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Uwaga: Do rozdania mamy 3 egzemplarze książki. Pytanie konkursowe pojawi się jutro w naszym newsletterze. Bądźcie czujni!
O książce
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Czytanie, uczenie się i kreatywne działanie to szybka i skuteczna droga do poszerzenia znajomości języka obcego o słownictwo specjalistyczne. Malwina Dietrich i Alicja Fandrejewska połączyły te aspekty i dla wszystkich chcących wzbogacić swój angielski o terminologię z zakresu PR-u i działań marketingowych przygotowały książkę Angielski w marketingu, promocji i reklamie.
Każdy z czternastu rozdziałów tego podręcznika został poświęcony innemu zagadnieniu marketingowemu. Autorki, czerpiąc z przykładów z całego świata, opisały w książce zarówno klasyczne pojęcia, do których należą np. skuteczny research, współczesna definicja marketingu opartego na 4P (products, prices, place, promotion) czy ścieżka zakupu dzisiejszego konsumenta, jak i najnowsze działy tej branży, takie jak influencer marketing czy budowanie marki osobistej. Poza tematami ściśle związanymi z pracą w marketingu dla niewielkich firm lub międzynarodowych korporacji, Dietrich i Fandrejewska rozwijają inne zagadnienia, m.in. uchylają rąbka tajemnicy w marketingu politycznym czy przedstawiają zasady etyki współczesnego marketera.
Spójna konstrukcja rozdziałów czyni naukę prostą i efektywną. Każdą sekcję otwiera trening czytania ze zrozumieniem: rozdział rozpoczyna miniartykuł, po którym następują dopasowane do niego różne rodzaje ćwiczeń. Czytelnik może utrwalić słownictwo wyróżnione w tekście oraz sprawdzić się w krótkim quizie. Mapy myśli, na podstawie których trzeba streścić przeczytany tekst pozwalają jeszcze lepiej przyswoić słownictwo oraz uczą kreowania dłuższych wypowiedzi. Kolejną częścią jest ćwiczenie case studies dla każdego z tematów: autorki podają dokładny opis, dodatkowe konteksty i przykładowy research w formie ankiety oraz opinii klientów, a następnie wyznaczają konkretne zadania do wykonania. Każdy rozdział kończy minisłowniczek oraz bibliografia dla chcących pogłębić temat. Nagrania wszystkich tekstów można pobrać bezpłatnie ze strony wydawnictwa i ćwiczyć również wymowę i akcent.
#PolecajkiNM cz. 32: czego szukaliśmy w Google’u, Kryzysometr 2024/25, rynek dóbr luksusowych w Polsce
O autorkach
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Malwina Dietrich – nauczyciel akademicki, metodyk i lektor języka biznesowego z 20-letnią praktyką. Motywuje, uczy i wspiera tych, dla których nauka języka angielskiego jest narzędziem do rozwijania kariery zawodowej.
Alicja Fandrejewska – doktor nauk humanistycznych, filolog, doświadczony wykładowca akademicki, tłumacz tekstów specjalistycznych i artykułów naukowych z dziedziny zarządzania i marketingu, ekonomii, finansów oraz IT.
Fragment książki
1 Chapter. Contemporary marketing. We’re all learning here
Learn. Reading comprehension
Philip Kotler, a renowned scientist who has helped to lay the foundations for marketing as a science and field of research, claims that marketing appears in many shapes and forms. There are multiple aspects of the phenomenon and numerous areas of its activity which deserve our attention. In the last few decades, we have witnessed specific transformations of marketing as a concept and related activities, as well as its goals and the tools used to achieve them.
In short, marketing consists in promoting goods and services in order to sell them. Marketing uses advertising, direct mailing, promotional strategies and public relations activities to persuade consumers to buy the company’s products. As Kotler states: “Marketing in principle should help producers decide what products to make, how to price them, how to distribute them, and, of course, how to promote them (the 4Ps: products, prices, place, and promotion)”. He also states that “marketing is a practical science aimed at improving a company’s sales and profits and enhancing people’s lives by creating customer value and satisfaction”.
