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Marketing
Start up
What images spring to mind when you hear
the word ‘marketing’?
 How has the Internet changed marketing?
 How would you start marketing a product or
idea you had?
 What’s the difference between marketing
and advertising?

Marketing is
 the
process of communicating
the value of a product or service
to customers, for the purpose of
selling the product or service.
Marketing is
a
critical business function for
attracting customers.
Marketing is
 the
link between a society’s material
requirements and its economic
patterns of response.
Marketing
 satisfies
the needs and wants through
exchange processes and building long
term relationships.
Marketing is
 the
process of communicating the
value of a product or service through
positioning to customers.
Marketing

can be looked at as an organizational
function and a set of processes for
creating, delivering and communicating
value to customers, and managing
customer relationships in ways that also
benefit the organization and its
shareholders.
Marketing is
 the
science of choosing target
markets through market analysis and
market segmentation, as well as
understanding consumer buying
behavior and providing superior
customer value.
Note the use of the following
sentence connectors
for the purpose of
Idioms:
 on purpose (intentionally; deliberately.
 to good purpose (with good results)
 to little/no purpose (with few or no
results)
 Marketing is the process of
communicating …, for the purpose of
selling the product or service.
As an example,

As an example, a firm may conduct
research in a target market, after selecting
a suitable market segment.
For example,

For example, a start-up car
manufacturing firm would face little
success should it attempt to rival Toyota,
Ford, Nissan, Chevrolet, or any other
large global car maker.
In contrast,
(different from)

As an example, a firm may conduct
research in a target market, after selecting
a suitable market segment. In contrast,
marketing research relates to all research
conducted within marketing.
Thus,
(as a result or consequence of this;
therefore)
(in the manner now being indicated or
exemplified; in this way)

Thus, market research is a subset of
marketing research.
Generally speaking,

Generally speaking, an organization's
marketing planning process is derived
from its overall business strategy.
Accordingly,
(in an appropriate manner; suitably; so;
consequently; in accordance; correspondingly;
therefore; in due course)

Accordingly, a plan is required in order to
effectively manage such products.
Evidently,
(without question; clearly; undoubtedly, to
all appearances; obviously; according to
the evidence available)

Evidently, a company needs to weigh up
and ascertain how to utilize its finite
resources.
Moreover,
(beyond what has been stated; besides; in
addition to what has already been said;
furthermore)

Moreover, a product may be reaching
the end of its life-cycle.
Note the expressions

It is the process of communicating the
value of a product or service through
positioning to customers.

The process involves forging a plan for a
firm's marketing activities.
Class assignment
Divide into groups of three to four.
Summarize the text Marketing and discuss
the following:
 Marketing research
 Market and marketing research
 Marketing planning
 Marketing strategy
Write three to five YOUR S ONLY!!!!!!
sentences about each item.
Use the following sentence connectors:
 for the purpose of
 as an example
 for example,
 in contrast,
 thus,
 generally speaking,
 accordingly,
 evidently,
 moreover,
Do or Make collocation quiz:
What do you __________ for a living?
 Have you __________ your homework
yet?
 Have you __________ a decision yet?
 Amber __________ badly in her
geography exam.
 The children __________ a mess in the
kitchen.

We are having guests tonight, so please
__________ your bed.
 I __________ only one mistake in my
English test.
 I'd like to ask you to __________ me a
favour.
 My husband __________ the grocery
shopping.
 Please excuse me while I __________ a
phone call.

Comprehension
1. The purpose of marketing is to sell a product or
a service. T / F
2. According to experts, market research and
marketing research are synonyms. T / F
3. Marketing research provides management with
relevant information on how well a product is
being sold. T /F
4. The choice of a firm’s marketing strategy
depends on its overall business strategy. T / F
5. Marketing strategy and marketing tactic are
synonyms. T / F
Internet Homework Assignment
Search the Internet and find an example
of one of the most successful marketing
campaigns.
 Discuss.
