Marketing Telephoning II What is marketing l It

Marketing Telephoning II

What is marketing? l It is the business of advertising, promoting and selling a product. l Marketing attracts customers and persuades them to buy a product. l In marketing you must find out what customers want and meet their needs, but it must be done at a profit.

Marketing involves: l All the activities which bring the products and services to the end user (including advertising, sales, packaging, promotion and printing) l Identifying your customers, developing and promoting your products. l Communication with a specific market to offer your services for sale.

l Marketing also involves minimizing the costs (expenses) and maximizing the returns to make a profit. l It means selling: the exchange of goods for an agreed sum of money.

The marketing mix, or the four Ps are: l Product: deciding what product or services to sell in the first place. l Prices: setting prices that are attractive to particular groups of customers and that are profitable for the company. l Place: finding suitable distribution channels to reach these customer groups. l Promotion: all the activities used to support the product

From the customers’ point of view there are four Cs: l Customer solution: offering the right product to satisfy particular customer needs. l Customer cost: the price paid directly by the customer to buy the product. l Convenience: distributing the product in the way most suitable for each type of customer.

l 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. l This is a good way for sellers to find out more about customers and their requirements.

There is no marketing without a good campaign: l It is a planned and coordinated sales effort for a specific product or service. l The purpose of a campaign is to acquire (get), retain, stimulate usage, build or reinforce a brand. l A campaign has established goals and time parametres.

The key to successful marketing: l It is not just a good creative campaign l It involves good marketing communications, clear marketing messages and working well with sales teams to get the right sales channels. l Customer orientation: making the customers’ needs your priority!

Selling dreams: Ferrari l Italy’s maker of sports and racing cars is among three most recognisable brands in the world. l Ferrari created a marketing department only in 1993, until that time they no help form advertising. l “Just parking our exciting automobiles is enough to draw the crowds” says Gian Luigi Longinotti-Buitoni.

l It is a fact that customers are now spending more money on products they desire rather than on products they simply need. l So, modern companies must establish a brand with strong emotional qualities that match customers’ strongest desires. l They must create and sell dreams.

Reaching the smokers l Philip Morris, maker of Marlboro, the world’s best selling packaged product, spends bilions of dollars a year on advertising. l “We have to be creative in reaching out to our adult consumers” says Kati Otto, manager of media affairs at Philip Morris USA.

l 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. l Competitions at these parties send winners to a five-day ranch holiday in “Marlboro Country”, mountainous western states such as Montana and Arizona.

l Guests also take home various prizes: cameras, sunglasses, jackets and bags – all in Marlboro colours. l “The Marlboro ranch parties increase brand value, and reinforce loyalty to the brand” Otto says. l “It is truly a once-in-a-lifetime experience, and people often come back as loyal Marlboro smokers. ”

l “This kind of advertising is almost on a one -to-one basis” says David Adelman a tobacco analyst. l “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. . . ? l Sorry, I didn’t catch that. l Could you repeat that please? l Let me read that back to you. l Asking for information: Could you give me a few details? l What about the new range? l Did she say when she’d like to meet? l

Finishing a conversation: l OK, that’s it. l Thanks very much. That was very helpful. l I must go now. l I think that’s everything.

Planning Future tense

What do you consider when you plan these things: l. A holiday l A special family occasion (a wedding) l An ordinary working day/week l Your career

Match the verbs to nouns 1 to 5: l 1) 2) 3) 4) 5) estimate, collect, consider, forecast, do _____ costs _____ sales _____ research _____ information _____ 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: l We are going to launch a new range next summer. (intend) l We will beat our competitors before long. (hope) l We are sure we will open three new subsidiaries before long. (expect) l We are going to open a new sales office in Zagreb. (intend)