WE Ta ce) des Oe UT Ree MER eee Re cu a A a gC Aa you can sell. It’s also owni cE jonship.’ John Sculley, US businessman Oa ad Rey Peete retry ey Peery Pater eer always right? Yes, aa mg on Pn as Perret BUSINESS SKILLS ret aos writing: eee cy Peer cre COLO EY Which of these opinions about marketing methods do you agree or disagree Pe with? Interview your partner about thelr views and give reasons for your answers. Customer 1 | relationship management Cold-calling (randomly phoning prospective customers) can serve a useful purpose. 2 Mailshots (bulk advertising sent by post) should be banned, 3 Social media marketing (via YouTube, Facebook, etc) will soon replace print and television marketing, ‘Text messaging isan acceptable way to market to customers. | don’t mind pop-up adverts on my favourite websites if it helps to keep them fee Catalogues are a thing ofthe past. Most people want to consult websites now. r'mhappy to receive e-mails about special promations. Word-of- mouth referral is a powerful form of marketing ‘Academic Director of the Oxford Institute of Retail Management and lecturer at the Said Business School. Complete this information with no more than three words in each gap. ( “ BX 4122 Listen to the first part of an interview with Dr Jonathan Reynolds, Customer relationship management, CRM for short, refers to the systems and processes that companies use to ‘Some people associate CRM with the software used to manage interactions, such as e-mails and Jonathan Reynolds CRIM isa may for organisations to create more. " busineaces where the customer experience is cof everything that the company thinks and feels about its market. Although CRM software seems systematic and mechanical, in a mass market it can help to record personal. ®t the same time, it helps to manage interactions efficiently and provide a “tothe customerWotch the inervew on the DVD-ROM. UNIT *» MARKETING Complete the extract below about customer-centric marketing with the expressions in the box. [customerexperience customerloyalty direct mail multichannel relationship, long-term customers market share word-of-mouth referrals _ Intrusive marketing CUSTOMER-CENTRIC MARKETING Most retailers cling to product-focused and promotion-centric models. However, there is increased cansumer resistance to. * such as unsolicited e-mails and. In response, some retalers are beginning to pay more attention to the ang have adjusted their marketing practices so that they are delivering fewer, more relevant messages that reflect the. * they have with the customer, e.g. retail stores, website, and catalogs, or “brick, click, and flip” Switching to @ customer-centric marketing approach helps to increase “andasa result, customers wll buy more fom you over a anger period of time. Research by Bain and Harvard Business School shows that the longer a customer stays with you, the greater the annual profit generated from that customer. These inereased profits came from a combination of increased purchases, cost savings in marketing, and ‘ The majoriyof multichannel retailers donot design their marketing programs around acquiring new customers that have the best potential to became "and rewarding existing high-value, loyal customers with special treatment inorder to retain them. Instead, | they wrongly focus on * as the key measure of success Dd iscuss these questions. 1. Do you think being more customer-centric leads to greater business success? Why? / Why not? 2. Which ofthe following do you think make a business more customer-centric? Are there any drawbacks to any ofthese? ‘+ E-mailing customers with personalised special offers ‘+ Using marketing intelligence to figure out the best time to phone customers ‘+ Sending customers a discount voucher or gift as a gesture of goodwill when resolving a complaint 3. What other examples of customer-centric business do you know of that work well? F¥_40c0128 Listen to the second part of the interview. What methods are fetailers using to retain customers? Which does Jonathan Reynolds feel is the best, and which has the biggest drawbacks? Why? +4) cb1.30 Listen to the third part of the interview and answer these questions. 1. What exactly is ‘the glass consumer"? 2 What does jonathan Reynolds say about the different attitudes to privacy? 3 Which atitude best describes you? Discuss these questions. 1 Towhat extent do you think you are a‘glass consumer’? Which companies do you think probably have the most information about you? Which channels do companies most often use to contact you? Which do you think are the most effective? Which are the most annoying? What do retalers do in your country to retain customers? Do you have any shop loyalty cards? What advantages do they give you?UNIT@ ** MARKETING Poor ities Work in pairs. Student A, read Article 1, and Student B, read Article 2 on the opposite page. Then discuss these questions and compare your answers with the information from both articles. ‘What percentage of consumer spending would you say is controlled by women? Do you think the difference in salaries between men and women will narrow or widen? ‘Which retail sectors would you consider traditionally ‘male’? Why might a business run by a woman be more/less risky than one run by a man? Can you name two companies that have successfully marketed their products for women? Read the article you didn’t read in Exercise A and complete these marketing ‘expressions from both articles. article Article 2 ac spending 5 women are less likely to be L bya, 2 make stores more a. to women 6 ways of communicating such as -ofm marketing 31 a range of home products ake Meals i peo 7 amarketing h tot women 8 accommodate the i r of each customer 38 Discuss these questions. 11 Who is in charge of consumer spending in a household you know well? 2. Do you think female consumers behave differently from male consumers? How? 3. How could you make stores appeal across genders, .g. car showrooms? Identify four examples of defining and/or non-defining clauses in the articles. When do we use these kinds of clause? Language reference: Defining and non-defining clauses page 130 What are the missing word(s) in these sentences from the articles? Why have they been left out? 1. Women want more is the latest tite from Michael Silverstein, a senior partner ‘at Boston Consulting Group. Article 1, lines 1-3) 2 the number af women being educated grows at a faster rate than men, (Attcle 4 lines 11-13) 3. Silverstein and Sayre offer an ambitious and systematic view of the opporturities, based on a study of 12,000 women in 21 countries... (Article 1, lines 38-42) 4 the book argues that consumer companies, still predominantly run by men, need to listen to female customers... Article 1, lines 55-58) 5 Harley-Davidson, long. 2 symbol of male pride, has added a section nits website dedicated to women motorcyclists. (Article 2 lines 34-37) ‘Women now buy 10 per cent of all Harleys sold... Article 2, lines 38-39) ‘What we do not do is provide specific Financial products aimed at women only. (Article 2, ines 58-60) Think of a friend who feels differently about shopping than you. What would their ‘dream day’ consist of? What would they (not) buy? How else would they spend their money in one day? Discuss your answers in small groups.UNITS *» MARKETING Cures Is the customer always right? Yes, she is. ‘Women want more isthe latest ttle from Michael Silverstein, a senior partner at Boston Consulting Group. ‘According to Silverstein and his + BCG covsethor Kale Sayre, woinen control 72 pr cent of purchasing and consumer spending in the US and about $20,000 of consumer spend- ing globally. And the earnings gap with men is expected to narrow ther as the number of women boeing educated grows ata faster rate than mea, Many retailers and consumer--9 promoting more female staff and 15 goods companies already theoteti-. trying to make stores more appli the needs of femal cally acknowledge that women rein to women and giels. Home Depot, ‘Som intresting statistics emerge charge of shopping and households: the US home improvement retailer, “Demands on time’ is the top texecitives at Wal-Mart, Tesco and also seems to agree. AS it strives to sa challenge for 47 per cent of respon- Procter & Gamble talk about cus- increase sales, the Uber-male DIY dents; 72 percent say their mother is 20 tomers a8 ‘she’, ratherthan“he', But store has launched a range of home the dominant person in their lives: 42 the top management ranks of the products by a woman designer per cent are made extremely happy consumer industry remain predomi Silverstein and Sayre offer an by pets but only 27 pe cent by sex. hantly male, even amid signs that ambitious and systematic view ofthe 1» Overall, the book argues that Some companies have Worked out 4 opportunities, based on a market consumer companies, sil predomi 25 where the money is study of 12,000 women in 21 coun- nantly run by men, need to listen to Tkea,the Swedish home furnishing tries from the US and Sweden to. female customers, and that politi- retailer, provides a child-minding Saudi Arabia via China, Mexico and room, Best Buy, which isa seller of India. Theresearchalso asked the opens listening to. clecironic toys forchildren,has been 4s question of what a ‘dream day’ would be well served by Article 2 What women really want! Its time to design products and mar Ketng eampaigns that actualy appeal to the buying needs and habits of ‘women. Women do buy differently from men ~ they like to research more ann are less likely tobe influenced by fds. So, one lesson is that les direct prinv/traditional advertising will be effective and subtler ways of Barclays” market research suggests ‘that the majority of women do not want woman-specific products 4s Female business owners have & continued desire to be treated as fequals with their male contempo- ries. Marketing Director at Barclays Local Business, John Davis, com- so ments: ‘We know that women sma Jo communicating, such as word-of- doing some home-improvement proj- business customers are less sky and ‘mouth marketing and vial marketing, ect, and 75% of them did it more profitable for us, so it makes might work themselves, Barbara K's 30-pigce tool business sense to attract women to Inthe States, women are dramati-__kits designed to help. These tools are buy from us. We do put effort into cally changing how products are» not only better looking but are also ss communicating specifically with « designed and marketed. It is only a made for a woman's hand and women, Examples are sponsoring ‘question of time before this theme _strength,and weigh a lite less than “Women In Business Awards” and aches across the Atlantic. In 2001, regular tools running marketing seminars. What we 3,65 of all new products were spe” Harley-Davidson, long a symbol of do not da is provide specific financial cifically tailored to women. That 35 male pride, has added a section on its «products aimed at women only; our ‘» numbermore than doubledto 79% by "website dedicated to women motorey- "range of products has been designed 2005, according to Datamonitor's cists, with tips on how to ride a bike to be flexible enough to accommodate Pradictsean Online. Some were usta safely with the right gear. Women the individual requirements of each marketing hook to target women, but now buy 10% of all Harleys sold, customer. others fare beter 4 Which is'a stark contrast t-a mere 2% ss T42006,80% of women plannedon in 1985, from Critical Eye 3940 UNIT 4) ** MARKETING Making an impact in presentations How would you adapt your presentation style if you were a) giving a talk at a conference, and b) giving a presentation to a group of colleagues? Why? +4) c01.31, 1.32 Listen to two speakers talking about marketing. Identify the presenter and the kind of presentation they are giving. +4) 01.31, 132 Look at these sentences. Who says what at the start of their talk, Presenter 1 o 2? Listen again if necessary. ‘As you probably know, Im... and today Im going tobe talking about You know, a funny thing happened to me the ather day ‘What is unseen isthe extensive market research and development of products, Have you seen this coat? But what is marketing? ‘According to marketing guru Philip Kotler, there are five key processes in marketing, Fst, Anyway, I'm not here to tell ou about Did you know that China’s fashion market will probably grow to around US$12.4 billion cover the next two years? 9 bet you didn't know that, did you? 20 Now, you're probably wondering, what's the significance ofall ofthis? 4) 01.33, 1.34 What do you think are the missing words in these expressions for staging and signposting? Listen to two more extracts and check your answers. Presenter 1 1. So,to gobackto. catlet, 2 Right, to that slide. 3 S0,tosum. F 4. Sony, folks, but time for today. Presenter2 5 Rightthen, let’ those figures, shall we? 6 Faliketo journalist from the FT here 7 irtnere’s just you allt remember, I's 8 And reveal our new marketing strapine. Pee REFERRING TO SURPRISING FACTS OR EMPHASISING KEY WORDS BUILDING RAPPORT WITH THE figures Whats unseen isthe extensive market AUDIENCE Marketing too often confused with investigation Houston, we have an innovation seling And that's what like you to dofor Problem. (using humour) You'llsee were talking about over ive yournext assignment. Clearly, we've got to do something bilion euros different here. (involving the audience) CALLING FoR ACTION You know, a funny thing happened to QUOTING SOMEONE Foegierenptie prot me the other day. eng an anecdote) Fike to quote he wordsof..here. fthere'sustone ting tke you a7 aMugencrease ingrowth nt According tothe marketing guru, to remember, its SE ee Kotler would argueUNITS *> MARKETING A Categorise the expressions in Exercise D (1-8) according to their function (a-d). Some can go under more than one function. 4) referring to visuals b) changing topic © quoting someone _¢) closing remarks [A Which of the techniques below did each presenter use? Student A: Look a the audio scripts for Presenter 1 on page 171 (Tracks 31 and 33) Student B: Look atthe audio scripts for Presenter 2 on pages 171-172 (Tracks 32 and 34). Techniques for making an impact 1 Use of repetition 6 Building rapport with the audience, e.g. teling an anecdote, 2. Referring toa surprising factor figure referring to a news story using humour, et. 3. Asking tea’ or rhetorical questions 7. Listing point in threes or fives 4 Quoting someone 8 Calling for action, e.g asking the audience 5._Emphasising key words or figures fe yeflacton or da something Which of the expressions in the Useful language box on the previous page would you use for a) a formal presentation at a conference, and b) an in-house talk? Writing: | [Consider the visual impact of these slides. If you were giving a presentation, presentation which of the slides would/wouldn’t you use? Why? slides OTC R Set had ee teed 8 . Looks like an conch fi ishow ‘Armani, feels like ‘mang dopant an Armani. Costs a sae aera ees cele EE _ == [Th Match the errors in the slides in Exercise H to these tips. Tips for writing presentation slides Don't use too much text. Avoid using type sizes, colours and fonts that are hard to read (Check spelling and punctuation. Use bullet points or lists of three or five. ‘Make an impact with your first and final slides. HA What other tips do you have for using visuals in presentations? Give a brief presentation to your partner on the topic of Tips for successful presentations. Use anecdotes of presentations you have seen or given. Think of a way to start that will create an impact, and end on a high note. a_ ea Relaunching Home2u: A chain of home-improvement stores needs a new marketing campaign to attract young Hispanic customers Background Homezu is the largest home-improvement _Homeau recently introduced a cultural retailer in the United States. It has more marketing