English for Marketing & Trading

Introduction
} Give
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a three-minute introduction (students) of themselves

Name Job Experience Ambitions Areas of expertise and interest within marketing.

Introduction
} Grouping } Count

off 1-5. } All number 1 as group 1, 2s group 2 etc. } Group will be the work group
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Name for the group Yell ( 3 minutes) Prepare for a final presentation at the end of the program as a class (English presentation, excerpt from a Broadway musical, or your own, etc) to compete with other classes. Best Presentation, Best solo singer, Best Yell 1st, 2nd, 3rd, 4th prize

The Role of Marketing

Unit 1

Objectives
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Skills
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To describe your skills and qualifications Talking about what an organization does Describing the role of marketing within an organization. Identifying stakeholders Discussing marketing tasks using verb-noun collocations Asking about a persons characteristics, skills, responsibilities and experience Explaining and giving examples; querying; showing understanding Collocations with stakeholder Listening
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Language focus
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Texts
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The first day of a new job An informal presentation at an employee induction A job advertisement

Reading
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Sample Ad
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PT Pertamina Retail is opening vacancies in order to expand our retail business. Detail position and qualification can be read at the announcement document below. For Interested candidates please apply at Pertamina Retail Recruitment Asst. Manager of Marketing & Promotions Responsibilities:

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Responsible for planning promotional programs, search, and collaborate with partners bekoordinasi Company and coordinate with PT. Pertamina (Persero) for the implementation of activities Requirements: Male / Female, age max 35 years Minimum S1 preferably majoring in Marketing Experience of at least 5 (five) years in Advertising / Event Organizer Having a personality that is assertive, authoritative, entrepreneurial leadership, good communication, able to work independently and team, have the loyalty of time and effort

Sample Ad
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} } } } } } } } } }

Sales & Marketing Executive ( SME ), PT. International Test Center Job Requirements Marketing - General / Business Planning Sales - General / BD / Branch Operations B2B Sales / Account Manager (Non-Technical) Industry Education, Training, Library and Child Care Location DKI Jakarta Experience Requirement 0 Year To 2 Years Education Diploma Strata satu/S1 Job Type Full Time

Sample Ad (Continuation
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Job Description Responsibilities:

Responsible for finding prospective business opportunities/partners on national scale as well as maintaining and developing the sales team; Develop & execute marketing and sales plan, strategies and techniques; Respond to sales requirements from existing and potential customers; Maintain contact with existing and potential customers to promote sales and deliver detailed account plans; Report on activities and provide relevant management information; Liaison with internal operational staff Requirements : D3 or Bachelor degree in any discipline Having experience in the same area will be preferable but fresh graduate are welcome to apply Fluent in English both oral and written, TOEIC score 605 Sales & result oriented and having wide networking Excellent presentation and negotiations skills & have strong commitment to deliver a good customer service. Empathic communicator, able to see things from the other person's point of view. Able to get on with others and be a team-player. High integrity, credible, comfortable in dealing with senior big company executives Mobile & willing to travel around the country

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Doing the job

} In
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pairs, discuss the following questions.

Why did you choose a career in marketing? Or Why do people choose a career in marketing? If you are currently working, how do you find your job? Have you ever used English at work? If so, talk about your experience. If not, what problems do you think you would have?

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Doing the job

Paula Marino and Matt Keane begin work today as Marketing Executives at Culture-Insight, a training and consultancy company. a. Look at the first part of the advertisement for the job that Paula and Matt applied for at CultureInsight and choose the correct answer

Advertisement
Culture-Insight
2 X Marketing Executives

Competitive , based South East Culture-Insight the UKs leading intercultural communication and international management skills training company is recruiting. Culture-Insight believes in giving people the skills they need to work in todays international business community. By empowering staff to be more effective in the global market. Culture-Insight helps organizations fulfill their international potential. An opportunity has now arisen for two Marketing Executives to join our team

Culture-Insight
1. a. is a product-focused organization b. is a service-focused organization answer: b a. is a private sector organization b. is a public-sector organization answer: a (The advert does not explicitly state that this is a private sector organization, however, the nature of the service it provides suggest that it is.) a. works in business to-consumer markets b. works in business-to-business markets answer: b

2.

