Samenvatting
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samenvating engels, boek cambridge english for marketing
[Meer zien]Voorbeeld 2 van de 7 pagina's
Voorbeeld 2 van de 7 pagina's
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AnnabelEveryday
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Voorbeeld van de inhoud
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
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