The Marketing Communication Mixmasterenglish.nl/holtappels/ReaderMHBO_1_2_2020.pdf ·...

Talenacademie-KoningWillemICollege-‘s-Hertogenbosch

TheMarketingCommunicationsMix©2020G.Holtappels

TheMarketingCommunicationMix


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Inhoudsopgave&eisene-portfolioStudiewijzerStudyplannerStep1Introduction-ChoosingtopicStep2Types&formsofbusinessesStep3TargetgroupdescriptionStep4MissionstatementStep55PsStep6SWOTanalysisStep7Graphs/chartsStep8CampaignStep9ThepresentationStep10VocabularyStep11Nedercom-HighfiveStep12ReflectionResourcesLinks-PresentationtipsGrammar

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• Downloaddereaderenslahemoponderb.v.English_periode2.PDFMailelkeweektaakuiterlijkzondagavondennoemhem:jouwklas,jouwachternaamenweeknummer.bijvoorbeeld:1hmc_Smit_week1.docx(mailgeenodtengeenpdfbestanden)

• Schrijf-enleesopdrachtenWerkalleopdrachtenuitinWord.Beginjedocumentmethetweeknr.endenaamvandestap.

• SpreekopdrachtenWerkjespreekopdrachteneerstuitinWordenoefenzedaarnameteengesprekspartner,jouwdocentofmetdenativespeaker.Neemjegesprekkenopmetvideoenstuurzenaarjedocentbijdedesbetreffendeweektaak.

• VocabulaireWoordenlijstenzijntevindenindereaderenstaanookindeWRTSappofopdeWRTSwebsite.Downloaddelijstenenneemzeover.Jekuntzevindenonderdepubliekeprofielnaam:engelsmarketingkw1c

• Grammar-Nedercom-HighfiveElkestudentheefttoegangtotNedercom.DitprogrammabehandeltdeEngelsegrammatica.Perhoofdstukdoeje10oefeningen;daarnadezelftoets.Allesmoetminstenseen✔zijn.


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StudiewijzerEngels

Onderwerp

Vak:EngelsCohort2020Leerjaar1:Periode2Contactpersonen:GabyHoltappels

ContextKwalificatiedossiermedewerkermarketingencommunicatie.EngelsGeneriekenberoepsgericht.

Leerdoelen

Uiteindelijkmoetjeaanheteindevanleerjaar2B1behaaldhebbenvoordevaardighedenLezen,luisteren,SprekenenGesprekkenvoerenenA2voorSchrijven.Wordenerhogereniveausbehaalddankrijgjeeenextrataalverklaring.

LeeractiviteitenSchrijven,Spreken,Gesprekkenvoeren,LezenenLuisterenDeoefeningenvariërenvandialogen,uitspraakoefeningenenwoordtrainingentotschrijfopdrachtenenpresentaties.Indetaallessenwerkjeaanjetaalvaardigheid;ditdoejesamenmetjedocent,zelfstandigeneventueelmetdenativespeaker.

Tijd2uurperweeklesactiviteiten;0,5fysiek;0,5online;1zelfstudie1periodevan10weken

Leermiddelen-ReaderMasterEnglish-‘ThemarketingMix’-Website:Masterenglish.nl-Nedercom.nl

Voortgangenbeoordeling Cijfer

Tebehalenperiodecijfers:helecijfers1,2,3,4,5,6,7,8,9-PortfoliocompleetenNedercomt/mzelftoetsvoldoende/goed:cijfer6/7/8/9-Nedercomhoofdstukkennietgedaan:cijfer1-Opdrachtenindereaderontbreken:peropdracht-1punt-Zelftoetsennietgedaan:-2puntenHerkansing:reader/Nedercom:periode2


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STUDYPLANNER

PERIOD2

Resources:Masterenglish.nlVocabularyWRTSNo.9Www.nedercom.nl

Department:Marketing&Communicatie

Week-taken

Writing Speaking Reading/Listening

VocabularyWRTSGrammarworkshops

√

469-11-20

IntroductionExamenSprekenMarketingMixStep1Choosingyourtopic

Step11Nedercomchapter3+4+zelftoetsen

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4716-11-20

Presentationtips

Step2Readtexttranslate

Step10PracticevocabularyNo.9

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4823-11-20

Step3Descriptionofthetargetgroup

Examplestargetgroupfeatures

Nedercomchapter3+4+zelftoetsen

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4930-11-20

Step4MissionstatementStep5Describe5Ps

Step10Practicevocabulary

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507-12-20

Step6SWOTanalysis

Examples5PsExamplesSWOT


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5114-12-20

Step7a-7eDoexercisesandFindagraph/chart

Practicepresentation

Examplesgraphs

WorkshopGraphsandcharts

52-119/20-3/1

Christmasholiday

24-01-21

Step8a-8dOriginalcampaign

Step10Practicevocabulary

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311-01-21

Step9a-9cWriteoutpresentationandmakePowerPoint



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418-01-21

Step12Writereflection


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525-01-21

DeadlinereaderenNedercom:eerstemaandagvandetoetsweekPeriodecijfer=Resultaatreaderopdrachten+Nedercom


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THEMARKETINGCOMMUNICATIONSMIXSTEP1.INTRODUCTION ThewordMarketingisthetermgiventoallthedifferentactivitiesintendedtomakeandattractaprofitabledemandforaproduct.Thisinvolves:• identifyingconsumerneedsandwants• settingtheprice.• decidingthebestplacetoselltheproduct• decidingonhowbesttopromotetheproduct

Productadvertisingisanimportantpartofthemarketingmix.Itsaimistoincreasesalesbymakingaproductorserviceknowntoawideraudience.Youcanadvertiseinavarietyofwaysdependingonhowmuchyouwishtospendandtypeofaudienceyouwishtotarget.Inthecomingperiodyoushallbedoingresearchintothemarketingandcommunicationofacompany,resultinginaPowerPointpresentationatyourspeakingexaminperiod3.Goals:•LearnhowtosetupaMarketingplan•Analyzeyourchosencompany•Usepastandpresentcompanyinformation•Learnaboutsurveysandmissionstatements•Learnhowtodescribepromotionalactivities•Learntodescribegraphs,chartsandtables•Learnhowtogivepresentations

