English for Marketing and Advertising 1

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Exercise 2.2 Directions: Fill in the banks with the words you hear.

Corinna: Well, a postal survey would be quite cheap.
Heike: That’s true, but I don’t think it would be very effective.
Rupert: Nether do I. After all, every time I get one of those I usually put it straight in

the bin. And the people who do answer usually ………………………..1. I
think an online survey would get much better results.
Corinna: Well, it would be free, which is nice, but I don’t think all our customers use

our website, actually. They tend to buy our phones in shops, so I’m notsure
how many relevant responses we’d get. We may …………………………..2.
Heike: What about individual interviews? If we met people, we could show them a
prototype and let them examine it. That way they could give a more
informed response.
Rupert: Yes, and we’d also have a better response rate. So, we could either
organize a focus group and invite four to six people to take part or
…………………..3 and just stop people on the street and ask them
questions. What do you think, Corinna?
Corinna: Well, both options have ……………………………………..4, but to be honest,
interviews like that usually cost a fortune. I personally think that a telephone
survey is the best. We can look at the user profiles we have and just call
members of our target market, you know, parents with young children.
Heike: I agree completely. We should definitely …………………………….…..5
Rupert: Yes, but what about the people without young children like
grandparents, who buy the phone as a present for their grandchild.
Heike: Mmm, good point. It looks like we’ll have to…

41

Exercise 2.3Directions: Listen to the dialogue again and find words to fit the following
definitions.

1. useful answer: ________________________________________________
2. a survey group which is not typical of a target group: __________________
3. model of a product is development: _______________________________
4. percentage of people who complete a survey: _______________________
5. the group of people a company wants to self to: _____________________
6. information know about a customer: ______________________________

Exercise 2.4Directions:Now complete the sentences below using the correct form of the
words you have found.

1. Rolex’s _______________ is wealthy people who see a watch as a status symbol.
2. When you log on to a website, the pages you look at and the amount of time you

spend on them are saved in your ________________.
3. Even the best-designed surveys only have a ________________ of about 4%, so

don’t set your expectations too high.
4. A ________________ will make the data you gather worthless, so think carefully

about who fills in your questionnaires.
5. We did an online survey but we didn’t get many ______________. Most of the

vision to our website aren’t customers.
6. Once the product development department has created a ________________ we

can display It at trade fairs. I’m sure it will attract more people to our stand.

42

Exercise 3
Directions: Look at these other methods for assessing available information and
collecting new information about your customers. Sort them into the correct category.

Can you add any more to the table?

Desk / held research Purchasing information Feedback forms

Email surveys Panel surveys Pre-testing

Sources of available data collection of new data
 Sales statistics opinion polls







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2.2. Describing survey results

Different ways to talk about surveys results:

Recent research highlight (s) the need to …
The survey indicate (s) that the respondents feel strongly about…
The latest figures reveal (s) that the trend is upward / downward…
The key findings show (s) satisfaction with the product range ” people are
suggest (s) happy with it.
dissatisfaction with the product range ” people
don’t like it.
that our consumers would prefer to see…

A mere 5% highlight (s) saidtaste was very important.
Ten percent indicate (s) claimed taste influences their purchase.
Over half reveal (s) cited taste as an important part of the decision to buy.
Almost 60% show (s) rated the new taste better than the old one.
Nearly two third suggest (s) thought the taste was much better.

Talking about the numbers
Movements

Downward movement Upward movement
Verb
Verb Noun to rise Noun
to go up a rise
to fall a fall to increase -
an increase
to go down -

to decrease a decrease

to drop a drop

to reduce a reduction

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The number of satisfied consumers in 2005 was double
triple/three times that in 1995.
quadruple/four time

There was a twofold increase in the number of intentions to buy between
threefold 1995 and 2005.
fourfold

Approval ratings increased twofold between 1995 and 2005.
Approval ratings threefold
fourfold
doubled
trebled
quadrupled

Note: The key findings are the most important findings.

We use mere when we want to emphasize that the amount is not large, or not important.

Percentages, fractions and proportions

Percentages fractions proportions
twenty-five percent (25%) a quarter one out of three
thirty-three percent (33%) a third one out of two
fifty percent (50%) a half one out of four
sixty-six percent (66%) two thirds two out of three
seventy-five percent (75%) three quarters three out of four

45

Presenting a pie chart
The pie chart shows the split (or breakdown) of our annual marketing budget.

We have just over £7.5m. Of this we will spend roughly half a million on advertising, and
approximately £1m on promotions. We will use almost £3m. on direct mail, and postage
and handling charges will represent exactly 71% of that £3m. We will spend £1m on
merchandising, up on last year’s figure of £0.8m. Research, trade fairs, PR and
conferences/ exhibitions will cost £2m.

advertising
promotions
direct mail
Merchandising
Research
Trade fairs
PR
Conferences

Source: Cambridge Professional English in Use: Marketing (2008)

46

Understand trend and changes
Meggie Potters has just completed a survey of consumer ratings for a brand of

mobile phones and is making a presentation to the phone manufacturers.

70

60

50

40

30

20

10

0

1 2 3 4 5 6 7 8 9 10

The graph shows consumer ratings of the product over a ten-year period. You can see
that after the launch of the product the ratings rose to 33%. The trend was stable until
the arrival of a major competitor in the market. This led to a slight fall in approval ratings.
The relaunch of the brand invigorated the product and so you can see ratings rising to
60%, the ratings doubled. However, reports in the national press have had a negative
effect on the brand image and approval ratings have plummeted. Compared to the
same period last year, a significantly higher number of consumers have low opinion of
the product and the brand image. The percentage of dissatisfied respondents has
trebled. Although this seems to be very negative, your initial guesstimates, your
predictions before you had the figures, were much worse’

Source: Cambridge Professional English in Use: Marketing (2008)

47

Exercise 4
Exercise 4.1 Directions: Correct any mistakes in the sentences below.

http://www.blogads.com

Thanks to the 17, 159 blog readers who responded to our
survey! This survey shows that blog readers are older and more affluent
than most optimistic guesstimate 61% of blog readers responding to the
survey are over 30 and 75% earn more than $45,000 year. Moreover,
blog readers are even more cyber active than we’d hoped: 54% of their
news consumption is online. 21% are themselves bloggers and 46%
describe themselves as opinion makers. And in the last six months, 50%
have spent more than $ 50 online on books, and 47% have spent more
than $500 online for plane tickets. Blog readers are big media
consumers: 21% subscribe to the NewYorker magazine, 15% to the
Economist, 15% to Newsweek and 14% to the Atlantic Monthly. They are
also far more male=79% than we expected, versus 56% of
NYTimes.com’s readers.

