Vocabulary

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English for Marketing
น ั้น "
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ึก ษา
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Khacheenuj Chaovanapricha
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M.A. (Teaching English as a Foreign Language)
M.B.A. (Marketing)
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Faculty of Humanities and Social Sciences

Suan Dusit University
2558
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Learning Materials
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English for Marketing

ย
วิท
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Author : Khacheenuj Chaovanapricha

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3rd edition : February 2018 73 Copies

4th edition : August 2018 36 Copies
Designed and Printed by : Graphic Site Media and Printing Solutions

Tel : 0-2244-5081
Preface
This textbook for “English for Marketing”, subject code 1552635, is designed
for Business English Curriculum, Faculty of Humanities and Social Sciences, Suan
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Dusit University. Its major objective aims to strengthen students in the areas of
นั้น
English skills such communication skills, presentation skills, business reading and
เท่า
writing skills, etc. Moreover, this textbook also focuses on familiarizing students with
ษา
basic marketing knowledge through authentic marketing project.
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The textbook is presented prior to discussion, listening, reading, and writing
รศ
กา
skills and the contents are divided into eight units including necessary special
เพื่อ
terminology in marketing field. They are marketing definitions, marketing mix and
marketing concept, consumer behavior, product concept, price concept, place
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concept, promotion concept, and marketing strategy

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The writer does the best to bring students’ English competence not only into
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the real context of marketing but also into the real life practices.
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Khacheenuj Chaovanapricha
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3 August 2015
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Table of Contents
Page
Preface (1)
Table of content (3)
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List of Figures (10)
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Unit 1 What is Marketing? 1
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Key Vocabulary in Context 1
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What is Marketing? 4
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Practice 1: Vocabulary 7
Practice 2: Key Vocabulary
กา 8
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Language Notes: Modal verbs 9
Defining Marketing 10
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Practice 3: Defining Marketing 11

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Language Notes: Guessing meaning from context 12

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How can marketing occur? 12

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Practice 4: Comprehension Check 14

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Marketing Exchange Relationship 14

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Practice 5: Comprehension Check 16

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Practice 6: Marketing Exchange Relationship 17

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The Importance of Marketing 17

Language Notes: Word study (Verb and Noun) 21
Summary 23
(4)
Page
Review Questions 23
References 24
Unit 2 Consumer Behavior 25
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Discussion: Typical Consumer 29
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Practice 1: Customer 30
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Model of Consumer Behavior 31
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Language Notes: Adverbs of manner 32
Language Notes: Adverb of Frequency
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Practice 2: Consumer Behavior 34
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Consumer Behavior Model 34

Practice 3: Consumer Behavior Model 35
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Characteristics affecting consumer behavior 36

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Cultural factors 36
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Social factors 36
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Practice 4: Cultural and Social Factors 37

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Personal factors 38
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Psychological factors 39
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Practice 5: Personal Factors and Psychological Factors 39

Self-study Assignment 41
Summary 42
Review Questions 42
References 43
(5)
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Unit 3 Marketing Mix 45
Discussion: Four P’s 50
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Practice 1: Key Vocabulary 51
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Language Notes: Countable and uncountable noun 52
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Practice 2: Countable Noun and Uncountable Noun 53
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Language Notes: To infinitive of purpose 53
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Practice 3: To infinitive of purpose 54
Marketing Mix
รศ 55
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Practice 4: Kellogg’s and Marketing Mix 58
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The Four P’s or Eight P’s 59

Practice 5: Elements of Four P’s 60
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Summary 62
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Review Questions 62
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References 63
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Unit 4 Product Concept 65

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Discussion: Product concept 68

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Defining the Product 69
Practice 2: Defining product 70
Language Notes: Finding the main idea 70
Practice 3: Finding the main idea 72
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Practice 4: Product Classifications 73
Product Categories 74
Consumer Products 74
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Practice 5: Product Categories 75
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Industrial Products 76
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Practice 6: Industrial products 76
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Branding 77
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What is a brand? 78
Practice 7: Branding
รศ 80
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Brand in Newspaper 81
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Self-study assignment 83
Summary 84
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Review Questions 84
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References 85
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Unit 5 Pricing Strategy 87

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Discussion: What is Price? 91

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Practice 3: Price terms 93
What is Price? 94
Word combinations with ‘price’ 95
Practice 4: Word combinations with ‘price’ 95
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Pricing Strategies 96
Practice 5: Pricing Strategy Matrix 97
Language Note: Topic of a Paragraph 98
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Practice 6: Choosing Topic of a Paragraph 99
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Practice 7: Pricing Strategies 100
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Summary 101
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Review Questions 102
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References 103
Unit 6 Place Concept
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Channels of Distribution 109

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Practice 2: Consumer Distribution Channels 113

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Distribution Relationship 114

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Practice 3: Retailing 115

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Retailing 116
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Practice 4: Store Retailing 117

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Nonstore Retailing 119

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Practice 5: Nonstore Retailing 119

Language Notes: Prepositions 120
Practice 6: Prepositions 121
Wholesaling 121
Practice 7: Wholesaling 121
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Summary 122
References 124
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Unit 7 Promotion Concept 125
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Discussion: Ways of advertising 128
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Promotional Strategies 130
The Four Major Promotional Tools
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Advertising 132
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Practice 2: Advertising 133

Public Relations 134
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Practice 3: Public Relations 134

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Sales Promotion 135

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Practice 4: Sales Promotion 136

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Personal Selling 136

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Practice 5: Personal Selling 137

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Direct Marketing 139

Practice 7: Direct Marketing 140
Summary 141
References 142
(9)
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Unit 8 Marketing Strategy 143
Discussion: Marketing Strategies 146
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Marketing Strategies 148
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Language Notes: Adjectives versus Adverbs 148
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Practice 2: Adjective and Adverbs in Context 149
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STP Analysis 149
Practice 3: Marketing Strategies
รศ 150
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Practice 4: Adjectives versus Adverbs 151
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Companies and Markets 152

Practice 5: Companies and Markets 153
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Practice 6: Word combinations with ‘market’ 154

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Competition 155
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Practice 7: Competition 156

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Product-market Strategies 157

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Practice 8: Product-market Strategies 158

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Summary 160
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References 161
Bibliography 163
Appendices 167
Appendix A Answer Key 169
Appendix B Indexes 195
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List of Figures
Figure Page
1.1 Damneun Saduak Floating Market 4
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1.2 Marketing Exchange Relationship 15
2.1 Typical Consumer 29
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3.1 Four P’s 50
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3.2 Marketing Mix 55
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4.1 Japanese Products กา 68
4.2 Products 68
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4.3 Branding 77
4.4 Ford Focus Logo 78
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4.5 Rolex Logo 78

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4.6 Ray-Ban Logo 79

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4.7 Disney Logo 79

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4.8 Uniqlo Logo 79

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4.9 Coco-cola Logo 79

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4.10 Nestle Brand Mark 79

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4.11 Google’s Trademark 80

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4.12 Honda Jazz 80

4.13 Nestle Logo 81
4.14 Evian Logo 81
4.15 Lego Logo 81
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Figure Page
5.1 Different Prices of Japanese Products 94

5.2 Pricing Strategy Matrix 98
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6.1 Using intermediaries 109
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6.2 Consumer Distribution Channels 110
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6.3 ‘Place’ in Japan 111
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6.4 Consumer Distribution Channels 113
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6.5 Automatic Vending Machine 119
7.1 Promotion in the Japanese bus
รศ 128
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7.2 Ways of Advertising 129
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7.3 Direct Marketing 139
7.4 Tupperware Party 139
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8.1 A seller and a buyer in Japanese tea shop 148

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8.2 Product-market Expansion Grid 158

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Unit 1
What is Marketing?
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In this unit, students will be exposed to the definitions of marketing from
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different marketing experts and professionals. It is important for the students to
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understand the meaning of marketing and relevant terminology, how can marketing
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happen, and marketing exchange relationship before going further in details. In
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addition, this unit also provides marketing articles, dialogues, and writing assignments.
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Language focuses and exercises in this unit aim to enhance four skills of students in
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marketing area.
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Key Vocabulary in Context

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In order to understand basic marketing thoroughly, students need to know

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necessary basic marketing terminology. Study words in the box below and do the
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following exercises.
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Word Meaning
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1. Barter exchange of goods or services without using money

2. Goods any items which are produced from the manufacturers or factories
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which is called manufactured items such as refrigerator, furniture,

raw materials, etc. (Synonym: merchandise, wares, products)
3. Products anything that is made or produced and sold in a large amount
4. Product a characteristic or a fact about a product
feature
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Word Meaning
5. Producer this can be separated into two aspects, someone who grows or
makes food, goods or materials
6. Customer the actual or prospective purchaser who buys the products or
uses services from the stores, shops, stalls or businesses
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7. Consumer someone who buys goods or uses services for their own
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consumption
8. Commission a fee, which is based on a percentage of the sales price
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9. Distribute the transfer of goods to the places to sell
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10. Manufacturer a company or a factory which makes goods for selling in large
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quantities
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11. Market (1) it is the open space or any area where people can meet to
กา
buy and sell products, or (2) it refers to the amount of people
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who want to buy a particular product
12. Marketer someone who works in the field of marketing
13. Market sector one part of a market, consisting of related products or services
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14. Market share the section or the part of the total sales of that product
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15. Market entry the way to go into a market where the company has not done
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business in this market before

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16. Marketing any business actions or activities that manage the movement or
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the flow of goods and services from producers to consumers or

users. It also increases the demand of consumers
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17. Market place a set of trading conditions or the business environment

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18. Marketing mix the combination of marketing factors or actions which influence
หา
the sales. It usually includes four P’s which are product, price,
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place, and promotion

19. Services the work that provided others as useful things for their daily
lives
20. Superfluous more than needed or wanted
21. Target market a market in which a company aims to sell its products or
services
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Word Meaning
22. Surplus that amount which is greater than what is used or needed; the
opposite of shortage, a deficiency in goods or money
23. Deficit a shortage of money, can also be an opposite to Surplus
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Fill in the blanks with the appropriate words from the box.
นั้น
goods barter commission distribute surplus
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market products manufacturer market share customer
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marketer deficit market entry marketing mix producer
services marketing product feature market place market
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superfluous consumer target market market sector
กา
1. The islanders use a system of ___________instead of money.
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2. Our company produces a variety of household ___________ such as stove,

refrigerator, etc.
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3. The ______ of our product – laundry detergent is housewives.

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4. We have a lot of ___________ coming in our store today.

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5. Sales representatives receive ____________ after they sell computers.

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6. The factory _____________ their wooden chairs to the showrooms around Bangkok.
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7. Our company has a ______________ in rural area.

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8. There is a _________ in this area every Mondays and Wednesday.

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9. The __________ of our diaper products is toddlers.

10. Key _____________ of our organization is office furniture.
11. The mobile phone company has a 25% ______________.
12. GMM has a new _____________ in cosmetics business which it has not done
business in this market before.
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13. High sales of our new company this year depend on good ____________ techniques.
14. To remain competitive the company has to be able to adapt to the changing
________________.
15. The launch of our new products requires the right __________.
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16. My brother works as a food __________ with UFM co. ltd.
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17. We have to find the right _________ for the market.
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18. The ___________of Colgate toothpaste is P&G.
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19. Pink is a part of ___________________ of “Hello Kitty”
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20. ‘Big C’ provides great customer __________.
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21. The report was marred by a mass of _____________ detail
กา
22. The ____________ of our hotel is tourist, foreigners, and businessmen.
เพื่อ
23. Skilled tailors are in _________ in southern Thailand because there are many of
them.
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24. His company has shown a __________ of innovative products, there are less new
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products than the competitive products.

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(Cambridge Dictionary Online. 2013)

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What is Marketing?
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Before reading: What is the

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meaning of marketing in your opinion?

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Let’s take a look at the picture and

talk with your friends about the
definition of marketing. Figure 1.1: Damneun Saduak Floating Market
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Reading: Scan all definitions of marketing below, answer the following questions
and write your own definition of marketing.
1. ‘Marketing is too important to be left to the marketing department.’ (Packard.

n.d.)
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นั้น
2. ‘In a truly great marketing organization, you can’t tell who’s in the marketing
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department. Everyone in the organization has to make decisions based on the
impact on the consumer.’ (Burnett. 1994)
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3. ‘Most people mistakenly think of marketing only as selling and promotion . . . . .
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รศ
This does not mean that selling and promotion are unimportant, but rather that
กา
they are part of a larger marketing mix, a set of marketing tools that work
เพื่อ
together to affect the marketplace.’ (Kotler. 2002)
4. ‘The aim of marketing is to make selling superfluous. The aim is to know and
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understand the customers so well that the product or service fits him and sells
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itself.’ (Drucker. 1994)

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5. ‘Marketing is a social and managerial process by which individuals and groups

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obtain what they need and want through creating and exchanging products
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and value with others.’ (Kotler. 2002)

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6. ‘Marketing is the performance of business activities that direct the flow of

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goods and services from producer to consumer.’ (Drucker. 1994)
7. ‘Marketing is getting the right goods and services to the right people at the right
place at the right time at the right price with the right communication and
promotion—marketing is a human activity directed at satisfying needs and
wants through exchange processes.’ (Kotler. 2002)
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Answer these questions.

1. Which statement suggests that everybody in a company is a marketer?
o _____________________________________________________________________
2. Which statement completely discounts the importance of selling?
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o _____________________________________________________________________
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3. Which statement emphasizes the role of the four Ps (product, price, place,
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promotion)?
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o _____________________________________________________________________
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รศ
กา
After reading: Use the words from the text as a basis to formulate your own
เพื่อ
definition of marketing.
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________________________________________
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_______________________________________________________________________________
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______________________________________________________________________________
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In short, after reading different definitions of marketing from different marketing

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gurus, it can be conclude that marketing is any activities that manage the movement
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of the product from the producer to consumer.

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Practice 1: Vocabulary
Find the words in italics in the reading. Then match each word with its meaning.
Put letter a, b, c, … in the boxes in front of the numbers.
1. decisions a. the combination of marketing factors or actions which
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influence the sales.
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2. impact b. merchandise, wares, products
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3. consumer c. making up one’s mind
ษา
4. selling (n.) d. anything that is made or produced and sold in a large
ึก
amount
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5. promotion
กา
e. any items which produced from the manufacturers
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6. marketing mix f. The work that provided others as useful things for their
daily lives
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7. affect g. to have an influence on or effect a change in something

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8. marketplace h. more than is needed or wanted

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9. service i. the exchange or delivery of goods for money

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10. goods j. a set of trading conditions or the business environment

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11. product k. the effect or impression of one thing on another

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12.superfluous l. someone who buys goods or uses services for their own
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consumption
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m. the act of encouraging something to happen or

develop or activities to advertise something
n. It usually includes four P’s which are product, price,
place, and promotion.
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Match these words (1-10) with their definitions (a-j). Put letter a, b, c, … in the
boxes in front of the numbers.
□ 1. Customer a. a person or company that makes goods from raw
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นั้น
materials.
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□ 2. Manufacturer b. the percentage of the total sales.
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□ 3. Goods c. the characteristics of the products
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□ 4. Consumer
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d. the open spaces for selling goods
กา
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□ 5. Market entry e. a person or company who produces and sells goods
to the customers.
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□ 6. Services f. a buyer, or a client

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□ 7. Product feature
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g. all the people who buy goods from the stores.

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□ 8. Producer h. product, merchandise, or wares.

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□ 9. Market
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i. a person or company who provides work for others.

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□ 10.Market share
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j. its entry into the market that never done before.

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Language Notes: Modal Verbs

should, have to, must
 They should put on the product or service in the market this time of the year.
 It has to combine market research with new product development.
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 Marketer must plan on distribution, advertising, promotion, and product
เท่า
improvement.
1. should
ษา
We use should when we want to say that it’s a good/bad idea to do something.
ึก
รศ
Subject + should/shouldn’t + infinitive
กา
เพื่อ
Example:  I think we should sell this sofa at a lower price.
 Marketers should persuade target customers to try the product.
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 In the long term, the marketers should modify the product to satisfy
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changes in consumer needs or market conditions.

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2. have to
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We use have to when it’s necessary to do something and don’t have to when you
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don’t need to do something.

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Subject + have/has to + infinitive

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Example:  You have to wear a hard hat in the building.

 Marketers have to identify or anticipate a consumer needs.
 Marketers have to develop particular features, attractive packaging,
and effective advertising that will influence consumers’ wants.
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3. Must
We use must instead of have/has to say ‘it’s necessary to do something’. It has the
same meaning as have to, but is used less often.
Subject + must + infinitive
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นั้น
Example:  Marketers must design a product or service that meets that need
เท่า
better than any competing products or services.
ึก ษา
Defining Marketing
Complete the passage below with the words given.
รศ
กา
เพื่อ
marketers products marketing marketing concept producers
satisfy selling customers target market marketing research
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It is significant to understand the meaning of (1) __________. Marketing is not

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only about (2)___________ products to customers; it is also about creating

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(3)__________ and directing them to customers. How can (4)____________ know

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what to create is a good question. Marketers have to understand (5)_____________

าล
and know what they need and what they want. Therefore, (6)_______________ or
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product planners have to do (7)____________ in order to know customers’ need,

ว
หา
want, and demand. The most important thing of the product is to (8) ___________
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customers’ need and convince them to buy. In addition, non-profit organizations

can also use this kind of (9) _____________ in order to direct the flow of message
from their organizations to their (10)________________ such as persuading people
not to smoke, or to give money to people in poor countries
(Kotler. & Armstrong. 1990)
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Practice 3: Defining Marketing

A. Read the passage “Defining Marketing” again. Then decide if the sentences
are TRUE or FALSE.
1. Marketing is about selling products to customers only.
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2. Producers know exactly what to make or create.
นั้น
3. Marketers understand customers’ need, want and demand from doing
เท่า
marketing research.
ษา
4. marketers or product planners have to conduct the market research before
ึก
producing the products
รศ
5. It is not worth doing market research because it costs a lot of money and
กา
เพื่อ
spends big budget of the company.
6. Marketing is the activities, which direct the movement or the flow of goods or
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services from manufacturer or producer to consumer or user.

ดุส
7. The most important thing of the product is to satisfy customers’ need and
วน
convince them to buy.

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8. Non-profit organizations cannot use marketing concept.

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B. Match the words (1 – 3) with the correct definitions (a – e).

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1. Marketing a. things that you cannot touch or taste

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2. Product b. the way you define your product, promote your product, distribute
your product, and to maintain a relationship with your customers
3. Services c. a physical object
d. they are actions, which are performed for a charge
e. item that you buy
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Language Notes: Guessing meaning from context

Using context clues to understand the meaning of unknown words
Synonym context clue
When you are reading the text, you might have problems finding the
"
meanings of unknown words. The writer could include a synonym or similar word in
นั้น
that text in order to help the readers to understand the meaning of unknown words.
เท่า
A synonym is a word that has the same meaning or nearly the same as another
ษา
word.
ึก
รศ
Example: “They create something and trade or exchange it with something else.”
กา
From the example above, the synonym “exchange” helps the reader
เพื่อ
understand the meaning of “trade” by guessing from the synonym context clue -
‘or.’
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Example: “The basic motive (a reason to do something) for trading is that one
ดุส
person has something you want more than what you already have.”
วน
From the example above, the synonym “a reason to do something” in a

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bracket explains the meaning of the word “motive”. Therefore, the reader figures
าล
out the meaning by looking at the word in the bracket as a context clue.
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(Building Vocabulary: Using Context Clues to Learn Word Meaning. 2008)

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How can marketing occur?

Read the passage below and answer the questions after reading passage using
synonym context clues to help you.
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Understanding the basic idea of marketing

Marketing is occurred when producers create something and trade or
exchange it with something else that they want or need with the other party –
other group of people. The important thing is the other party has to agree, or have
"
the same opinion, to exchange that thing also. This is the basic idea of marketing.
นั้น
Actually, the basic motive (a reason to do something) for trading is that one
เท่า
person has something you want more than what you already have. When both
ษา
parties are willing, or ready to do something, to exchange what they have for what
ึก
they want, a mutually satisfactory transaction – an instance of buying and selling
something – can be happened.
รศ
กา
เพื่อ
In the past, before the invention, a creative ability, of exchange currency (a
medium of exchange), people would trade the goods and services to each other or
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barter in order to obtain what they needed. Each party was willing to exchange
ดุส
their goods with something else because of the shortage (lack of something) of
วน
goods. Generally speaking, trade is the exchange of surplus (more than needed)
ัยส
items for items shortages.

าล
For example, people in Village A could grow rice very well. They have
ิทย
plenty of rice but they could not raise any chickens in their village. At the same
ว
หา
time, people in the Village B could raise chickens but their land was not suitable for
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growing rice. Therefore, people from Vilage A trade their rice with the chickens from
people in Village B. In other words, both villages trade their goods to each other
and satisfy with that.
(Mazur. 2009)
14
Practice 4: Comprehension Check

1. From the passage, what does ‘marketing’ mean?
______________________________________________________________________
2. What is the difference between ‘create’ and ‘exchange’?
"
______________________________________________________________________
นั้น
3. According to the passage, find out the meaning of the words below using
เท่า
synonym context clues technique.
ษา
3.1 Exchange currency _________________________________________________
ึก
3.2 Barter _____________________________________________________________
รศ
3.3 Trade _____________________________________________________________
กา
เพื่อ
3.4 Shortage ___________________________________________________________
3.5 Surplus ____________________________________________________________
ิต
4. According to the passage, find out the antonyms of the word “shortage”
ดุส
______________________________________________________________________
วน
ัยส
Marketing Exchange Relationship

าล
Read the passage about ‘Marketing Exchange Relationship’ and do the following
ิทย
exercises (Practice 5 and 6).

