Participant B

• You met A two years ago at a conference on Customer Care in Frankfurt.

• You are the sales manager for a large telecommunications company.

• You have been at the conference for three days.

• You have visited the city (beautiful old cathedral, interesting museum, excellent restaurants, but very expensive).

• You are staying at a small hotel outside the city (a bad choice: room too small, too far from the centre of the city).

• You are leaving tomorrow.

• The conference is boring- the speakers talk too much and go overtime.

Unit 9 Marketing

Business has only two functions - marketing and innovation, y

Peter F. Drucker (1909-2005), Austrian management expert

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

1 Product a) the cost to the buyer of goods or services

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

3 Promotion c) where goods or services are available

4 Place d) goods or services that are sold

L.1 Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.

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

Tell your partner about a marketing campaign that impressed you.

For each group of words (1-5):

a) fill in the missing vowels.

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

1 market Research a) the percentage of sales a company has

s _ gm -nt b) information about what customers want and need

sh_ re c) group of customers of similar age, income level and social group

2 consumer B_h_v_ _ _r a) description of a typical customer

pr_f_l_ b) where and how people buy things

g__ds c) things people buy for their own use

3 product l_ _nch a) introduction of a product to the market

l_f_ cycl_ b) length of time people continue to buy a product

r_ng_ c) set of products made by a company

4 sales f_r_c_st a) how much a company wants to sell in a period

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

t_rg_t c) numbers showing how much a company has sold in a period

5 advertising c_mp gn a) a business which advises companies on advertising and makes ads

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

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

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

• cars - Mercedes

• 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

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?

L 2 Listen to the first part of an interview with Jonathan Turner, Managing Consultant at Oxford Strategic Marketing, and complete the notes.

Keys to successful marketing

• have a passionate curiosity for the.. customer..... 1

• get a deep understanding of their ²and their____________3

• analyse all the business________4 and market_________5 constantly

• have a strong business________6

• have an instinctive understanding of how ___________7

S1. Work in small groups. Discuss in what ways the following points also contribute to successful marketing.

• 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

Which one do you think Jonathan will mention next?

L3 Now listen to the second part of the interview and see if you were right. Do you agree with Jonathan?

L4 Listen to the last part of the interview and answer these questions.

1 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?

R 1 Discuss these questions in pairs.

1 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 most effective?

R2 Before you read the article, match these questions (i-6) with their possible answers (a-f).

1 WHEN WAS CHANEL NO 5 CREATED? a) BECAUSE ADVERTISING BUDGETS

are getting larger.

2 Who is Marianne Etchebarne? b) It's a thriller

3 How much did the film cost?. c) She is Chanel's artistic director.

4 What kind of film is it? d) She says it is a pure commercial.

5 Why are brands looking at new ways e) Eighty million pounds, film?

of connecting with consumers?

6 What does MsEtchebarne think of the film f) In 1912

.

R 3 Read the article and correct the answers (a-f) in Exercise B. They are all wrong.

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