Unit 7 Marketing Quotation Communication is the

Unit 7 Marketing

Quotation “Communication is the most important form of marketing. ” Akio Morita (1921 – 1999) Co-founder of Sony

Starting up A ‘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 to 4 to a) the cost to the buyer of the definitions a) to b)goods 1 Product or services b) informing customers 2 Price about products and persuading them to buy 3 Promotion them c) where goods or services 4 Place are available d) goods or services that are sold

Starting up B Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place. Speaker 1: Place Speaker 3: Price Speaker 2: Promotion Speaker 4: Product C What influences you most when you are doing shopping? Why? Product Price Promotion Place

Starting up D Tell your partner about a marketing slogan that impressed you.

Vocabulary A For each group of words 1 to 5: a) Fill in the missing vowels. Word b) Match the words to the definitions a) to c) partnerships 1 market 2 consumer 3 product a) The percentage of sales a research company has segment b) Information about what customers want and need share c) A group of customers of similar age, income level and behavior social group a) description of a typical profile customer goods b) where and how people buy launch things Life cycle c) things people buy for their own use range a) Introduction of a product to the market

Vocabulary Word partnerships 4 sales a) How much a forecast company wants to sell in a figures period target b) How much a company thinks it will sell in a period campaign c) How much a company has budget sold in a period agency 5 a) A business which advises companies on advertising and makes ads

Vocabulary Word partnerships B Choose a well-known product for each of these product categories. Newspaper & magazine Cars Watches & jewelry Clothing

Listening A Listen to the first part of the interview and complete the chart. Successful Good creative marketing Reaching the right ______ campaign ________ people Successf Good marketing Clear marketing message ul communications _______ Working well with marketin sales team ________ g Producing: Custome r orientati on What customers ______ need when ______ they want it At the right _______ price profitable In a way that’s _______

Listening Successful marketing B Listen to the second part of the interview and answer the following questions. 1 Which campaign was most memorable for Mirj Orange mobile phones 2 Why did she find it memorable? She thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan. 3 What was the fantastic strap line (slogan)? ‘The future’s bright, the future’s orange. ’ 4 What other strap lines do you know?

Listening C Listen to the last part of the interview and answer the following questions. Successful marketing 1 What type of company was involved? An electrical goods manufacturer. 2 What was the promise? They promised customers free flights with purchases of certain value. 3 Why did it appear successful at first? Because sales went up at first. 4 Why did they end the campaign? They couldn’t keep up with the demand had overspent on prizes. D Complete this extract from the interview. planned budgeted The campaign was badly ____, badly publicity _____ and it resulted in a lot of negative _____ for the company.

Reading A Before you read the article, answer these quest Selling dreams 1 Which of the following companies do you associate with Italy?

Reading Selling dreams 2 What qualities do you associate with Italian prod

Reading Selling dreams Ferrari S. p. A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S. p. A. . Ferrari's cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especially during the 1950 s, 1960 s, 1970 s, late 1990 s, and 2000 s. Finally, after years of financial struggles, Enzo Ferrari sold the company's sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also has an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell

Reading B Scan the article and answer these questions. Selling 1 Which are the biggest markets/countries dreams for these products? a) Ferraris c) leather goods b) Rolex watches d) Hennessy cognac 2 What do these numbers in the article refer to? a)1993 the year that Ferrari created its Marketing Department. 1. b) 220 the number of Ferraris sold in Switzerland the year when 220 Ferraris were 2. c) 1997 sold in Switzerland. 3. d) 2. 7 the percentage of Ferraris sold to women

Reading Selling dreams C Read the article more carefully and answer the following questions. 1 What was unusual about Ferrari’s marketing until 1993 It didn’t have a marketing department – people seeing Ferraris in the street was enough. 2 What two things does the author recommend that companies should do? - Produce goods of the highest quality, because people are buying goods on the basis of desire rather than need. -Give your brand emotional qualities that

Reading D Group discussion Selling dreams What qualities do you associate with cars from the following manufacturers?

Reading Selling dreams ‘Customers are now spending more money on products they desire rather than on products they simply need. ’ What do you think is the difference between a need and a desire? Give some examples.

Language There are many types of questions in English. review The easiest are questions that can be answered Questions "yes" or "no. " A: Are you from around A: Can I buy you a here? drink? B: Yes, I am. B: No, thanks. A: Do you come here A: Are you married? often? a question from a statement, first count B: Yes, I am. To form B: Yes, I do. of verbs. the number John is a doctor. One verb: is (be) Jane drives a sports car. One verb: drives Joan played basketball last night. One verb: played Jan is eating her dinner now. Two verbs: is eating June has rented a car. Two verbs: has rented She has been living here since 2003.

Language review Questions If there is one verb in the statement and the verb is a form of be, simply switch the positions of the subject and verb. Statement Question John is a doctor. Is John a doctor? The Johnsons are here. Are the Johnsons here? If there are two or three verbs, simply switch the positions of the subject and first verb. Statement Jan is eating her dinner. June has rented a new apartment. She has been living here since 2003. Question Is Jan eating her dinner? Has June rented a new apartment? Has she been living here since 2003?

