Transcript Market
An Introduction to Using English in Business How to Improve Business with Your English Speaking Customers by Scott Hovater Topics 1. How to attract customers 2. How to introduce your company and your product 3. How to handle contracts and negotiations 4. How to keep your customers satisfied SECTION ONE • How to Attract Customers I. Attracting Customers 1) How to write successful letters, memos, faxes and emails 2) How to communicate over the phone 3) How to attract customers through an exhibition Attracting Customers through an Exhibition Marketing and Promotion Commercial Advertising Trade Fair - Exhibition Business Correspondence Week #3 Attracting Customers through an Exhibition SESSION #1 • Marketing and Promotion The Word ‘Market’ • A market for a product is the people or organizations who buy it or may buy it, or an area where it is sold. • Companies quick to respond to the needs of a market are market-driven, market-led, or market-oriented. Sample Sentences-1 • Boeing has produced figures showing that there will be striking growth in the market for airplanes with 350 or more seats. Sample Sentences-2 • The argument is that organizations that are market-oriented, i.e. those that track and respond to customer needs and preferences, can better satisfy customers and hence perform at higher levels. Other ‘Market’ Words 1. 2. 3. 4. 5. Market economy Market price Market forces Market place Market research 6. 7. 8. 9. Market growth Market leader Market sector Market share Vocabulary Practice #1 • As in so many other Japanese industries, the ____________ at home, Toyota, is not the strongest exporter. • A ____________ is one where things are bought and sold freely and not under government control. • ____________ means the same as market. Vocabulary Practice #2 • _____________ is the gathering of information on markets, products and consumers. • Gillette dominates the business in the US, with a ____________ of about 64%. • ___________ is used to indicate that the cost of a product has been ‘decided’ by the market, and not in some other way. Promotion • Definition: • An attempt by marketers to inform people about products and to persuade them to participate in an exchange. Promotion Mix • Marketers use many different methods to promote their products and services. • They include: advertising, personal selling, public relations, sales promotion and the value of the product • The combination of methods a company uses is called its promotion mix. Promotion Mix (Part One) Advertising Advertising • Definition: • Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message. Types of Advertising 1. 2. 3. 4. Newspapers Television Radio Magazines 5. 6. 7. 8. Outdoor Direct mail Yellow pages Internet Global Advertising • Is it possible to advertise globally? • It’s important to remember that each country has its own culture, language and buying habits. • I have given some examples on the next few slides.