1. Second Semester, Academic Year 2012/13 Mr. Vincent IAB2302 English for Airline Marketing

2. Before we study English for Airline Marketing, we should think about how marketing works. What is the difference between marketing and sales? Marketing shares a story that spreads. Sales overcomes the natural resistance to say yes. Introduction to English for Airline Marketing

3. Ok, today “marketing” means sharing a story that spreads… What does that mean??? Introduction to English for Airline Marketing

4. Marketing 1.0 (Industrial era) The focus was on transactions. Push a low price to as many faces as possible. Introduction to English for Airline Marketing

5. Marketing 2.0 (Information era) The focus was on relationships. Segment the market and develop a product for a targeted group. Introduction to English for Airline Marketing

6. Marketing 3.0 (values era) The focus is on participation. People create news, ideas and entertainment as well as consume them…. selling values more so than a product. Introduction to English for Airline Marketing

7. Marketing 3.0 (values era) The focus is on participation. People create news, ideas and entertainment as well as consume them… selling values more so than a product. Class Assignment: Step 1: Get into groups (3 people minimum). Step 2: Choose a product. Step 3: Create a story about that product. Step 4: Decide how to share that story. Each group gives a presentation in the next class. Introduction to English for Airline Marketing

8. Vocabulary: Market, Market Segment, Vertical, Demographics, Early Adopters, Brand Loyalty. English for Airline Marketing – Class 02 1.Practice pronunciation of these words. 2.What do these words mean?

9. Market – Any people who may be interested in buying your product or service. Market Segment - Groups of people that have similar needs or wants. Vertical (vertical market) - One product and one group of buyers for that product or service. “Movies/Film” is one example of a vertical. Demographics - are statistical characteristics of a population. Grouping people by a category such as age, gender, amount of salary, etc. Early Adopters - People (usually in a vertical) who always buy a product as soon as it is available. Brand Loyalty - Customers who will always buy your product even if another product is cheaper or even if your product is out of stock… they will wait for it. English for Airline Marketing – Class 02

10. Make a paragraph about this photo using “market segment” and “brand loyalty”. English for Airline Marketing – Class 02 “Club China” social network from KLM Airlines.

11. Make a paragraph about this photo using “vertical” and “early adopters”. English for Airline Marketing – Class 02 Private Spa at airports for their first class customers.

12. Make a paragraph about this photo using “market” and “demographics”. English for Airline Marketing – Class 02 Different magazines that feature ads by airlines.

13. Prepare a class presentation of your 3 paragraphs. Present in the next class. English for Airline Marketing – Class 02 Paragraph 1 Paragraph 2 Paragraph 3

14. English for Airline Marketing – Class 03

17. Read the Alaska Airlines PDF. Please create a marketing brochure for any airline that you choose. Use the new language you learned in class so far.

18. English for Airline Marketing – Class 04 Each team shows me their PowerPoint. I will work with each team to perfect the marketing English in the brochures. Remember to use the new marketing concepts we learned in class so far.

19. English for Airline Marketing – Class 04

21. English for Airline Marketing – Class 05 Final Class Presentations Airline Marketing Brochures

22. English for Airline Marketing – Class 05