Unit 1 : The role of marketing
Doing the job
Culture insight…
Is a service-focused organisation
Is a private sector organisation
Works in bb markets
Marketing executive
Tasks:
Carrying out market research, managing databases
Building relationships
Liaising with a range of stakeholders (internal & external)
To manage production & distribution of marketing collateral
To conduct market research
To monitor competitor activity
Build relationships with stakeholders
Plan and implement direct marketing activity
Assist in the creation and implementation of a marketing and communications plan
Conduct market research
Evaluate the success of marketing campaigns.
Liaise with stakeholders
Support the marketing manager and other colleagues
Analyse pricing positions
Manage the production and distribution of marketing collateral
Maintain and update databases
Organise and attend events and exhibitions
Match the verbs to the words and phrases. All these collocations make tasks that Marketing
Executives are often responsible for.
Monitor competitor activity
Build relationships with stakeholders
Plan and implement direct marketing activity
in the creation and implementation of a
Assist
marketing and communications plan
Conduct market research
Evaluate the success of marketing campaigns
Liaise with stakeholders
Support the marketing manager and other colleagues
Analyse pricing positions
the production and distribution of marketing
Manage
collateral
Maintain and update databases
Organise and attend events and exhibitions
,Induction
When you start work at a new organisation, it is common to have an induction day; this is designed to
teach you more about your job and the organisation you are going to be working for.
Service = training and consultancy – offer to help and advice to organisations working
internationally
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
Customer/clients = generally blue-chip companies all over the world.
Competitors= others training companies; but also, the internet and books
Expressions to explain what the company does ( p10, e)
Difference between business, sector and industry:
Business, sector and industry are words that are used interchangeably, although sector is technically
broader. We say the financial sector, the public sector, the private sector, the government sector etc.
Businnes and industry can be used in other situations. For example: the retail business/industry, the
travel business/industry, the accountancy business/industry etc.
Product-focused company: we sell a product/ sell product to our customers/clients
Service-focused company: we provide a service
Synonym for clients: customers. However, client is often used to describe people who buy a service.
Difference between public, private and voluntary sectors:
The public sector = organisations that are affiliated in some way to the government of a
country and provides services.
The private sector = organisations that are not affiliated to the government; profit is the
driving force of all private sector organisations.
The voluntary sector = organisations such as charities, who are not-for-profit and not
affiliated with the government.
Synonyms to be keen: 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.
Describing a company
We’re a sales-oriented company.
Ons bedrijf is gericht op de verkoop.
We’re a marketing-oriented company.
Ons bedrijf is gericht op marketing
, Everything we do is geared towards persuading our customers to choose us instead of our
competitors.
Alles wat we doen is erop gericht mensen om mensen voor ons te laten kiezen in plaats van voor
onze concurrentie
Every department is always focused on the customers’ point of view/ on their individual objectives
Elk departement is gefocust op het standpunt van de consument/ op hun individuele doelstellingen.
The responsibility of the Marketing Department is to make sure that the company has a customer
focus in everything that it does.
De verantwoordelijkheid van het marketingdepartement is ervoor zorgen dat het bedrijf de focus bij
de consument legt in alles wat het doet.
The responsibility of the Marketing Department is to help the sales force sell our services.
De verantwoordelijkheid van het marketingdepartement is om het salesteam te helpen met de
verkoop van onze diensten.
Doing the job
Culture insight…
Is a service-focused organisation
Is a private sector organisation
Works in bb markets
Marketing executive
Tasks:
Carrying out market research, managing databases
Building relationships
Liaising with a range of stakeholders (internal & external)
To manage production & distribution of marketing collateral
To conduct market research
To monitor competitor activity
Build relationships with stakeholders
Plan and implement direct marketing activity
Assist in the creation and implementation of a marketing and communications plan
Conduct market research
Evaluate the success of marketing campaigns.
Liaise with stakeholders
Support the marketing manager and other colleagues
Analyse pricing positions
Manage the production and distribution of marketing collateral
Maintain and update databases
Organise and attend events and exhibitions
Match the verbs to the words and phrases. All these collocations make tasks that Marketing
Executives are often responsible for.
Monitor competitor activity
Build relationships with stakeholders
Plan and implement direct marketing activity
in the creation and implementation of a
Assist
marketing and communications plan
Conduct market research
Evaluate the success of marketing campaigns
Liaise with stakeholders
Support the marketing manager and other colleagues
Analyse pricing positions
the production and distribution of marketing
Manage
collateral
Maintain and update databases
Organise and attend events and exhibitions
,Induction
When you start work at a new organisation, it is common to have an induction day; this is designed to
teach you more about your job and the organisation you are going to be working for.
Service = training and consultancy – offer to help and advice to organisations working
internationally
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
Customer/clients = generally blue-chip companies all over the world.
Competitors= others training companies; but also, the internet and books
Expressions to explain what the company does ( p10, e)
Difference between business, sector and industry:
Business, sector and industry are words that are used interchangeably, although sector is technically
broader. We say the financial sector, the public sector, the private sector, the government sector etc.
Businnes and industry can be used in other situations. For example: the retail business/industry, the
travel business/industry, the accountancy business/industry etc.
Product-focused company: we sell a product/ sell product to our customers/clients
Service-focused company: we provide a service
Synonym for clients: customers. However, client is often used to describe people who buy a service.
Difference between public, private and voluntary sectors:
The public sector = organisations that are affiliated in some way to the government of a
country and provides services.
The private sector = organisations that are not affiliated to the government; profit is the
driving force of all private sector organisations.
The voluntary sector = organisations such as charities, who are not-for-profit and not
affiliated with the government.
Synonyms to be keen: 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.
Describing a company
We’re a sales-oriented company.
Ons bedrijf is gericht op de verkoop.
We’re a marketing-oriented company.
Ons bedrijf is gericht op marketing
, Everything we do is geared towards persuading our customers to choose us instead of our
competitors.
Alles wat we doen is erop gericht mensen om mensen voor ons te laten kiezen in plaats van voor
onze concurrentie
Every department is always focused on the customers’ point of view/ on their individual objectives
Elk departement is gefocust op het standpunt van de consument/ op hun individuele doelstellingen.
The responsibility of the Marketing Department is to make sure that the company has a customer
focus in everything that it does.
De verantwoordelijkheid van het marketingdepartement is ervoor zorgen dat het bedrijf de focus bij
de consument legt in alles wat het doet.
The responsibility of the Marketing Department is to help the sales force sell our services.
De verantwoordelijkheid van het marketingdepartement is om het salesteam te helpen met de
verkoop van onze diensten.