ว
หา
It is important to understand the condition of marketing exchange

"ม
relationship. Before exchange relationship takes place, there are four conditions
involving participation, possession, willingness and communication. In addition,
students should understand the meaning of “something of value.” This means
anything that has value for the person who possesses it. They can be products,
15
financial resources (such as money, credit, salary, etc.), or services (such as hotel
services, tourism services, etc.)
The first condition is participation. This consists of two or more parties and
both party needs to participate in this exchange.
"
The second condition is possession. Each party must has something or
นั้น
possess “something of value” which is desired by the other party.
เท่า
The third condition is willingness. Both parties must be willing to give up
ษา
“something of value” in order to receive “something of value” in return. They are
ึก
free to accept or reject that ‘something of value’.
รศ
The fourth condition is communication. Each party must be able to
กา
communicate to each other so they will know what they have available for the other
เพื่อ
party and also capable of delivery.

In brief, the objective of this marketing exchange relationship is to receive
ิต
ดุส
something that is needed, wanted or desired more than what is given up. Normally,
วน
we consider ‘money’ as ‘a medium of change’. Consequently, we ‘give up’ money

ัยส
to get the ‘goods or services’ we want.

าล
To understand this exchange relationship thoroughly, students can see the

ิทย
illustration in figure 1.2.

ว
หา
Something of Value
"ม
Buyers Sellers
Something of Value
Figure 1.2: Marketing Exchange Relationship

16
The illustration in Figure 1.2 above shows the process of marketing

exchange. As the two arrows indicated, the two parties communicate to each
other to make their ‘something of value’ available. The ‘something of value’
held by the two parties are most normally products and/or financial resources
"
such as money or credit. When an exchange occurs, products are traded for
นั้น
either products or financial resources.
เท่า
(Adapted from Lamb, Hair, & McDaniel. 2009)
ึก ษา
Practice 5: Comprehension Check
รศ
กา
Write down your answers according to the reading passage ‘Marketing Exchange
เพื่อ
Relationship’
1. From the passage, what is the objective of exchange relationship?
ิต
______________________________________________________________________
ดุส
______________________________________________________________________
วน
2. Write down the definition of “something of value” in your own word.

ัยส
______________________________________________________________________
าล
______________________________________________________________________
ิทย
3. Write down the examples of “something of value”?

ว
หา
______________________________________________________________________
"ม
______________________________________________________________________
4. In case of exchange relationship to occur, what conditions are there?
______________________________________________________________________
______________________________________________________________________
17
Practice 6: Marketing Exchange Relationship

Match the situation below (A, B, C, …) with the correct conditions.
Participation Willingness Communication Possession
A. Customers stay in the hotel. ___________________
"
นั้น
B. Customers has credit card for paying hotel charges ___________________
เท่า
C. The hotel has facilities, accommodation, etc. ___________________
ษา
to serve the customers.
ึก
D. Customers want to stay in the hotel. _____________________
รศ
กา
E. The hotel promotes their services through ____________________
เพื่อ
newspaper advertisement about their promotion.
ิต
ดุส
The Importance of Marketing

วน
Read the following text about the importance of marketing and match the
ัยส
topics given with the paragraphs (one topic does not belong to any paragraph):
าล
The importance of marketing is about the summary of market we studied in

ิทย
this unit. Students need to know several aspects of marketing. There are various
ว
หา
terms of marketing which are significant such as selling and marketing concepts,
"ม
market opportunities, market research, company-to-company marketing, and

marketing mix.
18
TOPICS
company-to-company marketing
identifying market
opportunities the marketing mix
"
นั้น
the selling and marketing the importance of
เท่า
concepts market research
ึก ษา
รศ
Paragraph 1 _____________________ กา
Most marketers are usually looking for market opportunities or all
เพื่อ
possibilities of filling the gap of unsatisfied needs of consumers and
gaining profit. This market opportunities can be the areas of new wants
ิต
ดุส
of consumers that the company creates in order to apply its distinctive

วน
competencies (the particular thing it does well) so they can have

ัยส
competitive advantage. Once they find the appropriate market

าล
opportunities, they will identify a target market and launch the

ิทย
product or service into that market.

ว
(MacKenzie. 2002: 64-68)

หา
Paragraph 2 _____________________
"ม
Most companies conduct market research (GB) or marketing research

(US) before launching a product or service because they do not want
to fail in producing new product into the market. They start from
collecting and analyzing information about the size of a potential
19
market, about consumers’ reactions to particular product or service of

the company, and so on. The people who talk to the customers and are
the important source of information is sales representatives.
(MacKenzie. 2002: 64-68)
"
Paragraph 3 _____________________
นั้น
Once the product concept, has been established, the company has to
เท่า
think about the marketing mix, that are the various elements of a
ษา
marketing that need to be integrated in order to influence the target
ึก
market. The best-known classification of these elements is the ‘4 Ps’:
รศ
product, place, promotion and price. The first ‘P’ is product; it includes
กา
quality, features (standard and optional), style, brand name, size,
เพื่อ
packaging, services and guarantee. The second one is place which is

about distribution channels, locations of points of sale, transport,
ิต
ดุส
inventory size, etc. The third ‘P’ is price; it includes the basic list price,
วน
discounts, the length of the payment period, possible credit terms, and
ัยส
so on. The last ‘P’ is promotion. It is about advertising, publicity, sales

าล
promotion, and personal selling. It is the job of a product manager or a

ิทย
brand manager to look for ways to increase sales by changing the

ว
หา
marketing mix.
"ม
(MacKenzie. 2002: 64-68)

Paragraph 4 _____________________
It must be remembered that there are two main types of market which
are consumer market and producer market. Consumer market is the
market that people buy products for direct consumption. On the other
20
hand, there is an enormous producer or industrial or business market,

consisting of all the individuals and organizations that acquire goods
and services that are used in the production of other goods, or in the
supply of services to others. It is the market of all the raw materials,
"
manufactured parts and components that go into consumer goods.
นั้น
There is also capital equipment such as buildings and machines,
เท่า
supplies such as energy and pens and paper, and services ranging from
ษา
cleaning to management consulting.
ึก
(MacKenzie. 2002: 64-68)
รศ
กา
เพื่อ
Match the words or expressions on the left with the definitions on the right.
Answers Words/Expressions Definitions
ิต
1. distribution channel A. the way or the route that the products are
ดุส
moved from the producer to the consumer.

วน
2. to launch a product B. an idea for a new product, such as size,

ัยส
flavor, design, etc. which is tested before the

าล
actual product is developed.

ิทย
3.market opportunities C. characteristics of a product such as shape,

ว
หา
appearance, color, quality, price, reliability, etc.

"ม
4. market research D. dividing a market into various groups of

buyers based on different buying behaviors.
5. market segmentation E. places for selling goods to the public such as
shops, stores, kiosks, market stalls, etc.
21
Answers Words/Expressions Definitions

6. packaging F. chances or possibilities of filling unsatisfied
needs of customers so a company can get
profits from producing goods or services.
"
7. points of sale G. people who sell goods to customers, and get
นั้น
the commission in return
เท่า
8. product concept H. finding out the information about one
ษา
particular marketing situation by collecting,
ึก
analyzing and reporting data.
9. product features
รศ
I. to issue a new product into the market.
กา
เพื่อ
10. sales J. things that wrap the product or the
representatives containers of any products.
ิต
(MacKenzie. 2002: 64-68)

ดุส
วน
ัยส
Language Notes: Word study (Verb and Noun)

าล
Complete the list below by inserting the missing forms:

ิทย
Verb Noun Verb Noun

ว
หา
to decide a (1)___________ to act an (2)___________

"ม
to (3)__________ sales to (4)__________ a producer

to promote (5)_____________ to consume a (6)____________
to (7)___________ participation to (8)__________ communication
to (9)__________ creation to deliver a (10)____________
22
Verb Noun Verb Noun

to exchange an (11)___________ to (12)__________ willingness
to (13)__________ performance to possess a (14) ___________
"
Now, it’s your turn. Write down your own verbs and nouns found in the text:
นั้น
VERB NOUN
เท่า
ึก ษา
รศ
กา
เพื่อ
ิต
ดุส
Choose the best word or phrase to fill each gap.

วน
Index Co. makes wooden furniture to use in the garden such as tables and chairs.
ัยส
Sales this year are much higher because the company has spent a lot on
าล
(1) __________. (selling/distributing/marketing) First, the product planners did a

ิทย
survey to find out about customer (2)__________. (wants/needs/uses) Then, they

ว
redesigned all their (3)__________ (products/benefits/services) to include the

หา
special (4) __________ (goods/profits/features) that people want. Their

"ม
(5)__________ (presenting/promotion/persuasion) included a competition in all the

major gardening magazines where the prize was a set of their furniture. Most
importantly, they’ve made sure all their (6)___________ (prices/costs/charges) are
very competitive because their customers want value for money.
23
Summary
This unit presented various definitions of marketing including the special
terminology in basic marketing. To comprehend marketing exchange relationship,
students need to recognize how can marketing occurs, what the objective of
"
marketing. This unit also equips students with reading skill using context clues and
นั้น
writing skill in writing definitions. Next unit will familiarize the students more about
เท่า
consumer behavior.
ึก ษา
รศ
Review Questions กา
1. What does ‘marketing’ mean?
เพื่อ
2. What is the difference between the words ‘customer’ and ‘consumer’?
3. What is the antonym of ‘deficit’?
ิต
ดุส
4. What is the objective of ‘marketing exchange relationship’?

วน
5. What does ‘something of value’ mean?

ัยส
6. What are the conditions of ‘marketing exchange relationship’?

าล
7. According to the reading passage ‘The Importance of Marketing’, why do

ิทย
marketers always look for market opportunities?

ว
8. According to the reading passage ‘The Importance of Marketing’, what is the

หา
difference between ‘consumer market’ and ‘producer market’?

"ม
9. What is the verb form of ‘information’?

10. What is the noun form of ‘distribute’?
24
References
“Building Vocabulary: Using Context Clues to Learn Word Meaning” (2008). Cited
2013 January 25. Available from: http://www.oknation.net/blog/
"
print.php?id=203449.
นั้น
Burnett, S. (1994). Cited in Kotler, P. & Armstrong, G. (1994). Principles of
เท่า
marketing. 6th Edition. London: Prentice-Hall International
ษา
“Cambridge Dictionary Online” (2013). Cited 2013 April 23. Available from:
ึก
http://dictionary.cambridge.org/dictionary/business-english/profit_1?q=profit
รศ
กา
Drucker, P. F. (1994). Managing for results. NY: Harper and Row.
เพื่อ
Kotler, P. & Armstrong, G. (1990). Marketing: an introduction, Second Edition,
Englewood Cliffs: Prentice Hall.
ิต
Kotler, P. (2002). Marketing management (Eleventh Edition). London: Prentice Hall.

ดุส
Lamb, C. W., Hair, J. F., McDaniel, C. (2009). Essentials of marketing. USA: Cengage
วน
Learning.
ัยส
Mackenzie, I. (2002). English for business studies. Cambridge: Cambridge University.

าล
ิทย
Mazur, P. (2009). cited in Jain, A. (2009). Principles of marketing. New Delhi: J.N.
Printers.
ว
หา
Packard, D. (n.d.). “BrainyQuote.com”. Cited 2012 November 21. Available from:

"ม
http://www.brainyquote.com/quotes/quotes/d/davidpacka191099.html
Unit 2
Consumer Behavior
"
นั้น
In this unit, students will be introduced to basic terminology about consumer
เท่า
behavior including the ideas behind it. The focus is on the management of the
ษา
organization concerning the customers’ needs and wants relating consumer behavior.
ึก
Exercises are given form students practicing.
รศ
กา
เพื่อ
In order to clearly understand basic consumer behavior, students need to
study necessary basic consumer behavior terminology. Below are some important
ิต
ดุส
consumer behavior terms for this unit. Study these special terminologies and do the
วน
following exercise.
ัยส
Word Meaning
าล
1. Customer a person who buys goods or a service

ิทย
ว
2. Consumer a person who buys goods or services to use on their own

หา
money received from the trade or business after deducting the

"ม
3. Profit
costs of producing and selling goods and services
a particular set of ideas about knowledge, truth, the nature and
4. Philosophy
meaning of life, etc.
5. Needs the state of having to have something that you do not have
6. Wants a lack of something, needs
26
Word Meaning
when someone is trying to win something or be more
7. Competition
successful than someone else
8. Production the process of making or growing goods to be sold
the process of giving things out to several people, or spreading
9. Distribution
"
or supplying something
นั้น
10. Quality how good or bad something is
how well a person, machine, etc. does a piece of work or an
เท่า
11. Performance
activity
ษา
12. Innovative using new methods or ideas
ึก
13. Feature a typical quality or an important part of something
รศ
14. Improvement when something gets better or when you make it better
กา
15. Market group of people who might want to buy something that is sold
เพื่อ
16. Products something that is made to be sold by an industrial process
17. Goods things for sale or the things that you own
ิต
the total amount of products that a person or organization can

ดุส
18. Capacity produce, or the ability of the equipment to produce something

วน
or a person to do a particular thing

ัยส
when someone buys or sells something, or when money is

19. Transactions
exchanged
าล
20. Customer process by which customers select, purchase, and use goods
ิทย
buying behavior and services, in satisfaction of their needs and wants

ว
21. Final a person who buys goods or services to use on their own at the
หา
consumer end of the buying process

"ม
22. Consumption the amount of something that someone uses, eats, or drinks
23. Consumer markets dominated by products and services designed for the
market general consumer
24. Stimuli something that causes something else to happen
27
Word Meaning
25. Household a group of people, often a family, who live together
26. Product
a typical quality or an important part of product
feature
to come to an opinion about something, or have a belief
"
27. Perceive
about something
นั้น
28. React to act in a particular way as a direct result of something else
เท่า
29. Economic relating to trade, industry and money
ษา
30. Dealer a person who trades in something
ึก
รศ
กา
Fill in the blanks with the correct terms from the box.
เพื่อ
economic reacted customer stimulus consumers

ิต
final consumers transaction market improvement products

ดุส
goods capacity features performance innovative

วน
households perceived need product features quality

ัยส
consumption distribution profit philosophy wants

competition production consumer markets
าล
ิทย
1. Mr. Pongsit is our regular .

ว
2. The new telephone rates will affect all including businesses.

หา
3. She makes a big____________ from selling waste material to textile companies.

"ม
4. René Descartes is regarded as the founder of modern .

5. There's a growing for cheap housing in the larger cities.
6. As a marketer, I have to know customers’ in order to produce the
appropriate cell phone.
7. There's a lot of between computer companies.
28
8. Coke is used in the of steel.

9. Has the Channel Tunnel improved the (= supplying for sale) of
goods between the British Isles and mainland Europe?
10. Their electrical products are of very high .
"
11. High- (= fast, powerful and easy to control) cars are the most expensive.
นั้น
12. She was an imaginative and manager.
เท่า
13. Our latest model of phone has several new .
ษา
14. There is a slight in the economy
ึก
15. Are you sure there's a for the product?
16. They do a range of skin-care .
รศ
กา
17. There is a 25% discount on all electrical until the end of the week
เพื่อ
18. The stadium has a seating of 50 000.

19. Each at the foreign exchange counter seems to take forever.
ิต
ดุส
20. The of detergent market are housewives.

วน
21. We need to cut down on our fuel by having fewer cars on the road.
ัยส
22. Office stationary is one of the .

าล
23. Foreign investment has been a to the industry.

ิทย
24. By the 1960s, most had a TV.

ว
หา
25. Our latest model of phone has several new .

"ม
26. Women's magazines are often to be superficial.

27. The judge angrily to the suggestion that it hadn't been a fair trial.
28. The government's policies have led us into the worst recession for years.
29
Discussion: Typical Consumer

Get in pairs and read about typical customer below. Then, write down the
meanings of different phrases in the space provided.
Jake works for a small sporting goods store in Bangkok. Read what he says
"
about his typical consumer.
นั้น
เท่า
Our typical customer is health concern and
enjoys keeping fit, especially in riding bicycles.
ษา
They do not play sport professionally. He or she
ึก
is more interested in sport as a hobby. Our
รศ
customer pays attention to the bikes with good
value for money more than with having cutting-
กา
edge designs.
เพื่อ
Think of yourself as a typical customer. Write down

the meaning of phrases in Thai in the box below. Figure 2.1: Typical Consumer
ิต
ดุส
วน
typical customer _______________________________________________

ัยส
health concern_________________________________________________
าล
keeping fit ____________________________________________________

ิทย
interested in____________________________________________________
ว
pay attention _________________________________________________

หา
good value____________________________________________________
"ม
cutting-edge fashions____________________________________________
(Gore. 2007: p.11)

30
Practice 1: Customer
Use the words in the box to complete the following list of ways to learn about
your customers.
new trends  clients  competitors  listening  find out
"
loyal customers  search terms  sales records
นั้น
เท่า
1. He should email ___________________ directly with one or two questions about our
ษา
products.
ึก
รศ
2. To look for items that people type into our website’s search function, we need to
กา
examine the ___________________.
เพื่อ
3. What areas in marketing approach are our _________________ targeting that we
aren’t?
ิต
ดุส
4. Schedule a social event, such as a ‘Thanking Customers’ party, for existing or

วน
potential ________________, and use this as an opportunity to __________________

ัยส
more about what they want.

าล
5. _________________ to people in a shop or at a trade fair is a good way to know what

ิทย
they talk about and what questions they ask.

ว
6. When you study your _______________, you will see what facts you already have
หา
about the people who buy from you.

"ม
7. In order to stay ahead of the competition, you should read trade journals to learn
about ___________________.
(Gore. 2007: p.11)
31
Model of Consumer Behavior

Before reading:
1. What does ‘Consumer Behavior’ mean?
_________________________________________________________________________
2. What are the causes of different consumer behaviors?
"
_________________________________________________________________________
นั้น
เท่า
Reading:
Consumers are people who buy product to use on their own individual
ษา
consumption. They are different in age, income, education level, and tastes. Some
ึก
รศ
consumers can be in early thirties, work in the office, and get high salary. Some might be
กา
in group of blue collar workers and get standard wage. These two groups of consumer
เพื่อ
are different; they have different income so their tastes are probable not the same.
Their buying behaviors for goods and services for their own personal consumption are
ิต
different.
ดุส
Most consumers have to make many buying decisions daily. Still, there are many
วน
factors around consumers which have an impact toward their choices of buying because
ัยส
there are various products, services, and companies in the consumer market.
าล
ิทย
Consequently, the companies truly need to acquire (= gain or get) these consumer
ว
buying decisions in details. The best way to do for the company is to conduct research
หา
on consumer buying decisions which are comprised of what consumer buy, where
"ม
consumers usually buy, how and how much consumers buy, when consumers buy, and
why consumers buy. Marketers can easily find out what the customers buy, where they
buy, and how much they buy. However, the difficult task is to investigate why they buy
the product. The answers of this consumer buying behavior are often locked (=
protected) inside the consumer’s head.
32
In addition, the marketers have to evaluate how the consumers respond (= react
or reply) to various marketing efforts (= hard work) that the company use, such as
product features, prices, advertising appeals (= demand or request), etc. The companies
that really understand these consumers’ responses would have a great advantage (=
"
benefit) over its competitors. These can be shown in the stimulus-response model of
นั้น
buyer behavior. The marketing and other stimuli enter the consumer’s “black box” and
เท่า
produce certain responses. Marketers must figure out what is in the buyer’s black box.
ษา
(Kotler, & Armstrong. 2001)
ึก
รศ
After reading: Let’s check your reading comprehension…
กา
 Which one is difficult to find out about consumer buying decisions?
เพื่อ
a. what consumers buy
b. where consumers buy
ิต
ดุส
c. how and how much consumers buy

วน
d. when consumer buy

ัยส
e. why consumers buy

าล
ิทย
Language Notes: Adverbs of Manner

ว
หา
Adverbs of manner describe actions in more detail. They normally come at the end
"ม
of a sentence.
Example: she drives carefully.
He drove fast.
They work well.
33
The form of most adverbs is: adjectives + ly:

Easy > easily
Serious > seriously
Quick > quickly
"
Example: The companies truly need to acquire these consumer buying
นั้น
decisions
เท่า
Consumers make buying decisions daily.
ษา
(Ibbotson, & Stephens. 2006: 111)
ึก
Language Notes: Adverb of Frequency
รศ
กา
เพื่อ
Frequency Adverb of frequency Example
100% Always I always study after class.
ิต
90% Usually I usually take a bus to work.

ดุส
80% Normally/Generally I normally get good grades.

วน
70% Often/Frequently I often read before going to bed at night.

ัยส
50% Sometimes I sometimes sing in the shower.

าล
30% Occasionally I occasionally go to bed late.

ิทย
10% Seldom I seldom put salt on my food.

ว
หา
5% Hardly ever/Rarely I hardly ever get angry.

"ม
0% Never Vegetarians never eat meat.

The form of adverb of frequency is
subject + adverb + main verb OR
subject + verb to be + adverb
34
Example: The company really understands the consumers’ responses.

