Guideline 1.

International Marketing

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 Guideline 1. International Marketing

UNIVERSIDAD EAN

FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES

ADMINISTRACION DE EMPRESAS

INGLES DE NEGOCIOS – AVANZADO

GUIDELINE 1.

INTERNATIONAL MARKETING

AUTHORS

GAETANO ANTONIO MATINELLI JARAMILLO

WILMAN FABIAN TIBAMBRE TUNAROZA

JULIO CESAR MARTINEZ CASTELLANOS

TUTOR

GUY HENDERSON

BOGOTA, DC., MONDAY, 09 OCTOBER OF 2017

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 Guideline 1. International Marketing
Contenido
ACTIVITY 1. TELL ME MORE.............................................................................................4

ACTIVITY 2. MARKET LEADER ACTIVITIES..................................................................4

ACTIVITY 3. BUSINESS SPEECH: ORAL PRESENTATIONS..........................................7

ACTIVITY 4. CASE STUDY..................................................................................................7

ACTIVITY 5. PROJECT........................................................................................................13

ACTIVITY 6. SELF-ASSESSMENT....................................................................................14

Bibliography...........................................................................................................................15

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 Guideline 1. International Marketing
ACTIVITY 1. TELL ME MORE

Completing Tell me more exercises.

ACTIVITY 2. MARKET LEADER ACTIVITIES

 AUTONOMOUS ACTIVITIES IN THE MARKET LEADER BOOK.

 TEST 1.

From your Market Leader book, complete the following exercises.

Unit 1:  Vocabulary: page 7 exercises B and C.

B. Wich of the words in Exercise A have these meanings?

Concise

Reluctant to speak

Talking in a confused way

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 Guideline 1. International Marketing
Able to express ideas well

Clear and easy to understand

Good at influencing people

Outgoing

Eager to react and communicate

C. Complete the extract below from a talk by a communication expert with the verbs

from the box

1. LISTEN

2. Ramble

3. Explain

4. Interrupt

5. Clarify

6. Digress

7. Confuse

8. Engage

 Language: Go over the following link to play a game about Idioms

http://goo.gl/7VdsSj. 

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 Guideline 1. International Marketing

Unit 3: Language: Go over the following link to play a domino game about Phrasal
verbs http://goo.gl/Sp1GfX. First, get familiar with the expressions and then solve the
activity.

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 Guideline 1. International Marketing

ACTIVITY 3. BUSINESS SPEECH: ORAL PRESENTATIONS

Graph in a word file.

 What technique does the speaker use at the beginning of the presentation?

 How does the speaker create credibility?

 What is the main topic of the presentation?

 How does the speaker justify her presentation?

 How has the speaker structured her presentation?

 How does the speaker want to deal with questions from the audience?

ACTIVITY 4. CASE STUDY

 Powerpoint presentation.

 oral presentation.

 action minute.

BRAINSTORMING SESSION

1 Which 10 countries should be chosen for the launch?

R/. We need to launch in emerging markets like Surafrica, India and Malasia.

2 Does Physique need a new name? If so, what?

R/. Yes, but which maintains its traditional essence

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 Guideline 1. International Marketing
3 Should Physique continue be targeted at the 30- 40 age group? If not, what age group
should it target?

R/. The youth generates greater purchases in the improvement of its personal presentation

4 Should Physique continue to be positioned as a premium fragrance, or should HCC

market it as a mass fragrance, with a different pricing structure?

R/. Increasing sales quotas is the priority to ensure greater profitability

5 The container of Physique must be changed. How should the new container look? Plan
the new packaging (shape, design, materials).

R/. Tradition is a strength we can take advantage of

6 Price: Are the present pricing levels appropriate? Should HCC offer a cheaper version of
Physique for emerging markets?

R/. The product needs a most affordable price.

7 Distribution: Should HCC continue to sell the fragrance in exclusive outlets in overseas
markets, or should it use a wider variety of outlets? If so, what sort of outlets should it
choose?

