LEARN 20

LEARN 20 MARKETING WORDS & EXPRESSIONS!

MARKETING WORDS
& EXPRESSIONS!
Knowing about the basics of marketing is important for any job. But do you know how to talk about marketing in English?
These marketing words and expressions will help you do just that! First, read over the definitions and examples. Then, see if
you can do the exercises on the following page. In a future article, we’ll look at some useful words for digital marketing.

1 Marketing 2 The market 3 A brand 4 Brand loyalty

If you’re responsible
for the “marketing” of
a product, you need
to decide on its price,
where to sell it, how to
tell people about it, what
to say about it, etc.: “We
need to decide on the
marketing strategy for the
new shoes.”
The “market” is a general A famous, recognisable If a product has a lot
word to refer to the place product or company of “brand loyalty”,
(a city, region, country, (with a clear logo, colour, customers often buy
the world…) where people slogan…) that customers this product instead
buy or sell things: “When like, understand, see of another one by a
this product comes onto value in, feel loyal to competitor: “Brand loyalty
the market, you’ll be able and believe in: “Apple, for drinks such as Coke or
to buy it.” McDonald’s and Burger Pepsi is extremely high.”
King are all famous
American brands.”

5 Brand association 6 Positioning / 7 B2B 8 B2C

“Brand association”
refers to the things that
a brand is connected
with: “Nike’s brand
association includes high
quality products, style,
innovative technology, the
celebration of sport, and
maximum performance.”
to position (Business to Business) (Business to Consumer)
A product’s “position” is “B2B” refers to any sales “B2C” refers to any sales
the space in the market or business with other or business directly with
that it occupies. For businesses: “We provide customers, consumers
example, the product printing services for B2B or clients: “We’re mostly
could be a luxury brand, clients both domestically involved in B2C through
a low-cost product, a and internationally.” the sales of our desktop
long-lasting device, etc.: computers.”
“They’ve positioned the
car as a luxury status
symbol.”

