GESTIÓN COMERCIAL Y MÁRKETING

IN THE AIR TONIGHT, by Phill Collins

2010-05-18T21:09:00.002+02:00

Today we are having two hours in class, so you need a second rest.
Let listen IN THE AIR TONIGHT, by Phil Collins:

I can feel it coming in the air tonight, oh Lord
And I've been waiting for this moment for all my life, oh Lord
Can you feel it coming in the air tonight, oh Lord, oh Lord

Well if you told me you were drowning, I would not lend a hand
I've seen your face before my friend, but I don't know if you know who I am
Well I was there and I saw what you did, I saw it with my own two eyes
So you can wipe off that grin, I know where you've been
It's all been a pack of lies

And I can feel it coming in the air tonight, oh Lord
Well I've been waiting for this moment for all my life, oh Lord
I can feel it coming in the air tonight, oh Lord
Well I've been waiting for this moment for all my life, oh Lord, oh Lord

Well I remember, I remember, don't worry, how could I ever forget
It's the first time, the last time we ever met
But I know the reason why you keep your silence UP, oh no you don't fool me
Well the hurt doesn't show, but the pain still grows
It's no stranger to you and me

I can feel it coming in the air tonight, oh Lord
Well I've been waiting for this moment for all my life, oh Lord
I can feel it in the air tonight, oh Lord, oh lord
Well I've been waiting for this moment for all my life, oh Lord
I can feel it coming in the air tonight, oh Lord
And I've been waiting for this moment for all my life, oh Lord
I can feel it in the air tonight, oh lord, oh lord, oh lord
Well I've been waiting for this moment for all my life, oh lord, oh lord

I can feel it in the air tonight, oh lord, oh lord, oh lord, oh lord
And I've been waiting for this moment for all my life, oh lord, oh lord, oh lord
And I can feel it in the air tonight, Oh Lord...
I've been waiting for this moment, all my life, Oh Lord, Oh Lord

REHAB, by Amy Winehouse

2010-05-18T21:02:00.003+02:00

Have rest during our "Adressing concerns and earning comittment" lesson. Here you have the lyrics of REHAB, by Amy Winehouse:

They tried to make me go to rehab
I said no, no, no.
Yes I been black, but when I come back
You wont know, know, know.

I ain’t got the time
And if my daddy thinks im fine
He’s tried to make me go to rehab
I wont go, go, go.

I’d rather be at home with Ray
I ain’t got 70 days
Cos there’s nothing, nothing you can teach me
That I can't learn from Mr. Hathaway

Didn’t get a lot in class
But I know it don’t come in a shot glass

They’re tryin to make me go to rehab
I said no, no, no
Yes I been black, but when I come back
You wont know, know, know.

I aint got the time,
And if my Daddy thinks im fine,
He’s tried to make me go to rehab,
I wont go, go, go.

The man said, why you think you here?
[ Rehab lyrics found on http://www.completealbumlyrics.com ]
I said, I got no idea
Im gonna, im gonna loose my baby
So I always keep a bottle near

Said, I just think you’re depressed
Kiss me, yeah baby
And go rest

I’m tryin to make me go to rehab
I said no, no, no
Yes I been black, but when I come back
You wont know, know, know

I don’t ever wanna drink again
I just, ooo, I just need a friend
Im not gonna spend 10 weeks
Have everyone think im on the mend

It’s not just my pride
It’s just til these tears have dried

They’re tryin to make me go to rehab
I said no, no, no
Yes I been black, but when I come back,
You wont know, know, know

I aint got the time,
And if my daddy thinks im fine
He’s trying to make me go to rehab
I wont go, go, go

THE BRIEF II

2010-03-10T08:28:00.002+01:00

Today we are going to follow with the Advert Brief. Here you have some chunk of language we have to deal with:

Filling in the boxes
Saliency deficiency
To set the category values
Laundry list
Whole life story
Self-assured
Self-reliant
Straight-forward
Computer-literate
Entrepreneurial
Comic catch-phrases
To fit into a group
Attention span
A little too mainstream to be truly hip
Hype
Smacks of phoniness
To chew gum
To be turned off
Cheesy

MEETINGS 4: ANY OTHER BUSINESS?

