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Professional English for Business

MARKETING - INTRODUCTION

6 basic ideas you should understand about marketing

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Read the text carefully. Pay special attention to the words and phrases in bold print. Try to memorize their meaning and context in which
they are used. This vocabulary will be practised through the whole lesson and used in the test.

Marketing is de ned in a lot of di erent ways. Basically, it refers to a process that embraces or focuses on a wide array or range of activities.
These include several core or most important functions. Let’s quote just a few.

The rst, market planning, involves establishing or nding out customers’ needs, designing or drawing up processes aimed at data collection,
gathering information, analysing it and nally presenting the results of the research or examination so as to create a plan.

The second referred to as  marketing information management  or research deals with  amassing  or accumulating information about
customers, trends and competitors on a constant or permanent basis. Compiling i.e. classifying and then processing or changing this data in
order to get understanding of or insights into customers habits and attitudes as well as changes in trends, referred to as big data is possible
nowadays thanks to special algorithms i.e. mathematical rules helpful in problem-solving. The information acquired or obtained in this way
enables microtargeting. It is a new trend in marketing that zooms in or focuses on particular persons with their distinct or individual needs
rather than perceives or treats them as a part of a target group characterised by common features or characteristics.

The third, called  channel management  or  distribution,  focuses on the process of moving goods from  manufacturers  or producers
through warehouses or depositories to  retailers or outlets and nally customers.

The fourth involves pricing decisions which need to be made taking into consideration at least a few factors e.g. production costs incurred i.e.
the ones the company had to face, prices charged or demanded by competitors, amounts of money customers will be willing to pay.

The fth is promotions which should be determined or speci ed so as to not only promote the product itself (through advertising, packaging
etc.) but also, preferably, contribute or lead to improving the company’s image as e.g. socially responsible. This pertains to or covers ethically
correct activities aiming at sustaining i.e. maintaining and encouraging the balance or equilibrium between the society and environment.

The sixth,  product or service management, is connected with developing, maintaining or changing a product in response to market
opportunities.

And, nally there is the seventh function called selling or simply providing customers with goods or services they need including after-sales
service.

Today’s marketing goes far beyond what is described above. As it fosters or raises competition it often contributes to economic bene ts. For
instance, companies tend to o er products at lower prices because marketing activities increase demand and, as a result, unit costs of
products decrease since items are manufactured in larger quantities. It is achieved thanks to economies of scale. Competition also makes
companies create better or improved products that will help them outstrip or stay ahead of other rms on the market.

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Finally, there is added value  in marketing also known as  utility. This is one of the  attributes  or features connected with products and/or
services.  Form utility  is the value consumers see in nished products rather than in  raw materials  these are made of (it is mostly a
production function rather than a marketing one e.g. when trees are processed into furniture). Time and place utilities are connected with
making a product available or accessible when and where it is actually needed. Possession utility refers to the exchange of goods between
sellers and buyers and anything that facilitates this process or makes it easy e.g. delivery, warranty or guarantee, payment method etc. The
last, information utility, involves communication with customers. It is provided by salespeople, advertising, packaging etc. So, for instance,
thanks to marketing a given service or product can be delivered to customers e.g. 24 hours a day in order to provide time utility.

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SET I
1. Matching task
Match the words with the proper de nitions/sentences. 

economies of scale / big data / embrace / process / retailer / equilibrium / sustain / establish / insight / algorithm / warehouse / foster
/ array / facilitate

t  o nd out facts that prove that something is true

 a balance between di erent groups or forces that compete with each other, so that none is stronger than the others and a situation
is not likely to change suddenly
 a sudden or clear understanding of something, especially a complicated situation or idea
 to include something as part of a subject
 to help something e.g. an idea, skill etc. develop over a period of time
 a large amount of information that may be analysed computationally to reveal patterns, trends and associations
 a person or business that sells goods to customers in a shop
 to make it easier for a process or activity to happen
 to deal with information, analyse and/or change it, often using a computer
 to make something continue to exist or happen for a period of time
 a large building for storing large quantities of goods
 a group of people or things especially one that is large or impressive
 the advantages that a big factory, shop etc. has over a smaller one because it can spread its xed costs over a large number of units
and therefore produce or sell things more cheaply
 a set of instructions that are followed in a xed order and used for solving a mathematical problem, making a computer program etc.

