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Universitatea Creştină “Dimitrie Cantemir” Facultatea de Finan ţ e, Băn ci ş i C ontabilitate Braşov

Universitatea Creştină “Dimitrie Cantemir” Facultatea de Finan ţ e, Băn ci ş i C ontabilitate Braşov. Cursuri online. COMUNICARE DE AFACERI IN LIMBA ENGLEZA ANUL III ZI / FR. Asist. Univ. Gabriela-Ioana Gavenea. TEMA CINCI. MARKETING WARFARE STRATEGIES. Obiective.

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Universitatea Creştină “Dimitrie Cantemir” Facultatea de Finan ţ e, Băn ci ş i C ontabilitate Braşov

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  1. Universitatea Creştină “Dimitrie Cantemir”Facultatea de Finanţe, Bănci şi Contabilitate Braşov Cursuri online

  2. COMUNICARE DE AFACERI IN LIMBA ENGLEZAANUL III ZI / FR Asist. Univ. Gabriela-Ioana Gavenea

  3. TEMA CINCI MARKETING WARFARE STRATEGIES

  4. Obiective • Understand what marketing strategy represents • Reinforce market collocations • Talk about different market strategies and how they work

  5. Conţinut 1.1 Market dominance strategies 1.2 Offensive strategies 1.3 Defensive strategies 1.4 Flanking strategies 1.5 Guerilla strategies

  6. 1.1 Market dominance strategies • Market dominance is a measure of the strength of a brand, product, service, or firm, relative to competitive offerings.

  7. 1.2 Offensive strategies • This is a direct head-on assault. It usually involves marshalling all your resources including a substantial financial commitment

  8. 1.3 Defensive strategies • Defensive strategies include position defence which tends to be a weak defence because you become a “sitting duck” and mobile defence which involves constantly shifting resources and developing new strategies and tactics.

  9. 1.4 Flanking strategies. • In business terms, a flanking attack involves competing in a market segment that the target does not consider mission critical.

  10. 1.5 Guerilla strategies • Guerilla strategies are a type of marketing warfare strategy designed to wear-down the enemy by a long series of minor attacks. It has been said that “Guerilla forces never win wars, but their adversaries often lose them”.

  11. Expresii şi concepte cheie • Market leader • Market challenger • Market follower • Market nicher • Business as war

  12. Aplicaţii • There are a large number of wards that include the word market. They are called market collocations. e.g. capital market, domestic market, emerging market, equity market, free market, market nicher, mass market, labour market etc. • There are also prepositions in context with the word market. e.g. in the market- Interested in buying on the market- 1. Available for buying 2. Up for sale

  13. Teste • Exercise. Add the word market either before or after each of the words bellow: Emerging Free Nicher Share Follower Challenger Equity Skimming Segmentation Analysis Capital Mass Black Value

  14. Bibliografie • Enache, M. Coordonator, IMPROVE YOURBUSINESS ENGLISH VOCABULARY, Editura Universitara 2006 • Milea,C. COMMERCIAL, FINANCIAL AND ACCOUNTING ENGLISH, Editura ALL, 2002 • Horner, D., 1000 DE CUVINTE CHEIE IN AFACERI, Edit. Compania, 2002 • Lewis-Schatz, S., ENGLEZA DE AFACERI. Edit. Niculescu, 2001 • http://www.bized.ac.uk/learn/business/strategy/structure/index.htm

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