Nepřístupný dokument, nutné přihlášení
Input:

Advertising and marketing

6.8.2018, , Zdroj: Verlag Dashöfer

1601
Advertising and marketing

Edward Thomas

1. MARKETING

What is marketing?

What activities form part of marketing?

Look at the following sentences which describe the main jobs that marketing does for businesses. Can you complete them with the right terms from the box below? The sentences need to be rearranged to make them fit into a proper description. Can you put them into the correct order?


influence, develop, fine-tune, identify, design, target, modify, persuade

a) This means that we will be able to 1. …………………………… new features/characteristics or 2. …………………………… the product over time, fitting it more and more to the needs if the customers and changing it where necessary as the situation in the market changes.

b) Next, we need to 3. …………………………… something to sell which meets that need- that will be better than any other product which is currently on offer to the groups we identified.

c) In the longer term, we have to get information about the product and 4. …………………………… it at our chosen group of customers- which we must also get information about through market research.

d) The start of the marketing process is to 5. …………………………… someone or some group to sell to. This means that the group must need something which isn't already being sold to them.

e) In summary we can say that marketing is basically the creative side of sales- not just waiting for customers to come, try a product and be impressed, but trying find the customer, make the product what he or she wants, and 6. …………………………… such things as special features, attractive packaging, and effective advertising that will actually 7. …………………………… the customers wants and needs. We change the customer as we change the products!

f) Then our job is to 8. …………………………… customers to try the product for the first time.

Correct answers are here1

Paragraph order2

2. PRODUCT ROLL-OUT: THE LAUNCH OF A NEW COSMETICS PRODUCT RANGE

You have been sent by email an attachment containing part of a marketing analysis of a possible launch of new products in the cosmetics sector. The agenda has been written incorrectly.

Can you correct it and put the right titles to the paragraphs (don't worry about the highlighted words at the moment)?

Agenda:

1. Price positioning

2. Portfolio

3. Launch support

4. Where to launch

5. Distribution strategy and placement proposal

A) ……………………………

When considering the launch of a new type of product, we must include a lot of facts about the specific market we are targeting. The main parameters are: the size/value of the market, development / trends, penetration and the strength of major competitors.

The size of the cosmetics market in the CEE region varies. The biggest market is Austria, but this is the market with greatest facial cosmetics penetration. Both Slovakia and Hungary are still growing, while Poland and the Czech Republic are declining, although in both cases the market is sufficiently large and competitors make up about half the market.

Overall it seems that there is room for another facial cosmetics product range to launch.

B) ……………………………

The portfolio of launched products should cover those categories of significant value or at least those with recognizable growth.

In each country there are two main categories- moisturizers and cleaners. Moisturizers are a dramatically bigger category than cleaners, which matches the portfolio of our product. So the portfolio must be focused on moisturizers, especially of the anti-aging type. There should also be products for all skin types, as well as cleaners.

C) ……………………………

Pricing has to be set according to the general price level of the main competitors in each market. Our products should be set against its main competitors in the category as follows:

L´ordian 105, (Ours) 100 Index, Nivion 90, Garnilu 75.

The relatively high price level of our products reflects its brand positioning as a brand with high effectiveness.

D) ……………………………

Considering the brand positioning of the products, distribution is recommended through drugstores. This distribution network is the main channel for this type of product. Hypermarkets are not as effective as drugstores mainly because facial cosmetics are often placed in closed shelves manned by staff. This makes the purchase more complicated and means it often fails. Despite this the products should be on sale in all types of stores where main competitor brands are distributed.

Their placement must follow the general rules of the decision tree for face care products. They should be placed according to the concepts of High-tech and Mature care blocks, ideally next to the main competitor´s brand.

E) ……………………………

For face care products it is very important to communicate all benefits clearly and accurately. Many consumers like to sample products before purchase. The communication of benefits is a task for a TV spot and PR articles. All adverts in target group magazines should be combined with sampling. Promotions of the facial care products must be visible at the point of sale. The use of special cartoon displays in drug stores and every possible visual communication in the store is essential for attracting potential consumers. All above the line (ATL) and below the line (BTL) support must be co-ordinated to gain a synergic effect.

Correct answers are here3

3. PRODUCT ROLL-OUT – FOLLOW-UP

You have read the email attachment containing the document about the launch of face care products. Some colleagues ask you questions about it. You should be able to correct or confirm their understanding of the document. Can you do that? Answer yes or no to the statements/questions below – you should be ready to give reasons.


