Session 1

Introducing Yourself and Your Workplace

WARMING-UP
Match the title to the job description

Brand Manager

Marketing Director

Head of Public
Relations

Marketing
Assistant
LISTENING
SECTION
 Representative of three companies – A bank, a budget airline, and a car company – are giving
presentations on their companies. Listen and make a note of each company’s brand values

Company 1 Quality

Company 2

Company 3
 Listen again and complete these sentences from the presentations

• associate • emphasize • obvious • promote • reputation

• communicate • external • project • remind • widely

1. We have three main brand values which we try to in all our internal and
communication.
2. Our customers us with the highest quality products.

3. Our products are seen as the safest on the market.

4. That’s something we can through our brand.

5. We have always had a for coming up with new products and we try to
that through our brand.
6. For us, the customer always comes first and we want to constantly both ourselves and
our customers of that fact.

7. That’s something we continually in our marketing.

Anna works in a medium-sized sporting goods company in Austria and is telling a new business
partner who’s who in the department. Listen to the dialogue and complete the organigram.
 Listen again and complete these sentences from the dialogue.

1. We have separate for sales and marketing.

2. I’m the public relations here.

3. I directly to Sabrina, who’s the of marketing.

4. If you need to talk to somebody about individual , then you should contact Vittore or his

, Thomas.

5. Sylvia is for the image of our various brands.

VOCABULARY
SECTION
 Here are some more jobs and companies involved in marketing and advertising.
Match them to the descriptions.

• Ad Agency • Copywriter • Market Research Firm

• Art Director • Graphic Designer • PR Officer

1. One of this personʼs responsibilities is to create logos.

2. This company is responsible for creating advertisements.

3. This company might conduct a survey to find out more about your customers.

4. This person supervises the design staff.

5. This person interacts with the media to communicate important company information
to the public.

6. This person writes the text for advertisements.

 Match words from each column to make collocations from the job ads.
Then match the collocations to the definitions (a-g).

1. Media a. knowledge m. Main task of funtion

2. Customer b. line n. Good understanding
3. Brand c. mentions o. Ways of promoting a brand

4. Product d. relations p. Communication with the general public

5. Strong e. responsibility q. The department that deals directly with consumers

6. Primary f. service r. A related series of items sold by a company (e.g.

7. Public g. Education software titles offered by a publisher)

strategies
s. Items where the companyʼs name is seen in
newspapers, magazines, and websites.
 Here are some more jobs and companies involved in marketing and advertising.
Match them to the descriptions. (Part 1 )

• Brand Awareness • Brand Extension • Brand Image • Brand Name • Derived Brand

• Brand Equity • Brand Identity • Brand Loyalty • Branding • Off-Brand

1. What a brand is called.

2. How much people are aware of a brand.

3. What a company wants people to think about a brand.

4. What people actually think about a brand.

5. When a product doesnʼt fit the companyʼs brand.

6. The value (either monetary or not) that a brand adds to a product or service.

7. When people like a brand and buy it again and again.

 Here are some more jobs and companies involved in marketing and advertising.
Match them to the descriptions. (Part 2 )

• Brand Awareness • Brand Extension • Brand Image • Brand Name • Derived Brand

• Brand Equity • Brand Identity • Brand Loyalty • Branding • Off-Brand

8. When a product or service is associated with a brand.

9. When an existing brand is used to support a new range of products.

10. When a component of a product becomes a brand in its own right (e.g. Intel in PCs).
READING
SECTION
 Choose the best explanation for each phrase from the article

1. ʻCompanies are losing confidence in television commercialsʼ (lines 8-10)

a. They donʼt think that TV adverts are as good as before.

b. They no longer believe that TV adverts produce good results.

2. ʻ...engage the customer...ʼ (lines 29-30)

a. Get the interest of the customer and keep it.

b. Have more conversations with the customer.

3. ʻ...the lines between marketing and other business activities are blurring.ʼ (lines 53-55)

a. The differences between marketing and other business activities are less clear.
b. There is a big difference between marketing and other business activities.
Match these words to make noun-noun partnerships from the article.

