ESP Marketing Advertising sample

ESP Series

Alison Smith

FLASH on

FLASH on English

for MARKETING & ADVERTISING

Audio files in MP3 format are available online at www.elionline.com

FLASH on Alison Smith

English for MARKETING & ADVERTISING

FLASH on English for MARKETING & ADVERTISING is specifically designed for students studying for a career in business with a strong focus on marketing strategies and advertising, or for company employees who need to improve their language skills.

ESP Series

English for MARKETING & ADVERTISING

Downloadable MP3 Audio Files

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www.elionline.com

Alison Smith

FLASH on

English for MARKETING & ADVERTISING

ESP Series

Contents Unit

1

Topic

Vocabulary

Skills

The Role of Marketing

Marketing acronyms

Reading: the definition of marketing

The Marketing Mix

Marketing terminology

Reading: 4Ps, 4Cs and the extended marketing mix Speaking: discussing products and physical evidence Writing: an essay on one of the 4Ps

SWOT Analysis

Strengths, weaknesses, opportunities and threats Product life cycle

Reading and writing: understanding and preparing a SWOT analysis Speaking: talking about life cycle of a product

Market Research

Types of data and research methods

Reading: digital marketing and primary research methods Listening and speaking: a focus group discussion Writing: filling in a questionnaire

Analysing Data

Describing changes and trends in data

Reading and speaking: understanding and describing charts and graphs

Unsolicited Offers

Attracting attention, persuading, making offers and promises

Writing: unsolicited emails and letters Listening: unsolicited phone call Speaking: making and receiving an unsolicited phone call

Promotional Correspondence

Promotional language for circular letters and promotional phone calls

Writing: circular letters Listening: promotional phone calls Speaking: making and receiving a promotional phone call

The Purpose of Advertising

Elements of advertising

Reading: elements of an effective advert Listening: how to make advertising successful Speaking: the recall and effectiveness of adverts Writing: an essay on advertising

pp. 4-5

2 pp. 6-9

3 pp. 10-13

4 pp. 14-19

5 pp. 20-21

6 pp. 22-26

7 pp. 27-31

8 pp. 32-35

Unit

9

Topic

Vocabulary

Skills

The History of Advertising

Origins and history

Reading: the origins and development of advertising Speaking and writing: debating the ethics of advertising Writing: analysis of a longstanding logo, slogan or adverts

Advertising Media

Types of promotional media

Reading and speaking: the choice of media for an advertising campaign

Working in Advertising

Jobs, responsibilities and skills Word formation and collocations

Reading and speaking: comparing jobs, roles and opportunities

Product Placement, Sponsorship and Trade Fairs

Promotional language at a trade fair

Reading: other forms of promotional activity Listening: kinds of sponsorship; successful participation at a trade fair Speaking: presentation of a trade centre; role play at a trade fair

Analysing Adverts

Features of an advert

Reading: brand stretching Speaking: discussing the images used, the emotions and the effect created by adverts Writing: slogans; analysing an advert

Radio and TV Commercials

Elements of radio and TV commercials

Listening: a radio ad Speaking: analysing TV/radio commercials Writing: report on TV ads

Applying for a Job

CVs and covering letters

Reading: how to write a CV and covering letter Writing: prepare a CV and covering letter

pp. 36-39

10 pp. 40-43

11 pp. 44-46

12 pp. 47-51

13 pp. 52-55

14 pp. 56-57

15 pp. 58-62

p. 63 Marketing & Advertising Word Bank

1

MP3 audio files downloadable from www.elionline.com

1

The Role of Marketing

1

Pairwork What do you think the purpose of marketing is? How important is it for a company?

Talk together.

2

Read the texts and answer the questions on page 5.

Marketing starts with the customers: they should be at the centre of any business activity. Through marketing a company can identify and analyse the needs of its customers and then make the relevant decisions in order to satisfy these needs, promote them and make a profit.

This means marketing comprises the following steps:

IDENTIFYNG This involves answering questions such as ‘How do we find out what the consumer’s requirements are?’ and ‘How do we keep in touch with their thoughts and feelings and perceptions about our goods or service?’. This is fundamental to market research.

ANTICIPATING Consumer requirements are constantly changing.

