- •1. What are visible parts of marketing? What are brand managers and sales teams responsible for?
- •2. Who takes part in distribution channels?
- •4. Some people believe that luxury fashion products should always be made in Europe. What's
- •1. What types of airlines do you know?
- •2. How do you understand the term “code-sharing”?
- •3. What forms of cooperation between companies are there?
- •4. Why do people sometimes behave badly on planes? What causes such behaviour?
- •1. What types of companies do you know?
- •2. Speak about flexibility and its types.
- •3. What is meant by "teleworking"?
- •4. What do you know about sol company? Why is it unusual?
- •1. What changes have taken place in organizations recently?
- •2. Explain the meaning of bpr.
- •3. How do you understand the term 'company culture'? What issues should be included into it?
- •4. Speak about the changes the us and uk department stores have gone through.
- •1. How does money work?
- •2.What money institutions can you mention?
- •3. Describe different kinds of securities and different kinds of markets.
- •5. How have Wal-Mart and Target stores performed lately?
- •1. What forms of advertising do you know?
- •2. Explain the meaning of 'direct marketing'. Why is it considered targeted means of advertising?
- •3. What is the difference between 'product placement' and 'product endorsement'?
- •4. What makes Nike's advertising tick?
- •5. How should you plan an advertising campaign?
- •6. Give examples of good and bad advertisements.
- •1. Give examples of cross-cultural issues.
- •2. In what way should cultural stereotypes be handled?
- •3. Is there a difference between cultures and subcultures?
- •4. Explain the meaning of the term ‘cultural awareness’. Why is it important?
- •5. What advice would you give to a business visitor coming to Italy, the uae, to Russia?
2. Explain the meaning of 'direct marketing'. Why is it considered targeted means of advertising?
Direct marketing is one of the type of marketing. There are two main characteristics which differs it from other types of marketing or advertising. The first is that it attempts to send its messages directly to consumers, without the use of other media. This involves unsolicited commercial communication (spam, junk mail, etc.) with consumers or businesses. The second characteristic is that it is focused on driving
purchases that can be attributed to a specific "call-to-action." If the advert asks the prospect to take a specific action, for example call a free phone number or visit a website, then the effort is considered to be direct response advertising.
Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the responses. The number of recipients who are offended by the junk mail/spam, however, is not easily measured. By contrast, measurement of other media must often be indirect, as there is no direct response from a consumer.
3. What is the difference between 'product placement' and 'product endorsement'?
Product placement advertisements are promotional ads placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug.
Product placement appears in plays, film, television series, music videos, video games and books.
Product placement is linked with the inclusion of a brand's logo in shot, or just appearance of a product in shot. This is done without any special mention, it is done so that it looks like a natural part of work. Most movies today contain product placements. So the most common form is movie and television placements and more recently computer and video games.
In promotion and of advertising, a recomendation or endorsement consists of a written or spoken
statement, sometimes from a public figure, sometimes from a private citizen. So product endorsement it is when a well-known person says how good a product is in advertisements. And people will buy the product because they like or trust the person.
Today endorsements appear mostly in television advertising. For example, a smiling star may
demonstrate and describe the benefits that she receives from using this or that product. In the case of celebrity endorsements advertisers aim to use the recognition-factor to draw on the halo effect. In theory, this source transfers from the celebrity to the advertised product, brand, and manufacturer. A problem with using celebrity endorsements involves any negative publicity that the celebrity might get: it will also transfer back to the product, thereby reducing brand equity.