CHOOSINGTHETOPICFORYOURPRESENTATIONTask.Chooseasmallcompanythatyoufindveryinteresting.Youcanthinkofanewretailstorethatjustopenedupinyourownneighborhood,aneventsagencythatyouwouldliketodoyourinternshipatnextyear,orevenyourfavoriterestaurantorBed&Breakfast.Let'spretendthatthiscompanyhasaskedyoutodoresearchintotheirmarketingandcommunicationsmixandintohow,forinstance,Internetmarketingcanhelpmaketheirbusinessmoresuccessful.Theywantyoutoprepareapresentationabouttheoutcomeofyourresearch.(Getyourteacher'sapprovalonyourchoicebeforecontinuingwithstep2.(Largeretailersinclothing,electronicsorfoodarenotallowed)ThecompanyIhavechosenis__________________________________________________________Ihavechosenitbecause______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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STEP2.READING-TYPESOFBUSINESSESANDFORMSOFBUSINESSORGANIZATIONSTask2a.Readthetextbelowandtranslateordescribetheunderlinedwords.Thereare4typesofBusinesses1.ServiceBusinessAservicetypeofbusinessprovidesintangibleproducts(productswithnophysicalform).Servicetypefirmsofferprofessional

skills,expertise,advice,andothersimilarproducts.Examplesofservicebusinessesare:salons,repairshops,schools,banks,

accountingfirms,andlawfirms.

2.MerchandisingBusinessThistypeofbusinessbuysproductsatwholesalepriceandsellsthesameatretailprice.Theyareknownas"buyandsell"

businesses.Theymakeprofitbysellingtheproductsatpriceshigherthantheirpurchasecosts.Amerchandisingbusinesssells

aproductwithoutchangingitsform.Examplesare:grocerystores,conveniencestores,distributors,andotherresellers.3.ManufacturingBusinessUnlikeamerchandisingbusiness,amanufacturingbusinessbuysproductswiththeintentionofusingthemasmaterialsin

makinganewproduct.Thus,thereisatransformationoftheproductspurchased.Amanufacturingbusinesscombinesraw

materials,labor,andfactoryoverheadinitsproductionprocess.Themanufacturedgoodswillthenbesoldtocustomers.

4.HybridBusinessHybridbusinessesarecompaniesthatmaybeclassifiedinmorethanonetypeofbusiness.Arestaurant,forexample,

combinesingredientsinmakingafinemeal(manufacturing),sellsacoldbottleofwine(merchandising),andfillscustomer

orders(service).Nonetheless,thesecompaniesmaybeclassifiedaccordingtotheirmajorbusinessinterest.Inthatcase,

restaurantsaremoreoftheservicetype–theyprovidediningservices.

Thereare5formsofBusinessOwnership1.SoleProprietorshipAsoleproprietorshipisabusinessownedbyonlyoneperson.Itiseasytoset-upandistheleastcostlyamongallformsof

ownership.

Theownerfacesunlimitedliability;meaning,thecreditorsofthebusinessmaygoafterthepersonalassetsoftheownerif

thebusinesscannotpaythem.Thesoleproprietorshipformisusuallyadoptedbysmallbusinessentities.

2.PartnershipApartnershipisabusinessownedbytwoormorepersonswhocontributeresourcesintotheentity.Thepartnersdividethe

profitsofthebusinessamongthemselves.Ingeneralpartnerships,allpartnershaveunlimitedliability.Inlimited

partnerships,creditorscannotgoafterthepersonalassetsofthelimitedpartners.

3.CorporationAcorporationisabusinessorganizationthathasaseparatelegalpersonalityfromitsowners.Ownershipinastock

corporationisrepresentedbysharesofstock.Theowners(stockholders)enjoylimitedliabilitybuthavelimitedinvolvement


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inthecompany'soperations.Theboardofdirectors,anelectedgroupfromthestockholders,controlstheactivitiesofthe

corporation.Inadditiontothosebasicformsofbusinessownership,thesearesomeothertypesoforganizationsthatare

commontoday:4.LimitedLiabilityCompanyLimitedliabilitycompanies(LLCs)intheUSA,arehybridformsofbusinessthathavecharacteristicsofbothacorporationand

apartnership.AnLLCisnotincorporated;hence,itisnotconsideredacorporation.

Nonetheless,theownersenjoylimitedliabilitylikeinacorporation.AnLLCmayelecttobetaxedasasoleproprietorship,a

partnership,oracorporation.

5.CooperativeAcooperativeisabusinessorganizationownedbyagroupofindividualsandisoperatedfortheirmutualbenefit.The

personsmakingupthegrouparecalledmembers.Cooperativesmaybeincorporatedorunincorporated.

Someexamplesofcooperativesare:waterandelectricity(utility)cooperatives,cooperativebanking,creditunions,and

housingcooperatives.

1.Expertise_____________________________________________________________2.Wholesaleprice_____________________________________________________________3.Retailprice_____________________________________________________________4.Unlike_____________________________________________________________5.Nonetheless_____________________________________________________________6.Ownership_____________________________________________________________7.Soleproprietorship_____________________________________________________________8.Unlimitedliability_____________________________________________________________9.Assets_____________________________________________________________10.Dividetheprofits_____________________________________________________________11.Stockholders_____________________________________________________________12.Limitedinvolvement_____________________________________________________________13.Mutualbenefit_____________________________________________________________

Task2b.Whattypeofbusinessisthebusinessyou’vechosenandwhatisitsbusinessownershipform?___________________________________________________________________________________________________________________________________________________________________________________________________________________


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STEP3.TARGETGROUPDESCRIPTIONWhatisaTargetAudience?Well,itistypicallyamarketing/communicationstermthatdefines(beschrijft)whoismeanttoreceiveyourmessage.Formostmarketing&salespitches,thetargetaudienceconsistsofthepeoplethataremostlikelytopurchaseyourproduct.Task3a.Makeamoodboardofyourtargetaudienceasisshowninthemoodboardbelow.Whetheryouworkindigitalmedia,logodesignorevenbrochuredesign,ifyou'retryingtogetabigdesignideaacross,agoodmoodboardcanbeinvaluable.Withamoodboardyoucaninstantlyconveyawholeassortmentofconceptsandfeelingsthatarecentraltoyourpitchbutdifficulttogetacrossverbally.Sowhat'sthebestwaytoputadigitalmoodboardtogether?Thereareatonofappstomakethingseasyforyou.We'vegatheredtogetherthebestofthebunch.Pinterest-Olioboard-Moodboard-Evernote-Gimmebar-Sampleboard.Trythemout!

