Public relations

Public relations (PR) involves establishing and maintaining goodwill (a good reputation} and understanding between an organization and its publics. Public relations firms are experts in media relations (working with journalists, see B below), public affairs (lobbying, see C-E below), and advising on strategy towards public authorities.

Media relations

Public relations firms and agencies can:

• advise clients 011 media relations, giving advice on how to build good working relationships with journalists

• provide media training, teaching people how to work effectively with the media

• design media kits to give journalists background information on the organization

• organize press conferences or media briefings co answer questions from journalists (see Unit 46)

N write fact sheets with information about a specific topic

• prepare news releases or press releases - written or recorded statements given to the press (see Unit 49).

Lobbying

Lobbying is the process of seeking to influence policy-makers, the people who decide government legislation, and to influence voting. Lobbying is the business of professional lobbyists or public affairs consultants - often former ministers who have contacts with politicians. Many private sector companies, non-profit organizations or even overseas governments employ public relations firms to lobby on their behalf - that is, to promote their interests - to maintain relationships with policy makers and to influence the decision­making process (how people make decisions). For example, the smoking lobby promotes the interests of tobacco companies.

Inside lobbying

The American Democracy Center defines inside lobbying as making a direct appeal to legislators to support your cause. The objective is to convince policy-makers to speak on your behalf or to be an advocate for your cause - that is, a supporter of your cause. Inside lobbying tools include influencing politicians through campaign contributions (donations to political parties), supplying research and information to support your arguments, and giving testimony (for example, a doctor or other medical expert may give a formal statement

about the health dangers of smoking in front of a government committee).

Critics argue that lobbying seeks to corrupt the political process by putting private interests (what’s best for individuals or corporations) above the public interest (what’s best for the general public).

Outside lobbying

Outside lobbying aims to influence policy by mobilizing public opinion (getting the public behind a cause) or getting activists (members of the public or non-governmental organizations involved in political activity) to put pressure on legislators through letter-writing campaigns or rallies.

A rally

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lobbied lobby lobbying lobbyists

Labour and the nuclear (i)

How much influence do (2) on both sides of the nuclear debate

actually have on government policy?

Most industries and large organizations use (3) , who have

contacts with policy-makers.

The (4) industry has tried to clean up its image following a series

of scandals involving government ministers and their advisers.

French energy giant EDF campaigned to change perceptions of nuclear power.

It has successfully (5) ministers to build new plants.

2. Match the two parts of the sentences. Look at A and B opposite to help you.

1. Monsanto used a public relations company to promote their

2. The report confirmed that lobbying does influence the political decision-making

3. An opposition party spokesman fears that campaign

4. The oil industry is lobbying government to influence

a policy-makers concerning regulations for exploiting reserves in Antarctica, b donations from big business influence government policy.

c interests in the EU. The firm organized a visit to the headquarters in the United States, d process in the UK.

2. Choose the correct words from the brackets to complete the report from a pressure group. Look at B and E opposite to help you.

We are continuing our campaign to (1) (mobilize / advise / corrupt}

public opinion. Following the (2) (fact sheet / rally / outside lobbying)

in the town centre, we are organizing a further letter-writing (3)

(conference / campaign / release) to keep up pressure on our local politicians. Our press

(4) (release / contributions / code) generated three articles in the local

newspapers. We are getting advice on media (5) (training / bribing /

testimony) so that we will be more convincing when speaking to the press.

A government report concluded that lobbying is part of a healthy democracy. Do you agree? Find three reasons for or against to supporl your point of view.

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deal impact leveraged long-standing relationships risk

3. Read the texts about British companies and decide if they are examples of art sponsorship,

educational sponsorship, or cause related sponsorship. Look at B opposite to help you.

1. Sainsbury’s will support Red Nose Day and Sport Relief campaigns as part of a new deal. In March this year Sainsbury’s sold over 4 million red noses and donated over £6.5 million to the charity.

2. In the UK Tesco is partnering I CAN, a UK charity that helps children with speech and language difficulties, to sponsor the Chatterbox Challenge. Children across the UK choose a song or story while family and friends sponsor them to perform it aloud. This year, Chatterbox Challenge raised over £150,000 for I CAN.

3. The BT Series is a unique initiative for Tate Online which lets you explore works by selected artists and ask about their work. As exclusive sponsor of Tate Online, BT provides Tate with creative design services and technical support.

Over -to ipu

Look at the website of a large company in your country. What kind of events, charities or sports do they sponsor? What does this say about the target market?

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What is crisis communication?

Whether a crisis is caused by a defective product (a product which doesn’t work properly), an Act of God (such as a tornado or an earthquake), an accident (for example, a fire at a company facility) or a scandal (as happened to tbe American oil company Enron), the company must manage the crisis.

Beyond tackling the problem - that is, dealing with the problem using tactics such as a product recall (removing defective products from shops) - crisis management involves establishing effective crisis communication. The crisis communication team must defend the company’s image against the negative impact of the crisis.

Most big corporations already have a crisis communication plan in place which identifies potential crisis situations and how to communicate to stakeholders during these crises. Stakeholders include external audiences (such as the media, local communities and government authorities) and the internal audiences or publics (for example, employees of the company).

A strategic reaction is to go public by communicating honestly and quickly to the general public. Refusing to comment will encourage the spread of rumours (where unofficial versions of the story pass from person to person) and leaks (unofficial information given by someone inside the organization).

A designated spokesman represents the company in front of the media. The organization’s public relations (PR) department, media centre or media desk makes official statements (either verbally or in writing) and monitors reactions in the media. (See Unit 47 for more on press relations.)

Effective crisis communication can:

■i minimize the damage caused by the crisis

■ preserve and protect the reputation and credibility of the company and its brands

B rebuild public confidence in a company and its brands.

Note: Crisis is a singular noun; the plural is crises.

The plural of spokesman is spokesmen; spokesperson and spokeswoman are also used.

A crisis communication case study

In 1989, Perrier was the market leader in bottled mineral water. Perrier claimed the water was naturally sparkling. The brand’s image was built around the concepts of purity and quality.

A US health authority detected traces of a chemical called benzene in a shipment of Perrier water from France. Different Perrier spokesmen in the US and France made statements to the media before the company had established the facts - that is, discovered what the facts really were. These statements were later shown by the media to be false. This immediately tarnished, or damaged, the company’s reputation and credibility - how much they could be trusted.

During the crisis it was revealed that tbe water was not naturally sparkling, as claimed in the advertising. The company’s image was also adversely affected by the fact, that at no time did the company apologize (say sorry) to its customers, or express concern. Due to the negative fallout, or reaction, in the media, public confidence in the brand was destroyed.

As a result, 160 million bottles of Perrier had to be recalled. Ultimately the incident led to the purchase of the company by Nestlé, and the arrival of competitors on the bottled water market.

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Blogging basics

Technorati.com is a real-time search engine that monitors the world of weblogs, the blogosphere. It is an enormous blog directory that lists blog addresses. Read these extracts from their blogging basics help page.

* ^{1 1} c + nctp://www. techorati.com

i '

What is a weblog?

A weblog, or bloe. s personal journal on the Web. Some btog*. are highly influential and t.ave enormous readership, Some hloggers write, or blag, for their family and friends.

I

What is a weblog post or entry?

I An entry, a post, or a posting is a specific article or commentary written by the btogger on (he weblog.

Bings are updated frequently and are interactive. Mary weblogs allow readers to write: a reaction to the blog, or to post a comment at the end it is also possible to link one blog to anothei blog. Linking ^;s impcrtanl because a link Vom one weblog to anohoi helps provide ^: • text around -in argument or point Inbound links reler to ny peri Inks from cither sraim.es citing that weblog. Outbound links fefei ¹ to hyperlinks from the weblog to outside sources. A blogroll is a list of blogs anti loggers that any | particular Dlog autoar finds influential or interesting.

Blogs as a marketing tool

Patsi Krakoff and Denise Wakeman are both experienced marketing bloggers. They advise on how to write a successful business blog on your company website, to communicate with an online audience:

r> n m

http://wvvvv.buildabetterblog.com *

Secrets to a Successful Business Blog: How to Blog Smart

1. Write valuable content that people will want to read and share stories to present or showcase your knowledge and expertise.

2. Write 2-3 times a week, short articles of 250-350 words each time. Regular posting builds the conversation with readers.

3. Submit to blog directories and ping (tell the blog directory) each time you post.

* Linking is essential for building traffic and enlarging your reading audience.

5. Track and monitor your visitor stats (statistics). Install a counter on your blog so you know which posts are the most popular (the sticky posts).

6. List all your products and make sure you link the landing pages properly so that readers go to the right page.

7. Ensure the anchor text, the main article, contains keywords for search engine optimization (see Unit 39).

In six months of regular blogging, assuming you are providing valuable content, you should

see an increase in your website traffic, the client leads, and overall total revenue for your

V business. . ,

>■ not, you're not blogging smartly

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2. Complete the rest of the blog extract from 50.2 above. Look at A opposite to help you.

—

• Don’t start blogging unless you are willing to be completely honest to your (1)

• Think carefully before you let people post (2).... to your blog entries. Unfortunately,

you may find that some readers (3) derogatory comments or ask difficult

questions.

• Keep in mind that a blog entry doesn't have a specified length. Include (4) to

other blogs, articles or pages in your website to illustrate a point.

• Search engines index blogs, so it will show up in search results and people will find it on their own, These (5) links drive traffic and brand awareness

« Finally, if you are thinking about joining the (6) never forget that it is just another

business tool. Plan a blog carefully and, with any luck, word will spread and you will see more 7 traffic to your website. ’

Post a reply to this comment nn a marketing forum:

I keep hearing about blogs and how good they will be for my company. Please give me some good examples of companies using blogging as a marketing tool.

a

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A jam jar A jar of jam

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A marketing manager has made notes while preparing a marketing plan:

TO A^K

How CAA I best de.-fi*v£ му business? WhAt kiAd of СомрЛлу Are we? Are му objectives :£MAP.T? (See Unit 4)

.Should I focus da repeAt busi AeSS, thereby keepiA<j the cuStoMerS we've rjot, or should I focus о a ^aiaIa^ a£w custoMer'S ?

bo му cwstoMerS shAre AAy pAtterAS, hAbitS or repetitive beheviowrs? For exAMple, do they All shop ia the SAMe kiAdS of shopS?