2010-03-01T08:13:00.004+01:00

On Friday we'll finish with meetings:

BBC Talking English, AOB

BBC Talking English, Language Expert

And let's hope we have 5 minutes remaining to finish the week with Smash Mouth, "I'm a believer":

I thought love was
Only true in fairy tales
Meant for someone else
But not for me
Love was out to get to me
That's the way it seems
Disappointment haunted
All my dreams

And then I saw her face
Now I'm a believer
Not a trace
Of doubt in my mind
I'm in love
I'm a believer
I couldn't leave her
If I tried

I thought love was
More or less a given thing
The more I gave the less
I got, oh yeah
What's the use in trying
All you get is pain
When I wanted sunshine
I got rain

And then I saw her face
Now I'm a believer
Not a trace
Of doubt in my mind
I'm in love
I'm a believer
I couldn't leave her
If I tried

What's the use in trying
All you get is pain
When I wanted sunshine
I got rain

And then I saw her face
Now I'm a believer
Not a trace
Of doubt in my mind
I'm in love
I'm a believer
I couldn't leave her
If I tried

Then I saw her face
Now I'm a believer
Not a trace
Of doubt in my mind
Now I'm a believer
Yeah, yeah, yeah
Yeah, yeah, yeah
I'm a believer
Then I saw her face
I'm a believer
Not a trace
Of doubt in my mind
I'm a believer

MEETINGS 3:AGREEING AND DISAGREEING

2010-03-01T07:41:00.004+01:00

On Wednesday we'll have a look at how to express agreeing and disagreeing in a meeting. It would be usefull the following links:

BBC Talking English, Meetings, Agreeing and Disagreeing

Business English Pod Lesson 28 Agreeing

Business English Pod Lesson 29 Disagreeing

And, if you behave properly, we could have time to listen to Norah Jones, Sunrise:

Sunrise

Looks like morning in your eyes

But the clock's held 9:15 for hours

Sunrise

Couldn't tempt us if it tried

Cuz the afternoon's already come and gone

And I said

Hooo, hooo, hooo

To you

Surprise

Couldn't find it in your eyes

But I'm sure it's written all over my face

Surprise

Never something I could hide

When I see we made it through another day

Then I say

Hooo, hooo, hooo

To you

And now the night

Will throw its cover down, ooo, on me again

Ooh, and if I'm right

It's the only way to bring me back

Hooo, hooo, hooo

To you

Hooo, yeah, hooo, hooo

To you

MEETINGS 2: INTERRUPTIONS

2010-03-01T07:17:00.005+01:00

Here you have interesting materials dealing with interruptions:

BBC Talking Business, Meetings, Interruptions

Business English Pod BEP 68

If we don't run out off time, we could listen to Alesha Dixon, The boys does nothing:

And here you have the lyrics:

I got a man with two left feet
And when he dances down to the beat
I really think that he should know
That his rhythms go go go

I got a man with two left feet
And when he dances down to the beat
I really think that he should know
That his rhythms go go go

[Chorus]
Does he wash up?Never wash up
Does he clean up?No, he never cleans up
Does he brush up?Never brushed up
He does nothing the boy does nothing

[Repeat chorus]
Hey boy how you been
I got a thousand lines
Where do I begin
And I been here, been there
Traveling
I saw you at the corner
My vibe kicked in
And two fields
I clock you
Wearing tight jeans
A real nice suit
He was smiling like you
Was just seventeen
I asked him for a dance
He said yes please!
Take a sip of dancing juice
Everybody's onto you
Through the left and to the right
Everybody hit the rhythm
It's on tonight
I'm gonna feel the heat within my soul
I need a man to take control
Let the melody blow you away

Does he wash up?Never wash up
Does he clean up? No he never cleaned up
Does he brush up? Never brushed up
He does nothing the boy does nothing

[Repeat chorus]

Work it out now
Work it, work it out now

Do the mumbo
Shake it all around now

Everybody on the floor
Let me see you clap your hands

I wanna see you work
I wanna see you move your body in turn
I wanna see you shake your hips and learn

I wanna see you work
I wanna see you move your body and turn
I wanna see you shake your hips and learn

I wanna see you work it, work it, work it out now

Does he wash up? Never wash up
Does he clean up? no, he never cleans up
Does he brush up? Never brushed up
He does nothing the boy does nothing
[Repeat chorus]

And if the man can't dance he gets no second chance

MEETINGS 1: SETTING THE AGENDA

2010-02-28T13:45:00.005+01:00

In our first lesson last Wednesday about meetings we have used the next websites:

BBC TALKING ENGLISH, MEETINGS, AGENDA

BUSINESS ENGLISH POD, OPENING A MEETING

THE BRIEF

2010-02-28T13:19:00.004+01:00

To finish this quarter, we are going to close the study of the PROMOTION TOOLS by having a look at this slide presentation: THE BRIEF.

In the link you have a quite good slide presentation from Leo Burnett

But it's going to be necessary lo learn in the meanwhile how to deal with meeting and presentations

I'M A MAC CAMPAIGN

2008-11-13T19:11:00.000+01:00

It would be fine if you have a look at the famous apple campaign we were talking about in the last unit:

But you have to watch the best one:

CONSUMER BEHAVIOUR

2008-11-13T18:36:00.008+01:00

Now we are finishing our consumer behaviour unit. You can download all the files in the next links:

Slide presentation

1.1. Consumer behaviour and consumer markets
1.2. Cultural and social factors
1.3. Personal factors
1.4. Psychological factors
1.5. Types of buying decision behaviour
1.6. The buying decision process

The unit has been adapted from Principles of Marketing, by Philip Kotler

Remember, you can't download the files unless you were registered in the Gestión Comercial y Márketing IES Acci Google Group

PLACEMENT

2008-04-28T11:42:00.009+02:00

We are now in the third part of the Marketing Mix: PLACEMENT

You can have a look at the slide presentation, based on the Philip Kotler manual

The best case of study in this topic is, of course, ZARA and the INDITEX GROUP. It would be a great idea to go to their web site, in order to prepare our final lesson exercise.

PRICING

2008-04-18T10:00:00.003+02:00

In this topic I have to advise you to go to http://www.bized.co.uk , an amazing web site created by a group of British marketing and business teachers. We´ll follow its slide presentation about pricing strategies:

PRODUCT STRATEGIES

2008-04-18T09:49:00.004+02:00

Now, we are dealing with product strategies. First, we´ll have a look to the Product Life Cycle, then we 'll follow with the three levels of products and end with the Boston Matrix.

You can use the Kotler manual and the following Product Life Cycle web page avalaible in the San Diego State University site:

MARKETING MIX

2008-02-12T06:28:00.000+01:00

We are leaving know the Environment and Consumer Behaviour and we are going to the centre of the marketing tools: The MARKETING MIX. Here you have a very good slide presentation by Tutor2unet, an amazing web site for business studies. You can visit

http://tutor2u.net/default.asp

or go directly to our today slide presentation:

VIRAL MARKETING ALERT

2008-02-09T07:56:00.000+01:00

I've received a new alert about the last succesful viral marketing campaign.
Every governments all over the world has said that anything that you are about to see ever happened:

ANOTHER FUNNY AD

2008-02-02T08:14:00.000+01:00

HOW TO SELL IBERIAN HAM IN THE STATES: SOLUTION

2008-01-12T09:13:00.001+01:00

I've found the solution. You have to go to www.ijam.es or watch this video:

BUYING DECISION PROCESS

2008-01-05T08:47:00.000+01:00

Now, we are in the core of the consumer behaviour model. That's the last lesson in wich we'll follow the Solomon manual, Consumer Beh aviour, an Eropean Perspective.