1 Three quarters of the respondents earn more than $45,000 a year.
………………………………………………………………………………………………
2 Almost half of their news consumption is online.
………………………………………………………………………………………………
3 A mere 79% of respondents are male.
………………………………………………………………………………………………
4 One out of two respondents has spent more than $50 online on books.
………………………………………………………………………………………………
5 The survey suggests that all bloggers are over 30.
………………………………………………………………………………………………

48

Exercise 4.2 Directions: Complete the description of the graph.

600

500

400

300

200

100

0
2000 2001 2002 2003 2004

The graph represents intentions to buy (1) ……………………………………… a
five-year period. The new insurance policy was launched in 2000. After the launch, the
intention to buy (2)……………………………….………sharply. A (3)
…………………………………… higher number of consumers expressed a strong
interest in the policy. This upward trend was (4) …………………….……………………..
for a two-year (5) ……………………………..………… …. In 2003 the company started to
suffer from a damaged reputation, following a allegations of illegal trading on the stock
market. This is reflected in the number of intentions to buy, which (6)
…………………………………………………..……….just before the company name was
changed and the policy dropped.

Source: Cambridge Professional English in Use: Marketing (2008)

49

2.3 Customer Profiles

Exercise 5
Exercise 5.1 Directions: Heike, one of the members of Euphony’s marketing team, is
calling Greg at inside the Market, a market research firm in the UK. Listen is the
conversation and template Greg’s notes.

Heike ” Euphony
 needs survey for ______________________________________ 1
 _____________________________2 survey is best
 _____________________________ 3 target group
 Qualitative and ____________________4 data:
price and ____________5 the phone should have number of people
interested, what willing to pay
 Basic demographic information:
___________________6 and _________________7
 Call Heike back on ____________________8

Exercise 5.2 Directions: Listen again and complete the conversation below.

Greg: Inside the Market, Greg speaking.
Heike: Hi, Greg. It’s Heike from Euphony.
Greg: Oh, hello, Heike. Good to hear from you. How are things in Germany?
Heike: Not too bad. Listen, Greg, I’m calling because we’d like to do a survey for

______________ 1 for children and I’d like you to handle it for us.
Greg: Sounds interesting. What type of survey did you have in mind?
Heike: We decide that a telephone survey _____________________________.2
Greg: Good. Ok, let me just get a pen and we can discuss the details. Ok, so, what

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exactly do you need to find out?
Heike: We’d like you to find out more about what our British target group expects from

a phone like this.
Greg: Ok, so you _____________________________3?
Heike: Yes, but also quantitative: the number of people interested, what they’re willing

to pay, etc.
Greg: All right. What are the most important points?
Heike: _____________________________4 would want the phone to have.
Greg: And what sort of demographic information should we be collecting?
Heike: Just basic information, such as income and education.
Greg: Any psychographic details? Should we ask about ________________________5

towards children, for instance?
Heike: That would be interesting information, of course, but to be honest, we don’t want

to overload the survey. If it’s too long people will just get frustrated. And we want
to ____________ 6 as wide as possible.
Greg: Fair enough.
Heike: So, could you tell me how long it will take to prepare the survey? And when can
we expect to get the survey results?
Greg: I’ll need to speak to a few colleagues here, and then get back to you. Can I give you a
Call on, say, Friday?
Heike: That would be great. And I’ll send you _____________________________.7
Greg: Wonderful. So, talk to you on Friday!

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4. Survey Questionnaires

Exercise 7
Exercise 7.1 Directions: The marketing research firm has prepared the following script

for the telephone survey. Work in pairs to ask and answer the questions.

Inside the Market

Project member: 185083

Internal Title: Euphony Mobile for Children Survey

Hello, my name is [name], and I’d like to ask you a few question about mobile
phones for children. Do you have a few minutes?

[if caller agrees]
Great, thank you. So, I’m calling on behalf of a company which wants to make a
mobile phone specifically for children.

 Could I ask you how much you would pay for the phone?

 £40  £80  £120  £160

 How important are the following features to you?

Very Important not very unimportant

Important important

A colourful design

a headset

light weight

long battery life

built in tracking

being able to pre-programme numbers

 What other features zr important to you?

________________________________________________________

 How interested would you be in buying such a product?

very interested  interested

not very interested  not interested

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Exercise 7.2 Directions: The questions below were taken from a survey. Use the words
in brackets (and the correct tense) to complete them.

1. How many calls ____________ (you / make) per day with your mobile

phone?  3-5 a day  6+ a day
 1-3 a day

2. When __________ (you / buy) your phone?  more than 3 years ago
 less than 2 years ago  2-3 years ago

3. What _________ (convince) you to buy the phone you currently have?

 price  features  other ___________

4. Why ______________________ (you / want) to buy a new phone now?

 old one doesn’t work  want more features

 want the latest model  other (please specify) ______________

5. _______________ (you / even / want) to buy a new phone now?

 yes  no

6. ____________ (anyone / every / give) you a mobile phone as a gift?

 yes  no

Now ask your partner the question and note his / her answers. How could a mobile
phone manufacturer use this information?