1. Holistic a. Commercials
2. Television b. Marketing
3. Marketing c. Advertising

4. Customer d. Activity
5. Internet e. Agencies
6. Advertising f. Experience
About:
NOKIA
Simon Hastings has an interview with a senior manager at Nokia.
Listen and complete the information below.

Company

Activity

Head
office Tampere
Research Center

Employees

Languages

Major Markets

Main
Competitors
Advertising
 Listen to the interview again. Complete the questions below.

1. What ?
It produces and sells mobile telephones.

2. Where ?
The head office is in Helsinki

3. your biggest markets?

China.
4. many ?

About 53,000.

5. What in the company?

Finnish. And English, of course.
 Here is some information about Nokia, the Finnish telecommunications company.
Complete the sentences with the words below.

• Competitors • Product • Employees • Factories

• Markets • Customers • Sales • Head Office

a. The of Nokia is in Helsinki.

b. Europe is one of the companyʼs major
c. in China are very high.

d. Ericsson is one of the main

e. They have in 10 different countries.

f. The company has more than 50,000 in the world.

g. The Nokia 9100 is a very successful

h. Nokia has in at least 130 countries.

 About:
Pizza Hut (U.K.)
 Here are some facts about Pizza Hut (U.K.).
Use the words in the box to complete the sentences.

• Turnover • Employs • Market Share • Located

• Products • Subsidiary • Competitors • Outlets

a. The headquarters of Pizza Hut (U.K.) is in London.

b. Their range of includes pizza, pasta, salads, and desserts.

c. The company 16,000 people.

d. Pizza Hut (U.K.)ʼs is over £ 300m.

e. Their main are Pizza Express and Ask.

f. They have in most large towns in Britain.

g. Pizza Hut (U.K.) is a of Tricon Global Restaurants.

h. Their at the moment is 6%.

In the talk, what do these numbers refer to? Listen again and match the numbers with
the correct information on the right.

1. 300,000,000 a. Number of pizzas the company delivers

2. 400 b. Number of employees
3. 16,000 c. Future market share

4. 80% d. Present market share

5. 75,000,000 e. Total sales
6. 6% f. Number of outlets
7. 10% g. Percentage of the population who eat at Pizza Hut at least
once a year.
 Listen to these extracts from the presentation again and fill in the gaps.

1. My name is Sarah James and I’m to give a presentation on the .

2. The of my presentation is about the company structure of Pizza Hut (U.K.).

The second part the present activity of the company in the U.K. And in the
I want to our future plans.

3. , the structure. with the parent company.

4. Now, our present activity.

5. Do you any ?
 Useful Phrases:
Presenting a Company
 1. Explaining Structure and
Location
• The company / group is called ...
• It is a (French) company, based in (Paris).
• It has factories / production centers / subsidiaries in ...
• The chairman / CEO / founder / owner is ...
• It employs (200) people / It has (200) employees.

2. Products and Customers 3. Results and Future Plans

• Their main activity is ... • The annual turnover is ($ 25 million) with

• The main products / services are ... and ... profits of ($ 5 million).

• The main customers are ... • The company is successful because ...
• We plan to ...
 Try to explain one of these companies below

1. Company Name : Nestle 2. Company Name : Toyota

Activity : Food & Drink Activity : Passenger Cars
Employees : 230,929 people Employees : 250,577 people
Location : Switzerland (Headquarters) Location : Japan (Headquarters)
All over the world (Branches) All over the world (Factories)
Products : Milo, Nescafe, KitKat Products : Camry, Land Cruiser, Alphard
Session 2
Market research to identify your customers
01
LISTENING
 Instruction

“Heike, on of the members of Euphony’s marketing team, is

calling Greg at Inside the Market, a market research firm in the
UK. Listen to the conversation and complete Greg’s notes.”

Next page, please

 Heike - Euphony
• Basic demographic information:
(1)
• Need survey for ....................
(6)
• .................... (7)
and ....................
(2)
• .................... survey is the best.
(3)
• .................... (8)
• Call Heike back on ....................
Target group.
(4)
• Qualitative and .................... data:
(5)
• price and .................... the phone
Should have.
• Number of people interested,
what willing to pay.
 Data Coll
ection M
ethods
1. Posta
l survey.
2.
3.
The marketing team at Euphony, a telecoms
4. company, wants to research the market for
5. mobile phones made specifically for
children.
6. Listen to the following discussion between
three members of the team and make a note
of the six data collection methods they
mention.
Listen to the dialogue again and find words to fit the following
definitions.

Prototype Relevant Response Skewed Sample

User profile Target Market/Group Response Rate

1. Useful answer:

2. A survey group which is not typical of a target group:

3. Model of a product in development:

4. Percentage of people who complete a survey:

5. The group of people a company wants to sell to:

6. Information known about a customer:

02
VOCABULARY
 Complete the sentences below using the correct form of the words you have
found.

Relevant Response Skewed Sample User profile Response Rate Target Market

1. Rolex’s is wealthy people who see a watch as a status symbol.

2. When you log on to a website, the pages you look at and the amount of time you spend on them
are saved in your

3. Even the best-designed surveys only have a of about 4%, so don’t set your expectation
too high.

4. A will make the data you gather worthless, so think carefully about who fills in
Your questionnaires.

5. We did an online survey but we didn’t get many . Most of the visitors to our website
aren’t customers.
Look at these other methods for assessing available
information and collecting new information about your
customers. Sort them into the correct category. Source of Collection of
available data New data

Sales statistics Opinion polls

Opinion Polls Purchasing Information

Field Research Email Surveys

Sales Statistics Panel Surveys

Feedback Forms Pre-Testing

These are headings for the main
ideas in the article (1-6). Choose
one of the headings for each
idea.

Adjust pricing tactics

Adjust product portfolios

Focus on market share

Support distributors

Research the customer

Maintain marketing spend

 Match these words from the article (1-9) with their meanings
(a-i)

1. Categories a. Reductions in the usual price.

2. Rates b. Groups of products that are all of the same type
3. Demand c. The systems you use getting for getting goods to customers
4. Returns d. Goods returned because they are faulty or not wanted
5. Promotions e. Activities intended to help sell a product
6. Discounts f. Bringing together separate activities into one larger whole
7. Channels g. The need that people have for particular goods and services

8. Consolidation h. The possibility that something will happen

9. Prospects i. Basic charges for a service
Match these words to make noun-noun partnerships from the article

1. Advertising a. Share
2. Market b. lines
3. Marketing c. promotions
4. Distribution d. prices
5. Product e. activities
6. List f. rates
7. Price g. spend
8. Consolidation h. channels
 Choose the best explanation for these ideas from the article.

1. Must-have features of yesterday are todayʼs can-live-withouts. (Line 14-15)

a. People buy too many products which donʼt have the right features.
b. Many product features that people thought were essential are no longer wanted.
c. People can live without products, even the ones that have the right features.

2. Gimmicks are out; things like reliability, safety, and performance are in. (Line 49-50)

a. Products that have no real value are no longer fashionable; instead, the popular products
are ones that offer real value.

b. People no longer want fashionable products; they only want serious products.
c. Reliability, safety, and performance have become the new fashions when buying products.
Find four verbs in the paragraphs below that express the idea of becoming or making something
smaller, e.g. decrease. Then add at least two other verbs that have a similar meaning.
 Complete these sentences with verbs from the previous slide in the correct
form.

cut down Reducing have declined cut

1. Our sales by 25 per cent over the last 12 months.

2. staff numbers will help save money, but will damage the company long term.

3. It would be a big mistake to on all promotional spending.

3. What other areas of expenditure could we ?

03
USEFUL
PHRASES
Now, ask your partner the questions and note his/her answers. How could a
mobile phone manufacturer use this information?

Asking someone’s opinion Asking someone’s opinion

• What do you think, (James)? • Mee to.

• (Bella), do you agree? • Me neither. / Neither do I.
• (Cynthia), would you like to say a few
• Good point.
words about that?

Giving your opinion Disagreeing

• I think / feel that ... • I don’t think ...
• It would be great to ... • Sure, but ...

• We definitely should ... • I see what you mean, but ...

 Now complete this extract from a conversation. Listen to the recording and fill the
blanks.

Greg (1)
Any .................... (2)
details? Should we ask about their .................... and values towards

children, for example?

Heike (3)
That would be interesting information, but to be honest we don’t want to ....................
(4)
the .................... (5)
. If it is too long, people will just get ....................
Now, ask your partner the questions and note his/her answers. How could a
mobile phone manufacturer use this information?

Asking questions for survey purpose

• Could I ask you how much you would pay for the phone?
• How important are the following features to you?
• What other features are important to you?
• How often would you ...?
• Can you tell me more about that?
• When did you last ...?
• Have you ever used / purchased a ...?
• What would you like / be willing to ...?
The questions below were taken from a survey. Use the words in brackets (and the correct tense)
to complete them.
Greg has presented the following
summary of results. Read it through and
match the headings from the box to the
sections.

Appendices

Major Findings

Purpose

Secondary Findings
Now decide whether the statements below are
true or false. Correct the false statements.

a. One goal of the survey was to see how interested

people are in a mobile phone for children.

b. Parents want their children to be able to dial any

number.

c. People without children are also interested in

buying mobile phones for children.

d. Parents think that mobile phones might be

harmful to children.

e. Respondents said they want the phone to be small

and last a long time without breaking.
Put these terms into the correct column below, as in the example.
Maria Jarvis exports electronic goods. She is in Madrid to present some new products to Juan
Carlos Almirez, a Spanish distributor. Listen to them discussing sales strategy for the DBCV501
and make notes under these headings.
Listen again, and complete these extracts from the conversation. Do you agree with their analysis?

Maria Well, I think have more success with men in the twenty to thirty-five age group.
The product has a younger high-tech image. Older men be interested.

Juan How about sales outlets? supermarkets buy it?

Maria No, they . It’s to specialized.

Juan But, I’m sure have customers in airport shopping centers.

Maria Yes, absolutely.

 Here are some benefits of its special features.
Which feature does each sentence describe?

• Voice record, playback

• World time: 24 time zones
a. You can see how long your international phone
• Calculator
call lasted. A stopwatch
• Stopwatch
• 5 multi-fucntion alarms b. You can see what the time is in Rome when you are
• Auto-calendar in Tokyo.
• 5 pages of Telememo:
8 letters & 12 numerals c. You can leave a message for yourself and listen to
per page it later.

c. You can check that the figures on an invoice are

correct.
 Session 3
Marketing Strategy Plan
 01
Warming-Up
Before we begins, let’s have a discussion
Let’s discuss these two questions

What types of advertising do you like and dislike?

What irritates and amuse you?

How do you avoid advertising you don’t want,

e.g. Pop-ups, email spam, etc.?
Which of the following points do you discuss when drawing up a
marketing plan?
 02
Listening
Martin is the marketing
manager of a Have everything you need to connect to
• Product :
the Internet,
telecommunications company.

• Price :
He is telling his colleagues about
the marketing mix for a new • Placement :
product. Listen and take notes
on the four Ps.
 Now, listen again and complete the phrases from the
presentation.

1. The of our cable package are that you get..

2. We will be customers through ads on..
3. Our product will then be immediately to customers in..
4. We will that customers will have..

5. We haven’t a price yet..

3. Because our products is in the phase, our model should..

 Martin is giving a presentation to management about the positioning
strategy he has developed with his team. Listen and answer the questions
below.

01 What is the company’s target market?

02 Why is their product superior to other packages?

03 How can they prove that their product is the best?

Listen again and complete the phrases from the presentation.

We are customers who are...

Extensive testing that we provide...

Speed of access is why our product is better.

Another reason is that we every new customer with a free...

 03
Reading
 Now read the attachment that Martin sent to his team and
find words or phrases that mean the following:

1. When a customer pays the same fee each month / year / etc.

2. to sell a group of things (like products or services) as a package.

3. enhanced features or services that customers have to pay more money for.

4. reduced price.

5. another word for product launch.

The Challenge of Keeping
Brands Strong
 Choose the best explanation for there ideas from the article

1. ʻBut there is always a temptation to do something for short-term profit...ʼ (Line 3-4)

a. Companies always want to try things they shouldnʼt do because they can see quick profits.
b. Companies are always looking for new ways of making immediate profits.

2. ʻAnother challenge is the ease with which products can be pirated.ʼ (Line 73-74)

a. Itʼs very easy to steal other companies products and sell them to others.
b. Itʼs easy to illegally copy and sell other companiesʼ products.
 Read the article again and say whether these statements
are true (T) or false (F). Correct the false ones.

1. Too much focus on short-term profits is a dangerous strategy when developing brands.

2. Google has become the top brand in its category in a very short time.

3. According to the writer, it is impossible for brands to recover when things go wrong.

4. The writers thinks brands are less important now than before.

5. It has become easier for brands to move into foreign markets.

5. According to the writer, the main benefits of having a strong brand are financial.
 04
Vocabulary
Which words in the box are used to talk about which P? Sort them into the correct category.

• Advertising • Discount • List Price • Logistics • Quality • Public Relations

• Appearance • Financing • Location • Media • Service • Distribution Channels

Product Price

Placement Promotion
 Match these different pricing models to the definitions.

Captive product pricing Pricing goods / services as cheaply as possible.

Charging a high price for an item where you

Economy pricing
have a competitive advantage.

Geographical pricing Charging a high price for a unique high-quality item.

Pricing goods at a very low price to encourage

Penetration pricing
people to by them – often the prices are later raised.

Premium pricing Pricing according to area where goods are sold.

Price skimming Pricing one item very low and its complement very high.
 Now decide which model is being discussed.

Thes
e low
only
n e ed to be in prices w
e the f i
t u rally w ds lower irst s effect fo ll
a ix m r
N
ou r goo h a After
t on
pri c e
t ri e s wit raise hat, they ths.
n d by
in cou er-capita 10% will be ds
lower
p A b r a n
e C - l a bel milk
incom u r own ur, and
O
g ar, flo h lower
su m uc he
e t
hav s than
e E
pric d-name
.
We a r s we bran etitors
t e p
t
belie Chamo , t h
n
e pri ensive, com
Ye s
v n
our p e the qu ix Ecrit a r e inexp quite
e a sell harger
cost ns justif lity of e c
but w r the ink
. ies t D
heir fo
a bit
ar t r i dges
c
B
User the words below to
complete the sentences.

Break-even point

Going rate

Overheads

Price war

Profit margin

Recommended retail price

 05
Useful Phrases
 Martin is organizing a meeting to discuss the prices for the cable Internet package.
Put the following sentences in the correct order to complete the email.

a. Could you have a look and let me know if thereʼs anything youʼd like
to add or change?
b. As you probably know, we need to think about scheduling a meeting
to discuss our pricing strategy for our new cable Internet package.
c. Hope you all had a nice weekend.
d. Please let me know if you can attend by the end of the day.
e. How about next Tuesday at 9 a.m.?
f. Iʼm also attaching an outline of what Iʼd like to talk about.
Look at three replies to Martin’s email.
Use the words in the box to complete them.
Now write a positioning strategy for your company. Include the following points.

Your target customer

What you do for your customer and you do it.

How you are better than your competitors.

Useful Phrases

• Our customers are ...

• The main benefits our product offer are ...
• We provide a superior product by ...
Think about the companies which produce the clothes you are wearing or objects you
have with you – e.g. your bag, mobile phone, or your watch.

What type of customers do they

attract?

How do they distribute or sells their products?

Where do they advertise?

 Session 4

Advertisement
WARMING-UP
 Let’s discuss these questions.

A Where do you see a lot of advertising?

●

B WhAT COMMERCIALS DO YOU LIKE?

●

C WhAT Can you not advertise on tv in your country?

●

D When is it very expensive to advertise?

●
Look at the advertisement and
analyze it according to the
AIDA model.
Does it:

Catch the audience’s A ttention

Make them I nterested

Create D esire

and state the A ction

Look at the steps involved in organizeing an advertising
campaign.
Put them in the correct order.

Analyze Define target

A. impact E. group

Approve Determine the desired

B. design F. response

Choose the Establish

C. media G. message

Commission ad
D. agency H. Place ads
LISTENING
 Joys of Germany is an organization in charge of
promoting tourism in Germany. One of their staff is in
London to meet Red Arrow, and advertising agency.
Listen and find out why they want to advertise.
To introduce a new
product.

To promote a special
price.

To create or maintain awareness

for a product.

To remarket a
product.
Now answer the questions below based on the
recording.

According to Joys of Germany, what sort of image does

Germany have abroad?

What do they say are the stereotypes associated

with Germany?

What kind of visitors does Joys of Germany want to

attract to Germany?

Why is it important to design advertising which is specific to

a certain country?
 Two colleagues at Red Arrow are discussing which advertising
channels they should use in the Joys of Germany ad campaign. Listen
to the dialogue and make a list of the channels they mention in the
table below.

Print Online Outdoor Other

Media

Magazine
READING
What is the purpose of
this article?

A. To inform readers
about developments in
Internet advertising.

B. To persuade readers
that Internet advertising
is the solution for the
future.

C. To explain the benefits

for companies of
advertising on the
Internet.
The article you read before describes three marketing tecniques that are
used online.
Match each technique (1-3) with its explanation (a-c)

1. Search Advertising A. Paying for branded products to be shown in a film or video.

2. Viral Marketing B. Encouraging we users to pass on marketing message to

others, so that the message spreads like a virus to many
users.
3. Product placement

C. Paying for the chance to have an advertisement display when

a user searches for a given keyword.
According to the
article,

What are the

advantages of using
keywords?

How effective do you

think this form of
advertising is?
VOCABULARY
Match the two parts of the phrases to make collocations from the
dialogue

Eye-catching an issue to something

to devote channels

good media

to make images

Print exposure

repeat opportunity

Traditional sense
Now, use the correct form of the collocations in the previous slide
to complete the sentences.

Traditional channels

Eye-catching images

Devotes an issue

Print media

Good opportunity

Make sense

Repeat exposure
Complete these sentences, from the recording you heard first in the
listening session, with the words from the box.
 SPEAR, a mail order company, is planning aa new advertising
campaign. Below is an extract from an internal report to senior
marketers in the company. Fill each gap in the report with a word or
phrase from the box.
 Look at what some people have said when discussing their ad
campaigns.
Match the highlighted words or phrases (1-6) with their synonyms in
the boxes.

Change perceptions

Generate a buzz

Have an emotional appeal

Have a rational appeal

Rebrand

Reinfoce the existing image

Useful Phrases
Joys of Germany received the ad
from Red Arrow. One of their
consultants is now writing back to
request a few changes. Complete the
email with words from the box.

How about Actually

However All in all

Just Also

Otherwise As
 Now, try to give feedback to these
advertisements based on your personal view.
Don’t forget to use sandwich method.
 Session 5
Selecting the Best Marketing Tools
 01
Warming-Up
 Can you add any distribution channels below?

01 Wholesale Retailers 0
rs
2

Distributi
0 Catalogs Brokers 0
on
3 4
Channel
s
0 ... ... 0
5 6
 02
Listening
 Stefanie, from the manufacturer Herschfeld, calls her contact at buyme.com, to complain about
low sales. Listen to their conversation and decide whether the statements below are true or
false. Correct the false statements.

1. Sales of Herschfeldʼs goods on buyme.com have been lower than expected.

2. Herschfeld did not offer buyme.com a trade discount.

3. Herschfeldʼs real-world retailers are upset because buyme.com offers
lower prices than they do.

4. Stefanie wants buyme.com to include two images of all the Herschfeld

products they sell.

5. She also wants them to remove the prices from Herschfeldʼs products online.

6. The changes will be on the site later today.

 Now, listen to different retailers talking about their business.
Which types of ‘shops’ do they mention?

Speaker 1 High-street shops

Speaker 2

Speaker 3

Speaker 4

Speaker 5
 03
Vocabulary
 Stefanie mentions a trade discount in her phone call. What other discounts are there? Match the
discounts below to their difinitions.

