2. “The last stage of fitting the product to the market is
fitting the market to the product“
Clive James
Australian writer and broadcaster
3. New vocabulary, pg. 15
buying habits
government bureaucracy
monetary regulations
economic situation
income distribution
political stability
*What is the influence of ......... on expanding beyond
domestic market?
4. Reading exercise, pg. 16 – 17:
I – lines 1-21: How is Latin America described?
II – (A) lines 22-77: What are cultural peculiarities of the
mentioned countries?
(B) lines 78-112: What has the history of Starbucks been
like?
(C) lines 113-152: Has Sturbucks been a hit everywhere
around the world?
Courtesy: http://www.mcb.rs/blog/wp-content/uploads/2018/02/Types-of-Marketing.jpg
5. Language review: Noun compounds and
phrases, pg. 18
• Noun compounds, phrases and collocations:
o two (or more) nouns together
o shorter and more convenient
o can be modified by adjectives and adverbs
• Examples:
consumer profile, mass-market cafè culture, speciality shop, per
capita consumption, anti-globalization movement, marketing
campaign, marketing budget, marketing strategy, market
research, market survey, market sector, product range, product
feature, product manager, advertising campaign, advertising
agency, advertising slogan, brand awareness, brand loyalty, brand
image, sales figures, sales forecast, sales target, price promotion,
price range, price rise
6. New vocabulary, pg. 15-17
• Different markets:
domestic market, home market, international market,
overseas market, worldwide market
• Market situations:
growing market, expanding market, developing market,
break into a market, penetrate a market, get a foothold
in a market,
declining market, retreat from a market, pull out of a
market, saturate a market
• Parts of a market:
market sector, market segment, market niche
7. New vocabulary, pg. 15-17
• Product on a market:
launch a product, bring out a product, introduce a
product, withdraw a product, roll out, license, phase
out
• Marketing startegies:
slogan, logo, promotion, discount, free sample, special
offer
• Investigating a market:
survey, market research, questionnaire, focus group,
target
• People in a market:
retailer, wholeasaler, distributor, manufacturer
