Listening guideline 1 and report

Listening How to market internationally

A.   Listen to Svend Hollensen, Professor of International Marketing at the University of Soth Denmark, and answer these questions.

1.    Which two marketing strategies does he mention?

·         Where you have a product and you sell it all over in the same format

·         Where you try to adapt your product to the different cultures, to different countries that you are in.

2.    What does he say about

a)    The OneCafe company

Selling all over in the same format, small company, theirs markets is based in Denmark and in Sweden, getting into the global market very fast, they can sell to all kinds of hotel chains and to airline companies and to different retail chains. This is an example of a global product concept.

b)   Lux?

It is a global brand that will sell all over.

Local brands buy in retail stores in global markets are manufactured for local markets.

B.   Darrell Kofkin is chief Executive of the Global Marketing Network, a training organization which offers quialifications in International marketing. Listen to the interview and complete the gaps in these two extracts.

…a new curriculum that enables marketers  worldwide to have the latest practices, the latest knowledge and techniques to enable them to become international marketers

So our students are asked to write a report, develop a business plan, develop a presentation, write a webcast, present an international briefing paper- just as they would do in the workplace. Because we know in talking to employers worldwide that they want marketing professionals that have the capabilities and skills required of today´s demanding global business environment.

1.    Write a report

TASK

1.    Hotel problem:

The problem is that the guest feel disappointed whit the security, service and rooms, the client is the most important from the hotel, but the manager doesn’t care with that, and the other people don´t give the solution him.

The hotels should have high standard of service, attention to detail and quality of place to will be in the best conditions.

This also can demonstrate in value of the rooms this is an important factor at the moment of hotel lodging, because often the economy is synonymous of badly service

I think that if the hotel don’t have all things in rule, don’t give the service. I think that the guest need looking for other hotel that can offered him a good services and he can enjoy the place.