Task3b.Whyhavetargetgroupsegmentation?Giveadescriptionofthetargetgroupofyourproduct?Whoarethemainconsumersofyourproduct?Males,females,youngfamilies,DINKS(doubleincomenokids)etc.So,thinkofthefollowingfeatures.Demographicfeatures:age,gender,educationandincome;Geographicfeatures:wheredoesyourtargetgrouplive?Psychographic[saiko’grafik]features:hobbiesandinterests(lifestyle-kenmerkenzoalsinteresses);Behaviouralfeatures:responsetoaproductorloyaltytoabrand.


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Themainreasonwhywehavesegmentationisbecausewehavesomanytypesofcustomers.Thevariablesusedforsegmentationinclude:

• GeographicvariablesRegionoftheworldorcountry:east,west,south,north,central,coastal,hilly,etc.Countrysize:metropolitancities,smallcities,andtowns.Densityofarea:urban,semi-urban,andrural.Climate:hot,cold,humid,rainy.

• DemographicvariablesAgeGenderMaleandFemaleSexualorientationFamilysizeEducationPrimary,HighSchool,Secondary,College,UniversityIncomeOccupationSocio-economicstatusReligionNationality/race(ethnicmarketing)Language

• PsychographicvariablesPersonalityLifestyleInterests/hobbiesAttitude/opinions

• BehavioralvariablesInthisapproachbuyersareclassifiedintogroupsonthebasisoftheirknowledgeof,attitudetoward,useof,orresponsetoaproduct.Somebehavioralvariablescanbe:usageratereadinessforbuyingtheproduct(readiness-to-buystage)attitudetowardtheproductloyaltytotheproduct(brandloyalty)occasionsonwhichtheproductisusedetc.Whennumerousvariablesarecombinedtogiveanin-depthunderstandingofasegment,thisisreferredtoasdepthsegmentation.Whenenoughinformationiscombinedtocreateaclearpictureofatypicalmemberofasegment,thisisreferredtoasabuyerprofile.Whentheprofileislimitedtodemographicvariablesitiscalledademographicprofile.Astatisticaltechniquecommonlyusedindeterminingaprofileisclusteranalysis.


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STEP4.MISSIONSTATEMENTWhatdoesyourcompanywanttocommunicatetothetargetgroup?Task.Writedownthemainmessageofyourcompany.Keepinmindthatamessageisnotthesameasanadvertisingsloganoramarketingline;Amessageisasimpleandclearideathatsummarizestheessenceofitsprogramorprojects.

Anexampleofaclearmessageistoinformthetargetgroupaboutthecompanyactivitiesregardingdurability,energypolicy,planning,andcustomerserviceorsponsoring.Keepyourmessageshortandsimple.Lookattheexamplesbelow;it’sthemissionstatementofyourschoolandoftheEfteling.

De Efteling heeft als doel om in 2020 een internationale bestemming te zijn met 5 miljoen bezoekers. In 2017 is er al een belangrijke mijlpaal behaald met het passeren van de magische grens van 5 miljoen bezoekers.

Voor de komende jaren ligt de focus op het ophogen van de gast waardering. Medewerkers zijn daarbij de belangrijkste ambassadeurs, zij zorgen voor de verwondering.


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STEP5.THE5PsTask.Describethe5Psofyourcompany:place-product-price-promotion-personnelLookattheinformationbelow.Thenbeasdetailedaspossibleindescribingthe5Psofyourcompany.Donotsumupbutusewholesentencesasintheexamplebelow.Example:thecompanyislocatedin…………………………………………andtheircorebusinessisselling…………………………………………………………...Pricesarequitehighbut……………………………………………………….Thepromotionthattheyuseis…………and………….Theyemploy...............people,ofwhich……regularemployeesand…..temporarycoworkers………………………………………..MarketingPlan*Inhetmarketingplanbeschrijfjedecommerciëleformule(commercialformula)endemarktwaarinjejezelfbegeeft.HetplansteljeopaandehandvandevijfP’svanhetmarketingplan:plaats,product,prijs,promotieenpersoneel.(Place-Product-Price-Promotion-Personnel)Place:Bijhetkiezenvaneenplaatszijndistributie,uitstraling(appearance/charisma/style),bereikbaarheid(accessibility)endeaanwezigheidvanconcurrentie(presenceofcompetition)vanbelang.Hoegoed/slechtisdelocatievanjouwgekozenbedrijf?Product:Geefeengedetailleerdebeschrijvingvanjeproduct,assortimentofdienst.Hetgaatookomzakendiedetotaleuitstralingbepalen,zoalsgarantie,service,verpakkingenklachtenbeleid(complainthandling/policy).Price:Beschrijfdeopbouwvandeprijsvanhetproduct(settingtheprice).Gaathetomeendienst,danvermeldjehetuurtarief(hourlyrate).Letopheteffectvandeprijs:kijkenklantennaardelaagstmogelijkeprijs,ofkijkenzeeerstnaarkwaliteitenzijnzebereidmeertebetalen?Watisdeprijsvandeconcurrentie(competition)?Wiezijndeconcurrenten(competitors)?Hoeisdeprijs-kwaliteitverhouding?(Price-qualitycomparison)Promotion:Hoebereikjedeklanten?(useofdifferentmediasuchasTV,radio,newspapers,magazines,theInternet,directmail).Hoemaakjedeklantendemeerwaarde(surplusvalue)vanjeproductenen/ofdienstenduidelijk?Promotieplannenmoetenovereenstemmenmet(correspondwith)deuitstralingvanhetbedrijf.Metwelkepromotiemiddelengaanjulliedeklantenbenaderen(approach)?Motiveerdekeuzedoordietekoppelen(link/relate)aandedoelgroep.Personnel:Ideeënoverhetaannemen(hiring),begeleiden(coaching),motiverenvanpersoneel.Bijeengoedmarketingplanbestaatersamenhang(coherence)tussendevijfP's.AlseréénPverandert,moetendeandereP'saangepastworden.


