2. Complete the sentences.

1. Marketing is the performance of … .

1. Marketing is the whole process of … .

1. You are engaging in marketing when you … .

1. Marketing performs specific functions such as

1. Marketing is the four Ps:

1. Most of all, marketing is research:

*3. Fill the gaps in the sentences below with words from this list:

commercials, competes, design, distribution, end-users, hire purchase, image, labels, mail order, materials, newspaper, advertisements, opportunities, outlets, place, posters, price, product, promotion, public relations, radio spots, rival, satisfy, strengths, threats, weaknesses.

1. What is “the marketing mix”? The marketing mix consists of “the four Ps”: providing the customer with the

right P at the right P , presented in the most attractive way

(P ) and available in the easiest way (P ).

2. What is “a product”? A product is not just an assembled set of components: it is something customers

buy to s a need they feel they have. The i and the d of

the product are as important as its specification.

3. What is “price”?

The product must be priced so that it c effectively with r

products in the same market.

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4. What is “promotion”?

The product is presented to customers through advertising (e.g. TV c ,

r , n , p ), packaging (e.g. design, i , m ),

publicity, P.R. ( ) and personal selling.

5. What is “place”? Your product must be available to customers through the most cost-effective

channels of d . A consumer product must be offered to e in

suitable retail o , or available on h or by m .

6. What is meant by “S.W.O.T.”?

A firm must be aware of its S and W and the O and

T it faces in the market place.