Marketing

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Unit 7

• Marketing

? ? ? ?
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Teaching Learning Objectives

• To enable Ss to talk about marketing
• To familiarize Ss with word partnerships related
  to marketing
• To develop Ss listening and reading skills
• To improve Ss information change skills
• To cultivate Ss marketing skills
• To enhance Ss business writing techniques by
  designing a sales leaflet

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Overview

• Quotation
• Starting up
• Vocabulary Word partnerships
• Listening Successful marketing
• Reading Selling dreams
• Skills Telephoning exchanging information
• Case study Kristal Water

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Quotation

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

• Communication is the most important form of
  marketing.
• 
  --- Akio Morita
• Akio Morita (19211999)
• Japanese
  co-founder
• of Sony

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The Four Ps
Marketing Mix
Convenience
Customer Solution
Customer Cost
Communication
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Starting up

• A. Marketing mix The four Ps

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
1. d 2. a 3. b 4. c
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Starting up

• B. Listen to four customers talking about
  different products. Decide which of the four Ps
  each speaker is discussing product, price,
  promotion or place.
• Speaker 1 Place
• Speaker 2 Promotion
• Speaker 3 Price
• Speaker 4 Product

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Major Promotional Tools
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Major Public Relations Tools
Web Site
News
Public Service Activities
Speeches
Corporate Identity Materials
Special Events
Audiovisual Materials
Written Materials
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Starting up

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

An Example
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An Example

• I bought some cosmetics
• in a discount store near
• where I live. Id seen some
• advertising in a womans magazine for a new
  luxury shampoo. There was a free sample sachet
  and I tried it and liked it. Of course, its not
  as
• pleasant as buying in a
  department
• store, but I saved at least
  30 percent on
• the usual price. Anyway,
  going
• shopping in a downtown
  department
• store takes a lot of time
  and the
• discount store is just round
  the corner, so
• place was an important
  factor.

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Vocabulary Word partnerships

• A. For each group of words 1 to 5, filling the
  missing vowels and match the words to the
  definitions a) to c)

1. market research b segment c share a
2. consumer behaviour b profile a goods c
3. product launch a life cycle b range c
4. sales forecast b figures c target a
5. advertising campaign c budget b agency a
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B. Choose a well-known product for each of these
product categories.

• Cars Mercedes, BMW, Audi
• Newspapers and magazines
• 21th Century, Times, Readers
• Watches/jewellery
• Rolex, Tissot, Rado
• Clothing
• Chanel, Louis Vuitton

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Listening Successful marketing

• A. Listen and complete the chart.
• 1. campaign 2. people
• 3. messages 4. sales teams
• 5. want 6. when
• 7. price 8. profitable

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Listening Successful marketing

• B. Listen and answer the questions.
• 1. Which campaign was most memorable for
  Mirjana?
• Orange mobile phones.
• 2. Why did she find it memorable?
• She thinks mobile communications are very
  interesting and that it was a great campaign in
  itself with a fantastic strap line.
• 3. What was the fantastic strap line?
• The futures bright, the futures orange
• 4. What other strap lines do you know?

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Listening Successful marketing

• C. Listen and answer the questions.
• 1. What type of company was involved?
• An electrical manufacturer.
• 2. What was the promise?
• If you bought an appliance, you were
  promised free flights.
• 3. Why did it appear successful at first?
• Sales went up.
• 4. Why did they end the campaign?
• They couldnt keep up with the demand and
  they overspent on the prizes.

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Listening Successful marketing

• D. Complete the extract from the interview.

The campaign was badly planned, badly budgeted and it resulted in a lot of negative publicity for the company.
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Reading Selling dreams

• A. Before you read the article, answer these
  questions.
• 1. What companies do you associate with Italy?
• 2. What qualities do you associate with
  Italian
• products?
• 3. Why do people buy Ferraris?

Fiat, Benetton, Gucci, Electrolux, etc.
luxury with style, elegance
exciting drive, speed, high performance
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Reading Selling dreams

• B. Scan the article and answer these questions.
• 1. Which are the biggest markets/countries for
  these products?
• a) Ferraris
• Switzerland, relative to population
• b) Rolex watches
• Italy
• c) Leather goods
• Japan
• d) Hennessy cognac
• China

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Reading Selling dreams

• B. Scan the article and answer these questions.
• 2. Which do these numbers in the article refer
  to?
• a) 1993
• the year that Ferrari created its
  marketing department
• b) 220
• the number of Ferrari sold in
  Switzerland
• c) 1997
• the year in which 220 Ferraris were sold
  in Switzerland
• d) 2.7
• the percentage of Ferraris sold to women

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Reading Selling dreams

• C. Now read the article more carefully and answer
  these questions.
• 1. What was unusual about Ferraris marketing
  until 1993?
• It didnt have a marketing departmentpeople
  seeing Ferraris in the street was enough.
• 2. What two things does the author recommend
  that companies should do?
• a) Produce goods of the highest qualities,
  because people are buying goods on the basis of
  desire rather than need.
• b) Give your brand emotional qualities that
  match customers desires, thus creating and
  selling dreams.

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Reading Selling dreams

• D. Discuss these questions.
• 1. Which qualities do you associate with cars
  from these manufacturers?
• a) BMW b) Volvo
• c) Rolls Royce
• d) Fiat e) Mitsubishi
• 2. Which companies and products in China are we
  most proud of?
• 3. 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.

