Sách Market Leader Upper Intermediate – Unit 2: International Marketing – Tiếng anh thương mại – Học Hay (Phần 1)

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Market Leader Upper Intermediate – Unit 2: International Marketing - Listening

 

A. Listen to Svend Hollensen, Professor of International Marketing at the University of South Denmark, and answer these questions.

1. Which two marketing strategies does he mention?

2. What does he say about a) the OneCafe company, and b) Lux?

 

Đáp án:

1.

a)   where you have one product and you sell it all over in the same format

b)  where you try to adapt your product to the different cultures, to different countries that you are in.

2.

It has marketed one product concept for the whole world and this product is actually selling all over in the same format. It is a small company, based in Denmark and in Sweden. It is 'born global', i.e. it is getting into the global markets very fast by setting up production in Uganda in Africa. From there, it tries to sell in other countries of the world. So, by setting up a website from where they also sell these coffee products, they can sell to all kinds of hotel chains and to airline companies and to different retail chains.

b)  It's one example of a global brand that will sell all over the world.

 

 

B. Darrell Kofkin is Chief Executive of the Global Marketing Network, a training organisation which offers qualifications in international marketing. Listen to the interview and complete the gaps in these two extracts.

... a new curriculum that enables ............ (1) worldwide to have the latest ............ (2), the latest ............ (3) and ............ (4), to enable them to become ............ (5) marketers.

So our students are asked to write a ............ (6), develop a ........................ (7), develop a  .............. (8) , write a ............ (9), present an ....................................(10) - just as they would do in the workplace. Because we know in talking to employers ............ (11) that they want marketing professionals that have the ............(12) and skills required of today's demanding .......................(13) environment.

 

Đáp án:

1. marketers

2. practices

3. knowledge

4. techniques

5. international

6. report

7. business plan

8. presentation

9. webcast

10. internal briefing paper

11. worldwide

12. capabilities

13. global business

A. Complete each group of word partnerships (1-5) with the correct word from the box.

brand      customer      market      marketing      product

 

1. ............ mix

                 strategy

                 plan

2. ............ adaptation

     penetration

     segmentation

3. ............ placement

     portfolio

     feature

4. ............ profile

     retention

     base

5. ............ positioning

     identity

     extension

 

Đáp án:

1. marketing

2. market

3. product

4. customer

5. brand

 

B. Choose the correct word partnership from each group in Exercise A to complete these definitions.

1. When entering a new market, a SWOT analysis (strengths/weaknesses/opportunities/threats) is conducted on a product, service or company before deciding on a .............

2. It may also be necessary to carry out a STEP analysis (sociological/technological/economic/political) of a new geographical market in order to decide if changes are to be made for .............

3. The USP (unique selling point) is the ............ which makes it different from its competitors.

4. Part of building up a ............ is analysing the buying habits of consumers.

5. ............ is how a product is placed (up-market, mid-market, budget) in relation to rival products.

 

Đáp án:

1. marketing strategy

2. market segmentation

3. product feature

4. customer profile

5. Brand positioning

 

C. Look at these groups of words and phrases. Find the odd one out in each group.

1.

a) growing market

b) developing market

c) expanding market

d) declining market

2.

a) questionnaire

b) focus group

c) promotion

d) survey

3.

a) market sector

b) market research

c) market segment

d) market niche

4.

a) international market

b) overseas market

c) domestic market

d) worldwide market

5.

a) launch a product

b) introduce a product

c) bring out a product

d) withdraw a product

6.

a) special offer

b) free sample

c) discount

d) slogan

7.

a) retailer

b) distributor

c) wholesaler

d) exporter

 

Đáp án:

1. declining market

2. promotion

3. market research

4. domestic market

5. withdraw a product

6. slogan

7. exporter

A. Find noun phrases in the article which have similar meanings to these phrases.

1. a programme of activities over a period of time with the aim of persuading the public to buy a product (paragraph 3)

2. the person who has the highest position in a company (paragraph 4)

3. the makers of clothes, shoes, etc. in new and changing styles (paragraph 7)

4. an organisation that makes expensive things bought for comfort and pleasure, not for basic needs (paragraph 7)

5. possibility for future development and expansion (paragraph 10)

 

Đáp án:

1. advertising campaign    

2. chief executive

3. fashion producers   

4. luxury-goods company

5. growth potential 

 

B. Cross out the word in each group which does not make a compound noun with the word in bold.

1. marketing               campaign / budget / leader / strategy

2. market                    leader / survey / check / sector

3. product                    market / range / features / launch

4. advertising              campaign / exchange / agency / slogan

5. brand                       awareness / loyalty / image / contract

6. sales                        figures / conditions / forecast / targets

7. price                        promotion / rise / product / range

 

Đáp án:

1. leader

2. check

3. market

4. exchange

5. contract  

6. conditions

7. product

 

C. Write the words in each of these noun phrases in the correct order.

1. advertising impressive campaign really

2. customer department new relations

3. competitive mobile highly market phone

4. successful product incredibly launch

5. customer base loyal

6. thorough extremely report sales

7. brilliant absolutely campaign global

8. competitive increasingly marketing environment

 

Đáp án:

1. really impressive advertising campaign

2. new customer relations department

3. highly competitive mobile phone market

4. incredibly successful product launch loyal customer base

6. extremely thorough sales report

7. absolutely brilliant global campaign

8. increasingly competitive marketing environment

 

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