Anticipation involves looking ahead to guess how those changes will alter customers’ needs. Marketers also need to try to anticipate what Next Best Thing (NBT) customers will be wanting, whether it is a particular service or new feature of a product.

SATISFYNG The marketing process has to be pleasing to consumers in order to convince them that the product will satisfy their needs or wants. In this way, they will be persuaded to purchase or use that particular product or service.

4

1 PROFITABILITY Marketing has to be balanced in order for a business to make a profit and continue to operate. A marketing budget must be sufficient in order to function correctly and achieve the desired results, but care must be taken not to overspend and reduce overall profits for the company.

1 Who is at the centre of marketing activities? ________________________________________________________ _____________________________________________________________________________________________ 2 Why do businesses practise marketing? ____________________________________________________________ _____________________________________________________________________________________________ 3 What is the key purpose of market research? _______________________________________________________ _____________________________________________________________________________________________ 4 What does the acronym NBT stand for and what purpose does it serve for marketers? ____________________ _____________________________________________________________________________________________ 5 Why is customer satisfaction important? ____________________________________________________________ _____________________________________________________________________________________________ 6 Why is it important for a company to stay within its marketing budget? _____________________________ ____________________________________________________________________________________________

3

Marketing uses a lot of acronyms. Here are some common acronyms for describing demographic groups. Match each one to the correct deďŹ nition.

1 2 3 4 5 6 7 8

DINKY YOOFS YUPPIE NILKIE TINKIE GUPPIE OPAL GLAM

a b c d e f g h

two incomes, nanny and kids a green young urban professional young, free and single older people with active lifestyles double income no kids yet greying, leisured, affluent, middle-aged no income, lots of kids young, urban professional

MY GLOSSARY to analyse /tu nÉ™laď?Šz/ _________________________ to achieve /tu É™ tĘƒi v/ ___________________________ to balance /tÉ™ b lÉ™ns/ __________________________ budget / b d ď?Št/ _______________________________ to change /tÉ™ tĘƒeď?Šnd / __________________________ to comprise /tÉ™ kÉ™m praď?Šz/ ______________________ customer / k stÉ™mÉ™(r)/ _________________________ consumer /kÉ™n sju mÉ™(r)/ _______________________ feature / fi tĘƒÉ™(r)/ ______________________________

goods / Ď…dz/ __________________________________ overall / əυvÉ™r É” l/ _____________________________ to overspend /tu əυvÉ™spend/ ____________________ perception /pÉ™ sepĘƒn/ ___________________________ product / prÉ’d kt/ _____________________________ to purchase /tÉ™ pÂ? tĘƒÉ™s/ ________________________ requirement /rď?Š kwaď?ŠÉ™mÉ™nt/ _____________________ to satisfy /tÉ™ s tď?Šsfaď?Š/ __________________________

5

2 1

The Marketing Mix

Pairwork Why do you choose one particular brand over another? Talk together.

Four main factors, commonly known as the 4 Ps, determine how a product will be marketed. These elements – product, price, place and promotion – can be adjusted to find the right combination that will appeal to the customer and simultaneously serve his or her needs while generating optimum profits.

PRODUCT The perfect product must provide value for the customer and give customers what they want, not what producers think they want. It also needs to look good, work well and be different from competitors’ products, for example in the quality, size, design, packaging, etc.

PRICE Since price is the only element in the marketing mix that generates a revenue, pricing must be calculated to provide a profit. One pricing strategy is ‘cost-plus pricing’ which is when the cost of production, distribution and other overheads are calculated and then a profit mark-up is added. Other strategies take into consideration what potential customers are prepared to pay for the product or the price that competitors’ products are sold at.

PLACE A product must reach the right place, at the right time and in the right quantity for customers so it is vital for a company to choose the correct distribution channel for its products. Market and product factors, such as buyer behaviour and the type of product, as well as aspects like the size of the business and costs, will influence this choice.

PROMOTION Promotion is the way a company provides customers with information about itself and its products.

It includes activities like branding, advertising, public relations, special offers, exhibitions, etc. Promotion is important to improve a company’s image, launch a new product, increase popularity of existing products, attract new customers and, naturally, increase sales.

6

2 2

Read the text and decide if these sentences are true (T) or false (F).

If there is not enough information, choose ‘doesn’t say’ (DS).

T 1 2 3 4 5 6

3

F

DS

The correct mix of the 4 Ps is essential to market a product successfully.

