02 07 business administration u4a

Module

4A

Film Fest

Marketing and Advertising

Low

STAR

PROBLEM CHILD

CASH COW

DOG

Activities
1Answer these questions.
aWhat is market segmentation?

bName the items that make a company marketing plan.

English Toolkit 1 - 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 do producers and manufacturers who need to provide
customers with exactly what they want.


Module

4A
c When does a market research take place?

dWhich are the traditional means of advertising?


2Find the words that mean...
a tendencias de la moda:
b estrato social:

cy así sucesivamente:
d capacidad de compra:
e una idea clara:
f solían ser sólo:
gestá disponible:

represent each of these categories:
a cash cow:
b dog:
cstar:
d problem child:

4Complete 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.

5Work in pairs or minigroups and brainstorm about the most popular
slogans in your language and what articles they identify / promote.

English Toolkit 1 - Business Administration

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

3In groups of three or four provide examples of products which