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9 A competitor
A company that is selling
the same things as your
company: “BitClothing
is one of our main
competitors.”
Note: “competitor” is a
countable noun.
12 Distribution
If you’re in charge of the
“distribution” of a product,
you’re responsible for
delivering the product to
shops, locations, warehouses,
etc. by truck, train, ship…:
“We handle the distribution
of many fresh food items.”
15 To launch
If a product is “launched”,
it’s introduced into the
market so people can buy
it: “They launched their
winter range of clothes last
month.”
18 POS (point of sale)
The place where a product
is sold to the public, such as
next to the cash register in a
supermarket: “Cheap items
are often placed at the POS
to encourage customers to
make impulse purchases.”
10 The competition
A general word to refer to
the companies that are
selling the same things as
your company: “I walked
around the business fair to
check out the competition.”
Note: “competition” is an
uncountable noun.
13 The end-user
(also, consumer)
The person who uses the
product: “It’s important to
keep end-users satisfied
with the product so they
recommend it to their
friends.”
16 Market research
If you carry out “market
research”, you find out about
customers’ likes, needs,
preferences, etc.: “We only
launch a new product if
our market research shows
there’s a high demand for it.”
19 A display
If you create a “display” in a
shop (for example), you put
a product in (or on) furniture
(such as a display cabinet)
so people can see it and
learn about it: “The display
was used to promote our
latest range of sportswear.”
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11 Image
A company’s “image” is
the impression that people
have of it and the way they
see it: “The news story about
the terrible work conditions
at the factory destroyed the
company’s image.”
14 A consumer
(also, end-user)
The person who uses the
product, as opposed to
the customer who buys
it: “When it comes to
toys, parents are often the
customers, but children are
the consumers.”
17 Packaging
The paper, plastic,
cardboard, etc. that goes
around a product to protect
it: “Plastic is becoming
increasingly unpopular as a
material for packaging.”
20 Promotion
“Promotion” involves
informing people (customers,
sales staff, distributors,
retailers…) about a product
or service in order to
increase sales or product
awareness. Typical forms of
promotion include contests,
coupons, displays, prizes,
samples, discounts...: “As
part of the promotion for
the wine, they were giving
away free glasses of it.”
THE 7 P’S OF
THE MARKETING MIX
• Price: what customers pay
for the product or service.
• Place: where customers
can buy the product.
• Product: what customers are
LEARN 20 MARKETING WORDS & EXPRESSIONS!
offered: a physical product, a
service…
• Promotion: telling people
about the product through
advertising, social media
posts, news reports, etc.
• Physical evidence: all the
physical things related to the
product: packaging, business
cards, brochures…
• People: all the people
involved with the product:
sales assistants, delivery
personnel, customer
service agents…
• Process: any process related
to the product or service:
online shopping, customer
complaints, delivery, product
manufacture…
GLOSSARY
to see value in exp
if you “see value in” something, you
understand its importance and how useful
it is for you
loyal adj
if you’re “loyal” to a product, you always
buy that product
innovative adj
an “innovative” product is new and
original
performance n
your “performance” at something (such
as running, working, acting, etc.) refers to
how well (or badly) you do it
a luxury brand n
a “luxury brand” is a product that is
exclusive, high quality, expensive… For
example, a Rolls Royce is a “luxury brand”
of car
to deliver vb
if you “deliver” a product somewhere, you
take it there by car, truck…
a warehouse n
a large building where you can store (put)
things (products, goods…) until you need
them
an item n
an “item” is a word you can use to refer to
a thing (or things) from a collection or list.
All these things can be “items”: a carton
of milk, a pair of trousers, two points on a
meeting agenda…
a cash register n
a machine in a shop, restaurant, etc. that
records how much you paid for something,
when you paid it, what time it was, etc.
an impulse purchase n
if you make an “impulse purchase”, you
buy something suddenly (often because
you’ve just seen it)
a display cabinet n
a piece of furniture with a lot of glass
that is used to show people things in a
museum, shop, office, home, etc.
latest adj
the “latest” product, film or book (for
example) is the most recent one
a range of n
a “range of” products is a number of
products of a similar kind but with small
differences: a range of clothes, a range of
computers, a range of phones…
awareness n
if there’s “awareness” about something,
people know about it
a coupon n
a small paper object that lets you pay
less money (50% off, for example) for
something in a shop, restaurant, etc.
a sample n
a small quantity of a product (such as
cheese, wine, etc.) that you can eat or drink
to see if you like it
a discount n
a reduction in the price of something: a
15% discount (for example)
a brochure n
a small, thin book with information about
a product or service
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 EXERCISES TO HELP YOU
LEARN 20 MARKETING WORDS & EXPRESSIONS!

REMEMBER THE WORDS

& EXPRESSIONS!
Answers on page 48

1 Gap-fill exercise 2 Sentence completion

Complete the sentences with the words from below. Complete the sentences with the missing letters.
1. Nike’s brand a includes high quality
distribution packaging display consumers
products, style…
promotion image strategy point 2. I walked around the business fair to check out the
c .
1. When it comes to toys, parents are often the 3. Brand l for drinks such as Coke or Pepsi
customers, but children are the . is extremely high.
2. The news story about the terrible work conditions at 4. BitClothing is one of our main c .
the factory destroyed the company’s . 5. We only launch a new product if our market
3. We handle the of many fresh food r shows there’s a high demand for it.
items, taking them to shops in the local area. 6. We provide printing services for b to
4. We need to decide on the marketing for business clients.
the new shoes. 7. Apple, McDonald’s and Burger King are all famous
5. As part of the for the wine, they were American b .
giving away free glasses of it. 8. When this product comes onto the m ,
6. The cabinet was used to promote our you’ll be able to buy it.
latest range of sportswear. 9. It’s important to keep end-u satisfied
7. Plastic is becoming increasingly unpopular as a with the product.
material for . 10. They l their winter range of clothes last
8. Cheap items are often placed at the of month.
sale to encourage impulse purchases. 11. They’ve p the car as a luxury status
symbol.

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