marketing and advertising.docx

1、marketing and advertisingChapter 1 Introduction to marketing and advertisingDoing market researchLiaising with the sales departmentProviding support for customer service Drawing up a marketing planShowing visitors around the companyWriting press releasesCommissioning advertisingCreating advertisemen

2、tsPresenting at a trade fairTalking to customersSpeaking to journalistsReading trade magazinesQuestions:1. Are all of these activities done in your company? If not, which ones are outsourced? 2. Which of the activities are you responsible for? Which are most important in your job?3. Who do you speak

3、 to in English? What about? What English text do you read? What do you write in English? 4. What is the most difficult to do in English?Marketing assistantHis or her primary responsibility is to provide direct support to the media buyers. S/he will also track media mentions, support customer service

4、, manage our relationship management tools, and provide other assistance within the marketing department when needed.Director of marketing The successful candidate must be an excellent manager and have a proven track record in leading a large department. The mission is to develop and execute a compr

5、ehensive marketing plan that reinforces our leadership position. Direct responsibilities include media relations, PR, marketing communications, planning and more. Hear of PRThe job involves managing all aspects of public relations, publicity, etc. The right person will have solid writing skills and

6、strong relationship with the appropriate media outlets. The position reports directly to the CEO. The salary is based on experience. Brand managerYou will be responsible for developing and executing brand strategies and marketing initiatives for an assigned product line to meet revenue, profitabilit

7、y, and budget targets. Requires strong knowledge of marketing principles and practices, and the ability to lead cross-functional teams to accomplish a successful go-to-market strategy. This position reports directly to the Director of Marketing. 1 Media mentionsItems where the companys name is seen

8、in newspapers, magazines, and websites. 2 Customer serviceThe department that deals directly with customers 3 Brand strategies Ways of promoting a brand4 Product line A related series of items sold by a company (e.g. education software titles offered by a publisher)5 Strong knowledge Good understand

9、ing 6 Primary responsibility Main task or function7 Public relations Communication with the general public Ad agencyThis company is responsible for creating advertisement.Art directorThis person supervises the design staff. CopywriterThis person writes the text for advertisement. Graphic designerOne

10、 of this persons responsibilities is to create logos Market research firmThis company might conduct a survey to find out more about your customer. PR officer This person interacts with the media to communicate important company information to the public. Talking about job descriptionsThe job involve

11、s You / The successful candidate will be responsible for The right person will be in charge of Direct responsibilities include We have three main brand values which we try to project in all our internal and external communication. The first is quality. Our customers associate us with the highest qua

12、lity products. The second is safety. As you probably know, our products are widely seen as the safest on the market. And the third is environmental care, which is a relatively new brand value for us, but one which will become increasingly important in the future. Id like to tell you something about

13、our brand values. The first, and the most important, is trust. In a business like ours, customers have to trust us completely, and thats something we can promote through our brand. Then we have innovation. We have always had a reputation for coming up with new products, and we try to emphasize that

14、through our brand. Another key brand value is customer focus. For us, the customer always comes first and we want to constantly remind both ourselves and our customers of that fact. Let me just move on to talk a little about our brand values. It will come as no surprise to you that our top brand val

15、ue is great value for money. Thats something we continually communicate in our marketing. The next is fun. Hopefully isBrand name: what a brand is called.Brand awareness: how much people are aware of a brand.Brand identity: what a company wants people to think about a brand.Brand image: what people

16、actually think about a brand.Off-brand: when a product doesnt fit the companys brand.Brand equity: the value (either monetary or not) that a brand adds to a product or service. Brand loyalty: when people like a brand and buy it again and again.Branding: when a product or service is associated with a

17、 brand.Brand extension: when an existing brand is used to support a new range of products.Derived brand: when a component of a product becomes a brand in its own right (e.g. Intel in PCs)Brand love by Peter VaneBranding, branding, branding: If you havent heard the word, youve been under a rock of th

18、e last, oh, ten years. But is all the talk about branding just so much hype?In a word: no. I think that branding is the most important point your company can consider and everyone should consider it. And those of you who sell to companies office chairs, obscure chemicals, you know who you are you sh

19、ould be paying attention too. Its not enough just to have every one recognize your brand name or your logo. Branding is about connecting, after all, and everyone in marketing needs to know how to make their product connect to their customer. The best brand has a rational as well as emotional appeal,

20、 and speaks to your customers head as well as his or her heart. You want your brand to be something the customer knows is the best and feels is the best too.Today everyones talking about iPods, and not just as state-of-the-art musical devices. When people talk about their iPods, you might think they

21、re talking about a best friend: Id never go anywhere without it! If I had to choose between my iPod and my girlfriend, well despite the number of me-too products designed to compete with the iPods, the original still has the largest market share. Why? Brand loyalty.And remember, once youve inspired

22、brand loyalty in your customers, you cant betray them and change the story of your brand. Cadbury, for example, has a reputation for their chocolates. But when they introduced Cadburys soup, it flopped. The problem was that the product was off-brand, and didnt fit with the expectations people had ab

23、out Cadburys products.So remember that when youre telling a story about your product, the story has to be consistent. Very few products live forever. IPods might already be yesterdays news. But establish your brand, and people will remember it. When Apple introduces its next new idea, millions of pe

24、ople will be paying attention, ready to fall in love again. Chapter 2 Finding the customer Email loyal customers directly with one or two questions. Examine the search terms that people type into your websites search function. Which items are people looking for?Schedule a social event, such as a win

25、e tasting, for existing or potential clients, and use this as an opportunity to find out more about what they want.Compare your marketing approach with that of your competitors. What areas are they targeting that you arent?Read trade journals to learn about new trend. This will help you stay ahead o

26、f the competition. Study your sales records to see what facts you already have about the people who buy from you.Spend time in a shop or at a trade fair listening to people. What do they talk about? What questions do they ask?Relevant response: useful answer We did an online survey but we didnt get

27、many relevant response. Most of the visitors to our website arent customers. Skewed sample: a survey group which is not typical of a target group A skewed sample will make the data you gather worthless, so think carefully about who fills in your questionnaires. Prototype: model of a product in devel

28、opment Once the product development department has created a prototype, we can display it at trade fairs. Im sure it will attract more people to our stand. Response rate: percentage of people who complete a survey Even the best-designed surveys only have a response rate of about 4 %, so dont set you

29、 expectation too high.Target market / group: the group of people a company wants to sell to Rolexs target market / group is wealthy people who see a watch as a status symbol. User profile: information known about a customer When you log on to a website, the pages you look at and the amount of time y

30、ou spend on them are saved in your user profile. Sauces of available dataCollection of new dataSales statisticsOpinion pollsPurchasing informationDesk / filed researchFeedback formsEmail surveysPanel surveysPre-testing Purpose To decide what the demand is for a child-specific mobile phone, to see wh

31、at features are important to the target market, and to gauge interest in the product.Major findingsIt is very important to restrict the numbers that can be dialed and to include a headset. A tracking system is somewhat important. Potential customers are willing to pay up to 100 GBP for such a produc

32、t. Respondents with children or with close relatives who have children are very interested in buying such a product. Parents are very concerned about the possible health dangers of children using mobile phones.Secondary findingsDesign and size are unimportant, but the product should be durable. Appendices 1) Demographics2) Tabulated survey information3) Selected comments Every company should