marketing. start up what images spring to mind when you hear the word ‘marketing’? how has the...

Marketing Marketing

Start upStart upWhat images spring to mind when

you hear the word ‘marketing’? How has the Internet changed

marketing? How would you start marketing a

product or idea you had? What’s the difference between

marketing and advertising?

Marketing isMarketing is

the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.

Marketing isMarketing isa critical business function for attracting customers.

Marketing isMarketing isthe link between a society’s material requirements and its economic patterns of response.

Marketing Marketing satisfies the needs and wants through exchange processes and building long term relationships.

Marketing isMarketing isthe process of communicating the value of a product or service through positioning to customers.

MarketingMarketingcan be looked at as an

organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders.

Marketing isMarketing isthe science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

Note the use of the Note the use of the following following sentence sentence

connectorsconnectors

for the purpose of for the purpose of

Idioms: on purpose (intentionally;

deliberately.to good purpose (with good

results)to little/no purpose (with few or no

results)Marketing is the process of

communicating …, for the purpose of selling the product or service.

As an example, As an example,

As an example, a firm may conduct research in a target market, after selecting a suitable market segment.

For example, For example,

For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker.

In contrast,In contrast,

(different from)

As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing.

Thus, Thus,

(as a result or consequence of this; therefore)(in the manner now being indicated or exemplified; in this way)

Thus, market research is a subset of marketing research.

Generally speaking, Generally speaking,

Generally speaking, an organization's marketing planning process is derived from its overall business strategy.

Accordingly, Accordingly,

(in an appropriate manner; suitably; so;

consequently; in accordance; correspondingly;

therefore; in due course)

Accordingly, a plan is required in order to effectively manage such products.

Evidently, Evidently,

(without question; clearly; undoubtedly, to all appearances; obviously; according to the evidence available)

Evidently, a company needs to weigh up and ascertain how to utilize its finite resources.

Moreover, Moreover,

(beyond what has been stated; besides; in addition to what has already been said; furthermore)

Moreover, a product may be reaching the end of its life-cycle.

Note the expressionsNote the expressionsIt is the process of

communicating the value of a product or service through positioning to customers.

The process involves forging a plan for a firm's marketing activities.

Class assignmentClass assignment

Divide into groups of three to four.Summarize the text Marketing and

discuss the following:Marketing researchMarket and marketing researchMarketing planningMarketing strategy

Write three to five YOUR S ONLY!!!!!!sentences about each item.Use the following sentence connectors:for the purpose ofas an examplefor example,in contrast,thus,generally speaking,accordingly, evidently, moreover,

Do Do or or Make Make collocation quiz:collocation quiz:

What do you __________ for a living? Have you __________ your

homework yet? Have you __________ a decision yet? Amber __________ badly in her

geography exam. The children __________ a mess in

the kitchen.

We are having guests tonight, so please __________ your bed.

I __________ only one mistake in my English test.

I'd like to ask you to __________ me a favour.

My husband __________ the grocery shopping.

Please excuse me while I __________ a phone call.

Comprehension Comprehension 1. The purpose of marketing is to sell a

product or a service. T / F 2. According to experts, market research

and marketing research are synonyms. T / F

3. Marketing research provides management with relevant information on how well a product is being sold. T /F

4. The choice of a firm’s marketing strategy depends on its overall business strategy. T / F

5. Marketing strategy and marketing tactic are synonyms. T / F

Internet Homework Internet Homework AssignmentAssignmentSearch the Internet and find an

example of one of the most successful marketing campaigns.

Discuss.