- •Marketing
- •Marketing
- •Contents
- •Vocabulary
- •Unit 1. Marketing and the company
- •Marketing and the company Sales – or production–oriented organizations sell what they can make. Customer–oriented organizations make what they can sell. (Anon)
- •1. Memos are used only inside the company.
- •What is marketing?
- •Working conditions
- •1. The person for whom the call was done.
- •Unit 3. Value for the customers
- •Value for the customers
- •In one sentence.
- •1. The agenda must include the name of the company, the participants, the place, the time and the date of the meeting.
- •2. Jeff Motors
- •Unit 4. Marketing planning
- •Marketing planning
- •2. Forecasts (What is going to happen?)
- •3. Business/market objectives/budget (What do we want?)
- •4. Marketing strategy (How will we get it?)
- •6. Control (How can we make sure we succeed?)
- •1. Notices are used to inform people about changes of plan or give instructions or warnings.
- •The marketing audit
- •Changes
- •Swot–analysis for the Path Supermarket
- •Unit 6. The nature of competition
- •Competition
- •Car producer competition
- •1. Notices are used to inform people about changes of plan or give instructions or warnings.
- •Pestle and swot analyses
- •1. A report should be well organized with information in a logical order.
- •Unit 8. Marketing information
- •Marketing information
- •Internal data
- •Internet
- •1. Write the address of your company.
- •Unit 9. Types of research
- •Promotion
- •1. Subject of the Contract:
- •The marketing mix
- •The four p-s
- •1. A claim should be well organized with information in a logical order.
- •2. The format that is used here is suitable for claims:
- •Vocabulary unit1
- •Вариант – 2
- •Шкала оценок
- •1 Вариант
- •24-32 Ответов верно Вариант 2
Pestle and swot analyses
Any company should look beyond market and industry boundaries at the wider external environment and its impact on the company’s position. These are factors that the company cannot control but that can have a significant impact on the company.
Directors need an overview of the whole business environment in order to control the influences on their industry, their markets, their company and their actual and potential customers. This type of analysis is often known as PESTLE (political factors, economic conditions, socio-cultural trends, technological developments, legal issues and environmental issues).
Table 1 shows some typical areas of influence that the company may need to investigate in order to find out whether the factors will affect the business positively or negatively.
Political Issues
• Regulations: safety, quality, labeling • Government policies • Taxation
Economic issues
• Inflation, labor costs • House prices, labor mobility • Energy prices • Unemployment • Party political stance on particular issues
Social issues
• Lifestyle changes • Consumer attitudes • Demographic factors: age, wealth, geographical distribution
|
Technology Issues
• New materials • New manufacturing processes • Information technology • New inventions
Legal issues
• National and international legislation • Import and export regulations
Environmental issues
• Popular attitudes to aspects of the environment • Pressure group activity • Media coverage
|
PESTLE areas will help determine the most appropriate areas for marketing research. Having explored the relevant PESTLE factors, marketing planners can use this information to examine trends and identify the likely impact of each factor on the business over the planning period.
The SWOT analysis (strengths, weaknesses, opportunities, threats) is a useful marketing tool because it can be used to crystallize the key issues that arise from the marketing audit. It can act as a stepping stone between the audit and the later stages of marketing planning.
A company operating in a single market may only need to complete one SWOT analysis. If the company is operating in complex and diverse markets, it may need to split the business by market sector and complete a SWOT analysis for each one.
Internal factors
Strengths |
Weaknesses |
Company serves high growth markets Well–known company name 20% share of market with main product Higher gross margins than main competitors. Low staff turnover Highly qualified management team Products perceived as high quality High tech/efficient production facility |
Low penetration in export markets Main products easy to copy High level of company borrowing Distribution – location of production facility No succession plan for managers retiring soon Resistance to planning/change Inflexibility in production facility High fixed costs |
External factors
Opportunities |
Threats |
Investigate/penetrate key export markets Merge with/take over main competitor Relocate production/distribution facility Invest more in new product development Advertise main product to defend/Increase market share Launch secondary products into new market sectors Raise company profile through stronger branding Poach key managers from competitors
|
Cheap imported copies of products Increase in fuel costs Aggressive competitor pricing policies eroding margins. Bad publicity for products Increase in interest rate Technology changes – product obsolescence Recession – reduction in customer buying power Exchange rates increasing raw material price
|
Exercise 9. Read the text once again and express the contents of every passage in one sentence.
Exercise 10. Fill in the gaps in this passage with the words under the line; learn the new words to expand vocabulary on the topic.
Company performance
1.It’s a pleasure to say that in the changed … our company has continued its excellent performance. First of all it is due to the changes in …. We are growing and doing well also due to the … in technology that is new inventions and new materials. Our turnover increased by 10%, and our … rose by 5%. So we can say that we are a very successful ….
business, profits, taxation, changes, circumstances
2. We are a highly competitive …. We have increased our market … to 25%. Due to it our … has increased too and is now at the height of $10. Increased production and strong demand on the market had a positive effect on our cash flow, so we are able to finance a new …. We also moved our new … to the central part of Brighton.
office, project, share price, share, business
Exercise 11. Make the presentation of the PESTLE analysis for your company.
Exercise 12. Write a letter to your friend who is conducting SWOT analysis for the company; tell him what kind of analysis it is.
Exercise 13. Read the report and write your own one. Remember: