Cambridge English for

Marketi ng
Nick Robinson
Series Editor: Jeremy Day

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I'NTYERSITY PRESS

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 Introduction
The aim of Cambridge English for Marketing is to improve your professional communication
skills,
whether you are a marketing professional or a student of marketing or business. Ib give you practice
in carrying out the most common marketing tasks in English, each unit contains:
I an engaging marketing context to keep you interested and motivated
o true-to'life listening material so that you can hear how language is used in marketing contexts
. authentic text'types - that is, the types of text that marketers have to read and write
a focus on the vocabulary phrases and grammatical structures that you need in order to work in
' English as a marketing professional
r realistic and stimulating speaking and writing tasks to practise all the language you,ve learnt
Audioscripts br the listening material and a complete answer key, including suggested answers
for
the discussion activities, are at the back of the book. You will also find a full gtossary containing
explanations of the technical marketing vocabulary used in the book. ln addition, yo, can find
extra
activities online at www.cambridge.org/elt/englishformarketing

How to use Cambridge English for Marketing for self-study

lf you are working on your own, you can do the units in any order you like. Choose the topic that you
want to look at and work through the unit, doing the exercises and checking your answers in
the answer
key. Note any mistakes you make, and go back and listen or read again to fiJp you understand
what
the problem was. For the listening exercises, it's better to listen more than once and to look
at the
audioscript after the exercise so that you can r6ad the language you've just heard, For the speaking
activities, think about what you would say in the situation. You could also try talking about tire
discussion points with your colleagues.

I hope you enjoy using the course. If you have any commen ts on Cambridge English for Marketing you
,
can email me at englishformarketing@cambridge.org

lV^- l'l-"D
Nick Robinson taught English in Spain, specialising in English for Specific purposes and Business
English. He then worked for Cambridge University Press as a Marketing Executive and as an
Editor.
Before becoming involved in Englisfr language teaching, he worked in advertising for a major
London
newspaper and an international property magazine. ln 2OA7 , he moved to york to become
a freelance
author, editor and trainer. He is the author of the Infotech 4th Edition Online Workbook and
the
English Vocabulcirg in Use Elementary CD-ROM 2nd Edition. He is the co-author of the face2face
Advanced Teacher's Book; the English Ilnlimited Elementary Pre-intermediate and lntermediate
Self-
study Packs; and Let's Talk Online, an online speaking and listening course. Since November
2009 he
has been a Brand Manager at Cambridge University press.

About The Chartered Institute of Marketing

The Chartered lnsfitute of Marketing is the leading international professional marketing
body, with
some 45,000 members worldwide. First established in 19,l1, it has for almost a
centrry defined
the marketing standards that operate in the UK and is the global champion of best ,rik"ting
practice' The Institute exists to develop the marketing profession, maintain professional
standards
and improve the skills of marketing practitioners, enabling them to deliver exceptional results for
their organisations. It does this by providing membership, qualifications and training to marketing
professionals and businesses around the world. For more information, please
visit: wrrw,v.cim.co.uk

Intrcductlon
 I
Describing your skills Discussing marketing tasks using Listening l
and qualifications verb-noun collocations The first day of a new job
Talking about what an Asking about a person's An informal presentation at an
organisation does characteristics, skills, employee induction
Describing the role of responsibilities and experience
marketing within an Explaining and giving examples; Reading
organisation querying; showing understanding A job advertisement
Identifying stakehotders Coll ocations with stakeh o I der

Outlining a marketing Sections of a marketing ptan Listening

plan Common marketin€ acronyms Discussing a SWOT analysis
Carrying out a marketing Describing trends An explanation of a Five Forces
audit and three types Terms and verb forms in PESTEL / analysis
of analyses: a PESTEL, Five Forces analyses
a SWOT and a Five Reading
SMART marketl ng objectives
Forces analysis A company mission statement
Verb-noun collocations used in
Setting marketing Email outlining a marketing plan
marketing objectives
objectives A PESTEL analysis and a Five Forces
analysis
Marketing objectives

Writing a marketing Using demonstratives to connect Listening

strategy ideas in writing A marketing team meeting to
Planning and discussing ln a meeting: explaining and discuss a marketing strategy
the marketing mix summarising key points; A phone call to discuss a marketing
Presenting the Suggesting tactics; disagreeing . budget
marketing budget Collocations used in elements of
the marketing mix; a marketing Reading
Writing an executive
summary budget Email proposing a marketing
Expressions used in an executive strategy
summary Minutes from a team meeting
Adverbs to make your writing more An executive summary
positive

Respecting differences in ln a meeting: explaining a Listening

cultural attitudes and breakdown in communication; A meeting between associates from
behaviours acknowledging and moving on; different countries
Summarising a meeting making another person feel more A marketer describing the target
Describing a tar€et comfortable market segment for a product
market segment lntroducing recommendations A design concept presentation
Adapting a message for Numbers in the context of market
a new market segmentation Reading
Presenting and giving . The language of concepts An email summarising a meeting
feedback on concepts Positive and negative feedback A brief to a design consultancy

Explaining research Verbs to describe market research Listening

needs issues in the financial services Describing a company's marketing
Formulating and industry problems
explaining a market Market research tech niques A focus group discussion
research plan Collocations with focus graup
Moderating a focus Reading
Moderating a discussion
group Company websites: About us
Terms for online surveys
Writing survey questions; An email outlining a market
Describing survey results
explaining survey research plan
data Writing online surveys

Contents
Discussing possibilities Hypothetical situations Listening
in an idea generation The language used in concept An idea generation meeting to
meeting statements discuss problems and solutions
Developing an idea into Verbs and collocations used to talk Reading
a concept statement about branding
Key findings from a market research
Creating a brand Sections of a typical brief to a report
Writing a brief for a branding agency
Extracts from a brief to a branding
brand identity agency

Creating and presenting Discussing concepts Listening

a marketing message Tools in the promotional mix A marketer presenting a
Presenting the Presentations: moving on; showing promotional plan
promotional mix slides; dealing with interruptions Reading
Communicating Adjectives to describe good internal An internal staff email
effectively to internal communications
stakeholders A press release
Persuasive writing
Planning and writing a Verb forms and tenses used in Press
press release releases

Talking about results Digital marketing techniques Listening

Making your point Positive and negative results of a A meeting to discuss digital
persuasively strategy marketing strategy
Discussing digital In a meeting: suggestions; agreeing Reading
marketing objectives and disagreeing
A travel guide website
and tools Writing good web copy
The minutes of a meeting
Writing good web copy Using keywords
An email newsletter

Responding to a request Expressions used in a request for Listening

for information from information An agency informally pitches for
a potential client Collocations used to describe an business with a potential client
Pitchine informally to a agency's capabilities A meeting to discuss selection
potential client Structure in copywriting criteria for a potential supplier
Choosing a supplier Using emotive language in Reading
based on selection copywriting
criteria A request for information
Evaluating good copy

Booking a stand at an Vocabulary relatine to a trade show Listening

event Negotiating: offers and asking for a A phone call to negotiate the cost of
Dealing with a visitor to concession an exhibition stand
'Useful
the stand language for stand staffers A conversation between a stand
Networking at a social Networking topics and conversation staffer and a visitor to the stand
event at an event A networking event
Writing a follow-up email Follow-up emails Reading
A booking form for a stand at an
exhibition
Advice for stand staffers
A follow-up email

Contents
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UNIT :
3
r':.i:irii:iit;.rliil!-,:r

qualifi cations and exprcric.iite.'l

Tatking about what aa:,:. ,ti..;.i.
t':,
organisation 6oat ,:.t',. r':l'-'.atl:.
Describing the role,of..,.
,,.'.':}
marketing withinian,r.'.i t,:rt,,:l:,,7
organisation ir,trTlsi*
Identifying and discussing:;
stakehol.ders
r
,a

1:
r
t"

B*fmg t$r* j*fu "i

ln pairs, discuss the following questions.

1 Why did you choose a career in marketing?
- 2 lf you are currently working, how did you find your job? If you
are currently studying, how will you find a job when you finish?
3 Have you ever used English at work? If so, talk about the experience. If not,
what problems do you think you would have?

Paula Marino and Matt Keane begin work todag as Marketing Executives at
Culture-lnsight, a training and consultancA companA.

f ;l Look at the first part of the advertisement for the job that Paula and Matt
applied for at Culture-lnsight and choose the correct answer (a or b).
i,r 3i3
Culture-lnsight...
:*q: r:ri
I a is a product-focused organisation. b is a service-focused organisation.
2 a is a private sector organisation. b is a public sector organisation. ai;
3 a works in business-to-consumer b works in business-to-business :1
markets. markets.

2x Marketing Executives
Culture.lnsight' the UK's leading intercultural communication and
international management skilis training company - is recruiting.
Culture-lnsight believes in giving people the skills they need to work in
today,'s international business community. By empowering staff to be more
effective in the global market, Culture-lnsight helps organisations fulfil their
international potential.
An opportunity has now arisen for two Marketing Executrves to join our team,

t,il i'r. ]l:r. rtr{r, *f rrt,ili,*lirlq

,,_q!I
- :3,rs. discuss the following questions'
-.',larketingExecutivesinacompanylikeCulture-lnsight'whattasksdo
(e.g" carrying out market
. ,. :-rnk Paula and Matt will be responsible for
databases)?
=.=a:ch, managing
- ,', 'r: skills, characteristics and knowledge do you think they will need (e'g'
- ::'cersonal skills, creativity, business awareness)?

::ao the rest of the job advertisement and check your answers to
1,.ercise 2b,

. rhis rote, you will be responsibte for building re]aJlonstrjp;_3i911.119.:lf '

.ri; #k*hotders, Opif.1 i"i*rnur und e*celnal. You wiil be exposed io
the full
";
r:arketing mix and wiff neexpeci"O lu *unug" the bioduction and disiribuli:X.,?f
-il;i;6 lJr"i*i"r; to conduct market researchi to monitor competitor activrtv;
,o unrv.z il,,"ilo positions; io maintain and update databases; Io
orguni-r::::
to evaluate the suecess of marketing Campaigns;
,tt""O Lr""t*-an"d'exhibitions;
;';i";;;; ;pj**"ni oir*"t,marketing activity; to assist in the creation and
plin in conjunctio,
implementation ot a rnar,xeiing ;O Yill]T^
yitk"ti;g'M;;ag*l ano to sJpport"oil*uniiations
the Marketing Manager and other colleagues'
you must have;
To succeed as a Marketing Executive for Culture-lnsight'
skills
- flrst-class interpersonal and analytical to workwell in teams
- tt ,Uf[V to use initiative, to influence, to negotiate' andliteraclr
"
-;;*;;y,-;reativity, drive, business awareness' and lT
- good oral and written communication :1"':
lnaddition,anunderstandingoftheworldofinternationalpusinq.qsandthe
totravel'
irp"rt"."*;t interculturJ cimmunication is essential, as is a willingness
ffiil;;; otuir*aut't*o Er.p*,. languages ii preferred
. and, .

These nositions are ooen to both recent gradJates in relevant subjects

;l;!f;#Ut'H ff ffi ;';J; ;;;idi"' a'' Cn''t"redJalil, rnstituie or arketi ns
M

piMiil;ftt-xr"i aorrntug.oui. ro appry, conract FionaMarketing

Manager: fjalil@culture-insight.co' uk

Match the verbs (l -l 2) to the words and phrases

(a-l) which appear in
the job advertisement. All of these collocations make tasks
that Marketing
Executives are often responsible for'
1 monitor a the production and distribution of marketing coltateral
Z buitd b with stakehotders
3 ptan and imptement c direct marketing activitY

4 assist d databases
5 conduct e events and exhibitions
6 evatuate f pricing positions
7 lia'ise g the Marketing Manager and other cotleagues
I support h the success of marketing campaigns
9 analyse i in the creation and implementation of a marketing and
communications P[an
10 manage j market research
1.1 maintain and uPdate k competitor activitY
12 organise and attend t retationshiPs with stakeholders

titrit I Ttr$ :Gl{.' oJ,il.rih$lrnq

 Which of the tasks from Exercise 2d are you responsible for in your job? lf Indr
you are not working, which tasks would you find most interesting?
ItlE 1

Look again at the list of skills in the job advert which a Marketing Executive dqFd
at Culture-lnsight needs. ln your opinion, which skills are critical (very uatut
important) and which are non-critical (less important)? hF-
ln smallgroups, discuss the following questions. iffi
1 Which of the skills in the job advert could you demonstrate?
2 What skills are you lacking - that is, which skills don't you have?
)ur
PlcS
iftr
) t.t tisten to Paula and Matt meeting on their first day of work at Culture- ht
lnsight. Who seems more confldent?
}>ut

t
) t,t tisten again and answer the following questions. Til;
I Do Paula and Matt already know each other?
2 What did they each study at university?
3 Why was Matt interested in applying for the job?
4 What other qualification does Paula have?
5 What kind of company did Paula work for before?
6 What factors attracted Paula to this job? #
Correct the mistakes in the following expressions, which Paula and Matt
use to talk about their qualifications and professional experience.
1 This is my first job for university.
2 I just graduate. t
{

t
:::
I
3 What have you studied?
l'-; ,
t..::;.
l' j. 4 I studied a degree in International Business and Management at Hull. {
,: i": 5 There were a lot of modules of Marketing.
.'':,-''
6 I made a marketing qualification.
+,
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I tl:_'
7 I obtained a job as a Marketing Assistant for a finance company near

8
London.
It was a good organisation to work.
ds
:t.
-*
+'d
d ln pairs, discuss your qualifications and professional experience up until
1:,.:..
now. Use the corrected expressions from Exercise 5c.
t*S,,
t_::-t
:'::.:: 4a lmagine you are preparing,for an interview for the job of Marketing
*
Executive at Culture-lnsight. ln pairs, discuss how you would demonstrate -n
the skills and experience needed to do the job, using evidence from your -llii
professional and educational background.
*
b In different pairs, role play part of the job interview.
dlu
Student A, you are the Marketing Manager at Culture-lnsight. lnterview lIrI
Student B for the job of Marketing Executive.
. Use the questions in lhe Useful language box on page 86 to help you.
r(
r At the end of the interview, evaluate Student B on a scale of I * 1 0 on their
o
ability to do the job,
2l
5T
Student B, you are applying for the job of Marketing Executive. d
r Convince Student A that you have the skills, experience and qualifications 4l
needed to be successful in the job. il
r Read the Useful language box on page 86 and prepare your answers. 5-
Swap roles and practise again. t
Unit 1 The role of marketing
Induction
When Aou start work at a new organisation, it is common to have an induction
daA; this is designed to teoch Aou more about gour iob and the organisation
Aou are going to be working for.

ln pairs, discuss any er<perience you have of induction days. What

information did you learn about your iob and the organisation?

) Rr part of their induction, Paula and Matt are given an informal

t.Z
presentation by Fiona Jalil, the Marketing Manager. What sort of
information would you g)pect a presentation like this to include? Listen to
the first part of the presentation and check your ideas.

) t.z tisten again and make notes under the following headings. Then
compare your notes with Matt's in the key on page 98.

) u fiona uses several o<pressions to explain what the company does.

Listen and complete the following sentences.
1 OK, so as you know, we're training and
consultancy
2 That means we to our customers ".
3 We're -."*- our clients about cultural
differences and ...
4 We also do some work with here
in the UK.
5 ... we're more work with
governmental organisations in the future.

- Unit 1 The role of marketing

-
 Answer the following questions about the sentences in Exercise 5d. )ur
I For sentence 1 , you could say We're in the training and consultancg ce{
business/sector/industrg. ls there a difference in meaning between these ta!
three words?
2 Sentence 2 is useful for a service-focused company. But what would a
btd
product-focused company say?
dC
3 ln sentence 5, which word could you replace clients with and not change the
ilI
meaning?
ttc-tl
4 For sentence 4, you could say we also do some work with private/voluntarA
hb!
sector organisations. Can you explain the difference between the public, Loil-
private and voluntarg sectors? Atfi
5 ln sentence 5, which words could you replace be keen with and not change E&
the meaning? pilti
In pairs, describe the organisation you work for or an organisation you
know well. Use the o<pressions in Exercises 5c and 5d and the following
prompts:
. business/industry . customers/clients
r public/private/voluntary sector t route to market
c service/product r competitors
r activities involved in c plans for the future

0rientation
ln pairs, discuss the following questions.
I How would you define the role of marketing in the organisation you work for
or an organisation you know well?
2 How do you think people from other departments would describe the role of
marketing?
3 How important is marketing within the organisation as a whole?

Look at the following pairs of sentences. For each pair, decide which
sentence best describes the organisation you discussed in Exercise 6a. I fEr
1a We're a sales-oriented company,
rdlrl
b We're a marketing"oriented company.
.at
2a
rcl
Everything that we do is geared towards persuading our customers to .h
choose us instead of our competitors. ou
b Everything that we do is geared towards providing a service that satisfies
our customers' needs. b nn*
3a Every department is always focused on the customer's point of view. sufr
b Every department is always focused on their individual objectives. lqto
4a The responsibility of the Marketing Department is to make sure that the EEri
company has a customer focus in everything that it does. Sufi
b The'responsibility of the Marketing Department is to help the sales force une!
sell our services. erqtt
Sel

Unlt 1 The role of markoting

k
 ) t,* fiona explains the role of marketing at
Culture-lnsight. Listen and tick the phrases
(a or b) in Exercise 6b that she says.

ln small groups, discuss your impressions

of Culture-lnsight. What advantages do you
think their organisationa! structure gives
them? How successful do you think they are,
in the sector they work in?

Look at the underlined phrases in

Audioscripts I .2 and 1.4 on pages 88-89.
Put the underlined phrases into the correct
part of the table.

Exptaining and giving examptes

Querying Showing understanding

/a Think about the organisation you talked about in Exercise 5f. Make notes
under the following headings:
r orientation (that is, whether it's sales-oriented or marketing-oriented)
r organisationalstructure
t importance/role of marketing
r how marketing contributes to the success of the organisation

In pairs, role play an informal presentation.

Student A, you are the Marketing Manager. Explain the role of marketing in
your organisation; use your notes from Exercise 7a and the expressions from
Exercise 6b and 6e.
Student B, you are starting work today at Student As organisation. Show
understanding and query anything that you don't understand. Use the
expressions from Exercise 6e.
Swap roles and practise again.

Unit I The rnis af utarkcting t1

I Stakeholders Cornplctl
in the bc
8 ,0
,
Look at this extract from the Marketing Executive job advertisement for
Culture'lnsight and in pairs discuss the following questions. *fl
l-
:,*,i
:t'
2-
I What are stakeholders? 3-
2 What do you think the difference is between an internal stakeholder and an
external stakeholder? Ir-
Who do you think Culture-lnsight's stakeholders are? Make a list under the
headings lnternal stakeholders and External stakeholders. J

Internal stakeiolders External stakeholders -

)u ttt
foll*
1 ttlEi
sfi
2 ltti,
3 lth! i
4 $Nfl
) r.s es part of Paula and Matt's induction, Fiona is going to talk about 5 \thl
who they will be marketing to. To do this, she prepares a handout which
ln p-t,
lists who the organisation's key stakeholders are and their relative
CulrGr
importance. Listen and complete the first section of the handout.
Estir

Culture-lnsight r
Ri
Key stakeholders tu
lnternal stakeholders External stakeholders SJ
t(a,
LT
E
E
E
tb
Compare Fiona's list of internal and external stakeholders with the list you
made in Exercise 8a. Are they the same? ln pairs, discuss any differences.
M*r
ln small groups, discuss what other internal and external stakeholders the yqJL
following organisations might have. Fstil
1 a large, multinational communications company (IMobile, for example)
2 a government department ln p*
3 a charity dl
4 a fashion label

12 Unit t The role of marketing

 complete the following definitions, using the collocations with stokeholder
in the box.

the ability of a stakeholder to influence an

organisation's behaviour, both now and in the future
an organisation's most important internal and
external stakeholders
stakeholders who are vital to the organisation,
without whom the organisation couldn,t survive
stakeholders that an organisation can survive without
at the moment, to a certain extent
how much attention a stakeholder pays to an
organisation; how much awareness the stakeholder
has of the organisation or its activities

) ts tisten to the rest of the discussion about stakeholders and answer

the
following questions.
I who is more important to culture-lnsight at the moment, their existing
clients
or their potential clients?
2 Which potential clients are they particularly interested in?
3 Why are their suppliers less of a priority for them at the moment?
4 what does Fiona think the sales team will need support with in the future?
5 What does the in-house research team neod to understand?
In pairs, try to complete Fiona's handout based on what you
know about
culture'lnsight. Refer to the list of six key stakeholders that you compreted
in
Exercise 8b.

,.$
fl
i
iI
,SECorrdaty,atatrehotUer,s;. :- .,1 . ., :. . :l .f
Stekeholderporiler dinterest ' .': .,',:,:. : ., {:
.!
Key players (high interest and powerJ: *,
.$
Little intenest but high power:
tryryest Uut,tim@,po14rgr;,;;;*l;,; ". ;, : r,:.. .. r,
lncrEasihglOr..decrsasihgin:,*ipof+anee;l:1.,'.',: . .

lncrensing;
Decr6asing:

Make a list of the key stakehorders in your organisation or an organisation

you know well. Use the same headings that Fiona used
in her handout in
Exercise 8g.

ln pairs, take turns to present and discuss your anaryses. How do

the
stakeholders differ depending on the type.of organisation you
are describing?

Unit l The role of marketing

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The rmar$<eting p[an

In Units 2 and 3, you will look at d case studA that shows all of the
stages in the development of the marketing plan.
Ircg
t * ln pairs, look at the pictures (t *4) and discuss the following
questions.
1 The cars all belong to a new generation of motor vehicle. What do a-;

you think might make these cars different from traditional cars?
2 Who do you think buys these types of car?
3 Would you buy one of thdse cars? Which one? Explain why / why not. :
h ln pairs, look at the mission statement below for Frezna Motors, a
British car manufacturer, and discuss the following questions.
1 Which of the cars in the pictures most closely represents the type of
car that Frezna makes and sells?
2 Who do you think Frezna Motors'customers are?
3 Who do you think their competitors are?
4 What do you think the company's core (most important) values are?
5 What predictions can you make about the organisation's marketing
strategy and objectives, based only on the mission statement?

tlr'lit ; f[r*.] rt;lrketintl pt.rrr t: audjl .rirr1 qtt-iertivc]r,i

Complete the following deflnitions wlthplan or strategg.
I marketing how an organisation intends to achieve its
marketing objectives
2 marketing a written document that details the actions an
organisation must take in order to achieve its
marketing objectives

In pairs, discuss the following questions.

I Have you ever written or contributed to a marketing plan? lf so, describe
what information it contained. lf not, discuss what information you think it
might contain.
2 Who do you think is responsible for researching and writing the marketing
plan in your organisation or an organisation you know well?

Look at the words in the box. The words all describe sections of a typical
marketing plan. What kind of information would you expect to flnd in these
parts of the plan? ln pairs, discuss your ideas.

Read the following email from Gavin Hamilton, Sales and Marketing
Director for Frezna Motors. Complete the headings (l-6) with the.words in
the box ln Exercise 2c.

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I res, sdavis, jman'
,::11:r"r.:,1!i--:3;e:i.a]i::f':;:i:

ffi tuEs[ -Thisyear!"marketingolan t.: :..--.....- .:.]:ir.:....-a---:-::.1-: :t_.,:=irJs-H{ffit#

Dear All,
As you know, it's time to start thinking about this year's marketing plan. Please find below an
outline of what the plan will contain, and who will be responsible for what. Please remember that
the purpose of the marketing plan is to help us define our marketing obiectives for the year, and to
formulate our strategy for achieving those objectives.
1-
I will take responsibility for writing this once all of the other sections of the plan are complete.

Cathryn, can I ask you to take this forward? You'll need to do a comprehensive PESTEL
analysis. Please use last year's as a starting point. Scott and Je$sica, can you take
responsibility for the ST IOT analysis? You'll also need to do SWOTs for our main competitors.

We will meet as a team to set these once the audit is complete, Please remember that these
need to be SMAHL

Once stages 2 and 3 are compl6te, we can start to think about how we can achieve our
marketing goals. I will schedule a meeting to discuss this as a team.

Scott, Cathryn and Jessica, you will be responsible for developing this section, outlining how
the plan will be implemented over the next 12 months, relerring to the full marketing mix.

Deepa, as Chief Financial Officer, you will need to input into this section. Let's arrange a
meeting to discuss once the rest of the plan is complete,

Untt 2 ilrr mrrftct'lng ptrn Ir rudlt rnd obtcclvcs

 Can you explain what the highlighted acronyns/letters in the email stand
for and mean? Use the words in the box.

Read Gavin's email again and find six phrases he uses to set action points.

q Which of the following (a, b or c) best describes the tone of Gavin's email?
::: ,

a friendly and informal

b polite and direct
c cold and formal

Gavin uses several structures to create an appropriate tone in his email.

Look at the following sentences, which are all too direct or rude. How did
Gavin express these things differently? Find his exact words in the email.
I Cathryn, take this forward.
2 Do a comprehensive PESTEL analysis.
3 Use last year's as a starting point.
4 Scott and Jessica, take responsibility for the SWOT analysis.
5 AIso do SWOTS for our main competitors.
6 Remember that these need to be SMART.

The audit PESTEL

The development of a marketing plan usually begins with an audit. Can you Ccrr-
explain what an audit is? ln pairs, discuss your ideas. tD.-f,.
lmagine you were going to carry out a PESTEL analysis of Frezna Motors. bt
ln pairs, discuss the following questions. Then compare your answers with ref
the key on page 100. a rll

I What questions would you ask in each of the sections of the PESTEL
rrn
*{
analysis? qi
2 What internal and external sources of information would you use for 5.F
research? il
f.[
Imagine your organisation or an organisation you know well is carrying out
the audit section of its marketing plan. Write a polite and direct email to Co+
the marketing team, giving them instructions for carrying out the PESTEL of tI,
analysis. Use the language you studied in Exercises 2f and 2h to help you.
tn-
Cathryn Rees, a Marketing Executive, has been working on the PESTEL 2 IIE
analysis for Frezna Motors. Complete the sections of her analysis on the rcd
opposite page with the words in the box. 3RE
em
4Go
5 Tfr
drd

76 Unit 2 The marketing ptan 1: audit and objectives

 ' Th.;;;sl"bal economic dounrurn.
- vv^e-are rn a recession;
people are spending
' Vore than a fifth of the UK,s CO. comes
from"
tess; unernploytnent is tr.ansporr. l3% of that CO.,comel fro_
rislno.
' .a.,
' lnterest rates and inflation Widespread adoprion of
low-
are at an all-rime
"i*.*i. ...1 ;;;i;
' Oil priccs are unstable_ ' arebecoming -or. .u,,...n.d .huur
f19Ot"
Carb()n emiSsions.

' There have been recent improvements

has been in power for in lithium-ion batteries, increasing the
' Tlre ;rm*overnment rh"' Yl,^u
i;;:;;:;;'rs widelY unPoPulat next year' wnrcn
chstanie that electric cars call travel.
g-eneral
;"1gffi-fr,b" a .election and some
';;i.;; to u iha'rge in governmeni
oolitical instabiliry'
a nnou.t"ed
' fi .';;;;;en' ha""tet'tty %.
'
het P reduce carbon Directives from rhe European
:';;il;;':,;"sYJo be inceniives.of up-to Union are
cra.dually_raisinq trre stanaaraJ;;";;rt.t_
Itlffi"t. rr"ie rvill buy eleciric cars; emissions.
ii,ooo r., consumers to
,;.);;;;r, will be made into elecrric car
i::::$ H
lll |,"*, i i,i i ; *:;;ri,;*n..
*
^ :,,:?
be oiven to car malrula(
electric car technologY' . Attitudes towards'green' issues alq
U".o*ing moie normal, especially among
young peoPle'
' th. t"r....i of British Iormula ] racing
driver Lewis Hamilton has increased interest
in rnotot racing and sports cars in general'

Certain verb tenses are often used in PESTEL analyses. Match l -6 below
to a*f. Then find underlined examples in Cathryn's PESTEL analysis above.
To express...
1 a future certainty a wit[ probabty (not) + VERB
2 a future event that is very Likety but not certairi b woutd (wouLdn't) + VERB
3 a future possibil.ity c may (not) + VERB
4 something that we imagine to be the result/ d islare (isn't/aren't) + VERB-ing
consequence of another event
5 a past event which has an important resutt/ e wil"t (won't) + VERB
consequence for now
6 a current trend f have/has (haven't/hasn't) + PAST PARTICIPLE

complete the following sections of a PESTEL analysis with the correct form
of the verb in brackets. There may be more than one possible answer.
1Thepound-(currently/getJweakeragainstthedollar.
2 The government (recently/announce) a commitment to
reducing carbon emissions.
3 People (now/make) more buying decisions based on
environmental issues.
4 Covernment investment in electric car infrastructure from next year
(eventually/makeJ it easier for customers to charge their cars.
5 The US government might introduce stricter emissions standards - if they
did, the European Union _
(certainly / have to) do the same.

Unit 2 The marketing ptan l: audit and oblect{ves 4?

 $ The words and phrases in the box come from Cathryn's PESTEL analysis. C.o#
Decide if each word or phrase is used to talk about an upward (z) trend or nafr;
a downward (\) trend. The flrst one is done for you.
+,*lBEC,EraE
s,:,:r,ftducd,
.fn'sth,' ,o
flI
ilfl
-(ro
rEDffi
t c-ffi
t
ecouomic dowrrtqv\
rff
rtfl
a
-d
I
I
-il
FD-Jfi

Write a PESTEL analysis for the organisation you work for or an

organisation you know well. First, make a list of the questions you need
to answer, using ideas from Exercise 5b. Use the correct tenses (see
s
-r#

Exercise 3e) and try to use some of the words and phrases from above.
h p*r
The auditr S$J0T and the Five Forces alcll
scd
ln pairs, answer the following questions.
llil-
1 What do you think the purpose of a SWOT analysis is? urEr
2 A SWOT analysis focuses on both internal and external factors. Which parts
of the SWOT deal with internal factors? Which parts deal with external ones? )uq
3 Do you have any experience of doing SWOT analyses? Can you give any rr9lr
examples of their effective use? llfr
> I,l Scott Davis and Jessica Manvell, of Frezna Motors' marketing team,
zlz
are meeting to carry out a SWOT analysis for the marketing plan. Their
goal is to help deflne the company's marketing objectives. Listen. In what
), ulr
dErl
order do they discuss the four elements of the SWOT? Fcc
d
) l,t tisten again and make notes under the following headings.
r*
,s*
2lll
3n
4*
tL
F

18 Unlt t Thr markcfing ptan 1r audlt and obied{ver

Complete the following SWOT ana[sis, which was produced after the
meeting. Use the words and phrases in tie box.

Aring,16ti.t*lre-iiffii'j:i :,,:, I ' rdking aboui.**gti!.C$Ci:,11 ,: .:. 1-, , :,

'."' ,

... our (1) strength is ... But isn't that atso a (1) --------...-..-..'-
It (2) . . that our customers weakness?
@n... Price is (2) our weaknesses.
Our customers are (3) .,. we'(3) a product for . ,.
because,.. r,':rr,Ouf (4) iila*et:is:very
]'
... our technglbgiealtqoo:iroq'is,,; ; imilt,rr.
(4) strength.
Tatking about opportuniUes
... that couLd (1) , . some ... there are some external issues which are
opportunities, too. affecting that market (1) ,
... that means (2) . for us. too.
-
(3) ', , ,r,, ,, ', -' ,,European and Americqn. ,'peoptespend.,especia[tywhgn,it
markeB..r,". '-' .',' ,,, ,tuxury,goodssucnlt-.
$|
ln pairs, carry out a short SWOT analysis of the organisation you work for'
an organisation you know well, or a competitor to your organisation. Use
some of the phrases from Exercise 4d.

How do you think organisations monitor their competitive environment?

What tools do they use? In pairs, discuss your ideas.

) tt Cavin calls Jesslca to discuss the progress of the audit. Listen and
answer the following questions.
1 What does Gavin ask Jessica to do?
2 Have you ever used this model? ln pairs, discuss what you know about it.
) gl took at the flve forces from Porter's model (t -5) and try to match
them to the questions a marketer might ask when carrying out a Flve
Forces analysis (a-e). Listen to the rest of the conversation and check your
answers.
1 Bargaining power of buyers a How easy is_it for our suppliers to increase the price
they charge?
2 Bargqining, power of , rb Hgi{ eryy ii, it'fot new competitors to 6nt0r thE
lllpp-tiers
market?
3 Cqmpetitive rivaky c Ate there alternative produtts or sewices avaitable to
:customers which futfit the same ieed?' :' : : ,
4 The threat of new entrants d How many existing competitors do we have and how

5, The threat of Subsdtute e How,easy vrtould it be for sur Customqrs to reduce how
' pisducts.or sdryices
:':
' 'much,rthey pay for our
product?ir
' r'
'
:'' I

!
Unlt 2 Thc markatlng plan h audlt and obJe&'lms
 ffi

Complete the desriptions (I -5) with Porter's &{*

Five Forces (A-E). €
CI
fftt
r We design and manufacture the
batteries, which are our key
snr
component; that puts us in a
strong position.
. However, we have few supplier
choices for other key inputs
(specifi cal ly high-performance

I
transmission and braking systems),
meaning suppliers can drive up prices.

We have few customers, but they are powerful;

each customer is highly important to the business.
a Customers have the power to negotiate and drive prices down.
a However, customers have a small number of options if they (!+
want a high-performance electric sports car. tcrba
ucI
r We have no direct competition in the British electric sports c3r market.
p*p I

I
. However, there is strong competition in the petrol sports car market (Ferrari, Porsche, etc.). .il
i_
t r If customers want a high-performance sports car, they have lots of options. Fr
r,I r However, if they want a high-performance electric car, they have no real options; therefore )-
direct substitution is not viable. 3-
{.-
r Barriers to entry are currently high: large investment in research and development is Itn
needed; there are high manufacturing costs; it is a small, niche market.
o However, once electric car technology becomes more mainstream (and cheaper), barriers to
entry will be lower. Th:rc
Answer the following questions. rrltts
ftata
1 Which verb tense does_Jessica mainly use in her analysis? Why?
:m
2 Which word does Jessica use to contrast a point with the previous point?
2fra
ln pairs, make notes for a Five Forces analysis for the same organisation you discussed in 3*
Exercise 4e. Try to answer the questions in Exercise 5c. l"&
5 €s8
6h
Marketing objectives 1qd
8 etd
The acronym SMART is used to describe good objectives. Match the beginnings (l -5) to the
endings (a-e) to make definitions of the elements of SMART objectives. ln pd
1 A specific objective is one which I a has been given a realistic deadtine. drsol
2 A measurable objective is one whose \ b says exactty what needs to be achieved. l-Sr
3 An achievable objective is one which c can be successfully compteted using only the
resources which you have.
4 A reatistic objective is one which d can be successfutty compteted by the person/
peopte who are responsibte for the task.
5 A timebound objective is one which e resutts can be objectivel.y evatuated.

20 Unit 2 The marketing plan 1: audit and objertives

As Sales and Marketing Director, Gavin Hamilton is responsible for
presenting Frezna Motors' marketing plan to the board. Look at Gavin,s
slide for the marketing obiectives section of his presentation. Based on
what you know about Frezna Motors, do you think Gavin's obiectives are
SMART? Would you change any of them to make them SMARTeT?

Complete the phrases used for setting marketing objectives with the
verbs and prepositions in the box. You will need to use some of the words
more than once. Use the SMART objectives in the key for Exercise 6b on
page IOI and the slide above to help you.

I sales (a product/serviceJ
(number/amount) (time pieriod) or (date)
2-cuStomerscompetingproducts/services,etc.
3 new markets, etc.
4- market share (number/amount)
(time period) or - (date) -
-
5-areturnoninvestment(Rol)(number/amount) - --
(time period) or _ (date)
-
- - collocations used to talk about
There are several other verblnoun
-
marketing objectives. For each of the following examples, choose the verb
that does not collocate.
1 maintain/position/in%ease sales
2 increase/maintain/enter mirket share
3 position/raise/increase brand awareness
4 decrease/i m p rove/fal I delivery/waiting times
5 establish/enter/position newmarkets
6 develop/enhance/raise product offering
7 enhance/establish/position (an organisation) as market leader, etc.
8 enhance/improve/position profile/reputation/standing, etc.
In pairs, write a list of marketing objectives for the organisation you
discussed in Exercises 4e and 5f. Use some of the above collocations. Swap
Iists with another pair and check that their objectives are SMART,

Unit 2 The marketing plan 1: audit and objectives

 {!ffitn"

aP-d &
rnre ?'r
rn:a Cl
-a'?ra
'Tcrr
trEI
2 -l2 tt
:fi
3 -€a
.u
ls airs
-'eAS.!
-5511
F.erla:
$el 'lgE(Er
l
:fe:rt
thcxs t
I CarEr.rl
\
i
Pt'?s{Jr
Uis- ri
The marketing strategy .t-,4 S
af:cs!
ln pairs, discuss the following questions. i eJr
1 What is the difference between strategA and tactics? ar 4 r -

2 Are the terms in the box examples of strategies or tactics?

differentiation repackaging/rel.abetling an advertising campaign An inf

marketideyetsp.m-el1!:l,prieelpromo'lion/sper:al,offers,,innovation direql
piodg!!.d€vel0,B$qnt,i,:qinelv website a PR campaigit coiieentiated growth relate q
Alpsr.U
ide6 &
under the following headings. Er;-ce
r Product i Customers
r External environment r Competitiveenvironment LooI a l

the fot
Can you remember what Frezna Motors' marketing objectives were? Were 1 \thic
there any problems with those objectives? (See Exercise 6b on page 2t.) 2 \tLD
lmagine you were responsible for developing a marketing strategy to 3 \thaE
achieve Frezna Motors'marketing objectives. ln pairs, cliscuss what your Revrrb
strategy would be for the next l2 months. demond
3a Gavin Hamilton, sales and Marketing Director for Frezna Motors, is writing I \\es
to Joanna MacDonald, the company's Managing Director (MD), to tell her :: tnc
about the strategy-planning stage of the marketing plan process. Read the 2 Fsj
email on the opposite page and answer the following questions. creat
eat-{,
1 What five strategies is Cavin proposing to Joanna?
2 Which strategy does Cavin nof recommend? Can you think why?
Swn
3 \\e s,
nelP's
4 \\e s,
incra,
,q Unit 3 The marketing plan ?: strategy and taetie*
 Dear Joanna,
llUe're now in the strategy-planning stage of the marketing plan process, and I wanted to share my
initial ideas with you.
To recap, our key marketing objectives for the coming yeat arc as follows:
1 To increase sates of the Frezna Model G Roadster in the UK by 15o/o before the end of the next
financial quarter.
2 To increase our market share by 10% over the next 12 months by converting customers of
competing products (specifically drivers of Porsches and Ferraris).
3 To expand into new markets in Europe (Spain, ltaly and Germany) and the US, generating a
return on investment ol 15% by the end of 2O12.
As a first step, I think we should be aiming to increase the awareness of electric cars in general
(measured through market research); thisl will increase the size of the market as a whole and allow
us to increase both sales and market share. Secondly, we should aim to raise brand awareness of
Frezna specifically (and, again, measure the increase through research). Again, this2 will allow us to
increase sales and market share, whilst also putting us in a stronger position when we attempt to
enter new overseas markets - our third objective. The key to the success of that objective3 will be
the creation of new international distribution channels; these4 will allow us to reach customers in
tlrose new marketss.
Careful positioning will also be extremely important. We need to position Frezna as the innovators
in electric car technology and our flagship Model G Roadster as a real, viable alternative to petrol-
driven cars. By doing this6, we will be able to differentiate Frezna from our key competitors, namely
Porsche and Ferrari, and start to take market share away from them. Another way of achieving
thisT will be to improve the quality of what we currently offer - our value proposition. For instance,
what else can we offer our customers? Better customer service? A more personalised sales
process? lmproved after-sales technical support? All of these suggestions8 witl help differentiate
us even more from the competition.

: What I don't think we should do at this stage is think about new product lines. There are several

An important part of Gavin's email is to relate his proposed stratery

directly to the marketing objectives, to explain what it will achieve. To
relate one idea to another, we can use demonstratives such as tfis and
tfese. Look at the words and phrases in bold (l -8) in the email. What
ideas do they relate to?
Example: 1 increasing ewareness of electric cars

Look at the sentences that contain the demonstratives again and answer
the following questions.
1 Which verb form is used?
2 Why is this verb form used?
3 What happens to the verb can in this verb form?
Rewrite the pafts of the following sentences in italics using an appropriate
demonstrative and making any other necessary changes.
1 We should try to raise brand awareness; raising brand awareness helps us
to increase market share.
2 For the objective of raising brand awareness to be successful, we should
create new distribution channels in the Spanish and North American
markets; new distribution channels allow us to reach new customers in the
Spanish and North American markets.
3 We should improve our product offering;'improving our product offering
helps us to convert customers of competing brands.
4 We should launch a new producl; by launching a new producf our sales
increase.

Unlt 3 Ttr mrrkctlng plan A! *retrgy and tactle*

 .".{Elll:bnr}"

Think about your organisation or an organisation

you know wer. fyou may
want to choose the organisation you discussed
in unit 2.) Make a rist of )r'
the organisation's marketing objectives. tn pairs $*
or smarigroups, discuss a
marketing strategy to meet those objectives.
Mate detailed notes.
)i'
Write an email to the MD of your chosen organisation, ert-a
outlining your
proposed marketing strategy. Use Cavin,s
email to help you. itr
Tactics: the marketing mix 2&
3t{
The next step in the deveropment of the 4li
marketing pran is to determine the
tactics needed to imprement the stratega.
The morketing mix forms the
framework for this. ;YE
4a 6I*
ln pairs, discuss the following questions.
1 Can you define what the marketing mix -tr
2 What elements form the marketin! mix?is? 8fr
9tr
Gavin Hamilton calls a marketing team meeting
to discuss how to iC tr
implement Frezna Motors' marketing strategy
over the next r 2 months.
Match the extracts from the meetinj minutes (a-n) Loot
to the erements of the
marketing mix (l -7). The first one is done
for you.
1 Product h _ 5 people_
2 Price '6 Process
3 Place _ 7 Physical evidence _
4 Promotion Therr
h
? " No newproduct development; concentrate the ilr
Introduce one-to_one
sales consultatioo, on Model G. rriti t
fo.,",
J,3-"l1li1*-:::::s*x,-.-----*x,.3.46*w:di
i!1Yer:aarFe.F..r.
rd
Offer customerc 24-how test drives so that
i
f Increase free after-sales technical support F
trom I to zyears. i-r
they can try before they buy. I
I
',"i :,:
Because of current economic We should launch websites in the US and do
conditions, ur,i key European markets to function as online I 1.
a premiumpri"ing 1i
lnoo.O:"t., rt rt.lyi.
too risky. showrooms. ::f

Although we shodi continue to sell i

3 l':
major pR campaign which
primariiy tfuough our website, we should l::::1:
consider opening a showroom in London
to caplta_llses on the government,s electric 4 \:.
car
, initiative. i sfr
help raise brand awarene':'.-
-- :" -. ...* "- - . -.- * r*
"
'tffipl,:s:*}ffi$&
i,-
5 \:.
e
We should target current sPorts car drivers. Increase Presence at hxury rnotor shows' a
pft
;
6k-
f
Stafftraining will be needed for the new Choos
relative to competitor
ol'lven ^.:-r,,
::,:.:r_" cars. petrol_ - London showroom. Our staffwill need to 3. lns
be able to answer peopie's questions and marke
I Our message should emphasise the Model G's reassure them ofthe benefits ofchanging the s0
to
green credentials while highlighting its speed an electric vehicle. some I
and performance. The key message is that the
Model G is not a sacrifice for the sports car
fan who also cares about the Earth. Increase advertising spend in motoring press. i
l
i
24 Unit 3 The marketing ptan 2: strategy and tactics
 ) l.t tisten to the beginning of the meeting. write down at least three tactics
that the team suggest.

) S.t toon at these extracts from the meeting. Match the beginnings of the
extracts (l-10) to the endings (a-j). Listen again and checkyour answers.
1 0f, wdtt we need.to a increasing our presenci. at,environmentat trade
events ...
2 But wer, o,neEd,'tir. I b focus on the Model G, don't we?
3 We eoUtd staft,hy-: c launch a major PL firnppllgtr$syear.
,,,'
4 Y{ejugt,need to. , d increasing our advertising spend in luxury car
rirr...rr, .:.r, :.: ":.i
, magaZineS....: r .;",:.'l: 1.".,.:.. ," 'r' ::' '..: :

5 YeE good i4gai.Tfte.impstant thihg.]is,..: ;,,cspend.oyr'm lrttri*uluinoto1.rhowC!,1.-;

6 I mtthinking. w,gftutd..,,, :'.
:.,.. .,:,.,.:- :,
:
:.'r;,i:,:r.,..,,,,,,
.r i ,lt:r:],,
f find a message which will make them want to
I find out more,
: :,.:1"..i ,: ,.,r'': :.. I lit.,l..:i: .':
7 We could atso think abtrui , ' , ,' g raising awareness, isn't it?
8 I'm not so sure about that. h positioning, isn't it?
g lfsraboqt": ,..,i..,, -1 .,, .,.,,.'t. ,-1 :.:, i really tlrink about how to setL the Modet G ...
f0 Wqutdn't it make more sbnse to ,rr: ti ,'.' j I think it sends a mixed message ...

e Look at the sentences in Exercise 4d. ln which sentences is the speaker:

I suggesting a tactic?
2 summarising a key point of the meeting?
3 disagreeing with another speaker's suggestion?
4 explaining a key purpose of the meeting?

f rhere are several collocations commonly used to talk about the etements of
the marketing mix. Complete the collocations in bold in the following extracts
with the words in the box. There may be more than one possible answer.

I The aim of promotion is to _ your message out. That message will

often or a product's features; it will try to people to
do or buy something.
2 - might
A company - a premium pricing strates/ if they have a -
competitive advantage in the market.
3 lf the price of Product A relative to the price of Product B, it changes
according to'level of Product B.
4 You a website or a PR campaign, but - a showroom or a you
shop.
5 You can your advertising spend in the media and your
presence at events, but you
awareness of something.
6 You - a stratest, but tactics. you -
$ choose one of the organisations you have been discussing in units 2 and
3. ln small groups, review the organisation,s marketing objectives and
marketing strategy. Then make a list of the tactics you will use to implement
the stratery, using the Ps of the marketing mix as a framework. Try to use
some of the expressions in Exercise 4d and the collocations in Exercise 4f.

Unit 3 Thp marketing ptan 2: stntegy and tactics

 :rffiFr.3

The rnarketing budget Cil

The annual marketing budget presents an estimate !ist!
of how much moneg wiil
be needed to imprement the marketing pton; it shows d
what the Marketing
Depaftment wants to spend on the marketing activities
outlined in the marketing
plan. The budget is usuailg set (fixed) bg thi Marketing
the budget must be signed off on (agreed/approved) before
Department, but ;
the ptan can be
implemented. 2 t
$'a Look at the methods for setting a marketing budget
in the box (a-fl and in 3
pairs, discuss the following questions 4 i
a the affordabte approach 3
d competitive parity
b
lhe n9.rce1tage of sales approach e last year's budget ptus or minus method
c the objective-and-task approach f the industry norm method 5l
1 Can you explain how these methods work * that is,
how the budget is
s
calculated using them? Compare your answers with Tli
the key on plge t02.
2 How is the budget set in your organisation or an
organisation you know weil? rto
Does it use any of these approaches?
h,{
3 Who is responsible for signing off on the marketing
budget
in your lI
organisation or an organisation you know well?
4 why might a marketing budget be rejected? Think of some podsibre 2t
reasons. 3l
F $* cavin Hamirton has sent his marketing budget to
Deepa subramaniam,
Frezna Motors'chief Financiatofficer (cFo). Deepa
calls Gavin to discuss
4T
the budget. Listen and answer the following questions. y

l' 1 Has Deepa approved the budget?

5(
2 Match each speaker to the phrase (a-d) which best describes
this conversation.
their attitude in 6l
!
Deepa is
a assertive but polite.
b cold and rude. lnF
Gavin is
c worried but cooperative. SLt
d relaxed and informal. t€p
snx
F g,a U.t"n again and answer the following questions. nErl
1 Which part of the budgdt does Deepa ask Gavin to
Srta
explain?
What explanation does Gavin give Deepa for this
part of the budget? Th
What three actions does Deepa say must be taken
The
before she will sign off on the budget?
sect
Why does Deepa say these actions are necessary?
6a lnr
tru
It
2t
'l4l
5l
6r
26 Unit S Thc markating plan l: strategy and tactieu

I
Complete the collocations in bold in the folloring extracts from the
listening with the words in the box.

... you've asked for a significant increase in advertising budget - it's more
than 50o/o up last year.
ls magazine advertising really the most _ way of reaching our
potential customers?
-
3 .,. to approve a budget of this size, I need to seesome flgures.
4 I need you to the return on investment of a 50o/o increase in
advertising spend over the next 1 2 months.
5 ... to put in place a monthly review of real
- performance budget.
6 I think we should develop some marketing _ to properly measure the
success of the activities you're proposing.

Think about the marketing plan for the organisation you have been
discussing in Units 2 and 3, Tty to calculate an approximate marketing
budget. Then thlnk about the following questions.
1 Do your marketing objectives contain concrete flgures?
2 Are all of your activities measurable?
5 Are your planned marketing activities cost-effective? Are they the most
cost-effective way of achieving your marketing objectives?
4 what marketing metrics could you use to measure the real performance of
your marketing plan against the marketing budget?
5 Can you calculate the return on investment of your marketing plan? Do you
think it's acceptable?
6 Are you confident that your CFO will sign off on the budget? How would
you justify the budget to him/her?

ln pairs, role play a meeting between a Marketlng Manager and a CFO.

Student A, you are the Marketing Manager. Present your marketing plan and
be prepared to justify it.
Student B, you are the CFO. Make sure that Student A can justify their
marketing spend.
Swap roles and practise again. .

The executlve summary

The executive summara gometimes called the executive overview.) is the first
section of the marketing plan.

ln pairs, decide if the following statements about erecutive summaries are

true (T) or false (F).
1 lt should be written before the rest of the marketing plan.
2 lt should summarise the information in the marketing plan.
3 It should introduce new information not contained in other parts of the
marketing plan.
4 lt should be short (one or two pages maximum).
5 It should only give facts and not try to influence the reader.
6 lt should end positively.

Unlt 3 Ttrc mrrltctlng phn 2: stnt gy rnd trcflcs

 ?qtrx|F

b put the extracts (A-D) from Gavin's executive summary into the following luthqrt
order. $€ dz
irrtr.od,r
1 An introduction which explains the aims of the marketing plan and who
wrote it l ILd
2 A summary of the audit 2]d
3 A summary of the marketing objectives for the next 1 2 months 3 rhil
4 An overview of the strategy and tactics that will be used to achieve the 4 irt
marketing objectives i*
5 Ttir t
;rd
Our key marketing objectives are therefore to increase sales of the Frezna
Model G Roadster in the UK by 15% before the end of the next financial
quarter; to increase our market share by 10"h over the next 12 months by d Garits
converting customers of competing products (specifically drivers of Porsches lataq
and Ferraris); to expand into new markets in Europe (Spain, Italy and uord is
Germany) and the US, generating a return on investment (ROI) of 15% by
the end of 2012. e Afitrt
Adr€tt
follai
There I
The government's electric car incentive plan and the public's increasing
awareness of green issues mean that the electric car market will grqxl FH
substantially in the next few years. However, global economic conditions pose qa
a serious threat to the luxury goods market, including the sports car market,
Nevertheless, the weak pound gives us the ideal opportunity to move into
1

foreign markets, namely the US and the Euro zone.

As the only British manufacturei of electric sports cars, Frezna Motors is &
in a strong competitive position. Barriers to entry remain high, so our main
competition continues to come from traditional petrol-driven sports car
manufacturers. However, we are ideally positioned to take market share from
those competitors, using our size and strong technological resources to our
advantage. T!

Our marketing challenge is to convince our customers that there is an

environmentally friendly alternative to a petrol-driven sports car, which
doesnt require the driver to sacrifice speed, performance or looks. Through
an aggressive PR campaign, increased investment in advertising and a higher
presence at luxury motor shows, we will take our message to the world,
establishing the Frezna brand as the world leader in electric car technology. Writt
disst
Fotlu

This plan outlines how Frezna Motors will communicate its message of the
l\l
alternative to petrol-driven, high-performance sports cars. The plan was 2S
Tj'
developed by the marketing team, with input from other department heads. 3
The aim of rhis plan is to:
4\1
r_
- provide an overview of where we are now;
- establish a clear set of marketing objectives; 5il
- set out the strategy and tactics needed to achieve those objectives;
- explain how the success of this plan will be measured.

28 Unit 3 The marketing p[an 2: strategy and tactics

Without looking back at the executirre stmmary match the beginnings of
the extracts (l -7) to the endings (a*l to male o<pressions used in the
introduction of the executive summary (paragfaph D).

Gavin's enecutive summary contains several er<amples of strong, positive

language. Look at the underlined oramples in paragraph B. What Wpe of
word is Gavin using to make his language stronger and more positive?

Adverbs can be used to make your writing sound more positive or forceful.
Adverbs often collocate with speciflc verbs or adjectives. Complete the
following elfiracts from executive summaries with the adverbs in the box.
There are at least two possibilities for each gap.

The Middle East market is'expanding ' ,

The market in Asia.is still coapetitive.

-
Write an o<ecutive summary for the marketing plan that you have been
discussing in Units 2 and 3. Use Gavin's er<ecutive summary to help you.
Follow these steps.
1 Make notes under the headings of the marketing plan.
2 Summarise each section of the plan in 3-4 sentences.
3 liy to use advet:bs to make your writing sound stronger and more forceful.
4 Write the introductory paragraph of your executive summary, using
expressions from Exercise 6c.
5 Write the concluding paragraph, ending positively.

Unit 3 The,marketing plan 2: stntegy and tactics

 todrt
S!ff
' tlt't
lftr,
: lttrr
:q,Jtr

d- 1l1rr
:sayt
) urr
stlgr'
4
-liI
IE
5-
5q,
I 'ru An overseas trip
tod
Id
II
Stephanos Kavadias is the Director of Kalomara, a small olive oil
producer based in southern Greece. Kalamara sell most of thein IL
olive oil in the domestic market, Creece. Howeven the compang IIl
wants to begin marketing its produot in the US - that is, theg want

l
to change from a local to a globalfocus. Stephanos has travelled to
New York to meet a potential US distributon World Finer Foods.
)ut
tk
La b q,t
tisten to Stephanos meeting Melissa Jarrell, a member of World Finer ril!
Foods' American Marketing Team division. Decide whether you think the 2Li!
following statements (l -6) are true for Melissa (M), Stephanos (S) or both (B). ItEl

1 seems/seem polite. lnF

2 seems/seem professional.
acd
3- is/are interested in talking about non-business-related things. cilt
4- is/are keen to get down to business,
5- seems/seem keen to build a good personal relationship. Ado
6- misunderstands/misunderstand something the other person says. €ry!
-
When communicating in English with colleagues or customers from other countries,
-
it is useful to be aware of issues that maA cause
problems Str
or confusian.

Look at the following list of issues that can cause problems or confusion ln p:
when communicating internationally. Which of these do you think caused IU
problems for Melissa and Stephanos? ln pairs, discuss your ideas. o
. style of communicating (e.9. direct vs. subtle) t
1 way of communicating (e.9. preference for face-to'face vs. telephone/email) 2Y
r punctuality {e.g. when to arrive for meetings or social events) rr

r time (e.g. wanting to get business done quickly vs. taking your time) L

r small talk (e.g. topics, amount of time spent on small talk)

I relationships (e.g. building personal relationships vs. just dolng business)
t formality (e.g. names, greetings, clothesJ
r language problems (e.g. pronunciation and intonation, false friends)

30 Un{t 4 Intemattonal rustomer commun{tatloRs

 Look at the list in Exercise I b again. ln pairs, discuss the following
questions.
I Have you had any experience of these issues when communicating with
clients or colleagues in English? Describe what happened.
2 What advice would you give a foreign visitor about doing business in your
country?

An important part of communicating effectivelg qcross cultures is knowing what

to sag when there is a breakdown in communication.

) el looL at the phrases in the table below. Then tisten to the last part of
Stephanos and Melissa's meeting again and tick the expressions you hear.
Exptaining the reason Acknowledging and moving Mqklng the other person
for the breakdown in
communication
I thought what you meant Sor1y, please continue. Woutd you prefer/rather we
was... did things in a different

that word means

Sorry,
something different in Greek.
54rry, that was my fault. what if we tried ... instead?
Let s continue,
I understood that to But if yor/d prefer not to ...
No, thafs 0K.
mean,,, that's flne,
I thought that you wanted / Woutd you be more
didn't want to ... comfortabte if we ... ?

) lt ln pairs, discuss the following questions.

1 Would you feel uncomfortable using any of the expressions in the table'
when speaking English? Explain why / why not.
2 Listen to the expressions again. ln pairs, didcuss how importanttone of
voice is when using these expressions.

ln pairs, plan a dialogue between a person from your country and

a colleague or customer from another country, where a failure of
communication takes place. Use the ideas in Exercise I b to help you.

Act out your dialogues, improvising as necessary. Try to use some of the
expressions from Exercise 1 d. Use an appropriate tone of voice.

Standardf sation vs. adaptation

2 E ln pairs, discuss the following questions.
1 What barriers to entrg (problems) do you think there might be for a
company like Kalamara that wants to break into (enter) the US speciality
foods market?
2 What might the company need to do in order to successfully enter the
market? Make notes, using the Ps of the marketing mix as a framework
[product, price, place, promotion, people, process, physical evidence).

Unlt 4 Intarnatlonql rustomar rommun{catlsRs 31 ;l

 After their meeting, Melissa sends stephanos an email summarising what d r*r
they discussed. Read the first part of the email. which four barriers to Jrlr
entry does she mention? Did you think of the same ones? *
,, Stephanos,
rh
i lt was g99d to see-you last week I hope that you found our meeting productive and that you -C
1" enjoyed the rest of yourtime in NewYork
Cd
Please flnd below a summary of our discussion.
2FE
; You explained that Kalamara produces a high-quality, extra virgin olive oil that is widely available irr
, in Greek supermarkets,The quality of Greek olive oil is generally high and it is normal flcr Greek Td
r, people to use oil of this quality in their everyday cooking.You said that you were keen to market E
: you. product in the US in a similar way - that is, as an everyday cookrng oil. As I explained during 3fi
' our meeting,World Finer Foods will not be able to act as Kalamara's US distributor if you choose to
, proceed in this way.The main reasons are summarized here: h
i - Although the market for olive oil in the US has grown, supermarkets are dominated by a small 4*
r, number of lower-cost ltalian and Spanish brands. None of the buyers forthe major supermarket EAf,
, chains is currently interested in any new ranges,
dE
r, -Although Kalamara produces a high-quality product,this is not enough to be able to successfully
., enter the US supermarket sector at present, As I explained, American supermarket shoppers don t lhl
' buy olive oil based on quality;they buy on price, and your oil would retail at a signif rcanily higher dr
price than your competitors', Remember; too, that the cheapest olive oils are already much rirore 2fr
expensive than other cookng oils, Furlhermore, I explained that there is not yet a culture here of 5ls
using olive oil for everyday cooking. CI

Read the second part of the emaiL What ideas does she have about how
f lc,
l({
Kalamara might enter the market? Organise them under the ps of the
marketing mix Are theythe same as the ideas you discussed in Exercise 2a?
lFrl
gE
At the end of our meeting, you asked me to think about ways that Kalamara might still be able to
enterthe market, despite the above barliers. I have given it some thought, and I would like to make
rd
the fol lowi ng suggestio
,4il
ns:
: * lu suggest that we forget about the big supermarket chains and focus on smallen specialty food
d
: stores. Although the sales volume would ultimately be lowe; there would also be fewer bairiers to aht
i
entry: many specialty stores want to stock high-quality foreign olive oils and they have well-trained
staffwho can explain and sell the product effectively,
TT
' il
-There are also now many US-based websrtes that offer specialty food products for sale online and
2t
deliver them direcl to the customer: Our distributors would be a'ble to reach those websites, too.
I Of course, the added benefit of using the Web is that you can also gather information about your U
, customers, which will give you more concrete customer segmentation information.This is especially
important in this kind of niche market, bur
, -You mentionedin our meeting that you are considering making the Kalamara olive farm organicr rts
, and upgrading your production facilities. lf you decided to do this, I thinkthat it would be a silnificant il
r advantage for the Kalamara brand: there are only a few high-quality organic olive oils on the market 2D
, and so you would have less competition,Again,the market would be smaller: but we'd be able to
i pursue.a premium pricing strategy for this kind of product.We would probably need to carry out a TT
: some significant rebranding and consider new packaging and labeling. d:t
, - We could also consider advertising in luxury food magazines and on some of the many food blogs fril
' and online food discussion forums.We would' need to dlevelop a new message that appeals to fooi ast
: lovers who are willing to pay a premium for a luxury, organic olive oil. stral
Please let me know if you would be interested in pursuing any of the above ideas. lf so,World Finer
Foods would be happy to be your sales, distribution and marketing partner in the US. b lllrt
Melissa erq

animals or growing plants for food.

Unit 4 Intemational customer communications

hr the meeting, Stephanos said the sentences. Read both parts
follcrhg
of the email again and underline the sentences which summarise what
Stephanos said.
I You see, Melissa, in Greece,. people say that Kalamara is the flnest,
absolutely the finest, extra virgin olive oil you can buy' People in my
country can find it in any shop at any tlme and they use it for almost any
dish.
2 People in Greece, they all know that lQlamara is the best, you see? And this
is why everyone uses it and this is also why, we feel, we will be able to put
Kalamara on the shelf of every kitchen in the US just as we have done,
very successfully, in Greece.
3 OK, so I understand there are problems, but is there really no way for us to
break into the American market?
4 We want to go organic and upgrade the farm's production facilities'

Answer the following questions, referring back to the first part of the email
and Exercise 2d.
1 ln the answers to Exercise 2d, which four verbs does Melissa use to show
that she is summarising something that was discussed in the meeting?
2 Find three more sentences which summarise part of the meeting'
3 Look at the parts of the extracts in Exercise 2d in bold. How does Melissa
express the same ideas in writing?

Look again at the second part of the email where Melissa suggests how
IGlamara might enter the US market. What words and phrases does she
use to introduce her recommendations to Stephanos?

Without looking back at the email, try to write a short summary of the
meeting from memory. Use your answers tq Exercises 2b and 2c to help
you remember. Try to use some of the expressions for summarising a
meeting from Exercises 2d and 2e.

In pairs, discuss the following questions.

1 What do you understand by the terms standardisation and adaptation in
the context of international marketing? Can you think of any examples?
2 What factors does an organisation need to consider when deciding whether
to standardise or adapt its marketing communications?

Look at Melissa's email again. ln pairs, discuss the following questions.

1 ls Melissa suggesting a standardisation or adaptation strategy for
Kalamara?
2 Do you agree with Melissa's suggestions? What would you do differently?

Think about your organisation or an organisation you know well. lmagine

the organisation wants to enter an overseas market that is very different
from its home market. ln small groups, discuss whether you should adopt
a standardisation or adaptation strategy. Discuss how you would apply the
stratery to each of the Ps of the marketing mix.
Write a short email summarising your discussion. Try to use some of the
o<pressions that you looked at in Exercises 2d-f.

Unit 4 Intemational custorrcr communications

 rtrilir:;.1
i::r!Ia.:.,t;
i

+rli::i!:,:

Whenfr,
A new message for a new market? numbe,',
In order for Kalamara to successfullg enter the US specialitg foods marhet,
it will be important for them to communicate effectivelg with a new range of r >un
Creadl
i nternational stakeholders, i ncluding customers, distributors and suppliers. Part

of this process will involve developing q message that these new stakeholders A tl/pi€C
will understand and respond to. The companA will use this message across whiteP
oll of its touchpoints (times and situations when the customer interacts with of (2)
t5)
-
the brand). World Finer Foods have contacted a New York'based design
consultancg, DFG Creative, to work on the brand. and nd
home.(
a ln pairs, discuss the following questions. Then read the extract from in label
Melissa's brief below and check your answers. that ilE
1 What objectives do you think World Finer Foods will set for DFG Creative?
d nowr
2 What information about Kalamara's target market segment do you think
will be included in the brief? a Dt
3 What do you think Kalamara's Unique Selling Proposition (USP) is? il*
b
e )lnu
Thefii
Objectives for the agency
To develop a brand identity and slogan lor Kalamara olive oi] in the US to be used on multiple
f canru
touchpoints, specifically packaging, labels, point-of-sale material and press/web advertising.
t Thi*e
s€cEtr
Target.market segment (US) DFG O
Age group / Agebracket: (1) e Life cycle: (5) ------:*
Sex (male/female split): :(2) Educatiop/Employment : (6)
h mprr
datal
Ailitudes: (7)
sefr
Median householdirtcome: :(4) Lifestyle: ' (8),-.-.--.._ rrrts
- ad
-
Unique Selling Proposition (USP)
Redl
Kalamara olive oil is completely organic and is macle using the same traditional methods that .
have existed in Greecefor thousands of years. The oil i5 stored aud bottled attfie dorypany's bland
'

xa
new, state-of.the;art factofy. For the US market, the company will only use dark glass bottles, as .
dEfl
these protect the delicate oil from sunligbt and heat. All of this will ensure that the oil remains in lb
a consistently good condition. {
2r
f,
Match the extracts (a-h) to the information (l-8) in Melissa's brief.
i{
The flrst one is done fon you.
ffi
ll1
a $60,000*$70,000 ir
b well-traveled, want to replicate foods they have tried abroad fi
6

c 50/50 a
d mostly white t
e 40-50
f college educated, professional
g cost-conscious, health-conscious, not tied to traditional brands, interested
labels
h 50/50 married and single, t/shave children living at home

Unit 4 Internatlonrl custsmrr communieatiqnc

 When discussing market segmentation, it is importont to be able to tatk about
numbers corectlg.

) $ fUeti""a is discussing the brief with an account manager from DFG

Creative. Listen and fill in the gaps.
A typical Kalamara olive oil purchaser would probably be a college-educated,
white professional in their (1) with a median household income
of{2)-60and70thousanddolIars.Thetargetmarketis
(3)- between married people and singles, females
and males, with about [4) having children living at
home. Our target customer is cost'conscious, health.conscious and interested
in labels. They'll probably be well-travelled and interested in replicating foods
that they've tried abroad.

How would you say the following in English?

a Etinto c J3.ooto e na50/50split g n'/,
b Et/+ d U 75-goozo f I'/c h J2ls
) (t tisten and put the items in Exercise 5d into the order you hear them.
The first one (d) is done for you.

t Can you think of any other ways of saying the items in Exercise 5d?

g Think about a product you know well. What is its target market
segment? Write a profile, using the headings in Melissa's brief to
DFG Creative.

ln pairs, practise describing the target market. First, write the

data using the prompts in the 'Target market segment (US)'
section of Melissa's brief. Then practise desgribing the target
market in words, using Melissa's description in Exercise 5c as
a model.

Read Melissa's brief again and then look at a bottle of

Kalamara olive oil, as it is sold in Greece. ln pairs, discuss
the following questions.
1 Do you think this product will appeal to the target market
segment described in the brieP Explain why / why not.
2 What changes do you think Kalamara will need to make to
the packaging and design? Think about the following areas
and use the language inthe Useful language box on page 86
to help you.
t culture (habits, traditions, beliefs, etc.)
. language
r logo and brand name
r product features
r consistency of message/brand

The text on the label reads:

Kalamora, Extrd virgin olive ail,
Product of Creece.
 The concepts ) *.1 tir
concE$
Stephanos has returned to New York to meet with DFG Creative, who ' lth"C
have some design concepts to present. Melissa from World Finer I lr\tsri::
Foods is also present at the meeting. DFC Creative is represented by
-: Lth,g
two account managers, Michael Lean and Julie Schaeffer. i l-d:m t

7a Look at the two concepts below and discuss the following

questions. )uxa
I Are either of the concepts similar to the ones you discussed in concE$
Exercise 6? your aI
Look at the brief in Exercise 5b again. Do you think the agency 1 fd1
have followed it correctly? Explain why / why not. z lFl
Why do you think the agency chose these two concepts? 3 AJT
What are they trying to achieve with each one?
{ frr
) ls tisten to part of the meeting, where
5 t(se
Michael and Julie present the two concepts. n{
Compare what they say to your answers 5 ThcG
to Exercise 7a, question 5, ani
7lttC
) +.s UnAerline the correct words to
s ItF
complete what was said in the meeting.
Then listen again and check. (The
I TIE
rd
expressions in bold can all be used to
10 Fun
present concepts.)
1 The idea we were going for here is
Concept 2
f morr
'Greece' /'family' /'tradition'. being u
2 As you can see, we've used the image of an olive farmer I
a beautiful blue sea and a white vlllage / olive trees to represent
Greece / tradition / olive oil.
5 We've then reinforced this with the use of an image of Creece / $ ln p:it
a Greek-style font I a slogan. comEg
For this design, we've gone with a new style of bottle / a more idesy
traditional"shaped bottle / a more contemporary bottle, which S:-:eq
we think says something positive about the product / something :3 -se:
important about the product / 'quality' and 'ffadition'.
OK, well for this second concept we thought we'd try something
new / a different approach / something a little different.
We've gone for something much more contemporary / a bit
different / bigger and bolder.
We've tried to reinfoice this with a strong
image / the slogan 'Old world flavours for
the new world' / the use of colour.

36 Unit 4 Intemational customer commqnications

 )l.O tisten to Stephanos and Melissa giyine their feedback on the
concepts and answer the following questions
1 which concept does Stephanos prefer? which one does Melissa prefer?
2 which aspects of his favourite concept does stephanos talk about?
3 which aspects of her favourite concept does Melissa like in particular?
4 How do you think Michael and Julie feel after the feedback? Explain
your ideas.

) l.o ruatctr the beginnings of the ocracts from the feedback on the
concepts (l-lO) to the endines (a-j).Then listen again and check
your answers.

$i,wre

7
iE
I .h Wfiat y,gl"eriAft€rirt. ;,i..., i
I I iivith,congept.'{ qi;..1',r i.
I : rl.. .:it .i-.,, j r. i

rrnrtfudtb;-J.',.1
Look at extracts l -8 in Exercise 7e again. Decide if the words in bold are
being used to:
a emphasise something positive in the feedbaqk
b give negative feedback tactfully

ln pairs or small groups, role play a meeting to present the new design
concepts for Kalamara olive oil. you can use DFG creative's concepts or the
ideas you discussed in Exercise 6.
Student/Group A, present your concepts, giving the rationale for your ideas. ?y
to use some of the expressions from Exercise 7c.
Student/Group B, give Student/Group A feedback. Try to use some of the
expressions from Exercise 7e.
Swap roles and practise again.

Unit 4 Intemationat customer communications

 b Matd
extra
err
di'ril

3 a lnpa
t\\
z ta
:1
H

b Look
Are I
1L
2L
3L

I lX A research prabtern
Complete the table with the companies whose logos are shown at the
top
l] 1 *
I of the Page.
I FinanciaI
NewsmediaHospitaiityConsul,tingHealthcareRea[estate;;;j.;'
I

what challenges do service providers have that sellers of goods don't

have? How do they solve these problems? ln pairs, discuss
your ideas'
thinking of as many examples as you can. Then compare your answers with
the key on page 104. Consider the following questions'
a What exactly does the customer get for his/her money?
r Does the customer get the same thing every time?
* When does/can the customer use the service?

2a Look at the following extract from Hart Marshall's website' what

are their clients?
kind of
company is Hart Marshall? Who

d )i
Ma
C.a
in this competitive and Ma
since 1992, we have specialised in providing research and consultanry
with a range of business issues including: C.x
complex sector. We treip our financial servicis clients
que
U nderstandig,' nqnilgfiry and 2!99!qing customer loyalty,
n
l
oggg€ggru f i;ancial behaviour, decision-making and attitudes, and.4seqmentinq them
- proOffitesting - from evaluation of early concepts through to soptimisinq product otferings
2
- Advertising, branding and sponsorship

titxrni,jut* f inanci al press, investors/analysts, consu me rs, etc'

38 Unit 5 Market rcrearch

 T

Match the phrases in the box to the underlined verbs (1-5) in the website
extract.
encoUmgiaf :'na&inu,(somethilrg) as good as possibte makiirq'judgements about
dividing (thing, into parts or grcups carefutly wakhing

3a In pairs, discuss the following questions.

1 When might an organisation decide to conduct market research?
2 What is your experience of market research, professionally and as a
consumer? Have you ever conducted market research for an organisation?
Have you ever been asked to take part in a market research survey?

Look at the extract below from the website of Union Direct, a bank.
Are the following statements true (T) or false (F)?
1 Union Direct customers can access their accounts online at any time.
2 Union Direct is an independent bank.
3 Union Direct customers can speak to a bank employee face-to-face.

UNIONDIRECT@rq

! Launched in 1988, Union Direct was one of the first banks to offer a
,4bol:L ur; z4-hour,365-day-a-year service. Using telephone banking and then
llemonul llanking
the lnternet, we offered customers the chance to have fut[ control of
()nlinc llarrking their money whenever they needed it.
Sar.ing:

IJuriincss llnrrlcinS;
ffi tlow part of the FjP Group, the third.targest banking group in the
world, Union Direct is a world leader in online banking. lt's no
{l<:ntaeL r"rs surprise that we've won the "Best internet,onty bank" award at the
lnternational Consumer Banking Awards for the last five years.

In pairs, discuss the following questions,

1 Do you have internet-only banks in your country?
How successful are they?
2 What threats might a bank like Union Direct be
facing at the moment?
3 Because of these threats, which of Hart
Marshall's services (see Exercise 2a) do you think
Union Direct might be interested in?

F S,t watastra Herbert is a senior Marketing

Manager at Union Direct. She is meeting with
Carlos Barnes, a Market Researcher from Hart
Marshall. Listen to an extract from Natasha and
Carlos's meeting and make notes on the following
questions.
1 What does Natasha say Union Direct's problems
are?
2 What information does she want Hart Marshall
to find out?

Un{t $ Market rassarch

 )'s.tNatasha uses several expressions to explain what information
she wants to find out. Put the words in brackets into the correct order. kll
Listen again and check your answers. krt
1 So, basically, [we find out need to happening why it,s] and what we can rdl
do to stop it.
tup
2 [in their towards we're attitudes interested] our competitors and towards
k
the financial services industry in general, too.
&tu
3 [to more find like about out We'd also] purchasing patterns. H-
lita
4 [interested people in most when we're and how decide] to change their FiF
bank accounts. hr*r
l.5 [to identify customer about we want expectations] service levels from banks NEII-
iti
and about financial products in general. lqrc
6 ln the first instance, [we'd focus on you like tol existing customers ... dFr
7 But [need to get from we'll some inputl potential customers Iater in trtd
the process. EITE
Sctr
f Think about your organisation or an organisation you know well. what Ylb&i
market research needs does the organisation have? what information does ir1(trd
it need to know? Who should it ask? Make notes.
g In pairs, role play a conversation. L@ka
Student A, you represent the organisation you made notes about in Exercise o tr€gi
3f. Explain to student B what you need to find out and from whom. Try to use o rEftr
some of the expressions from Exercise Se. o use lt
Student B, you work for a market research agency. Listen to Student A carefully . uSeu
and ask relevant questions.
fur-
Swap roles and practise again,
lCq
a-
Research techniques nirl
once a morket researcher has identified the research objectives, he/she witt
b_
develop a research plan; this outlines the techniques needed to achieve the
ntil
nGi
research objectives.
2 Unrt
How many market research techniques can you think of (e.g. running focus d*i
groups, conducting surveys)? ln pairs, make a list. Then compare it with the
one in the key on page 105. Whr.b
resetd
lmagine you worked for Hart Marshall. which techniques would be part of ln p*q
your research plan for union Direct? Make a list and then compare your
lists in pairs. Imeg-
orgals
write a short email (t00-t 50 words) to Natasha, ouflining the research a mat
plan that you recommend. obiedr
o whd
Look at part of an email on the opposite page that carlos has sent to o wirt
Natasha, outlining the research plan that he recommends. compare it with o whkj
the ideas you had in Exercise 4b. whose plan do you think would be more o whirl
successful for Union Direct, yours or Carlos's? Explain why.
Write a
explaini
Carlojs

Unit 5 Market research

 Dear Natasha,
It was good to see you last week, and thank you for sending me a more detailed brief for the research that you
would like us to carry out for you. I have now developed a research plan, which I hope will give you the information
that you need. I've summarised the plan below and I've attached a copy of the full plan.
Research objective
To identifr why customers are leaving Union Direct and their attitudes to the Union Direct brand.
Primary research
We would like to focus most of our time on field research, both qualitative and quantitative.We recommend
beginning with a series of focus groups. We would like to interview customers both private individuals and
-
business banking customers - that have recently decided to leave Union Direct, in order to try and identifi their
reasons.We would also like to speak to existing customers to find out about their attitudes to Union Direct,to
your comPetitors,and to the financial services industry in general.The focus groups will also investigate issues of
corPorate rePutation,attitudes to the Union Direct brand compared to other brands,and brand loyalty.
We will then follow this with an online survey aimed primarily at existing customers.We will use this survey to find
out more about purchasing patterns and expectations.
Secondary research
We do not anticiPate that extensive desk research will be required. However, we will make an analysis of your
internal sales and credit card purchasing data in order to identify pafterns of behaviour.

I Look at the email again and compare it with yours. Does your email:
. begin with an appropriate greeting?
o refer back to the meeting with Natasha?
. use headings to make the information easier to read?
. use ryil1to describe planned actions?

Answer the following questions, based on the information in the email.

1 Complete the definitions.
a-reSearchinvolvesfindingoutattitudesandopinions.
This is also known as res6arch.
b _-- research involves analysing existing sources of information
which have been collected for a different reason.
This is also known as _ research.
2 which of carlos's proposed research techniques will provide qualitative
-
data? which will provide quantitative data?

g Why do you think Carlos is using more primary research than secondary
research techniques? Are there any disadvantages to this approach?
ln pairs, discuss your ideas.

lmagine you are a market research consultant. Choose one of the

organisations you discussed in Exercises 3f and 3g. ln pairs, develop
a market research plan to achieve the organisation's market research
objectives. Think about the following areas:
. what specific information you need to find out
I whether you need qualitative and/or quantitative data
. which primary and/or secondary sources you will use
. which groups you will target

Write an email to your client, summarising your research plan and

explaining what you hope to achieve with each research technique. Use
Carlos's email and the list in Exercise 4e to help you.

Unit 5 !4arket research

 Look -
A focus group the d
As parc of his research plan for lJnion Direct, carlos is organising a series of
focus groups. For the first focus group, he has invited eight of union Direct's
r Chr
a(;nr
former customers - that is, customers who have stopped using Union Direct's
services and changed to one of their competitors. Carlos will moderate the
atl
focus group.
btd
ct
A ln pairs, discuss the following questions. !a
1 When might an organisation run a focus group?
2-
2 can you think of any advantages or disadvantages of focus groups over one'
d f.r
to-one interviews?
eCe
3 Have you ever moderated a focus group? If so, describe your role. lf not,
what do you think the moderator's role is during a focus group?
I
ftt
4 Have you ever participated in a focus group? If so, describe the experience,
If not, would you like to?
?-

Look at the questions in Exercise 5a again. which verbs collocate with sO

focus group? What do the verbs mean? T
hll
,l.i ;:,

Before moderating a focus group, it is a good idea to have a list of topics for
i
.
t:':
a:',
discussion or possible questions for the participants.
ix
.:ii ;*
.{fli
:
::li
6.9 lmagine you were going to moderate the focus group of -qr )um
+
1!:

<df stress I
Union Direct's former customers. Make a list of topics or h-
l. . (sepaz
:::;:
possible questions. Then compare your list wlth Carlos's on
Ii,' j. the right. q.
'<{
sayiltg
t. Whatt a\ia\ Yora li\se atbotrf ln grc
) W tisten to part of the focus group. Which questions 4{ batrkirrg wilh Urriorr Direct?
from his list does Carlos ask? <,r Z. r,Jhatl v'vtAe You cVatge be€n d
[, qr
'qdr batrLs?
topbl
t.
) f,? toot< at the following statements of opinion and decide 3. Why a\ia\ You 6[a6653 fharl the n
.:::]

if the opinion was expressed by Martin (M), by Priya (P) or 1r

x sornc a

x\t
,;' patrlicralarv batlr'lr?
;,:. by neither Martin nor Priya (N). Listen again and check. 4, How z\o You Peel
arbor'rl Yot'tv

I Union Direct asked me to close my account. \a

hew bathk?
,5.- How a\o Yora Qeel atboq!
the Ant
2 t thought Union Direct was stealing money from my account.
'ia itrar'rsfty irt- gerrevarl?
3 I was afraid that what happened to one internet-only bank Y 6.
Urtv,Lig
vJot^lr\ atrrylhir'rg matke yot'r 9o
As Nl
\4, willE
might happen to another.
ar . bacle lo Urriort Direcl?
4
5
Banks are not really interested in their customers.
Union Direct should invest more money in British companies.
a*
t5* Va ln pil
6 At least one investment made by Union Direct has been IHa
unethical. >! 2 lle
oft
7 I want a bank which believes doing ethical business is more
important than making money. )q
dill
Do you think carlos is a good moderator? Discuss how successful he is at
doing the following things.
I Keeping the conversation moving
2 Changing the topic of the conversation
3 Asking about participants' feelings
4 Clarifying what People have said
5 Bringing other participants into the conversation

Unlt 5 Market rcsearth

t.
Look at the following expressions used to moderate a discussion. Complete
the table with items (l -5) from Exercise 6d. The first one is done for you.

r Charrgirtg the lpfir +P the 4

coqverspttrorr
a I'd tike to move gg//ifthat's 0(. j Is it 0( // to let InVa come in here?
b Let's change diEg-lion here, k Woutd anyone gbe // tike to cgInment
c There's something elsg // l'd like us to on that?
talk about. t Who woutd tike // to'begls?

