Table Of ContentMarketings trategies
1 Ah otistaicp proatcohm arketing
2 Marketingin challengintgim es
Brands
3 Thev alueo fb rands 72
4 Developinag b randid entityth atl asts 76
5 Turninrgo unda brandim age 20
5 lmprovincgu stomeerx perience 24
7 Targetinag y outhm arket 28
Seltingo nline
8 Makintgh em osto fa no nlines tore 32
9 Keepinogn linec ustomers 36
Advertising
1.0l nterneat dvertising 40
11 Gtobaatd vertisincga mpaigns 44
12 Sponsorshdiepa tsfo rp romotinbgr ands 48
13 Viraat dvertisincga mpaign 52
Expandingi nternationally
14 Developian gsu ccessfnuaI tionablr and 56
15 Expandinbgra ndisn tot heR ussiamna rket 50
16 Targetinogv erseacso mmunities 64
Satisfied customers
17 Keepincgu stomerlos yatlo brands 58
18 Developincugs tomerer lationships 72
ChecTk ests 76
Answekre y 80
Glossary 90
Thisu nitl ooksa t a newa pproachto marketing.
Discustsh eseq u estions.
1 Whatt ypeso f advertisindgo y oul ikea ndd islikeW? hatir ritateasn da museyso u?
2 Howd oy oua voida dvertisinygo ud on'tw ant,e .g.TVa ds,p op-upss,p ame, tc.?
3 Morep eopleto dayh aveb roadbanadn dD VDasn du sem obilep honesH. owd oy out hinkt hese
developmenatrse a ffectign:
. companies'marketingstrategies?
r thew orko f advertisinagg encies?
Understandingt he main points
Readth ea rticteo nt heo ppositep agea nda nswetrh eseq uestions.
'holistic
1 Afterr eadintgh ea rticlec, any ous ummarisweh at marketingis' ?C omparyeo uri deasw ith
others tudents.
2 Whatt wof actorsh avem adec ompanieinst eresteidn t hisn ewa pproactho marketing?
3 Whyi sn'tt raditionatTaVn dI nterneatd vertisinags e ffectivaes b efore?
4 Marketerhsa ver eactetdo thist rendi nt wow aysW. hata ret hey?
5 Howh asa moreh olistiwc ayo f lookinga t advertisincgh angetdh ew aya dvertisinagg enciewso rk?
6 Accordintgo thew riterm, anyc ompaniewsi ltb es lowt o moveto holisticm arketingW. hyi st his?
Choostew oe xplanations.
a) Hotistimc arketincga ni nvolvese veradle partmentwsh, ichm akesm anaginmg arketinbgu dgets
veryc omprex.
b) Theys eeh olisticm arketinags a fashionth atw il[p ass.
c) Thereis a lacko f acceptetdo olsf orm easurintgh ee ffectiveneosfs n ewm arketinagc tivities.
d) Mosta dvertisinagg enciedso n'ty eth aveth er ights killsa nde xpertise.
Understandingd etails
Readth ea rticlea gaina nda nswetrh eseq uestions.
1 Thew riterg ivesa ne xamploef howc onsumearsr ea voidinagd vertisinogn t het elevisionW. hati s it?
2 Thew riterg ivestw oe xampleosf alternativpel acews herea dvertisecrsa np uta dvertisements.
Whata ret hey?
Whate xampldeo est hew riteru set o illustratheo wa dvertisinagg enciecsa ng ivec ustomeras
bettere xoerience?
Accordintgo thew riterh, olisticm arketinwgi llm akea llocatinmg arketinbgu dgetms ored ifficult.
Whate xamptdeo esh eg ivet o illustratetsh isp oint?
UNJTi .' S iI*LISTICA PPROA{9T.O1 M ARH.LTII{G
I
{
I The casef or holistic marketing
I
I
a better customer experience: for
example.h ow staff shoulda nsrvert he
telephone when customers call to ask
,m for infomation or make a comolaint.
They are also looking for rvays to
make the shoppinge xperiencem ore
interestinga. nd bring new excil.ement
and innovation to product packaging
+s and store display.
E Although many marketers see the
advantages of a holistic approach to
their marketing, many may be slow
to adopt it because of practical
so complications.
