Shadowing Practice: Introduction to Marketing: The Marketing Mix - Learn English Speaking with Video

Bir pratik modu seçin

Her mod tam ekran bir pratik odası açar.

218 cümleler

Cümleler çok kısa veya çok uzun ise, ayarlamak için Düzenle'ye tıklayın.

Welcome to a brief review of what we call the marketing mix.

The marketing mix, also referred to as the four P's for product, place, price, as well as promotion,

is one of the fundamental components of marketing.

When businesses decide what it is that they're going to produce, how they're going to sell it, how they're going to price it,

and ultimately how they're going to communicate their product or service offerings,

what they do is they going to go through these four areas one by one.

Real briefly, obviously we have the product, the place, price, as well as the promotion.

I'll define individually what these are and what kind of purpose they have essentially.

What do companies have to consider when they're choosing one particular category over another?

Now, first off with the product, what the product refers to is the tangible product or the actual service itself.

Now, obviously service is one is tangible, products you can hold, you can pick up, they have weight.

Services typically don't.

Services usually are also both provided and consumed at the same point in time.

For example, if you were to go in and to get your car oil changed, for example, get the oil changed in your car,

your car would have to be present and you couldn't store that service for a later date.

Not only would you have to take part in the delivery of the service, but you would also at the point in time in which it's delivered, essentially.

But the product not only refers to the actual good or service, but we also talk about the packaging.

We're also referring to things like the warranty.

The brand name your company's image, as well as the service that's provided after the sale.

Now the product piece is the first component of the marketing mix, and that's by design.

The reason is it's very difficult to develop a pricing strategy

or to determine where you're going to sell the product

or ultimately how you're going to promote it unless you know what the product is.

This is why the product is the first component of the marketing mix.

to do the other remaining components of the marketing mix if you don't know what the product is.

And as we know, products are purchased for a variety of different reasons.

They mean many different things to different people.

Products can be purchased for simply the benefits, right?

We kind of assess the cost versus the benefit, the price that we're going to pay for the product compared to what are the benefits I'm going to receive,

things like convenience prestige, recognition, status are all examples of benefits.

We also have to consider what products mean to us.

There are certain products that maybe we don't necessarily care what the features and the benefits are.

We more of like them because of the fact that they mean something to us.

It symbolizes a status symbol.

Maybe certain types of luxury vehicles, maybe homes in certain zip codes may mean something to us.

is the actual features and the benefits that they provide there.

Now usually what marketers will do in this process is they'll engage in what we call product differentiation.

And what product differentiation is, is marketers will try and distinguish their product and service offerings from those their competitors.

Even if there really isn't a significant difference,

If the consumer perceives there to be a difference in products, then the marketer has essentially done their job at that particular point in time.

It does not matter if there isn't an actual difference between two different products.

Examples of companies that have successfully differentiated their products, first of which is Apple.

Apple has undoubtedly been able to differentiate their products and show

that they are more innovative and show

that possibly they just seem to work much better with one of the hardware and the software.

It seems to work together in a very kind of symbiotic relationship almost.

Products are very intuitive, very, very easy to use.

Apple to do is that allows them a little more leeway in terms of price.

You look at their particular products and if you line up an Apple product with a comparable PC type product, and if we're talking strictly laptops for example,

you can have two products that are technically the same in terms of all the different technical specifications, but the Apple product will sell for more.

And the reason that they sell for more is

because of the fact that Apple has been able to successfully prove to the market that there is a difference.

The same thing goes with countless other different types of businesses.

Starbucks, for example, has been able to differentiate their coffee as being better than most other competitors.

Now, regardless if it is better or not is a matter of personal opinion,

but they've been It's better consumed in that type of environment, so to speak.

And so because there is such great competition, marketers will look to product differentiation as a way of making their product stand out,

as a way of almost putting it on a pedestal above other products and services.

Now, also, marketers have to consider what we call place.

Place refers really to distribution.

What we're trying to do is we're trying to make sure

that our products are available when and where customers want them to be available.

So not only do we have to consider things like geography, right, location, making products available in convenient locations,

but we also have to consider what are the convenient times?

What are the times of the day?

that consumers are going to want to have our products readily available.

You also deal with the physical distribution of goods.

Ultimately, how are we going to get the products or the services that we provide ultimately to the end user?

There's a number of things that companies can do.

For example, they can engage in what we call a direct distribution strategy.

And what that involves is the company actually sells them directly to the consumer.

That might be conducive depending upon what the company is trying to achieve.

Another option is they can engage in the traditional retail model in which they partner with a particular retailer,

maybe a Walmart, Target, Best Buy, something the equivalent thereof, and they actually will sell their products through the retailer.

Now, of course, the retailer is going to increase the price somewhat when they sell them to the end user.

to increase the price for the consumer which may not be ideal but a lot of retailers, most notably Target and Walmart, have a very wide following.

So there are a lot of companies that think of

if I can get on the shelves of an actual Walmart store just

because of the sheer number of them then that's a significant market that I would have access to.

A lot of companies just simply make it their goal to get on the shelf of an actual Walmart through those stores,

the amount of sales that they do on an annual basis there.

In addition, there are other strategies.

There are export strategies.

There are independent agent strategies.

You can work with a wholesaler.

There are a number of different avenues that

that companies have at their disposal to ultimately aid in the distribution of their actual product.

But outside of how that's going to be sold, either a retail or a direct strategy, you also have to consider how are we going to get them there,

the means to transport the product.

There are certain benefits or advantages and disadvantages of different types of distribution.

So you talk about maybe flying products from point A to point B.

Well, that would be very fast but it's also relatively expensive.

You can do things like put it on a train, which you can track them to an extent.

It is somewhat fast, but you are restricted by the actual railroads in which way that they go.

You can transport them via truck.

That provides certain advantages relatively fast.

You can track your actual products, not as fast as flying, but a little less expensive.

Businesses all have to consider that as well because depending upon how you distribute consumer can purchase them, that is going to

indicate some type of cost and what that will do is

100

that will potentially make it so

101

that your products maybe you have to charge a little more to justify that increased cost there

102

The next thing we have is our price.

103

And price is essentially the price that a company or that a customer will pay.

104

It's what a buyer or consumer must give up in order to actually obtain your particular product or product or service.

105

Now, price is the most flexible of all the elements.

106

The reason is you can manipulate it fairly easily.

107

Companies can go in and change the price

108

and then instantly have an effect at the store level or on the website or however well they're selling their particular products.

109

So very flexible.

110

But that doesn't mean that it necessarily should be manipulated very often.

111

And one of the things that companies consider is that price is often a gauge for product quality.

112

fundamental background of the product itself,

113

they will typically rely on price as a way of signaling to them what is good versus what is a bad product.

114

So usually, let's say for example if you go into a store and you're looking at, I don't know, maybe Blu -ray players and you don't have much of a background in Blu -ray players,

115

so you're instantly looking for price and you see the Sony model is obviously probably the higher end.

116

compared to other products and you think, "Well, it's not very expensive and you probably get what you pay for." So I don't want to go with that one.

117

I don't necessarily want to pay as much as this other product though, this Sony product.

118

Maybe I'll go with the middle of the road.

119

It's priced pretty fair.

120

It's going to have pretty good features and benefits incorporated into it, but at the same point in time, I'm not paying that much for it.

121

So price has to be considered for that regard because if you have people that understanding about your particular product or service,

122

they will usually rely on price as a gauge for certain product quality.

123

There was a lot of

124

concern and criticism over Apple actually dropping the price of the iPhone to $200 which they currently sell it on now.

125

And there was an indication that people were going to view price synonymous with quality.

126

So if Apple was going to lower the price, it would be the actual price of the product it was

127

going to lose some of its luster it was going to lose some of its shine

128

and the reason for that was because now it's easily attainable, right?

129

$200 isn't a very significant barrier to entry versus the $500 to $600 that originally it was before.

130

And so now you deal with the aspect where people think, you know what, it's easy to obtain, you see them everywhere, is it as trendy,

131

is it as good as people say it is?

132

that did not come to fruition, it did not come to pass so to speak, but it certainly was a concern at that particular point in time.

133

And so when pricing products, not only do companies have to be aware of ultimately what it costs them to make, right, what are our expenses,

134

but we also have to consider what is competition doing, particularly if we're in a very competitive industry.

135

Especially if the products and services are very, very similar.

136

And so there may be some constraints there that have to be dealt with.

137

But ultimately, price is simply the dollar amount that buyers must provide

138

or give up in order to obtain your product or service.

139

And lastly, we have promotion.

140

Promotion is what we use or what companies use to either inform, educate, persuade, and

141

that their products and services are better or remind them about the different benefits and features of their products and services.

142

This includes four common things here.

143

We have what we call advertising which is paid impersonal communication typically done in a mass setting.