,more spegific? m
d Can you be // Ptease conUnue.
e Gn you ev,fuln // what you mean by n Please go g$
'dod1y' // in this sqntext?
Coutd you oive me // an exgjnpte?

g Coutd you tc[ ne / / 'haw that made

you fee[?
h How woutd you describe // your
fee[ings?
i lett me // how that ft[.,
) S,l ln pairs, practise saying the phrases in Exercise 5e, putting the main
stress on the parts which are underlined. Where there are two sections
(separated by 1/), flrst practise saying them individually. Then practlse
saying the whole phrase. Then listen and check.

tn groups, role play a focus group for one of the organisations you have
been discussing in this unit. First, make a listof possible questions and
topics for discussion, based on the research objectives. Take turns to be
the moderator - have a new one after every six to eight questions. Use
some of the expressions from Exercise 6e.

An ontine survey
As part of Carlos's research plan, customers visiting the Union Direct website
will be asked if theg would like to take part in an online surveA.

ln pairs, discuss the following questions.

1 Have you ever completed an online survey? If so, who was it for? What kinds
of questions were you asked?
2 Have you ever written questions for an online survey, in English or in
your own language? If so, how difficulUeasy did you find it? If not, what
difficulties do you think you might have?

Un{t 5 Markct rese*rh *fl ,r il

 Carh
The following tod is from a website which offers market nesearchers advice
on how to write good online surveys. Read the text quickly and complete
dil$
the headings (l -5) with the phrases in the box.
Md
inH

Consider offuring an incentive for taking part a small discount from their next purchase, entry to a

competition, things like that.

you want to keep the dropout rate as low as possible so ten questions or fewer is best. Remember, people
have a low attention $pan, especially when they re reading online.

You need accurate data that you can actually use. So follow this advicel
a) Don't weight the questions in favour of a certain answer'
b) Avoid leading questions.
c) Be specific and avoid ambiguitY.
d) Dont ask two questions in one sentence.
f Rrl
e) Avoid difficult words (including jargon) and complicated grammatical structures.
AItsIT
f) ln multiple choice questions, make sure the answers are mutually otclusive
Loof
a question.with no.limitations on what they can say,Jor
cod
open questions allow the regPondent to answer
exampie,"What do you,like most about yoUr current bank?'A closed question has a limited numbei oJ
CHTI
responses to ihoose froml for example, "Flow would you rate our customer service?" Very Good; 6qad, etc. Hmr
ln theory, open qu€stions provide you with more qualitativii data, but they can be difficult to analyse. Unir
Closed questions make it very easy to analyse the data, but you could be missing some valuable
feedback.
r(t
SG

Try a funnel approachl use general questions at the start ofthe questionnaire as a
2rt
I
warrn-up; then move on to rnore specificquestions'
cHll
Read the advice more carefully. ls there anything you disagree with?
wu
Would you add anything to this advice? ln pairs, discuss your ideas. 3il
T
Match the bold terms in the text to the following definitions. il
questions that encourage someone to answer 4II
in a certain way ft
2 not able to be true or correct at the same time cHt
3 to give something more importance than Hat
something else
something that will encourage people to do
str
I
something 6f,
5 person who completes a survey d
6 to examine closely
7 when something has more than one possible uril
meaning ds
I words used by one group of people, that other tod
people might not understand fecil
9 opinions about something EE
10 the percentage of people who stop the survey
before they have completed it t'wt
ofO
S1;:r:..r:r:l

Unit 5 Market researth

 carlos is writing some questions for the Union Direct online survey.
Look
at his first drafts for six of the questions. what mistakes is carloi
making?
Match the questions (l -6) to the advice (a-f) from paragraph
5 of the text
in Exercise 7b. There may be more than one possible answer.

1 HOryoftendo you chaige yorrbankaccount?

a Occasionally b Often c Regularly d Sometimes
2 which of the folloring is more important to you when choosing a credit card?'
a ,The anmlal percentage rate b .The cash advan". ,ut*
3 How would you describe the quality of service you receive from union
Direct?
a Excellent b
Very good c Good d
.

poor
4 Don't you agree that a bank should reflect your views on important issues?
a Yes bNo c I dofl't have an opidon.
5 Which option describes you?
a I1m a student. b I work.
6 Have youchanged bank accounts recently, and why?

f Rewrite Carlos's questions to improve them. Compare your

answers with the ones in the key on page 106.

Look at the results from three online survey questions and

complete the descriptions by choosing the correct word.
CHART I
How would you describe the quality of service you receive from
Union Direct?
1 Over / Fewer than half of the respondents rated the rever of
service as Excellent or Good.
2 The survey suggested that people are generally satisfied/
unsatisfied with the service they receive from Union Direct.
CHART 2
My bank should reflect my views on important issues.
3 The responses to this question reveared that respondents feer
very strongly that their bank should reflect / don't care if
their bank reflects their views on important issues.
4 The results indicate that there is overwherming/rittre support
for a more ethical approach to the bank,s business.
CHART 3
How often do you change your bank account?
5 Around/Exacfly a third of respondents change their bank
account once every five years, Once a year or
6 A small minority/majority of respondents claimed that they
changed their bhnk account once a year or more.

Write a short online survey for the organisation you have been
discussing in this unit. when you have frnished, give your survey Never 39%
to other members of the class to complete. Give each other
feedback on the quality of your surveys, using the advice in
Exercise 7b. Onceevety bn
yearc279o
Write a short summary of the results of your survey, using some
of the expressions from Exercise g.

Unit 5 Market research *5i Itif-

 Su
Cusm
f_- -.
l --:

:-,::
\s_sr:
:r:+.1
_- :.

Brao<
.t'----
;'-:.:i,
G:.-:

lil Purci
('r:::'
ai€:a

l" Erl<
C.:-<

m ldea ssrreratton
':s:r

Marhet research is often used to holp an organisation develop new products or

services. This process is catled New Product Development (NPD).
:ais:
Union Direct is an internet-onlg bank belonging to the world's third'largest
banking group: FjP Croup. tn unit 5, we saw how union Direct paid a market
research companA, Hart Marshatt, to find out more about consumer attitudes ).' r
to banking and to investigate whg union Direct has been losing customers, ln Listm
this unit, we see how union Direct uses the results of the market research in follm,i
NPD and branding. Probt
,.
I Have you ever been involved in the NPD process? If so, describe what was
involved. If not, what steps do you think are involved in NPD? 2 ,\e
n 7a
6cl Natasha Herbert, a senior Marketing Manager at Union Direct, has
received a market research report from Hart Marshall. Some of the key )'-' t
findings from the research are summarised in the text on the opposite
page. Read the text. Are the following statements true (T) or false (F)?
;Re
D'
1 Union Direct customers seem to generally trust the bank. cR:
2 Existing and former customers don't realise that Union Direct is part of a ::
larger banking grouP, :R:
3 When people make purchasing decisions, brand loyalty is their most C.
important consideration.
4 Most of the people surveyed would purchase products from other banks.
5 Customers want their bank to represent their most important values.

46 Unit S New praduet devetopntent (NPI)! and hr*nding

 I

Surnmary of key'findings
Customer attitudes.towards the Union Direct brand
The follorning adjectives were used most freqr.rently to describe.how qustomeg
feel about Union Direct.
Positive: Union Direct is innovative, convenient, flexible, independent.
Negative: Union Direct is unsafe, risky, impersonal, greedy, secretive,
irresponsible. (Please note that most of these negative adiectives were also
used to'describe the bankiiig industry,in.general. {lnsafe was oftenr:usld in ' .
corutectionwithUnionDirect'sstatusasaninternet.onlybank')
Brand
Although awareness of the Unisn Direct,brand is.high, existing and former .
iustomeis are generally.irniware that Union Direct is a brand withia the FjP
Group. Attitr.tdes towards'the IjP Grqup brand,were gengrally favourable

Brand loyalty
The majoliqy of existing customers did not express any prrticulat loyalty to rhe
Uniorr Direct brand. Customer service levels and productlservice features afe
more important than brand loyalty when making purchasing decisions.

&rseliaslne pattern$
Oaly a qmall numbei of people change theit, bank 'accounts more thar ence
erlery five years. Howeve. q,the'maionty of peoplC sulveyed: w"ogrld,choose
credit cards or investmegt producls from banks othet.than their own if those
productJserv.icesmettheirneeds,::', ., .

Expectations

Custo.rrters expect their-baak to treai them rilith respect and to represent their
core values, but feel that it often doesrr't, Tho'se core yalues include fairness,'
justicq,theru1eoflawandequa1itn'...,.'l..,

One of the first stages in NPD is idea generation, where a team will meet
fo discuss new ideas for products or services that will help the orgdnisation
achieve its business objectives.

) nt Uatastra has called an idea generation meeting with her team.

Listen and make notes on the solutions the team suggests for each of the
following problems.
Problems Fossible solutions
1 Customers don't trust us.
2 We have a bad corporate image.
3 Customers aren't loyal to us.
) At tisten again. Choose the best summary (a-c) of the team's ideas.
a Rebrand using the FjP Group logo and make customers aware of how Union
Direct already represents their customers' core values.
b Rebrand using the FjP Group logo and develop a range of products which
better reflect their customers' core values.
c Rebrand as an ethical bank and change the Union Direct logo to the FjP
Croup logo.

Unlt 6 l{cw product dev*lopmani (NPD) and bnnding 47

 ) tootr at the following extracts from the meeting (t-7). Ust€n to the
O.Z
Ntersl,
extracts and replace the underlined words or phrases wtth the actual Union I
words the speakers use. Then compare your answers witfi Audioscript 5.2 LookC
on page 95. of etll
1 It makes people feel safer about their money.
2 Well, it helps if some of our investment decisions are less - how can I put
this? - 'problematic'.
3 And we are going to build on that in other ways.
4 oK, well, what are we going to do to give customers more trust in us and
make them more loYal?
5 Well, we are going to offer a new credit card that gives discounts on
ethically"sourced Products.
6 Look at it this way: if we improve our brand image by launching a new line of
ethical products, it is going to address the trust issue.
7 And it is also going to encourage customers from some of our competitors
to join us, too.
C Looka
In the idea generation meeting, the speakers talked about hypothetical quesll
situations. This is common in this type of brainstorming meeting. Look at
the answers to Exercise 3a and then complete the sentences below using
the words in the box.

I Use or to describe a hypothetical probability'

2 Use or to describe a hypothetical possibility.

Think about your organisation or an organisation you know well. lmagine

that you have received some market research findings similar to Union
- some negative attitudes towards your brand,
Direct's. The flndings show
-
low brand loyalty, and changing customer expectations. ln small groups,
role play an idea generation meeting to decide how you could react to the
findings through new products/services. lnvent any details that you need.

Concept development and testing

*
After idea generation, new ideos are usually'screened' that is, the
organisation decides if it has the time, moneA and resources to produce them.
After idea screening, the next stage of the NPD process is concept development
and testing. An idea is turned into a more detailed description of a concept
(concept development); this description can then be used to get feedback from
potential customers (coficept testing).

choose one of the ideas from the idea generation meeting you held in
Exercise 3c. lmagine you were developing this concept further. what
questions would you ask yourseln ln pairs, make a list using each of the
Ps of the marketing mix (a-g).
a ProducUService b Physical evidence c Price d Place
e People f Process g Promotion
Thtu*
the e
prefu

48 Unit 6 New product development (NPD) and bnnding

 After successful idea screening, Natasha is trging to develop the concept of
Union Direct's new range of ethical financial products.

b toott at the questions ( 1 *7) that Natasha asks herself about their new range
of ethical products. Match her questions to the ps (a-g) in Exercise 4a.

I What exactly are we offeringlWhat are the key features / USpsl

2 How much will customers payl
3 Where/How will custpmers buy these new products/services?
4 How will we promote these new products/servicesl
5 Ar:e ou1 staff able to sell or advise on these new products/servicesl How can they help the productl
service be successful? How can we ensure good customer servicei
6 Are we offering the customer anything tangible? Do we need tol
7 How will customers access these products/servicesl

Look at the following notes that Natasha has made. Find the answers to her
questions in Exercise 4b.

PRODUCT/SERVICE PLACE
- A range of ethical financial products: - Customers can apply for the credit card or
. a credit card with discounts on green goods invest in the SRI fund through the website or
(and a charity donation for every pound over the Phone.
spentl Which charities?) - lnvestigate possibility of selling through FiP
. a socially responsible investment (SRl) fund: Bank branches, tool
only invest in ethical companies
. for customers who prefer to make their own PEOPLE
investment choices: offer dedicated advisers
with expertise in ethical investmenr
- Staff training will be needed so we can advise
on ethical investment choices.
,
- Namef 'Union Direct Ethical'l
PROCESS
- What's the USP? Customers who have one
or both of these products get a higher rate of - Full access to credit card or investment
interest on their normal bank account.And we accounts via the website or call cenrre.
must offer the best investment advice.
- What about mobile devicesl iPhone applicationl
- Better trained staffthan our competitorsf Call centre staff will need training io deal with
queries on these new products.
PHYSICAL EVIDENCE
PROMOTION
- The credit card is tangible, so no problem there.
- For the SRI fund: produce a brochure and a - The promotional mix could Include:
product-specifi c website?
. an advertising campaign
. a brand launch
PRICE
. a direfi marketing campaign
. a digital marketing campaign
- No annual fee for credit card. . a PR campaign
- Higher rate of interest to cover cost of . sponsorship (could be interesting)
discouncs/donations? However, could be . sales promotions
problematic and lower demand, Offer 0% . direct selling (through our call centre)
interest for l2 months as incentive?
- What about ethical consumer exhibitions,toof
- Penetration pricing strategy for the SRI fund:
set a low annual rnanagement fee (exact figure
to be decided).

Think about the product/service idea you chose in Exercise 4a and answer
the questions you wrote. (Use Natasha,s questions in Exercise 4b if you
prefer.) At this stage, just make notes (similar to Natasha,s above).

Unit 6 Neiv product development {NPD) and branding 49

 Before she can test the concept with potential customers, Natasha writes a
Use ti
the le
concept statement. ln pairs, discuss the following questions
euidd
1 What do you think a concept statement is? oTk
2 What do you think the purpose of a concept statement i5? pI(
A concept stotement should create interest in the product. The following tasks
. lts
itts
focus on the persuasive stgle of a concept statement.
o lt!
Complete Natasha's concept statement with the words in the box' if i1

Crei
Aftqt
laund
be va

6a ln pC
rw
2W
Then
in tlx
g
M*
l-
2-
3-
4-
Look at the concept statement again and answer the following questions.
Which word(s) that complete the gaps (l -14) does Natasha use tor 5-
I make a promise to the consumer?
2 introduce something the consumer might not expect? 5-
't-
3 introduce a new product/service or another benefit of a product/service?
4 mean the onlg thing or the one thing?
a il.!
5 show that she understands how the consumer feels?
E
d Look at the following phrases from the concept statement. Which phrases br
describe a problem that Natasha thinks the customer has? Which phrases
introduce a solution to that problem?
blt
Dfi
1 ... then our socially responsible fund willoffer ... lil
2 That's why we want to ,.. stq
3 At Union Direct, we don't think you should have to ... Ir
4 And if you want ...
I:
5 Whatever Your needs, we will ...

Unlt 6 l,lsw product drvctopmlnt (NPD) and hrandlng

 use the notes you made in Exercise 4d to write a concept statement. use
the language you have studied in Exercises 5c and 5d and the following
guidelines to help you.
I The concept statement should present the concept as the solution to a
problem.
r lt should talk about the features and benefits of the product or service, not
just the features.
r It should be written as if the product or service will exist in the future, not as
if it already exists.

Creating a brand
After successful concept testing, union Direct decide to continue with their
launch of a new range of ethicat banking products. creoting d strong brand
will
be verg important for its success.

ln pairs, discuss the following questions.

1 Which are your favourite brands? Why do you like them?
2 Why do you think branding is so important?

Match the collocations in Exercise 6b to the following deflnitions.

using another brand to help launch or
build your brand
the things and qualities people associate
with it
the characteristics the brand would have
if it were human
the brand's name and visual appearance;
how it looks
the plan for developing a brand to meet
its objectives
6 what you want the brand to achieve
7 a word or sentence that defines the brand

Natasha has travelled to Frankfuft to meet Alex von Der Goltz, a Brand
Manager for the FjP Group, Unioh Direct's parent company. what is a
brand manager responsible for? ln pairs, discuss your ideas.

D ns ruatastra and Alex are meeting to discuss a brand strategy for union
Direct's range of ethical banking products. Look at the following steps in
launching a brand and check you understand their meaning. Lisien. Tick the
steps Natasha and Alex discuss.
[--l develop a brand strategy T design the brand identity
I set brand objectives n define the brand

Unlt 6 New produrt development (NpD) and brandlng s*

) m Complete the following extracts with the verbs in t5e box. Listen again
b loolr
and check your answers'
frrai
AI
Let's start with how we want customers to -..---
the brand. What
they
'l
values and beliefs will with it?
2 So we need to these values in the brand.
3 So, this is a brand that
-...- _.---
about the world; that
the consequences of its actions; that the importance of 'doing
the right thing: --.--
OK, well, let's try to
much more specific which
5 And it-
those characteristics down to something
-----*-
the brand.
---._-
all the right ideas, too ..'
cl
6 And I can already imagine how it might look, too: we could have, like, a tick
sign, or something else that .---'right'.
We could even make it green; that would people think of the
right things, wouldn't it? lt would
other green organisations.
I assume you'll want to use the FjP brand to help
this brand'

For each of the e)ftracts in Exercise 7c, decide if Natasha and Alex are
talking about brand personality (xt), brand image (x2), brand identity (x2),
brand leverage (xl) or brand essence [x2).

In pairs, discuss the following questions about a brand you know well'
I How would you describe the brand's personality?
2 How would you describe the brand's image? C Lod
3 ls brand leverage important for the brand? Explain why / why not' fob
4 What is the brand's essence? Can you express it in one sentence? r!
5 Do you like the brand's identity? How would you describe it? 2l
3l
identity t
Brand
Natasha is preparing a brief for the branding agencA.
c.il
Look at the following section titles (l -8), which are commonly found in a
brief to a branding agency. Match the sections to the descriptions of the
information they usually contain (a-h).

TE
rd
E.
Fil
o
:ii;.i.r... 1. : l i-i the projeet,: etc; ir 11. t, :.,,;;'.1.-,,,'l ;', o
8. Fratticatr:isiues h detaits of oca*ly.what ypu.wrint the agency to do for yo1t a
a

Unit 6 New product devetoprnent (NPD) and branding

 Look at the four extracts from Natasha's brief (A-D). which sections (l *g)
from Exercise 8a do they come from?
A
.'..to align Union Direct closer to our customers'core values, including fairness, justice, the
rule of law and equality; to build brand loyalty and awareneis; to win"back .,rrio*..u *ho
have left the bank because of a lack of truit; ro win cusrom.r. fro- other banks.

0 years old, i
professionals earning.sver f20r000 per year. Thiy ar. u*a.. of ethical and environmental i
. issues and regulady make consumer choices b4sed on those issues.
i
-..,#%%%*,.",.@ *.-*-l

I
Please follow the existing Union Direct corporate identity guidelines
mustaIso.featuretheFjP=c1oupIogoaodti,.*o'a'p*i;i;h;.i.jP'd;;,p1
(gee attached). All work i
I
*;.+***@;ry%'*'w
"*.**.i
D
One irygo{}Ft part' of this brief is to create a brand identity for Union Direct Ethical, a
new ethically-sound credit card and investment fund. The brand idenrity will be used across
multiple points of cusfomer contact: on marketing collateral lbrochures, leaflets
mail pieces) and in advertising (televisiol. press, Jur-of-home and Interner), The "rJai...i
branding
will also be used on the credit card itself and as-part of a product:specific web p"rtut. no? tn.
purposes of inilial concepts, wq would iike to see the identity used Ln a credit .1".a ird *
u
brochure.

****+.*;"*.*"*."- '*---***;*ffi**""**---***i
I

Look at the three concepts from the branding agency. ln pairs, discuss the
following questions.
1 Do you think the agency has followed the brief correctly? Explain why i why not.
2 which concept is your favourite? Explain why, making reference to the brief.
3 what changes would you make to the concepts? Explain what the changes
would achieve.

Concept 2

d rninn about the new product/service that you have been discussing in this
unit. Write part of a brief to a branding agency, asking them to design a
brand identity for your product/service. use Natasha's brief to hetp you.
Follow these steps.
o Decide what the objectives of your brand are.
. Decide who your target audience is.
r Decide exactly what you want the agency to do.
o Decide if there are any practical issues that the agency should know about.

Unit 6 New product devetopment (!lpD) and bnnding 53

 )tt xi
preserll
market
One of
messa€
pres€ri

e Match
1 Unio

2 ...1
usar
3l{el
4 A9(
spu
sJd
5l{el

w
wt
ttg
ltru The me$$age $frr",1':; Compl
Use ttt
ll
One of the most important steps in the launch and promotion of
a new product or service is creating strong, cansistent brand and
Our rn
marketing messages. to stai
I (2)
t a ln pairs, discuss the following questions. -
but tt t'
I
1 What do you understand by the term marketing message? happe
2 Who is a marketing message usually aimed at? We he
5 Why might the marketing message be particularly important for a stal ir
company working in a service industry? we [7'
4 Have you ever worked on creating a marketing message for a product same
or service? If so, make a list of the questions you asked yourself to help frienc
you define your message. lf not, what questions might you ask yourself? What I

intett
In lJnits 5 and 6, gou learned about lJnion Direct - an internet-onlg bank (101
-
whose market research findings led them to develop a new range of more
ethicat banking products, union Direct Ethical. ln this unit, gou will learn ?a )rtt
pres€
about how t)nion Direct plan to launch and promote these new products.
To quicklg find out more about Llnion Direct, see page 107.
with t

Think about Union Diregt Ethical. In pairs, try to answer the questions )rrl
below, using information about Union Direct. Imag
stres
1 Who is the target market for our product or service?
2 What problem(s)/issue(s) does this target market have? 3a Worfi
3 What solutions can we offer to help solve this/these problem(s)/issue(s)? well.
4 How can we prove our solution is effective? what examples can we give? queC
5 What makes us different from our competitors?
b rare
Are the questions in Exercise 1b similar to the questions you discussed Try tt
in Ouestion 4 in Exercise I a? mor€

54 Unit 7 Product taunch and promotion

t-
d) l,t Natasha Herbert, a Senior Marketing Manager at Union Direct, is
presenting her promotional plan for Union Direct Ethical to the rest of the
marketing team, including the Sales and Marketing Director, Sam Leonard.
One of Natasha's objectives in her presentation is to explain the marketing
message for Union Direct Ethical as clearly as she can. Listen to part of her
presentation and check your answers to the questions in Exercise 1 b.

€ Match the phrases (l -5) that Natasha uses to the functions (a-e).
L Union Direct Ethical is for people who .,. a exptaining what makes you different from
your competitors
2 ... peopte who don't... as much asthey b describing howyou witlsotvethe
used to ... who want their bank to ... probtem(s)/issue(s)
3 We hetp these people by offering them ... c describing the target market for the
product/service
4 A good example woutd be a customer d proving that your sotution is effective using
same examptes
spending ... uire'd donate .,. ,That
customer coutd atso get ...
5 We have the best ,., we reward people e giving details about the target market and
who choose Union Direet Ethicalby giving describing the probtenr(s)/issue(s) it has
them ...

f Complete the following marketing message for a social networking service.

Use the correct verb form from Exercise I e of the verb in brackets.
Our mobile social networking service is for people who (1) (want)
to stay in touch with the people around them. lt is for people who
(2)-(not/have)asmuchtimeasthey(3)(useto),
but who want their friends and colleagues (4) (know) what is
happening in their lives.
We help these people by (5)
-
(offer) them a quick and easy way to
stayintouch.Agoodexample(6)-(be)abusyyoungprofessional:
we{7)-(allow)themtostayintouchviatheirmobiledevice'That
-
Sameperson(8)-(also/findout)whatwashappeningintheir
friends' and colleagues' lives at that moment, all from their mobile phone.
What,smore,We(9)-(have)theclearest,mostcolourfuluser
interface. And we reward people who use our service every day by
(l0)-(give)themfreeaccessintheeveningsandatweekends.
a) l,t Look at Audioscript 7. t on pages 93-94. Listen to Natasha's
presentation again and underline the words and phrases she pronounces
with the strongest stress.

b }l ?i ln pairs, practise saying paragraph 2 of the extract in Exercise tf.

lmagine you are glvlng a presentation. Decide which words and phrases to
stress. Listen and checkyour answers.

E Work in small groups. Think about a product or service that you know
well. Create a marketing message for the product/service by answering the
questions in Exerclse I b. Use the phrases in Exercise I e.

b Tane turns presenting your marketing message to the rest of your group.
Try to use extra stress where appropriate to make your message sound
more emphatic.

Unlt ? Produrt luunrh and promoUon 55 . ,,,:'..,.,;,$

 As part of the union Direct promotional campaign, Natasha has asked
d Lool
con(
an advertising agency to create a series of billboard adverts. Look at the
initial concepts. Which is your favourite? Explain why. dn
dil
'l I
f
2l
31
41
51
6t
1
8

e Dec
info

,,,, Exa

ll
InF
abt
l,
lns
ma

Th
The
ach
inct
ma
p4
infc

4a m
ttx
a
o
a
a

ETH!CAL
r A r,ti CHOiCES

i
SECURITY
- -* ':'] STf
bi,"rr,iru'rss TRU -- L,,\lOi.\ I.IIRECT
,G v

56 Unit 7 Product launch and promotion

i
 cOmmunicates
hand say

1l,mconvinced/notsurethisonewillrea|ly-Withourtarget
market, because ...
2ldon,treallythinkthemessageof...comes-here.
3 The message here .- to be that ...
4 There's too much here on ... and not enough on ...
5 This is a really idea, but there's a _ that ...
6 There's a meaning here. On the one , it,s saying
... , but on the other, ...
7 This image doesn't really enough about...
8Thisreally-/doesn,treally-theideaofaproblem
and a solution. What Imean is...
-
Decide how you could complete each expression in Exercise 3d with
information about the concepts on the opposite page.
Example: l'r..r tot shre lhis orte will *eorlly work with our farrgel r,,rarv!.gt
laecarrase the ir,qatges arve foo_a$hrbug.
ln pairs, read your ideas. Try to guess which concept your partner is talking
about. lf you disagree with your partner, say why.

ln small groups, discuss which concept you would choose to convey the
marketing message that Natasha presented to her team.

The promotional mix

The promotional mix is the tools that an organisation combines to
achieve the objectives of a promotional campaign. These objectives
include transmitting Aour message to as mang peopte as possible;
making sure that people understand gour message: ond encouroging
people to take the desired action * for example, to find out more
information or to bug gour product/service.

Which of these tools used in the promotional mix can you see in
the pictures A-E?
. press advertising .
personal selling e TV advertising
o public relations (PR) .
sales promotions o sponsorship
o online advertising o
street marketing r direct mail
r outdoor/out-of-home advertising

ffii :?F S:
%#..*ffii ffil Unit 7 Product launch and promotion S? .,, {
i
 ln pairs, discuss the following questions. Intt
1 Describe a successful promotional campaign you are familiar with. What When
tools did the promotional mix consist of? prodw
2 What is the difference between above-the-line [ATL) and below'the'line (WL) is com
channels in relation to promotional tools? emplo
3 Which of the promotional tools listed in Exercise 4a are ATL? Which are BTL? intern
4 What do you think TTL stands for? What is it? and gt
5 If you were planning a promotional campaign for Union Direct Ethical, would effort
you concentrate on ATL, BTL or TTL? Which of the tools in Exercise 4a
would you use? 6a Matd
make
5a ) latartta Herbert is continuing her presentation. Listen to her
l,E t techni
talking about her plans for the promotional campaign. Are the following
1qd
statements true (T) or false (F)?
2 lol
1 Natasha talks about the specific details of each part of her promotional plan 3 Hri
at this stage. 4il
2 Her plan contains both ATL and BIL channels. 5dd
3 She is angry when the Sales and Marketing Director interrupts her for the
second time. 6tra
l
I 7u
I
) l.l tist"n agaln and complete Natasha's PowerPoint slides with the tools 8*
:' l in Exercise 4a that, will be part of her promotional mix. 9 tui
10fi
,lr : ,
Put d
iil

I il
I
I
Below-the-[ine (BTt) Interr
Elcd
",'.' :.. ::. r Nationwide 4 (regular and emaiD
I
t:
I
2 (biltboards in major cities) 5 (telesates camPaign)
inuir
I 3 Major campaign 6 opportunities enC
-_ z --
l

..
I

]: :
-Fult camp.aign
l.::: : '
i
l; rr
::.' '
- UNION DIRECT\€*. UNION DIRECTTQa lnterr
- I!C
Natasha uses several expressions that are useful when you are giving a
presentation. Match the expressions (1-4) to the functions (a-d). coq
1 0n this slide you can see ... a returning after a question or interruption
2 Now, lefs look at ... b moving on to the next stide
3 No, thafs fine. c showing information on a stide
4 Where were we? d responding to an interruption '
lmad
Diret
',.a.,.,,.'j.",t,tat d Look at Audioscript 7.3 on page 94. Find one more example of each of the
them
ir'i:::' t: :, :i.:r:-rl
::: ._,
functions (a-d) above. tecltt
lmagine you were responsible for presenting the promotional mix for
a product/service you know well. First, make a list of the promotional
tools that make up the promotional mix. Then write notes for a short
presentation for the rest of the marketing team.

Thke turns to present your promotional mix to the rest of the class. Try to
use some of the expressions in Exercises 5c and 5d'
Unit 7 Prnduet taunch and promotlon
 lT-
It

Internal marketing
When an organisation introduces ang kind of change - for example, a new
producAservice, a rebranding, a relocation * it is important that the change
is communicated effectivelg to its internal stokehotders, for example its
emplogees. Organisations use various internal communication channels and
internal marketing techniques to communicote messages to their emplogees
and get bug-in (when stakeholders see the goals of an organisationat or change
effort as their own).

a Match the beginnings (l-5 and 6-10) to the endings (a-e and f-j) to
make er<amples of internal communication channels and internal marketing
techniques.
1: ontine',. ; .S.cllifies . ,,, ,rf ,.r , , :
,Z.t r{.,diy,{....''.' . ,,t ,' r,,
3, wr-itten, t,,ft.|u.rni-,,,, ., . ;'i l:

4 gway.1 :,
,d:,flogamtiiei,.' i, l
5',''thiltleare e, iiiariifo.toi', r, :r ,r 'l

6, .lra.i4.i4g, ',.: i:r'l: ,1 ,,r r : .:, rf.:. ,::. ,'i,.:r.

.--fr
,Sgsgigfls,.,,1, .:..::;,,'
:.r1]'gvBrs4as; ,.. , .' .
. :.r , ,,, r:,; ', ,:,$,-sfitdlYli!1ts;
:- :'; ,':r,.;,; ,

I Plrsmalrrl .l'r:.,t,.1 ', ): ,, .',. ::. ,thiionfifiEog, r'. :;: : :.,

,t:',,",1

,9 t,Rrission, r', ,l 1 :,.,..r,,,,,, -,,,,.,,,,' '1;.;

:,,1:.,ieriiiis..
.,.., :.,.:,,:.,r: .,t,
10 .staff.t r l j discounts

b Put the terms from Exercise 6a into the correct categories.

lnternal communication channels

iiiil
lnternal marketing techniques

','.r ..1'r'1
partles games (tabte tennis. table
footbatl, etc.)
..tt ., . '::, . .lr'..
i1: r'r11r::-,jil, :i,: ,' ':t,.:,1:

C lmagine you were responsible for communicatlng the message of Union

Direct Ethical to Union Direct's employees. Your obiectives are to inform
them of the new product line and to get buy-ln. Which of the channels and
techniques in Exercise 6b would you use? Explain why.

Unlt 7 Product hunch rnd prcmotlon

 ,,
Look at the following email, which was sent to all staff
at Union Direct. Apr
td- does it
wt i.t channels andiechniques is the organisation.inseft, How
using? A pubt
:1. compare with your ideas? (lgnore the numbered symbols b.] for now.} ,i:::-,:ili
mix, at
,..:'iri: -
',:'.:tr, o Read I
Union
,.rt!i,;:lt.
questi
1wh
2Wh
Following last week's training sessions, (l)rghe union
Direct Ethical page on the intranet is now nel
live at http:intranet/luniondilectethical.co'ri.Visit the
site for all the latest news about our new 3Do
(sRl) fund' And (2)lall staff are now entitled infr
ethical credit card and ,o.irtty .urponsible investment
now' jott
to discounts at (3)^ethical retailers' (4)oStart saving
t:)t,::, prl
The June sales competition is in its second week, with
extra points available for every Union
including a trip for two to the cabo
Direct Ethical product sold.There are hundreds of (S)nprizes, ,'aii'i; b Look I
LibreecobeachresortinCostaRica.Fulldetailscanbefoundbyclickinghere. a pr€!
is also available to view online tprg'
(5)^Our new corporare social responsibility (csR) manifesto Union
who contriblted to the content of the manifesto'We (7)^believe advkr
We d like to rhank
"r".y*ai
that our cSR policy now rePresents you as an organisation
and the values that you care about'
1Ha
(8)AYo, can let us know what you think about Union
Direct Ethical and our new csR manifesto by (sc

visiting the forum here. ."],,.,i rq

,,,t1 2M
€l
3U:
ln pairs, discuss the following questions' ua
lWhichofthefollowingadjectiveswouldyouusetodescribetheemail? 4Ut
. clear . conclse o inclusive 5ln
r informative r relevant' . Persuasive p(

'' :r lrr.: ,:
2 Would this email make you visit the company intranet?
. .. ,tl':., C
' .:i,':i :- I I Add the words and phrases in the box to the email where
there are C Red
and t
numbered'insert' sYmbols.
lTl
tr
a
make to the tone d
,-,r-'l:; $ What difference do the words and phrases in Exercise 6f
of the email? In pairs, discuss your ideas' 2'n
..ti,,
,: '.., b
,j h ttrint< about a recent change made by your organisation or an organisation 5T
questions'
'r,.,-.:,. you know well. ln grouis, discuss the following n

.'. . 1 Which channels and techniques Were used to communicate the message? 4l
the message? Rate the fi
...,'' z H"* rr..essfully did the organisation communicate
:,,r:r,. , the adjectives from Exercise 6e'
information you received, using d writ
f;t;t g iiv", t .a been in charge of communicating this change, what would you have 1t
and techniques?
,,,, :rii done differently? WoulJ you have used different channels
l i Would you have communicated the message differently? 2t
3t
: ]ra: ,:. ,::l:., . the change you
Write an email to the staff in your organisation' explaining
I Folk
'.:.;:.;;1,'1-;:
to help you. use expressions
i..,r:.] , just discussed. Use the email in Exercise 6d possible'
infoi
't.::.::.,:.::.,:::, from Exercise 5f to make your email as persuasive as

Unit 7 Product launch and promotion

 A press release
A public relations (PR) campaign is often an impoftant part of the promotional
mix, and press releases are qn important pott of pR.

Read the press release from

Union Direct and answer these
questions.
I What is the writer's objective?
2 Who is the audience (which Tuesday, tgh May I FOR IMMEDIATE RELEASE
newspapers, magazines, etc.) ?
Union Direct, the UKbrleading intemet"only bank and part
3 Does it contain any important
of the FjP Group, is proud to announce tnit it is launching
information that will make
a new range of ethical banking products which better reflect
journalists or editors want to
the concems and values of its customers.
publish it?
The Union Direct Ethical range wiil inctude a credit card
Look at the advice for writing offering discounts at selected ethical retailers and a sociatly
a press release. Does the responsible investment fund. Furthermore, for every pound
Union Direct release follow this spent using the credit card, Union Direct witl donate relo to
advice? a charity of the custome/s choice. Ail Union Oi"a ftiirri-
I Have a good'angle' customers wilt also earn a bonus rate of interest on their
(something important or worth current account.
reporting). Sales and Marketing Director Sam Leonard explains the
2 Make the headline short and thinking behind the bank's move: "put simply, we listened
eye-catching. to our customers," she says, .hnd they totd us what was
3 Use the third person, not 1, important to them. lt was very clear that people wanted
you and we. Union Direct to better represent the things they really care
4 Use facts and figures. about. The launch of Union Direct Ethical, combined with
5 lnclude quotes from important the recent changes to our CSR manifesto, will help us to
people. achievE this." Sam continued, iAt the end of the day, it,s the
customer who wins."
The market for ethical products in the UK is atready worth
Read the press release again
and choose the correct answers.
1 The first paragraph of the LNION DTRECTTCT
press release introduces fhe Jfft.@wry.r$lqi**")B$ESlryt5*.rsa?ffiHrySeryffiawe,*e'* ryr-=_ -*., -(
companA / the compang and
the product using present tenses / future tenses.
2 The second paragraph gives details of the features / the features and
benefits of the new product using present tenses / future tenses.
3 The third paragraph includes quotes from an important person, given in
reported speech / direct speech.'
4 The final paragraph introduces facts and figures using present tenses /
future tenses.

Write a press release on one of the following topics:

I the product or service you discussed in Exercise 5a
2 the product or service you discussed in Exercise Se
3 the change you discussed in Exercise 6h
Follow the advice in Exercise 7b. Write four paragraphs, using the
information in Exercise 7c to help you.

Unit 7 Product [aunch and promotion i,,ff:...:

 F: ln p

ffiffiw I i: :'r : .l ..:.;.r

: -it:.jr, :il . :r... :r :li i .
ffi'
:r:r
l::ii r!.rl:.1:
' ]:..:*i Tatking about results
a,.:*:
, ki&yOtrr,,po'int:persuali-v.e$
.r. # uiiusfr hgdgjta t'marke$19,.',,.
objectives and toots L,
]t:"S. Writing good web coPY whl
Wo
st ri
1

lffi & fm"fi$"'rmg strmg*#yl'*

t! Ma
i ;.1 Look at the homepage of Friendly World and discuss the
following questions'
blog or
Do you have a favourite guidebook publisher' travel ;
.rrio**r" review website? Explain what you like most about it'
ls Friendly World a guidebook publisher, a travel blog or a cuEtomer revrew
website?

*
til! f!!t \{ie:! r4}r!,re1 1o'ls lielp lrql;

Aild,es. http;//www.friendlyworld.co,uk/home

::

Clicl here to buy online.Today only - free delivery! res

frc
Wherever you're going, make sure you take a Friendly
World guid'e with you. Packed with the most up-to-date
1

informJtion on where to stay, where to eat and what

)
to see, FriendlyWorld guides are all you need to turn a
holiday into the trip of a lifetime.What's more' with
over L

30 years of experience' you can trust FriendlyWorld =,

guides to give you the best exPert advice'

"R...rb.t
- it's o friendlier world,with FriendlyWorldt' 6
1

ili!i! {'; []i,:3il.iii lir,;i l':r'iri'

*ll
 ln pairs, discuss the following questions.
1 What can visitors to friendlyworld.co.uk do on the website?
2 How much can you learn about Friendly world from their homepage? Think
about the following and compare your answers with the key on page 10g:
I Product/Service mix r Customers r
Positioning
r Value proposition (their Unique Selling proposition, or USp)
3 what problems might Friendly world be having in today's travel market? Do
a short swor analysis to organise your ideas. (see Exercise 4 on page 1g.)

2s ) g,t ln this unit, you are going to listen to several parts

of a meeting
which has been organised by the Associate Marketing Manager of Friendly
World, Ali Karim. Ali wants to discuss the company,s digital marketing
strategy. Listen to the first part of the meeting and answer the questions.
1 Two other people are attending the meeting. What are their job titles?
a Liam McDonald b Marijana llic
2 Why has Ali invited Liam to the meeting?
3 Which of these items from the agenda do they discuss?
aa report on website traffic and online sales
bnew digital marketing objectives and a new strategy
ca plan for the implementation of a new strategy

Match the terms used in the meeting (l -10) to the definitions (a-j).
1 search engine optimisation a the number of visitors to a website in a period of time
2 email campaign b percentage of people who fottow a link
3 ontine sales c direct mail campaign using email
4 nnkings d sates through a website, not in a shop or by plone
5 search engine marketing (SEM) e percentage of visitors to a website who take the
desired ac,tion (for example. buy a product, request
more information)
6 site trafffc f simitar to the click-through rote but more general -
that is, it can refer to any kind of advertising or survey
7 response rate g promoting a company, product or service by making it
more visibte on search engines
8 ctick'through rate h a tooL of SEM; when a company pays a search engine
to list a link when certain keywords are searched for
also known as cost per click (CPC)
9 pa'id search,listings i changing the content of a website so it appears
higher on search engine tistings; often uses keywords
L0 conversion rates j the position of something compared to other things
(higher, lower, etc.)

) a,t rne following expressions were used in the meeting to talk about the
results of Friendly world's current digital marketing activities. which terms
from Exercise 2b are they describing? Listen again and check your answers.
1 ... we've seen a dramatic decrease in ...
2 lt's down over 500/o on the same period last year.
3 ... has been falling steadily all year.
4 ... were negligible.
5 ... they weren't generating an effective enough conversion rate to justify
the cost.
6 But this hasn't translated lnto a significant increase in trafhc to our website . ..
7 They're down significantly, as you can imagine.

