English for Marketing and Advertising 1

Teaching Guide
English for Marketing and Advertising 1

Suwaree Yordchim
B.A. (English), M.Ed. (TEFL), Ph.D. (Linguistics)

Faculty of Humanities and Social Sciences
Suan Sunandha Rajabhat University
2017

Book Title : English for Marketing and Advertising 1
Author : Suwaree Yordchim

First edition : March 2017 :
Page Numbers : 140 pages
Book Numbers : 200 books
Price : 190 ฿

Cover design : Rojana Chantrasa

Publisher : Suan Sunandha Rajabhat University Press,
1 Uthong – Nok Road, Dusit district, Bangkok, Thailand

Preface

Reading on Marketing and Advertising is an informative and helpful document
designed to meet the need of students and the people who need to master the skills or to
undertake the task of practicing reading integrated skills. It is divided into six chapters
involving reading for marketing, brands and values, communication with customers,
promotional activities, business planning, product launch and promotion, and
telemarketing.

This is a revised version of the material which has been implemented in my class
for many years. It is the English specific purpose or reading. It provides both teachers and
students with vocabulary and expressions from reading and other integrated skills. The
material is administered through six chapters. Each chapter begins with the general
concept of subjects presented followed by a presentation of vocabulary and expressions.
Students are then assigned the task of practicing their reading skills on a variety of
exercises. They eventually can apply what they have learned and practiced to realistically
creative writing.

I would like to take this opportunity to express my gratitude to Dr. Bella Llego for
her comments. And, in particular, special thanks go also to my colleagues for their support
and encouragement.

Suwaree Yordchim
March 2017



Contents Page

Preface (1)
Contents (3)
Course Lesson Plan (6)
Instructional Management Plan for Chapter 1 1
Chapter 1 Introduction to Marketing and Advertising 4
18
Brands 29
References 31
Instructional Management Plan for Chapter 2 33
Chapter 2 Finding the Customer 43
56
Describing survey results 57
References 61
Instructional Management Plan for Chapter 3 66
Chapter 3 Planning a Marketing Strategy 79
81
Pricing 83
References 84
Instructional Management Plan for Chapter 4 88
Chapter 4 Creating Ads 102
103
AIDA Model 104
Working with an ad agency 105
References 108
Instructional Management Plan for Chapter 5 108
Chapter 5 Marketing Tools 111
Distribution channel
Types of discount
Types of retailer
References

(4) Page
113
Instructional Management Plan for Chapter 6 116
Chapter 6 Presenting Your Public Face 116
119
Public relations 124
Websites as a marketing tool
References 125
126
Appendix
Answer Key

Course Lesson Plan

Course Subject Code

English for Marketing and Advertising 1 ENL3684
3 (3-0-3)
Credit / Hours 48 Hour / Semester
Hours / Semester

Course Description

Basic terminology and expressions used in marketing and advertising business:
introduction to marketing and advertising; approaching customers; market research and
marketing strategies.

General Objectives

1. To initiate students about basic terminology and expressions used in marketing
and advertising business.

2. To improve students’ skills and ability about marketing and advertisement
3. To develop students’ language skills on approaching customers; market
research and marketing strategies.

Contents 6 Hours

Chapter 1 Introduction to Marketing and Advertising
1.1 The Role of Marketing

1.2 What people do in marketing?

1.3 About brands

(6) 6 Hours
6 Hours
Chapter 2 Finding the Customer 6 Hours
2.1 Market research 6 Hours
2.2 Data collection methods 6 Hours
2.3 Customer opinions 12 Hours

Chapter 3 Planning a Marketing Strategy
3.1 Marketing mix
3.2 Pricing

Chapter 4 Creating Ads
4.1 Advertising campaign
4.2 Ad agency
4.3 The conclusion

Chapter 5 Marketing Tools
5.1 Distribution channel
5.2 Types of discount
5.3 Types of retailer

Chapter 6 Presenting Your Public Face
6.1 Public relations
6.2 Websites as a marketing tool
6.3 Sponsoring
6.4 Effective press release
Chapter 7 Marketing through Trade Fairs
7.1 Giveaways
7.2 Organizing events
7.3 Attending trade fair

(7)

Teaching and Learning Activities

1. Teacher’s presentation 2. Lecture 3. Discussion

4. Group Work / Pair Work 5. Self-study

Teaching Aids

1. Text 2. Teacher’s comments on students’ worksheets

3. LCD Projector / USB flash drive / CD 4. Resources / Websites

Measurement and Evaluation

1. Assessment

1.1 Class Attendance 10 percent

1.2 Presentation 20 percent

1.3 Writing Assignment 20 percent

1.4 Midterm Test 25 percent

1.5 Final Examination 25 percent

2. Evaluation

Grade Grade Meaning Grade level Percentage

A Excellent 4.00 86.00 - 100

A- Outstanding 3.75 82.00 - 85.00

B+ Very Good 3.50 78.00 - 81.00

B Good 3.00 74.00 - 77.00

B- Fairly Good 2.75 70.00 - 73.00

C+ Above Average 2.50 66.00 - 69.00

C Average 2.00 62.00 - 65.00

C- Below Average 1.75 58.00 - 61.00

D+ Relatively Poor 1.50 54.00 - 57.00

D Poor 1.00 50.00 - 53.00

D- Unsatisfactory 0.75 46.00 - 49.00

F Failure 0.00 0.00 - 45.00

I Incomplete - -



Instructional Management Plan for Chapter 1

Contents

1. The Role of Marketing

2. What people do in marketing

3. About brand

Behavioral Objectives

While studying this chapter, learners will be able to:
1. talk about what an organisation does.
2. describe the role of marketing within an organization.
3. describe learner’s skills, qualifications and experience.

