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Topic: Marketing Vocabulary 4

An exercise to help you learn & pratice some common vocabulary/terms used in marketing. Choose the best response to complete each of the sentences below.

1. A ______________ market is a market which an organization/company sets its views on.
  target
  targeting
  bullseye

2. When describing a product's benefits, one often uses the words "tangible" ( = real), and "______________" ( = inherent).
  intangible
  intrinsic
  introductory

3. Brands that have high perceived value are often included in a ______________'s consideration set. ( = buyer's consideration set)
  purchase
  seller
  purchaser

4. To "trade off" A for B, means to gain A ______________. For example, people often trade off price for product features.
  at the expense of B
  as well as B
  for free

5. Bill's company was able to charge a ______________ ( = high price) in the marketplace because of their positive brand equity. ( = the value built up in a brand)
  premier
  promotion
  premium

6. A product with no brand name is referred to as being ______________.
  branded
  unbranded
  unidentified

7. Our marketing manager believes that a ______________ would highlight the new redesign.
  name change
  change name
  naming change

8. If a product is discontinued, it is ______________.
  available
  no longer available
  free

9. The four P's of marketing (also known as the "marketing mix") refers to product, price, promotion and ______________ (= where the product can be bought)
  place-setting
  place/placement
  placation

10. A business "model" is, in a way, a business ______________.
  streamline
  strength
  strategy

(Your answers will be displayed in a new window)

TIME TO PRACTICE! Marketing

Here are some role-playing games to practice marketing vocabulary:

Product launch pitch

Scenario:
Teams represent a company preparing to launch a new product or service.

Roles:
• Marketing manager
• Brand strategist
• Investor / executive board
• Journalist (optional)

Task:
Present a complete launch strategy (target audience, USP, channels, budget). The audience challenges the plan with questions.

Language focus:
Persuasion, presenting data, handling objections
“Our value proposition is...” / “Market research indicates that...”

Rebranding crisis meeting

Scenario:
A company faces negative publicity due to a failed campaign or online backlash.

Roles:
• Head of marketing
• PR manager
• Social media manager
• CEO

Task:
Discuss damage control strategies and agree on a rebranding plan.

Language focus:
Diplomatic language, speculation, problem-solving
“We may need to reposition the brand...” / “One possible response would be...”

Client-agency negotiation

Scenario:
A company wants to hire a marketing agency for an upcoming campaign.

Roles:
• Client marketing director
• Agency account manager
• Creative director
• Finance manager

Task:
Negotiate goals, budget, KPIs, timeline, and responsibilities.

Language focus:
Negotiation, compromise, formal agreement language
“Given our budget constraints...” / “We can be flexible provided that...”

MATERIALS TO HELP YOU LEARN (AND TEACH!):
BUSINESS ENGLISH GLOSSARY
BUSINESS ENGLISH WORKSHEET COLLECTION

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