1. 1. Recap 1 Aptech Training Ltd. FZE Recap In the previous lesson you learnt to: Use appropriate vocabulary to talk about advertising Match modal verbs to their function Use modals to make deductions in the past and present Understand the main idea of a text with unknown vocabulary For Aptech Centre Use Only
2. 2. Marketing For Aptech Centre Use Only
3. 3. At the end of this lesson you will be able to: Understand the product life cycle Use vocabulary pertaining to the product life cycle Describe line graphs 3 Aptech Training Ltd. FZE Learning Objectives For Aptech Centre Use Only
4. 4. Look at the logos below that have the names of the companies missing. Can you identify them? 4 Aptech Training Ltd. FZE Branding For Aptech Centre Use Only
5. 5. Look at the logos below that have the names of the companies missing. Can you identify them? 5 Aptech Training Ltd. FZE Branding For Aptech Centre Use Only
6. 6. Look at the logos below that have the names of the companies missing. Can you identify them? 6 Aptech Training Ltd. FZE Branding For Aptech Centre Use Only
7. 7. Look at the logos below that have the names of the companies missing. Can you identify them? 7 Aptech Training Ltd. FZE Branding For Aptech Centre Use Only
8. 8. 8 Aptech Training Ltd. FZE Branding Answers KFC MTV Ariel Chrome Mercedes Fashion TV Skoda Auto Smirnoff Ford LufthansaFor Aptech Centre Use Only
9. 9. 9 Aptech Training Ltd. FZE Branding Answers Mitsubishi Motors Microsoft Office Costa Coffee Adobe Acrobat Adidas Dominos Pizza Master Card Lacoste Animal Planet ShellFor Aptech Centre Use Only
10. 10. 10 Aptech Training Ltd. FZE Branding What brand name do you think of when you think of the following products? With your partner discuss if there are any brands of products you always buy. Which brands you have bought recently due to advertising? product brand name cola plasters sticky tape mobile phone soap bottled water toothpaste For Aptech Centre Use Only
11. 11. 11 Aptech Training Ltd. FZE Branding With your partner try to create definitions for the following words. If you are not sure, discuss what you think they might mean. Mark the stress on any words you know. word definition product packaging advantage differentiation need USP brand premium budget saturatedFor Aptech Centre Use Only
12. 12. Reading Skills 12 Aptech Training Ltd. FZE The Power of a Brand Read the article on The Power of a Brand. For Aptech Centre Use Only
13. 13. Reading Skills 13 Aptech Training Ltd. FZE Exercise After reading the text with the vocabulary in context, look back at your definitions from 11.1. Were you correct? Can you complete the ones you did not know? If not use your dictionary and mark the stress patterns on any you did not know. Compare your answers with another pair. For Aptech Centre Use Only
14. 14. Reading Skills 14 Aptech Training Ltd. FZE Exercise Using information in the text, answer the following: 1. Which of these describes a product that can be touched? a. service b. good c. brand 2. Premium brands are: a. more expensive to produce b. less expensive to produce c. cost the same to produce For Aptech Centre Use Only
15. 15. Reading Skills 15 Aptech Training Ltd. FZE Exercise 3. Product differentiation means: a. You create a different product to your competitors b. You make your product distinctive from your competitors c. You make more profit than your competitors d. You price your product differently to your competitors. 4. Lower production costs create: a. more profit for the company b. less profit for the company c. less cost for the consumer 5. The smartphone market has: a. lot of choice of phones b. a few phones c. cheap phonesFor Aptech Centre Use Only
16. 16. Reading Skills 16 Aptech Training Ltd. FZE Exercise Answers 1. b 2. a 3. b 4. a 5. a For Aptech Centre Use Only
17. 17. Reading Skills 17 Aptech Training Ltd. FZE Product Life Cycle Read the article on Product Life Cycle. What do you think the working life of a product means? In your opinion, what is the answer to the last question posed by the writer of the article? Discuss with your partner. Which word shows us the writer thinks we see an excessive number of adverts? For Aptech Centre Use Only
18. 18. Reading Skills 18 Aptech Training Ltd. FZE Exercise Match the main stages of the product life cycle to their definition: Words Definition 1 Introduction and Launch A sales are near their highest, but the rate of growth is slowing down, e.g. new competitors in market or saturation 2 Growth B final stage of the cycle, when sales begin to fall 3 Maturity and Saturation C researching, developing and then launching the product 4 Decline D when sales are increasing at their fastest rate For Aptech Centre Use Only