F Money for marketing comes from
marketing budgets. But in the new
world of holistic marketing, the lines
between marketing and other business
ss activities are blurring. In addition
to marketing, other departments in
a company also have a role, r.vhich
makes allocating marketing budgets
difficult. A website, for instance,
ar could be seen as a form of Internet
adverlising, but websites also function
asv irtual stores.S o money for building
a site could equally go to a marketing
or product development department.
G To make the situation more
complicated, companies are finding
it difficult to compare the impact of
ner.v kinds of marketing activity. In
holistic marketing, advertisers are no
ro longer interested in simply reaching
customers, but in engaging them.
by Gary Silverman past television commercials, while The challenge is how to measure
softr.vare helps them block Internet the impact of marketing messages
A In big companies, marketing depaft- 20 pop-up advertisements and unwanted - how well customers are paying
'holistic
ments are adopting marketing' e-mails. zs attention to their marketing messages.
- a term that expresses the growing C Marketers have resoonded in two H There are companies working with
desire of companies to use a greater ways. They are looking for nerv measurement tools that help with
s variety of marketing methods to places to put advertisements, such as this task, but until there is general
communicate with their customers. x ads on displays on bus shelters or acceptance of these tools, companies
The move into holistic marketing on mobile phone screens. And they 80 may find it difficult to justify any
reflects two developments. Companies are beginning to see any contact change in how they allocate marketing
'With
are losing confidence in television r'vith a consumer as a marketins budgets. some new media, it is
ro commercials.T hey are also areg rolving opportunity.T he idea is to engagE much more difficult to put these bud-
more interested in the Internet and other :o the customer wherever the customer gets together.'s ays Alan Rutherford.
altemative ways of advertising. happens to be - a holistic approach to ss Global Media Director at Uniliver.
Technologicala dvancesa re giving marketing, in other words.
consumers the power to avoid D As a result, advertising agencies FT
15 advertising. For example, DVDs are not just thinking about television
are making it easier for people to commercialst hese days. They are
record programmesa nd fast-forward trying to f,gure out ways to give
UNIT1 A HOIISTICA PPROACTHO M ARKETING
"
tr Understandingexpressions
Chooseth e beste xplanatiofno r eachp hrasefr omt he article.
'Companies
1 arel osingc onfidencein televisionc ommercials.'(line8s- ro)
a) Theyd on'tt hinkt hatT Va dvertsa rea sg ooda s before.
b) Theyn ol ongebr elievteh atTVa dvertsp roducgeo odr esutts.
'...
2 engageth ec ustomer..(.l' ines2 g13.o)
a) gett hei nteresot f thec ustomearn dk eepit
b) havem orec onversationwsi tht he customer
'...
3 thel inesb etweenm orketinga ndo therb usinesosc tivitiesa reb lurring.'(line5s3 -55)
a) Thed ifferencebse tweemn arketinagn do therb usinesasc tivitieasr el essc lear.
b) Thereis a bigd ifferencbee tweenm arketinga ndo therb usinesas ctivities.
tr Wordse arch
Findw ordso r phrasesin the articlew hichf it thesem eanings.
a) startingto dos omethinnge w( paragrapAh)
b) thinkinga boutt hew holeo f somethingn,o tj ustd ealingw ithp articulaars pect(sp aragrapAh)
c) improvemen(tsp aragrapBh)
d) tryt o prevensto methinfgro mh appenin(gp aragrapBh)
e) stops omethinhga ppenincgo mplete(lyp aragrapBh)
f) possibitit(yp aragrapCh)
g) thinka bouta problemu ntily ouh avea solution(p aragrapDh)
h) planss howintgh em oneya vailabl(ep aragrapDh
i) givings omeonteh eirs hareo f thet otala moun(tp aragrapDh
i) givea goodr easonfo rs omethin(gp aragrapHh)
Findt wo otherw ordsi n the articlew itht he samem eaningasa dvertisements.
tr Wordp artnerships
1 Matcht hesew ordst o maken oun-nounp artnershipfsro mt he article.
t hotistic a) commercials
2 television b) marketing
3 marketing c) advertising
4 customer' d) activity
5 Internet e) agencies
5 advertising f) experience
2 Findf iveo thern oun-nounp artnershipsst artingw itht he wordm arketing(p aragraphAs, C,F a ndG ).
UNIT1 A HOLISTICAPPROTAOCM HA RKETING
"
Thew riteri llustratesso meo f hisp ointsw ithp racticaelx amples.
