Marketing Guia MC

SERVICIO NACIONAL DE APRENDIZAJE SENA
SISTEMA INTEGRADO DE GESTIÓN Versión: 03

Procedimiento Ejecución de la Formación Profesional Integral
GUÍA DE APRENDIZAJE Código: GFPI-F-019
K 1. IDENTIFICACIÓN DE LA GUIA DE APRENIZAJE
 Denominación del Programa de Formación:

 Número de Ficha del programa en Formación:
 Nombre del Proyecto: Proyecto Bilingüismo
Fase del Proyecto: Diagnostico, Planeación y Ejecución.
 Actividad de Proyecto: Orientar la competencia básica de inglés, a partir de los pre-saberes de los
aprendices para complementar el proceso del nivel técnico y tecnólogo que se está ejecutando.
 Competencia: Producir Textos en Inglés de forma escrita y auditiva.
 Resultados de Aprendizaje Alcanzar:
o COMPRENDER UNA AMPLIA VARIEDAD DE FRASES Y VOCABULARIO EN INGLÉS SOBRE
TEMAS DE INTERÉS PERSONAL Y TEMAS TÉCNICOS.
o IDENTIFICAR FORMAS GRAMATICALES BÁSICAS EN TEXTOS Y DOCUMENTOS
ELEMENTALES ESCRITOS.
o ENCONTRAR Y UTILIZAR SIN ESFUERZO VOCABULARIO Y EXPRESIONES DE INGLÉS TÉCNICO
EN ARTÍCULOS DE REVISTAS, LIBROS ESPECIALIZADOS, PÁGINAS WEB, ETC.
Duración de la Guía: 48 Horas.
CONOCIMIENTOS DE CONCEPTO:
- Vocabulario técnico o temas indispensables.

- Como expresarse sobre temas técnicos de actualidad.
- Tiempos verbales: presente simple, presente progresivo.
- Gramática: sustantivos, adjetivos, artículos, demostrativos, pronombres.
- Perfect present tense: Simple y continuo.
- Modal verbs: Utilizados en suposiciones.
2. PRESENTACION
Se pretende para la continuidad del proceso de técnicos y tecnólogos, que el aprendiz profundice lo temas
abordados durante la etapa inicial en el área de Inglés haciendo uso del lenguaje técnico dependiendo su
programa de formación.
Para ello, cada aprendiz deberá resolver diferentes tipos de actividades las cuales serán plateadas
dependiendo su área de formación. Dichas actividades reforzaran habilidades comunicativas tales como:
( Speaking, Reading, Writing, Listening).
GFPI-F-019 V3
La presente guía de trabajo se diseña con el objetivo de familiarizar el lenguaje técnico que se orienta
desde los diferentes programas de formación con el área de Inglés logrando con ello que se vea la
inmersión real de una segunda lengua en su contexto educativo y muy seguramente laboral. Dichas
actividades reforzaran habilidades comunicativas.
3. FORMULACION DE LAS ACTIVIDADES DE APRENDIZAJE
EL APRENDIZ DESARROLLARA LAS SIGUIENTES ACTIVIDADES DE APRENDIZAJE HACIENDO USO DE:
- Equipos de cómputo.
- Ambiente de aprendizaje.
- Espacios dentro y fuera de la formación técnica y tecnológica por parte del instructor de inglés para la
realización de la guía.
4. ACTIVIDADES DE EVALUACIÓN
- Puede iniciar un discurso, tomar la palabra, y terminar una conversación técnica de su profesión.
- Explica y defiende sus opiniones técnicas en un debate, utilizando expresiones en inglés.
- Saluda en inglés utilizando expresiones de cortesía de acuerdo con el momento del día.
- Puede relacionar textos en inglés con imágenes o con títulos que le sean adecuados.
Las actividades planteadas de la guía se desarrollarán teniendo en cuenta la siguiente estructura y temas
planteados:
3.1 Actividades de Reflexión inicial.
Para el desarrollo del proceso inicial de la guía, cada aprendiz deberá buscar el significado en inglés del
listado de vocabulario técnico planteado. Seguidamente se reforzará la temática con preguntas básicas
las cuales reforzarán los temas vistos durante el proceso inicial de inglés tales como ( Verbo to-be,
presente progresivo, artículos a, an, the, demostrativos, uso have-has).
Para complementar dicha temática se plantea el anexo 1.
WRITING SKILL.
GFPI-F-019 V3
INGLÉS ESPAÑOL INGLES ESPAÑOL
Advertising: Publicidad: Franchise: Franquicia:
Advertisement: Anuncio publicitario: Global brand: Marca mundial:
Advertising campaign: Campaña de publicidad: Guarantee: Garantía:
Advertising agency: La agencia de publicidad: Keyword: Palabra clave:
Benchmark: Punto de referencia: Lead: Dirigir:
Benchmarking: Evaluación comparativa: Mailing campaign: Campaña de envío:
Brand: Marca: Mailing list: Lista de correo:
Brand value: Valor de la marca: Market: Mercado:
Brand identity: Identidad de la marca: Marketing: Márketing:
Branding Strategy: Estrategia de marca: Marketing audit: Auditoría de mercadeo:
Brand loyalty: Lealtad a la marca: Marketing campaign: CAMPAÑA de

