Unit 2: International marketing

“The last stage of fitting the product to the market is fitting the market to the product“

Clive JamesAustralian writer and broadcaster

New vocabulary, pg. 15

• Influences on expanding beyond domestic markets:

buying habits, government bureaucracy, monetary regulations, economic situation, income distribution, political stability

New vocabulary, pg. 15

• Different markets:domestic market, home market, international market, overseas market, worldwide market

• Market situations:growing market, expanding market, developing market, break into a market, penetrate a market, get a foothold in a market,declining market, retreat from a market, pull out of a market, saturate a market

• Parts of a market:market sector, market segment, market niche

New vocabulary, pg. 15

• Product on a market:launch a product, bring out a product, introduce a product, withdraw a product, roll out, licence, phase out

• Marketing startegies:slogan, logo, promotion, discount, free sample, special offer

• Investigating a market:survey, market research, questionnaire, focus group, target

• People in a market:retailer, wholeasaler, distributor, manufacturer

Listening exercise, pg. 17Reading exercise, pg. 16 – 17

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Language review: Noun compounds and phrases, pg. 18 • Noun compound:

o two nouns togethero shorter and more convenient

• Examples:consumer profile, mass-market cafè culture, speciality shop, per capita consumption, anti-globalization movement, marketing campaign, marketing budget, marketing strategy, market research, market survey, market sector, product range, product feature, product manager, advertising campaign, advertising agenca, advertising slogan, brand awareness, brand loyalty, brand image, sales figures, sales forecast, sales target, price promotion, price range, price rise

Unit 2: Building relationships

“A relationship is like a shark, you know. It has to constantly move forward or it dies.“

Woody AllenAmerican film-maker and actor

New vocabulary, pg. 23

• Positive relations development:verbs: build up, cement, foster, develop, encourage, establish, improve, maintain, strengthen, promote, restore, resume adjectives: close, open, sharing

• Negative relations development:verbs:break off, cut off, disrupt, endanger, jeopardise, damage, undermine, strainadjectives: stormy, sour

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Language review: Multi-word verbs, pg. 18

• Common in spoken English• verb + particle(s) (at, away, down, off,

etc.)• Object – separable or inseparable• Examples:

draw up, put off, build up, hold on to, let down, count on, set up, call off, come up, sound out, get on, depend on, rely on, find out, write down

Thank you for listening!