campaign specifically than 2,000 stares in the US, Puerto Rico, designed to appeal tothe Hispanic Mexico and Canada, It sells home products _market, with an emphasis on Family, that include easy-to-assemble fitings and _ watching soccer and salsa music. furnishings, DIY tools and equipment, paint However, the campaign was seen as and flooring, as well as garden furniture. too stereotypical and didn't appeal to Younger US Hispanics. According to ‘market research, many of them have high aspirations and are interested in new social media and pop culture. Interestingly, many prefer information tobe in Spanish or bilingual (English and Spanish). Home2u has decided to relaunch its campaign. The marketing department needs to come up with anew campaign thats edgy and appealing, not patronising to young Hispanics ‘The Hispanic community comprises 15 per cent of the US's population and s the nation’ largest ethnic minority, Market research shows that young Hispanic customers are an important target group. Itis estimated that the Hispanic population of the US will reach 102.6m by 2050, by which time Hispanics wll constitute 24 per cent ofthe total population Customer survey Look at this extract fram the recent online customer satisfaction survey for Hispanic ‘customers, What are the Key findings? ;panie customer survey r Commas: Ativan tenon Fz [i ptr reading ossenbyinstuctonsin Spach. | Tome fevourble feedback kink tore signs soul be lingualin English and Spanish [5% mony Hispan customers fund [4 [1k eating salsa ruse Being plyedin he str. os. fawumoft Home2u staff are helpful and not patronising. fia TarecommendHome2uto my ami, co-wovkrs and ends [20% Thnk he latest Homezs marketing campaign i a o 6 Brainstorming meeting You are members ofthe marketing team at Home2u. You hold a meeting to relaunch the products more appealing campaign. Look at these suggestions for making your stores ar 0 Hispanie eustomers. Discuss the ideas and brainstorm some o + Make your home-improvement products more appealing to Hispanic customers + Improve store layout and make information bilingu puters around the store to help customers find product ‘© Hire more US-Hispanic staff (7 per cen’at presen Come up with a Spanis the new marketing campaign sounding nameUNITS *» MARKETING Decision-making meeting You have decided to find a celebrity to endorse the new campaign. Read the four profiles. What are the strengths and weaknesses of each celebrity? Decide who you would choose to endorse the re-auneh and why, then present your favourite to the group. Eddie Velazquez Leona Pedraza ‘AMeaican gol player Leona i young professional who's ‘nthe up and has already been approached by @ sportswear brand to endorse their products. At 24, she might be a ite young for Home's existing market, which currently consists of30- to 40-somethings. She has 8 irlnext- door kind of image Cuban-born rapper Ede is very popular with Hispanics between the ages of 25 and 238. He hes had cameo pars ina couple of Holywood fms and has recently presented a musi programme on Mexican TW. whera he has something of ‘ cultfollowing. He is divorced wit three children. 49.01.35 Listen to Jodie, the Marketing Director, talking to Emilia a recruitment agent, about the avallabilty of celebrities for Home2u's TV commercial ‘What new information comes to light? Who do they finaly choose, and why? Presentation Work in pairs or small groups. You are members of the marketing team. Jodie, the Marketing Director, Is now on maternity leave. She has asked you to prepare a presentation of your Final choice for the product endorsement to management at Home2u. Think of an original way to make an impact at the start and a marketing strapine to end on a high note, then give your presentation. Consider these Elvira Olivas Vanessa Flores Mexican pop singer with international appeal, Venessa is extremely popular with younger Hispanic women and teenagers. She was recently on te point ‘of signing a sponsorship deat with a mobile company, but itfell tough because ofher high fees. Famous for her on-off relationship with US musician Kurt Holmes, the couple have reunited again and there is tak ‘of wedding bel. Glamorous, successful, Colombian-born acess Eira has appeared in several action ‘movies 88a super-heroine. Popular with teenagers and 20-somethings, she might not appeal tothe older market segments Like many celebrities, Evia prefers to do ‘advertising and promotional work in markets overseas, where she has featured in an extensive advertising campaign for a low-fat breakfast cereal +40 c01.36 Listen tothe filming of the TV ‘commercial. Do you think it will be successful? Why? / Why not? Discuss if you still want to go with the same choice. ‘© Which media will you use for the marketing. | campaign, e.g, TV, radio, press billboards, viral marketing including social media), online banners and videos, concerts/interviews. streamed live on the Internet, etc.? ‘What promotional events will you organis bearing in mind the target market? ‘What kind of accompanying publicity and promotional materia wil you prepare? Writing Watch the Case study commentary on the DVD-ROM. Write a press release for the product endorsement. Outline the ‘marketing campaign and the media you have chosen. Writing file page 148 43