Marketing

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).
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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.
Advertising: Publicidad
Franchise: Franquicia
Advertisement: Anuncio publicitario

Global brand: Marca mundial
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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 campaign: Lista de correo
Brand value: Valor de la marca
Market: Mercado
Brand identity: Identidad de la marca

Marketing: Marketing
Branding Strategy: Estrategia de la marca

Marketing audit: Auditoria de mercado
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 mercado
Budget: Presupuesto
Market leader: Líder de mercado
Business: Negocio
Marketing team: Equipo de marketing
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Businessman: Empresario
Market niche: Nicho de mercado
Buying habits: Hábitos de compra Market research: Investigación de mercado
Cash: Dinero en efectivo

Market segment: Segmento de mercado
Cash refund: Reembolso en efectivo Market size: Tamaño de mercados
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: Poster
Consumer: Consumidor
Price: Precio
Consumer behavior: Comportamiento del

Product: Producto
consumidor
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Consumer needs: Necesidades del consumidor

Product launch: Lanzamiento del producto
Consumer preferences: Preferencias del consumidor

Product line: Línea de producto
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 mercados
Demand: Demanda Product range: Gama de productos
Demographic: Demográfico Product sample: Muestra del producto
Demonstration: Demostración Profitability: Rentabilidad
Design: Diseños Promotional material: Material

promocional
Digital channels: Canales digitales Profitability: Rentabilidad
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Digital strategy: Estrategia digital Pricing: Precios
Discount: Descuento Public relations: Relaciones públicas
Discount coupons: cupones de descuento Representative: Representantes
Distribution chain: Cadena de distribución Revenue: Ingresos
Distribution plan: Plano 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 (strengths, weaknesses,

opportunities and threats):Análisis DAFO
(fortalezas, debilidades, oportunidades y
amenazas)
Wholesale: Al por mayor Catch all marketing:Atrapa 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.
VERB TO - BE
1. We have a business
We don’t have a business
Do we have a business? Yes, we have a business
2. Bill gates is a businessman

Bill gates is not a businessman
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Is Bill gates a businessman? Yes, he is a businessman
3. Adidas is a famous brand

Adidas is not a famous brand
Is Adidas a famous brand? Yes, it is
4. They are loyal customers

They are not loyal customers
Are they loyal customers? Yes, they are
5. They go to the supermarket

They don’t go to the supermarket
Go to the supermarket? Yes, they're go to the supermarket
6. I made a franchise
I did not make a franchise
Did you make a franchise? Yes, I am
7. Pedro has a company

Pedro does not have a company
Does Pedro have a company? Yes, Pedro has a company
8. The product has a good price

The product is not priced well
Does the product have a good price? Yes, It is a good price.
9. We are wholesalers
We are not wholesalers
Are we wholesalers? Yes, we are
10. He is a doctor
He is not a doctor
Is he a doctor? Yes, he is
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PRESENT PROGRESSIVE (ING)
1 I am showing my new product
2 We are selling wholesale merchandise
3 The executives are sponsoring the company
4 She is creating a market strategy
5 They are carrying out an advertising campaign
6 He is buying food online
7 The company is positioning itself in the market
8 The client is looking at the advertising or publicity that catches his attention
9 You are obtaining the guarantee of your product
10 Demand is growing adequately
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 .
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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
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).
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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
-un poco grande de -

inglés
‘´´
publicidad en vallas publicitarias:
____________________ bilboard advertising
Diferenciando tu oferta
Cafetería> ¡Nuevo!Café
orgánico
3,50 USD
Casa de café> ¡Más

nuevo! auténtico café
filtrado
Publicidad en establecimientos:
3.60 USD
advertising in establishments
_______________________________
Auténtico café
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filtrado
$ 3.60
¡Comprar!
¡Teléfono móvil!
¡Guardar ahora!
¡Come hamburguesas!
¡Guau!
¡Reajuste salarial!
Publicidad voz a voz: voice ¡Venta!

to voice advertising
Mega
Compra
ahora
¡Guau!
Now create one!