3.

Questions
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1.

2. 3. 4.

5.

6.

7.

After you have read the Ad Who are Paula and Matt? Suggested answers: They are marketing executives on their first day in a new job. What is their connection to the job advert? This is the job they applied for and got. What is the job? Marketing Executive Is the job well-paid? According to the job advert, the salary is competitive, i.e. good compared to similar jobs. What type of service does Culture-Insight provide? Training in intercultural communications and international management skills. How do you think they empower staff? By teaching them about opportunities and techniques they may be unaware of. How might the company help organizations to fulfill their international potential? By allowing them to build good relationships with international partners.

} b.

In pairs, discuss the following questions:

1.

2.

As Marketing Executives in a company like Culture-Insight, what tasks do you think Paula and Matt will be responsible for (e.g. carrying out market research, managing databases)? What skills, characteristics and knowledge do you think they will need (e.g. interpersonal skills, creativity, business awareness)?

Notes
are what a person is good at. They include things like leadership, team building, interpersonal skills, creativity etc. } Characteristics (Character) are what a person is like. They include things like patience, integrity, honesty, intelligence, tolerance, open-mindedness, singlemindedness etc. } Knowledge is what a person knows. it includes acquired skills such as business awareness, computer literacy, experience with various work situations, expertise.
} Skills

} c.

Read the rest of the job advertisement and check your answers with 2b.

Responsible for } building relationships and liaising with a range of stakeholders, both internal and external } mange the production and distribution of marketing collateral } conduct market research } monitor competitor activity } analyze pricing positions } maintain and update databases } organize and attend events and exhibitions } evaluate the success of marketing campaigns } plan and implement direct marketing activity } assist in the creation and implementation of a marketing and communications plan in conjunction with the Marketing Manager } support the Marketing Manager and other colleagues.

Doing the job 2c

} Skills,
} } } } } } }

Characteristics and Knowledge

first-class interpersonal and analytical skills the ability to use initiative, influence, to negotiate and to work well in teams numeracy, creativity, drive, business awareness, and IT literacy good oral and written communication skills understanding of the world of international business and the importance of intercultural communication willingness to travel knowledge of at least 2 European languages preferred.

Language Notes
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} } }

The marketing mix refers to the range of factors that go into marketing a product. They include the classic four Ps of marketing (price, product, promotion and place) as well as three other elements which are often included, especially in the context of marketing a service ( people, process and physical presence) Packaging is also occasionally included as a P, but is usually considered part of the product or physical presence. Marketers may specialize may specialize in one or more elements of the mix, or they may deal with the whole mix. Marketing collateral refers to printed and online materials used to promote a company, product or service, and includes things like brochures, posters, leaflets, websites etc.

d. Match the verbs (1-12) to the words and phrases (a-l) which appear in the job advertisement. All of these collocations make tasks that Marketing Executives are often responsible for. Answers
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

monitor build plan and implement assist conduct evaluate liaise support analyze manage maintain and update organize and attend

k l c l j h b g f a d e

}e

Which of the tasks from exercise 2d are you responsible for in your job? (Discuss in pairs) then feedback to the class }f Look again at the list of skills in the job advert which a Marketing Executive at Culture-Insight needs. In your opinion, which skills are critical (veryimportant) and which are noncritical (less important)? (Discuss in pairs) then feedback to class. }g In small groups of (4-5), discuss the following questions: discuss then feedback to class.
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which of the skills in the job advert could you demonstrate? what skills are you lacking- that is, which skills dont you have?

Listening
Listen to Paula and Matt meeting on their first day of work at Culture-Insight. Who seems more confident? } answer: Paula seems more confident.
} 3a

3b Listen again and answer the following questions. 1. Do Paula and Matt already know each other? Answer: No 2. What did they each study at university? Answer: Matt studied International Business and Management. Paula studied English. 3. Why was Matt interested in applying for the job? Answer: Matt wanted to work for a small company, not a big corporation 4. What other qualifications does Paula have? Answer: She has a marketing qualification from the Chartered Institute of Marketing (CIM). 5. What kind of company did Paula work for before? Answer: a finance company 6. What factors attracted Paula to this job? Answer: Paula wanted a job with more travel and a chance to do more international marketing.

