Wirtschaftskommunikation Englisch
Basis für Marketing, Unternehmensorganisation (...)
Basis für Marketing, Unternehmensorganisation (...)
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4 P's of Marketing
Product- what are you trying to sell?
Place- ads, brochures (...) which companies use to generate interest
Price- what is your optimal price? compare to the competition
Promotion- initiate actual purchases
Marketing at an international brand
- organising around the consumer
- category segmentation: age, sex, profession (...)
- market research: PRIMARY (one person tells you the information) SECONDARY (information through a middleman)
Product development
1. Market penetration: selling more of the same product to the samt type of people
2. Product development: building on existing relationships with consumers and on a creative ability to develop new products suited to consumer wants
3. Market development: developing an existing product to cater for emerging markets
4. Diversification: developing new products for new markets
Effective communication
be clear
approbiate medium
present the message unambiguously
Rules of marketing
know your audience and how to address it
know your market
know your competition
What is a press release?
written/recorded announcement/communication directed at members of the media
anything sent to journalists
to the point, short, main points (not too much information)
why are PR important?
clarify a problem
introduce a new idea
promote something
provide publicity
Format of PR
4-5 Paragraphs
Word limit of 400-500 words
Reference number
Common structural elements: headline, dateline, introduction, body, boilerplate, close and media contact info
5 Golden Rules of a PR
use PR as a sales tool
have a newsworthy story
write like a journalist would write it
contact your top outlets personally
provide some good quotes
Electronic press kit (EPK)
known as a press kit, media kit
promotional package: materials, information about a company/person/organisation
normally on company's website
for announcing a release, news
How to create an EPK
contact information, short biography (short and simple, where are you based, what type of work...), your pictures (photos of you employees, company), reviews/quotes, press coverage, links to your professional work (photos, videos)
Purpose of an interview
to highlight abilities, strengths, skils
to determine if this person is the right one
to sell yourself, know your selling points --> why should I hire you?
Parts of an interview
1. Preparation (dress for success, know yourself, know the organisation...)
2. Introduction (good beginning: firm handshake, eye contact, warm smile, sense of confidence/enthusiasm)
3. Question and answer (what did you do before, how much do you want to earn, what are your weaknesses, why do you want to work here? --> no one-word answers, not too many details) behavioural questions (tell me about a time you failed...)
4. Closing (ask questions --> demonstrate interest, enthusiasm, reflect your knowledge, show that you really want the job)
5. after the interview (write a thank you note, use the oppurtunity)
S.T.A.R. method
Situation: talk about a personal situation
Task: what did you do?
Action: what action did you take to complete the task?
Result: what was the outcome?
What is organizational behaviour?
understanding, prediction mangement of human behaviour in organizations
Organizational behaviour
includes aspects of sociology, social psychology, anthropology, psychology and political science
organisational culture
ice bery theory --> visible and non-visible organisational culture
flow of power/information through its hierarchy
ways organisation conducts its business
commitment of employees
leadership traits
task persistent, ability to influence others' behaviour, tolerance to interpersonal stress, creativity --> ability to find many possible solutions to a given problem
Styles of management
1. IMPROVISED
2.TASK
3. MIDDLE OF THE ROAD
4. COUNTRY CLUB
5. TEAM MANAGEMENT
Improvised
low concern for people and production
Task
High concern for production and low concern for people
Middle of the road
middel concern fpr people and production
Country Club
High concern for people and low concern for production
Team management
High concern for people and production
How people behave depends on...
the power they have in the company, cultural influences , needs, personality, habits, rules, goals, motivational facotrs
Conflict management
PAST --> considered harmful, unnecessary, result of poor management and efforts of troublemakers
NOWADAYS --> inevitable, necessary for high performance, encouragement for search new tactics and strateegies
sources of conflict
communiation, personal behaviour factors, structural facotrs (participation, rewards, power)
Content of Job descriptions
Job title, summary, department, supervisor, type of employment, skills, qualifications, key areas of responbibilty , organisation atmosphere, perks, company overview, salary benefits
Why do companies fail?
no business plan
poor logistics
inadequate products
poor customer service, management
What is a business plan?
guide for a business, describing goals and details
important for keeping everything on track, avoiding big mistakes, raising capital, mapping the future
Content of a business plan
Executive summary, business description, marketing and sales strategies, design and development plan, competitve analysis, operations and management plan, financial factors
Executive summary
description of products/services, summary of objectives, snapshot of growth potential
Business description
USP, who are you?, what do you sell?, location of business (...)
Marketing and sales strategies
strategies used to reach the target market
Desgin and development plan
create a development budget that will enable the company to reach its goals
Competitve analysis
strengths and weaknesses of competitors, barriers that can be developed in order to prevent competitiors from entering the market
operations and management plan
structure of a company, involvement of employees, external sources, management on a daily basis
financial factors
Cost NOW, what will be needed for future growth, estimating your operationg expenses
Werbung, Anzeige, Reklame
advertisement , ad/advert (abbr.)
Werbeagentur
advertising agency
