GESTION DE MERCADOS

TALLER DE INGLÉS
COMPRENSIÓN DE LECTURA

KAROLL TATIANA ARISTIZABAL OROZCO

SENA - “CEDAGRO” Centro para el Desarrollo Agroecológico y Agroindustrial
2022
1. Match the Word with the corresponding meaning:

A. Supply E Expensive
B. Demand B Desire to buy any product
C. High price A All people
D. Mass market C The lifetime of goods and services.
E. Life cycle D Disposition to offer products

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

• Tastes or preferences: Consumers may demand for an item one year

and ignore it the next.
• Number of consumers: A large quantity of buyers carries to an
increase in demand; a small quantity of buyers carries to a decrease
(Franny Chan website).
• Income: When income rises, the quantity demanded will rise too. When
income falls, the demand of that product will fall too (Franny Chan
website).
• Consumer expectations: Purchasers are interested in
satisfying their consumption regarding quality as the most
important factor.
Likewise, the lead price has an effect on the potential increase of the
consumer
´s final decision.
• Price of related goods: There are two kinds of related goods that can
affect the demand: substitutes (for example, butter and margarine) and
complementary (toys and batteries).

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 a continuous process by which the products, services or

work processes of the leading companies are taken as a reference, to
compare them with those of your own company and then make
improvements and implement them

B. What is the process of Benchmarking?

 Planning: It is the plan for running the benchmarking investigation.

 Analysis: After analyzing the information, it obtains a basis for comparison.
 Integration: Develop aims and incorporate them into the benchmarked
process.
 Action: It refers to the action plans necessary to achieve the objectives
decided in step

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

In benchmarking, it is necessary to take into account the next aspects

1. Product: It is the thing produced by labor or effort.
2. Price: It refers to the quantity of payment or compensation given by one
party to another in return for goods or services.
3. 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.
4. Payment systems: It is used for transferring money include debit
cards, credit cards, and e-commerce payment systems.
5. Advertising: It is a form of communication used to encourage or
persuade an audience to continue or take some new action.
6. Promotion: It refers to the communications with the public in an
attempt to influence them toward buying your products and/ or
services
7. Location: It is a place where something is or could be located.
8. 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
9. Planimetry: It is the measurement of plane surfaces; for
example, the determination of, angles, horizontal distances and
areas on a map.
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. Advertising: It is a form of communication used to encourage or

persuade an audience to continue or take some new action
2. Demand: it refers to the desire, ability, and disposition of consumers
to buy any product.
3. Income: When income rises, the quantity demanded will rise too.
When income falls, the demand of that product will fall too (Franny
Chan website).
4. Location: It is a place where something is or could be located.
5. Marketing Mix: sets out the marketing variables that your business
needs to understand and control in order to achieve your overall
business objectives.
6. 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.
7. Partner: The legal relationship between two parties, having specific
rights and responsibilities as a common company.
8. Passion: Emotion, feelings. The emotions as distinguished from
reason, a strong taste or devotion for some activity
9. Payment systems: It is used for transferring money include debit
cards, credit cards, and e-commerce payment systems
10. People/prospect: A product focusing on a specific target market
based on demographic, geographic, psychographic and behavioral
characteristics. Once the target market is chosen, the company can
develop its marketing strategies to target this market
11. Place/distribution: It represents the location where a product or
service can be purchased and the distribution channel. coverage,
assortments, locations, inventory and transportation of the product or
service.
12. Planimetry: It is the measurement of plane surfaces; for
example, the determination of, angles, horizontal distances and
areas on a map.
13. Planning: To transform and develop marketing objectives to
marketing strategies
14. Presentation: It refers to the performances of presenting any of the
9P’s to your suppliers, customers, clients, or partners. A descriptive
or persuasive account (Set forth for the attention of mind).
15. Price: It´s is the amount a customer pays for the product. it includes
Retail price/wholesale, discounts, quantity discounts, credit terms,
sales and payment periods.
16. 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.
 17. Product life cycle: It is the progression of a product through the four
stages of its time in the market. The four stages of the life cycle are:
Introduction, Growth, Maturity and Declining.
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 (target segment).
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.

Supply and demand are two important concepts in

economics. They are related to each other, because when
one increases, The other decreases.
Supply and demand are two fundamental aspects in the market.
Because the market is dynamic, marketers use a variety of tools in
in order to achieve the objectives of the company by combining
or mix (mix). These tools are known as "Marketing Mix", which
refers to the types of marketing variables.
And also, Benchmarking is the procedure to determine who is the best. It is a
quantity of the quality of products, policies, programs,
tactics, etc., and their contrast with standard measures, or similar amounts of
others It is, in addition, the continuous systematic process of evaluation of
companies that are recognized as the best in their class, for the following
purposes:

• Establish priorities, objectives, goals

• Develop product and process objectives.
• Meet or surprise industry best practices