3c Correct the mistakes in the following expressions, which Paula and Matt use to talk about their qualifications and professional experience. (Work in pairs) 1. This is my first job for university. This is my first job since university. Answer: (since leaving university) 2. I just graduate I just graduated. (Ive just graduated) Answer: 3. What have you studied? What did you study? ( were you Answer: studying)? 4. I studied a degree in International Business and Management at Hull. I did a degree in International Business Answer: and Management at Hull.

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6.

7.

8.

3c continuation There were a lot of modules of Marketing. Answer: There were a lot of modules in Marketing I made a marketing qualification. Answer: I did a marketing qualification. I obtained a job as a Marketing Assistant for a finance company near London. Answer: I got a job as a Marketing Assistant for a finance company near London. It was a good organization to work. Answer: It was a good organization to work for.

}d

In pairs, discuss your qualifications and professional experience up until now. Use the corrected expressions from Exercise 3c.

} 4a

Imagine you are preparing for an interview for the job of Marketing Executive at CultureInsight. In pairs, discuss how you would demonstrate the skills and experience needed to do the job, using evidence from your professional and educational background.

Interview 4b

} Go

through the interview questions on page 86. } Give alternatives to the words in brackets. } get a different partner } Only 3 minutes for each interview then, swap roles.

Interview Role Playing

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4b In different pairs, role play part of the job interview. Student A- you are the Marketing Manager at Culture-Insight. Interview Student B for the job of Marketing Executive.
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Use the questions in the Useful Knowledge Box on page 86 to help you At the end of the interview, evaluate Student B on a scale of 1-10 on their ability to do the job.

Interview Role Playing

} Student

B you are applying for the job of Marketing Executive.

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Convince Student A that you have the skills, experience and qualifications needed to be successful in the job. Read the Useful language box on page 86 and prepare your answers. SWAP ROLES AND PRACTICE AGAIN

Induction

Induction
When you start work at a new organization, it is common to have an induction day: this is designed to teach you more about your job and the organization you are going to be working for

} 5a

In pairs, discuss any experience you have of induction days. What information did you learn about your job and the organization?

Listening
} 5b

1.2 2 As part of their induction, Paula and Matt are given an informal presentation by Fiona Jalil, the Marketing manager. What sort of information would you expect a presentation like this to include?

}2Listen to the first part of the presentation and check your ideas.

Answer
} Fiona

talks about the service that CultureInsight provides; who their suppliers, customers and competitors are; and how they supply their service (the route to market).

Listening
} 5c2

Listen again and make notes under the following headings. Then compare your notes with Matts in the key page 98.
} } } } }

Services Suppliers Route to markets Customers/Clients Competitors

Answer
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Services - training, and consultancy- offer help and advice to organizations working internationally, teach clients bout cultural differences. Suppliers : the freelance trainers/consultants are the suppliers: they develop the training courses, working closely with the in-house research team. Route to market: sales team sell services direct to human resources/ training departments. Customers/Clients: generally blue-chip companies all over the world (car manufacturers, etc.) ; some public sector work in the UK, too (governmental organizations, etc.). Competitors other training companies; but also the internet and books.

1.3 2Fiona uses several expressions to explain what the company does. Listen and complete the following sentences. 1. Ok, so as you know, were in the training and consultancy business . 2. That means we provide a service to our customers. 3. Were involved in teaching our clients about cultural differences and . 4. We also do some work public sector organizations here in the UK. 5. were keen to do more work with governmental organizations in the future
} 5d

Answer the following questions about the sentences in Exercise 5d. 1. For sentence 1, you could say Were in the training and consultancy business/sector/industry. Is there a difference in meaning between these three words? Answer:
Business, sector and industry are often used interchangeably, although sector is technically broader. It can be useful to know which words collocate with business, sector and industry. For example we say the financial sector, the public sector, the private sector, the voluntary sector, the government sector, the industrial sector, etc. Business and industry can be used in most other situations: the retail business/industry, the travel business/industry, the accountancy business/industry, oil business/industry etc.

