Unit 2 international marketing + unit 3 - building relationships
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Transcript of Unit 2 international marketing + unit 3 - building relationships
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Unit 2: International marketing
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“The last stage of fitting the product to the market is fitting the market to the product“
Clive JamesAustralian writer and broadcaster
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New vocabulary, pg. 15
• Influences on expanding beyond domestic markets:
buying habits, government bureaucracy, monetary regulations, economic situation, income distribution, political stability
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New vocabulary, pg. 15
• Different markets:domestic market, home market, international market, overseas market, worldwide market
• Market situations:growing market, expanding market, developing market, break into a market, penetrate a market, get a foothold in a market,declining market, retreat from a market, pull out of a market, saturate a market
• Parts of a market:market sector, market segment, market niche
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New vocabulary, pg. 15
• Product on a market:launch a product, bring out a product, introduce a product, withdraw a product, roll out, licence, phase out
• Marketing startegies:slogan, logo, promotion, discount, free sample, special offer
• Investigating a market:survey, market research, questionnaire, focus group, target
• People in a market:retailer, wholeasaler, distributor, manufacturer
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Listening exercise, pg. 17Reading exercise, pg. 16 – 17
Photo Courtesy: http://www.mcb.rs/blog/wp-content/uploads/2018/02/Types-of-Marketing.jpg
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Language review: Noun compounds and phrases, pg. 18 • Noun compound:
o two nouns togethero shorter and more convenient
• Examples:consumer profile, mass-market cafè culture, speciality shop, per capita consumption, anti-globalization movement, marketing campaign, marketing budget, marketing strategy, market research, market survey, market sector, product range, product feature, product manager, advertising campaign, advertising agenca, advertising slogan, brand awareness, brand loyalty, brand image, sales figures, sales forecast, sales target, price promotion, price range, price rise
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Unit 2: Building relationships
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“A relationship is like a shark, you know. It has to constantly move forward or it dies.“
Woody AllenAmerican film-maker and actor
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New vocabulary, pg. 23
• Positive relations development:verbs: build up, cement, foster, develop, encourage, establish, improve, maintain, strengthen, promote, restore, resume adjectives: close, open, sharing
• Negative relations development:verbs:break off, cut off, disrupt, endanger, jeopardise, damage, undermine, strainadjectives: stormy, sour
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Photo Courtesy: http://systemsrock.com/wp-content/uploads/2013/04/communication-73331.jpg
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Language review: Multi-word verbs, pg. 18
• Common in spoken English• verb + particle(s) (at, away, down, off,
etc.)• Object – separable or inseparable• Examples:
draw up, put off, build up, hold on to, let down, count on, set up, call off, come up, sound out, get on, depend on, rely on, find out, write down
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Thank you for listening!