Corso in Teorie e Tecniche per il Commercio Internazionale

1
Corso in Teorie e Tecniche per il Commercio
Internazionale

• Commercial English lesson 2
• Contents
• - WHAT IS MARKETING?
• - MARKETING RESEARCH
• - SWOT ANALYSIS
• - PROMOTION
• - MARKETING BRANDS
• - EXERCISES
• Note well some of the information provided in
  this PPP are available at http//www.marketingtea
  cher.com/Lessonstore.htm

2
Marketing some definitions

• Marketing is the social process by which
  individuals and groups obtain what they need and
  want through creating and exchanging products and
  value with others (Kotler).
• Marketing is the management process that
  identifies, anticipates and satisfies customer
  requirements profitably The Chartered Institute
  of Marketing (CIM).
• The right product, in the right place, at the
  right time, at the right price (Adcock).
• Marketing is not only much broader than selling,
  it is not a specialized activity at all. It
  encompasses the entire business. It is the whole
  business seen from the point of view of the final
  result, that is, from the customer's point of
  view. Concern and responsibility for marketing
  must therefore permeate all areas of the
  enterprise. (Drucker).
• WHICH IS THE DEFINTION YOU CONSIDER THE MOST
  COMPEHENSIVE AND APPROPRIATE?

3
MARKETING is a philosophy

• This means it does not have tangible evidence.
  You cannot measure it. Customers satisfaction is
  the focal point, but you understand if customers
  are satisfied only at the end of the process.
• To summarise
• Marketing focuses on the satisfaction of
  customers needs and requirements.
• Future needs have to be identified and
  anticipated.
• More recent definitions recognize the influence
  of marketing upon society.

4
Primary marketing research

• PMR is expensive and time-consuming, but it is
  the necessary first step.
• There are many ways to conduct primary research.
  Lets consider some of them
• 1. Interviews
• 2. Mystery shopping
• 3. Projective techniques
• 4. Product tests

5
Mystery shopping

• Mystery shopping or shadow shopping is a tool
  used by market research companies to measure
  quality of retail service.
• Often used in banking, retailing, travel, cafes
  and restaurants, and many other customer focused
  organizations, mystery shoppers will pose as real
  customers.
• They collect data on customer service and the
  customer experience. Findings are reported back
  to the commissioning organization. There are many
  issues surrounding the ethics of such an approach
  to research.

6
Projective techniques

• Projective techniques are borrowed from the field
  of psychology.
• They will generate highly subjective qualitative
  data. There are many examples of such approaches
  including
• Inkblot tests
• (test delle macchie di inchiostro) look for
  images in a series of inkblots Cartoons -
  complete the 'bubbles' on a cartoon series.
• Sentence or story completion
• Word association it depends on very quick
  (subconscious) responses to words
• Psychodrama Imagine that you are a product and
  describe what it is like to be operated or used.

7
Product tests

• Product tests are often completed as part of the
  'test' marketing process. Products are displayed
  in a mall of a shopping centre. Potential
  customers are asked to visit the store and their
  purchase behaviour is observed. Observers will
  contemplate how the product is handled, how the
  packing is read, how much time the consumer
  spends with the product, and so on.

8
Exercise 20 minutes

• The Hardrock pub has been in business since 1980.
  It has always been a successful, professional
  place and its traditional customers have always
  been very young consumers, coming from the
  surrounding towns.
• Recently its managers have noticed that their
  market has changed considerably. The Hardrock has
  become a place loved by customers and tourists of
  all ages. This is due to the fact that many beach
  clubs, hotels, apartments, and holiday condos
  have been built recently.
• Mr Stipe, the sales manager feels that the pub
  may have a problem. They do not know who their
  customer is anymore and consequently they are not
  able to target advertising.
• You are the Account Representative for an
  important Marketing Research Association and you
  are asked to advise Stipe on an appropriate
  method of marketing research describing any
  advantages and disadvantages of such a method.
• The question is how can the managers identify
  the new target and consequently create an ad hoc
  promotion?

9
SWOT analysis

• SWOT stands for strengths, weaknesses,
  opportunities, and threats. Strengths and
  weaknesses are internal factors. Opportunities
  and threats are external factors.
• In SWOT, strengths and weaknesses are internal
  factors. For example
• A strength could be
• Your specialist marketing expertise.
• A new, innovative product or service.
• Location of your business.
• Quality processes and procedures.
• Any other aspect of your business that adds value
  to your product or service.
• A weakness could be
• Lack of marketing expertise.
• Undifferentiated products or services (i.e. in
  relation to your competitors).
• Location of your business.
• Poor quality goods or services.
• Damaged reputation.

10
SWOT 2

• In SWOT, opportunities and threats are external
  factors. For example
• An opportunity could be
• A developing market such as the Internet.
• Mergers, joint ventures or strategic alliances.
• Moving into new market segments that offer
  improved profits.
• A new international market.
• A market vacated by an ineffective competitor.
• A threat could be
• A new competitor in your home market.
• Price wars with competitors.
• A competitor has a new, innovative product or
  service.
• Competitors have superior access to channels of
  distribution.
• Taxation is introduced on your product or
  service.
• A word of caution, SWOT analysis can be very
  subjective. Do not rely on SWOT too much. Two
  people rarely come-up with the same final version
  of SWOT.
• TOWS analysis is extremely similar. It simply
  looks at the negative factors first in order to
  turn them into positive factors. So use SWOT just
  as a general guide

11
Swot 3

• Simple rules for successful SWOT analysis.
• Be realistic about the strengths and weaknesses
  of your organization when conducting SWOT
  analysis.
• SWOT analysis should distinguish between where
  your organization is today, and where it could be
  in the future.
• SWOT should always be specific. Avoid grey areas.
  
• Always apply SWOT in relation to your competition
  i.e. better than or worse than your competition.
• Keep your SWOT short and simple. Avoid complexity
  and over analysis
• SWOT is subjective.
• Once key issues have been identified with your
  SWOT analysis, they feed into marketing
  objectives. SWOT is a very popular tool with
  marketing students because it is quick and easy
  to learn.
• In the next slide you can read two examples of
  SWOT analysis.

12
SWOT examples

• Example 1
• Starbucks swot analysis
• Strengths Starbucks Corporation is a very
  profitable organisation, earning in excess of
  600 million in 2007.
• Weaknesses Starbucks has a reputation for new
  product development and creativity. They have to
  keep this standard high.
• Opportunities New products and services that can
  be retailed in their cafes, such as Fair Trade
  products.
• Threats Starbucks are exposed to rises in the
  cost of coffee and dairy products.
• Example 2
• Nike swot analysis
• Strengths Nike is a very competitive
  organisation. Phil Knight (Founder and CEO) is
  often quoted as saying that 'Business is war
  without bullets.
• Weaknesses The organisation does have a
  diversified range of sports products and has to
  propose always new ideas to be competitive.
• Opportunities Product and technology development
  offers Nike many opportunities.
• Threats Nike is exposed to the international
  nature of trade.

13
Promotion

• The 4 ps, also called the marketing mix are
  product, price, place, promotion.
• Within promotion you can identify different
  steps one of the most important is advertising,
  that is the best way to sell your product.
• Advertising always implies an effective MESSAGE
  to send and to be received.

14
Advertising

• The message, although simple, may contain some
  form of mnemonic pattern provided by phonological
  equivalences such as alliteration, rhyme,
  onomatopoeia, or striking repetition or
  reiteration of some descriptions, or very short
  words (usually imperative verbs), or deviant
  graphology.
• Global capability, personal accountability
• Nokia, connecting people
• Swatch, the others just watch
• Click. Enter. Return
• Shes gone to CAPRI and shes not coming back
  (WHY SHE?)
• If youre not getting More youre getting less
  (WHY YOU?)
• Hold a Samsung mobile and youre holding the
  whole world

15
The language of ads

• Figures of speech
• Use of deictics, especially personal pronouns and
  possessives (you, your etc.) in order to engender
  a sense of shared knowledge and close
  relationship.
• Is your wallet thinner than it was a year ago?
• Extensive use of adjectives to describe products,
  often comparatives and superlatives.
• Extensive use of imperatives to create a contact
  with the reader.
• Ellipsis

16
Where can we find these messages?

• OUTDOOR POSTERS ON WALLS, ON MEANS OF TRASPORT
  ETC.
• NEW MEDIA MOBILES, THE INTERNET (WEBSITES,
  SEARCH ENGINES ETC.)
• NEWSPAPERS AND MAGAZINES
• TELEVISION
• RADIO
• CINEMA

17
Brands, slogans, stories

• De Beers
• A diamond is forever
• Together, hearts light with love, theyve shared
  their new lifes happiness...
• The church so full of music and of friends, the
  wedding banquet marked with cake and laughter,
  and now, these touched-with-magic days in a world
  that seems their own.
• In the engagement diamond on her finger, a fire
  is kindled by such joys, to light their way
  through future days with hopes and memories. That
  is why her diamond, though it need not be costly
  or of many carats, should be chosen with special
  care. Color, cutting and clarity, as well as
  carat weight, contribute to its beauty and value.
  A trusted jeweler is your best adviser.

18
Exercise given these pictures, imagine a
product/service and create a brand, a slogan and
a story. Choose only one of them.
19
PRODUCT DESIGN

• EXERCISE
• Develop a competitive new product to challenge a
  famous brand name.
• 1) identify the famous brand among food, soft
  drinks, alcoholic drinks, cigarettes, fashion,
  watches or cosmetics
• 2) identify three factors (main selling points
  1, 2., 3) which contribute to
  the universal appeal of the above product. Is it
  a unique product? If so, what are its special
  characteristics if not, what does it owe its
  popularity? Quality? Image? Availability? Price?
• 3) now think of a new product with its
  details/features and its brand name
• 4) produce a consumer profile of the customer you
  are trying to attract choose your target
  considering age, sex, socio-economic group and
  lifestyle
• 5) devise a simple slogan to promote the product.