144

It's not personal meaning that it's not specifically tailored to one which typically incorporates publicity,

145

obviously being pressed that you cannot necessarily control about your particular company.

146

You have no ability to control the message, to tailor the message and make it favorable to yourself.

147

Also incorporates simply the public relations aspect where you can produce things like press releases and put those out to the media,

148

showing all the good things that your particular company is doing so it's shown in a positive light.

149

Next thing we have sales promotions which typically take the form of discounts and coupons and different things.

150

Sales promotions are designed to get people to make an immediate purchase.

151

They're designed to get them from the stage in

152

which they're evaluating products and they maybe have settled on one or two to the point to which they're actually buying something.

153

And so it's meant to bridge that gap to kind of get that person over that hump so to speak, so they actually purchase your product.

154

And then lastly, we have personal selling.

155

Personal selling involves salespeople, right?

156

It involves kind of a one -on -one communication, very expensive.

157

The oldest form of promotion, obviously, widely used back 50, 60 years ago.

158

Not so much anymore, right?

159

When people come and knock on our doors now, at least in the United States, a lot of people don't even answer anymore, right?

160

And so personal selling has kind of gone away a little bit.

161

one person's salary, they're only reaching one person.

162

However, it is generally more effective because in personal selling, the salesperson can tailor the message to the person they're interacting with.

163

They can get feedback, they can look at things like the nonverbal communication,

164

and then make adjustments to the message as a way to kind of tailor it to that particular person.

165

With advertising, when you see advertisements on the internet or you see them on the television, or on radio, it's not tailored to you.

166

And also you have to deal with all the different noise that's around, right?

167

If you're listening to an advertisement in the car on the radio, then you have to deal with, well, you're probably distracted because you're probably trying to drive,

168

There are different things going on, right?

169

You're thinking about what you have to do for the day, you're thinking about work if you're traveling to work, you're thinking about an argument that you got in with your spouse before you left for work.

170

Those are things that you're considering all the while you're canceling out the message that's being communicated via radio.

171

With personal selling, it's much more effective because you essentially have the person's undivided attention, but it is.

172

more expensive.

173

Thank you.

174

I'm not sure.

175

Now one of the things

176

that you want to highlight here with regards to the marketing mix is

177

that all of these individual components need to work together.

178

as a way of complementing one another.

179

And the reason they need to is you do not want to send mixed signals, right?

180

If your product is a luxury type product, okay, it's got a great design,

181

very expensive to manufacture, you obviously want the packaging to reflect that.

182

You want the packaging to be reflecting of this is a very, very high quality product.

183

So you want to spend money on the packaging.

184

You would want to price it in a way that complements this being a quality priced middle of the road.

185

You don't want it priced on the low end.

186

You want it priced on the higher end because that will signal to people that it is a quality product.

187

In terms of how you distribute it, you want to be careful for how you distribute your product.

188

You don't want to attach or sell your product in areas

189

or with retailers that don't have the same brand as you do, that aren't communicating the same message.

190

I will give you an example of this with Apple related to them selling the iPhone in Walmart.

191

There was a lot of criticism of this at this point in time as well

192

because once again you deal with the image.

193

that Apple is trying to convey with that type of product?

194

And then is that the same as the image that a Walmart is conveying?

195

And the argument at least among investors was

196

that we are selling a product that's designed to be not necessarily a luxury good, but it is a higher end product.

197

It's designed for people who are technologically savvy, even though it is very easy to use, mind you, but designed for the technologically savvy and the more trendy,

198

more upbeat consumer, And that's just not characteristic of the average, typical Walmart consumer.

199

And so there might be a little bit of a disconnect there, which could be an issue.

200

The same thing with promotion.

201

If you deal with products like high -end purses, handbags, and different things like that,

202

perfumes, you typically don't see them advertised a whole lot, right?

203

You usually see them advertised.

204

in things like fashion magazines, high -end fashion magazines, mind you, because they're trying to be consistent with ultimately what their brand is,

205

what they're trying to communicate.

206

It wouldn't make sense for companies like Coach

207

and Louis Vuitton to advertise their actual products in a more basic consumer magazine, right?

208

Because once again, that's not their market.

209

That's not who they're targeting.

210

as certain periodicals and certain magazines.

211

They want to be synonymous with luxury and with status and those different things,

212

which is why they will kind of line up with those higher end fashion type magazines.

213

So it's very important not only to consider each

214

and every one of the areas but also to consider how they interact with one another.

215

Are we sending mixed signals to the market by changing certain things?