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2. Multiple choice
Choose the word or phrase whose meaning is the closest to that in the de nition/sentence. 

1. a large building for storing large quantities of goods     utility / establishment / warehouse /  feature

2. to nd out facts that prove that something is true     embrace / establish / foster / charge

3. to help something e.g. an idea, skill etc. develop over a period of time     determine / sustain / zoom in /  foster

4. a set of instructions that are followed in a xed order and used for solving a mathematical problem, making a computer program etc.     
array / big-data /  algorithm / access

5. to make something continue to exist or happen for a period of time     sustain / perceive / process /  facilitate

6. a balance between di erent groups or forces that compete with each other, so that none is stronger than the others and a situation is not
likely to change suddenly     insight /  utility / equilibrium / added value

7. a large amount of information that may be analysed computationally to reveal patterns, trends and associations       array / outlet / 
microtargeting /  big data

8. the advantages that a big factory, shop etc. has over a smaller one because it can spread its xed costs over a large number of units and
therefore produce or sell things more cheaply    features /  attributes / economies of scale / added value

9. to deal with information, analyse and/or change it, often using a computer    outstrip / embrace / process /  amass

10. a sudden or clear understanding of something, especially a complicated situation or idea     equilibrium / insight / utility /  facility

11. a person or business that sells goods to customers in a shop    manufacturer / establisher / retailer /  attributor

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12. a group of people or things especially one that is large or impressive     outlet / array / algorithm /  equilibrium

13. to make it easier for a process or activity to happen     draw up / compile / facilitate / acquire

14. to include something as part of a subject     add value / embrace / incur / outstrip

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3. Correct or wrong
Assess if the de nitions/sentences provided for the words and phrases are correct or wrong.

1. retailer - a person or business that borrows goods from customers in a shop

2. warehouse - a large building for storing large quantities of goods

3. sustain - to make something continue to exist or happen for a period of time

4. embrace - to exclude something from part of a subject

5. insight - a sudden or clear understanding of something, especially a complicated situation or idea

6. establish - to nd out facts that prove that something is true

7. equilibrium - imbalance between di erent groups or forces that compete with each other, so that one is stronger than the others and a
situation is not likely to change suddenly

8. facilitate - to make it slower for a process or activity to happen

9. process - to deal with information, analyse and/or change it, often using a computer

10. foster - to make it impossible for something e.g. an idea, skill etc. to develop over a period of time

11. big data - a large amount of information that may be analysed computationally to reveal patterns, trends and associations

12. array - a group of people or things especially one that is large or impressive

13. economies of scale - the disadvantages that a big factory, shop etc. has over a smaller one because it cannot spread its xed costs over a
large number of units and therefore produce or sell things more cheaply

14. algorithm -  a set of instructions that are followed in a xed order and used for solving a mathematical problem, making a computer
program etc.

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4. Scrambled words
Rearrange the letters on the right to form the words or phrases practised in the lesson. The meaning of the word provided must comply with
the de nition/sentence.

a  balance between di erent groups or forces that compete with each other, so that none is stronger than the others and a situation
is not likely to change suddenly    umriqbiueli
 a large amount of information that may be analysed computationally to reveal patterns, trends and associations     bgiad ta
 to help something e.g. an idea, skill etc. develop over a period of time     tferso
 to include something as part of a subject     eebmcar
 to make something continue to exist or happen for a period of time     aunssti
 a person or business that sells goods to customers in a shop     ileraret
 a large building for storing large quantities of goods     aehewusro
 to make it easier for a process or activity to happen     attalie c
 a sudden or clear understanding of something, especially a complicated situation or idea     isigtnh
 to deal with information, analyse and/or change it, often using a computer    opcsres
 to nd out facts that prove that something is true     ablstehsi
 a group of people or things especially one that is large or impressive    aaryr
 the advantages that a big factory, shop etc. has over a smaller one because it can spread its xed costs over a large number of units
and therefore produce or sell things more cheaply     oeeiecs sna com o
 a set of instructions that are followed in a xed order and used for solving a mathematical problem, making a computer program etc.
    ahmrliogt

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5. Word search
Find the words from the list on the left in the word search square. You can read the words horizontally or vertically. Letters can be arranged
in direction i.e.: → ↓. 

