English for marketing and advertising  short course series

naaa wi h o s iio n h English HORT COURSE for Marketing and Advertising Corfielsen Tai ngay!!! Ban co the xoa dong chu nay!!! e O f Q J F 3m English for Marketing and Advertising Sylee Gore SHORT COURSE SERIES TRl/ÖNG BAI HOC G1JV tw T H i ' i ' / r " 1'.' ~ ' Cornelsen 'm Verfasserin Sylee Gore, Berlin kritische Durchsicht Donna Hemsley, München Carol Herbert, Berlin Gabriela Lund, Frankfurt am Main Außenredaktion Verlagsredaktion Redaktionelle Mitarbeit Bildredaktion Gesamtgestaltung und technische Umsetzung Elisabeth Dorner Janan Barksdale Oliver Busch, Christine House, Gabriela Lund (Wortliste) und David G Smith Uta Hübner Bildquellen Sylvia Lang Titelfoto: Getty Images/C Elliott Cartoons & Illustrationen: Oxford Designers and Illustrators Symbole: Andreas Terglane, Kassel Fotos: Titelfoto: Getty Images/C Elliott; Bananastock: S 16,61; Comstock: S ,10 ,14 , 27, 39, 40; Corbls GmbH: S 12/H King, 18/RF, 28/Pmto, 38/H King, 44/P.M Flscher/M Prince/A Dalx/L Williams, 45/ Firefly Productions, 48/T McGuire, 49/A Schein Photography, 58/RF; Corel Library: S ,1 ,1 ,1 (3), 19, 27, 31 (2), 37, 45, 47, 53, 54; Fionllne: S 5/ELMO; Getty Images: S n/RF-Dlgltal Vision, 19 /2 1/2 /2 / W Packert; Picture Alliance: S 32/ZB(2)/dpa, 55/59/dpa-K Nletfeld Wir danken folgenden Firmen für die freundliche Unterstützung unseres Projektes: s 12: Firefly Mobile, Inc; s 31: GoCard, GoGorilla Media; Independent Newspapers; s 34: Google Deutschland; Arzberg Porzellan GmbH; s 47+ 48: Rodenstock GmbH; s 53: Bettmer GmbH & Co KG Werbemittel www.cornelsen.de Die Webseiten Dritter, deren Internetadressen In diesem Lehrwerk angegeben sind, wurden vor Drucklegung sorgfältig geprüft Der Verlag übernimmt keine Gewähr für die Aktualität und den Inhalt dieser Seiten oder solcher, die mit Ihnen verlinkt sind Auflage, Druck 2017 Alle Drucke dieser Auflage sind inhaltlich unverändert und können im Unterricht nebeneinander verwendet werden © 2006 Cornelsen Verlag, Berlin © 2017 Cornelsen Verlag GmbH, Berlin Das Werk und seine Teile sind urheberrechtlich geschützt Jede Nutzung in anderen als den gesetzlich zugelassenen Fällen bedarf der vorherigen schriftlichen Einwilligung des Verlages Hinweis zu den § § 46, 52 a UrhG: Weder das Werk noch seine Telle dürfen ohne eine solche Einwilligung eingescanrü und m ein Netzwerk eingestellt oder sonst öffentlich zugänglich gemacht werden Dies gilt auch für Intranets von Schulen und sonstigen Bildungseinrichtungen Druck: Firmengruppe APPL, aprinta Druck, Wemding ISBN 978-3-464-01876-7 PEFC , P EFC s 37: Philips GmbH; Inhalt PAGE il TITLE TOPICS S ( Introduction to m arketing and a d ve rtisin g Jobs and responsibilities Corporate identity, logos Branding Talking about job descriptions Presenting your ideas Finding the custom er Market research Customer profiles Data collection A telephone survey Giving and asking for opinions Agreeing and disagreeing Market research terms Asking questions Writing reports The marketing plan The five Ps Pricing and positioning strategies Writing emails Writing a positioning strategy Giving a presentation The AIDA model for advertising Working with an ad agency Advertising channels Rate sheets Discussing an ad campaign Giving feedback Distribution channels Types of discounts Types of retailers Telemarketing Direct marketing Telephoning - getting through Writing to the customer (direct mailings) Public relations Websites as a marketing tool Sponsoring Effective press releases Getting customer quotes Writing a press release Writing a holiday letter Giveaways Organizing events Attending a trade fair The language of trade fairs Socializing Reporting on a trade fair visit 19 27 c I m arketing strate gy ^ C reatin g ads 37 M arketing to o ls 45 53 PAGE 60 62 65 69 73 77 79 USEFUL LANGUAGE AND SKILLS I P resen tin g your public fa ce Marketing APPENDIX M trade fairs through Test yourself! Partner files Answer key Transcripts A -Z word list Glossary Useful p hrases and vocabulary Vorwort Wer heute in Marketing oder Werbung tätig ist, kommt ohne Englisch nicht mehr aus Ob Sie mit Kunden reden, in Ihrem Unternehmen eine neue Werbekampagne besprechen, eine M arktanalyse in Auftrag geben, einen Marketingplan erstellen oder Pressemitteilungen verfassen - Sie werden immer häufiger in Englisch kommunizieren müssen English for Marketing and Advertising richtet sich an alle, deren berufliche Tätigkeit im Bereich Marketing und Werbung liegt Das Buch deckt alle wesentlichen Aufgaben von Marketing- und Werbeabteilungen ab Besonders trainiert werden der relevante W ortschatz und die sprachlichen Fertigkeiten, die erforderlich sind, um Englisch in der Arbeit effizient einsetzen zu können Dabei werden Telefonieren, E-Mails schreiben, Besprechungen und Präsentationen genauso eingeübt wie wichtiges Fachvokabular zu Branding und Markenbildung, Marktforschung, Mediadaten, Direktmarketing und Öffentlichkeitsarbeit English for Marketing and Advertising besteht aus sieben Units Jede Unit beginnt mit dem so genannten ‘Launch’, der aus kurzen Übungen, Brainstorm ing oder einem Quiz besteht Es folgen Dialoge, Texte und authentische Dokumente sowie eine Vielfalt von Übungen, die helfen, wichtige Vokabeln und Redewendungen im Kontext zu erlernen Realistische Hörtexte (Dialoge, Präsen­ tationen, Vorträge) auf der beiliegenden Audio-CD trainieren das Hörverständnis und schulen die Kommunikationsfähigkeit In den Units wird jew eils auf die Partner files im Anhang verwiesen Übungen in Form von Rollenspielen, die es Ihnen ermöglichen, den in der Unit erlernten Wortschatz in typischen Situationen mit einem Partner oder einer Partnerin einzuüben In English for Marketing and Advertising geht es nicht nur um aktives Sprechen, sondern es werden auch Fachthemen behandelt Jede Unit endet mit einem ‘Impact’-Text, der sich inhaltlich auf das Thema der Unit bezieht und zur Diskussion anregt Wenn alle Units bearbeitet sind, können Sie Ihren Kenntnisstand anhand eines Kreuzworträtsels überprüfen, mit dem das Vokabular des S h o rt C o u r s e wiederholt wird -T e s t yourself! Im Anhang von English for Marketing and Advertising finden Sie einen Answer key, mit dem Sie Ihre Lưsungen selbstständig überprüfen kưnnen Der Anhang enthält aerdem die Partner files, ein Glossary und eine A -Z word list Mithilfe der Zusam m enstellung von Useful phrases and vocabulary können Sie auch am Arbeitsplatz die häufigsten Redewendungen schnell nachschlagen Introduction to marketing and advertising Look at the follow ing marketing and advertising activities Can you add any? Doing market research Liaising with the sales department Providing support for customer service Drawing up a marketing plan Showing visitors around the company Writing press releases Commissioning advertising Creating advertisements Presenting at a trade fair Now answer the questions Are all of these activities done in your company? If not, which ones are outsourced? Which of the activities are you responsible for? Which are most important in your job? Who you speak to in English? What about? What English texts you read? What you write in English? VOCABULARY A S S IS T A N T to commission in Auftrag geben to draw up aufstellen to liaise Zusammenarbeiten I UNIT Introduction to marketing and advertising Look at the following extracts from job advertisements Match the title to the job description brand manager • director of marketing • head of PR • marketing assistant His or her primary responsibility is to provide direct support to the media buyers S/he will also track media mentions, support customer service, manage our relationship management tools, and provide other assistance within the marketing department when needed The job involves managing all aspects of public relations, publicity, etc The right person will have solid writing skills and strong relationships with the appropriate media outlets The position reports directly to the CEO The salary is based on experience ^ The successful candidate must be an excellent manager and have a proven track record in leading a large department The mission is to develop You will be responsible for developing and executing brand strategies and marketing initiatives for an assigned product line to meet revenue, profitability and budget targets Requires strong knowledge of marketing principles and practices, and the ability to lead crossfunctional teams to accomplish a successful go-to-market strategy This position reports directly to the Director of Marketing and execute a comprehensive marketing plan that reinforces our leadership position Direct responsibilities include media relations, PR, marketing communications, planning and more VO CA B ULAR Y A S S IS TA N T assigned übertragen cross-functional teams bereichsübergreifendeArbeitsgruppen go-to-market strategy Verm arktungsstrategie media buyer M edieneinkäufer media outlet Ansprechpartner bei den M edien proven track record ein schlägige Erfahrungen Match words from each column to make collocations from the job ads m ed ia knowledge c u sto m e r" ^ line brand product strong relations primary service public strategies ^ ^ m e n t io n s responsibility a a related series of items sold by a jjT] d items where the company’s name is seen in newspapers, magazines and company (eg education software titles offered by a publisher) b the department that deals directly with consumers c communication with the general public websites | | e main task or function j ] f good understanding I j g ways of promoting a brand j ! | ! | UNIT1 Introduction to marketing and advertising | Here are some more jobs and companies involved in marketing and advertising Match them to the descriptions ad agency • art director • copywriter • graphic designer • market research firm • PR officer One of this person’s responsibilities is to create logos This company is responsible for creating advertisements This company might conduct a survey to find out more about your customer This person supervises the design staff This person interacts with the media to communicate important company information to the public This person writes the text for advertisements Think about your job responsibilities and write an ad for your own job (or the job you would like to have) Here are some phrases to get you started USEFUL PHRASES Talking about job descriptions The job involves You /The successful candidate will be responsible for The right person will be in charge of Direct responsibilities include Anna works in a medium-sized sporting goods company in Austria and is telling a new business partner who’s who in the department Listen to the dialogue and complete the organigram a, director of marketing i b - branding specialist d