggering and include the labor, materials, and other expenses to
fix the problem—not to mention the lost sales, profits, and market share that usually result.