Marketing
Business Lesson 4
New Vocabulary
Cold-calling
холодные звонки
Mailshots
массовая рассылка рекламы по почте
Social Media Marketing (SMM)
маркетинг в социальных сетях
Special promotions
специальные акции, предложения
Word-of-mouth
сарафанное радио
Pop-up adverts
всплывающая реклама
Customer Relationship Management (CRM)
система управления информацией о клиентах, организация взаимоотношений с клиентами
Customer experience
качество обслуживания клиентов
Customer loyalty
лояльность клиентов
Long-term customers
постоянные клиенты
Market share
доля рынка
Intrusive marketing
навязчивый маркетинг
Customer Centric Marketing
клиентоориентированный маркетинг
Promotion
продвижение
Retailer
розничный продавец
Cling
цепляться, держаться
Direct mail
почтовая рассылка
Consumer resistance
сопротивляемость потребителей
Unsolicited
непрошенный
Multichannel relationship
многоканальная связь
Promotion-centric
рекламно-ориентированный
Brick, click and flip
торговля в магазинах,интернете и по каталогам
Product-focused
товароориентированный
Interact
взаимодействовать; влиять друг на друга
Customer
клиент, покупатель
Data
данные, информация
Privacy
конфиденциальность
Buying behaviour
покупательское поведение
Privacy Policy
политика конфиденциальности
Market research
маркетинговое исследование, изучение конъюнктуры рынка
Advertise
рекламировать
Servicing
обслуживание
Delivery
доставка
Digital Marketing
цифровой маркетинг
Distribution
распространение
End user
конечный потребитель
Product launch
выпуск новой продукции на рынок
Public Relations (PR)
связи с общественностью
SWOT analysis
анализ сильных и слабых сторон, возможностей и угроз
Trademark
товарный знак, торговая марка
Brand
бренд
Consumer
потребитель, покупатель
Consumer retention
удержание потребителей
To modify the product
изменить (улучшить) продукт
Database
база данных
Integral
неотъемлемый, существенный
Capture
захватывать
Supply
предложение
Demand
спрос
To affect
воздействовать, влиять
Goods
товары
Services
услуги
Quantity supplied
объем предложения
Quantity demanded
величина спроса
Equilibrium point
точка равновесия
Market Clearing
равновесие рынка
Practise new vocabulary on Quizlet
Read the following article and practise new words and expressions
Customer-Centric Marketing
Most retailers cling to product-focused and promotion-centric models. However, there is increased consumer resistance to intrusive marketing, such as unsolicited e-mails and direct mail.

In response, some retailers are beginning to pay more attention to the customer experience and have adjusted their marketing practices so that they are delivering fewer, more relevant messages that reflect the multichannel relationship they have with the customer, e.g. retail stores, website, and catalogs, or "brick, click, and flip".

Switching to a customer-centric marketing approach helps to increase customer loyalty and as a result, customers will buy more from you over a longer period of time. Research by Bain and Harvard Business School shows that the longer a customer stays with you, the greater the annual profit generated from that customer. These increased profits come from a combination of increased purchases, cost savings in marketing, and word-of-mouth referrals.

The majority of multichannel retailers do not design their marketing programs around acquiring new customers that have the best potential to become long-term customers and rewarding existing high-value, loyal customers with special treatment in order to retain them. Instead, they wrongly focus on market share as the key measure of success.
Answer the questions to the text
You can compare your answers with answer key below
Listen to an interview with Dr Jonathan Reynolds, Academic Director of the Oxford Institute of Retail Management and lecturer at the Said Business School
Answer the questions to the audio 1
You can compare your answers with answer key below
Read the following article and practise new words and expressions
Brand Strategy for Generation Y "WALKING THE WALK"
THE MOST MARKETING-SAVVY segment a business will ever target is undoubtedly Generation Y. With no illusions about how much manufacturers covet their disposable income, the children of the eighties scrutinize any new brand on the block with icy cool. It's not enough just to talk the talk: only genuinely youth-oriented brands can also walk the walk.

So just how do top Gen-Y brands like Converse (shoes), Ben & Jerry's (ice cream) and Jet Blue (air travel) succeed where so many others fall? Their secret lies in establishing an emotional connection with their customers, a powerful, psychological attraction that allows these emotionally driven brands to nurture a special relationship and motivate purchase intent.

What are the brand-building strategies to help your business walk the walk? In every market segment, a strong brand not only attracts an initial purchase but also brings longer-term benefits like customer loyalty and premium pricing. But Gen Y-ers are especially influenced by brands that project an emotional appeal they can share in and exploit. For these consumers, a brand is a form of self-expression that communicates an identity to their peers. This emotional investment means that Gen Y-ers will support and recommend the brands they use: they willingly become brand endorsers, creating the kind of buzz that can make market share rocket.

To build an emotionally potent brand, first consider Gen Y-ers' values, and what benefits buying your brand will bring them. Then, fine-tune your brand by positioning it so as to satisfy your target customers' emotional needs: in particular, try to own the all-important 'lifestyle empowerment' brand position. Finally, learn from the Converses and Ben & Jerrys of this world by creating a sense of brand ownership — every truly successful brand in this market manages to foster the impression that it belongs to Gen Y-ers, and to them alone.
Practise new vocabulary on Quizlet
Answer the questions to the text
You can compare your answers with answer key below
Listen to an interview with Dr Jonathan Reynolds, Academic Director of the Oxford Institute of Retail Management and lecturer at the Said Business School
Answer the questions to the audio 2
You can compare your answers with answer key below
Watch the video and answer the questions
Answer the questions to the video
You can compare your answers with answer key below
Your homework is to write the summary of this topic, minimum 15 sentences, using new words and expressions
Write your own beautiful success story!
Translate the following sentences into English
the first set is mandatory
Compare your answers to the answer key
Made on
Tilda