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Talenacademie-KoningWillemICollege-‘s-Hertogenbosch
TheMarketingCommunicationsMix©2020G.Holtappels
TheMarketingCommunicationMix
Talenacademie-KoningWillemICollege-‘s-Hertogenbosch
2
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.
Talenacademie-KoningWillemICollege-‘s-Hertogenbosch
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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
☐
4716-11-20
Presentationtips
Step2Readtexttranslate
Step10PracticevocabularyNo.9
☐
4823-11-20
Step3Descriptionofthetargetgroup
Examplestargetgroupfeatures
Nedercomchapter3+4+zelftoetsen
☐
4930-11-20
Step4MissionstatementStep5Describe5Ps
Step10Practicevocabulary
☐
507-12-20
Step6SWOTanalysis
Examples5PsExamplesSWOT
Nedercomchapter3+4+zelftoetsen
☐
5114-12-20
Step7a-7eDoexercisesandFindagraph/chart
Practicepresentation
Examplesgraphs
WorkshopGraphsandcharts
52-119/20-3/1
Christmasholiday
24-01-21
Step8a-8dOriginalcampaign
Step10Practicevocabulary
☐
311-01-21
Step9a-9cWriteoutpresentationandmakePowerPoint
Practicepresentation
Nedercomchapter3+4+zelftoetsen
☐
418-01-21
Step12Writereflection
Practicepresentation
☐
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