“Reading comprehension workshop”

Tutor: Ervin Jair Mateus Osma

Student: Laura Yuliana Espinosa

Code: 1006487426

Group: 2218145

National Learning Service SENA

Market Management Phase 2

Planning

Florencia, 30 de June of 21
1. Match the Word with the corresponding meaning:

a) Supply Expensive

b) Demand Desire to buy any product

c) High price All people

d) Mass market The lifetime of goods and services.

e) Life cycle Disposition to offer products

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

the demand.

a) The price of the good in question. As we have seen, the higher the price of a

good, the lower the quantity demanded and vice versa, the lower the price, the

higher the quantity demanded.

b) Goods substitutes. They are those goods that satisfy me the same need

c) complementary goods. They are those goods that are consumed Jointly

d) Consumer preferences. tastes, preferences and fashion influence the products

that consumers demand.

e) Expectations of price. If consumers consider that the price of a good is going

to increase a lot, this can also modify demand today.

f) Changes in the number of consumers. the total number of consumers in a

country or society in general is important for the demand.

 g) Consumer income. If the consumer's income increases, they will be able to

buy more products.

3. Write F for false or T for true

a) Production cost depends on Technology F () V (T)

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

companies. F (F) V ()

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

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

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

strategies F () V (T)

4. Answer the following questions

a) What is Benchmarking? Benchmarking is the process of creating, collecting,

comparing and analyzing key indicators that allow measuring the performance

of the most important processes and functions within a company. These

indicators are known as "benchmarks" and serve as a standard for business

success.

b) What is the process of Benchmarking? It must follow five stages: planning,

data collection, analysis, action, and monitoring.

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

 Price

 Financial statements
  Marketing and publicity

 Human resources

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 Appear Aparecer

2 Appointments Equipo

3 Boost Aumentar

4 Brand Marca

5 For contrast Por contraste

6 Cheerful Alegre

7 Devices Dispositivos

8 Characteristics Características

9 Fingers Dedos

10 Item Artículo

11 To provoke Provocar

12 Market stalls Puestos de mercado

13 In general En general

14 Packaging Embalaje

15 Maybe Quizás

16 Stop Detener
 17 Street Calle

18 Offer Oferta

19 Take into account Toma en cuenta

20 Television adverts Anuncios de televisión

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

The offer is directly related to the suppliers of a product or service, among them are

small and large companies, companies that offer something to the community are

involved, these people need to define the demand to establish a production rate, the

demand is the users and these are the ones who buy in the markets. Companies

must define a link and distribution strategy to reach their maximum sales levels,

satisfy people's needs and offer them alternatives that help them streamline their

daily activities. Likewise, in each production they must implement innovation and

technology to attract more customers. The demand is divided into segments that

must be adjusted to characteristics, appearance, price and distribution method.

Companies must attract their customers and increase their sales through marketing

strategies, low costs and offering a good product quality.