c, public relations officer _ e, public relations assistant t product manager f, product management assistant Listen again and complete the sentences from the dialogue We have sep arate for sales and marketing I’m the public relations here | _directly to Sabrina, who’s th e _ of marketing If you need to talk to somebody about ind ivid ual _, then you should contact Vittore or h is _ >Thomas Sylvia i s _ for the image of our various brands | UNIT Introduction to marketing and advertising Now draw an organigram for your own company Use the following words and phrases to descrifa and the people you work with to report to to supervise to answer to to be in charge of to be responsible for Representatives of three companies - a bank, a budget airline and a car company - are giving presentations on their companies Listen and make a note of each company’s brand values Company i: q u a lity _ Company 2: _ Company 3: _ Which company is the bank, which ns the budget airline and which is the car company? Listen again and complete these sentences from the presentations associate • communicate • emphasize • external • obvious • project • promote • remind • reputation • widely i We have three main brand values which we try t o in all our internal and communication Our customers Our products a re _ That’s something we can through our brand We have always had a for coming up with new products and we try to us with the highest quality products seen as the safest on the market _that through our brand For us, the customer always comes first and we want to constantly ourselves and our customers of that fact That’s something we continually in our marketing from our logo and corporate design Hopefully that i s both U N IT ! Introduction to marketing and advertising | DID YOU KNOW ? Although there are German translations for most marketing terms, many of the English terms have been adopted throughout the business world and will be understood across cultures brand branding corporate design (CD) corporate identity (Cl) corporate image Marke Entstehung und Entwicklung einer Marke visuelles Erscheinungsbild eines Unternehmens Firmenidentität (das Selbstverständnis eines Unternehmens) Firmenimage (das Unternehmensprofil, wie es extern wahrgenommen wird) Look at the adjectives below and write down a company or product you associate with each one Then compare your results with your partner Did you write down any of the same companies/ products? reliable: trustworthy: easy to u se : innovative: - _ luxurious: _ unusual: good value for money: user friendly: - Which characteristics you want people to associate with your products or services? Why? What are your company's brand values (or what should they be)? Does your company have a slogan? What is it? 10 Work with a partner First use the profiles in the partner files to discuss the brand values of ‘your’ company, the national rail service Then present your ideas to the rest of the class USEFUL PHRASES _ Partner A File 1» p* 62 Partner B File p 63 Presenting your ideas We think/feel that In our opinion, the best options are The most effective values for our company would be 11 How many expressions with ‘brand’ you know? Match the terms below with their definitions brand awareness • brand equity • brand identity • brand image • brand loyalty • brand name • off-brand What a brand is called How much people are aware of a brand What a company wants people to think about a brand What people actually think about a brand When a product doesn’t fit the company’s brand The value (either monetary or not) that a brand adds to a product or service When people like a brand and buy it again and again Answer key | page 34 13 ( s u g g e s t e d a n sw e r) T a co B e ll is a fr a n c h is e d c h a in w h ic h s e r v e s M e x ic a n f a s t fo o d A r g o s is a B ritis h m a il-o r d e r c o m p a n y w h ic h a ls o A d v a n t a g e s : Y o u r e a c h % o f in t e r n e t u s e r s Y o u o n ly p a y fo r t h e a d w h e n s o m e o n e c lic k s o n it T h e s e lls its p r o d u c t s o n lin e page 40 p e o p le y o u r e a c h a r e in t e r e s t e d in th e p r o d u c t s o r s e r v ic e s y o u offer page 35 15 le I a m w r it in g to r e q u e s t in f o r m a t io n o n a d v e r t is in g in y o u r p u b lic a t io n Travel Today 2c S p e c if ic a lly , I w o u ld lik e to k n o w th e c ir c u la t io n o f y o u r m a g a z in e 3f P a in s t a k in g p la n n in g a 2 T e st for s u c c e s s b 4 K n o w y o u r c o n ta c ts C o n t in u a l a s s e s s m e n t c d page 41 A ls o , c o u ld y o u p le a s e s e n d m e y o u r a d v e r t is in g s c h e d u le fo r n e x t y e a r ? a I w o u ld b e e s p e c i a lly in t e r e s t e d in a n y is s u e s assessm en t to d e liv e r to d e v e lo p e x p e c ta tio n to maintain performance success discovery d e d ic a t e d to h o t tr a v e l d e s t in a t io n s d A n d fin a lly , c o u ld y o u p le a s e s e n d m e a n a d v e r t is in g te s h e e t to th e e m a il a d d r e s s b e lo w ? h e a r in g fro m y o u s o o n d g a appreciate would tike priced b T h a n k y o u fo r y o u r h e lp , a n d I lo o k fo rw a rd to 16 l h require developed v is it e d in te re s te d reach page 42 c b f e (suggested a n sw e r) B e n e fits in c lu d e th e -fo llo w in g : c u s t o m e r s d o n t n e e d UNIT to fin d a till to p a y ; s c a n n e r p r o c e s s e s p a y m e n t r e m o t e ly c u s to m e rs c a n s ig n for th e ir p u r c h a s e s on page 37 th e s c a n n e r itse lf; th e s c a n n e r is e a s y to ca rry a n d Launch th e d is p la y is e a s y to re a d ; a ‘p a id ’ s t ic k e r s h o w s (S u g g e ste d a n sw e r) th a t th e p ro d u ct h a s b e e n p a id for O t h e r c h a n n e ls a re t r a d e f a ir s , p r o m o t io n s o r T V s h o p s (o r s h o p p in g c h a n n e ls ) page 38 page 43 letter follows tip s 1 The a d a n d f T ru e F a ls e : H e r s c h f e ld o ffe re d b u y m e c o m a ,la r g e tra d e d is c o u n t T ru e T ru e j p re s s re le a se , s p o n s o rin g F a ls e : S h e w a n t s th e m to h id e th e p r ic e s u n til th e p r o d u c t s a re p la c e d in th e s h o p p in g c a rt F a ls e : T h e c h a n g e s w ill b e o n th e s it e b y th e e n d o f th e w e e k p re s s co n fe re n ce page 45 company newsletter home page ? a s y n a v ig a tio n Crosswords site m ap Dow n b r ic k s -a n d -m o r t a r cart f a g b A c ro ss fe a t u r e d search fu n ctio n -la s h in tro d u ctio n sho t lis t e d n e g o t ia t e )o p -u p w in d ow s p r o je c t io n s ta rg e t im n le sh o p p in g in te rfa ce d e page 39 outlet store convenience store, hyperm arket neighbourhood shop, chain store franchise m ail order, online shop 5 Marks & Spencer is a chain store that sells all sorts of items, from clothing to food 7-Eleven is an Am erican convenience store Next is a high-street shop and a chain which sells clothing arge im a g e s look in s id e ’ optio n good good good bad bad bad good good bad page 4^ Th re e They skip them ,ct photographs from several angles, a ed breakdown of your consulting services n o ’s In c lu d e a g oo d s ite m a p a n d s e a r c h fu n ctio n Make it clear a n d e a s y to n a v ig a te Keep images s m a ll Include a ‘look-inside option include buying information 68 Answer key D o n ’ts: D o n ’t m a k e y o u r v is it o r s c lic k m o re th a n (m o d e l an sw e r) t h r e e t im e s to g e t to w h e r e th e y w a n t D o n ’t in c lu d e a F la s h in tr o d u c t io n o r p o p -u p w in d o w s , D e a r M s S h ie ld s , D o n ’t u s e to o c o m p lic a t e d la n g u a g e in In t e r n a t io n a l B io t e c h E u r o p e a b I’m w r it in g w ith s o m e q u e s t io n s a b o u t p a r t ic ip a t in g F irs t o f a ll, c o u ld y o u le t m e k n o w w h e t h e r e x h ib it o r s W e b s it e s l a n d : C lic k o n ‘ h e lp ’ W e b s it e : U se th e p u lld o w n m e n u n e x t to ‘p ro d u cts’ e n t ir e t r a d e f a ir ? I w o u ld a ls o a p p r e c ia t e s o m e W e b s ite : C lic k on ‘ p r o d u c t s ’, d e t a i ls o n t h e f a c il it i e s a v a i la b l e a t t h e v e n u e ; fo r r e c e iv e a d is c o u n t fo r h a v in g a s t a n d d u r in g t h e c W e b s it e s a n d : C lic k o n ‘c o n t a c t u s ’ , e x a m p le , is t h e r e w i r e l e s s in t e r n e t a c c e s s ? A ls o , d W e b s it e s a n d : C lic k on ‘a b o u t u s ’ , w h a t s o c ia l e v e n t s a r e p la n n e d ? A n d a r e th e r e a n y e W e b s it e s a n d : C lic k on ‘a b o u t u s ’ r e s t a u r a n t s n e a r b y t h a t a r e a p p r o p r ia t e fo r a c u s t o m e r r e c e p t io n ? W e b s ite : U se th e fie ld n e x t to ‘s e a r c h ’ d o w n lo a d new s F in a lly , I c o u ld n ’t lo c a t e a n a c c o m m o d a t io n g u id e o n y o u r w e b p a g e I w o u ld b e g r a t e f u l if y o u c o u ld r e c o m m e n d s o m e h o t e ls c o n v e n ie n t to t h e e x h ib it io n ce n tre content im age search engine about us lo c a tio n T h a n k y o u v e r y m u c h fo r y o u r h e lp I lo o k fo rw a rd to h e a r in g fro m y o u page 49 p a rtic ip a te d fu n d e d m ake s u p p o r t in g h e lp p rev e n t Y o u r s s in c e r e ly , K e r s tin B e tt in page 56 Our customers often ask for Vadi V ision le n ses by name.’ False: He wrote an email to the rep w ho sent the email on to Claudia True False: The custom ers have heard ab ou t Vadi Vision through their advert True c f d g b a in t r o d u c t io n lin e a tte n d p la c e g e a f h b id g r e e tin g s e v e n tfu l su cce ssfu l la u n c h a p p r e c ia t e w e lc o m e c o m m it t e d p a r t n e r s h ip 8c f c online , False: They w ill distribute your press releases for free True 21 24 b e n c h m a r k in g m a jo r f in d in g s 27 re b n d page 55 29 growth § c h e a Rem em ber b e TEST YOURSELF! commercial geographical 13 dem ographic 14 giveaway 17 competitor 18 target 3a fre e set up Across True False: It w ill be availab le in a print version and h e lp pages 60-61 page 54 2 f f O rd e r o f s e n t e n c e s : - - - - - UNIT g a p p ro v ed e x p e cte d d c th a n k know page 51 101 b Page 58 e d serv ed jo in Page 57 Page 50 w a lk 8^ Very Everyone in the p harm aceutical industry knows about it , Because there will be so m any com panies listed in the brochures It w ill give them the chance to meet new prospects He’s going to look at the budget By tomorrow 30 banner Down fo cu s r a t io n a l c o p y w r ite r u s e r p ro file w ar b u lk c o n v e n ie n c e 10 11 12 15 16 19 20 22 23 25 26 28 r e s p o n s e te p la c e m e n t p u b lic g o in g te d a t a p ro je c to r e n d o rse m e n t p r o d u c t lin e m an te s h e e t fla t fee su rve y le a d Transcripts UNIT , Exercise UNIT , Exercise Anna W e ll, a ll m a r k e t in g d e p a r t m e n t s a re d iffe re n t, a r e n ’t t h e y ? Rob Y e s A t m y c o m p a n y , B e n a n d I are th e Anna m a r k e t in g d e p a r t m e n t ! I k n o w w h a t y o u m e a n I u s e d to w o r k fo r q u it e Corinna W e ll, a p o s t a l s u r v e y w o u ld be q u it e cheap Heike T h a t ’s tru e , b u t I d o n 't th in k it w o u ld b e v e ry Heike g Rupert p e o p le w h o d o a n s w e r u s u a lly skip half the questions I think an online s u rve y w o u ld g e t a s m a ll c o m p a n y d o in g a ll o f t h e ir m a r k e t in g B u t th e c o m p a n y h e re is a b it b ig g e r W e h a v e s e p a r a t e d e p a r t m e n t s fo r s a l e s a n d m a r k e t in g S o , le t m e j u s t g iv e y o u s o m e n a m e s A s y o u k n o w , I’m t h e p u b lic r e la t io n s o ffic e r h e re a n d I r e p o r t d ir e c t ly to S a b r in a , w h o ’s th e d ir e c t o r o f m a r k e t in g M y a s s is t a n t is U w e Y o u c a n a lw a y s g iv e h im a c a ll if y o u c a n ’t r e a c h m e Rob W a it , A n n a , le t m e ju s t w rite t h is d o w n S a b r in a a n d u rn , h o w d o y o u s p e ll y o u r a s s is t a n t ’s m u c h b e tte r re s u lts Corinna Well, it w ould be free, which is nice, but I d o n 't think all our custom ers use our website, actually They te n d to b u y o u r p h o n e s in s h o p s , s o I’m not sure h o w m any relevant re sp o n se s we'd get We m a y end up with a s k e w e d s a m p le What about in d iv id u a l in t e r v ie w s ? If we m e t p e o p le , we could s h o w th e m a p ro to ty p e and let th e m examine it That w ay th e y could give a Heike nam e? Anna Rob Anna T h a t ’s U -W -E U w e Got you Rupert A n d if y o u n e e d to t a lk to s o m e b o d y a b o u t in d iv id u a l p r o d u c t s , th e n y o u s h o u ld c o n t a c t V it t o r e o r h is a s s is t a n t , T h o m a s more informed re s p o n s e Y e s, a n d w e ’d a ls o h a v e a b e tte r re s p o n s e te S o , w e c o u ld e ith e r o rg a n iz e a focus group and invite four to six people to take part or d o a s tre e t interview, and just stop people on the Rob Anna A h , w h a t w a s t h a t a g a i n ? V e e ? V itto r e - h e ’s It a lia n Y o u s p e ll t h a t V -l-d o u b le T -O -R -E Rob Anna O K A n d T h o m a s T h a t ’s e a s y e n o u g h R ig h t F in a lly , S y lv ia is r e s p o n s ib le fo r th e im a g e o f o u r v a r io u s b r a n d s w eaknesses, but to be honest, in te rv ie w s lik e th a t u s u a lly c o st a fo rtu n e I p e r s o n a lly think that a te le p h o n e s u r v e y is the best We c a n look Rob G r e a t ! T h a t ’s v e r y h e lp f u l at the user p ro file s we h a v e a n d ju s t c a ll mem bers of our target market, you kn ow , p a re n ts w ith young children street and ask them questions What you th in k , C o r in n a ? Corinna Well, both options have their strengths and UNIT , Exercise g) e ffe c tiv e N e it h e r d o I A fte r a ll, e v e r y tim e I g e t o n e o f th o s e I u s u a lly p u t it s tr a ig h t in th e b in A n d th e l W e h a v e t h re e m a in b r a n d v a lu e s w h ic h w e try to p r o je c t in a ll o u r in t e r n a l a n d e x te r n a l c o m m u n ic a t io n T h e firs t is ‘q u a lit y ’ O u r c u s t o m e r s a s s o c ia t e u s w ith th e h ig h e s t q u a lit y p r o d u c t s T h e s e c o n d is ‘s a f e t y ’ A s y o u p r o b a b ly k n o w , o u r p r o d u c t s a re w id e ly s e e n a s th e s a f e s t o n th e m a rk e t Heike I a g re e c o m p le te ly W e s h o u ld d e fin it e ly fo c u s on our target group Rupert Y e s, but what about the p e o p le w ith o u t y o u n g children lik e g n d p a re n ts , w h o b u y th e phone as a p re s e n t for their g n d c h ild ieike Mmm, goo d point It looks lik e w e ’ll h a v e to A n d th e th ird is ‘e n v ir o n m e n t a l c a r e ’, w h ic h is a r e la t iv e ly n e w b n d v a lu e fo r u s , b u t o n e w h ic h w ill b e c o m e in c r e a s in g ly im p o r t a n t in th e fu tu re g I’d lik e to te ll y o u s o m e t h in g a b o u t o u r b n d v a lu e s T h e firs t, a n d m o s t im p o r t a n t , is ‘ t r u s t ’ In a b u s in e s s lik e o u r s , c u s t o m e r s h a v e to tr u s t u s c o m p le te ly , a n d t h a t ’s s o m e t h in g w e c a n p ro m o te t h ro u g h o u r b n d T h e n w e h a v e ‘ in n o v a t io n ’ W e h a v e a lw a y s h a d a r e p u t a t io n for c o m in g u p w ith n e w p r o d u c t s , a n d w e try to e m p h a s iz e th a t th ro u g h o u r b r a n d A n o t h e r k e y b n d v a lu e is ‘c u s t o m e r f o c u s ’ For u s , th e c u s t o m e r a lw a y s c o m e s fir s t a n d w e w a n t to c o n s t a n t ly re m in d b o th o u r s e lv e s a n d o u r c u s t o m e r s o f th a t fa ct g Let m e ju s t m o v e on to ta lk a little a b o u t o u r b n d v a lu e s It w ill c o m e a s no s u r p r is e to y o u th a t o u r to p b n d v a lu e is ‘g re a t v a lu e for m o n e y ’ T h a t ’s s o m e ­ th in g w e c o n t in u a lly c o m m u n ic a t e in o u r m a rk e tin g T h e n e x t is ‘f u n ’ H o p e fu lly th a t is o b v io u s from o u r ^ lo g o a n d c o rp o te d e s ig n F in a lly w e h a v e ‘ h o n e s t y ’ W e w a n t c u s t o m e r s to fe el th a t w e te ll th e m the tru th Greg Heike Greg Heike Inside th e M a rk e t, G re g s p e a k in g H i, G reg It's H e ik e from E u p h o n y O h , h e llo , H e ik e G o o d to h e a r from y o u H ow are th in g s in G e r m a n y ? Not too bad Listen, Greg, I'm calling b ecau se we'd like to a survey for a new series o f m o b ile p h o n e s for c h ild re n a n d I’d lik e y o u to h a n d le it for u s Greg Heike Greg Sounds interesting What type of survey did you have in mind? W e d e c id e d th at a telephone s u r v e y w o u ld b e st fit o u r n e e d s G o o d O K, let m e ju s t g et a p e n a n d w e ca n d is c u s s the details OK, so, w h a t e x a c tly d o y o u n e e d to find o u t? Heike Greg We'd like you to find out more about what our British target group expects from a phone like this OK, so you want to collect qualitative data? 70 Transcripts Heike Y e s , b u t a ls o q u a n t it a t iv e : th e n u m b e r o f p e o p le in t e r e s t e d , w h a t t h e y ’re w illin g to p a y, e tc Greg Heike A ll rig h t W h a t a re th e m o s t im p o r t a n t p o in t s ? P r ic e , a n d w h a t f e a t u r e s p o t e n t ia l c u s t o m e r s w o u ld w a n t th e p h o n e to h a v e Greg A n d w h a t s o r t o f d e m o g r a p h ic in fo r m a tio n s h o u ld w e b e c o lle c t in g ? Heike J u s t b a s ic in f o r m a t io n , s u c h a s in c o m e a n d e d u c a t io n Greg A n y p s y c h o g r a p h ic d e t a ils ? S h o u ld w e a s k a b o u t t h e ir a t t it u d e s a n d v a lu e s to w a rd s c h ild r e n , fo r in s t a n c e ? Heike Greg Heike Greg Greg Tracy O K , s o t e ll m e w h a t y o u ’re lo o k in g for Carsten W e ll, T c y , w e w a n t to g o b e y o n d s a u s a g e s a n d th e R h in e , if y o u k n o w w h a t I m e a n Beate b o r in g , t r a d it io n a l im a g e a b r o a d W e a c t u a l ly h a v e a g r e a t t o u r is t in f r a s t r u c t u r e a n d lo t s o f a t t r a c t io n s , b u t Ita ly , fo r e x a m p le , a t t r a c t s fa r m o re fo r e ig n v is it o r s t h a n w e d o Tracy M a y b e b e c a u s e o f th e w e a th e r? Carsten Y e s , y o u ’v e c e r t a in ly g o t a p o in t B u t t h a t ’s w h y it ’s im p o r t a n t fo r u s to c r e a t e a n e w im a g e W e c o u r s e , b u t to b e h o n e s t , w e d o n ’t w a n t to n e e d to re m in d p e o p le t h a t a h o lid a y d o e s n ’t h a v e to b e h o t to b e fu n In t e r e s t in g T e ll m e m o r e W e ll, it ’s r e a lly a b o u t g o in g b e y o n d th e o v e r lo a d th e s u rv e y If it’s to o lo n g p e o p le w ill ju s t g e t fru s t r a t e d A n d w e w a n t to k e e p o u r >, r e s p o n d e n t p o o l a s w id e a s p o s s ib le F a ir e n o u g h Tracy Beate s t e r e o t y p e s S c h ille r , B a c h , t h e O k t o b e r f e s t , S o , c o u ld y o u te ll m e h o w lo n g it w ill ta k e to w h ite w i n e s T h e p e o p le w h o a r e in t e r e s t e d in p r e p a r e th e s u r v e y ? A n d w h e n c a n w e e x p e c t to g e t th e s u r v e y r e s u lt s ? t h e s e t h in g s a re a lr e a d y c o m in g to G e r m a n y W e n e e d to a t t r a c t n e w v is it o r s w h o a r e n ’ t y e t I’ ll n e e d to s p e a k to a few c o lle a g u e s h e re a n d T h a t w o u ld b e g re a t A n d I’ ll s e n d y o u a n e m a il to c o n firm w h a t w e ’v e d is c u s s e d W o n d e r fu l S o , ta lk to y o u on F rid a y ! a w a r e o f th e o t h e r s id e o f G e r m a n y Carsten T h a t ’s w h y w e w a n t e d to w o r k w ith s o m e o n e b a s e d in th e U K W e t h in k t h a t s o m e o n e fro m th e o u t s id e w ill h a v e a f re s h p e r s p e c t iv e a n d b e Beate UNIT , Exercise ® T h e k e y f a c to r s o f o u r c a b le p a c k a g e a re th a t y o u g et Tracy W e w ill b e re a c h in g c u s t o m e r s th ro u g h a d s on w e b s ite s a n d in m a g a z in e s s t a r t in g in S e p te m b e r O u r p ro d u c t w ill t h e n b e im m e d ia t e ly a v a ila b le to c u s t o m e r s in m a jo r m e tr o p o lita n a r e a s a c r o s s E u ro p e W e w ill g u a r a n t e e th a t c u s t o m e r s w ill h a v e a ll h a rd w a re a n d be a b le to u s e o u r m o d e m s w ith in h o u rs o f p la c in g a n o rd e r c a m p a ig n w ith th e m a x im u m a p p e a l UNIT , Exercise Tracy Justin W e h a v e n ’t fix e d a p ric e y e t, b u t th is w ill b e d e c id e d in th e n e x t w e e k or tw o B e c a u s e o u r p ro d u c t is in th e Justin UNIT , Exercise 1 We are targeting custom ers who are early adopters of new technology and who are very interested h the advanced high-speed internet access we provide Extensive testing shows that we provide the fastest connection in the business due to our cutting-edge technology Speed of access is the main reason why our product is better than our com petitors’ Another reason is that we provide every new customer with a free start­ up package a p p e a l to p e o p le in th e U K O K , I u n d e r s t a n d w h a t y o u ’re tr y in g to a c h ie v e a n d y o u n e e d a n in s id e r to d e s ig n a