Chapter 13Marketing

Gladys Hung

Key vocabulary: Marketing

Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. This involves: Identifying consumer needs and wants in

order to develop the product Setting the price Deciding on the best place to sell the product Deciding on how best to promote the

products.

Reading on page. 126

Hello to the good buys A new marketing campaign promising hassle-

free and faster fuel buying for customers is under way in America. Suzanne Peck reports on the 18-month research project which involved Shell Oil researchers ‘moving in’ with their customers to test their buying habits.

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Three years ago when Sam Morasca asked his wife what could be done to exceed her expectations when buying gasoline*, her answer ‘that I would never have to think about it any more’ made him pause and think. The marketing people from Shell Oil Products, of which Sam is vice-president, were desperately seeking ways to increase the business, and to come up with a strategy which would put them clearly ahead of their competition by differentiating* the Shell Oil brands in the eyes of consumers. ‘We are big business for Shell Oil, contributing US $7 bn of revenue, and the leading retailer of gasoline, but it is a fragmented market and the mission was to profitably expand the business,’ said Sam.

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Today, after 18 months of cutting edge research, Shell Oil is on track to make buying fuel at their 8.900 service stations clearly different with a new brand initiative. Its aim is to deliver through facilities, systems upgrades*, and new operating practices, a hassle-free fueling experience targeted at specific customer segments.

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Over the past few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave Yard, manager of Strategy and Planning – Marketing, picks up the story. ‘We began with a customer segment study of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The result was that everyone wanted three things from a service station: competitive price, a nearby location and good quality fuel – something they all believed was already being delivered by the industry.’

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This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked safe or not. ‘There were ten different segments with different needs, and we wanted a better understanding of each of these audiences.’

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A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

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The study indicated that three groups, which comprised30% of the driving public, should be targeted: Premium Speeders – outgoing, ambitious, competitive

and detail orientated. They drive upmarket cars which make a statement* about them. Efficiency rules, plus fast pumps, quick access and payment.

Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life. Want simple easy transactions.

Safety Firsters – control orientated, confident people, like order and comfort of the familiar. Higher value on relationships and go out of their way* to stations that make them feel comfortable. Prefer to stay close to cars.

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‘The common thread was that they all wanted a faster and easier service than anything already available, ‘said Dave, ‘so the study ended and the launch began.’

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The field organization and Shell Oil retailers combined forces to determine how to eliminate the little hassles that customers sometimes face, such as improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behavior and perception of the brand. ‘Fueling* a car is a necessity of life and I believe we are ahead of the game – but we won’t allow ourselves to stop and be caught up.’

Vocabulary – paragraph 1

Campaign: An operation or series of operations energetically pursued to accomplish a purpose

Hassle: Trouble; bother Exceed: To extend beyond or outside of: Differentiate: To constitute the distinction

between Fragmented: having been divided; having the

unity destroyed

→

Vocabulary – paragraph 2

Cutting edge: the leading position in any field; forefront

Initiative: The power or ability to begin or to follow through energetically with a plan or task

Upgrade: To raise to a higher grade or standard

Segment: Any of the parts into which something can be divided

→

Vocabulary – paragraph 3 to 5

Segment:. Any of the parts into which something can be divided

Outlet: A means of release or gratification, as for energies, drives, or desires

Anthropological: The scientific study of the origin, the behavior, and the physical, social, and cultural development of humans.

Accompany : To be or go with as a companion. Clinical: Very objective and devoid of emotion;

analytical

→

Vocabulary – paragraph 6 to 8

Oriented: adjusted or located in relation to surroundings or circumstances; sometimes used in combination

Eliminate:To get rid of; remove Sophisticated: complex, advanced,

complicated

→

Vocabulary answers – p. 128 (1)

2. D

3. C

4. A

5. B

6. H

7. E

8. F

Vocabulary answers – p. 128 (2)

2. Cutting edge

3. Buying decisions

4. Focus group

5. Common thread

6. Measurement system

Vocabulary answers – p. 128 (3)

As more and more industries are making products specifically adapted to particular segments of the market, market researchers are being asked to conduct studies and to compile more detailed 2________ of consumer groups. Broad classifications based on sex, age and social class are not sufficient for companies operating in highly competitive and 3_________ _______. Questionnaires are carefully designed to 4________ the exact needs and demands of consumers

profile

fragmented market

determine

Vocabulary answers – p. 128 (3)

as well as establishing what affects consumer 5_________ _______ when they choose one product instead of another. Advertising campaigns can then be targeted to appeal to the identified 6_________. Finally, marketing people must 7_________ the success of the campaign and modify it if necessary.

buying decision

audience

monitor

Answer on p. 129

a. Overdue

b. Overpriced

c. Downmarket

d. Understaffed

e. Outdated

f. Overworked

g. Updated

h. underpaid

i. overdrawn

Overstaffed Overpaid underpriced

Language Focus – Comparison p. 130slightly, moderately, a little, far, considerably, somewhat, significantly, much

A. A small degree of difference

B. A degree of difference

C.A large degree of difference

slightly

A little

moderately

somewhat

considerately

significantly

much

far

Practice on comparison p. 130

1. This year’s sales figures are

slightly / a little higher than last year.

2. Advertising to children has become

somewhat / moderately easier.

3. Our products are a little / slightly more expensive than our competitors.

4. Advertising laws in Europe are

far / considerably / much / significantly more complicated.

Practice on comparison p. 130

5. This year’s market share is

a little / slightly better.

6. English is

considerably / significantly / far / much more useful than other languages for business.

Direct Speech 直述句 / Reported Speech 轉述句 Direct Speech:

John said, “ I will go to Taipei next month.” Carol said, “You should think about it.”

Indirect Speech John said that he would go to Taipei next month. Carol said that we should think about it.

Direct question: What is he doing?

Indirect question: I ask what he is doing. (I ask what + S +V)

Gladys said, “I don’t like green pepper.” Gladys said that she didn’t like green pepper.

Direct question / Indirect Question

Direct question: Where have they been?Indirect question: I wonder where they have been?

Direct question: What do you want?Indirect question: Can you tell me what you want?

Direct question: When did she leave?Indirect question: Do you know when she left?

Direct question: Have you seen my dog?Indirect question: Could you tell me if you have seen my dog?

Direct Speech > Reported Speech

present simpleHe said, “I'm a teacher.”

past simpleHe said he was a teacher

present continuous He said, “I'm having lunch with my parents.”

past continuous.He said he was having lunch with his parents.

present perfect simple He said, “I've been to France three times.”

past perfect simpleHe said he had been to France three times.

present perfect continuous He said, “I've been working very hard.”

past perfect continuousHe said he had been working very hard.

Direct Speech > Reported Speech

past simple He said, “I bought a new car.”

past perfectHe said he had bought a new car.

past continuous He said, “It was raining earlier.”

past perfect continuousHe said it had been raining earlier.

past perfect He said, “The play had started when I arrived.”

past perfectNO CHANGE POSSIBLE

past perfect continuous He said, I'd already been living in London for five years.”

past perfect continuousNO CHANGE POSSIBLE

Answer on p.131

1. She said she didn’t always buy the same shampoo.

2. She said the price influenced her decision most.

3. She said she had been using her present brand for two years.

4. She said she had used the previous brand for three years.

5. She said she had never used hair colour.

The shopper said, “the price influences my decision most.” She said that the price influenced her decision

most.

Answer on p.131

6. She said she liked her natural colour.

7. She said she would use hair colour if it were as easy as the shampoo.

8. She said she would be willing to pay ￡ 5.

9. She said she would accept the free sample.

10. She said we couldn’t telephone her next week.

Exercises on Reported Speech

He said: “She lives in London.“

He said she lived in London.

He asked:“Where does she live?“

He asked where she lived.

He asked: “Does she live in London?“

He asked if / whether she lived in London.

直述句 ( 肯定句 , 否定句 ) S + V

Exercises on Reported Speech

1. "Where is my umbrella?" she asked.→ She asked where my umbrella was.

2. He asked, "Do I have to do it?"→ He asked if he had to do it.

3. They said, "We are busy."→ They said that they were busy.

4. He said, "I will ring her."→ He said that he would ring her.

5. They said, "We have just arrived."→ They said that they had just arrived.

Exercises on Reported Speech

6. She said, "I did not say that."→ She said that she had not said that.

7. She said, "I don't know where my shoes are."→ She said that she didn’t know where her shoes were.

8. "Has Caron talked to Kevin?" my friend asked me.→ My friend asked me if Caron had talked to Kevin.

9. “Which dress do you like best?" she asked her boyfriend.→ She asked her boyfriend which dress he liked best.

Quiz on May 16

單字聽寫 同義字配合題 文法選擇題 克漏字

Vocabulary for test

1. Sophisticated

2. Eliminate

3. Orientated

4. Accompany

5. Outlets

6. Segments

7. Initiative

8. cutting edge

9. Fragmented

10. Differentiate

11. Exceed

12. Hassle

13. Campaign

14. Measurement

15. Profile

16. Mission

17. Monitor

18. Audience

19. Retailer

20. upgrade