TRANSCRIPTS
Unit 5, Lesson 3, Exercise D 1.27
Actually, marketing is arguably the most important aspect of management.
So, it follows that marketing must ensure that a business can satisfy customers’ needs.
What I mean is, they anticipate consumers’ requirements.
Fundamentally, successful marketing is about having accurate data.
Anyway, er … to return to the main point, it’s essential to identify basic characteristics of the market.
Naturally, it is the aim of all companies to become the market leader.
Unit 5, Lesson 4, Exercise B 1.28
Extract 1 LECTURER: Right, Leila and Majed, what did you find out about the segmentation of the eco-resort market?
LEILA: Well, first of all, we looked on the Internet to see what resorts there were.
MAJED: I love using the Internet!
Extract 2 LECTURER: And what else did you do?
LEILA: We talked to the manager of a tour operator who specializes in resorts. She was quite helpful.
MAJED: That’s rubbish. She obviously didn’t want to talk to us.
Extract 3
LECTURER: Can you give us an explanation of your market map?
LEILA: Well, yes, it has a vertical and a horizontal axis: children versus adults, and economy versus luxury. And as you can see, we’ve put some different eco-resort types on it.
LECTURER: What do the rest of you make of this? Evie, what about you?
EVIE: Well, erm … I’m not sure really.
Extract 4 LECTURER: Majed, can you explain how you decided where to place the different resorts on your map?
MAJED: Well, yes, it’s based on what the tour operator told us.
JACK: So it’s secondary.
Extract 5 LECTURER: What do you mean by ‘secondary’, Jack?
JACK: I mean it’s an example of secondary research. They did two things – they asked someone for information and …
EVIE: Actually, that’s primary.
Unit 5, Lesson 4, Exercise C 1.29 Extract 6
LECTURER: Let’s go back to the market map for the moment to see how it can help with segmentation. First of all, tell us about the dimensions you chose.
LEILA: Well, the tour operator we talked to used price and age group as the main ways to distinguish their services. Didn’t they, Majed?
MAJED: Absolutely. Those were really the only criteria they used. So that’s why we chose them.
Extract 7
MAJED: In their brochure they put the product aiming at families with children next to the EcoDirect product which, according to the lady, is aimed at couples without children. What’s quite important is that they put the EcoPlus product, aiming at wealthy, elderly people, on a different page of the brochure, in smaller type and with no photos.
JACK: Sorry, I don’t follow. Could you possibly explain why that’s important?
MAJED: Well, basically they’re trying to aim for the mass market first, I think. They don’t seem to be as interested in the EcoPlus market.
Extract 8
EVIE: I don’t understand how travel agents know exactly which eco-holidays are suitable for which market.
LEILA: Well, the manager said that as a tour operator they give very specific information about their target markets to the agents. For example, they say that the EcoDirect holiday shouldn’t really be offered to families with young children.
Extract 9
MAJED: Yes, they tell travel agents exactly about the ins and outs of each product, so agents can achieve maximum sales.
JACK: If I understand you correctly, you’re saying that the travel operators supply their travel agents with information about how to market their products.
MAJED: Yes, that’s right. 119
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