Resume
samenvatting engels
- Établissement
- Hogeschool Gent (HoGent)
samenvating engels, boek cambridge english for marketing
[Montrer plus]
Aperçu du contenu
1. THE ROLE OF MARKETING Marketing = is more than just advertising. Good marketing must be built upon a core message that
resonates with the target consumer
Resonates = weerklank
Target consumer = doelgroep
Understanding of your audience = publiek begrijpen
Needs = nodig hebben
Tools = gereedschap
Digital marketing = is the promotion of brands to connect with potential customers using the internet and
other forms of digital communication
Executive= uitvoerend
Skills= vaardigheden
Characteristics = karakteristieken
Knowledge= kennis
Marketing collateral= any printed or online material used to promote a product
Collocations= samenstellingen
o Monitor competitor activity
o Build relationships with stakeholders
o Plan and implement direct marketing activity
o Assist in the creation and implementation of a marketing and communications plan
o Conduct market research
o Evaluate the success of marketing campaigns
o Liaise with stakeholders
o Support the marketing manager and other colleagues
o Analyse pricing positions
o Manage the production and distribution of marketing collateral
o Maintain and update databases
o Organize and attent events and exhibitions
Induction= is designed to teach you more about your job and the organization you are going to be working
for
Stakeholders= you have a stake in a company
o External: bank, government, customers, suppliers, competitors
o Internal: staff, employees, management
Stakeholder power= the ability of a stakeholder to influence an organisation’s behaviour, both now and in
the future
Key stakeholder= an organisation’s most important internal and external stakeholder
Primary stakeholder= stakeholders who are vital to the organisation, without whom the organisation
couldn’t survive
Secondary stakeholder= 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
Comma , Semi colon ; Colon : Full stop . Exclamation mark ! Question mark ? Apostrophe ‘ Quotes ‘ ‘
Double quotes “ “
2. THE MARKETING PLAN 1: AUDIT AND OBJECTIVES
, Marketing strategy = how an organisation intends to achieve its marketing objectives
Marketing plan = a written document that details the actions an organisation must take in order to achieve
its marketing objectives
Sections of a marketing plan
o Objectives= what the organisation wants to achieve with its marketing plan
o Executive summary= a short summary or overview of the contents of the marketing plan
o Tactics= the specific marketing actions that the organisation will take in order to implement its
strategy
o Budget= how much the plan will cost to implement, how cost will be controlled
o Strategy= how the organisation plan to achieve its objectives
o Audit= where we are now, analyse internal and external factors
THE AUDIT: PESTEL
Pestel = an acronym for a tool used to identify the external forces facing an organisation
Political
Economic
Sociological
Technological
Environmental
Legal
Upward trend = become more , rise, gradually raise, increase interest
Downward trend = downturn, become less, reduce, cut, be at an all-time low
THE AUDIT: SWOT AND THE FIVE FORCES
Swot = a tool for evaluating both the internal and external factors, it’s a useful strategic planning tool
o Internal factors= strengths & weaknesses
o External factors= opportunities & threats
Strenghts
Weakenesses
Opportunities
Threats
Competition, competitor, to compete, competitive
Porters 5 forces
o Bargaining of buyers: How easy would it be for our customers to reduce how much they pay for
our products
o Bargaining of suppliers: how easy is it for our suppliers to increase the price they charge
o Competitive rivalry: how many existing competitors do we have and how influential are they
o The threat of new entrants: how easy is it for new competitors to enter the market
o The threat of substitute products or services: are there alternative products or services available
to customers which fulfil the same need
MARKETING OBJECTIVES
SMART: this acronym is used to describe good objectives
o Specific: says exactly what needs to be achieved
o Measurable: results can be objectively evaluated
o Achievable: can be successfully completed using only the resources which you have
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 AnnabelEveryday. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €10,49. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
52928 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans