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

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

 

A. Listen to the first part of a brainstorming meeting between Martin Thomas, the Marketing Director, who chairs the meeting, and three other members of the Marketing Department at Business Solutions Limited: Carol Rueckert, Caroline Holloway and Guillem Rojas. Then answer these questions.

1. What do they want to achieve at the meeting?

2. What three locations are suggested?

 

Đáp án:

1. To come up with suggestions for the location, accommodation and leisure-time activities for their international sales conference

2. Amsterdam, south of Portugal, Florence

 

B. Now listen to the rest of the meeting and answer these questions.

1. What types of accommodation does Carol suggest?

2. What suggestions are made concerning the free time of delegates?

 

Đáp án:

1. Four-star hotels or boutique hotels

2. A half day to see the sights; a gala dinner; an hour a day for networking and for people to meet and discuss anything

 

C. Match the comments made by the participants to the headings in the Useful language box below. Some comments can be put under more than one heading.

USEFUL LANGUAGE

STATING OBJECTIVES The purpose of the meeting this morning is to ... What we need to achieve today is ... Our objective here is to ...

EXPRESSING ENTHUSIASM That's great! That's the best idea I've heard for a long time. That's an excellent suggestion.

ENCOURAGING CONTRIBUTIONS Don't hold back. Say whatever comes to mind. Any other ideas? At this stage, we want all your ideas, however crazy you think they are .

AGREEING Yes, that's a good idea because ... Absolutely, because ... Exactly, because ... You're (absolutely ) right because ...

 

1. ...so the purpose of the meeting this morning is to...

2. Yeah, it sounds great.

3. ... have you got any ideas for where we can have this?

4. OK, anyone else? we ... what we can do?

5. That's great. Any other ideas, any options?

6. I think it's a great city ...

7. Good idea, yeah.

8. That's an excellent suggestion, yeah, that's great.

9. Yeah, any other ideas about what

10. That's true.

 

Đáp án:

Stating objectives: 1

Expressing enthusiasm: 2, 5, 6, 8

Encouraging contributions: 3, 4, 5, 9

Agreeing: 2, 7, 8, 10

 

A. Read the article above quickly and complete this information.

Tod's group HQ - where? ……………. (1)

Key products …………….. (2)

Chairman ……………..(3)

Competitors that Chairman admires ………………. (4)

New markets ……………….. (5)

Objective in next five years ……………….. (6)

 

Đáp án:

1. Palazzo Della Valle, Corso Venezia, Milan

2. leather shoes and bags

3. Diego Della Valle

4. Louis Vuitton, Hermes, Chanel

5. China and India

6. To complete the globalisation ofTod's

 

B. Read the article again and correct this summary.

Tod's Group wishes to convey the charms of the Italian lifestyle to the world's rich. To do this, it focuses on celebrity and glamour, and its new advertising campaign will feature Italian celebrities. The Chairman says he wants to expand into India and China to capture consumers there who appreciate the Italian lifestyle. To enter such big markets, Tod's will need to think about quantity as well as quality.

Tod's is primarily a fashion company and needs to be much bigger. China and India have more possibility for growth than Tod's traditional markets. The Chairman is worried because China will be able to produce luxury goods more cheaply. In future, Tod's will look to lower production costs by manufacturing in low-cost countries.

 

Đáp án:

Tod's Group wishes to convey the charms of the Italian lifestyle to the world's rich. To do this, it focuses on celebrity and glamour its traditional, handmade. century-old heritage, and its new advertising campaign will feature Italian celebrities families. The Chairman says he wants to expand into India and China to capture consumers there who appreciate the Italian lifestyle. To enter such big markets, Tod's will need to think about quantity as well as quality qulity not quantity.

Tod's is primarily a fashion luxury-goods company and needs to be much bigger. China and India have more possibility for growth than Tod's traditional markets. The Chairman is not worried because that China will be able to produce luxury goods more cheaply. In future, Tod's will look to lower production costs by manufacturing in low-cost countries maitain the concept of excellence.

 

C. Match words from each column to make word partnerships. Then check your answers in the article.

1. competitive

2. traditional

3. raw

4. mature

5. global

a) markets

b) markets

c) advantage

d) materials

e) ambition

 

Đáp án:

 

1. c

2. a/b

3. d

4. b/a

5. e

 

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