R/. Entering a larger market is critical to the new product focus, realizing it by sales in
different businesses, like drugstores, pharmacies among others

8 Promotion: Who should be the international ambassador(s) for the brand? What special
promotions could HCC organise in the overseas markets?

R/. The marketing area should find the picture perfect

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 Guideline 1. International Marketing

9 Physique needs a new slogan. Ideas?

R/. Absolutely, is other task for marketing department according to the culture of each
market

1 0 Manufacture: Is it now time to manufacture the fragrance in low-cost countries? If so,

which countries would be suitable?

R/. sure, India would be an excellent point of manufacture to reduce costs

https://prezi.com/p/yk7gi2nmebtl/

Member 1: Good afternoon members of the marketing Department of Henri-Claude

Cosmetics,  in this presentation we are going to summarize the result of the  brainstorming
session and the proposal to the one-minute television commercial for the international
launch.

Membre 2: So, remember that Henri-Claude Cosmetics created a highly successful eau-de-
cologne for men under the brand name “Physique”, but the global marketing Manager Carla
Fernandez and pierre Martin, Chief executive of the company search the results of a recent
research and it shows the cologne should be redesigned.

Member 3: For that reason, the purpose of the presentation is review the results of research,
propose a new cologne design and plan an international campaign for the fragrance to the
next year.

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 Guideline 1. International Marketing
Member 1:  The research carried out in overseas markets concerning the international
launch of “Physique” and it shows interesting results from the focus groups in the markets,
it seems we may have to change the target group.

Member 2: Yes, the research shows we will need to target a lower age group, maybe
between 23 and 30 years old, also the new brand should be targeting the masculine,
adventurous and energetic male.

Member 3: Due we are going to change the target group, we have to change its name, and
instead of “Physique” and attractive name for the young target group could be “Predator”.

Member 1: Its means that instead of be a premium product, we should market it as a high-
volume, mass market fragrance and the best countries for do it are  the ones where the
average ages is between 23 and 30 and also the ones with a high population, these are
Mexico, Colombia,  Bolivia, Brazil, China, India, Turkey, Indonesia, Philippines, and
Egypt

Member 2: On other hand, being a mass market fragrance in a countries with a high
population and if we sold with an affordable price we could have high incomes.

Member 3: The next point is change packaging, because the packaging we are using here
just isn’t  appealing for most of the international markets.

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 Guideline 1. International Marketing
Member 1:For that reason we think a new look that will have universal appeal could be a
risky one, a wolf skull with fangs to attract the younger attention and transmit also the
power of wolf, its not a common solid package, it is a revolutionary one which not exist in
the market.

Member 2: finally, the slogan instead of “Physique for the urban man” could be “Predator,
for the man hungry of adventure”

Member 3: So, with all this new ideas, we are going to devise a propose of television
commercial where we begin the scene with a urban man, it looks boring working front the
computer, the he wake up of his desk and look at the window.

Member 1: From the window, he see the mountains and suddenly a deep desire grows
within him…

Member 2: The he begin to dream awake, he want to hike mountains, run through
meadows, explore forest, swim in the sea, climb trees, breathe the wild air and gaze at the
stars… he realise he is hungry of adventure!!

Member 3: and he imagines himself running through the forest, quiky … each time more
quicky as the moment he turns into a wolf!  

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 Guideline 1. International Marketing
Member 1:Finally, he returns to his reality, take of his “Predator” cologne, he smiles at
himself, because only he knows the deep sentation of hungry of adventure he have, so he
takes his jacket and go out of his office… he go straight to the mountains to satisfy his
desires.

Member 2: Thank you for your attention, this is all for the moment, we are open to advices
or suggestions, if you have questions please dont hesitate to ask and we will develop the
marketing details for the launch in the meeting of the next week.  

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 Guideline 1. International Marketing
ACTIVITY 5. PROJECT

Word file: link to the project presentation.

https://gmartinelli2.wixsite.com/misitio

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 Guideline 1. International Marketing
ACTIVITY 6. SELF-ASSESSMENT

 A SWOT chart.

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 Guideline 1. International Marketing
Bibliography

Market leader, Upper Intermediate, Businness English Course Book Pearson

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