READING COMPREHENSION WORKSHOP

ANGIE PAOLA MARTÍNEZ MORALES

INSTRUCTOR: EDUIN PINEDA

GESTIÓN DE MERCADOS

SERVICIO NACIONAL DE APRENDIZAJE SENA

CHAPARRAL-TOLIMA

2019
1. MATCH THE WORD WITH THE CORRESPONDING MEANING

A. Supply C. Expensive
B. Demand B. Desire to buy any product
C. High price D. All people
D. Mass market E. The lifetime of goods and services
E. Life cycle A. Disposition to offer products

2. ACCORDING TO THE TEXT, MENTION THE THINGS PEOPLE TAKE INTO

ACCOUNT TO DETERMINE THE DEMAND.
* the appearance
* the Price
* distribution method
* change the packaging to refresh the Brand
* Life cycle of a product
* price promotion

3. WRITE F FOR FALSE OR V FOR TRUE

a. Production cost depends on Technology

F() V (x)

b. As greater the expectations are, the lower will be the offer from the companies.

F (x) V()
c. One of the four Ps of marketing mix is Package

F (x) V()

d. Price is the amount a customer pays for the product

F() V (x)

e. Planning is to transform and develop marketing objectives to marketing

strategies

F() V (x)

4. ANSWER THE FOLLOWING QUESTIONS

A. WHAT IS BENCHMARKING?
It is a systematic process to evaluate the products, services and job procesos

B. WHAT IS THE PROCESS OF BENCHMARKING?

it is a continuous process by which the products, services or work processes of the
leading companies are taken as a reference, to compare them with those of your
own company and then make improvements and implement them.
C. NUMBER THE ASPECTS TO BE TAKEN INTO ACCOUNT IN
BENCHMARKING:

1. quality
2. productivity
3. weather

5. WRITE THE VOCABULARY (20 WORDS) FROM THE READING, AND MAKE A
GLOSSARY ORGANIZE THE WORDS IN ALPHABETIC ORDER AND WRITE THE
MEANING OF EACH WORD.

1. APPEARANCE: when we speak of appearance we refer strictly to that external

being of a thing

2. BRAND: is a name, term, sign, symbol, design or a combination of these that is

assigned to a product to identify it and distinguish it from other products that exist in
the market

3. CLIENT: A customer is the person or company receiving a good, service, product

or idea, in exchange for money or another item of value

4. COMPANY: A company is an organization or institution dedicated to activities or

pursuit of economic or commercial purposes to meet the needs of goods or services
of the applicants

5. DISTRIBUTION: The distribution is that set of activities, which are carried out
since the product was made by the manufacturer until it has been purchased
6. MARKETING: Set of techniques and studies that aim to improve the marketing of
a product

7: MARKET: a market is a set of process transactions or exchange of goods or

services between individuals

8. MARKETING MIX: The marketing mix is part of a tactical level of marketing, in

which strategies are transformed into concrete programs so that a company can
reach the market with a satisfactory product of needs and / or desires, at a
convenient price, with

9. NATURE OF THE PRODUCT: It is a set of physical and tangible attributes

gathered together in an identifiable way. One way to satisfy consumers and obtain
a differential advantage is product design, which refers to the arrangement of the
elements that together constitute a good or service

10. PRICE: Amount of money that allows the acquisition or use of a good or service

11. PRODUCT LIFE CYCLE: The life cycle of the product is the evolution of the sales
of an item during the time it remains in the market

12. PRODUCT: a product is an eligible, viable and repeatable option that the offer
makes available to the demand, to satisfy a need or meet a desire through its use or
consumption

13. PROMOTION: The promotion is a term that is often used in marketing is one of
the elements of the market mix

14. PACKING: the package is a container or wrap that contains products temporarily
mainly to group units of a product thinking about its handling, transport and storage
15. SEGMENT: The market segment is a relatively large and homogeneous group
of consumers who can be identified within a market, who have similar desires,
purchasing power, geographical location, buying attitudes or buying habits and who
will react in a similar way to a mixture of marketing.

16. SALES: Sales are activities related to the sale or quantity of goods or services
sold in a given period of time.

17. STRATEGY: The strategy is a high level plan to achieve one or more objectives
in conditions of uncertainty

18. SUCCESS: Result, especially happy, of a company or action undertaken

19. TECHNOLOGY technology is the science applied to solving specific problems.

It constitutes a set of scientifically ordered knowledge, which allows to design and
create goods or services that facilitate the adaptation to the environment and the
satisfaction of the essential needs and desires of humanity:

20. TO BUY: Acquire a thing in exchange for money

6. WRITE A TEN LINES TEXT THAT SUMMARIZES THE TOPIC OF THE
ACTIVITY
In the following work we deal with the marketing mix issue since this helps us to
adjust the characteristics of the appearance, the price and the distribution method to
be able to have a target market segment. The marketing mix takes into account each
stage of the product, for example. change the packaging of a product to refresh your
brand and increase sales these mixes do not work for all companies. The product
combination, price promotion and place chosen by. A company will depend on its
size, competence, the nature of the product and its objectives. The global marketing
mix is the marketing strategy of the company and is considered a success if it meets
the objectives of the marketing department.