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Professional English in Use Marketing Marketing with Answers [with Answers]

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Professional English in Use Marketing offers comprehensive coverage of key marketing vocabulary, it includes 50 units covering everything from marketing basics and the full marketing mix, through to research, advertising, media and PR.

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Professional English in Use Marketing provides specialist vocabulary reference and practice for marketing professionals, as well as business and marketing students.
Introduction 6(2)
MARKETING BASICS
The marketing mix 1
8(2)
The Ps
Marketing a new product
The marketing mix 2
10(2)
The four Cs, As and Os
AIDA
SWOT analysis
12(2)
SWOT analysis
SWOT and marketing strategy
Marketing strategy and the marketing plan
14(2)
Marketing strategy vs. marketing plan
Developing the marketing plan
Marketing ethics
16(2)
Social marketing
Corporate social responsibility (CSR)
The market environment
18(2)
The micro environment
The macro environment: STEP analysis
Legal aspects of marketing
20(2)
Legal definitions
Legal problems
The Consumer Protection Act
RESEARCH
Research 1
22(2)
Types of research
Research methodology
Research 2
24(2)
Describing survey results
Understanding trends and changes
PRODUCT
New product development 1
26(2)
Idea generation
Idea screening
Concept development and testing
Marketing strategy and business analysis
New product development 2
28(2)
Workflow
Product development and optimization
Test marketing
Commercialization
Brainstorming
30(2)
The brainstorming session
Brainstorming techniques
Suggesting and building on ideas
Product and service types
32(2)
Product types
Word combinations with `goods' and `products'
Types of service
Product life cycles
34(2)
The Boston Consulting Group Matrix
Inside the Boston Box
Selling products and services
36(2)
The seller
The purchaser
Selling a service
POSITIONING AND BRANDING
Branding 1
38(2)
What is a brand?
Branding
Word combinations with `brand'
Branding 2
40(2)
Brand platform
Brand management
Brand strategy
More word combinations with `brand'
Brand values
42(2)
Common brand values
Describing brand values
PEOPLE -- CUSTOMERS AND STAFF
Market segmentation
44(2)
What is market segmentation?
How does market segmentation work?
Common market segments
Customer needs and behaviour
46(2)
Maslow's Hierarchy of Needs
Consumer Life Cycle (CLC)
Purchasing behaviour
Loyalty programmes
48(2)
Customer loyalty
Loyalty programmes
Talking about loyalty programmes
Motivation marketing
50(2)
What is motivation marketing?
Staff incentive schemes
Incentives: travel and events
Customer Relationship Management
52(2)
One-to-one marketing
CRM technology
Privacy
PRICE
The marketing budget
54(2)
The marketing budget
Budgeting approaches
Return on investment (ROI)
Price
56(2)
Pricing strategies
Pricing considerations
The price test
PLACE
Logistics and the distribution chain
58(2)
Moving goods
Direct distribution
Indirect distribution
Merchandising
60(2)
Merchandise and merchandising
Promotional merchandise
Sports merchandising
Film, book and music merchandising
Trade shows
62(2)
Why use trade shows?
Organizing an event
Telemarketing
64(2)
What is telemarketing?
Outbound telemarketing
Inbound telemarketing
Telemarketing scripts
Online shopping and mail order
66(2)
The online shopping experience
Mail order and the ordering process
Personal selling
68(2)
The sales force
Personal selling
The sales process
Marketing support
PUBLICITY AND PROMOTION
Above, below and through the line
70(2)
Above-the-line
Below-the-line
Through-the-line
Advertising techniques
Media strategy
72(2)
Media strategy
Media planning
Media buying
TV and radio
74(2)
Advertising on TV or radio
The audience
Dayparts
Outdoor advertising
76(2)
Out-of-home advertising formats
Effectiveness of OOH
The press
78(2)
Newspapers
Magazines
Choosing titles
Choosing a position
Printed documents
80(2)
Design
Preparing to print
The print job
Branded content
82(2)
History of branded content
Types of branded content
Efficiency
The internet
84(2)
Internet advertising
Search engines
Search engine marketing
Buzz marketing
86(2)
Word of mouth
Buzz marketing and stealth marketing
Electronic buzz
Generating a buzz
Sales promotions and displays
88(2)
Sales promotions
Point of purchase (POP) or point of sale (POS) displays
Direct mail and email
90(2)
The advantages of direct mail
Organizing a direct mail or email campaign
Describing a mailshot
Street marketing and sampling
92(2)
History of street marketing
Aims of street marketing
Successful street marketing tactics
PACKAGING
Logos
94(2)
Types of logo
Logo design
Typeface
Materials and containers
96(2)
Describing packaging
PUBLIC RELATIONS
Corporate communications
98(2)
The goals of corporate communications
Corporate values and identity
Tools of corporate communications
Public relations and lobbying
100(2)
Public relations
Media relations
Lobbying
Inside lobbying
Outside lobbying
Event and sports sponsorship
102(2)
Sponsorship
Types of sponsorship
Word combinations with `sponsor'
Crisis communication
104(2)
What is crisis communication?
A crisis communication case study
Corporate blogging
106(2)
Blogging basics
Blogs as a marketing tool
Appendices 108(12)
Answer key 120(12)
Index 132(11)
Acknowledgements 143
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