CAMBRIDGEProfessional __ | English in | Use Marketing Cate Farrall Marianne LindsleyCAMBRIDGE UNIVERSITY PRESS Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, Sao Paulo, Delhi Cambridge University Press ‘The Edinburgh Building, Cambridge CB2 8RU, UK www.cambridge org Information on this title: www.cambridge.org/9780521702690 © Cambridge University Press 2008 ‘This publication is in copyright. Subject to statutory exception and to the provisions of relevant collective licensing agreements, no reproduction of any part may take place without the written permission of Cambridge University Press. First published 2008 Produced by Kamae Design, Oxford Printed in Italy by Printer Trento Srl A catalogue record for this publication is available fiom the British Library ISBN 978-0-521-70269-0 Edition with answers Contents INTRODUCTION MARKETING BASICS. GD the marketing mix 1 ‘A The Ps B Marketing a new product @ The marketing mix 2 A The four Cs, As and Os B AIDA SWOT analysis A SWOT analysis B SWOT and matketing strategy Marketing strategy and the marketing plan A Marketing strategy vs, marketing plan B Developing the marketing plan Marketing ethics 1 Social marketing B_ Corporate social responsibility (CSR) © The market environment A. The micro environment B_ The macro environment: STEP analysis 10 12 14 16 18 Legal aspects of marketing 20 A. Legal definitions B Legal problems © The Consumer Protection Act RESEARCH GB Research 1 A Types of research B Research methodology Research 2 A Describing survey results B_ Understanding trends and changes 22 24 PRODUCT New product 26 development 1 Idea generation Idea screening ‘Concept development and testing Marketing strategy and business analysis G@ New product 28 development 2 Workflow Product development and optimization “Test marketing Commercalization A B c D A B ¢ D Brainstorming 30 A. The brainstorming session B Brainstorming techniques © Suggesting and building on ideas Product and service types 32 A Product types B_ Word combinations with ‘goods’ and “products! C Types of service ® Product life cycles 34 A The Boston Consulting Group Matrix B Inside the Boston Box Selling products and 36 services A The seller B The purchaser € Selling a service POSITIONING AND BRANDING @ Branding 1 38 A What is a brand? B Branding € Word combinations with ‘brand’ Professional English in Use Marketing