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STEP6.MAKEASWOTANALYSISLookattheinformationbelow;itshowsyouexamplesofpossiblestrengths,weaknesses,opportunitiesandthreats.Task:lookatyourchosencompanyanddescribeitsSWOTinaneasilyunderstandableway.

Strengths:whatarethestrengthsofyourbusiness?•Yourspecialistmarketingexpertise•Solebrandinthismarketsector•Anew,innovativeproductorservice•Locationofyourbusiness•Verystrongcustomerloyaltytothebrand•AnyotheraspectofyourbusinessthataddsvaluetoyourproductorserviceWeaknesses:whataretheweaknessesofyourbusiness?•Brandnotsoappealingtoyouthmarket•Productspecificationmeansitisdifficulttosupplyvariantsatshortnotice•Lackofmarketingexpertise•Locationofyourbusiness•Poorqualitygoodsorservices•DamagedreputationOpportunities:whatexternalfactorshaveapositiveeffectonyourmarketshare?InSWOT,opportunitiesandthreatsareexternalfactors.•AdevelopingmarketsuchastheInternet.(Newtechnologies)•Mergers(fusies),jointventuresorstrategicalliances•Movingintonewmarketsegmentsthatofferimprovedprofits•Anewinternationalmarket•Amarketvacated(vrijgekomen)byanineffectivecompetitor•FavourableGovernmentlegislationThreats:whatexternalfactorsthreatentoreduceyourmarketshare?•Anewcompetitorinyourhomemarket•Pricewarswithcompetitors•Acompetitorhasanew,innovativeproductorservice•Competitorshavesuperioraccesstochannelsofdistribution•Taxationisintroducedonyourproductorservice


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STEP7.COMMENTINGABOUTVISUALAIDS-GRAPHSANDCHARTSIntroductionGraphs,charts,andtablesarewaysofpresentinginformation.Graphsandchartsarepicturesthatshownumbersorfigures,andtablesarejustrowsandcolumnsofinformation.Timegraphsdescribechangesovertime.Comparisongraphscomparedifferentitems-countries,people,products,places,etc.andmaythereforebeverycomplex.Differentconstructionsarelinegraphs,barchartsandpiecharts:

Task7a.Studythevocabularyinordertolearnhowtodescribealltypesofgraphsandcharts.Youneedtoknowsomeveryspecialvocabularyinordertotalkandwriteaboutgraphsandcharts.Here'ssomevocabularytostudyandpractice.Vocabulary1.Thelanguageofgraphs:


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Task7b.Lookatthelinegraphbelow.Then,readthetextandfillinthemissingwordsonthedottedlines.Usethevocabularyonthepreviouspage.

Thegraphshows……………...(1.veranderingen)intheamountoffastfoodconsumedintheUKbetween2012and2016.Severaltrendsareapparent.First,Britonsareeating.......and……..(2.steedsmeer)fastfood.Secondly,thetypeoffastfoodhaschanged.In2012,themostpopularfastfoodwasfishandchips.Over300gwereconsumedeachweek.By2015,however,thishad........(3.gedaald)tojustover200g;a50%……………..(4.afname).Consumptionofotherfastfoodssuchaspizzaandhamburgers…….………….…….(5.namtoe),however.Theamountofpizzaeatenshot…..(6.omhoog)fromabout20gaweektomorethan270g,overtakingfishandchipsin2016.Hamburgerconsumptionalso.....(7.steeg),risingfromabout80gin2012……………..(8.naar)almost500gin2016.Accompanyingthischangeinthechoiceoffoodswasan……....………….(9.toename)intheamountoffastfoodconsumed.

Task7c.Lookatthelinegraphbelow.Then,readthetextandfillinthemissingwordsonthedottedline.Usethevocabularyonpages13and15.


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ThegraphshowsthenumbersoftouristsinhundredsofthousandsvisitingDubaibetween2012and2016.Thereareseveralfeaturesinthegraph.Firstofall,thetotalnumberoftourists....(10.namtoe)rapidlybetween2012and2016.In2012therewasatotalof400,000touristsinDubai.This………...………….(11.steeg)sharplyto625,000in2013,an........(12.toename)ofmorethan30%,and………….....……..(13.steeg)slightlyagaintojustunder700,000in2014.Inthefollowingtwoyears,thenumberofvisitorsstartedtopickupagainandreached1millionin2016.Thiswasmorethan.....(14.dubbel)thefigurefor2012.ThesecondtrendisthattherewasahugeincreaseinthenumberoftouristsfromRussia.In2012,Russiantouristscomprisedonly20,000orlessthan5%ofvisitors.Thisnumber….......………(15.schootomhoog)to50,000in2013anddoubledagaintomorethan100,000in2014.Between2012and2016,thenumber………...……..(16.verdrievoudigde),from110,000to330,000.ThismeantthatRussiantouristsmadeup………...………(17.eenderde),or33%,ofDubai’s1millionvisitorsin2016.Incomparison,thenumberoftouristsfromothercountriesincreasedonly…………...(18.gering),from550,000to580,000.Inconclusion,althoughthenumberoftouristsfromallcountriesis……………..…...………(19.aanhettoenemen),Russiantouristsarebecoming………………………..(20.steedsmeer)importantforthetourismindustryinDubai.Vocabulary2:Numbers


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Task7d.TranslatethefollowingsentencesintoDutch.


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Task7e.Put1visualaidinyourPowerpointthatisrelevanttoyourpresentation.Thisgraph,table,diagramorflowchartmaybeaboutchangesinproduction,insalesfigures,inpersonnel,inpromotion,aslongasithassomethingtodowithyourcompany.YoumayuseoneyouhavefoundonlineoryoucanevenmakeoneinExcel.Thenwriteoutadescription.Example:barchartStartwiththetitle.Thisgraphshowsthe…….Thendescribewhatcanbeseenonthey-axis/ˈwaɪ’æk siz/andthex-axis/ˈɛks‘æk siz/. Thendescribethetrendandwhatthereasonsforthistrendmaybe.