Unlt I Dlg{trt marltatlng i$$*

 The expressions in Exercise 2c all talk about negative results. How could How u
you change the expressions to talk about positive results? ans$E

In pairs, discuss the following questions. Try to use some of the expressions
I Ali
a
from Exercises 2c and 2d.
1 Which of the following digital marketing techniques do you have experience
2 lsa
a
of: SEO, SEM, email campaigns? Were they successful?
b
2 Which of the above techniques generate the best click-through/response
3Ma
rates? Which are most successful in increasing online sales or site traffic?
a
ln small groups, discuss the following questions about Friendly World.
Alian
1 ls it possible to say what the company's digital marketing obiectives are? but p(
2 ls it clear what their digital marketing strategy is? braclu
3 How could you make their approach to digital marketing better?
8.2 or
'1,,, ln the flrst part of the meeting, you heard Ali refer to a 'more serious 1 [r
problem'that Friendly World are having. What do you think that problem us(
might be? ln pairs, discuss your ideas. 2 lthi
onl
) s.z tisten to the next part of the meeting and compare what the people re5
say with your ideas in Exercise 5a. 3 Yes
on
..r, C ) Choose the correct answers (a or b). Listen again and check.
g,z
4 lth
1 Alithinks that sales have fallen because ... 5 lsa
a there are lots of other ways for people to research their holidays. 6 tt,
b their website traffic is down.
2 Liam thinks that customer review websites ... ln gro
a only contain information about hotels and restaurants. Studet
b aren't as reliable as guidebooks. l
friendl
3 According to Marijana, the profile of visitors to the most popular review Studer
sites is ... Studet
a different from Friendly World's customer profile.
Swap l
b the same as Friendly World's customer profile.
4 Liam thinks that these websites ... Write
a are a competitive threat. were I
b aren't a competitive threat.
5 Marijana says that if you search for 'breakfast Hong Kong', the search
listings include ...
a the Friendly World website.
b all blogs or review sites that talk about breakfast in Hong Kong.

ln groups, discuss tn" follo*ing questions,

I What specific threats are mentioned in the meeting? Are these the same
threats you predicted in your SWOT analysis in Exercise 1b?
2 ln your opinion, how can these threats be turned into opportunities?
3 As Publishing Manager, why do you think Liam reacts badly to Ali's
assessment of the threats that the company faces? How would you react if
you were in Liam's position?
4 Do you think that the popularity of blogs and review websites is the only
reason that Friendly World's sales are falling? What other reasons might
there be? Do a short PEST analysis to organise your ideas.

Unit 8 Digitat marketing

E
How would you describe the people in the meeting? Choose the best
answer (a or b).
I Aliexplains his ideas to Liam ...
a confidently but politely. b rudely.
2 Liam is ...
a interested in new ideas and suggestions.
b is acting like he's being attacked.
3 Marijana is ...
a supportive of Liam. b supportive of Ali.

Ali and Marijana both use certain phrases to make their point assertively
but politely, and to persuade Liam of their point of view. put the words in
brackets into the correct order. compare your answers with Audioscript
8.2 on pages 94-95.
1 [ that mean what is] people just aren't using guidebooks in the way they
used to.
2 [think clear it's I] that the main reason that both our website traffic and our
online and offline sales are down is that people are finding other ways to
research their holidays.
5 Yes, I know that, but [trying I'm to that say is what] people don,t want to rely
on only one source of information these days ...
4 lthat no suggesting one'sl the books you publish aren,t good enough.
5 [saying I'm all is] that thing's have changed.
6 [ Ali what means think is] that we're oll experts now.
In groups of three, role play the part of the meeting in Exercise 3b.
Student A, you are Ali. Try to explain why you think website traffic to
friendlyworld.co.uk has been decreasing.
Student B, you are Liam. You don't agree with AIi.
Student C, you are Marijana. Support Ali's argument where possible.
Swap roles and practise again.

write a short summary of your discussion in an email for the people who
were unable to attend the meeting.
 New obje*ives Neu
*.a lf you were a member of the Friendly World marketing team, what digital 5a In pai
marketing objectives would you set? Make a list, referring back to the
lHa
SWOT and PEST analyses you made in Exercises I b and 5d to help you.
2Wh
Then, in small groups, compare your lists.
Aliha
F n,l tisten to the next part of the meeting. Which objectives from Exercise newsk
4a do they discuss? marke
Compl
F tr3 tisten again and completethe collocations in the following extract
from the meeting minutes with the verbs in the box. . RSS*

generate change increase grow improve

'so.il
:

'€l.l '-
The following digital marketing objectives were agreed: : i.le I

To people's perception of what Friendly World can

,=..
offer them when they're planning their holiday
To eite traf6c
Ittr 3 To the conversion rate of traffic to the site
4 To
- online sales
q
To advertising revenue
:: :,
-
-
In pairs, discuss the following guestions.
-
1 Which of-the objectives in Exercise 4c is a longer-term objective for !
Friendly World?
2 ln your opinion, are the company's.new objectives SMART (see Exercises ;
6a-c on pages 20-21 )? Explain why / why not.
ii
Complete the following phrases used in the meeting. Look at
i
(
il Audioscript 8.3 on page 95 to help you.
Making suggestions Agreeing ;
,:l
I think the first thing we Yes, I absotutety
is ... Yes, I-you're right.
I
o
I think our first priority - Yes, thafs a

i
IfIcan- - I

one more thing here: ...

'
it
Invlting suggestlons , Potitety disagreelng
Who'd tike to ?
€
Wou[d you , Marijana? You're right, Liam, ... p
Wett, not
t
- o
Imagine you were in charge of setting new digital marketing objectives for
Friendly World. ln small groups, role play a meeting to-discuss what
objectives you would set. Try to use some of the expressions in Exercise 4e.
I
66 Unlt I Dlgltnt marketlng
New tools and tnehniques
ln pairs, discuss the following questions.
1 Have you heard of Web I .0 and Web 2.0? What do they mean?
2 What opportunities does Web 2.0 offer marketers?
Ali has subscribed to email newsletters from marketing websites. These
newsletters contain marketing news, professional tips and advice for
marketers. Look at the following extract from one of the newsletters.
Complete the extract using the Web 2.0 features in the box.
RSS fueds Blogs Podcasts Tagging Citizen media Wikis Viral marketing
Socia[ networking User-generated content

$
:
a?
Eile Ed{
!.i, ,
View lnse(
:,::::'
Fo.mai Ioors
.': : |
Iable
,

,=
kt
+a +
.-' Efu
trr., 1 akarim@friendlyworld.co.uk
,,. ',
:irr__.i
,r,ot...:
r";': ' MarketingUpdate
Ssd .
5uDled.. m4(1g thg. m-ogt of Web
1.A19 y-qu. rgdly. 2.0?

- ,, i
I Think online iournols ore iust for omofeur websites? Think ogLoin, You could be
missing o greot opportunity io interoct with your cuslorners in o.reloxed, informol woy.
*:- .---:-----:- i ls,ryour website eosily seorchoble? Moke sure you give your content keywords
so lhot your sife con oppeor higher up the seorch ronkings. :: -
'

-,
:'Donrt forget oboui this the next'time you plon a PR compoign :- nowodqys:
therets plenty of high'quolity iournolistic contenf ond produci reviews writienlor ond by mlmbers
of the public, not iust professionol iournolists.
: Are you using these to your best odvontoge? Moke sure thot people know
when your site chonges through regulor updotes, ond wotch foffic to your website'increose.
.------.--- : Everybody s on expert ihese doys,, so why ndt let fhem interoct with ports of
your.website, ediling ond odding content? h's iust onolhel gr€ot woy'to drow people io your site
ond let them get involved.
, ., i' , ,
, . , : Welve oll got Focebook ond MySpoce occounts, right? \A/e're oll on Twiiter.
Butwhot cqn,be'used to build networks of friends, fomily ond professlonol contocts con olso be
used io build oworeness of your business. Try it todoyl

.----------r- :.Still poying for oirtime on the rodio? Why not broodcost your own messoge to
the mosses - ond do it for free? You ion olso encouroge pLople to subscribe, so they'll olwiys
know when lherels o'new episode to downlood. :

, i , I : This is whot Web 2.0 is reolly oll obout, ond fliere's no,limit to the success ii ,

con bring - iust look ot YouTube ond TripAdvisor. And, whot's more, wilh visitors to your site
providingthe.content*it,sqlIfreeondeosilymeosurqblel
: Word of mouth is o powerful thing, so use it! For exomple, every time
somebody views thol funny video you.produced orihores ii on their Focibook poge, it's
completely free odveriising for YOUR brondl

Unlt * I){gitat markcfing 67

ln smallgroups, discuss the following questions. AsH
I Which, if any, of the Web 2.0 features in Exercise 5b have you used as a for n
marketing tool? How successful were they? lf you haven't used them, which Dorr
tools do you think would be more successful?
2 Do you think these developments in technology are a threat to existing
marketing activities? Explain why / why not.

) g.e
fhe team at Friendty World now discuss which digital marketing
tools they will use to achieve their new objectives. Listen to the
conversation. Which of the Web 2.0 features in Exercise 5b do the team
specifically mention?

) g.ltisten again. Answer the following questions, using the Web 2.0
features that they discuss. (The same feature may be used more than t
once.) I
I
Which feature(s) ...
E
I would help ensure that the site had up-to-date content? E

2 could improve search engine rankings? 3

3 would provide the site with free content? I

(
4 could help with future product development?
5 would provide information about what customers were interested in? c

6 would add value to an existing product?

E
c
7 would let people know when there was new content on the site?
8 could drive traffic to the main site? E
a
Look at Audioscript 8.4 on pages 95-96. Add the underlined phrases to H
the table in Exercise 4e. E
G
Think about your organisation or an organisation you know well. What do b
you think its digital marketing objectives are? Which digital marketing tools lll ll,,l F
-i.t:].{
and techniques do you think it should be using? ln small groups, role play .;i.:lt:ri: t(
a meeting to discuss which tools you would use. Try to use some of the Xi

expressions from Exercise 4e. :r;ii:rt:r:. :

ti
tI
Effective writing for the Web
ln pairs, discuss the following questions. ;ii:,d Ma.*
1 Have you ever written copy for a website? If so, what did you write about? traft
2 What do you think makes good website copy? Make a list of Dos and .i! |
thir*l
.:;;a::.1
Don'ts. i.trii:r A You a
Look at the advice for writing good web copy on page 87. ln pairs, discuss orgd
the advice and say which parts you agree/disagree with, and why. webC
step6.
.De
oMa
abr
inft
o \ilri

Unit 8 Digitat marketing

 As web Marketing Executive for Friendly world, Marijana is responsible
for regularly updating the website's homepage. Look at her latest update.
Do you think it's well written? Compare it with the advice on page 97.

Destinations
Amsterdam
Athers
Bangkok
Barcelona
Beijing
Berlin
Chicago
LOPennagen

I D"t a. iirffi;lii$Ft$ffi ;rurii*1i;;,,iiirfi un*;

Dublin cheap accommodation. Not any more.
Dubai Check out our California forum for advice
Edinburgh on the best - and cheapest - hotels in San
Faro Francisco and Northern California.
Florence
And dont forget to check out Leslie
FranHun
Lansford's San Francisco blog. lt's the San
Geneva
Francisco Film Festival next month, and
lstanbul Leslie has all the latest news and gossip,
$
Johannesburg including tips on how to get free tickets.
Krakow
Kuala Lurnpur Red Square podcast - download now! f.
Las Vegas
Last updated:j Morch ot 18:06

Lisbon lf you're going to Moscow anytime soon, dont leave without downloading our
I Ljubliana new Red Square podcast.

Marijana has used several keywords and phrases that she hopes will drive
traffic to the site from search engines. Which words and phrases do you
think that she has used as keywords (e.g. city break; San Francisco)?

e You are going to write an update.for the homepage of either your

organisation or an organisation you know well, or for Friendly World's
website, including information about your own country or city. Follow these
steps.
o Decide what information you want the update to contain.
a Make a list of keywords that you think will drive traffic to the page. Think
about the words you would search for if you were looking for this kind of
information on the site.
write the update, following the Dos and Don'ts you looked at in Exercise 7a.

Unit 8 Digitat marketing 6*,;r,i

 *- **ttH r,,

The wc
inform
1 lf '.
?r
br
24.
a
b

3 lft
a
b

4lf '
a
b
5A
a
h

6A
a
b
The tender Bru(e6$ 7l'
Alchemg Fireworks is a
professionalfirewark displag
' J- a
i disptogs for a range of events'
companA that creotes firework
parties and weddings' b
l, celeblra.tions to cirporate
from major internatio)nt-piiti, new creative 8ll
Atchemg needs to cantract a
I
both in the tJK and intiriationaltg. laun'ched a tender
iiiietini communications and has a
agenca to hetp witn its is when an
calted.a tendering process'
I F
process. A tender p'ro"'il" *
'iiiti^n' to pitch for that is' trg to get - the
organisation ,rt , po'nlliiiiiiptiers 3e The
;;;;;, b supplg them with a product or service' requ
questions' look
A ln pairs, discuss the following of tI
I
lWhywouldanorganisationdecidetocontractanewcreativeagency?Give ,l \
I

ever been involved

L
, ilffi [fi::?. involved in a tender process? tf you have .1
I

|
inatenderoro*ru,'*irneias*resupplierortheorganisationofferingthe
what happened'
tender, describe your role and
I I

Fireworks has written the request 3\.

b ls part of the tender processt Alchemy you think the
for informqtion neto*"nead
the text and then say what
is'
purpose of a request'for information 4',
AlchemyFireworksisintheprocessofevaluatingcurrentagencyrelationships.
your organisation to provide the
As part oe J'ot*"' *t"*'""fd like
5
'r''i'
following information:
capabilities
I . An overview of your agency's 6
in this market
2. An overview of your experience
has developed:
successfui brand your agency
3. A detailed example of a you began the project?
*ntl*" the situation of the brand when approach)?
"l
b) How did you grow the brand (strategic
and creative
different counries?
c) How did you interact with agencies from
d) How did you interact with other suppliers?
this brand?
e) How did 1'o' t"olu" the campaign for

?1] Un1t 11 Agenrirn and :upplierq

 - -l

c The words and collocations in bold below all appear in the request for l

information. choose the correct answer (a or b) for the followi-ng questions. l

I If you provide an overview of something, you ...

a give a short description of it, but no details.
b give a long description of it, with lots of details.
2 An agency's capabilities are ...
a the seryices that they offer.
b the people that work for them - that is, their staff.
3 lf you develop a brand, you ...
a protect it by keeping it the same.
b change it by making it bigger, better, more successful, etc.
4 lf you grow a brand, you ...
a expand it, for example by introducing new brands to the core brand.
b make the core brand product more expensive.
5 A stategic approach to growing a brand focuses on .. .

a the plan for growing the brand * that is, how you will grow it.
b the reasons for growing the brand - that is, whA you want to grow it.
6 A creative approach to growing a brand focuses on . ..
a how much it will cost to grow the brand.
b new and interesting ideas for growing the brand.
7 lf you interact with somebody or something, you . ..
a work with them to achieve a goal.
b give them orders to achieve a goal.
8 lf you evolve a campaign (for a brand), you ,..
a keep it the same.
b develop it over time.

The Brownswood Group is one of the agencles that received Alchemy's

request for information. Read the overview on page 72. Then, without
looking at the text again, answer the followlng questions to see how many
of the collocations you can remember.
1 What kind of agency is The Brownswood Group?
It's a f--s- creative agency.
2 What fwo things do they do for their clients?
P- strategic marketing and a range of s-- .

3 What makes the agency's offer special?

Their work is t to m- the specific n-
of the clients.
4 What do the agency leaders do with the accounts?
They m- all a- .

5 How do they woik with their clients?

They work c clients.
6 Why do they say it is important to work with clients in this way?
It makes it possible to d- the best way to g_- a
brand.

Unlt e Aganclu and rupplhn

 An
The'Biownswood GfguP. overview Nter t

fu a full-service creative agency, we provide strategic marketing decidt

eombined With a range of serviees tailored to rneet the specific needsiof i
pitch I
,
our clients. Our,agency]e.adelg personally manage all accounts, working I Brom
:: closely with''clienti to:Seteminu *e best way tq grow their brands' 'i,
a )ct I
true I
Look at the list of The Brownswood Group's capabilities below. complete 1 Alr
the list by putting the capabilities in the box under the correct headings. op
2Ro
3Ro
4 ls;a

b )cr I

Our Capabllities: Ith

Advertising
2lr.
Marketing
a
3th
a
a Direct Marketing
4lr.
a
o Business-to-Business (B2B)
5rs
a Corporate dentity DeveloP ment
I
6dr
a Retail/Consumer Marketing
a Database Marketing 7d
a Brand Marketing Creative; print, web and
Public Relations broadcast )ct t

a uses 1

a
a
a 1_
a Media Relations
a wl
a lnternal/External Web 2W
a
a
Cornmunity Relations
Government Relations ;';;;iil;;;-'-
a Potitical and lgsue'Campaigning Collateral : Logos; Catalogues, 3W
a Sponsorshlf,Developmentl :' Annuql Reports, Netryslelters, br
Evaluation Broihures, Sales Sheets, Direct 4_
Mail & more
a Video Production 5_
a SpecialitylPromotional ltems
a Trade Show Displays 6

..-,r d whd
work in small groups. lmagine you have your own agency. write a response in ed
to Alchemy's request for information, using the following steps.
.. .,,i e whd
Decide what capabilities your agency offers. Use ideas from the list above I
senf
and your own ideas. What do you specialise in? What types of work do you
_ .,."i

avoid? ;-,i f ln pa
write a short introductory paragraph which introduces your agency. Try to Studt
,.,-,
use some or all of the collocations in Exercise 2a. :': as ne
Answer as many questions as possible from the request for information on
page 70. Invent any information that you need to. Use the language in the Studt
IJseful language box on page 86 to help you.
.A
.U
t€
Swap
r:a!:iili:l::
72 Unit 9 Agencies and suPPtiers
 T
An informal pitch
After reviewing the responses to their requests for information, Alchemg
decide that The Brownswood Group will be one of three agencies invited to
pitch for the contract. Rob Farrow MD of Alchemg, calls Isabeile Krois, one of
Brownswood's directors, to tell her the good news.

) g.t
tisten to the phone call. Decide if the following statements are
true (T) or false (F).
1 Although this is not a formal pitch, Isabelle uses the phone call as an
opportunity to pitch for the job informally.
2 Rob has already sent lsabelle a full request for proposal and a brief.
3 Rob is uncomfortable answering lsabelle's questions.
4 Isabelle doesn't think her agency can work within Alchemy's budget,

) g.t Listen again. Make notes about what lsabelle says about the following:
I the advantages of being a full-service agency
2 her copywriting team
3 the museum campaign
4 her designers
5 recent TV ads that her agency has produced
6 the strategy she is planning to propose
7 advertising in the press
) g.t tisten again and complete the sentences with the enact words lsabelle
uses to talk about the things in Exercise 3b.
, we're a agency,
which means we can offer you more or less anything you want.
2 We have a copywriting team here,

We're all proud of that campaign, too. And it's

been successful.
we've got designers
here.
the team can come up with some
concepts for you.
we'll be able to put together a stratery that
for your budget.

What type of words or phrases does lsabelle use before the words in bold
in extracts I -5 above? What do these words or phrases have in common?

What effect do the other phrases which are used to complete the
sentences have?

ln pairs, role play a conversation where you informally pitch for business.
Student A, you represent the client. lnvent any details about your own company
as necessary.
Student B, you represent the agency you discussed in Exercise 2c.
. Ask the client questions about the kind of services he/she will require.
r Use the opportunity to informally pitch for the job, using some of the
techniques in Exercise 3c.
Swap roles and practise again.

Unit 9 Agencies and suppliers

 Afta
Selection criteria Mat
Three agencies are going to pitch for Alchemg Fireworks' business: The
Brownswood Croup, The Ptastic People Agencg and David Nathaniel
)r
4bt
Associates.
b )u
Rob and his team at Alchemy Fireworks prepare for the pitches by svld
developing a list of selection criteria - that is, things they will use to help !-
them make a choice. ln pairs, discuss what criteria you think Alchemy will l-
use for selecting the agencY.
Lod
Look at the document which Rob has prepared listing the selection criteria if ir
they will use. Are the criteria the same as the ones you discussed in I
Exercise 4a? 2
3
David Nathaniel 4
The Brownswood The Plastic
Associates 5
6
I Quality of creative 7
ideas and execution
8
2 Industry-speciflc 9
understanding and
10

3 Reputation and
d
L
(,
track record d rue
4 Capabilities pG
l
O
5 Geographical location

6 Remuneration
lrq
'I seL
Srze
Stu
rl
a
j't:,11., ' .

a
Which of the criteria in Exercise 4b would help you answer the following Shr
questions?
bui
I Is the agency a specialist in any particular market sector(s)? How much do Sur
they know about what we do and the market we operate in? ofl
2 How big or small is theagency? ls this important for us? ol
3 What services can the agency supply?
4 How well has the agency operated in the past? Were previous jobs
l

j1
successful? Were previous clients happy?
How will the agency charge for its work (for example, fee-based, time'based,
cost-based, performance'based)?
Ail
6 where is the agency based? will it be easy to have face-to-face meetings? Shr
7 How well does the agency carry out its ideas? Shr
8 what will the relationship with the agency be like? will we work well 5d,
together? Do we have the same ideas and vision?
Srr
Fin

Unlt g Agonelaa and ruPPlhn

 I
After listening to the three pitches, Rob meets with his Director, Glen, ond his
Marheting Executive, Saskia. Theg discuss which agencg to choose.

5 a ) !,t Listen to an extract from the meeting. Which of the criteria in Exercise
. 4b do theynofdiscuss?
, b > Listen again. Complete the tabte in Exercise 4b with the foilowing
9,X

( = the agency was.iudged generally positively on this criterion

,, t( = the agency was judged generally negatively on this criterion

,t Look at the fotlowing elftracts from the discussion. For each extract, decide
,, ,t it is being used to judge the agency positively (r') or negativety ()r).
' I I thought The Brownswood Group were very strong overall.
2 They've got some excellent ideas and they seem to execute them extremely well.
'' 5 They-fe based nearby, too, which is an advantage.
4 I got the best feeling from Plastic People.
, 5 I definitely had a better feeling about Brownswood.
:..: 6 To be honest, I was least impressed with them overall.
r,, 7
Igot the impression that they didn't understand our industry.
-; 8
If I'm honest, I don't think they're as strong as Brownswood.
9
',,', But I do feel that they understand our business very well.
':,: 10 And Brownswood have an excellent track record. Their work on that Union
..' Direct campaign was amazing.

d tvtate the positive comments in Exercise 5c negative and the negative ones
.,: positive by replacing the underlined words with the words in the box.

Work in groups of four. Role play a meeting to practise making a pitch and
selecting an agency. Follow the instructions below.
Student A, you represent an agency pitching for Alchemy Fireworks' business.
. Prepare a two-minute pitch about your agency, using the response you wrote
to Alchemy's request for information in Exercise 2c.
. Invent any details about the agency that you need.
r Pitch your agency to Students C and D.
Student B, you represent a different agency pitching for Alchemy Fireworks'
business. Follow the same instructions as Student A above.
: a.,

Students C and D, you represent Alchemy Fireworks.

:.:.'.:ai
I Prepare for the pitches by re-reading the selection criteria in Exercise 4b.
r Decide which criteria are most important to you, inventing any details you
need to.
r When you have heard Student As pitch, ask any relevant questions. Then do
the same after Student B's pitch.
, a: ::);a). At the end of the meeting:
:::::tl:1
Students A and B, discuss how successful you think your pitches were.
.: ..la;i
Students C and D, evaluate the agencies, using language from Exercises 5c and
5d, and choose the one which fulfils your selection criteria.
.:.:..>,1,;..

Swap roles and practise again, with Students A and B representing Alchemy
:;.a,7:,.i:!
Fireworks and Students C and D each representing a different agency.

Unlt 9 Agonchs rnd cuppllrrs

 Doy
Copywriting orde
Fotlowing the tender process, Alchemg Fireworks chose The Brownswood Group 2be
to handte their account. One of the things theg have asked Brownswood for
Drai
help with is copgwriting.
Although Aou maA not have to write marketing copg in English, it is still
important to be able to recognise good copgwriting when you see it.

6a Carla Sullivan, a copywriter at The Brownswood Group, has been working

on some copy for Alchemy Fireworks. Ouickly read Draft I below and fi
discuss the following questions.
1 Where do you think this copy might eventually appear (e.9. on the Web, in a F
press advert)?
2 Do you think she is writing for new/potential customers or existing
!
customers? t
Draft I
c

Welcome to Alchemy Fireworks c

A Contactus nowto discuss howwe can makethe audience happy atyour next event. D

B Based in London, the world's fireworks capital, Alchem, 7 Fireworks draws on a love of
life, of excitement, of noise, o{ celebration - a love of fireworks
ln or
We make the effort to understand our clients' wishes, and we work with commitment
emol
to deliver our objectives: to meet the expectations of our clients; to help create what
they want; to make their audience happy. An Alchemy Fireworks display changes
whv
a great event into a "must do again" event in the minds of those who see it. Our
e Carl:
cl'rents hire us time after time because they know about our expertise atid like our.
professional service. They know that every show we do is our most important.
Coml
follor
D For over ten years, we have designed and dellvered great pro{essional firework
displays for a wide range of events, from big international public celebrations to
1T
corporate events and weddings. 2T,
3T
Thinl
:

,l
I
b tooX at Draft I again and match the paragraphs (A*D) to the descriptions
knor
of what they contain (1*4).
a brr
1 a short description of what the company does, designed to create interest prod
and make the audience want to continue reading steF
2 an attention-grabbing paragraph explaining who the company is .S:
5 a call to action o\r
4 a description of how the company's service o\\
(or product) satisfies their customers' needs;
.R
this is intended to make the reader want to
td
use the company's services {or product) .!\
g Swap
how
emol

76 Unit 9 Agencies and suPptiers

 Do you think carla has her paragraphs in Draft I in the best order? what
order would you put them in? ln pairs, discuss your ideas. Then read Draft
2 below to compare.
Draft 2

}ffelCome..tp:Atch
-y
Based in London, the worli's fireworks capital, Alchemy Fireworks draws
on a,Oass,on ior,lifu;r{or exciternenr,
for;bise, for celebratioif -JpasgiOn
.i
.{Or fir,6wOrks.: _ r,,; ,,., , :

[o19..,v 1ien,years,*ahave,dgsg.ryd.and liveredlrylish and spectacular

prpfe$Ejqnalfrreworkdiiplays,fori:wi{a
lange ofevents, from major.international
p,gb, jic,c-elibratlqni tQ, c6rp qrate: erients:andr wi ddings.

\iV.e-,maib,th9.effo*to''.undentund. oriiaientsl*i.hbs; and we work with

"o..ir.*n
to deliver our objectives: to exceed the expectations of our clients; to help create
,{911vlsionl !9 inspiie,theilaudience. An Alchemy Firework.di$ay t.an i s.', l
rgrea!Frnefltriryoa.'.mystloagainlldventihtfiemindsofthose,who:experiencqii,:
our clients hire us time after time because they trust our expertise and depend on
ional,service.They knqw that every ihow we geate is our most important.
1(1O1'o{
contact us now to discuss how we can inspire the audience at your next event.

In order to get her message across more effectively, carla uses more
emotive language in Draft 2. what do you think emotive language is?
Why is it important in copywriting?

carla uses several techniques in Draft 2 to make the copy more emotive.
compare the two drafts and find at least one example of each of the
following, in Draft 2.
1 The use of more emotive nouns (in paragraphs A and C)
2 The use of more emotive adjectives (in paragraph B)
3 The use of more emotive verbs fin paragraphs C and D)
Think about your organisation or an organisation/product/service you
know well. Imagine you have been asked to write 200 words of copy for
a brochure. The objective of the copy is to introduce the organisation/
product/service to potential customers. write your copy, following these
steps.
o Structure your copy in four paragraphs, using Draft 2 to help you.
o Make notes for each of the four paragraphs.
o Write a first draft and proofread'it carefully.
r Read your first draft and try to idenfify where you could use more emotive
Ianguage. Use a thesaurus to help you.
. Write a second draft and proofread it carefully.

Swap your copy with a partner. Read each other,s copy and suggest
how it could be improved. Think about structure, content and use of
emotive language.

l:t:: i
Unit 9 Agencies and supptiers
 -:
,]:

Bulgat
]ilru An tnternat{onal exhibitiun Bulgar
come '
Moscc
I A Look at the picture of a trade show (also known as
trade exhibition or trade fair). Which of the things in
the box can You see in the Picture?
2a What
event
disptay/brochurestand exhibitor stand your i,

stard staffer visitor : ,

Look i

h ln pairs, discuss the following questions. quest

I Does your organisation exhibit at trade shows or other types of 1D€
event {conferences, seminars, etc.)? If so, what are its objectives? 2V6

Why does it exhibit? 3 Lc,

I

2 What objectives might other organisations have for taking part in a 4 F,:

I trade show or exhibition?

'l Pk
{ Look at the information on the opposite page about the Moscow trr
International Property Exhibition' Which of the following people
I
I
and organisations might be interested in attending the event? Dt
I
1 a company that sells properties in Bulgaria to Russian investors
2 a construction company which has recently built a new development PF.,

of luxury aPartments'in Dubai Add

3 a Russian family interested in buying a holiday home somewhere in Wri
southern EuroPe Lr
4 a German businesswoman who is relocating to Moscow and wants trr
to buy an apartment there Er
l-l
5 a Russian investor interested in buying property in Florida, USA
L:
r

nr
Dt
Er

78 Unit 10 [xhlbitiotts and events

Bulgarian Hames is an agent which specialises in selling holidag properties in
Bulgarian Black sea resorts (in south-Eastern Europe). Most of their clients
come from Russla and the uK. Bulgarian Homes is interested in attending The
Moscow International Propertg Exhibition.

what do you think Bulgarian Homes' promotional objectives would be at an

event like The Moscow lnternational Property Exhibition? ln pairs, discuss
your ideas.

Look at the booking form for a stand at the event and answer the following
questions.
1 Do exhibitors have to buy a shell (a pre-built exhibition stand)?
2 Can an exhibitor request where their stand will be located?
3 Look at the list of additional equipment. which items are nat furniture?
4 Find three differences in the text between ShellA and Shell B.
Pleese f;(l{ a t}6x:
$lr*ilJ&, $ rrr?
L,l Sl,elj s(lreflte rsee ol.r)cstrf, fo, {:esc,il.,ridn) hii:ittdes: i]acUside

_ n StrerlA,€475 lrernr I Snoti B,ilr)0per-in vralls, liglrring fi*ur

L-.1 St:rt.c ooly (mini,'irunr space I8 rr,.€440 pr:r,r ) I:ir:rpli, p*wer, *ne
rrib!e, !*ur ci:airs, on*
Space required: -**-*--* !n)
cutrl.lr,lr ti. rrtte rnic-
Frefer"yedp{rriticfi, . -* . -- - (rilUnter, *ne Wa$te.
h;rsket, iascia panol(si"
Addigiqln*l equipm*irt (Yh* *ost i* {t:r ew* days.
Write qrar;ciry required ilr rhe box.)
f P,ut,,t.:\.(errl1/ 4i eEUO
L-l B, o< h.,r* :,uinri €50 $i:ell S. lt mt
I C,r:lo,,r+ tll20 lnciudes: bnci<,rsi*o wll!s,
tr $i+ot €50 roratirrg iigl'llrox crii:*,"vittr
LJ Toi,ic €60 |*go. front glcse parielis),
E Crra;r E?5 !iglrting f*ur iarrrp*),
f] St.,rgo rcorir lxl ,n t--l:rJ power, $i:6 t*fuls, {our
tr ,,,ao'n", atr esr € i0(\ {hairs, 0ila {riph*aril, r:lra
iuf*'c*unter. *r:e wasc*-
?eltai e*st: € -,,,--. basket, fascia palel{si,

Urtii t.0 [xhiL'iti*rrs ;]rrd ev*irls rn

 of Bulgarian Homes, 0n
)> to,t tisten to Maria zlaleva, Managing Director
negotiating with Oleg Melnikov of TFH, one of the organisers of The
Moscow lnternational Property Exhibition. who do you think is the better a lnPa

negotiator? ExPlain whY. lLt

IT

) tisten again and complete the booking form on page 79 for Maria.
to,t 2U
Make changes to the prices that they agree'
b lool
) put the words in brackets into the correct order. AllListen
to.t of the
again and
wetx
expressions were used by Maria and oleg to negotiate. a n
check your answers. b a
I [is there can price on anything
you do the]? c o
Z to offer it can you] the same
iyou if takel a Shell B, which is 12 m2, [l for d 0
price as a Shell A. e c
S io ne honest, [stillwe want it's more than to spend]' f i
4 lif we what] take 9 m2 instead? g j
5 [ can't do I'm sorry it].
6[wantifonlyyou]9m2,[payhaveyou,llto]thefullpriceforaShellA.
7
8
9
[offered what I you ifl a couple of extras as
[you include could] a plasma screen TV
lpromise you can us ifl a prime position,
well?
too?
[deal it's a then]'
I
10 [best I offer that's the can]'

Match the following groups of expressions (l -5) from Exercise 2e to the

functions used during a negotiation (a-c)'
1 Expressions 1 and I a Making an ofler /,counter-offer

2 Expressions 2, 4,7 and 9 b Rejecting an offer / counter-offer

3 Expressions 3,5,6 and 10 c Asking for a concession

lmagine
Think about your organisation or an organisation you know well.
youwantedtobuystandspaceataninternationalexhibition.Think
iarefutly about your objectives for taking part in the exhibition and then
choose it type of stand and e)cra equipment that would best
suit your
"
objectives.UsetneforminExercise2basaguide.Youhaveabudgetof
€6,000. I

In pairs, role play booking a stand at the exhibition'

you discussed c ul,l
student A, you are trying to book the stand. Use the information d[
in Exercise 3a and the expressions in Exercise 2e'

student B, you work for the exhibition organisers. Negotiate the

price that dlt
equipment they
student As organisation will pay for the stand and the extra sta
need. Use the expressions in Exercise 2e' fol
Swap roles and Practise again. e>1
I
2
r:, 3
4
5

unit 10 Exhibitions and events

0n the stand
ln pairs, discuss the following questions.
1 Who do you think usually works on the stand at a trade fair (e.g. sales people,
marketing executives)?
2 What are some of the challenges of working on a stand at a trade show?

Look at the following advice for stand staffers, taken from a training
website. Match the collocations in bold (l -7) with the definitions (a-g).
a make people want to find out more about your product/service
b answer questions, requests for information, etc.
c obtain a promise or guarantee that a customer will buy your product/service
d obtain information about customers
e convince a person who has doubts about buying your product/service
f have a polite and informal conversation
g decide how likely someone is to buy a product/service

]ust remember these seven easy tips.

Always be ready to make small talk with visitors to your stand. It's a great way into a sales
conversation.
2 Always quali$ potential sales leads.
j Deal with customer enquiries politely but quickly.You don't want toJeave other potential
customers waiting!
4 Be prepared to overcorle objections fiom potential customers confidently and effectivell'.
5 Try to get a fitn cornmitment to buy while the customer is on thp stand. Don't wait until
the follow-up letter or email.
Remember rhat elrnts are a great opportunity to gather customer {ata. Decide how you're
going to do this before the event.
\
And finally, try to generate interest in your product or service in airy way that you can.
That's what events are for, after all!

Which of the things in Exercise 4b would you flnd it easiest and most
difficult to do in English? ln pairs, discuss your ideas.

) to.z tisten to Maria from Bulgarian Homes talking to a visitor to her

stand at the Moscow event. Tick'the advice from Exercise 4b (l -7) that she
follows.

) to.Z tisten again and answer the following questions.

I What two topics does Maria make small talk about?
2 What two things does she ask the visitor about to qualify the lead?
5 How does she generate interest in the company's product?
4 Does she have to overcome any specific objections?
5 How does she gather data about the visitor?

Unit t0 txhibitions and events

 Complete the followlng table with the underlined expressions from Ant
Audioscript 10.2 on page 97.
As pd
:,U$1:hngq.,qgqfot w"'g*ingo!t stindifa,ira Bulga
1 WetcomlnE a visltor:to the stand'" Weleome to [company name]. develo
He[[o there.
6a Look i

2 Making sma[[ talk Are you enjoylnE the show so far?

lWr
you tia*Gu tar: ,
2Wr
'1ru6 3Wi

3 0uatifying potentibl sates.tgads Are you activety. tooking,to buy a .,. at this,ti.me?

4 Deating with custdmer,enguiries Let me see ifl can hetp you with that

5 Overcoming objections T-hat:s'an interesting: point" Actualty, thoughil d

say that ... rl
,i
Apart from that, is there any other reason why a:?
you wouldnt want to ... ?
,:,1

6 Ge$ing a firm commitment to buy So woutd you tike lo,comptete an order form?
YOu can.buy direct from the stand today if you're
interested.

7 Gathednqieustomer data :
Can I just take a few detaiti from you? ,
lYould you mind.angwering a few short questions?

8 Generating interest in the product Thts might be exactty- what yo! need.
or service

a In pairs, think of a product or service you both know well. Role play a
conversation at the stand of a trade show.
Student A, you are a stand staffer. lnitiate a conversation with the visitor
and try to achieve as many of the things in Exercise 4b as possible. Use the
expressiorts in Exercise 4f.
Student B, you are a visitor to the stand.
. Invent any details you need in order to answer Student As questions.
h rinot
I liy to raise some objeitions to buying Student As product or service. 1q
Swap roles and practise again.
2w
3 jr.E

After the role play, each student should try to remember as much about 4nu
their visitor as possible. Make notes about what you discussed. 5w
6 sir
.ra ln pd
IW
2H<
3A
4He
Unit 10 Exhibltlonr snd rvrnts
 An evening event
As part of their presence at The Moscow tnternotionar propertg
Exhibition,
Bulgarian Homes has organised a promotionar event for
o'ne of the
developments theA ore promoting The White Sands Resort,
-
Look at the invitation for the event and answer the following questions.
1 Which two companies are organising the event?
2 Who can attend the event?
5 Will there be anything to eat and drink?

Find words or phrases in the invitation with the foilowing

meanings:
1 together
2 very happy
3 just for very important people
4 magical
5 very comfortable and expensive
6 singing, dancing
A ln pairs, discuss the following questions.
1 What do you understand by the term nefiuorking?
2 How important is networking in your job/industiy?
3 Can you think of any objectives for networking?
4 Have you ever had to network in Engrish? If so, describe the experience.
Unlt 10 Exhlbltlonr rnd sv*nt*
 ;Hb Look at the following advice for effective networking. Would you add Look i

anything else to this list? ls there anything here that you think is nof visitq
important? perso
Make a good flrst impression, for example by entering the conversation
politely and being confident.
I
,.'1 2 Be prepared to introduce yourself quickly and clearly.
,5 Ask lots of questions, but nothing too personal. I
I Pay attention and show interest, for example by using phrases that show -
you are interested in the speaker such as Yes, I see or WoW OK, etc. :
1

ln group conversations, don't pay too much attention to one person. Try to
involve the whole group.
Practise ways of turning the topic of the conversation from small talk to
business.
7 Don't let the conversation continue too long, and prepare ways of politely
ending the conversation.

Can you think of any eypressions in English that you would need in order
to follow the advice for networking given in Exercise 7b? ln pairs, compare
your ideas.

d ) tO.l tisten to Maria at the Bulgarian Homes event. How many different
people does she speak to? What are their names and what do they do?

) tO.f Usten again and answer the following questions.

1 Maria and Yulia both know the same person. Who is it and how do they
both know him?
:; I

2 Why do you think Maria ends the conversation?

C Matd
Do you think Maria is an effective networker? Explain why / why not by
underlining examples of I -7 from Exercise 7b in Audioscript 10.5 on
1 ltr
ptl
page 97.
2 ltt
Compare your ideas from Exercise 7c with the expressions Maria used for s€
networking. Did Maria use any of the same expressions as you? 3 lti
4 ltr
ln pairs or groups of three, practise networking at a social event. Before
you begin, decide what your networking objectives are. Use your ideas from d nnr
Exercise 7a to help you. Use the advice in Exercise 7b to help you while you In pa
network. 'liy to make your conversation last 3-4 minutes. rA
2L
p.
The foltow-up 38,
One of the most importait parts of attending a trade show or event is foltowing 4B.,
up on sales leads and enquiries afterwards. se
5C,
ln pairs, discuss the following questions. 6D.
1 Why is follow"up so important after an event? AC

2 Who do you think should be responsible for following up sales leads?

5 Have you ever written a follow-up letter or email, in English or in your own Thinl
language? lf so, what information did it contain? follo
help 1

84 Unit 10 Exhibitions and events

p
 l
Look at the email below, which was sent to Nikolai Kuznetsog one of the
visitors that Maria met on the stand in Moscow. Do you think this is a
personalised email or a general follow-up email? Explain your answer.