Methods of Teaching and Learning Activities

1. Methods of Teaching

1. Lecture
2. Discussion
3. Pair Work, Group Work

2. Learning Activities

1. In teaching ‚Lead-in‛ , let learners:
a.) look at Exercise 1-2- and 3, they are the overviews of marketing

introduction.
b.) answer the question in 1-2- and 3.

2

2. In teaching ‚the role of marketing‛ from a reading text ‚Culture-insight‛, let
learners:

a.) look at Culture-Insight, training and consulting company.

b.) answer the question in Exercise 4 and 5.
3. In teaching focus on job descriptions and brands: let learners do the exercises
by working with a partner and in group in order to revise job responsibilities, then teacher
gives a lecture about them and check answers with the whole class.
4. In pairs, learners do exercises in Put It Together then check answers with the
whole class.
5. In teaching Review Activity, let learners work in group doing the exercises,
then check answers at class level.
6. The Collaborative Activity: Summary. Work in group; this is an extension
activity that can be set for homework.

Teaching Aids

1. Text
2. LCD Projector
3. USB flash drive / CD on Chapter 1
4. Resources / Websites

4.1 http://fortune.com/best-companies/2017/
4.2 http://www.instructor.ssru.ac.th/suwaree

3

Measurement and Evaluation

1. Presentation
2. Quiz
3. Discussion
4. Observation
5. Check Learners’ Tasks
6. Writing Test

4

Chapter 1
Introduction to Marketing and Advertising

Marketing is the wide range of activities involved in making sure that you're
continuing to meet the needs of your customers and are getting appropriate value in
return (McNamara, 1998). It is the process of moving all goods from the concept stage
to the consumer (Suttle, 2017) and requires developing, pricing, placing, and promoting
goods, ideas, or services in order to facilitate exchanges between customers and sellers
to satisfy the needs and wants of consumers.(Gale, 2007). This unit is about the role of
marketing, job responsibility and branding.

Lead-in: Marketing and advertising activities

1. Directions: Match the picture with these phrases below.
a. Creating advertisements b. Doing market research c. Writing press releases
d. Reading trade magazine e. Commissioning advertisement

3)…
2)
1)… …
…..

Figure 1.1 Activity 1 Figure 1.2 Activity 2 Figure 1.3 Activity 3

4)… 5)…
…..

Figure 1.4 Activity 4 Figure 1.5 Activity 5

Source: Marketing Activity 1-4 (Online), 2017

5

2. Directions: Fill the phrases with these prepositions.

at to with around for up

1. Drawing ………………. a marketing plan.
2. Liaising ………………. the sales department.
3. Presenting ………………. a trade fair.
4. Providing support ………………. customer service.
5. Showing visitors ………………. the company.
6. Speaking ………………. journalists.
7. Talking ………………. customers.

3. Directions: Write the phonetic symbols of the following words. You can find them
from the dictionary.
Example: draw drɔː

1. liaise ……………………….. 6. talk ………………………..
2. present ……………………….. 7. advertisement ………………………..
3. provide ……………………….. 8. commission ………………………..
4. show ……………………….. 9. magazine ………………………..
5. speak ……………………….. 10.support ………………………..

6

1.1 The Role of Marketing

Moorman and Rust (1999) suggest that the marketing function should play a role
in connecting the customer with (1) the product, (2) service delivery, and (3) financial
accountability. Of these three connections, the traditional role of marketing has been to
link the customer with the product. Identification of the other two connections with
marketing is a fairly recent development, made germane by trends in information
technology and the growing dominance of the service economy.

The important roles of marketing department are to promote the business and
mission of a company as in coordinating and producing all materials representing the
organization business to reach out to prospects, customers, and investors including
creating an overarching image in a positive way. The following is an example of a
company’s marketing goals.

Biron (2017), media technologies manager at Google’s
Media Lab says about Google’s marketing goals and media
strategy that ‘The goals of marketing, from growing

awareness to driving sales, change with every campaign, but fundamentally,
marketers everywhere share the same objectives. Marketing teams at Google are no
different. At Google, brands as diverse as Chromecast and Search aim to reach the
right people with the right message, in the right moment. To do that, Google
marketers work with our team, the Google Media Lab, which manages the media
strategy for all of Google’s digital advertising campaigns.

Nopporn Keeratinbuharn (2016), sale and marketing director
of SCG Cement says “ SCG Cool House System – Live

comfortably in a cool house: Living in a well-ventilated and
comfortable house is the dream of everyone. You will always feel pleasant and joyful
as living in an open space with suitable temperature and humidity, natural fresh air
circulation. You will find even more comfortable being able to save considerable
amount from reducing power consumption for household cooling devices. The first
priority in cooling the house, and also the most effective and most economical, is to
prevent heat buildup in house.”

7

Exercise 1 Job advertisement
Directions: Read the job advertisement and answer the questions below. (Robinson,

2010)

Culture-Insight, training and consulting company

2x Marketing Executives
£competitive, based South East

Culture-Insight- the UK’s leading intercultural communication and international
management skills training company- is recruiting.
Culture-Insight- believes in giving people the skills they need to work in today’s
international business community. By empowering staff to be more effective in the
global market, Culture-insight helps organizations fulfill their international potential.

An opportunity has now arisen for two Marketing Executives to join our team.

In the role, you will be responsible for building relationships and liaising with a range
of stakeholders, both internal and external. You will be exposed to the full marketing
mix and will be expected to manage the production and distribution of marketing
collateral; to conduct market research; to monitor competitor activity; to analyse
pricing positions; to maintain and update databases; to organise and attend events
and exhibitions; to evaluate the success of marketing campaigns; to plan and
implement direct marketing activity; to assist in the creation and implementation of
a marketing and communications plan in conjunction with the Marketing Manager;
and to support the Marketing Manager and other colleagues.
To succeed as a Marketing Executive for Culture-Insight, you must have:
- first-class interpersonal and analytical skills
- the ability to use initiative, to influence, to negotiate, and to work well in teams
- numeracy, creativity, drive, business awareness, and IT literacy
- good oral and written communication skills.