216

rate, status, and success, but it's priced very, very low.

217

Those are things that should be looked at on an individual basis in order to determine

218

if we have any opportunities there to bridge those particular gaps.

Uygulamayı İndir

Akıcı konuşmak için ihtiyacınız olan her şey

AI TelaffuzHer cümleyi puanla

IPA AlıştırmasıHer sesi ustalaştır

Kelime BilgisiKelime bankanızı oluşturun

Kelime OyunuOynarken öğrenin

QR Tara

Download on theApp Store Get it onGoogle Play

Aynı Kanal

Introduction to Marketing: The Importance of Product, Price, Place, & Promotion | Episode 118

Business EnglishUniversity StudentsWorking Adults

What is business law?

Business EnglishUniversity StudentsWorking Adults

Using Primary and Secondary Research | Episode 33

Business EnglishUniversity StudentsWorking Adults

FOR YOU

Video Öner

506 cümleler

Analyzing Statements of Cash Flows 1 (2025 CFA® Level I Exam – FSA – Learning Module 4)

Business EnglishUniversity StudentsWorking Adults

43 cümleler

Bu dersin kelimeleri ve konuşma notları

Bu C1 seviyesindeki konuşma dersi “Introduction to Marketing: The Marketing Mix” videosuna dayanıyor. En çok tekrarlanan kelimeler: product, price, particular. Bu videoda gölgeleme çalışması için 218 cümle ve 3110 kelime var. Konuşma bölümü 19:54 sürüyor. Konuşmacı dakikada yaklaşık 156 kelimeyle, günlük konuşmaya yakın doğal bir hızda konuşuyor. Kelimelerin %88’i İngilizcede en sık kullanılan 3.000 kelime arasında; geri kalanına başlamadan önce bakmakta fayda var.

Bu videodaki önemli kelimeler

Videodaki en ileri düzey 15 kelime, telaffuzu ve anlamıyla:

Kelime	Telaffuz	Anlam
tailor isim	/ˈteɪlɚ/	terzi, dikici
differentiation isim	/dɪf.əˌɹɛn.ʃiˈeɪ.ʃən/	farklılaştırma, türev
advertise fiil	/ˈædvɚˌtaɪ̯z/	duyurmak
distribute fiil	/dɪˈstɹɪbjuːt/	dağıtmak, paylaştırmak
incorporate fiil	/ɪŋˈkɔɹ.pɚ.eɪt/	içermek, ihtiva etmek
salesperson isim		satıcı
savvy sıfat	/ˈsæv.i/	akıllı, kurnaz
manipulate fiil	/məˈnɪp.jʊ.leɪt/	manipüle etmek
competitor isim	/kəmˈpɛt.ɪ.tɚ/	rakip
convey fiil	/kənˈveɪ/	aktarmak
advertisement isim	/ˈædvɚˌtaɪzmənt/	reklam, ilan
consume fiil	/kənˈsum/	kullanmak, harcamak
shelf isim	/ʃɛlf/	sergen, raf
buyer isim	/ˈbaɪ.əɹ/	alıcı, müşteri
constraint isim	/kənˈstɹeɪnt/	kısıtlama, sınırlama

Duyacağınız deyimsel fiiller

Kelime	Telaffuz	Anlam
line up fiil	/laɪnˈʌp/	sıraya sokmak

Tekrar etmeye değer cümleler

Videodan, günlük konuşmada yeniden kullanabileceğiniz kısa ve tam cümleler:

We're also referring to things like the warranty.
Maybe I'll go with the middle of the road.
You don't want it priced on the low end.
Are we sending mixed signals to the market by changing certain things?

Bu videodaki dil bilgisi

Konuşmacının en çok kullandığı yapılar, videodaki sözcüklerin aynısıyla:

Yapı	Videoda
Edilgen yapı be + fiilin üçüncü hâli — kimin yaptığı değil, ne olduğu önemli	are purchased · can be purchased · be sold
Present perfect have/has + fiilin üçüncü hâli — geçmişte olan ama şimdi de önemli olan bir eylem	has essentially done · have successfully differentiated · has undoubtedly been
İlgi cümlecikleri who / which + cümle — bir kişi ya da şey hakkında ek bilgi	advertising which is · people who are

Dikkat edilecek telaffuzlar

Konuşmacı they're, you're, don't gibi kısaltılmış biçimleri 59 kez kullanıyor. Bunları duyduğunuz gibi kısa söyleyin.

