For this unit Refers to Student’s Book pages Writing headlines

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PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 8 Marketing Teacher’s Notes

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Background information and useful web links
Marketing 
is a huge area, so obviously this unit can only offer an introduction to 
some aspects of marketing. 
A key concept in marketing is the 
four 
Ps
: price, product, place and promotion. 
Price
Getting the price right, so the product brings in a respectable income and appeals 
to the right target market. Issues include discounts and special offers, credit terms, 
warranties, returns i.e. replacements for faulty goods, etc.
Product
Getting the right product for the right target market. Issues include product name, 
new product development, product design, features, size, packaging design, quality 
control, product range, etc.
Place
Getting the product to the right place at the right time, and making sure customers 
who want to buy the product have access to it. Issues include inventory (size of stocks 
held), distribution channels, transport, points of sale.
Promotion
Attracting customers’ attention and getting the desired message across. Issues 
include: advertising, personal relations (PR), direct sales, sponsorship, events, 
publicity, etc.
In addition to these 
Ps
, some people have suggested more, including:
Packaging
The colours, design, quality and quantity of the packaging, as well as the language 
used, may be considered a separate P from Product. Consider, for example, Coca-Cola, 
whose cans and bottles are as much a part of the image as the drink inside. 
People
Important for creating and maintaining a company’s reputation, for selling and for 
customer service.