Unit 1-The Role of Marketing

8/3/2019 Unit 1-The Role of Marketing

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English forMarketing &Trading


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Introduction

}Give a three-minute introduction

(students) of themselves} Name

} Job

} Experience

} Ambitions

} Areas of expertise and interest withinmarketing.


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Introduction

}Grouping}Count off 1-5.

}All number 1 as group 1, 2s group 2 etc.

}Group will be the work group

} Name for the group} Yell ( 3 minutes)

} Prepare for a final presentation at the end of the

program as a class (English presentation, excerptfrom a Broadway musical, or your own, etc) to

compete with other classes.

} Best Presentation, Best solo singer, Best Yell

} 1st, 2nd, 3rd, 4th prize


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The Role of MarketingUnit 1


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Objectives}

Skills} To describe your skills and qualifications} Talking about what an organization does

} Describing the role of marketing within an organization.

} Identifying stakeholders

} Language focus

} Discussing marketing tasks using verb-noun collocations} Asking about a persons characteristics, skills, responsibilities

and experience

} Explaining and giving examples; querying; showingunderstanding

} Collocations withstakeholder

}

Texts} Listening

} The first day of a new job

} An informal presentation at an employee induction

} Reading} A job advertisement


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Sample Ad} PT Pertamina Retail is opening vacancies in order to expand our retail business.

Detail position and qualification can be read at the announcement document

below. ForInterested candidates please apply at Pertamina Retail Recruitment

Asst. Manager of Marketing & Promotions

Responsibilities:

} Responsible for planning promotional programs, search, and collaborate with

partners bekoordinasi Company and coordinate with PT. Pertamina (Persero) for the

implementation of activities

} Requirements:

} Male / Female, age max 35 years} Minimum S1 preferably majoring in Marketing

} Experience of at least 5 (five) years in Advertising / Event Organizer

} Having a personality that is assertive, authoritative, entrepreneurial leadership, good

communication, able to work independently and team, have the loyalty of time

and effort


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Sample Ad} Sales & Marketing Executive ( SME ), PT. International Test Center} Job Requirements

} Marketing - General / Business Planning

Sales - General / BD / Branch Operations

B2B Sales / Account Manager (Non-Technical)

} Industry

} Education, Training, Library and Child Care

} Location

} DKI Jakarta

} Experience Requirement

} 0 Year To 2 Years

} Education} Diploma

Strata satu/S1

} Job Type

} Full Time


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Sample Ad

(Continuation)} Job Description} Responsibilities:

} Responsible for finding prospective business opportunities/partners on national scale as well as

maintaining and developing the sales team; Develop & execute marketing and sales plan, strategies and techniques; Respond to sales requirements from existing and potential customers; Maintain contact with existing and potential customers to promote sales and deliver detailed

account plans; Report on activities and provide relevant management information; Liaison with internal operational staff

} Requirements :

} D3 or Bachelor degree in any discipline Having experience in the same area will be preferable but fresh graduate are welcome to apply Fluent in English both oral and written, TOEIC score 605 Sales & result oriented and having wide networking Excellent presentation and negotiations skills & have strong commitment to deliver a good

customer service. Empathic communicator, able to see things from the other person's point of view. Able to get on with others and be a team-player. High integrity, credible, comfortable in dealing with senior big company executives Mobile & will ing to travel around the country


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Doing the job

} In pairs, discuss the following questions.

} Why did you choose a career in marketing?

Or Why do people choose a career in

marketing?

} If you are currently working, how do youfind your job?

} Have you ever used English at work? If so,talk about your experience. If not, what

problems do you think you would have?


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Doing the job

} Paula Marino and Matt Keane begin work todayas Marketing Executives at Culture-Insight, a

training and consultancy company.} a. Look at the first part of the advertisement for the

job that Paula and Matt applied for at Culture-Insight and choose the correct answer


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Advertisement Culture-Insight2 X Marketing Executives

Competitive , based South East

Culture-Insight the UKs leading intercultural

communication and international management skillstraining company is recruiting.

Culture-Insight believes in giving people the skills they needto work in todays international business community. Byempowering staff to be more effective in the global market.

Culture-Insight helps organizations fulfill their internationalpotential.

An opportunity has now arisen for two MarketingExecutives to join our team


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Culture-Insight

1. a. is a product-focused organizationb. is a service-focused organization

answer: b

2. a. is a private sector organization

b. is a public-sector organization

answer: a(The advert does not explicitly state that this isa private sector organization, however, thenature of the service it provides suggest thatit is.)

3. a. works in business to-consumer marketsb. works in business-to-business markets

answer: b


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Questions} After you have read the Ad

1. Who are Paula and Matt?

Suggested answers:

They are marketing executives on their first day in a new job.

2. What is their connection to the job advert?

This is the job they applied for and got.

3. What is the job?

Marketing Executive

4. Is the job well-paid?

According to the job advert, the salary is competitive, i.e. good compared

to similar jobs.

5. What type of service does Culture-Insight provide?

Training in intercultural communications and international management

skills.

6. How do you think they empower staff?

By teaching them about opportunities and techniques they may be

unaware of.

7. How might the company help organizations to fulfill their international

potential?

By allowing them to build good relationships with international partners.


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} b. In pairs, discuss the following

questions:

1. As Marketing Executives in a company like

Culture-Insight, what tasks do you think

Paula and Matt will be responsible for (e.g.carrying out market research, managingdatabases)?

2. What skills, characteristics and knowledge

do you think they will need (e.g.

interpersonal skills, creativity, businessawareness)?


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Notes

} Skills are what a person is good at. Theyinclude things like leadership, teambuilding, interpersonal skills, creativity etc.

}Characteristics (Character) are what a

person is like. They include things likepatience, integrity, honesty, intelligence,tolerance, open-mindedness, single-

mindedness etc.

} Knowledge is what a person knows. it

includes acquired skills such as businessawareness, computer literacy, experiencewith various work situations, expertise.


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} c. Read the rest of the job advertisement and

check your answers with 2b.

Responsible for

} building relationships and liaising with a range of stakeholders, both

internal and external

} mange the production and distribution of marketing collateral

} conduct market research} monitor competitor activity

} analyze pricing positions

} maintain and update databases

} organize and attend events and exhibitions

} evaluate the success of marketing campaigns

} plan and implement direct marketing activity

} assist in the creation and implementation of a marketing and

communications plan in conjunction with the Marketing Manager

} support the Marketing Manager and other colleagues.


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Doing the job 2c

} Skills, Characteristics and Knowledge} first-class interpersonal and analytical skills

} the ability to use initiative, influence, to negotiateand to work well in teams

} numeracy, creativity, drive, business awareness, andIT literacy

} good oral and written communication skills

} understanding of the world of international businessand the importance of intercultural communication

} willingness to travel} knowledge of at least 2 European languages

preferred.


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Language Notes} The marketing mixrefers to the range of factors that go intomarketing a product. They include the classic fourPs ofmarketing (price, product, promotion and place) as well asthree other elements which are often included, especially inthe context of marketing a service ( people, process andphysical presence)

} Packaging is also occasionally included as a P, but is usuallyconsidered part of the product or physical presence.

} Marketers may specialize may specialize in one or moreelements of the mix, or they may deal with the whole mix.

} Marketing collateral refers to printed and online materialsused to promote a company, product or service, andincludes things like brochures, posters, leaflets, websites etc.


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} d. Match the verbs (1-12) to the words and phrases

(a-l) which appear in the job advertisement. All ofthese collocations make tasks that MarketingExecutives are often responsible for.

} Answers

1. monitor k

2. build l

3. plan and implement c

4. assist l

5. conduct j

6. evaluate h

7. liaise b

8. support g

9. analyze f

10. manage a

11. maintain and update d

12. organize and attend e


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} e Which of the tasks from exercise 2d are you

responsible for in your job? (Discuss in pairs) thenfeedback to the class

} f Look again at the list of skills in the jobadvert which a Marketing Executive at

Culture-Insight needs. In your opinion, which skillsare critical (veryimportant) and which are non-

critical (less important)? (Discuss in pairs) thenfeedback to class.

} g In small groups of (4-5), discuss the following

questions: discuss then feedback to class.} which of the skills in the job advert could you

demonstrate?

} what skills are you lacking- that is, which skills dont

you have?


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Listening

} 3a Listen to Paula and Matt meeting ontheir first day of work at Culture-Insight.

Who seems more confident?

} answer: Paula seems more confident.


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} 3b Listen again and answer the following questions.

1. Do Paula and Matt already know each other?Answer: No

2. What did they each study at university?

Answer: Matt studied International Business andManagement. Paula studied English.

3. Why was Matt interested in applying for the job?

Answer: Matt wanted to work for a small company,not a big corporation

4. What other qualifications does Paula have?

Answer: She has a marketing qualification from theChartered Institute of Marketing (CIM).

5. What kind of company did Paula work for before?Answer: a finance company

6. What factors attracted Paula to this job?

Answer: Paula wanted a job with more travel and achance to do more international marketing.


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} 3c Correct the mistakes in the followingexpressions, which Paula and Matt use to talkabout their qualifications and professionalexperience. (Work in pairs)

1. This is my first job for university.

Answer: This is my first job since university.(since leaving university)

2. I just graduate

Answer: I just graduated. (Ive just graduated)

3. What have you studied?

Answer: What did you study? ( were you

studying)?4. I studied a degree in International Business andManagement at Hull.

Answer: Idid a degree in International Businessand Management at Hull.


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} 3c continuation

5. There were a lot of modules of Marketing.

Answer: There were a lot of modules in

Marketing

6. I made a marketing qualification.

Answer: Idid a marketing qualification.7. I obtained a job as a Marketing Assistant for

a finance company near London.

Answer: Igot a job as a Marketing Assistantfor a finance company near London.

8. It was a good organization to work.

Answer: It was a good organization to work

for.


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} d In pairs, discuss your qualifications andprofessional experience up until now. Use

the corrected expressions from Exercise3c.


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} 4a Imagine you are preparing for an interview

for the job of Marketing Executive at Culture-Insight. In pairs, discuss how you would

demonstrate the skills and experience neededto do the job, using evidence from yourprofessional and educational background.


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Interview 4b

}Go through the interview questions onpage 86.

}Give alternatives to the words in brackets.} get a different partner

}Only 3 minutes for each interview then,swap roles.


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Interview Role Playing} 4b In different pairs, role play

part of the job interview.

} Student A- you are the Marketing

Manager at Culture-Insight.Interview Student B for the job of

Marketing Executive.

} Use the questions in the UsefulKnowledge Box on page 86 tohelp you

} At the end of the interview,evaluate Student B on a scale of1-10 on their ability to do the job.


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Interview Role Playing

} Student B you are applyingfor the job of MarketingExecutive.

}

Convince Student A that youhave the skills, experienceand qualifications needed tobe successful in the job.

} Read the Useful language boxon page 86 and prepare your

answers.} SWAP ROLES AND PRACTICE

AGAIN


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Induction


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Induction

When you start work at anew organization, it is

common to have aninduction day: this isdesigned to teach youmore about your job and

the organization you aregoing to be working for


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}

5aIn pairs, discuss any experience youhave of induction days. What information

did you learn about your job and theorganization?


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Listening

} 5b 1.22 As part of their induction, Paula

and Matt are given an informal

presentation by Fiona Jalil, the Marketingmanager. What sort of information wouldyou expect a presentation like this toinclude?

}2Listen to the first part of thepresentation and check your ideas.


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Answer

} Fiona talks about the service that Culture-Insight provides; who their suppliers,

customers and competitors are; and howthey supply their service (the route tomarket).


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Listening

} 5c2 Listen again and make

notes under the followingheadings. Then compareyour notes with Matts in the

key page 98.} Services

} Suppliers

} Route to markets

} Customers/Clients} Competitors


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Answer} Services - training, and consultancy- offer help and

advice to organizations working internationally, teachclients bout cultural differences.

} Suppliers : the freelance trainers/consultants are thesuppliers: they develop the training courses, workingclosely with the in-house research team.

} Route to market: sales team sell services direct tohuman resources/ training departments.

} Customers/Clients: generally blue-chip companies allover the world (car manufacturers, etc.) ; some publicsector work in the UK, too (governmental

organizations, etc.).} Competitors other training companies; but also the

internet and books.


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} 5d 1.32Fiona uses several expressions to

explain what the company does. Listen andcomplete the following sentences.

1. Ok, so as you know, were in the training andconsultancy business .

2. That means we provide a service to ourcustomers.

3. Were involved in teaching our clients aboutcultural differences and .

4. We also do some workpublic sectororganizations here in the UK.

5. were keen to do more work withgovernmental organizations in the future


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} 5e Answer the following questions about the

sentences in Exercise 5d.1. For sentence 1, you could say Were in the

training and consultancybusiness/sector/industry. Is there a difference inmeaning between these three words?

Answer:

Business, sector and industry are often used interchangeably,

althoughsector is technically broader. It can be useful toknow which words collocate with business, sector and industry.

For example we say the financial sector, the public sector, theprivate sector, the voluntary sector, the government sector,the industrial sector, etc.

Business and industry can be used in most other situations: theretail business/industry, the travel business/industry, theaccountancy business/industry, oil business/industry etc.


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} 5e

} 2. Sentence 2 is useful for a service-focused company. But what would aproduct focused company say?

Answer:

They might say we sell a product/ sellproducts to our customers/ clients.


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} 5e

3. In sentence 3, which word could youreplace clients with and not change themeaning?

Answer:

Customers. However, client is often used todescribe people who buy service asopposed to a product.


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} 5e 4. For sentence 4, you could say we also do

some work with private/voluntary sectororganizations. Can you explain the differencebetween public, private and voluntary sectors?

}Answer:

} The public sectorrefers to organizations that are affiliated

in some way to the government of a country and provideservices.

} The private sectorrefers to organizations that are notaffiliated to the government, profit is the driving force ofall private sector organizations.

} The voluntary sectoris made up of organizations such ascharities, who are not for profit and not affiliated with thegovernment.


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} 5e 5.

} In sentence 5, which words could youreplace to be keen with and not change

the meaning?

}Answer:

} Hope to, plan to and be going to.However, plan to and be going tosuggest that you are in the process ofmaking something happen, rather than

just wanting it to happen.


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Discussion} In pairs, describe the organization you

work for or an organization you know well.Use the expressions in Exercise 5c and 5dand the following prompts

} Business/industry

} customers/clients

public/private/voluntary sector

Service/product

Activities involved in

Route to market

Competitors

Plans for the future


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6. Orientation

} a In pairs, discuss the following questions:

1. How would you define the role of marketingin the organization you work for ?

2. How do you think people from otherdepartments would describe the role of

marketing?

3. How important is marketing within theorganization as a whole?


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Orientation} b Look at the following pairs of sentences. For each pair,

decide which sentence best describes the organization youdiscussed in 6a.

1. a. Were a sales-oriented company.

b. Were a marketing-oriented company.

2. a. Everything that we do is towards persuading our customers to

choose us instead of our competitors.

b. Everything that we do is geared towards providing a service thatsatisfies our customers needs.

3. a. Every department is always focused on the customers point ofview.

b. Every department is always focused on their individualobjectives.

4. a. The responsibility of the Marketing Department is to make sure

that the company has a customer focus in everything it does.

b. The responsibility of the Marketing Department is to help the sales

force sell our services.


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Orientation

} 6c 1.4

Fiona explains the role of marketing atculture-Insight. Listen and tick the phrases(a or b) in Exercise 6b that she says.

1. b

2. b

3. a

4. a


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Discussion

} 6d

In small groups, discuss your impressions ofCulture-Insight.

What advantages do you think theirorganizational structure gives them?

How successful do you think they are, in the

sector they work in?


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Orientation

} 6 e

Look at the underlined phrases in Audioscripts 1.2 and 1.4 on pages 88-89. Put theunderlined phrases into the correct part ofthe table.


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Orientation}Answers 6 e

Explaining and giving examples

What that means in practice is.

For example, imagine..To put it simply..

That means that .

Thats our main objective.

What it means that.Let me give you an example


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Orientation 6e

}Querying

Is that right?

Oh, really?

What do you mean by that?

Is that because.?

} Showing understanding

Yes, I can imagine.

Right. I seeYes, I see what you mean.


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7 Orientation

a Think about the organization you talkedabout in Exercise 5f. Make notes under

the following headings:

} orientation (that is, whether its sales-oriented or marketing-oriented)

} organizational structure

} importance/role of marketing

} how marketing contributes to the successof the organization


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7 Orientation Role playing}b In pairs, role play an informal presentation.

Student A, you are the Marketing manager. Explain

the role of marketing in your organization; use yournotes from Exercise 7a and the expressions fromExercise 6b and 6e

Student B, you are starting work today at Student Asorganization. Show understanding and queryanything that you dont understand. Use the

expressions from Exercise 6e.

Swap roles and practice again.


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8 Stakeholders

} a Look at the extract from the MarketingExecutive job advertisement for Culture-

Insight and in pairs discuss the followingquestions.

1. What arestakeholders?

Answer:

Stakeholders are individuals or groupsdirectly affected by the behavior of anorganization.


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8 Stakeholders

2. What do you think the difference isbetween an internal stakeholderand anexternal stakeholder.

Answer:

An internal stakeholder usually works for the

organization itself; for example ,employees and management areinternal stakeholders.

External stakeholders exist outside of the

organization, but may still affect it or beaffected by it; for example, customersand suppliers are external stakeholders.


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8 Stakeholders

3. Who do you think Culture-Insightsstakeholders are? Make a list under theheadings Internal stakeholders andExternal stakeholders.

Internal Stakeholders External Stakeholders


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8 Stakeholders

} b 1.5 Listening

As part of Paula and Matts induction.Fiona is going to talk about who they willbe marketing to. To do this, she preparesa handout which lists who theorganizations key stakeholders are and

their relative importance.Listen and complete the first section of the

handout.


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8 Stakeholders

} b Answers

}Compare your answers from exercise 8a

Internal Stakeholders External Stakeholders

Employees

management

Clients

Suppliers (consultants)

CompetitorsGovernmental organizations(the local community is alsomentioned, but notconsidered key stakeholders)


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8 Stakeholders -Discussion

} d In small groups, discuss what otherinternal and external stakeholders the

following organizations might have.

1. a large, multinational communicationscompany (Indosat/ Telkomsel, forexample)

2. a government department3. a charity

4. a fashion label


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8 Stakeholders - Discussion} Suggested Answers

Internal stakeholders are generally employees andmanagement

1. Internal: Board of directors, franchisees

External : shareholders (if a public company),communities where they have operations and employ

staff

2. External: the general public, voters, the government,political parties

3. External: the people who donate money. the peoplewho benefit from their work.

4. External: manufacturers (often in 3rd world countries), theeconomies of those countries


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8 Stakeholders} e Complete the following definitions, using the

collocations with stakeholder in the box.1. ________ the ability of a stakeholder to influence an

organizations behavior, both now and in the future.

2. ________ an organizations most important internal andexternal stakeholders.

3. ________ stakeholders who are vital to the organization,without whom the organization couldnt survive.

4. ________ stakeholders that an organization can survivewithout at the moment, to a certain extent.

5. ________ how much attention a stakeholder pays to an

organization; how much awareness the stakeholder has ofthe organization or its activities.

primary stakeholders stakeholder interest secondary stakeholders

key stakeholders stakeholder power


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8 Stakeholders

}Answers 8e

1. stakeholder power

2. key stakeholders

3. primary stakeholders

4. secondary stakeholders

5. stakeholder interest


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8 Stakeholders}

f 21.6} Listen to the rest of the discussion about stakeholders andanswer the following questions.

1. Who is more important to Culture-Insight, theirexisting clients or their potential clients?

2. which potential clients are they particularly

interested in?

3. Why are their suppliers less of a priority for themat the moment?

4. What does Fiona think the sales team will needsupport in the future?

5. What does the in-house research team need to

understand?


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8f Stakeholders -Answers1. Their potential clients

2. Governmental organizations

3. Because theyre trying to take more controlover the content of their training courses, they

dont want to depend as much on theconsultants (their suppliers)

4. Learning how to break into and work with publicsector organizations.

5. Why Culture-Insight is taking responsibility for thecontent of their training courses away from theconsultants and giving it to the in-house team.


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8g Stakeholders

} In pairs, try to complete Fionas handout based on what youknow about Culture-Insight. Refer to the list of six keystakeholders that you completed in Exercise 8b.

Relative importance?

Primary stakeholders: ________ ________ ________ ________

Secondary stakeholders: ________Stakeholder power and interest

Key players (high interest and power): ________ ________ ________

Little interest, but high power: ________

Interest, but little power: ________ _________

Increasing or decreasing in importance?

Increasing: ________ _________

Decreasing: _________ _________


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8g Stakeholders Answers

} Primary stakeholders - employees, management, clients,suppliers (for now, although decreasing in importance)

} Secondary stakeholders governmental organizations(fornow, although increasing in importance)

} Key players - (high interest and power): employees,

management, clients} Little interest but high power governmental organizations

} Interest but little power - suppliers, competitors

} Increasing - governmental organizations, some employeegroups (the sales team and in-house research team)

} Decreasing :suppliers, management (already on-boardwith new strategy)


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9

}Make a list of the key stakeholders in yourorganization or an organization you know

well. Use the same headings that Fionaused in her handout in Exercise 8g.

} In pairs, take turns to present and discussyour analyses. How do the stakeholders

differ depending on the type oforganization you are describing?


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Documents

Unit 1-The Role of Marketing