Marketing:
Brand name: Nombre de la marca: Marketing manager: Responsable de

marketing:
Briefing: Instrucciones: Marketing plan: Plan de marketing:
Brochure: Folleto: Marketing strategy: Estrategia de

mercadeo:
Budget: Presupuesto: Market leader: Líder de mercado:
Business: Negocio: Marketing team: Equipo de marketing:
Businessman: Empresario: Market niche: Nicho de mercado:
Buying habits: Hábitos de compra: Market research: Investigación de

mercado:
GFPI-F-019 V3
Cash: Dinero en efectivo: Market segment: Segmento de mercado:
Cash refund: Reembolso en efectivo: Market size: Tamaño de mercado:
Catalogue: Catálogo: Media plan: Plan de medios:
Client: Cliente: Merchandising: Comercialización:
Commercial: Comercial: Online shopping: Las compras en línea:
Commercial strategy: Estrategia comercial: Online store: Tienda en línea:
Company: Empresa: Out of stock: Agotado:
Competitor: Competidor: Point of sale: Punto de venta:
Competitive advantage: Ventaja competitiva: Poster: Póster:
Consumer: Consumidor: Price: Precio:
Consumer behavior: Comportamiento del Product: Producto:

consumidor:
Consumer needs: Necesidades del Product launch: Lanzamiento del

consumidor: producto:
Consumer preferences: Preferencias del Product line: Línea de producto:

consumidor:
Consumer society: Sociedad de consumo: Product packaging: Empaquetado del

producto:
Customer: Cliente: Optimize: Optimizar:
Customer loyalty: La lealtad del cliente: Portfolio: Portafolio:
Customer satisfaction: La satisfacción del cliente: Presentation: Presentación:
Customer service: Servicio al Cliente: Product positioning: Posicionamiento del

producto:
Deal: Trato: Market share: Cuota de mercado:
GFPI-F-019 V3
Demand: Demanda: Product range: Gama de productos:
Demographic: Demográfico: Product sample: Muestra del producto:
Demonstration: Demostración: Profitability: Rentabilidad:
Design: Diseño: Promotional material: Material promocional:
Digital channels: Canales digitales: Profitability: Rentabilidad:
Digital strategy: Estrategia digital: Pricing: Precios:
Discount: Descuento: Public relations: Relaciones públicas:
Discount coupons: Cupones de descuento: Representative: Representante:
Distribution chain: Cadena de distribución: Revenue: Ingresos:
Distribution plan: Plan de distribución: Sponsorship: Patrocinio:
Domestic market: Mercado doméstico: Sponsor: Patrocinador:
E-commerce: Comercio electrónico: Strategy: Estrategia:
Target: Objetivo: Tax rates: Las tasas de impuestos:
Target audience: Público objetivo: Trend: Tendencia:
Value chain: Cadena de valor: SWOT analysis Análisis DAFO

(strengths, (fortalezas, debilidades,
weaknesses, oportunidades y
opportunities and amenazas):
threats):
Wholesale: Venta al por mayor: Catch all marketing: Atrapa todo el

marketing:
Wholesaler: Mayorista: Upselling: Venta al alza:
2) USE THE VOCABULARY FOUND AND CREATE SOME SENTENCES USING THE VERB TO-BE AND PRESENT
PROGRESSIVE.
GFPI-F-019 V3
VERB TO - BE
 She is not buying tennis with discount
Is she buying tennis with discount?
Yes, she is \\ yes, she is buying discount
 They're in a boat
They are not in a boat
Are they in a boat? Yes They are/ Yes They're in a boat
 Melissa and Carlos are in a helicopter
Melissa and Carlos are not in a helicopter
Are Melissa and Carlos in a helicopter? Yes They are/ Yes they're in a helicopter
 I'm on a Horse
I'm not on a horse
Am I on a horse? Yes I'm/ Yes I'm on a horse
 She is not buying a brand shampoo
Is she buying a brand shampoo?
Yes, she is \\ Yes, she is buying a brand shampoo
 She is not presenting her sales budget
Is she presenting her sales budget?
Yes, she is\\ Yes, sheis presenting her sales budget
PRESENT PROGRESSIVE (ING)
1________________________________________________________________________
2________________________________________________________________________
3_________________________________________________________________________
GFPI-F-019 V3
4_________________________________________________________________________
5_________________________________________________________________________
6_________________________________________________________________________
7_________________________________________________________________________
8__________________________________________________________________________
9__________________________________________________________________________
10_________________________________________________________________________
11_________________________________________________________________________
12_________________________________________________________________________
3.2 Actividades de contextualización e identificación de conocimientos necesarios para

el aprendizaje.)
Como actividad de contextualización y aplicación de conocimientos los aprendices tendrán unos
párrafos en inglés los cuales permiten conocer el significado del vocabulario técnico aprendido durante
el proceso. Para ello tendrá que relacionarlos y unirlos correctamente. Además pondrán en práctica
temas como ( Demostratives: this, that these, those) (possessive adjectives: my, your, his, her, its, etc).
Es válido mencionar que cuando definimos contextualizar nos estamos refiriendo a la acción de poner
algo o alguien en un contexto específico. Esto significa rodearlo de un entorno y de un conjunto de
elementos que han sido combinados de una manera única y probablemente irrepetible a fin de permitir
que se obtenga una mejor comprensión, para ello se plantean actividades de apropiación y
contextualización del lenguaje técnico en el Anexo 2 y anexo 3. Estos anexos se sugieren con el fin de
afianzar cada uno de los conocimientos que se van adquiriendo durante el proceso de aprendizaje.
GFPI-F-019 V3
3) JOIN THESE PHRASES WITH A LINE ACCORDING WITH THE REAL MEANING.
BUSINESS MANAGEMENT
is the attempt to influence the buying behavior of customers or clients with

a persuasive selling message about products and/or services.
ADVERTISING: a person who buys goods or services from a shop or business.
CUSTOMER: The activities associated with running a company, such as controlling,

leading, monitoring, organizing, and planning.
BRAND: a capitalist society in which the consumption of goods and services is

promoted as a public good
BILLBOARD: a very large board on which advertisements are shown, especially at the
side of a road
GFPI-F-019 V3
PROFIT: Unique design, sign, symbol, words, or a combination of these,

employed in creating an image that identifies a product and
differentiates it from its competitors.
3.3 Actividades de apropiación del conocimiento (Conceptualización y Teorización).
Para el proceso de apropiación y aplicación del conocimiento adquirido se plantea dentro de la guía
numero 2 la lectura de imágenes acorde al tema técnico teniendo en cuenta que el aprendiz necesita
conocer reglas básicas en inglés que le permitan entender el funcionamiento de su medio de trabajo.
Para la actividad sugerida, el aprendiz debe de acuerdo a la imagen observada escribir lo que significa.
Se incorpora como complemento al proceso el anexo 4.
Solo imagina que tan

lejos puedes llegar
‘´´
____________________
GFPI-F-019 V3
Diferenciando tu oferta
Cafetería
Nuevo café orgánico
Cafetería
nuevo café filtrado

autentico
_______________________________
Comprar
Teléfono móvil
Sale
Come hamburgursa

