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UNIT 6 : MARKETING

What consumer / buyer / purchaser / shopper are you ?

ADJECTIVES

DEFINITION / EXAMPLE

Reasonable

You don’t spend too much money

Thrifty

You buy goods with reduced price

Spending

You buy a lot of products

Compulsive

When you’re obsessed with buying

Impulsive

You see something interesting and you don’t really care about the price

Careful

When you pay attention to the price and to what you need

Different place to shop

PLACES

Advantages

Drawbacks

Online

- Comfort of your home

- Quick purchase

- You have to pay online

→ Security

Town centres

- More help & advice

- Friendly relationships with the salesman / saleswomen

- Limited choice

- Expensive car parks

Shops

Stores

Supermarkets

Shopping mall

- Much choice

- More price cuts / discounts

- Free car parks

- Overcrowded

→ Frustrating

Commercial areas = trading areas

How to describe products, example with 2 pen

[pic 1]

[pic 2]

[pic 3]

Product

Downmarket

Upmarket

Price

Inexpensive / cheap

Expensive

Place

- Stationary shops

- Stores

- Supermarket

- Gift shops / stores

- Department stores

Promotion

- Supermarket catalogues

- Gondolas

- Talking signs

- Banner displays

- Flyers

- Strategic points in stores

- Poster stands

Target Market

Mass market

Targeted market :

- Businessmen

- Businesswomen

Product one is a downmarket product sold at a very cheap or inexpensive price. In addition, it will be sold in supermarkets and local stationary shops and is aimed (= destine) at the mass market, advertised in supermarket catalogues and displayed on gondolas.

Product two is an upmarket product and will be sold at a more expensive price to a specific targeted market such as businessmen and businesswomen. Sales will be generated in more upmarket shops such as stationary, gift and department stores and will be advertised in more targeted magazines or on the internet.

Make sentences with the words below to describe your or people’s buying habits

(online) advertising  /  influence

Online advertising influences customers’ behaviour because nowadays they buy more on the internet.

Brand  /  upmarket

Customers like brands because they are high-quality and upmarket products.

After-sales service  /  guarantee

When I buy a product and it’s still guaranteed, I can go to the after-sales service to change or repair it.

Online buying  /  delivery mode

I am used to buying online even if the delivery mode I choose makes me wait two or three days to receive my item.

Discount /  price cut  / voucher

A discount, a price cut and a voucher make customers buy more.

Free trial  /  free sample

A free sample influences customers to buy the product while a free trial allows (= permettre) to value the product for a future purchase.

Optional features  /  packaging

Companies are careful with their packaging. That’s why they choose planet-friendly optional features.

Quality  /  downmarket

Often downmarket products are bad quality ones.

Supermarkets  /  large range

People go to the supermarket because there is a large range from downmarket to upmarket products.

Small shops  /  advise

In small shops, salesmen are more likely (= plus apte) to advice customers.

Purchasing power  /  can’t afford

Students can’t afford to buy items because they have a low purchasing power.

Sales  /  buy or purchase

In supermarkets, we think that sales are more frequent. Customers prefer to buy inexpensive products to save money.

...

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