Dear Mr Kuznetsov,
You recently visited the Bulgarian Homes stand atThe Moscow lnternational property
Exhibition.
I am writing to let you know that you could be able to own a part of this exclusive
Black Sea
development at a highly advantageous introductory price.
The White Sands Resort is Bulgaria's newest and most desirable luxury holiday home complex.
Situated nearAlen Mak described as one of Bulgaria,s most beautiful pl.."r, *i*
fantastic bars
and resaurants, the resort features a range of one-, two- and three_bedroom apaftments and
four-bedroom houses, all with sea views.What,s more, all of the properties have access to top_of_
the'range leisure facilities such as gyms and swimming pools, meaning you can stay fit and healthy
while you relax.And 24-hour, 365-d ay-a-yet security means you never have to wor4/ about your
property,even when you're not there.
Just imagine yourself waking up in your own piece of holiday paradise.And if you act now, you
can savelWe have an exclusive deal with the resort developers to sell selected properties
from
Phase I of the development at a significantly discounted price.
So why not find out more about theWhite Sands Resort? Bulgarian Homes
can arrange no-
obligation viewing trips including flights and accommodation for as little as €75 per person.
Call to
book your ffip today - and the holiday home of your dreams could be closer than you
think!

Match each paragraph of the letter to the following functions.

I lt raises the reader's interest by listing the feqtures and benefits of the
product or service.
2 lt gives the reader a suggested course of action to purchase the product or
service.
3 lt convinces the reader that they want (or desire) the product or service.
4 lt attracts the reader's attention.

Answer the following questions about the language used in the email.
ln paragraph:
1 A, what phrase does the writer use to explain the purpose of the email?
2 A, what two'word phrase does the writer use to describe the introductory
price? What types of words are these?
3 B, how does the writer make many of the adjectives more powerful?
4 B, what are the benefits of the following two product features: leisure facilities;
securitg? What verb links the benefits to these two features?
5 C, how does the writer create desire in the reader?
6 D, what techniques does the writer use to strongly suggest a course of
action for the reader?

Think about the conversation you had in Exercise 5a on page g2. write a
follow'up email to that conversation, using the email in Exercise gb to
help you.

Unit 10 Exhibitions and events

ffiWi
USEFUL LANGUAGE
Iun
7b
I Unit 1
t+h

n Unit 4

; unitg
2c

Additlsnat mattrirh Urful hnguagc

 T

Unit I
Want to make your website copy r*atry,#tmm#,M-#
Remember, when people read websites:
r they scan the page rather than reading it line by line.
. they look for specific information. lf they can't see it immediately, they leave the
site.
o they have probably found the page through a search engine, so if they are unable
to find the information they need, they will visit the next page available on the
search engine.
Just follow those basic tips:

Words
. Use one- or two-syllable words where possible.
o Don't use difficult words if you can use simple ones.
Sentences
o Limit sentences to one main idea with a single point.
o Limit sentences to about 15 to 20 words.
A paragraph should only have:
o One topic/subject.
. Four sentences.
o Six lines,
o The first sentence of a paragraph should let users know what the paragraph is
going to be about.

r Thev are much easier to scan than a large amount of text.

Making words bold is one of the best ways of getting users, attention.
o ln most paragraphs, at least one key word or phrase should be bold.
o The bold terms on a page should give a good general idea of its content.
o No paragraph should have more than five bold words or phrases.

a Use subheadings whenever the subject matter changes.

o Headings should give an accurate summary of the page's content, so if users
scan a page's headings, they should understand what the page is about.
Users should find it easy to find the information they are looking for.

Finally: always remember who you are writing for! Think about your target
audience.

Addltlonrl matrdal i:'ir*: Ii;"i',.::g

-:,
 Paula: So whdl
Fiona: We looka
point of view. Mr
to having to pryl
1.1 7.2 also do some work with public sector or services, andl
-Matt: Erm, hello. -Fiona: So, to begin, I just want to say
organisations here in the UK.
Matt: Oh. really? With what kind of
were unhappy
team complainei
d
Paula: Hi there. l'm Paula. Paula once more how happy I am that you're
both here. We were delighted when you public sector organisations? them from gettit
Marino.
accepted the job, and I hope that you're Fiona: Well, specifically we're keen the Finance Deg
Matt: Matt Keane. Nice to meet you.
to do more work with governmental payment system
both going to be very happy with us here.
Paula: Your first day, too? organisations in the future. lt's happy, which ma
Paula/Matt: Thank you. / Thanks.
Matt: Yes, I'm starting in the Marketing potentially a massive market. sales team, whirl
Department today. Fiona: I thought it would be useful to business.
begin today by talking in a little more Matt: Yes. I can imagine.
Paula: Me too. As a Marketing Paula: And who are we competing Paula: Right, I s
detail about what exactly we do here,
Executive? against? Who are our competitors? Fiona: The clied
and giving you a quick overview of
Matt: that's right. Ah, they said at
Yes, how our department - the Marketing Fiona: Other training companies, of of everything rrc
the interview that they were recruiting Department - fits into the overall course. But some potential clients think Marketing Depn
for two positions. running of the company. they can learn all they need to know company as a r*t
Paula: Yes, they told me that, too. Looks Matt/Paula: Excellent. / Great. about working with other cultures ftom Matt: Yes. I see,
Iike we're going to be colleagues. the lnternet or books. We have to show Fiona: But it ab
Fiona: OK, so as you know, we're in the
Matt: Yes, it does. training and consultancy business. them that we can offer more than that, relationship witlt
Paula: I love the first day of a new job, that we can teach them more than that. in the company i
Matt/Paula: Uh-huh. / Yes. The responsibilit
don't you? It's so exciting: meeting new
people, finding out more about the
Fiona: That means we provide a service I1.3 Department is to
to our customers - well, actually we 1 OK, so as you know, we're in the company has a c
company. It's great.
call them 'clients'. What that means in training and consultancy business. everything it doe
Matt: I'm a little nervous, to be honest. praelt@rs that we send trainers and
2 That means we provide a service to the usual markcl
Paula: Really? consultants into companies that need
Matt: Well, this is my first job since help or advice in working with clients and
our customers. ones described i
university. I just graduated, so ... colleagues from different cultures. So, 5 We're involved in teaching our clients
about cultural differences and ,..
I1.5
Paula: Right, OK. What did you study? for example. imagine a British company
4 We also do some work with public
Fiona: OK, Iwr
Matt: I did a degree in lnternational wants to expand into new markets in little about exd
China; one ofour consultants would go sector organisations here in the UK.
Business and Management at Hull, be marketing to-
at the universiff's Business School. into the company and help prepare them 5 We're keen to do more work with
Paula: OK.
for working with Chinese customers and governmental organisations in the future.
But there were a Iot of modules in Matt: Great.
Marketing. That's how I got interested in colleagues.
1.4 Fiona: It's impor
this. And when I saw the advert for this
.iob, it looked perfect.
Paula: Would we be involved in teaching
them Chinese?
-Fiona: So how does the Marketin€ be responsible ft
Department fit into all of this? Well, !o and internal sd
Paula; Right, right. Fiona: Nb. We're involved in teaching put it simplv we're a marketing-oriented you're both ftnd
Matt: You krow, I wanted to work for our clients about cultural differences 'stakeholders'?
company.
quite a small company, not some big and how those can affect their business
relationships. We don't teach language. Matt OK... Matt: People c
corporation. by what we do? I
Paula: Ah, right, right. Fiona: That means that everything
Paula: Yes, I know what you mean. It's that we do is geared towards providing Fiona: Yes, exd
easier to be involved in a wider range of Matt: And what about the trainers as Marketing Er
a service that satisfies our customers'
marketing activity in a smaller company, - I mean, the consultants? Are they needs. That's our main objective, as building relatiql
isn't it? And it's nice to think that what employed here? i
a Marketing Department and as a lots of different
you do can have a real impact. Fiona: No. We use freelance consultants, stakeholders. SO
company. I'm talking about the features
Matt: Yes, I agree. And what about you? people who are self-employed and work fl
ofthe service we offer, pricing, delivery, this handout,
Have you recently graduated? for us when we need them. customer service, everything really. are, well, anyot-
Paula: A couple of years ago. I studied Paula: So the consultants are like our Paula: Sorry, you said'geared towards'? - our emplolreeq
English in Rome - I'm ftom ltaly - suppliers then? They supply the service What do vou mean bv that? Matt: And mar
and then I moved to England. I did that we sell. Fiona: Yes, abd
Fiona: Yes, what I mean is that every
a Marketing qualification through Fiona: Exactly. All of our freelance action we take as a company is designed external stakeE
the CIM - you know, the Chartered consultants work very closely with our with our customers in mind. at our clients, ot
Institute of Marketing - and got a job in-house research team to make sure we competitors, and
Paula: Ah, right. I see. So how does that
as a Marketing Assistant for a finance deliver the training that our clients need. organisations dr
work in practice?
company near London. Paula: Can I just ask you about the collaborate with
Fiona: What it means is that every
Matt: Sounds interesting. route to market? You mentioned at my
department - marketing, sales, finance, Paula: Right.
Paula: Yes, it was a good organisation interview that the consultants don't sell Matt: And whd
research and development, everyone - is
to work for, but - to be honest - I our services direct to the clients? Is that
always focused on the customer's point community?
wanted a job where I'd get to travel a bit right?
of view. Let me give you qn example: our Fiona: The servi
more, you know, see some new places. Fiona: Yes. We have a sales team. They
I also wanted to do more international sell our services direct to the human
Finance Department used to insist that very little or no i
all new clients pay in advance for our community, so w
marketing, which I loved when I was at resources or training departments of consultancy services. key stakeholder-
my last company. And when I saw this our clients. Our clients are generally
Matt: Is that because people weren't
job advertised, I thought: that's the job
I want!
blue-chip companies - such as, erm,
car manufacturers and banks - and
paying or were paying late? I1.6
Fiona: Yes, that's right. Fiona: So, in tel
they're based all over the world. \lile activities, our kq

Audioscript
 ,I

So what happened? working closely with our clients. They're environmentally-friendly car without
: We looked at it from the client's our top priority. sacrificing performance or looks.
of view. Many clients weren't used Paula: Who's more important at the Jessica: Yes, absolutely. Our cars are
having to pay in advance for products moment, our existing clients or our beautiful ar?d exciting to drive, but at
services, and they resented it; they potential clients? the same time the driver saves money
unhappy about it, and the sales Fiona: That's a good question. on petrol. Our customers are happy
complained that it was preventing Obviously our existing clients are because it costs them about a tenth of
from getting new clients. So hugely important to us, and it's often the money to run an electric sports car
Finance Department chan€ed the easier and more cost-effective to keep compared to a petrol one. Wait, I need to
system. That made the clients an existing client than get a new one. just write that down!
which made life easier for the But, as I mentioned earlier, one of our Scott: OK ... Ready?
team, which helped us to grow the key strategies for the future is further Jessica: Hang on ... Yes, OK. What else?
collaboration with governmental Scott: OK, well our technological know-
Right, I see. organisations, and so, ftom now on,
how is another strength. So, for example,
The client is at the centre building ties with that stakeholder group the batteries that we've designed
werything we do, not just as a is our number one priority.
allow our cars to travel over 200 miles
Department, but as a Matt: OK, so governmental between charges; that's more than any
as a whole. organisations are going to become more other electric car on the market.
Yes. I see what vou mean. important for us in the future?
Jessica: But isn't that also a potential
But it also means that our Fiona: Yes, that's right. weakness? I mean, for customers who
with the other departments Matt: And what about our suppliers? already drive an electric car, 200 miles
the company is really important, too Er, the consultants that is. is very good. But if you drive a regular
responsibility of the Marketing Fiona: They're going to become Iess of sports car - a Ferrari, a Porsche, that
is to make sure that the a priority in the future, mainly because kind of thing - well, those cars can travel
has a customer focus in we're trying to take more control over a lot further than 200 miles before they
it does, not just to carry out the content of our training courses in- need to stop at a petrol station.
usual marketing activities * like the house rather than depend so much on Scott: Mmm, yes, I suppose you're right.
described in your job descriptions. the consultants. Jessica: Price is another of our
1.5 Paula: And why is that? weaknesses, and that's mainly because
: OK, I want to move on to talk a Fiona: So that we can have more our manufacturing costs are so high. Our
about exactly who you're going to control over the quality of the service we cheapest model is f68,000, and we lack
marketing to provide. a product for the mass market.
oK. Paula: OK, that makes sense. Scott: Yes, our potential market is very
Fiona: So that should give you small; niche markets always are. We're
Great.
some idea of how you're going to be talking about the kind of people that can
It's important to remember you'll afford to spend €68,000 on a sports car,
prioritising yaur external marketing
responsible for marketing to external but care enough about the environment
activities. Management are already
internal stakeholders. I assurne to buy an electric one instead of a
on-board with our str6tegy for moving
both familiar with the term petrol one. And there are some external
into the public sector, but part of our
remit as the Marketing Department issues which are affecting that market
People or groups directly affected will be making sure that the rest of the negatively, too.
what we do? By how we behave? Jessica: OK, are we moving on to
company understands why we're focusing
Yes, exactly, Matt. Your jobs on this new market and what we're doing threats now?
Marketing Executives will involve to help break into it. The sales team, Scott: Yes. So, for example, it may
relationships and liaising with especially, will need lots of support. be that once electric car technology
of different internal and external They're used to working with private becomes more mainstream - and
So, as you can see frcm sector organisations, so we'll need to cheaper - then barriers to entry will be
handout, our intemal stakeholders work closely with them in developing lower. We'll have more competitors.
well, anyone within our organisation a strategy br breaking into the public Jessica: True.
our employees, ficr instance. sector.
Scott: And there's the global economic
: And management, too, I see Paula/Matt: OK. / Right. downturn. lt's affecting how much people
Yes, absolutely. ln terms of Fiona: The in-house research team spend, especially when it comes to
stakeholders, we're looking will also,need to clearly understand luxury goods such as sports cars.
our clients, our suppliers, our why we're taking responsibility for the Jessica: But that could present some
and also the governmental content of our training courses away opportunities, too.
that we're hoping to from the consultants and trainers and
ate with in the future. giving it to them.
Scott: Really? Like what?
Right. Jessica: Well, it means that the big car
Matt/Paula: OK. / Right. manufacturers will probably avoid a high-
And what about the local Fiona: Do you have any questions? risk market like ours and concentrate
ty?
on the mass market instead; that means
: The service we offer has 2.7
little or no impact on our local -Jessica: OK, shall we start with less competition for us.
Scott: You're probably right. And the
so we don't count them as a strengths? I'll make some notes.
government's electric cars incentive is
stakeholder Scott: Right, well our main strength designed to encourage mass-market
is our product. We offerluxury high-
1.6 electric carc, which won't mean more
performance electric cars. lt means
So, in terms of our marketing
competition for us.
that our customers can drive an
our key focus will be on

Audioscript
 Gavin: No, that's right. But we do need Gavin: OK. Wlil
Jessica: Oh, Yeah. That's right'
Jessica: Mmm, that's only partly true' to reatly think about how to sell the DeePa: Well, Yul
As vou said, it maY helP reduce the Gavin: And then You've gotthe tvtodel b to someone who was originally significant inoe{
bariiers to entry But anYwaY, in the . bargaining Power of suPPliers "' planning to buy a petrol sports car' budget - it's nn
meanwnife we'listill be able to benefit Jesiica, Ah, Yes, Yes, that's right' And Cathryn: Or how to convince someone
year. ls magaziil
ffom the investment in electric car there're two kinds of threat, aren't who aiready drives a petrol sports car to most cost-effedi
infrastructure - the charging points, that there? Just a sec' sell it and buy a Model G.
potential custo[
kind ofthing - and from the increase Gavin: Yep, that's right, but you've also Gavin: Yes, that too. Gavin: Absolud
in ouUfic auGreness of electric cars' We noi.orpititire rivalry, remember' and Scott: We could start bY increasing
targeted camp{
*iint ut.o be able to get some of that ihen the first threat is with new entrants'
our advertising spend in luxury car
where to adverli
it6o ,ittion in investment money from inO ttt" other one is substitute products message gets b]
maeazines; start really targeting the
the government. or services.
oeo-ole who already drive sports cars' Deepa: ldon'td
Scoit, oK, any more oPPortunities? Jessica: OK, Yeah, I've got the list uP we iust need to find a message which if I'm going to 4
Jessica: Well, the pound is weak at the r,.i. on WxiPloia' OK, Yes, that's it' I will make them want to find out more' this size, I needl
moment, right? iememOer n6w. So frcr the bargaining Thev need to understand that driving figures. I needn
Scott: Yeah' oo*"i ofUrvuo, we'd look at how easy it in .t..tri. car doesn't mean sacrificing return on inved
i,ouf O ne foi our customers to reduce how ioeed or performance. You can drive a in advertising sP
Jessica: So that means that it's cheaper
ior iustomers in Europe and the US to
,ritt tt.v PaY for our Product,exert'
right?
sports cai ond save the Earthl months.
Ho* mucil Pressure theY can Gavin: OK...
buy British cars. Gavin: Yes, good idea. The important
Gavin: Exactly. And f,cr suppliers it's tning is raising awareness, isn't it? Not Deepa: lalsor
Scott: OK, I see. So we should start
verv similar: how easy is it for them to iust-of electriCsports cars, but of the monthly revi€fl I
thinkine about moving into European
inciease their Prices? electric car movement in general' I'm against budget
ina erierican markets' We should
definitely Put that forward as "' Jessica: oK' That seems fairly ifrini.ing *. should launch a major PR Gavin: Specifu
itraiehttorwarO. Competitive rivalry campailn this year. Something that campaign?
:2,2 Jessica Manvell. *orfi ne about how many competitors. .
*.ir.ientrv have or how many we might
caoiialiies on the government's electric Deepa: No,fu
Jessica: cars initiative. Really get the message plan.
Gavin: Jessica, it's Gavin' have in the future? out tn"t. that electric cars are the future Gavin: Right ---
Jessica: Hi, Gavin. What's uP? Gavin: The competitive rivalry section .na tftut we're at the forefront of this DeePa: Listerl
ii-anout how many existing competitors movement. clind
Gavin: l'm just looking at the SWOT economic
we have and how influential they are' Jessica: Yes, absolutely. We could also
analysis thit You and Scott did' Department na
Vo"*ui. also talking about the threat of think about increasing our presence all of the monq
Jessica: Uh-huh. n.* ant.untt - so, how easy it is for new at environmental trade events - green need to be able
Gavin: lt all looks really good' Great comPetitors to enter the market' technology shows, that kind of thing' over budget orl
work. Jessica: Right, Yes, of course' Scott: l'm not so sure about that' I think should develoP
Jessica: Thanks' Gavin: And that iust leaves the threat of it sends a mixed message: we're a great to property rrle
Gavin: lwas justwondering if we- . suritituii proouits or services, which id car, which happens to be green' We're activities You're
need to do some more analYsis of the quite straightforward, not a green car which happens to be number of enql
comPetitive environment' Jessicd: Yeah, sure. We'd look at whether great.bo You see what I mean? kind of thing-
Jessica: Uh'huh. iti... are alternative products which iessica: Yes, I see. lt's about positioning' Gavin: Fine lI
Gavin: You know, get a better insight .riio*.o could use io fulfil their needs' isn't it? discuss this in I
into the competition in our industry' Gavin: Exactly. So could you have a look Scott: Uh-huh. Wouldn't it make more afternoon?
Jessica: OK. \A/hat were you thinking at that this week? sense to sPend our money at luxury
specificallY? Jessica: Sure. I'll start putting some motor shows? I4.t
Gavin: Could You do a Five Forces notes together tomorrow "' Gavin: Scott's right. We should increase Melissa: MrX
our presence at the big luxury motor - You'
analYsis?
Jessica: Oh, Porter's Five Forces? r 3.l ir,o*t, not just here but in Europe and Stephanos: 1{
)

Gavin: Yeah. Have you done one before? Gavin: Right, shall we get started? the US. OK, tet's start to think about it's'Kavadid-tr
All: Yes. / Sure. I AbsolutelY' what we need to do to ... Stephanos.
Jessica: Not since university! I'm- not Olt(
Gavin: OK, well first let me thank You Melissa:
iui" r .un even remember what the five
different forces are. aeain for atl of the hard work You've I3.2Hello, Gavin Hamilton speaking' please call n:l
J6n. on the marketing Plan so far' I Gavin: Stephanos: d
Gavin: lt's OK. We can talk it through'
if inx *.'u. done an excellent job of Deepa: Gavin, hi. lt's DeePa' Melissa: Plef,
Jessica: Yes, please. That'd be helpful' assessing where we are now and where lq
Gavin: Oh, DeePa, right. Hi' How are travelled a
6avin: OK, so You know what the tool is we want-to be in 12 months'time What you?
get Stephanos:11
used for, Yeah? i want to talk about today is how we Deepa: Well, thanks. You? Melissa: Flc
Jessica: It's for determining the degree there. How are we going to implement Gavin: Not too bad' Busy, you know' The
of future comPetition, isn't it? our strategy? What tactics are we
golng Stephanos: H
deadline for the marketing plan is. next. long, as )tou sr
Gavin: Yes' exactly. You need to "' to employ? That kind of thing'
weei., anO there's still a lot of work to do' was imPortd
Cathryn: Do You want me to take
I e.3 minutes, Gavin?
Deepa: OK, well l'll try and be quick'
i iusi wanted to let You know that I
Melissa: ultl
Stephanos: l'
Gavin: ... Yes, exactly. You need to look Cathryn' That'd be
Gavin: Yes, Please, received Your ProPosed marketing Yorkt
at the five different forces and assess of New
great. budget, ind I've had a chance to look at
how significant each of them is for us' it was bettert
Cathryn: No Problem' it in some detail.
Jessica: And what are the forces again? Mellssa: TH
Gavin: OK. Where shall we start? Gavin: OK..'
ior.ining about'bargaining Power'? idea.
Jessica: OK, well we need to focus Deepa: I've got one or two concerns t
Gavin: Ha-ha. Yes, that's almost it' The Stephanos:
on the Model G, don't we? I mean' about some of these figures'
tir" notc"t are the bargaining power of try to do sonr
we're not planning to develop any new cil
buyers... shame to
prdducts ftris Year, are we?

,ffi.-ffi$l., ffi AudloscrlPt

 r OK. Which ones specifically? and not see some of the most famous three point six per cent; one in ten;
Well, you've asked for a sights. a quarter; two thirds.
increase in advertising Melissa: Yes, you're right. OK, so I've
- it's more than 500/o up on last been looking at your proposal in some I4.5
ls magazine advertising really the depth, Stephanos, and I think it would Michael: ... well I'm going to start by
cost-effective way of reaching our be a good idea to talk through a few presenting our first concept to you. The
customers? issues. idea we were going for here is 'Greece',
Absolutely. lt's going to be a very Stephanos: Yes, of course. Then perhaps obviously. As you can see, we've used
ld campaign; we know exactly we could get lunch? the image of a beautiful blue sea and a
to advertise to make sure that our white village to represent Greece and
Melissa: Um, sure. Yeah, why not?
Ie gets to the right people. to immediately communicate to the
Stephanos: Good. OK, so where should customer where this olive oil is from.
: I don't doubt that, Gavin, but we begin?
Im going to approve a budget of We've then reinforced this with the use of
Melissa: Well, I've prepared a short a Greek-style font. For this design, we've
b size, I need to see some concrete
I need you to calculate the
agenda for us to- gone with a more traditional-shaped
on investment of a 500/o increase
Stephanos: An agenda? Sorry, I don't... bottle - in dark glass, of course - which
aclvertising spend over the next 1 2 Melissa: Yes, an agenda for the we think says'quality' and'traditioni We
meeting. But if you'd prefer not to use also think that the slogan will allow you
one, that's fine. to access a key market: the all-important
Stephanos: Ah, an agendal I see. Sorry Greek community in the US. Julie, would
I alsowant to put in place a you like to present the second concept?
review of real performance
that word means something different
in Greek. lt's like, erm, like a notebook. Julie: Thanks, Michael. OK, well for
budget
Sorry please continue. this second concept we thought we'd try
Specifically for the advertising something a little different. We've gone
Melissa: No, that's OK. I thought that
you didn't want to use an agenda for the for something much more contemporary
No, for the whole marketing meeting - which would be absolutely more styllsh, more ... adventurous
fine, of course - but anyvvay, let's er, maybe. The idea here is that Kalamara is
let's start. a modern olive oil for the contemporary
Listen, Gavin, in the current American household. We like to think
climate, the Marketing I4.2 that the design represents the fact that,
needs to be able to justify Stephanos: Good. OK, so where should although you have a product that's
of the money it's spending; and I we begin? traditional in some ways, it's also very
to be able to monitor if you're Melissa: Well, I've prepared a short modern in other ways. We've tried to
budget or under budget. I think we agenda for us to ... reinforce this with the slogan 'Old world
develop some marketing metrics flavours for the new worldl As you know,
Stephanos: An agenda? Sorry I don't...
properly measure the success of the the Amerlcas were once refered to as
you're proposing - you know,
Melissa: Yes, an agenda for the 'the new world', and we like this idea of
meeting. But if you'd prefer not to use taking the best of the old world - your
of enquiries per advert, that
one, that's fine. traditions, etc. - and updating them for
of thing.
Stephanos: Ah, an agenda! I see. Sorry the new world, for America.
Fine. We should probably meet to
that word means something different Michaeh So, any initial thoughts?
this in person. Are you free this
2
in Greek. It's like, erm, like a notebook.
Sorry please continue. I4.6
Melissa: No, that's OK. I thought that Michaeh So, any initial thoughts?
Mr Kavadias, it's great to see you didn't want to use an agenda for the Mellssa: Stephanos, would you like to
meeting - which would be absolutely start?
fine, of course - but anyway, let's er,
Hello, Ms Jarrell. Actually, Stephanos: OK, sure. I'd say that
'Kavadias'. But please, call me let's start.
concept two was definitely my favourite.

Oh, OK, Stephanos. And

I4.3 I particularly like what you've done with
the shape of the bottle. And the typeface
Melissa: So I've also included some
call me Melissa. is really strong.
information about our target market.
OK, sure. A typical Kalamara olive oil purchaser Melissa: Yes, I agree. Michael, I'm not
Please, take a seat. You've would probably be a college-educated, sure if concept one is really what we're
a long way! white professional in their forties with a after. Would you agree, Stephanos?
Thank you. median household income of between Stephanos: Yes, I would.
How was your flight? 60 and 70 thousand dollars. The target Melissa: lt's a nice design, but I don't
market is evenly divided between think it'll really appeal to our target
Fine, thank you. Brit very
married people and slngles, females market. Also, the Greek community in
, as you say. But I thought that it
and males, with about one third having the US isn't really an important market
important that we meet face-to-face
children living at home. Our target for this product - it's unlikely they will
: Uh-huh. Right, well let's- customer is cost-conscious, health- pay a premium price for what they see
Iwanted to see something conscious and interested in labels. They'll as an 'everyday' oil * so we don't really
New York this morning, but I decided probably be well-travelled and interested need to try and reach them.
was better to sleep more. in replicating foods that they've tried Michael: OK, sure. Er, any other
: That was probably a good abroad. feedback at this stage?

Yes. I think tomorrow I will I4.4 Melissa: I really like concept two,
especially the slogan. It perfectly
to do some tourism. lt would be a seventy-five to eighW per cent;
encapsulates what this brand is and who
!o come all the way to New York one third; a hall a fifty-fifty split;
it's for.
Audlosrrlpt
 Carlos: Absolutely, yes. Erm, you said Jason: But $reiil
Michael: Great! Carlos: And who would You like to
that they'invest in all these dodgy biggest bankila4
Melissa: We'll need to talk about it in target - existing customers, former Natasha: Butgl
customers, potential new customers? companies'. Can you explain what you
more detail - and there'll probably be mean by'dodgy' in this context? realise that. h
some changes that we'll want to make Natasha: ln the first instance, we'd
Priya: Dodgy. You know, not honest, a money's safe.
- but for now let's say that we're going like you to focus on existing customers
and former customers, although we've company you can't trust. Ana: What&
with concept two.
already got internal data on credit card Carlos: Right, I see. And could you give to reflect that? I
Michael: OK, perfectl Let me just make
purchasing patterns for those customers. me an example? Group logo as g
a note of ...
I can let you have that data. kind of thing. ltt
Priya: Well, I read that Union Direct had
safer about 0tei
I5.1 Carlos: Great. That's fine' invested all this money in some British
Natasha: Yes,-[
Carlos: Yes, it's great to see you again, Natasha: But we'll need to get some company that makes trainers - You
too. So what can we help you with this input from potential customers later in know, sports shoes and whatnot * in a take that fonrEl
time? the process. We're hoping to develop factory in Asia somewhere. Bangladesh Ana: 6reat.
Natasha: Well, we've been having some new product concepts, which will maybe? I don't know but anYWaY Natasha: Butn
some problems with customer loyalty - need testing. apparently there were all these young rebranding is 5i
customeE leaving us for other banks, Carlos: Sure. And will You need some children working there, six-year-old kids! at how people t
customers applying for credit cards with product optimisation studies done, too? Well, I think it's disgusting. I don't want secretive, irresg
other companies, customers investing my money paying for things like that. lt's corporate im4l
Natasha: Yes. Not at this stage, but
with other banks, that kind of thing' definitely later. The priority at this stage
not right, is it? Some things are more Jason: Thelft
important than making a Profit, You got an image Pt
Carlos: Right. is to identify why weVe been losing
know though.
Natasha: So, basicallY, we need to find customers.
Carlos: OK. So, how do You feel about Natasha: True,r
out why it's happening and what we can Carlos: And what about branding?
do to stop it. Given the current situation in the
your new bank? about our im4l
Carlos: OK. Are there any specific areas banking industry, I'd recommend you do Priya: Oh, they're much better. You Jason: Well, itt
some research into your brand, too. It never see anything in the news ... investment ded
you'd like us to focus on?
Natasha: Yes, several. Firstly, we need
to know more about consumer attitudes'
could be important.
Natasha: ActuallY, Yes, it would
rI s.3
can I put this?
Natasha: Yeql
-

be useful to have some information issue is being h

Carlos: OK. So, how consumers feel a I'd like to move on if that's OK. will withdrar ir
about your company, or ... regarding attitudes to our brand at this
stage. It'll be interesting to see if the b Let's change difcgtion here. some of the oil
Natasha: Not only how they feel about c There's something else l'd like us to research findfiI
banking crisis has had an effect on our
us. We're interested in their attitudes talk about.
corporate reputation. Jason: Thatun
towards our competitors and towards
Carlos: OK. When can You send me a 2 corporate imd
the financial services industry in general,
full written brief? d Can you be more speeific? could build on I
too.
Natasha: Buti
Carlos: OK, not a Problem.
Natasha: We'd also like to find out more
a5.2 e Can you explain what You mean bY
'dsdgy' in this cqntext? customers to d
Carlos: Ygs that's really interesting. just about tnd
about purchasing Patterns. f Could you girre me an example?
Right, I'd like to move on if that's OK. isn't it? The rc!
Carlos: For anything in Particular? Martin, could you tell me what made you 3 gl
are happy to
Natasha: Yes. We're most interested in change banks? g Could you lell me how that made You or investmentl
when and how people decide to change Martin: Well, Ijust didn't trust them fcel? companies, fl
their bank accounts. with my money any more. h How would you describe your feelings? account with d
Carlos: OK. Carlos: Can You be more sPecific? i Tell me how that felt. Jason: Is ttx*
Natasha: And how they decide where to Martin: You knory theYre an internet 4 the trust issrc{
invest their money - investment funds, bank, aren't theY? And there was that jls it OK to let PdYa come in here? the same tind
tax-free savings accounts, that kind of other internet bank. I don't remember k Would anyone else like to comment on Natashar ftrl
thing. what country it was in ... anyway, it went that? golng. I
Carlos: Fine. AnYthing else? bust. One day, the bank didn't exist any I Who would like to begin? Jason: OK,rl
Natashar Yes - credit cards, too. more. 5 customers n{
Carlos: OK, Purchasing Pattems on Carlos: OK. And could You tell me how m Please conEnue.
them more If
credit cards. Would it be useful to have that made you feel? Ana: Wasntl
n Please go otr.
some demographic data, too - you know, Martin: Nervous, You know. Like mY the surveY aD{
what stage of the family life cycle people money wasn't safe. I6.1 minute,'Hovi
yep, here it is
are at, that kind of thing? Priya: Yeah, I know whatYou mean. Natasha: OK, so we've all seen a coPY
Natasha: Oh yes,Ihat'd be great' Carlos: Martin, is it OK to let PriYa of Hart Marshall's research findings. my views on l
We're here today to see if we can turn really exPlorel
Carlos: OK, that's fine. ... Right, go on' come in here?
any of those findings into new product or Natasha: ltrr
Natasha: OK, we need to find out more Martin: Yeah, fine.
service ideas. Jason, can you note down to appeal rnct
about expectations. Carlos: Sorry, Priya, please continue.
our ideas on the fliPchart? values? InterG
Carlos: Can you be more sPecific? Priya: It's just that, these banks, alt they
Jason: Sure, no Problem. Jason: Howl
Natasha: Yes, of course. We want to care about is making money ftom You.
They take all these risks, invest in all Natasha: OK, well let's take our former Natasha: l/tE
identify customer expectations about
customers as a starting point, customers more ethical P
service levels from banks and about these dodgy companies.
financial products in general' So, what Carlos: OK, so that's something a little who have recently left us. \,Vhy did they Ana: So, liket
level of service do they expect from their different from what Martin was saying, leave? Ana, what are Your thoughts? Natasha: IAH
bank? What features do they expect isn't it? Ana: lt's about trust, isn't it? They don't credit card tll
from a bank account or a credit card? Priya: Yeah, but it's important. trust their money with us because we're ethically-soun
That kind of thing. an internet-onlY bank. fair trade Pru

ffi,i-ffi Audioscript
 But we're part of the third- Jason: And we could offer to donate a Alex: OK, that's a good starting point.
banking group in the world! percentage of any purchases to certain But we need to be more specific.
But people obviously don't charities. We need to try and get to the most
that. They don't realise that their Natasha: Yes, that could work, too. important stuff here.
safe. Ana: Could we do something with the Natashar So, this is a brand that cares
What about changing our branding investment side of things, too? Like offer about the world; that understands
reflect that? You know, use the FjP an ethical investment fund? You know, a the consequences of its actions; that
p logo as part of our branding, that fund that only invests in companies that recognises the importance of 'doing the
of thing. It should make people feel we consider to be ethically run. right thing'.
about their money. Jason: ls this going to be enough, Alexr OK, well, let's try to distil those
rsha: Yes, that's a good idea. I'll though? characteristics down to something much
that forward with FjP head office. Natasha: Look at it this way: if we can more specific which defines the brand.
Creat. improve our brand image by launching Erm ... How about ... ethical choices ...
a new line of ethical products, it might good choices ... no, that's not quite right.
But I'm not sure if simply
1 is going to be enough. Look address the trust issue. And if those Natasha: Right choices! No, The Right
how people are describing us: greedy, products reflect our customers' values, Choicel
irresponsible. We've got a real then it should encourage more brand AIex Ah, yes - I like it! The Right
image problem. loyalty. And it might also encourage Choice.
The whole banking industry's customers ftom some of our competitors Natasha: And it conveys all the right
an image problem at the moment, to join us, too. ideas, too: it means that Union Direct
Ana: \lVhat if we made some changes to make the right choices when it comes
True, but we need to think our corporate social responsibility policy, to what we invest in; and it means that
our image first and foremost. as well? we help our customers to make the
Well, it would help if some of our Natasha: Yes, it would make sense right choices when they use their credit
decisions were less - how to revisit that, especially given what cards; our staff can advise customers on
I put this? - 'problematic'. people are saying about our corporate making the right investment choices ...
Yes. I know Jason, and this
reputation. Can I ask you to start Alex So if you want to bank ethically,
is being looked into. I expect they
thinking about... Union Direct is the right choice.
withdraw investment ftom at least
of the companies mentioned in the
I6.2 Natashal Exactly. And I can already
imagine how it might look, too: we could
research findings.
I It should make people feel safer about have, like, a tick sign, or something else
their money. that represents'righti
That would be helpful from a
2 Well, it would help if some of our Alexl That's a nice idea. We could even
image point of view And we
investment decisions were less - how make it green; that would make people
build on that in other ways. can I put this? -'problematicl
Natasha: But we're still Iosing think of tfe right things, wouldn't it? lt
3 And we could build on that in other would evoke other green organisations.
to other banks. This isn't
ways. Natasha: Yes, that could work. Who do
i.lst about trust - it's also about loyalty,
bn't it? The research shows that people 4 OK, well, what would give customers you think we should use for the design
are happy to get their credit cards more trust in us ond make them more work?
investment products from other loyal? Alex: There's a good branding agency
companies, even ifthey have a bank 5 Well, we could offer a new credit card here in Frankfurt that we could use.
account with us. that gave discounts on ethically-sourced They're called Brandneu. You'll need to
products. get in touch with them and thenwrite a
Jason: ls there any way of dealing with
the trust issue and the loyalty issue at 6 Look at it this way: if we can improve full brief. I assume you'll want to use the
the same time? our brand image by launching a new line FjP brand to help launch this brand.
Natasha: That sounds interesting. Keep of ethical products, it might address the Natasha: Yes, absolutely. ln fact, one of
going. trust issue. the things our market research showed
Jason: OK, well, what would give 7 And it might also encourage customers was that ...
from some of our competitors to join us,
customers more trust in us and make
them more loyal? too. a7.t
Natasha: So you can see that it's
Ana: Wasn't there that question in I6.3 vital that our marketing message is
the survey about, where was it, just a Alex: So let's talk through a few of our clear and powerful and grabs people's
minute, 'How would you ... ?' ... erm ... ideas for launching this new brand, OK? attention. And I think that message
yep, here it is: 'My bank should reflect
It would be good to have a few ideas to can be best expressed like this: Union
my views on important issues.'We should take to the branding agency. Direct Ethical is for people who don't
really explore that idea some more. trust their bank as much as they used
Natasha: 0K, sure. Where do you want
Natasha: You mean, what if we tried to begin? to. lt is for people who want their bank
to appeal more to our customers' core to care about the same things that they
values? Interesting ...
Alex: Let's start with how we want
customers to see the brand. What values do. We help these people by offering
Jason: How would we do that? and beliefu will they associate with it? them an ethically-sound place to invest
Natasha: Well, what about a range of their money * the Union Direct socially
Natasha: Mmm. Well, our market
more ethical products? responsible investment fund * and by
research showed that people want the
Ana: So, like what? giving them a way to help the charities
bank to represent their core beliefs and
and organisations they care about
Natasha: Well, we could offer a new values. Those were fairness, justice, the
every time they use their credit card.
credit card that gave discounts on rule of law and equality. So we need to
A good example would be a customer
ethically-sourced products - you know, express these values in the brand.
spending t 1 ,000 a month on tfteir
fair trade products, that kind of thing.
Audioscript +dsi.;,'iil iij,€1r
 see here, we'll also be launching a full PR Ali: OK. What about SEO! liam: New coml
Union Direct Ethical credit card; we'd tbsites? Ali, lu
donate f10 a month to the charitY campaign linked to the media campaign I Mariiana: The search engine
referred to earlier- optimisation techniques that we tried *th us? We've tl
of their choice on their behalf. That
same customer could also get good Sam: Any decisions on choice of media drd improve our rankings on most of the 3O years! )

returns on their investments, while yet? relevant search engine results pages. AE: It's all aboutl
Liam: Well, that sounds like good news. rrs€r-generated @
being sure that their money is not being Natasha: Yes, l'll be coming on to that
invested in companies that make them in just a second. Marijana: But this hasn't translated
this isn't part do
stategY!
uncomfortable. We realise that we're not into a significant increase in traffic to our
the only bank offering ethical banking
Sam: OK, great.
website either. Itarijana: ltlitf
Natashal OK, coming back to what I re're oll expertsr
services - but we're going to be the Liamr Oh. And what's been the effect on
best. We have the best'trained staff,
was saying, we're hoping that the ethical .ofinion about r
who will be able to advise customers
angle should ... online sales? Sout it online; I
Ali: They're down significantly, as you dci;
24 hours a day on all of their ethical
banking decisions, And we reward
:8,1 can imagine. But this is part of a larger
pu've been
seconds.
Ali: Morning. Shall we get started? issue. Sales are falling everywhere, not
people who choose Union Direct Ethical AIi: Imagine yout
Liam/Marfiana: Sure./OK. only through the website. I think we've had breakfast ana
by giving them a higher rate of interest got a more serious problem. lt's not only
on their current account. So it's with that All: Right, first of all we have apologies
about how many people are visiting our
f you wanted bt
message that we plan to move forward from Jennifer, Miguel and Bernadette. pur experiencq !
They're not able to attend. website ... h l,our blog, or!t
and launch ...
I7.2 Liam: So no representatives from sales
and customer service? That's not a good
I g.a rwiew site.
Harijana: Exad
Ali: .,. I think we've got a more serious
We help these people by offering them start, problem. It's not only about how many time someone *I
a quick and easy way to stay in touch. Ali: No, but we have Marijana and people are visiting our website. lbng Kong', theY
A good examole would be a busy Young myself here to represent Marketing and, The problem is li
professional: we would allow them to Llaml What do you mean?
as you're the Publishing Manager, it'll ilsomeone seard
stay in touch via their rhobile device. be great to have your input on how our Ali: What I mean is that People just l(ong', our webd
That same person could also find out digital marketing strategy might affect aren't using guidebooks in the way they the search listirg
what was happening in their friends' our publishing strategy, and vice-versa. used to, I think it's clear that the main gptting enough ts
and colleagues' lives at that moment, all reason that both our website traffic and
Liam: OK, sure. Liam; OK, OKlr
from their mobile phone. What's more, our online and offline sales are down is
Ali: OK, right, as You know, I've called what can we doa
we have the clearest, most colourful user that people are finding other ways to
this meeting to discuss how best to research their holidays. Mar'1iana: Basir
interface. And we reward people who use improve our digital marketing strategy. D
n€w approach
our service every day by giving them free Liam: Like what?
Liam: Well, it definitely needs improving. what we shouldt
access in the evenings and at weekends. Ali: Like customer review sites - you

: ?,3
AIi: Thank you, Liam. know, where you can read first-hand I8.3
Natasha: OK, so on tttis slide You can
Liam: Sorry. reviews that people have written about Marijanar ... ilr
Ali: Marijana, would you like to start? hotels and restaurants. about todaY.
see an overview of our Promotional Marijana: Thanks. OK, well, You know Liam: But all of our books contain
mix. I'll go into the specifics of each Ali: Yes, CoodiI
that one'of my responsibilities as Web reviews of hotels and restaurants - that's thing we needbl
of these areas in a moment. As You Marketing Executive is to monitor traffic why people buy them!
can see, we're ProPosing a mix of ATL
Whatdowewil
to our website. What you might rof know Ali: Yes, I know that, but what l'm trying digital marketiry!
and BTL channels. NoW let's look at is that in the last twelve months we've to say is that people don't want to rely Mariiana: Mt*l
ATL first. One of our key promotional seen a dramatic decrease in site traffic.
objectives is to get our message out as
on only one source of information these should be to itu
Liam: How dramatic? days; they want tocompare oPinions website.
quickly as possible, and so we propose
Mariiana: lt's down over 50o/o on the from lots of different people - people
starting with a nationwide TV advertising Uam: I'm nots
same period last year. who are like them, Ali said earliect
campaign. This will be supported by
outdoor advertising - specifically Liam: 50o/o? How has that happened? Liamt fuople who qre like them? Butwe complicatedfi
billboards in major cities - and by a Marijana: Well, the click-through publish experf guides, Ali! Expert! visit the site. lG
maior press campaign in all of the main rate from our email campaigns to our Ali: Look, Liam, I know that You're perception ofil
daily newspapers. Moving on to BTL, website has been falling steadily all year. the Publishing Manager, and lwant to offer them whei
our emphasis will be on direct mail People are just not responding. Do you assure you that no one's suggesting holiday.
- both regular mail and email - and remember when we tried to increase that the books you publish aren't good Ali: You're rig{
personal selling; we're planning an active response rates? We offered a discount enough. Atl l'm saying is that things have difficult to mea
telesales campaign to introduce Union' on purchases online. changed; customers are becoming more important lorg!
Direct Ethical to existing customers to Liam: Yes, that was a couPle of months informed. increase in siEt
support the direct mail campaign. We're ago, wasn't it? Marijana: lf I can just say something - should mean m
also extremely excited about possible Marijana: Yes. We thought it would l've done some research into this. The Vdould you agrei
sponsorship opportunities and- encourage people to buy through the profile of visitors to the most popular Marijana: \Afrl,
Sam: Sorry to interrupt, Natasha. website, but the conversion rates were customer review sites and travel blogs is people visit the t
Natasha: No, that's fine. negligible; sales increased slightly but exactly the same as our customer profile always buy bod
Sam: But can you give us anY more then started falling again. - most are between 25 and 45, theY're objective wouH!
professionals, they earn good money, much of that na
details about sponsorship at this stage? Ali: What about SEM?
they're married but they don't have kids, into online sal€s
Natasha: I'll have some more details for Liam: SEM? and they travel abroad at least three
you very soon, Sam - the team are still Marijanal Search engine marketing. We Ali: Marijana'sl
times a year. bi
Iooking at several different options. stopped our paid search campaign on doesn't have
Ali: that there are
We have to accept buys somethiry
Sam: OK, thank you. Google and Yahoo! last month, as they new competitors that we need to think
Natasha: Right, where were we? Yes, weren't generating an effective enough do something d
about. some informatit
so in addition to the BTL tactics you can convqrsion rate to justify the cost.