READ THE TEST CAREFULLY
Difference Between Advertising and Publicity
September 5, 2015 By Surbhi S 1 Comment
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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.
https://docs.google.com/forms/d/e/1FAIpQLScBbZ13b0DdIPj8kN9i8ii6dIIAt9hEybRqVD
MuG0DFUv18Mg/viewform
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
Glossary:
Advertising: Publicidad
Publisity Advertising:Publicidad en la editorial
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Persuading:Persuadir
Neither: Ninguno
Sponsored:Patrocinado
Technique: Técnica
Commonly:Comunmente
Understood:Comprendido
Between: Entre
Explained:Explicado
Tabular: Tabular
BASIS FOR COMPARISON ADVERTISING PUBLICITY
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.
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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.
Reach: Alcanzar
Announcement: Anuncio
Hoardings: Vallas publicitarias
publicityAlthough: Publicidad aunque
blindly: A ciegas
misleading: Engañoso
whereby: Por lo cual
highlighted: Resaltado
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 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.
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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 whereas Publicity is impartial.
ACTIVITY
Create 10 questións using wh questios and yes-no question according to the text
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1_What is advertising used for?
R// Advertising is used to promote and publicize a product or service, also to insert a
new brand in the market and thus attract buyers.
2_How can be advertising?
R// The advertising can be printed or broadcast.
3_Who are the key people behind an advertisement?
R// Representatives of companies and businesses are behind an advertisement, to

capture the attention of a target audience.
4_Why is it necessary to advertise?
R// Because, it is vital to position a brand, to publicize said product by showing its
benefits to the public, thus attracting more customers.
5_Where can we see the advertising?
R// We can see it constantly in advertisements and social networks but also on
television and radio.
6_What are the means used to advertise?
R// Advertising can be done through media such as radio, television, websites,
newspapers, billboards, magazines, or on social media.
7_Who are the people who pay for the ads?
R// The ads are paid for by the sponsors, who are in charge of persuading people to
buy the company’s products.
8_Which are the viewers of the advertisement?
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R// The viewers are the consumers, people who draw their attention to the product, in
short, the potential customers.
9__How does advertising play in a brand?
R// It has an important role since brands need to be relevant and create preference so
that the values they transmit are perceived.
10_Why is it said that advertising plays with the mind of the consumer?
R// Because there are visible effects that are capable of tricking our brain when it
comes to interpreting the information we capture.
YES-NO QUESTIONS
1__Is the publicity a tool of promotion?
R// Yes, It is
2__ Are the ads paid by the sponsors?
R// Yes, It is
3__Are the ads sometimes misleading?
R// Yes, It is
4__ Is it necessary to advertise to market a product?
R// Yes, It is
5__Are the ads the responsible for persuading a target audience to buy a
product?
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R// Yes, It is
6__Are the companies behind each Advertisement?
R// Yes, It is
7__Are the false rumors spread to damage the image of a company?
R// Yes, It is
8__Are the most creative advertisements the ones that manage to capture the
public’s attention?
R// Yes, It is
9__Is the publication of a service or product that Is done for a commercial

purpose?
R// Yes, It is
10__Is the marketing a very important factor in companies?
R// Yes, It is
5) Answer according to the text the following questions.
DEFINE WITH YOUR OWN WORDS WHAT IS ADVERTISING?
R// Advertising Is a means of visual or auditory comminication with the aim of

informing the public about everything related to a product, service ir brand.
__________________________________________________________________
__________________________________________________________________
1) WHAT IS THE PUBLICITY IMPORTANCE IN THE MARKETING PROCESS?

__
R// Promote or Sell a product, to make It known to the public in a profitable way and
also to make the brand more recognizable.
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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 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?
R// Advertising : this Paid and controlled by sponsors, here the promotion Is
positive.
Publicity: this Is free where the interests are generated by means of

comminication, this can be positive or negative
8) write some advertising characteristics.
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R//
• Responds to a marketing strategy.

• It has a goal.
• It targets a specific audience.
• Requires investment.
• It depends on the repetition.
• It has a cost for the advertiser.
9) write some pulicity characteristics.

R//
• When the company is presented within a news item, it gains credibility and
psychological insight, it is easier to persuade when potential customers are not
aware of our intention, as is the case with Advertising.
• It is not advertising understood in its traditional sense. Broadcaster pays the

medium to launch a predefined and commercial message, to be addressed to a
specific audience.
• It is inserted within the area of Public Relations rather than within Advertising.
• It’s free. The advertiser does not pay advertising space.
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
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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)
6) Translate all the words and define thirteen of them.
Trasnlation:
1 Innovare: innovar
2 Strategic: Estratégico
3 Reserch: Investigar
4 Creativity: Creatividad
5 Internet: internet
6 Sharing: Intercambio
7 Media: Medios de comunicación
8 Strategy: Estrategia
9 Oportunity:: Oportunidad
10 Impact: Impacto
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11 Identity: Identidad
12 Information:Información
13 Event:Evento
14 Advertising:Publicidad
15: Marketing: Mercadeo
16: RRPP: Relaciones Públicas
17: Digital: Digital
18: Publicity: Publicidad
Prayers:
1 Marketing is the management of goods and services
2 The media are an instrument to report on different events in society.
3 advertising is a promotional tool, to persuade the consumer
4 creativity is a basic ingredient in marketing
5 The Internet allows you to know the best market to advertise
6 (RRPP) public relations is responsible for establishing a link between the interested parties or
the target market.
7 A strategy is the process through which you want to achieve a goal.
8 information is a key resource for making decisions, since it is important for what we are going
to do
9 The impact is the encounter that occurs between a user and a brand
10 innovate refers to providing new options that meet the needs of consumers,
11 identity is the perception that customers or consumers have of a company
12 Researching the competition allows us to better understand our client and their needs.
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13An opportunity is that need or interest that a client has and that a company can take
advantage of.
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1Marketing is a commercial career that consists of the administration of goods and services
2 The clients are those who buy goods and services from company
3 Demand is the total sales volume of a product
4 The brand Is the commercial identifier of the goods and services offered by a company.
5 The product Is the result obtained from the production process of a company.
6 Segmentation Is responsable for dividing customers into groups.
7 The price Is the payment that Is given yo obtain goods and services.
8 The company is an organization of a group of people who seek the achiviement of am

economic benefit.
9 Sales are the activities that are done to encourage customers to make a purchase.
10 Franchise Is a business modelo in which a person grants the right party to use their brand
and work under their same business system.
11 Retailers are the economic agents that are located un the penultimate phase of the value
chain.
12 Income refers to all the profits received by an entity ir company.
13 Positioning is the position that a product or service of a certain company occupies un the
minds of consumers.
14 Strategies are the way to increase the sales of a company and meet the objectives.
15 The target market is that group of recipients to whom a specific product or service is
directed.
16 Merchandising is the strategy of promoting a product or a brand to influence the consumer's

purchase decision.
17 The wholesaler is one who buys products from a manufacturer and then sells them at
wholesale to retail companies.
18 The offer is that property willing to be freely exchanged in exchange for a price.
19 Sales are the activities carried out to encourage potential customers to make a certain
purchase.
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20 The sponsor is that company or person who invests money to promote their brand in a
specific medium with the aim of gaining visibility to potential customers.
21 The buyer person is a semi-fictional representation of your ideal customers.
22 Production is the economic activity that is responsible for transforming inputs to convert
them into products.
23 Competition is a situation of companies that compete in a market offering or demanding the

same product or service.
7) WORK IN GROUPS!
1) Create a product
2) Create a publicity for the product. ( billboards, newspaper, radio and tv)
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!
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8) WRITE SOME STRATEGIES FOR CREATING PUBLICITY.
1_get to know our buyer person