Consumers usually buy.
 The answers are often locked inside the consumer’s head.
(Adverb of frequency chart. 2012)
"
นั้น
Practice 2: Consumer Behavior
เท่า
Rewrite the complete sentence using the adverb in brackets in its
ษา
correct position.
ึก
รศ
1. Most consumers make buying decisions (always) กา
______________________________________________________________.
เพื่อ
2. Marketers can study actual consumer. (easily)
______________________________________________________________.
ิต
3. Learning about the whys of consumer buying behavior is easy. (hardly ever)
ดุส
______________________________________________________________.
วน
ัยส
Consumer Behavior Model

าล
Read the paragraph below about consumer behavior model and fill in the
ิทย
blanks in the box.

ว
หา
"ม
Buyer responses
Marketing Other
Buyer’s black box _______________
stimuli
Buyer Buyer _______________
_________ Economic
Characteristics Decision _______________
_________ _________
Process _______________
Place __________
_______________
_________ Cultural
__________
35
From the chart, it shows consumer behavior model, the first box on the left
contains marketing stimuli – something that causes activities. It consists of the four Ps:
product, price, place, and promotion. Other stimuli are about buyer’s environments
which are economic, technological, political, and cultural.
"
All these stimuli go into the buyer’s black box in the consumer head. This can
นั้น
be divided into two parts; the first one is buyer’s characteristics which are the
เท่า
personality and the perception of consumers that react to the stimuli. The second part
ษา
is buyer’s decision process; it affects the buyer’s behavior directly. For example, the
ึก
customers would like to buy shampoo. She perceive marketing stimuli which is low
รศ
price, and she usually likes to buy discount product. She probably reacts to this
กา
stimulus by making decision to buy this shampoo.
เพื่อ
The last box, on the right, shows the process of changing the two elements
inside buyer’s black box into observable buyer responses which are product choice,
ิต
ดุส
brand choice, dealer choice, purchase timing, and purchase amount.

วน

ัยส
าล
Practice 3: Consumer Behavior Model

ิทย
From the examples below, please explain the consumer behavior model briefly.
ว
หา
Example 1: You’d like to buy a camera at a mall so you ask the salesman how
to operate this, what the capacity is, what the megapixel is, etc.
"ม
Example 2: Kanit makes comparison between two brands: Coach and Marvel.
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
36
Characteristics affecting consumer behavior

When the consumers would like to buy something, their purchasing behaviors
can be influenced by cultural, social, personal, and psychological characteristics.
Most marketers must consider these four factors carefully because they cannot
"
control them easily. All those four factors are described in details as follows.
นั้น
เท่า
1. Cultural factors
ษา
Cultural factors is significant because they are the broadest and deepest
ึก
รศ
influence on consumer behavior. The marketer needs to understand details of each
กา
factor which are the buyer’s culture, subculture, and social class.
เพื่อ
a. Culture is a way of thinking or behaving that exists in one particular society
or group. Each country has different culture, therefore, the marketers need to
ิต
understand this factor and adjust to these differs. Otherwise, ineffective marketing or
ดุส
embarrassing mistakes can be occurred.

วน
b. Subcultures are groups of people who shared value systems based on

ัยส
common life experiences and situations. The examples are nationalities, religions,
าล
racial groups, and geographical areas.

ิทย
c. Social classes are society’s shared values, interests, and behaviors which
ว
หา
are similar. The examples are occupation, income, education, and so on.
"ม

2. Social factors
Social factors are closely related to consumers and they influence consumer
behavior. They are the consumer’s small groups, family, and social roles and status.
37
a. Group is a number of people that are considered as a unit. The products

that are bought and used by someone in a group are affected by group influences
because they notice each other.
b. Family is the most important consumer buying organization in society.
"
Most marketers are interested in the roles and influence of the husband, wife, and
นั้น
children on the purchase of different products and services.
เท่า
c. Roles and Status are the person’s part and position in each group. A role
ษา
is the part that someone has in a family or society and a status is the position or
ึก
rank of someone when compared to others. People often choose products that show
their status in society.
รศ
กา
เพื่อ
Practice 4: Cultural and Social Factors

ิต
ดุส
Matching the words with the correct definitions

วน
role group culture family status subcultures social class

ัยส
1. ______________ includes occupation, income, education, wealth, and other

าล
variables.
ิทย
2. ______________ include nationalities, religions, racial groups, and geographic

ว
หา
regions.
"ม
3. _____________ is the most basic cause of a person’s wants and behavior.

4. ___________ is a number of people or things that are put together as a unit.
5. ____________ is the roles and influence of family members on the purchase of
different products and services.
38
6. A ________ consists of the activities people are expected to perform according

to the persons around them.
7. Each role carries a _________ reflecting the general esteem given to it by
society.
"
นั้น
3. Personal Factors
เท่า
Personal factors are about personal characteristics which influence buyer’s
ษา
decisions on purchasing products. They are the buyer’s age and life-cycle stage,
ึก
occupation, economic situation, lifestyle, and personality and self-concept.
รศ
a. Age and life-cycle stage People change the goods and services they buy
กา
over their lifetimes. Buying behaviors and tastes in food, clothes, furniture, and
เพื่อ
recreation are often age and life-cycle related.

ิต
b. Occupation affects the goods and services bought. Blue-collar workers

ดุส
tend to buy more rugged work clothes, whereas white-collar workers buy more
วน
business suits.
ัยส
c. Economic Situation will affect product choice. Buying behaviors are

าล
affected by personal income, savings, and interest rates.

ิทย
d. Lifestyle is a person’s pattern of living. Lifestyle plays a big role in buying

ว
หา
behavior based on a person’s whole pattern of acting and interacting in the world.
"ม
e. Personality is emotional qualities and ways of behaving that makes a

person different from other people. Each person’s distinct personality influences his
or her buying behavior.
39
4. Psychological Factors
A person’s buying choices are further influenced by four major psychological
factors: motivation, perception, learning, and beliefs and attitudes.
a. Motivation is a force or influence that causes someone to do something. It
"
starts from a person need then it is aroused to seek satisfaction. Therefore, buyers
นั้น
would like to buy things in order to satisfy their needs.
เท่า
b. Perception is the process by which people select, organize, and interpret
ษา
information to form a meaningful picture of the world.
ึก
c. Learning describes changes in an individual’s behavior arising from
รศ
experience. Learning occurs through the stimuli, responses, and reinforcement that
กา
เพื่อ
the marketer builds up.
d. Beliefs and Attitudes will influence customers buying behavior later. A
ิต
belief is a descriptive thought that a customer has about product and brand images.
ดุส
It can affect buying behavior. Attitude describes a customers’ feelings, and

วน
tendencies toward a product. Attitude can make customer like or dislike products,
ัยส
and move toward or away from products also. (Kotler, & Armstrong. 2001)
าล
ิทย
Practice 5: Personal Factors and Psychological Factors

ว
หา
Matching the words with the correct definitions

"ม
personality perception attitude

motive age belief
learning self-image lifestyle
40
1. Tastes in food, clothes, furniture, and recreation are often _________ related.
2. _______________ is a person’s pattern of living as expressed in his or her
psychographics.
3. _______________ refers to the unique psychological characteristics that lead
"
to relatively consistent and lasting responses to one’s own environment.
นั้น
4. _______________ is the people’s possessions contribute to and reflect their
เท่า
identities.
ษา
5. A __________ is a need that is sufficiently pressing to direct the person to
ึก
seek satisfaction.
รศ
6. ________________ is the process by which people select, organize, and
กา
interpret information to form a meaningful picture of the world.
เพื่อ
7. ______________ describes changes in an individual’s behavior arising from

experience.
ิต
ดุส
8. A _____________ is a descriptive thought that a person has about something.

วน
9. ______________ describes a person’s relatively consistent evaluations,

ัยส
feelings, and tendencies toward an object or idea.

าล
ว ิทย
หา
"ม
41
Self-study Assignment
A. Write down all factors in each box according to the reading about
characteristics affecting consumer behavior.
CULTURAL
"
นั้น
เท่า
ึก ษา
SOCIAL PERSONAL
รศ
กา
เพื่อ
BUYER
ิต
ดุส
PSYCHOLOGICAL
วน
ัยส
าล
ิทย
ว
หา
"ม
B. Write down a summary report of characteristics affecting consumer

behavior toward the product ‘smartphone’.
42
Summary
This unit presented the meanings of marketing terminology in the area of
consumer behavior. It covered the model of consumer behavior and the
different characteristics affecting consumer behavior. This will relate to the
"
concept of marketing and marketing mix in the next unit.
นั้น
เท่า
Review Questions
ษา
1. What is the difference between ‘selling concept’ and ‘product concept’?
ึก
รศ
2. What does ‘production concept’ mean? กา
3. Please explain the steps of marketing process.
เพื่อ
4. How many characteristics affecting consumer behavior mentioned in this unit?
5. What are the cultural factors affecting consumer purchases?
ิต
ดุส
6. What are the social factors affecting consumer purchases?

วน
7. What are the personal factors affecting consumer purchases?

ัยส
8. What are the psychological factors affecting consumer purchases?

าล
ว ิทย
หา
"ม
43
References
“Adverb of frequency chart” (2012). Cited 2012 May 28. Available from:
http://www.woodwardenglish.com/adverbs-of-frequency-chart/.
"
“Cambridge Dictionary Online” (2013). Cited 2013 April 23 Available from
นั้น
เท่า
Gore, S. (2007). Oxford express series: English for marketing and advertising.
ษา
Oxford: Oxford University.
ึก
รศ
Ibbotson, M. & Stephens, B. (2006). Business start-up 2: student’s book. United
กา
Kingdom: Cambridge
เพื่อ
Kotler, P. & Armstrong, G. A. (2001). Principles of marketing: activebook version 1.0.
NJ: Prentice Hall.
ิต
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
"ม
หา
วิทย
าล
ัยส
วน
44
ดุส
ิต
เพื่อ
กา
รศ
ึกษา
เท่า
นั้น
"
Unit 3
Marketing Mix
"
นั้น
This unit will present a description of marketing mix which is one of the basic
เท่า
knowledge of marketing. The terminology 4 P’s is outlined. This comprises of
ษา
product, price, place, and promotion. In addition, student will be able to
ึก
comprehend the reading passages about marketing mix, explain the concept, and
รศ
give examples of each P’s in marketing mix at the end of this unit. Short case studies
กา
of each P’s are also provided for students.
เพื่อ

ิต
ดุส
In order to clearly understanding basic marketing mix, students need to be

วน
able to identify each basic marketing mix terminology. Study the definitions below
ัยส
and do the exercise afterward.

าล
Word Meaning
ิทย
1. Marketing mix planned mix of the controllable elements of a product's

ว
marketing plan commonly termed as 4P's: product, price, place,

หา
and promotion
"ม
2. Sell to transfer ownership of a property in exchange for money or

value.
3. Sale an act of exchanging something for money
4. Sales the number of products sold
5. Classification the act of dividing things into groups according to their type
46
Word Meaning
6. Distribution the process of giving things out to several people, or spreading or
supplying something
7. Marketer a person whose duties include the identification of the goods
and services desired by a set of consumers, as well as the
"
marketing of those goods and services on behalf of a company
นั้น
8. Market (v) to make goods available to buyers in a planned way which
เท่า
encourages people to buy more of them, for example by
advertising
ษา
9. Demand a need for something to be sold or supplied
ึก
10. Quality
รศ
how good or bad something is
11. Design
กา
to make or draw plans for something, for example clothes or
buildings
เพื่อ
12. Features a distinctive characteristic of a good or service that sets it apart
from similar items
ิต
13. Brand name

ดุส
the name given to a particular product by the company that

makes it, such as Apple, Coca Cola, IBM, Mercedes, Shell, Sony,
วน
Toyota
ัยส
14. Packaging the materials in which objects are wrapped before being sold
าล
15. Sizes one of the standard measures according to which goods are
ิทย
made or sold
ว
16. Services the act of dealing with a customer in a shop, restaurant or hotel
หา
"ม
by taking their order, showing or selling them goods, etc.

17. Returns goods that have been taken back to the shop where they were
bought by customers because they are damaged or unsuitable
18. Advertising the business of trying to persuade people to buy products or
services
47
Word Meaning
19. Personal face to face selling in which a seller attempts to persuade a
selling buyer to make a purchase
20. Sales sales-stimulation achieved through contests, demonstrations,
promotion discounts, exhibitions or trade shows, games, giveaways, point-of-
"
นั้น
sale displays, etc.
เท่า
21. Public the effort to create and maintain goodwill of an organization’s
ษา
relations various publics through publicity and other non-paid forms of
ึก
communication
22. Publicity
รศ
type of promotion that relies on public relations effect of a news
กา
story carried usually free by mass media
เพื่อ
23. Channels employed to distribute goods or services from producers to
consumers
ิต
ดุส
24. Assortments a group of different types of something

วน
25. Location slightly formal a place or position

ัยส
26. Inventory the amount of goods a shop has, or the value of materials and
าล
goods held by a firm

ิทย
27. Logistics a business planning framework for the management of material,

ว
หา
service, information and capital flows

"ม
28. List price the price at which the maker of something suggests it should be
sold (Synonym: Manufacturer suggested retail price (MSRP))
29. Discounts a reduction in the usual price
30. Allowances amount deducted from an invoice as an incentive for a large
order, or to compensate the buyer for an expense or mistake
48
Word Meaning
31. Trade-in a fixed discount that the buyers are offered on the price of a new
allowances model or item in exchange for an older model or item
32. Payment an amount of money paid
"
33. Period a length of time
นั้น
34. Warranty a written promise from a company to repair or replace a product
เท่า
(or guarantee) that develops a fault within a fixed period of time. (Synonym:
ษา
guarantee)
ึก
35. Credit terms Standard or negotiated terms (offered by a seller to a buyer) that
รศ
control the credit amount, maximum time, and so on.
กา
เพื่อ
Fill in the blanks (1-30) with the correct terms in the box provided.
sale publicity sales sales promotion demand

ิต
ดุส
quality marketer distribution credit terms market (v.)

logistics warranty design packaging sizes
วน
services returns advertising personal selling sells

ัยส
channels feature location inventory assortments

าล
discount period payment trade-in allowances brand name

ิทย
1. Namcha ___________ jewellery at Siam Square.

ว
2. _________this year exceeded the total for the two previous years.
หา
3. I haven't made a ________all morning.

"ม
4. Has the Channel Tunnel improved the ________________ (= supplying for sale)
of goods between the British Isles and mainland Europe?
5. Chakri is working as a __________with UniLever.
6. Their products are very cleverly _____________
49
7. There was little _____________for tickets.

8. I only buy good-___________ wine.
9. Who _____________ this beautiful furniture?
10. A unique ___________of these rock shelters was that they were dry.
"
11. The famous _____________of notebook is Acer.
นั้น
12. All our ____________ is biodegradable.
เท่า
13. Do these shoes come (= Are they made) in children's ___________?
ษา
14. The only trouble with this cafe is that the ____________is so slow.
ึก
15. The shop accepts my ___________because that product is broken.
รศ
16. Fiona works in _______________ and her work is mainly about persuading
กา
people to buy the products.
เพื่อ
17. Jarinya works in _______________ business, she needs to go to different

customer’s houses to sell her products.
ิต
ดุส
18. CP Fresh Mart makes a ______________by giving a discount on some products.

วน
19. We have planned an exciting ____________campaign with our advertisers

ัยส
20. We need to search for more ___________for our products.

าล
21. An______________of vegetables is arranged into different kinds.

ิทย
22. A map showing the _____________of the property will be sent to you.
ว
หา
23. Our ____________of used cars is the best in town.

"ม
24. We need to look at the _______________ of the whole aid operation.

25. They usually give you a ____________if you buy multiple copies.
26. Tom sells his old car to a dealer for a _________________________.
27. Usually we ask for _____________on receipt of the goods.
28. The bank allows the ______________ for customers who want to get the loan.
50
29. The __________ covers the car mechanically for a year, with unlimited mileage.
30. Unemployment in the first half of 1993 was 2% lower than in the same
___________the year before.
"
นั้น
Discussion: Four P’s
เท่า
Most company needs to design a ‘marketing mix’ or ‘four P’s’ which made up
ษา
of controllable factors – product, price, place, and promotion, in order to sell the
ึก
รศ
products effectively. In order to get familiar with the concept of ‘four P’s’, the
กา
students should do the following warm-up activity.
เพื่อ
ิต
ดุส
วน
ัยส
าล
ว ิทย
หา
"ม
Figure 3.1: Four P’s

51
Students get in groups of four, discuss the elements of four P’s, and give
example of each P. Then, write them down in the box provided.
Product Price Place Promotion
"
นั้น
เท่า
ึก ษา
รศ
กา
เพื่อ
ิต
Practice 1: Key vocabulary

ดุส
Fill in the blanks with the correct vocabulary.

วน
Advertising  Packaging  Discounts ReturnsSales

ัยส
Payment Assortments Sell

าล
1. _______________ is a reduction in the usual price.

ิทย
2. An amount of money paid is called ___________________.

ว
หา
3. A group of different types of something is ____________________.

"ม
4. _____________ are goods that have been taken back to the shop
5. The materials in which objects are wrapped before being sold are called ________.
6.The number of products sold is _______________.
7. To transfer ownership of a property in exchange for money is called ___________.
8. _____________ is the business of trying to persuade people to buy products.
52
Language Notes: Countable Noun and Uncountable Noun

When students read any marketing articles or write down the words to
complete the exercises. It is necessary for the students to understand part of speech
especially ‘noun’ so the students can comprehend the reading passage better and
"
write down short sentences correctly. First of all, let see details of a noun, it is a
นั้น
person, place or thing. Nouns can be countable or uncountable:
เท่า
Countable Nouns
ษา
Countable nouns are the names of separate objects, people, etc. which we
ึก
รศ
can count; they have singular and plural forms. For example:
one book
กา two books
เพื่อ
a child some children
ิต
ดุส
Uncountable Nouns
วน
Uncountable nouns are the names of things which we do not see as separate
ัยส
and which we cannot count; they do not have plural forms. It also refers to something
าล
ิทย
a person cannot physically interact with, such as traffic, weather, happiness,

information, etc.
ว
หา
coffee corn
"ม
skill transaction
knowledge traffic
53
Practice 2: Countable Noun and Uncountable Noun
Put the vocabulary into the correct box based on the types of noun (Countable
Noun, Uncountable Noun or Both)
Organization Improvement Quality Concept
"
นั้น
Competition Production Consumer Market
เท่า
Distribution Capacity Transactions Performance
Product Goods Feature Want
ษา
Countable Nouns Uncountable Nouns Countable or
ึก
Uncountable noun
รศ
กา
เพื่อ
ิต
Language Notes: To Infinitive of Purpose

ดุส
วน
Look at sentences from the reading passage about marketing concept.

ัยส
“The marketing concept is all efforts that an organization aims at satisfying its
าล
customers to get a profit. “

ิทย
“…firms should analyze the needs of their customers and then make
ว
หา
decisions to satisfy those needs,…”

"ม
“Therefore, the question is what philosophy should guide the marketing

effort in carrying out tasks to build profitable relationships with target
consumers”
We can use ‘a’ to infinitive to talk about a person purpose – why someone does
something.
54
For example, Lauren is going out to do some shopping.

Skyler’s saving is up to buy a motor bike.
However, in a more formal style, we use in order to or so as to.
For example, I went to Seoul in order to learn Korean.
"
We left the office early so as to have plenty of time.
นั้น
(Beaumont, & Granger. 1992)
เท่า
ษา
Practice 3: To infinitive of purpose
ึก
Join each idea in A with an idea from B. Make sentences using in order to or so
รศ
as to
กา
เพื่อ
A B
1. Our customer drank lots of black coffee disturb the neighbors
ิต
2. The manager often write things down save time

ดุส
3. She took an umbrella get a better job

วน
4. We’ll use the computer forget them

ัยส
5. I want to pass the exams keep awake

าล
6. We turned down the music get wet

ิทย
(Beaumont, & Granger. 1992)

ว
หา
1. _______________________________________________________________________
"ม
2. _______________________________________________________________________
3. _______________________________________________________________________
4. _______________________________________________________________________
5. _______________________________________________________________________
6. _______________________________________________________________________
55
Now, your turn…..

Write down the meaning of the purpose of each sentence below.
1. “The marketing concept is all efforts that an organization aims at satisfying its
customers to get a profit.”
"
To get a profit means ____________________________________________________
นั้น
2. “Therefore, the question is what philosophy should guide the marketing effort in
เท่า
carrying out tasks to build profitable relationships with target consumers”
ษา
To build profitable relationships means ____________________________________
ึก
รศ
Marketing Mix
กา
เพื่อ
ิต
ดุส
วน
ัยส
าล
ิทย
ว
หา
Figure 3.2: Marketing Mix

"ม
Before reading: Let’s answer the questions below with your partner….
1. Are ‘marketing mix’ and ‘four P’s’ the same or difference in your opinion?
2. Why does the marketer need to know about marketing mix?
56
Reading:
According to Dictionary of Marketing Terms, the definition of marketing mix is
“the mix of controllable marketing variables that the firm uses to pursue the desired
level of sales in the target market. The most common classification of these factors
"
is the four factor classification called the “Four Ps” – price, product, promotion, and
นั้น
place (or distribution)” (Bennett. 1995: 166) These four P’s or marketing mix should
เท่า
be applied by the marketer in order to increase sales.
ษา
After recognizing the definition of marketing mix, it is obvious that the
ึก
marketer needs to make a plan to combine product, price, place, and promotion
รศ
together in the appropriate proportion by using marketing strategies as the guidelines.
กา
เพื่อ
After that, the marketer has to put this marketing plan into action in order to market
a product and influence the demand of customer. Then, the customers obtain the
ิต
information about the product. However, these combination techniques are not easy
ดุส
to do because they involve many factors.

วน
In brief, the four Ps can be a summary of marketing mix because it

ัยส
includes the activities that the marketer needs to combine them in the appropriate
าล
proportion in order to sell the products successfully.

ว ิทย
หา
After reading: Choose the correct term (A, B, C, or D) to match each short
"ม
case studies given (1-12)

A. Product B. Price C. Place D. Promotion
______ 1. Ford Focus product consists of nuts and bolts, spark plugs, headlights, and
thousands of other parts.
57
______ 2. Ford dealers rarely charge the full sticker price.
______ 3. Ford spends more than $1.2 billion each year on advertising to tell
consumers about the company and its products.
______ 4. Ford offers several styles and dozens of optional features.
"
______ 5. The dealers keep an inventory of Ford automobiles, demonstrate them to
นั้น
potential buyers, negotiate prices, close sales, and service the cars after the
เท่า
sale.
ษา
______ 6. Ford maintains a large body of independently owned dealerships that sell
ึก
the company’s many different models.
รศ
กา
______ 7. Dealership salespeople assist potential buyers and persuade them that
เพื่อ
Ford is the best car for them.
______ 8. Ford and its dealers offer special promotions – sales, cash rebates, low
ิต
financing rates - as added purchase incentives.

ดุส
______ 9. Ford dealers negotiate the price with each customer, offering discounts,
วน
trade-in allowances, and credit terms to adjust for the current competitive
ัยส
situation and to bring the price into line with the buyer’s perception of the
าล
car’s value.
ิทย
______ 10. Ford Focus car comes fully serviced and with a comprehensive warranty.
ว
หา
______ 11. Ford selects its dealers carefully and supports them strongly.
"ม
______ 12. Ford calculates suggested retail prices that its dealers might charge for
each Focus.
58
Practice 4: Kellogg’s and Marketing Mix

Following is the case study of Kellogg Company. This company is the world’s
leading producer of cereals and a market leader in health and nutrition. It has done
business worldwide and applied marketing mix into its company effectively.
"
Let work in a small group of four and match the topics (1-6) on the left with
นั้น
the appropriate details (A - J) on the right. Some topics might have more than one
เท่า
details.
ษา
Topics Details
ึก
1. Price A. Kellogg (Thailand) Ltd. is located in Rayong.
รศ
2. Founders B. Make ensure that customers receive the best possible product for
กา
เพื่อ
their money
3. Promotion C. Introducing exciting new products to the market regularly
ิต
4. Product D. W.K. Kellogg and his brother, Dr. John Harvey Kellogg
ดุส
5. Branch E. Help ensuring its products are available wherever shoppers are
วน
6. Place F. Kellogg also has a factory in Thailand.

ัยส
G. Delivering engaging and exciting marketing communications

าล
H. It was founded in 1898

ิทย
I. Offering a wide range of popular products

ว
หา
J. Available at supermarkets, or on the internet

"ม
59
It is interesting to see how successful the company is. Kellogg’s balances the
4 Ps effectively. Marketing mix can be varying from business to business; however,
the purpose of balancing these four Ps is to meet the needs of the customers.
Therefore, the company will succeed. The key point is creating the right product,
"
sold at the right price, in the right place, and using the most suitable method of
นั้น
promotion.
เท่า
(Business Case Studies LLP. 2015)
ึก ษา
The Four P’s or Eight P’s
รศ
กา
As mentioned earlier, the four Ps are comprised of product, price, place and
เพื่อ
promotion. However, there was a research study that reviewed the elements of
marketing mix in different points of view from various marketing experts. It found that
ิต
marketing mix was still mainly the same which were product, price, place, and
ดุส
promotion, even though some marketing experts presented the fifth P such as
วน
packaging, people, or process. The use of the framework of ‘Four P’s’ remains strong
ัยส
and many marketing textbooks have provided that. The market nowadays has been
าล
changed to online business. Internet has played a big role and some marketers
ิทย
considered using E-marketing mix. Then again, the basic marketing mix is still
ว
หา
significant. (Goi. 2009) Consequently, students need to comprehend marketing mix

"ม
thoroughly. Let’s take a look both ‘Four P’s’ and ‘Eight P’s’ in details.
Product is about making decision what to produce or what to sell and also
making the product
60
Price is about making decision how much should the product cost. In the
other word, it is the amount of money that the customer is willing to pay in order to
receive the product.
Place is about making decision where should the products be sold, distributed,
"
making it convenient for the customers to find the products easily.
นั้น
Promotion is about communication or sending messages about the quality of
เท่า
the products to customers. Most important thing is persuading them to buy the
ษา
products through the promotional mix which are advertising, sales promotion,
ึก
publicity, personal selling, direct marketing, etc.
รศ
As mentioned earlier, some marketer will include additional 4 more P’s which
กา
are people, physical presence, process, and physical evidence.
เพื่อ
People can be divided into two groups which are (1) the employees or staff
of the company who has skills and experience and (2) the clients of the company.
ิต
ดุส
Physical presence is the way that the company decorates the shop or
วน
designs the website.

ัยส
Processes is the way that the company builds and delivers the products, or
าล
to guarantee consistent service.

ิทย
Physical evidence is the tangible form of the service that customers can
ว
หา
touch and hold such as tickets, policies, and brochure

"ม
(Farrall. & Lindsley. 2008)
Practice 5: Elements of Four P’s

Students need to realize that marketing mix is about selling the right product,
through appropriate distribution channels, at the right price in relation to other
61
products and for the profitability of the company, with the correct support in terms
of advertising, sales force, etc. The following exercise will enhance students to
recognize each element of four P’s or marketing mix.
Choose the appropriate elements from the box to fill each gap.
"
นั้น
Payment Period Product variety Returns Quality Design
Sales promotion Features Brand name Allowances Coverage
เท่า
Personal selling Packaging Sizes Services Advertising
Discounts public relations location Inventory Warranties
ษา
Direct marketing Trade-in Allowances List price Credit terms Channels
ึก
รศ
Assortments Transportation Logistics
product
กา price
เพื่อ
product variety list price
qualtiy allowances
ิต
1 2 1 2
ดุส
3 4 3
วน
2
5 6 4
ัยส
7 5
าล
target customer
ิทย
place
promotion
channels
ว
personal selling
หา
locations
sales promotion
"ม
1 2
1 2
3 4
3
5
62
Summary
This unit provided students with a description of marketing mix which was
one of the important tools in achieving marketing goals. It also presented plenty
examples of each P’s in marketing mix in order to enhance students’
"
comprehension.
นั้น
เท่า
Review Questions
ษา
1. What does marketing mix mean?
ึก
รศ
2. What are the elements of four P’s? กา
3. What are the elements of eight P’s?
เพื่อ
4. What is the meaning of launching a product?
5. What does ‘trade-in allowance’ mean?
ิต
ดุส
6. Which P is included ‘direct marketing’?

วน
7. What is the synonym of the word ‘sales force’?

ัยส
8. Which P is about the look of the website?

าล
9. What are the examples of product?

ิทย
10. What are the examples of place?

ว
หา
"ม
63
References
Beaumont, D. & Granger C. (1992). The Heinemann ELT English grammar. Oxford:
Macmillan-Heinemann.
"
Bennett, D. (1995). Dictionary of marketing terms. Virginia: NTC Business Books.
นั้น
Business Case Studies LLP. (2015). “Balancing the marketing mix through creative
เท่า
and innovative strategies” Cited 2015 April 25. Available from
ษา
http://businesscasestudies.co.uk/kelloggs/balancing-the-marketing-mix-
ึก
รศ
through-creative-and-innovative-strategies/#teaching-resources on May 6,
2016
กา
เพื่อ
“Cambridge Dictionary Online” (2013). Cited 2013 April 23. Available from
ิต
ดุส
Farrall, C. & Lindsley, M. (2008). Professional English in use: marketing. Oxford:

วน
Cambridge University.
ัยส
Goi, C. L. (2009. May). “A review of marketing mix: 4 Ps or more?” International

าล
Journal of Marketing Studies. 1 (1).

ิทย
ว
หา
"ม
"ม
หา
วิทย
าล
ัยส
วน
64
ดุส
ิต
เพื่อ
กา
รศ
ึกษา
เท่า
นั้น
"
Unit 4
Product Concept
น ั้น "
เท่า
In this unit, students will learn more about product and services terminologies
ษา
including the concepts behind it. This unit is a continuation of unit three, expanding
ึก
more details about Product Concept. Product is one of the essential elements in
รศ
marketing mix. The unit will cover product concept, product level, product
กา
classifications, and branding. Moreover, students are expected to practice reading and
เพื่อ
writing from the exercises given
.
ิต
ดุส

วน
In order to clearly understand the basic concept of product, students should

ัยส
study necessary basic terminology about product and the following exercises. Below are
าล
some important product terms, which are related to the content in this unit. Study
ิทย
these terms and do the following exercise.

ว
หา
Word Meaning
"ม
1. Product those marketers who design and plan programs for developing
planners new goods or services
2. Merger the legal combining of two or more business enterprises into a
single entity, usually by the transfer of properties and capital
66
Word Meaning
3. Sales force all the company employees who persuade customers to buy their
company's products or services (Synonyms: sales representative)
4. Capacity the quantity of things that a factory can produce with their own
equipment or resources
"
5. Raw material materials that are in their natural state, before they are processed
นั้น
or used in manufacturing
เท่า
6. Product line a group of related products produced by one manufacturer, used
for similar purposes or to be sold in similar types of shops
ษา
7. Product all the products sold by a particular company
ึก
range
รศ
8. Launch to begin something such as a plan or introduce something new
กา
such as a product
เพื่อ
9. Benefits a helpful or good effect, or something intended to help
10. Tangible the product that is real and able to be shown, touched, or
product experienced
ิต
ดุส
11. Agricultural farming or relating to farming

12. Branding the act of giving company or company’s products a specific
วน
design or symbol which different from the competitors in order to

ัยส
advertise its products and services

าล
13. Packaging the materials in which objects are wrapped before being sold
14. Labeling a piece of paper or other material that gives customer information
ิทย
about the object it is fixed to

ว
หา
"ม
Fill in the blanks (1-12) with the correct terms from the box.
sales force benefits branding merger

tangible capacity raw material label
launch packaging product planner agricultural
67
1. __________________ are designing new refrigerator styles.

2. The _____________ of these two companies would create the world's biggest
accounting firm.
3. There is a big amount of _____________in this company.
"
4. All our factories are working at (full) _____________ (= are producing goods as
นั้น
fast as possible).
เท่า
5. Plastic beads are an important _____________for producing ball-point pens.
ษา
6. The airline will _____________ its new transatlantic service next month.
ึก
7. The discovery of oil brought many _____________to the town.
รศ
8. We need to see the _____________ product before launching the samples to test
กา
in the market.
เพื่อ
9. The country's economy is mainly _____________ (= based on farming).

10. The successful _____________ and marketing of the new beer has already
ิต
ดุส
boosted sales and increased profits.

วน
11. All our _____________ is biodegradable.

ัยส
12. Washing instructions should be on the _____________.

าล

ิทย
ว
หา
"ม
68
Discussion: Product Concept
"
นั้น
เท่า
ษา
Figure 4.1: Japanese Products
ึก
รศ
Pair up with your friend. Talk to your partner and list all the name of the
products around you that you know or use.
กา
เพื่อ
ิต
ดุส
วน
ัยส
Figure 4.2: Products

าล
ิทย
The name of the products

ว
หา
Products you know Products you use

"ม
69

Match the words with their correct definitions. Put the letters (A, B, C, …) in
front of the numbers.
1. Product range a. A group of closely related products that have similar
"
functions, same customer groups, same types of outlets, or fall
นั้น
within given price ranges.
เท่า
2. Raw material b. the range of products that it produces.
ษา
3. Launch c. all the products sold by a particular company.
ึก
4. Product mix d. the state of being fully developed.
5. Product line
รศ
e. the quantity of things that a factory or industry can produce
กา
เพื่อ
or deliver with the equipment or resources that are available.
6. Maturity f. materials that are in their natural state, before they are
ิต
processed or used in manufacturing.

ดุส
7. Capacity g. a company makes a product available to the public.

วน
ัยส
Reading: Defining the Product

าล
Read the passage about ‘What is a Product?’ then summarize the text, and
ิทย
write down the main idea of this passage in the space provided.
ว
หา
Before talking about the product in depth, it is important to mention the

"ม
meaning of the product. There are several meanings about the product. It can be (1)
something natural, (2) something made to be sold or (3) a service. Moreover, there is
the word “produce” which refers to agricultural products such as rice, crops or fruit
which are provided by the farmers. These fresh produce can be found at a farmers’
market.
70
In addition, Kotler and Armstrong (2001: p. 7) defined the meaning of product

that “product is anything that can be offered to a market for attention, acquisition,
use, or consumption and that might satisfy a want or need.” Products have a very
broad meaning because it covers physical objects, manufactured goods, services,
"
agricultural produces. In short, products refer to anything capable of satisfying a
นั้น
need or want of customers.
เท่า
ษา
Practice 2: Defining product
ึก
Topic: What is a Product?
Summary
รศ
____________________________________________________________
กา
เพื่อ
____________________________________________________________
Main Idea: ____________________________________________________________
ิต
____________________________________________________________
ดุส
วน
Language Notes: Finding the main idea

ัยส
าล
When we talk about main ideas, this means we are talking about the most
ิทย
important idea of that paragraph. It tells the readers what the writer want to talk
ว
about. The main idea is important for the readers, it can be called ‘the central idea’
หา
or ‘main point’ of the paragraph. There are two types of main idea, it can be told
"ม
directly or it may be implied.

First, the main idea expressed directly in the text, it is easy for the readers to
identify a main idea. There are commonly found at the beginning or at the end of
the passage. Some main ideas might be found in the middle of the passage, as the
guidelines below:
71
o Main ideas that are found at the beginning of paragraphs will appear in the first
sentence. It often explains the subject being discussed in the passage.
o Main ideas that are found in the end of a paragraph will be the conclusion. It
can be expressed as a summation of the information in the paragraph as well as
"
a link to the information in the next paragraph.
นั้น
Second, the main idea is implied or inferred in the passage and not always
เท่า
clearly stated. This kind of main idea is more difficult to identify. It can be implied
ษา
through other words in the paragraph. There are several ways to look for an implied
ึก
main idea in the passage as follows:
รศ
Several sentences in a paragraph can imply the main idea by introducing facts
o
กา
about the topic before actually stating the topic.
เพื่อ
o Implied ideas can be drawn from facts, reasons, or examples that give hints or
suggestions concerning the main idea. Students need to understand the hints in
ิต
ดุส
order to discover the main idea in the selected text.

วน
o After finish reading a paragraph, ask yourself the following questions to

ัยส
determine the correct main idea of this paragraph.

าล
 "What point is the author making in this passage?"

ิทย
 “Does this passage discuss a person or group of people?” (Who)

ว
หา
 “Does the information contain a reference to time?” (When)

"ม
 “Does the text name a place?” (Where)

 “Do you find a reason or explanation for something that happened?” (Why)
 “Does this information indicate a method or a theory?” (How)
(Adapted from Columbia College. 2011)
72
Practice 3: Finding the main idea

Read the passage below and see if you can pick up the main idea. Then, fill out
the blanks in the chart below.
Product planners need to think about their products on three levels before
"
นั้น
designing the product which are core product, actual product, and augmented
เท่า
product.
The most basic level is the core product – the main reason why the buyer
ษา
really wants to buy the product. Therefore, marketers must uncover the needs
ึก
รศ
hiding under every product and sell benefits not features. Marketers have to apply
กา
the needs and wants of customers into product benefit because when customers
เพื่อ
buy the products, they buy product benefits, not product features only.
Next level, the core product has to be turned into a tangible product which
ิต
ดุส
is an actual product. This may have as many as five characteristics: features, brand
วน
name, styling, packaging and quality levels.

ัยส
Final level, the product may offer additional services and benefits that make
าล
up an augmented product. Physical products can usually be augmented by

ิทย
benefits such as customer advice, delivery, credit facilities, a warranty or guarantee,

ว
maintenance, after-sales service, and so on.

หา
"ม
Topic: ____________________________________________________________
Main idea: who/what:___________________________________________________
when: _______________________________________________________
why ________________________________________________________
how: ________________________________________________________
73
aumented
product
installation warranty
5._________
actual
"
4._________
product
นั้น
1._________
2._________
เท่า
3._________ packaging
ษา
core benefit
ึก
feature
รศ
core
product
กา
เพื่อ
ิต
(Kotler, & Armstrong. 2001: 191)

ดุส
Practice 4: Product Classification

วน
Arrange the words in the box into the correct product levels.
ัยส
าล
to communicate Nokia/ iPhone 12-month guarantee to listen to the radio

black after-sale service 1-year credit term maintenance
ิทย
customer advice small durable feature to take a picture

ว
Core Product Actual Product Augmented Product

หา
"ม
1. 1. 1.
2. 2. 2.
3. 3. 3.
4. 4.
5.
74
Product Categories
It would be easier for the marketers when the products are sort out into
meaningful types based on the purposes of their use or the users. Then, the
marketers are able to apply appropriate marketing strategies and design marketing
"
plan effectively.
นั้น
For the main category, products and services can be divided into two
เท่า
categories – consumer products and industrial products. This is based on the type
ษา
of consumer who uses that products and services (Kotler, & Armstrong. 2001: 226).
ึก
รศ
Consumer Products
กา
เพื่อ
Consumer products are products bought by final consumers or end user for
personal consumption. They do not buy it to sell to someone else. Marketers
ิต
usually classify these goods further based on how consumers consider buying them.
ดุส
Common categories of consumer products are convenience products, shopping

วน
products, specialty products, and unsought products. Keep in mind that, these
ัยส
products differ in the ways that consumers buy them, and therefore in how they are
าล
ิทย
marketed. (Kotler, & Armstrong. 2001: p. 226)

ว
The first category is convenience products; they are consumer products that
หา
the customer usually buys frequently, immediately, and minimum buying effort.
"ม
Examples include soap, candy, and newspapers. They are usually low priced, and
can be found in many outlets
The second category is shopping products; they are consumer products that
customers compare carefully on suitability, quality, price, and style. Therefore,
consumers buy them less frequently. Examples include furniture, clothing, and cars.
75
They are distributed through fewer outlets but provide deeper sales support to help
customers in their comparison efforts.
The third category is specialty products; they are consumer products with
unique characteristics or brand identification. There is a small group of buyers.
"
Examples include specific brands and types of cars, high-priced photographic
นั้น
equipment, and custom-made men’s suits.
เท่า
The last category is unsought products; they are consumer products that the
ษา
customer does not normally think of buying. The customer becomes aware of them
ึก
through advertising. Examples include life insurance and blood donations to the Red
รศ
Cross. Unsought products require a lot of advertising, personal selling, and other
กา
marketing efforts. (Kotler, & Armstrong. 2001: 226)
เพื่อ
ิต
Practice 5: Product Categories

ดุส
Write down the name of the products you know under the correct
วน
classifications in the box and present your work in front of the class.
ัยส
Convenience Shopping Specialty Unsought

าล
Products Products Products Products

ิทย
ว
หา
"ม
76
Industrial Products
Industrial products are purchased by the factory or company for further
processing or for use in conducting a business. These can be divided into three
groups which are materials and parts, capital items, and supplies and services.
"
(Kotler, & Armstrong. 2001: p. 227)
นั้น
Firstly, materials and parts consist of raw materials (such as farm products or
เท่า
natural products) and manufactured materials and parts
ษา
Secondly, capital items are industrial products which help the business’s
ึก
production or operations.
รศ
Thirdly, supplies and services include operating supplies, repair and
กา
เพื่อ
maintenance items. Services can be maintenance and repair services and business
advisory services. (Kotler, & Armstrong. 2001)
ิต
To conclude, the distinction between a consumer product and an

ดุส
industrial product is based on the purpose for which the product is bought. If a
วน
consumer buys a computer laptop for use on their own, the computer laptop is a
ัยส
consumer product. If the same consumer buys the same computer laptop for use in
าล
a language translation business, the computer laptop is an industrial product.

ิทย
(Farrall, & Lindsley. 2008)

ว
หา
"ม
Practice 6: Industrial products

Read the passage about “Industrial Products” and complete the mind mapping
below.
77
___________
___________
___________
"
นั้น
Industrial
เท่า
Products
ษา
___________ ___________
___________ ___________
ึก
___________ ___________
รศ
กา
Branding
เพื่อ
Before reading: Get in groups of three. Look at the picture below, think about
ิต
brand names you know, and share with your friends in your group.
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
Figure 4.3: Branding

Source: Honest Digital T/A The Honest Agency (2015)
78
What is a brand?
Products need to have brands so the customers can refer to, recall, and
mention them when they need. A brand is a name, term, design, symbol, or any
other feature that a company gives to its products so they can be easily recognized
"
and distinguished from its competitors. Customers are able to identify one seller’s
นั้น
goods or service as distinct from those of other sellers.
เท่า
There are many way to brand the products. It may be the name of the
ษา
company itself: the make of the product. For products like cars, you refer to the
ึก
make and model, the particular type of car, for example, the Ford (make) Focus
(model).
รศ
กา
เพื่อ
ิต
ดุส
วน
Figure 4.4: Ford Focus Logo

Source: Auta5p (2004)
ัยส
After the marketers planning on the product, they have to consider how to
าล
select the appropriate brand name for their products. There are actually many ways
ิทย
to brand their products or services. They could use a

ว
หา
name, a symbol or a design to identify it and

"ม
differentiate it from the competitor’s brands or rival

brands. It should be short (one-or-two-syllable)
and easy for customers to say and recall. Figure 4.5: Rolex Logo
Source: Swiss watch brands (2015)
Examples are Rolex, Ray-Ban, and Disney.
79
Figure 4.6: Ray-ban Logo Figure 4.7: Disney Logo

Source: Dipple & Conway (2015) Source: ProProfs Quiz Maker (2015)
"
In addition, there are five more terms about branding that students should
นั้น
know which are brand name, brand mark, trademark, and trade name.
เท่า
The first term is brand name; a brand name is the name given to a product
ษา
or a range of products – goods of a similar type that are marketed together – or the
ึก
name that the manufacture gives it. Please remember, a brand name can be
รศ
spoken, including letter, words, and numbers (for example, Phillips, Sony, Coco-Cola,
กา
Colgate and Uniqlo).
เพื่อ
ิต
ดุส
วน
ัยส
Figure 4.8: Uniqlo Logo

าล
Figure 4.9: Coca-cola Logo

Source: Wikipedia, The Free Encyclopedia (2015) Source: KrystalGrant.com (2012)
ว ิทย
หา
Secondly, brand mark is a part of a brand comprised of a symbol, picture, or

"ม
design, which is not made up of words.
Figure 4.10: Nestle Brand mark

Source: History of All Logos. (2010)
80
Thirdly, trademark is the legal protection for the brand, its logo and its
brand name. The owner has exclusive use of a brand or a part of a brand and others
are prohibited by law from using it.
"
นั้น
เท่า
ษา
Figure 4.11: Google’s Trademark
Source: Planet of-tunes (1999)
ึก
รศ
Finally, the last term, trade name is the full and legal name of an
กา
organization. For example, the trade name or the company that produce mineral
เพื่อ
water ‘Mont Fleur’ is Saha Pathanapibul Public Limited Company.

(Farrall, & Lindsley. 2008)
ิต
ดุส
วน
Practice 7: Branding
ัยส
Look at the pictures of brand names in the left column, search for the name of
าล
the company that produces them from Internet.

ิทย
Brand Names Company

ว
หา
1.
"ม
Figure 4.12: Honda Jazz

Source: caradvice (2015)
81
Brand Names Company

2.
Figure 4.13: Nestle logo

Source: History of All Logos (2010)
"
นั้น
3.
เท่า
ษา
Figure 4.14: Evian logo
ึก
Source: Logok (2015)
รศ4.
กา
เพื่อ
ิต
Figure 4.15: Lego logo

ดุส
Source: Goodlogo.com (2010)

วน
ัยส
Brand in Newspaper
าล
Pair up with your friend, read the news article, and answer the questions.
ิทย
ว
หา
"ม
82
Dell rebrands Dell to Dell Technologies, Dell

EMC, and Dell
Michael Dell shakes family tree of names on company's 32nd birthday.
"
by Kelly Fiveash (UK) - May 3, 2016 8:13pm WIB
นั้น
เท่า
ึก ษา
รศ
Peter Bright
กา
เพื่อ
Dell has followed in the footsteps of its rival HP by hitting the reboot button on its various brands.
"We're a little bit late to the party, but what we've unveiled today puts us ahead."
ิต
ดุส
Chief Michael Dell confirmed that Dell—which turned 32 years of age on Tuesday—had a new name:
"our family of businesses will officially be known as Dell Technologies," he said.
วน
ัยส
Things got a little bit more garbled, however, when Dell (Mister Dell, that is) confirmed that Dell's client
solutions business will be branded simply "Dell." To this, Dell said, "The brand equity in the Dell PC is
าล
irreplaceable. We have incredible momentum, gaining share in 13 straight quarters. And above all, it’s
critically important to our customers."
ิทย
But wait, there's more: Dell's enterprise business will be renamed "Dell EMC" because the two
ว
monikers, we're told, "stand for something very special to you and our customers." Dell confirmed in
หา
October last year that it was buying EMC for $67 billion (~£43.6 billion)—the biggest tech deal in history.
"ม
Dell (Mister) added that he thought Dell Technologies had a "nice ring" to it, before pledging that "with
the EMC transaction moving forward as planned, I think we’re about to get a whole lot bigger and able to
do a whole lot more for customers. You better believe the best is yet to come."
Source: Fiveash (2015)

83
After finishing reading the news article, answer the questions below.
1. What is the headline of this news article?
2. What kind of product is it?
3. What happened in this news article?
"
4. What is the advantage or disadvantage of changing brand names based on
นั้น
brand name strategy in your opinion?
เท่า
ษา
Self-study assignment
ึก
Students search the Website of Suan Dusit University and write down the
รศ
กา
name of consumer products you found. Give one example of each type of
เพื่อ
consumer products with the reason in the box below.
Types of consumer Example Reason
ิต
ดุส
products
วน
Convenience product
ัยส
Shopping product
าล
Specialty product
ิทย
Unsought product
ว
หา
"ม
84
Summary
This unit has described in details the concept of product. This comprises of
product levels, product classification, branding, etc. Students are expected to
distinguish the meanings of consumer product and industrial product. Also, they
"
know the way to set the brands. Next unit, student will gain more knowledge in the
นั้น
second P which is price concept.
เท่า
ษา
Review Questions
ึก
รศ
1. What is the difference between ‘product line’ and ‘product range’?
กา
2. What is the meaning of product?
เพื่อ
3. Haw many types of product classification? What are then?
4. Please explain the meaning of unsought product and give the example.
ิต
5. How do you select the brand name?

ดุส
6. What does ‘packaging’ mean?

วน
7. How many levels of packaging and what are they?

ัยส
8. What is the benefit of labeling toward the product?

าล
ิทย
9. How many types of industrial market? What are they?

ว
10. What does ‘capacity of the company’ mean?

หา
"ม
85
References
Auta5p. (2004). “Ford focus 1.6 comfort” Cited 2015 May 5. Available from:
http://auta5p.eu/zkusenosti/ford_focus_2/focus.php.
"
Cambridge Dictionary Online. (2013). Cited 2013 April 23. Available from:
นั้น
เท่า
Caradvice. (2015). “Honda jazz vibe” Cited 2015 May 5. Available from:
ษา
http://www.caradvice.com.au/213750/honda-jazz-vibe-japan-sourced-special-
ึก
รศ
editions-return/photos/.
กา
Columbia College. (2011). “Finding main idea” Cited 2011 September 12. Available
เพื่อ
from: http://www.ccis.edu/ writingcenter/studyskills/mainidea.html.
Dipple & Conway. (2015). “Ray-Ban” Cited 2015 May 5. Available from:
ิต
http://www.rbeusa.co/.
ดุส
Farrall, C. & Lindsley, M. (2008). Professional English in use: Marketing. Oxford:

วน
ัยส
Fiveash, K. (2015). “Dell rebrands Dell to Dell Technologies, Dell EMC, and Dell”
าล
ิทย
Cited on 2015 May 5. Available from:

http://arstechnica.com/business/2015/05/dell-rebrands-dell-to-dell-
ว
หา
technologies-and-dell/.
"ม
Goodlogo.com. (2010). “Lego logo” Cited 2015 May 5. Available from:

https://goodlogo.com/extended.info/lego-logo-2462.
History of All Logos. (2010). “All Nestle logos” Cited 2013 April 23. Available from:
http://logoshistory.blogspot.com/2011/03/all-nestle-logos.html.
86
Honest Digital T/A The Honest Agency. (2015). “What makes a good logo?” Cited
2015 May 5. Available from: http://thehonest.agency/what-makes-a-good-
logo/.
"
NJ: Prentice Hall.
นั้น
KrystalGrant.com (2012). “Coca-cola logo” Cited 2013 April 23. Available from:
เท่า
http://www.krystalgrant.com/2012/05/07/wedding-vows-and-coca-cola/coca-
ษา
cola-logo/.
ึก
Logok. (2015). “Evian logo” Cited 2015 May 5. Available from: http://logok.org/evian-
logo/.
รศ
กา
Planet of-tunes. (1999). “Trademarks” Cited 2013 April 23. Available from:
เพื่อ
http://www.planetoftunes.com/project-
management/copyright/trademarks.html#.V29IyI9OKIU.
ิต
ดุส
ProProfs Quiz Maker. (2015). “Which Disney character are you?” Cited 2015 May 5.
วน
Avialble from: http://www.proprofs.com/quiz-school/story.php?title=which-

ัยส
disney-character-are-you_7.
าล
Swiss watch brands. (2015). “Top Swiss watch brands” Cited 2015 April 23. Available
ิทย
from: http://swiss-watch-brands.com/.
ว
หา
Wikipedia, The Free Encyclopedia. (2015). “Uniqlo” Cited 2015 May 23. Available
"ม
from: https://en.wikipedia.org/wiki/Uniqlo.
Unit 5
Pricing Strategy
"
นั้น
This unit presents terminology related to pricing strategy. It also covers
เท่า
different price expressions, and pricing strategies. Students will be practiced reading
ษา
and calculating basic pricing figures. After finishing studying this unit, students should
ึก
be able to describe pricing terminology and explain different pricing strategies.
รศ
กา
เพื่อ
In order to understand basic pricing strategy terms thoroughly, students need

ิต
to know necessary basic pricing terminology which is related to the content in this
ดุส
unit. Study words in the box below and do the following exercises.
วน
Word Meaning
ัยส
the amount of money that the customers have to pay in order

1. Price
าล
to buy the product

ิทย
2. Budget priced
low-priced goods
goods
ว
หา
3. Recommended the price which the retailers have to pay the manufacturer for a
retail price product
"ม
4. Discount a reduced price offered after a period on offer at a higher price

5. Margin the difference between the cost of a product and the selling
price
88
Word Meaning
6. Economic price a price that sets low but also allows a reasonable profit
7. Factory gate the price a manufacturer asks when selling a product to a
price wholesaler or retailer
8. Market price the typical price that different companies are asking for similar
"
products
นั้น
9. Retail price the price consumers actually pay
10. Wholesale price the price a retailer pays a wholesaler for a product
เท่า
11. Unit cost the costs involved in making one single example of a product
ษา
12. Overheads regular day-to-day cost for running a company
ึก
13. Fixed costs the costs which do not depend on quantity of production,
รศ
such as rent, insurance, etc. กา
14. Variable costs the costs which change according to the quantity of
เพื่อ
production, such as raw materials, components, etc.
15. Total cost the cost which combine fixed cost and variable costs
16. Production all the expenses a manufacturer has to pay to produce a
ิต
costs product. (Synonym: Cost of production)

ดุส
17. Selling costs total costs involved in making a product, distributing,

วน
promoting and selling a product. (Synonym: Costs of sales)

ัยส
18. Competition- the policy of setting a price for goods or services based on the
าล
based pricing price charged by the competitors

19. Cost-based the policy of setting a price for goods or services based on
ิทย
pricing how much it costs to produce, distribute and market them

ว
20. Market- the policy of setting a price for goods or services based on an
หา
orientated pricing analysis of the market and consumer

"ม
21. Penetration the policy of setting a low price for goods or services in order
pricing to encourage sales
22. Pricing strategy the system of prices the company sets for the goods it
produces or the service it provides
23. Price-sensitive the market for a product or service is affected by changes in
price
89
Word Meaning
25. List price its official price, before any discounts are included
26. Cost (noun) the amount of money that is needed in order to make it
27. Loss leader an item in the store that is sold at very low price to attract
that customers to buy that particular products and other
"
goods at the same shop
นั้น
28. Revenue the amount of money that a company earns from selling the
products in a given period
เท่า
ึก ษา
wholesale price margin
รศ
overheads price
กา
unit costs selling cost variable cost revenue cost
เพื่อ
discount fixed cost profit cost price
list price strategy budget priced market price
ิต
ดุส
1. The ___________ of oil has risen sharply.

วน
2. Many airlines offer _______________ tickets online.

ัยส
3. They usually give you a _____________ if you buy multiple copies.

าล
4. Using cheap labour increases profit _______________.

ิทย
5. They're asking £400,000 for their flat, but the_____________ is nearer £350,000.
ว
หา
6. Firms can still cut their _______________ by expanding their markets.

"ม
7. Many big companies have been hit by high_____________ and falling sales.
8. When you take 2,000 people out of your business you will inevitably
have_____________ reductions.
9. One way to reduce car usage is to increase the________ of using a car.
10. ________ is incurred in various forms, of which advertisement is the main one.
90
11. We were able to buy the furniture from a friend at ___________.

12. Their marketing ________ for the product involves obtaining as
much free publicity as possible.
13. Taxes provide most of the government's ________
"
14. When you buy a new computer, you usually get software included at no extra
นั้น
_______ Restaurants may charge as much as four times the __________ for wine.
เท่า
15. It is selling for ฿180.50 instead of for the __________ of ฿340.75.
ษา
16. He will make a ฿431m __________ on the sale
ึก
รศ
กา
เพื่อ
A. Use the terms in the box to complete the paragraph below.
cost pricing strategies market price discounting
ิต
ดุส
list price price-sensitive price price-sensitive

วน
ัยส
Price is part of the marketing mix, and all companies must decide how to
าล
(1) _________ their products or services. This can be very difficult, as consumers are
ิทย
heavily influenced by the (2) _________________ of something. A product may be

ว
set up a full (3) _______________ but this price may rarely be charged because of
หา
(4) _________________by sellers. When a price of similar products has been

"ม
‘decided’ by the market, it is known as the (5) _________________. The market for
one particular product can be easily affected by changes in price, in which case it is
(6) _________________, and consumers, too, if the price influences their spending
decision, they are also (7) _______________. The company is able to choose any
one of several (8) _________________ or policies in order to set its own price.
91
B. Match the sentences about pricing strategies on the left with the correct
reason on the right.
A. Company A is using i. because they think a careful analysis of the market will
penetration pricing help them set the best price.
"
B. Company B is using ii. to get its products into a new market.
นั้น
competition-based pricing
เท่า
C. Company C uses cost- iii. because adding a percentage profit margin to the
ษา
based pricing production costs is a quick and easy way of setting a price.
ึก
D. Company D uses iv. so consumers won’t think their products are more
market-orientated pricing
รศ
expensive than those of their competitors.
กา
เพื่อ
Discussion: What is price?

ิต
ดุส
Do you think all of these words below are about ‘PRICE’?

วน
rent tuition fee fare

ัยส
rate interest toll premium

honorarium bribe dues commission
าล
assessment retainer salary wage

ิทย
income taxes
ว
Pair up with your friend and write down the meanings of the terms in
หา
the box that you know the meaning.

"ม
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………...
92
Below is a ‘fun’ text which shows some of the different expressions

there are in English for ‘price’. Read it and do an exercise in Practice 2.
“Price is everywhere! Where you live, you pay rent for your apartment.
When you study, you pay tuition for your education. When you are sick, you
"
pay a fee to your physician or dentist. When you travel by airplane, railway,
นั้น
taxi, or bus, you have to pay a fare. The local utilities call their price a rate.
เท่า
When you borrow money, the local bank charges you interest. When you
ษา
drive on express way, you have to pay a toll. When you insure your car, the
ึก
company charges you a premium. The guest lecturer charges an
รศ
กา
honorarium for giving a special talk. A government official took a bribe to
เพื่อ
help a shady character steal dues (or the payments that someone makes in
order to belong to an organization) collected by a trade association. When
ิต
you belong to any clubs or societies, they make a special assessment to

ดุส
pay unusual expenses. Your regular lawyer may ask for a retainer to cover
วน
her services. When you work, your income as an executive is a salary, the
ัยส
‘price’ of a sales person maybe a commission, and the price of a worker is a

าล
wage. Finally, at the end of the year, you have to pay income taxes which
ิทย
deducted from your salary, wages or commissions.”

ว
หา
"ม
Using information from the text above, make your own table listing price
expressions and any other combinations you can think of.
Example: to pay rent for an apartment
93
Verb Preposition Objects Noun phrase

to pay rent for - an apartment
to pay for - tuition
to charge - you a premium
__________ __________ _______ ____________
"
__________ __________ _______ ___________
นั้น
__________ __________ ________ ____________
เท่า
__________ __________ ________ ____________
__________ __________ ________ ____________
ษา
__________ __________ ________ ___________
ึก
__________ __________ ______ ____________
รศ
__________ __________ กา ________ ____________
__________ __________ ________ ____________
เพื่อ
__________ __________ ________ ____________
ิต
ดุส
Practice 3: Price terms

วน
Match the price terms on the left with the person in charge and write down the
ัยส
meanings of each term in Thai:

าล
Price terms Person/organization charging Definitions

ิทย
1. salary a. visiting lecturer

ว
หา
2. rate b. insurance company

"ม
3. premium c. white-collar worker

4. fare d. local council
5. commission e. social club
6. fee f. blue-collar worker
94
Price terms Person/organization charging Definitions

7. rent g. taxi driver
8. dues h. sales agent
9. retainer i. private school
"
10. tuition j. lawyer
นั้น
11. wage k. bridge owner
เท่า
12. toll l. bank
ษา
13. honorarium m. architect
ึก
14. interest n. property owner
รศ
กา
เพื่อ
Reading: What is Price?
Price is the amount of money exchanged for the ownership or use of a good
ิต
or service.
ดุส
Talking about marketing mix, price is the most flexible elements because it is
วน
the only element that produces income for the company. The other elements
ัยส
(product, place, and promotion) represent costs.

าล

ว ิทย
หา
"ม
Figure 5.1: Different Prices of Japanese Products

95
Word combinations with ‘price’

There are more pricing terminologies which are words combined with ‘price’
and have definite meaning. They commonly found in marketing articles as follows:
Price boom The situation when prices are rising quickly. A good period for sellers
"
Price controls The situation when the government efforts to limit price increases
นั้น
Price cut The situation when a price is reduced
เท่า
Price hike The situation when an increase in price
ษา
Price war The situation when competing companies reduce prices in response to
ึก
รศ
each other
Price leader
กา
A company that is first to reduce or increase prices
เพื่อ
Price tag Label attached to goods, showing the price; also mean ‘price’
(Mascull. 2002)
ิต
ดุส
วน
Practice 4: Word combinations with ‘price’

ัยส
าล
Complete the sentences below with the appropriate form of words in

ิทย
the box above.

ว
หา
1. A price ____________ by Coca-cola may indicate the start of price increases by

"ม
other producers.
2. Bangkok’s house price _______________ has gone beyond Pathumthanee, with
properties in Phayathai now worth 20 percent more than a year ago.
3. Consumers who use DTAC will get price ______________ of eight percent off
phone bills from May. They will pay less than before.
96
4. When the President of the country ended price _____________, electricity,

phone, and transport costs went up.
5. Petron is a price ______________; it’s usually the first to offer lower prices.
6. There is a high cost in designing the helicopter, pushing up the price
"
____________ for each helicopter from ฿330 million to ฿780 million.
นั้น
7. There is a price __________ between Bangkok Airways and Air Asia on the route
เท่า
of Bangkok to Chiang Mai.
ษา
(Mascull. 2002)
ึก
Reading: Pricing Strategies
รศ
กา
เพื่อ
As we know that price is the amount of money charged for a product or
service. It also can be the value exchanged for the benefits of the product or service.
ิต
For a new product, the marketers must understand their positioning before
ดุส
setting a price. If the price is too low, the product will not be taken seriously. At the
วน
same time, if it is too high, the potential customer will not take the risk. Marketers
ัยส
need to carefully study pricing strategy or the system of setting the price for the
าล
goods and services.

ิทย
There are many ways to price a product. Let's have a look at first four pricing
ว
หา
strategy which are premium pricing, penetration pricing, economy pricing, and price
"ม
skimming. And try to understand the best policy or strategy in various situations.
Premium Pricing
This strategy sets high price for high quality product. It can use a high price
because there is a unique feature of the product or service. This approach is used
where a substantial competitive advantage exists.
97
Penetration Pricing
This strategy set low price for high quality products. Marketers apply this
strategy because they would like to gain market share. After they achieved, the price
will be adjusted and increased. This approach was appropriate to attract new clients.
"
Economy Pricing
นั้น
This strategy sets low price for low quality product. The producers try to
เท่า
reduce the cost of marketing and manufacture at a minimum. Supermarkets often
ษา
have their own economy brands for instant noodles, water, rice, etc.
ึก
Price Skimming
รศ
กา
This strategy charges a high price for low quality product because the
เพื่อ
company has a substantial competitive advantage. However, this advantage does not
last or it is not sustainable. The high price tends to attract new competitors into the
ิต
market, and the price inevitably falls due to increased supply.

ดุส
วน
Practice 5: Pricing Strategy Matrix

ัยส
าล
Read the text about pricing strategies again and complete the pricing
ิทย
strategy matrix below.

ว
หา
"ม
98
1. _______ 2. _______
"
นั้น
เท่า
3. _______ 4.________
ึก ษา
รศ
กา
Figure 5.2: Pricing Strategy Matrix
เพื่อ
Language Note: Topic of a Paragraph
What is the Topic?
ิต
ดุส
A Topic is a word or phrase that tells what something is about. It can be a

วน
thing, a person or an idea.

ัยส
Example
าล
o You are talking with a friend about person you both know. You say to
ิทย
your friend, “He’s always talking about baseball.” In other words,

ว
หา
Baseball is his favorite topic of conversation.

"ม
o You are reading a book and a friend asks, “What is it about?” You
answer, “It’s about mountain climbing.” Mountain climbing is the
topic of the book.
99
To sum up, the topic is important in written English. Writers think about the
topic as they are writing, and their ideas follow from that topic. If you want to
understand the ideas, you must start by looking for the topic.
Choosing the Topic of a Paragraph
"
The topic tells what a paragraph is about. It should not be general (too big) or
นั้น
too specific (too small). In a paragraph, all of the sentences are about the same
เท่า
thing; that is, they are all about the same topic and they make sense together.
ษา
(Jeffries, & Mikulecky. 2009)
ึก
รศ
Practice 6: Choosing Topic of a Paragraph
กา
เพื่อ
Read each paragraph and choose the correct topic from the box
below.
ิต
ดุส
Geographical Pricing Captive Product Pricing Product Line Pricing

วน
Psychological Pricing Optional Product Pricing Promotional Pricing

ัยส
1. __________________________
าล
This approach is used when the marketer wants the consumer buys product
ิทย
because of an emotional basis, not a rational basis. For example, setting 'price point
ว
หา
perspective' is 199 baht, not 200 baht.

"ม
2. __________________________
This approach is used to set the price for a range of product or services so
the other products will get benefits of parts of the range. The range of price is not
big different. Hair product is a good example. Shampoo could be ฿80, hair
conditioner ฿120, and the whole package ฿200.
100
3. __________________________
This approach offers alternatives for customers with extra price. Once
customer starts to buy products and spends money, the companies will offer
optional 'extras' which cost some money. For example airlines will charge optional
"
extras for guaranteeing a window seat.
นั้น
4. __________________________
เท่า
This approach is suitable with the products that have complements. The
ษา
companies will charge a premium price where the consumer is captured. For
ึก
example, a computer manufacturer will charge a low price for computer and charge
รศ
high price for the printer which design only for this computer model.
กา
5. __________________________
เพื่อ
This approach aims to promote a product which is very common. There are
many examples of promotional pricing including approaches such as Buy One Get
ิต
ดุส
One Free (BOGOF).

วน
6. __________________________
ัยส
This approach charges variations in price in different parts of the world. If that
าล
product is rare in that area, the price is definitely high because of the shipping costs.
ิทย
(McCarthy, & Perreault. 1993)

ว
หา
Practice 7: Pricing Strategies

"ม
Match up the remarks with the name of pricing strategies in the box.
Economy Pricing Psychological Pricing Premium Pricing

Price Skimming Promotional Pricing Geographical pricing
Penetration Pricing
101
1. Use a high price where there is uniqueness about the product or service.
_____________________________________________________________________
2. Set low price for products and services in order to gain market share.
______________________________________________________________________
"
3. This is a no frills low price.
นั้น
______________________________________________________________________
เท่า
4. Charge a high price because the product has a substantial competitive advantage.
ษา
______________________________________________________________________
ึก
5. There are variations in price in different parts of the world.
รศ
______________________________________________________________________
กา
6. Buy One Get One Free
เพื่อ
______________________________________________________________________
7. The price of T-shirt is 299 baht.
ิต
ดุส
______________________________________________________________________
วน
(Mascull. 2002)
ัยส
าล
Summary
ิทย
ว
In this unit, students have learned pricing terminologies and also basic
หา
knowledge on different pricing strategies. Price terms and different word

"ม
combinations were mentioned in this unit. Next unit, students will learn about place
which is the third P in marketing mix.
102
Review Questions
1. What does price mean?
2. What is the difference between ‘production cost’ and ‘selling cost’?
3. What is the difference between ‘price boom’ and ‘price hike’?
"
นั้น
4. How many pricing strategies? What are they?
เท่า
5. What is the example approach of ‘promotional pricing’?
ษา
6. Please explain ‘penetration pricing’?
ึก
รศ
7. What is the different between ‘premium pricing’ and ‘economy pricing’?
กา
8. What does ‘price strategy’ mean?
เพื่อ
9. Which pricing strategy have you seen in your real life?
ิต
10. Please explain with your own reason, which pricing strategy will you apply if
ดุส
you have your own product? Why?

วน
ัยส
าล
ว ิทย
หา
"ม
103
References
"
นั้น
Jeffries, L. & Mikulecky, B. (2009). Reading power 1. White Plains, NY: Longman.
เท่า
Kotler, P. & Armstrong, G. A. (2001). Principles of Marketing: Activebook Version 1.0.
ษา
New Jersey: Prentice Hall.
ึก
Mascull, B. (2002). Business Vocabulary in use. Cambridge: Cambridge University.
รศ
กา
McCarthy, E. J. & Perreault, W. D. (1993), Basic marketing. Homewood: Irwin.
เพื่อ
ิต
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
"ม
หา
วิทย
าล
ัยส
วน
104
ดุส
ิต
เพื่อ
กา
รศ
ึกษา
เท่า
นั้น
"
Unit 6
Place Concept
"
นั้น
Distribution Channel is an important role in marketing mix. It is called “Place”.
เท่า
This unit focuses on the concept of the flow process of the products starting from
ษา
the manufacture to the store or ultimate customers. Students are expected to be
ึก
able to describe the meaning of channel of distribution, physical distribution and
also the concept behind them.
รศ
กา
Moreover, the students will be familiarized with the concept of retailing and
เพื่อ
wholesaling relating distribution channel. This unit also describes the roles of retailers
and wholesalers in the distribution channel and major types of retailers and
ิต
ดุส
wholesalers. It also give examples of each type as well. After studying this unit, the
วน
students should be able to describe and explain different types of retailers and
ัยส
wholesalers.
าล
ิทย

ว
หา
In order to clearly understand the concept of distribution channel, students

"ม
should study necessary basic terminology about place and complete the exercise
afterward. Below are some important distribution channel terms, which are related
to the contents in this unit. Study the terms and do the following exercise.
106
Word Meaning
1. Channels of the path or the route which goods or services travel through from
distribution the producers to customers in order to be marketed
an independent business or people who works as a link between
2. Middleman
producers and ultimate consumers (Synonym: intermediary)
"
3. Customers the actual purchaser of products or services
นั้น
เท่า
4. Target a group of customers that a company wishes to sell the product
market to
ษา
5. Inventory the amount of goods being stored (Synonym: stock)
ึก
รศ
6. Warehouse a physical facility used for storing or keeping goods
กา
7. Assortment a set of combined similar product that taken together, delivering
เพื่อ
to the customers
8. Wholesaler a merchant engaged in buying, storing and handling goods in large
quantities and reselling the goods to retailers
ิต
ดุส
9. Retailer a merchant engaged in selling small quantities to ultimate

consumers
วน
10. Retailing a set of business activities deal with the selling of goods and
ัยส
providing services for personal, family, or household use

11. Agent a business unit or a person agent that negotiates buying and
าล
selling for the store or the merchant

ิทย
12. Broker an agent who buys or sells for someone else, on a commission or
fee basis, without owning the goods
ว
หา
13. Sales those people who represent a company and sell to retailers. It
representatives can be called “sales reps” for short
"ม
14. Sale a defined region in which a representative or agent can sell a

territory product or service
15. Franchise the permission granted by a manufacturer to a distributor or
retailer to sell its products
16. Direct mail the advertising matter mailed to large numbers of customers
107
sales representative broker middleman wholesale

channel of distribution customers retailing franchise
target market inventory sale territory agent
"
นั้น
warehouse assorted retailers direct mail
เท่า
1. Marketers need to plan on before launching a new product
ษา
into the market.
ึก
รศ
2. You can lower the price by cutting out the กา and buying directly
from the factory.
เพื่อ
3. Mrs. Wilson is one of our regular .
4. The paper is young people.
ิต
ดุส
5. Our of used cars is the best in town.

วน
6. The goods have been sitting in a _____________ for months because a strike has
ัยส
prevented distribution.
าล
7. A case of wines is in that shop.

ิทย
8. He raised prices slightly for and retail.

ว
9. Factory gate prices may be rising, but it is and wholesalers, not

หา
consumers, who are shouldering this burden.

"ม
10. This model of computer is at 21,650

11. Please contact our in Spain for further information.
12. I called my for advice about investing in the stock market.
13. My father works as a for computer company.
14. He was a car dealer in Northern .
108
15. John just starts his fast-food ____________________

16. Susan is in ______________ business, she has to write to her customers
frequently in order to persuade them to buy her products.
"
นั้น
Channels of Distribution
เท่า
Before reading: Answer these questions before reading the passage.
ึก ษา
1. Who do the selling job?
a. producer
รศ
b. buyer
กา
c. middleman d. target market
เพื่อ
2. What does ‘scale of operation’ mean?

a. Communication with someone
ิต
ดุส
b. Knowledge or skill that you get from doing and seeing

วน
c. The process of becoming an expert in a particular area

ัยส
d. The amount of activities in delivering goods or services

าล
3. Why don’t the producers distribute the products themselves?

ิทย
a. The producers don’t want to do it

ว
หา
b The producers do not like to do this kind of job.

"ม
c. The producers do not have experience in selling job.

d. The producers do not have enough staffs to do it.
109
Reading: Channels of Distribution

Most producers try to form a distribution channel – a set of interdependent
organizations (e.g. agent, broker, retailers, or wholesaler) helping in facilitating the
process of making a product available for use by the consumer or business user.
"
(Armstrong, Armstrong, & Kotler. 2007) This channel of distribution is important for
นั้น
the company since they expect their customers to received product at the right time
เท่า
and at the right place.
ษา
Therefore, the producers give the selling job to intermediaries or
ึก
middlemen because of their greater efficiency. These people have lots of
รศ
กา
experiences in making goods available to target markets through their contacts. They
เพื่อ
are the experts because of their specialization. In addition, using intermediaries can
save cost for the producers.
ิต
Part A Part B
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
Figure 6.1: Using intermediaries

Figure 6.1 above shows the way to provide economies by using
intermediaries. Part A shows three manufacturers, each uses its own marketing to
reach three customers directly. This system requires nine different contacts. Part B
110
shows the three manufacturers working through one distributor, who contacts the
three customers. This system requires only six contacts between producers and
consumers. In this way, intermediaries help to reduce the amount of work
In addition, the role of marketing intermediaries is matching supply and
"
demand between the producers and the consumers, and transforming the
นั้น
assortments of products made by producers into the assortments wanted by
เท่า
consumers and serve customers’ need. (Armstrong, Armstrong, & Kotler. 2007)
ษา
It is obvious that intermediaries are a part of distribution channel which
ึก
have different channel levels and different channel length. Each layer of marketing
รศ
intermediaries that bring the product closer to the final buyer is a channel level.
กา
Both the producer and the final consumer are part of every channel. We use the
เพื่อ
number of intermediary levels to indicate the length of a channel. Figure 6.2

shows several consumer distribution channels of five different lengths.
ิต
ดุส
วน
ัยส
าล
ว ิทย
หา
"ม
Door-to-door
Figure 6.2: Consumer Distribution Channels

111
After reading: Read the statement below and decide if it is TRUE or

FALSE.
1. A distribution channel is an intermediary helping organizations in the process
of making a product or service available for use by the consumer.
"
TRUE/FALSE
นั้น
2. Producers give the selling job to middleman because of their greater
เท่า
efficiency in making goods available to target markets. TRUE/FALSE
ษา
3. Intermediaries play the role of increasing the amount of work for both
ึก
producers and consumers. TRUE/FALSE
รศ
กา
4. Inventory management plays an important role in matching supply and
เพื่อ
demand. TRUE/FALSE
5. Distribution channels can be described by the number of channel levels
ิต
involved. TRUE/FALSE
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
Figure 6.3: ‘Place’ in Japan

112

Match the words on the left with their correct definitions on the right.
1. Target market a. Intermediary
2. Assorting b. The structure of internal and external agents through
"
which a commodity product or service is marketed.
นั้น
3. Inventory c. A similar group of customers that a company is
เท่า
interested in selling to
ษา
4. Channels of distribution d. A combination of similar products that are taken
ึก
together in one set for definite purpose.
5. Middleman
รศ
e. The amount of goods being stored
กา
เพื่อ
6. Franchising f. A person or company that sells goods in large
amount to other businesses or other retailers
ิต
7. direct mail g. Someone who owns a shop selling goods to

ดุส
individual customer.
วน
8. Retailer h. A contractual system which grants the right to sell

ัยส
goods and services from one party to another party

าล
9. Wholesaler i. The use of the mail delivered by the delivery services

ิทย
as an advertising media vehicle.

ว
หา
"ม
113
Practice 2: Consumer Distribution Channels

Look at the chart below and write down the answers in your own word.
Manufacturer broker wholesaler retailer consumer
"
Manufacturer wholesaler retailer consumer
นั้น
เท่า
Manufacturer own store consumer
ษา
Manufacturer retail store consumer
ึก
รศ
Manufactuer
กา websites consumer
เพื่อ
Manufacturer direct calls consumer
ิต
Figure 6.4: Consumer Distribution Channels

ดุส
1. Which channel distribution alternatives is the best channel in your point of view?
วน
Why? Please explain briefly according to the text above.

ัยส
______________________________________________________________________
าล
______________________________________________________________________
ิทย
______________________________________________________________________
ว
หา
2. If you manufacture grand piano, which channel of distribution are you going to
"ม
choose? Why?
______________________________________________________________________
______________________________________________________________________
_____________________________________________________________________
114
Distribution Relationship (wholesalers, retailers and customers)

Before reading: Write down the meanings of the terms in the table
below before reading the passage.
Terms Definitions
"
นั้น
1. distribution
เท่า
2. wholesaler
ษา
3. retailer
ึก
4. reseller
รศ
5. distributor
กา
เพื่อ
6. middleman
ิต
ดุส
Reading:
วน
To begin with, students need to understand the word ‘distribution.’ It means

ัยส
the process of giving things out to several people, or supplying the products to
าล
customers. There are many terms related to distribution as follows:

ิทย
First one is a wholesaler – someone who buys and sells goods in large
ว
หา
amounts to shops and businesses. Second term is a retailer, opposite to wholesaler.

"ม
It means someone who sells goods in small quantity to customers for personal use.
The third one is a shop selling a particular product, such as cars, which is called a
dealer (a person who trades in something). Next one is similar to a retailer, it is a
reseller which is a company that buys products from manufacturers and sells them
to customers.
115
Wholesalers, retailers, dealers, and resellers are distributors which mean a

person or company that buys products from a producer or manufacturer and sells
them to other businesses, stores, or customers for a profit, by transporting the goods
to different places. All these distributors are sometimes called middleman – a
"
person who buys goods from the factory and sells them to a shop or a user to make
นั้น
a profit. (Mascull. 2002)
เท่า
ษา
After reading: Use expressions above from reading passage to
ึก
complete this presentation of Mr. Robert Coulson.
รศ
กา
“Hi, my name’s Robert Coulson. I started out in the leather hand bag
เพื่อ
business 17 years ago. When I first bought leather hand bags to sell, there was a
complicated (1) d_____________ c____________ between the manufacturer and the
ิต
customer. All (2) w_____________, (3) r____________ and (4) r_____________ are
ดุส
added to the costs, but this didn’t show much value for the (5) c____________’s
วน
point of view. Now, at the new company, we make every hand bags to order and
ัยส
deliver directly to the buyer. That way, our company can cut out the (6)
าล
m____________.”
ิทย
(Mascull. 2002)
ว
หา
"ม
Practice 3: Retailing
Listen to the teacher talking about key vocabulary in retailing and fill in the
blanks below.
1. (1) _____________ is the business of selling products to the final customers.
Most (2) ____________ sell from (3) ________ or (4) ___________ which are called
116
(5) ____________. There are large retail (6) _____________ in most countries,
which are organized nationally by the same owner and sell a different selection
of products. Their outlets are often located at the same place in (7)
______________ ______________ (US malls), where there is a large variety of
"
stores.
นั้น
2. Some large retailers are located out of town, providing parking facilities for
เท่า
customers, known as either (8) ________________ (over 30,000 square meters) or
ษา
(9) _________________ (under 30,000 square meters). They may be on a
ึก
(10) ______________, where there are a number of large stores.
รศ
3. (11) ___________________, such as Central in Bangkok, are large shops which sell
กา
a wide range of products, usually located in a city center. As the name suggests,
เพื่อ
they are organized in departments, each with its own manager.

(Tullis, & Trappe. 2004)
ิต
ดุส
วน
Retailing
ัยส
Before reading: Think about retail stores. Look at examples below and discuss
าล
with your partner which one is about retailing.

ว ิทย
Bic C? Tops? Foodland? Tesco Lotus? Holiday Inn?

หา
Reading:
Makro? Amway representatives? A doctor treating patients?
"ม
Retailing is about the activities of selling goods or services directly to final

consumers for their personal use.
There are two types of retailer which are stores retailing and nonstore
retailing. Most retailing is done by retailers: businesses whose sales come primarily
from retailing. Obviously, most retailing is done in retail stores, but nowadays,
117
nonstore retailing has grown tremendously. Examples are selling by mail, telephone,
door-to-door contact, vending machines, and numerous electronic means, online
and Internet marketing. (Kotler, & Armstrong. 2001)
Stores Retailing
"
A shop (BrE) or store (AmE) is the place where people buy things.
นั้น
Companies may call it a retail outlet or sales outlet. Retail stores are different in
เท่า
shapes and sizes, and new types of retail store are emerging everyday. This part
ษา
covers convenience stores, shopping stores, shopping center, specialty stores,
ึก
department stores, supermarket, drug store, hypermarket, chain stores, and
franchises.
รศ
กา
เพื่อ
Practice 4: Store Retailing

ิต
Read the definitions of retail stores and choose the appropriate topics
ดุส
from the box below.

วน
ัยส
specialty store supermarket convenience stores

าล
hypermarket shopping center department stores

franchises drug store chain stores
ิทย
shopping store
ว
หา
1. A _____________________ is a small shop located in a residential area and open

"ม
long hours. In addition, they’re so handy, easy parking, fast checkout and easy-to-find
merchandise. (McCarthy, & Perreault. 1993) The examples are 7-eleven, Family Mart,
108 shop, etc.
118
2. A_____________________ is a shop that attracts customers from greater distances

because of the width and depth of their assortments. They focus on their displays,
demonstrations, information, and knowledgeable salesclerks.
3. A_____________________ or shopping precinct (in Britain) is a purpose-built area
"
or building in a town center with a number of shops. Outside towns, there are
นั้น
shopping malls, where it is easy to park.
เท่า
4. A_____________________ is a shop for customers who insist on a certain brand of
ษา
a product. They have developed a strong attraction because of unique service,
ึก
selection, or reputation. Examples are IKEA, Index or HomePro.
รศ
5. _____________________ are very large stores with a wide variety of goods that are
กา
organized into many separate departments. It is usually located in a town center.
เพื่อ
Examples are Nordstrom’s in Seattle, Harrods in London, and Central in Bangkok.

6. _____________________ are large stores specializing in food or groceries with self-
ิต
ดุส
service and wide assortments. Supermarkets sell convenience products – but in

วน
quantity.
ัยส
7. _____________________ is a shop in a town center in the US which sells

าล
medicines. It also provides coffee and meal there.

ิทย
8. _____________________ is very large shop with a various types of goods, usually

ว
หา
outside a town
"ม
9. A_____________________ is one of several stores owned and managed by the

same firm. They are part of a group of shops, all with the same name.
10. _____________________ are owned by the people who have granted the rights
to sell only the goods of one company (franchisees), That company (the franchisor)
provides goods, organizes advertising, and offers help and support.
119
Nonstore retailing
Nonstore retailing is the selling of goods
and services outside of shops and stores. It does
not require to have a store, this can be called
"
‘home shopping’ They are automatic vending
นั้น
machine, telephone and direct-mail, door-to-
เท่า
door selling, and online and Internet marketing.
ษา
Figure 6.5: Automatic Vending Machine
ึก
รศ
Practice 5: Nonstore Retailing กา
Read the definitions of nonstore retailing and choose the appropriate
เพื่อ
topics from the box below.
Online and Internet marketing Door-to-door selling
ิต
ดุส
Telephone and direct-mail retailing Automatic vending

วน
1. _____________________ is selling and delivering products through vending

ัยส
machines. Automatic vending is convenient for customers but it is high cost for
าล
sellers.
ิทย
2. _____________________ allows consumers to shop at home by placing orders on

ว
หา
the phone, email, or Internet – and charging the purchase to a credit card or
"ม
transferring to a bank account.

3. _____________________ means going directly to the consumer’s home. It meets
some consumers’ needs for convenience and personal attention.
120
4. _____________________ is similar to direct-mail retailing, but it is a direct sales via

electronic commerce by using Websites, Application Line, Facebook or social media
sites like Twitter.
"
After reading: Look at types of shop above and say where the place is if you
นั้น
want to:
เท่า
1. visit different shops outside of town with easily parking.
ษา
__________________________________________________________
ึก
2. visit various different shops at the same location in a British town center.
รศ
__________________________________________________________
กา
เพื่อ
3. buy a packet of sugar when all the supermarkets are closed.
__________________________________________________________
ิต
4. have a snack in an American city without going to a restaurant.

ดุส
__________________________________________________________
วน
5. buy food very cheap.

ัยส
__________________________________________________________
าล
(Mascull. 2002)
ว ิทย
หา
Language Notes: Prepositions

"ม
A preposition is commonly use in English sentence; it links a noun, pronoun, or noun

phrase to some other part of the sentence. It is used to show direction, location, or
time, or to introduce an object. Examples are in, to, at, for, from.
121
Practice 6: Prepositions
Read the passage about wholesaling and fill in the blanks with the
appropriate prepositions from the box below.
to, to, to, to, in, in, in, for, from, at
"
นั้น
เท่า
Wholesaling
ษา
Wholesaling is about the activities involved (1) _____ selling goods and
ึก
services (2) _____those buying (3) _____ resale or business use. For example, a retail
รศ
bakery is engaging (4) _____ wholesaling when it sells bread and pastry (5) _____ the
กา
local restaurant and hotel. Wholesalers are those firms which involved primarily (6)
เพื่อ
_____ wholesaling activity. Mostly, they buy (7) _____ producers or manufacturer and
sell mostly (8) _____ retailers, industrial consumers, and other wholesalers. But why
ิต
ดุส
don’t they sell directly (9) _____ retailers or consumers? Why do they use
วน
wholesalers? This is quite simple; it is because the wholesalers are often better (10)
ัยส
_____ performing in several functions such as selling and promoting, warehousing,

าล
transportation, etc.
ิทย
(McCarthy, & Perreault. 1993)

ว
หา
"ม
Practice 7: Wholesaling
Read the statements below and decide if it is TRUE or FALSE, according to the
reading passage ‘wholesaling’
1. Wholesaler is a firm engaged primarily in wholesaling activity. TRUE/FALSE
122
2. Company that resells the products does not involve in wholesaling activities.
TRUE/FALSE
3. Merchant wholesalers cannot trade their products with other wholesalers; they
have to sell their products to retailers only. TRUE/FALSE
"
4. Broker is a wholesaler who brings buyers and sellers together and assist in
นั้น
negotiation. TRUE/FALSE
เท่า
5. Retail store might engage in wholesaling business. TRUE/FALSE
ึก ษา
Summary
รศ
กา
After studying this unit, students were able to tell the concept of channels of
เพื่อ
distribution and intermediaries. In addition, retailing and wholesaling business were
mentioned in this unit in order to make the place concept comprehensible for the
ิต
students. Next unit, it will state the last P of marketing mix which is promotion.
ดุส
วน
ัยส
าล
ว ิทย
หา
"ม
123
Review Questions
1. What does ‘channel of distribution’ mean?
2. What are the roles of intermediary?
3. What are the differences between ‘retailers’ and ‘resellers’?
"
4. What is the meaning of ‘distributor’?
นั้น
5. How many types of retailer? What are they?
เท่า
6. What is the difference between ‘wholesaler’ and ‘retailer’?
ษา
7. What is the advantage of intermediaries?
ึก
8. How many groups of wholesalers? What are they?
รศ
9. What is non-store retailing?
กา
เพื่อ
10. Which type of non-store retailing that used the most nowadays?
ิต
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
124
References
Armstrong, G. M., Armstrong, G., & Kotler, P. (2007). Marketing: An Introduction. NJ:
Pearson Prentice Hall.
"
นั้น
เท่า
Kotler, P. & Armstrong, G. A. (2001). Principles of Marketing: Activebook Version 1.0.
ษา
NJ: Prentice Hall.
ึก
รศ
Mascull, B. (2002). Business Vocabulary in Use. Cambridge: Cambridge University.
กา
McCarthy, E. J. & Perreault, W. D. (1993), Basic Marketing. Homewood: Irwin.
เพื่อ
Tullis, G. & Trappe, T. (2004). New insights into business. London: Longman.
ิต
ดุส
วน
ัยส
าล
ว ิทย
หา
"ม
Unit 7
Promotion Concept
"
นั้น
This unit presents Marketing Communications Mix or Promotion Mix which
เท่า
is the specific mix of advertising, personal selling, sales promotion, public
ษา
relations, and direct marketing. Students will learn each elements of promotion
ึก
mix in detail. It focuses on reading passages on advertising, personal selling, sales
รศ
promotion, public relations and direct marketing throughout the unit.
กา
เพื่อ

ิต
In order to clearly understand the basic concept of promotion, students

ดุส
should study necessary basic terminology about promotion mix and complete the
วน
following exercises. Below are some important promotion terms, which are related to
ัยส
the contents in this unit

าล
Word Meaning
ิทย
any communication for purposes of selling a product or service,

1. Promotion
ว
including advertising, personal selling, public relations and publicity

หา
2. Sales the short-term activity that encourage purchase or sale of a product

"ม
promotion or service
the practice of calling public attention to a product or service by

3. Advertising
paid announcements, e.g. newspapers, magazine, TV, or radio
126
Word Meaning
any vehicle (newspapers, TV, billboards, radio, etc.) used to deliver
4. Media
an advertising message
a short, easily remembered phrase used by a company so that

5. Slogan
people will recognize it or its products
"
นั้น
6. Motto a short sentence or phrase that expresses a belief or purpose of a
company or its product
เท่า
7. Spot a brief announcement, usually a radio or television advertisement
ษา
or commercial during or after a program
ึก
8. Display an arrangement of merchandise designed to induce sales; usually
รศ
seen at trade conventions, in store windows, and at point-of-
กา
purchase counters
เพื่อ
9. Publicity public notice resulting from mention in the media and verbal
communication among people. It does not have to be paid for
10. Sample a part of a product used to show the quality, style, and nature of
ิต
the whole
ดุส
11. Premium a prize or bonus given as an inducement to purchase products or to

วน
use services
ัยส
12. Cold call trying to sell the product to customer on the phone without being
าล
asked by the customer to do so

13. Sales lead a prospective buyer showing interest in the products or intent to
ิทย
buy
ว
หา
14. Personal the firm’s sales representative making sales and building customer
selling relationships on behalf of the company
"ม
15. Public the way to build good relationships with the company’s various
relations publics by concentrating on a good "corporate image"
16. Direct communicating with targeted individual consumers directly about
marketing the products, obtaining an immediate response and building lasting
customer relationships
127
personal selling promotion media sample

sales promotion cold call premium display
advertising spot public relations slogan
"
publicity sales lead direct marketing motto
นั้น
1. There was a in the supermarket and they were giving away free
เท่า
glasses of wine.
ษา
2. holds the main role in the promotional activities of a large
ึก
number of organizations.
3. An
รศ
agency is employed to plan, design, place, and supervise ads or
กา
เพื่อ
ad campaigns.
4. The issue has been much discussed in the .
ิต
5. The organization hired a agency to help them improve their

ดุส
image.
วน
6. The company's advertising in the 1970s and 1980s was "You can be
ัยส
sure of Shell".
าล
7. advertising is targeted, in that it seeks to create direct contact

ิทย
with individual consumers.

ว
หา
8. P & G needs to spread an advertising message or about its new shampoo

"ม
brand over a wide area so people will recognize it.

9. There's an Egyptian art collection on at the museum at the moment.
10. We have planned an exciting ___________campaign with our advertisers.
11. A free of shampoo is available in front of the store.
12. We're willing to pay a for the best location.
128
13. We were by a company offering savings on our phone bill.

14. A is the opposite of making a cold call.
15. Her is "Work hard, play hard".
16. They ran a in July that helped clear some of last year's
"
inventory.
นั้น
เท่า
ึก ษา
รศ
กา
เพื่อ
Figure 7.1: Promotion in the Japanese bus

ิต
ดุส
Discussion: Ways of advertising

วน
Identify these different advertising media.

ัยส
Pair up with your friend and look at six different ways of advertising illustrated below.
าล
Write down the name of advertising media in your own opinion. Then, classify them
ิทย
according to the advertising costs, ranging from the most expensive to the cheapest.
ว
หา
A) B)
"ม
129
C)
Don’t forget: Sale
starts Monday.
"
D)
นั้น
E)
เท่า
ษา
Closing
Down
ึก
รศ
Sales!
กา
F)
เพื่อ
ิต
ดุส
วน
ัยส
Figure 7.2: Ways of Advertising

าล
Name of advertising media Order of advertising cost

ิทย
(from the most expensive to the cheapest)

ว
A
หา
B
"ม
C
D
E
F
(Mackenzie. 2002)
130

Match the words on the left (1-7) with their correct definitions on the right (a-g).
1. Sales promotion a. the presentation and promotion of products or
services in the paid form by an identified sponsor
"
2. Media b. the promotion of a good reputation with the public
นั้น
3. Advertising c. public notice resulting from mention in the media
เท่า
and verbal communication among people.
ษา
4. Public relations d. an arrangement of merchandise designed to induce
ึก
sales
5. Slogan
รศ
e. short-term activity that encourage purchase or sale
กา
เพื่อ
of a product or service.
6. Display f. the various mass media that carry advertising
ิต
messages to target markets for products or services.

ดุส
7. Publicity g. a motto adopted for advertising a product

วน
(Mackenzie. 2002)
ัยส
าล
Promotional Strategies
ว ิทย
Before reading: Fill in the blanks with the appropriate words from the box
หา
below.
"ม
believable advertising aimed trial

channel loyalty expressive preference
incentives communication medium tactics
message marketing mix target attempt
131
1. A product that satisfies a customers’ need has to be made known to its

_________________ customers.
2. The well-known ‘Four Ps’ formulation is called _______________ (product,
place, promotion and price).
"
3. Advertising informs or tells consumers about the existence and benefits of
นั้น
products and services, and _____________ to persuade them to buy the products.
เท่า
4. Advertising lets the seller repeat a ____________ many times, and allows
ษา
the buyer to receive and compare the messages of various competitors’ products.
ึก
5. Advertising is very ____________ because it lets the company dramatize its
รศ
products by using the artful print, sound and color.
กา
เพื่อ
6. Advertising is able to carry on only a one-way ________________ with the
audience because the audience does not have to pay attention or respond.
ิต
7. Public Relations is very _______________ because it presents in the form of

ดุส
news stories, press conference, and events which seem more believable and real to
วน
readers.
ัยส
8. Publicity is the way to mention company’s products in any ____________

าล
that the company’s customers read, view or hear, aimed at assisting sales without
ิทย
the need to pay for.

ว
หา
9. Sales promotion tools are temporary ____________ designed to stimulate

"ม
stronger sales of a product in a short period of time.

10. Free samples can generate the initial ____________ of a new product,
especially when they combined with extensive advertising.
11. Sales promotion provides inducements that give additional value to
consumers in order to offer strong ____________ or motive to purchase.
132
12. The effects of sales promotion are usually short-lived and are not much
effective in building long-run brand _______________.
13. Sales promotions can be ____________ at distributors, dealers and
retailers, in order to encourage them to stock more new items.
"
14. Sales promotions are designed to gain entry to new markets or it can be
นั้น
strengthen brand _____________ among retailers.
เท่า
15. Personal selling is used as a complement to __________________.
ษา
16. Salespeople are often the only staff from a company that sees our
ึก
customers; they are an extremely important _____________ of information.
รศ (Mackenzie. 2002)
กา
เพื่อ
Reading: The Four Major Promotional Tools

ิต
First of all, talking about using promotional tools in a company, marketers

ดุส
have to decide which tools – advertising, public relations, sales promotion, or

วน
personal selling – to use, and in what proportion because the budgets are limited.
ัยส
They have to spend it worthily and wisely. We are going to look in details of each
าล
ิทย
promotional tool.
ว
Advertising
หา
The first promotional tool is advertising. Marketer uses it to tell customers

"ม
about the product and persuade customers to buy it. In fact, the best form of
advertising is word-of-mouth advertising, which occurs when satisfied people tell
their friends about the products or services that they have purchased. Especially
nowadays, the social media is a big part of customers’ life, ‘review’ and ‘comment’
133
on the product usage is commonly found in social media sites. However, no

providers of goods or services rely on this alone; they still need to use paid
advertising.
Advertising is the tool that the company can repeat the message many times
"
because they can turn on their commercials on TV or radio quite often. In addition,
นั้น
they apply the artful use of print, sound and color on their commercial abundantly.
เท่า
The function of advertising is also build up a long-term image for a product (Coca-
ษา
Cola ads) and to trigger quick sales (Central Department Store Midnight Sale). As you
ึก
can see that advertising can reach masses of buyers at a low cost per exposure,
รศ
there are millions of people, spread out geographically, watch one TV commercial.
กา
เพื่อ
On the other hand, advertising can be very costly because it requires very large
budgets. Unlike newspaper or radio advertising that can be done on small budgets.
ิต
Advertising also has some shortcomings; it is not on for a long time. In

ดุส
addition, advertising is impersonal and a one-way communication, it cannot be as

วน
persuasive as a company salesperson.

ัยส
(Mackenzie. 2002)
าล
ิทย
ว
Practice 2: Advertising
หา
"ม
Draw up a table summarizing the positive and negative features of advertising
Positive features Negative features

1. 1.
2. 2.
3. 3.
134
Public Relations
The second promotional tool is public relations (often abbreviated to PR), it
is about maintaining, improving or protecting the image and reputation of a company
or product. Public relations offer better qualities than advertising because it seem
"
more real and believable to the buyers. Publicity is also an important element of
นั้น
PR, it is the message about company’s products shown in the media that customers
เท่า
might read, view, or hear, which assists the product sales.
ษา
The good thing about public relations is that it can attract attention of
ึก
รศ
customer who avoids salespeople and advertisements because buyers receive the
กา
message of a product or service as ‘news’. Also, public relations can describe a
เพื่อ
company or product beautifully, like advertising.
In addition, a lot of research has shown that customers are more likely to
ิต
believe in what they read more than advertising. It can cause a huge impact on
ดุส
public awareness and this publicity does not require an enormous cost.
วน
(Mackenzie. 2002)
ัยส
าล
Practice 3: Public Relations

ิทย
Draw up a table summarizing the positive and negative features of public

ว
หา
relations (PR)
"ม

1. 1.
2. 2.
3. 3.
135
Sales promotion
The third promotional tool is sales promotion which includes different kinds
of techniques – coupons, free samples, price reductions, competitions, contests,
premiums, and others. These techniques are used for short period in order to
"
stimulate sales volume or stronger sales of a product. For example, free samples
นั้น
(addition to advertising) can attract customers’ attention and make customers
เท่า
interested in a new product. Customers get information about new products and
ษา
might want to buy them in the future. Company offers premiums or coupons with
ึก
รศ
the purchase to customers so they feel that they get additional values.
กา
However, the effects of sales promotion are short-lived and it cannot build
เพื่อ
long-run brand loyalty. Because customers buy products only when they offer price
reductions, premium, discount coupons, or special sales promotion such as ‘Buy One
ิต
Get One Free’, ‘Buy Two Get One Free’, etc.

ดุส
วน
Some stores use ‘loss leaders’ technique by reduce prices of some specific
ัยส
item in order to bring customers into the shop, then customers will buy other goods
าล
at regular prices. This creates a stronger and quicker response.

ิทย
Moreover, sales promotions can be used with distributors or retailers in order

ว
to encourage them to stock new items or larger quantities.

หา
"ม
In brief, sales promotions invite customers to buy and get reward quickly.
While advertising says ‘buy our product’, sales promotion says ‘buy it now.’
(Mackenzie. 2002)
136
Practice 4: Sales Promotion

Draw up a table summarizing the positive and negative features of sales
promotion
"
นั้น
1. 1.
เท่า
2. 2.
3. 3.
ึก ษา
Personal selling
รศ
กา
. The last promotional tool is personal selling which is the most expensive
เพื่อ
and the most effective tool of the buying process. It involves personal interaction
between sellers and buyers, so the seller can observe buyer’s needs and
ิต
ดุส
characteristics and make quick adjustments to satisfy their needs. Personal selling
วน
can be used to enforce advertising. Personal selling has several unique qualities
ัยส
such as giving information about a company’s products and services, selling these
าล
products and services, answering customers’ questions, and assisting customers with
ิทย
possible technical problems. Significantly, salespeople are the only staff from a
ว
หา
company that meet customers and collect important information of customers

"ม
These tools with unique qualities can cost a lot for the company. A sales
force requires a longer-term commitment than advertising. The company has to pay
salary, wages, or commission to all sales representatives. But advertising can be turn
off if the company doesn’t want to pay, but sales force size is harder to change.
(Mackenzie. 2002)
137
Practice 5: Personal Selling

Draw up a table summarizing the positive and negative features of personal
selling
"
นั้น
1. 1.
เท่า
2. 2.
3. 3.
ึก ษา
รศ
After reading: Read the text “The four major promotional tools” again and
กา
answer the following questions
เพื่อ
1. What is a free advertising that happy customers recommend products they use
to their friends?
ิต
ดุส
______________________________________________________________________
วน
2. What sorts of goods is personal selling most suited to?

ัยส
______________________________________________________________________
าล
ิทย
3. Which promotion tool is the most expensive?

ว
______________________________________________________________________
หา
"ม
4. Which promotion tool is the most effective?
_____________________________________________________________________
5. Which promotion tool is one-way communication?
___________________________________________________________________
138
There is a logical connection among three of the four words in each of the
following groups. Which is the odd one out, and why?
1. A. competitors B. advertising C. publicity D. sales promotion
"
………………………………………………………………………………………………………………………………………..
นั้น
2. A. media plan B. advertising agency C. advertising campaign D. word-of-mouth
เท่า
……………………………………………………………………………………………………………………………………..
ษา
3. A. advertising manager B. sales reps C. brand-switcher D. marketing manager
ึก
……………………………………………………………………………………………………………………………………..
รศ
4. A. guarantee B. after-sales service C. optional features D. points of sale
กา
เพื่อ
……………………………………………………………………………………………………………………………………….
5. A. brand awareness B. brand loyalty C. brand preference D. brand name
ิต
………………………………………………………………………………………………………………………………………..
ดุส
6. A. coupons B. free samples C. competitions D. line-stretching

วน
………………………………………………………………………………………………………………………………………
ัยส
7. A. credit terms B. list price C. discount D. packaging

าล
……………………………………………………………………………………………………………………………………..
ิทย
8. A. growth B. introduction C. product improvement D. decline

ว
หา
……………………………………………………………………………………………………………………………………..
"ม
9. A. focus group interviews B. media plan C. questionnaire D. internal research

……………………………………………………………………………………………………………………………………..
10. A. packaging B. place C. product D. promotion
………………………………………………………………………………………………………………………………………
(Mackenzie. 2002)
139
Reading: Direct marketing

Another tool of promotional mix which has not yet mentioned is direct
marketing. It means direct
communications with targeted
"
consumers individually to receive
นั้น
an immediate response and build
เท่า
a long-lasting relationship with
ษา
customers. Below is the story of
ึก
Benja who works in direct
รศ Figure 7.3: Direct Marketing

marketing business.
กา
Source: AMS Direct Marketing Solutions (2016)
เพื่อ
Hi, I’m Benja and I work in a direct marketing company in Bangkok. Our
ิต
staffs organize mailings for different products and services. This is called direct mail
ดุส
but most people do not like it and often call it junk mail. We have to target our
วน
mailing lists very carefully: for

ัยส
example, we don’t send brochures

าล
for garden tools to people who live

ิทย
in condominiums!
ว
หา
We also do telemarketing,
"ม
selling by telephone, including cold

calls to people who do not have Figure 7.4: Tupperware Party
Source: The Irish Times (2016)
any contact with us before. Most
people do not like it and rude to the workers in our call centers.
(Mascull. 2002)
140
Practice 7: Direct Marketing

Read the sentences in each bubble. Which expression above does the ‘it’ in
each sentence refer to?
1. 2.
"
I really hate it, all that stuff 50,000 well-targeted letters
นั้น
coming through my letterbox. to cat-lovers? We can
เท่า
It hardly stops. organize it, no problem.
ึก ษา
3. 4.
It’s a terrible place to work.
รศ
I have to do it. I’ve never
กา
เพื่อ
We have to make 35 calls an spoken to them before,
hour, with just few breaks. but I have got no choice.
ิต
ดุส
วน
5. 6.
ัยส
The two key activities that People who always receive

าล
make it up are telemarketing phone messages, selling

ิทย
and all mailings. things, tend to hate it.

ว
หา
"ม
(Mascull. 2002)
141
Summary
This unit presented the details of promotional mix – advertising, public
relations, publicity, personal selling, sales promotion, and direct marketing. Students
learnt the advantage and disadvantage features of each promotional tool. Next unit,
"
marketing strategies will be presented, focusing on TP analysis and Product-market
นั้น
strategies.
เท่า
ึก ษา
รศ
Review Questions กา
1. What is the difference between ‘public relations’ and ‘publicity’?
เพื่อ
2. What are the elements of promotion mix?
3. What does ‘advertising’ mean?
ิต
ดุส
4. Please tell the example of ‘sales promotion’

วน
5. What does ‘direct mail’ mean?

ัยส
6. What is the best form of advertising which is no paid?

าล
7. What is the advantage of personal selling?

ิทย
8. What is the disadvantage of sales promotion?