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Match the manufacturers with the qualities
associated with their cars.
a. Very safe, reliable, very comfortable, but a bit dull. Not very good-looking. May be better for northern climates than elsewhere. b. Fantastically reliable, economical, very well put together, but like many Japanese cars may lack character. c. Sporty, fun to drive, some models quite good-looking, but the interior is rather basic. d. Solid, safe, firm ride but comfortable. No longer luxurious in many places as their numbers increase and they become within reach of more and more people, they are in danger of becoming ordinary. e. Handmade, very long tradition, but old-fashioned now. may be a status symbol for the rich rather than a particularly good car.
1. BMW 2. Volvo 3. Rolls Royce 4. Fiat 5. Mitsubishi
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Manufacturers and their products qualities
Company Qualities
BMW Solid, safe, firm ride but comfortable. No longer luxurious in many places as their numbers increase and they become within reach of more and more people, they are in danger of becoming ordinary.
Volvo Very safe, reliable, very comfortable, but a bit dull. Not very good-looking. May be better for northern climates than elsewhere.
Rolls Royce Handmade, very long tradition, but old-fashioned now. may be a status symbol for the rich rather than a particularly good car.
Fiat Sporty, fun to drive, some models quite good-looking, but the interior is rather basic.
Mitsubishi Fantastically reliable, economical, very well put together, but like many Japanese cars may lack character.
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Skills Telephoning Exchanging information

• A. Listen to four people giving their telephone
  numbers.
• 1. 244252 255252
• 2. 881990 v
• 3. 020 8045 1930 v
• 4. 0033 2399 0324 00 33 2399 5324

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Skills Telephoning Exchanging information

• E. Listen to the first part of a conversation
  between a Sales Director, Martin, and his Sales
  Manager, Fiona. Answer these questions.
• 1. Did they meet their sales targets?
• Yes.
• 2. How has their market share changed?
• It has increased by 2 percent.
• 3. What were their total sales?
• Over ?1.2 million.
• 4. How much did they spend on shampoo
  advertising?
• ?30,000.

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Skills Telephoning Exchanging
information

• F. Now listen to the second part and complete the
  chart.
• 1. Customers name Young Joo Chan
• 2. Nationality Korean
• 3. Telephone number 82 2 0735 8879
• 4. Meeting day and date Friday 18th

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Skills Telephoning Exchanging
information

• H. Role play this situation. One of you is the
  Marketing Director of a fashionable dress
  manufacturer. The other is the Asian Sales
  Manager. Role play a telephone call to talk about
  a focus for the companys new range of
  suggestions.
• Marketing Director
• Sales manager

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Marketing Director You want to do the following during the phone call. 1. Note down when and where the focus group meeting will take place. 2. Suggest that these people attend the meeting Jin Xishan Tel no. [phone] She is a Marketing Consultant based in Seoul, South Korea. Zhang Baizhi Tel no. [phone] She is Head buyer for a department in Hong Kong. 3. Ask the Asian Sales Manager about last months sales results in China. Did they increase or decrease?
Asian Sales Manager You want to do the following during the phone call. 1. Tell the Marketing Director when and where the focus group takes place. Details are as follows Location Institute of Commerce, 809 Qianhu Road, Wuxi Date/Time Friday 18 November at 14.00 2. Note down the names of two people who the Marketing Director wishes to invite to the focus group. 3. Answer his/her questions about last months sales results in China. Details are as follows Total sales ?3.2 million Sales were 8 higher than the same period last year.
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Case Study Kristal
Water

• Background Information

Made by US company HFDP (Hamilton Food and Drink Products)
Source Alaska
Advertised Purest water in the world
Targeted at People who want a healthy lifestyle.
Sales 60 below target/forecast
Consumer awareness low
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Case Study Kristal
Water

• Listen to some typical comments from consumers
  and make notes.

Consumer 1 Nothing special. Expensive.
Consumer 2 Not worth extra cost. Fresh taste. Could be healthier but not persuaded.
Consumer 3 Difficult to find.
Consumer 4 Expensive. Hasnt tried it yet.
Consumer 5 Never heard of it. Asks where to buy it.
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Case Study Kristal
Water
Task Work in groups. Each group is a team in the Marketing Department. Hold a meeting to discuss what you should do to improve sales of Kristal. Use the question in the box as a guide. Present your idea to the other teams in the Marketing Department. As a whole department, hold a meeting and decide what the company must do to improve the sales of Kristal.
Questions Product Does the product need to be changed, e.g. offer it in a range of sizes? Price Is the price correct? Promotion Was it promoted in the right way? Is Kristal targeted at the right segment of the market? If not, who should it be targeted at? Place Is it being sold in the right places? What changes need to be made to relaunch the product?
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Homework

• 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 also include
  a slogan.

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Further discussion

• Marketing Strategies
• Marketers utilize many different strategies to
  achieve the goals of consumer satisfaction and
  competitive advantage.
• Marketing strategy is how the organization
  chooses to allocate its resources to meet
  consumer needs and achieve a competitive
  advantage.

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Three main widely used strategies

• Product Differentiation
• aims to market a product or service that is
  perceived by consumers to be unique in some way.
• Overall Cost Leadership
• aims to generate as great a profit margin as
  possible through high ales volume and low
  per-unit profit and to reinvest as much as
  possible in equipment and programs designed to
  maintain and improve efficiency.
• Market Focus
• aims to concentrate on a particular
  subdivision of the market, such as a specific
  geographic region or type of consumer.