We'll see the following topics:

Problem admission
Information search
Evaluation of alternatives
Product choice
Outcomes

If you want, you can download here the slide presentation: BUYING DECISION PROCESS

ENVIROMENTAL ANALYSIS

2007-12-05T07:27:00.000+01:00

The environment has a huge influence over consumers and marketing strategy. The main tool used in macroenviromental analysis is the PEST ANALYSIS. In microenvironment, we'll focus our attention in the FIVE FORCES ANALYSIS, about our industry and rivalry. At last, we'll finish with the SWOT ANALYSIS, in wich we'll summarize our situation.

ACTUAL AND IDEAL SELF

2007-12-04T16:25:00.000+01:00

Here you can find some ads that can be useful for your home works:

OTRA FORMA DE BILINGÜISMO

2007-11-27T17:46:00.000+01:00

Aquí podéis ver un ejemplo de profesor bilingüe aún peor que yo:

THE SELF

2007-11-26T07:40:00.000+01:00

Here you have the slide presentation about THE SELF

ATTITUDES

2007-11-26T07:34:00.000+01:00

You can find here the slide presentation we have used for ATTITUDES. Youcan download your here TASKS too

MOTIVATION TASK 6

2007-11-13T11:16:00.000+01:00

MATERIALISM; Find out three examples of products or services that have become indispensable

MOTIVATION TASK 5

2007-11-13T11:13:00.000+01:00

Show us two example of each level of involvement. You can use brands, ads or purchase deccisions

MOTIVATION TASK 4

2007-11-13T11:10:00.000+01:00

Try to find out hidden motives in these purchase situations:

1.1.-Buying a car

2.2.-Choosing clothes

3.1.-Travelling

MOTIVATION TASK 3

2007-11-13T11:08:00.000+01:00

Answer these questions:

1.1.-Where do you put belongingness and self-actualization in an suicide terrorist?

2.2.-Where is your house-home?

3.3.-Explain all the ways in which sex would be include in all the need levels

4.4.-Distribute 100 points between the five levels in order to show us where do you put yourself

MOTIVATION TASK 2

2007-11-13T11:04:00.000+01:00

Place the following items in the Maslow´s pyramid:

1.1.-Eating in an expensive restaurant

2.2.-Play football

3.3.-Travel to Cancún

4.4.-To look after your children

5.5.-To move to a new detached house

MOTIVATION TASK 1

2007-11-13T10:58:00.000+01:00

Answer these questions:

1.1.-Explain how religion affects to wearing

2.2.-Are there some cultural troubles when you try to sell iberian ham in US?

3.3.-Provide us with three examples of wishes that you have gave up to fill up

4.4.-Can Marketing overcomes your resignation to fill up your wishes?

MOTIVATION

2007-11-05T21:18:00.000+01:00

Let's go with our third lesson: MOTIVATION. You can find the slide presentation in this link or visit my web site with the html version with the Alexandria web translator. And you can have a look to the motivation tasks

LEARNING AND MEMORY TASK NUMBER 6

2007-11-05T07:31:00.002+01:00

Collect some pictures of “classic” products that have high nostalgia value. Show these to consumers and allow them to make free associations. Analyse the types of memory that are evoked, and think about how these association might be employed in a product’s promotional strategy.

LEARNING AND MEMORY TASK NUMBER 5

2007-11-05T07:31:00.001+01:00

Answer those questions:

a.Why do you think is better the name BMW than Bayerise Motoren Werke?

b.In which ways are used interference in politics?

c.What do you think BMW is doing in their ads, where their cars don’t even appear?

LEARNING AND MEMORY TASK NUMBER 4

2007-11-05T07:30:00.001+01:00

You have to choose two well known brands in the same market (as Coviran vs Mercadona or Mercedes vs BMW) and collect at least five propositions or beliefs, in order to build your own schema

LEARNING AND MEMORY TASK NUMBER 3

2007-11-05T07:27:00.002+01:00

Identify some important characteristics for a product with well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some other that would be unlikely to be accepted by consumers.

LEARNING AND MEMORY TASK NUMBER 2

2007-11-05T07:27:00.001+01:00

Identify three patterns of reinforcement and provide an example of how each is used in a marketing context.