Completteh et hreep hrasehse u sesto introducteh em.
1 ......... ......,. DVDasr em akinigt easietro recordp rogramm.e..s( t iners5 -rZ)
2 Theya rel ookingfo rn ewp lacetso puta dvertisements, adso nd isptayosn b uss helters...
(tinesz 3-zs)
3 A website couldb es eena sa formo f Interneatd vertisin.g..,( tines5 9-6t)
Sentencec ompletion
Uset hew ordp artnershipfrso mE xerciseCs1 a ndC 2t o comptetteh ise xtract.
'
C .......e. ........i sc entratol a newa pproactoh m arketinkgn,o wna s
h......m.. ........M'. arketearnsd a ......a... ......a.3r el ookinfgo re xcitinnge w
wayso fe ngagintgh ec ustomeruss, inga mixo fn ewm ediaa ndm ........
u
m........'E. vecno mpaniwesit hs malml .......b.. .......c and oa [ot.
tr Prepositions
Uset hep repositionins t heb oxt o completteh eses entences.
in in of to with
1 Thereis growingin terest......I.n. terneat dvertising.
2 Companiehsa vel ostc onfidenc.e.. .....t elevisioand vertising.
3 Morea ndm orec ompaniesse et hea dvantag.e.. .....a moreh olistica pproac.h. .....m arketing.
4 Marketerns eedt o viewa nyc ontac.t. ......c ustomerass a marketingo pportunity
Doa greew itht hew riter'vsi ewt hata moreh otistiac pproactho marketinigs t hew ayf orwardfo r
marketerasn da dvertisinagg encies?
Writea shortr epormt akingth ec asefo ro ra gainsat moreh olistica pproactho marketinign y our
companyln. cludep racticaeIx ampletso supporyt ourp oints.
'beginning
Accordintgo thew ritera, dvertisearsr e to seea nyc ontacwt itha consumears a marketing
opportunityA'.r et heira nyr isksin sucha na pproachH?o wd oy out hinkc ustomerasn dp rospective
customerwsi [[r eact?
Thisu nitl ooksa t marketinsgt rategiefso rs urvivingin difficulet conomitcim es.
Discustsh eseq uestions.
1 Howd oesa ne conomiscl owdowanf fecct onsumers'purchashianbgi ts?
ls it thes amefo rb usinescsu stomers?
2 Whact ana compandyo t o survivien d ifficulet conomcico nditionsM?a ken otesfo re acho ft hesep oints.
o markerte search
o advertisinsgp end
r distribution
. pricing
o producpt ortfolios
3 Ind ifficultti mesm, arketinbgu dgetos fteng etc ut.l st hisa goodi dea?W hy?/ Whyn ot?
tr Understandingmthaein p oints
Readth e articleo nt he oppositep agea nda nswetrh eseq uestions.
1 Whati st hep urposoef thea rticleC? hoosteh eb esto ption.
a) to informr eaderasb outt hec hallengeosf s urvivinign difficultti mes
b) to giver eadersg uidelineasb outh owt o survive
c) to persuadree adertso changteh eirm arketinsgt rategy
2 Whatg ivesy out hisi mpression?
3 Thesea ret heh eadingfso rt he maini deasin t hea rticle( r-6).C hoosoen eo f theh eadingfso re achid ea.
Adjust pricing tactics i Adjust product Portfolios Focus on market share
%
Supportd istributorsj Researcht he customer Maintain marketing spend
--#
tr Understandingdetails
Readth e articlea gaina nda nswetrh eseq uestions.
