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Answer Key For Unit 1 2 Supplementary Reading

A holistic approach to marketing involves communicating with customers through a variety of advertising methods and seeing all customer interactions as marketing opportunities. As people are avoiding unwanted advertising using technology, marketing is shifting away from TV ads and focusing more on improving the customer experience through packaging, displays, and other touchpoints. Marketers are also looking for new ways of engaging customers and seeing the customer journey as an opportunity for marketing.

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177 views

Answer Key For Unit 1 2 Supplementary Reading

A holistic approach to marketing involves communicating with customers through a variety of advertising methods and seeing all customer interactions as marketing opportunities. As people are avoiding unwanted advertising using technology, marketing is shifting away from TV ads and focusing more on improving the customer experience through packaging, displays, and other touchpoints. Marketers are also looking for new ways of engaging customers and seeing the customer journey as an opportunity for marketing.

Uploaded by

Ngân Hạnh
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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A holistic approach to marketing

READING
A
1 Communicating with customers using a wider range of advertising methods
2 Loss of confidence in TV advertising
Growing interest in the Internet and other ways of advertising
3 Because people are using technology to avoid advertising that they haven’t asked for and don’t
want.
4 They are looking for new places to advertise.
They are seeing all contact with the consumer as a possible marketing opportunity.
5 They are less focused on TV advertising and are looking for new ways of improving the
experience of customers through better shop displays, packaging, etc.
6 a, d
B
1 They are recording programmes onto DVDs and skipping the adverts using fast forward.
2 Bus-stop shelters and mobile phone screens
3 How staff should answer the phone when dealing with an enquiry or complaint
4 The design of a new website, which could be seen as the responsibility of the marketing or
product development department
VOCABULARY
A
1b 2a 3a
B
1 a adopting b holistic c advances d avoid e block
f opportunity g figure out h budgets i allocating j justify
2 commercials, ads
C
1 1b 2a 3d 4f 5c 6e
2 marketing departments, marketing methods, marketing opportunity, marketing budgets,
marketing messages
3 1 For example 2 such as 3 for instance
D
1 Customer experience 2 holistic marketing 3 advertising agencies
4 marketing methods 5 marketing budgets
E
1 in 2 in 3 of; to 4 with

E-recruitment
READING
A
1 The Internet / Web (paragraph B)
2 Social networking sites, e-recruitment agencies (paragraph B)
3 Before the application process (paragraph C)
4 It saves time and money. (paragraphs B-C)
5 Successful candidates stay with the process and continue their application. (paragraph D)
6 Younger people expect companies to have an active online presence. (paragraph E)
7 They are trying to build an employer brand and attract top talent. (paragraph G)
8 No (paragraph H)
B
1 Facebook (paragraph A)
2 Monster (paragraph B)
3 The company can weed out inappropriate candidates; the employee can see if they have the
right basic skills, save time and money. (paragraph C)
4 Second Life (paragraph F)
5 Their avatars can interact with the company’s avatars. (paragraph F)
6 Chat rooms, blogging sites (paragraph G)
7 They discuss issues which interest the younger generation. (paragraph H)
C
1 1, 3, 4 / 2 3, 4, 5
VOCABULARY
A
1 strategy (b) 2 process (c) 3 group (a)
B
1 1 recruitment 2 recruit 3 recruiter 4 to apply 5 application
2 1 attraction 2 extension 3 withdrawal from 4 follow-up 5 receipt
C
1 1b 2f 3h 4e 5a 6c 7d 8g
2 Candidate: 2, 4, 6, 7, 8 Company: 1, 3, 5, 7
D
1 recruitment strategy 2 recruiters 3 complete 4 measure
5 inappropriate candidates 6 attract 7 applicants
E
1b 2a 3b 4b 5b

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