MARKETING

1. MARKETING

2. Keynotes Marketingtodayisaboutcreatingbrandsthatrepresentaspirations and a desirable image of lifethatpeoplewant to identify with. We are talkingaboutseducing, persuading, tempting or evenmanipulatingpeopleintobuyingthings.

3. What do the mainactivities of Marketing refer to? The “Marketing mix”: the “4 Ps” 1. PRODUCT 2. PRICE 3. PROMOTION 4. PLACE CONSUMER MARKETING and BRANDING

4. Getting the product right meansidentifying the right featuresand benefits to meet the needs of the target market. Italsomeansidentifying the right image. Product

5. The priceislinked to the positioningof the product with appropriate market price; peoplemay be willing to pay more for productsperceivedasupmarket. The mark-up can be considerable. PRICE

6. Promotion needs to be linked to the positioning of the product. The product'sbenefitsmay be communicatedin different ways: Advertising Exhibitingattradefairs Product presentation (eg:elegant packaging) PROMOTION

7. Placerelates to the distributionof the product in markets. Thereforehow the productreaches the customer. PLACE

8. Advertising isone part of marketing. The marketing department of a business deals with the way a productissoldgenerally. Marketing and Advertising

9. An advertising agency helpstheir client to choose the best advertising medium (television, newspaper, magazines, leaflets, website/internet, cinema etc.) for theiraims and thenhasideas for differentadverts. When the client haschosentheir favorite idea, the advertising agency creates the advert and “buys” the space for it (on tv,newspaper, internet...) Advertising

10. SELLING Marketing to potential profitable customers What are the different promotion methods?

11. Methodsof selling – match • Advertising media • Personal selling • Sales promotions • Public relations • Direct marketing • Sponsorship • Where a company pays to have its name linked to an event or a person • Employing sales representatives = “sales rep” to sell direct with potential customers. • Special offers, discounts, samples, competitions, free gift, gadgets… • Creating news (information about the company in the press or tv, internet news) • Direct mail, tv + internet shopping, telephone selling, flyers, catalogues. • Radio, Press, cinema, internet, newspapers, magazines…

12. Methodsof selling – key • Advertising media • Personal selling • Sales promotions • Public relations • Direct marketing • Sponsorship • Radio, Press, cinema, internet, newspapers, magazines… • Employing sales representatives = “sales rep” to sell direct with potential customers. • Special offers, discounts, samples, competitions, free gift, gadgets… • Creating news (information about the company in the press or tv, internet news) • Direct mail, tv + internet shopping, telephone selling, flyers, catalogues. • Where a company pays to have its name linked to an event or a person

13. Otheradvertising techniquesused to promoteproducts: • “Word of mouth” spokencommunicationas a means of transmitting information. is the passing of information from person to person... • “Controlled word of mouth”: commercial advertising, whenyoupaypeople to talk about a productyouwantpeople to knowabout. • Targetingthe “Green Consumer” isalso a way.

14. Glamour appeal Pesterpower CelebrityendorcementHiddenfears • ……… : Using well-knownperson to recommend the product. • ……… : Suggestingthatusing the product can makeyou part of a special group with a glamorouslifestyle. • ……… : Suggestingthat the product can saveyou from danger or embarrassement (eg. Olive oilmanufacturerclaimsthatheartdeseases can be limited with richdiet in olive oil) • ……… : Targeting the advertatchildren in the hopethattheywillaskparents to buy the product for them.

15. KEY: • Celebrityendorcement: usingwell-knownperson to recommend the product. • Glamour appeal: suggestingthatusing the product can makeyou part of a special group with a glamorouslifestyle. • Hiddenfears: suggestingthat the product can saveyou from danger or embarrassement (eg. Olive oilmanufacturerclaimsthatheartdeseases can be limited with richdiet in olive oil) • Pesterpower: targeting the advertatchildren in the hopethattheywillaskparents to buy the product for them.

16. Internet advertising Web banner advertising: Web bannersor banner ads typically are graphicaladsdisplayedwithin a web page. Pop-ups/pop-unders A pop-up ad isdisplayed in a new web browser windowthatopensabove a website visitor'sinitial browser window.A pop-under ad opensa new browser window under a website visitor'sinitial browser window.

17. Display advertisingconveysits advertising messagevisuallyusing text, logos, animations, videos, photographs, or othergraphics. Display advertisersfrequently targetusers with particular traits to increase the ads' effect. Online advertisers (typicallythroughtheir ad servers) often use cookies, which are uniqueidentifiers of specificcomputers, to decide whichads to serve to a particular consumer. Cookies can trackwhether a userleft a page withoutbuyinganything, so the advertiser can later retarget the user with ads from the site the uservisited.

18. Nameused to identifya particularproduct or service. Symbolused by a company to advertiseitsproducts. A short phrasethatis easy to remember and whichisused to advertise a product. Advertising a product or service during a particularperiod of time Terms connected with marketing • Nadbr • Gool • Nsogal • pimagnca

19. Nameused to identiya particularproduct or service. Symbolused by a company to advertiseitsproducts. A short phrasethatis easy to remember and whichisused to advertise a product. Advertising a product or service during a particularperiod of time (key)Terms connected with marketing • Brand • logo • slogan • campaign

20. Kamtre rahes Kamtre raleed The percentage of sales that a company has fora type of product compared with its competitors. A company whivh sells more produts than its competitors.

21. The percentage of sales that a company has for a type of product compared with its competitors. A company which sells more produts than its competitors. Key • market share • Market leader

22. “Guerrilla marketing” Term introduced by Yay Conrad Levinson

23. Guerrilla marketing is an advertising strategy in whichlow-costunconventionalmeans are used to convey or promote a product or an idea. The termguerrilla marketing usesatypicaltacticsto achieve a goal in a competitive and unforgivingenvironment. The concept of guerrilla marketing wasinventedas an unconventionalsystem of promotionsthatrelies on time, energy and imaginationratherthan a big marketing budget. Typically consumers are targeted in unexpectedplaces.