1 Thew riterg ivesfi vee xampleosf howc onsumebre havioucra nc hangein difficulet conomicco nditions.
Whata ret hey?( paragrapBh)
Thea rticlein cludefso urs uggestionthsa tw itlh etpc ompaniegse tt heb estr esultsw itha reduced
advertisinbgu dgetW. hata ret hey?( paragrapEh)
3 Howc anc ompaniemsa kes uret heird istributorcso ntinuteo stockth eirf ullr ange?(p aragrapGh)
4 Whats hort-termp ricingta cticsd oest hew riters uggestto makep roductsm orea ttractiveto customers?
(paragrapHh)
I
UNIT2 " MARKETINlNGC HALLENGITNIMG ES
Surviving tough are trusteda re especiallyv alued and returnso oliciest o motivated istributors
can still launchp roductss uccessfully, s5 to carry your full product line. This
but interest in new brands and is particularlyt rue with new products
marketingt imes
categoriesd eclines. thata res till unprovenB. e carefula bout
moving to low-priced distribution
by John Quelch 20 2................ channels.T his can damagee xisting
D This is not the time to cut back on oo relationshipsw ith distributorsa nd the
advertising. It is well documented imageo f your brand.H owever,i t may
that brands that increasea dvertising be also a good time to drop weaker
during an economic slowdown, distributors.
when competitorsa re reducing their
advertising, can improve market 5 ................
sharea ndp rofits.A nd they cand o this H Customersw ill be looking around
at lower cost than during good for the best deals.I t may not be nec-
economict imes. essaryt o cut list prices,b ut you may
Brands may be able to negotiate need to offer more temporary price
better advertisingr ates. If you have promotions,s uch as specialo ffers or
to reduce your marketing spend, zo reductions.I t may also be useful to
try to maintain the frequency of give betterd iscountsfo r quantity.
advertisementbsy changingf rom 30-
to l5-second advertisementsr,e plac-
ing radio with televisiona dvertising, I In all but a few technology
or increasingth e useo f directm arket- categoriesw here prospectsf or future
ing, which gives more immediate 7s growth are strong.c ompaniesa re in
salesi mpact. competition for market share and,
A Companiess hould keep thesep oints in some cases, survival. To stay
in mind whenm akingm arketingp lans ,!0 3. competitive, look carefully at your
for difficult economic conditions. F Marketersm ust recalculated emand cost structure.T his will ensure that
for each item in their product lines 80 any cuts or consolidation activities
I ............... as consumerst rade down to models save the most money with the least
B Don't cut the budget for market that are good value,s ucha s cars with impacto n customers.
researchY. ou needt o know moret han +s fewer options.I n tough times, multi- J Successful companies do not
ever how consumersa re reacting to purposeg oods have advantageso ver abandont heir marketings trategiesin
a downturn. Consumerst ake longer specialised products, and weaker ss times of economic uncertainly,t hey
searching for consumer products items in product lines shouldb e cut. just needt o adaptt hem.
ro and negotiate harder for price Gimmicks are out; reliability, safety
reductions. They are more willing so andp erformancea re in.
to delay purchases,t rade down to FT
less expensivem odels or buy less. 4................
C Must-havef eatureso f yesterdaya re G Carrying large amountso f stock is
rs today'sc an-live-withoutsB. randst hat risky. So offer financing and better
Understandinmge aning
Choosteh eb este xplanatiofno rt hesei deasfr omt hea rticle.
1, Must-hovfee atureso f yesterdaayr et oday'sc an-live-withoa(fsli.n esr 4-r5)
a) Peopleb uyt oom anyp roductws hichd on'th aveth er ightf eatures.
b) Manyp roducfte aturetsh atp eopleth oughwt eree ssentiaaIr en ol ongewr anted.
c) Peoplcea nl ivew ithoupt roductse,v enth eo nest hath aveth er ightf eatures.
2 Gimmickso reo ut; thingsl ike reliobilitys, afetya ndp erformancea rei n. (tines4 9-50)
a) Productthsa th aven or eavl aluea ren ol ongefra shionabitnes; teadth, ep oputaprr oductasr eo nes
thato fferr ealv atue.
b) Peoptneo [ ongewr antf ashionabplero ducttsh; eyo nlyw ants erioupsr oducts.
c) Reliabilitsya, fetya ndp erformanchea veb ecomteh en ewf ashionws henb uyingp roducts.