USEFUL PHRASES

Asking questions
Could I ask you how much you would pay for the phone?
How important are the following features to you?
What other features are important in you?
How often would you . . .?
Can you tell me more about that?
When did you last . . . ?
Have you ever used / purchased a . . . ?
What would you like / be willing to . . . ?

53

Exercise 7.3 Directions: Greg has presented the following summary of results.
Read it through and match the headings from the box to the sections.

 Appendices  Major finding Purpose Secondary findings

Inside the Market

187 Piccadilly London W1J 9LE United Kingdom
Telephone: +44 (0)20 7439 9920  Fax: +44(0)20 7494 1310
Email: [email protected]

Executive summary
___________________________
To decide what the demand is for a child – specific mobile phone, to see what
features
are important to the target market, and to gauge interest in the product.

___________________________
It 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 product. 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.

__________________________
Design and size are unimportant, but the product should be durable.

__________________________
1) Demographics
2) Tubulated survey information
3) Selected comments

Now decide whether the statements below are true or false. Correct the false
statements.

a One goal of the survey was to see how interested people are in a mobile phone for
children.

b Parents want their children to be able to dial any number.
c People without children are also interested in buying mobile phones for children.
d Parents think that mobile phones might be harmful to children.
f Respondents said they want the phone to be small and last a long time without
breaking.

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Exercise 8
Directions: Read these comments about market research and say which opinion(s) you

agree with.

1 2

Every company should examine When I think of market research, I
their product line carefully at least think of that old saying: ‘Begin
once a year. The best way to do this with the end in mind.’ If you want

is with market research. And, clear results you can use you have
ideally, people in the company
should be involved in the research to tell your market research firm
exactly what you want. Don’t let
process. Otherwise, you risk
becoming out of touch with your them be creative or make their own
target market. My boss, Alison, is suggestions. Remember: you’re the
always saying ‘I don’t think
customers would want that.’ When one in charge.
did she last speak to one of our

customers?

3 4
Market research? I’m sorry, but I
think it’s a complete waste of I think that most companies spend
too much time speaking to their
time. I know exactly what my customers about what they want,

customers need already. The and not enough time looking at
challenge isn’t giving them what their competitors. It’s not just
competitors in their own field.
they want, but giving it to them at
Everyone in your focus group
the price that they want. might agree that you make the best
chocolate bar in the business, but
that doesn’t help you sell your

product if no one wants to eat
chocolate!

55

5 Review Activity

1 Marketing survey

1 Divide the students in to a group of 5-6.
2 Each group sets his/her own company / business type.
3 Searches for example of questionnaires: set the purpose of survey /do the survey
questionnaire to ask the customers’ need.
4 Report the results.

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.
Group work: Company survey

References

Cotton, D., Falvery, D. & Kent, S. ( 2001). Market Leader. London: Longman.

Farral.C. & Lindsley. M. (2008). Professional English in Use: Marketing. Cambridge University Press:
UK, pp. 24-25.

Gore, S. (2010). English for Marketing & Advertising. London : Oxford
Oxford Dictionary. (2017). Customer. London: Oxford University Press.
Market research. (2017). Business: Australian Government. Retrieved from

https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-
plans/Marketing-research.
Understand your customers. (2017). Business: Australian Government. Retrieved from:
https://www.business.gov.au/info/plan-and-start/start-your-business/what-is-
customer-service/understand-your-customers

Instructional Management Plan for Chapter 3

Contents

1. Simple Sentences: Infinitives after certain verbs
2. The Three-part Structure of a Developmental Paragraph
3. Introduction: Composing a Topic Sentence

Behavioral Objectives

While studying this chapter, learners will be able to:
1. explain and identify the topic, the topic sentence, and the main idea of

a good developmental paragraph.
2. form a good topic sentence of a good developmental paragraph.
3. use infinitives after certain verbs correctly.

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 infinitives after certain verbs, let learners:
a.) do the exercises, then discuss how to use the infinitives. The teacher

explains the grammatical aspects 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.

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2. In teaching the Three-part Structure of a Developmental Paragraph, let
learners:

a.) study a sample of paragraph concerning the three-part structure of a
paragraph: introduction, body, and conclusion. Teacher gives a lecture about them .

b.) do the exercises and then teacher checks answers with the whole class.
3. In teaching the Introduction: Composing a Topic Sentence, let learners:

a.) study The Process of Narrowing a General Topic. Then teacher gives a
lecture about how to narrow a general topic.

b.) do the exercises by working in group in order to practice forming the topic
sentences. 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 to confirm their
understanding of the topic sentence 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 3
4. Resources / Websites

4.1 http://www.slideshare.net/Prof_Pat_Muri/what-is-a-paragraph-presentation
4.2 http://en.wikipedia.org/wiki/Paragraph
4.3 http://lrs.ed.uiuc.edu/students/fwalters/para.html
4.4 http://wiki.answers.com/Q/What_are_the_components_of_a_paragraph

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Measurement and Evaluation

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

Chapter 3

Marketing Strategy

A marketing strategy is a business's overall plan to reach people and turn them
into customers of the product or service with their business provides containing the
company’s value proposition, key marketing messages, information on the target
customer and other high-level elements. Strategies of an organization combine all of its
marketing goals into one comprehensive plan. A good marketing strategy should be
drawn from market research and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business. This chapter is mainly about the
marketing plan, the four Ps, and Pricing and positioning strategies.

Lead-in

1. Directions: Complete the following definitions with plan or strategy.

1. marketing…………………… how an oraganisation intends to

achieve Its marketing objectives

2. marketing………………….. a written document that details the

actions an organisation must take in

order to achieve its marketing

objectives.

