Resume
Samenvatting English II bedrijfsmanagement
- Cours
- Engels
- Établissement
- Hogeschool Gent (HoGent)
adhv deze samenvatting was ik geslaag voor het examen
[Montrer plus]
Livre connecté
Titre de l’ouvrage:
Auteur(s):
- Édition:
- ISBN:
- Édition:
1 vérifier
Par: davidkhezri • 2 année de cela
Aperçu du contenu
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
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur druif2807. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €4,99. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
67474 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans