Name ID Maman 15
Education and Marketing Pre-Reading                                                                                                       Read the title, sentences under the title, headings and sub-headings.

1 . Why would educational institutions be interested in marketing?
Because they are declining enrollment, rising costs, and uncertain future, so for to be more successful in attracting and serving their publics they need to use     marketing.                                                                                                               V (5
points)
2 . In which section would you find the following information?  Information Section Number Educators' Worries about Marketing 5
Definition of Marketing
1 Application of Marketing
2 Advantages of Marketing
4 Fulfilling Buyers' Needs
3 V (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"?
The most important thing is to offer between appropriate products and services and prices, distributes and promotes them effectively, the products and services sell easily V (4
points)
4 . What does P. Drucker mean by "The aim of marketing is to make selling       superfluous"?  (paragraph 2) I think he mean that if you do anything right you will not need to work hard for selling, it will be become after the right process of marketing.
V  (4 points) 5. According to the writer, what do institutions need to do in order to survive?
….
V (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 . ….
 V (6
points) Questions based on paragraphs  12-20 7. Under what condition(s) would educational institutions turn to marketing        services?

1 .  If enrollment or donations decline or become volatile
2 .  If …..
V  (3 points) 9 a. List three promotional strategies used by the second group to recruit more students?

1 . ….
V (3 points)      b. Explain why their approach may not lead to the desired results.

1 . ….
V  (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?
The central focus of such an institution is to concentration on the needs of its constituencies.
V  (5 points)    b.
Give two reasons why this focus is probably not broad enough for educational institutions.

1 . ….
V (4 points) Questions based on paragraphs  27-
3 1
1 2.  What does each of these orientations emphasize?
What mistakes do the        administrators make for each? V (6 points) Questions based on paragraphs 32-36

1 3.
What do institutions rely on in order to achieve their goals? Par 32 Rely on voluntary exchanges to achieve their objective Attracting resources, motivating employees, finding customers.
1 (4 points)
1 4.
In what ways can marketing be relevant to educational institutions?

1 .  V (4
points)
1 5.
List five outcomes that can result from a dissatisfied public?

1 .
V (5 points) Questions based on paragraphs 37-43

1 6. What is the image of a marketer in the eyes of the educational administrators?
For many people, modern marketing carries negative connotations and some administrators believe that marketing is for profit-making businesses, and that educational institutions should be "above" marketing V  (4 points)
1 7. Paragraph 40 begins with the word "Ironically". What is the irony here?   On the one hand most educational institutions engage in marketing whether they realize it or not.
   On the other hand they may deny that they are engaged in marketing.
V  (4 points)
1 8. In a typical private college, who is responsible for the following marketing           activities? Complete the table below.

1 9. What should educational institutions be aware of regarding their target audience?
They should be aware that attitudes and preferences will be change once per time.
V  (5 points) Post Reading (10 points) Good!
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. ….
The End!