Transcript U1S09_S10_Lesson_8 - U1S09-2010

Business English Upper Intermediate
U1S09
John Silberstein
[email protected]
Agenda
•Marketing: 4 Ps – Promotion
•Email Writing
4 Ps
Promotion
What is Promotion?
something devised to publicize or
advertise a product, cause,
institution, etc., as a brochure, free
sample, poster, television or radio
commercial, or personal
appearance.
4 Ps
Promotion
What are some Promotion activities?
Advertising
Public Relations
Sales Promotion
Personal Selling
Direct Mail
Sponsorship
This is called the Promotional Mix
4 Ps: Promotion
Advertising
Advertising can be defined as placing your message in any form
of paid media. Advertising can have a number of objectives,
these usually are:
To promote,
To remind,
To support,
To compete,
To persuade.
You have two types of advertising. Above the line advertising is
advertising placed in TV, radio, newspaper and cinema. Below the
line advertising is based around advertising via direct mail,
sponsorship and sales promotion.
4 Ps: Promotion
Public Relations
Involves developing positive relationships with the
organisation media public. The art of good public
relations is not only to obtain favorable publicity within
the media, but it is also involves being able to handle
successfully negative attention.
Managing public relations is very important for the
organisation. Image in marketing is everything. Having a
good image helps the organisation develop a trust and a
bond between themselves and their customers. This
good will is invaluble. Public relations activities include,
press releases, company literature, videos, websites and
annual reports.
4 Ps: Promotion
Sales Promotion
Commonly used to obtain an
increase in sales short term. Could
involve using money off coupons or
special offers.
4 Ps: Promotion
Sales Promotion
The aim of sales promotion is to
increase short term sales and
increase instore or web traffic. The
tactics used for this include loyalty
cards, coupons, price promotions
eg BOGOF (buy one get one free),
point of sales, packaging promotion
or web coupons.
4 Ps: Promotion
Personal Selling
Personal selling involves selling a product or
service on a one to one basis. This can either be
done face to face or over the phone. In our
promotional section we talked about push and pull
strategies. If the organisation is using a pull
strategy to sell the product a sales force will be
required to make sure that retail outlets are looked
after well, that they have enough stock, are trained
well so they can push the product onto the
consumer. With a push strategy the sales force will
need to try and persuade retail outlets to carry
stock of your product.
4 Ps: Promotion
Direct Marketing
The aim of direct marketing is to
create one to one relationships with
the organisations target market.
Direct marketing can come in the
form of post, email, telephone calls
and mail order. The company
usually contacts a named person at
the address.
4 Ps: Promotion
Sponsorship
Sponsorship is about providing money to
an event, in turn the product or company is
acknowledged for doing so. For example
the Bejing Olympics in 2008 was partly
sponsored by Panasonic. Sponsorship
helps the company improve its image and
public relations within the market and
usually the company attempts to sponsor a
person or event that mirrors the image
they are trying to aim for.
Email
Opening and Closing
1.
2.
3.
4.
5.
6.
7.
8.
I am writing with regard to your recent email.
We regret to inform you that there are no
double rooms available for the nights you
require.
Thanks so much for the wonderful present. It’s
exactly the book that I wanted – how did you
know? I’m really looking forward to reading it.
Patricia, I’ve just read your email. I’m so sorry
to hear about what happened.
Sorry, I can’t make it to your birthday party at
fishers restaurant, as I’m away on that day.
I am mailing this via the ‘Contact Us’ link on
your website. I’d like to know a few more
details about the anti-virus software that’s
listed on the site.
I am writing with reference to our order
number GH67. The goods arrived this
morning, buy you sent only 200 pieces of the
300 we ordered.
Yes! Great! I’ve love to come to the party.
I’ve just heard from Antonio about the Paris
contract. It’s fantastic news – you worked very
hard on this and you deserve the success.
A.
Anyway, thanks again for inviting me,
and I am really looking forward to it. Do
you want me to bring anything?
B.
You know you can count on me if you
need any support. I’ll call you at the
weekend to see how things are.
C.
Should you need any further
information about room availability, we
will be happy to assist you.
D.
I look forward to receiving this
information as soon as possible.
E.
It really is great news and I’m sure that
it’s only the beginning of our work in the
French market.
F.
Please deal with this matter urgently. I
expect a reply from you by tomorrow
morning at the latest.
G.
Thanks again for the gift and give my
regards to your family.
H.
Anyway, sorry again that I can’t come,
but have a great time. I hope we can
meet up soon. What about going to see
a movie?
Email
Opening and Closing: Is each sentence a beginning or an ending and informal of neutral?
1.
The computer network will be shut down for maintenance at 5pm on Thursday.
2.
Oh Yes, I’ll be back late tonight. Can you do the shopping and buy something
nice for dinner?
1.
Beg/Neutral
2.
Ending/Infor
mal
3.
Ending/Infor
mal
4.
Beginning/Inf
ormal
3.
I look forward to receiving your advice on this matter.
4.
What a surprise, how nice to hear from you!
5.
Bye for now. See you soon.
5.
Ending/Infor
mal
6.
I hope that everything is okay, but do not hesitate to contact me if you need any
clarification.
6.
Ending/Infor
mal
7.
Please find attached my report, as promised in Friday’s meeting.
7.
Beginning/Ne
utral
8.
I’m so happy for you! Write again soon and tell me how it’s going.
8.
Ending/Infor
mal
9.
We are writing to advise you about some changes in our price list.
9.
Beginning/Ne
utral
10.
If you like any more details just let me know. I’m away all wee but Andrea is
deal with this in my absence.
10.
Ending/Neutr
al
11.
Simon and I have been talking about your holiday plans for next August. It liiks
like we won’t be able to join you.
11.
Beginning/Inf
ormal
Email
Exercise
Part 1: Choose a beginning and an
ending from the previous exercise
and write another paragraph or two
of your own in the middle.
Part 2: Exchange emails with a
partner and write a reply to your
partner’s email.