“sh” ve “zh” sesleri: differentiation /dɪf.əˌɹɛn.ʃiˈeɪ.ʃən/, differentiate /dɪf.əˈɹɛn.ʃi.eɪt/, shelf /ʃɛlf/, fruition /fɹuˈɪʃən/, distinguish /dɪˈstɪŋ.ɡwɪʃ/
Uzun kelimeler — vurguyu doğru yere koyun: differentiation /dɪf.əˌɹɛn.ʃiˈeɪ.ʃən/, differentiate /dɪf.əˈɹɛn.ʃi.eɪt/, incorporate /ɪŋˈkɔɹ.pɚ.eɪt/, synonymous /sɪˈnɑnɪməs/, manipulate /məˈnɪp.jʊ.leɪt/

Türkçe konuşanların zorlandığı sesler:

/w/ — dudaklar yuvarlak, /v/ değil: leeway [ˈliːˌweɪ], warranty /ˈwɔɹ.ən.ti/, persuade /pə(ɹ)ˈsweɪd/, distinguish /dɪˈstɪŋ.ɡwɪʃ/
Kelime başındaki ünsüz kümesi — araya ünlü eklemeyin: trendy /ˈtɹɛndi/, fruition /fɹuˈɪʃən/, prestige /pɹɛsˈtiːd͡ʒ/, spouse /spaʊ̯s/
/æ/ — “e”den daha açık: advertise /ˈædvɚˌtaɪ̯z/, savvy /ˈsæv.i/, tangible /ˈtæn.d͡ʒə.bəl/, lastly /ˈlæstli/, advertisement /ˈædvɚˌtaɪzmənt/

Bu videoyla nasıl çalışılır

Videonun tamamını konuşmadan bir kez dinleyin ve bilmediğiniz kelimeleri not edin.
0,75× hızla başlayın, cümle cümle tekrar edin ve kolaylaşınca normal hıza dönün.
Kendinizi kaydedin ve orijinaliyle karşılaştırın; tailor, differentiation, advertise gibi kelimelere özellikle dikkat edin.

Gölgeleme Tekniği Nedir?

Gölgeleme, başlangıçta profesyonel tercüman eğitimi için geliştirilen ve çok dilli Dr. Alexander Arguelles tarafından popüler hale getirilen, bilim destekli bir dil öğrenme tekniğidir. Yöntem basit ama güçlüdür: ana dili İngilizce olan bir sesi dinler ve hemen yüksek sesle tekrar edersiniz — konuşmacıyı 1-2 saniye gecikmeyle takip eden bir gölge gibi. Pasif dinleme veya dilbilgisi alıştırmalarının aksine, gölgeleme beyninizi ve ağız kaslarınızı gerçek konuşma kalıplarını eşzamanlı olarak işlemeye ve yeniden üretmeye zorlar. Araştırmalar, telaffuz doğruluğu, tonlama, ritim, bağlı konuşma, dinleme anlama ve konuşma akıcılığını önemli ölçüde geliştirdiğini göstermektedir — bu da onu IELTS Konuşma hazırlığı ve gerçek dünya İngilizce iletişimi için en etkili yöntemlerden biri yapar.

Shadowing tekniği: adım adım eksiksiz rehberi okuyun →

Shadowing Practice: Introduction to Marketing: The Marketing Mix - Learn English Speaking with Video

Bir pratik modu seçin

Uygulamayı İndir

Introduction to Marketing: The Importance of Product, Price, Place, & Promotion | Episode 118

What is business law?

Using Primary and Secondary Research | Episode 33

Analyzing Statements of Cash Flows 1 (2025 CFA® Level I Exam – FSA – Learning Module 4)

What is an Organization? - the Nature of Organizations

Introduction 2, Why "Portland" cement

Performance Marketer Interview Questions and Answers

Introduction to Contract Law

The Five Competitive Forces That Shape Strategy

Learn Marketing Case Interviews in 8 Minutes

#03 Strategic Types of Human Resources Management

What is Quality Management? | Quality Management Tutorial | Invensis Learning

The Technical, Business and UX Skills Every Product Manager Needs

Everything we learned in 29 minutes at Harvard Business School (part 1)

Bu dersin kelimeleri ve konuşma notları

Bu videodaki önemli kelimeler

Duyacağınız deyimsel fiiller

Tekrar etmeye değer cümleler

Bu videodaki dil bilgisi

Dikkat edilecek telaffuzlar

Bu videoyla nasıl çalışılır

Gölgeleme Tekniği Nedir?