Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK

de Gestión
Inglés VI – IMK
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

 Why is the Market Research important before launching a product?

It is important in order to succeed in the market and not to fail when
launching a product.

 What do marketing research companies generate?

They generate exhaustive reports of any kind in the industry.

 Mention the advantages of Analyzing Competitions?

It is possible to investigate the most important brands, costs, credits
reports, risks and how many competitors and there are in the industry.

 Describe the Primary Market Research.

It is basically collecting data personally.

 Describe the Secondary Market Research.

It is the search of information that already exists that is possible to
purchase or find for free.

 Explain the Market Pain.

Marketing pain are anything that causes frustration or inconvenience in
a consumer, a problem that can be solved talking directly to people.

 What does the Small Business Administration provide?

It provides a list of organizations that offer free market reports.

 What is the most important part of Market Research?

The objective honesty.

2. Use the words in the box to complete the following list of

ways to learn about your customers.
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

clients competitors find out listening loyal customers

new trends sales records search terms

 Email loyal customers directly with the one or two questions.

 Examine the search terms that people that people type into your
website’s search function. Which items are people looking for?
 Schedule a social event, such as a wine tasting, for existing or potential clients
, use this opportunity to find out more about what
they want.
 Compare your marketing approach with that of your competitors . What
areas are they targeting that you are not?
 Read trade journals to learn about new trends . This will help you stay
ahead of the competition.
 Study your sales records to see what facts you already have
about the people who you buy from you.
 Spend time in a shop or at a trade fair listening to people.
What questions do they ask?

3. Write a paragraph deciding which methods are best for

researching:
 A new product or service.
 An existing product or service.

Students own answers

4. The marketing research firm has prepared the following

script for the telephone survey. Answer the questions as if
you were a potential client.
Inside the Market
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

Internal Tittle: Euphony Mobile for Children Survey

- Hello, my name is Emily, and I’d like to ask you a few questions about mobile
phones for children.
[You, as a caller agree]
- Great, thank you. So, I’m calling on behalf of a company which wants to make a
mobile phone specifically for children.
1. Could I ask you how much you would pay for the phone?
$40: $80: $120: $160:

2. How important are the following features to you?

very important not very unimportant

important important
A colorful design
A headset
Light-weight
Long battery life
Built-in tracking
Being able to pre
programme numbers

3. What other features are important to you?

Students own answers

4. How interested would you be buying such a product?

very important: important:
not very important: not important:
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

Do you think this is a good survey? Why or why not? Are there any questions you would
add or change?

5. The questions below were taken from a survey. Use the

words in brackets (and correct tense) to complete them.

 How many calls do you make (you/make) per day with your mobile
phone?
1-3 a day: 3-5 a day: 6+ a day:

 When did you buy (you/buy) your phone?

less than 2 years ago: 2-3 years ago: more than 3 years ago:

 What convinced (convince) you to buy the phone you currently have?
price: features: other:

 Why do you want (you/want) to buy a new phone now?

old one doesn’t work: want more features:
want the latest model: other (specify):

 Have you ever bought (you/ever/buy) a mobile for someone else?

yes: no:

 Has anyone ever given (anyone/ever/give) you a mobile phone as a gift?

yes: no:
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

6. Here you have a summary of results. Read it through and

match the headings from the box to the sentences.
Appendices Major Findings Purpose Secondary Findings

Inside the Market

Executive Summary

- To decide what the demand is for a child-specific mobile phone, to see what
features are important to the target market, and to gauge interest in the product:
Purpose

- It is very important to restrict the numbers that can be dialled and to include a
headset. A tracking system is somewhat important. Potential customers are
willing to pat up to $150 for such a product. Respondents with children or with
close relatives who have children are very interested in buying such a product.
Parents are very concerned about the possible health dangers of children using
mobile phones: Major findings

- Design and size are unimportant; but the product should be durable:
Secondary Findings

- Demographics; Tabulated Survey Information and Selected Comments:

Appendices
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

7. Match the needs from Maslow’s pyramid with the reasons

for buying certain products.

 Physiological needs.
 Safety needs.
 Social needs.
 Esteem needs.
 Self-fulfilments needs:

- A consumer buys a smoke alarm for her house because she wants to be warned if
there is a fire: Safety needs
- A consumer buys a yearly subscription to a swimming pool because she would like
to train and win a gold medal at the next Olympic Games: Self-fulfilments needs
- A consumer buys popcorn and drinks because he has invited his friends round to
watch an important football match on television: Social needs
- A consumer buys a chocolate bar because he is hungry: Physiological needs
- A consumer buys the latest fashion accessory so she can look and feel good: Esteem
needs

8. Two marketers are talking about direct mail. Complete the

sentences using the words in the box and then put them in
the correct order to make a conversation.
effective audience entice sample targeted response
measurable campaign response customer out call encourage

 Well, if we send them a free sample , people can try the product. It is a way
to interact with the brand. We also need to include a call to action.
 Yes, absolutely. The message is targeted and it will go straight to our
specific audience . And the effects are measurable . We can
work out cost per response and cost per conversion.
 Perhaps, but I think the best way to boost response rates is to offer
discounts.
 Let’s get started. Can we talk about the communication plan? Do you think a direct
mail campaign would be cost- effective ?
 Universidad Nacional de Asunción - Facultad Politécnica - Departamento INGLES VI-IMK
de Gestión
Inglés VI – IMK

 Ok, so we’ve talked about costs, but I’m really more interested in your views on
customer interaction.
 How about “Order today and receive a free gift”? Do you think that would
entice / encourage our customers to respond?