Unit 1 the ART of MARKETING

The ART of MARKETING The ART of MARKETING TOPIC LECTURE GETTING READY 3 A attractiveness Choose the word that best replaces the bold one in each of the following sentences 1 No one can deny the mass a.

The ART of

MARKETING

TOPIC

LECTUR

E

GETTING READY

3

A attractiveness

Choose the word that best replaces the bold one in each

of the following sentences

1 No one can deny the mass appeal of the Internet

B popularity

C publicity

A remained the same

A clear and direct

Choose the word that best replaces the bold one in each

of the following sentences

5 The kidnappers gave us explicit instructions not to involve the police

B implied and indirect

C detailed and specific

A are familiar with

Choose the word that best replaces the bold one in each

of the following sentences

7 Most of the city dwellers are accustomed to traffic jams during rush hours.

B are different from

C are satisfied with

A based on economics

B based on logic

C based on beliefs or ideas

Choose the word that best replaces the bold one in each of the

following sentences

8 There are some fairly profound ideological disagreements within the movement

A explanations

B predictions

C possible results or effects

Choose the word that best replaces the bold one in each

of the following sentences

9 They failed to consider the wider implications of their actions

1 Choose the word that best replaces the bold one in each

of the following sentences.

1 No one can deny the mass appeal of the Internet

A attractiveness B popularity C publicity

2 Earnings ratios of different industrial sectors have dramatically converged in recent years

A remained the same B become different C become similar

3 The boundaries between the play and the audience dissolved

A strengthen B disappeared C appeared

4 The painting I came across in the museum evoked a memory I had from my childhood

A lost B recalled C refreshed

5 The kidnappers gave us explicit instructions not to involve the police

A clear and direct B implied and indirect C detailed and specific

1 Choose the word that best replaces the bold one in each

of the following sentences.

6 Like the other valley towns, this was once a fairly homogeneous Anglo community

A varied B similar C distinctive

7 Most of the city dwellers are accustomed to traffic jams during rush hours

A are familiar with B are different from C are satisfied with

8 There are some fairly profound ideological disagreements within the movement

A based on economics B based on logic C based on beliefs or ideas

9 They failed to consider the wider implications of their actions

A explanations B predictions C possible results or effects

10 This is a very potent drug and can have unpleasant side-effects

A perfect B powerful C physical

1 The idea of owning the latest digital device … ……… most young people.

2 Companies use consumers to … ……… product image.

3 … ……… between a company’s head office and its local branches is essential.

4 There is always an ……… ……… with a new product.

5 Marketers place great … ……… lifestyle choice.

6 Most of us are ………… ……… seeing designer labels.

7 Shoppers are … ……… cheap but fashionable items.

8 Product failure is one …… ……… poor market research.

implication of element of risk cooperation

enticed by accustomed to emphasis on consult on

appeals to

INTERACT WITH VOCABULARY: fill in the gaps with the

words in the box

appeals to consult on

Cooperation

element of

risk

emphasis on accustomed

to enticed by

implication of

2 Use the words in exercise 1 to complete the

following sentences Change the form of the word if

6 The program has a very wide .

7 Be _ when you talk about

money with your family.

8 Many major cities around the world are

becoming increasing _ For instance, people dress the same, listen to similar music, and use similar technology.

9 People’s idea about what is cool,

fashionable, and desirable are starting to Today, everybody seems to want the same product no matter where in the world they live.

10.Peaches _ memories and bring

out the best of summertime activities.

appeal explicit

homogeneo

us

converge

evoke

2 Use the words in exercise 1 to complete the

following sentences Change the form of the word if

1

0 2

0 3

0 4

SPEED UP YOUR

NOTE TAKING

KEEP UP WITH THE LECTURER

USE SEVERAL

WEEKS LATER

MAKE SURE

SYMBOLS AND ABBREVIATIONS

CLEAR AND EASY TO UNDERSTAND

SAVE TIME AND

SPACE

SYMBOLS AND ABBREVIATIONS

USING SYMBOLS

AND ABBREVIATION

Complete the table of

common symbols and

abbreviations below

for example etc.

in other words

&

to go down or decrease

is OR equals

x

SYMBOLS

AND

ABBREVIATIO NS

Read the notes from a lecture about good employees Circle the symbols and abbreviations that are used Then make complete statement about characteristics of a good

employee based on the notes.

Watch the lecture and

complete the notes

below

LISTENING

Topic: ……….

1 Definition of globalization: ……….

………

………

………

2 Indicators of cultural convergence: ………

………

………

………

………

………

Eg.’s of global phenomena (e.g cyber cafes): ………

………

………

………

………

………

Globalizat ion + international travel & communication expand + converging culture:

people living similar lives

+ homogenous

world Fads & fashions

people follow

Products people buy

How people

relax

The heroes people look up

to Starbuck

coffee houses

CD of brands we

love

Cyber cafes

Starbuck coffee houses

Google, cellphone,

MTV Fashion model and sporting icon

Flight – key

factor

+ affordable + preferred + farther /

quicker + face-to face business

Cultural interaction values & Share

+ programs (films, documentaries, shows,

soap operas) shown worldwide international

brand Universal appeal = common experiences

+ Advertising Work through

media Potent marketing tool Spreads ideas widely,

quickly, effectively

Politics

+ social & economic barrier

dissolved Ex: European Union + governments consult and

act on world issues ideological difference common culture

marketing never

universal + must consider: local values

& buying behaviours ‘Global vs local ‘ = universal vs

particular

+ regional manager responsibility:

product has local appeal

different

communication

styles

+ high context: depend on

nonverbal, context Ex Asian, Hispanic

Ex Japanese car ad = little

dialogue

+ impressive scenery + sophisticated gadgetry + stirring music

association + low context: explicit &

verbal

+ Ex US

+ Ex American car ad = spoken message explaining technology explicit + Ex 1: Instant coffee to France – where people

prefer real coffee

against French routine

Ex.2: Campbell Soups to Europe ($30K cost): British

consumer not familiar with concept of condensed soup Same language &

culture =

same message

Use the note to answer

questions

27

2 Use your notes to answer questions

below.

a What is “globalization”?

b Give some examples of global phenomena.

c What are the three causes of globalization? Explain.

d What are the two implications of globalization of marketing? Explain.

e Explain the two examples of international marketing mistakes

FOLLOW-UP DISCUSSIO

N

29

FOLLOW-UP DISCUSSION

a Can you take some examples of

globalization indicators around you?

b Do you think a universal icon can

also have local appeal? Take some

examples.

c What do you think about

researching for a global marketing

firm? Can you name some merits of

the job?

FURTHE

R PRACTIC

E

31

FURTHER PRACTICE 1 – choose the

correct letter A, B or C

1 One reason why Spiros felt happy about his marketing presentation was that

2 What surprised Hiroko about the other students` presentations?

A Their presentations were not interesting

B They found their presentations stressful

C They didn’t look at the audience enough

3 After she gave her presentation, Hiroko felt

4 How does Spiros feel about his performance in tutorials?

5 Why can the other students participate so easily in discussions?

A They are polite to each other

B They agree to take turns in speaking

C They know each other well

FURTHER PRACTICE 1 – choose the

correct letter A, B or C

6 Why is Hiroko feeling more positive about tutorials now?

A She finds the other students' opinions more interesting

B She is making more of a contribution

C The tutor includes her in the discussion

7 To help her understand lectures, Hiroko

A consulted reference materials

B had extra tutorials with her lecturers

C borrowed lecture notes from other students

8 What does Spiros think of his reading skills?

A He reads taster than he used to

B It still takes him a long time to read

C He tends to struggle with new vocabulary

9 What is Hiroko‟s subject area?

10 Hiroko thinks that in the reading classes the students should

A learn more vocabulary B read more in their own subject areas C develop better reading strategies