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Listening Week-12 [Marketing]

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MARKETING

Good morning everybody and 1………………. to this the first lecture on Marketing. I’ll be giving two 2……………… a week on this important business topic at this time on 3………………. and Fridays until term ends. Right, well this morning I’d like to introduce you to some important 4……………….. in marketing. As you know there are 5……………… different elements that go together to make up 6…………………, we’ll look at the key elements 7…………….. this course of lectures. I’d like to start with a general introduction today. In general 8…………….. marketing is all about making links or 9………………. between producers and consumers. To make these 10……………. it’s very important to find out and then 11……………… exactly what consumers want. What is a 12……………….?

A consumer is a person or organisation that buys a 13…………….., it’s as simple as that. Once again marketing is all about 14………………….. out and then delivering what consumers want in a 15………………. way. ‘In a profitable way’ – this is 16………………. you may think, a company won’t last long if it delivers what customers want and 17……………….. money at the same time, well in fact it’s not 18……………… as easy to achieve as you may think. 19………….. be looking at the issue of 20……………. later in this series of lectures.

A company should aim to 21…………….. their customers’ needs, good marketing helps the company to 22…………….. this. I’d like to add an extra 23…………….. now – a company should aim to satisfy their customers’ needs 24……………… than their competitors do. Again, we’ll look at the 25……………. of competition, how to 26……………. it and react to it later in this series of 27……………..

Today I want to introduce you to the 28………………. of a customer focused organisation. A customer 29……………… organisation is an organisation that takes the 30……………. of its customers seriously. There may be a marketing 31…………….. in a customer focused organisation, if we’re 32………………. about a small company there may not be 33………...

One thing that all customer focused 34…………….. have in common is that marketing, 35…………….. the needs of the organisation’s customers, is the concern of every 36……………….. Everybody who works for this 37………………… of company knows very well who their customers are and each employee works as a team to deliver a 38……………. degree of customer satisfaction than their 39……………...

‘How do we measure customer 40………………..?’ I hear you asking, well...

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