In addition, an understanding of the world of international business and the
importance of intercultural communication is essential, as is a willingness to travel.
Knowledge of at least two European languages is preferred.
These positions are open to both recent graduates in relevant subjects and
experienced B2B junior marketing professionals. Chartered Institute of Marketing
(CIM) qualifications advantageous. To apply, contact Fiona Jalil, Marketing Manager:
[email protected]

8

Exercise 1.1 Culture-insight… b) is a service-focused organisation
1. a) is a product-focused organisation

2. a) is a private sector organisation b) is a public sector organisation

3. a) works in business-to-consumer markets b) works in business- to-business

markets

Exercise 1.2 Domain Name

TechTerms (2018) explains the word ‚Domain name‛ as follow:

‚Domain is a unique name that identifies a website. Whenever you visit a website, the
domain name appears in the address bar of the web browser. Some domain names are
preceded by "www" (which is not part of the domain name), while others omit the "www"
prefix. All domain names have a domain suffix, such as .com, .net, or .org. The domain suffix
helps identify the type of website the domain name represents. For example, ".com" domain
names are typically used by commercial website, while ".org" websites are often used by
non-profit organizations. Some domain names end with a country code, such as ".dk"
(Denmark) or ".se" (Sweden), which helps identify the location and audience of the website.‛

Match the domain suffixes with the name represents in Thailand.

a. Company b. Government c. Individual d. Internet Service Provide
e. Military f. Non-profit Organisation g. Academic Organisation

….1 .ac.th ….2 .co.th ….3 .go.th
….4 .in.th ….5 .mi.th ….6 .net.th
….7 .or.th

9

Exercise 1.3 Directions: Match the verbs (1-12) to the words and phrases (a-l) which
appear in the job advertisement. All of these collocations make tasks that Marketing
Executives are often responsible for. (Robinson, 2010)

1. monitor [ ] a. the production and distribution of marketing
collateral
2. build
3. plan and implement [ ] b. with stakeholders
4. assist [ ] c. direct marketing activity
5. conduct [ ] d. database
6. evaluate [ ] e. events and exhibitions
7. liaise [ ] f. pricing positions
8. support [ ] g. the Marketing Manager and other colleagues
9. analyse [ ] h. the success of marketing campaigns
[ ] i. in the creation and implementation of a marketing
10. manage
11. maintain and update and communications plan
12. organize and attend [ ] j. market research
[ 1 ] k. competitor activity
[ ] l. relationships with stakeholders

Exercise 1.4 Directions: Write the phonetic symbols of the following words. You can
find them from the dictionary.

1. analyse …………………. 7. assist ………………….
2. attend …………………. 8. conduct ………………….
3. evaluate …………………. 9. implement ………………….
4. maintain …………………. 10. manage ………………….
5. monitor …………………. 11. organize ………………….
6. support …………………. 12. competitor ………………….

10

Exercise 2 Job descriptions
Exercise 2.1 Directions: Match the titles to the job descriptions. (Gore,2007)

a. brand manager b. director of marketing
c. head of PR d. marketing assistant

_____1. His or her primary responsibility is to provide direct support to the media
buyers. She will also track media mentions, support customer service, manage our
relationship management tools, and provide other assistance within the marketing
department when needed.
_____2/ The job involves managing all aspects of public relations, publicity, etc. The
right person will have sold writing skills and strong relationships with the appropriate
media outlets. The position reports directly to the CEO. The salary is based on
experience.
_____3. 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
comprehensive marketing plan that reinforces our leadership position. Direct
responsibilities include media relations, PR, marketing communications, planning, and
more.
_____4. You will be responsible for developing and executing brand strategies and
marketing initiatives for an assigned product line to meet revenue, profitability, and
budget targets. Requiring 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.

11

Exercise 2.2 Directions: Match words from each column to make collocations from the
job ads. (Gore,2007)

a. knowledge b. line c. mentions
d. relations e. responsibility f. service
g. strategies

1 media …………………………….
2 customer …………………………….
3 brand …………………………….
4 product …………………………….
5 strong …………………………….
6 primary …………………………….
7 public …………………………….

Exercise 2.3 Directions: Then match the collocations to the definitions a-g (Gore,2007) .
_ _ _ _ _ a. Related series of items sold by a company (e.g. education software titles

offered by a publisher)
_ _ _ _ _ b. The department that deals directly with consumers
_ _ _ _ _ c. Communication with the general public
_ _ _ _ _ d. Items where the company’s name is seen in newspapers, magazines, and

websites
_ _ _ _ _ e. Main task or function
_ _ _ _ _ f. Good understanding
_ _ _ _ _ g. Ways of promoting a brand

12

Exercise 2.4 Directions: Match jobs and companies involved in marketing to the
descriptions.

a. ad agency b. art director
c. copywriter d. graphic designer
e. market research firm f. marketing and communication
g. business strategy

_____1. create logos (person)
_____2. create advertisements ( company)
_____3. supervise the design staff
_____4. write the text for advertisements.
_____5. conduct a survey to find out more about your customer ( company)
_____6. deliver the analytical insights for the leader use to enable the company to

innovate, identify acquisitions and investments
_____7. interact with the media to communicate important company information to the

Public, create ranging from event planners and designers to statisticians and
analysts

13

Exercise 3 Listening
Exercise 3.1 Directions: Paula and Matt meeting on their first day of work
Listen to the conversation and fill in the blanks below (Robinson, 2010).

