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Text 1 Marketing strategy vs. marketing plan
A company's marketing strategy describes how it will position itself and the products it sells or the services it provides in the competitive marketplace. The strategy includes a discussion of target markets, product and pricing policies, and proposed marketing and promotional initiatives. The company's marketing plan is the written document which details the marketing methods selected (advertising, price promotions, etc.) and specific marketing actions or marketing activities (for example, a back-to-school promotional offer). It also examines the resources needed (both financial and human) to achieve specified marketing objectives, such as an increase in sales or a successful product launch, over a given period of time. You can develop a marketing plan using the stages known as AOSTC(Analysis, Objectives, Strategies, Tactics and Control).
6.1 Make word combinations with market and marketing using words from the box. Then match the word combinations with the definitions below. methods mix plan segments strategy target ______________ market ________________ Marketing ___________ ___________ __________ _________
1 groups of consumers with similar needs or purchasing desires 2 the consumers, clients or customers you want to attract 3 a definition of the company, the product / service and the competition 4 detailed information about how to fulfil the marketing strategy 5 the techniques you can use to communicate with your consumers 6 the combination of different elements used to market a product or service
6.2 Linking ideas. Indicate which of the three linkers is the correct one. 1 Sanlito and RKB have only been doing business for a couple of months. ….., Sanlito's management have already given RKB their full confidence. a) Despite b) Nevertheless c) Besides 2 Their prices are very competitive. ….. , we have decided not to do business with them. a) Nonetheless b) Although c) Furthermore 3 We reached out to customers with special offers, continuity programmes a) However b) Despite c) Even though 4 Negotiating prices and securing orders is very exciting. ….. ensuring that the customer remains a customer can be a humdrum affair. a) Moreover b) In spite of c) On the other hand 5 He likes keeping himself to himself. ….. he spends a lot of time entertaining suppliers. a) As well as b) Besides c)Yet Study these sentences, then decide whether the three statements below are true or false. • Although their prices are very competitive, we have decided not to do business with them. • Their advertising campaigns are very unimaginative. Nevertheless, they keep attracting new customers. a)although, even though, in spite of, despite, nevertheless, nonetheless, b)although, even though, in spite of, despite are used to link parts of a sentence together c)nevertheless, nonetheless, however, yet, on the other hand are used to link ideas across sentences
Text 2 Marketing ethics Social marketing is the use of marketing techniques to convince people to change their behaviour for their own good or for the benefit of society. Encouraging smokers to stop smoking or persuading people to eat more fresh fruit and vegetables are examples. The aim of social marketing is to minimize social problems such as crime or poverty. |
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