LESSON 1: MARKETING

LESSON 2: ADVERTISING

ENGLISH FOR SPECIAL PURPOSES

LESSON 1: MARKETING

LESSON 1: MARKETING

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WARM UP ? brainstorm your ideas for marketing.





rys1_marketing



 

 

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rys1_marketing_key
Does your picture look similar? If not, explain the differences.

 

 

SPEAKING: Explain you associations.

For example:

?I associate marketing with branding because ? .?

Look at the picture below. Decide which words are the odd ones and do not correspond with ?marketing?. Explain why?? For example:

?I associate ? meeting targets? rather with sales and selling than marketing.?

Or

?I think the word ?etiquette? we would rather use while talking about business meetings, negotiations or cultural differences than while talking about marketing.?

 

 

Click the picture below to enlarge.

 

 

rys2_marketing_desc

 

 

Vocabulary exercises:

 

Complete the definition with the words form the box.

integrated maintains focus satisfy
relationships process components techniques

 

 

Marketing is the which creates, communicates, delivers the value to the customer, and the relationship with customers. It generates the strategy that underlies sales , business communication, and business developments. It is an process through which companies build strong customer and create value for their customers and for themselves. Marketing is providing better solution to consumers? needs. With the customer as the focus of its activities, marketing management is one of the major  of business management.

Source:: http://en.wikipedia.org/wiki/Marketing

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Marketing is the process which creates, communicates, delivers the value to the customer, and maintains the relationship with customers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is providing better solution to satisfy consumers needs. With the customer as the focus of its activities, marketing management is one of the major components of business management.

 


Expending your vocabulary and knowledge.

TYPES OF MARKETING – complete the definitions with the types of marketing.

Direct marketing Mobile marketing Multi-level marketing
Viral marketing Word-of-mouth marketing Guerrilla marketing

can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing. Second, and a more traditional definition, is meant to describe marketing in a moving fashion – for example – technology road shows or moving billboards.

is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.

is an unpaid form of promotion?oral or written?in which satisfied customers tell other people how much they like a business, product, service, or an event. It is one of the most credible forms of advertising because people who don’t stand to gain personally by promoting something put their reputations on the line every time they make a recommendation.

or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. This type of marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages.

is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation. Other terms for this type of marketing include pyramid selling, network marketing, and referral marketing.

is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

Click here, to see the key!

Mobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing. Second, and a more traditional definition, is meant to describe marketing in a moving fashion – for example – technology road shows or moving billboards.

Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.

Word-of-mouth marketing (WOMM), also called word of mouth advertising, is an unpaid form of promotion?oral or written?in which satisfied customers tell other people how much they like a business, product, service, or event. It is one of the most credible forms of advertising because people who don’t stand to gain personally by promoting something put their reputations on the line every time they make a recommendation.

Viral marketing or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages.

Multi-level marketing (MLM) is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation. Other terms for MLM include pyramid selling, network marketing, and referral marketing.

Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

Match the definitions with the Polish equivalents.

1 direct marketing marketing mobilny
2 mobile marketing marketing szeptany
3 multi-level marketing marketing bezpośredni
4 guerrilla marketing marketing wirusowy
5 viral marketing marketing wielopoziomowy
6 word-of-mouth marketing marketing partyzancki
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1 direct marketing 2 marketing mobilny
2 mobile marketing 6 marketing szeptany
3 multi-level marketing 1 marketing bezpośredni
4 guerrilla marketing 5 marketing wirusowy
5 viral marketing 3 marketing wielopoziomowy
6 word-of-mouth marketing 4 marketing partyzancki

How do you think?

Describe the pictures and label them with the names of different types of marketing. Using your own words, explain the different types of marketing.

Picture number 1.

image13

Picture number 2.

image14

Picture number 3.

image15

Picture number 4.

image16

Picture number 5.

image17

Picture number 6.

image18
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Picture 1 ? direct marketing

Picture 2 ? word-of-the mouth marketing

Picture 3 ? mobile marketing

Picture 4 ? multi-level marketing

Picture 5 ? guerrilla marketing

Picture 6- viral marketing


image19

Have your say ? what do you think when you look at this picture ?

Vocabulary exercises ? extend your ?marketing? collocations.

 

Complete the extracts with the words from the box.

mix research activities plan
budget strategy effort
  1. Below you will find an overview of some of our typical marketing . Your marketing manager will prepare a marketing plan tailored to the level, subject area, and content of your book, ensuring that we effectively target the right customer groups.
  2. In uncertain economic times like these, setting a marketing can be particularly difficult.
  3. It’s not uncommon for people to confuse the difference between a marketing strategy and a marketing plan. I’ve found the easiest way to explain the difference is like this:
    Marketing – is an explanation of the goals you need to achieve with your marketing .Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-hand.
    Marketing – is how you are going to achieve those marketing goals. It’s the application of your strategy a roadmap that will guide you from one point to another.
  4. Marketing is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.
  5. The marketing is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P’s, the marketing mix elements are price, place, product, and promotion.
Click here, to see the key!

  1. Below you will find an overview of some of our typical marketing activities. Your marketing manager will prepare a marketing plan tailored to the level, subject area, and content of your book, ensuring that we effectively target the right customer groups.
  2. In uncertain economic times like these, setting a marketing budget can be particularly difficult.
  3. It’s not uncommon for people to confuse the difference between a marketing strategy and a marketing plan. I’ve found the easiest way to explain the difference is like this:
    Marketing Strategy – is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-hand.
    Marketing Plan – Your marketing plan is how you are going to achieve those marketing goals. It’s the application of your strategy a roadmap that will guide you from one point to another.
  4. Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.
  5. The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P’s, the marketing mix elements are price, place, product, and promotion. Read on for more details on the marketing mix.

Order the collocations into the proper column

 

 

a rising market break into the market market rates a competitive market
enter the market come into the market an expanding market go into the market
dominate the market (in sth) global market international market an active market
a booming market a steady market a strong market a strong market
a depressed market a dull market a falling market a weak market
a weak market market prices market rates a growing market
a developing market a mature market to build a market to create a market
a big market a good market a large market a poor market
a small market for sth a shrinking market to market a range of products market sector
market value market niche market a brand the domestic market
the domestic market local market

?

Noun collocations Adjective collocations Verb collocations





































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Noun collocations Adjective collocations Verb collocations
  • market rates
  • market conditions
  • market prices
  • market value
  • market sector
  • market niche
  • a rising market
  • a competitive market
  • an expanding market
  • global market
  • international market
  • an active market
  • a booming market
  • a big market
  • a steady market
  • a strong market
  • a tough market
  • a depressed market
  • a dull market
  • a falling market
  • a weak market
  • a mature market
  • a growing market
  • a good market
  • a large market
  • a poor market
  • a small market for sth
  • a shrinking market
  • the domestic market
  • a local market
  • enter the market
  • break into the market
  • come into the market
  • go into the market
  • dominate the market (in sth)
  • to build a market
  • to create a market
  • to market a range of products
  • market a brand
  • capture the market

 

In your dictionary check the collocations you don?t know. Make your own sentences with them.