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Teste de avaliao - CORRIGENDA

Entidade Formadora: Inforpreparao - Formao Profissional, Lda
Programa: POPH ( Programa Operacional Potencial Humano)
Tipologia: 1.1 - Sistema de Aprendizagem
N do Proj eto: 093131/2013/11
Cdigo do Curso: AP-C21/2013
Curso / Ao: Tcni co/a de Vendas - 1 ano
Mdulo: Lngua inglesa - marketing na venda
Formador: Eliana Silva

Data: 27-01-2014
Nota
Final: Rubrica do Formador:



Nome do
Formando:

Cotao :

Parte I 16
Valores

Parte
III
Valores Parte V
Valores



Parte
II 4
Valores





Parte
IV
Valores Parte VI
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PART I



1. Read the text and mark the sentences as TRUE or FALSE. Correct the false:

a) A successful marketing strategy isnt based on the marketing mix/four Ps. __________
_______________________________________________________________________________________________________________

b) Marketing is about understanding the company and its needs. ___________
_______________________________________________________________________________________________________________

c) Marketing mix is basically defining objectives and strategies you will employ to sell a product. __________
_______________________________________________________________________________________________________________

d) By arranging the four Ps, you will have the highest return on investment/profit. __________
_______________________________________________________________________________________________________________



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2. Read the text and COMPLETE with the FOUR PS :



3. Look at the table and complete the correct P:
_________________ __________________ _____________________ _______________________
1. What does the
customer want from
the product/service?
2. What needs does it
satisfy?
3. What does it look
like?
4. What size(s),
color(s), and so on,
should it be?

1. Where do buyers look for
your product or service?
2. A specialist boutique or in
a supermarket, or both?
Or online? Or direct, via a
catalogue?
3. How can you access the
right distribution
channels?
4. What do your competitors
do, and how can you learn
from that and/or
differentiate?
1. What is the value of the
product or service to the
buyer?
2. Are there established price
points for products or
services in this area?
3. Is the customer price
sensitive?
4. What discounts should be
offered to trade customers, or
to other specific segments of
your market?

1. Where and when can you get
across your marketing messages
to your target market?
2. Will you reach your audience by
advertising in the press, or on
TV, or radio, or on billboards? By
using direct marketing mailshot?
On the Internet?
3. When is the best time to
promote?
4. How do your competitors do
their promotions?
4. Match the words to its definitions:
1.Undifferentiated marketing a. The return received on a business undertaking after all operating expenses have been met
2.Differentiated marketing b. strategy in which customers segments get different advertisements and products
3.Niche c. strategy that ignores market segment differences.
4.Profit d. A small, specialized market segment


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Part 2
Advertising and the consumer

Britain spends over 2.5 billion on advertising every year. This adds three per cent to the price Britons pay
for goods, or 325 a year for the average household. In the USA, the figures are much higher even than
these. The annual advertising bill is $102 billion, or an amazing $365 for every man, woman and child.

Some people say that advertising is a waste of money. However, nearly every successful business
advertises its products in some way. Successful advertising introduces a product and says what is special
about it. It makes people want to buy and go on buying that particular product.

However, many people feel that advertising is somehow dishonest. They claim that more than half of the
adverts they see are not telling the truth.
The question of honesty is a difficult one, although one thing is sure: advertising cannot turn a bad product
into a successful one. Perhaps the real problem is that advertising often tries to sell an image as a big part
of the special benefit of the product an image of personal attractiveness, for example. Whatever else,
though, the product must do its basic job: a shampoo may not bring romance into your life, bit it certainly
must wash your hair clean and leave it looking good. If the product does this, it may even become a
household name, so that shoppers always look for that particular brand name which is what every
manufacturer wants.

Some people find the advertisers technique fun. Others, though, feel that advertising imagery can be
dishonest and harmful. Cigarettes, for example, used to be promoted to young people with images of
glamour and sophistication. Clearly, there have to be controls and in Europe today the law gives cigarette
advertisers much less freedom than they used to have.

In the past, too, the British consumer had almost no protection from false advertising. Today, however,
many laws and organizations provide protection. The Advertising Standards Authority (ASA) is a good
example. Although it was set up by the advertising industry itself, it is independent and has real power to
make sure that advertising is legal, decent, honest and truthful. It invites complaints from the public, does
its own checks and takes action when necessary.

5. True or False. CORRECT THE FALSE:
a) The main objective of advertising is make people buy a product. _________
_____________________________________________________________________________________________________________________________
b) Advertising doesnt change a products quality. _________
_____________________________________________________________________________________________________________________________
c) There are laws in Europe to control advertising. __________
_____________________________________________________________________________________________________________________________

d) ASA checks and controls advertising in order to make it less decent, honest and truthful. ________
____________________________________________________________________________________