ว
หา
"ม
142
References
AMS Direct Marketing Solutions. (2015). “Multichannel marketing and communication

solutions” Cited 2015 June 25. Available from:
"
http://justaroundthecorner.net.au/.
นั้น
เท่า
ษา
ึก
รศ
Mascull, B. (2002). Business vocabulary in use. Cambridge: Cambridge University.
กา
The Irish Times. (2015). “Buying into direct selling for extra cash” Cited 2015 June 25.
เพื่อ
Available from: http://www.irishtimes.com/business/personal-finance/buying-
into-direct-selling-for-extra-cash-1.2397663.
ิต
ดุส
วน
ัยส
าล
ว ิทย
หา
"ม
143
Unit 8
Marketing Strategy
"
นั้น
This unit presents the marketing strategies, STP analysis, competition, and
เท่า
product-market strategy. Students will learn about expressions used in marketing
ษา
strategies such as market niche, market segment, market share, and target market.
ึก
This is very important to achieve success in marketing management. Moreover, some
รศ
important marketing strategies, that is STP analysis which including market
กา
segmentation, market targeting and market positioning, and Product-Market Strategy
เพื่อ
will be discussed. To enhance comprehension about marketing strategies, many

reading exercises are provided.
ิต
ดุส
วน

ัยส
In order to understand the basic marketing strategies thoroughly, students

าล
should know some essential terminology for marketing strategies. Below are some
ิทย
important marketing strategies terms, which are related to the content in this unit.
ว
หา
Word Meaning
"ม
1. Strategy a detailed long-term plan for achieving the company’s goals
2. Market the way to divide all possible customers into groups based on
segmentation their needs, age, education, income, etc.
144
Word Meaning
3. Market a group of customers who respond in a similar way because
segment they similar in their needs, age, education, etc.
4. Market the process of selecting market segment to enter by evaluating
targeting the attractiveness of each market segment
"
5. Target market the group of people in which a company is trying to sell its
นั้น
products or services
เท่า
6. Market placing a product into a clear and desirable position comparing
positioning with the competing products in the areas of price, quality, etc.
ษา
7. Market leader a company that has the highest sales of the products in its
ึก
รศ
market, more than most of its competitors do
8. Market an organization or product that has the second-largest market
กา
Challengers share in its market or industry
เพื่อ
9. Market a small company in a market, which presents no threat to the
follower market leader
ิต
10. Niche market a market for a product or service that has a small group of
ดุส
buyers because the product might be expensive or unusual

วน
11. Market share the proportion of the total sales of one product in relation to
other products in the same market or industry
ัยส
12. Geography an area where a company operates or sells a product

าล
13. Demography the study of human population changes such as the numbers of
ิทย
births, marriages, deaths, etc. in a particular area

ว
หา
"ม
target market competitor market position occupy

competition demographic market followers geographies
market challenger product line segmentation demography
market segment market positioning rivals market leader
market share niche market strategies market
segmentation
145
1. This (young teenagers) is the fastest growing age group using the
site.
2. At least one major is gearing up to provide local service at lower
prices.
"
3. An increasing number of women senior positions on Wall Street.
นั้น
4. Longer hours should give the store an advantage over the .
เท่า
5. The strong pound will leave large sections of British manufacturing
ษา
uncompetitive against in the rest of Europe.
ึก
6. Apple's iPod is a very successful with models at a wide range of
price points.
รศ
กา
7. is the statistical study of human populations.
เพื่อ
8. The company added that there had been a "business slowdown in all
__________.
ิต
ดุส
9. The company has increased its .

วน
10. The company makes luxury cars for a small but significant .
ัยส
11. must know how to hold current customers.

าล
12. With around 10% to 15% market share, the company is a .

ิทย
13. The supermarket chain is now the in baby goods.

ว
หา
14. They should focus on areas where they have a strong .

"ม
15. Our North American business performed strongly in the quarter as a result of our
__________________.
16. The key for this newspaper is middle aged professionals.
17. Tablet computers are aimed at the home user .
146
18. Business environments and are constantly changing in response

to economic and financial variables.
19. is the key to legal services
20. The key to marketing success lies in of the market.
"
นั้น
เท่า
Discussion: Marketing Strategy
ษา
Work in a small group of 3-5 and write down the meanings of those words in
ึก
Thai. You may consult dictionary. Then, arrange the items below into the correct
รศ
topics in the table below.
กา
เพื่อ
Words Meanings in Thai
1. market segmentation ______________________________________
ิต
2. product development ______________________________________

ดุส
3. strength ______________________________________
วน
4. market targeting ______________________________________

ัยส
5. market penetration ______________________________________

าล
6. weakness ______________________________________
ิทย
7. market development ______________________________________

ว
หา
8. opportunity ______________________________________
"ม
9. diversification ______________________________________
10. threat ______________________________________
11. market positioning ______________________________________
147
STP Analysis SWOT Analysis Product-Market Strategy

1. 1. 1.
2. 2. 2.
3. 3. 3.
"
4. 4.
นั้น
เท่า
ษา
Match the correct definitions with the terminologies given on the left.
ึก
___1. market leader a. a group of customers who respond in a
รศ
similar way to marketing stimuli
กา
เพื่อ
___2. market follower b. the company with the second-largest market
share
ิต
___3. market challenger c. a market in which a company is trying to sell

ดุส
its products or services

วน
___4. Competitors d. the company with the largest market share.

ัยส
___5. Target market e. a small company which has no threat to the

าล
market leader in a market

ิทย
___6. Market segment f. companies who are selling similar goods or

ว
หา
services to the same group of people

"ม
148
Marketing Strategies
Read the passage below and answer the following questions in practice 2.
The company sets up goals that need to be achieved and it has to plan
carefully how to do it. This is called marketing strategy, which is a statement
"
identifies how a product or brand will achieve its objectives. This strategy provides
นั้น
information about market segmentation, target market, identification of market
เท่า
positioning, marketing mix elements, product-market strategy, and expenditures.
ษา
Bennett (1995) said that “a marketing strategy suggests a broad direction to
ึก
รศ
all functions in the organization which is an integral part of a business strategy.”
กา
Therefore, marketing strategy is a long-term planning for the company focusing on
เพื่อ
combining all marketing tools in order to achieve the company’s goals.
ิต
ดุส
วน
ัยส
าล
ว ิทย
หา
Figure 8.1: A seller and a buyer in Japanese tea shop

"ม
Language Notes: Adjectives versus Adverbs

Adjectives describe words or modify nouns to be clearer or more exact
meanings. Therefore, the writer uses different adjectives in his or her writing then the
readers are able to understand the sentence better, such as what color is it, what
size is it, which one is it, etc.
149
For example, “A marketing strategy is an integral part of a business

strategy, it also provides broad direction to all main functions in an organization.”,
and “The company must divide the total market into market segments, choose the
best segments, and design strategies particularly for that chosen segments to make
"
profit better than its competitors do.”
นั้น
Adverbs describes verbs, added to the verbs in order to modify the actions
เท่า
so the readers know when, where, how, in what manner or to what extent an action
ษา
is performed. For example, “A company has to plan carefully how to do it.”
ึก
Practice 2: Adjective and Adverbs in Context
รศ
กา
เพื่อ
Now read the passage about Marketing Strategies again and write all adverbs
and adjectives you find in the box provided below.
ิต
Adjectives Adverbs
ดุส
1. 1.
วน
2. 2.
ัยส
3. 3.
าล
4. 4.
ิทย
5. 5.
ว
หา
"ม
Reading: STP Analysis

In a company, marketing plays a big role in helping each business unit to
accomplish the same strategic objectives. The main thing that the company has to
do is satisfying consumers by understanding their needs and wants. However, they
150
cannot satisfy all consumers in a one particular market. Consumers are different,
they have different kinds of needs which are too many for the marketer to manage.
Thus, each company must divide up the total market into different groups of
buyers with different needs, characteristics, or behavior. This is call market
"
segmentation. Each group requires different products or marketing mix. The
นั้น
company needs to evaluate the attractiveness of each market segment and select
เท่า
one or more segment to enter, this is called market targeting. After that, the
ษา
company must decide what positions it wants the product to occupy in those
ึก
segments, relative to competitors in consumers’ mind (in the aspect of price, quality,
รศ
value, etc.) This is called marketing positioning. Most companies need to design
กา
strategies for market segments that company targets in the position that better than
เพื่อ
its competitors do. This process is called STP Analysis involves three steps: market
segmentation, market targeting, and market positioning. (Armstrong, Armstrong, &
ิต
ดุส
Kotler. 2007)
วน
ัยส
Practice 3: Marketing Strategies

าล
Match the verbs on the left with the appropriate phrases on the right, based on
ิทย
the paragraph above. Write down letters (a – e) in front of the numbers (1-5).
ว
หา
1. To accomplish… a. …appropriate strategies

"ม
2. To satisfy… b. …in those segments

3. To enter… c. …consumers’ needs
4. To occupy… d. …the objective
5. To design… e. …new market segment
151
Practice 4: Adjectives versus Adverbs

A. Complete each sentence below by choosing the word chosen from the
following list.
hard heavily late slightly well
"
successful normally lately generous rapidly
นั้น
เท่า
1. Our bicycle in the shop is so __________ that we are _____________ running
ษา
out of stock.
ึก
2. ___________, we invest ____________ at this time of year.
รศ
3. Profits have only ____________ increased; therefore we have had to consider
กา
เพื่อ
cutting back on the next investment project.
4. __________ , Thomas has been arriving ___________ at every company
ิต
meeting.
ดุส
5. Last year, the financial department performed ___________, the profit has
วน
reached the peak so we have given all the staffs a ___________ bonus.
ัยส
6. Jimmy worked so __________ that he fell asleep on his chair.

าล
ิทย
B. Look at the following sentence taken from the reading passage:

ว
หา
‘In a truly great marketing organization . . .’

"ม
The underlined phrase that showed in the sentence above comprises of

adverb (truly) and adjective (great). This commonly uses because it describe the
situation clearly. Let do the exercise below.
152
Complete the sentences below by combining two adjectives from the

following list:
oriented complex tremendous different
good radical sufficient unusual
"
qualified commercial technical difficult
นั้น
1. She’s very _________ ____________. I think she should pass the interview
เท่า
and get the job.
ษา
2. The computer application is _________ ______________. It’s too hard for me
ึก
to understand it.
รศ
กา
3. Normally this process is easy, but it has proved ________ _________ this time.
เพื่อ
4. He’s ___________ ______________ but not ____________, so he’d probably
be a good technician but not a salesman.
ิต
5. The company policy is not ___________ _________ from last year. We will
ดุส
basically try to increase our sales and market share.

วน
ัยส
Reading: Companies and Markets

าล
ิทย
There is a relation between the company and the market. The word ‘market’
ว
means group of people or organizations who buy particular goods or services, such
หา
as the ‘computer market’, or ‘the market for hotel services’. In short, they form a
"ม
market as a place to buy and sell. Students should get familiar with the expressions:
 enter/penetrates
 abandons/get out of/ leave
 dominate, corners/monopolize
 drive another company out.
153
For examples:
 If a company enters/penetrates a market, it starts selling there for the first
time.
 If a company abandons/gets out of/ leaves a market, it stops selling there.
"
 If a company dominates a market, it is the most important company selling
นั้น
there.
เท่า
 If a company corners/ monopolizes a market, it is the only company selling
ษา
there.
ึก
 If a company drives another company out of a market, it makes the other
รศ
company leave this market, because it cannot compete any longer.
กา
(Mascull. 2002)
เพื่อ
Practice 5: Companies and Markets

ิต
ดุส
Read the text ‘Companies and Markets’ again and complete the sentences
วน
below, use the correct form of the words in brackets to complete the
ัยส
sentences.
าล
1. Korean films do not export well: Korean moves barely _________________

ิทย
(corner/abandon/penetrate) the US market.

ว
หา
2. Nowadays, film cameras almost_________________ (enter/corner/leave) the

"ม
amateur photography market, until then ___________________ (penetrate/

abandon/dominate) by digital cameras.
3. The Pearly Sisters tried to fix pearl prices and to ____________ (corner/enter/
leave) the pearl market, ____________ (drive out/enter/monopolize) all
competitors.
154
4. In the 1940s, MGM _____________ (abandon/monopolize/get out of) the

market on film musicals. However, Warner Bros had also started buying film
rights to musicals by the late 1950s.
(Mascull. 2002)
"
นั้น
Practice 6: Word combinations with ‘market’
เท่า
A. Fill in the blank with the word combinations with ‘market’ which is often use
ษา
– market segment, market growth, market leader, market segmentation, and
ึก
รศ
market share. กา
1. In the early 2000s, social media use was doubling every 100 days. ______________
เพื่อ
was incredible.
2. Women are an interesting target for the Toyota VIOS. They are obviously an
ิต
important ______________for Toyota.

ดุส
3. The computer company divides the market of computer notebook into large
วน
companies, small companies, and home office users. This is its _______________.
ัยส
4. Among convenience stores, Seven-eleven sells more than any of the other similar
าล
ิทย
stores. It has the highest ______________.

ว
5. Apple iPhone is the ______________ among smart phone markets as it sells more
หา
than any of the other competitive brands.

"ม
B. Replace the underlined expressions with word combinations found in the

text above.
I’m Karen and I’m marketing manager for Dao Coffee in a country called
Noblemarket. In this market, we (1) sell more than any other fresh brew coffee. In
fact, we (2) have 55 percent of the market
155
(3) Sales are increasing at eight to nine percent per year. There are two main
(4) groups of users; those who drink coffee in coffee shops, cafes and restaurants,
and those who buy instant coffee to drink at office or home. Of course, many users
belong to both groups, but this is our (5) way of dividing our consumers.
"
(1) are the ______________________
นั้น
(2) have a 55% __________________
เท่า
(3) _____________________ is
ษา
(4) _____________________
ึก
(5) _____________________
รศ (Mascull. 2002)
กา
เพื่อ
Reading: Competition
ิต
To begin with, competition is the situation in which the company is trying to

ดุส
be more successful than someone else. There are many related terms as follows.
วน
Competitors and competition

ัยส
Competitors or rivals are those companies or products in the same market

าล
competing with each other to sell more and gain more market share in order to be
ิทย
more successful, etc. In a market, the most significant companies are often referred
ว
หา
to as key players.
"ม
Competition is about the activity of trying to sell more and be more

successful. When there is a strong competition, that market is stiff, intense, fierce
or tough. If the market is weak, it may be described as low-key.
The competition refers to all the products, or companies competing in the
same situation, or market.
156
Mass markets and niches

Mass market is the market that produces goods to sell in large quantities.
For example, family cars such as Toyota, Honda, Nissan, are a mass market product.
In contrast, a niche or niche market is a small group of buyers with special needs,
"
which may be profitable to sell to. For example, sports cars, like Ferrari or
นั้น
Lamborghini are a niche in the car industry.
เท่า
(Mascull. 2002)
ษา
Practice 7: Competition
ึก
Read this description of an English language schools in ‘Successland’ and draw
รศ
a diagram to describe the situation of English language school market. Then,
กา
เพื่อ
answer the questions below.
“In ‘Successland’, there are 105 English language schools. However, 90 percent of
ิต
sales are made by the top five English language schools. The size of overall market
ดุส
is not growing. School A has 35 percent of the market, and faces tough competition
วน
from school B, which has about 25 percent of the market, and from school C, school
ัยส
D, and school E, who each have 10 percent, but trying to grow in this market by
าล
charging less for their courses.”

ว ิทย
หา
"ม
157
1. How many competitors are there in this market?

________________________________________________________________
2. Is this market having strong competition?
"
________________________________________________________________
นั้น
3. Which school is the market leader?
เท่า
________________________________________________________________
ษา
4. Which schools are the two key players?
ึก
________________________________________________________________
รศ
5. From the point of view of market leader, which school mainly makes up the
กา
competition?
เพื่อ
________________________________________________________________
6. In the case that one competitor increases its market share; can other schools
ิต
ดุส
keep their market share at the same level?

วน
________________________________________________________________
ัยส
าล
Reading: Product-market Strategies

ิทย
ว
Another strategy that most companies use is the decision made about its
หา
target markets and its products. This is called ‘Product-market strategy’; it represents
"ม
a decision about the current and future direction of the organization.

The following is the useful device for identifying market opportunities –
product/market expansion grid, which can help illustrate the strategy.
158
existing new
products products
exitsting market product
"
market penetration development
นั้น
เท่า
market
ษา
new market development
diversitfication
ึก
รศ
กา
Figure 8.2: Product-market Expansion Grid
เพื่อ
Practice 8: Product-market Strategies

ิต
A. Study figure 8.2 and fill in the blanks with the appropriate topics of each
ดุส
definition.
วน
1) ______________________ - making more sales to same group of customers or

ัยส
same market without changing products in any way.

าล
2) ______________________ - developing new markets for its current products.

ิทย
3) ______________________ - combining different products into one package or it

ว
หา
could start up a new business or buy businesses outside of its current products and
"ม
markets.
4) ______________________ - offering modified or new products to current markets.
159
B. Match the examples of each product-market strategy with the correct type of
each strategy below.
Product range extension
"
นั้น
Market penetration
เท่า
ึก ษา
Market development
รศ
กา
เพื่อ
Product development
ิต
ดุส
Example 1: Suan Dusit Place Hotel opened up a new market by offering ‘Thai
วน
Massage and Spa Service’ in its hotels.

ัยส
Example 2: Pizza Pizza’s marketing strategy is to increase consumption of its pizza.

าล
This product was traditionally Italian food, but Pizza Pizza’s successfully promoted
ิทย
the idea of Thai style pizza, such as Tom-yum pizza, Ka-praw Moo pizza, as a suitable
ว
หา
Thai purchase. The product aims at the concepts of Thai taste for Thai markets.
"ม
Example 3: A breakfast cereal manufacturer “Nestle” brought out a new ‘whole

grain’ pack to appeal to health-concern customers who liked the freedom of
choosing a new healthy cereal each morning.
160
Example 4: Manufacturers of wrist watches soon combined the watch function with
a steps-count component. This not only attracted health-lover customers who liked
the novelty of the idea, but seriously threatened the traditional wrist watch market.
"
Summary
นั้น
This unit presented the idea of various marketing strategies, especially in the
เท่า
areas of STP analysis, SWOT analysis, and Product-market strategies. These strategies
ษา
would be helpful to analyze when reading different marketing case studies in the
ึก
future.
รศ
กา
เพื่อ
Review Questions
1. What are the elements of STP analysis?
ิต
2. What is ‘market positioning’?

ดุส
3. What is the difference between ‘market leader’ and ‘market follower’?

วน
4. What are the relations between ‘company’ and ‘market’?

ัยส
5. What is the effect of competition against the company?

าล
ิทย
6. What is the difference between ‘mass market’ and ‘niche market’?

ว
7. What does ‘market leader’ mean?

หา
8. What does ‘market challenger’ mean?

"ม
9. What are the elements of product-market strategy?

10. In product-market expansion grid, what does ‘diversification’ mean?
161
References
Armstrong, G. M., Armstrong, G., & Kotler, P. (2007). Marketing: an introduction. NJ:
"
Bennett, D. (1995). Dictionary of marketing terms. VA: NTC Business Books.
นั้น
เท่า
http://dictionary.cambridge.org/dictionary/business-english/profit_1?q=profit.
ษา
ึก
รศ
NJ: Prentice Hall.
กา
เพื่อ
ิต
ดุส
วน
ัยส
าล
ิทย
ว
หา
"ม
"ม
หา
วิทย
าล
ัยส
วน
162
ดุส
ิต
เพื่อ
กา
รศ
ึกษา
เท่า
นั้น
"
163
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ัยส
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"ม
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"ม

Faculty of Humanities and Social Sciences

English for Marketing

Author : Khacheenuj Chaovanapricha

3rd edition : February 2018 73 Copies

Designed and Printed by : Graphic Site Media and Printing Solutions

concept, promotion concept, and marketing strategy

Practice 3: Defining Marketing 11

Language Notes: Guessing meaning from context 12

How can marketing occur? 12

Practice 4: Comprehension Check 14

Marketing Exchange Relationship 14

Practice 5: Comprehension Check 16

Practice 6: Marketing Exchange Relationship 17

The Importance of Marketing 17

Consumer Behavior Model 34

Characteristics affecting consumer behavior 36

Practice 4: Cultural and Social Factors 37

Practice 5: Personal Factors and Psychological Factors 39

The Four P’s or Eight P’s 59

Unit 4 Product Concept 65

Key Vocabulary in Context 65

Discussion: Product concept 68

Practice 1: Key Vocabulary 69

Unit 5 Pricing Strategy 87

Key Vocabulary in Context 87

Practice 1: Key Vocabulary 90

Discussion: What is Price? 91

Channels of Distribution 109

Practice 2: Consumer Distribution Channels 113

Distribution Relationship 114

Practice 3: Retailing 115

Practice 4: Store Retailing 117

Nonstore Retailing 119

Practice 5: Nonstore Retailing 119

Practice 2: Advertising 133

Practice 3: Public Relations 134

Sales Promotion 135

Practice 4: Sales Promotion 136

Personal Selling 136

Practice 5: Personal Selling 137

Practice 6: Vocabulary 138

Direct Marketing 139

Companies and Markets 152

Practice 6: Word combinations with ‘market’ 154

Practice 7: Competition 156

Product-market Strategies 157

Practice 8: Product-market Strategies 158

Review Questions 160

1.1 Damneun Saduak Floating Market 4

4.5 Rolex Logo 78

4.6 Ray-Ban Logo 79

4.7 Disney Logo 79

4.8 Uniqlo Logo 79

4.9 Coco-cola Logo 79

4.10 Nestle Brand Mark 79

4.11 Google’s Trademark 80

4.12 Honda Jazz 80

5.1 Different Prices of Japanese Products 94

8.1 A seller and a buyer in Japanese tea shop 148

8.2 Product-market Expansion Grid 158

Key Vocabulary in Context

In order to understand basic marketing thoroughly, students need to know

(3) and directing them to customers. How can (4)__ know