ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.

How to work with each unit. Punctuation and language use are important components of spoken and written English. Each unit will be divided into two parts: use of language and contents. o In the use of language part you will always have a theory section that consists of a short reminder of basic aspects of grammar, and a practice section with short exercises to check that you have understood the theory. All this practice will also work as a self-evaluation section. o The content part consists of reading and writing practice in order to improve your formal academic English. This will involve reading different types of texts, linking words, expressions, introductions and conclusions.

LESSON 9

Marketing, advertising, promotion and trade.

General objectives In this lesson you will know how the world of advertising and promotion works.

Specific objectives 1. 2. Vocabulary about brands and advertising. (Word parternships) The use of articles.

Autoras Margarita Goded y Lourdes Pomposo

ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.

PART 1. USE OF LANGUAGE.

Remember that the Language that you are going to practice in each unit is just a review or reminder of the general grammar that you already know but related to the topic of each lesson. This symbol will be used for THEORY This symbol will be used for PRACTICE.

The use of articles a/an is used: 1. before singular countable nouns:

Example: he works for an important company. 2. To introduce new information: Example: When I arrived, I saw an important person. That person is now my husband. 3. 4. 5. Before professions: Example: My brother is an architect. When the listener does not know what particular person, thing or fact we are talking about. The is used: 1. When it is clear from the context what particular person, thing or fact we are talking about.

Example: The cat outside is black 2. To speak about somebody in an official position. Example: The Pope is a good person who cares poor people. 3. With proper names. Examples: The Alps, The Sheraton, The Beatles Zero article is used: 1. We do not use the article before mass nouns used in general. Example: Women have more problems in getting high management responsibilities.

Practice 1. Write a/an/the/ to complete the sentences. 1. We arrived at the airport and got _______ taxi which took us to ______ Oxford Street.

Autoras Margarita Goded y Lourdes Pomposo

ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.
2. 3. Take these parcels to ________Post Office and keep ______receipts you are given, please. I picked up ______ kids from school and took them ________home while my wife was at ______ work. 4. I work in ______office in _____city center and I always have _______ problem in finding where to park. 5. ________ teachers are normally badly paid. But ______ teachers that work here have good salaries.

Links for extra practice and self-evaluation.

http://www.myenglishpages.com/site_php_files/grammar-exercise-articles.php http://www.englisch-hilfen.de/en/exercises_list/artikel.htm http://www.englishexercises.org/makeagame/viewgame.asp?id=4378

Word Partnerships. Two or more words are together to form a partnership or a collocation that form one word or one group of words with a specific meaning. These partnerships are very common in Business English and there are no rules that explain their formation. We can find here word partnerships related to brands and advertising and their meanings. Do the following exercises in order to practice and learning them.

PRACTICE 1. Match the following word partnerships with their meanings. 1. Brand loyalty 2. Brand image 3. Brand stretching 4. Brand awareness 5. Brand name 6. Product launch 7. Product lifecycle 8. Product range 9. Product placement a) the name given to a product by the company that makes it. b) using an existing name on another type of product. c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand f) the set of products made by a company g) the use of a well-known person to advertise products. h) when products are used in films or TV programmes. i) the introduction of a product to the market.

Autoras Margarita Goded y Lourdes Pomposo

ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.
10.Product endorsement j) the length of time people continue to buy a product.

Links for extra practice and self-evaluation.

http://www.linguarama.com/ps/sales-themed-english/word-partnerships.htm http://wps.pearsoned.co.uk/ema_uk_he_pointon_words/116/29849/7641422.cw/ content/index.html http://www.onestopenglish.com/community/lesson-share/pdfcontent/grammar/grammar-meeting-word-partnerships-lessonplan/147557.article

PART 2. READING AND WRITING SKILLS. 1. INTRODUCTION: MARKETING In popular usage, marketing is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. It is the process of communicating he value of a product or service to customers. It is the link between a societys material requirements and its economic patterns response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. There are four Ps that are the basis of Marketing: Product (goods and services that are sold), Price (the cost to the buyer of goods and services), Promotion (informing customers about products and persuading them to buy them) and Place (where goods and services are available).

READING COMPREHENSION. EXERCISE 1. BRAND WARS Aggressive comparative advertising has now reached fever pitch; extra millions are pouring into R&D, and the market leaders are under a constant pressure to slash their prices in a cut-throat struggle for market domination. When Philip Morris knocked 40c off a packet of Marlboro, $47-and-a-half billion

Autoras Margarita Goded y Lourdes Pomposo

ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.
was instantly wiped off the market value of Americas top twenty cigarette manufacturers. Lesser brands went to the wall. And that`s just one example of how fair competition within a free market has rapidly escalated into brand war. In spite of the efforts of the corporate heavyweights to win market share, when it comes to fast moving consumer goods, more and more consumers are switching to the supermarkets own-label products. And brand loyalty is fast becoming a thing of the past. The one unchallengeable Nescaf and Kelloggs are actually losing sales, as their higher price is no longer automatically associated with higher quality. And in many supermarkets across Europe and the States own-labels now account for over fifty-five per cent of total sales. Their turnover has never been higher. Brandstretching is another way in which the household names are fighting back. By putting their familiar trademark on attractive and fashionable new products, companies can both generate additional revenue and increase brand awareness. The high-life image suits companies like Philip Morris, for whom, as the restrictions on tobacco ads get tougher, brandstretching is the perfect form of subliminal advertising. But, brand wars aside, the single biggest threat to the market remains saturation. For it seems there are just too many products on the shelves. In the States they call this product clutter and it is currently the cause of a strong anti-consumerism movement. IN fact, product proliferation and widespread metooism mean that some stores actually stock seventy-five different kinds of toothbrush and 240 types of shampoo. It would take you over twenty years to try them all, assuming you even wanted to. And thats just got to be crazy when you think that eighty to ninety per cent of new brands fail within their first six months.
(Adapted from New Business Matters Coursebook (2004) by Powell, Martinez, & Jillet)

Give a definition with your own words of the following words or expressions: Aggressive comparative advertising Consumer goods Fair competition Brandstretching Brand awareness Subliminal advertising. Product clutter Market saturation

Autoras Margarita Goded y Lourdes Pomposo

ENGLISH FOR SOCIAL SCIENTISTS 2012-13 UNED LESSON 9. Marketing, advertising, promotion and trade.

Bibliography
Armstrong, G. & Harker, M. (2009) Marketing an introduction. UK. Pearson Education. Keller, K. (2008) Strategic Brand Management. UK. Pearson Education. Powell, M., Martinez, R. & Jillet, R. (2004) New Business Matters Coursebook. Singapore. Thomson. Shimp, T (2007) Advertising, promotion & other Aspects of Integrated Marketing Communication. USA. Cengage learning.

EXTRA ACTIVITIES.
Read extra bibliography. Complete grammar and vocabulary exercises of links.

Autoras Margarita Goded y Lourdes Pomposo