Audlo*ript
 : New competitors? \ivhat, these some content to the site, that kind of Ali: Yes, that's a good idea. They could
? Ali, how can they compete thing. lt's all about creating a dialogue write about things that are happening
us? We've been in this business for with the customer so that we can locally - new restaurants that have
years! Persuade them to buy, opened, interesting exhibitions in
lfs all about up-to-the-minute, Marijanat And if I can just add one more museums and art galleries, exciting
content these days. And thing here: increasing site traffic is also events. lt would mean that the site was
isn't part of our current business a way of changing people's perception of full of up-to-date content,
what we offer. Ifwe can create a content- Liam: That's a really interesting idea.
: I think what Ali means is that rich environment, a website that everyone Marijanal I could give the bloggers
o// experts now. Ifyou have an wants to visit when they're planning a some advice on what keywords and
n about something, you can write holiday, then I'm convinced that people's phrases to use to match what people are
it online; and it doesn't matter if perception of us will change as a result. searching for online. lt'd be a good way
been doing it for 50 years or 30 It's a great way to raise awareness of our !e increase our search engine rankings.
offering and communicate the benefits to All: OK, what else? How about some
lmagine you went to Hong Kong and our customers, user-generated content?
breakfast in an amazing restaurant. Ali: Yes, I absolutely agree. But there Marijana: \Mat about a discussion
wanted to tell other people about are other advantages, too: if we can forum, where travellers can write reviews
experience, you could write about it really increase traffic, we can start to of places they've been to? Hotels they've
lour blog, or you write a review on a make more money from advertising. stayed in, places they ate while they
site. Liam: Who would buy advertising on the were on holiday. We could design a
Exactly. And then the next site? Other guidebook publishers?! ratings system, say, one to five stars?
someone searches for'breakfast Marijana: No! Think about it - if Ali: Yes, that's a good ideal lt's like the
Kong', they find your review. we're getting a lot of traffic to, say, our kind of thing we already publish in our
problem is that, at the moment, Barcelona page, then why wouldn't an guidebooks, but created by our users.
searches'breakfast Hong airline that flies to Barcelona want to Marijana: And, what's more, we can use
, our website doesn't appear in advertise on that page? the inficrmation we get from the reviews
search listings. That's why we're not Liam: Yes, I think you're right. Hotels, in future editions of the guidebooks.
enough traffic to the site. too. Liam: Yes, you're rightl lt would give
OK, OK, I see what you mean. So Ali: Absolutelyl And the increase in us ideas for new things to put in our
can we do about this? advertising revenue should help us pay books. It could also help us decide what
Basically, we need a whole for redesigning and launching the site. we shouldn't include. A forum could
approach to our web strategy. That's Marijana: Yes, that's a good point. also help us plan our future publishing
we should talk about today. Ali: OK, so what we're really trying to do strategy. Imagine, for example, that the
here is to make customers more aware forum on Spain was the most popular.
8.3
of the benefits we're offering them. To It might mean that we decide to publish
... That's what we should talk
help us achieve that, our immediate, more guidebooks about Spanish cities in
today,
short-term objectives are to improve the future. lt could be a great source of
Yes, good idea. \A/ell, I think the first market research.
the conversion rate of traffic to the
we need to do is set some objectives. site - which will eventually help us to Marijana: And if people have to register
do we want to achieve with our grow online sales - and to generate in order to view and post in the forums
marketing? Who'd like to start? advertising revenue.
Well, I think our first priority
- you know, give us some inficrmation
l-iam/Marijana: Sounds good. / OK. about themselves - then we can collect
be to inrease traffic to the data on what they're interested tn. Which
Ali: OK, great. Marijana, can you
suggest some conversion metrics that means-
I'm not so sure, Marijana. As we can measure - interactions per visit, Liam: Which means we can target them
said earlier, this problem is more value per visit, that kind of thing. Liam, with offers and promotions about those
than just how many people can you set a target for the increase in places. Yes, I see.
the site. We need to change people's online book sales? Marijana: Exactly. It's a good example
of what Friendly World can of relationship marketing.
Liam/Marijana: Yes. / OK, sure.
them when they're planning their
Ali: l'll set some targets for the increase Ali: Any other ideas?
in advertising revenue. OK, let's move Liam: Yes, I'd like to sueeest that we
You're right, Liam, but that's very
on. We need to talk about ... offer regular updates to our printed
to measure. lt's definitely an
long-term objective, but an
in site traffic is measurable and
:9,4 guidebooks, perhaps as downloadable
PDFs. You know, perhaps four times a
Ali: ... OK, let's move on. We need year we offer a short list of events, new
mean more online book sales. to talk about how we're going to
you agree, Marijana? restaurants, that kind of thing. lt would
achieve these objectives. Shall we just add value to our printed guides.
: Well, not necessarily. When brainstorm some ideas? Would anyone
visit the website, they don't Marijana: Yes, and we could notily
like to start? people about new updates using RSS
buy books. A more important Marijana: I think we need to increase feeds.
would be conversion - how our search engine rankings and
of that new web traffic is turned Ali:Mmm, sounds good. Does anyone
to generate some'word-of-mouth' have anything else to add?
online sales. marketing - you know get people
Marijana's right. But conversion talking about what we're offering.
Marijana: What about doing something
't have to just mean that a visitor with social networking? You know,
Ali: What about a blos? Facebook, Twittec that kind ofthing.
something. lt could be that they
something else on the site - give us Marijana: Why just one blog? Whv not Liam: Sorry I'm confused ...
have bloggers in all of the cities that we
information about themselves, add
publish guidebooks for?
Audioterlpt
 1
.t
I

Mariiana: We could set up some groups problem. We have a highly experienced if we can meet face'to-face. Agency strell which hr.l
on Facebook for different countries; copywriting team here, as You know. culture's important here, after all. m the top wd
places where people could meet other Rob: Oh, yes. I was imPressed with the Saskia: Yes, you're right. So which logo. It means{
travellers who'd been to the country they work you recently did on that museum agency do you think we'll work best where yourstil
want to visit. campaign actually. with? Who's got the same ideas and Shell B.

Liam: Won't that keep people away from Isabelle: Thanks. We're all extremely vision as us? Maria: And lu
our site, though? proud of that campaign, too. And it's Glen: I got the best feeling from Plastic square metre?
Mariiana: Not if we use the Facebook been very successful. People. Rob? Oleg: lt's 5O0;
page to encourage peopte to visit the Rob: That's good to hear. Rob: Mmm, not for me. I definitelY had Maria: Mmm-I
main site. The Facebook groups would lsabelle: Erm, will you want us to a better feeling about Brownswood. Oleg. ls therer
be like mini-sites designed to drive traffic actually design collateral for you, too? Saskia: And what about David the price?
to our main site. They could also help \A/ork on layout, that kind of thing? Nathaniel Associates? Oleg: Hm ... lI
us reach new audiences and spread the You know we've got some ofthe best Rob: To be honest, I was least business a longl
word even further. designers in the business here, so ... impressed with them overall. They've got Mmm,... OK,51
Ali: Yes. that could work. I was thinking an excellent track record and reputation, is twelve squac
Rob: Yes, probably. Just some brochures
about pod{asts, too. Our bloggers could and direct mail pieces at first. And and they can offer all of the services that ]ou for the sd
do a monthly podcast ... possibly some Press adverts. we need, but I'm not sure we have the Maria: So th*t
Liam: Or. even better, we could offer same vision, and I got the impression instead of 6,00(
lsabelle: OK, no Problem. l'm sure
podcasts that people could listen to the team can come uP with some great that they didn't understand our industry. Oleg: Yes, th*1
while they're on holiday - you know, a concepts for you. I also think they're too big. Maria: To be lr
walking tour of Paris, a guide to the best Rob: Good. Gten: Yes, their size might be a problem. we want to spe!
shops in Milan.
lsabelle: Anything for the Web? TV? I'm
I like the fact that both Brownswood and square metre i
AIi: Yes. that's a much better idea! And Plastic People are smaller agencies. I Oleg: I'm sory
not sure if you saw the recent TV ads we
it adds even more value to our existing think that's what we need. minimum size fr
did for Union Direct, but they've been
products. This all sounds great. I think really well received. And the response Rob: OK, so are we saying that it's a square metres I
the next thing we need to do is ... has been great. choice between Brownswood and Plastic square metle+ !
People? price for a Shd
I9.1 Rob: Yes, but not TV.
Glen/Saskia: Yes. / OK. Maria: Mmm-(
Isabelle: OK, that's fine. What about
lsabelle: Isabelle Krois.
media planning and buying? Rob: So ho,rr should we decide? have to think d
Rob: Isabelle, it's Rob Farrow here from Glenr \rVhat did you both think about Oleg: Whatifl
Alchemy Fireworks. Rob: Yes, we'll certainly need your help
with that. We'll be able to give you more Plastic People's creative ideas and extras as well? I
lsabelle: Oh, hi, Rob. Nice to hear from execution? with us befurE
you. How are you? details about our media budget once the
tender process is complete. Saskia: Well, if l'm honest, I don't Mariar Like nt
Rob: Very well, thanks. You? think they're as strong as Brownswood. Oleg: Erm, wtl
lsabelle: OK. l'm sure we'll be able to
Isabelle: Yes, great, thanks. Did You put together a strategy that gives you But I do feel that they understand our internet accesg
have a chance to review our response to business very well. conference. TIE
the best value for your budget.
your request for information? Rob: Yes, but so do Brownswood. And Maria: Could 1
Rob: OK ... er ... great.
Rob: Yes, we did, and we were very Brownswood have an excellent track screen TV, too?
impressed. We'd like to invite you to
lsabelle: And we've got some great
record. Theirwork on that Union Direct Oleg: I'm sorq
pitch for the contract. rates secured with all of the national,
campaign was amazing. But I'll give 1o
regional and local press.
Isabelle: Great! Glen: Well, l'm finding it really hard to brochure stand
Rob: That all sounds great, lsabelle.
Rob: l'll be sending you a full request for Right, I should probably go. Er, email me
decide. Are there any criteria we haven't to keeP all of1l
proposal in the next couple of days. talked about yet?' in. That wouul
if there is ...
lsabelle: OK, that sounds good. Saskia: Yes, let's look at ... of 220 euros' 1
Rob: OK, well, er ... r 9.2
I 10.1
Maria: OK,Q
lsabelle: Actually, Rob, while I've got Rob: So what are everybodY's initial a prime posiH
you on the Phone, could I ask a few thoughts? Glen? Oleg: I'm calling because I see You Oleg: OK,ll{
questions? Glen: They were three very impressive
haven't booked your usual space at
the exhibition yet, Maria. lt's getting
next to the e(
Rob: OK, sure. pitches, t think. It's going to be hard to
quite late, you know; most of the best
Cuarantee iL {
lsabelle: I know you'll be providing us make a decision.
positions are already taken. Maria: OK,{
with a full brief if we win the tender, but Rob: Mmm, yes, you might be right. email me the(
Saskia, what do you think?
Maria: Well, we haven't decided Yet if it and fax it bc
it would be really useful at this stage to we're definitely going to come to this
know more or less which of our services Saskia: Well, shall we look at them year's show, Oleg. In this economic
Oleg: OK, gru
you might need. As You know, we're one by one? I thought The Brownswood climate, well ...
a full-service agency, which means we
can offer you more or less anything you
Group were very strong overall. They've
got some excellent ideas and theY Oleg: The economic climate is the
reason you shouldbe at the exhibition.
-Maria:to.z
Hello, t
want. seem to execute them extremely well' anything?
Now is not the time to cut back on your Nikolai: No, I
Rob: Yes, absolutely. Well, there'll They're based nearby, too, which is an
promotion. You should be doing more
be several etements. Firstly, we'll be advantage.
promotion, generating more business. Maria: OK, n
needing the services of your copywriting Glen: Yes, but all three of the agencies questions. Pler
Maria: Well, it will depend on cost.
department. are quite close. And in any case, I don't
Oleg: OK, well, do you need a shell or
Nikolai: OK, t
lsabelle: OK. For what kind of media? think location is a particularly important
only space?
Maria: lt's at
Rob: We're not 1000/o sure Yet, but criterion, to be honest. We can always busy.
use the phone or video-conference. Maria: We'd definitely need a shell.
probably for all our collateral, as well as
Oleg: OK, fine. The cheapest shell we
Nikolai: Yes, I
some print and online ads. Rob: I'm not so sure. I think it'll help us Maria: Have r
to build and maintain a good relationship offer is 475 euros per square metre;
lsabelle: Fine, that won't be a before?
that's called Shell A. Or you can get a

Audioscript
 which has a rotating lightbox cube Nikolai: No, this is my first time.
the top where you can show your
Nikolai: OK, sure. Do you have a pen I
Maria: OK. I see that you're looking could ...
o. lt means that more people can see
at our brochure for the White Sands
rB.
your stand is. That one's called
development. I 10.3
Nikolai: Yes. Maria: Hello.
And how much is Shell B per Yulia: Oh, hello.
metre?
Maria: ls that a region you're
particularly interested in? The Black Sea Josep: Hi.
It's 500 euros. coast? Maria: Do you mind if I join you?
r: Mmm. lt seems really expensive, Nikolai: Right now I don't know for sure.
Is there anything you can do on
Josep: No, not at all. l'm Josep Mas,
I'm just finding out some information at Spanish Ouality Estates.
price?
this time. Maria: Maria Zlateva, Bulgarian Homes.
Hm ... Well, we have been doing Marial OK, sure. I only ask because
ss a long time. ... Let me see. Josep: Maria, this isYulia Kov... Kovar
there has been a lot of interest in this ... I'm sorry I can't remember how to ...
... OK, if you take a Shell B, which development today. I think it's going to
twelve square metres, I can offer it to Yulia: Don't worry Josep! yulia
sell very quickly, so ...
for the same price as a Shell A. Kovarskaia. I work for TFH, the
Nikolai: OK. exhibition organisers.
: So that would be 5,700 euros
Maria: Are you interested in a particular
of 6,000? Maria: Oh yes, of course. l've been
type of property? A house, an apartment dealing with your colleague Oleg.
Yes, that's right.
'.. ?
Yulia: Yes, that's right. Oleg is
To be honest, it's still more than Nikolai: Erm ... probably a house. And
want to spend. Vvhat ifwe take nine responsible for selling stand space at the
probably something with a swimming exhibition.
metres instead? pool. I have kids, and they love
I'm sorry, I can't do it. The Josep: Right, I see. So we have you to
swimming.
size for a Shell B is twelve thank for this evening's event, Maria?
Maria: Great. How old are your kids? Maria: Well, yes, parfly. I can't take all
metres. lf you only want nine
Nikolai: They are six and nine. the credit, though! We thought it would
metres, you'll have to pay the full
for a Shell A. Maria: Aah. I have a son who,s ten. He be nice to do a special launch event, you
loves swimming too. know. White Sands is one of our mosi
Mmm. OK. Well, l'm going to
to think about it. Nikolai: Oh yes? important developments at the moment
Maria: Uh-huh. Well, you should look so we wanted to go all out.
What if I offered you a couple of
as well? Because you've exhibited here ... wait ... OK, here it is. As part of Josep: Yes, I see.
us before. the \tVhite Sands development we have Maria: And what about you, Mr Mas?
several three-bedroom houses with What do you do for ... was it Spanish
Like what?
private pools. Ouality Estates?
Erm, well, I can throw in free
access for the whole of the
Nikolai: Mmm. Josep: Yesl that's right. I'm the owner
That saves you 100 euros. Maria: As you can see, all of the actually. I founded the company with my
properties have sea views as well. And brother about ... l5 years ago. We,re
Could you include a plasma
the development is very well located, agents for some of the biggest property
ry too?
close to local restaurants, bars, shops, developers in Spain.
I'm sorry, but ljust can't do that. things like that.
I'll give you two really attractive
Maria: Wow, OK. And is your brother
stands and a cupboard for you
Nikolai: Uh-huh. It looks nice, but it,s here too?
probably out of my price range. Josep: No, he couldn't come
keep all of your promotional material
That would normally cost you a total Maria: Well. not necessarily. ln fact. unfortunately. He's back in Malloria
220 euros. because this is a completely new where we have our offices.
OK, OIeg. lf you can promise us
development, we might be able to offer Maria: I see. And have you ever been to
some very attractive prices for people Bulgaria, Mr Mas?
e position, then it's a deal.
who are willing to buy at this early stage. Josep: Please - Josep is fine.
OK, I'll try to give you a stand
to the entrance, but I can't
Nikolai: Really? Maria: Sorry, Josep. Have you ever
it. That's the best I can offer Maria: Yes. Actually, we're officially been to Bulgaria?
launching the development at an event Josep: No, never, unfortunately. But I
OK, that sounds good. Can you
nail me the confirmation? I'll then sign this evening. Here, let me give you some hear it's very beautiful.
information and an invitation. It's a VIp
and fax it back to you. Maria: Yes, thats true. You must come
drinks rec6ption starting at 7 o'clock.
OK, great and visit us sometime. Here, take my
The address is here. lt's very close to the
card.
10.2 exhibition hall.
Josep: Oh, thank you very much.
Hello, sir. Can I helo vou with Nikolai: OK, thank you.
Maria: OK, well it was good to meet
Maria: Please come along and we you both. lfyou'll excuse me, I have to
:No, thankyou. can talk about it in more depth. ln the just check on a few things with one of my
meantime, would you like to take some
OK, no problem. If you have any colleagues.
information about the development with
you? JosepAtulia: Sure. / No problem.
OK, thank you.
Nikolai: Yes, please. Can I take this Maria: I'm sorry we didn't have the
It's a great event. isn't it? Very brochure? chance to talk more, yulia. perhaps some
other time during the conference?
Maria: Sure. If you can just filt in this
Yes, it is. form for me with a few details. then I can Yulia: Yes, that would be nice.
Have you been to this event add you to our mailing list and make Maria: OK, well, I hope you both enjoy
sure you get all the latpst information the rest of the evening.
about this development.
Audioscript i
 d
Suggested a!
(lnternal stalclr
employees andl
I Unit 1 c organisations that are not affiliated I Internal: bq
Service: training and consultancy - to the government; profit is the franchisees I
2a
driving brce of all private sector (if a public a
lb offer help and advice to organisations
working internationally; teach clients organisations. The voluntara sector where theY i
2 a (The advert does not exPlicitlY
about cultural differences. is made up of organisations such as employ sil
state that this is a private sector
Suppliers: the freelance trainers / charities, who are not'for-profit and 2 External: tlr
organisation; however, the nature of
consultants are the suppliers: they not affiliated with the government. the goverrm
the service it provides suggests that
it is.)
develop the training courses, working 5 Hope to, plan to and be going to. 3 External: tlr
5b closely with the in-house research team.
Route to market: sales team sell
However, plan to and be going to money, tie i
suggest that you are in the Process their work
b services direct to human resources / of making something happen, rather 4 External: ma
Responsible for: see paragraph 1 of the training departments. than just wanting it to haPPen. in Third \rff
job advert in Exercise 2c. Customers/Clients: generally blue' economies o
Skills, characteristics and knowledge chip companies all over the world (car 6c
needed: see paragraphs 2 and 3 of the manufacturers, etc.); some public sector I b 2b 5a 4a e
job advert. work in the UK, too (governmental I stakeholder
e
organisations, etc.). 2 key stakehd
Explaining and giving examPles
d
2l 5c 4i 5j 6h 7b Competitors: other training companies;
What that means in practice is ... 3 primary sd
but also the Internet and books, 4 secondary d
8e 9f 10a 11 d 12e For example, imagine ...
5 stakeholder
d To put it simply, ...
3a
Paula seems more confident.
1 OK, so as you know, we're in the That means that ... f
training and consultancy business. That's our main obiective. I Their potenl
b 2 That means we provide a servlce to What it means is that ... 2 Covernment
I No. our customers ... Let me give you an examPle: ... 3 Because thc
2 Matt studied International Business 3 We're involved ln teaching our control over
clients about cultural differences ... 0uerying
and Management; Paula studied training cou
4 We also do some work with Public ls that right?
English. depend as n
Oh, really?
3 Matt wanted to work for a small sector organisations here in the (their suffi
What do you mean by that?
company, not a big corporation. UK. 4 Learning lrq
to do more work with How does that work in practice?
4 She has a marketing qualification ... we're keen with public:
governmental organisations in the . ls that because ... ?
from The Chartered lnstitute of 5 Why Cultutl
Marketing (CIM). future. Showing understanding responsibifl
5 A finance company. e
Yes, I can imagine. their trainil
6 Paula wanted a job with more 1 Business, sector and industrg are
Right, I see. consultants
travel and a chance to do more Yes, I see what you mean. house teatr
often used interchangeably, although
international marketing. sector is technicatly broader. lt 8a g
c can be useful to know which words Suggested answers Primary staltd
(Alternative answers in brackets) collocate with busrness, sector and 1 Stakeholders are.individuals or manageme[t, I
'l This is my first job since university. industrg. For example, we say fhe groups directly affected bY the although detrt
(since leaving universitY) finoncial sectar, the public sector, behaviour of an organisation. Secondary d
2 I just graduated. (l've just the private sector, the voluntarA 2 An internal stakeholder usuallY organisatioru I
graduated) sector, the government sector, the works for the organisation increasing in I
3 What did you study? (were You industrial sector, etc. Business itself; for example, employees Key players fi
studying) and industrg can be used in most and management are internal employeeq llf,
4 I did a degree in lnternational other situations: the retoil business/ stakeholders. External stakeholders Little interestt
Business and Management at Hull. industrg, the travel business/ exist outside of the organisation, governmentil t
5 There were a lot of modules in industrg, the occountancg business/ but may still affect it or be affected lnterest but il
Marketing. industra, the oil business/industrg, by it; for example, customers and competitors
6 I did a marketing qualification. the film business/industrA, etc. suppliers are external stakeholders.
lncreasing: gc
7 I got a job as a Marketing Assistant 2 They might say we sell o Product / 3 See Exercise 8b.
sell products to our customers/ some employu
for a finance company near London. b and in-housen
8 lt was a good organisation to work clients.
Internal stakeholders: emPloyees; Decreasing: g,l
for. 3 Customers. However, c/lenf is often management (already on-bo
used to describe people who buY a External stakeholders: clients;
5b service as opposed to a Product.
Fiona talks about the service that
4 The public secfor refers to
suppliers (consultants); competitors;
governmental organisations (the local
I Unlt 2
Culture-lnsight provides; who their
organisations that are affiliated community is also mentioned, but not 1a
suppliers, customers and competitors
are; and how they supply their service in some way to the government considered key stakeholders) I They are d
(the route to market). of a country and provide services. on electricil
fhe privote secfor refers to Instead ofg
drivers cha
cars by pltl

i,il:ai+i.iijijig1ffi Anrwr key

 same way as a mobile phone, for Strotegg and toctics are often confused.
l*",,".answers example). The cars can be charged A strategy always comes before tactics.
! employees
0nternat stakeholders are generally at home or at charging points in The tactics are the specific activities you
I I lnternal:and management.) some major cities. do in order to achieve your strategy.
I ftanchisees.External:shareholders
board of directors, 2 Electric cars are most often bought
d
I by people who are concerned about
I Executive summary
I where[f a public company), communities environmental issues. As the cars
2 Audit
I emplovthey have operations and don't use petrol, they contribute very
3
I staff little to carbon emissions (C0, in the Objectives
4 Strategy
I 2 theExternal: the general public, voters, atmosphere; a major cause ofglobal
5 Tactics
I 5 External:
government, political parties warming).
6 Budget
I money, the people who donate b
II their work the people who benefit from
1 Car 2, because it's a high-
e
PESTEL - Political, Economic,
I 4 inExternal:
performance car.
manufacturers (often Sociological (or Socio-cultural),
2 Suggested answer
I economies
Third World countries), the
Their customer profile is probably
Technological, Environmental (or
Ethical), Legal. A PESTEL analysis
I of those countries
similar to that of Ferrari, porsche,
lc etc.; that is, rich professionals,
is a way of analysing trends in the
external environment which affect an
I I stakenolder oower mostly male, between 50 and 50. organisation.
I z tevstakeholders However, because Frezna makes SWOT - Strengths, Weaknesses,
I S primary stakeholders electric cars, their customers will Opportunities, Threats. A SWOI
I 4 secondary stakeholders probably have some interest in analysis is a tool for identifoing the
I 5 stakeholder interest environmental issues, too. internal and external factors that an
5 Suggested answer organisation faces.
I 'l2 Governmental
,n",. potentiar ctients Other electric car manufacturers
(although only if they sell electric
SMART - Specific, Measurable,
Achievable, Realistic, Timebound.
t3 organisations
sports cars); petrol sports car SMART is an acronym often used to
I control
Because they're trying to take more
manufacturers (Ferrari, porsche, describe objectives.
I over the content oftheir
I depend
training courses; they don't want to etc.). t
I (their as much on the consultants 4 Suggested answer I will take responsibiliry for ...
I suppliers) As Frezna make electric vehicles, Can I ask you to take this forward?
I 4 Learning how to break into and work their core value is probably
environmentalism. Environmentalism
You'll (also) need to ...
I 5 with public sector organisations. is about protecting the environment
Can you take responsibility for ...
You will.be responsible for ...
I Why Culture-lnsight is taking
from pollution or destruction.
I responsibility for the content of The company's other core values
You will need to input into ...
J their training courses away from the
might include a $assion for high- s
I consultants and giving it to the in- b
I house team performance and speed and also a

t,Primary stakeholders: dedication to using and developing

the most advanced technology
h
t Cathryn, can I ask you to take this
I employees, available. forward?
I management, clients, suppliers (for now, 2 You'll need to do a comprEhensive
2a
I although decreasing in importance)
I Secondary stakeholders: govern mental I strategy 2 plan PESTEL analysis.
3 Please use last year's as a starting
I organisations (for now, although b point.
rncreasing in importance)
I See Exercises 2c and 2d. 4 Scott and Jessica, can you take
Key players (high interest and powerJ: responsibility for the SWOT analysis?
J c
I emproyees, management, clients Suggested answers 5 You'll also need to do SWOTS for
I Uttle interest but high power: Objectives: what the organisation wants our main competitors.
I governmental organisations to achieve with its marketing plan 6 Please remember that these need to
Ilnterest but little power: suppliers, Executive summary: a short summary be SMARI.
J competitors
I or overview of the contents of the 3a
marketing plan
I lncreasing: governmental organisations, Suggested answer
lsome employee groups (the sales team Tactics: the specific marketing actions
The purpose of an audit is to help
J
and in-house research team) that the organisation will take in order an organisation answer the question
to implement its strategy
I Decreasing: suppliers, management 'Where are we now?', while also
(alreadV on-board with new strategy) Budget: how much the plan will cost identifuing the internal and external
| to implement; how success will be
I factors which will have an impact on
lf Unit 2 measured; how costs will be controlled
Strategy: how the organisation will plan
the_organisation's future plans. A good
ir" to achieve its objectives
audit should help an organisation clarify
I t f,ey are all electric cars. They run its objectives and develop its strategy.
Audit: an analysis of the internal and
' on electricity instead ofpetroi. external factors facing the organisation;
Instead of going to a petrol station, an answer to the question, Where are
drivers charge the batteries in their we now?'
cars by plugging them in (in the

Ansvuer kry
E
 1

b d 4a Talking aboutt
Suggested answers 1 Economic Suggested answers I potential
1 2 Political I The purpose of a SWOT analysis is to 2 another of
ri

3 Environmental identify and evaluate the strengths 5 lack :,

How stable is the government / political 4 Technological and weaknesses of a project, 4 potential
situation? 5 Legal business or producUservice and the
Talking aboutq
Economic: opportunities and threats it faces
What is the general economic forecast?
6 Sociological
in its external environment. A SWOT
I present
What is happening to interest rates, e
analysis is a useful strategic planning
2 less compeliQ
inflation, unemployment, the country's 1e There will be incentives of up to
tool.
3 moving inb
[5,000 for consumers to buy
Gross Domestic Product (GDP), etc.?
electric cars; investment will be
2 The strengths and weaknesses Talking aboutL
Sociological:
Do people have strong or weak views made into electric car infrastructure
sections focus on internal factors; I negatively
on: green issues, gender issues, etc.? in British towns; and El00m will
the opportunities and threats 2 affecting
What do people like to do in their spare be given to car manufacturers for
sections focus on external factors. 3 comes to
time? How much leisure time do they research into electric car technology. b 5b
have? 2a There will probablv be a general They discuss strengths, weaknesses, I Carry out a Er
Is the birth rate falling or rising? Are election next year, ... threats then opportunities. part of the an
we living in an ageing population or in a 3c ... which may lead to a change in c 2 Suggestedn
young society? government and some political The Five Fortr
Strengths:
What is the gender and ethnic mix in
our society? ls this changing?
instability. r Their product analyse the o
What are people's attitudes towards our
4bWdespread adoption of electric cars r Unique value proposition: of an organisa
would cut road transport emissions environmentally-friendly sports cars forces helps g
industry? Does it have a good or bad
reputation?
in half. which save customers money competition t
Technological:
5f There have been recent o Technological know-how (e.9. long-life helps detenri
What opportunities does technology improvements in I ithium-ion batteries, which offer a competitive competition. l
batteries. The government has edge) planning tool I
offer in terms of: new products, cosU
efficiency of design and production, recently announced a f250m Weaknesses: and strateg/.
distribution, communication, etc. ? strategy to help reduce carbon o 200-mile range of cars not attractive
for regular sports car drivers c
emissions. The success of British
Will advances in technology allow new
competitors to enter the market? Formula 1 racing driver Lewis r High manufacturing costs mean a I e 2a 3d
Hamilton has increased interest high-price product d
Environmental:
How worried are people about in motor racing and sports cars in o No cheaper product for the mass I A Bargainirl
environmental issues? general. market
Opportunities:
2 B Bargaini4
What action is the government taking 6d People are spendine less; .
o Big car manufacturers might avoid
3 E Competitir
on environmental issues? Does it affect unemployment is rising. Directives high-risk markets. (i.e. barriers to
4 D The thred
us? from thp European Union are entry are high for new competitors)
5C The thrct
Are environmental issues having an
impact on our day-to-day lives (bad
eraduallv raisins the standards r Government electric cars incentive e
weather, water shortages, etc.)?
for vehicle emissions. People are
becomins more concerned about
might not necessarily introduce new I She mainly ui
competitors, but will probably raise because she U
Is the environment creating new
carbon emissions. Attitudes towards awareness of electric cars as a whole. that are genCl
markets or destroying existing ones?
Legal:
'green'issues are becomine more o Possibility of government investment company atfl
normal, especially among young money 2
Are we at risk tom legal action? However
From a legalipolicy point of view
people. e The weak pound makes exporting ,
more attractive and potentially opens 6a
what is the government's attitude to f up new markets in Europe and the 2e 3c 4{
environmentalism and corporate social I is currently getting US
responsibility (CSR)? 2 has recently announced b
Threats:
2 3 are now making o As electric car technology becomes Objective 1 isfl
Internal: reports and producUmarket 4 will/may eventually make cheaper and more mainstream,
we know abofif
5 will/would certainly have to
2 and 3 could I
research documents; sales figures; barriers to entry may become lower;
following wa!,s ,fi
databases; marketing information this may mean more competition
g Objective 2 Tol
systems (MklS), management
Upward trend:
o Global economic downturn affecting
share by l0%d
information systems (MlS), customer the size and spending power of the
relationship management (CRM) systems
become more
luxury goods market; they are in a
months by coril
rise Objective 5 To tq
External: newspapers; industry-specifi c high-risk market segment in Europe (SpaL.
gradually raise
magazines, periodicals and journals;
increase interest in sth d and the US, gelE
books; trade organisations; government
Ihlking about strengths return on invesE
departments/agencies; industry
analysts; industry-specifi c blogs and
Downward trend: I main the end ot2Ol2.
websites; the financial press; academic {economic) downturn 2 means c
papers; conferences
become less
(spend) less
3 happy 1 increase/geru
4 another 2 convert; of
reduce
be at an all-time low
3 expand; inb
cut (sth) (by ... / in halfl
4 increaseigerr
by
5 generate; of o

Answer key
 "r

about weaknesses d 3a
I potential t position 1 to increase awareness of electric cars
2 another of 2 enter in general; raise brand awareness
5 lack 3 position of Frezna specifically; to enter new
* potential 4 fall overseas markets (and to create
about opportunities 5 position international distribution channels);
I present 6 raise to position Frezna as fhe innovators
2 less competition
7 enhance in electric car technology and the
3 moving into 8 position flagship Model G Roadster as a
real, viable alternative to petrol-
Elring about threats I Unit 3 driven cars; to improve the qualiff
t negatively t of the value proposition (specifically
2 affecting I StrqtegA is the direction an through improved service)
3 comes to organisation will take to achieve its 2 He doesn't recommend thinking
5b objectives. Tactics are the specific about new product lines.
t Carry out a Five Forces analysis as activities that an organisation does b
part of the audit. in order to implement its strategy. 2 raising brand awareness of Frezna
2 Suggested answer The marketing strategy should specifically
The Five Forces model is used to always be decided before the tactics, 5 entering new overseas markets
analyse the competitive environment or the tactics will not have focus or 4 new international distribution
of an organisation. Monitoring these a clear objective. Strategy is longer- channels
forces helps provide insight into the term than tactics. Tactics change 5 new overseas markets
competition within an industry and more often than strategy. 6 positioning Frezna as fhe innovators
helps determine the degree of future 2 Strategies: differentiation, market in electric car technology and the
competition. lt is therefore a useful development, innovation, product flagship Model G Roadster as a real,
planning tool for clarifoing objectives development, concentrated growth viable alternative to petrol-driven
and strategy. Tactics: repackaging/relabelling, cars
c
an advertising campaign, price 7 differentiating Frezna from the key
promotion / special offers, a new
le 2a 5d 4b 5c website, a PR campaign
competitors, namely Porsche and
Ferrari, and starting to take market
a share away ftom them
IA Bargaining power of suppliers
2a
Product: High-performance electric 8 better customer service, a more
2B Bargaining power of buyers sports cars. personalised sales process, improved
3E Competitive rivalry Customers: Similar to those of furrari, after.sales technical support
4D The threat of substitute products Porsche, etc.; that is, rich professionals,
5C The threat of new entrants C
mostly men, between 50 and 50.
However, because Frezna makes
I The future simple (wrl/ + infinitive)
electric cars, their customers have some
2 The future simple is used because
She mainly uses the present simple, Gavin is making predictions about
because she is talking about things interest in environmental issues, too.
External environment: See full PESTEL future events
that are generally true for the
analysis in Unit 2, page I7. 3 Can isa modal verb and you cannot
company at the moment.
Competitive environment: They sal wil*an. The infiniti-ve of con
However is be able fo, so it changes to will +
appear to be the only British company
6a manufacturing electric sports cars. be oble to
2e 3 c 4d 5a Other electric car manufacturers d
b
focus on the mass market. Their real
competition comes from other sports
I this/that will help us to lncrease
Objective I
is SMART based on what market share.
car manufacturers (Ferrari, Porsche,
we know about the company. Objectives etc.). For more information, see the Five
2 For this/that to be successful; these/
2 and 3 could be made SMARTeT in the Forces analysis in Unit 2, page 20.
those will allow us to reach new
following ways: customers in these/those markets.
Objective 2 To increase our market b 3 this/that will help us to convert
share by l0o/o over the next I 2 I To increase sales ofthe Frezna customers of competing brands.
months by converting customers ... Model G Roadster in the UK by l57o 4 doing thisithat, our sales will
Objective 3 To expand into new markets before the end of the next financial increase.
in Europe (Spain, ltaly and Germany) quarter.
4a
and the US, generating an acceptable 2 To increase market share by
1 The marketing mix is the
return on investment (ROl) of l5o/o by 10o/o ov€r the next 12 months by
the end of 20t 2. combination of techniques that an
converting customers of competing
products (specifically drivers of organisation uses to market itself, a
C
product or a brand.
I increase/generate; of; by; over; by Porsches and Ferraris).
2 convert; of 3 To expand into new markets in
2 The marketing mix is formed by
Europe (Spain, ltaly and GermanyJ
the'Ps': product, price, place,
3 expand; into promotion, people, process and
4 increase/generate/expand; by; over; and the US, generating a return on
physical evidence.
by investment (ROl) of 150/o by the end
5 generate; of; over; by of 2012.

