Lesson 6 - Exercise

1.1.2022, , Izvor: Verlag Dashöfer

Lesson 6 – Exercise

Exercise 1

Write short answers to the following questions about the text above.

  1. Explain the marketing concept.
  2. What is a marketing mix?
  3. What channels of distribution may retail products go through?
  4. What does “USP“ mean?
  5. What does the abbreviation S.W.O.T. stand for?

Exercise 2

There are many ways of attracting customers to your product and keeping your brand name in the public eye. Look at the list below and try to find definitions from following descriptions.

  1. Sales literature
  2. Packaging
  3. Personal selling
  4. Point of sale advertising
  5. Public relations
  6. Publicity
  7. Show rooms
  8. Sponsorship
  9. Telephone sales
  10. Trade fairs
  11. Worth of mouth


  1. Your rep can visit customers; this is the most effective method of promotion, but unfortunately also the most expensive.
  2. Brochures, leaflets and catalogues can describe your products in more details.
  3. Your stuff can call customers, or customers can call to ask for information or request sales literature. Potential customers can be sent direct mail.
  4. Existing customers can tell their friends or colleagues about your product and if they are satisfied, they will recommend it to them.
  5. PR can ensure that your company keeps a high profile, and that people are aware of your good image and
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