INDEX

1. THINK MARKETING: MARKETING CONCEPTS

2. THE MARKETING MIX

3. SWOT ANALYSIS

4. AIDA

5. USP

6. VOCABULARY

7. TREASURE HUNT ON MARKETING (PRACTICE)

8. FINAL TASK: PROMOTING BARCELONA

1. THINK MARKETING: MARKETING CONCEPTS

VIDEOS

1. Marketing Vocabulary: http://englishforyou2.webs.com/apps/videos/videos/show/892184-marketing-vocabulary

2. Marketing Concepts 1:

http://englishforyou2.webs.com/apps/videos/videos/show/7709195-marketing-concepts-1

3. Marketing concepts 2:

http://englishforyou2.webs.com/apps/videos/videos/show/7709390-marketing-concepts-2

FLASHCARDS: VOCABULARY AND DEFINITIONS

http://www.flashcardmachine.com/740933/q98h FLASHCARDS: PRACTICE THE VOCABULARY

http://quizlet.com/2125360/marketing-flash-cards/

EXERCISE: REORDER THE SENTENCES:

1.________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

1.________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

CROSSWORD

SOLUTIONS

2. THE MARKETING MIX

3. SWOT ANALYSIS

4. AIDA

AIDA is an acronym used in marketing that describes a common list of events that are

very often undergone when a person is selling a product or service:

A - Attention (Awareness): attract the attention of the customer.

I - Interest: raise customer interest by focusing on and demonstrating advantages

and benefits (instead of focusing on features, as in traditional advertising)[1].

D - Desire: convince customers that they want and desire the product or service

and that it will satisfy their needs.

A - Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S):

S - Satisfaction - satisfy the customer so they become a repeat customer and give

referrals to a product.

Marketing today allows a diversty of products. Using a system like this, allows a general

understanding of how to target a market effectively. A.I.D.A however is an acronym that

is necessary to learn in marketing.

Moving from step to step you lose some percent of prospects. This process is shown as

"AIDA Inverted Triangle" figure. To improve AIDA Inverted Triangle sometimes it's

recommend to split AIDA formula into two pair of promotional steps: 1) Attention +

Interest 2) Desire + Action

5. USP

The USP Unique Selling Proposition (also Unique Selling Point) is a marketing

concept that was first proposed as a theory to explain a pattern among successful

advertising campaigns of the early 1940s. It states that such campaigns made unique

propositions to the customer and that this convinced them to switch brands. The term was

invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other

fields or just casually to refer to any aspect of an object that differentiates it from

similar objects.

Today, a number of businesses and corporations currently use USPs as a basis for their

marketing campaigns.

Definition

In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is

widely misunderstood and gives a precise definition in three parts:

1. Each advertisement must make a proposition to the consumer. Not just words, not

just product puffery, not just show-window advertising. Each advertisement must

say to each reader: "Buy this product, and you will get this specific benefit."

2. The proposition must be one that the competition either cannot, or does not, offer.

It must be unique—either a uniqueness of the brand or a claim not otherwise

made in that particular field of advertising.

3. The proposition must be so strong that it can move the mass millions, i.e., pull

over new customers to your product.

Examples

Head & Shoulders: "You get rid of dandruff"

Olay: "You get younger-looking skin"

Some unique propositions that were pioneers when they were introduced:

Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or

less -- or it's free."

FedEx: "When your package absolutely, positively has to get there overnight"

M&M's: "The milk chocolate melts in your mouth, not in your hand"

6. VOCABULARY

MARKETING

It is the process by which companies determine what products or services may

be of interest to customers, and the strategy to use in sales, communications and

business development.

ADVERTISING

The promotion through public announcements in newspapers, TV, radio or the

Internet, in order to attract or increase interest in it.

BRAND

A type of product made by a particular company

TO LAUNCH

To introduce a new product, with advertising and publicity.

CONSUMER

A person who buys goods or services

MARKET RESEARCH

The collecting and processing of information about customers -how they feel

about a product and why they will or will not use a product or service.