19. 19. Reading Skills 19 Aptech Training Ltd. FZE Exercise Answers Words Definition 1 Introduction and Launch C researching, developing and then launching the product 2 Growth D when sales are increasing at their fastest rate 3 Maturity and Saturation A sales are near their highest, but the rate of growth is slowing down, e.g. new competitors in market or saturation 4 Decline B final stage of the cycle, when sales begin to fall For Aptech Centre Use Only
20. 20. Reading Skills 20 Aptech Training Ltd. FZE Exercise The red line shows the product life cycle. Label the y axis of the graph above using the stages of the product cycle. For Aptech Centre Use Only
21. 21. Reading Skills 21 Aptech Training Ltd. FZE Exercise Answers Introduction and Launch Growth Maturity and Saturation DeclineFor Aptech Centre Use Only
22. 22. Reading Skills 22 Aptech Training Ltd. FZE Multiple Match 1. Look at the following definitions. Can you think of the word/words that they relate to? Use the phonemic translations to help you. word definition phonemic translation not willing to do something rlktnt/ to get more of something, usually as a result of a gradual process /en/ Price to manufacture one item /junt kst/ less likely to increase /fltn at/ Decisions made to make product marketable for longer /ksten()n strtdi/ to make something stronger or more effective /blst/ income from business activities /revnju/For Aptech Centre Use Only
23. 23. Reading Skills 23 Aptech Training Ltd. FZE Multiple Match 1. Answers word definition phonemic translation reluctant not willing to do something rlktnt/ to gain to get more of something, usually as a result of a gradual process /en/ unit costs Price to manufacture one item /junt kst/ flatten out less likely to increase /fltn at/ extension strategy Decisions made to make product marketable for longer /ksten()n strtdi/ to bolster to make something stronger or more effective /blst/ revenue income from business activities /revnju/For Aptech Centre Use Only
24. 24. Reading Skills 24 Aptech Training Ltd. FZE Multiple Match 2. Now draw a line to show a product extension on the product life cycle graph. Compare with other students. For Aptech Centre Use Only
25. 25. Reading Skills 25 Aptech Training Ltd. FZE Multiple Match 2. Answer For Aptech Centre Use Only
26. 26. 3. Using the information written above complete the following graph with 3 lines showing: unit cost, number of sales and cash flow. 26 Aptech Training Ltd. FZE Multiple Match For Aptech Centre Use Only
27. 27. 3. Answers Key: --------- sales --------- cash flow --------- unit costs 27 Aptech Training Ltd. FZE Multiple Match For Aptech Centre Use Only
28. 28. 4. Imagine you are the marketing manager for a product. The following are strategies you could use during different stages of your products life cycle. Which strategies belong with which stage? A. ___________________________ Advertise to try to gain a new audience or remind the current audience Reduce prices to be more attractive to customers Add new features to the current product, e.g. better camera on mobile phones Explore new markets try selling abroad Brighten up old packaging, or subtle changes such as putting biscuits in foil packets B. _______________________ Spend a lot on advertising and promotions to create awareness and inform people Distribute to a limited and focused consumer group Focus on early adopters; those that like cutting edge things 28 Aptech Training Ltd. FZE Multiple Match introduction growth maturity decline extension For Aptech Centre Use Only
29. 29. C. ____________________________ Cut losses by spending little on marketing the product Rationalise by cutting out product variations Cut prices to maintain competitiveness Launch promotions to retain loyal customers Narrow the distribution of the product D. __________________________ Further improve and differentiate the product Persuasive advertising to keep consumer Intensive distribution to reach all sectors Enter new markets abroad and so on Promote strongly to attract new users from all areas. E. _________________________ Advertise to promote brand awareness Increase distribution outlets - intensive distribution Target the early majority of potential buyers Continue high promotional spending Improve the product - new features, improved styling, more options 29 Aptech Training Ltd. FZE Multiple Match For Aptech Centre Use Only
30. 30. 4. Answers A. extension strategies B. introduction C. decline stage D. maturity E. growth 30 Aptech Training Ltd. FZE Multiple Match For Aptech Centre Use Only
31. 31. Look at the following sentences a student has written about the product life cycle. Look at the text and decide if they are true or false. If false, correct them. 1. In the development phase the unit costs are high. 2. A decrease in sales means a decrease in unit costs. 3. Cash flow is negative in the decline stage. 4. Cash flow is negative in the introduction stage. 5. Sales rise after the saturation stage. 6. The sales increase in the maturity stage. 31 Aptech Training Ltd. FZE Exercise For Aptech Centre Use Only
