Marketing Vocabulary - Business English

Summary

In this workshop, David Harling explains essential marketing vocabulary for improving business English. He covers key terms like 'brand,' 'client base,' 'target market,' and 'digital marketing,' while providing practical examples of how they are used in real-world marketing scenarios. The video emphasizes the importance of understanding marketing concepts such as advertising, product placement, and SEO, offering tasks to help viewers brainstorm and develop strategies for a new product launch. This lesson serves as a valuable resource for anyone looking to enhance their knowledge of marketing terminology and apply it in a business context.

Takeaways

• 😀 Marketing is the act of promoting and selling products or services, and involves everything from product design to final sale.
• 😀 A brand is a representation of a company, like McDonald's golden arches, which makes it recognizable through logos and distinctive colors.
• 😀 Brainstorming is a group activity where many ideas are quickly suggested before considering which ones to develop further.
• 😀 A client base refers to the main type of customers a company targets, such as business people for men's leather shoes.
• 😀 A target market is a specific group of customers that a company targets with its advertising efforts.
• 😀 A consumer is simply anyone who buys or uses a product or service.
• 😀 Competitors are companies that offer similar products or services to yours, like McDonald's competing with Burger King.
• 😀 Copy refers to the text used in promotional materials, created by a copywriter to describe products or services.
• 😀 Coupons and vouchers are promotional offers that provide discounts, often seen in both physical and online shopping contexts.
• 😀 Digital marketing is marketing done through digital devices like smartphones and computers, essential for modern promotions.
• 😀 Market research involves studying customer preferences to inform product development, such as determining which drinks McDonald's customers prefer.
• 😀 A slogan is a catchy, short phrase used to increase brand recognition, like Nike's 'Just Do It.'
• 😀 SEO (Search Engine Optimization) is the process of optimizing websites or videos to rank higher on search engines like Google.
• 😀 In a marketing strategy, you must consider the target audience, pricing, and advertising channels, with digital marketing being a key method today.
• 😀 Branding is crucial for recognition, and companies should ensure their branding is clear in all promotional material.

Q & A

What is marketing?

Marketing is the act of promoting and selling products or services, including everything from product design to the final sale.

What is a brand?

A brand is a representation of a company, like McDonald's golden arches or its recognizable logo, colors, and overall identity.

What does brainstorming in marketing involve?

Brainstorming is the process of quickly generating many ideas as a team before selecting and refining the best ones for further consideration.

What is a target market?

A target market is a specific group of customers that a company targets with its marketing and advertising efforts.

How is a client base different from consumers?

A client base refers to a company's main type of customer, while consumers are individuals who buy or use the product or service. The client base is often a subset of consumers.

What role do competitors play in marketing?

Competitors are companies that offer similar products or services, and understanding them helps shape a company's marketing strategy.

What is 'copy' in marketing?

Copy refers to the text used in promotional materials like ads or brochures, which describes a product and its benefits. A copywriter is responsible for creating this text.

What is the difference between a coupon and a voucher?

Both are promotional offers providing discounts, but coupons are often physical and need to be cut out, while vouchers are typically digital or printable.

Why is digital marketing important?

Digital marketing is crucial for reaching consumers through devices like smartphones and computers, especially as more shopping and advertising move online.

What is SEO and why is it important in marketing?

SEO (Search Engine Optimization) involves optimizing a website or content to rank higher in search engine results, increasing visibility and attracting more potential customers.

What is market research and why is it necessary?

Market research involves studying customer preferences and analyzing competitors to make informed decisions about product features, pricing, and marketing strategies.

What is the role of a slogan in marketing?

A slogan is a catchy, memorable phrase used to promote a product, brand, or company, helping to create recognition and reinforce its identity, like Nike's 'Just Do It.'