well_______________________________________________________________________
2_have a good
language____________________________________________________________________
___
3_analyze the
competition__________________________________________________________________
_____
4_Highlight all the qualities of the product or

service______________________________________________________________________
_
5__create an eye-catching
message____________________________________________________________________
__
6__have good
creativity____________________________________________________________________
__
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7__play with the consumer's

mind______________________________________________________________________
8__arouse some feelings in

people______________________________________________________________________
9) intertent activity: https://quizlet.com/206194995/publicity-flash-cards/
https://quizlet.com/19923174/principles-of-marketing-quiz-1-flash-cards/
Send the result to your instructor.
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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.
c. Carl always(tell) us funny stories
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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)
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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. (-)
10. The shops open yesterday, but we didn't go there.
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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.
10
11
12
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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!
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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”.
Nivea Bio-Slim
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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 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!
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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
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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.”
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!
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Umm Nutella!
2nd – Skechers – “Shape up while you walk”

Finally the best of all, Sketchers Shape up, Tone-ups, Resistance Runners ()! 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!
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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!
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.
Choose a product and try to offers it in the best way (false publicity or false advertising)
Mega Compra ahora ¡Guau!
6. REFERENTES BILBIOGRAFICOS
http://www.ray-corporation.com/export.php
https://www.educima.com/crosswordgenerator/spa/
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http://www.inglessencillo.com/to-be
7. CONTROL DEL DOCUMENTO
Nombre Cargo Mega Compra Fecha

ahora ¡Guau!
Autor (es) Lizeth Yolima Alvarez Mega Titulada 17 JUNIO. 2019

Triana Compra
ahora ¡Guau!
de Ingles
Mega Compra ahora ¡Guau!
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SERVICIO NACIONAL DE APRENDIZAJE SENA

SISTEMA INTEGRADO DE GESTIÓN Versión: 03

• K 1. IDENTIFICACIÓN DE LA GUIA DE APRENIZAJE

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.

Advertisement: Anuncio publicitario

Advertising campaign: Campaña de publicidad

Advertising agency: La agencia de publicidad

Benchmark: Punto de referencia

Benchmarking: Evaluación comparativa

Brand identity: Identidad de la marca

Branding Strategy: Estrategia de la marca

Brochure: Folleto Marketing strategy: Estrategia de mercado

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

Cash: Dinero en efectivo

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

Commercial strategy: Estrategia comercial

Company: Empresa Out of stock: Agotado

Competitive advantage: Ventaja competitiva

Consumer behavior: Comportamiento del

Consumer needs: Necesidades del consumidor

Consumer preferences: Preferencias del consumidor

Consumer society: Sociedad de consumo

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 mercados

Demand: Demanda Product range: Gama de productos

Demographic: Demográfico Product sample: Muestra del producto

Demonstration: Demostración Profitability: Rentabilidad

Design: Diseños Promotional material: Material

Digital channels: Canales digitales Profitability: Rentabilidad

Digital strategy: Estrategia digital Pricing: Precios

Discount: Descuento Public relations: Relaciones públicas

Discount coupons: cupones de descuento Representative: Representantes

Distribution chain: Cadena de distribución Revenue: Ingresos

Distribution plan: Plano de distribución

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 (strengths, weaknesses,

Wholesale: Al por mayor Catch all marketing:Atrapa el marketing

Wholesaler: Mayorista Upselling: Venta al alza

2. Bill gates is a businessman

Is Bill gates a businessman? Yes, he is a businessman

3. Adidas is a famous brand

4. They are loyal customers

5. They go to the supermarket

7. Pedro has a company

8. The product has a good price

PRESENT PROGRESSIVE (ING)

1 I am showing my new product

2 We are selling wholesale merchandise

3 The executives are sponsoring the company

4 She is creating a market strategy

5 They are carrying out an advertising campaign

6 He is buying food online