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ERIC Number: EJ798280
Record Type: Journal
Publication Date: 2005
Pages: 10
Abstractor: ERIC
Reference Count: 9
ISSN: ISSN-1080-5699
Using Marketing Visuals for Product Talk in Business English Classes
Adamson, John
Business Communication Quarterly, v68 n3 p358-367 2005
One requirement often stressed by the author's Japanese business English students in sales and marketing positions is the need to talk about the product, or make presentations, in terms of its market growth and market share over time with the use of a visual representation. These requests have linguistic and conceptual elements that demand a lot from the standard business English textbook. What is lacking in many textbooks are effective "visual organizers" that represent the product in varied terms. In reaction to this, the author has been supplementing textbooks with a sequence of real-world marketing visuals: the graphical Product Life Cycles (PLCs), illustrating the historical development of the product relative to its market share; the Boston Consulting Group's marketing matrix, representing the product's present market growth and market share; and finally Ansoff's matrix, speculating on product and market growth strategies in the future. In this article, the author describes several strategies on how a business English trainer may utilize the PLC graph and matrices. (Contains 8 figures.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A