2nd Progress Test

Monday, 2 Feb

Group 5_1: 15.00 – 15.45 – Lecture hall 6

Group 5_2: 15.45 – 16.30 – Lecture hall 6

TWO SEGMENTS:

10 business topics

4 types of business letters / e-mails

2nd Progress Test

Monday, 2 Feb

Group 3_1: 16.30 – 17.15 – Lecture hall 6

Group 3_2: 17.15 – 18.00 – Lecture hall 6

TWO SEGMENTS:

10 business topics

4 types of business letters / e-mails

2nd Progress Test

Business topics (RB, p 1):• Privatization• Entrepreneurship (+ Business Plan)• Company structure• Management• Work and motivation• Labour relations• Recruitment BUSINESS CORRESPONDENCE• Marketing: Application

– Products Enquiry– Marketing Complaint– Promotional tools Apology– Advertising

Types of exercises you can expect in PT2:

• Read the definition/explanation and provide the right term• Match words to create strong word partherships and use the

expressions to write about a (given) topic• Complete the text by filling in the missing words• Fill in the missing prepositions• Find the odd one out & explain your answer• Explain a sentence/phrase in your own words (paraphrase)• Compare X and Y• Discuss advantages and disadvantages of X• Translate (key terms) into or from Croatian

Business topics (40 pts)

• Write a business letter / e-mail (20 pts)

Letter of complaint

• → RB, p 102

• Check out phrases on p 105-106

• P 108, exercises 11 & 12

• Exchange readers and compare

HW: TASK on p 102

Letter of apology• → RB, p 103• Check out phrases on p 106:

- APOLOGISING- GIVING REASONS

• p 108, exercises 10, 13 & 14HW: Write a letter of apology, RB p 103 (TASK)Study RB pp 93 – 108Do all tasks on pp 107-108For additional practice ......pick any number of the tasks on pp 107-108 &

develop them into complete letters / emails.

HW check

• MK, p 64: Vocabulary

• RB, p 71-72:

The Centrality of Marketing

- tasks I and II

MK, p 65Reading: The product life cycle

Use sentences on p 65 to practice describing how sales volumes / prices / costs / promotion activities change over a product’s life cycle.

The marketing mix (4 P’s)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distribution channels, locations of points of sale, transport, inventory size...)

promotion (ad_ _ _ _ising, pub_ _ _ity, sales pro_ _tion and per_ _nal selling)

PRODUCT PRICE PLACE PROMOTION

PROMOTION MIX(Promotional tools)

ADVERTISING PUBLIC PERSONAL SALES ELATIONS SELLING PROMOTION

MARKETING MIX

Promotional Tools (RB, p 72-73 )• ADVERTISING

– radio & TV commercials, posters/billboards, newspaper/cinema ads, classified, sponsorships, endorsements, sandwichboard men ... (p.70)

• PUBLIC RELATIONS– publicity, public awareness in media

• SALES PROMOTIONS– free samples, coupons, price reductions, competitions,

reduced price packs, etc.

• PERSONAL SELLING (sales reps)

→ RB, p 72: Read and complete

Promotional Tools (RB,72 )

Missing words (p.72-3)

1. target 9. advertising

2. awareness 10. channel

3. medium

4. tactics

5. trial

6. maturity

7. aimed

8. loyalty

Reading comprehension

• To inform potential customers, distributors, dealers and retailers about the product’s existence, features, advantages...= to develop ________________

Reading comprehension

• To inform potential customers, distributors, dealers and retailers about the product’s existence, features, advantages...= to develop brand / product awareness

How many types of market are implied in the sentence above?

Two: 1) consumer market & 2) producer / business / industrial market

Reading comprehension (2)

• Since budgets are always limited, marketers have to decide which tools to use, and in what proportion.And the tools are: _______________ _______________

______________________________

Reading comprehension (2)

• Since budgets are always limited, marketers have to decide which tools to use, and in what proportion.And the tools are: advertising public relations

sales promotionssales reps

• Please, explain the difference between advertising and publicity!

Reading comprehension (3)

• Placing stories or information in news media to attract attention to a product or service is aimed at creating __________.

Reading comprehension (3)

• Placing stories or information in news media to attract attention to a product or service is aimed at creating publicity.

• Explain the expression news media.

• Free samples may generate the initial trial of a new product. – Please explain!

• Stores also often reduce prices of specific items as loss leaders. – Please explain!

Reading comprehension (4)

• What can be aimed at distributors, dealers, retailers to encourage them to stock new items/large quantities/off season stocking? _______________

Reading comprehension (4)

• What can be aimed at distributors, dealers, retailers to encourage them to stock new items/large quantities/off season stocking? Sales promotions

• Personal selling is the most expensive promotional tool. Please explain why?

• Sales representatives are an extremely important channel of information. Explain!

What do they have in common?• wall paintings, billboards, printed flyers and rack cards,

radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts and their handles (grabertising), web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, the backs of event tickets, supermarket receipts

• http://www.articlesbase.com/advertising-articles

Could be used as commercial advertising media

• wall paintings, billboards, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts and their handles (grabertising), web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, the backs of event tickets, supermarket receipts

• http://www.articlesbase.com/advertising-articles→ MK, 69

PRODUCT PRICE PLACE PROMOTION

PROMOTION MIX

ADVERTISING PUBLIC PERSONAL SALES RELATIONS SELLING PROMOTION

MARKETING MIX

HW: ADVERTISING

• MK, p 69

Advertising and viral marketing (MK, p. 69)Paragraph 1 – Heading:Explain: • 2 things advertising does (inform, persuade...)

Underline:3 things a client company gives the advertising

agency1. b _ _ _ _ t2. b _ _ _ f3. advertising s _ _ _ _ _ _ y (message)

2 things the agency does1. creates a_s2. develops a m_ _ _ a plan

Paragraph 2 – heading:

Underline• Three strategies of advertising spending:

1. spending a f _ _ _ _ p _ _ _ _ _ _ _ _ _ of c _ _ _ _ _ _ sales r _ _ _ _ _ _

2. spending as much as the c _ _ _ _ _ _ _ _ _ _3. increasing c _ _ _ _ _ _ spending to increase s _ _ _ _

Explain: comparative parity method

True or false:Creative and expensive advertising campaigns lead

to increased sales.

PARAGRAPH THREE – Heading?

Explain: Why is advertising considered essential for launching new consumer products?

(advertising + s_ _ _ _ p _ _ _ _ _ _ _ _ _

generate the i _ _ _ _ _ _ t _ _ _ _)

Provide synonyms for generate:

List examples of sales promotions:

1. Free s _ _ _ _ _ _

2. Price r _ _ _ _ _ _ _ _ _

3. C _ _ _ _ _ _ _ _ _ _ _

List the 3 drawbacks of traditional advertising:

FINISH.

Advertising…

• informs…• persuades…• helps launch…• generates the initial trial… • should lead to increased…• should reach…

Pg 4 – heading?The best form of advertising:a) word-to-mouth advertisingb) word-of-mouth advertisingc) mouth-to-mouth advertisingExplain x !

Answer: What is viral marketing?What is a P2P network?Explain: Viral marketing... creates a buzz...Name several strategies of viral marketing.Compare:viral marketing with word-of-mouth advertising

HW:• Letter of complaint (task on p 102)• Letter of apology (task on p 103)

MK, p 69 – 71

• Read: Advertising (use prompts on slides above)

• Comprehension, p 70 (read and answer the questions in writing)

• Vocabulary, p 70 – find the words in the text that mean the following

• Discussion, p 71: classify advertising and sales promotion techniques. Look at your answers. Do you think advertising and promotions work?