Module 4A Film Fest Marketing and Advertising Low STAR PROBLEM CHILD CASH COW DOG Activities 1 Answer these questions a What is market segmentation? b Name the items that make a company marketing plan English Toolkit - Business Administration Photocopiable © Ediciones Santillana S.A / Richmond 2011 High High The combination of all these elements makes up the company marketing plan The task of advertising is to inform the public that a certain product is available and to persuade them to buy that product and not a similar one The advertising media know no limit They used to be just newspapers, magazines, television, radio, leaflets or brochures Nowadays they also include e-mail and the Internet What’s next? There is no limit to meet the target audience Many advertisements contain a slogan which is a short phrase that identifies the product and attracts the audience’s attention In marketing, products are qualified according to their growth potential and current share A product which has been on the market selling regularly and giving good dividends with low cost in advertising is called a cash cow because it is constantly milked A product with low growth and very little possibilities of doing well in the future is called a dog A product with high growth potential and low current share is called a problem child A product with a high growth potential but which requires a lot of investment in advertising and probably will stay a short period in the market is called a star MARKET SHARE Low Marketing studies the trends in fashion and also divides the prospective market into different groups according to age, sex, social status, buying capability and so on This is known as market segmentation The results of this market research give producers and manufacturers a clear picture of what to produce (product conception and development), how to promote the product (promotion), how much the price will be (pricing) and how to wrap up the product (packaging) Did you know ? MARKET GROWTH In today’s global markets, customers need clear information about all the variety of products offered and so producers and manufacturers who need to provide customers with exactly what they want Module 4A c When does a market research take place? d Which are the traditional means of advertising? 2 Find the words that mean a tendencias de la moda: b estrato social: c y así sucesivamente: d capacidad de compra: e una idea clara: f solían ser sólo: g está disponible: represent each of these categories: a cash cow: b dog: c star: d problem child: 4 Complete these sentences with the Present Perfect form of the verbs in parenthesis a In today’s global market, producers and manufacturers (see) the need to provide customers with exactly what they want b Market research (give) producers and manufacturers a clear picture of what to produce c A product which (be) on the market selling regularly and giving good dividends with low cost is called a cash cow 5 Work in pairs or minigroups and brainstorm about the most popular slogans in your language and what articles they identify / promote English Toolkit - Business Administration Photocopiable © Ediciones Santillana S.A / Richmond 2011 3 In groups of three or four provide examples of products which