Name          _________________________ ID Number _________________________   ממ"ן 11
SOCIAL SCIENCES LEVEL A Assignment 11
Education and Marketing Pre-Reading                                                                                                      (10 points) Read the title, blurb, headings and sub-headings.

1 . Why would educational institutions be interested in marketing?
____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ (5 points)
2 . In which section would you find the following information?  Information Section Number Educators' Worries about Marketing Definition of Marketing Application of Marketing Advantages of Marketing Fulfilling Buyers' Needs (5 points) Close Reading                                                                                              80 points Questions based on paragraphs  1-11

3 . According to the writer, what are the most important elements of "marketing"?
____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ (4 points)
4 . What does P. Drucker mean by "The aim of marketing is to make selling       superfluous"?  (paragraph 2) ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ (4 points) 5. According to the writer, what do institutions need to do in order to survive?

1 .___________________________________________________________________
2 .___________________________________________________________________
3 .___________________________________________________________________
4 .___________________________________________________________________ (4 points)
6 . Read the seven functions of marketing. Choose two. Explain how each one     illustrates the concept of exchange mentioned in paragraph 4.

1 .________________________________________________________________ __________________________________________________________________ __________________________________________________________________
2 .________________________________________________________________ __________________________________________________________________ __________________________________________________________________  (6
points) Questions based on paragraphs  12-20 7. Under what conditions would educational institutions turn to marketing        services?

1 .________________________________________________________________
2 .________________________________________________________________
3 .________________________________________________________________  (3 points)   
8 . Describe the reactions of three different groups of administrators to the idea of     using marketing services.   
1 . _______________________________________________________________   
2 . _______________________________________________________________   
3 . _______________________________________________________________  (3 points) 9.
a. List three promotional strategies used by the second group to recruit more students?
      1. _______________________________________________________________
2 . _______________________________________________________________  3. _______________________________________________________________ (3 points)      b. Explain why their approach may not lead to the desired results.
      1. _______________________________________________________________           _______________________________________________________________
2 . _______________________________________________________________    ________________________________________________________________  3. _______________________________________________________________      _______________________________________________________________  4. _______________________________________________________________      _______________________________________________________________  (4 points) Questions based on paragraphs  21-26

1 0.
a. What is the central focus of an institution that has adopted a marketing orientation?
____________________________________________________________________ ____________________________________________________________________ (5 points)    b. Give two reasons why this focus is probably not broad enough for educational         institutions.

1 . __________________________________________________________________ ____________________________________________________________________
2 . __________________________________________________________________ ____________________________________________________________________  (4 points)
1 1.
List the four components of the marketing orientation approach.

1 . __________________________________________________________________
2 . __________________________________________________________________
3 . __________________________________________________________________
4 . __________________________________________________________________ (4 points) Questions based on paragraphs  27- 31

1 2.  What does each of these orientations emphasize?
What mistakes do the        administrators make for each?   Emphasis Administrative Mistakes Product Orientation Production Orientation Selling Orientation (6 points) Questions based on paragraphs 32-36

1 3.
What do institutions rely on in order to achieve their goals?
____________________________________________________________________ ____________________________________________________________________ (4 points) מנהל עסקים.
In what ways can marketing be relevant to educational institutions?

1 . ______________________________________________________________________
2 . __________________________________________________________________ ____________________________________________________________________
3 . __________________________________________________________________ ____________________________________________________________________
4 . __________________________________________________________________ ____________________________________________________________________ (4 points) משפטים.
List five outcomes that can result from a dissatisfied public?

1 .___________________________________________________________________
2 .___________________________________________________________________
3 .___________________________________________________________________
4 .___________________________________________________________________ 5. __________________________________________________________________ (5 points) Questions based on paragraphs 37-43

1 6.
What is the image of a marketer in the eyes of the educational administrators?
____________________________________________________________________ ____________________________________________________________________  (4 points)
1 7. Paragraph 40 begins with the word "Ironically". What is the irony here?   On the one hand,____________________________________________________   ___________________________________________________________________    on the other hand,___________________________________________________    ___________________________________________________________________  (4 points)
1 8. In a typical private college, who is responsible for the following marketing         activities? Complete the table below.
Marketing Activities Who is Responsible?
conveying information satisfying the needs of the students attracting financial support (4 points)
1 9. What should educational institutions be aware of regarding their target audience?
____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ (5 points) Post Reading (10 points)
2 0.  The Open University has one of the largest enrollment of students in the country. What marketing strategies do you think the university uses in order to attract students? How did these strategies influence your decision to register at the university? Suggest two other strategies to attract more students. ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ OPTIONAL  LANGUAGE ENRICHMENT Structure Phrasal (or Two-Word) Verbs Phrasal (or two-word) verbs are made up of a verb and a preposition. The addition of the preposition changes the meaning of the verb. These verbs are very common in everyday speech but are also used in texts of all kinds including academic texts.
For example:
to put off = to postpone; to pass away = to die.
There are some phrasal verbs that are made up of a verb and two prepositions.
For example:
to make up for = to compensate.
Column A below contains phrasal verbs used in this text. Match them with the verb that mean the same from Column B. Before you match them try to guess their meanings in context. The number in parentheses refers to the paragraph in which the phrasal verb appears.
Column A Column B ¨ bring about (7)
1 .    to represent   ¨ turn off (17)
2 .    to encourage   ¨ turn on (17)
3 .    to quit   ¨ drop out (17)
4 .    to cause   ¨ stand for (23) 5.    to discourage   Modals Each of the sentences below contains a modal in bold type. In the space provided, state the meaning the modal expresses in the context of the sentence. Refer to unit 2 p. XX if necessary. The first sentence is done for you as an example.

1 .
The school or college must set the curriculum and standards that will ensure this     is necessary.
2.
Several things should be noted about this definition of marketing. (para. 5)     ______________________  3. By their responses to these trends, college administrators can be divided into three      groups ( par 16) _______________________                              
4 .
Without satisfied target markets, institutions would soon find themselves      "customerless”      and tailspin into oblivion. (par 21) _________________________ 5. They may focus their attention on "running a tight ship", even if human needs must         be  bent to meet the requirements of the production process. (para. 28)                     (a) ________________________   (b) ____________________________ Word Families The prefix -ness is usually attached to an adjective to form an abstract noun which is usually a quality.
The following are examples from the text:
                 weakness (par. 19)                  attractiveness (par. 27)                  effectiveness (par. 35)                  appropriateness (par. 36) Complete the chart so that you provide the whole word family. Remember! Not every word has all the "family members".
(quality) noun verb adjective
1 .    weakness
2 .    attractiveness
3 .    effectiveness
4 .    usefulness 5.   appropriateness For a review of language building you can visit these sites:
http://www.uefap.co.uk/vocab/build/building.htm http://www.southampton.liunet.edu/academic/pau/course/websuf.htm