1. Complete the sentences.

1.1. The role of marketing is that of…
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1. Complete the sentences.

1.2. If customers obtain what they want or need, then a company…
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1. Complete the sentences.

1.3. The main objective of marketing is satisfying…
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1. Complete the sentences.

1.4. Marketing includes many strategies, which all aim at: …
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1. Complete the sentences.

1.5. The marketing process is made up of…
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1. Complete the sentences.

1.6. The four steps of the marketing process are: …
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2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.1. What is the first aim of modern marketing? aperta

2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.2. What is the new meaning of ‘quality’? aperta

2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.3. What is total quality? aperta

2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.4. What are the three kinds of customer needs to be satisfied? aperta

2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.5. What is the difference between implicit and explicit needs? aperta

2. Read the text and answer the questions.

Customer Satisfaction and Total Quality
The first objective of modern marketing is customer satisfaction. Competition has increasingly moved from the area of “price” to that of “image”, and nowadays the quality of a product lies no longer only in its material components (price, materials, design), but also in its intangible ones linked to, for example, pre- and post-sale services, continuous assistance, or the prestige of the brand. Total quality is defined as attention to the connected services, to the production system, to the general culture of the company organisation. A product is not only of quality if it has the best quality-price ratio, but also if it can be modified according to the particular needs of the customers, if it is procured without delays, if the negotiations are courteous and careful, if it has been produced in compliance with international regulations and ethics.
There are three types of customer needs to be satisfied:
• implicit needs, which are taken for granted by the customer, for example that in a hotel there is hot water and electricity at all hours;
• explicit needs, which the customer clearly expresses, for example that the hotel guarantees a certain type of comfort, such as a sauna, swimming pool, or a panoramic view;
• latent needs, which the customer is not able to declare, because he is unaware of them, but which he realizes when he perceives their benefit. For example, a fruit basket available in the hotel room upon arrival.
All the improvements to latent needs guarantee the company a leap in quality.
Adapted from: G. Colli, F. C. Ferro, ComunicAzione - Dalla teoria alle competenze comunicative efficaci, CLITT, 2023

2.6. What are latent needs and why are they important for a company? aperta