TECNICO DELLA GESTIONE AZIENDALE

INGLESE Prof.ssa Anna Montino a.s. 2011/12STUDENT:………………………………………… CLASS:………………………………… DATE:……………………………………….1a. Read the text and answer the questions. Be precise and conciseThe Internet’s power to reach young consumers has not been lost on marketers. These days, a welldesignedWeb site is crucial for any company hoping to reach Generation Y consumers. “I found out aboutthings I want to buy from my friends or from information on the Internet,” says Michael Eliason, 17, ofCherry Hill, N.J.No brand has done a better job of marketing to Generation Yers than Tommy Hilfiger. As well as traditionalmass-media ads Hilfiger gives free clothes to stars that appear on MTV and VHI. They also have popularteen film actors in their ads. Knowing their customers’ passion for computer games, they have sponsored aNintendo competition and installed Nintendo terminals in their stores. Generation Yers have rewardedHilfiger by making their jeans the number one brand in a recent survey.Adapted from http://www.businessweek.com/1999/99_07/b3616001.htm1. What is essential for a company who wants to reach potential teenage customers and what areteenagers’ main sources of information?……………………………………………………………………………………………………………………………………………………………………..………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………2 . What aggressive marketing strategies has the brand Tommy Hilfiger used to target youngconsumers and what evidence is provided in the article to suggest that Hilfiger’s marketing mix has beensuccessful?……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….2b. Complete the following sentences1. The 4P’s of the Marketing Mix are…………………………………………………………………………………………………….2. Desk market research uses………………………………...................................................................................3. A market is segmented psychographically when it is subdivided according to consumers’……………..………………………………………………………………………………………………………………………………………………………….4. Internet advertising can…………………………………………………………………………………………………………………….5. Informative advertising gives…………………………………………………………………………………………………………….37