LEARNING AND MEMORY TASK NUMBER 1

2007-11-05T07:26:00.001+01:00

You have to think in a product with high cost and long use, and in another of low cost and frequent use. Find out some ways to use classical conditioning with those products. ¿When do you think classical conditioning is more effective?

WASHING POWDER ADS

2007-11-02T19:54:00.000+01:00

Washing powder ads can be very funny. Here you have two examples:

ONE MORE AD

2007-10-31T07:26:00.000+01:00

Here we have other ad plenty of surprising elements and humour:

OTHER COUNTRY, OTHER MESSAGES

2007-10-26T11:20:00.000+02:00

There are countries in wich BMW try to sell using ads about speed. The following ad was banned:

As you have seen a very different message ar used in France or in Spain

ELDERLY AD

2007-10-25T09:28:00.000+02:00

Here you have an example in wich BMW has adapted his ads to older customer. I don't think the target are the elderly, perhaps are the middleaged, for about 50 or 60 years old.

LEARNING AND MEMORY TASKS

2007-10-25T08:44:00.000+02:00

In order to make esaier the correction, send me by e-mail only one doc file with all your this lesson task. I'll copy and paste after that in each comentary box.

Thanks

LEARNING AND MEMORY

2007-10-19T10:40:00.000+02:00

We are following now with the second internal factor: Learning and memory. You can download the presentation and the notes in these links

PERCEPTION TASK DEAD LINE

2007-10-19T07:35:00.000+02:00

I'm sorry but many of you haven't still done any exercise. You should finish all your perception task on Tuesday, 23th October.

PERCEPTION TASK NUMBER 7

2007-10-16T12:29:00.000+02:00

There are two different types of consumer decision-making processes: Simple, for reiterative and cheap purchases and complex, for durable and expensive products. Try to find out why the washing powder ads are so simple and reiterative . Are they really so bad?

PERCEPTION TASK NUMBER 6

2007-10-16T12:24:00.000+02:00

Why are there different white brands in Mercadona for kids and clean products?

PERCEPTION TASK NUMBER 5

2007-10-16T12:17:00.000+02:00

There is a big difference between Lidl and Mercadona. In Lidl, there is only one brand in each article, all of them different and owned by Lidl. In Mercadona, there are two brands product: the leader one and Hacendado, owned by Mercadona. You must find out three opportunities and three threats in those policies.

PERCEPTION TASK NUMBER 4

2007-10-16T12:11:00.000+02:00

Discuss the following strategy: in order to increase the time our customers are spending in our stores, we’ll change monthly one section from one place to another.

PERCEPTION TASK NUMBER 3

2007-10-16T12:07:00.000+02:00

As you probable know, when we grow older, our sensory abilities decline. You must find out three threats and three opportunities from this fact.

CONSUMER BEHAVIOUR, A EUROPEAN PERSPECTIVE

2007-10-12T13:37:00.000+02:00

El libro recomendado en la primera parte de la asignatura es Consumer Behaviour, a European Perspective, de Solomon y otros autores, editado por Prentice-Hall. En el enlace puedes acceder a su reseña bibliográfica

EVALUACIÓN

2007-10-11T11:49:00.000+02:00

Criterios generales:

Los alumnos deberán realizar todas las tareas propuestas a lo largo de las diferentes unidades didácticas, contando con dos puntos adicionales en aquellas tareas realizadas en inglés y consultando fuentes inglesas. Por lo general, se evaluará cada actividad de acuerdo a los siguientes criterios:

CATEGORÍA	SOBRESALIENTE 10-9	NOTABLE 8-7	BIEN-SUFICIENTE 6-5	INSUFICIENTE 3
Contenidos ( 50 %)	Maneja todos y cada uno de los conceptos de forma exhaustiva	Maneja la mayoría de los conceptos de forma exhaustiva	Maneja muchos conceptos pero de forma superficial	Maneja pocos conceptos superficialmente
Estructura (10%)	Ha elaborado una estructura propia, organizada y original.	Sigue un orden propio y organizado pero poco original.	Tiene una estructura que no es del todo organizada, ni personal.	Falta organización en los materiales.
Dedicación (10%)	Ha dedicado todas las horas de trabajo en clase a la elaboración del proyecto.	Ha trabajado todas las horas dedicadas en clase a este proyecto pero con algunos descansos.	Ha faltado a clase algunos días aislados.	Ha faltado a más del 20 % de las clases.
Redacción (10%)	Corrección sintáctica y léxica, fluidez en la expresión de las ideas, originalidad en la expresión.	.Corrección sintáctica y léxica, fluidez en la expresión de las ideas, pero falta originalidad en la expresión,	Corrección sintáctica y léxica pero escasa fluidez y falta de originalidad.	Algunas incorrecciones ortográficas, sintácticas o léxicas, falta de fluidez.
Formato (10%)	Maneja muchos recursos con soltura. Presentación cuidada.	Maneja recursos pero con algún fallo .	Hay algunos errores en el formato.	Hay bastantes errores de formato.
Motivación (10%)	Manifestó gran interés por el trabajo, preguntó al profesor todas las dudas, amplió la información aportada por el profesor, ayudó a sus compañeros.	Manifestó interés por el trabajo pero no hizo demasiadas preguntas al profesor ni amplió la información.	Se limitó a realizar la tarea de forma correcta.	Se limitó a salir del paso.

PERCEPTION TASK NUMBER 2

2007-10-09T12:31:00.000+02:00

Everybody is upset with the advertising clutter on TV. Describe three ways to avoid this and get the spectators attention.

One more time, you can be helped by Joyce in order to do it in English

PERCEPTION TASK NUMBER 1

2007-10-05T10:57:00.000+02:00

Few years ago, newspapers Internet edition had to give up collecting money from their subscriptions. Now, they need collect all the money from advertisement. Search El País, El Mundo and Ideal and describe how are they including publicity in their sites, describe too their strong and weak points, and describe how they can improve without losing their readers.

If anyone wants to do this task in English with papers like NY Times, The Independent, Washington Post and so on, he can get two extra points and he can be helped by Joyce

Please, send you me your works like comentaries or by e-mail

PERCEPTUAL PROCESS

2007-10-05T10:30:00.000+02:00

We have started with the first internal factor in consumer behaviour: PERCEPTION.
You can get the ppt document and the notes in these links.

INTRODUCTION

2007-09-24T18:24:00.000+02:00

PRESENTATION OF THE MODEL

We can define the consumer behaviour process like the activities whole that a person or organitation does since the problem admision till the product or service purchase and its use.

Consumers are under the influence of the four "P" marketing mix variables that our enterprise can use: Product development, Pricing, Placement and Promotion. But he is envolved in a political, economic, sociocultural, familiar and random environment; all those are external variables. But he´s got some internal variables too, like motivation, percepcion, experience, personality and attitudes. All variables, internal and external, have a huge influence in the buying decision process: Problem admission, product searching, choice evaluation, purchase decission, use the product or service and postbuying evaluation.

Product development	Pricing	Placement	Promotion
			Publishing	Personal sales	Promotion sales	Public relations

Internal factors	Buying decision process	Environment
Perception Learning and Memory Motivation Attitudes Personality	Problem admission Information search Evaluation of alternatives Product choice Outcomes	Political environment and laws Economic Sociocultural Tecnology Family Random factors

In Marketing and Consumer Behaviour theory we study first the internal factor and after that the buying decision process. Then we´ll go to environment analysis, and we´ll end with the marketing mix variables

PRESENTACIÓN

2007-09-20T11:01:00.000+02:00

Bienvenidos al Blog de la asignatura GCM del ciclo superior de Administración y Finanzas del IES Acci. A través de esta página iremos presentando los distintos temas y enlazando a diferentes sitios y archivos. Gran parte de las tareas que os encargue las haréis en forma de "comentario", de forma que todos veáis el trabajo de todos. Obviamente, se primará el hecho de ser el primero en escribir los comentarios y su originalidad.

Los archivos con los temas y ejercicios podréis descargarlos también del Grupo de Google que he creado:

Gestión Comercial y Márketing IES Acci

Consultar este grupo