Answer key
 metrics to measure the success of Small talk altha
Product refers to what you sell (the 5 remains talk were fine, Sl
features of the product or service, the 4 launch; open the activities Gavin is ProPosing
to make small td
branding, etc.). 5 increase; increase; raise 4 Because of the economic climate the
not to continuc,i
6 implemenVintroduce; emploY Marketing Department needs to be
Price is how much the Product or Stephanos med
able to justify all of the money it's
service costs. 5a have given hims
spending; and because she needs to
Place refers to how You sell Your Suggested answers be able to monitor if theY are over
what sights to $
product or service (distribution a
1 By allocating (assigning / giving budget or under budget.
Relationships: Sl
to build a persotr
channels, etc.). out) a percentage of revenue after
Promotion refers to how You tell getting down to I
costs have been deducted (taken d
people about your product or service, away) lon he has suggesd
People reftrs to Your emPloYees, b By allocating a Percentage of 2 cost-effective meeting and he1
Process refers to how Your Product forecast (Predicted) sales 3 concrete he and Melissa I
is manufactured, delivered, sold or 4 something Mdif,
c By estimating how much it calculate
Language pro*
accessed. will cost to achieve each of the 5 against
intonation malG.
Physical evidence is used mostly in marketing objectives 6 metrics
less polite than I
connection with servlces rather than d By sPending at least as much as 6a can be a comfiu
oroducts. lt refers to making a service or more than Your competitors 1 F- it should be the last thing You native speakers
ianeible - that is, something that e By using last Year's budget as a write. misunderstandst
people can hold or own - rather than guide 2T that Melissa sa$
intangible - something they can't f By spending what other 3 F * it shouldn't contain any new ftiend'- a wordl
hold or own. organisations in Your industrY information. something in hb
b sPend 4T that means solil
1 h; i 5 The Chief Financial Officer (CFO) 5 F - the summary should be written Melissa misprul
2 c;f is often responsible for signing off in strong, positive language. surname.
3 j on the marketing budget; however, 6T d
4 e; g; k;l; n this might differ from organisation Explaining the ft
5 m to organisation - for examPle, b
lD 29 3A 4C breakdown in o
6 a;b sometimes the Managing Director that word meaE
(MD) will give the budget final c Creek; I thouglt
7 d
approval. 2f 3b 4d 5e want to ...
c
No new product development;
4 The budget could be rejected 6a 7 e Acknowledginga
for a number of reasons, e.g. the please continue,i
concentrate on Model G' Marketing DePartment could ask d Making the otlm
Target people planning to buy a petrol He is using adverbs (substantiallA; comfortable: Brl
for too much money; they might
sports car and current sports car ideall0. .. . that's fine.
be unable to iustify the amount
drivers.
of money they have asked for; the e
lncrease advertising spend in motoring e
organisation might have little money (The more frequent adverb is given first) Suggested ans
press.
Message should emphasise the Model available to spend on marketing, I highly/hugelY 2 Tone of voitr
G's green credentials while highlighting perhaps because of a fall in sales; 2 rapidly/aggressivelY/fast in using thesl
its speed and Performance. The key ihere might be conflicting demands 5 perfectlyluniquelY Rememberil
mesiage is that the Model G is not a ftom other parts of the organisation, 4 vigorously/succltsfully/fi ercelY convey a ldq
sacrific! for the sports car fan who also for example R&.D (Research and 5 hugely/highlY sensitive sitl
cares about the Earth. Development). 6 highly/fi ercelY/aggressivelY
Launch a major PR campaign which 2a
capitalises on the government's electric
b
1 No.
I Unlt 4 See Exercises{
car initiative.
2 Deepa is assertive but Polite. 1a b{
lncrease presence at environmental Market satunill
Gavin is worried but cooperative. Suggested answers
trade events (this suggestion was (based on how a native English speaker is already full q
rejected). c might assess the two speakers), competition d
lncrease presence at luxury motor The significant increase in in a marketfi
shows, in Europe and the US.
1
1 B (although Stephanos! intonation thed
advertising sPend, sPecificallY makes him sound a little less polite conscious:
d magazine advertising product is too {
than he actually is)
2i 3d 4f 5g 6c He is confident that they are 2B olive oil in everf
7a 8j th, t0e advertising in the correct places and 3S c
that the campaign will be successful. 4M Product: Melis
e He says, 'lt's going to be a verY
1 3,6,7 5S an organic prod
targeted camPaign; we know exactly 6B repositioning lE
2 5,9 where to advertise to make sure good by rebrd
3 8, 10 that our message gets to the right b Price: She suggt
4 1,2, 4 peoplel Suggested answers premium prici4
f Calculate the return on investment Way of communicating: StePhanos the price high h
(of the increase in advertising seems keener to have a face-to-face impression of tlr
Suggested ansflers
meeting than Melissa; there is a sense
t get; hightighVemphasise; emphasise/ spend); put in Place a monthlY
that she would have been haPPY to
expensive.
Place: She sugg
highlight; convince review of real performance against
have this conversation over the phone' their route to m
2 introduceiimPlement budget for the whole marketing
Time: Melissa seems keener to get
plan; develoP some marketing
down to business more quicklY.

Anrw* kaY
 -t

Small talk although the topics of small by focusing on speciality food stores on the shelf of every kitchen in
talk were fine, Stephanos seems keener and websites where consumers want the US just as we have done, very
make small talk. Melissa decides to buy high-quality, luxury goods. This successfully, in Greece = lou wer€
to continue the small talk when is an example of a niche (or focus) keen to market your product in the
ranos mentions tourism: she could marketing strategy. US in a similar way
given him some suggestions about Promotion: She suggests alternative break into = enter
sights to see in New York. communication channels, namely
Stephanos seems keener advertising in luxury food magazines
We want to = you are considering
build a personal relationship before and online; she suggests developing a
down to business. For example, new marketing message br the target
has suggested the face-to-face market; she suggests rebranding and
and he goes on to suggest that repackaging/relabelling.
and Melissa have lunch, which is not People: She mentions that speciality
Melissa is expecting. foods stores have well-trained staff
problems: Stephanos's 3a
who can explain and sell the product
makes him sound a little effectively.
1 standardisation:
selling the
polite than he actually is, which Process: She talks about using the same product in the same way
be a common problem for non- Web to gather information about in all markets (also known as
speakers. Stephanos also their customers, which will give them undifferentiated marketing or mass
something (ogenda) more concrete customer segmentation marketing) e.g. Coca-Cola
Melissa says because it is a'false information. adaptation: making changes to
- a word that sounds like Physical evidence: As'physical evidence' products or the communications
ring in his own language, but is more often used to refer to a service mix in order to more successfully
means something else in English. rather than a product, Melissa doesn't compete in individual markets e.g.
mispronounces Stephanos's mention it specifically. However, her McDonald's
name. rebranding and repackaging ideas will Suggested answers
enhance the product's physical evidence 2 As well as the local culture,
the reason for the or presence. organisations need to take into
in communication: Sorry d account religion, language,
word means something different in I You explained that Kalamara availability of technology and
; I thought that you wanted/didn't produces a high-quality, extra virgin availability of media.
to ... olive oil that is widely available in b
nowledging and moving on: Sorry,
continue.; No, that's OK.
Greek supermarkets; it is used as an I adaptation (of product packaging
everyday cooking oil. and communications)
the other person feel more 2 You said that you were keen to
lble: But if you'd prefer not to 5a
market your product in the US in a
. that's fine. 1/2 See Melissa's brief.
similar way.
3 At the end of our rneeting, you 3 organic, traditional methods, state-
answer asked me to think about ways that of-the-art factory, dark glass bottles
Tone of voice can be very important lGlamara might still be able to b
in using these expressions. enter the market, despite the above I e 2c 3d 4a 5h
Remember that tone of voice can barriers. 6f 7e 8b
convey a lot of meaning, especially in 4 You mentioned in our meeting that
c
sensitive situations such as these. you are considering making the
Kalamara olive farm organic and
I forties
upgrading your production facilities.
2 between
Exercises 2b and2c. 3 evenly divided
e 4 one third
saturation (the market 1 explain, say, ask, mention d
already full and isn't growing); 2 As I explained during our meeting, a one in ten
from lower-priced brands World Finer Foods will not able to
b a quarter
a market that's extremely price- act as Kalamara's US distributor if
c three point six per cent
s; the current price of the you choose to proceed in this way.
d seventy-five to eighty per cent
is too high; no culture of using As I 6xplained, American
e a fifty-fifty split
oil in everyday cooking. supermarket shoppers don't buy
olive oil based on qualiff; they buy
f one third
on price, and your oil would retail at c a half
Melissa suggests developing h two thirds
organic product for this market and a significantly higher price than your
IGlamara as a luxury competitorsi e
by rebranding and repackaging, Furthermore, I explained that there 2 1le
: She suggests pursuing a is not yet a culture here of using 3 1lz
ium pricing strategy - keeping olive oil for everyday cooking. 4 a 50/50 split
price high in order to create a good 3 the finest, absolutely the finest = 5 3.60/o
of the product because it is high-quality 6 linl0
can find it in any shop at any time = 7 1l+

: She suggests that they change widely available 8 2ls

route to market and target market we will be able to put Kalamara

Ansrvar key iffiffiffi$ffim#'

!
 b e
one in ten : ten per cent, one out of Suggested answerc I carefully watching I we need tol
(every) ten Challenge I 2 encouraging happening
a quarter : one in four, one out offour, Services are intangible, which means 3 making judgements about 2 We're inted
twenty-five per cent, one fourth they exist, but they are not objects and 4 dividing (things) into parts or groups towards
seventy-five to eighty Per cent = so they cannot be seen or touched. 5 making (something) as good as 3 We'd alsoI
between seventy-five and eighty per Service providers therefore have to help possible 4 We're mdi
cent customers to understand what exactly how peopler
a fifW-fiftv split :an even split they are paying for. 3a 5 We wantbl
one third = one in three, one out of Solutions: An object can be used which Suggested answer expectatirt
three represents the service. A plastic credit I To identify new customer needs
6 we'd likefr
a half = one in two, one out of two card is a good example of this. The card and wants; when entering new
markets; as part of the new Product
7 we'll need t
two thirds = two in three, two out of is physical evidence that the consumer
three 'owns'the service which the card development (NPD) process; at all 4a
represents. Another option is to make staCes of the product life cycle; to Suggested aE
7b running focusg
sure customer service levels are very monitor the dynamic (constantly
See Exercise 7c. high; this can help the customer feel surveys (onlim.
changing) marketing environment,
c more confident in what they are buying. including the actions of competitors. administerirgq
I 'Greece' Challenge 2 out product G
2 blue sea and a white village; Greece It can be difficult for service providers b tests, etc.l; ui
3 a Greek-style font to guarantee that the customer will 1 T (newspapers, n
4 a more traditional-shaped bottle; have a consistent experience. This is 2 F - lt is part of a larger banking mystery shopg
because the customer's experience of a group (FjP). to be custorncil
'quality' and'tradition'.
service often depends on the individual 3 F - As Union Direct is an internet' on things likeI
5 something a little different service)
employee who provides the service to only bank, customers cannot speak
6 much more contemporary
them. If the employee is having a bad to a bank employee face-to-face. d
7 the slogan 'Old world flavours for the
new world'
day, it can affect how the customer sees
c Suggested ar
the whole organisation.
Solution: Customers' experience of
Suggested ansrders Carlos's plan h
d
They both prefer concept 2. the service can be made consistent by 2 When Union Direct was launched, in to achieve Unil
1
I 988, it offered an innovative service: objectives.
2 The shape of the bottle and the having high standards of staff training.
typeface This makes delivery of the service its USP was 24-hour, 365-day-a- f
standardised. Training customer service year banking. However, nowadays 1 a Primargl
3 The slogan
4 Michael and Julie probably feel fine representatives to work from a script is most banks offer this service. Union b Secondr!
a good example of this. Direct might therefore be losing 2 qualitative I
after the feedback. This is because
Chatlenge 3 customers to other banks and new quantitatiw
Melissa is careful to give her
criticism of concept 1 tactfully (that
When goods are produced, they can entrants into the marketplace, for analysis di
be checked, for quality before they example, supermarkets that offer
is, without upsetting or offending s
are delivered to the customer. The financial seryices. Also, the global
them). She does this by introducing
customer can also choose when they financial crisis which began in 2008 Suggested {
her criticism with /f3 a nice design, want to consume the product. ln service Primary reseil
had a negative effect on customer
but ... . She then gives very concrete situations, however, the consumption to get feedb{
confidence in the financial services
reasons for why the design won't takes place at the same time as the customers, rrE
industry.
work. production - that is, the service is All may be of intelest except product
needs. lt also{
being experienced (consumed) by the to ask very spd
e
2f 3e 4h 5a 6 customer as they interact with the
testing. will also bed
company, Also, a customer cannot d onlv real disad
7d 8e 9b 10i take the service home to use later; the 1 customer loyalW (customers research is mf
f service must be consumed now. Ieaving for other banks; customers longer than s&
I
I a 2a 3a 4b 5b Solutions: Again, having high levels applying for credit cards with other 5aE
6b 1a 8a of customer service is important - companies; customers investing with Suggested q
customer service representatives other banks) 1 Becauseh
I Unit 5 need to be able to react quicklY and Natasha wants Hart Marshall organisatil
1a
. appropriately to customer demands. to find out: why customers are communitil
Companies can also introduce systems leaving; customer attitudes towards
News media: BBC (British Broadcasting audiencg Q
that allow customers to access the competitors and the financial
Corporation) an organisd
service at other times; a good example
HospitaliW: Hilton (hotel group) services industry in general; qualitatirrcd
of this is internet banking - accessing
Consulting: Ernst & Young and controlling your money via the
customer purchasing patterns find out &
Healthcare: BUPA (British United Internet.
(changing bank accounts, investing d
attitudes
Provident Association) money, credit cards); customer brand, a pm
Real estate: Knight Frank 2a expectations about service levels 2 The main d
Financial services: HSBC (Hong Kong Hart Marshall is a market research and financial products; customer over one-b{
and Shanghai Banking Corporation) company specialising in the financial attitudes to Union Direct's brand. they allow I
(Note: Ernst &Young also operate in services industry. Their clients are ftom severd
the financial services industry.) probably fi nancial seryices providers time, whicht
such as banks. money. Furd

Answer key
 often have synergies that one-to-one d
l,I -haooenine
need to nnd out urh5., it's interviews don't have; for example,
one participant's story may take
Suggested answer
Carlos seems to be a very good
in their attitudes discussion into new directions and moderator. He asks open questions;
I, Hfl::;lte-rested generate many more ideas. he keeps the conversation moving; he
! f We'O also like to find out more about One potential disadvantage is that doesn't give his own opinion; and he
f 4 We're most interested in when and the focus group may be dominated doesn't ask leading questions - that is,
questions which are designed to make a
I how people decide by one or two participants and
person give a particular answer.
I'I o H',I#:,:",1Y:'fl
*"o
customer

rKe vou to rocus on

their views can make it harder for
everybody's opinions to be heard.
AIso, if the discussion goes in
e
2 Clarifying what people have said
-"'" need to eet some inPut from multiple directions, it can lack focus. 3 Asking about participants' feelings
3 A moderator's role is to keep the
I:.9rggested answer conversation going - that is, to make
4 Bringing other participants into the
! sure people are talking and that they
conversation
! running (online,
focus groups; conducting
are talking about the correct things.
5 Keeping the conversation moving
! srrveys mail, telephone)f
To help with this, moderators often 7b
! administering questionnaires; carrying
write a list of topics or questions I Get a good response rate
J out product tests (taste tests, package
that will keep the conversation 2 Short is best
I tests, etc.); using secondary sources focused. 3 Remember: good questions give
! mystery
[newspapers, reports, etc.); employing good data
I shoppers (people who pretend b 4 Choose the right type of question
I on
to Ue customers in order to report to run a focus group (to organise a 5 Think about the order of your survey
! things like the quality of customer focus group)
I servicel to moderate a focus group (see answer d
to Exercise 5a, question 3) I leading questions
f !r""*r"o answer to participate in a focus group (to be a
member of a focus group)
2 mutually exclusive
3 (to) weight
J Carlos's plan looks like a logical way
4 incentive
I to achieve Union Direct's research 6b
5 respondent
I obiectives. 2 What made you change banks?
4 How do you feel about your new
5 (to) analyse
7 ambiguity
I'I 2 , !HrHI.s=-
qualitatir"' ih. focrs groups;
c
1
bank?

N (Cartos asks Whot made gou

8 jargon
9 feedback
l0 dropout rate
change banks? which means Whg
e
did gou decide to chonge banks? not
WhatMho forced or asked gou to 1 c (the possible answers are all very

I*,""""iT:':t*"ffi"n'
t Primary research allows an organisation
chonge banks?)
N (Martin didn't trust Union Direct
close in meaning, which will lead
to ambiguity); f (the words are not
mutually exclusive, for example,
I to get feedback directly ftom its with his money because he was
something that happens often can
I customers, which is what Union Direct afraid it would go bankrupt [go
also happen regularlgl
I toneeds. lt also allows the organisation bustl.)
2 e (annual percentoge rote and
J ask very specific questions, which M (He says theg're an internet bqnk,
cash odvence rate are examples of
I will also be usetul for Union Direct. The aren't theA? And there wos that
jargon)
J only real disadvantage is that primary other internet bank ... it went bust.
3 a (Carlos is offering three positive
I research is more expensive and takes One dag, the bonk didn't exist ang
answers and only one negative one,
than secondary research. more.l
I il*r P (She says these bonks, all theg
which will weight the responses
towards the positive)
I Srcg".t"d answers carc about is making moneg from
4 a and b (this is a good example of
I t Because focus groups give an 5
aou.)
a leading question that is weighted
I organisation the opportunity to N (Priya says Union Direct had
invested qll this moneA in some towards one answer - Carlos wants
I communicate directly with its people to answer ges)
I audience, they can be useful when British compong - she doesn't say
5 f (both of these answers can be true,
I ,n organisation wants to obtain that they should invest more in
so are not mutually exclusive)
I qualitative datapeople's
- for example, to
6
British companies.)
6 d (this is two questions: Have you
I find out about feelings or P (Priya says Union Direct had
changed bank accounts recently?
I attitudes towards an organisation, a invested in a British componA thot
If so, why did you change bank
I brand, a product or a service. mokes trqiners ... there were all
accounts?)
JZ fne main advantage of focus groups these goung children working there,
I over one-to-one interviews is that
7
six-gear-old kidst)
P (Priya says I don't wqnt mg moneA
I they allow you to gather information
II from several people at the same paging for things like thot ... Some
time, which can save time and things ore more important than
money. Furthermore, focus groups making a profit.)

Answer key

r
t tests the new concepts with potential 3a b
Su€gested answers customers; the objective is to find out I should make lWe 2we
1 How often do you change your bank what they think and what changes need 2 would help; were 5We 6we
account?
to be made to the concept. 3 could build 9 And l0 rfl
a Once a year or more b EverY Marketing strategy - The organisation 4 would give 13 even t4A
plans how it will achieve its marketing
2-5 years c I haven't changed mY objectives for the new producUservice.
5 could offer; gave C

account in the last five years. 6 if we can improve; might address 1 will
Business analysis - An organisation will
2 Which of the following is more analyse how profitable the new product/
7 might also encourage 2 even
important to you when choosing a service might be (how much it will cost b 3 and
credit card? to produce, how much it will sell for, I would; should d
a Paying a low amount of interest how much they can expect to sell, their 2 might; could I solution
on my purchases b PaYing a low return on investment, etc.). 2 solution
amount of interest when I use the 4b
Product development and optimisation 3
card at an ATM (a cash machine) - An organisation will take the initial I a 2c 3d 4e 5e problem

3 How would you describe the quality concept and turn it into something 6b 7t 6a
of service you receive from Union more concrete. ln the case of c Suggested aIH
Direct? manufacturing, this might be a working I A credit card with discounts on 2 Good bran&
a Excellent b Good c Average model of the product, for examPle. green goods (and a charity donation organisation i
d Poor e Very poor Optimisation involves carrying out more for every pound spent?). A sociallY the markell
4 Decide if the following things are ( t) research on how to improve the product responsible investment (SRI) fund. what you arc
very important, (2) quite important, or service. Customers who have one or both
Test marketing - An organisation b
(3) not very important or (4) not at of these products get a higher rate 6c
tries to find out how the new Product See Exercise
all important for you. Tick (tz) the of interest on their normal bank
or service will perform in the market. c
box to answer.
One way of doing this is to release account. Union Direct will also offer
a My bank should reflect mY views the product or service into a small, the best investment advice and have I brand lever4
on important issues. the best trained staff. 2 brand image
rtr'2tr 3tr 4a
b My bank should take
controlled market first. There is then
time to make changes to the marketing The credit card will have no annual
fee, but customers could be charged
3
4
brand persm
brand idenQ
mix before the main launch. This is
resoonsibiliW for its actions. sometimes known as a soft launch. a higher rate of interest. There will 5 brand straq
rE 2C[ 3E 4E Commercialisation and launch - When be a low annual management fee for 6
7
brand objecli
5 Tick (/l the statements that apply to the organisation decides to launch the the SRI fund (to be decided). brand esselt
you. producUservice properly, it must put Customers can apply for the credit ta
i'm a student.E Iwork.E into place plans for manufacturing, card or invest in the SRI fund A brand manag!
6 Have you changed bank accounts in delivery and distribution. A promotional. through the website or over the company's bra
the previous two years? Tick (tz) the campaign will also be launched to phone. There might also be the That may indud
box to answer. promote the new ProducVservice's possibility of selling through FjP or maintainingo
YesE NoE arrival in'the marketplace. Group branches. ones.
lf Yes, please go to question 7. lf No, 2a The promotional mix could include: b
please go to question 10. I F - They use adjectives which show an advertising camPaign, a brand define the brad
that they do not trust the bank launch, a direct marketing campaign, design the bra
8
(unsafe, risky, imPersonal, greedy, a digital marketing camPaign, a
I Over
secretive, irresPonsible). PR campaign, sponsorship, sales c
2 satisfied
3 feel very strongly that their bank 2T promotions, direct selling (through I see; associl
should reflect 3 F - Customer service levels and the call centre). Possibility of taking 2 express 4

product/service features are more part in ethical consumer exhibitions. 5 cares; un@
4 overwhelming
5 Around important. 5 Staff training will be needed. 4 distil;defil{
6 minority 4'r 6 The credit card is tangible already. 5 conveys i
5I (core means 'most important') Possibility of producing a brochure 5 represents,,!
I Unit 6 and a product-specific website for 7 make; evob
b
the sRl fund. I launch ./

t Suggested answers
1 Use FjP logo in branding to remind
Via the website or through the call d
Su€Bested answers centre. Possibility of access via I brand im4!
The following steps are often involved customers that Union Direct is part mobile devices (e.9. iPhone).
in NPD: of a larger group. 2 brand imaga
ldea generation -'An organisation looks 2 Change investment strategy. 5a 5 brand peru
for new ideas for products or services 3 Appeal to customers'core values: Suggested answers 4 brand esser
that will help it achieve its business develop a range of ethical products 1 A concept statement is a short 5 brand esser
objectives. (credit card discounts on ethical description of a new Product or 6 brand idenfl
Screening new ideas - An organisation products, donate a Percentage service idea. 7 brand idend
has to decide ifthe new producUservice of purchases to charitY, ethical 2 The purpose of a concept statement 8 brand levera
ideas are feasible * that is, does the investment fund); change PolicY on is to make a potential customer 8a
organisation have the time, money and corporate social responsibility. understand what the product or 2h 3c 4
resources to produce them?
Concept development - lnitial ideas are c
service is and how it might helP 6d 7f I
them.
made into more concrete concepts. b b
Concept testing - An organisation A4 B6 C

Answcr ky
 I

luft 2we Sour 4 WE

f Unit 7 invested with Union Direct Ethical
would hopefully get a good return on
tth 6we 7 will 8 will 1a
investment and be sure that his/her
And l0 will I I will 12 And Suggested answers
13 even 14 Ail 1 A marketing message explains: _
5 lloney was being invested ethically.
Union Direct have the best-trained-
what your organisation does;
how your organisation can help staff and give customers a higher
I will 4 all people (customers/stakeholders); rate of interest on their current
gen 5 we/our account as a reward.
why people should trust your
and organisation; why people should e
prefer your organisation,s services lc 2e 5b 4d 5a
solution 4 solution or products to your competitors,. A
t
solution 5 solution marketing message is not the same
1 want
problem as a slogan. A slogan is a short
2 don't have
phrase which presents the main idea
5 used to
of an organisation or product in a
answer 4 to know
way that is easy to remember. The
Good branding can give an 5 offering
marketing message is often used to
organisation a competitive edge in 6 would be
create a slogan.
the market. Your brand represents 7 would allow
what you are offering the customer.
2 A marketing message can be aimed 8 could also find out
at internal or external stakeholders;
it depends on the organisation,s
t have
10 giving
Exercise 6c. objectives.
3 In a service industry a company,s 2a
products are intangible (cannot be So you can see that it's vital that
brand leverage
touched or held), The marketing our marketing message is clear and
brand image powerful and grabs people,s attention.
message is particularly important
brand personality ... for people who don't trust their
for a company in a service industry
brand identity bank as much as they used to. lt is for
because it has to help the consumer
brand strategy people who care about the same things
brand
to understand what the product
objectives that they do. We help these people by
is and what the consumer will get
brand essence offering them .,, we'd donate f l'0 a
for his/her money. The marketing
month to the charity of their choice on
message can help the organisation,s
brand manager is responsible for a their behalf. That same customer could
product seem to be tangible.
,mpany's brand(s) and brand strategy. also ... We're not the only bank offering
at may include creating new brands, lnformation about Union Direct: ethical banking services - but we're
Union Direct is an internet,only going to be the best. We have the best-
maintaining or relaunching existing
bank. It is part ofthe FjP Group, trained staff ... And we reward people
the third-largest banking group in who choose Union Direct Ethicil bi...
the world. lt commissioned some 3d
the brand
the brand identity
market research to find out why it I work
was losing customers. The research 2 across
showed that people didn't trust 3 seems
see; associate their money with the bank; that it 4 emphasis
express had a bad corporate image; and 5 powerful; danger
cares; understands; recognises that its customers weren't loyal. 6 double; hand
distil; defines The bank decided to make its links 7 say
conveys with the FjP Group stronger through 8 communicates; communicate
represents rebranding and to develop a range
of ethical products (e.g. credit card 4a
make; evoke
launch discounts, an ethical investment
1 A street marketing
fund) called Union Direct Ethical, B sales promotion
and to change its corporate social C sponsorship
brand image
responsibility policy. D press advertising
brand image E direct mail
brand personality d 2 lf you pay commission to an agency,
brand essence 1/2 People who want their bank to care the advertising is above-the-line
brand essence about the same political and social (ATL). In advertising below-the-line
brand identity issues as they do. (BTL), no commission is paid.
brand identity People who don't trust their bank. 3 ATL: press advertising, TV
brand leverage 5 Union Direct can offer them an advertising, outdoor/out-of-home
ethically-sound place to invest their advertising, onl ine advertising
money and a way to support the
2h 3 c 4a 5e charities that they care about.
BTL: personal selling, public
6d 7t 8b 4 A customer who spent t 1 ,000 on
relations, sponsorship, street
marketing, direct mail, sales
b his/her credit card would have f l0 promotions
A4 B6 c8 D2 donated to charity. A customer who

Answrrlrcy ..{.ffiffiffiffifl'$,;
4 TTL means th ro ug h-thel i ne. TT L e C travellers b I
uses both ATL and BTL channels. I All of the adjectives could be used to the company and the product;
I holiday ftwn
5 Union Direct operates in a B2C describe the email. present tenses of a lifetirne!
market (business to customer). Cleor means easy to understand; 2 the features and benefits; future the customct
It will therefore probably take a concise means not containing tenses money.
fiL approach. Organisations that unnecessary words or information; 3 direct speech 3 Strengths:50
operate in B2B markets [busrness inclusive means written to all 4 present tenses establishe4 r
to business) tend to prefer BTL relevant groups; informative means publish guit
channels because they are not trying giving a lot of useful information; I Unit 8 countries; ii
to reach a mass audience. relevont means containing the method thrc
1a (probably) ed
The answer to which tools Union correct information for its purpose; 2 A guidebook publisher through sbtl
Direct Ethical would use will be given persuasive means making you want
in Exercise 5b. to do or believe something b Weaknessesl
Learn about the company; buy (i.e. only gril
f
1

5a guidebooks through the website; is potentidlyt

1 F - She says that she will talk about 1 we are delighted to announce that find out which shops sell the still using prl
the specifics later. 2 don't forget that guidebooks; search the site; find the compaqil
2 T - lt is a TTL approach. 3 hundreds of little functitrr
out about current and future titles;
3 F - She handles both of the 4 Simply click here to justr
contact the company; read about basically
interruptions calmly and 5 fantastic destinations. Opportunith
professionally. 6 You'll be pleased to hear that technoloryb
7 truly Suggested answers what custoflG
b
1 TV advertising
B Remember that 2 ProducUService mix: Friendly new digital m
World publish and sell guidebooks to increase a
2 Outdoor/out-of-home advertising s to a large number of cities. Their company oH
3 Press advertising Suggested answer
homepage doesn't suggest that they Threats: ExiS
4 Direct mail They make the email more persuasive
offer any other products or services. both on- and t
5 Personal selling - that is, they make the reader more Customers: Their customers are
6 Sponsorship motivated to act. publishers; tg
probably people travelling to a
1 public relations (PR) ta country that Friendly World publish
to entry are F
substitute pm
c 1 The objective is to announce the a guide to, who want/need to find a lot of choird
1 2b 3d 4a launch of a new range of ethical out more about how to spend their becoming les
banking products. time in that country. It's not obvious
d
2 lt is not clear who the press release what their customer demographic
resources bil
a Coming back to what I was saying ... .
has been written for. However, it (age, gender, etc.) is. 2a
b Moving on to ... I a Liamisafi
will probably be sent to the national Positioning: Friendly World want
c As you can see ... press and the specialist financial/ to be seen as an approachable, He would b
d Yes, I'll be coming on to that in just a
busines3 press. inclusive, dependable and expert company's1
second.
3 Yes. It contains information about brand. Their name and slogan - that iS L
6a the launch of a new producUservice suggests approachability and guidebooE
2 d 3e 4 b 5a 6f which represents a change ftom inclusiveness, while the focus on what kndO
7 h 8i 9 e 10j the bank's normal business; and a the company's long history and the books conl
b
suggestion that the bank is going to up-to-date information contained b MarijanaB
change the way it does business in in its guidebooks emphasises Executirr- t
lnternal communication channels
Electronic: online forums the future. dependability and expertise. The responil
Print: written manifestos; mission b homepage also makes a direct organisdi{
statements 1 Yes. The angle is that Union Direct appeal to potential customers' hopes strategl. l
Face-to-face: training sessions are refocusing their offer to a brand and dreams, promising that it will 2 He wanBtrfi
Workplace (environment) : plasma help them turn a normal holiday how the digl{
new market segment: the ethical
screens into a special trip. ln terms of their mieht affectlt
consumer. lt is worth reporting
competitors, Friendly World seem and vice versa.
because it shows how important
Internal marketing techniques
lncentive schemes: loyalty programmes; , the market for ethical products has to be positioning themselves as 3a
staff discounts become. the most experienced guidebook b
Eventsl away-days; overseas 2 Yes. The headline is short (less than publisher in the market. 2 c 3d 4i
conferences ten words) and makes the reader Value proposition: The homepage 7 f 8b th
Facilities: childcare facil ities want to continue reading to find out suggests that when a customer buys
a guidebook fiom Friendly World, c
lhe how, when and whg.
d they will have access to the most up- I site traffic
Channels: email, training sessions,
3 Yes. Union Direct refers to itself in
2 site traffic
the third person. to-date travel information possible
intranet, online forum, written for a certain city - information 3 the click-thrul
manifesto 4 Yes. It says that the market for
campaigns
ethical products in the UK is worth that comes from the publisher's 30
Techniques: incentive schemes fstaff
over €30 billion. years of experience in the travel 4 conversion rfi
discounts, competitions) 5 paid search lisl
5 Yes. It uses quotes from Union guide business; this is Friendly
World's USP. The homepage also 6 SEO
Direct's Sales and Marketing
suggests that the information in 7 online sales
Director.
the guidebooks will somehow help

Answer key
 ,l

I ffi*fi:,ilifikt #.[+,,e""T[
d
Suggested ansuvers
1 We've seen a dramatic rise/
increase in
4 Political hctors: Political unrest /
war in countries/regions which are
popular with tourists may affect
sales of books about that country/

I. ffr:fi:;, ;,J :,:::::.., 2 lt's up over 50%

3 has been rising steadily
region. Fear of global terrorism may

I stop some people travelling.

4 were significant Economic factors: Another global
firtliH*#xTt#!*itt* 5 theyweregenerating economic crisis will probably have

I tr:i?'JfiflTg, -"J:f"*::?'fl:'
", 6 But this has translated into
7 They're up significantly
a negative impact on the travel

I
industry; with less money to spend
H::[i L':lti;',1"":i:$'iJ,1t, f and fears of unemployment, many
people may choose not to travel
Suggested ans^rers

II il;i:;.i1]:#lli;[{#',""1rr
il,J .T#5JJJT;1f,1[*,"]:3,
I Friendly World's digital marketing
objectives are not immediately
clear. Their main objective seems
to be to sell books to customers
abroad-
Sociological factors: Most key
sociological factors show that the
company should be doing well in
this market environment: couples

I [Tli.:l,i:'J:i:1*";ilf.'."*:::$,:
directly through the Web, using their
website as an online catalogue and in English-speaking countries are
generally choosing to have children

I g:ffi:,i:lfi'i;H"#Hff:'.il#' distribution channel; they want to

attract visitors to the website in the
hope that they will learn more about
later in life, meaning they have
more time and money to travel

II [q$ss##s:slit[i:'#'
fi[:?llr"-T:f;g competition rrom
2
the company's products and buy
something directly through the site.
lt's not immediately clear what their
digital marketing strategy is. At the
when they are younger; travel
has become an affordable and
desirable leisure activity. However,
as more consumers become aware

I moment, their tactics simply involve of environmental ('green') issues,

the popularity of air travel may fall,
il1ffi;tfl""fxffi:;i::i:ff.,., using search engine marketing
and email campaigns to encourage meaning people are less likely to
f to entry are probably quite low);
people to visit the website. Once travel abroad.
f substitute products (customers have
there, it is hoped that people will Technological factors: The increase
I a lot ofchoice); printed guidebooks
buy. in popularity of user-generated
I becoming less popular, free online
ttto"t"s becoming more popular' 3 See Exercise 3b. web content, which is creating
new competitors to the company's
3b
l a. core [usiness (its main or principal
I I a HeLiam is a Publishing Manager. The company has been suffering
trom morhetlng mgopia - that is, it
business activities).
I would be responsible for the
hasn't been monitoring its market e
I companys publishing strategy
very well and has therefore missed la 2b 5b
I - that is, he would decide what some opportunities. The travel market I'I
I guidebooks they publish and
has changed rapidly (customers are
I what kind of information the
changing, they read reviews from other
What I mean is that
2 I think it's clear
I books contain. travellers; there is new competition;
I b Marijana is a Web Marketing anyone can publish their views online).
3 what I'm trying to say is that
I Executive. She would be Because Friendly World hasn't adapted, 4 No one's suggesting that
I responsible for implementing an it is now suffering a loss in sales. 5 All I'm saying is
t organisation's web marketing 6 I think what Ali means is
I strategy. C
1a b 3b 4b 5b 4b
I 2 He wants to get input from him on 2
See Exercise 4c.
I might
how the digital marketine strategy d
c
I affect the publishing strategy,
vice versa.
Suggested answers
'I I change
People aren't using guidebooks in
I a lrd the way they used to; that is, they,re 2 increase
Io findifrg other ways to research their 3 improve
4 grow
lz,- id 4j 5e 6a hol idays: user-generated content
5 generate
8b eh 10e (customer review sites, blogs, etc,).
2 See Exercises 4b and 4c. (The above represents how the
]:r 3 As Liam is responsible for the collocations are used in the meeting.
II site traffic company's guidebook publishing, However, it is also possible to say,
I2 site traffic he may be worried about external amongst others, rncrease online
IS ttre click-through rate from our email factors which suggest that the soles, incrcose advertising revenue,
I campatgns company's strategy is out-of-date grow odveftising revenue, generate
I4 conversion rates or unsuccessful. He may also be site traffic and generote online
|5 paid search listings/campaign concerned that the quality of the sales.)
l6 SEO product is being questioned.
i7 online sales

Answer key

I
d 8 User-generated content (sometimes
called UGC; also called consumer'
I Unit I b
Marketing - il
to change peoples perception (i.e,
1

the company's value proposition) generated medra ICGMI or user- 1a Strategic Plt
Suggested answers Public Relatil
creqted content luccl)
2 Suggested answer
The objectives are all quite 9 Viral marketing I Because the relationship with the Crisis Comnul
organisation's current agency has Advertising - |
specific, However, objective I is 6a broken down. Buying: locaf,t
not measurable and none of the Btogs; User-generated content (in this Because of a Ell or'plateau' in sales. Creative - prl
objectives are timebound. Without case, the forum); Tagging; RSS feeds; If sales have plateaued, it means Radio/TV Coq
knowing more about Friendly World's Social networking; Podcasts that they are neither growing nor Copy,vrniting Ii
internal resources, it is impossible falling but are constant.
b 3a
to know ifthese objectives are
achievable or realistic.
1 Blogs To act on some new market research IT
2 Blogs (specifically, giving the findings, which the current agency 2 F-Heisg:
e bloggers advice on using keywords may not be able to do / may not for prope
Making suggestions and phrases in their blogs [SEO]) have a specialisation in. brief if thtl
I think the first thing we need to do 3 The forum / user-generated content Because of the launch of a new
product, service or brand.
3 F-Hesecr
is.,, 4 The forum / user'generated content questiolE
I think our first priority should be ... 5 The forum / user-generated content Because of a change in personnel, 4 F-Shes6
If I can just add one more thing here: ..' 6 PDF updates; podcasts either in the organisation itself or in to put togd
7 RSS feeds their current agency. you the bea
lnviting suggestions I Social networking sites, for example Because a new agency has had some
Who'd like to start? Facebook success with a similar brand. b
Would you agree, Marijana? The tender process differs from I They can d
c company to company. Typically, an the clientt
Agreeing Making suggestions organisation will notify potential 2 They are li
Yes, I absolutely agree. What about (a) ... ? suppliers that it requires a service 3 They are €r
Yes, I think you're right. VVhy not (have) ... ? and invite suppliers to pitch for that 4 They are so
Yes, that's a good point. It'd be a good way to ... service. This can be called a request business; d
Politely disagreeing We could ... for proposal, request for tender or up with sot
I'm not so sure, Marijana. l'd like to suggest that ... request for bid, which is sometimes 5 TheyVe ber
Well, not necessarily. 0r, even better, we could ... (but not always) preceded by a response h
You're right, Liam, but ... req u est for i nform ation. 6 She's sure I
lnviting suggestions value ttbr
What else? Potential suppliers are often invited
5a
Any other ideas? to pitch for the contract in person 7 She's got s
Suggested answers with natil
I
Web 1.0 and Web 2.0 are both used Does anyone have anything else to add? - that is, to give a presentation press.
explaining why they are the best
to describe the World Wide Web. Agreeing supplier for the contract. The c
Web 1.0 generally refers to the time That's a really interesting idea. organisation must then select the I As you lcu
before Web 2.0, so it is easier to Sounds good. supplier that it feels will best be 2 hiehly€rqc
begin with a definition of Web 2.0. Yes, that could work. able to carry out the contract. This 3 extremdhi
Web 2.0 is often called the 'Second Yes, that's a much better idea! is done by judging each supplier 4 You knoql
generation' of the Web and refers
to a change in how we see the Web: Politely disagreeing
against specific selection criteria. business i
the Web was seen as a place that Won't that ... ? b 5 l'm sure;31
gives you information (Web 1,0) Suggested answer 6 l'm sure3{
7c
and is now seen as a place that you Suggested answers
A request for information is designed d:
participate in (web 2.0). Marijana has followed most of the to give an organisation a general idea They are a[ I
Web 2.0 offers marketers the chance of what a potential supplier can do. lt adjective in
to connect with customers in a more
advice for writing good web coPy,
is intended to help the organisation {
direct and personalised way; it also
except for the use of bullet Points
narrow down (reduce) the number of eE
and bolding to emphasise what she is potential suppliers for a contract. In the busird
allows marketers to react quickly saying. She has also used several words designers aafl
to new trends or important events; with more than two syllables. c agencies; gnd
and many Web 2.0 features also
d
Ia 2a 3b 4a 5a 6b gour budgdC
allow companies to easily learn more
suggested answers 7a 8b in a positive I
about their potentiat customers.
city break (a short holiday when you know, I'm g*E
2a
confident.
b visit a city); San Francisco; Golden Gate 1 full-service
I Blogs Bridge; Fisherman's Wharf; Chinatown; 2 Provide; services 4c
2 Tagging Californian cuisine; Californian wines; 3 tailored; meet; needs 1 lndustryfl
3 Citizen media cheap accommodation; best hotels; 4 manage; accounts experiene
4 RSS feeds (stands for Reollg Simple cheapest hotels; Northern California;
San Francisco Film Festival; free tickets;
5 closely; with 2 Size
SAndicotion) 6 determine; grow 3 Capabiliti=
5 Wikis Moscow; Red Square 4 Reputation
6 Social networking 5 Remunerali
7 Podcasts 6 Geograffi
7 Ouality of o
execution
8 Agencycdt
Anrwar kay
 5a
I ila.xuting - Market Research; Remuneration
c
ln Draft 2, the paragraphs follow a