Are there AAy MArVret Se^MeAtS (See Unit 19) ОГ ^rotApS of COASWMerS thAt A re UAderserved - Aot provided for enough or At All?

Is the product or service viAble? Will it MAVce A profit?

Is it Accessible? Is it eASy for the AWdieACe to (jet or StArt USi A(j ?

How well did previous MArketiAij Methods work?

Which MArketiAgj MediUMS, or coMMUAicAtioA chAAAels, Are best for му AudieAce?

Should I uSe A croSS-SectioA of MediA or should I juSt focuS oa оле MediUM?

bo I hAVe A eleAr MArketiA^ MeSSAlje? OaC thAt iS eASy for the AudieAce to UAderStAAd?

How САА I eASure the SAMe look A Ad feel Across All My Adverts A Ad MArketlAi^ efforts?

Caa I tiMe му MArketiA^ CAMpAicjAS to coiAcide with scasoaaI SAles or product lAUAches?

How Much is the coSt coMpAred to SAles? Are we maVua^ eAou^h молеу to cover our CoStS?

How Much is the cost per custoMer? (See Unit 24)

bo I hAve с!елг ob'ectives So thAt I caa MeASure the results?

How caa I ^et feedbACk froM му AudieAce? Which kiAd of MArket reseArch should I cArry out? (See Unit 8-9)

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I Advertising Promotions Direct mail Merchandising Research Trade fairs PR

Conferences

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III

Most manufacturers use indirect distribution channels; some examples are shown below.

Distributor or distribution intermediary

vending

machine

franchise

Description

Used to buy small items such as chocolate or soft drinks, by paying with coins. Vending machines can be refrigerated to allow for the storage of perishable items, such as fresh fruit and sandwiches.

The franchisee buys the right to sell a company’s products in a particular area using the company’s name. McDonald’s is a good example of a franchise.

shops and stores

A department store is a large shop that is divided into different sections, such as shoes, furniture and books. Each department sells different things.

A comer shop is usually small, opens long hours (sometimes 24 hours a day), and sells everyday foods and goods to the local neighbourhood.

A supermarket is larger and sells most types of food and goods needed in the home.

A specialist shop sells goods that are useful for people with a certain interest or need. Examples are a cycling shop or a pharmacy.

BrE: corner simp; AmE: convenience store |

Note; Although shop and store mean the same and are often interchangeable, store is more common in American English. However, it is also used in some combinations - we don’t say 'department shop' or ‘convenience shop'.

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Some common types of out-of-home advertising are shown beiow.

A wrapped taxi

An ad inside a bus

An ad on the rear of a bus

A bus shelter

An ad inside a train

Floor graphics

A bench

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ORDER

utYvin V^{ou sp} CSOVm**«

^aus'««^v*^*l

ass»-***

>

1 threat 2 opportunities, strengths 3 weaknesses, threats 4 threats

1. The brand is very strong.

2. Today, consumer fears about health are one of the biggest threats to the processed food sector.

3. An undifferentiated offer will weaken the company in the short term.

4. A clear opportunity is a gap in the market.

5. We may be threatened hy the emerging trend towards online shopping.

6. A price war has weakened our profitability.

120 Professional English ir> Use Marketing

1. product

2. damage

3. personal

a iii, b i, c ii

1. motivation + primary

2. qualitative + field

3. standards

4. enforcement

5. entitled

7 satisfactory

3. desktop + secondary

4. quantitative + primary

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121

122

1. telephone

2. focus group, moderator

3. mail, omnibus

1c, 2 b, 3a, 4b, 5a

4. respondent, interviewer-administered

5. Mystery shopper

6. package, taste

1. correct

2. Over half of their news consumption is online.

3. 79% of respondents are male.

4. correct

5. The survey suggests that nearly two thirds of bloggers are over 30.

1 over 2 rose 3 significantly 4 stable 5 period 6 plummeted

product development phase product idea product improvement product innovation product modification

1. limited / special

2. customer

1. gap

2. market

3. new

4. technically

5. successful

6. penetrate

niche market mass market penetrate the market route to market

5 viable

7. development

8. route

9. We should carry out some sensory research.

10. We have completed the alpha test and are now ready for beta testing.

11. The results will allow us to fine-tune our marketing plan.

12. We have planned the market rollout across Europe.

13. We have set a launch date and now need to prepare the distribution network. 1c, 2c, 3a, 4b, 5b

14. resources

15. product

16. prototype

17. flaws

18. success

19. representations

20. time

21. manage

9 forecast

10. launch

11. date

12. PS3 spent a long time in the development pipeline.

13. The market introduction stage did not go smoothly for PS3.

14. The original launch date for PS3 was in the spring.

15. The market rollout in Europe for PS3 was delayed.

16. The launch event in France was a failure because the marketing communications action plan was poorly prepared.

17. Sony is also launching an international e-distribution network to provide online content.

1. brainstorming, generate

2. criticize

1 got c, 2 back a, 3 down b, 4 on a 1 e, 2d, 3f, 4a, 5c, 6b

3. modify

4. on, out of

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3. brand image

4. brand vision

3. brand tone of voice

4. brand mission

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22.3

23.1

23.2

23.3

24.1

24.2

25.1

25.2

25.3

26.1

26.2

26.3

1. scheme, membership, welcome, earned

2. encourage, quatifiying

3. force

differentiate between customers identify customers interact with customers

analyse data disclose data gather data

1. disclose (CRM marketer)

2. stored (representative of a consumer watchdog)

3. gathers (consumer)

4. differentiate (a CRM marketer)

5. relationships

6. CRM

7. identify

8. store

9. database

6. record

7. differentiate

8. interacting

9. dialogue

10 customization

mine data process data store data

11. gathered

12. database

13. data mining

1d, 2e, 3a, 4c, 5b

1. Setting 5 cost 9 match

2. thumb 6 afford 10 allocate

3. task 7 respect 11 percent

4. objectives 8 cut

ChamberE mentions both objective-and-task and affordable MattAp mentions competitive parity CathE mentions percentage of sales

1. captive product pricing

2. psychological pricing

1d, 2c, 3b, 4e, 5a, 6g, 7f

1. unique

2. solutions

3. significance

1. road haulage

2. rail freight

3. container ship

Order: 6, 2, 5, 4, 3, 1

3. penetration pricing

4. product bundle pricing

3. costs 7 points

4. sensitive 8 fair

5. premium 9 bargain

3. air freight

4. delivery service

5. warehouse

7 a load

direct distribution indirect distribution distribution channel

1. Distribution costs

2. distribution chain

3. direct distribution

distribution chain distribution costs distribution intermediary

4. indirect distribution

5. distribution intermediary

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126

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32.1

ask for referrals close a deal make cold calls

1 make cold calls

place an order spot buying signals trade concessions

2 spot buying signals

1 a Press magazines are media vehicles.

1. b Media planners work in media agencies.

2. a Ad avoiders zap during advertising breaks.

2. b Blended marketing uses TTL techniques,

3. a Normally, advertisers brief advertising agencies.

3. b Interactive TV is an emerging media,

4. a Advertising agencies develop advertising strategy. 4 b BTL campaigns don’t run in mainstream media.

5. 1 strategy

6. attention

7. below-the-hne

8. media

9. 1e, 2c, 3d, 4a, 5b

10. false 2 false

11. 1 objectives

12. Media

13. target

14. Demographics

15. Lifestyle

16. above-the-line

17. fragmented

18. avoid

19. blended

3 false 4 true 5 false

3 trade concessions

9 ATL

1. BTL

2. adverts

3. tactics

4. Core

5. habits

6. research

7. light 10 plan

8. objectives

9. reach

10. impressions

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a- catcmng

5. coverage

6. graphics

5. circulation figures are / readership is

6. advertising positions / advertising space

centre spread facing matter front page solus

1. set a deadline

2. job completion

3. graphic designer

4. printed material

full page half page

5. proof OK

6. press check

7. long run

5. media pack / rate card

6. technical data / advertising rates

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1. Marketing collateral

2. copywriting

3. print job

4. four colour / full colour / CMYK

5. final proofing, signs off the job

6. commissioned, co-produced, branded entertainment

7. branded content, mobile content, experience

8. Product placement, engage with

1. standout

2. airtime, barter

paid search unpaid search

3. communication, exposure

4. generated, share, connects

search box search engine search listings search terms

search engine marketing search engine optimization search engine results page

SEO = search engine optimization SEM = search engine marketing SERP = search engine results page

1. engine

2. ranking

3. listings

4. SEO

1 rank 2 ranking 3 ranking 4 rank

chat room general public live up to the hype pass along peer to peer

1. word of mouth

2. spread the word

social networks spread the word stealth marketing target audience word of mouth

3. lives up to the hype

4. social networks

1e, 2g, 3f, 4d, 5b, 6a, 7c, 8h

an element of skill money-off coupons no purchase necessary online coupons

1. money-off coupons, online coupons

2. seasonal promotions

3. no purchase necessary

1. point of purchase / point of sale

2. window displays

3. basket liner

4. banners

5. gondolas

1. a prize draw

2. money-off coupons

3. shelf wobblers

4. a gondola / a dump bin

5. rank

6. SERP

seasonal promotions special offer three for two

4. an element of skill

5. Three for two, special offer

4. Dump bins

5. floor standing

6. Counter-top displays

7. Wall-mounted 10 shelf talkers

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4. campaign, effective

5. customer

6. entice ! encourage

1. What makes you open direct mail?

d I don’t. All the junk mail I get goes into the recycling bin.

f I rarely pay attention to mailshots but sometimes a gimmicky envelope catches my eye.

2. What makes you reply?

a I only answer if there is an incentive like a free gift.

e I sent off a reply-paid card the other day. It was easy -1 didn’t have to look for a stamp.

3. Do you talk to your friends and family about mailshots you receive?

b I give the money-off vouchers to my friends, if I don’t use them myself, g I gave the sample of face cream to my mother and she told all her neighbours.

4. What kind of information do you expect in the covering letter?

e Details about the product, special offers, and perhaps the order form.