n a d Tracy in t r o d u c t io n p h a s e , o u r p ric in g m o d e l s h o u ld w in u s a s m a n y c u s t o m e r s a s p o s s ib le , a s q u ic k ly a s p o s s ib le a b le to r e b r a n d u s b e tte r T h a t ’s rig h t E v e ry c o u n t r y h a s it s a d v e r t is in g c u lt u r e , a n d w e w a n t to m a k e s u r e o u r a d s A n d if I m a y s a y s o , I t h in k t h a t y o u ’re rig h t A d v e r t is in g n o r m s a re d iffe r e n t in e a c h c o u n try , e v e r y t h in g y o u n e e d to c o n n e c t to th e in te rn e t a n d th a t y o u r c o n n e c t io n is f a s t e r th a n a n y th in g y o u c a n g et a n y w h e r e e ls e Y o u c a n e m a il v id e o s in ju s t s e c o n d s in s t e a d o f m in u t e s o r h o u r s C u s t o m e r s a ls o g et free w e b s p a c e a n d c a n u s e o u r w e b p a g e d e s ig n p ro g m A n d fin a lly , o u r s o ftw a re a u t o m a t ic a lly s c a n s a ll in c o m in g e m a ils for v ir u s e s g) W h a t C a r s t e n ’s t r y in g to s a y is t h a t m o s t o f o u r m a r k e t r e s e a r c h s h o w s t h a t G e r m a n y s t ill h a s a T h a t w o u ld b e in t e r e s t in g in fo r m a tio n , o f t h e n g e t b a c k to y o u C a n I g iv e y o u a c a ll on s a y , F r id a y ? Heike UNIT , Exercise ® 10 Tracy Justin Tracy A s fa r a s t r a d it io n a l c h a n n e ls g o , I t h in k t h e y s h o u ld f o c u s o n p rin t m e d ia , e s p e c ia ll y m a g a z in e s , a n d p o s s ib ly th e tr a v e l s e c t io n s o f s o m e la rg e r n e w s p a p e r s T h a t m a k e s s e n s e M a g a z in e s a n d n e w s p a p e r s o fte n d e v o t e a n is s u e to t r a v e l, a n d th a t w o u ld b e a g o o d o p p o r t u n it y to h ig h lig h t G e r m a n y W hat a b o u t TV a d s ? I d o n ’t t h in k t h a t ’s a g o o d id e a J u s t a n a d o r tw o w ill u s e u p a lm o s t th e e n tire b u d g e t , a n d w e c a n ’t a ffo rd th e r e p e a t e x p o s u r e t h a t a g o o d a d c a m p a ig n w o u ld n e e d T h a t ’s t r u e B a n n e r a d s , o n th e o th e r h a n d , w o u ld m a k e s e n s e P e o p le o fte n g o o n lin e to tr a v e l p o r t a ls lik e E x p e d ia a n d H o tw ire w ith o u t k n o w in g w h e r e t h e y w a n t to tr a v e l to T h e y ju s t w a n t to g o s o m e w h e r e fo r th e w e e k e n d S e e in g o u r a d s w o u ld e n c o u r a g e th e m to c h e c k o u t G e rm a n y G o o d p o in t A n d w h a t a b o u t p o s t c a r d s ? I c a n s e e t h o s e b e in g v e ry e ffe c tiv e w ith a c a m p a ig n lik e t h is W e c o u ld h a v e d iffe re n t t h e m e s for d iffe re n t v e n u e s : h ig h lig h t o u t d o o r a c t iv it ie s for p o s t c a r d s d is t r ib u t e d in g y m s , for e x a m p le Y e s , a n d p o s t c a r d s a re p o p u la r a m o n g th e g ro u p , w h ic h Jo ys o f G e r m a n y a re ta rg e tin g W e c o u ld a ls o d o b u s a d s in m a jo r U K c it ie s O K , so I th in k o u r t a s k is c le a r W e n e e d e y e ­ c a t c h in g im a g e s a n d a g o o d s lo g a n th a t w e c a n u s e in a v a r ie ty o f p la c e s Transcripts U N IT , E x e r c is e U N IT r E x e r c is e @ 12 Secretary B u y m e c o m H o w c a n I h e lp y o u ? Stefanie H e llo C a n I s p e a k to J o h n B r a d w e ll, p le a s e ? Secretary J u s t a m o m e n t I’ ll p u t y o u t h r o u g h John H e llo ? H e llo , J o h n It’s S t e f a n ie S c h w a r z fro m Stefanie H e r s c h f e ld h e r e John Stefanie John Stefanie @ *3 l M o st o f our appliances have been sold at sh o p s in the centre o f town But more and more appliances are being sold at a discount at large, no-frills stores outside the town centre © To s im p lif y th e d is t r ib u t io n p ro c e ss , w e no longer *4 w o rk m a in ly w ith s to r e s th a t have m u ltip le lo c a t io n s t h in g s ? a r o u n d th e country H o w e ve r, th e y a lw a y s d em and a d e e p d is c o u n t , w h ic h ca n s o m e t im e s b e a p ro b le m N o t s o g o o d , I’m a f r a id O h d ear T h a t ’s a c t u a lly w h y I’m c a llin g It’s a b o u t o u r lis t in g s o n y o u r w e b s it e A s y o u k n o w , w e © *5 o ffe re d b u y m e c o m a la rg e t r a d e d is c o u n t on p r o je c t io n s y o u p r e s e n t e d © b e lo w t a r g e t , a s I’m s u r e y o u kn o w , A ls o , o u r 16 T h e b a k e d g o o d s w e m a n u fa c tu re a re s o ld a t s to r e s b r i c k s -a n d -m o r t a r r e t a ile r s h a v e b e e n c h e a p e r p r ic e a t t h e ir s h o p s R ig h t John Stefanie S o b a s i c a lly th e r e a r e a fe w t h in g s I’d lik e y o u John Stefanie to d o to d e a l w ith t h e s e p r o b le m s OK F irs t o f a ll, I’d lik e y o u to h ig h lig h t o u r n e w lin e o f m ic r o w a v e s in y o u r ‘ f e a t u r e d p r o d u c t s ’ s e c t io n John Let m e ju s t w rite t h a t d o w n h ig h lig h t n e w lin e o f m ic r o w a v e s in ‘ fe a t u r e d p r o d u c t s ’ O K , got you Stefanie T h e s e c o n d t h in g is , I’d lik e y o u to in c lu d e a t le a s t tw o p r o d u c t s h o t s o f e a c h ite m y o u list John Stefanie Tw o p r o d u c t s h o t s O K A n d th e fin a l t h in g is : c o u ld y o u p le a s e h id e th e p ric e o f th e p r o d u c t s o n y o u r m a in w e b p ag e s? John Stefanie W h a t d o y o u m e a n e x a c t ly ? W e ll, I’v e s e e n th e f e a t u r e o n o th e r s h o p p in g w e b s it e s B a s ic a lly , y o u r c u s t o m e r s c a n ’t s e e th e p ric e o f a p a r t ic u la r ite m u n til t h e y p la c e it in t h e ir s h o p p in g c a rt John Stefanie John Stefanie John Stefanie John Stefanie John Stefanie John A h y e s , I u n d e r s t a n d w h a t y o u m e a n W e ll, I’m n o t s u r e if t h a t ’s p o s s ib le w ith o u r s y s t e m , b u t I’ll c h e c k w ith th e t e c h n ic a l p e o p le a n d g e t b a c k to y o u , if t h a t ’s O K R ig h t T h e first tw o t h in g s I c a n a r r a n g e s t r a ig h t ­ a w a y T h e c h a n g e s w ill b e o n th e s ite by th e e n d o f t h is w e e k That so un ds good It’s th e le a s t I c a n d o L is t e n , S t e f a n ie , I’m re a lly s o rry th a t th e re h a v e b e e n t h e s e p r o b le m s W e ll, le t’s h o p e t h e s e c h a n g e s im p ro v e t h in g s Yes, I ho pe so W e ll, t h a n k s for y o u r h e lp , Jo h n N o p ro b le m J u st let m e k n o w if t h e r e ’s a n y t h in g e ls e I c a n d o for y o u I’ll d o th a t O K , ta lk to y o u later B y e now w h ic h a re o p e n lo n g h o u r s , a n d often lo c a te d in c ity lot m o re ! O f co u rse W e ll, s a le s in th e p a s t q u a r t e r h a v e b e e n w e ll c o m p la in in g t h a t c u s t o m e r s a re u s in g o u r lis t e d p r ic e s o n y o u r w e b s it e to n e g o t ia t e a T h e c a n d y b a rs w e produce are sold at sm all s h o p s c e n tre s o r a lo n g s id e p e tro l s t a t io n s T h e y a re a ls o s o ld a t v e ry la rg e stores that c o m b in e the f e a t u r e s o f a g ro c e ry s to re a n d a d e p a rtm e n t sto re , a n d o fte n a o u r k it c h e n a p p lia n c e s b a s e d o n th e s a le s John Stefanie w o rk w ith s m a ll, in d e p e n d e n t ly o w n e d s h o p s W e A h , S t e f a n ie N ic e to h e a r fro m y o u H o w a re ® 17 w h ic h a re in d e p e n d e n t ly o w n e da a n d teru d, u but a o u p e icm fc lirpnsedl ■ ic - h• s h•a r e th •• -wh e s a m e fiA/hirh n a m e (which is licensed) O u r c a m e r a s u s e d to b e sold via catalogues sent out by post, but in c r e a s in g ly that outlet is dying o u t In s t e a d , o u r cam eras are now m o stly s o ld v ia the internet U N I T 5—, E — x e- r c i s e ® 18 a O n e o f the things that distinguishes us from the competition is that we d o n ’t just start phoning First we m ake test calls, and then w e e v a lu a te what we’ve done before creating a plan for the lo n g e r-term it IS n T W UfKiii qj c S o m e telemarketing com panies speak to y o u for ten m in u te s and send you a script the next d ay N o t u s F irst w e s p e a k to your m a rk e tin g team to find out as m uch as w e can a b o u t y o u r target market and your goals for the telemarketing cam paign Then we use this information to develop a strategy th a t both com panies can u s e J O n e of the m ost annoying things with te le m a rk e tin g a g e n c ie s is lost information Telemarketers often m a k e no notes on th e p e o p le th e y c o n ta c t w h o s a y no B u t there’s a big difference between the people who sa y ‘Never c a ll me a gain ’ a n d t h o s e w h o s a y ‘ W ell, th at s o u n d s very interesting, but we just d o n ’t have the m oney right now ’ W e k e e p track of those people and com panies w h o a re w o rth c o n ta c tin g again in the future So, the subject of my talk today is how to m ake your website into an effective marketing tool Let me ask you: is your website something you just let the people in IT deal with? It shouldn’t be A home page is the face you show the world, so think o fit as an essential marketing tool If you n’t have a clear, easy-tonavigate site, you might lose potential clients A good site map and search function can make it much fnr y/isitors to the site to find the information they J 71 72 Transcripts n e e d A g o o d ru le is t h a t t h e y s h o u ld n ’t n e e d to c lic k a d d e d b e n e f it s , in c lu d in g h a v in g o u r n a m e s e n t m o re t h a n t h r e e t im e s to g e t to w h e r e t h e y w a n t to g o to c o m p a n ie s a r o u n d t h e w o r ld a n d g e t t in g a n A t th e s a m e t im e , a le n g t h y F la s h in tr o d u c t io n is e x tra a u d ie n c e w ith t h e p e o p le a t t e n d in g th e p r o b a b ly a w a s t e o f m o n e y S u r v e y s s h o w th a t th e o t h e r t r a d e fa ir T h e f a ir w ill a ls o b e m a r k e t e d m a jo r it y o f v is it o r s s im p ly s k ip t h e s e to g e t to th e m a in s it e T h e s a m e g o e s for p o p -u p (or p o p -u n d e r ) to k e y p u b l ic a t io n s Paolo H m m I’m n o t s o s u r e T h e y s a y t h a t t h e y ’ ll w in d o w s , w h ic h n e a r ly a ll w e b u s e r s fin d v e ry irr ita tin g f e a t u r e y o u in t h e ir m a r k e t in g c a m p a ig n , b u t A n d r e m e m b e r to k e e p im a g e s s m a ll s o th a t v is it o r s t h a t ’s n o t r e a lly a c c u r a t e T h e r e w ill b e d o n ’t h a v e to w a it te n m in u te s for th e s ite to d o w n lo a d h u n d r e d s o f c o m p a n ie s lis t e d in t h e ir b r o c h u r e s , a