Part B

Directions:

You are going to read a text about the tips on marketing success, followed by a list of examples. Choose the best example from the list A-F for each numbered subheading (41-45). There is one extra example which you do not need to use. Mark your answers on Answer Sheet 1.

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Amongst his many books is Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide.

In his interview with CNN, Professor Kotler offers his top tips for marketing success.

Look at what you are doing now

“Start by looking at the marketing activities you use and the marketing skills you have. You are probably doing a lot of the right things already. However, you should: 1) research what your market wants; 2) decide on your objectives, identify and choose your target customer groups and position your business to serve your chosen market profitably; 3) put the plan to work through selling and promoting your products and services to customers, through pricing and using appropriate distributors and agents effectively; and, finally, 4) monitor the effectiveness of your marketing activities in terms of customer satisfaction and the impact on your bottom line.”

(41) Come in under the radar

Building a brand is a roll-out process, not a drop everywhere in the world at one time.

(42) Know your customer

“There are still too many CEOs who identify marketing with selling and advertising. But marketing has evolved to be not only product centered but customer centered. We are saying you’ve got to understand and choose the customers you want to serve. Don’t just go after everyone. Define the target market carefully through segmentation and then really position yourself as different and as superior to that target market. Don’t go into that target market if you-re not superior.

(43) Own your branding

“We are not in a state of competition anymore; we-re in a state of hyper-competition. So people are desperately looking for handles—functional features, emotional appeals—that will draw people to their product.

(44) Stay ahead of the competition

“The worst thing is that if something

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