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STEP8.DESIGNANINTERESTINGCAMPAIGNMarketingyourbusinessorproductcanbeadifficulttask,especiallywhenthereareothercompetitorsaround.Youcanthinkofaninnovativecrowdsourcingorguerillamarketingcampaign.Heineken,Starbucks,SamsungandMcDonald’sforinstancehavedonesomeinterestingcrowdsourcingcampaigns.

Task8a.Checktheinformationbelow.Readthetextsaboutthedifferentmediacampaignssuchas:crowdsourcing,guerillamarketing,internetmarketing,andlookupanywordsyoudon’tknow.


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Task8b.ReadthetextbelowanddescribetheunderlinedwordsinEnglish.CreativeGuerrillaMarketingIt’stheageofvideo,butitisn’teverydaythatyoucomeacrossreallygoodvideosthatyoudon’tmindwatchingoverandoveragain.Therearesomereallygoodonesintheformofheart-warmingweddingproposals,andinspirationalandmind-bogglingnewdiscoveries.Toaddtothat,wehaveeveryone’sfavorite,creativemarketingadvertisementcampaigns,sometimesknownasguerrillamarketing.Thistypeofmarketingisalmostalwaysoutofthecomfortzone,usuallyhasacauseworthfightingforandprettymuchdeliversresultsintermsofconversionsandbrandexposure.Becausewhat’sthegoodofanadcampaignifitdoesn’tputtheproductinthespotlight,right?1.Beingoutofthecomfortzone:_________________________________________________________2.Mind-boggling:Mind-bogglingmeansthatsomethingis______________________________________3.Exposure:Exposuremeansthatsomethingis______________________________________________

Task8c.ReadthetextbelowanddescribeortranslatetheunderlinedwordsintoEnglish.

Guerrillamarketingiseenmarketingtechniekdiepoogtommetbeperktemiddeleneengrootresultaattebereiken.Guerrillamarketingiseropgerichtomineenzeerkortetijdveelmedia-aandachtofaandachtvanpubliektebehalen.Veelalzijndezekosteneenfractievandekostendiedurecampagnesmetzichmeenemen.

Omdathetvaakomludieke,veelzeggendeactiesofeenbijzonderestuntgaat,isguerrillamarketingsneleneffectief.Opdezewijzebereikenondernemingeneengrootpubliek.Hierbijzijnblogs,radioentelevisiebijeengoedestuntgraagbereidomdecampagnetemeldenalsnieuwsofcuriositeit.Ditmaaktdatdekostenvooreenguerrillaactievoorondernemingenlaagzijninverhoudingmethetresultaathiervan.

4.Beperktemiddelen:______________________________________5.Eropgerichtzijn:__________________________________________________6.Veelmedia-aandachtvanhetpubliekbehalen:__________________________________7.Eenludiekeactie:________________________________________________8.Eenbijzonderestunt:_____________________________________________9.Eencuriositeit:______________________________________________10.Eengrootpubliekbereiken:______________________________________11.Inverhoudingmet:___________________________________________


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BackgroundinformationInternetmarketingInternetmarketingisimportantbecauseitalignswiththewayconsumersmakepurchasingdecisions.StudiesbyanalystsindicatethatincreasingnumbersofconsumersusesocialmediaandresearchonmobileInternettocarryoutpreliminaryproductandpriceresearchbeforemakingfinaldecisions.Internetmarketingenablesyoutobuildrelationswithcustomersandprospectsthroughregular,low-costpersonalizedcommunication,reflectingthemoveawayfrommassmarketing.ConvenienceInternetmarketingenablesyoutobeopenforbusinessaroundtheclockwithoutworryingaboutstoreopeninghoursorovertimepaymentsforstaff.OfferingyourproductsontheInternetisalsoconvenientforcustomers.Theycanbrowseyouronlinestoreatanytimeandplaceorderswhenitisconvenientforthem.ReachBymarketingontheInternet,youcanovercomebarriersofdistance.Youcansellgoodsinanypartofthecountrywithoutsettinguplocaloutlets,wideningyourtargetmarket.Youcanalsobuildanexportbusinesswithoutopeninganetworkofdistributorsindifferentcountries.However,ifyouwanttosellinternationally,youshoulduselocalizationservicestoensurethatyourproductsaresuitableforlocalmarketsandcomplywithlocalbusinessregulations.Localizationservicesincludetranslationandproductmodificationtoreflectlocalmarketdifferences.CostMarketingproductsontheInternetcostslessthanmarketingthemthroughaphysicalretailoutlet.Youdonothavetherecurringcostsofpropertyrentalandmaintenance.Youdonothavetopurchasestockfordisplayinastore.Youcanorderstockinlinewithdemand,keepingyourinventorycostslow.PersonalizationInternetmarketingenablesyoutopersonalizeofferstocustomersbybuildingaprofileoftheirpurchasinghistoryandpreferences.Bytrackingthewebpagesandproductinformationthatprospectsvisit,youcanmaketargetedoffersthatreflecttheirinterests.Theinformationavailablefromtrackingwebsitevisitsalsoprovidesdataforplanningcross-sellingcampaignssothatyoucanincreasethevalueofsalesbycustomer.RelationshipsTheInternetprovidesanimportantplatformforbuildingrelationshipswithcustomersandincreasingcustomerretentionlevels.Whenacustomerhaspurchasedaproductfromyouronlinestore,youcanbegintherelationshipbysendingafollow-upemailtoconfirmthetransactionandthankthecustomer.Emailingcustomersregularlywithspecial,personalizedoffershelpstomaintaintherelationship.Youcanalsoinvitecustomerstosubmitproductreviewsonyourwebsite,helpingtobuildasenseofcommunity.SocialInternetmarketingenablesyoutotakeadvantageofthegrowingimportanceofsocialmedia.AnarticleontheHarvardBusinessSchoolExecutiveEducationwebsitehighlightedthelinkbetweensocialnetworkingandonlinerevenuegrowth.Accordingtothearticle,agroupofconsumersthatrespondedmoststronglytotheinfluenceofsocialnetworksgeneratedincreasedsalesofaround5percent.YoucantakeadvantageofthistypeofinfluencebyincorporatingsocialnetworkingtoolsinyourInternetmarketingcampaigns.


