Cours le comportement d’achat des clients

Cours le comportement d’achat des clients

Answer key for units 1, 2, 3, 4, 5 Unit 1 1. 1 1. Staff, employees( people) 2. range ( product) 3. advertising (promotion) 4. accessibility, outlets, locations (place) 5. expensive, competitors, deals (price) 1. 2 1 promotional 2 advertising 3 mix 1. 3 Product Branding Launch Quality Reputation support price Discounts Special deals place Accessibility Delivery Distribution location promotion Direct marketing people Competition Customers Sales force 4 price 5 products Unit 2 2. Product: accessibility, customer needs, objects Prices: affordability, cost to user, objectives Place: accessibility, convenience, organization Promotion: awareness, communication, operations 2. 2 1 customers 2. 3 1 socially acceptable 2 high quality 3 price 4 afford 5 convenient 6 revenue objectives 3 meet 2 identified 4 promotional 5 awareness 1 2. 4 1 we must attract attention to the product 2 people will become aware of the brand 3 4 5 6 7 we need to create an interest in the product . e want customers to develop an interest in the product we must develop a desire to own our product people will take steps to try it. We must prompt action to buy it Unit 3 3. 1 3. 2 verb Strengthen Threaten weaken noun opportunity

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Strength Threat weakness adjective opportune strong Threatening weak 1 threats 2 opportunities, strengths 3 weaknesses, threats 4 threats 1 threat 2 opportunities, strengths 3 weaknesses, threats 4 threats 3. 3 1 the brand is very strong 2 today, consumer fears about health are one of the biggest threats to the processed food sector. an undifferentiated offer will weaken the company in the short term. 4 a clear opportunity is a gap in the market. 5 we may be threatened by the emerging trend towards online shopping. 6 a price war has weakened our profitability Unit 4 4. 1 1. market segments 2. target market 3. marketing strategy 4. Marketing plan 5. Marketing methods 6 marketing mix 2 4. 2 1. USP Unit 5 5. 1 Animal testing Donate money Environmental problems Environmental sustainability 5. 1 partnership 2 charity 3 donate 4 donate 5 socially 6 convinced 7 social 8 friendly 9 beneficial 10 purchasing 11 sustainability mutually beneficial responsible purchasing social problems socially responsible 2. Competitor Analysis 3. Target Market a . CRM b. social marketing e. green marketing Noun En’vironment Responsi’bility So’ciety Sustaina’bility Adjective Environ’mental Re’sponsible ‘social Su’stainable Adverbs Environ’mentally Re’sponsibly ‘socially Su’stainably 3