☰ Contents · English

Marketing, special offers and the power of advertising

Lessons 46–48 · 3 lessons · L. Jurayev, M. Abdullayeva, H. Tuhtarova, S. Khan, L. Tsoy, K. Inogamova, L. Matskevich, R. Ziryanova. Fly High English 9 (English, Grade 9), revised and expanded 2nd edition. “Yangiyo‘l Poligraf Servis”, Tashkent, 2014
46

What is marketing and promotion?

Textbook: pp. 70–71
GoalMarketing and promotion: product, price, place, promotion; wholesaler and retailer; opinion phrases.
New words
product · mahsulotconsumer · iste’molchiwholesaler · ulgurji sotuvchiretailer · chakana sotuvchi
Explanation

Marketing is everything a company does to bring a product to the buyer: what product to make, what price to set, where and how it is sold (place), and how to tell customers about it (promotion). Promotion means telling customers about the product and persuading them to buy it. Advertising is only one tool of promotion; others are special offers, public relations and personal selling. A wholesaler buys large quantities from producers and sells to retailers; a retailer sells to the final consumer. Giving opinions: In my opinion promotion is ... ; It seems to me that ... ; I think promotion helps new products to become known. What persuades consumers: a TV advert, a friend’s recommendation, a low price.

Worked examples
A bakery decides on the product (fresh bread), the price (fair), the place (a shop near a school) and the promotion (a free taste on opening day). The bakery is a retailer; the flour company is a wholesaler.
In my opinion promotion is useful for customers because they learn what exists. It seems to me that honest promotion helps small companies to grow.
Class activity

“The four Ps”: groups choose an imaginary product and write one sentence each about product, price, place and promotion.

Practice
1
What is promotion?
2
Who is who? Wholesaler or retailer: “sells to the final consumer”
3
Give an opinion about promotion (In my opinion ...).
4
Why is advertising only a part of marketing?