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Língua Inglesa – Estudos de mercado e marketing mix - 0428

Manual de
Língua Inglesa
Estudos de mercado e marketing mix

Duração: 50h

Início: 09 de Setembro 2020


Fim: 28 de Setembro 2020

Local: Infordidactica de Vila Nova de Gaia


Rua Joaquim Nicolau de Almeida, 691, 1º, sala 8

Formadora: Regina Gomes

2020

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Língua Inglesa – Estudos de mercado e marketing mix - 0428

Introdução

O documento que aqui se apresenta foi elaborado pela formadora Regina Gomes e constitui um
Manual de Língua Inglesa – Estudos de mercado e marketing mix para uma formação com duração
de 50h destinada a formandos adultos, em regime de ensino à distância.
O presente manual tem como finalidade a implementação dos objetivos assinalados no referencial da
UFCD 0428e a sua aplicação concreta através da lecionação dos conteúdos também nesse referencial
identificados.
Desta forma, pretende-se, através da informação contida neste manual e das práticas propostas no
mesmo, assim como através dos conhecimentos e práticas proporcionadas ao longo das sessões pela
formadora, promover a aquisição e/ou aperfeiçoamento de competências na área da Língua Inglesa
por parte dos formandos, com vista a alargar as suas competências profissionais.
Convém realçar que este manual será complementado com recursos online indicados na plataforma
Moodle, uma vez que a formação será ministrada em regime de ensino nessa plataforma, no âmbito
das medidas de contenção da pandemia Covid-19.
Entende-se este manual como um recurso de apoio à formação em questão, podendo e devendo os
formandos complementar o seu estudo através da consulta de outros recursos e/ou ferramentas à sua
escolha.
Assim, segundo o referencial consultado no Catálogo Nacional de Qualificações os objetivos e os
conteúdos a abordar são:

Designação da UFCD: Língua inglesa - estudos de mercado e marketing mix


Código: 0428
Carga Horária: 50 horas
Pontos de crédito: 4,50

Objetivos:

 Aplicar vocabulário específico da língua inglesa aos estudos de mercado e marketing mix.

Conteúdos

 Linguagem básica aplicada aos estudos de mercado e marketing mix


 Linguagem técnica da área profissional

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I- MARKETING MIX

A- Fill in the blanks with the missing words (Ps) in this description of the marketing mix.

1- _____________
- the products or services
2- _____________
- the cost of the product
3- _____________
- often called distribution
4- _____________
- which aims to make
people aware of the product
5- _____________
- or everyone involved from
producer to consumer
6- _____________ ___________ - or anything that shows the existence of the company, e.g. its
buildings, vehicles, website, stationery, staff uniforms, badges.
7- _____________ - which is the interaction between everyone involved.
This last P is an increasingly important part of training nowadays. Companies and organizations must
be sure that their product or service reaches the customer in the most efficient and effective way.
in Test your Professional English - Marketing

B- Read and translate the text.

The marketing mix is a combination of techniques/strategies used to


market to a target market. The techniques are often called the Ps.
Originally there were four Ps:
 Product (or service): what you sell and the variety or range of
products you sell. This includes the quality of the product or service, branding and reputation
(the opinion the consumers have) of the product and the client support.
 Price: how much the product or service costs to produce, how much customers are prepared to
pay for them and also the volume of sales required.
 Place / placement: where you sell the product or service. It includes factors such as the
distribution channels, the location of points of sale or the accessibility of your service – how
easy it is to access.
 Promotion: how you tell consumers about the product or service. The promotional mix is a
blend of the promotional tools used to communicate about the product or service –for
example, TV advertising.
The goal of the marketing mix is to have a product that is perfectly priced, properly placed, and
promptly promoted.
Today some marketers talk about additional Ps:
 People: how your staff or employees are different from those in a competitor’s organization
and how your clients are different from your competitor’s clients.
 Process: how your product is built and delivered, or how your service is sold, delivered and
accessed.
 Physical evidence: how your service becomes tangible. For example, tickets, policies and
brochures create something the customers can touch and hold.
in Professional English – Marketing (adapted)

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C- Do the following words and expressions refer to product, price, place promotion or people?
Re-read the text on B to help you.

accessibility customers discounts location sales force


branding delivery distribution quality special deals
competitors direct marketing launch reputation support

Product Price Place Promotion People


______________ ______________ ______________ ______________ ______________
______________ ______________ ______________ ______________ ______________
______________ ______________ ______________ ______________ ______________
______________ ______________ ______________ ______________ ______________
______________ ______________ ______________ ______________ ______________

D- Now choose two words/expressions from the table on exercise F and build a sentence with
each.

________________________________________________________________________________
________________________________________________________________________________

E- A marketing manager is talking about the marketing mix for a brand of cleaning products.
Choose the correct words from the brackets to complete the text and then match each
speech bubble with one of the Ps.

1) Our (staff / reputation / competitors) are highly motivated. We really believe in


our brand. For example, our (consumers / employees / customers) are always
trying to improve what we do. _____________

2) Our (tools / range / support) includes detergent, toilet cleaner and sponges.
_____________

3) We use a lot of (advertising / presence / promotional), usually in women’s


magazines.
_____________

4) You can find the brand in supermarkets and local shops. The (tangible /
accessibility / process) of our (staff / mix/ outlets) is important. We need to be in a
lot of (locations / supports / distributions) so that we are easy to find. _____________

F- Complete the text using words from the box.

advertising mix price products promotional

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Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience.
It will stop using 1)_______________ techniques, such as mailings and events. Television
2)_______________ and face-to-face marketing are both being tested in a bid to supplement the
charity’s typical over-60s donor base with younger supporters. If testes prove successful, they will
become part of Marie Curie’s marketing 3)________________.
In addition, Marie Curie Cancer Care is expanding its online shop. Stylish handbags at a
4)_____________ of £10 are attractive to younger customers. Marie Curie Cancer Care says it is
responding to customers’ needs and wants by selling fashionwear 5)_______________.

G- A small educational company is launching a new game to teach English vocabulary to


beginner learners. The marketing manager, Dominic Dangerfield, is making a presentation
using PowerPoint slides. Complete the slide with the missing Ps:

promotion place price product people

The Game

1)______________
 Innovative way to learn new vocabulary
 Launch: how we are planning to introduce the product onto the market
2)_______________
 Distribution: high street retailers and mail order via website and catalogues
 Delivery: five days by mail order or straightaway in shops
3)________________
 Advertising: in children’s magazines
 Direct marketing: insert catalogue in Parent magazine
4)________________
 Customers: educated, city-dwellers with pre-teen children, school teachers
 Competitors: they have a larger sales force to sell their products
5)________________
 Premium pricing: 20% above market average for a CD-ROM
 Special deals: 15% discount for schools

H- Peter Bowen of Citymetal Inc. is talking to Anna James, a marketing consultant. Complete
Anna’s part of the conversation. Choose from the following:

a) And then the fourth area is physical evidence.


b) It covers both goods and services offered by the company.
c) Exactly – and the desire to buy the product. And, finally, people which means colleagues,
employees, agents and customers. The idea is to keep everyone happy, make personal contact.
d) Yes. This means any visual presence or signs suggesting the company.
e) The second area is place - also called distribution – meaning the movement of goods from the
producer to the consumer.
f) Well, we identified six areas where improvement is necessary.
g) After place, process. Process is the interaction between people and systems at all stages, from
market research, design, production, delivery and after-sales.
h) The first is product.
i) Promotion.

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Peter: So, what have you got to report?


Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: Really? What are they?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: And what exactly does that term cover?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: I see. What else?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: And after place, what’s next?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: Yes, I understand – co-ordination of systems.
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: Physical evidence?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: Everything visual. Right, I follow you. And what’s the next area?
Anna: ___________________________________________________________________________
_________________________________________________________________________________
Peter: So, that’s creating consumer awareness and establishing the brand identity?
Anna: ___________________________________________________________________________
_________________________________________________________________________________

I- ML/PI - CD2.11-2.14 Listen to four consumers talking about different products. Decide
which of the four Ps each speaker is discussing: product, price, promotion or place.

Consumer 1 ________________ Consumer 3 ________________


Consumer 2 ________________ Consumer 4 ________________
in Market Leader – pre-intermediate

J- Now think about a product you have bought recently and fill in the table. Then say which
of the 4 Ps influenced you to buy it.

Product Place Price Promotion

Answer:_________________________________________________________________________

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K- Check out the transcripts of exercise I.

CONSUMER 1
I read about the launch and I really wanted it, but when I tried to buy it, I just couldn't get it
anywhere. My friend heard that it was in one shop and he queued up for ages, but they'd run out by
lunchtime.

CONSUMER 2
The company held a party on a river boat to launch their new campaign. It was absolutely fantastic.
We also got a free sample and a T-shirt with the logo on as a gift at the end.

CONSUMER 3
These new boots were really expensive, but definitely worth it. I think the fact that they cost so much
is what really makes them different from the rival brands.

CONSUMER 4
I've had this wallet for over 20 years, and it still looks good. The leather is very high quality and very
strong, but still soft. The colour is as good now as when it was new.

L- Analyse the diagrams and translate the information on the table.

The four Cs, As and Os

Some marketers have supplemented the four Ps with new ways of thinking about marketing. The
Ps, Cs, As and Os can be combined when looking at the marketing mix.

4 Ps 4 Cs 4 As 4 Os

Customer needs and Acceptability Objects


wants How acceptable is the product What do you sell?
What does the customer and do people approve the
need to solve a problem? product? How is it manufactured or
made?
The company must Is it socially acceptable?
identify customer needs so Does the product respect the Is it a high quality product or
Product

that products that meet laws of the country – is it is it bottom end?


these needs can be legally acceptable
developed
Cost to user Affordability Objectives
Does the customer Does the customer have Revenue objectives concern
perceive the cost of the enough money to buy the the income you want to
product as fair or is it too product – can he /she afford generate.
expensive? the product?
Price

Price objectives concern the


price you want to sell at.

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Convenience to buy Accessibility Organization


How convenient is it to Is the product easy to access? How should you organize the
find your product? Is it Is the product accessible for sale and distribution of your
easy or does the customer people with disabilities? product?
Place

have to make an effort? Which distribution methods


will work best?
Communication Awareness Operations
Promotion

How should you How many people know about Which kind of promotional
communicate with your or are aware of the product? operations, such as direct
customers? mail, will work best for the
product?
in Professional English - Marketing

M- Put the words and expressions from the box into the correct columns. Look at the previous
table to help you.

acceptability awareness cost to user objects


accessibility communication customer needs operations
affordability convenience objectives organization

N- Now choose two words/expressions from the box on exercise M and build a sentence with
each.

________________________________________________________________________________
________________________________________________________________________________

O- Replace the underline words and expressions with alternative words and expressions from
the box. Look at the table from exercise L to help you.

afford high quality revenue objectives convenient price

1- We have a reputation for providing good standard smartphones.


2- The cost to user of our smartphones is kept down because they are subsidized by the network
providers.
3- This means more people can have the money to buy the product.
4- More and more, customers buy smartphones online because it is more accessible.
5- Expected earnings from 4G phones were not met when the products were first launched.

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P- Read about SWOT analysis and then say if the extracts from a SWOT analysis below
describe strengths, weaknesses, opportunities or threats.

In order to make better decisions around the Ps of the Marketing Mix, marketers may apply a
SWOT analysis. This identifies the strengths, weaknesses, opportunities and threats of a product,
service or company. Strengths and weaknesses refer to the product itself and are considered as
internal factors. The external factors, referring to the marketplace, are opportunities and threats.

in Professional English – Marketing

Marketing vocabulary for product


Q- . Match the expressions to the definitions.

1) Product catalogue /mix a) Products of a particular type manufactured and/or sold by a


/portfolio company.
2) Product range/line b) The complete life of a product, from early planning to production,
3) Product life cycle marketing, use, and disposal and recycling.
4) Product positioning c) A form of advertisement, when a company pays for a product to
5) Product placement be seen in films and TV programs.
6) Product features d) These are the characteristics of a product.
7) USP (unique selling e) A company’s products as a group. One of the most used marketing
point) words.
f) Consumer perception of a product as compared to its competition.
g) A set of characteristics that makes a product different from its
competitors.

