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MARKETING (LESSON 1)

1. What does customer satisfaction mean?

2. Which is the most popular definition for marketing?

3. Which is the most effective business approach to marketing?

4. Explain the difference between retailers and wholesalers.

5. What does promotion include?

6. What are the key words of the AMA definition of marketing?

7. How can the supply chain be defined?

8. Do businesses today invest more money in finding new customers or in further developing current customers?

9. Why must the price be consistent with the product?

10. Who are the economic subjects taking part in a business to business market ?

11. What is the most effective promotional material for a school? Why?

12. Can you explain what a press release is?

13. What are the key words of the Kotler definition of marketing?

14. Wholesalers and retailers have different roles on the market; what are their roles?

15. From whom and what do producers buy and to whom and what do they sell?

16. What’s your personal opinion on the right product to sell?

17. Is it correct to consider marketing and selling almost the same business activity?

18. What is a brand?

19. What does the following sentence mean? “ a marketing campaign that targets customers aged 20 to 30 “

20. Comprehension Test (read twice and let the student explain the meaning in English or Italian) “Advertising and promotion are aspects of marketing. Advertising involves paying for advertisements, for example in newspapers or on television. Promotion can include advertising as well as other things, such as giving discounts or free items in order to encourage sales.”

21. What is a middleman?

MARKETING PROCESS (LESSON 2)

1. SWOT is the acronym of …...

2. Who are the subjects that can carry out a market research?

3. Say your definition of market segment …

4. Which “P” do the following items refer to? After-sales assistance, The standard rate per night for a single room, Placing an ad (advertisement) in the local newspaper, Internet, Free cosmetics with your first magazine, Packaging,

SWOT ANALYSIS (LESSON 3)

1. How can you define a swot analysis?

2. What part of a swot analysis do the following sentences refer to?

❑ Little security in our operating system (a system in a computer that helps all the programs to work)

❑ Having a good image on the market

❑ Competitors have several wow factors

❑ Globalisation (when something such as a business operates or starts to operate in countries all over the world)

3. What is the difference between Business, Company and Firm?

4. Can a threat be turned into an opportunity? Think of Chinese economy

5. Companies are always searching for loyal customers. How can marketers make them loyal?

6. When don’t you have to worry about selling your products?

7. What is your opinion on old-fashioned products?

8. What problems may cause a product line?

9. How can you protect a successful product?

10. What do the following words mean? Signposted, lack, running costs, queue

MARKET RESEARCH (LESSON 4)

1. What are the key words of market research?

2. Give me your definition of the following words: target market, customer, market trend, questionnaire, findings.

3. Why is it necessary to clean the data after their collection?

4. Tell me the difference between primary data and secondary data.

5. What are the two main steps in defining a research problem?

6. What may market research be useful for?

7. What is market segmentation?

8. How can you better present the findings of a market research?

MARKET SEGMENTATION (LESSON 5)

1. What is market segmentation?

2. What might be the variables in grouping teachers?

3. Does marketing research help segment the market?

4. List some useful demographic variables for segmenting.

5. What is brand loyalty?

6. Can a monopolist set the price of his product much higher than its value actually is?

7. After having segmented the market how can marketers choose the target market to deal with?

MARKETING MIX (LESSON 6)

1. Is it correct to have different blending of the four P's in a respect of different target market?

2. How can be changed the four P's from a customer's perspective?

3. Can you give an example of mix incoherency?

4. What part of the marketing mix is the so-called "happy hour"

PRODUCT (LESSON 7)

1. What products are bought considering primarily their price?

2. How does high-quality influence the price of products?

3. What stage of PLC (Product Life Cycle) is most profitable?

4. What is product differentiation?

5. Same products can be, more or less, differentiated among them; how can a soft drink be differentiated?

6. Draw the trend of the turnover of two products, one very successful and one that has failed.

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