BRAND IDENTITY

How a company wants the customer to see its product. The company may want

the customer to see the product as a luxury item or perhaps a cheaper item

PUBLIC RELATIONS

Creating and maintaining a good image with your customers and the public.

CAMPAIGN

A planned and organized series of actions intended to promote a product or

service.

TO POSITION

To affect the way a product is presented to the public and how people think

about that product

MARKETING MIX

It refers to the primary elements that must be attended to in order to properly

market a product or service. It is composed of:

1. Product

2. Place

3. Price

4. Promotion

CONSUMER-SIDE MARKETING

It is a new marketing concept which rewrites the 4 p's from a consumer point of

view. It is composed of:

1. Customer value (product)

2. Cost to the customer (prize)

3. Convenience for the buyer (place)

4. Communication (Promotion)

TARGETING

It is the process of knowing who is your product or service addressed to.

VALUE PROPOSITION (USP)

It is the unique selling proposition: what makes your product or service better

than the others in the same range. What makes you different from the

competition

SEGMENTATION

To divide a market by a strategy directed at gaining a major portion of sales to a

subgroup in a category, rather than a more limited share of purchases by all

category users.

The most common segments are:

age, gender, income, education, location, marital status, culture.

MARKET SHARE

It is the percentage or proportion of the total available market or market

segment that is being serviced by a company

7. TREASURE HUNT ON MARKETING (PRACTICE)

Marketing

PRACTICE

Links:

Marketing in wikipedia

SWOT in wikipedia

AIDA in wikipedia

USP in wikipedia

PP on SWOT

Video about AIDA

Learnmarketing.net

TV spots

Funny Tv spots

QUESTIONS:

1. What is the meaning of the words you don’t know?

2. What is social marketing?

3. What is the Marketing mix?

4. What is a S.W.O.T analysis?

5. Choose a product, service or company and give

examples for a SWOT analysis.

6. What does the AIDA formula mean?

7. Choose a TV spot and analyze its AIDA formula.

8. Define the USP of a product or service. What is the

USP of the product advertised in the spot you chose?

1.

Marketing is the process by which companies

determine what products or services may be of

interest to customers, and the strategy to use in

sales, communications and business

development.[1] It is an integrated process

through which companies create value for

customers and build strong customer

relationships in order to capture value from

customers in return.[1]

Marketing is defined by the American

Marketing Association (AMA) as "the

activity, set of institutions, and processes for

creating, communicating, delivering, and

exchanging offerings that have value for

customers, clients, partners, and society at

large."[3] The term developed from the

original meaning which referred literally to

going to a market to buy or sell goods or

services. Seen from a systems point of view,

sales process engineering views marketing as

"a set of processes that are interconnected and

interdependent with other functions,[4] whose

methods can be improved using a variety of

relatively new approaches."

The Chartered Institute of Marketing defines

marketing as "the management process

responsible for identifying, anticipating and

satisfying customer requirements

profitably."[5] A different concept is the

value-based marketing which states the role of

marketing to contribute to increasing

shareholder value.[6] In this context,

marketing is defined as "the management

process that seeks to maximise returns to

shareholders by developing relationships with

valued customers and creating a competitive

advantage."[6]

8. FINAL TASK: PROMOTING BARCELONA

MARKETING RESEARCH AND AD

PRESENTATION

CONTEXT: You have to launch a campaign promoting Barcelona, the final result of

your work is a poster ad or TV spot to promote Barcelona.

1. Carry out a Marketing Research: make a questionnaire with 10 questions and

interview 10 foreigners.

2. Write a report about your research:

PROMOTING BARCELONA

1. INTRODUCTION.

Presentation of the project, summary and justification of contents.

2. SURVEY

2.1. Model of questionnaire.

2.2. Results and explanation. (pie charts)

2.3. Conclusions.

3. AD PRESENTATION.

3.1. The 4 p’s about Barcelona.

3.2. SWOT ANALYSIS on Barcelona (taking into account the survey)

3.3. AIDA and USP (ad presentation)

4. CONCLUSION

Summary and reflection about the process of your work.

3. Design a poster or produce a TV spot to promote Barcelona based on your

analysis.

4. Make a Power Point presentation and deliver it in class.

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