2. 3. Pearson Education Limited. Edinburgh Gate. Harlow. Essex CM20 2JE.
England and Associated Companies throughout the world. www.
pearsonlongman.
Marketing
MARKET LEADER Business English
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Nina O’Driscoll
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Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world. www.pearsonlongman.com © Pearson Education Limited 2010 The right of Nina O’Driscoll to be identified as author of this Work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. First published 2010 ISBN 978-1-408-22007-8 Set in Metaplus, Times & ITC Cheltenham Printed by Printed in Slovakia by Neografia Acknowledgements This series was developed and written by consultants working with LTS Training and Consulting, Bath, a specialist language and intercultural training company. The author and publishers are grateful to the following teachers who reported on earlier drafts of this material: Aukjen Bosma, Christine Thuillier. We are grateful to the following for permission to reproduce copyright material: Text Extract on page 41 adapted from ‘Money follows eyeballs and all eyes are glued to the web’, The Guardian, 31 March 2007 (Wray, R. and Allen, K.), Copyright © Guardian News & Media Ltd 2007. The Financial Times Extract on page 5 adapted from ‘Quest for advertisers’ holy grail’, The Financial Times, 1 May 2005 (Silverman, G.), copyright © Financial Times Ltd; Extract on page 9 adapted from ‘Family first in tough marketing times’, The Financial Times, February 2008 (Quelch, J.), copyright © Financial Times Ltd; Extract on page 13 adapted from ‘Companies feel benefit of intangible’, The Financial Times, April 2007 (Gapper, J.), copyright © Financial Times Ltd; Extract on page 17 adapted from ‘Duracell and its longer-lasting looks’, The Financial Times, June 2004 (Carter, M.), copyright © Financial Times Ltd; Extract on page 25 adapted from ‘How to
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serve a bespoke cup of coffee’, The Financial Times, April 2007 (Wiggins, J. and Simonian, H.), copyright © Financial Times Ltd; Extract on page 29 adapted from ‘Scion brand greases the wheels for Toyota / Toyota looks to learn from Scion’, The Financial Times, 27 March 2005 (Simon, B.), copyright © Financial Times Ltd; Extract on page 33 adapted from ‘Connecting with customers through online content’, The Financial Times, 7 November 2008 (Bredlau, R.), copyright © Financial Times Ltd; Extract on page 37 adapted from ‘Customer experience is key in protecting online sales’, The Financial Times, 7 November 2008 (Ward, R.), copyright © Financial Times Ltd; Extract on page 49 adapted from ‘Sponsors with a taste for Mickey Mouse marketing’, The Financial Times, 4 March 2008 (Garrahan, M.), copyright © Financial Times Ltd; Extract on page 57 adapted from ‘Ranzan Germany’s rite of baggage’, The Financial Times, 4 September 2008 (Wilson, J. and Wiesmann, G.), copyright © Financial Times Ltd; Extract on page 65 adapted from ‘There’s no marketplace like home’, The Financial Times, 8 April 2008, copyright © Financial Times Ltd; Extract on page 69 adapted from ‘Customers want loyalty no perfection’, The Financial Times, 1 May 2007 (Schrage, M.), copyright © Financial Times Ltd; Extract on page 73 adapted from ‘A tailor-made approach to customer relations’, The Financial Times, 4 November 2008 (Ayers, A.), copyright © Financial Times Ltd. In some instances we have been unable to trace the owners of copyright material, and we would appreciate any information that would enable us to do so. Photos The publisher would like to thank the following for their kind permission to reproduce their photographs:
Contents Marketing strategies 1 A holistic approach to marketing
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2 Marketing in challenging times
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Brands 3 The value of brands
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4 Developing a brand identity that lasts
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5 Turning round a brand image
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6 Improving customer experience
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7 Targeting a youth market
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Selling online 8 Making the most of an online store
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9 Keeping online customers
36
Advertising 10 Internet advertising
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11 Global advertising campaigns
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12 Sponsorship deals for promoting brands
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13 Viral advertising campaign
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(Key: b-bottom; c-centre; l-left; r-right; t-top) Alamy Images: Drive Images 29; Mike Goldwater 45; Chris Hammond 61; D. Hurst 13; imac 49; Iain Masterton 69; iStockphoto: Carmen Martinez Banús 57; Marcus Clackson 5; Justin Horrocks 37; Antonio Rosario 9; Geraldine Rychter 25; Jupiter Unlimited: Stockxpert 21, 33, 73; Photolibrary.com: Digital Vision 65; Rex Features: 53; shutterstock: Gilmanshin 17; Sean Gladwell 41 Every effort has been made to trace the copyright holders and we apologise in advance for any unintentional omissions. We would be pleased to insert the appropriate acknowledgement in any subsequent edition of this publication. Cover photo © Getty Images/Stockbyte Project managed by Chris Hartley
Expanding internationally 14 Developing a successful national brand
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15 Expanding brands into the Russian market
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16 Targeting overseas communities
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Satisfied customers 17 Keeping customers loyal to brands
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18 Developing customer relationships
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Check Tests
76
Answer key
80
Glossary
90
Acknowledgement Missing?
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