Download Product

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Sales process engineering wikipedia, lookup

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
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
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
There is no marketing without a good
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
“We have to be creative in reaching out to
our adult consumers” says Kati Otto,
manager of media affairs at Philip Morris
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
Useful lanuage
Checking information:
 Sorry, did you say...?
 Sorry, I didn’t catch
 Could you repeat that
 Let me read that back
to you.
Asking for
 Could you give me a
few details?
 What about the new
 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.
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,
1) __________ costs
2) __________ sales
3) __________ research
4) __________ information
5) __________ options
Future tense:
1) We use the present continuous for future
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
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
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
We are going to launch a new range next
summer. (intend)
We will beat our competitors before long.
We are sure we will open three new
subsidiaries before long. (expect)
We are going to open a new sales office in
Zagreb. (intend)