24. Noun Person verb Sponsorship – a sponsor – to sponsor Consumption – a consumer - to consume Marketing – a marketer – to market Organisation – an organiser – to organise Analysis – an analyst – to analyse Agency – an agent –no verb Recruitment - a recruiter – to recruit Promotion - a promoter - to promote Employment – an employer - to employ Manufacturing – a manufacturer – to manufacture Production – a producer - to produce Word building

25. Fill in the gapsLaunching a Product When a company decides to …………a new product, it must take severalthingsintoconsideration.. First careful……..should be carried out to determine the condition of the market. Then …… should be conducted on the…………consumers to determinetheirtastes,…………………etc. Once the producthasbeendesigned, itisimpotant to to decide whattype of packaging itwill be sold in, which…..will be used, and the optimum priceatwhichitshould be sold. The productwillthen be………………..through the use of free samples, discounts and particularly……….. WORDS: Promoted – advertising – market research – buyinghabits – launch– target – channels of distribution - surveys

26. Brands Management Continued… Are brands a terriblerip-off, makingtheir corporate ownersrich by exploitingpeople’sinsecurities and desires, or are theyworthevery pennybecause of the pleasuretheybring?

27. Emotionalbranding: The idea is to makebrandsstand for an attitude or a set of valuesthatpeoplehopewillrub off on themiftheybuy and use the productthatcarries the name.

28. Brands and trademarks= similarterms BRAND refers to names, logos and slogans.for example COKE, NIKE, CALVIN KLEINit is what makes a product or service different from its competitiors. Brands = MakesTRADEMARK is something you can do to brands. If you trademark a brand, then you own the "intellectual property" of that brand and you are the only person allowed to use that Brand name, slogan etc.If others want to use that brand, they must ask your permission or pay some money.

29. Brand Management - Word partnerships • Brand loyalty • Brand image • Brand stretching • Brand awareness • Brand name • The name given to a product • Using an existing name on another type of product • The ideas and beliefs people have about a brand • The tendency to buy a particular brand • How familiar people are with a brand

30. Key - Brand Management - Word partnerships • Brand loyalty • Brand image • Brand stretching • Brand awareness • Brand name • The tendency to buy a particular brand • The ideas and beliefs people have about a brand • Using an existing name on another type of product • How familiar people are with a brand • The name given to a product

31. Word partnerships(put intoorder) • Product launch • Product lifecycle • Product range • Product placement • Product endorsement • The of products made by a company • The use of a well-knownperson to advertiseproducts • Whenproducts are used in films or TV programmes • The introduction of a product to the market • The length of time people continue to buy a product.

32. DescribingProducts Products can valued in terms of … • Price • Value for money • Image • Reputation • Reliability • Quality • Style • Functionality • Taste • Texture • Sizeetc…

33. Vocab to describehowgood or badproducts are • Biased /Unbiased • User-friendly • Faultless • Unfailing • Impeccable • impractical • Overpriced • Errorless • Light/heavy • Speedy • unreliable • Accurate • No shock absorption • Compact • Resistent to • Sounds as good as it looks • Illegal • Counterfeit • Immoral • Unique • Fashionable/in • Attractive

34. Which are positive and which and negative? • Biased /Unbiased • User-friendly • Faultless • Unfailing • Impeccable • impractical • Overpriced • Errorless • Light/heavy • Speedy • unreliable • Accurate • No shock absorption • Compact • Resistent to • Sounds as good as it looks • Illegal • Counterfeit • Immoral • Unique • Fashionable/in • Attractive

35. BLACK MARKET – GREY MARKET – FAKES? Luxury watches, carefully crafted with high quality parts and exceptional watchmaking skills, reveal the true creativity, craft and expertise of watchmakers. So much so, that people who cannot pay the price for the luxury brands are sometimes willing to pay a discounted rate for counterfeits or black market watches, just to “look the part.” What’s the Difference Between a Black and Grey Market Watch? A black market watch is a stolen, counterfeit or fake watch.  Grey market watches are genuine products that are sold through an unauthorized source. These will not have a warranty (guarantee) and probably will not have the same resale value as a watch from an authorized dealer.

36. End lesson

37. Global Advertising The focus hereishow the world’sbiggestadvertisershaveresponded to the increasingglobalisation of markets. Global/international advertising isbranding for differentcountriesat the same time. (NOT to national/local/nichemarkets/segmentationwhichrequirespecific marketing stategies)

38. “A goodadvertisementisonewhichsellsthe productwithoutdrawingattention to itself” and “bad advertising can unsella product” Does the ad/advertpersuadepeopleintobuying or putpeopleoffbuyingwhatitis advertising? A global ad needs to appeal to the greatestnumber of consumers from manydifferentcountries/cultural backgrounds.

39. The aimisto promote “world brands” which are universallyrecognised. Successfulworldwideslogansare for example: • Nike’s “Just do it” • Apple’s “Thinkdifferent” • Coke’s “just go for the taste of it” Do youagree with the followingconcept? “image outsellsproduct” Your image isallyouhaveleft to compete on. Brand image isoftenreinforcedindependently of anyrealconsideration of the productatall

40. Reading: “Going Global” p.36/37 About International advertising. Do reading and followingactivities on language focus.

41. Extra Reading and Vocabconsolidation Read article page 34/35: “Marketing in China” Thisarticleunderlines some of the cultural issueswhich can occur/take place in global marketing.