Matt: Erm, hello. Mario.
Matt: Matt Keane. Nice to meet you.
Paula: Your first day, too?
Matt: Yes, I’m ……………..(1) in the Marketing Department today.
Paula: Me too. As a Marketing Executive?
Matt: Yes, that’s right. Ah, they said at the interview that they were ……………..(2) for

two positions.
Paula: Yes, they told me that, too. Looks like we’re going to be colleagues.
Matt: Yes, it does.
Paula: I love the first day of a new job, don’t you? It’s so exciting: meeting new people,

……………..(3) more about company. It’s great.
Matt: I’m a little nervous, to be honest.
Paula: Really?
Matt: Well, this my first job since university. I just graduated, so……
Paula: Right, OK. What did you study?
Matt: I did a degree in International Business and Management at Hull, at the

university’s Business School. But there were a lot of ……………..(4) in Marketing.
That’s how I got interested in this. And when I saw the advert for this job, it
looked perfect.
Paula: Right, right.

14

Matt: You know, I wanted to work for quite a small company, not some
big ……………..(5) .

Paula: Yes, I know what you mean. It’s easier to be involved in wider range of marketing
activity in a smaller company, isn’t it? And it’s nice to think that what you do can
have a real impact.

Matt: Yes, I agree. And what about you? Have you recently graduated?
Paula: A ……………..(6) of years ago. I studied English in Rome-I’m from Italy-and then

I moved to England. I did a Marketing qualification through the CIM- you know,
the Chartered Institute of Marketing- and got a job as a Marketing Assistant for a
finance company near London.
Matt: ……………..(7) interesting.
Paula: Yes, it was a good organisation to work for, but- to be honest- I wanted a job
where I’d get to travel a bit more, you know, see some new places. I also wanted
to do more international marketing, which I loved when I was at my last
company. And when I saw this job ……………..(8) I thought: that’s the job I
want!

Exercise 3.2 Directions: Listen to the conversation again and answer the following
questions (Robinson, 2010).
1. Do Paula and Matt already know each other?
2. What did they each study at university?
3. Why was Matt interested in applying for the job?
4. What other qualification does Paula have?
5. What kind of company did Paula work for before?
6. What factors attracted Paula to this job?

15

Exercise 3.3 Directions: Correct the mistakes in the following expressions, which Paula
and Matt use to talk about their qualifications and professional experience. (Robinson,
2010).
1. This is my first job for university.
2. I just graduate.
3. What have you studied?
4. I studied a degree in International Business and Management at Hull.
5. There were a lot of modules of Marketing.
6. I made a marketing qualification.
7. I obtained a job as a Marketing Assistant for a finance company near London.
8. It was a good organisation to work.

Exercise 4 Listening
Exercise 4.1 Fill in the banks with the word you hear. (Gore,2007)
Anna: Well, all marketing departments are different, aren’t they?
Rob: Yes. At my company, Ben and I are the ………………………….! 1
Anna: I know what you mean. I used to work for quite a small company doing all of

their marketing. But the company here is a bit bigger. We have separate
departments for sales and marketing. So, let me just give you some names. As
you know, I’m the ………………………….2 officer here and I report directly to
Sabrina, who’s the director of marketing. My assistant is Uwe. You can always
give him a call if you can’t reach me.
Rob: Wait, Anna, let me just write this down. Sabrina and…um, how do you spell
your ………………………….3?
Anna: That’s U-W-E. Uwe.
Rob: Got you.
Anna: And if you need to talk to somebody about ………………………….4, then you
should contact Vittore or his assistant. Thomas.

16

Rob: Ah, what was that again? Vee…?
Anna: Vittore-he’s Italian. You spell that V-I-double-T-O-R-E
Rob: OK. And Thomas. That’s easy enough.
Anna: Right. Finally, Sylvia is responsible for the image of our ……………………….5.
Rob: Great! That’s very helpful.

Exercise 4.2 Directions: Anna works is a medium-sized sporting goods company. Listen
and complete the blanks with the names from the dialogue.

____1_____, director of marketing

_______2_______, ____3_____, public ______4________,
branding specialist relation officer product manager

_____5____, public ____6_____, product
relation assistant management assistant

specialist

1________
2_ _ _ _ _ _ _ _
3_ _ _ _ _ _ _ _
4_ _ _ _ _ _ _ _
5_ _ _ _ _ _ _ _
6_ _ _ _ _ _ _ _

Exercise 4.3 Directions: Listen again and complete the sentences from the dialogue.
1. We have separate _ _ _ _ _ _ _ _ for sales and marketing.
2. I’m the public relations _ _ _ _ _ _ _ _here.
3. I _ _ _ _ _ _ directly to Sabrina, who’s the _ _ _ _ _ _ of marketing.
4. If you need to talk to somebody about individual _ _ _ _ _ _ _ _, then you should contact.
5 Sylvia is _ _ _ _ _ _ _ _ for the image of our various brands.

17

Exercise 5 Speaking
Directions: Imagine you are preparing for an interview for the job of Marketing

Executive at Culture-Insight. (Robinson, 2010).

Useful language for the Marketing Manager

Asking about characteristics

Would you say that you are a creative/dynamic/[other adjective] person?
How would you describe yourself?
Asking about skills

Tell me about a time when you demonstrated…
…. an awareness of intercultural communication / [other noun phrase].
…. The ability to influence a stakeholder/ [other verb phrase].
How good would you say you are at working in a team/ [other verb-ing form].
Asking about responsibilities/ knowledge / experience

How much experience do you have of liaising with stakeholders [-ing form]?
How much do you know about Culture-Insight/ [other noun phrase]?
How you ever organized [other past participle] an exhibition?

In pairs, discuss how you would demonstrate the skills and experience needed
to do the job, using evidence from your professional and educational background. In
different pairs, role play part of the job interview.

Student A Student B

You are the Marketing Manager at Culture- You are applying for the job of Marketing

Insight. Interview Student B for the job of Executive.

Marketing Executive.

- Use the questions in the Useful Language - Convince Student A that you have the

above to help you. skills, experience and qualifications needed

- At the end of the interview, evaluate to be successful in the job.

Student B on a scale of 1-10 on their ability

to do the job.

Read the Useful Language and prepare your answers. Swap roles and practice again.

