In this Business English vocabulary lesson, we’re going to look at the marketing mix, which is made up of the four Ps of marketing: product, price, place and promotion. We’ll look at the idea of placement, which is all about a product’s market coverage and how it gets to market through logistics and a company’s distribution channels. The final P is promotion, or advertising, which may involve public relations and marketing campaigns, including in-store promotions.
In this Business English vocabulary lesson, we’re going to look at the marketing mix, which is made up of the four Ps of marketing: product, price, place and promotion. First we’ll cover ideas related to the product, which includes differentiation and positioning. A company’s products must also reflect its branding. The second P is price, and we’ll look at ideas such as penetration pricing and loss leaders, as well as price points.
In this Business English Vocabulary lesson, we’ll look at activities related to search engine marketing, or SEM.
Companies use SEO, or search engine optimization, to improve a web page’s SERP position. This involves activities such as link building as well as on-page optimization, in which advertisers use keywords to attract search engines. Accepted approaches to SEO are referred to as White Hat SEO and attempts to trick search engines are called Black Hat SEO.
In this Video Vocab lesson, we look at English vocabulary related to Internet marketing.
One of the most common approaches to Internet marketing is PPC, or pay per click advertizing, with ads displayed on websites organized into content networks. The ads are sold by CPC, or cost per click, to advertisers, who hope for a high CTR, or click-through rate. The ads are linked to landing pages, intended to encourage visitors to make a conversion. To measure effectiveness, advertisers use analytics software to determine the CPA, or cost per acquisition.
If you’ve ever worked or attended a trade show, you know that there are a lot of people and companies competing for attention. And you can stand there all day having casual conversations with people but never make a solid business connection, let alone sign a deal.
That’s why first you have to separate the good prospects from the bad. Then you have to make a connection with the good prospects and find out what they need. If you can manage that, then you’re on your way to closing a deal. And this is what we’ll be looking at today.
Closing a deal at a trade show requires a few essential steps. You need to show a customer that you are listening to them, build trust, and offer good solutions. Then you will be in a good position to ask the person to buy. These are all ideas that we’ll hear in today’s dialog.
We are going to rejoin Jenny, who works for a packing company called D-Pack. She is talking with Andrew, whose company is looking for a redesign of their packaging. Jenny has assessed Andrew’s needs and now wants to make a deal.
Listening Questions
1. What concerns does Andrew have? 2. What solution does Jenny offer? 3. What is Andrew’s final decision?