Compra ahora
Mega
guau
Now create one!
GFPI-F-019 V3
READ THE TEST CAREFULLY

Difference Between Advertising and Publicity
September 5, 2015 By Surbhi S 1 Comment
Advertising vs publisityAdvertising is marketing as well as a promotional tool in the hands of the

company which conveys a message about the company or a product to the viewers, listeners or
readers. It is aimed at persuading customers, to choose the company’s product over the product
offered by the competitors.
Publicity is another promotional tool, but it is not same as advertising. It is based on reality as t is
neither sponsored nor it is under the control of any company or its representatives.
While advertising is an expensive technique to demonstrate company’s products and services, publicity
is always free of cost. These two terms are commonly understood as one and the same thing, but there
is fine line of differences between advertising and publicity, which is explained here in tabular form..
Content: Advertising Vs Publicity
BASIS FOR COMPARISON ADVERTISING PUBLICITY
GFPI-F-019 V3
Meaning The activity of generating advertisements of products and services to commercialize

them is known as Advertising.
The activity of providing information about an entity, a product, an individual or a company to make it
popular is known as Publicity.
What is it?
It is what the company says about its product. It is what others say about the product.
Cost involved
Very expensive marketing tool.
Definition of Advertising
Advertising is a one-way public communication that conveys a message regarding a product, service or
company to the viewers, readers, and listeners. It is the biggest marketing tool used for non-personal
promotion of goods and services to the potential customers, however, the most expensive one.
Advertising is a sort of monolog activity done with an aim to induce customers i.e. to grab the attention
of the target audience in such a manner that they are ready to buy the advertised product. The basic
objective of advertising is to increase the consumption of the product of the sender company.
Most of the company’s use this sales promotional tool because of its reach, a single message can reach
millions of people in nanoseconds. It is a paid announcement by sponsors, which can be done with
various mediums like radio, television, websites, newspapers, hoardings, magazines, social media like
Facebook, etc.
advertising vs publicityAlthough, we should not trust the advertisement blindly because some of them
are false or misleading one that does not give complete information about the product. It is just a
technique of branding whereby a product is highlighted by its few qualities, to leave an impact on the
consumer’s mind.
Definition of Publicity
The term publicity is a combination of two words public and visibility. It refers to the flow of
information or fact, regarding general awareness about a subject or hot topic or any burning issue.
Here the subject may include a person, product, service, business entity and so on. It is used to draw
the attention of the people, for any subject with the help of broadcast media, print media or social
GFPI-F-019 V3
media. It is not a promotional technique and thus free of cost.
Publicity can be printed or just aired. It is either be positive or negative, but it is true and real as well. It
is an entirely unbiased opinion as it comes from an independent source like it can be given by an expert
or a common man or mass media. As the third party has nothing to do with the company, their
responses and reviews are given high weight.
However, it can be seen many times that rivals use this tool deliberately like they spread false rumors
to injure the image of the company and ruin its market position too. Positive publicity boosts the
consumption while the negative hampers the same.
Key Differences Between Advertising and Publicity

The following are the differences between advertising and publicity:
Advertising is to advertise a product or service of a company, for commercial purposes. Publicity is to

publicize a product, service or company to provide information.
Advertising is what a company says about its own product, but Publicity is what others says about a
product.
There is a huge investment to be made for advertising a single product however publicity does not
require such kind of investment.
The key persons behind advertising are the company and its representatives. Conversely, Publicity is
done by a third party which is not related to any company.
Advertising is under the control of the company which is just opposite in the case of publicity.
Advertising repeatedly occurs to grab the attention of the customers while Publicity is done only one-
time act.
Advertising is always customer focused, i.e. the more creative the advertise, the more are the
customers attracted to it while publicity is not done keeping such things in mind.
As advertising is done to promote a brand or a product so the credibility and reliability are relatively
less in comparison to publicity, where the opinion comes from an independent source.
Advertising always speaks the goodness about a product, to persuade the target audience to buy it. In
contrast to publicity, it is unbiased, and so it will speak the reality, no matter whether it is goodness or
illness.
Conclusion
Advertising is done for commercializing something but Publicity is not done for such purposes.
Advertising is partial because it only mentions the plus points of a product and leaves the bad ones
GFPI-F-019 V3
whereas Publicity is impartial.
ACTIVITY
Create 10 questións using wh questios and yes-no question according to the text
1.Why are advertising is necessary for the growth of a company?
2.Why are opinion of the costomers is necessary for go publicity?
3.when are product does not have advertising it leaves the market?
4.What does the word advertising mean?
5.What is the purpose of the publicity?
6.why medium of communication can advertising be done faster?
7.What publicity is used to promote a product?
8.what is the difference of advertising and publicity?
9.what are happens if a company does not publicity?
1. It is important because thanks to this a product, a brand or a company is recognized.

