Here are some useful articles for our Marketing class on Product Launch / Commercialization and Promotion, the final step of the NPD (New Product Development) process.
The promotional mix
Update 2017-03-03: All ESLPod.com links changed to Lizhi.fm. For more info, see this post: ESLPod Links Broken. Added BBC naming podcast.
Update:2016-08-13: Added ESLPod 1228.
Here are some podcasts on developing, launching and presenting new products or services. Useful for our classes on:
Overview of New Product Development (NPD)
Launching, Promoting & Presenting New Products
Here are some materials on conducting interviews and types of questions to ask. This can be useful for
our classes on:
All kinds of interviews
Additional ways of assessing job candidates
Types of questions
The different kinds of questions and their purposes, advantages and disadvantages. Open, closed, leading, hypothetical, funnel/filter etc. Useful for those who will give the interview or make the questionnaire.
Update 2018-01-21: Added BEP32A & 32B. 2017-02-16: Updated ESLPod links to Lizhi.fm. For more info, see this post: ESLPod Links Broken.
Brainstorming is a type of meeting with the goal of coming up with lots of ideas. It can be useful in marketing, for example as part of new product development (NPD) or generating your marketing tactics. It might also be used to troubleshoot a problem or help plan a project.
Here are some ESL podcasts about brainstorming and idea generation (creating new ideas), with vocabulary and advice useful for brainstorming, meetings, marketing, troubleshooting, project management and business English in general.
Business English Pod
For the exercises/glossary etc for the Skills 360 podcasts, you will need Adobe Flash.
Update 2017-03-03: Changed ESL Pod link to Lizhi.fm. For more info, see this post: ESLPod Links Broken. 2016-03-11: Added BEP 266 & 267. 2015-12-11: Added BEP The 4Ps (Part 2). 2015-11-21: Added BEP The 4Ps (Part 1). 2014-12-20: Replaced some Podbay.fm links with Cloud-Caster.com for Pearson Principles of Marketing, because several Podbay links went to the same podcast. 2014-11-22: Added Pearson Principles of Marketing podcasts.
Here are some videos and podcasts on marketing and various aspects of marketing, like branding, product launches, public relations and publicity, market research, positioning, slogans, celebrity endorsement, campaigns etc.
For students in China who can't access YouTube or Vimeo, I've also put direct links to download the videos.
Update 2015-10-17: Added info about video on Investopedia and "Executing a SWOT Analysis".
A SWOT analysis is a way of analyzing a business situation and understanding how it affects (now) or might affect (in the future) your company, project management, business plan, sales etc.
A SWOT audit can be very useful in creating your marketing plan, so that you understand the strengths and weaknesses of your products, opportunities to increase its sales, and threats that could reduce its sales.
Dictionary definitions of SWOT analysis
Here are some dictionary links (with definitions and example sentences):
Articles with more info on SWOT analysis
Here are some articles from encyclopedias and other sites, with more information and explanation:
ESL Podcasts on SWOT analysis
Here are some ESL podcasts from Business English Pod (which you can download, to listen to on your phone, on the way to work etc), where two people in an accounting firm are discussing a SWOT analysis for the firm's marketing:
Update: 2015-10-24: Removed dead Answers.com link.
My student Yeping in China asks about a few terms used in marketing & advertising.
1. What is competitive parity?
Competitive parity is one way of deciding your budget for marketing and advertising. Basically you spend a similar amount of money as your competitors do.
2. What is the difference between USP and value proposition?
The USP (unique selling proposition or unique selling point) of your product is one single aspect that makes your product special & different from all competing products; what makes it unique.
The value proposition of your product is all (not just one of) the benefits that your product can bring to the customer.
Update 2017-03-03: All ESLPod.com links changed to Lizhi.fm. For more info, see this post: ESLPod Links Broken. 2016-06-20: Added ESLPod 344. 2016-06-18: Added ESLPod1172 & BEP 234. 2016-03-26: Fixed some vocabulary links. 2014-12-20: Added Pearson Marketing podcasts.
In our marketing course, we have a class on exhibitions and events, things like trade shows where many businesses of a similar type come together in one place and promote their goods & services to the many potential customers who visit.
Business English Pod
Business English Pod has a 4-part series of podcasts about trade shows, covering the typical activities and vocabulary of these exhibitions, as well as a lot of sales vocabulary and procedures.
Pearson Education Principles of Marketing
25 episodes covering a variety of marketing topics. Not designed for ESL students but still useful for upper-intermediate & advanced learners interested in marketing.
Update 2017-03-22: Added The English We Speak & China version for LearnEnglish. 2017-03-03: All ESLPod.com links changed to Lizhi.fm. For more info, see this post: ESLPod Links Broken. Updated About.com to TheBalance, although the videos are gone. 2016-03-11 : Removed dead Videojug and Howcast links. Added 2 About.com videos. 2015-09-05: added ESL Podcast 1096 – Improving Online Reviews
2014-12-06: added Pearson Education Marketing podcast on E-marketing and new media. 2014-09-13: added Macmillan podcast about viral videos and INTEAD podcast about digital marketing know-how 2014-04-26: added China232.com podcast about Web 2.0 2014-04-05: added Business English Pod Video Vocab 37 & 38 (Internet Marketing)
Digital marketing includes marketing over the internet and cellular networks, to personal computers, smartphones and tablet computers etc.
Below are some useful videos and ESL podcasts you can watch & listen to about digital marketing.
You can listen to these ESL podcasts (especially designed for learners of English) online on your computer, or you can download the MP3 and listen to them on your computer, MP3 player, smartphone etc.
The audio is free, but sometimes other features ("premium features") require payment.
These links will take you to videos on websites which are not blocked in China (except for the Business English Pod videos, for which I have provided separate download links for users in China), and which usually have transcripts (sometimes already shown on the same page as the video, or sometimes you have to press a button that says "Transcript").
Update 2013-12-10: Added link to Quizlet and Listen and Write exercises for Podcast 750.
In our classes on Sales, we cover topics like sales vocabulary, retail, wholesale, modes of payment, discounts, e-commerce, trends etc. So here are some useful intermediate podcasts related to these topics.
ESL Pod has lots of useful podcasts for intermediate & upper-intermediate learners. You can listen to the audio online or download it to play on your phone or MP3 player.
Usually the format is:
G.A.L.E.S.L. / joe3
Some tips and links on learning English.