1) Example: Is the market in Poland big enough for the product launch?
Answer: Yes, it is sufficiently large. (sufficient = enough)


2) Aren't our major competitors too strong in CEE?

……………………………………………………………………………………………………………….4

3) Is it important which categories the product covers?

……………………………………………………………………………………………………………….5

4) Are we going to focus on cleaners?

……………………………………………………………………………………………………………….6

5) Shouldn't we set our price below Nivion's price?

……………………………………………………………………………………………………………….7

6) Is our product aimed at the high end of the market?

……………………………………………………………………………………………………………….8

7) Shouldn't we be distributing this product mainly through hypermarkets?

……………………………………………………………………………………………………………….9

8) Shouldn't we concentrate only on drugstores for product distribution

……………………………………………………………………………………………………………….10

9) We should allow customers to try a little of the product before buying, shouldn't we?

……………………………………………………………………………………………………………….11

10) It's really important for the products to be seen by possible consumers, isn't it?

……………………………………………………………………………………………………………….12

4. VOCABULARY TRAINEE

You think that you understand the marketing analysis pretty well, but you are not sure about all the terminology and vocabulary used. Because you think that you might need to present something about the analysis to your colleagues, you want to check that you know the exact meanings of the words. The words you are interested in have been highlighted in the text in 3.2. You find a list of these terms on the internet, but as you can see the definitions are mixed up. Can you put the right definitions with the terminology?


1) Price positioning a) a word meaning to buy
2) Portfolio b) a diagram which shows the decision-making process
3) Launch c) when a product is given special status to help sales
4) Distribution channel d) whether the product is seen as a quality product for people with more money, or a common product for people with less money, etc
5) Placement e) advertising through the print media (eg. newspapers)
6) Main competitors f) general type of product to which the product belongs
7) Market size g) the means through which the product will get from the manufacturer to the consumer
8) Trends h) the actual place where the selling happens
9) Penetration i) when two or more things work together to be more effective
10) Category j) where the product is located in the store
11) Brand positioning k) how a product is priced in comparison with competitors
12) Point of sale l) when you can try some of the product
13) Decision tree m) a selection of products in one range
14) Consumers n) advertising through expensive media like tv and radio
15) Sample o) those companies who provide the same or similar products or services to the same possible consumers
16) Promotion p) how much of a market the product or category has reached
17) Above the line media q) the start of a new product or the introduction of a product onto a market for the first time
18) Below the line media r) changes in the market- for example whether more men are buying cosmetic products
19) Synergies s) the number of buyers and sellers in one economic area
20) Purchase t) the people who might buy a product

Correct answers are here13

5. ADVERTISING: EVOLUTION, REVOLUTION

Look at the text below. Can you put the paragraphs into the correct order?

A) Early forms of advertising which are still used today include the famous ”sandwich“ board, which was popular during the 19th and 20th centuries. A person ”wore“ two boards on their front and back and walked up and down busy streets advertising a product or event.

B) For centuries though there have been adverts in magazines, either ”classifieds“ – small adverts for individuals or small businesses- or display adverts for large companies and political campaigns. From ”Ahh Bisto!“, to ”Your Country Needs You!“, slogans and symbols became more and more part of popular culture. Advertising spread to sporting events. Sponsorship deals meant that Formula One cars were covered from end to end with the sponsor's name and logo.

C) Oh, and of course there is word of mouth again- back with us through community websites, special interest websites and reviewing websites. There is also ”spam“ – which may be real but unwanted advertising, in email or on a weblog; this is more or less a modern equivalent of the sandwich board man!

D) Probably the oldest kind of advertising and perhaps the best is word of mouth. When someone tells you directly that a product is good, it increases your confidence and maybe even increases your desire to buy something. As businesses developed though, this was thought of as inadequate, and

 
 Napište nám
 Beru na vědomí, že tento formulář neslouží pro zadávání odborných dotazů, ale pro zasílání Vašich podnětů a postřehů k fungování portálu. Pro zadávání odborných dotazů prosím používejte tento formulář. Děkujeme za pochopení.
 Děkujeme, na Váš podnět budeme reagovat do 24 hodin v rámci pracovního týdne.
Input: