Marketing

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Marketing

• Telephoning II

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What is marketing?

• It is the business of advertising, promoting and
  selling a product.
• Marketing attracts customers and persuades them
  to buy a product.
• In marketing you must find out what customers
  want and meet their needs, but it must be done at
  a profit.

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Marketing involves

• All the activities which bring the products and
  services to the end user (including advertising,
  sales, packaging, promotion and printing)
• Identifying your customers, developing and
  promoting your products.
• Communication with a specific market to offer
  your services for sale.

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• Marketing also involves minimizing the costs
  (expenses) and maximizing the returns to make a
  profit.
• It means selling the exchange of goods for an
  agreed sum of money.

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The marketing mix, or the four Ps are

• Product deciding what product or services to
  sell in the first place.
• Prices setting prices that are attractive to
  particular groups of customers and that are
  profitable for the company.
• Place finding suitable distribution channels to
  reach these customer groups.
• Promotion all the activities used to support the
  product

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From the customers point of view there are four
Cs

• Customer solution offering the right product to
  satisfy particular customer needs.
• Customer cost the price paid directly by the
  customer to buy the product.
• Convenience distributing the product in the way
  most suitable for each type of customer.

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• Communication exchanging information with the
  customer. Customers are informed about products
  through advertising, sales literature and so on,
  but customers also communicate with the seller
  through customer helplines.
• This is a good way for sellers to find out more
  about customers and their requirements.

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There is no marketing without a good campaign

• It is a planned and coordinated sales effort for
  a specific product or service.
• The purpose of a campaign is to acquire (get),
  retain, stimulate usage, build or reinforce a
  brand.
• A campaign has established goals and time
  parametres.

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The key to successful marketing

• It is not just a good creative campaign
• It involves good marketing communications, clear
  marketing messages and working well with sales
  teams to get the right sales channels.
• Customer orientation making the customers needs
  your priority!

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Selling dreams Ferrari

• Italys maker of sports and racing cars is among
  three most recognisable brands in the world.
• Ferrari created a marketing department only in
  1993, until that time they no help form
  advertising.
• Just parking our exciting automobiles is enough
  to draw the crowds says Gian Luigi
  Longinotti-Buitoni.

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• It is a fact that customers are now spending more
  money on products they desire rather than on
  products they simply need.
• So, modern companies must establish a brand with
  strong emotional qualities that match customers
  strongest desires.
• They must create and sell dreams.

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Reaching the smokers

• Philip Morris, maker of Marlboro, the worlds
  best selling packaged product, spends bilions of
  dollars a year on advertising.
• We have to be creative in reaching out to our
  adult consumers says Kati Otto, manager of media
  affairs at Philip Morris USA.

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• The companys Marlboro Ranch parties, often
  held in bars in big cities, have become a common
  part of American nightlife. They are heavily
  advertised.
• Competitions at these parties send winners to a
  five-day ranch holiday in Marlboro Country,
  mountainous western states such as Montana and
  Arizona.

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• Guests also take home various prizes cameras,
  sunglasses, jackets and bags all in Marlboro
  colours.
• The Marlboro ranch parties increase brand value,
  and reinforce loyalty to the brand Otto says.
• It is truly a once-in-a-lifetime experience, and
  people often come back as loyal Marlboro smokers.

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• This kind of advertising is almost on a
  one-to-one basis says David Adelman a tobacco
  analyst.
• People often smoke the cigarettes their friends
  smoke. It is very hard to get people to try a new
  brand because it is about loyalty, image and
  taste.

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Telephoning II exchanging information

• Useful lanuage

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Checking information Asking for
information

• Sorry, did you say...?
• Sorry, I didnt catch that.
• Could you repeat that please?
• Let me read that back to you.

• Could you give me a few details?
• What about the new range?
• Did she say when shed like to meet?

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Finishing a conversation

• OK, thats it.
• Thanks very much. That was very helpful.
• I must go now.
• I think thats everything.

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Planning

• Future tense

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What do you consider when you plan these things

• A holiday
• A special family occasion (a wedding)
• An ordinary working day/week
• Your career

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Match the verbs to nouns 1 to 5

• estimate, collect, consider, forecast, do
• __________ costs
• __________ sales
• __________ research
• __________ information
• __________ options

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Future tense

• 1) We use the present continuous for future
  arrangements
• What are you doing next weekend?
• 2) We also use going to for arrangements, plans
  and intentions
• Were going to visit our suppliers next week.

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• 3) But, we do not use the present continuous to
  make predictions, compare
• The transport strike is going to cause a real
  problem.
• The transport strike is causing a real
  problem.
• 4) Will is very often used for predictions
• I dont think they will complain.

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• 5) We use the short form ll to make spontaneous
  offers
• Ill help you write the report if you like.

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Rewrite the sentences using the verbs in brackets

• We are going to launch a new range next summer.
  (intend)
• We will beat our competitors before long. (hope)
• We are sure we will open three new subsidiaries
  before long. (expect)
• We are going to open a new sales office in
  Zagreb. (intend)