2. Because depending on their recommendations, assertive and correct advertising can be done, and
this facilitates and favors the growth of the company.
3. Yes, because if it doesn't have advertising, it won't receive supplies or profit.
4. Advertising is a marketing communication that employs an openly sponsored, non-personal message
to promote or sell a product, service or idea.
5. Make a product, brand or company recognized, to increase their income.
6. Through the audio visual medium
7. Different types of advertising can be used, audio visual, radio, through social networks and
newspapers.
8. Advertising is responsible for providing the product and advertising is responsible for publicizing the
company.
9. It declines, lowers its income and can close for not being recognized
5) Answer according to the text the following questions.
DEFINE WITH YOUR OWN WORDS WHAT IS ADVERTISING?
Advertising is the one that sponsors its own advertising talking about its own company
1) WHAT IS THE PUBLICITY IMPORTANCE IN THE MARKETING PROCESS?

o Choose What is the importance of advertising.
o It is based on reality as it is neither sponsored nor it is under the control of any company or its
GFPI-F-019 V3
representatives.
o It helps organizations keep their employees motivated
o to demonstrate company’s products and services.
o It is aimed at persuading customers, to choose the company’s product over the product offered
by the competitors
o It is just to create some billboards.
o Is true or false that Advertising is the activity of providing information about an entity, a
product, an individual or a company to make it popular?
o TRUE
o FALSE
o Is true or false that Publicity is the biggest marketing tool used for non-personal promotion of
goods and services to the potential customers, however, the most expensive one?
o TRUE
o FALSE
2) what are the differences between publicity and advertising?

Advertising is responsible for providing the product and advertising is responsible for
publicizing the company.
8) write some advertising characteristics.
 It is part of the company's marketing strategy.
 uses a variety of creative resources
 Advertising must be ethical
GFPI-F-019 V3
9) write some pulicity characteristics.
 Addresses a specific target audience
 Its main function is to persuade
 seek to be original
10) Is true or false that advertising is a sort of monolog activity that grab the attention of the target
audience in such a manner that they are ready to buy the advertised product?
o TRUE
o FALSE
11) Is true or false that some advertising and publicity are false?
o TRUE
o FALSE
3.4 Actividades de transferencia del conocimiento.
Es necesario que el aprendiz apropie los conocimientos adquiridos en la segunda lengua a través de la
práctica y sustentación de actividades, para ello se tendrá que desarrollar actividades técnicas tales
como (creación de un producto, su respectiva publididad, oferta, etc)
GFPI-F-019 V3
6) Translate all the words and define thirteen of them.
10
11
12
13
7) WORK IN GROUPS!
1) Create a product
2) Create a publicity for the product. ( billboards, newspaper, radio and tv)
GFPI-F-019 V3
3) Create a survey accordin to the customer and product service.
4) Use the demostratives (this that these and those) for showing the stand and the map!
8) WRITE SOME STRATEGIES FOR CREATING PUBLICITY.
1________________________________________________________________________
2________________________________________________________________________
3________________________________________________________________________
4________________________________________________________________________
5________________________________________________________________________
6________________________________________________________________________
7________________________________________________________________________
8________________________________________________________________________
9) intertent activity: https://quizlet.com/206194995/publicity-flash-cards/
https://quizlet.com/19923174/principles-of-marketing-quiz-1-flash-cards/
GFPI-F-019 V3
Send the result to your instructor.
10) a) choose a marketing topic and explain it in an exposition.
b) create an interactive activity for your classmates and evaluate the topic throw it!
1. Change the verb in brackets into the correct form.

a. he usually (go) goes to school.
b. They (visit) us often.
GFPI-F-019 V3
c. Carl always(tell) us funny stories

d. Marcelle never (cook) with me in her house.
e. In this club people usually (dance) a lot.
f. James (not remember) me.
g. She always( not teach) me bad things.
h. Water (boil) at 100 degrees.
i. Paul (have) a big house.
j. Tim and Kate (not dance) in the party.
2. Complete the gaps with the correct verb and auxiliary verb.
a. does Julian (know) know_ how to cook lasagna?

yes , he does
b. Marian usually (leave) the office early?