UNIT2 " MARKETINlGN CHATLENGITNIGM ES
Definitions
Matchth esew ordsfr omth ea rticle(1 -9)w itht heirm eaning(as- i).
1 categories a) reductioninst heu suapl rice
2 rates b) groupso f producttsh ata rea tto f thes amety pe
3 demand c) thes ystemyso uu seg ettingfo rg ettingg oodsto customers
4 returns d) goodsr eturnebde causteh eya ref aultyo r notw anted
5 promotions e) activitieisn tendetdo hetps ella product
6 discounts f) bringintgo gethesre parataec tivitieisn too ne[ argewr hole
7 channels g) then eedth atp eopleh avefo rp articulagro odsa nds ervices
8 consolidation h) thep ossibititthya ts omethinwgi llh appen
9 prospecE i) basicc hargefso ra service
E Wordp artnerships
Matchth esew ordsto maken oun-noupna rtnershipfrso mt hea rticle.
1 advertising a) share
2 market b) tines
3 marketing c) promotions
4 distribution d) prices
5 product e) activities
6 tist f) rates
7 price g) spend
8 consolidation h) channels
g Sentencceo mpletion
Usew ordsa ndp hrasesfr omE xerciseAs a ndB to completeth eses entences.
7 D.......f.o"r thelastthreemonthswasonlystighttydown.Soforthisyear,thel........p........bforatt
ourp ....,.1... .....s..h' oulsdt ayth es ameb,u tw es houlodf fear ttractivpe.. ....p... .......f0o,re xample,
speciaolf fersa nda d........o"f lOo/foo ro rderps taceidn J anuary.
2 4.... .,r .......h."a veb ecomme orec ompetitivseow, es houlbde a bteto r educoeu rm .......t.. .......b
withouct uttingth ea mounot f advertisinwge d o.
3 Speciatsishto pas ndo urw ebsitaer et hem ainJ .......c.. ......f.o ro urh and-macdheo colates.
4 Fora llc ........i"n t hea utomotivsee ctotrh, ep ........f0o rn exyt eara ren otg ooda ndt heyc ane xpect
muchlo wers ales.
10
UNIT2 MARKETINlGN CHALTENGITNIGM ES
"
tr Words earch
Findw ordsi n the articlew hichf it thesem eanings.
a) buy a cheaperk indo fthing than before( paragraphB )
b) thoughtt o be good( paragraphC )
c) consideredim portant( paragraphC )
d) wortht he moneyy ou payf or it (paragraphF )
e) havea bade ffecto n something( paragraphG )
f) onlyn eededf or a shortt ime (paragraphH )
g) stopd oings omethingb ecauseit 'st oo difficutt( paragrapJh)
Findf ouro therp hrasesin the articlet hat mean' difficulte conomics ituation(' paragraphBs , D, Fa ndJ ).
Languageo f decrease
1 Findfo urv erbsin paragraphBs- Dt hate xprestsh ei deao f becominogr makings omethinsgm alter,
e.g.d ecreasTe.h ena dda t leastt woo therv erbsth ath avea similarm eaning.
2 Completteh eses entencews ithv erbsf romE xercisre i n the correcfto rm.
1 Ours ale.s. ........ .....b. yz 5p erc enot vetrh el astr z months.
2 .......s. taffn umberwsi lth etps avem oneyb,u tw ittd amagteh ec ompanlyo ngte rm.
3 ltw ouldb ea bigm istakteo .......... .....o. na llp romotionsaple nding.
4 Whaot thear reaso fe xpenditucroeu ldw e. ......?.
1 Doy oua greew itht hew riter'sa dvicefo rs urvivinagn e conomidco wnturnW. hy?/ Whyn ot?
2 Writea shortr eporfto rt heM arketinMg anageorf medium-sizceodm panyg,i vingy ourt ope ight
guidelinefso rs urvivinag r ecession.
3 Presenyto uri deasto keys taffi nt hem arketintge am.
4 Youh aveh eardth aty ourb ossi ntendtso cutb acko na lla dvertisinugn tilc onditionism prove.
Writea ne -maial dvisinagg ainstth isa nds uggestinagn a lternativaep proach.