n d w e ’ ll ju s t b e o n e o f m a n y Y o u r w e b s it e s h o u ld offer c o m p le te in fo rm a tio n o n a ll Kerstin T h a t ’s t r u e B u t I d o t h in k t h a t p a r t ic ip a t in g w ill th e p r o d u c t s a n d s e r v ic e s y o u offer A s m o re a n d m o re r a is e o u r p r o f ile a n d m a k e u s b e t t e r k n o w n p e o p le s h o p from h o m e , v is it o r s s h o u ld b e a b le to fin d P e r h a p s m o re im p o r t a n t ly , it w ill g iv e u s th e o u t a ll th e y n e e d to k n o w a b o u t c o s t a n d f e a t u r e s A c h a n c e to m e e t n e w p r o s p e c t s w h o m ig h t b e ‘ lo o k in s id e ’ o p t io n ,w h ic h w a s m a d e p o p u la r b y A m a z o n , is w o rth in c lu d in g : t h is c a n b e a n y t h in g fro m Paolo p ro d u c t p h o to g p h s from s e v e r a l a n g le s o r a d e t a ile d t h e b u d g e t t h is a f t e r n o o n , a n d g iv e y o u a d e c is io n to m o r r o w ? b re a k d o w n o f th e c o n s u lt in g s e r v ic e s y o u offer A n d fin a lly , y o u n e e d e ith e r a s im p le s h o p p in g in t e r f a c e o r in fo rm a tio n on how v is it o r s c a n p u r c h a s e y o u r g o o d s UNIT , Exercise N a tu lly , c re a tin g a w e b s ite in a fo re ig n la n g u a g e c a n ^ p o s e a n extra c h a lle n g e It’s im p o r t a n t to h a v e a n a t iv e Visitor i E x c u s e m e , a re t h e s e m e m o r y s t ic k s to t a k e s p e a k e r c h e c k a ll c o n te n t H o w e v e r, if y o u ’re d e a li n g aw ay? w ith m a n y n o n -n a tiv e s p e a k e r s , it ’s a ls o e s s e n t ia l t h a t Michael T h e y a re in d e e d T h e y ’v e g o t o u r U R L p r in t e d th e c o n te n t is n ’t to o d iffic u lt to u n d e r s t a n d If m o s t o f o n t h e m , s o d o h a v e a lo o k a t o u r w e b s it e to o y o u r c u s to m e r s a r e n ’t n a tiv e s p e a k e r s , a s t y le w h ic h is w h en yo u get a ch a n c e O r yo u h ave an y to o c o m p lic a te d w ill c o n f u s e , n o t im p r e s s q u e s t io n s fo r m e n o w ? UNIT 6, Exercise ® Visitor W o u ld it b e p o s s ib le to b e p u t o n y o u r m a ilin g lis t ? Chris H e llo , Eye C a r e C e n t r a l, C h r is s p e a k in g Claudia Hi C h r is , t h is is C la u d ia fro m V a d i V is i o n C h r is , Kerstin Y e s , c e r t a in ly If y o u ju s t g iv e m e y o u r c a r d , I’ ll b e h a p p y to a d d y o u r n a m e I’m h o p in g y o u c a n h e lp m e I’m w r it in g a p r e s s r e le a s e fo r o u r n e w u lt r a -h a r d le n s e s O u r c u s t o m e r s e r v ic e s re p f o r w a r d e d m e y o u r e m a il Visitors I’d lik e to d is c u s s t h is w ith m y b o s s firs t H o w ca n I re a ch y o u ? w h e re y o u s a id t h a t y o u t h o u g h t o u r le r^ e s w e re th e b e s t in t h e b u s in e s s T h is w o u ld b e a Kerstin H e r e ’s m y c a r d F e e l fre e to c a ll o r e m a il m e g re a t q u o t e to in c lu d e , a n d I w a s w o n d e r in g if y o u w o u ld m in d u s u s in g it ? Chris in t e r e s t e d in o u r c o m p a n y T h a t ’s a g o o d p o in t W h y d o n ’t I h a v e a lo o k a t Visitor4 D o y o u h a v e s o m e in f o r m a t io n I c a n t a k e a w a y ? Michael Y e s , le t m e g iv e y o u o n e o f o u r b r o c h u r e s It U rn, I’m n o t s u r e J u s t b e t w e e n y o u a n d m e , I d o th in k V a d i V is i o n m a k e s th e b e s t l e n s e s B u t w e w o rk w ith o t h e r s u p p lie r s t o o , o f c o u r s e , a n d lis t s th e p o in t s w e ’v e ju s t d is c u s s e d don’t want to upset them Visitors W h a t d o e s y o u r c o m p a n y d o ? Kerstin W e u s e n a t u r a l s o u r c e s to c r e a t e e ffe c tiv e Claudia I c a n u n d e r s t a n d t h a t Is t h e r e a n y t h in g e ls e p o s it iv e y o u m ig h t b e w illin g to s a y a b o u t o u r m e d ic a t io n s Chris W e ll I t h in k a lo t o f o u r c u s t o m e r s k n o w a b o u t y o u r le n s e s t h r o u g h y o u r a d v e r t is in g c a m p a ig n Visitor D o y o u m a k e n a t u r a l c o s m e t ic s a s w e ll? Michael N o , w e d o n ’ t W e f o c u s o n m e d ic a t io n s I lo v e th e p ic t u r e w ith th e lion w e a n n g th e e y e g la s s e s ! S o h o w a b o u t s o m e t h in g lik e O u r c u s t o m e r s o fte n a s k fo r V a d i V is io n le n s e s b y Visitor I’m ju s t b r o w s in g Kerstin W e ll, ju s t let m e k n o w if y o u n e e d a n y t h in g Claudia T h a t s o u n d s g r e a t ! L e t m e ju s t w rite it d o w n UNIT , Exercise o fte n a s k fo r V a d i V is i o n l e n s e s b y n a m e Chris T h a n k s s o m u c h fo r y o u r h e lp , No problem, C la u d ia S e e yo npxt w e e k ? ® 23 i Claudia Y e s I'll see you there! M a k e sure y o u c o m e by o u r s t a n d W e ’ ll h a v e s o m e s a m p le s o f o u r n e w le n s e s to g iv e a w a y UNIT , Exercise ® 21 Kerstin W e ll it ’s r e a lly a v e r y h ig h -p r o f ile e v e n t E v e ry ­ o n e in th e p h a r m a c e u t ic a l in d u s t r y k n o w s a b o u t it a n d a t t e n d s A p a r t fro m th e e x p o s u r e w e ’ ll g e t w ith o u r s t a n d , I th in k th e re a re a lot of H e llo e v e r y o n e I’d lik e to t h a n k y o u fo r jo in in g u s to d a y A s y o u p r o b a b ly k n o w , N a t u r a l S o lu t io n s h a s b e e n m a k in g g re a t p r o g r e s s O u r in n o v a t iv e p la n t b a s e d a n t ib io t ic s h a v e r e c e n tly b e e n a p p r o v e d for d is t r ib u t io n A n d w e h a v e a n e w lin e o f c o ld m e d ic a t io n th a t is e x p e c te d to d o v e ry w e ll I h o p e y o u ’ ll h e lp y o u r s e lv e s to th e le a fle ts a n d s a m p le s a t th e b a c k P le a s e fe e l fre e to a p p r o a c h m e if y o u ’d lik e to s e t u p a p e r s o n a l p ro d u c t p r e s e n t a t io n R e m e m b e r, th e b e s t s o lu tio n is a n a tu r a l s o lu t io n , a n d I’m s u r e w e h a v e a s o lu tio n for y o u ! A -Z word list A t o accompany [o'kAmponi] b e g le it e n [a'tjiiv] ad agency ['aed eid 3onsi] e r r e ic h e n W e rb e a g e n tu r advertisement A n z e ig e , In s e r a t , to achieve [od'vaitismant] advertising ['aedvotaiziij] W e rb u n g advertising channel W e rb e k an al cash discount ['kæj diskaont] Skonto, B a rz a h lu n g s­ rabatt to ca tch attention [kxtf g'tenfn] ce le b ritie s [so'lebrdti:s] W e rb e sp o t c h a in sto re ['tfein sto;J ['aedvotaizn) no:m] am u sing [o'mjuizii]] annoying fo'noiiql appeal [o'pidj to appreciate [o'pru/ieit] approach [o'proutf] W e r b e r ic h t lin ie n ch a rt [tfa:t] c h e c k - u p ['tfekAp] a m ü s a n t , e r h e it e r n d ä r g e r lic h R e iz , A n r e iz ; s p r i c h t a n c lie n t ¡‘k h io n t j co -lo ca ted , to b e - z u s c h ä t z e n w is s e n f’ksulsa.keitidj to come as a / no su rp rise f,kAm oz d/ iid o so'pnuz] A n sa tz, H e ran g e h e n s­ w e is e , Z u g a n g appropriate [o'praopriot] g e e ig n e t , a n g e m e s s e n , assigned [o'saind] p assen d z u g e o rd n e t, ü b e rtra g e n , to associate [o'soufieit] attachment [a'taetjrnsnt] attitude [’cetitjuid] to attract [o'traikt] audience Indians] awareness fs'weonss] co m m e rcia l [k3'ni3:fl] commercial break [k3'ni3:fi breik] b e tra u t a s s o z ii e r e n , v e r b in d e n to c o m m is s io n [ko'mifn] A n h a n g , A n la g e E in s t e llu n g , H a lt u n g a n z ie h e n , a n s p r e c h e n co m p e titio n [,kDmpo'ufnJ co m p e tito r [kom'petito] c o m p re h e n siv e l,k o m p n 'hensiv] P u b lik u m B e w u s s t s e in , B e k a n n t ­ c o n c e rn e d , to b e ~ h e it B baked goods [,beikt 'godz] B a c k w e r k w ie K e k s e u n d to be under a rock K uchen h in t e r d e m M o n d le b e n [,bi Andar o 'rokj belt [belt] benefit [’benifit] to betray fbi'trei] beverage ['beyoridsl brand [brænd] brand value ['brænd vælju:) branding ['brændnj] G ü rte l V o r t e il, N u tz e n v e r r a t e n , b e tr ü g e n G e trän k e M a rk e M ark en w e rt E n t s t e h u n g u n d E n tw ic k ­ breakdown f'breikdaun] break-even point [breik ‘i:vn point bricks-and-mortar retailer [bnks on Yno:to ri:teiIo] brochure [’broojo] to browse [braozj [kon'.s3;nd] to co n d u ct a s u rv e y [kon.dAkt o 's3:vei| confident, to feel - 1,11:1 'konfidantl c o n siste n t Ikon'sistont] content Ikzn'tent] convenience store ¡kon'viminns su :j co n v e n ie n t [kon'vimionij copyw riter [‘knpim it^l corporate d e s ig n ['kJipzrat di'zainj lu n g e in e r M a rk e B e s c h r e ib u n g G e w in n s c h w e lle , R e n t a b ilit ä t s g r e n z e corporate identity hkxparot ni'dentoii] k o n v e n t io n e lle r E in z e l­ corporate im a g e ['kjipjrot '¡midzl h ä n d le r (d e r n ic h t im In te r n e t a g ie r t) B r o s c h ü r e , P ro s p e k t d u rch seh en , ( h e r u m )s tö b e r n B illig flie g e r, B illig flu g lin ie to cover co sts budget airline ['bAdjit eoluin] to build rapport [bildræ'po:] ein (enges) Verhältnis aufbauen, herstellen eingebaut built-in [,biIt’mj mit Aufzählungszeichen bulleted ['bolitidj C to bundle ['bAndl | versehen, markieren bündeln to call sb back [,ko:l'bæk| campaign [kæm'peml jdn zurückrufen Aktion, Kampagne Prominente Filiale (e in e r H a n d e ls ­ kette ) challenge ['tfxhnd3 ] ch a rity [’t/aeratij ['aedvataizii] tjaenl] advertising norm A u f m e r k s a m k e it erregen {,k.wo 'knstsj cross-functional team I'krosfMjkfonl 'li:m| customer I ’kAstomo] customer focus l'k.