} 5e

} 5e

Sentence 2 is useful for a servicefocused company. But what would a product focused company say? Answer: They might say we sell a product/ sell products to our customers/ clients.

} 2.

} 5e

In sentence 3, which word could you replace clients with and not change the meaning? Answer: Customers. However, client is often used to describe people who buy service as opposed to a product.
3.

} 5e

4. For sentence 4, you could say we also do some work with private/voluntary sector organizations. Can you explain the difference between public, private and voluntary sectors? } Answer:
}

The public sector refers to organizations that are affiliated in some way to the government of a country and provide services. The private sector refers to organizations that are not affiliated to the government, profit is the driving force of all private sector organizations. The voluntary sector is made up of organizations such as charities, who are not for profit and not affiliated with the government.

} 5e

5. } In sentence 5, which words could you replace to be keen with and not change the meaning? } Answer: } Hope to, plan to and be going to. However, plan to and be going to suggest that you are in the process of making something happen, rather than just wanting it to happen.

Discussion
} In

pairs, describe the organization you work for or an organization you know well. Use the expressions in Exercise 5c and 5d and the following prompts } Business/industry } customers/clients  public/private/voluntary sector  Service/product  Activities involved in  Route to market  Competitors  Plans for the future

6. Orientation
}a

In pairs, discuss the following questions:

1.

2.

3.

How would you define the role of marketing in the organization you work for ? How do you think people from other departments would describe the role of marketing? How important is marketing within the organization as a whole?

Orientation
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b Look at the following pairs of sentences. For each pair, decide which sentence best describes the organization you discussed in 6a.
a. Were a sales-oriented company. b. Were a marketing-oriented company. a. Everything that we do is towards persuading our customers to choose us instead of our competitors. b. Everything that we do is geared towards providing a service that satisfies our customers needs. a. Every department is always focused on the customers point of view. b. Every department is always focused on their individual objectives. a. The responsibility of the Marketing Department is to make sure that the company has a customer focus in everything it does. b. The responsibility of the Marketing Department is to help the sales force sell our services.

1.

2.

3.

4.

Orientation
1.4 Fiona explains the role of marketing at culture-Insight. Listen and tick the phrases (a or b) in Exercise 6b that she says. 1. b 2. b 3. a 4. a
} 6c

Discussion
} 6d

In small groups, discuss your impressions of Culture-Insight. What advantages do you think their organizational structure gives them? How successful do you think they are, in the sector they work in?

Orientation
e Look at the underlined phrases in Audio scripts 1.2 and 1.4 on pages 88-89. Put the underlined phrases into the correct part of the table.
}6

Orientation
6e Explaining and giving examples What that means in practice is. For example, imagine.. To put it simply.. That means that . Thats our main objective. What it means that. Let me give you an example
} Answers

Orientation 6e
} Querying

Is that right? Oh, really? What do you mean by that? Is that because.? } Showing understanding Yes, I can imagine. Right. I see Yes, I see what you mean.

7 Orientation
a Think about the organization you talked about in Exercise 5f. Make notes under the following headings: } orientation (that is, whether its salesoriented or marketing-oriented) } organizational structure } importance/role of marketing } how marketing contributes to the success of the organization

7 Orientation Role playing

}b

In pairs, role play an informal presentation.

Student A, you are the Marketing manager. Explain the role of marketing in your organization; use your notes from Exercise 7a and the expressions from Exercise 6b and 6e Student B, you are starting work today at Student As organization. Show understanding and query anything that you dont understand. Use the expressions from Exercise 6e. Swap roles and practice again.

8 Stakeholders
Look at the extract from the Marketing Executive job advertisement for CultureInsight and in pairs discuss the following questions. 1. What are stakeholders? Answer: Stakeholders are individuals or groups directly affected by the behavior of an organization.
}a

8 Stakeholders
What do you think the difference is between an internal stakeholder and an external stakeholder. Answer: An internal stakeholder usually works for the organization itself; for example , employees and management are internal stakeholders. External stakeholders exist outside of the organization, but may still affect it or be affected by it; for example, customers and suppliers are external stakeholders.
2.

