Wirtschaftskommunikation Englisch

Basis für Marketing, Unternehmensorganisation (...)

Basis für Marketing, Unternehmensorganisation (...)

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K. S.

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K. S.

About these flashcards

Diese Vokabelkartei mit 87 Karteikarten hilft Studenten, ihr Englisch für die Wirtschaftskommunikation zu verbessern. Sie konzentriert sich auf Vokabeln wie "trademark", "consumer", und "brand", sowie auf Marketingstrategien und Geschäftspläne. Die Plattform unterstützt auch das Rückwärtslernen von der Zielsprache zur Ausgangssprache. Ideal für Fortgeschrittene, die ihre Fachsprache erweitern möchten, bietet sie praktische Beispiele und hilft bei der Vorbereitung auf berufliche Herausforderungen.

Flashcards

87

Students

2

Language

English

Category

English

Level

University

Created / Updated

26.06.2017 / 03.07.2017

in den Ruhestand gehen

to retire

Gehalt, Lohn

salary, wages

Personal

staff

jdn. einstellen

to take on

Marke

brand

Konsument, Käufer

consumer

Kosten

cost

entwickeln

to develop

Vertrieb

distirbution

Endverbraucher

end-user

Etikett

label

Verpackung

packaging

Verkaufsstelle

point of sale

Öffentlichkeitsarbeit

public relations

gemeldet

registered

Warenzeichen

trademark

Endprodukt

total product

What is marketing?

all processes involved in getting the product/service from the manufacturer to the consumer

What is the purpose of marketing?

capture the attention/interest of a target group/market

"Noise"

crowded market place (different brands, products)

bad lightening, bad placement, bad communciation of the brand

4 P's of Marketing

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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

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- 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

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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

Keyboard commands:

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be clear

approbiate medium

present the message unambiguously

Rules of marketing

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know your audience and how to address it

know your market

know your competition

What is a press release?

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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?

Keyboard commands:

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clarify a problem

introduce a new idea

promote something

provide publicity

Format of PR

Keyboard commands:

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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

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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)

Keyboard commands:

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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

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Cartes-fiches

Öffentlichkeitsarbeit

public relations

gemeldet

registered

Warenzeichen

trademark

Endprodukt

total product

What is marketing?

all processes involved in getting the product/service from the manufacturer to the consumer

What is the purpose of marketing?

capture the attention/interest of a target group/market

"Noise"

crowded market place (different brands, products)

bad lightening, bad placement, bad communciation of the brand

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