\st?ni3 foukosl c u ttin g-e d g e (fashion / d esign) l,k,\inj‘cd^l D data collectio n I'd c iu kj'lckfn] H e r a u s fo r d e r u n g m ild tä tig e r, g u te r Z w e c k Diagramm Untersuchung, Über­ prüfung Kund e/-in am gleichen Ort an g e sie ­ delt, statffindend (nicht) überraschen Werbespot W e rb u n g (in Fernsehen o d e r R a d io ) in A u ftra g g e b e n , beauftragen Konkurrenz Mitbewerber, Konkurrent um fassend besorgt sein, sich Sorgen machen eine Umfrage durch­ führen zuversichtlich, selb st­ bew usst sein stimmig, konsistent Inhalt Supermarkt (mit länge­ ren Öffnungszeiten) angenehm, bequem (Werbe-)Texter/-in visuelles Erscheinungs­ bild e in e s U nter­ nehm ens Firmenidentität (d a s Selbstverständnis eines Unternehmens) Firmenimage (das Unter­ nehmensprofil, wie e s extern wahrgenommen wird) Kosten begleichen, decken bereichsübergreifende Arbeitsgruppe Kunde/Kundin Kundenorientierung V o rre ite r Datensammlung 74 A -Z w ord list data projector follow-up phone call Beam er [.delta pro'djekto] data volume [.deits ’vDljuim] D a te n m e n g e decline stage A b n ah m e p h ase [.fülou Ap 'fsun ko:l] v e r f o lg u n g e in e r [di'klain steidj] deep discount [di:p 'diskaont] department [di'pcutmsnt] to devote [di'vsot] to dissolve [di'zDlv] to distinguish sb A n s c h l u s s t e le f o n a t , T e le f o n a t z u r N a c h ­ free of charge [fri: sv 'tja:< free sam ple [fri: ’saimpl] to fund [fAnd] h o h e r P r e is n a c h la s s , R a b a tt G r a t is p a c k u n g , P r o b e f in a n z ie r e n A b t e ilu n g G w id m e n gatefold ['geitfsold] to gau ge [geid ] to generate a buzz [(d3enoreit 'bAz] a u f lö s e n s ic h u n t e r s c h e id e n v o n , [di'stiqgwij] s ic h a b h e b e n v o n , s ic h a u s z e ic h n e n distribution channel to get a m essage across [get o ,mesid3 s'kros] to give a speech V e r t r ie b s w e g [,distn'bju:Jn tjsenlj distributor [di’stribjsts] to donate sth [dsu'neit] to download [’daunlsod] to draw up [,dro: Vp] G r o ß -, Z w is c h e n h ä n d le r [,giv a ’spiitj] to give away [,giv s'wei] e tw s p e n d e n h e r u n t e r la d e n U m s c h la g k la p p e m e s s e n , e in s c h ä t z e n e in e n T r e n d s e t z e n , e in e n V e r k a u f s s c h la g e r k r e ie r e n e in e B o t s c h a f t v e r m it t e ln e in e R e d e h a lt e n k o s t e n lo s v e r t e ile n , z u r V e r f ü g u n g s t e lle n a u f s e t z e n , a u f s t e lle n , ü b e r e tw h i n a u s g e h e n la n g e h a lt b a r to go beyond [.gsu bi'jond] to go out of business [gsu ,aut sv 'biznss ] to emphasize ['emfssaiz] b e to n e n , h e rv o rh e b e n good value for money p r e is w e r t , g ü n s t ig employee discount A n g e s t e llt e n r a b a t t a b fa sse n durable fdjusrsbl] E A n g e le g e n h e i t k o ste n fre i [god vaelju: fs 'mAni] [lm'pbii: diskaont] endorsement [in'doismsnt] B e fü r w o r tu n g , U n te r­ s t ü t z u n g ; e in e A u s ­ s a g e , d ie z it ie r t w e rd e n d a r f enhanced feature f in,ha:nst 'fiitjs] to establish l i ’stieblij] to evaluate lrvaeljueitl eventful lTventfl] to examine lit e m in '] excerpt I'cksa-.pi] to execute (a m a rk e tin g plan) I’eksikjuit] executive summary H e r w e ite r te , v e r b e s s e r t e F u n k tio n au sfü h re n , u m se tze n K u rzfa ssu n g lig.zekjDliv 'sAmori] eye-catching ['aiktcijiq] eye-inspection I'ai in.spekjn) F to feature I'fiitJsJ fee structure I'fi: strAkijn] to feel free to sth l,fi:l 'iri:1 first double page spread [f3;st U \bl peid3 spred] flat fee ['flset fi:] flavour |‘Heivoi focus group ’l ook os gnr.pl V e r m a r k t u n g s s t r a t e g ie [,gsu ts 'maikit stnet3d3i] grocery store ['grsussri sto:] L e b e n s m it t e lg e s c h ä f t hand-held barcode scanner H and scan ner [handheld 'ba:k3ud skams] to handle ['haendl] s ic h k ü m m e r n u m , handy ['haendi] harmful ['haimfl] health-conscious [thel0 'kDnfss] health danger ['hel0 deind33] horrible [’horsbl] hype [haip] e r e ig n is r e ic h u n te rsu ch e n A uszug external communication |ik,st3:nl komju’.m'kcijn] go-to-market strategy b e a r b e it e n a u fb a u e n a u sw e rte n exhausted, to feel lig'zoisiidl exhibition l.eksi'bijn] expectation l.ekspek'teijnl exposure lik'spno^l extensive testing l lk.stcnsiv 'tcstii]] P le it e g e h e n p r a k t is c h s c h ä d l ic h g e s u n d h e it s b e w u s s t G e s u n d h e it s r is ik o f ü r c h t e r lic h R u m m e l, G e t ö s e , H y p e e r s c h ö p ft, k a p u t t s e in I A u s s t e llu n g E rw a rtu n g E r s c h e in e n , A u fla g e a u s f ü h r lic h e U n te r­ s u c h u n g e n , in t e n s iv e s Ü b e rp rü fe n K o m m u n ik a tio n n a c h a u ß e n , e x te rn e K o m m u n ik a tio n a u ffa lle n d , in s A u g e s p rin g e n d A u g e n -, S e h k ft k o b ro K o vorstellen, präsentieren Gebührenstruktur nicht zögern, etw zu tun Doppelseite vor Inhalt (2 /1) Pauschalgebühr, Flatrate Geschm acksrichtung Zielgruppe ideally [ai’di-.sli] implementation ¡d e a le r w e is e U m se tzu n g l.implimen'teijn] in advance of [in sd'vcuns sv ] in charge of, to be [in 'tja:d sv] in effect, to be - [in ffekt] in their own field [in dear ,aon 'fi:1d] inexpensive [.mik'spensiv] inquiry [m'kwaisri] insertion [in's3:Jn] inside back cover [in.said 'beck kAva] inside front cover l in.saicl TrAnt kAvr>| internal communication lin,t3:nl ksmju’.m'keijnl internet access l.mtonet’eekses] introduction phase l.mtro'dAkfn feiz| item l'a tom] vo rh er b e t r e u e n , v e r a n t w o r t lic h s e in fü r g ü lt ig s e in in ih re m B e r e ic h , a u f ih re m G e b ie t p r e is w e r t A n fra g e A n z e ig e n s c h a lt u n g U m s c h la g s e it e U m s c h la g s e it e K o m m ik a t io n n a c h in n e n , in te rn e K o m m u n ik a ­ tio n Internetzugang Einführungsphase A rtik e l A -Z word list | 75 J ' job description [d3Db di'skripjn] to justify [’d3Astifai] K to to keep track [ k i:p keep up to date 'traek] [ k i:p ,A p to 'd e it] key [ k i:] kitchen appliance on a positive note r e c h t f e r t ig e n [Dn a 'pDzativ naut] on behalf of [Dn bi'haif sv] organigram [oi'gcemgram] e rfa sse n a u f d em L a u fe n d e n h a lt e n H a u p t -, d a s w ic h t ig s t e K ü ch e n g e rät [ ' k i t j i n o p la io n s ] L to launch a product e in P r o d u k t a u f d e n [ , b : n t j o 'prodAkt] M a r k t b r in g e n lead [Ii:d ] leaflet [ 'li:f b t ] to liaise f li'e iz ] light-weight ['Ia itw e it] location [ ' b u k c i j n ] E in s t ie g , E in le it u n g B ro sch ü re , P ro sp e kt Z u s a m m e n a r b e it e n L e ic h t g e w ic h t to l o g o n t o [.In y 'o m o j S ta n d o rt e in lo g g e n loss leader ['Ids L o c k v o g e la n g e b o t , li:d o ] L o c k a r t ik e l M mailorder [.meil'oido] mailing list ['nieiliy list] to maintain a database V ersa n d h a n d e l V e r t e ile r , A d r e s s e n ­ v e r z e ic h n is e in e D a t e n b a n k p fle g e n [mein.tein o 'deitobeis] to make a donation spenden [,meik o doo'nei/n] to to make a note s ic h e tw m e r k e n , [,meik o 'neot] n o tie r e n e in e n S t a n d b e t r e u e n , man a stand [.mam o 'staend] to market sth ['ma:kit] market research a m ( M e s s e -) S t a n d a r b e it e n e tw v e r m a r k t e n M a rk tfo rsch u n g l.maikit ri's :tj] market research company l,ma:kit ri's3:tj kAmponiJ market share [.maikit'Jea] marketing tool ['mcikitii] tu:1] mature [ms'tJua] media buyer I'miidia baioj media coverage I'm hdb kAvarid3] media outlet |'mi:dia aotlet] medication [.medi'keij'n] medium-sized company l,m i:dbm saizd ‘kAinpani] me-too product M a rk fo rsc h u n g su n te r­ nehm en M a r k t a n t e il M a r k e t in g in s t r u m e n t re if M e d ie n e in k ä u f e r B e r ic h t e r s t a t t u n g (in d e n M e d ie n ) A n s p re c h p a rtn e r b ei den M e d ie n M e d ik a m e n t e , M e d ik a t io n m it t e ls t ä n d is c h e s U n te r n e h m e n N a ch ah m e rp ro d u kt [,mi: ‘tu: prodAkt] monetary ['niAmtri] money-back guarantee G e ld -, m o n e tä r G e ld -z u r ü c k -G a r a n t ie IniAni 'Irak yaro n ti:] N mono ['maonoo] s c h w a r z w e iß negotiate In i'g a u jie it ] neighbourhood store v e r h a n d e ln , fe ils c h e n G e s c h ä f t , L a d e n u m d ie E ck e to f'neibohüd sto:| off-brand, to be I'nf brand | m it e t w a s E r fr e u lic h e m S t e lle n b e s c h r e ib u n g n ic h t m it d e r M a rk e im E in k la n g s t e h e n d im A u f t r a g /N a m e n v o n O r g a n is a t io n s ü b e r s ic h t , O rg a n ig m m O rg a n is a t o r, V e r a n s t a lt e r organizer ['aigsnaiza] out of touch, to be ~ k e in e n K o n ta k t h a b e n z u [aUt 3V ’tAt/] F a b r ik v e r k a u f En tw u rf, K u r z d a r s t e llu n g outlet store ['autlet sto:] outline ['autlain] to outsource ['autsois] overheads ['auvshedz] a u s la g e r n , o u t s o u r c e n B e t r ie b s k o s t e n , G e m e in k o s t e n weitergeben aufpassen to pass on [,pa:s bn] to pay attention [peí o'tenfn] per-capita income |po 'Irapito ink\m] perception [posep/n] pilot project ['paibt prod3ekt] to place a press release [,pleis s 'pres rili:s] pleasantry f'plezntri:] * pop-up-window ['pDpAp wmdao] to pose fpcuz] PR agency [.pi: 'a:r eids^nsi] to pre-program [.prh'prougram] press conference [’pres kon brans] pressrelease f'presnli:s| to prevent IpriVent) _ _ I|'prais 'n r iK U '.r l price war wj:| proceeds |'proosixlz| product differentiation l.prodAkl diforenJVei/nl product life cycle I pmdAkt 'I.iif soikll product line rprml'ki laml product portfolio [ prnd.\kt poit'lMlifol product shot I'prndAkijml profit margin I-profit imixljtol profitability I P ' ^ hlbn| to promote a brand Ipra.maot o 'bra-ndl to proofread rPru:lr.:d| proofs lpru:M prototype [•prooioui.p] proven track recor |nru:vii 'Irak rek.rdl to provide [pro‘\a IJ ] punctuation l.p.MjkiJu’eiJnl purchase I'p3:iJos] o put at the heart of sth | pol at 'iiu.'t ovl o put yourself in some­ body’s shoes [poljosdl in sAinbodi/ Ju./| Pro-Kopf-Einkommen Wahrnehmung Pilotprojekt eine Pressemitteilung einreichen höfliche Bemerkung Pop-up-Fenster darstellen PR-Agentur vorprogrammieren Pressekonferenz Pressemitteilung verhindern Preiskampf Erträge Produktunterscheidung, die Besonderheit eines Produktes heraus­ heben und betonen Produktzyklus Produktlinie Produktpalette Produktfoto Umsatzrendite, Gewinnspanne Rentabilität eine Marke bekannt­ machen Korrektur lesen Satzfahnen Prototyp einschlägige Erfahrungen anbieten, erbringen, liefern Zeichensetzung Einkauf, Kauf etw ins Zentrum stellen sich in die Lage von jdm versetzen 76 A -Z w ord list G eträn k Q quadrant ['kwodrant] quarter page ['kwo’.ts peidj] questionnaire [.kwestja'nea] raise [reiz] rank [rceqk] rate sheet ['reit Ji:t] to realize [’rialaiz] recently [’riisntli] reception [ri'sepjn] R soften criticism [,sDfn 'kritisizam] specifically [spa'sifikli] stand, exhibition ~ [.eksi'bijn staend] to stay ahead of [,stei a'hed av] V ie r t e l, Q u a d r a n t to to to V ie r t e ls e it e F g e b o g e n i a n h e b e n ,e r h ö h e n e in s t u f e n , e in o r d n e n P r e is lis t e f e s t s t e lle n , k la r w e rd e n recognize ['rekagnaiz] refreshments [n'frejmants] to reinforce [.riiin'forsj reliable, to be - [n'laiabl] remotely [n'msotli] report to sb [ri'paa ta] reputation [.repju'teijn] to require attention E r fr is c h u n g e n v e r s tä r k e n z u v e r lä s s ig s e in hier: p e r D a t e n f e r n ­ ü b e r tr a g u n g a n jd n b e ric h te n Ru f, N a m e [ri.kwaia a'tenjn] research process lri's3:tj praoses] respondent In'spDndant] response rate Iri'spons reit] responsible for, to be ~ fri'spDnsabl fa] retailer [ 'r iit e ih ] retired, to be - [n’taiad] revenue ['revanju:] to revise [ri'vaiz] roll-out I'raul aut] S salary ['sæ lari] sales lead l 's e i lz lh d j sales projection I's e ilz p d ^ e k jn ] sales records l ' s c l z r c k x d z ) sales representative j's e ilz re p rize n ta tiv ] to schedule a meeting [ J c d ju :l 'm i:t 113] scientifically proven [ s a ia n t if ik li 'p ru :vn ] f'fn p as sto u ts] ['Jopir) kern] simplify ['s im p iif a 1 skyrocket [ 's k a ir o k it l social event ( s a o jl i ‘v c n t| to to soft drink l soft 'd riq k ] tabulated information t a b e ll a r is c h d a r g e s t e llt e [.taebjaleitid infa'meijn] to take away [ta ,teik a'wei] D a te n z u m M it n e h m e n T Z u w e n d u n g e rfo rd e rn Fo rsch u n g sp ro ze ss to take for a walk [,teik far 'wa:k] target ['ta.git] to target ['ta:git] target group ['ta:git gru:p] task ftaisk] test call ['test kail] to testify [’testifai] testimonial [.testi'maonial] tight budget [tait 'bAd3it] till [til] tool [tu:l] to track [tnek] B e f r a g t e /-r R ü c k la u fq u o te v e r a n tw o rtlic h fü r E in z e lh ä n d le r hier: n ic h t m e h r p ro d u z ie r t /a n g e b o t e n w e rd e n E in n a h m e n ü b e rb e ite n hier: M a r k te in fü h ru n g tracking-system G e h a lt, Lohn b le ib e n A u f k le b e r , B e le g S tra ß e n u m fra g e S tä rk e b e a u f s ic h t ig e n u n te rstü tze n b e fra g te G ru p p e a u sfü h re n Z ie l a u f e tw a b z ie le n Z ie lg r u p p e A u fg a b e P ro b e a n ru f, T e sta n ru f (a u s) s a g e n R e fe re n z knappes Budget K asse W e r k z e u g , In s t r u m e n t v e r f o lg e n O rtu n g ssy ste m [’traekii] sistam] V e r k a u f s k o n t a k t (m it v o lls t ä n d ig e n D a te n ) A b satzp ro g n o se trade discount ['treid diskaont] trade fair ['treid fea] trade magazine V e r k a u f s u n t e r la g e n ['treid muegazi:n] ( H a n d e ls -) V e r t r e t e r /-in trial period [.traiol ’piariad] trustworthy, to be ~ ' den Termin für eine Besprechung festlegen wissenschaftlich belegt [tset e k s p e k 't e ijn z ] shopping cart v o r, v o r jd m in F ü h r u n g in V e r b in d u n g , K o n t a k t A u fm e r k s a m k e it, seamlessly I'si-.m la sli] n a h tlo s search engine ['s 3:t j e n d 3in ] Suchmaschine search term |'s 3:t j i 3:m ] S u c h b e g riff to set expectations Z ie le s te c k e n , e rw a rte n shop assistants e in e n V o r s p r u n g h a b e n stay in touch [,stei in 'tAtJ] sticker ['stika] street interview ['striit intavju:] strength [streq©] to supervise ['su:pavaiz] to support [sa'pait] survey group ['s3:vei gru:p] to w ie d e r e r k e n n e n to v o r a lle m , b e s o n d e r s M e sse sta n d lie g e n v o r k u r z e m , n e u lic h E m p fa n g (O rt, V e r a n s t a lt u n g ) to K r it ik a b m ild e r n Verkaufspersonal nichtalkoholisches H a n d e ls m e s s e F a c h -, B r a n c h e n z e it s c h r ift T e s t p h a s e , P r o b e z e it v e r t r a u e n s w ü r d ig s e in ['trAStw 3:d i] U unique selling point (USP) A lle in s t e llu n g s m e r k m a l [ju,ni:k 'seliq paint] user friendly, to be [ ju i z a 'fre n d li] a n w e n d e r -/b e d ie n e r fr e u n d lic h s e in V visible W weakness ['w i:k n a s] wealthy I'w e lG i] wholesaler ['h a o ls e ila ] wine tasting [w a in ’tc is tiq ] worthless I'w 3:0 l 3s] S chw äch e w o h lh a b e n d G r o ß h ä n d le r yesterday’s news, to be - S c h n e e v o n g e s te r n s e in W a re n k o rb , t i i,k a u f s ­ w agen v e re in fa c h e n in d ie H ö h e s c h ie ß e n g e s e llig e Z u s a m m e n ­ ku nft H a n d e l s -, H ä n d le r r a b a t t Y ( 'v iz a b lj I je s t a d e r z 'n ju :z j s ic h t b a r W einprobe w e r tlo s G lossary advertising agency A c o m p a n y t h a t c r e a t e s a d v e r t is e m e n t s a n d p la n s a n a d v e r t is in g c a m p a ig n C a n a ls o d e a l w ith b r a n d in g a n d o t h e r p r o m o t io n a l e ffo rt s , advertising schedule A n a d v e r t is in g s c h e d u le s h o w s th e t o p ic s p la n n e d fo r f o r t h c o m in g is s u e s o f a m a g a z in e o r n e w s p a p e r s , s o t h a t a d v e r t is e r s c n c h o o s e to a d v e r t is e in a r e le v a n t is s u e (e g a tr a v e l a g e n c y in a n is s u e d e d ic a t e d to c o m p le m e n t s a lo w -c o s t ite m F o r e x a m p le , a r a z o r is o fte n c h e a p , b u t z o r b la d e s (th e c a p t iv e product) are, c o m p a r a tiv e ly , v e ry e x p e n s iv e cash discount A d isco u n t o ffe re d for p a y m e n t in c a s h , circulation T h e n u m b e r of readers a p u b lic a t io n r e a c h e s copywriter P e r s o n w h o w rite s th e te x t for a d v e r t is e m e n t s tr a v e l) , a r t d ir e c t o r corp ora te id entity The identity o f a c o m p a n y a s formed by its name, T h e p e r s o n r e s p o n s ib le fo r th e d e s ig n a n d logo, slogan, a n d th e la n g u a g e u s e d b y th e co m p an y p r o d u c t io n o f a n a d v e r t is e m e n t T h e a r t d ir e c t o r to describe itself s u p e r v is e s th e d e s ig n s ta ff banner ad A n o n lin e a d v e r t is e m e n t a t th e to p , b o tto m o r s id e o f a w e b s it e , c o n t a in in g a lin k to a n o t h e r w e b s it e , benchmarking C o m p a r in g a p r o d u c t , s e r v ic e o r c o m p a n y to o t h e r s in o r d e r to e s t a b lis h a s t a n d a r d , billboard d e m o g r a p h ic information In fo rm a t io n su ch as age, gender and income direct marketing M a r k e t in g d ir e c t ly to th e custom er u s in g le tte rs, leaflets, catalogues, door-to-door selling, etc The te rm is occasionally also u sed to include tele­ marketing, d istrib u tio n c h a n n e l A la rg e o u t d o o r a d v e r t is e m e n t , o fte n a p p e a r in g The route a com pany u se s to distribute its goods For a lo n g s id e r o a d s o r In c it y c e n t r e s , example, a manufacturing co m p an y's distribution blanket family name A c o m p a n y u s e s a b la n k e t f a m ily n a m e w h e n a ll Its p r o d u c t s c o n t a in th e s a m e n a m e (e g H e in z k e t c h u p , b a k e d b e a n s , e tc ), brand equity T h e v a lu e (e ith e r re a l o r p e r c e iv e d ) o f a b r a n d , brand loyalty A s t r o n g c o n s u m e r p r e fe r e n c e for o n e b r a n d , brand values channel might g o from factory to wholesaler to re ta iler economy p ricin g Pricing item s very low to encourage sales T h is is the pricing model used for generic products h e ld research Market research done outside th e com pany using observation or surveys w ith questionnaires )cus g ro u p T h e v a lu e s a c c o r d in g to w h ic h a c o m p a n y m a k e s its A focus group is a small group of people b ro u g h t d e c is io n s r e la te d to th a t b r a n d , to g e th e r to branding T h e p r o c e s s o f g iv in g a p r o d u c t o r s e r v ic e a s p e c if ic ansv/er m a rk e t re s e a rc h q u e s t io n s eneric Generic products are products without a brand name, id e n tity , e g e s t a b lis h in g its b n d v a lu e s a n d io grap hical p ricin g c o m m u n ic a t in g t h e s e to th e c o n s u m e r , Pricing items according to where they are being sold Items sold in poorer countries, for example, might be break-even point T h e p o in t at w h ic h th e v o lu m e o f r e v e n u e s e q u a ls th e c o m p a n y ’s to ta l e x p e n s e s , g iv e a w a y A b u lk d is c o u n t is g iv e n to c u s t o m e r s b u y in g a larg e An item, such as a pen or key chain, that prom inently features the com pany's logo, given aw ay for free to a m o u n t , e g a c lo t h in g s h o p b u y in g ,0 0 s h ir t s promote that company bulk discount m ig h t r e c e iv e a b u lk d is c o u n t from a c lo th in g m a n u fa c tu re r, buzz T h e a im o f m a n y m a r k e tin g c a m p a ig n s is to g e n e te a b u z z , ie to g et p e o p le t a lk in g a b o u t a p ro d u c t captive product pricing C h a r g in g a h ig h a m o u n t for a n item th a t g o in g rate T h e a v e g e c o s t o f a p ro d u c t o r s e r v ic e h o a rd in g (BE) - > b illb o a rd (AE) hypermarket A h u g e sto re c o n ta in in g a ll th e fe a t u re s o f a s u p e r ­ m a rk e t, d e p a rtm e n t s to re a n d d r u g s t o r e /c h e m is t ’s 78 Glossary to launch S o m e t h in g is la u n c h e d w h e n it is in t r o d u c e d o n to th e m a r k e t in a n a t t e n t io n -g e t t in g w a y , for in s t a n c e t h r o u g h s p e c ia l e v e n t s o r a h ig h -p r o f ile m a rk e tin g c a m p a ig n , market research T h e p r o c e s s o f le a r n in g a b o u t w h a t p r o d u c ts a n d s e r v ic e s p e o p le w a n t a n d w h a t p ric e t h e y ’re w illin g to p a y market segment A g r o u p o f c o n s u m e r s w h o s h a r e a s im ila r b u y in g b e h a v io u r market share T h e p e r c e n t a g e o f th e to ta l m a rk e t h e ld by a g iv e n c o m p a n y For e x a m p le , if % o f th e to o t h p a s te s o ld in G e r m a n y is m a d e b y F re s h , th e n F re sh h o ld s % o f th e m a r k e t s h a r e marketing plan A d e t a ile d p la n d e s c r ib in g ho w a p ro d u c t or s e rv ic e w ill b e m a r k e t e d media mention A n ite m a b o u t a c o m p a n y in a n e w s p a p e r, m a g a z in e o n lin e p u b lic a t io n , o n t e le v is io n or on th e d io product line A r e la t e d s e r ie s o f it e m s s o ld b y a c o m p a n y F o r e x a m p le , p r in t e r s a re o n e o f H P ’s p r o d u c t l in e s , product portfolio A ll th e p r o d u c t s s o ld b y a c o m p a n y A ls o c a lle d ‘ p r o d u c t m ix ’ promotion P r o m o tio n r e fe rs to th e w a y s in w h ic h p o t e n t ia l c u s t o m e r s a re m a d e a w a r e o f y o u r p r o d u c t , promotional discount A t e m p o r a r y d is c o u n t o ffe re d o n a p r o d u c t to e n c o u g e s a le s psychographic information In fo rm a t io n o n a c o n s u m e r ’s l if e s t y le , b e lie f s a n d v a lu e s public relations officer A p u b lic r e la t io n s o ffic e r c r e a t e s a n d m a in t a in s g o o d r e la t io n s b e t w e e n h is o r h e r o r g a n iz a t io n a n d th e p u b lic , rate sheet A s h e e t lis t in g t h e p r ic e s fo r a d v e r t is in g in a m a g a z in e , n e w s p a p e r o r o n a w e b s it e , rebranding Ps P r o d u c t , p ric e , p la c e m e n t a n d p ro m o tio n T h e s e fo ur p o in t s m u s t b e c o n s id e r e d b y e v e ry m a rk e tin g p r o f e s s io n a l penetration pricing C r e a tin g a n e w b n d id e n t it y fo r a p r o d u c t o r s e r v ic e , recommended retail price T h e s e llin g p r ic e s u g g e s t e d b y th e m a n u f a c t u r e r , respondent pool P r ic in g s o m e t h in g v e ry