HamyPhan R&W1 2021

Unit 6: SELLING

A. Overview

1. Study the following words:

2.Fill the given words in blank to complete the text. Fill the given words in blank to
complete the text.

running product persuading expert campus events Traditional resistant

market unconventional potential spaces imagination targeting identify

research customers
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Marketing attempts to (1)……….. and anticipate the needs of potential customers. This may be
achieved through carrying out (2)……….. to find out what customers want. Sales, on the other
hand, focuses on (3)……… the customer that the product or service that will meet this need can
be provided. The marketing mix refers to:

• Developing the right (4)……

• Establishing a price

• Getting the product to where customers can buy it

• Promoting the product so that (5)……….. know about it

This is also known as the four Ps: product, price, place and promotion. (6)…… ways to promote a
product or service include “above the line” advertising (e.g. TV, radio, press) and “below the line”
(e.g. direct mail). However, for (7)……….groups which might not respond to traditional
techniques, less traditional methods have been developed. Guerrilla marketing (see the Dilemma &
Decision) is a term coined by the business (8)……. Jay Conrad Levison. It describes how
conventional goals of traditional methods. Guerrilla marketing tends to use (9)………. (and often
less expensive) ways to promote a product, such as using easy to remember telephone numbers,
(10)…… unusual competition s or promotions or advertising in unusual (11)………where
customers would not normally expect to see a product promoted. The aim with these
unconventional methods is to use (12)……….. to capture attention, while using minimum
resources. An example of guerrilla marketing techniques can be seen in the photograph at the start
of the unit. Rather than using traditional marketing techniques that students might be (13)……….
to, Red Bull (a company that makes energy drinks) recruits students to drive to the (14)………….
and hands out free samples from a fridge installed in the car Read Bull provides them with
(Reading, p.77).

2. What selling techniques should a company use ? (Preview, p.76)

……………………………………………………………………………………
3. What is the unit about?
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……………………………………………………………………………………
B. Reading : Marketing to students

1. How do you understand the title “marketing to students”

……………………………………………………………………………………

2. Answer the questions on p.76, 78

3. What is the text about?

…………………………………………………………………………………………………

III. WRITE

1. Write a heading for each paragraph

1. 4. 7.
2. 5. 8.
3. 6. 9.

2. Summarize the text in bullet form

3. Paraphrase the following sentences:

a. The student market in the UK is estimated to be worth $13 billion of spending
power in a year.
b. Students are hard to reach
c. How can brands target students?
4. Answer the following questions
1. How to launch a product? (answer the question in bullet-point format)
2. Why are students in the UK hard to reach? (answer the question in bullet-point
format)
3. Describe all the ways that companies (Carling, The Guardian, Read Bull, and
Virgin D3) use to get students’ attention? (answer the question in bullet-point
format and in form of a 5-sentence paragraph)
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HamyPhan R&W1 2021
HamyPhan R&W1 2021
HamyPhan R&W1 2021