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Marketing
Telephoning II
What is marketing?
It is the business of advertising,
promoting and selling a product.
Marketing attracts customers and
persuades them to buy a product.
In marketing you must find out what
customers want and meet their needs,
but it must be done at a profit.
Marketing involves:
All the activities which bring the products
and services to the end user (including
advertising, sales, packaging, promotion
and printing)
Identifying your customers, developing
and promoting your products.
Communication with a specific market to
offer your services for sale.
Marketing also involves minimizing the
costs (expenses) and maximizing the
returns to make a profit.
It means selling: the exchange of goods
for an agreed sum of money.
The marketing mix, or the four Ps are:
Product: deciding what product or services
to sell in the first place.
Prices: setting prices that are attractive to
particular groups of customers and that
are profitable for the company.
Place: finding suitable distribution
channels to reach these customer groups.
Promotion: all the activities used to
support the product
From the customers’ point of view there
are four Cs:
Customer solution: offering the right
product to satisfy particular customer
needs.
Customer cost: the price paid directly by
the customer to buy the product.
Convenience: distributing the product in
the way most suitable for each type of
customer.
Communication: exchanging information
with the customer. Customers are
informed about products through
advertising, sales literature and so on, but
customers also communicate with the
seller through customer helplines.
This is a good way for sellers to find out
more about customers and their
requirements.
There is no marketing without a good
campaign:
It is a planned and coordinated sales
effort for a specific product or service.
The purpose of a campaign is to acquire
(get), retain, stimulate usage, build or
reinforce a brand.
A campaign has established goals and
time parametres.
The key to successful marketing:
It is not just a good creative campaign
It involves good marketing
communications, clear marketing
messages and working well with sales
teams to get the right sales channels.
Customer orientation: making the
customers’ needs your priority!
Selling dreams: Ferrari
Italy’s maker of sports and racing cars is
among three most recognisable brands in
the world.
Ferrari created a marketing department
only in 1993, until that time they no help
form advertising.
“Just parking our exciting automobiles is
enough to draw the crowds” says Gian
Luigi Longinotti-Buitoni.
It is a fact that customers are now
spending more money on products
they desire rather than on products they
simply need.
So, modern companies must establish a
brand with strong emotional qualities
that match customers’ strongest desires.
They must create and sell dreams.
Reaching the smokers
Philip Morris, maker of Marlboro, the
world’s best selling packaged product,
spends bilions of dollars a year on
advertising.
“We have to be creative in reaching out to
our adult consumers” says Kati Otto,
manager of media affairs at Philip Morris
USA.
The company’s “Marlboro Ranch” parties,
often held in bars in big cities, have
become a common part of American
nightlife. They are heavily advertised.
Competitions at these parties send
winners to a five-day ranch holiday in
“Marlboro Country”, mountainous western
states such as Montana and Arizona.
Guests also take home various prizes:
cameras, sunglasses, jackets and bags –
all in Marlboro colours.
“The Marlboro ranch parties increase
brand value, and reinforce loyalty to the
brand” Otto says.
“It is truly a once-in-a-lifetime experience,
and people often come back as loyal
Marlboro smokers.”
“This kind of advertising is almost on a
one-to-one basis” says David Adelman a
tobacco analyst.
“People often smoke the cigarettes their
friends smoke. It is very hard to get people
to try a new brand because it is about
loyalty, image and taste.”
Telephoning II: exchanging
information
Useful lanuage
Checking information:
 Sorry, did you say...?
 Sorry, I didn’t catch
that.
 Could you repeat that
please?
 Let me read that back
to you.
Asking for
information:
 Could you give me a
few details?
 What about the new
range?
 Did she say when
she’d like to meet?
Finishing a conversation:
OK, that’s it.
Thanks very much. That was very helpful.
I must go now.
I think that’s everything.
Planning
Future tense
What do you consider when you plan
these things:
A holiday
A special family occasion (a wedding)
An ordinary working day/week
Your career
Match the verbs to nouns 1 to 5:
 estimate, collect, consider, forecast,
do
1) __________ costs
2) __________ sales
3) __________ research
4) __________ information
5) __________ options
Future tense:
1) We use the present continuous for future
arrangements:
What are you doing next weekend?
2) We also use going to for arrangements,
plans and intentions:
We’re going to visit our suppliers next
week.
3) But, we do not use the present
continuous to make predictions, compare:
The transport strike is going to cause a
real problem.
The transport strike is causing a real
problem.
4) Will is very often used for predictions:
I don’t think they will complain.
5) We use the short form ‘ll to make
spontaneous offers:
I’ll help you write the report if you like.
Rewrite the sentences using the verbs in
brackets:
We are going to launch a new range next
summer. (intend)
We will beat our competitors before long.
(hope)
We are sure we will open three new
subsidiaries before long. (expect)
We are going to open a new sales office in
Zagreb. (intend)