Unit 6-Studying the Marketing Mix

By studying the marketing mix, it will help you understand how to promote yourself in your future profession.

Here is an exercise from Harriet Posner's book Marketing Fashion:

"The marketing mix is all about emphasis. Take each of the 7Ps of the marketing mix - product, price, place, promotion, physical evidence, process, and people - and identify a fashion brand, or retailer that you believe emphasizes a specific criterion, or group of marketing mix criteria.  For example, a luxury brand may focus on product, particularly om regard to quality of design and manufacture.  A High Street multiple, on the other hand, may focus on product in terms of providing up-to-the-minute fashion at an affordable price. A brand that sells primarily via the Internet, or mail order will need to pay special attention to process and consider how they integrate this with the criteria of product & price."

Use the table below to comment on the way a brand focuses on a particular marketing mix criterion.  You may wish to add comments.

Bring your notes to our next lesson.

BRAND - PRODUCT - PRICE - PLACE - PROMOTION - PHYSICAL -EVIDENCE- PROCESS -PEOPLE

How to make a list of your research books, articles, websites

https://owl.purdue.edu/owl/research_and_citation/mla_style/mla_formatting_and_style_guide/mla_formatting_and_style_guide.html

Sample Power Point Presentation

Here is a sample Power Point presentaion that I've done up, and which you may use as a guide for the quantity of words to put on a slide. Also, please be sure to check to make sure that the images you choose to include on your slides correspond to the written content. Be careful of overcrowding the slide.

Two final tips:   

1. Check the word order of your sentences: Subject + Verb + Object; these three elements always go together, except for one context (adding emphasis: Only if my sister comes, will I go to the cinema, too).  Most of the time follow this type of word order:   

The light will go inside the lamp shade.  

2. Please, check your spelling. There is a spell check on all computers, be it in the power point app, or Word. Just be sure to 'impostare' your langauge to English. Use Google, the Longman Dictionary (www.ldoceonline.com ) , or an Italian-English dictionary, also because they will tell you if you need a preposition or not  (e.g. ask someone a question.... not...  ask to someone a question. )

You may see the sample power point presentation by clicking on this link:

https://englishforbranding.blogspot.com/

Unit 8 - Changing the shopping experience: Rent the Runway, New York Times Article

Directions:

Read the article. Give your opinion. 

https://www.nytimes.com/2018/10/12/business/rent-the-runway-office-clothes.html

1. Do you think a similar service exists in Italy? 
2. If so, what is it and how does it work?  
3. If not, do you think such a service could work in Italy? 
4. How might that take form?

Unit 8 - How to use 'WILL' to express "volontà"

In general English courses, we learn:

• Present Progressive and ' be going to' are used for future PLANS = I'm going to see my family during the holidays this winter break.  / I'm seeing my family during the break. 
• WILL can also be used to talk about future FACTS = I will graduate in July, for sure. / Scarlett Johanssen will not make any movies next year. She's taking a year off.
• WILL can also express an UNCERTAIN FUTURE = 
• What are you doing this weekend?        I'm not sure. Maybe I'll go for a walk in the park with my friends, if the weather is good. 
• In Unit 8, we see examples of how WILL is used to express 'volontà' =
•  Just a moment. I'll call my manager and ask if she agrees to your price. 

How can we remember all these uses of WILL, and other future verb tenses?

1.  Read often in English
2. Watch TV series/movies in English with subtitles
3.  Find a conversation partner 

Practice:  Read the sentences. Decide the context. Decide if 'be going to' or WILL is the best verb for that context.

          Example:   A: This email is in French, and I don't speak any French. Can you help me?

                              B: Sure, no problem. I will translate (translate) it for you. But, first I have                                   an appointment. I am going to meet(meet) my sister for lunch. I will translate it
                                when I return from lunch. OK?
                            A:  That'd be great! Thanks so much!   

  

1.  Hi! I'm just getting ready to go shopping for gifts. Do you want to come with me? 
     I _________________ (leave) in about 20 minutes.  

2.  This light doesn't work.  Who ____________ (go) and tell the janitor that we need a new light bulb?

3.  A: It's so hot in here!  
     B:  I agree! Here, let me.... I ______________ (turn) the heat down.

4. A: I just got confirmation:  I _______________ (graduate) in July!
    B:  That's great news! Congratulations.

5. A: I don't feel so well. 
   B:  Hang on a moment, and I _____________ (get) you a cup of tea. 

6. A:  Why do you have your coat on?  We're still watching the movie.
    B:  It's 2:30 p.m. and my parking meter is finished. I_______________ (put) more money in     the meter, so I don't get a ticket.
 7.  A:   I'm so confused about all these verbs! Can you help me?
     B:  Sure. I _______________ (draw up) a table that shows all the differences.