Transcript Marketing

Výukový materiál zpracován v rámci projektu
EU peníze školám
Registrační číslo projektu: CZ.1.07/1.5.00/34.0208
Šablona:
III/2
č. materiálu:
VY_32_INOVACE_09
Jméno autora:
Mgr. Martin Frolík
Třída/ročník:
3.A / třetí ročník
Datum vytvoření:
01 / 2013
Vzdělávací oblast:
Cizí jazyky
Tematická oblast:
Obchodní angličtina
Předmět:
Anglický jazyk
Název učebního materiálu:
Marketing
Výstižný popis způsobu využití,
případně metodické pokyny:
Prezentace představuje definice pojmu
marketing, vysvětluje jednotlivé části
marketingového mixu a SWOT analýzu.
Klíčová slova:
Marketing, marketing mix, product, place,
price, promotion, SWOT analysis
Druh učebního materiálu:
prezentace
BUSINESS ENGLISH
MARKETING
What is marketing?

A process through which goods and services
move from concept to the customers.

The act or process of selling and buying in a
market.
Production




We have to produce what customers want
not what we want to produce
We must have customers focused approach
We must carry marketing research
We must produce and supply exactly what
customers want
Marketing mix
4 Ps
PRODUCT
PRICE
PLACE
PROMOTION
Product




The goods or service you are marketing
Image, design, quality, reliability, features
and benefits
Must be presented and packaged attractively
New products must replace unattractive ones
Price

Should include:

The value of the product
The quality
The customer´s ability to buy it
Prices of competitors



Place




Where and how the product will be sold
Ways of distribution
Availability of the distribution network
Supplying and transport
Place – channels of distribution




producer → end-users
producer → retailers → end-users
producer → wholesalers → retailers → endusers
producer → wholesalers → directly to endusers
Place – channels of distribution


producer → multiple store groups → endusers
producer → marker → wholesalers →
retailers → end-users
Promotion

Says how customers can learn about the
product.

Involves packiging, presentation of the
product, image, brand name, advertising,
slogans, brochures, literature, price lists,
after-sales service, training, trade fairs, trade
exhibitions and public relations
Promotion

Unique selling proposition

Features and benefits must make it unlike
any other product in the market
4 P → 4 C approach




Product
Price
Place
Promotion
→
→
→
→
Customer value
Cost to the Customer
Convenience
Communication
SWOT analysis




strengths
weaknesses
opportunities
threatens
Použitá literatura:
Bočánková, M., Hedvábná, I., Kalina, M. 2004. Anglická obchodní
korespondence. Ekopress, s.r.o
Dyčková, J., Neumannová, O. 1998. English for bankers. RADIX,
s.r.o
Henderson, D., Streitwieser, V. 2006. Business English. Grada
Publishing
Jones, L., Alexander, R. 2003. New International Business English.
Cambridge University Press
Mackenzie, I. 1995. Financial English. Language Teaching
Publications
Měšťan, J. 2002. Anglický obchodní dopis se vzorovými dopisy.
Nakladatelství JM Písek
Použitá literatura:
Radice, F. 1992. English for banking. Macmillan Publishers
Skuch, E. 2005. Fit for Business English - Fráze. Grada Publishing
Tilley, R. 2005. Fit for Business English – Korespondence. Grada
Publishing
Treger A. 2008. Inside the European Union. Leda s.r.o
Abbs, B., Freebairn, I., Barker, Ch., 2003. New Snapshot PreIntermediate, Pearson Education Limited