slide tiếng anh chuyên ngành kinh tế business leader unit 7 marketing

I think, firstly, having a really passionate curiosity for the...1 – really prepared to do a lot of hard work to get a deep understanding of their .... Now you’ve got to get close to the

Unit 7 MARKETING

A I really wanted it, but when I tried to buy it, I just

couldn’t get it anywhere My friend heard that it was in one shop and he queued up for ages, but they’d run out

by lunchtime

B The company held a party on a river boat to launch their new campaign It was absolutely fantastic We also got a free gift at the end

C The shoes were really expensive but definitely worth

it I think the fact that they are so expensive really

distinguishes them from the competition

D I’ve had this briefcase for 20 years and it still looks good The material is high quality and long- lasting

7.2 (I = Interviewer, JT = Jonathan Turner)

I: What do you think is the key to successful marketing?

JT: Well, I think, if you’re talking about an individual marketer, then, er, I’d be thinking about three broad area

I think, firstly, having a really passionate curiosity for the (1) – really prepared to do a lot of hard work to get a deep understanding of their (2), er, their (3), and everything that motivates them Now you’ve got to get close to them by, yeah you’ve got to talk

to them, you’ve got to be meeting them regularly, a lot of marketer don’t do that But you’ve also got to be able to

do the hard analysis of all the business (4) and market (5) and constantly analysing the data trends

to, er, pick up what’s, er, going to be affecting them and their behaviours

JT: So that’s customer closeness, um, and that has to be combined with a really strong business

(6) , um, an instinctive understanding of how (7) So, the job of a marketer being

to match the consumer need that we just talk about, with a company assets and capabilities,

so that in the end, you make some money, you make a profit Um, if you don’t know the numbers, if you don’t know what you make and lose money, you won’t be successful and your company won’t be successful.

7.2 (I = Interviewer, JT = Jonathan Turner)

I: What do you think is the key to successful marketing?

JT: Well, I think, if you’re talking about an individual marketer, then, er, I’d be thinking about three broad area I think, firstly, having a really passionate curiosity for the (1) customer – really prepared to do a lot of hard work to get a deep understanding of their (2) needs ,

er, their (3) behaviours , and everything that motivates them Now you’ve got to get close to them by, yeah you’ve got to talk to them, you’ve got to be meeting them regularly, a lot of marketer don’t do that But you’ve also got to be able to do the hard analysis of all the business (4) data and market (5) research and constantly analysing the data trends to, er, pick up what’s, er, going to be affecting them and their behaviours.

JT: So that’s customer closeness, um, and that has

business (6) sense , um, an instinctive understanding of how (7) your company makes moneys So, the job of a marketer being to match the consumer need that we just talk about, with a company assets and capabilities, so that in the end, you make some money, you make a profit Um, if you don’t know the numbers, if you don’t know what you make and lose money, you won’t be successful and your company won’t be successful.

7.2 (I = Interviewer, JT = Jonathan Turner)

I: What do you think is the key to successful marketing?

JT: Well, I think, if you’re talking about an individual marketer, then, er, I’d be thinking about three broad area I think, firstly, having a really passionate curiosity for the (1) customer – really prepared to do a lot of hard work to get a deep understanding of their (2) needs ,

er, their (3) behaviours , and everything that motivates them Now you’ve got to get close to them by, yeah you’ve got to talk to them, you’ve got to be meeting them regularly, a lot of marketer don’t do that But you’ve also got to be able to do the hard analysis of all the business (4) data and market (5) research and constantly analysing the data trends to, er, pick up what’s, er, going to be affecting them and their behaviours.

7.3 ( JT= Jonathan Turner )

JT I think the last thing is that, as a marketer, you have

to have, um, really great communication skills because you’re often responsible for thing like profit or pricing, but

in reality it’s another department that actually controls it

or delivers it So it could be sales or finance that are actually affecting pricing, even though marketing may be nominally responsible for it So as a marketer you have

to have great, sort of, influencing skills, communication skills, to get people to understand what’s behind the strategies, but also to motivated to deliver them, for you and for the business So, I think those are three things – passionate curiosity for the customer, a strong instinctive understanding of how to make money in the business; and really strong communication skills

7.4 ( I= Interviewer, JT Jonathan Turner)

• I Can you give us an example of how Oxford Strategic Marketing helps companies with their marketing strategy?

