Summary Vocabulary list English For Marketeers 2b (alles)
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Course
English for marketeers 2b
Institution
Arteveldehogeschool (Artevelde)
Book
Market Leader - Upper Intermediate
Book or e-book Market Leader Upper Intermediate: units 6, 8, 9, 11
Book Professional English in Use: units 3, 4, 9, 12, 13, 17, 18, 23, 24, 25, 29, 33, 35, 39, 40, 45, 47, 49, 50 + Appendix I, II, III, IV, V, VI, VII
Canvas: all modules
voer een SWOT-analyse uit to carry out a SWOT analysis
identificeert sterke en zwakke punten identifies strengths and weaknesses
Kansen en bedreigingen opportunities and threats
interne factoren internal factors
externe factoren external factors
meer waard dan, beter, hoger (bv: distrib-
superior (fe: distribution network)
utienetwerk)
gespecialiseerd in the specialist in
een kwaliteitsmerk a quality brand
uniek unique
lucratief, winstgevend profitable
een herkenbaar merk a recognizable brand
een wereldwijd merk a global brand
Ontwikkelende markt developing market
een gat in de markt a gap in the market
een enorm potentieel voor groei a huge potential for growth
Ongedifferentieerd aanbod undifferentiated offer
Gebrek aan nieuwe producten lack of new products
ineffectief ineffective
minder waard dan, minderwaardig,
inferior (fe: communication)
slechter/ minder (fe: communicatie)
Een beschadigde reputatie a damaged reputation
de belangerijkste concurrent the main competitor
zwak weak
sterk strong
prijzenoorlog price war
bedreigend threatening
Opkomende trend naar (bv: hybride
emerging trend towards (fe: hybrid cars)
auto's)
, EFM - PEiU - Unit 3, 4, 9, 12, 13, 17, 18, 23
klantenzorgen consumer fears
om onze sterke punten te benutten to exploit our strengths
Voortbouwen op sterke punten to build on strengths
om zwakke punten aan te pakken to address weaknesses
een dreiging voorkomen to anticipate the threat
Grijp de nieuwe kansen seize the new opportunities
Vormt een ernstige bedreiging poses a serious threat
zwaktes beperken minimize the weaknesses
Onder bedreiging van under threat from
een kans creeren create an opportunity
het versterken van onze communicatie strengthening our communication and in-
en het informeren van consumenten forming consumers
zie PEiU oefeningen op oneven pagina's oefenen sletje!
marketing strategie marketing strategy
it describes how it will position itself and
meaning marketing strategy: the products it sells or the services it
provides in the competitive marketplace.
een concurrerende markt a competitive marketplace
the written document which details the
marketing methods selected (advertis-
ing, price promotions, ...) and specific
marketing actions or marketing activities
(fe: back-to-school promotional offer).
Meaning marketing plan: (belangrijke
woorden aanwezig)
It also examines the resources needed
(both financial and human) to achieve
specified marketing objectives, such as
an increase in sales or a successful prod-
uct launch, over a given period of time.
marketing doelen marketing objectives
grondstoffen resources
, EFM - PEiU - Unit 3, 4, 9, 12, 13, 17, 18, 23
een marketing plan ontwikkelen (gebruik to develop a marketing plan
daarvoor the AOSTC stages)
Analysis, Objectives, Strategies, Tactics
AOSTC
and Control
zie p.14 kader!!!! => AOSTC stages belangrijk, dus bekijken mong
- current market situation
Waaruit bestaat "analysis" in de AOSTC - competitor analysis
stages? - product / service analysis
- target market
USP Unique Selling Point
Waaruit bestaat "objectives" in de - marketing goals
AOSTC stages? - set SMART objectives
Specific, Measurable, Achievable, Real-
SMART
istic, Timed
Why strategies? : the approach to meeting the objectives
- Which market segment
- How will we target the segment?
strategies exist of:
- How should we position within the seg-
ment?
to convert your strategy into the market-
Why tactics? :
ing mix, including the 4 P's
Tracking
How the success of the marketing plan
What's the goal of the control stage? will be measured.
How each marketing activity will be as-
sessed.
samenvatting van het marketing plan executive summary
recent research highlights the need to ...
Recent onderzoek benadrukt op de
noodzaak om ...
recent research indicates that the re-
spondent feel strongly about ...
Recent onderzoek geeft aan dat de re-
spondent zich sterk voelt over ...
(the verb and the ending could be
, EFM - PEiU - Unit 3, 4, 9, 12, 13, 17, 18, 23
switched with the verbs and endings from
the upcoming sentences)
Uit het onderzoek blijkt dat de trend stij- the survey reveals that the trend is up-
gend / dalend is ward / downward
De laatste cijfers tonen tevredenheid the latest figures show satisfaction with
over de service - mensen zijn er blij mee the service - people are happy with it
De laatste cijfers tonen ontevredenheid the latest figures show dissatisfaction
over het assortiment - mensen vinden with the product range - people don't like
het niet leuk it
De belangrijkste bevindingen sugger- the key findings suggest that our cus-
eren dat onze klanten liever zien ... tomers would prefer to see ...
Slechts 5% van de respondenten gaf a mere 5% of the respondents said taste
aan dat smaak erg belangrijk was was very important
Tien procent van de respondenten gaf
ten percent of the respondents claimed
aan dat smaak hun aankoop beïnvloed-
taste influenced their purchase
de
Meer dan de helft van de respondenten over half of the respondents cited taste
noemde smaak als een belangrijk on- as an important part of the decision to
derdeel van de aankoopbeslissing buy
Bijna 60% van de respondenten beo-
almost 60% of the respondents rated the
ordeelde de nieuwe smaak beter dan de
new taste better than the old one
oude
Bijna twee derde van de respondenten nearly two thirds of the respondents
vond de smaak veel beter thought the taste was much better
over een periode van 10 jaar over a ten-year period
De beoordelingen stegen tot 33% the ratings rose to 33%
De trend was stabiel the trend was stable
een lichte daling a slight fall
De beoordelingen verdubbelden the ratings doubled
De beoordelingen zijn gekelderd (sterk
ratings have plummeted
gedaald)
vergeleken met dezelfde periode vorig compared to the same period last year
jaar
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