Versión de HTML Básico
Contents
|
3
PAGE TITLE
TOPICS
USEFUL LANGUAGE AND SKILLS
5
1
Introduction
to marketing and
advertising
Jobs and responsibilities
Corporate identity, logos
Branding
Talking about job descriptions
Presenting your ideas
11
2
Finding the
customer
Market research
Customer profiles
Data collection
A telephone survey
Giving and asking for opinions
Agreeing and disagreeing
Market research terms
Asking questions
Writing reports
19
3
Planning a
marketing strategy
The marketing plan
The four Ps
Pricing and positioning strategies
Writing emails
Writing a positioning strategy
Giving a presentation
27
4
Creating ads
The AIDA model for advertising
Working with an ad agency
Advertising channels
Rate sheets
Discussing an ad campaign
Giving feedback
37
5
Marketing tools
Distribution channels
Types of discount
Types of retailer
Telemarketing
Direct marketing
Telephoning – getting through
Writing to the customer
(direct mailing)
45
6
Presenting your
public face
Public relations
Websites as a marketing tool
Sponsoring
E≈ective press releases
Getting customer quotes
Writing press releases
Writing a holiday letter
53
7
Marketing through
trade fairs
Giveaways
Organizing events
Attending a trade fair
The language of trade fairs
Socializing
Reporting on a trade fair visit
PAGE
APPENDIX
60
62
65
69
73
77
79
Test yourself!
Partner Files
Answer key
Transcripts
A–Z word list
Glossary
Useful phrases and vocabulary