Activity 2

a)Brand Management: Open your Market Leader book on page 7 and do exercises Vocabulary A, B and C.

C) Discuss these questions.

What are the advantages and disadvantages for companies of product endorsement?

One of the advantages is to capture the attention of the public, also make an emotional connection with the people, but this connection can to be negative or positive, in the image of the celebrity and the culture of the market, where the advertising is done. For this reason, companies should be careful with the image that they want to project.

An example of this, is the advertising ASPCA, the association animal cruelty and trade with the image of Sarah Mc Laughlin and her song, "is in the arms of an angel".This commercial achievement is to touch the hearts of the people and multiply donations in the United States. 

How can companies create brand loyalty?

The company should develop a product based on customer wants and needs

An important question the company should ask: How can I make my  product or services better for my customer?

Another important factor is that the company needs to constantly train their employees and should always be thinking of the customer with a willing spirit to serve. 

The company must constantly innovate.

Managing customer relationships.

Can you give any examples of successful or unsuccesssful brand stretching?

P&G have create star product Tide, positioning the company in the deterging market as the leader since it was launched in 1946.Tide was the original product, after the company was developing, Tide plus bleach alternative, Tide plus febreze freshness, Tide plus a touch of downy, Tide plus downy sweet dreams, Tide plus febreze freshness spot, Tide Cold water clean, Tide simply clean and fresh and Tide oxi stain remover.

Think of a cheap or expensive idea for a product launch?

What other market segments can you identify?

Demographic segmentation: gender, age, income, housing, type education level.

Price segmentation: Based in household income.

Media segmentation: Radio, televisión, Internet or magazines, newspapers.

Geographic segmentation: state, region, country, urban areas versus rural areas, cold areas versus warmer areas.

Psychographic or life’s style segmentation: perceptions, beliefs, interest, values and emotions.

What actions can companies take if they start to lose market share?

The companies need to develop good products, do market research, improve customer relationships, improve customer service, and should monitor the life cycle of the product.

b) Language Review: Open your Market Leader book on page 10, read the explanation given on it and on page 146 (grammar reference) about Present Simple and Present Continuous, then do exercises A, B and C.

c) British and American English: Open your Market Leader book on page 15, do exercises A, B and C.

d) Language Review: Open your Market Leader book on page 18, read the explanation given on it and on page 146 (grammar reference) about Talking about the future, and then do exercises A and B.

e) Language Review: Open your Market Leader book on page 26, read the explanation given on it and on page 147 (grammar reference) about Past Simple and Present Perfect, and then do exercises A and B.