2 word 3 posters 4 flyers 5 word of mouth 6 swag

1 grassroots

Objectives 1 and 3

1 credibility 2 samples

1. CB - typographic

2. Yahoo! - typographic

3. Olympic Games - abstract

3 leaflets 4 wrapped

4. Renault - abstract (and typographic)

5. Penguin - descriptive

6. Kellogg’s - typographic

4. eye-catching

5. typographic

6. adopted

4. multicoloured

5. memorable

6. distinctive

4. curved

5. simple

6. depict

4. lower case, bold, sans serif type

5. upper case, bold, serif type

6. lower case, italic, sans serif type

4. lower case, bold, italic, sans serif

5. upper case, serif type

6. lower case, bold, serif type

1. pull

2. child

3. top

4. lids

Cartoon 1

1 d, 2e, 3a, 4f, 5b, 6c 1 b, 2c, 3f, 4e, 5g, 6a, 7d

5. cartons

6. sprays

7. peel

8. corks

9 cellophane 10 foil

130

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The numbers in the index are Unit numbers, not page numbers.

360 degree branding 1,0ri: .stksti di.gri; 'brandit)/ 32 3D representation

/,9ri: ,di: rcprizen'leijan/ 11 ABC socio-economic categories /ei bi;,sii .saufiau i:ka,nnmik 'kaetagariz/19 above-the-line (ATL) /a'bAV da .lain/ 32

ABs/,ci'bi:z/ 19 abstract /'aebstrakt/ 44 acceptability /ak.septa'bibti/ 2 acceptable /ak'septabal/ 2 accessibility /ak.scsa'bilati/ 1, 2 accessible/ak’sesobal/2, 18 accident /'aeksidant/ 49 accountable for /a'kauntabal fo;V 24 accountable to /a'kaontobal tut/ 33 achievable /a'tfkvabal/ 4 ACORN/'cikorn/ 19 acquire sponsorship rights

/a.kwara 'spontsajip .raits/ 48 Act of God /.aekt av 'god/ 49 action /'sekfan/ 2 action plan /'rekjan .plaen/ 11 actively want /.aektrvli 'wnnt/ 2 activist /'aektivist/ 47 actual deliverables /.EektJual di'livarabalz/ 15 ad Ixdl 32, 34 ad agency /'aed ,eid3ansi/ 32 ad avoidance /.aed a’vaidans/ 32 add items to /'aed .aitamz tu7 30 address customers by name /o.dres .kAStamaz bat 'netm/ 42 address weaknesses /a.dres 'wiiknasiz/ 3 ‘add to basket’ button /.aed ta ’bmskit .bAtsn/ 30 adopted /a'doptid/ 44 advergame /'edva.geim/ 38 adversely affected /,aedv3:sli afektid/ 49

advert /'£edv3:t/ 32 advertise on /'tedvstaiz on/ 34 advertisement /ad'V3;tismant/ 32 advertiser /'aedvataizsV 32 advertiser-funded programme (AFP) /'aedvataiza .fAndid .praugram/ 34,38

advertising /'sedvataizig/1 agency /.egotist/ 34 brief /.britf/ 32 campaign /kaem.pein/ 32 department /di.pcutmant/ 32 rates /.reits/ 36 space /,speis/ 36 strategy /,strsetod3i/ 32 advertising /.aedvataizii)/ messages /'mesid3tz/ 32 objectives /ab'd;;cktivz/ 32 policy /'polasi/ 36 positions /pa'zijanz/ 36 sales /' seilz/ 36 sales house /'seilz ,haas/ 32 advertorial /,®dva'to:rial/ 38

advise clients on /ad'vaiz .klaiants on/ 47 advocate for/'tcdvakat ,fo:‘/47 aerosol can /'earasd ,kæn/ 45 affinent /'æfluant/19 afford /a'ftud/ 2, 24 affordability /a.faido'bilati/ 2 affordable approach /a'fa:dabal a.praotf/ 24 after-sales service Aa.'fta ,seilz 'S3IV1SI 31 age bracket /'eid3 ,brækit/19 age group/'eid3 ,gru:p/19 agree to /o'an: tu:/ 7 AIDA 2 air /ea7 34

air a commercial /.ear a ka'imijal/ 33 air freight /'ea .freit/ 26 airtime /'eataim/ 33, 38 allocate /'ælakert/ 24, 28 allocate resources /.ælakeit n'zo:siz/11 almost /‘admaust/ 9 alpha test /'a:1fa .test/11 alternative solution /o:l,t3:n3t)v sa'lu:Jan/ 25 aluminium /.aelja'mmiam/ 45 ambassador /æm'bæsadaV 46 ambient media /.æmbiant 'mùdia/ 35 ambush marketing /'æmbuj .maikitirj/ 48 analyse data /.ænalaiz ‘delta/ 8, 23 analysis/a'nælasis/4, 8 analyst relations /.ænalist ri'leijanz/ 46

anchor text /'ærjka .tekst/ 50 ancillary rights /æn'süari .raits/ 27 animal testing /'ænimal .cestir)/ 5 announce /a'nauns/ 46 annual marketing budget /.ænjual 'mcnkitirj ,bAd3it/ 24 anticipate a threat /sen.tisrpeit a '9ret/ 3 anticipated sales /æn.tisipeitid 'seilz/ 24

AOSTC 4

apologize /3'pnlad3aiz/ 49 appeal to singles /a,pi:l ta 'sipglz/ 19 application form /æpli'keijan ,fo:m,^;

8

appointment setting /a’pointmant .setig/ 29 approach /a'prautJV 35 approved by /a'pruivd bai/ 33 area of expertise /.earia ov eksp3i'ti:z/ IS art sponsorship /’cut .spuntsajip/48 article /'oitikal/ 36 artwork /'u:tw3:k/ 37 ask novel questions /.aisk .noval 'kwestjsnz/ 12 associate a brand with /a’saujiat a ,brand wiû/ 48 attend an event /a,tend an I'vent/ 28 attendee /aten'di:/ 28 attentive /a'tentiv/ 33

attitude/'aetitjuid/6, 19 attract attention to

/a.trakt a'tenjan tu;/ 2 attractive /a'traektiv/ 2 attuned to /a'tjuind tu:/ 20 audience /'a:dians/ 33 audience profile /.mdians 'praufail/ 34

audience share /.mdions 'JeoV 34 average life expectancy

/,aevand3 'laif ik.spektansi/ 6 aware of /a¹ wear ov/ 2 awareness /a'weanas/ 2 B2B /,bi: ta'bi.7 15 B2C/,bi: ta'si:/15 baby regisrry /'beibi ,red3istri/ 30 backlit /'bseklit/ 35 back office system

/.baek .Dfis 'sistam/ 23 banner /'bacnaV 39 bargain price /’bu:gm .prais/ 25 barter fbcutaV 38 basket liner /'bu:skit ,)ama^r/ 41 beat the competitors to market /.bi:t 3a kam.petitaz tu: 'moikit/ 11 beat the investment /,bi:t 6i in’vesmant/ 24 become aware of /bi.kAm a'wear nv/ 2

behaviour changes /br'heivja ,tjeind3iz/ 22 behaviour patterns /bl'heivja .psetanz/ 8 below-the-line (BTL) /bi'lau 6a .lain/ 32

benchmark /'benjmtuk./ 33 Berliner /b3:'lma7 36 beta testing /'bi:ta .testirj/11 big ticket giveaway /.big .tikit 'givawei/ 22 billboard /'btlbtxd/ 35 binh rate /'b3:0 ,reit/ 6 black and white (b/w)

/.blsek and 'wait/ 37 black hat /.blaek 'hst/ 39 blended marketing /'blendid .mcnkitit)/ 32 blister pack /'bhsta ,psek/ 45 blog /blog/' 50

blog directory /'blog di.rektari/ 50 blogger /'blngaV 40, 50 blogospbere /'blogasfiaV 50 blogroll /'blograol/ 50 BOGOF /'bogof/ 41 bold /baold/' 44, 44 book a stand /,buk a 'staend/ 28 book space /.buk 'speis/ 36 boost /,bu:st/

market penetration /,mu:krt pem'treijan/ 22 morale /ma'ra:!/ 22 response rates /n'spons ,reits/42 the image I6i 'imid3/ 38 booth /.buid/ 28 staffer /.staifaV 28 traffic /.trafik/ 28

132

Professional English in Use Marketing

cable TV /,keibal ti:'vi:/ 34 CAD/kæd/11

call on customers /,ka:l tin 'kastomaz/ 31

call to action /,ko:l tu: 'ækjon/ 42 campaign contribution /kæm,pein kDntri'bju:J*on/ 47 captive /'kæptiv/ 33 captive audience /,kæptiv 'codions/ 29 captive audience network /.kæptiv ,aidions 'netvv3:k/ 38 captive product pricing

/.kæptiv 'prodakt .praisig/ 25 capture the spirit /.kæptja Ôo 'spirit/ 27

card backing /'ka:d .bæktg/ 45 carry advertising /,kæri 'ædvataizig/

36

carry out /.kæri 'aot/ 3, 8, 11

canon /'koiton/ 45

cash cow /'kæj* ,kau/14

cash substitute /,kæj 'sabstitjuit/ 22

catch on /.kætj 'du/ 40

catchment zone /'kætjmant ,zoun/ 35

catchy jingle /.kætji 'djiggol/ 34

cater for /‘keito fo:7 34

cater to /'keito tu:/15

cause related marketing (CRM)

/,ko:z .rileitid 'muikitig/ 5 cause related sponsorship /,ko:z ,rileitid 'spontsojrp/ 48 cellophane /'selsfein/ 45 cereal box /'siarial ,boks/ 45 change behaviour/,tjeind3 bi’heivjo^r/

46

charity /'tfænti/ 5 chat room /'tjæt ,ru:nl/ 40 checkout /'tjekaot/ 30 child labour /'tj*aild .leiboV 5 child-resistant packaging /.tjaild ri.zistant 'pækid3ig/ 45 churn /tj3:n/ 22 cinema-goer /'sinamo ,gaoa7 33 circulation figures

