ENGLISH FOR MARKETING PROFESSIONALS I
INTRODUCTION TO MODERN MARKETING
WHAT IS MARKETING?
Adds, brands, sales…
= The activities a company does to promote and sell products or services Mindset
1 A MINDSET, NOT A DEPT (EVERYONE’S RESPONSIBILITY)
Everyone’s Genetive
o ≠ Plural -s (Ex. Departments , department’s)
Responsibility
SILOS
Specific team Company- wide approach
Siloed function Everyone’s responsibility
Focuses on selling Focuses on satisfying needs
MARKETING (AMA DEFENITION)
= Creating, communicating, delivering and exchanging offerings that have value for customers and
society.
THE MINDSET: IKEA
Focuses on affordable, well- designed furniture
Prioritizes a great customer experience
Goed beyond selling to create real value
2 THE VALUE EQUATION
THE CORE MISSION
How do we measure that value?
o Customer Value Equation = A simple formula
DELIVERING VALUE FOR CUSTOMERS – CUSTOMER VALUE
Product quality +quality of sales∧service
Value as seen by your customers=
Price paid by customer +cost of doingbusiness
= The perceived benefits a customer receives weighed against the costs they incur to obtain it.
o Perceived benefits: What the customer believes… Those benefits most outweigh
Benefits (gain) Costs (give)
Convenience Price
High quality Time spent
1
, Status and enjoyment Physical effort
Personalization Privacy risks
VALUE AT DELHAIZE
Benefits: Fresh produce, quality brands, convenience
Costs: Price of groceries, store location, limited hours
3 MARKETING’S FIVE AGES
THE EVOLUTION OF MARKETING
Product Customer Society Digital AI
= Using technology like AI to deliver hyper- personalized value
Siemens and Zalando use AI to optimize strategies and personalize customer experiences.
4 THE NEVER- ENDING CYCLE (MINDSET INTO ACTION)
1) Analysis: Understand the market
2) Strategy: Develop the plan
3) Implementation: Put the plan into action
4) Evaluation
CYCLE OUTCOMES
Customer centric, adaptable and always improving
Mastery isn’t just knowing concepts…
CONCLUSION
THE LANGUAGE OF MODERN MARKETING
Understanding Marketing – Definitions and core concepts
This exercise explores how marketing is defined and its fundamental principles.
Traditionally, marketing is often understood as the activities a company does to promote and
sell products or services.
Modern marketing is redefined not as mere advertisements, but as a fundamental, company- wide
mindset.
This modern view of marketing focuses on creating and exchanging value.
Value in marketing is determined by a customer value equation.
In this equation, perceived benefits must outweigh costs for the customer.
The latest stage of marketing, which leverages advanced technology like AI for personalised
experiences, is known as Marketing 5.0.
The marketing process and modern approach
This exercise focuses on the operational cycle of marketing and its modern characteristics.
Ultimately, modern marketing operates as a continuous four- stage cycle, beginning with analysis,
followed by strategy, then implementation, and finally evaluation. This ensures companies remain
adaptable and customer- centric in a constantly changing market. A key feature of Marketing 5.0 is
its use of technology for personalised experiences.
2
, Core marketing goals – Different ways to express them
Marketing has three main goals, and these can be expressed in various ways depending on the context.
Conversational phrases Marketing terminology Marketing terminology
(Verb phrases) (Noun phrases)
Bring in most of the money Drive revenu Revenu generation
Find new buyers Win new customers Customer acquisition
Keep current buyers loyal Retain existing customers Customer retention
Identifying the main goal
This exercise tests your understanding of the primary marketing goals in context.
A company launches a new advertising campaign to attract people who have never bought from
them before.
o Main goal: Customer acquisition
A loyalty programme is introduced to ensure that existing clients continue to purchase products
regularly.
o Main goal: Customer retention
The sales department’s primary objective this quarter is to increase the income received from sales
by 15%.
o Main goal: Revenu generation
A business decides to offer a special discount to entice first-time online shoppers.
o Main goal: Customer acquisition
A subscription service offers additional benefits to long-term subscribers to prevent them from
cancelling their membership.
o Main goal: Customer retention
UNIT 1 – THE ROLE OF MARKETING
DOING THE JOB
Competitor Competition Competitive
Arise Arose Arisen
Culture- Insight:
o Is a service- focused organisation
o Is a private sector organisation
o Works in business-to-business markets (B2B)
MARKETING EXECUTIVE
Marketing executives are professionals responsible for planning and overseeing the implementation
of marketing strategies to promote a company's products or services. Their role involves market
research, campaign management, brand development, and ensuring effective communication with
target audiences.
