Marketing (Professional English in Use)
Professional English in Use
Professional English in Use Marketing is part of a new series of Professional English in Use titles from Cambridge University Press. These books offer vocabulary reference and practice for specialist areas of professional English. It is designed to help those who work in marketing and need to use English. The level of the book is intermediate to upper-intermediate.
The book has 50 thematic units.
The units are divided into sections which cover following topics:
Positioning and Branding,
People – customers and staff,
There are twelve appendices, covering examples of confusing words, preparing a marketing plan, describing brand values, advertising techniques, types of out-of-home advertising etc. There is an answer key at the back of the book. Over to you activities at the end of each unit are designed for writing and / or discussion. The Index lists all the new words and expressions presented in the book.
А. The first section, Marketing basis, includes 7 units:
1-2. The marketing mix (1 – 2) is the combination of techniques used to market a brand which are often called the Ps (product, price, place, promotion, people, physical presence, process, physical evidence). It represents four Cs (customer needs, cost to user, convenience, communication), four As (acceptability, affordability, accessibility, awareness) and four Os (objects, objectives, organization, operation). The unit introduces AIDA, an acronym of attention, interest, desire and action.
3. The SWOT analysis unit introduces the name SWOT as acronym of strength, weaknesses, opportunities and threats and shows how the marketing strategy is shaped by the SWOT analysis.
4. The Marketing strategy and the marketing plan unit describes what the strategy includes and what the marketing plan consists of. It is shown how to develop a marketing plane using the stages known as AOSTC (Analysis, Objectives, Strategies, Tactics and Control).
5. The Marketing ethics unit studies such topics as social marketing and ways for a company to show corporate social responsibilities which are cause related marketing, green marketing, responsible purchasing.
6. The Market environment unit distinguishes between the micro environment and the macro environment of a company.
7. The Legal aspects of marketing gives in legal definitions section the explanation of intellectual property including industrial property and copyright protects, reflects legal problems and goes into the Consumer Protection Act as a law in the UK.
В. The Research section contains two units Research 1 and Research 2 and discusses two main methods of consumer research such as desk research or secondary research and field research or primary research, goes into research methodology, describes survey results.
С. The Product section includes 6 units:
1-2. The New product development (1 – 2) unit contains a number of activities: idea generation, idea screening, concept development, concept testing, marketing strategy, business analysis, product development and optimization, test marketing and commercialization.
3. The Brainstorming unit describes a technique used by marketers during product naming to find new names for products.
4. The Product and service types unit review product types, introduces word combinations with “goods” and “products” and describes types of service.
5. The Product life cycles unit describes the idea of Boston Consulting Group Matrix and review four stages in the product life cycle which include product launch, growth, maturity and decline.
6. The Selling products unit gives a description of sales forces and their goals, of purchaser and supplier and gives advices on selling services.
D. The Positioning and Branding section has three units:
1-2. Branding 1 and Branding 2 units deals with brand name and brand values and defines the name of the trademark; they represent responsibilities of a brand manager and introduce word combinations with “brand”, they reflect further what the brand platform consists of, describe the brand management as the application of marketing techniques to a brand and give an example of brand strategy.
3. The Brand value unit divides common brand values into following subjects: trust me, I am good for you, I make you feel good and I am your contemporary.
E. The People – customers and stuff section consists of 5 units.
1. The Market segmentation unit shows principles of market segments, describes how market segmentation work and gives details to five market segments such as innovators, early adopters, early majority, late majority and laggards.
2. The Customer needs and behaviour unit shows the Abraham Maslow’s pyramid of basic needs, illustrates consumer life cycle (CLC) with quotation from Matt Robinson and describes purchasing behaviour (or purchasing patterns).
3. The Loyalty programmes unit studies customer loyalty, loyalty programmes implemented by marketers to maximize customer loyalty and minimize customer defection.
4. The Motivation marketing unit defines aims of motivation marketing, goes into staff incentive programmes – formal schemes designed to encourage staff to act in a certain way and defines cash substitutes and noncash awards.
F. The Price section consists of 2 units:
1. The Marketing budget unit represents the cost of the marketing plan, describes several approaches to setting the marketing budget and deals with return on investment (ROI).
2. The Price unit reflects pricing strategies such as premium pricing, penetration pricing, price skimming etc., gives an example of a note on pricing consideration and of a price test.
The Place section has 6 units which are the followings:
1. The Logistics and the distribution chain unit describes task of logistics, represents the distribution chain and distinguish between direct and indirect distribution.
2. The Merchandising explains the noun merchandising, describes promotional gifts and defines sports, film, book and music merchandising.
3. The Trade shows unit distinguishes among different kinds of events as well as methods of organizing an event.
4. The Telemarketing unit depicts telemarketing as a form of direct marketing, describes requirements on it, differentiates between outbound and inbound telemarketing and gives the contents of telemarketing script.
5. The Online shopping and mail order unit demonstrates experiences of the online shopping and gives the idea of mail order and the ordering process.
6. The Personal selling represents who makes up a company’s sales force, deals with personal selling, describes the sales process and sales kit such as product samples, price lists, order forms and sales literature.
G. The Publicity and promotion section covers 12 units:
1. The Above, below and through the line unit distinguishes among Above-the-line (ATL) as a form of media advertising where a commission or fee is paid to agency working for its client, Below-the-line (BTL) which refers to any non-media advertising or promotion and Through-the-line (TTL) also known as full services.
2. The Media strategy unit deals with media strategy as part of the marketing plan as well as questions of media plan which recommends communication channels and media buying.
3. The TV and radio unit describes different advertising formats such as commercial, sponsored programme, interactive ad etc., classifies audience and dayparts.
4. In the Outdoor advertising unit you learn about different out-of-home advertising formats (or outdoor advertising) such as roadside panels, street furniture, transit advertising etc. and their effectiveness.
5. The Press unit distinguishes between newspapers and magazines and explains the meaning of media packs.
6. The Printed documents unit shows the process of design, preparing to print and printing.
7. The Branded content unit deals with history of branded content and shows different types of branded content such as advertiser-funded programmes, off-air events, digital media network etc.
8. The internet unit represents the most internet advertising formats which are banners, buttons and skyscrapers, deals with search engines such as Google and Yahoo and search engine marketing.
9. The Buzz marketing unit deals with word of mouth (WOM), distinguishes between buzz and stealth marketing and describes electronic buzz marketing campaign also known as a viral marketing.
10. The Sales promotions and displays unit discusses different types of sales promotions and point of purchase (POP) and point of sale (POS) displays.
11. The Direct mail and email unit reviews the advantages of direct mail service and how a direct or email campaign is organized.
12. The Street marketing and samplings goes into the history of street marketing, its aims and successful tactics.
H. The Packaging section deals in 2 units with the function of logos and packaging.
1. The Logos unit shows types of logos, logo design and typeface.
2. The materials and containers unit comments about what the packaging is made of and how it opens.
I. The Public relations section contains 5 units:
1. The Corporate communications describes goals of corporate communications, corporate values and identity as well as tools of corporate communications such as corporate advertising, media relations, financial communications etc.
2. The Public relations and lobbying describes the function of public relation firms and goes into inside and outside lobbying.
3. The Event and sports sponsorship unit explains the meaning of sponsorship as a type of partnership and gives types of sponsorship such as art, educational, sports sponsorships etc.
4. The Crisis Communication deals crisis management and describes what an effective crisis communication can do.
5. The Corporate blogging goes into blogging basics and blogs as a marketing tool.