, she
c. David and Nathalie (pay) their taxes on time?
, they (NEGATIVE)
d. Mathew regularly (go out) with his girlfriend?

, he (NEGATIVE)
GFPI-F-019 V3
GFPI-F-019 V3
GFPI-F-019 V3
Was or Were - Exercise
1. Last year my best friend 22 years old.

2. The weather cold when we in Berlin.
3. Why you so angry yesterday?
4. At this time last year Sandra in Paris.
5. We tired because it late at night.
6. Tim asleep at ten o'clock yesterday. (-)
7. Our hotel last year small, but it very
clean.
8. I phoned you at the weekend, but you at home. (-)
9. My dad at work the whole week, because he was ill.
GFPI-F-019 V3
(-)
10. The shops open yesterday, but we didn't go there.
11. My friends at the shopping mall two days ago.
12. Claire and I at school last Monday. (-)
13. Liam at home when you came back from work?
14. They didn't tell where they on May 2nd.
15. Autumn really warm and dry this year.
16. When Tom a child, he afraid of dogs.
17. There a good movie on TV at prime time. (-)
18. My daughters in the USA two years ago.
19. She at home when they broke into her house. (-)
20. What your biggest success as professional?
According the technical vocabulary create 12 sentences.
1
10
11
GFPI-F-019 V3
12
Top 10 Famous Deceptive Ads
MAY 25Have you ever wondered if you were getting what you paid for?
10th – Duracell “Lasts Even Longer”
Have you ever bought batteries just to run out of life after a few uses? Duracell, Inc and The Procter &
Gamble Company got sued in US by customers claiming that the companies were delivering a deceptive
marketing scheme and misleading facts. Duracell Ultra Advanced and Duracell Ultra Power batteries
were more expensive than regular batteries although did not provide longer life than regular alkaline
batteries.
Duracell Ultra Power
9th – Enfamil “Clinically proven to improve brain and eye development”
Moms are always looking for to the best healthy foods and supplements to their babies. When it comes
to produce the best ever baby supplement Enfamil got in trouble by claiming in 2004 that “Enfamil Lipil
is clinically proven to improve brain and eye development” and that the other baby formulas were
inferior to this brand. That is a huge claim! Taking into consideration we are talking about babies
eh? Mead Johnson in the end was fold guilty and had to pay $13.5 million to another baby
formula PBM, for aggressive advertising resulting loss of profit. Uow!
GFPI-F-019 V3
Enfamil-Lipil
8th – Nivea “Bio-Slim Complex”
Would you buy a body lotion that claims “regular use significantly reduces body size”? I guess many
women would! Nivea had to pay $900,000 in 2001 as a part of settlement for misleading ads, and had
to stop producing “Bio-slim Complex”. Did I hear diet and exercises works better?
Nivea Bio-Slim
7th – Hydroxycut
I definently love diet pill advertisement, and I believe attorneys too! Lovate Health Systems, in 2009
had to recall all of Hydroxycut diet pills and pay $1.5 million to settle 10 California district attorneys
GFPI-F-019 V3
complaint. They claimed that the company was falsely advertising its diet supplements, some of which
contained led. Ouch! Look how healthy and ready for Summer this couple is!
Hydroxycut
6th – Listerine “Kills germs that cause Bad Breath, Plaque & gum disease Gingivitis”
Listerine got in trouble claiming that the product could “prevent and cure sore throats”. Thus, rinsing
with Listerine was as effective as flossing when it comes to fighting tooth and gum decay. Using
Listerine as a over the counter medicine in fact wasn’t clinically supported. Pfizerhad to pull its
commercials and change its claims. Another too good to be true product!
GFPI-F-019 V3
Listerine
5th – Splenda “Made from sugar so it taste like sugar”
I am a consumer of this sugar alternative, and I was surprised to find out that the company got in