/S3:kja‘leijan .ftgaz/ 36 cite /sait/ 9

city dweller /'srti ,dwela^r/ 19 clear plastic /.klio 'plaestik/ 45 click-through rate /'klik 9ru: ,reit/ 40 clickable link /,klikobol 'ligk/ 40 close a deal /,kbuz a 'diil/ 15, 29, 31 club card /'klab ,ku:d/ 21 CMYK 37 CMYKOG 37

co-branding /'kau.brændig/16 co-created /.kau'krieitid/ 38 co-produced /.kaupra'djuist/ 38 coated paper /.kautid 'petpaV 45 code of conduct /.kaud av 'kondakt/

47

cold calling /,kaukl 'kadig/ 29 cold list /'kauld .list/ 29 cold prospect /.kauld 'prospekt/ 29 collateral distribution /ka,lætaral distri'bjutjan/ 43 collect data /.knlefct 'delta/ 8 collect points /.kriekt 'points/ 22 colour /'kala7 44

colour correction /'kala ka,rekjan/ 37

combination /.kombi'neijan/ 12 combinatory play /.kombinatari 'plei/ 12

combine /kam'bam/12 combine services /kam,bain 's3:visiz/ 15

come up with /.kam 'ap wiô/ 34 commercial /ka'msijal/ 32, 34 commercial break /ka.nunjal 'breik/ 34

commercial partner /ka,m3:Jal 'pu:tna7 27 commercialization /ka.msijalai'zeffan/ 11 commercialization date

/kom3ij’olai'zeijon ,deit/11 commission /ka'mij*an/ 32 commission a film /ka.mijan a 'film/ 38

commitment to /ka'mitmant tu:/ 46 communicate /ka'mjuimkeit/ 2, 46, 49

communication /ka.mjuim'keijan/

2, 3, 6

channel /.tjænaL/ 33 objectives /sb^sektivz/ 33 strategy /.strætodsL/ 34 commuter /ka'mjuitaV 19 company logo /.kampaiii 'laogao/ 44 competitive /kam.petitiv/ marketplace /'maikitpleis/ 4 parity /'pærati/ 24 set /'set/16 competitor /kom'petitaV 1, 6 competitor analysis

/kam.petrtar a'nælasis/ 4 complementary costs

/knmpfi.memari 'knsts/ 25 complete /kam’pliit/ 8,21 composition /.kompa'ztjan/ 37 concept testing/'konsept test i iy/ 10 concert /‘konsat/ 43 conduct research /kan.dakt ri's3:tj/ 8 conference /'kDnfarans/ 28 confidential /.knnft'denj'al/ 23 congress /'kDggres/ 28 connect /ka'nekt/ 26 connect with consumers /ka.nekt wiô kan'sjuunaz/ 38 consumable supplies /kan'sjuimabal sa.plaiz/13 consume resources /kan.sjuimri'zaisiz/ 14 consumer /kan'sjuimaV 6 magazine /miega.zim/ 6, 38 programme /,praugræm/ 6 consumer /kan,sju:ma7 acceptance/ak'septans/10 fears /'fiaz/ 3

life cycle (CLC) /'laif .saikal/ 20 needs /'ni:dz/ 10 packaged goods (CPG)

/,pækid3d 'godz/ 13 Protection Act /pra'tekjan ,ækt/ 7 protection group /pra'tekjan ,gru:p/ 23 research /n'S3itJ7 8 container sltip /kan'teina Jtp/ 26

Professional English in Use Marketing

133

an interest in /an 'intrast in/ 2 an opportunity /an Dpa'tjumati/ 3 buzz /'bAz/ 40 needs /'nhdz/ 20 relationships /n'leijanjips/ 23 understanding /Anda'stændif)/ 46 creative answers /kri.eitiv 'aintsaz/ 12 credibility /.kreda'bilati/ 49 crisis /'kraisis/ 49 crisis /.kratsts/

communication /kamjutm’kerjan/ 49

plan /.plæn/ 49 team /,ti:m/ 49 management /’mæmd3mant/ 49 criticize ideas /.kritisaiz ai'diaz/12 crop /krop/ 37

crop marks /'krop ,maiks/ 37 cross-marketing/.krDS 'mo.’kitig/ 27 current client perception /,kArant ,klaiant pa'sepjan/ 28 current market situation /,kArant ,ma;kit sitju'eijan/ 4 curved /k3:vd/ 44 customer /'kAStomaV 1 -driven /.drivan/ 10 group /,gru;p/ 4 -oriented /,o:rientid' 31 customer /.kAStamaV

feedback loop /'fiidbæk ,lu:p/ 23 interaction /mta'rakfan/ 42 loyalty /'loialti/ 21 needs /'ni;dz/ 2, 8, 20 order /'o:da^r/ 26 profile /'praofail/19 Relationship Management (CRM) /ri'leijanjip .mænidjmant/ 23 response /ri'spons/10 satisfaction /sætis'fækjan/ 18, 31 segment/'segmant/4, 19 services /'S3:vtsiz/ 29 customize marketing efforts /,kAStamaiz 'maikitit) ,efats/ 23 customize the sales message

/.kAstamaiz ôa 'seilz .mestdj/ 31 dailies /'deiliz/ 36 damage Atemidy 7, 49 damage the reputation

/,dæmid3 ôa repja'teijan/ 46 damaged reputation

/,dæimd3d .repja'teijan/ 3 data /'deita/ 8

data mining /'delta .matniq/ 23 data warehouse /.deita 'weahaus/ 23 database /'deitabeis/ 23, 42 daypart /'dei pa:t/ 34 deadline /'dedlam/ 42 deal with objections /.dii! wiô ab'd3ekjanz/ 29 decimated /'desimeitid/ 49 decline /di'klain/ 14 defective product /di.fektiv 'prodAkt/ 7,49

defend the image /di.fend ôi 'tmtd3/ 49

defend their credibility

/di.fend ôea kreda'bilati/ 49 defining values and identity /di.famirj .væljuiz and ai'dentati/ 46

delivery /di'livari/ 1 costs /.kosts/ 30 options /,np/anz/ 30 service /.S3:vis/ 26 demand /dr'ma.’nd/ 25 demographics /.dema'graftks/19, 33 demonstrate technical products /.demanstreit 'teknika! .prDcUkts/ 31

dependable /dr'pendabal/18 depict /di'pikt/ 44 descriptive /di'sknpttv/ 44 designated spokesman /.dezigneitid 'spauksman/ 49 desire /di'zaiaV 2 desk research /'desk ri,s3:tj/ 8 desktop research /'desktop ri,s3:tj/ 8 destroy public confidence /di.stroi ipablik 'kDnfidans/ 49 develop /di.velap/ a desire /a di'zaiaV 2 a marketing plan /a 'moikitir) .plasn! 4 an interest in /an 'intrast in/ 2 developing market /dt.velapig 'moikit/ 3 differentiate a brand

/difa'renjieit a .brænd/ 6, 16 differentiate between customers /difa.renjieit bi.twim 'kAStamaz/ 23

digital /.did3ital/

media network /,mi:dia ’netW3ik/ 38

outdoor advertising /.autdair hedvataizir)/ 35 television /'tehvi3an/ 34 video billboard /.vidiau 'bilbmd/

35

direct /di.rekt/

distribution /distn'bjuijan/ 26 mail /'meil/ 42

campaign /kæm.peirt/ 42 marketing /'mnrkitirj/1, 29 disclose data /dts.klauz 'delta/ 23 disclosure of information /dis,klau3ar av rnfa'meiJan/23 discount /'diskaunt/ 42 discussion board /dl'skAjan ,ba:d/ 40 discussion forum /dl'skAjan ,fo:ram/

46

disloyal /di'sbial/ 21 display /di'splei/ 41 ad /,æd/ 32 unit /.juinit/ 41 dissatisfaction with

/dis.sætis'fækjan wiô/ 9 distinctive /di'stngtiv/ 44 distribution /distn'bjuijan/1, 6 chain /.tjein/ 26 costs /.kosts/ 26 figures /.figaz/ 36 intermediary /tnta.miidiari/ 26 methods /.meÔadz/ 2 network /,netW3ik/ 11 distributor /di'stnbjataV 26 diverse /dai'vats/18 dog /dog/14

donare money /da.neit 'mAni/ 5

Professional English in Use Marketing

a brand /a brænd/ 17 a dialogue h 'daialog/ 43 goodwill /gud'wil/ 47 rhe facts /âa 'fækts/ 49 established /l’stæblijt/14 esteem need Zi'stiim ,ni:d/ 20 estimate /'estimât/ 37 ethical /’eOikal/ 5 ethnicity /eO'msati/19 evaluate ideas /i,væljueit at'diaz/ 12 event Zi'vent/ 22 event profile /i,vent 'praufail/ 28 exclusive /iks,klu:siv/ right /'rait/ 7, 48 sponsor /'spnnsaV 48 territory /'terrtari/ 31 executive summary /ig.zekjstiv 'sAmari/ 4 exhibitor /ig'zibrtaV 28 expenditure /rk'spenditJV/ 48 exploit srrengths /ek.spbit 'strerjfls/ 3 exploit the rights /ek.spbit 03 'raits/ 48

exploitation activities

/ekspfoi'teijbn æk,tiv3tiz/ 48 express concern /ik.spres karis3:n/ 49 external /ik,st3in3l/

audiences /bidisntsiz/49 publics /'pAbliks/ 46 external factors /tk'st3:n3l ,fækt3Z / 3 eye-catching /'ai.kætjip/ 35, 44 fact sheet /'fækt Jilt/ 47 fair /fea718 fair price /,fea 'prats/ 25 fall /foil/ 9

fast moving consumer goods (FMCG) /,fu:st ,mu:vir) kan'sjuima ,gudz/ 13

fast-growing /,fo:st 'grauig/14 fatigue /fs'tiig/ 21 feedback /'fiidbæk/ 8 feel strongly about /,fi:l 'strnpli a.baut/ 9 festival /'festival/ 43 fickle /'fikal/ 21 field research /'fi:ld ri,s3:tj/ 8 field salespeople /'fidd .seilzpiipal/ 31 fill in /,fil 'in/ 8 final /pfainal/ proofing /‘prutfip/ 37 purchasing decision /'p3:tj3sir] dt,si33n/ 20 run /‘tad/ 37 financial analyst/fai.nænjbl .ænalist/ 46