Their tasks
Monitor competitor activity
Build relationships with stakeholders
3
INTRODUCTION TO MODERN MARKETING
WHAT IS MARKETING?
Adds, brands, sales…
= The activities a company does to promote and sell products or services Mindset
1 A MINDSET, NOT A DEPT (EVERYONE’S RESPONSIBILITY)
Everyone’s Genetive
o ≠ Plural -s (Ex. Departments , department’s)
Responsibility
SILOS
Specific team Company- wide approach
Siloed function Everyone’s responsibility
Focuses on selling Focuses on satisfying needs
MARKETING (AMA DEFENITION)
= Creating, communicating, delivering and exchanging offerings that have value for customers and
society.
THE MINDSET: IKEA
Focuses on affordable, well- designed furniture
Prioritizes a great customer experience
Goed beyond selling to create real value
2 THE VALUE EQUATION
THE CORE MISSION
How do we measure that value?
o Customer Value Equation = A simple formula
DELIVERING VALUE FOR CUSTOMERS – CUSTOMER VALUE
Product quality +quality of sales∧service
Value as seen by your customers=
Price paid by customer +cost of doingbusiness
= The perceived benefits a customer receives weighed against the costs they incur to obtain it.
o Perceived benefits: What the customer believes… Those benefits most outweigh
Benefits (gain) Costs (give)
Convenience Price
High quality Time spent
1
, Status and enjoyment Physical effort
Personalization Privacy risks
VALUE AT DELHAIZE
Benefits: Fresh produce, quality brands, convenience
Costs: Price of groceries, store location, limited hours
3 MARKETING’S FIVE AGES
THE EVOLUTION OF MARKETING
Product Customer Society Digital AI
= Using technology like AI to deliver hyper- personalized value
Siemens and Zalando use AI to optimize strategies and personalize customer experiences.
4 THE NEVER- ENDING CYCLE (MINDSET INTO ACTION)
1) Analysis: Understand the market
2) Strategy: Develop the plan
3) Implementation: Put the plan into action
4) Evaluation
CYCLE OUTCOMES
Customer centric, adaptable and always improving
Mastery isn’t just knowing concepts…
CONCLUSION
THE LANGUAGE OF MODERN MARKETING
Understanding Marketing – Definitions and core concepts
This exercise explores how marketing is defined and its fundamental principles.
Traditionally, marketing is often understood as the activities a company does to promote and
sell products or services.
Modern marketing is redefined not as mere advertisements, but as a fundamental, company- wide
mindset.
This modern view of marketing focuses on creating and exchanging value.
Value in marketing is determined by a customer value equation.
In this equation, perceived benefits must outweigh costs for the customer.
The latest stage of marketing, which leverages advanced technology like AI for personalised
experiences, is known as Marketing 5.0.
The marketing process and modern approach
This exercise focuses on the operational cycle of marketing and its modern characteristics.
Ultimately, modern marketing operates as a continuous four- stage cycle, beginning with analysis,
followed by strategy, then implementation, and finally evaluation. This ensures companies remain
adaptable and customer- centric in a constantly changing market. A key feature of Marketing 5.0 is
its use of technology for personalised experiences.
2
, Core marketing goals – Different ways to express them
Marketing has three main goals, and these can be expressed in various ways depending on the context.
Conversational phrases Marketing terminology Marketing terminology
(Verb phrases) (Noun phrases)
Bring in most of the money Drive revenu Revenu generation
Find new buyers Win new customers Customer acquisition
Keep current buyers loyal Retain existing customers Customer retention
Identifying the main goal
This exercise tests your understanding of the primary marketing goals in context.
A company launches a new advertising campaign to attract people who have never bought from
them before.
o Main goal: Customer acquisition
A loyalty programme is introduced to ensure that existing clients continue to purchase products
regularly.
o Main goal: Customer retention
The sales department’s primary objective this quarter is to increase the income received from sales
by 15%.
o Main goal: Revenu generation
A business decides to offer a special discount to entice first-time online shoppers.
o Main goal: Customer acquisition
A subscription service offers additional benefits to long-term subscribers to prevent them from
cancelling their membership.
o Main goal: Customer retention
UNIT 1 – THE ROLE OF MARKETING
DOING THE JOB
Competitor Competition Competitive
Arise Arose Arisen
Culture- Insight:
o Is a service- focused organisation
o Is a private sector organisation
o Works in business-to-business markets (B2B)
MARKETING EXECUTIVE
Marketing executives are professionals responsible for planning and overseeing the implementation
of marketing strategies to promote a company's products or services. Their role involves market
research, campaign management, brand development, and ensuring effective communication with
target audiences.
Their tasks
Monitor competitor activity
Build relationships with stakeholders
3