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Task8d.Now,howcanyoucreatemorebrandawarenessforyourcompany?Trytobemoreoriginalinusingnewmarketingmethodsotherthanthetraditionalradioandtelevision.Getyourinspirationfromthetextsaboveorthelinkbelow.Thendescribethisideaindetailandtrytoconvinceyourcompanyofitspotentialsuccess.Formoreinspiration:10CreativeMarketingAdCampaignsYouHaveToWatchhttp://www.hongkiat.com/blog/creative-marketing-ad-campaigns/

Thisismyoriginalmarketingcampaign__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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STEP9.THEPRESENTATIONTask9a.Readthefollowingtextandtranslatetheunderlinedwords.

7 innovative ways to open your presentation

"Hello,mynameisBillJones,andI'mheretotalktoyoutodayabout..."Howmanytimeshaveyouheardthatlinedeliveredatthestartofapresentation?Diditfillyouwithinspirationandjoyatthewonderfullyengagingandinnovativepresentationthatwastocome?Probablynot.Andwhyshouldit,whenyouandmillionsofpeopleacrosstheglobehaveheardthatsamedrylinehundredsoftimes.It'snotnew,it'snotexcitingandit'scertainlynotengaging.Butwestillalldoit.Hell,Ievenstartedthisarticlewithit.Theopeninglineofyourpresentationisyourfirstchancetomakeagoodimpressionwithyouraudience.Justlikewhentheymeetyouforthefirsttime,youraudiencewillmakeasplitseconddecisiononwhethertogiveyoutheirattentionbasedonyourpresentationopeningline.Ifyougoindullandboring,you'velostyouraudiencestraightaway.They'veinstantlyfiledyouintheuninterestedsectionoftheirbrain,andtheirthoughtsquicklyswitchtowhat'sfordinnerthatnight.Grabtheirattentionandpiquetheirinterest,andyou'vegotaroomfullofpeopleinthepalmofyourhand,readytolistenforaslongasyouneedthemto.Sohowcanwemakeourpresentationopeningsinspiringandengagingandstepawayfrom,"Hello,mynameis..."?1.OpenwithaquestionYouraudienceHAStoengagewithyourpresentationifyouopenwithaquestion.Asktheaudienceaquestionthat'srelevanttowhatistocome.Forexample,ifyou'respeakingonworldhunger,asktheaudience,'howmanyofyouhaveeverfelthungerat11aminthemorning?'.Forextraimpact,askyouraudiencetoraisetheirhandsfora'yes'.Thisway,you'reinstantlyinvolvingyouraudienceinthemessageandmakingitmuchmorecompellingforthem.Plus,thefeelingsofpowerandcontrolovertheaudiencethatyouwillgainwillhelpboostyourconfidence(andyourego)evenmore!2.ProvideanairofintrigueOpenwithanintriguingstatementorstorytograbtheattentionofyouraudience.HaveyoueverwatchedarubbishTVcrimeshowuntiltheendjusttofindout'whodunnit'?Anintriguingopeninglinehasthesameeffect.Youraudiencewillwanttohearmoretounderstandtherelevanceofyouropeningline.I'msureyouwouldwanttohearmoreifapresenteropenedwiththeline:"Ladiesandgentlemen,todayI'mgoingtotellyouwhyeverymemberofthehumanraceneedstobeabletorideaunicyclewithabutterflyontheirnose."3.Startwithapause(forthreereasons...)We'reintheInternetageandeveryoneisinarushtogethisorhermessageacross.Asaresult,mostspeakersopentheirmouthsandgetthefirstsoundoutasquicklyaspossible.What'stherush?Tostandout,takeanicelongpausebeforeyoustartspeaking.Thisservesatriplepurpose.First,itgivesyoutimetosmile,breatheandcalmthoselastsecondnervesbeforeyoustart.


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Secondly,itgivesyouraudiencetheimpressionofacool,calmspeakercomfortableenoughtocontrolthetempoofthepresentationbypausing.Finally,itbuildsanticipation-youraudiencewillbeexpectantasyoufinallyopenyourmouthtobeginandthey'llknowit'stimetositupandlisten!4.BebluntApresenterthatgetsrighttothepointisaclearcommunicator.Ifyouopenwithaclear,bluntstatement,youraudiencewillbeengagedbecausethey'llquicklyknowthatyou'rethekindofstraight-forwardclearpresenterthatwillgettheirpointacrossquicklyandeffectively.You'reworthlisteningtobecausetherewillbenobull,anditprobablywon'ttaketoolongeither.5.Openwithanimage"Apicturepaintsathousandwords...".etc.etc,blah,blah,blah.Moreimportantly,arelevant,thought-provokingimageisnotthewords,"MynameisBillJones,andI'mheretotalktoyoutodayabout..."Chooseyourimagewellanditcansetthetoneforyourpresentation,getyouraudiencethinkingmorethanwordsevercouldandprovideathemetohangyourkeypointsaround.Plus,you'llneedtopausetoallowyouraudiencetotakeinyourpresentationopening,whichhelpstoonceagainpresentyouasthecool,calmandconfidentpresenter(seeno.3above!)6.StateastartlingstatisticNumbersandstatisticsinstantlyaddweighttoanypointthatyouaremaking.Ifyoucraftyourstatisticintosomethingreallystartlingtoo,thenyou'vesuddenlygotaweightyandengagingpointastheopeninglineofyourpresentation!Openingwithastatisticgivesasenseofperspectiveforyouraudienceandhelpsthemtounderstandtheenormityandtheimportanceofwhatyouareabouttodiscuss.Ifyoupresentsomethingasenormousandveryimportantusingastatistic,thenit'shardforyouraudiencetoignoreit!7.OpenWITHOUThumour"Alwaysopenwithajoke..."isthestereotypicaladvicethatyouwillgetfromarelativeorcolleagueifyoueverdaretoaskthemforadviceonpublicspeaking.Centuriesofspeakers'openingwithajoke'meansthejokeisnowcompletelyunsurprisingandunattractive.Infact,it'ssecondonlyto"Hello,mynameis..."inthedullstakes.WinstonChurchillwiselyrespondedwiththewords"WhywouldIgivethemwhattheyexpect?",whenaskedwhyheneveropenedwithajoke.Ofcourse,weallexpectajokeatthestartandsoatitterattheopeninglinereallyisn'tengaginganymore.Theverybesthumourisunexpected.It'snotpartofapresentationopeningline. 1.Engaging_________________________________6.Expectant_________________________________2.Pique___________________________________7.Blunt_________________________________________________3.Compelling_______________________________8.Allow_____________________________________4.Intriguing_________________________________9.Ignore____________________________________5.Anticipation______________________________10.Wisely____________________________________