• IT Well, we’re working for a major bank just now and,

um, to help them develop their marketing strategy- in particular, their customer strategy, using some of the,

er , techniques I mentioned before,er , in particular market research Now, a good marketing strategy is based upon a real understanding of customes as I’ve said, but, beyond that, being able to group customers, to understand who are the most attractive to your company and who are the least attractive; and then being able to target your offer and design your offer to meet the needs

of the most attractive groups better, er

7.4 (I = Interviewer, JT = Jonathan Turner)

I: Can you give an example of how Oxford Strategic Marketing

helps companies with their marketing strategy?

JT: Well, we’re working for (1) a major bank just now and, um, to help them develop their marketing strategy - in particular, their customer strategy, using some of the, er, techniques I mentioned before, er, in particular market research Now, a good marketing strategy is based upon a real understanding of customers as I’ve said, but, beyond that, being able to group customers, to understand who are the most attractive to your company and who are the least attractive; and then be able to target your offer and design your offer

to meet the needs of the most attractive groups better,er, than your competitors do Now, the really good way of doing this is using a technique called customer segmentation - it’s a market research technique, it’s statistical, um, and (2) what it does is just group similar types of people together, based upon behaviours, um, their attitudes, where they live - those sorts of things so what we did for these er, um, this client of ours was (3) to design a questionnaire, to,

er, commission it, and then of course to analyse the research and,

um, what we did was (4) we found this statistically, um, there were probably about eight groups of customers that mattered in this market place, um ,and before, the bank had really just been looking

at one group of customers- everybody.

7.5

2 881990

3 020 8045 1930

7.6

7.6 (p 151)

o

7.7 ( M= Martin, F=Fiona)

F: Hello

M: Hello, Fiona This is Martin How are things going? F: Fine, thanks

M: I haven’t received your sales report yet for the

quarter Any problem?

F: Oh, no Sorry, Martin I’ve been really busy lately But I can tell you, we’ve had excellent results

M: Good

F: Yeah We‘ve met our sales targets and increased our market share by two per cent Our total sales were over 1.2 million

M: Over 1.2 million Great! Well done! What about the new range of shampoos?

F: Well, we had a very successful product

launch We spent 30,000 on advertising it and…

M: Sorry, did you say 13,000?

F: No, 30,000 We advertised in the national

press, took one place in trade magazines and

did a number of presentations to our

distributions It was money well spent We’re had

a lot of orders already and good comments from customers.

M: I’m really pleased to hear that.

7.8 (M= Martin, F= Fiona)

M: Anything else to report?

F: Yes, there is one thing One of my biggest customers will be visiting London next week She’d like to have a

meeting with you

M: Fine Could you give me a few details? What’s her name?

F: It’s (1) Mrs Young Joo Chan

M: Sorry, I didn’t catch that

F: Joung Joo Chan I’ll spell that for you Y-O-U-N-G-J-O-O C-H-A-N She’s (2) Korean actually She’s chief

buyer for HDS Let me give you her telephone number: (3) 82 2 0735 8879 OK? Why not give her a ring? She’s expecting to hear from you

M: I’ll do that But first, let me read that back to you It’s Yong Joo Chan from HDS Telephone number 82 2 0735 8875

F: No, 82 2 0735 8879

M: Ok, I’ve got that Just one more thing Did she say when she’d like to meet?

F : Yes, she said next Thursday or Friday-

That’s the 17th or 18th.

M: (4) What about Friday the 18th? I’ll give her

a call Right, I think that’s everything

F: Fine I’ll get that report to you by the end of the week.

M: Right Bye for now.

F: Bye