A marketing campaign can be devised to target a particular group of customers. All the advertising materials and channels used to promote the product or service range may be created to meet the needs of a local, regional or global market. It is important to note that in some markets the same brand may be associated with a niche product sought only by connoisseurs; in others, the same item may be sold and consumed in larger quantities, by a larger group of consumers, representing a different market segment characterized by different demographics: they may belong to diff erent social groups with regards to age, gender, place of residence, education, occupation, employment, family status, etc.
However, in the contemporary world, we may notice that marketing strategies and operations have changed to a great extent. Firstly, the development of new technologies has resulted in the fact that a business’s geographical location is becoming less and less important. The focus of the economy has moved from production capacity, quality of goods, and specific market factors towards more emotional aspects of making a purchase. We deal with digital data, internet and mobile high-speed transactions. Clients have access to websites offering goods and services online. Traditional shops are frequently used as showrooms, allowing potential customers to see and test the goods before making an online purchase, and have them delivered within 24/48 hours after submitting an order via the Internet.
New technology, free trade and wide availability of the goods off ered by global brands result in consumers having a virtually limitless choice of largely similar goods and services. In the conditions of a free market economy the main determinants of the price are supply and demand forces. Businesses try to meet these market expectations; however, the reduction of price has its limits, and businesses deal with the situation in many different ways.
Firstly, faced with competition in saturated local markets, more and more businesses consider new opportunities related to international and global expansion. Thanks to the availability of online sales, low-cost transport services and international cooperation, the decisions to enter new foreign markets are easier to make.
Moreover, if you wish to succeed in business and hope to develop your enterprise, you need to be ready to diversify, that is, to expand your product range, offering new products or services to existing customers or to target new customer groups in new markets. Diversification may be a solution if you have the financial, material and human capital to expand your business. It is important to be aware that businesses may have differing missions or visions, and they try to reach their objectives in many different ways. There are a number of strategies which businesses may consider when developing and expanding their business. They are frequently referred to as the EPRG framework.
The EPRG framework includes the following elements:
- ethnocentric strategy – where the company is mainly interested in meeting the needs of customers in a local or domestic market;
- polycentric expansion – where the business sees each country as unique and adapts both the goods and marketing communications to the needs of the local market;
- regiocentric path – where countries are seen as parts of larger groups, the so-called clusters, for example, Asian, European and South American markets are believed to share similar characteristics;
- geocentric development – the strategy in which the company is ready to serve the needs of consumers in international and global markets.
Obviously, if a company is interested in launching its products in foreign, international or global markets, they need to make appropriate changes, modifications and adjustments to their products, in line with the principle “think globally, act locally”.
The preparation of the offer requires in-depth analyses of the needs, requirements and expectations of representative local customers as well as consideration of intercultural differences between regions and nationalities. One should bear in mind that when making purchases, customers are influenced by marketing communications in different media, the recommendations of their friends and relatives as well as their past experiences.
Apart from satisfying the needs of customers and looking for ways to offer the best value for money, businesses need to be sensitive to the changes taking place in society. Consumers are no longer just recipients of marketing, promotional and advertising messages. At present, customers tend to interact with companies. Apart from observing legal regulations and ethical principles, contemporary enterprises need to take responsibility and contribute to “building a better world” as well as help solve current economic and social problems. A question which is frequently posed is: How can businesses, government institutions and NGOs work together towards improving the lives and wellbeing of present and future generations?
Manage. Comprehension check
Decide if the sentences are True or False.
- The role of contemporary businesses goes beyond producing and off ering goods and services to customers. T F
- Consumers nowadays have a limited choice of available goods. T F
- The main reason why businesses expand globally is the fact that the local market is saturated. T F
- The ethnocentric strategy consists in meeting the needs of customers in the international and global market. T F
- The term capital can be used to refer to money, materials and people. T F