2. Directions: Look at the words in the box. They all describe sections of a typical

marketing plan. What kind of information would you expect to find in these parts of the

plan? In pairs, discuss your idea. (Robison, 2010)

1. Objectives 2. Executive summary

3. Tactics 4. Budget

5. Strategy 6. Audit

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3.1 Marketing strategy

Marketing strategy is a company’s aims in a particular market, and the way it
hopes to achieve them: Investment in research is a key business strategy (Longman,
2000). Richins, Black and Sirmans said that marketing strategy serves two purposes: 1)
it helps determine the nature of business the firm should engage in now and in the
future, and 2) it provides a plan to allocate resources to compete successfully in chosen
markets and to achieving these goals provides a firm’s mission and a standard by which
business alternatives are evaluated, both needed for improving market performance.

These are the examples of companies’ marketing goal strategies:

Google: 1) It’s free-for-all, 2) A culture of conversation 3) Quality to
create a society of high authority (Oberstein, 2016).

SCG Thailand: 1) to expand the business to the ASEAN region 2) to
build innovation to add value to products and services ( Wutthirong &
Noknoi, 2009).

PTT Thailand: 1) ‚Do Now‛ for productivity improvement and ‚Decide
Now‛ for extending growth of its existing business (Changsorn, 2016).

Our ideas, our policies, our decisions are going to affect the lives of
half a billion people. ‚Jack Ma, Alibaba (Lasbinsky, 2017).

(Source: Logo 1-4 from www.google.com)

62

Exercise 1
Directions: Which of the following points do you discuss when drawing up a marketing

plan? Are there any factors you can add?(Gore, 2010)

current position 

marketing activities (past and present) 

results from last year  sales projects and costs
marketing tactics  
analysis of competitors 

marketing strategy  objectives 

problems and opportunities 

situation analysis (target market, benchmarking 
competitors, economic climate  implementation

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3.1.1 Marketing Mix : The four ‘Ps’
Misra (2015) said that the marketing mix can be defined in terms of its

components ” product, price, place, and promotion. Product can be defined
as the company’s offering ”item which a company develops and is ready to
offer to consumers or can be in the form of a service. Price is an important
factors in the marketing mix, they are free services or complimentary products,
it does not always refer to the cost of the product, but the perceived value of
the product or service. Place means the physical place of selling the product
including the method by which the product or service is distributed to the
consumers. And promotion, it refers to all the methods through which the
public is informed about the product of service that a company has to offer
including advertising, public relations, branding, and sales.

Some people use the term place instead of placement; both terms are just
another way to refer to distribution. Some people also talk about seven Ps and include
people or participants, processes (takes service into account), and physical evidence
(the appearance of your business).

Exercise 2 Marketing mix for a new product on four P’s

Exercise 2.1 Directions: Martin, a marketing manager of a telecommunications
company, is telling about the marketing mix. Listen and take notes on the four Ps.
(Gore, 2010)
1. Product _________________________________________________________
2. Price _________________________________________________________
3. Placement _________________________________________________________
4. Promotion _________________________________________________________

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Exercise 2.2 Directions: Now listen again and complete the phrases from the
presentation. (Gore, 2010)

1. The ________________ of our cable package are that you get …
2. We will be ________________ customers through ads on …
3. Our product will then be immediately ________________ to customers in …
4. We will ________________ that customers will have …
5. We haven’t ________________ a price yet …
6. Because out product is in the ________________ phase, our ________________

model should …
7.
Exercise 2.3 Directions: Listen again to complete the conversation.

The key factors of our cable package are that you get everything you
need to__________________ 1, and that your connection is faster than anything
you can get anywhere else. You can email videos _______________________ 2,
instead of minutes or hours. Customers also get free webspace and can use
our webspage design program. And finally, our software automatically scans
______________________3. We will be reaching customers through ads on
websites and in magazines starting in September. Our product will then be
immediately available to customers ________________________4 across
Europe. We will guarantee that customers will have all hardware and be able
to use our modems with 48 hours of ____________________________________5.
We haven’t fixed a price yet, but this will be decided in the next week or two.
Because our product is ________________________6, our pricing model should
win us as many customers as possible, as quickly as possible.

65

Exercise 3
Directions: Which words in the box are used to talk about which p? Sort them

into the correct category. (Gore, 2010)

 advertising  appearance  channels of distribution
 discount  financing  list price
 location  logistics  media
 public relations  quality  service

1.Product ______________________ 2.Price _______________________
______________________ _______________________
______________________ ______________________
______________________ ______________________
______________________ _____________________

3.Placement___________________ ______________________________
_____________________ 4.Promotion___________________
_____________________
_____________________ _____________________
_____________________ _____________________
_____________________
_____________________

Can you add any more words to the categories?

66

3.2 Pricing

Pricing strategies
Marketing Teacher is a website for marketing students. The following extract looks at
some strategies to consider when fixing a price.
Premium pricing: Use a high price where there is a substantial competitive advantage-
for example, rooms in Savoy hotels.
Penetration pricing: The price charged for products and services is set artificially low in
order to gain market shares. Ones this is achieved, the price is increased.
Economy pricing: Marketing and manufacturing costs are kept to a minimum.
Supermarkets often have economy brands for soups, spaghetti, etc.
Price skimming: Charge a high price because you have a new product type. However,
the high price attracts new competitors into the market, and the price falls due to
increased supply, DVD players were launched with this strategy.
Psychological pricing: The consumer responds on an emotional, rather than rational,
basis. For example, charging 99 cents instead of 1 dollar.
Captive product pricing: Companies will charge a premium price where the consumer
cannot choose a competitive product.
Product bundle pricing: Sellers combine several products in the same package. This
also serves t move old stock. Videos and CDs are often sold using the bundle approach.

Pricing considerations
The marketing team for Stick Tea are preparing for a meeting about the price of a new
range of tea that comes in a stick instead of a bag. They make notes on pricing
considerations.

* Alternative solutions: our stick packaging is unique
* Ease of comparison: easy to compare price but difficult to compare taste
* Unique benefits/ Unique Selling Point (USPs): quality of tea, stick format

67

* Monetary significance: tea is cheap, but the innovative packaging has a
high value
* Demand: tea consumption is stable, but sales in specialty shops are on the
rise
* Price sensitivity: consumers are very price sensitive

- sales decrease when prices increase
* Complementary costs: none ” the customer doesn’t even need a spoon!!

The price test
Stick Tea decide to carry out a price test for their range of tea. They want to know what
customers think is a fair price for a box of 50 sticks. They are also interested in
comparing different possible retail price points (€12, €14, and €16), to find out what
customers consider to be the full price and the bargain price for a box of 250 sticks.

Exercise 4 Fixing a price
Exercise 4.1 Directions: Read the descriptions and name the pricing
strategies that are being used. Look at Pricing strategies to help you.

……………………………………1. charging a high amount for bottles of water inside a
football stadium during the World Cup

……………………………………2. charging $2.95 instead of $3
……………………………………3. charging a low price to win sales in a new market
……………………………………4. packaging shampoo, conditioner and hair gel from the
same hair care product line together, and charging one price for the lot

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Exercise 4.2 Directions: Match the questions about pricing strategy (1-7) to
the Pricing considerations (a-g). Look at Pricing considerations to help you.

a alternative solutions
b ease of comparison
c unique benefits
d monetary significance
e demand
f price sensitivity
g complementary costs

…..1 What is the value of the product or service for the consumer?
…..2 What is special or different about the product or service?
…..3 Is it difficult to compare the price and quality of similar products or

services?
…..4 How many people want to buy the product or service?
…..5 How many similar products or services are there on the market?
…..6 What else does the consumer need to pay for order to use the product or

service?
…..7 How much does a change in price affect consumer demand for the

product or service?

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Exercise 4.3 Directions: Complete the text using words from the box. Look at
Pricing strategies, Pricing considerations and The price test to help you.

bargain fair premium significance unique
costs points sensitive solutions

When deciding on the price of a product or service you have to consider the product or
service itself. For example, does it have 1)…………………………….benefits? Does
consumer have any alternative 2) ………………? What is the monetary 3) …………… of
the product or service? You also have to think about the possibility of complementary
4)………………. , and how price 5) ……………… the consumers are to these and the
product or the service cost.
Then you need to think about the pricing strategy and how this relates to the brand. For
a luxury brand it is essential to follow a 6) ………………….pricing strategy in order to
maintain the brand image. A no-fills low price would not be suitable for a brand such as
Cartier.
Finally, you need to carry ou ta price test to check the price 7) …………………….. you
are considering. The 8)………………………. Price is the amount that the consumer is
prepared to pay for product or service. A 9) ………………………… price is a low price
that may be used during special offers or for promotional pricing.

70

Exercise 5
Directions: Martin is organizing a meeting to discuss the prices for the cable internet

package. Put the following sentences in the correct order to complete the email. (Gore,
2010)

a. Could you have a look and let me know if there’s anything you’d like in add or
change?

b. As you probably know, we need to think about scheduling a meeting to discuss
our pricing strategy for our new cable internet package.

c. Hope you all had a nice weekend.
d. Please let me know if you can attend by the end of the day.
e. How about next Tuesday at 9 a.m.?
f. I’m also attaching an outline of what I’d like to talk about.

Hi team,
______1.
______2.
______3.
______4.
______5.
______6.
Thanks for your help.
Regards,
Martin

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USEFUL PHRASES

Writing emails

Remember that not all emails are informal. Business emails to people outside the
company tend to be like letters; they follow certain conventions (see below) and are
written with punctuation and capital letters. Errors can give a bad impression, so be sure
to check your spelling using an online dictionary or the spellcheck function of your email
program.

Greetings and closes Closes for saying thank you
Dear Ms Flores ” Yours sincerely Many thanks.
(very formal)
Hello Geoff ” Best wishes (neutral) Thanks for your help,
Hi Martin ” All the best (less formal) Cheers (informal & British)
Pleasantries Tip
Hope all’s well with you. Remember to capitalize the first letter in an
email (or letter):
Hope you (all) had a nice weekend. Dear Mr Steinblatt
How was your weekend? Thank you for your message . . .

Source: Useful phrases ( Gore, 2010)

72

Exercise 6
Exercise 6.1 Directions: Look at three replies to Martin’s email. Use the words in the
box to complete them. (Gore, 2010)

attachment attend best cheers hope
input mind postpone see

Hi

Just wanted to let you know that I can_________________1 the meeting. I’ve looked at

your outline and can’t think of anything to add_________________2 you on Tuesday.

Hello Martin Hi Martin
I’m still at the conference in Damstadt and Tuesday morning is fine for me. I noticed
won’t be back in town until Wednesday. that you didn’t send your message to
Would it be possible to _________ 3 the Laura. Would you ___________6 if I invited
meeting? I’m back in the office on her to join us. It might be useful to have her
Thursday and free all day. If not, I’ll send ________.7 I’ll have a look at the attachment
you my ideas by email. By the way, I and will get in touch if there’s anything
couldn’t open the ________.4 Could you mission._________ 8 you had a nice
send it again in a different format? ______5 weekend too.
All the __________ 9
Graham

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Exercise 6.2 Directions: Now read the attachment that Martin sent to his team and find
words or phrases that mean the following. (Gore, 2010)

…………1 when a customer pays the same fee each month / year / etc.
…………2.to sell a group of things (like products or services) as a package
…………3 reduced price
…………4 another word for product launch
…………5 enhanced features or services that customers have to pay more money for

Cable Internet package pricing model
I have a few questions I’d like everyone to think about in advance of the meeting. As

you know, we’re introducing a new DSL package, and we need to decide what we should be
charging for our services. Some points to consider are:

- What should our pricing model be? A monthly flat fee or charge by data volume?
- Do we want to offer different prices in different regions?
- Should we bundle our services and offer a discount?
 What about adopting a penetration pricing strategy for the roll-out? How long
should these prices be valid for (3 months, 6 months, …)?
 What optional extras shall we offer (e.g. guaranteed 24-hour servicing)?

Please think about these questions, and we can discuss everything in more detail

74

Exercise 7

Exercise 7.1 Directions: Match these different pricing models to the definitions. (Gore,

2010)

1. captive product pricing a. pricing good / services as cheaply as

……… possible

2. economy pricing b. charging a high price for an items where you

……… have a competitive advantage

3. geographical pricing c. charging a high price for a unique high

……… quality item

4. penetration pricing d. pricing goods at a very low price to

……… encourage people to buy them ” often the

prices are later raised

5. premium pricing e. pricing according to area where goods are

……… sold

6. price skimming f. pricing one item very low and its complement

……… very high

Exercise 7.2 Directions: How decide which model is being discussed.

A Naturally we need B We at Chamonix
to price our goods Ecrit believe the

lower in countries with quality of our pens
a lower per-capita justifies their cost.
income.

D Yes, the printers we E Our own label C These low prices
sell are inexpensive, brands sugar, flour, will only be in effect
gut we charge quite a and milk have much
bit for the ink lower prices than the for the first six
cartridges. months. After that they
brand-name
competitors. will be raised by 10-
25%

A…………………………………………… B……………………………………………
C…………………………………………… D……………………………………………
E…………………………………………… E……………………………………………..

75

Exercise 7.3 Directions: Look at these terms used to talk about pricing. Can you add
three more? (Gore, 2010)

recommended retail price break-even point

profit margin price going rate

price war overheads

Now use the words to complete the sentences below.

‘Looking at the competition, Є25 / month seems to be the ______________.1 It’s what

most people are charging.’

‘We can sell the modems for Є100 each. They only cost Є20 in total to produce and

distribute, so we would have a healthy _____________2 of Є80.’

‘Є59.99 is a good ________________.3

We can suggest that stores sell it for that FULL BROADBAND
much, but if they want to use it as a loss PACKAGE
leader and sell it for less, then that’s fine too.
‘What I’m afraid of is an all-out _____________, 4 Get connected for
when our company and the competition are all
Є25.00

per month

fighting for the same customers. We don’t want to cut our prices so low that we go out of

business.

‘We need to establish our ______________.5 When does the amount we’re earning cover

our costs?

‘Luckily, we have low _______________. 6 Our sent is very low, and we get a great

deal on our office equipment.

76

3.3 Company Positioning

Radoviciu and Stremfan (2009) reported that the role of positioning in
developing marketing strategy in order to differentiate products and services involves
the selection of attributes that are considered important for the consumers. These
attributes can be those related to: product performance, level of utility, the price and its
accessibility. They added that to enhance the attractiveness of a product for a particular
market segment, the brand must meet the following qualities: high perceptibility ensured
by a legible and harmonious nature, uniformity in relation to all media and marketing
mix, to be distinctive in relation to other brands, to be personalized by the usage of
symbols and distinctive elements chosen according to the target segment. Advertising
plays an important role in positioning a company’s brand, but it will probably play only a
secondary role in consumer’s decision process.

Exercise 8

Exercise 8.1 Directions: Martin is giving a presentation to management about the

positioning strategy he has developed with his team. Listen and answer the question

below. (Gore, 2010)

1. What is the company’s target market? ……………………………..

2. Why is their product superior to other packages? ……………………………..

3. How can they prove that their product is the best? ……………………………..

Exercise 8.2 Directions: Listen again and complete the phrases from the presentation.

1. We are __________________ customers who are …

2. Extensive testing ____________________ that we provide …

3. Speed of access is ___________________ why out product is better.

4. Another reason is that we ___________ every new customer with a free …

77

Exercise 9
Directions: Read the following article from marketing guru Cheryl Hattiaghandi’s website and
answer the questions below. (Gore, 2010)

Cherryl Hattiaghandi helps you are what’s in your company’s stars cash cows? Dogs? Stars? Are
you in the marketing department or in a children’s book?!
Don’t worry, you haven’t clicked on the wrong link. These items all refer to parts of the Boston Matrix,
created by members of the Boston Consulting Group to analyse a company’s product portfolio.
While the names are strange, the matrix is extremely useful when writing your marketing plan. Let’s
look at each quadrant in more detail.
 Cash cows are mature products that have a large market share and that are earning a lot of

money. The market is static, so there’s not much opportunity for growth, but that’s not a
problem. These products require little attention from the marketing department.
 Stars are recently-introduced products with a large market share. But, unlike cash cows, the
market is growing, so stars have the chance to attract even more new customers. If stars are
successful, they become cash cows once the market has stabilized.
 Question marks, as you might guess, are products where no one is positive what’s going on.
They have a low market share, but they are also in a growing market area. It’s possible that
they will become stars if given time.
 Finally, there are the dogs. Dogs are products which have a low market share in a market
that’s not growing. And, as you can guess, the best thing to do with a dog is take it for a
walk ” outside of your product portfolio. Dogs are in the decline stage of the product life
cycle and should probably be retired.
So, cows, question marks, stars, dogs: use this handy tool the next time you’re trying to decide ‘what
next’ when writing your marketing plan!

1. How useful do you think the Boston Matrix is?
2. Can you think of a potential star product or service in Thailand?

78

3.4 Review Activity

Directions: Now write a positioning strategy for your company. Include the following points.
(Gore, 2010)

1. your target customer
2. What you do for your customer and how you do it
3. How you are better than your competitors

USEFULL PHRASES
Our customers are …
The main benefits our product offers are …
We provide a superior product by …

Collaborative Activity:

Directions: Use the following chart to make notes on the four Ps of one of your

company’s products or services. Then use your notes to give a short presentation of
the product or service to the class. (Gore, 2010)

Product
What are the important aspects of your product?
Why do people want to buy your product?
Price
What factors affect your price?
Placement
When and where is your product available to
customers?
Promotion
List the ways in which you reach customers.
What are your contact points?