32. 32. Answers 1. True 2. False - increase in sales 3. False - positive 4. True 5. False - fall 6. False decrease 32 Aptech Training Ltd. FZE Exercise For Aptech Centre Use Only
33. 33. Which one of the following graphs do you think presents the sale of a DVD of a popular film? Which one do you think represents Evian mineral water? Why? 33 Aptech Training Ltd. FZE Exercise Match the figure to the description. Text A Sales from the outset the sales were strong and increased markedly to their peak after about two years. After that there was a slight decrease before levelling out to the level that we continue to see today, many years later. Text B The sales rose dramatically from the start and peaked quickly before falling almost equally rapidly to about one quarter of sales at its peak. Since then there has been a slow but steady drop to current levels. Predictions are that they will continue on this path until being almost negligible. For Aptech Centre Use Only
34. 34. Answers 34 Aptech Training Ltd. FZE Exercise Figure A - Text B DVD sales quickly peak then drop away quickly. Figure B - Text A Evian a constant present in the market. For Aptech Centre Use Only
35. 35. We can describe graphs using adverbs to describe amount of or speed of growth. Compare increased rapidly to increased considerably. 35 Aptech Training Ltd. FZE Describing Graphs For Aptech Centre Use Only
36. 36. Look at the following charts and the adverbs associated with each verb. Draw a line next to each adverb that depicts its movement. The first has been done for you. 36 Aptech Training Ltd. FZE Describing Graphs Rise Adverbs How to describe increased dramatically rapidly quickly sharply markedly significantly considerably substantially steadily slightly (speed) (amount) (amount) (amount)For Aptech Centre Use Only
37. 37. Complete the sentences with the right form of the word given. 1. Since 2008 sales have _________ significantly. (rise) 2. The overheads ________ steadily (decline). 3. Since March the sales have _________ dramatically; something must be done soon.(decrease) 4. The attendance numbers _________ (drop) significantly between April and July. 5. The workforce has _________ (fall) by 155 over two years. 37 Aptech Training Ltd. FZE Exercise For Aptech Centre Use Only
38. 38. Answers 1. Since 2008 sales have _________ significantly. (rise) 2. The overheads ________ steadily (decline). 3. Since March the sales have _________ dramatically, something must be done soon.(decrease) 4. The attendance numbers _________ (drop) significantly between April and July. 5. The workforce has _________ (fall) by 155 over two years. 38 Aptech Training Ltd. FZE Exercise risen declined decreased dropped fallen For Aptech Centre Use Only
39. 39. Student A and B look at your graph in the Materials and Transcripts section. Write a description of your graph. Then describe it to your partner who will draw what you describe. You will have to describe what you see, using the language of 11.4. Your partner will have to draw the graph as you describe it. 39 Aptech Training Ltd. FZE Exercise For Aptech Centre Use Only
40. 40. 40 Aptech Training Ltd. FZE Test Your Knowledge Sr. no. Statements 1 In the development phase the unit costs are ______________. 2 A(n) _____________ in sales means a decrease in unit costs. 3 Cash flow is ______________ in the decline stage. 4 Sales _____________ after the saturation stage. 5 The sales ______________ in the maturity stage. 1. Complete the sentences with an appropriate word. For Aptech Centre Use Only
41. 41. 41 Aptech Training Ltd. FZE Test Your Knowledge 1. Answers Sr. no. Statements 1 In the development phase the unit costs are high. 2 A increase in sales means a decrease in unit costs. 3 Cash flow is positive in the decline stage. 4 Sales fall after the saturation stage. 5 The sales decrease in the maturity stage. For Aptech Centre Use Only
42. 42. 42 Aptech Training Ltd. FZE Test Your Knowledge Sr. no. Stage Definition 1 Introduction Consumers taste is change and opt for new product/choices. 2 Growth Product is well established and consumers are satisfied. 3 Maturity Product is launched and made available for the consumers. 4 Decline Product is popular with consumers and the sales start rising. 2. Match the stage with the definition. For Aptech Centre Use Only
43. 43. 43 Aptech Training Ltd. FZE Test Your Knowledge 2. Answers Sr. no. Stage Definition 1 Introduction Product is launched and made available for the consumers. 2 Growth Product is popular with consumers and the sales start rising. 3 Maturity Product is well established and consumers are satisfied. 4 Decline Consumers taste is change and opt for new product/choices. For Aptech Centre Use Only
44. 44. 44 Aptech Training Ltd. FZE In a Nutshell In this lesson you learnt to: Understand the product life cycle Use vocabulary pertaining to the product life cycle Describe line graphs For Aptech Centre Use Only
45. 45. 45 Thank You Aptech Training Ltd. FZE For Aptech Centre Use Only