18

1.2 Brands

‘Products are made in the factory, but brands are made in mind’ Walter Lander
(1913-1995), branding pioneer. There are explantions about brand as followings:

BusinessDictionary.com (2018) defines the word brand as ‚the unique design,
sign, symbol, words, or a combination of these, employed in creating an image that
identifies a product and differentiates it from its competitors. Over time, this image
becomes associated with a level of credibility, quality, and satisfaction in the consumer's
mind (see positioning). Thus brands help harried consumers in crowded and complex
marketplace, by standing for certain benefits and value. Legal name for a brand is
trademark and, when it identifies or represents a firm, it is called a brand name.‛

Rooney (2013) wrote that ‚Branding is an effective marketing strategy tool that
has been used with frequent success in the past. Today, branding is experiencing a
new popularity resulting from new, innovative applications. Although there have
been instances where branding has been less than successful, marketers are
beginning to find the appropriate applications in a given setting.‛

Ryan (2018), CEO of Fusion Marketing Partners, said about brand that ‚I just
got off the phone with a B2B CEO who wanted to build his branding messaging around
the concept of how his products and services are better than his competitors' (e.g., "We
have better customer service"). It took a bit of explaining, but I believe he is now (rightly)
focused on branding his company in a way that is different and unique and not more of
the same. As the late Jerry Garcia, Grateful Dead lead guitarist and de facto leader,
stated, ‚It's not enough to be the best at what you do. You must be perceived as the
only one who does what you do.‛

19

Exercise 6 Discussion
Directions: Work in a partner. List some of your favorite brands. Then answer these
questions.
Exercise 6.1 Would you like to buy any of the following brands? Why/why not?

Coca-cola Ikea Microsoft Tesco Chanel
IBM Nokia Samsung Toyota Google
McDonald’s Mercedes-Benze Huawel Oppo Sushi
Piza hut Bata Nike Zara NYX
Oh ka jhu Jaspal Lee L’Oreal Unico

Exercise 6.2 Pick some of the brand above which interest you. What image and
qualities does each one have? Use these words and phrases to help you.

Value for money upmarket timeless well-made
Classic durable inexpensive cool
reliable stylish fashionable
sexy sophisticated fun

20

Exercise 7 Discussion ‚like and dislike brand ‚(Cotton, Falvey, and Kent, 2010)
Exercise 7.1 Directions: Listen to two speakers talking about brands.
1. What reasons does each person give for liking or disliking brands?
2. Which person do you agree with?

A: Do you buy brands?
B1: Yes, I do. I am basically pro-brands. If you buy a branded product, it’s a
guarantee that the quality is fairly good and the product is reliable. Another
reason is you attract a bit of attention if you buy something stylish, and
branded products are usually stylish and have a good design. Let’s face it,
most people buy brands because they want to impress other people. They
want to show that they have style and good taste.

A: Do you buy brands?
B2: No- well, not actively, anyway. I don’t want to give free advertising to
companies. I hate all the advertising hype around brands. And I don’t want
other people to think I’m trying to impress them with lots of logos. And I also
get fed up with seeing the same things wherever you go. If you buy a suit that
month. It’s so boring. Oh, another thing- am I buying the genuine product or
an illegal copy? Basically, I want value for money ” I won’t pay inflated prices
for a name, a fancy logo and packaging. However, I do buy brands for my
kids ” especially sports goods and trainers. It’s always Nike, Adidas or
Reebox.

21

Exercise 7.2 Match these word partnerships to their meanings.
Brand

1. loyalty a) the title given to a product by the company that makes it

2. image b) using an existing name on another type of product

3. stretching c) the ideas and beliefs people have about a brand

4. awareness d) the tendency to always buy a particular brand

5. name e) how families people are with a brand (or its logo and

slogan)

Product

6. launch f) the set of products made by a company

7. lifecycle g) the use of a well-known person to advertise products

8. range h) when products are used in films or TV programmes

9. placement i) the introduction of a product to the market

10. endorsement j) the length of time people continue to buy a product

Market

11. leader k) the percentage of sales a company has

12. research l) customers of a similar age, income level of social group

13. share m) the best-selling product or brand in a market

22

Exercise 7.3 Complete these sentences with words from above. (14.2)
Brand
1. No one recognizes our logo or slogan. We need to spend more on

advertising to raise …..brand awareness….
2. Consumers who always buy Sony when they need a new TV are showing

……………………………
3. A fashion designer who launches his or her own perfume is an example

of ……………………………
4. The ………………………….. of Mercedes-Benze is such that its products

are seen as safe, reliable, luxurious, well made and expensive.
Product
5. George Clooney advertising Nespresso is an example of………………….
6. A……………………..consists of introduction, growth, maturity and decline.
7. Tesco’s wide……………………………… means that it appeals to all

sectors of the UK market.
8. The use of Aston Martin cars and Sony computers in James Bond films are

examples of …………………………………
Market
9. Microsoft is the …………………..………..in computer software.
10. In countries with ageing populations, the over-60s age group is becoming

an increasingly important …………………………………….
11. Pepsi is the ………………………………….in carbonated soft drinks.
12. Focus groups and consumer surveys are ways of conducting…………..

23

Exercise 8
Exercise 8.1 Directions: Listen to the conversation and fill in the blanks below (Gore,

2007).

1. We have three main ……………..(1) which we try to project in all our internal and
external communication. The first is ‘quality’. Our customers associate us with the
highest ……………..(2) 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 ……………..(3) in the future.

2. I’d kike tell you something about our brand values. The first, and most important, is
‘trust’. In a business like ours, customers have to trust us completely, and that’s
something we can ……………..(4) Then we have ‘innovation’. We have always had a
reputation ……………..(5) new products, and we try to emphasize that 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 the fact.

3. 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 values is ‚great value for money’. That’s something we
continually communicate in our marketing. The next is ‘fun’. Hopefully that is obvious
from our logo and ……………..(6) Finally we have ‘honesty’. We want customers to feel
that we tell them the truth.

