- •В Collocations
- •С Complete the sentence
- •В Understanding details
- •1 3.2 Choose the correct definition of e,ach of these words or phrases from a and b.
- •1 3.3 Use a to label the columns in this table representing the marketing strategy of a chain offering domestic help for the elderly, based on the seven Ps.
- •Introduction or launch - emphasis is placed on promotion to build up product awareness, encouraging interest in its features and benefits and creating a desire to buy it.
- •Information technology for business management
Information technology for business management
Social networking
Economic
General economic trends and changes in local, national and global markets
Tax and insurance
Environmental
Energy efficiency and sustainability, using raw materials and energy in a manner that does not harm the environment
Reducing our consumption of raw materials and energy and recycling our waste material oTyoj;
The 'green' agenda and the impact of a carbon footprint
Political
EU and national legislation, including changes in Health & Safety laws
Trade unions and industry bodies
» Local and national party politics and potential elections.
H||| Market research methods
Mansour, a partner in a consultancy firm specializing in market research for banks and insurance companies, talking to students conducting a marketing project:
In each .assignment, we are trying to establish the market for a proposed product or service. We
work closeiy with our client to establish the research brief, gathering information about a product’s history and competitive position, the scale of the proiect and its likely timescale and costs. - r
We can sometimes make use of secondary research data that has already been compiled about products or industry sectors and may be available in business libraries or online.
In the main data collection stage we use a range of survey methods, including:
■I questionnaires that we can deliver face to face, by telephone or online using a resource such as SurveyMonkey after determining a suitable sample of the total population of likely customers
Ш agendas for discussion in semi-structured interviews with focus groups and consumer ' panels containing current or potential users of the proposed product or service.
Some research helps us gather quantitative data, based on numbers and percentages, and other research is qualitative, helping us to understand customers’ values, beliefs and behaviour.
1 о
The final stage involves the analysis of the data, the preparation of the findings and recommendations and the creation of the final assignment report for our client.’