Business English Nina O’Driscoll

MARKETLEADER

Marketing

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Pearson Education Limited

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© Pearson Education Limited 2010

The right of Nina O’Driscoll to be identified as author of this Work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers.

First published 2010

ISBN 978-1-408-22007-8

Set in Metaplus, Times & ITC Cheltenham

Printed by Printed in Slovakia by Neografia

Acknowledgements

This series was developed and written by consultants working with LTS Training and Consulting, Bath, a specialist language and intercultural training company.

The author and publishers are grateful to the following teachers who reported on earlier drafts of this material: Aukjen Bosma, Christine Thuillier.

We are grateful to the following for permission to reproduce copyright material:

Text

Extract on page 41 adapted from ‘Money follows eyeballs and all eyes are glued to the web’, The Guardian, 31 March 2007 (Wray, R. and Allen, K.), Copyright © Guardian News & Media Ltd 2007.

The Financial Times

Extract on page 5 adapted from ‘Quest for advertisers’ holy grail’, The Financial Times, 1 May 2005 (Silverman, G.), copyright © Financial Times Ltd; Extract on page 9 adapted from ‘Family first in tough marketing times’, The Financial Times, February 2008 (Quelch, J.), copyright © Financial Times Ltd; Extract on page 13 adapted from ‘Companies feel benefit of intangible’, The Financial Times, April 2007 (Gapper, J.), copyright © Financial Times Ltd; Extract on page 17 adapted from ‘Duracell and its longer-lasting looks’, The Financial Times, June 2004 (Carter, M.), copyright © Financial Times Ltd; Extract on page 25 adapted from ‘How to

serve a bespoke cup of coffee’, The Financial Times, April 2007 (Wiggins, J. and Simonian, H.), copyright © Financial Times Ltd; Extract on page 29 adapted from ‘Scion brand greases the wheels for Toyota / Toyota looks to learn from Scion’, The Financial Times, 27 March 2005 (Simon, B.), copyright © Financial Times Ltd; Extract on page 33 adapted from ‘Connecting with customers through online content’, The Financial Times, 7 November 2008 (Bredlau, R.), copyright © Financial Times Ltd; Extract on page 37 adapted from ‘Customer experience is key in protecting online sales’, The Financial Times, 7 November 2008 (Ward, R.), copyright © Financial Times Ltd; Extract on page 49 adapted from ‘Sponsors with a taste for Mickey Mouse marketing’, The Financial Times, 4 March 2008 (Garrahan, M.), copyright © Financial Times Ltd; Extract on page 57 adapted from ‘Ranzan Germany’s rite of baggage’, The Financial Times, 4 September 2008 (Wilson, J. and Wiesmann, G.), copyright © Financial Times Ltd; Extract on page 65 adapted from ‘There’s no marketplace like home’, The Financial Times, 8 April 2008, copyright © Financial Times Ltd; Extract on page 69 adapted from ‘Customers want loyalty no perfection’, The Financial Times, 1 May 2007 (Schrage, M.), copyright © Financial Times Ltd; Extract on page 73 adapted from ‘A tailor-made approach to customer relations’, The Financial Times, 4 November 2008 (Ayers, A.), copyright © Financial Times Ltd.

In some instances we have been unable to trace the owners of copyright material, and we would appreciate any information that would enable us to do so.

PhotosThe publisher would like to thank the following for their kind permission to reproduce their photographs:

(Key: b-bottom; c-centre; l-left; r-right; t-top)

Alamy Images: Drive Images 29; Mike Goldwater 45; Chris Hammond 61; D. Hurst 13; imac 49; Iain Masterton 69; iStockphoto: Carmen Martinez Banús 57; Marcus Clackson 5; Justin Horrocks 37; Antonio Rosario 9; Geraldine Rychter 25; Jupiter Unlimited: Stockxpert 21, 33, 73; Photolibrary.com: Digital Vision 65; Rex Features: 53; shutterstock: Gilmanshin 17; Sean Gladwell 41

Every effort has been made to trace the copyright holders and we apologise in advance for any unintentional omissions. We would be pleased to insert the appropriate acknowledgement in any subsequent edition of this publication.

Cover photo © Getty Images/Stockbyte

Project managed by Chris Hartley

Marketing strategies

1 A holistic approach to marketing 4

2 Marketing in challenging times 8

Brands

3 The value of brands 12

4 Developing a brand identity that lasts 16

5 Turning round a brand image 20

6 Improving customer experience 24

7 Targeting a youth market 28

Selling online

8 Making the most of an online store 32

9 Keeping online customers 36

Advertising

10 Internet advertising 40

11 Global advertising campaigns 44

12 Sponsorship deals for promoting brands 48

13 Viral advertising campaign 52

Expanding internationally

14 Developing a successful national brand 56

15 Expanding brands into the Russian market 60

16 Targeting overseas communities 64

Satisfied customers

17 Keeping customers loyal to brands 68

18 Developing customer relationships 72

Check Tests 76

Answer key 80

Glossary 90

Contents

Acknowledgement Missing?