Markets and Competitors

Marketing Terms Vocabulary
20.1 Use the correct form of the words in brackets to complete the sentences.
1 European films do not export well: European movies barely ….. (abandon/corner/
penetrate) the US market.
2 In the 1970s, Kodak….. (corner/enter/leave) the instant photography market, until

then …… (abandon/dominate/penetrate) by Polaroid.
3 The Hunt brothers tried to fix silver prices and to ……. (corner/enter/leave) the
silver market,........ (enter/drive out/monopolize) all competitors.
4 In the 1940s, MGM …… (abandon/get out of/monopolize) the market on film

musicals. But by the late 1950s, Warner Bros had also started buying film rights to
musicals.
20.2 Replace the underlined expressions with expressions from B opposite.

You may need to add a verb in the correct form.
I'm Kalil and I'm marketing manager for CrazyCola in a country called Newmarket. In
this market, we (1) sell more than any other cola (we sell less than any other cola). In
fact, We (2) have 55 per cent of the market. (we have 55 percent of the market) (3)
Sales are increasing at (Sales are decreasing at)seven to eight per cent per year.
There are two main (4) groups of users :(secondary user groups:) those who drink it
in cafés, bars and restaurants, and those who buy it to drink at home. Of course,
many users belong to both groups, but this is our (5) way of dividing our consumers.
(way of combining our consumers.)
20.3 Read this description of a language training market. Answer the

questions.
In Paris, 500 organizations offer language training to companies. However, 90 per
cent of sales are made by the top five language training organizations. The market is
not growing in size overall. Organization A has 35 per cent of the market, and faces
stiff competition from B,
which has about 25 per cent of the market, and from C, D and E, who each have 10
per cent, but who are trying to grow by charging less for their courses.
1. How many competitors are there in this market?

There are 500 competitors in this market.
2. Is competition in the market strong?
Yes, the market is very competitive, especially among the top five organizations.
3. Who is the market leader?
The organization A is the market leader with a market share of 35%.
4. Who are the two key players?
The two main players are Organisation A and Organisation B.
5. Who mainly makes up the competition, from the market leader's point of
view?
From the market leader's point of view, the main competitors are Organisations B, C,
D and E, each with 10% market share.
6. If one competitor increases its market share, can the others keep their
market share at the same level?
If one competitor increases its market share, it may be more difficult for the others to
maintain their market share at the same level, especially if the market as a whole is
not growing.
Answer the questions in 20.3 about a market that you know, for example the
market that your company, or a company you would like to work for, is in.
Software companies in Spain

1. How many competitors are there in this market?
In this market, there are approximately 34.004 companies offering software services.
2. Is competition in the market strong?
Yes, competition in the market is intense due to the presence of numerous
companies vying for market share.
3. Who is the market leader?
The market leader in this segment is Company Deloitte.
4. Who are the two key players?
The two key players in the market are Company Deloitte and Company PwC, which
hold significant market share and influence.
5. Who mainly makes up the competition, from the market leader's point of
view?
From the market leader's point of view, the competition consists mainly of PwC,
Ernst & Young and KPMG.
6. If one competitor increases its market share, can the others keep their
market share at the same level?
It depends on various factors such as the strategies adopted by competitors, market
dynamics, and customer preferences. If one competitor increases its market share
significantly, it may impact the market share of others, leading to potential shifts in
the competitive landscape.
21.1 Look at A and B opposite. Read the article and answer the questions.
Most people and many managers do not understand the role of marketing in
modem business.
Marketing is two things. First, it is a strategy and set of techniques to sell an

organization's products or services. This involves choosing target customers and
designing a persuasive marketing mix to get them to buy. The mix may include a
range of brands, tempting prices, convenient sales outlets and a battery of
advertising and promotions. This concept of marketing as selling and persuasion is
by far the most popular idea among both managers
and the public. The second, and by far more important concept of marketing, focuses
on improving the reality of what is on offer. It is based on understanding customers'
needs and developing new solutions which are better than those currently available.
Doing this is not a marketing department problem, but one which involves the whole
organization.
For example, for Rover to beat Mercedes for the consumer's choice involves
engineering new models, developing lean manufacturing processes, and
restructuring its dealer network. Creating company-wide focus on the customer
requires the continual acquisition of new skills and technology. Marketing is rarely
effective as a business function. As the chief executive of Hewlett Packard put it:
'Marketing is too important to leave to the marketing department.' Such companies
understand that everybody's task is marketing. This concept of marketing offering
real customer value is what business is all about.
1. Which of the four Ps are mentioned here?

➢ Products (the organisation's products or services)
➢ Prices (attractive prices)
➢ Place (convenient points of sale)
➢ Promotion (advertising and promotions)
2. Does the author think the four Ps are a complete definition of

marketing?
The author does not believe that the four Ps provide a complete definition of
marketing. While the first concept of marketing focuses on selling and persuasion
(which coincides with the four Ps), the author emphasises the second concept of
understanding customer needs and improving the reality of what is offered. This
broader perspective goes beyond the traditional four Ps and involves the whole
organisation in creating value for the customer.
3. Does the author think that marketing is only for marketers?

The author does not believe that marketing is only for marketing managers. They
argue that marketing involves the whole organisation, not just the marketing
department. The author stresses that creating a company-wide approach to the
customer and delivering real value to the customer is essential for business success,
indicating that marketing is the responsibility of everyone within the organisation.
21.2 Match the sentence beginnings (1—5) with the correct endings (a—e). The
sentences all contain expressions from C opposite.
1. Farms are now more market-oriented

2. Since the 1980s, Britain has had a much more market-led
3. Many market-led growth businesses,
4. Lack of investment and market orientation
5. American TV is a market-driven industry,
A. such as Microsoft and Sony, are in several markets at once.

B. and the audience decides the direction it takes.
C. led to falling sales and profits.
D. and less dependent on government money.
E. approach to economics.
Can a poor product be made successful by clever marketing techniques?

Can you think of any examples?
Yes, clever marketing techniques can sometimes make a poor product successful, at
least in the short term. One example is the
marketing campaign for "Pet Rock" in the 1970s.
The product itself was nothing more than a smooth
rock packaged in a box with ventilation holes,
marketed as a pet. Despite its lack of functionality,
clever marketing and novelty made it a short-lived
fad, with millions sold. Another example might be
certain fad diets or weight loss products that are
heavily marketed, promising quick results but often lacking long-term effectiveness.
While these examples demonstrate that marketing can temporarily boost sales or
create buzz around a product, sustained success often depends on delivering
genuine value to customers.
22.1 Match the sentence beginnings (1—7) with the correct endings (a—g). The
sentences all contain expressions from A opposite.
extending their product portfolio into

1. Banks are adding new types of financial services.
accounts
2. Apple is going to simplify its and deliver fewer but more competitive
product line models.
3. Consumers have mixed feelings product life cycles are so short that
about supermarkets product launches are very frequent.
4. When BMW bought Rover, it changed its product range towards

more expensive cars.
5. The new law will ban product of cigarettes in movies.

placement
6. Following the launch of the its product positioning in relation to

Series 5 laptop, consumers were Psion's existing hardware products.
slow to understand
7. With this type of equipment in the to their product mix.

US,
22.2 Look at the words in B opposite. Which applies to each of these
products?
1. microwave ovens -CONSUMER DURABLES

2. cotton - RAW MATERIALS
3. cars - CONSUMER DURABLES
4. hamburgers -FAST-MOVING CONSUMER GOODS.
5. soap powder -FAST-MOVING CONSUMER GOODS.
22.3 Complete this marketer's description of his work using expressions from
C opposite.
My name's Tomas. I'm Portuguese, and I've been (1) BRAND MANAGER for Woof
dog food for the whole of Portugal and Spain since I left business school last
summer.
The Woof BRAND (2) . is owned by a big international group. The market for pet
food in Portugal and Spain is growing very fast, as more and more people own dogs
and cats, and we're trying to increase (3) BRAND RECOGNITION of Woof through
TV advertisements and hoardings in the street. Research shows that people have
very positive ideas about it: it has a very positive (4) BRAND IMAGE supermarkets
have their (5) OWN BRAND dog food, usually sold cheaper than our product, which
is a problem. There are even (6) GENERIC PRODUCTS sold just under the name
'dog food'. We have to persuade people that it's worth paying a bit more for a (7)
BRANDED product like Woof, which is far better, of course.
Have you seen any examples of product placement?

Yes, product placement is quite common in films and TV programmes, where
products are strategically placed within the content to subtly promote them. For
example, a character in a film may drink a Coca-Cola soft drink or drive a Mercedes
car, which serves as a form of advertising for that product.
Do you know any products with strong brand images?

Yes, I know many products with strong brand images, such as Apple for its sleek and
innovative technology, Nike for its association with athletics and performance, and
Coca-Cola for its classic and timeless appeal.
What are the advantages and disadvantages of brand name products, own
brands and generics? Which do you prefer to buy?
The advantages of branded products include perceived quality, reliability and brand
loyalty. As a consumer, I tend to trust branded products because of their reputation
and consistency. However, they can also be more expensive than generic or
own-brand products.
But own brands, also known as private labels, offer consumers a more affordable
alternative to branded products. I believe their quality is often comparable and they
can offer good value for money. However, some consumers may perceive them as
inferior or lacking prestige compared to branded products.
Generics, on the other hand, are often the most affordable option and offer basic
functionality without frills or branding. I believe they are often preferred by
consumers on a tight budget, but may lack the quality or features of branded
products.
As for my preferences, they depend on the product and my specific needs at the
time. I may opt for a branded product if I value quality and reliability, but I am also
open to trying private label or generic alternatives if they offer value for money
without compromising too much on quality.

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Marketing Terms Vocabulary

2 In the 1970s, Kodak….. (corner/enter/leave) the instant photography market, until

4 In the 1940s, MGM …… (abandon/get out of/monopolize) the market on film

20.2 Replace the underlined expressions with expressions from B opposite.

20.3 Read this description of a language training market. Answer the

1. How many competitors are there in this market?

Software companies in Spain

Marketing is two things. First, it is a strategy and set of techniques to sell an

1. Which of the four Ps are mentioned here?

2. Does the author think the four Ps are a complete definition of

3. Does the author think that marketing is only for marketers?

1. Farms are now more market-oriented

A. such as Microsoft and Sony, are in several markets at once.

Can a poor product be made successful by clever marketing techniques?

extending their product portfolio into

4. When BMW bought Rover, it changed its product range towards

5. The new law will ban product of cigarettes in movies.

6. Following the launch of the its product positioning in relation to

7. With this type of equipment in the to their product mix.

1. microwave ovens -CONSUMER DURABLES

Have you seen any examples of product placement?

Do you know any products with strong brand images?

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