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Task9b.Howcanyoumakeyourpresentationentertaining?Theanswer:openyourpresentationwithaquestion,astatement,animageorastartlingstatisticorengagingstorytokeepyourlistenersontheirtoe.Howdoesthatwork?Howcanyoumakethathappen.Let’shavealook!ChooseoneoftheopeningsbelowtostartyourpresentationwithandwriteitoutinEnglish.1.Ifyouweretoaskyouraudienceaninterestingquestion,whatwouldyouask?Motivatewhy?“JustlikeyouIwasbroughtuptobelieve…”“Youknowwhatit’slikewhen…”“IfIweretoaskyou…”2.Ifyouweretomakeaprovokingstatement,whatwoulditbeandwhywouldyouuseit?Ashockingfactcanstirtheaudienceoutoftheirslumberandcanmakethemattentivetowardsyourpresentation.Theywilllookforwardstomoreinformationandwillbecurioustolistentoyou."Didyouknowthatmorepeoplehaveaccesstoamobilephonethanatoilet?"3.Ifyouweretouseonepowerfulimagetostartyourpresentationwith,whatwouldyouuseandwhy?4.Ifyouweretoshowstatistics,whatwouldtheybeaboutandwhywouldyouusethem?5.Ifyouweretoopenyourpresentationwithanengagingstory,howwouldyoustart?Motivatewhy.Storytellingisthearttotellstoriesinordertoengageanaudience.Thestorytellerconveysamessage,informationandknowledge,inanentertainingway.Tellingabeautifulandinspiringstoryshowswhatyoustandforasabrand.Storytellingappealstothetargetgroupmorethanaone-sidedstoryaboutyourproductorservice.(Lookintheresourcesforinterestingstorytellingcampaigns)


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Task9c.PutallthestepsintoaPowerPoint.Lengthpresentation:atleast6minutesPleasenote:OnlyusekeywordsorimagesintheslidesMakesureyouhaveatableofcontents.Thismaylookliketheonebelow.Formorepresentationtips,checktheresourcesonpage34.Then,startpracticing…..

ContentsIntroduction-interestingopeningTargetgroup5Ps-SWOTAnalysisVision/MissionStatementStatistics-(visualaid)CampaignClosingStatement


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STEP10.VOCABULARY-WRTSStudythewordlistbelow.YoucanalsostudyitintheWRTSapp.Publicprofile:engelsmarketingkw1cPracticethewordsregularlybymakingsentenceswiththem.

09.SalesandMarketing Nederlands-Engels

1. quality kwaliteit2. quantity kwantum3. dateofdelivery leverdatum4. terms voorwaarden5. termsofpayment betalingsvoorwaarden6. available leverbaar7. instock opvoorraad8. order bestellen9. thewarehouse hetmagazijn10. termsofguarantee garantievoorwaarden11. cashpayment contantebetaling12. recommend aanraden13. aform eenformulier14. anapplicationform eeninschrijfformulier15. aquantitydiscount eenkwantumkorting16. theBuyingdepartment deinkoopafdeling17. thebusiness dezaak18. dobusiness zakendoen19. supplier leverancier20. supplyanddemand vraagenaanbod21. satisfy tevredenstellen22. owner eigenaar23. accurate zorgvuldig24. profit winst25. included inbegrepen26. spendon uitgevenaan27. last jongstleden28. discount korting29. acopy eenexemplaar30. astore eenwinkel31. personnel personeel32. analysis analyse33. targetgroup doelgroep


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34. asurvey eenenquête35. acustomer eenklant36. acompetitor eenconcurrent37. abranch eenfiliaal38. wordofmouthadvertising mondtotmondreclame39. research onderzoek40. abrand eenmerk41. brandawareness naamsbekendheid42. turnover omzet43. sold verkocht44. sales uitverkoop45. cooperation medewerking46. interest interesse47. percentage percentage48. spendingpower koopkracht49. interesting interessant50. opportunities mogelijkheden51. prospect mogelijkeklant52. improve verbeteren53. label keurmerk54. loyalty trouw55. intensify versterken56. identify identificeren57. strategy strategie58. invaluable onschatbaar59. promise belofte60. differentiate zichonderscheiden61. percent procent62. increase stijgen63. decrease dalen64. agraph eengrafiek65. changes veranderingen66. amount hoeveelheid67. overtake inhalen68. anincrease eentoename69. adecrease eenafname70. reach bereiken71. torate schatten72. slightly gering73. comprise omvatten74. stable stabiel75. agrowth eengroei76. durability duurzaamheid77. charity liefdadigheid


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78. behavioural gedragsmatig79. psychographic psychografisch80. demographic demografisch81. geographic geografisch82. core kern83. policy beleid84. message boodschap85. tools middelen86. ashipment eenzending87. fewbuyers weinigkopers88. toadvertise adverteren89. x-axis x-as90. y-axis y-as91. freedeliveryathome gratisthuisbezorgen92. fewbuyers weinigkopers93. ashipment eenzending94. limitedmeans beperktemiddelen95. eropgerichtzijn tobefocusedon96. veelmediaaandacht muchmediaattention97. ludiekeacties happenings98. eengrootpubliekbereiken toreachalargeaudience99. eenreclameboodschapverspreiden toadvertise