trouble for claiming that Splenda “Made from sugar so it tastes just like sugar.” Splenda got sued by
Equal, another alternative sugar competitor. Equal claimed that Splenda was leading customers to
believe that its product was healthier than other sugars substitutes. Splenda had to change its
marketing slogan and advertising campaign to “no calorie Sweetener”.
Splenda
4th – Activia “Helps prevent colds and flu”
Another product claiming health benefits and endorsed by a TV star! The claim was that “DanActive
helps prevent colds and flu and one daily serving of Activia could relieve irregularity” and “it helps with
slow intestinal transit time”. I am also a consumer of Activia and I have to say that I’ve never felt any
changes in my “intestinal transit time”. But for my surprise, FTC complaint about Activia misleading
claims led Dannon to pay $45 million in damages for claiming basically “Activia promotes bathroom
regular bathroom trips.”
GFPI-F-019 V3
Helps prevent cold and Flu
3th –Nutella “Good for you” not!
Just thinking about the watering mouth creamy chocolate and hazelnut spread, it makes me feel like a
child again! Nutella got sued by customers for the misleading claim that Nutella is healthier than
actually is and it “was a good for you treat.” Ferrero, Nutella’s maker has to pay $3 million to
consumers nationwide. The company now have to change the labeling of all Nutella products and its
advertising campaigns due to this lawsuit. I definently couldn’t see how this super fatty treat could
promote healthy eating. Oh well!
Umm Nutella!
2nd – Skechers – “Shape up while you walk”
GFPI-F-019 V3
Finally the best of all, Sketchers Shape up, Tone-ups, Resistance Runners (great names eh?)! Starring
Kim Kardashian! It was the shoes every girl was wishing for. Ummm there we go: “New York, NY –
Attorney General Eric T. Schneiderman has announced a $45 million dollar nationwide settlement with
Skechers, USA, Inc. to end the deceptive marketing of its footwear products including Shape-Ups, Tone-
Ups, and the Skechers Resistance Runner athletic shoes. Under the settlements reached with New York,
44 states and the Federal Trade Commission, up to $40 million is being allocated for refunds to
consumers who purchased the shoes, and Skechers will pay an additional $5 million to the states.” Good
try Kim!
1st – Apple Siri app “poor virtual assistant performance”
This one is interesting! Frank M. Fazio a is suing Apple for false advertising, claiming that “Siri’s
commercials are “misleading and deceptive.” Fazio bought his IPhone 4S last November, and he felt
that in the commercials the virtual assistant has a great performance contrary to the actual operating
results of Siri. Ops! Steve Jobs you’ll be missed!
I was wondering how effective this app would be as a virtual assistant for an ESL speaker?
These top 10 famous deceptive ads were good examples that even big companies can get in trouble for
claiming too good to be true products. In the end, always make sure you are getting what you’ve paid
for!
Don’t mute the TV and stay tuned for my next week’s post!
Cheers,
INTERACTIVE ACTIVITY.
GFPI-F-019 V3
Choose a product and try to offers it in the best way (false publicity or false advertising)
6. REFERENTES BILBIOGRAFICOS
http://www.ray-corporation.com/export.php
https://www.educima.com/crosswordgenerator/spa/
http://www.inglessencillo.com/to-be
7. CONTROL DEL DOCUMENTO
GFPI-F-019 V3
Nombre Cargo Dependencia Fecha
Autor (es) Lizeth Yolima Alvarez Instructora de Titulada 17 JUNIO. 2019

Triana Ingles
GFPI-F-019 V3

Marketing Guia MC

Cargado por

Información del documento

Descripción original:

Derechos de autor

Formatos disponibles

Compartir este documento

Compartir o incrustar documentos

Opciones para compartir

¿Le pareció útil este documento?

¿Este contenido es inapropiado?