J E A M F T K L H T P B G E I I C

Y M C P H F W T I P R A F S N B G

I B F A C I L I T A T E R T S B G

Q R W A R E H O U S E T G A I I V

R A M K S J X M G F X Z D B G G Y

F C V Y S R L H D N O P V L H D Y

S E E Q U I L I B R I U M I T A X

S U S T A I N L O V S O C S D T V

F D L V V D V D O I G A G H S A I

T A L G O R I T H M T V A S X H A

E C O N O M I E S O F S C A L E E

Y O C X D F F R E T A I L E R S Y

G A E Z S P O L M C T E Q Q B I L

G D F K Y H S U R Q K C N R I L Z

O T T R K V T P S U R N G X M F U

O Z S Q B W E S T E X A R R A Y G

S L C V V C R P R O C E S S H C D

ALGORITHM /  ARRAY /  BIGDATA /  ECONOMIESOFSCALE /  EMBRACE /  EQUILIBRIUM /  ESTABLISH /  FACILITATE /  FOSTER /  INSIGHT
/ PROCESS / RETAILER / SUSTAIN / WAREHOUSE

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SET II
1. Matching task
Match the words with the proper de nitions/sentences. 

pertain /  added value /  core /  acquire /  outlet /  feature /  incur /  accessible /  warranty /  constant /  manufacturer /  outstrip /  compile
/ socially responsible

a  part of something that you notice because it seems important, interesting, or typical
 a written agreement in which a company selling something promises to repair it if it breaks within a particular period of time
 to make something new using di erent pieces of information, data etc. arranged in a special way
 to relate directly to something
 a shop, company or organization through which products are sold
 the most important or central part of something
 to be greater in quantity than something else
 to obtain something by buying it or being given it
 a company or a person that makes large quantities of goods
 used to describe something that stays the same
 used to describe actions which are ethically correct and that are aimed at bene tting society at large
 to pay money because of something you have done, used to refer to debts, costs, nes etc.
 an increase in the value of something that has been worked on, combined with other things etc so that it can be sold in a new form

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2. Multiple choice
Choose the word or phrase whose meaning is the closest to that in the de nition/sentence. 

1. used to describe something that stays the same      core / distinct / constant / responsible

2. to relate directly to something     foster / pertain / amass / outstrip

3. a part of something that you notice because it seems important, interesting, or typical    feature / warranty / utility /  charge

4. to obtain something by buying it or being given it    determine / sustain / facilitate / acquire

5. a shop, company or organization through which products are sold    manufactory / outlet / facility / array

6. used to describe actions which are ethically correct and that are aimed at bene tting society at large     charged / equilibrium / 
socially responsible /  examination

7. an increase in the value of something that has been worked on, combined with other things etc so that it can be sold in a new form    
compilation / economies of scale /  added value / insight

8. to be greater in quantity than something else     outstrip / facilitate / sustain / acquire

9. easy to obtain or use     core / attributed / accessible / determined

10. to make something new using di erent pieces of information, data etc. arranged in a special way       draw up / embrace / compile / 
amass

11. a written agreement in which a company selling something promises to repair it if it breaks within a particular period of time    array / 
attribute /  utility / warranty

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12. a company or a person that makes large quantities of goods    warehouse / manufacturer / retailer /  facilitator

13. the most important or central part of something     raw material / big data / core / establishment

14. to pay money because of something you have done, used to refer to debts, costs, nes etc.     contribute / incur / process /  embrace

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3. Correct or wrong
Assess if the de nitions/sentences provided for the words and phrases are correct or wrong. 

1. core - the less important or marginal part of something

2. feature - a part of something that you notice because it seems important, interesting, or typical

3. compile - to make something new using di erent pieces of information, data etc. arranged in a special way

4. acquire - to obtain something by buying it or being given it

5. accessible - easy to lose or forget

6. added value - an increase in the value of something that has been worked on, combined with other things etc so that it can be sold in a
new form

7. socially responsible - used to describe actions which are ethically correct and that are aimed at bene tting society at large

8. outstrip - to be smaller in quantity than something else

9. outlet - a shop, company or organization which manufactures products

10. warranty - a written agreement in which a company selling something promises to repair it if it breaks within a particular period of time

11. pertain - to relate directly to something

12. manufacturer - a company or a person that makes large quantities of goods

13. constant - used to describe something that changes very fast

14. incur - to obtain money because of something you have done, used to refer to debts, costs, nes etc.

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4. Scrambled words
Rearrange the letters on the right to form the words or phrases practised in the lesson. The meaning of the word must comply with the
de nition/sentence.

u  sed to describe actions which are ethically correct and that are aimed at bene tting society at large     p ceielinlsyarolboss
 to relate directly to something     inretpa
 a written agreement in which a company selling something promises to repair it if it breaks within a particular period of time  
  ryrwnaat
 to obtain something by buying it or being given it     auqcire
 to make something new using di erent pieces of information, data etc. arranged in a special way     lecopmi
 the most important or central part of something     roec
 a part of something that you notice because it seems important, interesting, or typical     eeaufrt
 to be greater in quantity than something else     potiutrs
 a shop, company or organization through which products are sold     oteutl
 easy to obtain or use     caesleisbc
 an increase in the value of something that has been worked on, combined with other things etc so that it can be sold in a new form  
  dvaeddlue a
 a company or a person that makes large quantities of goods     rtenfcaruuma
 used to describe something that stays the same     ctnantso
 to pay money because of something you have done, used to refer to debts, costs, nes etc.     niucr

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5. Word search
Find the words from the list on the left in the word search square. You can read the words horizontally or vertically. Letters can be arranged
in direction i.e.: → ↓. 

E A A C O M P I L E V H W Y A M J

H A D F E A T U R E L L S R C A B

I L D I L E D O Y A D D D W C N X

Y L E A W K I L X A U R F I E U B

N O D W U X B U B R Y M T H S F Y

Y B V P E R T A I N V F D G S A A

G A A I N C U R Q A R P Z S I C L

I C L N W S O O U T L E T N B T S

R Q U G D D U I X N S U A T L U C

W U E R S C T T B K D X L G E R Y

D I C O R E S W A R R A N T Y E Q

K R N S C P T C O N S T A N T R E

L E B G B T R L R Z S Z M P T D O

Z T A J Z N I K M R Z I N V B A U

T Q V P K W P V N G S X N E Z H L

R E S P O N S I B L E B I O O B U

J N M M V K Q E S N E Y Y B Q O E

ACCESSIBLE /  ACQUIRE /  ADDEDVALUE /  COMPILE /  CONSTANT /  CORE /  FEATURE /  INCUR /  MANUFACTURER /  OUTLET /  OUTSTRIP
/ PERTAIN / RESPONSIBLE / WARRANTY

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SET III
1. Matching task
Match the words with the proper de nitions/sentences. 

amass / perceive / raw material / examination / determine / attribute / distinct / contribute / charge / zoom in / microtargeting / draw up
/ utility

t  o gradually collect a large amount of something

 to make a picture or an idea seem bigger, closer or clearer
 a quality, especially one that is considered to be good or useful
 something that refers to the value, bene t or satisfaction customers have from using or exchanging a given item
 to ask someone for a particular amount of money for something you are selling
 a substance that is used to make a product
 to help to make something happen
 to understand or think of something or someone in a particular way
 to nd out the facts about something
 techniques used in marketing that enable dividing a broad consumer market into smaller groups that are based on the same shared
characteristics
 clearly di erent or belonging to a di erent type
 to prepare a written document such as a list or a contract
 the process of looking at something carefully in order to see what it is like

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2. Multiple choice
Choose the word or phrase whose meaning is the closest to that in the de nition/sentence. .

1. to understand or think of something or someone in a particular way    determine / foster / compile / perceive

2. to help to make something happen    embrace / attribute / pertain / contribute

3. to gradually collect a large amount of something    draw up / amass / facilitate / incur

4. a substance that is used to make a product    added value / feature / raw material / big data

5. to nd out the facts about something    outstrip / access / zoom in / determine

6. the process of looking at something carefully in order to see what it is like     microtargeting / equilibrium / examination /  compiling

7. to make a picture or an idea seem bigger, closer or clearer     foster / outstrip / embrace / zoom in

8. to ask someone for a particular amount of money for something you are selling     contribute / charge / acquire /  access

9. techniques used in marketing that enable dividing a broad consumer market into smaller groups that are based on the same shared
characteristics     establishing / processing /  microtargeting / sustaining

10. to prepare a written document such as a list or a contract     embrace / draw up / perceive / facilitate

11. a quality, especially one that is considered to be good or useful     array / economy of scale / social responsibility /  attribute

12. clearly di erent or belonging to a di erent type    constant / core / distinct / incurred

13. something that refers to the value, bene t or satisfaction customers have from using or exchanging a given item     facility / warranty / 
insight / utility

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3. Correct or wrong
Assess if the de nitions/sentences provided for the words and phrases are correct or wrong. 

1. charge - to ask someone for a particular amount of money for something you are selling

2. zoom in - to make a picture or an idea seem smaller, further or darker

3. perceive - to misunderstand or forget about something or someone in a particular way

4. examination - the process of looking at something carefully in order to see what it is like

5. microtargeting - techniques used in marketing that enable dividing a broad consumer market into bigger groups that are based on the
same shared characteristics

6. utility - something that refers to the value, bene t or satisfaction customers have from using or exchanging a given item

7. contribute - to stop something from happening

8. determine - to hide the facts connected with something

9. draw up - to reject a written document such as a list or a contract

10. distinct - clearly similar or belonging to the same type

11. amass - to gradually sell a large amount of something

12. attribute - a quality, especially one that is considered to be good or useful

13. raw material - a substance that is used to make a product

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4. Scrambled words
Rearrange the letters on the right to form the words or phrases practised in the lesson. The meaning of the word must comply with the
de nition/sentence.

t  o nd out the facts about something     deritneem

 to help to make something happen     ietbonruct
 to ask someone for a particular amount of money for something you are selling     hgcrae
 something that refers to the value, bene t or satisfaction customers have from using or exchanging a given item     iytlitu
 to prepare a written document such as a list or a contract     r udwpa
 a substance that is used to make a product raw material     leatmraiar w
 to make a picture or an idea seem bigger, closer or clearer     ioo mzn
 techniques used in marketing that enable dividing a broad consumer market into smaller groups that are based on the same shared
characteristics     incrtogtrgmaei
 clearly di erent or belonging to a di erent type     iitnsdct
 a quality, especially one that is considered to be good or useful     urtettbai
 to understand or think of something or someone in a particular way     ieprceve
 to gradually collect a large amount of something     samas
 the process of looking at something carefully in order to see what it is like     ainxtoaeinm

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5. Word search
Find the words from the list on the left in the word search square. You can read the words horizontally or vertically. Letters can be arranged
in direction i.e.: → ↓. 

O D D S S C P Z M L Z P Z R M M M

D W P Z O H Z W N Z R N S W Z K I

R J R R O A G Q M Z L P N K I Q C

E Q D T P R D I S T I N C T U M R

U G F C A G P K V E R Z Z F T Q O

U V V V C E B B S X A S O R I F T

Z S E U E R S J E A W C O U L P A

A T T R I B U T E M M O M B I Y R

E M D N E L S O J I A N I X T E G

U B E M L X J J B N T T N I Y S E

D T T N I I A Z P A E R S E G S T

M J E Y J K A Z L T R I H V L G I

J Q R G S E R A I I I B E J H A N

Z N M X K X C T H O A U R I N M G

B S I Y A W F E J N L T J F D A P

X S N D R A W U P D E E W J Q S W

T L E P E R C E I V E K S K D S J

AMASS /  ATTRIBUTE /  CHARGE /  CONTRIBUTE /  DETERMINE /  DISTINCT /  DRAWUP /  EXAMINATION /  MICROTARGETING /  PERCEIVE
/ RAWMATERIAL / UTILITY / ZOOMIN

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Table Of Contents

SET I 3
1. Matching task 3
2. Multiple choice 4
3. Correct or wrong 6
4. Scrambled words 7
5. Word search 8
SET II 9
1. Matching task 9
2. Multiple choice 10
3. Correct or wrong 12
4. Scrambled words 13
5. Word search 14
SET III 15
1. Matching task 15
2. Multiple choice 16
3. Correct or wrong 17
4. Scrambled words 18
5. Word search 19

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