This role play and reading comprehension focuses on social media marketing, and marketing terms in general. It's followed by key vocabulary relating building market share and using social media and a follow-up quiz to test understanding.

Bob: We've undertaken so many changes over the past few months, I'd like to get your take on how things are shaping up.
John: There have certainly been some challenges, but I'd say we're on track to hit our targets for the year's end.

Bob: Where do you think our greatest advantage lies in regards to our competition?
John: We're taking advantage of the economies of scale. We've been able to reduce our price point, which gives us the competitive edge in pricing.

Bob: Our new supply chain has really been pushed by the top brass. We're also thinking about expanding this strategy to other segments of the market.
John: It's been tough on our competition, they just can't keep up. Not only that, but our uniqueness is finally being perceived by a wider audience.

Bob: Our breadth really can't be beat. Marketing's also been dong excellent job on getting that message out.
John: Our sportswear line combines durability, uniqueness and comfort - at an incredibly affordable price. Can't beat that!

Bob: We're also leveraging social media to get the message out. It's new territory, but we need to continue to hone that message.
John: Social media is an entirely new game, marketing's brought in some consulting specialists to help us take advantage of these new technologies.

Key Vocabulary

Verb Forms

to undertake changes = to enter the process of making changes
to get someone's take on something = ask for someone's opinion
to shape up = to turn out, to become
to be on track to hit a target = to be moving in the right direction towards a goal
to get the message out = to market effectively
to leverage social media = to take advantage of Facebook, Twitter and other social networking tools
to hone a message = to improve a particular advertising point

Key Phrases

economies of scale = lower cost due to large number merchandise production or manufacturing
price point = price
competitive edge = advantage over the competition
supply chain = the businesses involved in providing a product
top brass = management
social media = Facebook, Twitter and other social networking sites

Check your understanding with this multiple choice comprehension quiz.

By Kenneth Beare, About.com Guide

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