Unit 7 MARKETING 7.1 A. I really wanted it, but when I tried to buy it, I just couldn’t get it anywhere. My friend heard that it was in one shop and he queued up for ages, but they’d run out by lunchtime. B. The company held a party on a river boat to launch their new campaign. It was absolutely fantastic. We also got a free gift at the end C. The shoes were really expensive but definitely worth it. I think the fact that they are so expensive really distinguishes them from the competition D. I’ve had this briefcase for 20 years and it still looks good. The material is high quality and long- lasting 7.2 (I = Interviewer, JT = Jonathan Turner) I: What do you think is the key to successful marketing? JT: Well, I think, if you’re talking about an individual marketer, then, er, I’d be thinking about three broad area. I think, firstly, having a really passionate curiosity for the (1) – really prepared to do a lot of hard work to get a deep understanding of their (2), er, their (3), and everything that motivates them. Now you’ve got to get close to them by, yeah you’ve got to talk to them, you’ve got to be meeting them regularly, a lot of marketer don’t do that. But you’ve also got to be able to do the hard analysis of all the business (4) and market (5) and constantly analysing the data trends to, er, pick up what’s, er, going to be affecting them and their behaviours. JT: So that’s customer closeness, um, and that has to be combined with a really strong business (6), um, an instinctive understanding of how (7) . So, the job of a marketer being to match the consumer need that we just talk about, with a company assets and capabilities, so that in the end, you make some money, you make a profit. Um, if you don’t know the numbers, if you don’t know what you make and lose money, you won’t be successful and your company won’t be successful. 7.2 (I = Interviewer, JT = Jonathan Turner) I: What do you think is the key to successful marketing? JT: Well, I think, if you’re talking about an individual marketer, then, er, I’d be thinking about three broad area. I think, firstly, having a really passionate curiosity for the (1) customer – really prepared to do a lot of hard work to get a deep understanding of their (2) needs, er, their (3) behaviours, and everything that motivates them. Now you’ve got to get close to them by, yeah you’ve got to talk to them, you’ve got to be meeting them regularly, a lot of marketer don’t do that. But you’ve also got to be able to do the hard analysis of all the business (4) data and market (5) research and constantly analysing the data trends to, er, pick up what’s, er, going to be affecting them and their behaviours. JT: So that’s customer closeness, um, and that has to be combined with a really strong business (6) sense, um, an instinctive understanding of how (7) your company makes moneys. So, the job of a marketer being to match the consumer need that we just talk about, with a company assets and capabilities, so that in the end, you make some money, you make a profit. Um, if you don’t know the numbers, if you don’t know what you make and lose money, you won’t be successful and your company won’t be successful. [...]... her telephone number: (3) 82 2 073 5 8 879 OK? Why not give her a ring? She’s expecting to hear from you M: I’ll do that But first, let me read that back to you It’s Yong Joo Chan from HDS Telephone number 82 2 073 5 8 875 F: No, 82 2 073 5 8 879 M: Ok, I’ve got that Just one more thing Did she say when she’d like to meet? F : Yes, she said next Thursday or Friday- That’s the 17th or 18th M: (4) What about... eight groups of customers that mattered in this market place, um ,and before, the bank had really just been looking at one group of customers- everybody 7. 5 7. 5 2 881990 3 020 8045 1930 7. 6 7. 6 (p 151) a h j k b c d e g p f l m n s x i y o q u r z w t v 7. 7 ( M= Martin, F=Fiona) F: Hello M: Hello, Fiona This is Martin How are things going? F: Fine, thanks M: I haven’t received your sales report yet for.. .7. 4 (I = Interviewer, JT = Jonathan Turner) I: Can you give an example of how Oxford Strategic Marketing helps companies with their marketing strategy? JT: Well, we’re working for (1) a major bank just now and, um, to help them develop their marketing strategy - in particular, their customer strategy, using some of the,... in trade magazines and did a number of presentations to our distributions It was money well spent We’re had a lot of orders already and good comments from customers M: I’m really pleased to hear that 7. 8 (M= Martin, F= Fiona) M: Anything else to report? F: Yes, there is one thing One of my biggest customers will be visiting London next week She’d like to have a meeting with you M: Fine Could you give... now and, um, to help them develop their marketing strategy - in particular, their customer strategy, using some of the, er, techniques I mentioned before, er, in particular market research Now, a good marketing strategy is based upon a real understanding of customers as I’ve said, but, beyond that, being able to group customers, to understand who are the most attractive to your company and who are the . looking at one group of customers- everybody. 7. 5 7. 5 2. 881990 3. 020 8045 1930 7. 6 7. 6 (p. 151) a h j k b c d e g p t v f l m n s x i y o q u w r z 7. 7 ( M= Martin, F=Fiona) F: Hello. M: Hello,. Unit 7 MARKETING 7. 1 A. I really wanted it, but when I tried to buy it, I just couldn’t get it anywhere number 82 2 073 5 8 875 F: No, 82 2 073 5 8 879 M: Ok, I’ve got that. Just one more thing. Did she say when she’d like to meet? F : Yes, she said next Thursday or Friday- That’s the 17th or 18th. M: