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Corso in Teorie e Tecniche per il Commercio Internazionale

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Title: 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.
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