Marketing

OVERVIEW □ Vocabulary Word partnerships

~J Listening

Successful marketing

Selling dreams ■~j Language review '—' Questions p| Skills !—' Telephoning: exchanging information □ Case study Kristal Water

"| Reading

• Business has only two functions - marketing and innovation. }

Peter f. Drucker (1909-2005). Austrian management expert

Starting up

Q 'The four Ps'form the basis of the marketing mix. Ifyouwantto market a product successfully, you need to get this mix right Match the 'Ps* (1-4) to the definitions <a-d).

1 Product

2 Price

3 Promotion

4 Place

a) the cost to the buyer of goods or services

b) informing customers about products and persuading them to buy them

c) where goods or services are available

d) goods or services that are sold

^j Vocabulary file page 15R

Q w7.1 Listentofourconsumerstalkingaboutdifferent products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.

Q Think of some products you have bought recently, Why did you buy them? Which of the four Ps influenced your decision to buy?

Q Tell your partner about a marketing campaign that impressed you.

7 Marketing J

Word partnerships

0 For each grou p of words (1-5)*

a) fitl In the missing vowels.

b) match the words to the definitions (a-c).

l market

2 consume!

3 product

r_ЈsЈ^rch

S _ gm _ nt sh re

b_h_v_
pr_f_l_
g__ ds

l__nch l_f_ cycL

r_ng_

I a) the percentage of sales a

company has ■j- b) information about what customers want and need c) a group of customers of similar age, income level and social group

a) description of a typical customer

b) where and how people buy things

c) things people buy for their own use

j a) introduction of a product to the market

b) length of time people continue to buy a product

c) set of products made by a company

4 sales

5 advertising

f_r_c_st

f_EwT_S

t_rg_t

c_mp___ gn

b_dg_t _g_ncy

a) how much a company wants to sell in a period

b) how much a company thinks it will sell in a period

c) numbers showing how much a
_ company_has_sold in_a period

a) a business which advises companies on advertising and makes ads

b) an amount of money available for advertising during a particular period

c) a programme of advertising activities over a period, with particular aims

Q Choose a well-known brand for each of these categories.

• cars Memdva

• newspapers and magazines

• watches/jewellery

• clothing

Give typical consumer profiles for each brand. Include the following:

• age

• sex

• Job

• Income level

• other products the consumer might buy

~S Vocabulary file page 158

(■} What sort of advertising campaign could you have In your country for each of the brands you chose in Exercise B? How else could you try to increase the sale of each brand?

La

7 Marketing

Listening

Successful marketing

Jonathan Turner

Listen to the first part of an interview with Jonathan Turner, Managing Consultant at Oxford Strategic Marketing, and complete the notes,

Keys lo successful marketing

• have a passionate curiosity for the.. fj&ftlfflpr.....¹

• get a deep understanding of their.,,.,,.,,,,,,,,.,.'and their

• analyse alt the business......................⁴and market

,....,,,.......... * constantly

• have a strong business...................... ⁶

• have an instinctive understanding of how....................... ⁷

Work in small groups. Discuss in what ways the following points also conrrj bule to successful m arketi ng,

• an awareness of the company's strengths and weaknesses

• an understanding of the opportunities and threats the company faces

• good communication skills

• a good, creative campaign

Reading

Selling dreams

Which one do you think Jonathan will mention next?

Now listen to the second part of the interview and see if you were right. Do you agree with Jonathan?

Q i 1*7.4 Listen to the last part of the interview and answer these questions.

i What kind of company is Oxford Strategic Marketing working for at the moment?

2 How does the technique called 'market segmentation' work?

3 What did Oxford Strategic Marketing do for their client?

4 What was surprising about the results of the research?

,. Discuss these questions in pairs.

i Which celebrities from your country have appeared in advertisements? What kind of products do they endorse?

2 Which world-famous film stars and sportspeople have appeared in

advertisements? In your opinion, which of those ads was the mast effective?

0 Before you read the article, m atch these questions <aH>) with Iheir possible

answers (a-f)-

1 When was Chanel No 5 created?

2 Who is Marianne Etchebame?

3 How much did the film cost?

4 Whatkindoffilmisit?

5 Why are brands looking at new ways of connecting with consumers?

6 What does Ms Etchebame think of the film?

a) Because advertising budgets are getting larger.

b) It's a thriller.

c) She is Chanel's artistic director.

d) She says it is a pure commercial.

e) Eighty million pounds.

f) In 1912.

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