low to g ain m a rk e t s h a re T h e p e o p le to w h o m a s u r v e y o r q u e s t io n n a ir e is P e n e tr a tio n p r ic in g is n o rm a lly u s e d o n ly for a lim ite d s e n t T h e p e o p le w h o a c t u a lly r e s p o n d a re c a lle d p e r io d o f tim e re sp o n d e n ts, placement V i s - a - v i s th e P s , p la c e m e n t re fers to th e d is t r ib u ­ tio n c h a n n e ls th r o u g h w h ic h a p ro d u c t is s o ld , premium pricing P r ic in g a p r o d u c t or s e r v ic e h ig h in o rd e r to e s t a b lis h it a s a lu x u ry ite m press release A s h o r t te x t d is t r ib u t e d to jo u r n a lis t s g iv in g in fo rm a tio n on a p ro d u c t, e v e n t or p e rs o n price T h e a m o u n t o f m o n e y a p ro d u c t or s e r v ic e c o s ts , price skimming response rate T h e p e r c e n t a g e o f p e o p le w h o r e s p o n d to a q u e s t io n n a ir e o r a d ir e c t m a r k e t in g c a m p a ig n , retail store A s to re w h e r e p riv a te in d iv id u a l s s h o p , slogan A s h o r t , m e m o r a b le s e n t e n c e u s e d to a d v e r t is e a c o m p a n y o r p r o d u c t , e g N ik e : J u s t d o it target market T h e g ro u p to w h ic h a c o m p a n y in t e n d s to s e ll, telemarketing M a rk e tin g b y m e a n s o f t e le p h o n e c a lls , T h e p r a c tic e o f c h a r g in g a h ig h p rice for a p ro d u ct or user profile s e r v ic e th a t o n ly y o u r c o m p a n y o ffers O n c e Customer information stored electronically, especially for online shoppers USP c o m p e t it o r s e n te r th e m a rk e t, th is p ric in g m o d e l is no lo n g e r p o s s ib le price war A c o m p e t it io n b e tw e e n c o m p a n ie s to offer the low est p r ic e s , a p ric e w a r in v o lv e s a s e r ie s of p rice c u ts product endorsement A p o s it iv e c o m m e n t b y a s a t is f ie d c u s to m e r (s o m e t im e s a c e le b rity ) u s e d to a d v e r t is e a p ro d u ct product life cycle A U SP , o r u n iq u e s e llin g p r o p o s it io n , s t a t e s th e u n iq u e b e n e fit of b u y in g or u s in g a p r o d u c t, vehicle ad A n a d v e r t is e m e n t p la c e d on a b u s , tra in or a u t o ­ m o b ile , wholesaler A c o m p a n y w h ic h d is t r ib u t e s m a n u f a c t u r e r s ’ T h e t y p ic a l p r o d u c t life c y c le c o n s is t s o f fo u r s t a g e s : p ro d u c ts to re ta ile r s a n d o th e r d is t r ib u t o r s U s u a lly , in t r o d u c t io n , g ro w th , m a tu r ity a n d d e c lin e th e y d o not s e ll to th e e n d -u s e r s d ire ctly Useful phrases and vocabulary E M A IL LANG UAG E Giving your opinion I t h i n k / f e e l t h a t Greetings & Closes It w o u ld b e g r e a t t o D e a r M s F l o r e s - Y o u r s s in c e r e ly (v e ry W e d e f in it e ly s h o u l d H e llo G e o f f - B e s t w is h e s (n e u tra l) formal) H i M a r tin - A ll th e b e s t (in fo rm a l) Agreeing Pleasantries Y es, Me too./ M e neither and H o p e a l l ’s w e ll w ith y o u T h a t 's t r u e How w as your w eekend? G o o d p o in t Closes for saying thank you M a n y t h a n k s (m o re fo rm a l) Disagreeing I d o n 't t h i n k T h a n k s for y o u r h e lp (in fo rm a l) T h a t w o u ld b e (fre e ), w h ic h is n ic e , b u t S u r e , b u t C h e e r s (in fo rm a l & B ritish ) TELEPH ONING I d o n 't k n o w I s e e w h a t y o u m e a n , b u t H e llo , [c o m p a n y ], [n a m e ] s p e a k in g H e llo , th is is [nam e] from [c o m p a n y ] I’d like to s p e a k to Asking others for their opinion [n a m e ] W h a t d o y o u t h in k , [ M a r c u s ] ? J u s t a m o m e n t I’ll p u t y o u through [H o r s t], d o y o u a g r e e ? S p e a k in g W h a t c a n I for y o u ? [W ilm a ], w o u ld y o u lik e to s a y a fe w w o r d s a b o u t t h a t ? D IS C U S S IN G AN AD C A M PA IG N T y p ic a lly , o u r p r o d u c ts have appealed t o We'd (ike to T h e jo b in v o l v e s Y o u / T h e s u c c e s s f u l c a n d id a t e w ill b e T h e rig h t p e r s o n w ill b e in c h a r g e o f r e s p o n s ib le fo r D ir e c t r e s p o n s ib ilit ie s i n c l u d e ch a n g e our image O u r X are very well kn o w n , b u t w e w a n t to is e the p ro file o f o u r W e w a n t to appeal to a y o u n ge r/ an o ld e r a u d ie n c e W e w a n t to c h a n g e p e rc e p tio n s o f o u r p ro d u ct W e w a n t to re in fo rce o u r b n d 's positive image W e t h i n k / f e e l t h a t In o u r o p in io n , th e b e s t o p t io n s a r e T h e m o s t e ffe c tiv e v a lu e s fo r o u r c o m p a n y w o u ld b< SU R V E Y Q U EST IO N S C o u ld I a s k y o u h o w m u c h y o u w o u ld p a y fo r th e phone? H o w im p o r t a n t a re th e fo llo w in g f e a t u r e s to y o u ? W h ic h o t h e r f e a t u r e s a re im p o r t a n t to y o u ? H o w in t e r e s t e d w o u ld y o u b e in b u y in g s u c h a p r o d u c t ? H o w o fte n w o u ld y o u ? C a n y o u te ll m e m o re a b o u t t h a t ? W h e n d id y o u l a s t ? W h a t w o u ld y o u lik e / b e w illin g to ? W e'd lik e to rebrand our product W e h a v e a high m a rk e t s h a re a m o n g teenagers/ - - y e a r -o l d m e n We w an t to cre a te a d s th at appeal to w om en in the sam e age range O u r a d s sh o u ld appeal t o it's im p o rta n t for u s to cre a te a n ew image W RITIN G P R E S S R ELEA SES To start a press release [C o m p a n y J a n n o u n c e d to d a y t h a t [Com pany] is proud to announce the la u n ch o f the new [Com pany] is in t r o d u c in g To end a press release For more information a b o u t c o n t a c t M ore information a b o u t can be found at w w w c o m p a n y c o m B u sin e sse s interested in more in fo rm a tio n on should co n ta c t 80 Useful phrases and vocabulary GIVING FEEDBACK T R A D E FAIR Q U E S T IO N S T h a n k y o u fo r y o u r d ft o f [d a te ] C o u ld y o u t e ll m e m o re a b o u t y o u r c o m p a n y ? D o y o u o f f e r ? W e a re v e r y h a p p y w ith W e r e a lly lik e , W o u ld it b e p o s s i b le to b e p u t o n y o u r m a ilin g l is t ? H ow ca n I re a ch y o u ? W e ’re v e r y h a p p y w ith w h a t y o u ’v e d o n e W e t h in k t h a t th e d e s ig n is to o c o n s e r v a t iv e / u n ­ c o n v e n t io n a l / D o y o u h a v e s o m e in f o r m a t io n I c a n t a k e a w a y ? T h e c o lo u r s a re to o b rig h t / d u ll E x c u s e m e , a re t h e s e p e n s to t a k e a w a y ? W e t h in k th a t th e im a g e s m ig h t b e t o o W h e r e a re y o u b a s e d ? W e ’re a little c o n c e r n e d a b o u t S O C IA L IZ IN G H o w a b o u t in s t e a d ? C o u ld y o u a d d a p ic tu r e o f H i, I’m - N i c e to m e e t y o u C o u ld y o u p le a s e r e m e m b e r t o is t h is y o u r firs t trip to [ B r it a in ] ? W e n e e d to a d d in fo rm a tio n o n W h e r e a re y o u s t a y i n g ? It’s im p o r t a n t to m e n tio n t h a t H o w a re y o u e n jo y in g th e fa ir s o f a r ? T h e le tte r s h o u ld h ig h lig h t / W e ’d lik e to h ig h lig h t W e w a n t to s t r e s s " W h a t a r e a o f [ b io t e c h ] d o y o u w o r k in ? - I ’m in [ s a le s ] O n e p o in t to e m p h a s iz e i s I w o rk fo r a c o m p a n y c a lle d [ N a t u r a l S o lu t io n s ] D o y o u h a v e a c a r d ? - H e r e , le t m e g iv e y o u m y c a r d to a s s o c ia t e to a ttr a c t “ i t 1” ” “ v e r b in d e n ” h*' p“ '>" ' ' ' r S o m s * ' a d d i“ ° " » l « " / i c e s w ill a t l t a c l a e w a n z ie h e n to b e in e ffe ct r a y e a r to try to g ü lt ig s e in to c a t c h a t t e n t io n A u f m e r k s a m k e it e r r e ig e n to c o m e a s a / n o s u r p r is e w Z S r ‘“ "» » P ™ f s, (n ic h t) ü b e r r a s c h e n to c o n d u c t a s u r v e y to d is t in g u is h o n s e lf to e s t a b lis h a b n d to f e a t u re to g e t y o u r m e s s a g e a c r o s s to go b e y o n d « p '.» « e in e U m fr a g e d u r c h f ü h r e n How can we distinguish ourselves from C u s t o m e r s s e e m to like n,.r ¡a f m u r c o m P e t it o r s ? e s t a b lis h o u r b n d d e a s ’ We *u s t n e e d t0 O K , b u t w h ich product«; chr, W e n e e d m o re p re s s c o v e r a e ! ^ *1" a c r o s s to p o te n tia l cu stom ers“ ^ ^ th e m a g a z in e ? m 65Sage s ic h a b h e b e n e in e M a r k e a u f b a u e n p r ä s e n t ie r e n e in e B o t s c h a f t v e r m it t e ln ü b e r e t w h in a u s g e h e n to k e e p tra c k o f * S to m a r k e t sth to p r o m o te a b n d to p u t a t th e h e a r t o f to r a is e to n k " lr“ k 01 “ » C0mpanies eotetiog ,h, I th in k w e s h o u ld m a r i^ f c o u n t r ie s e t e c h n o lo g y in d iffe re n t We’re going to promote our new w ■ c a t a lo g u e in S p a in e rfa sse n v e rm a rk te n e in e M a rk e b e k a n n t m achen W e n u t o u r c o m m itm e n t to ro ad c , f * o u r l •'¡mp-iign ad s a ^e tV a t th e h e a r t o f in s Z e n tr u m s t e lle n L e t’s h a v e a m e e tin g w itn m a k * O u r c o m p a n y n k s h ie h lu in tm g to d is c u s s r a is in g p r ic e s e rh ö h e n to re in fo rc e W e w a n t to re in fo rce o u r L = t e ™ S ° f r e s e a r c h com pany ge a s a s o c ia lly r e s p o n s ib le e in s t u f e n to s e t e x p e c t a t io n s M a n y y o u n g p r o fe s s io n a ls se t th » D o e s a n y o n e h a v e a n y c r e a t il e x P e c t a t io n s v e ry h ig h ap e ,d o , t c p p ’ S “, ' " “ ; d “ > to h p lp u s s t a , v e rstä rk e n to s t a y a h e a d o f to ta rg e t I th in k w e n e e d to ta rg e t o u r to tra c k y o u n g e r r e a d e rs m o re T h e s o ftw a re t r a c k s how p e o p le m o ve a ro u n d o u r w e b s it e Z ie le s t e c k e n e in e n V o r s p r u n g h a b e n a b z ie le n v e rfo lg e n Track -l 10 il 12 Exercise Title title and credits unit l unit l unit l unit l unit unit unit unit unit unit unit Tonaufnahmen Aufnahmeleitung: Toningenieur: Sprecher: exercise exercise exercise exercise exercise exercise exercise exercise 11 exercise exercise exercise Running time 0:45 1:50 0:38 0:44 0:35 1:52 2:16 1:11 0:39 1:45 i :37 2:51 Track Title unit 13 unit 14 unit 15 unit 16 unit 17 unit 18 unit 19 unit 20 unit 21 unit 22 unit 23 Total running time Exercise exercise exercise exercise exercise exercise exercise exercise exercise exercise exercise exercise Running time 0:27 0:23 0:26 0:14 0:17 1:41 2:42 i :43 1:09 1:56 1:00 28:49 Aufnahmestudio: The Audio Workshop, London Anne Rosenfeld, RBA Productions Joseph Degnan u 110h Kprmode Jane Whittenshaw DeNica Fairman, Rupert Farteigh, Nigel Greaves, Hugh Kermode,