The perfect product should meet customers’ requirements.

Pricing strategies never generate profits for a company.

A company should always price its product lower than a competitor’s.

It is important to consider the type of product when choosing a distribution channel.

Promotion is not necessary for existing products but only for new ones.

Speaking Discuss these questions in small groups.

1 Is there a product you usually buy? What is it?

2 What product would you never buy? Why? 3 What would convince you to buy it?

4

Writing Choose one of the 4 Ps. Describe its importance and how it is used to market a product, giving examples.

5

Read the text and answer the questions below.

The 4 Cs The 4 Cs is a more consumer-oriented model of the marketing mix, taking into consideration the customer’s point of view. The four factors are consumer, cost, communication and convenience which focus on what consumers want or need, the costs they incur, all the interactions with them and how and where they prefer to purchase the product or service. The 4 Cs can be considered an important part of relationship or relational marketing, the current trend where marketing strategy focuses on establishing a long-term relationship with customers instead of just concluding the sale, which is the goal of transactional marketing.

1 2 3 4

What What What What

does the 4Cs model take into consideration? _______________________________________________________ does the factor communication refer to? ___________________________________________________________ about convenience? _____________________________________________________________________________ is the difference between relational marketing and transactional marketing? ____________________________

7

2 The Extended Marketing Mix Nowadays, it is common to add three extra Ps to the traditional marketing mix given that marketing is much more customer-oriented than before. These additional 3 Ps are particularly relevant for the service sector.

PEOPLE Anyone who comes into contact with the customer will make an impression that can have a profound effect – positive or negative – on customer satisfaction. Employees and anyone from the company in contact with customers must be properly trained. The attitude towards the customer and the level of after-sale support reflect on the company and add value to the product.

8

PROCESS

PHYSICAL EVIDENCE

This is the element of the marketing mix that considers the systems which are used to deliver a service, although it is also linked to the people who provide the service. Clearly defined and efficient processes for things like identifying customer needs or handling orders and customer complaints will mean a consistent, good quality service. This will then lead to customer loyalty and confidence in the company.

This refers to where the service is being delivered from, so it is particularly important for retailers, hotels and restaurants for example, although the same concept can be applied to e-stores and websites. A well-designed shop layout, with a high level of presentation and excellent standards will mean walking into the shop is a positive experience for customers. A service cannot be experienced before it is delivered, so it is vital to ensure customers feel confident in the company and what it offers.

2 6

Read the texts and answer these questions.

1 What are the three extra Ps and why were they added to the marketing mix? ____________________________ ________________________________________________________________________________________________ 2 Why is staff training important? ___________________________________________________________________ ________________________________________________________________________________________________ 3 What does ‘process’ refer to? ______________________________________________________________________ ________________________________________________________________________________________________ 4 How can the systems used to deliver a service help customer loyalty? __________________________________ ________________________________________________________________________________________________ 5 Is ‘physical evidence’ only significant for physical shops and places? Why/Why not? ______________________ ________________________________________________________________________________________________ 6 How can ‘physical evidence’ help customers have a positive experience? ________________________________ ________________________________________________________________________________________________

7

Write the translation of the following words and expressions in your language.

1 2 3 4 5 6 7 8 9 10 11 12

8

value competitor pricing strategy overheads distribution channel buyer behaviour popularity customer-oriented relationship marketing customer satisfaction after-sale support customer loyalty

_________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________

Pairwork Talk about what physical evidence would reassure you in these situations.

• It is the first time that you buy something from an online shop that you have never heard of before.

• You want a new look so have walked into a new hair salon.

• You are on holiday and walk into a restaurant for lunch.

MY GLOSSARY advertising / dvətazŋ/ ________________________ competitor /kəm pettə(r)/_______________________ to deliver /tə d lvə(r)/ _________________________ distribution / dstr bju ʃn/ ______________________ employee /m plɔi / ____________________________ to establish / tu  st blʃ/ ________________________ factor / f ktə(r)/ _______________________________

to include /tu n klu d/ __________________________ to increase /tu n kr s/__________________________ mark-up / mɑ k p/ _____________________________ overheads / əυvəhedz/ __________________________ to provide /tə prə vad/ _________________________ revenue / revənju / _____________________________ to train /tə tren/ _______________________________

9