8 Stakeholders
3.

Who do you think Culture-Insights stakeholders are? Make a list under the headings Internal stakeholders and External stakeholders.
Internal Stakeholders External Stakeholders

8 Stakeholders
1.5 Listening As part of Paula and Matts induction. Fiona is going to talk about who they will be marketing to. To do this, she prepares a handout which lists who the organizations key stakeholders are and their relative importance. Listen and complete the first section of the handout.
}b

8 Stakeholders
Answers } Compare your answers from exercise 8a
Internal Stakeholders Employees management External Stakeholders Clients Suppliers (consultants) Competitors Governmental organizations (the local community is also mentioned, but not considered key stakeholders)

}b

8 Stakeholders -Discussion
In small groups, discuss what other internal and external stakeholders the following organizations might have. 1. a large, multinational communications company (Indosat/ Telkomsel, for example) 2. a government department 3. a charity 4. a fashion label
}d

8 Stakeholders - Discussion
} Suggested

Answers

Internal stakeholders are generally employees and management 1. Internal: Board of directors, franchisees External : shareholders (if a public company), communities where they have operations and employ staff 2. External: the general public, voters, the government, political parties 3. External: the people who donate money. the people who benefit from their work. 4. External: manufacturers (often in 3rd world countries), the economies of those countries

8 Stakeholders
}e
1. 2. 3. 4. 5.

Complete the following definitions, using the collocations with stakeholder in the box.
________ the ability of a stakeholder to influence an organizations behavior, both now and in the future. ________ an organizations most important internal and external stakeholders. ________ stakeholders who are vital to the organization, without whom the organization couldnt survive. ________ stakeholders that an organization can survive without at the moment, to a certain extent. ________ how much attention a stakeholder pays to an organization; how much awareness the stakeholder has of the organization or its activities.
secondary stakeholders

primary stakeholders stakeholder interest key stakeholders stakeholder power

8 Stakeholders
} Answers 1. 2. 3. 4. 5.

8e stakeholder power key stakeholders primary stakeholders secondary stakeholders stakeholder interest

8 Stakeholders } f 21.6
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Listen to the rest of the discussion about stakeholders and answer the following questions.

1.

2.

3.

4.

5.

Who is more important to Culture-Insight, their existing clients or their potential clients? which potential clients are they particularly interested in? Why are their suppliers less of a priority for them at the moment? What does Fiona think the sales team will need support in the future? What does the in-house research team need to understand?

8f Stakeholders -Answers
1. 2. 3.

4.

5.

Their potential clients Governmental organizations Because theyre trying to take more control over the content of their training courses, they dont want to depend as much on the consultants (their suppliers) Learning how to break into and work with public sector organizations. Why Culture-Insight is taking responsibility for the content of their training courses away from the consultants and giving it to the in-house team.

8g Stakeholders
In pairs, try to complete Fionas handout based on what you know about Culture-Insight. Refer to the list of six key stakeholders that you completed in Exercise 8b. Relative importance? Primary stakeholders: ________ ________ ________ ________ Secondary stakeholders: ________ Stakeholder power and interest Key players (high interest and power): ________ ________ ________ Little interest, but high power: ________ Interest, but little power: ________ _________ Increasing or decreasing in importance? Increasing: ________ _________ Decreasing: _________ _________
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8g Stakeholders Answers
} } } } } } }

Primary stakeholders - employees, management, clients, suppliers (for now, although decreasing in importance) Secondary stakeholders governmental organizations(for now, although increasing in importance) Key players - (high interest and power): employees, management, clients Little interest but high power governmental organizations Interest but little power - suppliers, competitors Increasing - governmental organizations, some employee groups (the sales team and in-house research team) Decreasing : suppliers, management (already on-board with new strategy)

9
a list of the key stakeholders in your organization or an organization you know well. Use the same headings that Fiona used in her handout in Exercise 8g. } In pairs, take turns to present and discuss your analyses. How do the stakeholders differ depending on the type of organization you are describing?
} Make