1. Trade discount a. a discount given to buyers purchasing a large amount.

2. Bulk discount b. a discount for payment in cash.

3. Promotional discount c. a discount for staff.

4. Cash discount d. a fixed precentage offered to a distributor.

5. Professional discount e. a lower retail price for a special sale.

6. Employee discount f. a discount given to people in a particular field, for example when
doctors pay a reduced price for medicine.
7. Seasonal discount
g. a reduced price offered on goods sold at the ʻwrongʼ time of the year,
such as ski equipment in the summer.
 Match the types of shop in the box with the definitions (a-h).

Outlet stores
a. Large no-frills stores located outside the town center.
b. Stores selling through the Internet.
c. Independently-owned shops licensed to trade under the same name.
d. Shops located in the center of town.
e. Shops run by a single company with multiple locations around the country.
f. Very large stores that sells groceries, clothes, and many other products.
g. Stores selling through a catalogue posted to customers.

h. Small, independently-owned stores selling essential products.

• Chain stores • Franchises • Hypermarkets • Online stores

• Convenience stores • High-street shops • Mail-order stores • Outlet stores

Look at this extract from Total Telemarketing’s
web page and match the headings to the
paragraphs.

Continual
Assessment

Know your
contacts

Painstaking
Planning

Test for
Success
 Complete the table with the missing verbs and nouns.

Verb Noun
(1)
To assess
(2) Delivery
(3) Development
(4)
To discover
(5)
To expect
(6) Maintenance
(7)
To perform
 04
Sending Email for Marketing
Purpose
 Deborah Waters has just received the following email from Geldsburg, a Swiss manufacturer of
hand-held barcode scanners. Geldsburg are expanding their services in the UK and are interested in
hiring Total Telemarketing to design a campaign for them. Use the words in the box to complete the
email.

• Appreciate • Developed • Interested • Priced

• Reach • Require • Visited • Would like

Dear Ms. Waters,

(1)
I have just .................... (2)
your website, and am .................... in learning more about the services you offer.
(3)
Specifically, I .................... (4)
to know the cost of your services. Are they .................... per call or per hour?
(5)
Also, how much preparation time do you .................... before you’re ready to begin? And finally, how much
(6)
support do you need from us once the campaign has been .................... ?
(7)
I would .................... (8)
the opportunity to discuss these questions further. You can .................... me at

+41 80 3858 1905.

 The Geldsburg marketing team have also decided to do a direct mailing for the scanner and have
commissioned Direct Sales, a British direct marketing firm, to draw up a letter. Read the letter and
summarize the benefits of the hand-held scanners.

The ben
efits:
 05
Useful Phrases
 Writing to the customer (direct mailing)

1. We are writing to introduce/tell you about/announce ... (a new product).

2. To learn more about ... (our product), visit ... (your web page) or call us on ... (phone number).

3. When you receive your trial model, youʼll quickly see the benefits of ... (our product).

4. If you contact us before 10 August, youʼll receive a free sample.

5. We look forward to hearing from you soon!

 06
Speaking
● What are some of the more unusual or clever marketing efforts that you’ve heard of?

● How effective do you think these types of marketing campaigns are?

● Do you know of any unsuccessful marketing campaigns? Why did they go wrong?
Session 6
Attending A Trade Fair
Warming-Up
What are the five questions that trade
fair visitors are more likely to ask you
about your products/services?
 Read the poster and answer these questions.

• What kind of trade fair is International Biotech

Europe?

• Who might book a stand?

• How many events are there?

• What marketing campaign are the organizers

planning?

• Who will receive the guide before the events?

• How much will press releases cost?

Listening
Kristin is telling her boss, Paolo Massini, why she thinks they should
attend the trade fair. Listen and answer the questions below.

1. How well known is the event?

2. Why is Paolo not sure about the benefits of the marketing campaign?

3. In Kristinʼs opinion, what is the most important benefit of the trade fair?

4. What is Paolo going to do this afternoon?

5. When is Paolo going to make a decision?

Kristin is giving a speech at the customer reception. First, read the script below
and try to fill in the missing words. Then listen and check your answers.

(1)
Hello, everyone. I’d like to .................... you for joining us today. As you probably
(2)
.................... , Natural solutions has been making great progress. Our innovative
(3)
plant-based antibiotics have recently been .................... for distribution. And we have
(4)
A new line of cold medication, that is .................... to do very well.
(5)
I hope you’ll .................... , yourselves to the leaflets and samples at the back. Please feel
(6)
.................... (7)
to approach me if you’d like to .................... a personal product presentation.
(8)
.................... the best solution is a natural solution, and I’m sure we have
a solution for you.
Vocabulary
 Match the phrases (left) to the definitions (right)

01 Exhibition Stand
A Extra advantages

02 High-Pro
file
B The place where you show your
products at a trade fair

03 Added-Bene
fits
C Well-Known
 Match the phrases (left) to the definitions (right)

04 Editorial Coverage
D Potential Customers

05 Prospect
s
E The most important magazines
and newspapers

06 Key
Publications
F Publicity in magazine or
newspaper articles
 Match the phrases (left) to the definitions (right)

07 Additional Audience
G In the same place

08 Co-locate
d
H The person who makes sure that the
necessary arrangements are made

09 Organizer
I Extra visitors
 One of the customer events that Natural Solutions wants to hold during the trade fair is a
reception at a nearby restaurant. Kristin asks her assistant, Michael May, to write the English
version of the invitation to the event. Complete the invitation with the words in the box.

NATURAL SOLUTIONS

(1)
To celebrate the .................... (2)
of our new .................... of antibiotics, we would like to
• Attend
(3)
invite you to .................... a reception on Friday, 25 August at 1 P.M. The event will take
• Introduction
(4)
.................... (5)
at ‘The Lemon Tree’, just a short .................... away from the International
• Join
(6)
away from the International Biotech Europe fair. Refreshment will be .................... .
• Line
(7)
If you are able to .................... us, please let us know by email.
• Place
• Served
• Walk
 Useful
Phrases
 Socializing

1. Hi. Iʼm .... – Nice to meet you.

2. Is this your first trip to ... [name of a city or country]?
3. Where are you staying?

4. How are you enjoying the fair so far?

5. What area of ... [name of industry] do you work in?

6. I work for a company called ... [name of the company].

7. Do you have a card? / Here, let me give you my card.

 Interacting with Visitors

Talking to visitors Visitorsʼ questions

1. Hello. May I help you? 1. Could you tell me more about your company?
2. Let me introduce myself. Iʼm ... 2. Iʼm interested in ... . Do you offer ...?
3. Do you have a card? / Here, let me give you my card. 3. Would it be possible to be put on your mailing list?

4. Can I ask what company youʼre with? 4. How can I reach you?

5. Would you like to put your name on our mailing list? 5. Do you have some information I can take away?

6. Just let me know if you need anything. 6. Excuse me, are these pens/brochures to take away?
 Kristin and Michael are manning the stand at the trade fair.
Match their answers (a-g) with visitorsʼ questions and comments (1-7).

1. Excuse me, are these memory sticks to take away? a. No, we donʼt. We focus on medications.
2. Would it be possible to be put on your mailing list? b. Here is my card. Feel free to call me or email me.
3. Iʼd like to discuss this with my boss first. How can I c. Yes, certainly. If you just give me your card, Iʼll be
reach you? happy to add your name.

4. Do you have some information I can take away? d. Well, just let me know if you need anything.

5. What does your company do? e. We use natural sources to create effective medications.

6. Do you make natural cosmetics as well? f. Yes, let me give you one of our brochures.

7. Iʼm just browsing. g. They are indeed. Theyʼve got our URL printed on them.
So, do have a look at our website too when you get a
chance.
 The fair is over and Kristin and Michael are back in the office. Kristin has written an
internal email reporting on the trade fair. First, match the sentence halves below to form
complete sentences. Then, put the sentences in the correct order.

1. And thanks to Gina for convincing A. about whet the competition are doing.

2. Iʼll be coming around to departments B. as well as several promising leads.

3. Finally, thank you, Michael, C. for all of your help in preparing for the fair.

4. We also learned some interesting facts D. hyperdrugs that our products are right for them!

5. We now have two confirmed orders, E. to pass on the information I picked up.

6. Hi everyone, F. that we made lots of good contacts in London

this weekend.
Speaking
 Tell Us About Your Opinion

What do you like and dislike about trade fairs?

What are the advantages and disadvantages of having a stand at a trade fair?