1)____ 2)____ 3)____ 4)____ 5)____ 6)____ 7)_____

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R- How is a product defined and what features of it must be considered in marketing? To find
out, read the text below and complete it by filling in the gaps with the words in the box.

specific different product important


frequently selection individual unique

A 1)___________ is usually defined as any item or service that satisfies a need or want; although
another way to consider a product might be as anything that a customer receives in an exchange.
Whatever general definition one considers to be most appropriate, it’s clear that marketers must be
able to differentiate among a number of 2)______________ product types and groups.
Convenience goods, for example, which are purchased 3)______________ with little effort and are
relatively inexpensive, make up the most commonly recognized product class.
Another important group is shopping goods, which represent and 4)_______________ purchase
decision for consumers and for which they will compare prices, evaluate different models, search for
additional information and take their time to make a 5)_________________.
Specialty goods are durable products with 6)__________________ characteristics that must be
purchased in specialised stores.

Products can also be classed according to the end-user. Organisational products are those used, as
the name suggests, by organizations such as companies or public entities that cannot be considered
7)__________________ consumers. Sometimes, an item can fall into more than one product class.
Light bulbs, for example, are used both by individual consumers and by organizations. Which of
these two markets the light bulb is sold to will considerably affect marketing variables such as the
price, the packaging, or the quantity sold and it means that the item can even be considered as two
8)_____________ products.
in English Pro - Marketing

S- Choose the best definition for each of the words /expressions related to product.

1- Augmented product
a) A product that is no longer made
b) A core product plus additional benefits such as brand name, quality styling and design
features, extended warranty, after-sales service, etc.
2) Generic product
a) Not known by a special brand name
b) Popular with all types of consumers
3) Product launch
a) When a product is taken off the market
b) When a product is first released onto the market
4) A product life cycle
a) The normal pattern of sales for a product
b) The different stages of improvement in an old product
5) Green product
a) It is a product that comes from the greengrocer’s.
b) It is a product that doesn’t harm the environment

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T- Do you know what kind of products are Cash Cows, Question Marks, Dogs and Stars?

Read the following extract from a training seminar on the Growth-Share Matrix or BCG
Matrix to find out and study the diagram. Then mark statements 1-6 True or False.

The Boston Matrix Cash generation


MARKET SHARE

The matrix was originally conceived by the Boston Consulting


Group. It is basically a planning tool to help marketers decide
which products need extra support – in terms of cash
investment – and which should be dropped completely. The

Cash use
matrix is extremely useful when writing a marketing plan. In
the matrix, products or services are divided into four different
types which relate to four stages in the product life cycle
(PLC). The market growth rate is the speed at which the
market is expanding and the market share is the percentage of
consumers in the market that buy the product or service.
Cash Cows are the dream product; they are mature products that have a large market share, generate
high income and don’t require a lot of spending. A Cash Cow product practically markets itself. A
Star, on the other hand, although having a huge market share it is a new product and it requires a lot
of cash, the advertising budget is high. You hope it might become a Cash Cow but for now it offers a
possibly very high short-term profit.
Question Marks, also known as Problem Products, are products that are not established in the
market. You probably need time and a lot of cash investment to turn them into Stars. On the other
hand, they may never be really successful.
At least the choice is usually clearer with Dogs; they don’t use much cash but they don’t generate
much income either, so they should probably be dropped.
in Test your Professional English - Marketing

1) The Growth-Share Matrix is a planning tool designed to analyse a company’s product portfolio
in order to decide which need extra marketing support and which should be abandoned. ____
2) According to the BCG Matrix, products may have either high or low market growth rates. ____
3) Cash Cows make a lot of money but they also need a lot of investment. ____
4) Stars can make good short-term profits even though they use a lot of cash. ____
5) Companies need to make a decision on what to do with Question Marks – they might develop
into Stars if given extra support. ____
6) Products shown to be Dogs in the Boston Matrix usually need a lot of money spending on
them. Perhaps they are not worth it. ____

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Marketing vocabulary for price.


