- •1. What are visible parts of marketing? What are brand managers and sales teams responsible for?
- •2. Who takes part in distribution channels?
- •4. Some people believe that luxury fashion products should always be made in Europe. What's
- •1. What types of airlines do you know?
- •2. How do you understand the term “code-sharing”?
- •3. What forms of cooperation between companies are there?
- •4. Why do people sometimes behave badly on planes? What causes such behaviour?
- •1. What types of companies do you know?
- •2. Speak about flexibility and its types.
- •3. What is meant by "teleworking"?
- •4. What do you know about sol company? Why is it unusual?
- •1. What changes have taken place in organizations recently?
- •2. Explain the meaning of bpr.
- •3. How do you understand the term 'company culture'? What issues should be included into it?
- •4. Speak about the changes the us and uk department stores have gone through.
- •1. How does money work?
- •2.What money institutions can you mention?
- •3. Describe different kinds of securities and different kinds of markets.
- •5. How have Wal-Mart and Target stores performed lately?
- •1. What forms of advertising do you know?
- •2. Explain the meaning of 'direct marketing'. Why is it considered targeted means of advertising?
- •3. What is the difference between 'product placement' and 'product endorsement'?
- •4. What makes Nike's advertising tick?
- •5. How should you plan an advertising campaign?
- •6. Give examples of good and bad advertisements.
- •1. Give examples of cross-cultural issues.
- •2. In what way should cultural stereotypes be handled?
- •3. Is there a difference between cultures and subcultures?
- •4. Explain the meaning of the term ‘cultural awareness’. Why is it important?
- •5. What advice would you give to a business visitor coming to Italy, the uae, to Russia?
Unit 1. Brands.
1. What are visible parts of marketing? What are brand managers and sales teams responsible for?
2. Who takes part in distribution channels?
3. Why do some companies make luxury products abroad rather than at home? Give examples.
4. Some people believe that luxury fashion products should always be made in Europe. What's your opinion? Give examples.
1. What are visible parts of marketing? What are brand managers and sales teams responsible for?
As the marketing expert Philip Kotler has said, 'The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands.' There are an awful lot of misunderstandings about ‘marketing’. Many people see it purely as the various ways in which a business or organisation advertises and promotes itself - a website, a brochure, corporate hospitality, advertisements and sales literature... But these are only the visible parts of marketing.
Professional literature defines marketing as 'the management process responsible for identifying, anticipating and satisfying customer requirements profitably'. In other words, it is not just about producing a piece of promotional material to support a sales activity, it's about a systematic and careful process of ensuring that everything that the business develops and provides, whether it be a product or a service, is done with the customer in mind.
Think of the process of marketing rather like an iceberg.The top eighth is the part that is visible - seven eighths are unseen! What goes on below the surface is a whole range of activities and processes designed to ensure that any marketing communications are designed and delivered in the best way to achieve the desired results, usually that's profitable sales.
The main brand manager’s and sales teams’ responsibilities include:
- Developing and managing brand marketing plan
- Understanding and expressingbrand’spositioning, designing appropriatemarketing mix tools
- Brief & agree annual media plan, supervise work with advertising agencies
- Generate and analyze consumer insights, integrate findings into brand activities
- Manage pricing
- Enlist strong sales support for all brand marketing activities
2. Who takes part in distribution channels?
Distribution (or placement) is one of the four aspects of marketing. A distributor is the middleman between the manufacturer and retailer. After a product is manufactured it may be warehoused or shipped to the next echelon in the supply chain, typically either a distributor, retailer or consumer.
A number of alternate 'channels' of distribution may be available:
· Selling direct, such as via mail order, Internet and telephone sales
· Agent, who typically sells direct on behalf of the producer
· Distributor (also called wholesaler), who sells to retailers
· Retailer (also called dealer or reseller), who sells to end customers
· Advertisement typically used for consumer goods
Distribution channels can thus have a number of levels. Kotler defined the simplest level, that of direct contact with no intermediaries involved, as the 'zero-level' channel.
The next level, the 'one-level' channel, features just one intermediary between producer and customer - a retailer. In small markets (such as small countries) it is practical to reach the whole market using just one- and zero-level channels. In large markets (such as larger countries) a second level, a wholesaler for example, is now mainly used to extend distribution to the large number of small, neighborhood retailers.
3. Why do some companies make luxury products abroad rather than at home? Give examples.
Some companies prefer to make luxury products abroad rather than at home because they want to lower the firm costs. The process of subcontracting to a third-party company is named outsourcing.The reasons for outsourcing are many and varied, such as cost saving, cost restructuring, improving quality, knowledge and many others. The classical examples of companies making their products abroad are Coach, the US leather goods maker, which outsources all its products to Asia, and Burberry, which also has many Asian licensing arrangements.