UNIT SEVEN

3. UNIT SEVEN MARKETING 外语学院大学英语教学部外招生教研室制作

4. ML Book two unit seven overview Starting up Understand marketing Reading Selling dreams Language review Questions Vocabulary Word partnerships Skills Telephoning: exchanging information Listening Successful marketing Case study Kristal Water Textbook-- page(62-69)

5. Starting up A‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d) • the cost to the buyer of goods or services • informing customers about products and • persuading them to buy them • c) where goods or services are available • d) goods or services that are sold 1 Product 2 Price 3 Promotion 4 Place B 7.1 Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place C Think of some products you have bought recently. Why did you buy them? Which of the four Ps influenced your decision to buy? D Tell your partner about a marketing campaign that impressed you.

6. Vocabulary A For each group of words 1 to 5: • Fill in the missing vowels. • Match the words to the definitions a) to c) 1 market r_s__rch s_gm_nt sh_re • the percentage of sales a company has • information about what customers want • and need • c) a group of customers of similar age, • income level and social group ea e e e a 2 consumer b_h_v___r pr_f_l_ g__ds iou • description of a typical customer • where and how people buy things • things people buy for their own use e a e o i oo 3 product l__nch l_f_ cycl_ r_ng_ • introduction of a product to the market • length of time people continue to • buy a product • c) set of products made by a company au i e e a e

7. 4 sales f_r_c_st f_g_r_s t_rg_t a) how much a company wants to sell in a period b) how much a company thinks it will sell in a period c) how much a company has sold in a period a o e i u e a e 5 advertising c_mp__gn b_dg_t _g_ncy a) a business which advises companies on advertising and makes ads b) an amount of money available for advertising during a particular period c) A programme of advertising activities over a period, with particular aims a ai u e a e

8. Choose a well-known product for each of these product categories. B 1 cars 2 newspapers and magazines 3 watches/jewellery 4 clothing Give typical consumer profiles for each product. Include the following: • Age • Sex • Job • Income level • Other products the consumer might buy C Consider the products that you described in Exercise B. How could you try to increase their sales?

9. Listening A 7.2 listen to the first part of an interview with Mirjana Ilic, Vice President, Marketing, at Pearson Education and complete the chart. Good creative ………. campaign Reaching the right …………….. people Successful marketing Good marketing communications Clear marketing ………….. messages Working well with ……….. sales teams Producing: what customers ……………… want when ……………… they want it Customer orientation at the right ………………. price in away that’s ………………… profitable

10. 7.3 Listen to the second part of the interview and answer these questions. B • Which campaign was most memorable for Mirjana? • Why did she find it memorable? • What was the fantastic strap line (slogan)? • What other strap lines do you know? 7.4 Listen to the last part of the interview and answer these questions. • What type of company was involved? • What was the promise? • Why did it appear successful at first? • Why did they end the campaign? Complete this extract from the interview. C D ‘The campaign was badly ………., badly …………and it resulted in a lot of negative ………… for the company.’ budgeted planned publicity

11. Reading Ferrari, Italy’s maker of sports and racing cars, is among the three most recognisable brands in the world. The company got its high profile among the world’s corporate giants without the help, for most of its existence, of an advertising department. Only as recently as 1993 did Ferrari create a marketing department. ‘Just parking our exciting automobiles is enough to draw the crowds,’ writes Gian Luigi Longinotti-Buitoni, the author of a book called Selling Dreams. Customers are now spending more money on products they desire rather than on products they simply need. All companies must therefore produce goods of very high quality. More importantly, they must establish a brand for years to come by giving it emotional qualities that match customers’ strongest desires. Like Ferrari, all companies must create and sell ‘dreams’. Longinotti-Buitoni gives some interesting statistics about markets for Luxury goods worldwide: Switzerland, with 220 Ferraris sold in 1997, is the largest market per capita for the car maker’s products; the company, on the other hand, sells only 2.7percent of its cars to women; Rolex and the highest number of luxury watches are sold in Italy, while Japan has been consistently the leading market in the world for leather goods from Gucci, Ferragamo, Hermes and Louis Vuiton. China, amazingly, appears to be drinking a lot of Hennessy cognac.

12. Before you read the article, answer these questions.1 What companies do you associate with Italy?2 What qualities do you associate with Italian products?3 Why do people buy Ferraris? A Alfa Romeo (now part of Fiat), Benetton, Fiat, Gucci,Zanussi (now part of Electrolux) Luxury with style, elegance Exciting drive, speed, high performance

13. B Scan the article and answer these questions. 1 Which are the biggest markets/countries for these products? a) Ferraris c) Leather goods b) Rolex watches d) Hennessy cognac 2 What do these numbers in the article refer to? a) 1993 b) 220 c) 1997 d) 2.7 Switzerland Japan Italy China The year that Ferrari created its marketing department The number of Ferraris sold in Switzerland The year which b) refers to The percentage of Ferraris sold to women

14. C Now read the article more carefully and answer these questions. • What was unusual about Ferrari’s marketing until 1993? 2. What two things does the author recommend that companies should do? It doesn’t have a marketing department – people seeing Ferraris in the street was enough. • Produce goods of the highest quality, because • people are buying goods on the basis of desire rather • than need. • Give your brand emotional qualities that match • customers’ desires, thus creating and selling dreams.

15. Reading D Discuss these questions. 1 Which qualities do you associate with cars from these manufacturers? Add other manufacturers and products. a) BMW d) Fiat b) Volvo e) Mitsubishi c) Rolls Royce 2 Which companies and products in your country are you most proud of ? 3 ‘Customers are now spending more money on products they desire rather than on products they simply need.’ What do you think is the difference between a need and a desire? Give some examples.

16. Language review A • Correct the grammatical mistakes in these sentences. • What means market niche? • How much it cost? • Why you don’t sell it? • When it must be finished? • Did you went to the fair last week? • Is coming your boss tomorrow? What does market niche mean? How much does it cost? Why don’t you sell it? When must it be finished? Did you go to the fair last week? Is your boss coming tomorrow?

17. Work in pairs. Ask each other the questions. (if you don’t drink wine, ask questions about another drink. C Work in groups. Think of a product and prepare a consumer survey for it. Then form new groups. Use your consumer surveys to find out about each other’s buying habits. D

18. Skills A 7.5 Listen to four people giving their telephone. Tick the correct number. 1. 244252 2. 881990 3. 020 8045 1930 4. 0033 2399 0324 Write down some telephone numbers you know. Dictate them to a partner. Check that your partner has written the numbers correctly. 7.6 Work in pairs. Say the alphabet in English. Check each other’s pronunciation. Then listen to the recording of the alphabet. Choose an address and dictate it to your partner. Spell each word when you dictate. Check that your partner has written the information correctly. B C D

19. 7.7 Listen to the first part of a conversation between a Sales Director, Martin, and his Sales Manager, Fiona. Answer these questions.1 Did they meet their sales targets?2 How has their market share changed?3 What were their total sales?4 How much did they spend on shampoo advertising? E Yes It has increased by two percent 7.8 Now listen to the second part and complete the chart. • Customer’s name • Nationality • Telephone number • Meeting day and date Over￡1.2 million ￡30,000 F Young Joo Chan Korean 82 2 0735 8879 Friday 18th

20. G Useful language Finishing a conversation OK, that’s it. Thanks very much. That was very helpful. I must go now. I think that’s everything. 7.7 ,7.8 Listen to the conversation again. Tick the phrases in the useful language box Martin uses to check information, to ask for information and to end the conversation. 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? Role play this situation. One of you is the Marketing Director of a Sunglasses manufacturer. The other is the European Sales Manager. Role play a telephone call to talk about a focus group for the company’s new range of sunglasses. Marketing Director: Turn to page 137. Sales Manager: Turn to page 142 H

21. Case study Kristal Water Background Kristal is a bottled water, manufactured by a US company, Hamilton Food and Drink Products (HFDP). According to HFDP, it comes from a spring deep under the rocks in Alaska, US. It is advertised as the purest water in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.

22. Case study The launch Kristal was launched last year in California, US. It was advertised in health magazines with the slogan ‘There is no purer drink in the world.’ It is sold in clear glass bottles, in 1-litre sizes. Its price is $3, which is higher than most competing brands. The brand name Kristal is printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops. After six months, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal. The Marketing Department interviewed members of the public to find out what was going wrong. 7.9 Listen to some typical comments from consumers. Make notes.

23. Case study Task • Work in groups. Each group is a team in the • Marketing Department. Hold a meeting to • discuss what you should do to improve sales of • Kristal. Use the question in the box below as a • guide. • Present your ideas to the other teams in the • Marketing Department. • As a whole department, hold a meeting and • decide what the company must do to improve • the sales of Kristal.

24. Writing As a member of the Marketing Department of HFDP, design a sales leaflet for the campaign to relaunch Kristal Water. The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign. It should attract attention and communicate the reasons why people should buy Kristal. It should also include a slogan. Writing file page 134