Unit 4. Marketing planning

Exercise 1. Look through the text, find the nouns with the suffixes – er or –or. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 2. Look through the text, find the nouns with the suffixes

–tion or –sion. Try to guess the meaning of the words. If you can’t, consult the dictionary. Make up sentences with these words.

Exercise 3. Read the words and their explanations and use them in your own sentences.

plan – arrangement for doing something, considered in advance;

failure – lack of success;

rival – personor company who competes with another person or company;

communication – act of passing on (news, information);

forecast – something said in advance;

performance – achievement; result;

branding – giving a trademark;

positioning – placing;

penetration – making a way into something;

to gain – toget; to receive;

to increase – to grow;

to reduce – to make less or smaller.

Exercise 4. Read the words and make up 5 sentences including all the words from exercise 3.

Exercise 5. Read the words from exercise 3, find the nouns in the list and think of as many adjectives as you can for each of them.

Exercise 6. Read the title of the text and try to predict the contents of it.

Exercise 7. Look through the text; divide it into logical parts and think of the title for every part.

Exercise 8. Read the text and find out:

1. Why is it necessary to plan?

2. What do strategic marketing plans reduce?

3. What does the marketing plan identify?

4. What is the most effective approach to strategic planning?

5. What questions should the corporate plan answer?

6. What questions should the strategic marketing plan answer?

7. What stages does the simple marketing plan involve?