Open F2F Class Notes (Ben) [S]

Grammar

a change of  = a new thing replaces an old one
I had a change of clothes.

a change in = gradual changes in one big trend
There have been changes in society.
There has been a big change in sales.
Today we are going to speak about recent changes in marketing.

Over the past decades, marketing as a whole is based on production, manufactures created products firstly and then they push them to consumers through all kinds of channels like supermarkets, convenience stores and other small retails.

Also, they spend a lot of money on the best advertising position of the media. And inviting celebrities to speak for the products. However, it worked well because at that time consumers had little informaiton about products, so brands can spend a lot of money on advertising channels to make consumers see their products. However, time has changed. They can’t created a production without being based on consumer needs because there are a lot of competitive competitors in the marketplace. Consumers have more choice, if you don’t match their needs, they will choose others.

And moreover, with the development of e-commerce, online company like TMall and Jingdong grabbed a lot of marketshares from traditional channels and they are becoming a channels which cannot be ignored by brands (not breads).

Furthermore, customers can get informations whatever they want, like anytime and anywhere thanks (not sex) to mobile internet. So the model of media plus celebrities don’t work anymore.

And promotion has turned back to original, which is the content is (not at) the king and (not at) your content is good enough, it will spread by itself.

Marketing is the process of discovering (not discurving) offers that have values for consumers. So no matter how the time changes, the core of marketing is/has? value which should be paud more attention to.

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Over the past decades, marketing as a whole was based on production. Brands first created products and then they pushed them to consumers through all kinds of channels like supermarkets, convenience stores and other small retail stores.

Also, they spent a lot of money on the best advertising position in the media and inviting celebrities to speak about the products.

However, It worked well because at that time, consumers had little information about products, so brands could spend a lot of money on advertising channels to make consumers see their products.

However, times have changed. They can’t create a product without being based on consumer needs because there are a lot of competitive competitors on the marketplace. Consumers have more choice, if you don’t match their needs, they will choose other brands.

And moreover, with the development of e-commerce, online companies like TMall and Jingdong have grabbed a lot of market share from traditional channels and they are becoming a channel which cannot be ignored by brands (not breads).

Furthermore, customers can get information on whatever they want, like anytime and anywhere thanks (not sex) to the mobile internet. So the media plus celebrities model doesn’t work anymore.

And promotion has turned back to its original approach, which is content being king and spreading by itself when it is good enough.

Marketing is the process of discovering consumers’ needs and delivering offers that have value for them.

So no matter how times change, the core of marketing is what we should pay attention to.

Grammar

Brands created products firstly –>
Brands first created products

Pronunciation

supermarket = su -per – MAR -ket

convenience = con – VEE – nience

media = MEE – dya

invite

match

moreover = mo -RO – ver

brands (not breads)

thanks (not sex)

model = short ‘o’

promotion

is =/= at

in =/= at

discovering = dis – CO – ve – ring (not discurving)