References

Arnaudet, M. L., & Barrett, M. E. (1990). Paragraph Development A Guide for Students
of English (2nd ed.). U.S.A. : Prentice Hall Regents.

Changsorn, P. (2016). Strategy set as PTT responds to transformation of energy
industry. The Nation, business news. [Online]. Retrieved from:
http://www.nationmultimedia.com/business/Strategy-set-as-PTT-responds-to-
transformation-of--30293269.html

Farrall, C. & Lindsley, M. (2008 ). Professional English in Use. Italy : Printer Trento Srl
Gore, S. (2010). English for Marketing & Advertising. London : Oxford
Lannon, J. M. (1983). The Writing Process A Concise Rhetoric. Boston : Little, Brown

and Company.
Longman Business English Dictionary. (2000). England: Pearson Education Limited.
Lasbinsky, A.(2017). Jack Ma’s strategy to take Alibaba global. Reprinted/translated

from FORTUNE -You don’t know Jack. Fortune. USA: Time Inc. [Online]
Retrieved from: https://www.intheblack.com/articles/2017/10/01/jack-ma-alibaba
(December 15, 2017).
Misra, A. (2015). Understanding the 4Ps of marketing: A case study of Amazon India.
International Research Journal of Marketing and Economics. Vol. 2. No. 4.
Oberstein, M. (2016). Google’s success: 3 Winning brand marketing strategies you can
emulate. Rank Ranger Blog. [Online]. Retrieved from:
https://www.rankranger.com/blog/google-marketing-strategy. ( July 30, 2016).
Ostrom,J., & Cook,W.(1988). Better Paragraphs Plus (6thed.). New York : Harper & Row.
Richins, M. L., Black, W.C., & Sirmams, C.F. (1987). Strategic Orientation and Marketing
Strategy: An Analysis of Residential of Residential Real Estate Brokerage
Firms. The Journal of Real Estate Research. Vol. 2, No. 2. (pp.41-51).

80

Rodoviciu, R. & Stremfan, F. (2009). Companies with market positioning brands. Annales
Universities Apulensis Series Oeconomica. Vol. 11 (2). (pp. 1072-1077).

Wutthirong, P. & Noknoi, C. (2012). Aligning Human Resource and Innovation Strategies
for the Sustainable Competitive Advantage of the Siam Cement Group (SCG).
NIDA Development Journal. Vol.49 No.4/2009.

Instructional Management Plan for Chapter 4

Contents

1. Model for advertising
2. Advertising campaigns
3. Advertising channels

Behavioral Objectives

While studying this chapter, learners will be able to:
1. explain about model for advertising.
2. talk about advertising campaigns.
3. describe about advertising channel.

Methods of Teaching and Learning Activities

1. Methods of Teaching

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

2. Learning Activities

a.) do the exercises, then model for advertising. The teacher
explains the grammatical aspects 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 advertising campaigns, let learners:
a.) study vocabulary and explanation.. Teacher gives a lecture about them .
b.) do the exercises and then teacher checks answers with the whole class.

3. In teaching the Introduction: Composing a Topic Sentence, let learners:

82

a.) study advertising channel. Then teacher gives a lecture about how to
advertise.

b.) do the exercises by working in group in order to practice forming the topic
sentences. 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 to confirm their
understanding of the topic sentence 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 3
4. Resources / Websites

4.1 http://www.slideshare.net/Prof_Pat_Muri/what-is-a-paragraph-presentation
4.2 http://en.wikipedia.org/wiki/Paragraph
4.3 http://lrs.ed.uiuc.edu/students/fwalters/para.html
4.4 http://wiki.answers.com/Q/What_are_the_components_of_a_paragraph

Measurement and Evaluation

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

Chapter 4

Creating Ads

Good advertising makes for business success. It is important that business
owners understand the basics of writing a good advertisement. All businesses need
promotion. New customers are needed because without them your business will fail.
This chapter, therefore, will discuss the marketing plan, the four Ps, and pricing and
positioning strategies. They will be presenting in forms of writing emails, writing a
positioning strategy and giving a presentation.

Lead-in

Directions: Match the words and phrase (1-5) to the definitions (a-e). Look at A,B and C
opposite to help you.
…….1. advertiser-funded programmes
…….2. audience
…….3. commercial break
…….4. daypart
…….5. free- to-air

a TV channels offered free to users, without subscription
b the population or target group viewing a television programme or an

advertisement
c shows which are fully or partly paid for by an advertiser
d a broadcast time period, e.g. daytime: 0900-1630
e the time during which ads are shown between programmes

84

4.1 AIDA Model for advertising

In Hadiyati’s study, he reported that AIDA model is marketing basic movement in
organizing advertisement that is resulted from customers’ perception; E. St. Elmo Lewis
introduces this concept in 1898. It refers to Attention, Interest, Desire and Action. AIDA
is abbreviation that is used in marketing and advertisement; it describes general list of
incidents, which is possible to happen when a customer involves in a certain
advertisement. He also referred to Mackey (2005) who explains that AIDA consists of
Awareness (attentive to customer); Interest (improving customers’ interest by focusing
on profit and benefit and it is not focused on feature like in traditional advertisement);
Desire (convincing the customers that the interest of a product or service can fulfill their
needs); Action (main customer acts and or purchase products and services) (Li dan Yu,
2013)
Exercise 1
Find the advertisement (post the picture in the box below) and analyse it according to
the ATDA model. Does its:

Catch the audience’s Attention.
make them Interested
create Desire.
and state the Action the audience should take (e.g. Call now!)?

Do you agree with this model for advertising? Why or why not?