100.verstevigen tosolidify


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STEP11.BYTHEWAY,HOW’SYOURENGLISHGRAMMAR?Openwww.nedercom.nlLoginwithyourlastname.Yourstudentnumberisyourpassword.Thengoto‘Highfive’anddochapter3and4.Doeookdezelftoetsen.Maakeerstdediagnoseenbrengjekennisinkaart.Hetprogrammageeftjedaneenindividueeloefenadvies.Watjealbeheerst,hoefjeniettedoen.Doeookdezelftoets.Diagnoseresultaat: =OK,oefenenaanbevolen =oefenennoodzakelijk =oefenenzeernoodzakelijkViadezelinkkomjebijhetleerboekvanHighfiveenbijdetheorievanhoofdstuk3en4.Friseerstjekennisweerevenopvoordatjedediagnosedoet.Alleoefeningenmoetenminimaalvoldoendezijn:Resultaatoefeningen: =uitstekend =goed =voldoende =bijnavoldoende =onvoldoende


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STEP12.REFLECTION a.WhathaveIlearned?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________b.Whatwasdifficultforme?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________c.Whatwentright?Whatwentwrong?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________d.WhatwillIdodifferentlynextperiod?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________e.Doyouhaveanytipsfortheteacher?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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RESOURCES5Pshttps://www.youtube.com/watch?v=Mco8vBAwOmASWOTAnalysisStarbuckshttps://www.youtube.com/watch?v=mR9eICQJLXAPowerPointandpresentationtipshttp://www.englishclub.com/speaking/presentations.htmGuerillamarketingSamsunghttp://www.marketingboeken.net/guerrillamarketing/samsung-galaxy-s4-zurich/Storytellinghttps://www.besocialized.nl/blog/storytelling-campagnes-inspiratie/5storytellingcampagnesdieinspireren.https://www.marketingfacts.nl/berichten/de-vijf-soorten-campagnes-die-zorgen-voor-meer-waardevolle-klanten


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RESOURCESGRAMMAR-DEMEESTGEBRUIKTEONREGELMATIGEWERKWOORDENHelewerkwoord

Verledentijdevenmeervoud(yesterday,afewyearsago)

Voltooiddeelwoord(since,already,for)

Gerund/-ingvorm(wwalsznw)

tobe(Iam,youare,he/she/itis,weare,youare,theyare)

I,you,he,she,itwas/we,you,theywere

hasbeen/havebeen being

tobegin(Ibegin,he/she/itbegins,webegin,youbegin,theybegin)tobite

beganbit

hasbegun/havebegunhasbitten/havebitten

beginningbiting

tobecometobleedtoblow

becamebledblew

hasbecome/havebecomehasbled/havebledhasblown/haveblown

becomingbleedingblowing

tobreak broke hasbroken/havebroken breakingtobringtobuildtoburn

broughtbuiltburnt

hasbrought/havebroughthasbuilt/havebuilthasburnt/haveburnt

bringingbuildingburning

tobuy bought hasbought/havebought buyingtocatchtochoose(Ichoose,he/she/itchooses,wechoose,youchoose,theychoose)

caughtchose

hascaught/havecaughthaschosen/havechosen

catchingchoosing

tocome

came

hascome/havecome

coming

tocosttodotodream

costdiddreamt

hascost/havecosthasdone/havedonehasdreamt/havedreamt

costingdoingdreaming

todrink drank hasdrunk/havedrunk drinkingtodrive drove hasdriven/havedriven drivingtoeat ate haseaten/haveeaten eatingtofall fell hasfallen/havefallen fallingtofeeltofight

feltfought

hasfelt/havefelthasfought/havefought

feelingfighting


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tofindtoflytoforgettofreezetoget

foundflewforgotfrozegot

hasfound/havefoundhasflown/haveflownhas/haveforgottenhasfrozen/havefrozenhasgot/havegot

findingflyingforgettingfreezinggetting

togive gave hasgiven/havegiven givingtogotogrowtohang

wentgrewhung

hasgone/havegonehasgrown/havegrownhashung/havehung

goinggrowinghanging

tohavehe/she/ithas

had hashad/havehad having

tohear

heard

hasheard/haveheard

hearing

toholdtohurttokeep

heldhurtkept

hasheld/haveheldhashurt/havehurthaskept/havekept

holdinghurtingkeeping

toknowtolay

knewlaid

hasknown/haveknownhaslaid/havelaid

knowinglaying

tolearn learnt haslearnt/havelearnt learningtoleavetolendtolettolietolighttolose

Leftlentletlaylitlost

hasleft/havelefthaslent/havelenthaslet/havelethaslain/havelainhaslit/havelithaslost/havelost

Leavinglendinglettinglyinglightinglosing

tomaketomean

mademeant

hasmade/havemadehasmeant/havemeant

makingmeaning

tomeet met hasmet/havemet meetingtopay paid haspaid/havepaid payingtoputtoreadtorisetorun

putread[red]roseran

hasput/haveputhasread/havereadhasrisen/haverisenhasrun/haverun

puttingreadingrisingrunning

tosay said[sed] hassaid/havesaid sayingtoseetoseektosell

sawsoughtsold

hasseen/haveseenhassought/havesoughthassold/havesold

seeingseekingselling

tosendtosettoshaketoshinetoshoot

sentsetshookshoneshot

hassent/havesenthasset/havesethasshaken/haveshakenhasshone/haveshonehasshot/haveshot

sendingsettingshakingshiningshooting

toshowtosingtosit

showedsangsat

hasshown/haveshownhassung/havesunghassat/havesat

showingsingingsitting


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tosleep slept hasslept/haveslept sleepingtospeaktospendtostandtostealtostrike

spokespentstoodstolestruck

hasspoken/havespokenhasspent/havespenthasstood/havestoodhasstolen/havestolenhasstruck/havestruck

speakingspendingstandingstealingstriking

totaketoteach

tooktaught

hastaken/havetakenhastaught/havetaught

takingteaching

totell told hastold/havetold tellingtothinktowin

thoughtwon

hasthought/havethoughthaswon/havewon

thinkingwinning

towrite wrote haswritten/havewritten writing

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