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Samenvatting English II bedrijfsmanagement
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By: davidkhezri • 2 year ago
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English IIUnit 1: The role of marketing
All plurals: +s
Possesives: ‘s
Doing the job
Liaising= contact onderhouden
Marketing collateral= all printed and online materials used to promote a product
All of these collocations make tasks that marketing executives are often responsible for:
Monitor: competitor activity
Build: relationships with stakeholders
Plan and implement: events and exhibitions
Assist: in the creation and implementation
Conduct: Market research
Evaluate: the success of marketing campaigns
Liaise: with stakeholders
Support: the Marketing Manager and other colleagues
Analyse: pricing positions
Manage: the production and distribution of marketing collateral
Maintain and update: databases
Organise and attend: events and exhibitions
Induction
When you start at a new organisation, it is common to have an induction day; this is designed to
teach you more about your job and the organisation you are going to be working for.
=Learn more about your job and the company
Service: training & consultancy
- Offer help or advice (send trainers or consultants) to organisations working internationally
- Teach cultural differences and how they affect marketing
Suppliers: The freelance trainers/consultants are the suppliers
- They develop the training courses, working closely with the in-house research team
Route to market: Sales team sell services direct to HR/training departments
Customers/clients:
- Generally blue chip companies all over the world (car manufacturers etc.)
- Some public sector work in the UK (governmental organisations etc.)
Competitors: other training companies but also Internet and books
Stakeholders
= are individuals or groups directly affected by the behaviour of an organisation.
, Internal stakeholder: usually works for the organisation itself (employees, management etc.)
External stakeholders: exist outside of the organisation but may still affect it or be affected by it
(customers, suppliers etc.)
All of these collocations are for a stakeholder:
Stakeholder power: the ability of a stakeholder to influence an organisation’s behaviour, both now
and in the future
Key stakeholders: an organisation’s most important internal and external stakeholders
Primary stakeholders: stakeholders who are vital to the organisation, without whom the organisation
couldn’t survive
Secondary stakeholders: stakeholders that an organisation CAN survive without at the moment, to a
certain extent.
Stakeholder interest: how much attention a stakeholder pays to an organisation; how much
awareness the stakeholder has of the organisation or its activities
Unit 2: The marketing plan 1: audit and objectives
The marketing plan
In Units 2 and 3, you will look at a case study that shows all of the stages in the development of the
marketing plan
The audit: PESTEL
The purpose of an audit is to help an organisation answer the question ‘Where are we now?’, while
also identifying the internal and external factors which will have an impact on the organisation’s
future plans. A good audit should help an organisation clarify its objectives and develop its strategy.
The first stage of the marketing audit process is the external analysis which we can group under 5
broad headings:
1. Political: How stable is the government/ political situation?
2. Economic: What is the general economic forecast? What is happening to interest rates,
unemployment, GDP etc.
3. Sociological: Do people have strong or weak views on: green issues, gender issues etc.
4. Technological: What opportunities does technology offer in terms of: new products,
distribution etc.
5. Environmental: How worried are people on environmental issues?
6. Legal: Are we at risk from legal action?
Certain verb tenses are often used in PESTEL analyses:
A future certainty: will (won’t) + VERB
A future event that is very likely but not certain: will probably (not) + VERB
A future possibility: may (not) + VERB
Something that we imagine to be the result/ consequence of another event: would (wouldn’t) +
VERB
A past event which has an important result/ consequence for now: have/has (haven’t/hasn’t) + PAST
PARTICIPLE
A current trend: is/are (isn’t/ aren’t) + PAST PARTICIPLE
The audit: SWOT and the Five Forces
Suppliers+ leveranciers
Few= weinig
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