24

Exercise 8.2 Directions: Listen again and make a note of each company’s brand

values (Gore,2007).

Company Brand values
Company 1
________ __ _____ __ _____ __ _____ __
Company 2
________ __ _____ __ _____ __ _____ __
Company 3
________ __ _____ __ _____ __ _____ __

Exercise 8.3 Directions: Listen again and complete these sentences from the

presentations with words from the box (Gore, 2007).

associate communicate emphasize external obvious

project promote remind reputation widely

1. We have three main brand values which we try to _ _ _ _ _ _ _in all our internal and
_ _ _ _ _ _ communication.
2. Our customers _ _ _ _ _ _ _ us with the highest quality products.
3. Our products are _ _ _ _ _ _ _seen as the safest on the market.
4. That’s something we can _ _ _ _ _ _ _through our brand.
5. We have always had a _ _ _ _ _ _ _for coming up with new products and we try to _
_ _ _ __that through our brand.
6. For us, the customer always comes first and we want to constantly _ _ _ _ _ both
ourselves and our customers of that fact.
7. That’s something we continually _ _ _ _ _ _ _ in our marketing.
8. Hopefully that is_ _ _ _ _ _ _from our logo and corporate design.

25

Exercise 8.4 Directions: Look at the adjectives below and write down a company or

product you associate with each one (Gore,2007).

Adjectives Company / product Adjectives Company / product

reliable 1_ _ _ _ _ _ _ _ _ trustworthy 5_ _ _ _ _ _ _ _ _

easy to use 2_ _ _ _ _ _ _ _ _ innovative 6_ _ _ _ _ _ _ _ _

luxurious 3_ _ _ _ _ _ _ _ _ unusual 7_ _ _ _ _ _ _ _ _

good value for money 4_ _ _ _ _ _ _ _ _ user friendly 8_ _ _ _ _ _ _ _ _

Exercise 9 Brand definitions

Directions: Match the terms in the box with their definitions (Gore,2007).

brand awareness brand equity brand extension brand identity brand image
brand loyally
brand name branding derived brand off-brand

_ _ _ _ _ 1. What a brand is called.
_ _ _ _ _ 2. How much people are aware of a brand.
_ _ _ _ _ 3. What a company wants people to think about a brand.
_ _ _ _ _ 4. What people actually think about a brand?
_ _ _ _ _ 5. What a product doesn’t fit the company’s brand.
_ _ _ _ _ 6. The value (either monetary or not) that a brand adds to a product or

service.
_ _ _ _ _ 7. When people like a brand and buy it again and again.
_ _ _ _ _ 8. When a product or service is associated with a brand.
_ _ _ _ _ 9. When an existing brand is used to support a new range of products
_ _ _ _ _10. When a component of a product becomes a brand in its own right

(e.g. Intel in PCs).

26

Exercise 10 Reading
Read this article from the Marketer’s Guide and answer the questions.

(Gore,2007)

Brand love by Peter Vone

Branding, branding, branding: If you haven’t heard the word, you’ve been sender a
rock for the 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 should be paying attention too.

It’s not enough just to have everyone recognize your brand name or your logo.
Branding is about correcting, after all, and everyone in marketing needs to know how to make
their product connect to their customer. The best brandi has a round as well as an emotional
appeal, and speaks to your customer’s 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, everyone’s talking about iPods, and not just as state-of-the-art musical
devices. When people talk about their iPods, you might think they’re taking about a best
friend. ‘I’d 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 you’ve inspired brand loyalty in your customers, you can’t
betray them and change the story of your brand. Cadbury, for example, has a reputation for
their chocolates. But when they introduced Cadbury’s soup, it flopped. The problem was that
the product was off brand, and didn’t fit with the expectations people had about Cadbury’s
products.

So remember that when you’re telling a story about your product, the story has to be
consistent. Very few products live forever iPods might already be yesterday’s news. But
establish you brand and people will remember it. When Apple introduces its next new idea,
millions of people will be paying attention, ready to talk in love again.

1. How important is branding to the company?
2. Make a list of brands you like and brands you don’t like. Explain your feelings. (Did
you have a bad experience with the brand? Was it advertised with an amusing or a
horrible commercial?

27

1.3 Review Activity

Think about job responsibilities and write an ad for the job you would like to have.
Here are some phrases to get you started.

Talking about job descriptions
The job involves _ _ _ _ _
You / The successful candidate will be responsible for _ _ _ _ _
The right person will be in charge of _ _ _ _ _
Direct responsibilities include _ _ _ _ _

Now draw an organigram for a company or department. Use the following words and
phrases to describe the people they work with.
1_ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ _
2_ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ _
3_ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ _
4_ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ _
5_ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ __ _ _ _ _ _ _

28

Conclusion

This chapter is about the role of marketing on job to do, describing role of
marketing within an organisation, brands concluding language skills, vocabulary,
collocations and expressions involved.

Collaborative Activity: Summary

Directions: Collects data from four companies as the details below.

Company type Source Number of company
International Magazine - Fortune - ‚Top 100 companies 2
that people like to work for‛
Asia/Asian http://fortune.com/best-companies/2017/ 1
Thailand
Website/newspaper/brochure etc.

1

Total 4

Group work: Company survey
1. Read and list the main details from those companies:

- Organization chart
- Profiles: brand values, slogan, visions, market strategies, employee member,
profit, their product/service, etc.
- Customer groups
2. Do the presentation in the classroom with 8-10 minutes containing:
- Company details
- Vocabulary and expressions you found while reading them.
3. Post your file on the teacher created -website: and at “Web board” for sharing your
work to your friends.

References

Brand. (2018). BusinessDictionary.com. [Online]. Retrieved from:
BusinessDictionary.com http://www.businessdictionary.com/definition/brand.html
[January 10, 2017 ]

Biron, M. (2017). Google marketing goals & media strategy – Think with Google.html.
[Online].Retrieved from: https://www.thinkwithgoogle.com/marketing-

resources/programmatic/google-marketing-strategy-media-lab/ [January 9,

2017].
Commissioning advertising.(2017). Unit 30 advertisement production for television.

