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 Choose the word that best replaces the bold one in each of the following sentences No one can deny the mass appeal of the Internet A attractiveness B popularity C publicity Choose the word that best replaces the bold one in each of the following sentences Earnings ratios of different industrial sectors have dramatically converged in recent years A remained the same B become different C become similar Choose the word that best replaces the bold one in each of the following sentences The boundaries between the play and the audience dissolved A strengthen B disappeared C appeared Choose the word that best replaces the bold one in each of the following sentences The painting I came across in the museum evoked a memory I had from my childhood A strengthen B disappeared C appeared Choose the word that best replaces the bold one in each of the following sentences The kidnappers gave us explicit instructions not to involve the police A clear and direct B implied and indirect C detailed and specific Choose the word that best replaces the bold one in each of the following sentences Like the other valley towns, this was once a fairly homogeneous Anglo community A varied B similar C distinctive Choose the word that best replaces the bold one in each of the following sentences 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 SAVE TIME AND SPACE SPEED UP YOUR NOTE TAKING USE SEVERAL WEEKS LATER KEEP UP WITH THE LECTURER SYMBOLS AND ABBREVIATIONS MAKE SURE CLEAR AND EASY TO UNDERSTAND SYMBOLS AND ABBREVIATIONS for example etc USING SYMBOLS AND ABBREVIATION in other words & Complete the table of common symbols and abbreviations below 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 LISTENING Watch the lecture and complete the notes below Topic: …………………………… Globalizat ion Definition of globalization: ………………………………………………… + international travel & + + converging culture: ………………………………………………………………………… communication expand homogenous people living similar lives ………………………………………………………………………………… world How people …………………………………………… Fads & fashions relax Products Indicators cultural convergence: The heroes peopleoffollow people buy people look up ………………………………………………………………………………… to …………………………………………… Starbuck ………………………………………………………………………………… Google, Cyber cafes Fashion model Starbuck coffee …………………………………………… cellphone, CD of and MTV sporting icon houses coffee ………………………………………………………………………………… brands we + affordable + preferred + farther / Flight – key Cultural Sharefaceglobalization quicker + face-to business factor interaction values & news & documentaries, shows, entertainmen + programs (films, attitude international soap operas) shown worldwide t industry Universal appeal = brand + common experiences Work through Advertising Potent media Spreads ideas marketing tool widely, quickly, effectively Politics + social & economic barrier Ex: European Union dissolved + governments consult and common culture ideological act on worlddifference issues marketing never + must consider: local values universal & buying ‘Globalbehaviours vs local ‘ = universal vs + regional manager responsibility: particular product has local appeal different communication + high context: depend on Ex Asian, context Hispanic nonverbal, styles + impressive scenery Ex Japanese car ad = little + sophisticated gadgetry + stirring music dialogue association + low context: explicit & + Ex US verbal + Ex American car ad = spoken explicit explaining technology message against French + Ex 1: Instant coffee to France – where people Ex.2: Campbell Soups to Europe ($30K cost): British routine prefer real coffee Same language & same consumer not familiar with message concept of condensed soup culture = Use the note to answer questions 27 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 globalization of marketing? Explain of e Explain the two examples of international marketing mistakes 29 FOLLOWUP DISCUSSIO N 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 you think about researching for a global marketing firm? Can you name some merits of the job? 31 FURTHE R PRACTIC E FURTHER PRACTICE – choose the correct letter A, B or C One reason why Spiros felt happy about his marketing presentation was that A he was not nervous B his style was good C the presentation was the best in his group 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 After she gave her presentation, Hiroko felt A delighted B dissatisfied C embarrassed How does Spiros feel about his performance in tutorials? A not very happy B really pleased C fairly confident 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 – choose the correct letter A, B or C 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 To help her understand lectures, Hiroko A consulted reference materials B had extra tutorials with her lecturers C borrowed lecture notes from other students 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 What is Hiroko‟s subject area? A environmental studies B health education C engineering 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 ... 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 – choose the. .. Choose the word that best replaces the bold one in each of the following sentences The boundaries between the play and the audience dissolved A strengthen B disappeared C appeared Choose the word... based on beliefs or ideas Choose the word that best replaces the bold one in each of the following sentences They failed to consider the wider implications of their actions A explanations B predictions