financial communications /fai,nænj3i ksmjumi'kerjbnz/ 46 fine-tune /,fatn 'tjuin/ 11 finishing /'finijrg/ 37 fix a deadline /,fiks a 'dedlam/ 37 fix a price /.fiks a 'prais/ 25 flagship brand /'flægfip ,brænd/ 16 flexible /'fleksrbsl/ 42 flighting patterns /'flatut) ,pætanz/ 33 flip-top /'flip ,tDp/ 45 floor graphics /'flot .græfiks/ 35 floor space /'ftai ,speis/ 28 floor-standing display /,fb: .stændiri di'splei/ 41

flyer /'f)ai3^r/ 43

focus /'faukss /12

focus group /'faukss ,gru:p/ 8, 10

focus on /'faukss mi/ 12

foil backing /'foil .bækig/ 45

folding /'faoldig/ 37

foilow-up call /'fDlau Ap pkoiL/ 29, 31

font /font./ 44

forecast revenues

/.foikaist 'revanjuiz/ 24 forecast sales /,fo:kaist 'setlz/ U formal statement /.foirnsl 'steitmant/ 47

format /'faanxet/ 36, 42 fortnightly /'foitnaitli/ 36 four As /.fair 'erz/ 2 four colour process /.for ,kAb ‘prauses/ 37 four Cs /,fo: 'si:z / 2 four Os /,fo:r buz/ 2 fragmented /fræg'mentid/ 32 free /,fri: / gift /'gift/ 42 sample /‘scnmpal/ 42, 43 to enter /tu: ‘entaV 41 -to-air /tu: 'eaV 34 freebie /'friibi/27 Freephone number /'friifaun .riAmbaV 30 freesheet /'fri:/i:t/ 36 freight /freit/ 26 frequency /'friikwantsi/ 33 fresh /frej/ 18, 44 front office systems /.frAnt pOfis 'sistamz/ 23 fulfil needs /fulpftl 'ni:dz/ 20 fulfil safety regulations

/fulpfil 'seifti regja.leijbnz/ 7 full /,ful/ colour /'kAb7 37 launch /'bmj/ 11 price /'prais/ 25 service marketing agency /_rs3ivis 'maikitir) .eidgansi/ 32 services /'s3:v!siz/ 32 funding /'fAndtri/ 5 gap in the market /,gæp in da 'ma:kit/ 3 gather data /,g<eÔ3 'delta/ 8, 23 gender roles /‘d3enda ,rauiz/ 6 general public /pdsenaral 'pAbltk/ 40 generate /pdjensreit/ buzz /'bAz/ 40 cash flow /'kæj ,fbu/ 14 ideas /ai’disz/12 leads /li:dz/ 28 profit /'profit/14 repeat business / ri.pht 'biznis/ 31 generic brand /d33,nenk 'brænd/16 generic produas

/d33,nenk 'prodAkts/13 get /.get/

a product listed /s pprodAkt 'listid/ 15

feedback /'fitdbæk/ 22 in your face /in ja 'feis/ 35, 43 the best deal /03 ,best 'dill/ 15 the creative juices flowing /03 kri,eittv 'djmsiz ,flauii)/12

Professional English in Use Marketing

honesty /'omsti/ IS hopes and desires

/.haups and di'zaiaz/ 20 horizontal trade show /horizontal 'treid ,Jau/ 28 hospitality package /hnspi'taelati ,pajkid3/4S hospitality tent /huspi'taeloti .tent/ 48 host (v) /haust/ 28 hot contact /.hut 'knntsekt/ 29 hot stamping /.hut 'stampig/ 37 household /'haushauld,'' 19 housewife /'hauswaif/19 human rights /.hjurman 'raits/ 5 idea generation /ai'dja d3ena,ieijan/ 10

ident /'aident/ 34 identify /ai.dentifat/ a gap in the market /a .garp in 6s 'mmkit/10 customer demands /.kAStama dt'mamdz/ 10 customer needs /.kAstama 'njidz/ 2 customers /'kAstamaz/ 23 issues /'ijuiz/ 46 preferred customers /pn,f3;d 'kAstamaz/ 21 strengths /'stregOs/ 3 immediate feedback /i.mirdiat 'firdbsek/ 29 immediate response /i, mi idiot ri'spons/ 29 impersonal selling /im'parsanal .selig/ 31

implement /'implimant/21, 23 impression /im'prejan/ 33, 39 improve /tm'pru:v/ 24, 28 improved performance rim.pnirvd pa'formans/ 22 improved productivity /lm.pmrvd pnxUk'ttvati/ 22 impulse purchasing /'smpAls ,p3:tjasig/ 20 in affinity with /in a'fmati wid/ 38 in the development pipeline /in 6a di.velapmant 'paiplam/ 11 in-depth interview /.in ,dep0 Tntavju:/ 8 in-house newsletter /.in ,haus 'njuizletaV 46 in-pack offer /,in ,p*k 'ofa^r/ 27 in-store promotion

/.in .star pra'maujan/ 41 inbound links /'rnbaond .ligks/ 50 inbound telemarketing /.rnbaund tell'marking/ 29 incenrive /m'sentiv/ 22, 31 incentive programme /m'sentiv .praugram/ 22 inclusive /m'kluisiv/18 income /'igkAm/19 increase retail sales /,tnkrits ,ri:teil 'seilz/ 27 independent /.indr'pendant/18 indicate /'mdikeit/ 9 indirect distribution channel /.mdirekt distrr'bjurjan .tjaenal/ 26 individual needs /,mdivid3ual ‘nirdz/ 23

industrial property /m.dAStrial 'prnpati/ 7 influence /.mfluans/ policy /'pulasi/ 47 policy-makers /'pulasi .meikaz/ 47 politicians /poli'tijanz/ 47 the decision-making process /fia di'st3an .meikir) .prauses/ 47 voting /'vautig/ 47 inform /in'faim/ 3, 31, 46 infringer /rn'fnnd3a7 7 injured /'md3ad/ 7 ink /ipk/ 37

innovative /'mavativ/ 3, 18 innovative thinking /.mavatsv 'Oigkig/' 12 innovator /TnauvertaV 19 inside /.in'said/ 35 inside lobbying /.insaid ‘lobiig/ 47 inside salespeople /.rnsaid 'seilzpirpal/ 31 insights into /'insaits .intu:/ 33 intangible /m'tsendsabal/ 15 integrity /in'tegrati/ 18 intellectual property (IP) /intal.ektjual 'prnpati/ 7 crime Z.krarm/ 7 owner /.aunaV 7 interact /mta'raekt/ 35 interacT with customers

/mta.raekt wifi 'kAStamaz/ 23 interactive /.mta'raektiv/ 35, 48 interactive ad /inta.raktiv ‘aed/ 34 interactive Flash game /mta.rtektiv 'fkej .geirn/' 40 interest /'mtrast/ 2 interest rate /'mtrast .rest/ 6 internal /m,t3inal/ audience /'aidiants/ 49 communications /kamjuim'keijanz/ 46 communicator /ka'mjuimkeitaV 46 messages /'mesidjiz/ 46 publics /'pAbliks/ 46 staff /'staif/ 22 internal factors /m'tainal .fektaz/ 3 international outlook /inta.ntejanal 'autlok/18 international trade agreement /inta.ntejanal 'treid a.grirmant/ 6 interruptive /.inta'rAptiv/ 32 interruptive advertising

/inta.rAptiv 'sedvataizig/ 38 interviewer-administered questionnaire /.intavjurar ad.mmistad kwestja'nea’/ 8 intranet /'intranet/ 46' inventory /’invantri/ 26 investor relations /in.vesta ri'leijanz/ 46 centre /,senta^r/ 46 issue /'tju:/ 36 issue a press release /.ijui a 'pres ri.liis/ 49 italic /I'tselik/ 44

job satisfaction /,d3Db seetis’faekjan/ 22

joint sponsor/,d3omt 'spunsa'/ 48

136

Professional English in Use Marketing

lobby /'lobi/ 47 lobbyist /'lobiist/ 47 lobbysquatter /'tobiskwotoA 28 local press /pbukal 'pres/ 36 local radio station

/'laokal 'reidiao ₍steiJon/ 34 location /lo'keijon/ 1 logical grouping/,Ind3ikaI 'gruipiq/ 13

logistics /b'd3istiks/ 26 logo usage /'laugau juisidg/ 44 logotype/'tagotaip/ 44 long run /'tag ,rAn/ 37 Long Tail /,tat) 'teil/ 32 low cost /,lau 'kDSt/18 low-end package /tau ,end 'paekid;V 15

loyal /lotal/ 21

loyal customer /.bial 'kastamaV 21 loyalty /'loialti/ 20, 21 card /,ka:d/ 21 programme /praugram/ 21 scheme /pSkiim/ 21 macro /'maekroo/ 6 made of plastic /,meid av 'ptestik/ 45 mail piece /‘meil ppiis/ 42 mailshot /'meilfDt/ 42 mail survey /’merl ,s3:vei/ 8 mailer /'meib'/ 42 mailing /'mesliq/ 42 mailing list /'merlig ,list/ 42 main competitor /,tnem kom'petito7 3

main shopper /mein 'Jnpo7 19 mainstream /'memstriim/ 32 media /,mi:dio/ 34 maintain /mem,tein/ a lifestyle fa 'larfstail/ 20 a reputation fa repjo'tejjon/ 5, 46 current client perception /karont .klaiont po'sep/on/ 28 goodwill /god'wil/ 47 relationships /ri'leijanjips/ 47 major customer concern

/,meid3a .kAstomo kon'sain/ 20 make /,meik/ a direct appeal to fa di,rekt o‘pi:l tu:/ 47 a judgement Is 'd3Ad3mant/ 12 a loss fa 'Ids/ 14

an amendment /on o'mendmont/ 37 an effort fan ‘efot/ 2 an official statement /on o,fijol 'steitmont/49 a reservation fa rezo'verjan/ 29 a sale fa 'self 15, 31 a sales call fa 'seilz ,ko:l/ 31 a sales visit fa 'seilz ,vizit/ 31 criticisms /‘kritisizamz/ 12 unauthorized use of /An,o;03raizd ‘ju:s dv/ 7 male / female split

/,med ,fiimel 'spirt/ 19 manage risk /mtenidj 'risk/ 11 manage a crisis /maemdj a 'kraisis/

49

manufacture /.msnjo'ftektJaV 2, 13, 45

manufacturer /,niaenja'fsekl:Jaro7 13

market /.murkit/ a brand fa ‘brand/ 1, 17 growth rate /'grou0 ,reit/14 introduction /intro'dAk/an/ 11 knowledge /'nolidj/ 31 penetration /pem'treijon/ 22 research /n'S3:tJ7 8 rollout /'rsulaut / 11 segment /'segmont/ 4, 19 segmentation/segmen'teijon/ 19 marketing /‘ma:kitir)/ activity /sekptivoti/ 4 budget /pbAdjit/ 24 efforts /.efots/ 23 methods /meOadz/ 4 mix /,mtks/ 1

objectives /ab,d3ektivz/ 4, 24 plan /,pten/ 4 strategy /,straetad3i/ 4 marketing /maikitn)/ actions /tekjonz/ 4, 24 collateral /ka'tetorol/ 31, 37 communications /kamjmm'keijonz/11 metrics /'metnks/ 24 partnership /'paitnojip/ 5 research /n's3;tJV 8 services agency /'saivisiz .eidsontsi/ 32 married with kids /.masrid wib 'kidz/ 19

mass /,maes/ customization /kAStomai'zeiJon/ 23 market /'maikit/10 media /'miidio/ 32 match the investment /,meetj di m'vesmont/ 24 maturity /mo’tjuoroti/ 14 maximize customer loyalty

/mtEksimaiz .kAStomo 'talolti/ 21 measurable /'mejorobol/ 4, 42 media /‘miidta/ 6, 33, 46 agency /,eid3ansi/ 32 booking /pbukir)/ 33 briefing /pbriifig/ 47, 49 budget /pbAdjit/ 33 buyer /,baio7 32, 33 centre /_psento7 46, 49 desk /.desk/ 49 mix /,miks/ 33 kic/.kit/ 46,47 objectives /3b,d3ektivz/ 33 owner /,ouno7 38 pack /,psk/ 36 plan /,pten/ 32,33 planner /.ptenaV 32, 33 schedule /pjedjuil/ 32, 33 space /spets/ 32 strategy /,strazt0d3i/ 32, 33 tour /,tuo7 46, 49 vehicle /viokol/ 32, 33 media /miidio/

attenrion /o'ten/on/ 6 audit /taidlt/ 33 consumption habits

/k tin's aid Jon ,haebits/ 33 exposure /ik'spoi>3o7 38 fragmentation /fraegmon'teijon/

32, 38

Professional English in Use Marketing

nearly /'niali/ 9

negative fallout /.negativ 'foilaut/ 49 negative impact /.negativ 'impaekt/ 48, 49 negotiate /m'gaujieit/ 31 network (n) /'netw3ik/ 40 network (v) /'netw3:k/ 28 network of sites /,netW3:k ov 'salts/ 35

new product development (NPD) /.nju: 'prockkt di.velapmant/ 10 new product idea

/.nju; 'prudAkt ai.dia/ 10 new recipe/,nju: 'restpi/10 news release /'njuiz ri.Ius/ 47, 49 next day delivery /.nekst ,dei di'ltvari/ 30 niche marker /'niij .maikit/ 10 online /.un'lain/ 38 no brand /'nao .brsend/16 no purchase necessary

/.nau ,p3:tjas 'nesasari/ 41 nominate /’numineit/ 22 non-profit organization

/.nun ,profit oigsnai'zeijan/ 5 noncash award /.ntinktej a'word/ 22 nondurable goods /'nDndjuarebal .gudz/13 note down /.naot 'daun/12 nozzle /'nozal/ 45 objective-and-task approach

/ab,d3ektiv and 'iaisk a.prautj/ 24 objective /ab'd3ektiv/ 2, 4 object /'ubdjekt/ 2 off-air event /.of .ear i'vent/ 38 off-the-shelf /, of da'Jelf/ 27 offer /'ofa7 6, 30

official sponsor /a.fijal 'sponsaV 48 omnibus survey /'ommbas ,S3:vei/ S on budget /,un 'bAd3it/ 24 on-pack offer /.Dn .psek 'ufa7 27 one colour /.wAn 'kAlaV 37 one-to-one marketing

/.WAn ta ,waii ‘maikitirj/ 23 online /.nnlain/

ad unit /'aed .juinit/ 39 advertising vehicle /'tedvataizip .viakal/ 39 audience /'oidians/ 39 coupon /'kuipon/ 41 loyalty programme /’bialti .praugram/ 21 survey /'S3ivei/ 8 open an email /.aupan an 'iimed/ 40 operations /.opar'eijanz/ 2 opinion /a'pinjan/ 6, 19 opportunities /.Dpa'tjuinatiz/ 3 opportunities to see (OTS) /upa.tjumatiz ta 'si;/ 35 opt out/.Dpt 'aut/42 optimize plans /.nptimaiz 'pltenz/ 33 order form /'o;da ,fo:m/ 30, 31 order online /.oidar Dn'lam/ 30 organic listing /m'gaenik .listig/ 39 organization /.oiganai'zeijan/ 2 organize /'otganaiz/ 2 organizer /'a:ganaiza7 28 out-of-home (OOH) advertising /.aut av .haum 'aedvataizig/ 35

outbound link /'autbaund ,hr)k/ JO outbound telemarketing /.autbaund 'telimaikicig/ 29 outdoor advertising /.autdair 'sedvotaizig/ 35 outlet /'autlet/ 1

outside lobbying /.autsaid ‘lobiig/ 47 over /'ouvaV 9

overall demand /.auvarod di'mcund/ 10

own brand /'sun .brand/ 16 own-label brand /.oun 'leibol .brand/ 16

ownership of ideas

/.ounajip av ai'diaz/ 12 package test /'psekids .test/ 8 paid search /'peid ,S3:tJ/ 39 listings /.Iistirjz/ 39 panel of respondents

/.paenal av n'spDndants/ 8 participate in an event

/pai.tisipeit in an i'vent/ 28 partner /‘pa:tno7 21, 48 partnership /'partnajip/ 48 pass on brand messages /,pa:s on 'brand ,mesid3iz/ 43 pass-along event /.pars a.lng i'vent/ 40

paste /peist/ 35 patent /'peitont/ 7 patent protection /.peitant pra'tekjan/ 7 patron of the arts

/.peitran av 6i 'arts/ 48 pay compensation

/.pei .kDtnpan'seiJan/ 7 pay damages /.per 'dsemidjiz/ 7 payment information

/’pennant tnfa.meijan/ 30 payment options /'pennant .Dpjanz/ 30

pedestrian panel /pi'destrian .ptenal/ 35

peel-back lid /’pi;l ,bsk ,lid/ 45 peelable lid /'pidabal ,hd/ 45 peer members /'pia .membaz/ 43 peer to peer site /.pia to 'pm ,sait/ 40 penetrate the market /.penitreit fia 'maikrt/ 10 penetration pricing /pem'treijan 'praisip/ 25 people /'pi:pal/1

perceive the cost /pa.siiv 6a 'knst/ 2 percent of net sales

/pa,sent av .net 'seilz/ 24 percentage of sales approach /p3.sentid3 uv 'seilz a.prautj/ 24 perfect binding /.p3:fikt ‘baindig/ 37 perforating /'p3ifareitig/ 37 perform in the marketplace /pa.faim in Qs 'maikitpleis/11 performance against budget /pa.founans a.genst 'bAd3it/24 performer /pa'fa;ma7 40 period /'piariad/ 9

perishable goods /'penjabal .gudz/ 13 perishable products /'perrjabal .prudAkts/ 13 personal /'p3isanal/ 42

138 Professional English in Use Marketing

primary research /'praimari n,S3:tJ7 8 print /'print/ job /,d3Db/ 37 run /.ran/ 37

specifications /spesrfi.keijanz/ 37 printed document

/.printid 'dnkjamant/ 37 printed material /.printid ma'tiarial/

37

printer /'printaV 37

privacy policy /'privasi .polasi/ 23

private /, praivit/

interests /'intrasts/ 47 label brand /'leibal .brand/ 16 property /‘propati/ 7 prize draw /.praiz 'dro:/ 41 problem child /'prnblam .tjaild/ 14 problem statement

/'problam .steitmant/12 process /'prauses/1, 23 procurement department

/pra'kjuamant di.paitmant/ 15 produce an ad /pra.djuis an 'sd/ 34 product /'pmdAkt/1, 4, 15 launch /,lomJV 14 line /.lain/' 13 placement /.pleismant/ 38 sample /.saimpal/ 31 sampling /.SQimpltri/ 43 sheet /,31 type /.taip/ 13 product /.prodAkt/ benefit /’bemfit/ 31 bundle pricing /.bAndal 'praisirj/ 25 class /'kla:s/13

development /dl'velapmant/ 12 phase /.feiz/ 10 feature /'fi:tja7 31 flaw /'flot/ 11 idea /ai'dia/10

improvement Am'pruivmant/ 10 innovation /.ina'veij'an/ 10 integration /.mti'areijan/ 38 knowledge /'nnltd3/ d 1 liability /.laia'bilati/ 7 life cycle (PLC) /'laif .saikal/ 14 modelling /'mDdalir)/ 11 modification /.modift'keijan/ 10 naming /'neimiij/ 12 optimization study /Dptimai’zeijan .stAdi/ 11 recall /ri'koil/ 49 reference /'refarans/ 38 production /pra'dAkJan/ 6 profitability /.proftta'bihti/ 14, 24 profitable /'prnfitabaL 3, 10, 14 programme /'praograem/ 34 project leader /'prodjekt ,li:da7 11 project team /'prod3ekt ,ti:m/ 11 projected results /pra'djektid n'zAlts/ 24

promote interests /pra'maut 'intrasts/ 47

promotion /pra'maufan/ 1 promotional /pra.maujanal/ item /'aitam/ 27 merchandise project /'m3:tjandais ,prDd3ekt/ 27 mix /'miks/ 1

operations /opar'eijanz/ 2 tool /'tu:l/ 1 prompt action /.promt 'ækjan/ 2 proof of purchase /.pruif av 'p3:tJas/ 41

proof OK /,pru:f au'kei/ 37 proofread /'pruifriid/ 37 property /'pmpati/ 48 propose tailored solutions /pra.pauz .teilad sa'luijanz/ 31 prospect (n) /'prospekt/ 31 prospect (v) /pra'spekt/ 31 prospecting list /pra'spektip .list/ 42 protect /pra'tekt/ 23 protect /pra.tekt/ the credibility lös kreda'bilati/ 49 the environment /Ôi m'vairanmant/ 5 privacy /'privasi/ 23 prototype /'prautataip/ 11 prove negligent /,pru:v 'neglid3ant/ 7 provide a service /pra.vaid a 'S3:vis/ 4, 13

psychographics /.saika'græfiks/19 psychological pricing

/saik.il.ndjikal 'praisuj/ 25 public /.pAblik/ affairs /a'feaz/ 47 consultant /kan.sAltant/ 47 interest /'intrast/ 47 official /a'fjjal/ 46 relations (PR) /ri'leijanz/ 47 department /di.paitmant/ 49 firm /,f3:m/ 47 trade show /'treid Jau/ 28 publics /'pAbhks/ 49 purchase consideration /'p3:tjas kansida.vetjan/ 43 purchase intention /'p3:tjas in.tenjan/ 20 purchaser/'p3:tjasa7 15 purchasing /'p3:tjasit|/ behaviour /bi.heivjaV 20 patterns /.paetantJ 20 process /.praoses/ 30 purpose and values /,p3:pas and ’væljuiz/ 46 push hack arguments /.pojbæk 'oigjamants/ 15 put pressure on /.put 'prejar Dn/ 47 put up posters /.put Ap 'paustaz/ 43, 43

qualified telemarketing lisr /.kwDhfaid 'telimcukitir) .list/ 29 qualify a lead /.kwulrfai a ’1 i:d/ 31 qualifying period

/'kwolifanij .piariad/ 22 qualitative research /'kwolitativ n,S3:tJV 8 quality /'kwDlati/ 1, 12 quality brand /'kwnlati .brand/ 3 quantify /'kwontifai/ 24 quantitative research /'kvvontitativ ri,S3:tJ7 8 query /'kwiari/ 39

question mark /'kwest/an ,mo:k/ 14 questionnaire /.kwestJa'neaV 8 rail freighr /'reil .freit/ 26 rally (n) /'raeli/ 47

Professional English in Use Marketing

retailer /ViiteiloV 26 retain /n'tejn/21 return on investment (ROI)

/ri,t3in on m’vesmant/ 14, 24 reveal /n'viil/ 9 revenue expectations /.revanju: ekspek'teijanz/ 10 revenue objectives

/.revanju; ab'd3ektivz/ 2 revisit /.rii'vizit/ 21 revitalize a brand /rii'vaitalaiz a .brand/ 17 reward purchase /ri’woid 'p3:tjas/ 21 reward /ri.woid/

staff efforts /.stuif 'efats/ 22 with discounts /wid diskaunts/ 21 rewards card /ri'waidz ,ka:d/ 21 rich media formats /.ritj' .rniidia 'foimsets/ 39 ring-pull /'nppul/ 45 rise to /'raiz tu:/ 9 rising star /.raiztri 'sta:7 14 risk /risk/ 11

risk factors /'risk .ftektaz/ 48 risk-taking /'risk .terkig/ 12 road haulage /'raud ,ha;lid3/ 26 road show /'raud Jsu/ 46 roadside panel /.raodsaid 'psenal/ 35 roman /'rauman/ 44 route to market /.ruit ta 'muikit/ 10 routine purchase /.ruitiin 'p3:tJas/ 20 rule of thumb /,ru:l av '0Am/ 24 run a campaign /.rAn a ksem'pein/ 32 run in the press /.rAn in da 'pres/ 33 safety needs /'seifti ,ni:dz/ 20 sales /'seilz/ aid /.eid/ 31

argument/, a: gjamant/ 31 force /.fo:s/ 1, 15, 31 incentive /m.sentiv/ 22 kit /.kit/ 31

literature /.litratJV/ 31 pitch /.pit J/ 15 promotion /pra.maujan/ 41 quota /.kwauta/ 31 representative /repn.zentativ/ 31 sheet /Ji:t/ 31 volume/.vdjuim/ 10 sales force effectiveness /.seilz ,fo;s t'fektivnas/ salespeople /'seil2,pi;pal/ 31 salesperson /'seilz, p3isan/ 15 sample-size packer /'saimpal ,saiz .paekit/ 45 samples of data /.saimpalz av 'delta/ 8

sans serif type /.stenz 'serif .taip/ 44 satellite TV /.sattalait tii'vi;/ 34 satisfaction with /.saetis'fskfan wid/ 9 satisfactory quality

/.sstisftektari 'kwolati/ 7 satisfy shareholders’ needs /.sastisfai Jeahaoldaz 'ni:dzi 6 saturated marker /.SEetJareitjd 'raaikit/' 14 scandal /'skaendal/ 49 screen /skrim/ 10 screw-top lid /'skru: .top .ltd/ 45

scribe /skraib/12 scroller /‘skrauloV 35 sealed with a cork /,si:ld wid a 'ka:k/ 45

search by product category

/,S3itJ bai 'prndAkt .kactagari/ 30 search engine /'s3;t/ .endjin/ 39 search engine /.S3itJ .endjin/ marketing (SEM) /'moikittrj/ 39 optimization (SEO) /uptsmai'zeijan/ 39 results page (SERE) /n'zAlts petd^ 39

search listings /'saitf hsttriz/ 39 search term /'s3:tj ,t3im/ 39 seasonal promotion

/.siizanal pra'maujan/ 41 secondary research /'sekandavi n,s3itJ7 8 secure a listing /sj.kjuar a 'listir)/ 15 secure sponsorship rights

/.st'kjua spnntsafrp .raits/ 48 seize opportunities /,si:z opa'tjumatiz/ 3 selection process /si'lekjan .prauses/ 30

self-administered questionnaire /.self ad.ministod kwestJVneaV 8 self-fulfilment needs

/.self fol'filmont ,ni:dz/ 20 sell /.sel/

an idea /an ai'dia/ 10 a product /a 'prodAkt/ 4, 1J a service /o 's3ivis/15 directly /diTektli/ 26 selling price /'selig .prais/10 seminar /'semina:7 28 sensitive to cultural norms

/.sensitiv ta .kaltjaral 'noimz/ 44 sensory research/.sensari n's3:tJ7 11 serif type /"serif ,taip/ 44 service /'s3ivis/ 4, 13 level /.levaL/ 15 provider /pra.vaidaV 26 set /.set/

a deadline /a 'dedlam/ 37 a marketing budget /a 'muikitip ,bAd3it/ 24 the ground rules /da 'graund ,ru;lz/ 12

sever relationships with /.seva n'lcijanjips wid/ 48 shape /Jeip/ 44 share (v) /JeaV 40 share /JeaV content /‘kmitent/ 38 customer records /.kAstama 'rekoidz/ 23 principles and values

/.pnntsapalz and vteljmz/ 5 shareholder /Jea.hauldaV 6 sheet /Jiit/ 35 shelf /'Jelf/ life/.latf/13 space /.speis/ 15 talker /'.taikaV 41 wobbler /.WDblaV 41 ship /Jap/ 26 shipment /'fipmant/ 26

Professional English in Use Marketing

/.sponsajip 'spendig/ 48 sports sponsorship /'spaits .sptmsafip/ 48 spot buying signals

/.spnt 'bang 'signalz/31 spot colour /'spot .kAbV 37 spread /.spred/

rumours /'ruim32/ 49 the word /6a 'w3id/ 40, 43 stable /'steibal/ 9 staff /staif/ i staff /,sta:f/

absenteeism /tebsan'tinzam/ 22 incentive scheme /m'sentiv .sknm/ 22

reaction /ri 'sekjan/ 22 turnover /'t3:naova7 22 stakeholder /'steik.hookbV 6, 46, 49 stand /stasnd/ 28 stand out /.sttend 'aut/ 33 stand placement

/'stsnd .pleismant/ 28 star /stn;7 14

statement of purpose and values /.steitmant av ,p3:pss and 'vieijuiz/ 46

statistical analysis /sta.tistikal a'naebsis/ 8 stay competitive

/.stei kam'petitiv/ 10 srealrh marketing /'stelS .muikitig/

40

STEP analysis /'step a.naelasis/ 6 sticky post /'stiki .paust/ 50 stimulate /'stimjaleit/ 12 stock level /'stok .leval/ 26 store card /'sta: ,kaid/ 21 store dam /.star 'delta/ 23 strategy /'strsetsdgi/ 4 street furniture /'striit .fjmitjV/ 35 street marketing /'strict .moikitig/ 43 street marketing group

/.strict 'maikifig .gruip/ 43 street team /'strict ,ti:m/ 43 strength /stregO/ 3 stretch a brand /'stretj a ,brand/ 17 strong economic power /.strng kko.nDmik 'paoaV 19 strong heritage /.strag 'heritidg/ 18 subject to copyright /,SAbd3ikt ta ’kopirait/ 7 submit to blog directories

/sab.mit ta 'blng di.rektariz/ 50 successful product launch

/sak.sesfal 'prniUkt ,ln:nJ711 sue /su:/' 7 suggest /safest/ 9 superior /suc'piarbV 3 supermarket listing

/'suipamuikit .listig/ 15 supplier /sa'plaia7 6 support /sa'pari/ 1 surfer /'s3:fa7 33 sustainable development

/sa.steinabal di'velapmant/ 5 sustainable purchasing /sa.steinabal 'p3itjasig/ 5 swag /swatg/ 43 switch /switJV 21