I ilf,If1:i+ffl#r\4ed
a rra n ng; b more logical order:
A an attention-grabbing paragraph
I
I
ff;i#:i::; H*ii:xx't5#,i,
-
Creative print, web and broadcast: 2
BG
t/
t/
PPA
)(
r/
DNA

x
_explaining who the company is
B a short description of what ihe
company does, designed to create
interest and make the audience want
3 t/ a/ to continue reading

lffi:ff]** r'
4 C a description of how the company,s
5 t/ ./ t/ service (or product) satisfies their
6 customers' needs; this is intended
to make the reader want to use the
I for proposal soon. They'll get a full 7 ,/ t/ )l company's services (or product)
I
3
brief if they win the tender.
F - He seems happy tffin$rer her
I ./ / (Glen) x D a call to action
fI questions. /r (Rob)
d
I 4 F - She says, 'l'm sure we'll be able c
1P 2P 3P 4P Suggested answer
f to put together a strategy that gives
,o, ,n" best val ue for your b udget.' 7N 8N 9P lOP 5P 6N Emotive languoge is language that
creates strong feelings in the reader
d by appealing to his/her emotions and/
I O or senses, For example, if a building
, or tess anything
1 I didn't think The Brownswood
is described as vera tqt!, we have ai
I ffiLi"T";[e;more 6roup were very strong overall.
2 They've got some weak/poor ideas image in our head of the size of the
I 2 They are highlyexperienced. building. Holrrever, if the same building
I 43 They
They are extremely proud of it. and they don't seem to execute
them very well.
is described as towering, then not onli
-
I are some ofthe best in the
3 They're not based nearby, either,
do we know that the building is very
I business; she is sure they will come
which is a disadvantage. Iill, but.also how the person describing
it feels. In this case, towering has a
I 5 They've
up with some great concepts.
4 I got the worst feeling from plastic sense of being both tall and impressive;
I been very well received; the
People. it is a more vivid, or powerful,
I 6 She's
response has been great.
5 I didn't have a good feeling about description.
I sure it will give them the best
Brownswood. Emotive language is often used when
I 7 value got
for their budget.
6 To be honest, I was most impressed we're trying to convince people of
I She's some great rates secured
with them overall. something; for that reason, it can be
resionat and tocat
I ;tl:Jrtionat, 7 I got the impression that they very riseful for copywriters.
(really) understood our industry. e
8 lf l'm honest, l,think they,re as
I I2 *highly-experienced;
you know; ful-service strong as Brownswood. 9
More emotive words are shown in bold;
less emotive words are underlined.
t 3 extremely; you
as know But I don't feel that they understand IA
I 4 very our business very well. Draft2: Alchemy Fireworks draws
I You know; some of the best in the l0 And Brownswood don't have a very on a passion for life, for excitement,

I u ll'L?ll**,,
sure; gives you the bestvatue
good track record. Their work on
that Union Direct campaign wasn't
gneat.
for noise, for celebratior- a passion
for fireworks.
B
I : '" 6a Draft l: Alchemy Fireworks draws on
,!u, are all used to modifo a noun or
I adjective Suggested answers a love of life, of excitement, of noise,
in a positive way. I On marketing collateral (for of celebration - a love of fireworks.
I example, in a brochure or c
Draft 2:... to help create their
I designers
tn tne businessemphasises that her catalogue); in a direct mail piece; on
vision-
I agencies; gives
are the best of all other the company's website; in an email
Draft l: ... to help create what they
t you the best value for to potential clients
I Aour budgef describes the strategy 2 AS the copy introduces the reader want.
I know,
in u
positive way; As gou know, g6L to Alchemy Fireworks, it is probably 2B
I confident.
l'm sure make her sound more aimed at new or potential customers Draft 2: ... we have designed and
I rather than existing customers. delivered stylish and spectacular
lo.t b
professional firework displays for a
wide range of events, from major
JI Industry-specific understanding and
expenence
lD 2 B 3A 4C international public celebrations ...
I 2 size D
Draft 1: ... we have designed and
| 3 Capabitities
| 4 Reputation and track record delivered great professional firework
| 5 Remuneration displays for a wide range of events,
from big international public
' 6 Geographical location
celebrations ...
7 Quality of creative ideas and
execution
I Agency culture

r
Ansner kry
3C 5 No. (According to the information, 4a 4 lf you have 1
Draft 2: ... to exceed the properties in the USA are not going Suggested answers ask. :

expectations of our clients '.. to to be part of the exhibition') I The people who work on the stand 5 Well, not ned
6 We mightbcr
inspire their audience ... display at a trade fair/show will dePend on
2a
the organisation, their objectives attractive p]l
transforms a great event ... of those Suggested answers willing to buy
who experience it. Our clients '.' and their resourcing. For example, it
To generate sales leads; to carry 7 lf you can jrd
trust our expertise and depend is not uncommon for administrative
out competitor analysis; to find new with a few&
on our professional service ... staff to have a customer-facing role
every show we create is our most
suppliers (for example, new developers);
to conduct research at a trade show because there are I There has lrd
not enough sales or marketing staff this developr
important. going to seilr
b to cover the stand.
Draft 1: ... to meet the expectations Would you E
1 No. Exhibitors can buY a shell or 2 Tiredness (for example, many booth
of our clients .. . to make their
space only (that is, empty exhibition staffers have to work long hours; information d
audience haPny:displaY changes a with you?
space). people attending the event may
great event ... of thdlqwho see it.
Yes. There is a space on the form for have travelled from overseas and 6a
Our clients ... know about our
Preferred position. could be suffering from jet-lag); time Bulgarian Ho
expertise and like our professional
service .. . every show we elo is our
3 Plasma screen TV, storage room, pressures, for examPle not having
1

Sands Devdq
internet access. (A brochure stand enough time to deal with each visitor 2 Anyone who I
most important.
is only considered to be furniture to the stand properly; time-wasters; 3 Yes, it sap rd
D
if it is a large bookcase to disPIaY non-sales staff having to deal with provided.
Draft 2: Contact us now to discuss
brochures.) customers.
how we can inspire the audience at
your next event.
4 Shell B is more expensive than Shell b
A. It is also larger (12 m2 comPared b 1 in conjunctir
A
to 9 m'?) and comes with a rotating lf 2s 3b 4e 5c 2 deliehted
Draft 1: Contact us now to discuss
lightbox cube with logo and front 6d 7a 3 VIP-only
how we can make the audience glass panel(s). 4 enchanting
hapoy at your next event. d
All ricks. 5 luxurious
I Unit 10
c
Suggested answer
6 entertainmed
e
Both negotiators are effective, and I The event itself (she asks if Nikolai 7a
1a
ln the main picture the company with
they both get what they want, which has been to the event before and if Suggested anr
an orange sfond is an exhibitor. There
suggests they are good negotiators. he is enjoying it) and family (she asks 1 Networking'e
Maria pretends not to be very might be usel
are several visitors to the stand - for interested in the beginning, and as a
about Nikolai's childrenl.
What region he is interested in [s A lot of nebru
example, the man in the grey suit
holding a coat on the right of the
result manages to get a good deal.
that o region gou're Particularlg events as oF
However, Oleg is still quite firm - he 3 To raise yotr;
picture. He's talking to a stand staffer, interested in?) and the type of
doesn't allow the price to go down, but stakeholder$ I
the woman in the greY suit. TheY're property he is interestedin (Are gou
instead offers some ftee extras. customerq sr!
standing next to a displog/brochure interested in a porticular tgPe of
stand. d propeftg?) to build or iq
E Srrett scheme;ElShell B (will She lets Nikolai look at the sales with stakehd
b
cost €475 per m2); SPace required: literature on the stand; she talks blc
Suggested answers 12m2; Preferred position: next to the
2 To generate sales leads; to about how popular the develoPment See Exercise 7f-
entrance; 2 brochure stands are now is and how it is going to sell quickly;
build relationships with existing free; cupboard is free; internet access is d
customers; to carry out competitor she describes some of the features
free; Total cost: €5,700
of the development that she thinks
She speaks to tri
analysis; to conduct research; to Kovarskaia worU
launch new products or services; to e will appeal to Nikolai. oreanisers, TEtl
sell products or services; to recruit 1 Is there anything you can do on the 4 Yes. Nikolai says that the owner of Span{
staff; to find new suPPliers. price development is too exPensive for agents for prop:d
2 If you take; I can offer it to You for him. Maria overcomes the objection
e l
c 3 it's still more than we want to spend by explaining that they maY be able
1 Yes. (This company is an examPle 4 What if we to negotiate on the price, if Nikolai is I They both ld
of an agent- someone who sells 5 l'm sorry, I can't do it able to make a firm commitment to with him aldl
one person's property to another 6 If you only want; You'll have to PaY buy. about buyilgq
7 What if I offered You (see Exerci-I
person.) 5 She asks him to fill out a form'
Yes. Ohis company is an examPle of 8 Could you include t
Suggested a
a developer -i
comPanY that builds 9 lf you can promise us; then it's a networking pd
properties and then usuallY sells deal
1 Can I help you with anYthing? be other peofl
them through an agent.] 10 That's the best I can offer
2 lt's a great event, isn't it? are more usel
Yes. (The exhibition is for PeoPle Have you been to this event before? is not a poterl
interested in buying Property f 3 Is that a region lproduct/service, works in a vrrl
abroad.) lc 2 a 3b etc.l you're particularly interested probably nde
No. (The exhibition is for People in?
interested in buYing Property Are you interested in a Particular
abroad; in this case, that means not type of property [ProducVservice,
in Russia.) etc.l?

Answer key
 t d
Suggested ansh,er
Maria seems to be quite an effective
I I am writing to let you know that ...

networker:
2 highlg odvontogeous. Highla is an
adverb and advontogeousis an
She makes a good first impression by
adjective. Combining adverbs and
being confident and polite(Do gou iind
adjectives in this way can create
if I join gouT).
She introduces herself quickly and more impact.
clearly (Mario Zlateva, Bulgarion 5 By using the superlative form
(newest, most desiroble, ek.).
lg*gil.However, she doesn,t give her
job title, which might have beeria good 4 Leisure facilities: Aou con stag fit
idea. and heolthg while gou relox
She-asks lots of guestions (What do gou Security: gou never hove to worrg
do for Spanish Ouolitg Estates? Hov-e about gour propertg, even when
gou ever been to Bulgaria). gou're not there
She pays attention and shows interest, The verb mean linksthe features and
for example by using active Iistening the benefits: leisure facilities such os
strategies (Wow, OK I see). ggms and swimming pools, meoning
She pays a little too much attention to gou can stag fit and heolthg while
Josep. She could have tried to involve gou relox. And 24-houf d6i-dag-a-
Yulia in the conversation more, as she is gear securitA meqns Aou never have
potentially a more useful contact.
to worrA obout gour propert\.
She was able to turn the topic of the
conversation from small talk to business
5 By using a hypothetical construction:
Just imagine. A sense of urgency is
quite easily (We thought it woutd be
created with the phrase: And if gou
lice to do a special launch event, gou
II 6i $ifl[.
entertainment
know. White Sonds rs one of our iost
important developments at the moment
so we wanted to go oll out.).
6
act now gou con sove!
The writer asks the reader a simple
question: So whg not find out more
She didn't let the conversation continue obout the White Sands Resort?
too long and she knew a way of politely and also uses the imperative form

l tttt*,x1rffi*,u peopre who

ending the conversation (OK, wiil it w;s
good to meet gou both. lf gou'il excuse
ofthe verb: Coll to book gour
trip todoA

I l'f;i:nffi#i n_f:JJ""i:';1"J1,,]
me, I have to just ... l'm sorrg we didn,t
have the chonce to tolk more, yulio.
Perhaps some other time during the
The phrases no-obligation and os
little os reinforce the idea of ,why
not?!
conference).

l'iriiirt,:;t;,'ffi[t 8a
Suggested answers
I n,?'Jl,l-Tr'#fJ[]e
rerationshiPs
1 It allows an organisation to try and
convert potential sales leads into
actual sales.
2 This will depend on the organisation,
but it will usually be a member of
II r: ;,,";" 0".0,.,,,,,u
Kovarskaia works for the event
the sales team. This is especially
important if there were non-sales
I organisers, TFH; Josep Mas is the staff working on the stand at the
event.
fl :BiJ;'"?3rxTsffsi:' 5 An example follow-up email is shown
I :uJtr
I They both know Oleg. yulia works
in Exercise 8b.

I with b
f abouthim and Maria spoke to him This.looks like a general follow-up
I (see buying space at the exhibition email, not a personalised one. It is
I 2 Exercise 2). from Bulgarian Homes and makes
J Suggested answer: From a no reference to the conversation that
Maria and Nikolai had on the stand.
I networking point of view, there may
This kind of general follow-up email is
I U" other people at the event who common when an organisation needs to
I gr" more useful. For example, Josep
follow up a large number of sales leads.
I is not a potential customer and
I works in a very different market so is c
OronaUtV not a very usetut contact. lB 2 D 5C 4A
I

r
Answer key
 #B€
%#n : ient (1; 4: 5: 9
:a:'tt t::::':, ]'t''/.
:ommercialisa: :.
This glossary contains useful technical the texts and audioscripts. The numbers in brackets refer to the unit(sJ in :cmpetitive a:.:
which they appear.
:cmpetitive e..'-
.2:3)
above-the-line (ATL) (7) paid form ofadvertisingthrough the mass media €.g. press, TV, outdoor and online
ldvertisinB, Commissio-n ls paid to an advenising agency :ompetitive F':
adaptation (4) making changes to products or the cornmunicrtions mix in order to more successfully compete :oncept (4; 5. a
in individual markets :oncept dele a,tr
advertisirlg budget (3) the amount of money allocated to advertising' usually calculated annually aoncept staterre'
(ampaign
advertisir'rg revenue (8) income received from advertising, after deducling the costs of the
I

adverrising spend [3) the amount of money actually spent on advertlsing during a fixed period of time .oncept testi.g :

product or
after sales (servicelsupPort) the additional Services or support a customer receives following the purchase of a
service conduct a sur'3-,
t5)
agency/corPorate culture (9) the personality ofan organisation based on the values, beliefs and behaviour which all
employees are encouraged to share consumer aro:-,1

someone who represents individuals or organisations conversion n'le:-.:

agent (10)
rate of interest charged for a whole year on money borrowed e.g. on a credit card or loan conversion ra:e l
annual percentage rate (5)
away-day (7) a day-long meeting held away from the usual place of work
convert custc:l-.P-'
bargaining potNer of buYers how easy it is for customers to reduce the prices ofgoods/services they purchase (of competing :4
(2)
copywriting i9,
bargaining power of how easy it is tor suppliers to increase the prices they charge
suppliers (2) core values {6.

barriers to entry (2; 5; 4) obstacles to entering a market corporate irnag:

below-the-line (BTL) (7) not advertising through media when no commission has beerl paid to an advertising agency corporate repr-
e.g. personal selting, public relations, sponsorship etc. corporate so.,a
billboard adverts U) adverts which are on very large outdoor boards, often at the side of roads responsibil'f' 3:,
[6; 7)
blog (4; 8) short for web log; used to communicate news to existing or potential customers
creative agena,,
bloggers (8) people who contribute regularly to blogs (online journals)
creative briel' .:
blue-chip company (1) a large. well"established company that is strong flnancially
crisis commun.-
brainstorming meeting (6) a creative meeting at which ne),! ideas for products, campaigns etc are encouraged and
discussed
customer (l; I l
brand [3; 4: 51 6; 7; 8; 9) a name, design feature or symbol used to identify a seller's goods 8;9; 10)
brand awareness (2; 3) extent to which consumers recognise the existence and availability of a company's product or customer enctr -,
service
customer loia:-'
brand essence (6) a word or sentence that defines a brand's core characteristics

brand identity (4; 6) how a company wants the consumer to see the brand e g. as a luxury product customer prc'r€
brand imaee [6) the impression consumers have of a brand and its qualities customer re\:e^
brand leverage (6) using an existing brand to help launch or build another brand
brand loyalty (5; 6) the commitment of existing customers to a particular brand customer seg:lt
brand manager (6) person responsible for a company's brand(s) and brand strategy. That may include creating
new brands, or maintaining or re'launching existrng ones data (4; 5; 8: ':l
brand name (4; 6) trademark or name given to a product by a company
OrtrOut" 6air'€l
brand objectives (6J what you want the brand to achieve
demographic ar,:
brand personality (6) the unique characteristics the brand would have if it was human
brand strategy [6) the ptan for developing a brand to meet its obiectives differentiation 1:
branding agency (6) an agency which creates, plans and manages branding strategies for its ctients

business-to"business (B2 B) sales and promotion of a company s products/services to another company direct mail (6: 7
t1; 9) direct mail pie€€
business-to-consumer f B2C) sales and promotion ofa company's products/services to customers for personal consumption direct marketi,'€
(1)
discount (5: 6: I
call to action {9) a marketing message that encourages consumers to take action e.g. to request a brochure
distribution cha.
capabilities (9) the services that an agency offers / specialises in
cash advance rate (5) rate of interest charged to a customer fol borrowing additional cash distributor (4)

citizen media (8i content written for and by members ofthe public, not only journalists dropout rate {51

click-through rate (8) percentage of people who follow a link from an email or advert out of those who view it

114 Ll.r-rrs;l;'"y

-11
 : :^i (1; 4; 5; 9; 101 an individual or company who buys a service rather than a product
::-nercialisation (6) plans for manufacturing, delivering and launching a new product or service
: -cetitjve advantage (3) Lhe product or benefit which puts a company ahead of tts competltors e.g. lower costs. faster
delivery etc.
: : -petitive environment the number and strength of rival firms competing in the market for customers
:3)
r- Tpetitive parity (5) an approach to budgeting which involves spending as much ot mor€ than your competitors
::-cept (4; 5; 6; 7;91 initial product design or campaign rdeas which are then tested with potential customers
::1cept developmenti (6) developmen! of descriptions and designs for a new product or campaign
: r.cept statement [5) a short description of a new product or service idea to help a potential customer understand
what the product or service is and how it might help them
::1cept testing (6) testing new concepts with potential customers to find out what they thlnk and what changes
need to be made to the concept e.g. brand, design, product etc.
:.r]duct a survey (5) to carry out an analysis of the opinions or behaviour of potential or actual customers by asking
questions
:lnsumer attitudes [5; 6) the beliefs and opinions that consumers hold
:lnversion metric (8) a measurement of the success of conversion rates e.g. interactions per visit. value per visit
:cnversion rate (8) percentage of vlsitors to a website who take the desired action (for example. buy a product,
request more information. etc.)
:cnvert customers to convlnce customers to change loyalty and purchasing habits from a competing brand to
3f competing brands) (3) your own brand
:opywriting (9) writing text used for promotional purposes - e.g. in advertising or publicity
:ore values [6] values central to a product, brand or organisation
:orporate image (6; 7) the impression consumers have of an organisation
:orporate reputation (5i 6l the opinion consumers have of an organisation based on its behaviour
:orporate social commitment by an organisation to take responsibility for the ethical and environmental impact
'esponsibility policy (CSR) oF its activities. An organisation s CSR policy outlines the ethical principles that it operates by
.6: 7)
:reative agency (9) an agency which specialises in advertising
.reative brief [6) a description of creative work to be carried out by an agency or supplier
.risis communications (9) communications which aim to minimise the negative impact of a crisis on the reputation of a
company or individual
customer (1; 2;3: 4; 5: 6: 7; an individual or company who purchases products or services but is not necessarily the end
8;9; iOJ consumer
customer enquiry (10) a question or request for information from a potential customer
customer loyalty (5) the commitment that existing customers show towards a particular organisation, brand or
product
customer profile (81 description of the main characteristics of a potential customer
customer review website (8) websites where you can read first-hand reviews that people have written about products.
brands or organisations
customer segmentation (4) djviding customers into groups which share similar characteristiCs e.g. age; gender; lifestyle
and which have similar product or service needs
data (4; 5;8; 10) information, especially facts or numbers, collected to be used to help decision.making, or
information that can be stored and processed by a computer
database marketing [9] direct marketing activities which use customer inficrmation stored on databases
demographic data (5) information collected relatiig to population characteristics such as age, gender, race and
income
differetrtiation (3) the process of making a brand or product stand out from the competition through unique
product features or benehts
direct mail [6; 7; 8; 9) mail which is sent directly to identified customers through the postal system
direct mail piece [6; 9) promotional material sent directly to identified customers by post or email
direct marketing activity 0) advertising to potential customers by posl, telephone. e-mail or other direct means
discount (5; 6; 7; 8; l0) a reduction in the selling price of a product or service
distribution channel [5) how a product gets to the final consumer e.g. through distributors, wholesalers, retailers, self
service outlets, telephone sales, the lnternet, direct mail etc.
distributor (4) individual or organisation which sells goods on behalf of a manufacturer or supplier
dropout rate (5) the percentage of peopie who stop a survey before they have completed it

{ilo*s,;:r'y 11S
 economic downturn (2) a general decline in economic activity over a period of time
ffiil
make smali ::
email campaign (B) direct mail campaign using email marketing.- i
(t)
ethical business [5) business which is conducted taking into account issues of morality e.g. marketing to childreni
labour conditions etc. market de'.i :

ethical investment tund (6) or sociallA responsible investment fundi a fund that only invests in companies, sectors and market lea::'
countries with ethical or socially responsible principles markei sec:: -

ethical pr.oducts (6; 7) products developed taking ioto account impact on the environment and ethical issues e.g. tair market seg-n
trade productsi organlc loods et(
exclusive d'istribution agent an individual or organisation which markets and sells products or services on behalf of one market sha":
t4\ manufacturer in a particular market
executive surnmary / a short summary or overview of a written document such as a report, proposal or plan marketing : -:
overview {2; 3)
exhibition {1; 61 8; 10} an event to display, promote and sell goods or services marketing . -:
exhibition sland (10) a stall or booth for displaying goods marketing i: :

exhibitor {10) someone who displays their products at an external trade Show or event marketing -: i
external stakeholder Il ) an individual or group which exists outside the organisation, but may still affect it or be
affected by it. e.g. customers, suppliers, shareholders, the government, local communities or marketing -::
pressure groups
marketing - '
family life cycle (5) the stage of iife a consumer is at which might influence ifthey will purchase particular products 6; 8)
or services e.g. single or married; if they have children etc.
marketing .: :
financial quarter (2; 3) one of four three-month periods in the financial year when a business or government plans its [2;3;8)
budget (management of money)
marketing s:':
five forces analysis (2; 3) a technique used to analyse the competitive environment of an organisation 6; 8)
full-service agency / company an agency which offers clients a range of senr'ices including creative, account handling, marketing :'::
$;9\ planning and media services
media budg::
green credentials (3) proof of an organisation or brand's concern for protecting the envirorment
media plar- -;
high-risk market (2) a market in which high prolits are not guaranteed (el
idea generation [6] generating ideas lor new products or seftices mission sta:: -
idea screening (6) evaluating product/service ideas for an organisation based on its resources mystery sh.::"
incentive schemes (7) schemes which encourage people to do something through promised re;ards networki ng
innovation {3j the introduction of new product ideas or changes ahead of the competition new entrar::
innovator {2} an indiviclual or organisation whiih introduces new product ideas or changes before any of its niche marxe:
rivals
offline sale. !
internai marketing (lM) (7) communication, training and development of internal staff in order to ensure delivery of high
online disr-i:,
and consistent customer service levels
internal stakeholder (1; 7) an individual or group who usualty works for the organisation itself; for example, emptoyees online sales :
and management outdoor :-
the marketing ofgoods and services by companies overseas or across national boundaries advertisi ng
international marketing
(1; 4) over budg:: :
intranet [7] a web-based system which allows members within an organisation to communicate with each P's of ma r. .-. -
other
paid sear.' ;
inventory management (4) management of the ordering and stocking of goods by an organisation
invesiment t2: 5: 5; 6; 7) money placed into a financial institution, a company, shares etc in order to make a profit penetratjc,
(6)
key stakeholders (i; 5) an organisation's most important internal and external stakeholders
personal s:
keyword (8) a significant word or phrase in a text used as a search term by search engines

launch (a service; website, to introduce a new product or service into the marketplace PESTEL ar:
campaign) (3; 5; 6; 7; B;
9; 101 physical e\ :
launch event (10) an event to celebrate and promote the introduction of a new product or service pitch for [9
layout [9J the way that text and images are arranged on a page or poster podcast [8i
logo {4; 5; 6; 9; I0} a design or symbol used by a company to advertise its products
point-of-sale
Iong"term objective (8) an objective lshich is not expected to bring immediate results or returns on investment, but is
focused on a longer time period
positionjng
Ioyalty programme {7} a marketing activity which encourages customers to commit to a brand or company e.g. Ioyalty
cards in supermarkets
Iuxury goods (2; 3) products for which consumers are prepared to pay premium (high) prices in the market and potential rna'. i
are not necessity products premium pr,: -:
(3;4)
mailing list (lO) a list of customer contacts used for direct marketing activities

.j 1* l{*s*;rry
 -ake small talk (10) to have a polite and informal conversatron
-arketing-oriented company a company whose overall activities are focused on satisfying customer
needs

-arket development (S) marketing existing products or services into new markets or segments
-arket leader [2] brand, product or company that has the largest market share in a market
*arket sector
[4; g) sector is a distinct part of the economy- tor example, the finance sector
aarket segmentation (4) dividin€ a market into groups of potential customers who share similar characteristics
and who
have similar product or service needs
-arket share [2; 3) .... the number of things that a company seils compared with the number of things
of the same
type that ol.her companies sell
-arketing audit (2) review.gf..? company's externat marketing environment and irs internat objectives,
i.1,"::9i:
strategies and activities
narketing budget (S) an estimate of how much money is needed to implement the marketing plan
Tarketing collateral [1; 6) communication materials used to communicate with customers / potential customers
'narketing message (7) a message to help the consumer to understand what the product is and what the
consumer
will get for their money; often used to create a slogan
marketing metrics (S; 4) measures of the success of marketjng activities e.g. number of enquiries per advert
marketing mix [1; 2; 5; 4; combination ot marketing tactics, including the 'p's'of marketing; product. pricing. distribution
6; 8) tpraceJ, promotion. people. process and physjcal evidence.
marketing objectives / goals what the organisation wants to achieve with its marketing plan
(2; 5; 8)

marketing strategy {2; 3; how an organisation intends [o achieve its marketing objectives
6; 8)
marketing tactics [2) the specific marketing actions that the organisation will take in order to implement its strategy
media budget (9) the amount of money set aside for advertising
media plannin€ and buying planning how advertising messages wiil be communicated and pu,-chasing
time and space in
tsl relevant media e.g. television slots; billboard adverts etc.
mission statement (21 a short, written description of an organisation,s values and objectives
mystery shopper (5 someone pretending to be a customer to secretly report on quality of sen/ice
networking (7; B; 10) making contacts with people who might be useful for you professionally
new enffants (2) organisations or products that have recently come into a market or sector
niche market (2; 4) small area oftrade within the economy, oden involving specialised products
offline sales (8) sales made through any means other than through a website
online discussion forum (4) web based environment where people can hold discussions
online sales [8) sales through a website, not in a shop or by phone
outdoor / out"of"home advertising in public places such as billboards. posters etc.
advertising (7)
over budget (3) to spend more than the budgeted amount for a particular activity
P's of marketing mix (3) product, priclng, place, promotion, people, process and physical evidence
paid search listings {81 a tool of.s-EM; when a company pays a search engine to list a rink when certain
keywords are
searched for; also known as cost per ctick {CpC)
penetration pricing strategy charging low prices initially in order to gain maxrmum market share in as short a time
(6) as
possible
personal selling (7) when a salesperson sells djrecfly with a potential customer or organisation
PESTEL analysis [2) a technique for analysing tire political, economic, social, technological. environmental
and legal
trends which affect an organisatjon
physical evidence (5; 4; 6) the tangible evidence of a service. e.g. tickets to a concert
pitch for (9) to give a presentation saying why you are the best supplier for the job
podcast [8J radio programme that is stored in a digital form that you can download from the lnternet
and
play on a computer or on an Mp3 player
point-of-sale material (4) promotional materials which aim to atlract the attention of potential
customers at places
where products are purchased e.g. at supermarket check.outs
positioning (5; 8) identlfying the place in the market or the mind ofthe consumer for a particurar product
or
brand
potential market (21 group of people who have some level of interest in the same product
or service
premium pricing strategy charging high prices
(3:41

6{.ossary k7t
 press advertising (7) advertising in newspapers or magazines
EEil
:-el1 (10)

press release (7) a written document sent to the news media with the aim ot gaining publicity for an event. :'crt-term c3-e:
product launch etc ; :e traflic (8_

primary research {qr field research which is collected for a padicular purposes, directly from the original source e.g. cgan (4)
research) (5) \ surveys, interviews
=

S\1ART obje.-,1
primary stakeholder {l } a stakeholder who is vital to the organisation and without whom the organisation couldn t
survive 33cial netHc';: -
private sector organisation commercial organisations that exist primarily to make a proht sSonsorship .: '
(1)

product development [3; marketing additional or new products into existing markets and segments slakeholder ":Er
6; 8)

product line (5; 7) a group of closely related products with similar leatures or target markets rrakeholder rc,'
product optimisation (5; 6: B) carrying out research on how to improve a product or service siakeholders i'
product-focused organisation an organisation which sells products, rather than services
(t) stand/booth s?"

promotional mix [6; 7) any combination of advertising; public relations (PR); direct marketing; personal selling and standardisatrc-
sales promotions
public relations (PR) (3; 6; promoting a company's public image and its activities through the press stockist (8)
7; 8; 9) strategic Planr -
public sector organisation (1) an organisation controlled directly or indirectly by central and/or local government e'g. most street markei, r a
hospitals; local authorities; the army
substitute pro:J
qualify a sales lead (10) to evaluate how Iikely someone is to buy a product or service services i2)
qualitative research [5] research which focuses on attitudes and opinions supplier [] : 2: -
quantitative research {5} research which involves the gathering and analysing of measurable data SWOT analys:s .
rankings (8) the position of something compared to other thtngs {higher. lower, etc.)
ratings system (8) a way for customers to indicate how popular certain products are tagging [8)

rebranding (4; 6; 7) the process of creating a new identity tor an existing brand by changing the name' logo. image target audien.:
etc. of the Product
relationship marketing (8) marketing activities focused on getting close to the customer and building long-term target custor,E
relationships targeted campa i

remuneration (9) the way in which payment is made to a supplier or agency (for example. fee-based, time-based'
cost-based, performance'based) telesales camp-,.,
respondent (5) person who completes a survey test marketirg a

response rate (5; 8) the percentage of people who respond to a survey, mailing etc.
return on investment (ROl) the percentage of proFit gained or lost compared to the amount of money invested in a through-the':.:
{2;3) marketing campaign touchpoints l.
route to market (1) the distribution channel which gets a product or service to the final consumer tiack recoro .9

RSS feeds {ReattA Simpte a way of publishing information on a website so that someone can take it and use it on trade shows ?.e.
SAndicotion) {8) another website
under budge: :
run a focus group (5) to bring together a group of people in order to give their opinions on a particular subiect or to :-
discuss a problem Unique Selli.E
(USP) [4; 6: 8
sales ficrce {1 ) the sales department/team working for an organisation that is responsible for selling its
products or services unique value:r:(

sales lead (10) identification of a potential customer user-generalec :

sales promotions (6; 7) short-term promotional activities such as price discounts which encourage consumers to
i
respond in certain *uy venue ( I O)

the total amount ofsales / revenue generated in a given time period VIPevent(1C
sales volume (4)
a company which focuses on sales as its prime obiecl"ive
viral marketrlg :
sales-oriented company (1)
search engine marketing promoting a company. product or service by making it more visible on search engines
(sEMl (8) voluntary sectc'

deliberately changing the content of a website so that it appears higher on search engine warehousing i4
search engine optimisation
(sEo) (8) Iistingst often uses keyword tagging Web 1.0 (8)
search engine rankings (8) the position in which a company appears in search engine results Web 2.0 (8)
secondary research (or desk analysing existing sources of information which have been collected for a diffurent reason such
research) (5) as published statistics, websites, bought-in reports etc. wiki [2; 8)

secondary stakeholder (1 ) a stakeholder that an organisation can survive without at the moment, to a certain extent written manifet-:
1

service-focused organisation an organisation which sells services (e.g. healthcare, catering. training) rather than products I
(11
i
I
1{ti {ik:ss;al qr t

I
rl
 a pre-built exhibition stand
:" :.:.term objective (8] aiming to deliver a resu,t or return on investment within a short time period
: :::.affic (8) the number of visitors to a website in a given period of time
; :g3r (4) a short, easily remembered phrase, to advertise an idea or a product
:'.'iRT objectives (2) ob.iectives which are specific, measurable, achievable, realistic and timebound
:'::,1 networking service (7f a service which builds online communities of people who share similar interests or activities
:,:::sorship (5; 6; 7) supporting a person, organization or public event by contributing towards part ofthe costs in
return for benefits such as advertising; public relations etc.
i-(eholder interest {l ) how much attention a stakeholder pays to an organisation: how much awareness the
stakeholder has of the organisation oi its activities
r;<eholder power (1) being able to inlluence an organisation's behaviour. both now and in the future
:-xeholders (l; 4; 5; 7) individuals or groups with an interest in an organisation's activities and who are affected by
the behaviour of an organi/ation
-.::nd/booth staffer (1 0) someone who works on an exhibition stand
:-rndardisation (4) selling the same product in the same way in all markets (also known as undifferentiated
morketing or mass morketing)
:::ckist (8) a place where consumers can purchase particular products e.g. a bookshop
-.ategic planning (9) determining long-term goals and plans for an organisation
-.eet marketing (7J promotional activities in public places e.g. distributing adverts outside shops
:jostitute products or alternative products or services available to customers which fulfil the same need
:ervices (2)
:rpplier [1; 2; 4; 9) an individual or company which provicles goods or services to identified customers
:!VOT analysis [2; 8) . a tool for evaluating the internal factors (strengths and weaknesses) and the external factors
(opportunities and threats) that an organisation faces
:agging (8) using keywords in web copy so that content can be easily found
audience (6; 8) identification of a group of potential customers an organisation wants to market its products
=rget
and services to
:arget customer (4) identjfication of a potential customer
:argeted campaign [3] when a campaign is aimed at a specific group of people who would most probabli, use or buy
those products or services
ielesales campaign {7) a form of personal selling carried out by telFphone
test marketing (6) releasing the product or service into a smalr, controlred market before raunching it on a larger
scale [also known as a sofl /ounci)
through-thetine [lTL) [7) advertising using both above"the-line (ATL) and below"the-line (BTL) methods
touchpoints (4) moments when the customer interacts with the brand
track record [9) the reputation of an individual or organisation and its past history of success
trade shows/events (3; 10) events attended by professionals from the same or related industries
under budget (3) to have spent less than the budgeted amount for a particular activity
Unique Selling Proposition unique attribute or product feature which makes one product stand out rrom the competition
(USP) (4; 6; 8) and is the key reason why consumers will buy that product
unique value proposition (2) the key benefits offered by a company or brand to its target audience
user'generated content (8) content created bv consumers ofproducts or services e.g. customer review sjtes, blogs, posts
on discussion groups etc.
venue (1 0) the location of an event or exhibition
VIP event (i0) an exclusive event attended only by people who have been especially invited
viral marketing {8) a technique which encourages consumers to share marketing content (e.g. videos) or
marketing messages with each other across social networks
voluntary sector (1) Non-government organisations such as charities, which are not-tor-profit
warehousing (4) storing goods in a warehouse
Web 1.0 {8) the web as a place that gives you information; micro,sites or brochure sites
Web 2.0 (8) the second generation or the web: a place that you can actively participate in, e.g. via blogs.
discussion forums etc.
wiki (2; 8) a webpage which visitors can edit and add content to
written manifesto {7) a document which describes the objectives and policies of an organisation

6l*ss;llV xts
 Acknowledgements
The authors and publishers acknowledge the following sources of copyright material and are
grateful for
the permissions While every effort has been made, it has not always been possible to identify the
iranted.
sorices of all the material used, or io trace all copyright holders. If any omissions are brought to our notice,
we will be happy to include the appropriate acknowledgements on reprinting.

Photo acknowtedgements
Key: I = left,c = centre, r = right,t = toP, b = bottom
p50,
Alamy Transportimage Picture Library 14 (br), David Pearson p 14 (rc), Blend lmages p26, Eniz Umuler
p
(HSBC), Maurice Savage p3B
Jack iultivan p38 (Bupa), David Willii pSA Hilton), Northlite p58 (BBC), ICP p38
(Knight Frankj, Justin Kase Zninez p38 (Ernst & Young), Jenny Matthews p57 (bl), Dacology p54 &
p57 (bc), Adam
p83 [l)
waro psz (br), Art Directors & TRIP p57 (rc), Jim Zuckerman p56 (t), Steven May p7B, Cregory Wrona
Alchemy Fireworks Roy McGrail p70 (l), David Chang p70 (tr), p76
Emily Berezin p46
p79 (tr)
Getty lmages iomos Veer p 1 1, Digital Vision p22, Mllpictures by Tom Weber p56 [t), Ean Taylor
p65,
isto;kphoio.com April Anderton p-56 (t), Hayesphotography p56 (c), Parema p56 (t), tnkastudio
Javarman3 p69
Photolibrary.uk.com Oleksiy Maksymenko pl a (t), Chris Ryan p59
Shutterstock.com p6, pl4 (tr), p56 (c), p56 (b), p57 (tl), p62 (t), p62 {br), p85 (r)
Visa logo reproduced with permission

Author acknowledgements
people. l'd like to thank
This book couldn't havJhappened without the help and support of many very talented
the following, in the order inwhich they became involved in the project: Clare Sheridan, Publishing Manager, for
encouraging me to submit a proposal in the first place, being the brains behind the Cambridge English
for ..' series,
and bein-g ig..ut ftiend and mentor over the last six years; Jeremy Day, Series Editor, ESP expert and the best
Teacher's Book author I know, for helping me to hone my initial proposal, providing excellent content advice,
support
and writing the online teacher's notes; Caroline Thiriau, Commissioning Editor, for her friendship and
throughoui and excellent project management skills; Roisin Vaughan, Senior Marketing Manager at Cambridge
Univeisity press, without whose invaluable input this book would literally have been impossible to write -
I owe you
debt of thanks; Rob Vernon, Development Editor, for his comments on the early units; Nik White, Senior
a massive
lan
Development Editor, for his exceptional content editing and advice on doing business in Russia; Keith Fletchec
simon Johnston and Tarun Shaunak at the Chartered Institute of Marketing (ClM) for
iir: Marshall, Audrey McMahon,
for
all of their couniel; Kate Hansford and Tcny Garside, for their impeccable copy-editing; and Linda Matthews,
through production so smoothly. Finally, two personal thanks: to Rob Farrow, Special Projects
managing everything
Director at Alchemy Fireworks, for being such a good sport; and to Anna, for everything else'

Publisher's acknowledgements
We,d like to thank Roisin Vau-ghan (BA (Hons), DipM MCIM, DTEFLA) who acted as a Marketipg Consultant
throughout the development;f this course for her ideas and input into the syllabus and marketing theory,
and
input and
for compiling the glossary. We'd also like to thank Keith Fletcher and the CIM team for their invaluable
enthusiasm for the Project.
Designed and produced by eMC Design Ltd, www.emcdesign.co.uk
Audio production by Leon Chambers.

Cambridge Engtish for... is a new series of ESP courses for different areas of English for Specific
Purposes.
Written fir professionals by professionals, these short courses combine the best in ELT methodology with
real professional practice.'
Other titles in the series:

120 Acknowledgements
 T-

Audio CD
I?ack Timin3 rhGI Tlmlng

1 Opening titles O'12' 19 Audio 5.1 3',23',

2 Audio 1.1 2'.29', 20 Audio 5.2 2'.04"
3 Audio 1.2 2',56', 2l Audio 5.3 3',31"
4 Audio 1.3 942" 22 Audio 6.1 3',53"
5 Audio 1.4 2',11" 23 Audio 6.2 1',o5"
6 Audio 1.5_ 1'15'
7 Audio 1.5 z',13', 25 Audio 7.1 1',3o',
8 Audio 2.1 3'41', 26 Audio7.2 u46',
9 Audio 2.2 os4' 27 Atld,io7.3 l',43',
l0 Audio 2.3 l'.q 28 Audio 8.1 233'
'II Audio3.l z1{ 29 Andio 8.2 301',
12 Audio 3.2 z03' 30 Audio 8.3 3',12'
'13 Audio4.I z05' 3l Audio 8.4 3',4S
32 ffiioej z4Y
"'-- -T5-ffit6rtr- --
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16 Audio4.4 (r3f 34 ArdblO.r 3,0t'
17 Audio4.5 m1' 35 AudblO2 3',I l'
18 Audio4.6 1'.2t 36 Adio10.3 222'

Total running time applox. Tdminutes

ISBN 978-0-5?1-1?460-7

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