English: theory
Unit 5: Marketing ethics
Social marketing
The use of marketing techniques to convince people to change their behaviour for their own good
or the benefit of society
Example: encouraging smokers to stop smoking
Two types of Corporate Social Responsibility (CSR)
Cause Related Marketing (CRM)
o = when a company donates money to a charity
Green marketing
o = the development and distribution of eco-friendly goods
Responsible purchasing
o Refusing to work with companies that are not responsible: child labour, animal
testing, human rights...
Sustainable development
Development that meets the needs of today without compromising the ability of future
generations to meet their needs
Noun Adjective Adverb
Environment Environmental Environmentally
Responsibility Responsible Responsibly
Society Social Socially
Sustainability Sustainable Sustainably
Unit 6: The market environment
Consumers Understand consumer needs and meet them.
Competitors Differentiate your brand from your competitors.
Employees Training and development is important.
Media Positive or adverse media attention affect an organization. Consumer
programmes on TV and consumer magazines that people read have a powerful
effect on the marketplace.
Shareholders Satisfy shareholders’ needs without harming the brand in the long term.
Suppliers Changes in the price or quality of raw materials will affect the marketing mix.
Good relations with suppliers will make business easier.
A STEP analysis looks at sociological, technological, economic and political factors in the market
environment on a macro level.
,Unit 12: Brainstorming
Brainstorming
A technique used by marketers during product naming to find new names for products, or during
product development to find new products and generate ideas
3 roles
- Leader
- Scribe
- Team members
Define a problem statement: focus on the aim of the session.
Setting ground rules for brainstorming:
- All ideas are welcome. No judgements or criticisms should be made of ideas.
- Change involves risk-taking. The quantity of ideas is more important than the quality.
- There is no ownership of ideas. Participants should ‘hitchhike’ on, or build on other people’s
ideas.
The scribe needs to note down every idea.
Use a random word as a starting point, use random word generators
Combinatory play
Random words are listed and then put together, you play with the combinations until you find a
promising new combination
Ask novel questions that will stimulate creative answers
Unit 15: Selling products and services
The sales force
People who sell a product or service
Their goal is to close a deal and make a sale
Service levels Differently priced levels of service, at different quality levels
Bundles Services in groups that are sold together
Actual deliverables What the consumer receives
Total value The sum of the value of the individual services in the bundle
A high-end package
A low-end, prepaid package
Silver market
Boomer
Tweens
,Unit 19: Market segmentation
Market segmentation
Identifies groups of buyers within a market who share similar needs and demonstrate similar
purchasing behaviour
Described by demographics and psychographics
Innovators Create something new and start a new trend.
Early adopters Identify trends early and like to be associated with the start of a trend.
Early majority Follow the trends set by the early adopters.
Late majority Follow the trends that have been tested by the early majority.
Laggards The last group of people to buy a product or brand, they may never buy it.
Unit 22: Motivation marketing
Motivation marketing
Engages staff and gets them interested by using events or incentives
Staff incentive scheme
Formal schemes designed to encourage staff to act in a certain way
Examples of incentives:
- A prize
- A reward
- A gift
Unit 27: Merchandising
Merchandising
Used to describe a marketing practice in which the brand image of one product, the core brand, is
used to sell another product
Gifts with purchase
In-pack offers Items inside the packaging (such as a toy in a box of cereal)
On-pack offers Gifts, including money-off offers and competitions, which are promoted on
the packaging and can be obtained by following the instructions given
Freebies or goodies Promotional items which are given away, such as free perfume samples
Corporate gifts Luxury items with a company logo, given to special clients
Cross-marketing
For example: the sale of Harry Potter merchandise helps promote the Harry Potter books and vice
versa
, Unit 35: Outdoor advertising
Roadside panels
- Billboards
o = Large outdoor panels for displaying ads
- Giant banners/wallscapes
o These are hung on the front of buildings
Outdoor contractors offer:
Lightboxes Illuminated panels
Tri-face billboards With rotating sections allowing three different advertisements to be
displayed in sequence
Scrollers Signs displaying a number of posters, one after the orher
Street furniture
- Advertising on bus shelters
- Pedestrian panels
o = backlit and located on streets in town and city centres
Transit advertising
- Vehicles like buses can be wrapped in vinyl showing a company’s ads
Ambient media
- Ads displayed on non-traditional media
o On back of a receipt
o Floor graphics
Digital outdoor advertising
- LED screens
- Digital video billboards
o Show short advertising spots
o Consumers can interact directly with interactive ads
Eye-catching ads
- Sonic posters
o Which include sounds
- Smelly posters
o Including smells
- Lenticular posters
o Showing different images as you walk past them
Unit 36: The press
A media pack
- Advertising rates
- Circulation or distribution figures
- The advertising policy
- Details and dates about special features
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