Copyright:

Formatos disponibles

Marketing Guia MC

Cargado por

Copyright:

Formatos disponibles

SERVICIO NACIONAL DE APRENDIZAJE SENA

SISTEMA INTEGRADO DE GESTIÓN Versión: 03

K 1. IDENTIFICACIÓN DE LA GUIA DE APRENIZAJE

 Denominación del Programa de Formación:

Duración de la Guía: 48 Horas.

- Vocabulario técnico o temas indispensables.

3. FORMULACION DE LAS ACTIVIDADES DE APRENDIZAJE

EL APRENDIZ DESARROLLARA LAS SIGUIENTES ACTIVIDADES DE APRENDIZAJE HACIENDO USO DE:

3.1 Actividades de Reflexión inicial.

Para complementar dicha temática se plantea el anexo 1.

INGLÉS ESPAÑOL INGLES ESPAÑOL

Advertising: Publicidad: Franchise: Franquicia:

Advertisement: Anuncio publicitario: Global brand: Marca mundial:

Advertising campaign: Campaña de publicidad: Guarantee: Garantía:

Advertising agency: La agencia de publicidad: Keyword: Palabra clave:

Benchmark: Punto de referencia: Lead: Dirigir:

Benchmarking: Evaluación comparativa: Mailing campaign: Campaña de envío:

Brand: Marca: Mailing list: Lista de correo:

Brand value: Valor de la marca: Market: Mercado:

Brand identity: Identidad de la marca: Marketing: Márketing:

Branding Strategy: Estrategia de marca: Marketing audit: Auditoría de mercadeo:

Brand loyalty: Lealtad a la marca: Marketing campaign: CAMPAÑA de

Brand name: Nombre de la marca: Marketing manager: Responsable de

Briefing: Instrucciones: Marketing plan: Plan de marketing:

Brochure: Folleto: Marketing strategy: Estrategia de

Budget: Presupuesto: Market leader: Líder de mercado:

Business: Negocio: Marketing team: Equipo de marketing:

Businessman: Empresario: Market niche: Nicho de mercado:

Buying habits: Hábitos de compra: Market research: Investigación de

Cash: Dinero en efectivo: Market segment: Segmento de mercado:

Cash refund: Reembolso en efectivo: Market size: Tamaño de mercado:

Catalogue: Catálogo: Media plan: Plan de medios:

Client: Cliente: Merchandising: Comercialización:

Commercial: Comercial: Online shopping: Las compras en línea:

Commercial strategy: Estrategia comercial: Online store: Tienda en línea:

Company: Empresa: Out of stock: Agotado:

Competitor: Competidor: Point of sale: Punto de venta:

Competitive advantage: Ventaja competitiva: Poster: Póster:

Consumer: Consumidor: Price: Precio:

Consumer behavior: Comportamiento del Product: Producto:

Consumer needs: Necesidades del Product launch: Lanzamiento del

Consumer preferences: Preferencias del Product line: Línea de producto:

Consumer society: Sociedad de consumo: Product packaging: Empaquetado del

Customer: Cliente: Optimize: Optimizar:

Customer loyalty: La lealtad del cliente: Portfolio: Portafolio:

Customer satisfaction: La satisfacción del cliente: Presentation: Presentación:

Customer service: Servicio al Cliente: Product positioning: Posicionamiento del

Deal: Trato: Market share: Cuota de mercado:

Demand: Demanda: Product range: Gama de productos:

Demographic: Demográfico: Product sample: Muestra del producto:

Demonstration: Demostración: Profitability: Rentabilidad:

Design: Diseño: Promotional material: Material promocional:

Digital channels: Canales digitales: Profitability: Rentabilidad:

Digital strategy: Estrategia digital: Pricing: Precios:

Discount: Descuento: Public relations: Relaciones públicas:

Discount coupons: Cupones de descuento: Representative: Representante:

Distribution chain: Cadena de distribución: Revenue: Ingresos:

Distribution plan: Plan de distribución: Sponsorship: Patrocinio:

Domestic market: Mercado doméstico: Sponsor: Patrocinador:

E-commerce: Comercio electrónico: Strategy: Estrategia:

Target: Objetivo: Tax rates: Las tasas de impuestos:

Target audience: Público objetivo: Trend: Tendencia:

Value chain: Cadena de valor: SWOT analysis Análisis DAFO