Language review Questions If there is one verb, and the verb is not a form of be, 1. Add Do to the beginning of the sentence. The Johnsons live in Do the Johnsons live that house. in that house? 2. If the main verb "carries" a third person singular s, move the s to Do, making it Does. Jane drives a car. Does Jane drive a car? 3. If the main verb "carries" past tense, move the past tense to Do, making it Did. Joan played Did Joan play basketball last night?

Language review Wh- Questions allow a speaker to find out more information about topics. They are as follows: Questions When? Time Where? Place Who? Person Why? Reason How? Manner What? Object/Idea/Action Which (one)? Choice of Whose? alternatives Whom? Possession How much? Person (objective How many? formal) How long? Price, amount (non. How often? count) How far? Quantity (count) What kind (of)? Duration

Language review Questions A Correct the grammatical mistakes in these sentences. 1 What means market niche? What does market niche mean? 2 How much it cost? How much does it cost? 3 Why you don’t sell it? Why don’t you sell it? 4 When it must be finished? When must it be finished? 5 Did you went to the fair last week? Did you go to the fair last week? 6 Is coming your boss tomorrow? Is your boss coming tomorrow?

Language review Questions B Write the words in the questions in the correct Dear Mr. Paz-Andrade We are conducting a consumer survey on international wines. We place great value on your personal opinion and, therefore, request your support. QUESTION 1 Which group do you belong to? 2 How old are you? 3 Which wines do you prefer? 4 How often do you drink wine? 5 How much do you usually spend on a bottle of wine? 6 Do you have a personal wine cellar at home? 7 How many bottles of wine have you selected during the last year? 8 Which wine growing areas do you know? 9 Do you take various growing areas into account when selecting wine?

Language review Work in pairs. Make the following statements into questions with the given Questions They do their homework at question words. She is working hard. (how) night. (when) Mr. Robertson came to the party alone. (who) The car is across the street from the house. (where) I like the red blouse, not the blue one. (which) She felt better after she took a nap. (how) My sister called her boyfriend yesterday (when) She talked to him for an hour. (how long) He studies piano at the university. (what) The party lasted all night. (how long) She was eating a sandwich. My parents have two cars. (how many) The man with the white hat is my brother. (who) I don’t get up early because I like to sleep late. (why) We have an English class every day. (how often) They like to dance on weekends. (what) The club is not far from their house. (where) Their favorite kind of music is Latin Jazz. (what) I didn’t bring my dictionary today. (why) They are singing popular songs. (what kind)

Skills A Listen to four people giving their telephone numbers. Tick the correct numbers. Telephoni ng: exchangin g √ informatio 1. 244252 2. 881990 3. 020 8045 1930 √ n 4. 0033 2399 0324 B Work in pairs and dictate telephone numbers to each other. C Work in pairs. Say the alphabet in English. Check each other’s pronunciation. Then listen to the recording of the alphabet.

Skills E Listen to the first part of the conversation and answer the questions. Telephoni ng: exchangin g informatio 1 Did they meet their sales target? n Yes, they did. 2 How has their market share changed? Their market share has increased by 2%. 3 What were their total sales? Their total sales were over ₤ 1. 2 million. 4 How much did they spend on shampoo advertis They spent ₤ 30, 000 on shampoo advertising.

Skills Telephoni ng: exchangin g informatio n F Listen to the second part of the conversation and complete the chart. 1 Customer’s name Young Joo Chan 2 Nationality Korean 3 Telephone number 82 2 0735 8879 4 Meeting day and date Friday, 18 th

Skills G Listen to the conversation again and tick the phrases you have heard. Telephoni ng: exchangin Useful language g Finishing a informatio Checking information conversation n Sorry, did you say …? √ OK, that’s it. √ Sorry, I didn’t catch that. Thanks very much. Could you repeat that, That was very helpful. please? I must go now. √ Let me read that back to I think that’s you. everything. √ Asking for information √ Could you give me a few details? √

CASE STUDY Background Company Hamilton Food and Drink Products Nationality USA Product Kristal water Source of product A spring deep under the rocks in Alaska Special features -the purest water in the world with few minerals -nothing is added to change its taste Target customers People who want to have a healthy lifestyle

CASE STUDY Product launch Launch area California, US Media Health magazines Slogan ‘There is no purer drink in the world. ’ Package 1 -litre clear glass bottle Price Point of sale Result $3 Delicatessens & health food shops The product launch was a failure. - Sales were 60% below forecast. - Customer awareness was low (very few people knew it)

CASE STUDY Listen to some typical comments from consumers. Consumer 1: Nothing special, but a bit more expensiv Consumer 2: Not worth the extra cost. It’s got a fresh taste and could be healthier but you can’t see the effect now. Consumer 3: Can’t find it. It’s not available in the supermarket. Consumer 4: Too expensive. Can get a similar product for half the price. Consumer 5: Never heard of it.

CASE STUDY Speaking Work in groups. You are members of the Marketing Department. Hold a meeting to discuss and decide what the company should do to improve the sales of Kristal. Writing As a member of the Marketing Department of HFDP, design a sales leaflet for the campaign to relaunch Kristal Water. The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign. It should attract attention and communicate the reasons why people should buy Kristal. It should