SWOT analysis /‘swDt a.nsebsis/ 3 symbol /'snubal/ 44 symbolic representation

/sim.bnlik repnzen'teijan/ 44 tab /tacb/ 45 tabloid /'taebbid/ 36 tabloid press /.taeblaid 'pres/36 tackle a problem /.taekal a 'prnbbm/ 49

tactic /'tsektik/ 4 tailor marketing efforts /.teib 'maikitig .efats/ 23 tailor rhe message /.teila 3a 'mesid3/ 40

take steps /.teik 'steps/ 2 tangible /'ta;nd3abal/1, 15, 42 tap into /.ttep hntu:/ 32 target /'tuigit/

audience /.aidians/ 33, 40 group /.grutp/ market /.maikit/ 4 target a segment /.tocgit a 'segmant/ 19

targeted /,tu cgitid/ 42 message /'mesid3/ 42 traffic /'t racfik/ 39 rargerjng /'taigitig/ 48 tarnish the reputation

/.taintj 6s repja'teiJW 49 taste test /'teist .test/ 8 team building /'ti:m .bildig/ 22 team products /.tiim 'prndAkts/ 27 teamwork /'ti:mw3:k/ 22 tear opening /'tear .aupanig/ 45 Technical data /'tekmkal .derta/ 36 technically feasible /.tekmkali 'fiizabal/ 10 technological factor

/tekna.lndaikal 'faektaV 6 telemarketer /'tcli.inadato¹/ 29 telemarketing /'teli.maikitig/ 29 operator /.npareitaV 29 script /.sknpt/ 29 telephone hotline /,tehfaun 'hntlam/ 30

telephone survey /'tehfaun ,s3:vei/ 8 television household (TVH / TVHH) /,telivi33n 'hausauld/ 34 television rating (TVR)

/'telivijan .rcitig/ 34 Tell a friend’ /.tel a 'trend/ 40 tent card /'tent ,ka:d/ 41 terms and conditions

/,t3:mz and kan'dijanz/ 7 Terrestrial TV /ta'restrial ti:,vi;/ 34 test marker /'test ,maikit/ 11 testimonial /.testi'maonial/ 31, 40 think out of the box /.Oigk ,aut av 6a 'bnks/12 threat/Brets/ 3 three for two /,Brit fa ‘tu:/ 41 through-the-line (TTL) /,0rui 3a 'lain/ 32

tie-in ./'tai inj' 27

time span /'taim .spaen/ 33

time to market /.taim ta 'muikit/ 11

timed /taimd/ 4

top of mind /.tDp av 'maind/ 33 total branding /.taota] 'brandig/ 17

Professional English in Use Marketing

typeface /'latpfeis/ 44 typesetting /'taip.settij/ 37 typographic /.taipa'grafik/ 44 uncover problems /An.kAva 'problamz/ 11 under budget /,Anda 'bAd3lt/ 24 understand consumer needs /Anda.staend kan.sjuuna 'niidz/ 6 under threat from /.Anda '9ret from/ 3

undifferentiated offer /Andifa.renjieitid 'ofaV 3 unemployment rare /Anim'plaimant ,reit/ 6 unique /jui'niik/ 3 unique benefit/jui,ni:k 'bemfrt/ 10, 25

unique selling point (USP)

/jui,ni:k 'seliq ,pamt/4, 25, 31 unofficial sponsor /.Atiafifal 'spunsaV 48

unpaid search listings /An.peid 's3:tJ,listitjz/ 39 upload /Ap'laud/ 7 upward trend /.Apwad 'trend/ 9 urbanrre/'3:banait/19 user /'ju:za^r/ 33 user-generated content /,ju:za ,d3enareitid 'kontent/ 38 valuable content /.væljuabal 'kc>ntent/ 50 value for money/,vælju; fa 'mAni/ 18 venue /'venju;/ 28 vertical trade show /'v3itikal,treid Jao/ 28 viable/'vaiabal/ 10 video clip /'vidiau ,khp/ 40 viewer /'vju:a^r/ 33 viewing figures /'vjuTirj ,figaz/ 34 viewing habits /'vjutit] .hæbiîs/ 34 vinyl /'vatnal/ 35

VIP reception /viiai.pi: ri'sepjan/ 48 viral commercial /, vairal ka‘m3:Jal/ 40

viral marketing /,vairal 'mo:kitir|/ 40

virtual shopkeeper

/,v3itfual Jop.kiipaV 30 visitor profile /'vtzita .praufail/ 28 voice broadcasting /'vais .braidkaistig/ 29 voucher /'vaotJV/ 21 wall-mounted holder

/.wad .mauntid 'hauldaV 41 wallet space/'wnht ,spets/ 21 wallscape /'woilskeip/ 35 warehouse /'weahaus/ 26 waste of money /.weist av 'mAni/ 24 wasted /‘weistid/ 24 watchdog /'wot Jdog/ 23 waxed paper/,waekst 'peipa^r/45 weakness /'wiiknas/ 3 weblog /\veblog/ 50 entry /.entri/ 50 post /.paust/ 50 website traffic /.websait 'trsefik/ 50 wedding list /'wediq .list/ 30 weekly /'wiikli/ 36 welcome pack /'welkam ,paek/ 22 white goods /'watt ,gudz/ 13 white hat /.wait 'hset/ 39 wholesaler /'haul.seilaV 26 wilful infringement

/.wilfai in'fnnd3mant/ 7 window display /'wmdau di.splei/ 41 wireless content /.waialas ‘kontent/ 38

wish list /'wtj .list/ 30 word of mouth (WOM)

/,W3id av 'mau0/ 40, 43 workflow /’w3:kflau/ 11 worldwide /.W3:id\vaid/ events Zi'vents/ 48 partner /'paitnaV 48 worldwide sponsorship

/,w3:ldwaid 'spontsajip/ 48 wrap (v) /rap/ 35, 45 wrapped vehicle /.rapt ‘viakal/ 43 zap /zrep/ 32

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We could not have produced this book without the help of our colleagues and clients at Speechmark, who tested and improved the chapters. We would like to thank Graham Taylor for his very helpful contributions and advice. Our special thanks go to Nick Robinson at Cambridge University Press and to our copyeditor Lyn Strutt, for their guidance and patience. We would also like to thank Millie, Thierry and Philippe.

The authors and publishers acknowledge the following sources of copyright material and are grateful for the permissions granted. While every effort has been made, it has not always been possible to identify the sources of all the material used, or to trace all copyright holders.

If any omissions are brought to our notice, we will be happy to include the appropriate acknowledgements on reprinting.

Tutor2u for the adapted text on p. 9, ‘Marie Curie Cancer Care’ and for the adapted text on p. 109 ‘Set SMART Objectives’; Tesco PLC for the text on p. 11, ‘Health Care Event’ and for the text on p. 103, ‘I CAN’. Used by permission of Tesco PLC; Big Cat Rescue for the text on p. 16, from www.BigCarRescue.org. Used by permission; Text on p. 16 ^£6Degrees.ca’ from www.6degrees.ca; Jacquelyn Otcman for the adapted text on p. 17, ‘Case Study: Woody Pens’. Used by kind permission of J Ottman Consulting Inc; Learnmarketing.net for the text on p. IS, ‘Micro Environment’; Text on p. 20, ‘Intellectual Property’. Copyright © World Intellectual Property Organization (WIPO); Text on p. 20, ‘What is copyright, patent, trademark’ and ‘Intellectual property crimes’. Crown Copyright © 2007; WWF-UK for the text and logo on p. 21, ‘The Panda Symbol’. Used by kind permission of WWF-UK; Mirrorpix for the adapted text on p. 21, ‘Fight for your rights when a deal goes wrong’ written by Ruki Sayid, Daily Mirror 14 November 2005. Copyright © Mirrorpix; Blogads for the text on p. 25, ‘Reader’s survey’. Used by permission of Blogads.com; Adapted text on p. 27, ‘Here’s how I exploited a gap in the market, from the businesslink.co.uk website. Crown Copyright © 2007; Text on p. 33, ‘Artificial diamonds may outsparkle genuine articles’ from Tbe Business Report, Johannesburg; Scottish Enterprise for the text on p. 37, from www.scottishfoodanddrink.com. Used by permission of Scottish Enterprise; British Airways for the British Airways logo on p. 38; Coca-Cola Trade Marks Counsel for the Coca-Cola logo on p. 38. Coca-Cola is a registered trade mark of the Coca-Cola Company; Soleco UK Limited for the text on p. 43, from www.florette.com. Used by permission of Soleco UK Limited; DrugStore News for the text on p. 45, ‘Kids’ art and crafts market growing’ written by Alene Symons, November 1997 DrugStore News. Used bypermission of DrugStore News; The Hindu Business Line for the adapted text on p, 49 ‘How loyal can you be?’ Used by permission of The Hindu Business Line; Christian Sarker for the text on p. 52, ‘Interview with Don Peppers’. Used by permission of Christian Sarker; Marketing Teacher Ltd for the text on p. 56, ‘Pricing Strategies’; Brandon Martin for the text on p. 58, ‘Deli’. Used by kind permission of Brandon Martin; Event Merchandising Limited for the text on p. 60, from www.eventmerchandising.com; The Wine Institute of California for the text and logo on p. 63; Mastercard for the MASTERCARD trademark on p. 67. © 2007 MasterCard. MasterCard and the MasterCard Brand Mark are registered trademarks of MasterCard International Incorporated; Visa International Services Association for the Visa logo oil p. 67. The Visa logo and marks are the property of Visa International Service Association. Visa Europe enables thousands of competing member banks to meet the needs of tens of millions of European businesses and more than 300 million European citizens. To find out more, please visit www.visaeurope.com; MBA Publishing Limited for the text on p. 71 ‘Ford Promotion’ from www.thetimeslOO.co.uk. Used by permission of MBA Publishing Limited; ITV Productions Limited for the text on p. 75. Copyright © ITV Productions Limited 2007; GCap Media PLC for the text on p. 75 ‘Classic FM’. Used by permission of GCap Media PLC; HOA Creative Communications Ltd for the text on p. 81 ‘Hotel Group Queen’s Moat House Hotels UK’; USPS for the text on p. 90, ‘Benefits of direct mail’ © 2007 United States Postal Service. All Rights Reserved. Used with Permission;

Ford Motor Company for the logo on p. 94; McDonald’s for the Golden Arches ® logo on p. 94; Groupement Carte Bleue for the logo on p. 95; Yahoo! Inc for the logo on p. 95; The

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