[Online].Retrieved from: http://reeceecr2012.blogspot.com/2014/06/task-7-
sources-of-information.html [August 9, 2017].
Cotton,D. Falvey,D. & Kent,S. (2010).Intermediate Market Leader Business English
Course Book. 3rd Edition. England: Pearson Education Limited.
Fortune. (2017). Top 100 companies that people like to work for.. [Online].
Retrieved from:
http://money.cnn.com/magazines/fortune/bestcompanies/2011/full_list/
[September 15, 2013]
Gale, T. (2007). Encyclopedia of Business and Finance, 2nd ed. [Online].Retrieved

from: https://www.encyclopedia.com/social-sciences-and-law/economics-

business-and-labor/economics-terms-and-concepts/marketing

Gore, S. (2010). English for Marketing & Advertising. London :Oxford
McNamara, C. (1998). What is Marketing? Free Management Library. Retrieved from:

https://managementhelp.org/marketing/index.htm

Moorman, C. & Rust, T.R. (1999). The Role of Marketing. Journal of Marketing.
(Fundamental Issues and Directions for Marketing). Vol.63 pp.180-197.

Robinson, N. (2010). Cambridge English for Marketing. United Kingdom: Cambridge

30

Rooney, J. A. (2013). Branding: a trend for today and tomorrow. Journal of Product &
Brand Management. Vol. 4. Issue 4.

Ryan, C. (2018). When it comes to B2B Branding, different beats better. Forbes
Agency Council. [Online ]. Retrieved from:
https://www.forbes.com/sites/forbesagencycouncil/2018/03/29/when-it-comes-
to-b2b-branding-different-beats-better/#484d214d19c2.[January 9, 2018].

Suttle, R. (2017). The Key Things to Know About Marketing. [Online]. Retrieved from:
http://smallbusiness.chron.com/key-things-marketing-22970.html

TechTerms. (2017). Domain Name. [Online]. Retrieved from:
https://techterms.com/definition/domain_name [July 1, 2017].

WorkVenture. (2017). WorkVenture.com. Top 50 companies for GEN Y 2017. [Online].
Retrieved from: from: https://www.workventure.com [June 19, 2017].

Instructional Management Plan for Chapter 2

Contents

1. Conduct market research
2. Describing survey results

Behavioral Objectives

While studying this chapter, learners will be able to:
1. explain and identify the customer profiles, data collection, a telephone survey.
2. give and ask for opinions on agree and disagree, market research terms, ask
questions, and Write reports.

Methods of Teaching and Learning Activities

1. Methods of Teaching

1. Lecture
2. Discussion
3. Pair Work, Group Work

2. Learning Activities

1. In teaching customer profiles, data collection, a telephone survey, let
learners:

a.) study the passage on research types, dialogues on data collection
definitions and research methodology. The teacher explains these to the class.

b.) do the exercises by working in group to discuss and to find the answers.
Teacher checks answers with the whole class.

2. In teaching Survey Questionnaires and describing survey results, let
learners:

32

a.) study samples of Questionnaires. Teacher gives a lecture about
Questionnaires.

b.) do the exercises and then teacher checks answers with the whole class.
3. In pairs, learners do exercises online then check answers with the whole class.
4. In teaching Review Activity, let learners work in group to confirm their
understanding of emphasis then check answers at class level.
5. The Collaborative Activity: Summary. Work in group; this is an extension
activity that can be set for homework.

Teaching Aids

1. Text
2. LCD Projector
3. USB flash drive / CD on Chapter 2
4. Resources / Websites

4.1 http:// http://www.instructor.ssru.ac.th/suwaree/

Measurement and Evaluation

1. Presentation
2. Quiz
3. Discussion
4. Observation
5. Check Learners’ Tasks
6. Writing Test

33

Chapter 2

Finding the Customers

Customer is a person who buys goods or services from a shop or
business (Oxford Dictionary, 2017). Understanding your customers will help you to: 1)
decide on the best price to set your products and services 2) build relationships and
rapport with your customers 3) increase your sales and profitability 4) increase how
much and how often your customers buy from you 5) decrease the costs associated
with attracting new customers. Customer interactions or ‘touch points’ are important as
they help shape a customer’s impression and experience with your business. It may
even be helpful putting yourself in their shoes and trailing being a customer of your
business to gather ideas and identify gaps for improvement. (Understand your
customer, 2017). This unit is about types of research, methods of data collection, and
data collection.

Lead-in

1. Directions: Discuss these questions. (Cotton, Falvery, & Kent, 2001)

Which of the forms of written and spoken communication below do you use most:

a) in your own language? b) in English?

Written Spoken
e-mails conversations
faxes interviews
letters meetings
memos negotiations
minutes phone calls
reports presentations

34

2. Directions: Discuss these questions. Read about Sam Chuk Old Market.
1) Why do people visit Sam Chuk Old Market?
2) What are products there?
3) How is the market important in world culture?

SAM CHUK OLD MARKET

Attraction Details

This Chinese community and old-fashioned market, complete with wooden shop
houses, has retained its authentic
Thai style, dating from a century ago.
Visitors can explore the traditional
shops, including a photography store
that continues to use a century-old
camera, an herbal drugstore, or
enjoy tasting local sweets and
sipping old-fashioned local-style
coffee by the river. A three-story

building, now transformed into a museum, displays photos from the days of
yesteryear, taking visitors back to a bygone era. In 2009, the Sam Chuk Old Market
received an Award of Merit in the 2009 annual UNESCO Asia–Pacific Heritage Awards
for Culture Heritage Conservation.

The Sam Chuk Old Market is located on Highway 340, by the Tha Chin River next to
Amphoe Sam Chuk District Office. It is open from 8.00 am-4.00 pm every day. For
further details, contact 0 3557 1571.

Figure 2.1 Sam Chuk Market
Source: Sam Chuk Market:Tourism Authority of Thailand (Online), 2017

35

2.1Conduct Market research

Exercise 1.1 Directions:Use the words in the box to complete the following list of ways

to learn about your customers. (Gore, 2007)

“ clients “ competitors “ find out “ listening
“ loyal customers “ new trends “ sales records “ search terms

1. E-mail loyal customers directly with one or two questions.
2. Examine the ____________ that people type into your website’s search

function. Which items are people looking for?
3. Schedule a social event, such as a wine tasting, for existing or potential

____________ and use this is an opportunity to ____________ more about
what they want.
4. Compare your marketing approach with that of your ____________ what
areas are they targeting that you aren’t?
5. Read trade journals to learn about ____________. This will help you stay
a head of the competition.
6. Study your ____________ to see what facts you already have about the
people who buy from you.
7. Spend time in a shop or at a trade fair ____________ to people. What do
they talk about? What questions do they ask?

36

Exercise 1.2Directions: Read the Types of research and Research methodology,and
thenanswer the questions following.(Farrall&Lindsley, 2008)

Type of research

Marketing research is the process of gathering information about a market,
analyzing it and interpreting it. Although the term market research is often used to
mean the same thing, technically it only refers to research into a specific market.
Consumer research – used to discover behavior patterns (how people act) and
customer needs – is and essential element of marketing research. Motivation research
investigates the psychological reasons why individuals buy specific advertising
appeals.

There are two main methods of consumer research:

- Desk (desktop) research or secondary research: an analysis of the
information you can find easily without leaving your desk. Examples include
the internet, books, newspapers, magazine and government statistics.

- Field research or primary research: involves talking to people and finding
out what they think about a market, a product, a business sector, etc. It is
usually carried out by market research institutes.

Consumer research can be either qualitative or quantitative. In qualitative research,
small group discussions or in-depth interviews with consumers are used to
understand a problem better. Quantitative research involves collecting, or gathering,
large samples of data (for example, on how many people use different products),
followed by statistical analysis – examining, or analysing, the data. Quantitative
research is often used to investigate the findings from qualitative research.

Research methodology

A student has made notes while reading a book on marketing research techniques.

Focus group: small group from the target group plus one moderator to mediate or run
the research. The moderator prepares questions for the session.
Package test: used to test ideas for new packaging, could be in a focus group.
Taste test: used to test what consumers think about new flavours.
Home test: consumers try the product at home, in a real situation.

37

A self-administered questionnaire is completed (or filled in) by the respondent, and
an interviewer-administered questionnaire is filled in on behalf of the respondent by
an interviewer.
Telephone surveys are carried by telephoning the respondent and asking questions.
A mail survey is mailed to the respondent who completes it and posts it back.
Online surveys are administered on the internet.
Mystery shopping: a person posts as a consumer and checks the level of service and
hygiene in a restaurant, hotel or shop.
Omnibus surveys: a market research institute carries out (or conducts) research for
several companies at the same time. A long survey is given to respondent some
institutes have a panel of existing respondents who are accustomed to answering the
surveys.

Directions: Match the types of research in the box with the research problem below.

desktop + secondary
qualitative + field
motivation + primary
quantitative + primary

1 The R&D department wants to know why people buy mobile phones so that they
can develop a new model that answers all the major needs.

2 The design team wants to know how consumers feel about the new layout of the
company website before they finalize and launch the new homepage.

3 A manager wants to have financial data on her company, her competitors and the
economy in general.

4 The marketing team want to have a lot of data on their consumers: age, shopping
habits, email address, etc.

38

Exercise 1.3Directions: Complete the sentences.
1 A lot of marketing research institute carry out ……………………………….surveys.

They ring people at home and ask them questions.
2 A ………………………………………….. is a small discussion group, led by a

………………….. who asks questions to get detailed and qualitative information.
3 A marketing research institute may prepare a lengthy ……………………………

survey which is posts to consumers at their homes. These ………………………..
surveys have questions from several different companies on them.
4 Some questionnaires are completed by the …………………….. (self- administered
questionnaires) and some are completed by the interviewer (……. - ……………
Questionnaires)
5 ………………………… surveys are usually carried out in-store to assess the levels
of service quality and cleanliness.
6 A ……………. test is designed to find out what consumers think about packaging,
and a …………….. test is to find out what they think about the flavor of a product.
Exercise 1.4 Directions: Cross out the incorrect sentence in each group.
1 a We carried out the research last week.
b We conducted the research last week.
c We collected the research last week.
2 a The respondents completed a questionnaire.
b The respondents analysed a questionnaire.
c The respondents filled in a questionnaire.
3 a We must run the data quickly.
b We must collect the data quickly.
c We must gather the data quickly.
4 a It can take a long time to mine data.
b It can take a long time to carry out data.
c It can take a long time to analyse data.

39

5 a We are filling in three focus groups.
b We are mediating three focus groups.
c We are running three focus groups.

Source: (Farral&Lindsley, 2008)

Exercise 2 Listening
Exercise 2.1 Directions: Listening to the following discussion between three members of
the team and make a note of the six data collection methods they mention.

Data collection methods
1………postal survey……….…..

Advantages ……………………………………….……………………………………….
Disadvantages…………………………………………………………………….
2……………………………………..
Advantages ……………………………………………………………………………….
Disadvantages…………………………………………………………………….
3……………………………………..
Advantages ……………………………………….……………………………………….
Disadvantages…………………………………………………………………….
4……………………………………..
Advantages ……………………………………….……………………………………….
Disadvantages…………………………………………………………………….
5……………………………………..
Advantages ……………………………………….……………………………………….
Disadvantages…………………………………………………………………….
6……………………………………..
Advantages ……………………………………….……………………………………….
Disadvantages…………………………………………………………………….