U- First read about pricing strategies and then name the pricing strategies that are being used
in the situations below.

 Premium pricing – charging a high price for a unique high quality product – for example
luxury products like the rooms in Savoy hotels.
 Penetration pricing – the price charged for the products and services is set artificially low in
order to gain market share. Once this is achieved, the price is increased.
 Economy pricing – marketing and promotion costs are kept to a minimum so that goods and
services are priced as cheaply as possible. Supermarkets often have economy brands for rice,
spaghetti, etc.
 Price skimming – companies charge a higher price because they have substantial competitive
advantage – for example a new product type. However, the high price attracts new
competitors into the market and the price falls due to increased supply.
 Psychological pricing - This approach is used when the marketer wants the consumer to
respond on an emotional, rather than rational basis, setting prices lower than a whole number.
For example €1.99 instead of €2.
 Product bundle pricing - sellers combine several products in the same package and sell the
bundle at a reduced price. If you buy chocolate bars you expect to pay X for a single packet,
although if you buy a family pack which is 5 times bigger, you expect to pay less than 5X the
price.
 Captive product pricing – pricing one item very low and its complement very high. For
example the heads for electrical toothbrushes may cost as much as the toothbrush itself.
 Geographical pricing– pricing according to the area where products are sold.
in www.marketingteacher.com and Professional English - Marketing (abridged and adapted)

1- Charging a high amount for bottles of water inside a football stadium during the World Cup.
2- Charging $2.95 instead of $3.
3- Charging a low price to win sales in a new market.
4- Packaging shampoo, conditioner and hair gel from the same hair care product line together
and charging one price for the lot.
5- We need to price our products lower in countries with a lower per-capita income.
6- The printers we sell are inexpensive but we charge quite a bit for the ink cartridges.
7- These low prices will only be in effect for the first six months. After that they will be raised
by 10-25%.

V- Match the collocations to the right definition.

1) Price cut a) a sudden or large increase in price


2) Price hike b) a reduction in price
3) Price war c) label attached to products showing the price
4) Price leader d) companies cut prices in response to each other
5) Price tag e) a company whose price and price changes are followed by the rest of the
industry
1)____ 2)____ 3)____ 4)____ 5)____ 6)____

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W- Match the expressions related to pricing strategy to the definitions

1- Break-even point 1- ___ a- The price wholesalers and distributors pay to the producer for the
2- Discounting 2-___ goods.
3- Factory gate price 3-___ b- The point in the development of a product when sales begin to
4- Inelastic demand 4-___ exceed the investment.
5- Loss leader 5-___ c- A product sold at a price that is not profitable.
d- Sales of a product do not change much with variations in price.
e- Reducing the price of goods in return for bulk sales.

X- Read the newspaper report about SAWA, a computer games company which is introducing
a new low-priced product to help win a bigger market share. Fill in the gaps with the words
/phrases from the box.

advance orders aggressive pricing break-even factory gate price market share
penetration premium price price war production costs recommended retail price

in Test your Professional English - Marketing

Marketing vocabulary for place.


Y- Read and then match the expressions with the right definition.
It is important for a company to cover its potential market and to reach as many of its customers as
possible. Therefore maintaining a high enough level of stocks to meet demand and having effective
distribution channels and suitable points of sale are all important elements in marketing.

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1) distribution 1__ a) Buying and selling of products or services over electronic systems
channels 2__ such as the internet.
2) e-commerce 3__ b) The paths that a product follows to its customers, either directly or via
3) warehousing 4__ distributors (indirectly).
4) transportation 5__ c) A person or company that sells goods in large quantities at low prices,
5) logistics 6__ typically to retailers.
6) points of sale 7__ d) The amount of sellers in a particular market that sell the company’s
7) retailer 8__ products
8) wholesaler 9__ e) The management of the transport and storage of goods.
9) market coverage f) The process of storing goods in a warehouse
g) The movement of goods and persons from place to place and the
various means by which such movement is accomplished.
h) A physical or virtual place where sales transactions are made,
i) A person or business that sells goods to the public in relatively small
quantities for use or consumption rather than for resale.

Z- Replace the underlined word in the email with a word from the list with a similar meaning.

consumers____ dispatch____ e-business___ mail order___ middlemen___ multiples___


producer_1_ retailers___ sales force___ sales representatives___ wholesalers____

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Marketing vocabulary for

AA- Match the expressions with the right definition.

1) public relations 1- a) The management of public opinion and the reputation of a company
2) personal selling and its products.
3) sales promotion b) Face-to-face communication between the seller and buyer.
4) marketing c) the act of providing money for a television or radio programme,
campaign website, sports event, or other activity in exchange for advertising
5) in-store d) Activities, materials, and techniques used to supplement or coordinate
promotion advertising. It includes coupons,, discounts, premiums, contests...
6) street marketing e) The use of non-traditional methods and advertising spaces on the
7) sponsorship street and other public places.
f) A large scale, planned marketing effort to promote a company or its
products
g) Activities that promote a product or company at a retail location

BB- Read these definitions of different promotional tools commonly used in marketing and
match them with what they are called.

advertising free sample free gift direct mailing AIDA on-pack promotion BOGOF

1- A product given to consumers to encourage them to buy it. _____________


2- Making a product known to the public by using various media, e.g. TV commercials.
_____________
3- A promotion method which involves buying one product and getting one free.____________
4- A promotion strategy based on getting the consumer’s attention and interest, then desire for
the product and finally getting the consumer to act, i.e. to buy the product. _____________
5- Making a product or service known to the public by post.______________
6- Offering a complementary product with the product the consumer buys. ______________
7- Promotion method that involves the packaging of a product with a free sample, coupon or a
promotional message attached to the outside of the product’s packaging._________________

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II- MARKETING RESEARCH

A- Read and translate the text.

It is generally accepted that having the appropriate information is the


foundation of all good business decisions, and marketing information is,
therefore, the basis of good marketing decisions.
Marketing research is the process of gathering, analysing and interpreting information about a
target market, consumers, competitors and the industry as a whole.
Market research is carried out in all areas of marketing activities and the information collected
concerns customers, markets, responses to existing and planned marketing campaigns and the general
business environment.
Motivation research investigates the psychological reasons why individuals buy specific types of
merchandise or why they respond to specific advertising appeals.
Distribution research investigates the way products or services are distributed.
Marketing communications research is the investigation of ways to talk to consumers.
Pricing research examines the relationship between price and demand.
Product research looks at the market acceptance of the product.
Consumer research – used to discover behaviour patterns (how people act) and customer needs –
is an essential element of marketing research.
There are two main methods of consumer research:
 Desk (desktop) research or secondary research: an analysis of the information from
published sources you can find easily without leaving your desk. Examples include the
internet, books, newspapers, magazines and government statistics.
 Field research or primary research: involves talking to people and finding out what they
think about a market, a product, a business sector, etc. It is usually carried out by market
research institutes. Examples include: interviews and focus groups.

Consumer research can be either qualitative or quantitative. In qualitative research, small group
discussions or in-depth interviews with consumers are used to understand a problem better. This
method of research is open-ended and gives respondents the chance to express opinions, feelings and
attitudes. Quantitative research involves colleting or gathering large samples of data (for example,
on how many people use different products), followed by statistical analysis – examining or
analysing the numerical information. Quantitative research uses closed questions or tick boxes and is
often used to investigate the findings from qualitative research.
in Professional English in Use – Marketing (adapted)

B- Match the types of research in the box with the research problems below. Look at the
previous text to help you.

desktop+secondary qualitative+field
motivation+primary quantitative+primary

1. The R&D department want to know why people buy mobile phones so that they can develop
a new model that answers all the major needs. _________________________
2. The design team want to know how consumers feel about the new layout of the company
website before they finalize and launch the new homepage. _________________________

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3. A manager wants to have financial data on her company, her competitors and the economy in
general. _________________________
4. The marketing team want to have a lot of data on their consumers: age, shopping habits, email
address, etc. _________________________

C- A marketing student has made some notes while reading a book on marketing research
techniques. Read the notes and then complete the sentences below.

 Focus groups: small groups from the target group plus one moderator to mediate or run the
session. The moderator prepares questions for the group.
 Package test: used to test ideas for a new packaging, could be in a focus group.
 Taste test: used to test what consumers think about new flavours.
 Home test: consumers try the products at home, in a real situation.
 A self-administered questionnaire is completed (or filled in) by the respondent and an
interviewer-administered questionnaire is filled in on behalf of the respondent by an
interviewer.
 Telephone surveys are carried out by telephoning the respondent and asking questions.
 A postal survey is mailed to the respondent, who completes it and posts it back.
 Online surveys are administered on the internet.
 Mystery shopping: a person poses as a consumer and checks the level of service and
hygiene in a restaurant, hotel or shop.
 Omnibus surveys: a market research institute carries out (or conducts) research for several
companies at the same time. A long survey is given to respondents; some institutes have a
panel of existing respondents who are accustomed to answering the surveys.
 Pilot survey: a limited study carried out on a small number of people.
 Unstructured survey: a set of questions in which the answers given affect what question(s)
will be asked next.
 Cluster sampling: a sampling method based on using small groups that represent much
larger groups.
in Professional English in Use - Marketing

1- A lot of marketing research institutes carry out _______________ surveys. They ring people
at home and ask them questions.
2- A ______________________________ is a small discussion group, led by a
_______________ who asks questions to get detailed and qualitative information.

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3- A marketing research institute may prepare a lengthy _______________ survey which it posts
to consumers at their homes. These _______________ surveys have questions from several
different companies on them.
4- Some questionnaires are completed by the _______________ (self-administered
questionnaires) and some are completed by the interviewer (_______________-
_______________ questionnaires).
5- ______________________________ surveys are usually carried out in-store to assess the
levels of service quality and cleanliness.
6- A _______________ test is designed to find out what consumers think about packaging and a
_______________ test is to find out what they think about the flavour of a product.

D- The steps of the research process


Study the picture and then complete the description below

Student: Can you describe the research process?


Teacher: Of course. The process has – according to the picture – eleven parts. Let’s look at each
of them in order. Well, first you have to define the problem. What is the problem? Then decide what
1)___information__ you want to find out. Next you have to set 2)____________________. The next
step is to make a research plan and decide the 3)______________________ of the research. After
that, you have to decide where you can get the information you need, what
4)____________________. Then you have to carry out the 5)_________________________ and
collect 6)________________________. When you have completed this stage you must do the
7)_______________________ of the results and interpret the data. After that you can
8)_____________________ the results of the research. The research can then be applied and change
can be observed. When everything is finished, you then have to 9)_______________________ the
effects and changes of the research and evaluate the whole process.

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E- Match the words/phrase related to market research to the right definition

1- Respondent 1___ a- A study of what people think or what they do.


2- Bias 2___ b- A set of questions to find out people’s opinions on particular issues,
3- Survey 3___ often used in studies of political opinion and preference.
4- Questionnaire 4___ c- A set of questions designed to find out what people think about a
5- Data 5___ product or a service.
6- Poll 6___ d- Information collected from research. The researcher than analyses the
information before making conclusions.
e- Subjectivity or personal opinion affecting the results of a survey.
f- The person who is asked questions in market research, often by
returning the questionnaire.

F- Audio 6
The marketing team at Euphony wants to
research the market for mobile phones made
specifically for children.
Listen and make a note of the six data
collection methods discussed by the three
members of the team

in English for marketing and advertising

G- Fill in the crosswords with the help of the clues


below. All the answers are terms related to
research methods and they are all randomly listed in the box on the right.

Pilot questionnaire
Computer analysis
Random sampling
Opinion poll
Cluster sampling
Fieldwork
Closed question
Structured survey
Open question
Quota sampling
Competitor analysis
Personal interview

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Língua Inglesa – Estudos de mercado e marketing mix - 0428

in Test your Professional English - Marketing

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Língua Inglesa – Estudos de mercado e marketing mix - 0428

Transcript – exercise F

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