85

Exercise 2 Organizing an advertising campaign (Gore, 2010)
Exercise 2.1 Directions: Look at the stops involved in organizing an advertising
campaign and put them in the correct order.

 a. analyse impact  e. define largest group
 b. approve design  f. determine the desired response

 c. choose the media  g. establish message
 d. commission ad agency  h. place ads

Exercise 2.2 Directions: Joys of Germany is an organizaties in charge of promoting
tourism in Germany. One of their staff is in London to meet Red Arrow, an advertising
agency. Listen and find out why they want to advertise.

 to introduce a new product
 to promote a special price
 to create or maintain awareness be a product
 to remarket a product

Exercise 2.3 Directions: Now answer the questions below.
1. According to joys of Germany, what sort of image does Germany have abroad?
………………………………………………………………………..
2. What do they say are the stereotypes associated with Germany?
………………………………………………………………………..
3. What kind of visitors does joys of Germany want to attract to Germany?
………………………………………………………………………..
4. Why is important to design advertising which is specific to a certain country?
………………………………………………………………………..

86

Exercise 2.4 Directions: Complete these sentences from the dialogue with the words
from the box. Listen again if necessary.

achieve appeal campaign create
looking outside perspective

1.Tell me what you’re ____________ for.
2. But that’s why it’s important for us to ____________ a new image.
3. We think that someone from ____________ will have a fresh _____________.
4. We want to make sure our ads ____________ to people in the UK.
5. I understand what you’re trying to _____________.
6. You need an insider to design an ad ___________ with the maximum _______

Exercise 2.5 Directions:
Tracy OK, so tell me what you’re looking for.
Carsten Well, We want to do something a bit more interesting than sausages and

the Black Forest. Most of our market research shows that Germany still
has a boring, _________________. 1 As we showed during the World Cup,
we have the tourist infrastructure and lots of attractions but Italy, for
example, still attracts for more foreign tourists than we do.
Tracy Maybe _________________ 2?
Carsten That’s one reason, I agree. But that’s why it’s important for us to
_________________.3 We need to remind people that a holiday doesn’t
have to be hot to be fun.
Tracy Interesting. Tell me more.
Carsten Well we’d like to _________________.4 Great composers, the Oktoberfest,
white wines… The people who are interested in these things are already
coming to Germany. We need to attract new visitors who aren’t yet aware
of the other side of Germany.

87

Tracy I see. So why do you want to work with us?
Carsten We want to work with someone based in the UK. We think that someone
from outside will have _________________ 5 and be able to rebrand us
Tracy better. Every country has its advertising culture and we want to make
sure our ads appeal to people in the UK.
OK, I understand what you’re trying to achieve. And if I may say so, I
think that you’re right. _________________ 6 are different in each country,
and you need an insider to design an ad campaign with the maximum
appeal.

Exercise 3 A campaigns (Gore, 2010)
Directions: Look at what people have said when discussing their ad campaigns. Match
the highlighted words or phrases (1-6) with their synonyms (a-f).

…..a change perceptions …..d have a rational appeal
…..b generate a buzz …..e rebrand
…..c have an emotional appeal …..f reinforce the existence

White Noise’s portable music players We want to get people
aren’t popular because they’re the talking about our
cheapest or even the most technologically product. 2
advanced products out there. Rather,
they’ve popular because, quite simply, Choritos are currently
people love them. The new ad campaign thought of as a high-fat
should attract people based on how they
snack. We need to
feel. 1 reinvent 3 our product as

The ads should healthy and convenient.
transform

people’s ideas 4
about Germany.

The advertisements should make Our minivans already dominate the
a logical argument 5 Viewers market, and they’re still in the growth
should buy our toothpaste
because it’s scientifically proven stage of their life cycle. So the ads
should simply emphasize what people
to be the best in the industry. already think, 6 that they’re both safe

and fun to drive.

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4.2 Working with an ad agency

Exercise 4 (Gore, 2010)
Directions: You are charge of commissioning a new ad campaign to promote Soyatastic,
a new soya-based drink. Use the notes and the phrases below to explain to an ad
agency what you want.

Soyatastic
 doing well in organic grocery stores
 people at xonventional grocery stores think drink is boring, plain introducing
four new flavours (raspberry, blood orange, mango, blueberry)
 most important taste
 also healthy, large sizes are good value for money

USEFUL PHRASES

Discussing an ad campaign

Typically, out products have appealed to …
We have a high market share among teenagers / 18-25 ” year ” old men,
We want to appeal to younger / older audience.
Our (name of product) is very well known, but we want to raise the profile of our…
It’s important for us to reinforce out brand’s positive image / to change perceptions of
our product.
We’d like to rebrand our product/to change our image/ to create a new image.

89

Exercise 5 (Gore, 2010)
Directions: How do you think advertisements vary between countries? Read the
opinions below. Do any of them surprise you?

A. I can tell the difference between a German ad and a British one immediately. I find
German advertising very direct, whereas British ad for a chocolate bar might be all
about something that has nothing to do with chocolate, but which somehow manages to
evoke the idea of self-indulgence: a woman in a bath, for example. A German ad for a
chocolate bar will always have a chocolate bar in it.

B. Henry Ford said that a car can be any colour as long as it’s black, and I feel the same
way about advertising. A really good ad campaign will work across cultures and appeal
to basic human needs ” the only thing you need to change is the language.

C. I was in Japan a few years ago and was shocked t see how many famous Hollywood
stars were advertising everyday products like cars and bath soap. They’d never do ads
like that in the US because it would harm their reputation here. I’m not sure why it’s OK
to do it in Asia, though. But a friend from Kyoto visited me recently, and she mentioned
that these days, Japanese companies prefer to use Japanese actors in their ads.
Apparently the West is losing its appeal!

D. Sure, something like fancy French perfume can be marketed in similar way around
the world: the only thing that changes is how sexy the ad is allowed to be! But the ad
campaigns for our wines are completely different in, say, the US and France. Our
American ads show a couple drinking wine in a very exclusive restaurant; it’s clearly a
special occasion. And our French ads show a group of adults, obviously old friends,
having a casual meal at home. the product is the sane, but the ‘packaging’ is completely
different.