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m The four .Ps mand three .com o o c c . s s s o o o s s s -Ps more g g n n i i n n r r a a e e l p và thêm baelp nữa eBon Fill o inm the missing words in this description of the marketing mix. m m o o c c c . . . s s s o o o Điền các từ bị thiếu trong phần m iêu tả này về m arketing hỗn hợp. s s s g g n n i i n n r r The trad itio enaal m arketing mix was described eain term s of four Ps: l l e e 1. p r o d un t, he goods or services mP _____ , the cost of the product m m o o o c c c 2. . . . s s s o o o s s s g g n n i i n n 3. P ______,aoften called distribution r r a e e el el 4. P ______________, which aims to make people aware of the mproduct. m m o o o c c c . . . s s s o o o s s s g g n n i i In recent years rnother considerations havelebeen rn added, giving a a a e l e seven Ps. The additional three, e sometimes referred mix of normally to as service Ps are: mP_______ , or everyone involved mfrom producer to consumer m 5. o o o c c c . . . s s s o o o s s s g g n n i i n n 6. P ____________ e_____________ , or anything th a t shows the r r a a e e l l e of the company, e.g. its buildings, e vehicles, w ebsite, existence stationery, staff uniforms, badges. m m m o o o c c c . . . s s s o o o s s s 7. p ________ , which is the interaction between everyone involved. g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 13 m m m

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MARKETING SEMINARS - Corachie Park Hotel, TaynuiJt, Oban, Strathclyde

Seminars throughout March, July and November 2001.

Success depends on good marketing. Your business needs a clear strategy to develop understanding of: 1. your present position and the market environment 2. the best marketing strategy to reach your customers and build profits for your business

Any business must have a marketing (1)_____ _____ . This should be based on a clear SWOT analysis, i.e. understanding of the present market position in terms of:

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• (3)________________ • (5)-----------------------will examine ways to develop a seven-point marketing The seminar w 6 consisting of:

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Send for details and on application form now to Andrew G. Boscber, Chief Executive Marketing, Sandcrman & Kells Associates, PO Box 2001, Edinburgh EB12 7TR or by email to andyboscher@sandkells.co.uk

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m o c . . s s o o s s -thị trường mới ingMột g n i n n r r a a e e elwants to enter a new market. Read el the following email to a ele M & T Cables possible export partner. Fill each gap in the sentences below with the correct word m from the box. m m o o o c c c . . . s s s o o o M&T Cables m uốn bước vào một thtrường mớ s s s - đây gởi cho m ột đối itác gxuất khẩu có th ể có. Điềnrnvàoingm ỗi chỗ trống n n r a đây bằng cách dùng elethích a hợp trong khung. ele trong các câu eledưới m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e (6))______? el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele 17 m m m lanalysis

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Date 22 Nov 2000 15:48:45 +0900

From: M &T Cables Gmbtt <MTCables@worldcom.de

To: 'Peter Jarrow' PDJARROW@aold.ocn.fi Subject: Export proposal

Dear Peter,

Thanks for your letter about marketing our products in the South Pacific region. We certainly do want to sell our (1)

goodsin every (2)____

world, but we need to do some market (3)________ in your region. I have four questions to start with:

1. What is the supply and (4)________ like at present for our kind of products?

2. What kind of.(5)________ do you think we should develop in our marketing 3. What are the market ( 7 ) ________ in this sector?

Can you recommend someone to carry out a detailed market (8)_________

for us?

Please email by return if possible. Thank you!

Sandra Sah

Lindacher Str. 48. D-40474 Düsseldorf. Germany MTCables@worldcom .de

Tel: 0049 211 646453 or 646458. Fax: 0049 211 646460

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... but the augmented package includes ten types o f software, a DVD drive, speakers, a printer, a scanner, manuals, free Internet access, free on-site warranty and the prestige of they Triple X orand name.

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m ĩ l Products, mservices m H o o o c c c . . . s s s o o o s s s -service g g and n n i i n n r r a a e e l phẩm, dịch ele el Các esản và sự phụccovụ m m m o o c c . . . s s s o o o s s s - type to a related word whichingfills-the gap in the Change each word n ingbold i rn rn sentence correctly. a a e e e l l l e e e Thay đổi m ỗi từ ở dạng chữ in đậm sang từ có quan đ ể điền và chỗ trống trong câu m ột cách thích hợp. m m m o o o c c c . . . s s s o o o s s s 1. We sell a very large range of goods, including fast moving g g n n i ergoods such as canned foods, icleaning m aterials n n conjmm r r a a elecassettes. ele ele and consume 2. Of course, we also sell ___________ goods like m ilk, cheese m m m o o o c c c . . . s s and m eat, which s need to be sold w ithin a short tim e,s perish o o o s s g g n n i i rnonly fo o d ___________whichlehave rn a very short shelf le a a 3. It islenot e e e life. Fashion item s quickly become out of date. produce m4. For larger consum er___________, m like music system s and.coTVs, m o o c c . . s s s o o o we provide an after-sales service. duration s s s g g n n i i rn aspect of m arketinglegoods rn like com puters is le a 5. Anelim eaportant e e possible ___________value, such as free softw are, In te rn e t access and technical support. add m m m o o o c c c . . . s s s o o o s s s 6. The business of a ___________is to sell products. - retail g g n n i i n n r r a a e e l l 7. A e___________industry is one th ae t offers specialist expertise ele or advice. L aw yers, m a rk e te rs, tra n s la to rs and fin an c ial serve m consultants all do this..com m o o c c . . s s s o o o s s s g g n n i i n n r r a a e e el el ele 32 m m m

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If you are not completely satisfied with any product _____ ;_____ m m m o o o c c c in th is store, you may return it and receive a complete refund . . . s s s o o o s s s or exchange it for -a different item. -p u r c h a s e r g g n n i i n n r r a a e e 9. A ___________gives one person or company el el the right to make a particular product for a period of time. The inventor may sell p a te n teodm mor lease it to a m anufacturer. m o o c c c . . . s s s o o o s s -s 10. A product which was expensive to develop, manufacture and g g n n i i n n r r a which does not have the sales launch, leand leath a t the manufacturer e e expected can be described as a __________ . flo p p e d m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 33 m m m

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m o c . . s s o o s s - công và thấtingbại Sựnithành g n n r r a a e e l from the box. el in the sentences with to correcteword Fill each gap Điền vào chỗ trống trong các câu bằng cách dùng từ thích hợp trong m m m o o o khung. c c c . . . s s s o o o s s s - by into eft- on oningtog n i away back rn rn a a e e l l e ein a short tim e. 1. P erishable goods go o ff m m m o o o c c c . . . s s s the sell-bv date, 2. If dairy products are not sold o o o s s s g they cannotin begoffered for sale. n i n n r r a a e e l l e e u s u a lly have to be p e r is h a b le goods 3. U n s o ld m throw n m m o o o c c c . . . s s s o o o s s s g g n n i i 4. If a safety rnfault is discovered in a product, rn the m anufacturer a a e e l l e ask custom ers to b r in g _____________all e may exam ples of the product. m m m o o o c c c . . . s s s o o o s s s 5. Thousand of new - products are p u t _____________th - e m ark et g g n n i i n n r r every day, but only a few are successful. a a e e el el 6. Success or failure depends _____________ m any factors, but m m of the m arketing. .com o o c c the m ost im portant is the quality . . s s s o o o s s s g g n n i i rn rn loyalty are rarely a a 7. Custom ers w ith a strong sense of le brand e l e e prepared to s w itc h _____________a com petitor. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 34 m m m

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Ẵỉé- 0 u N Ợ) m m m o o o 1 s c c c . . . square. Four of the words are s s s o o o s s s -vertical m R Ginsg- 0 1 horizontal, and fourg are n i n rn down). r (two up and two a a e e M l l E V 0 R e e Tìm tám từ p h ổ biển có A w R M s V 1 o quan với giá trong ô vuông từ. mBốn trong số các từ thì nằm.comN It p ỆFị E E 0.coRm o c . s s s o o o s s s ngang, bốn từ nằm -đọc (hai -R G g g R M ;-WinH n i n n r r từ hướng lên và hai từ huớng a a e e Mel A R G 1 N E el xuống). mUse one word from the word .square mto complete each sentence..com o o c c . B ■ s s s o o o s s s g g Dùng m ột từ trong ô-vuông từ đ ể hoàn thành m ỗi câu. n n i i rn rn a a e e l l e taxes, any money left is 1 We hen a business pays all its costs and profit m2 A nother word for income.coi sm___________. m o o c c . . s s s o o o s s s 3 T he d iffe re n cge-b e tw een costs an d s e llin ggp ric e is th e n n i i n n r r a a e e el el 4 Many consumers norm ally look for the lo w e st___________. 5 S ellin g so m eth in g a t a reduced price is called giving a m m m o o o c c c . . . s s s o o o s s s - for a professional service,inforg-example from g 6. The price you pay n i anearchitect, learn doctor or lawyer, is ae___________. learn 7 Businesses can’t sell products if th ere is n o ___________. m8 A nother word for expenses m m i s __________ . o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 36 m m m A

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o s Ấn định giá g g n n i i n n r r a a e e el word on the left with a word on the el right to create a two-word A. Match each phrase connected with pricing. mhợp m ỗi từ ở bên trái với.mcoộtmtừ ở bên phải đ ề tạo m ột cụm o o Kết từm c c . . s s s o o o s s s gồm hai từ có liên quan với việc định giá. g g n n i i n rn a a. dem andlear 1.le penetration e2. downe b. priced c. m m ark et 3. fixed m m o o o c c c . . . s s s d. costs 4. budget o o o s s s g g n n i i ‘e. strateg y 5. elastic n n r r a a e e el el B. Now make five two-word expressions which are opposite in meaning to m in A. m m those o o o c c c . . . s s s o o o s s s Bây giờ viết năm thành ngữ gồm hai từ trái nghĩa với các từ trong g g n n i i m ục A. n n r r a ea l e1.leinelastic e a. dem and b. m priced 2. variable m m o o o c c c . . . s s s c. m arket 3. premiumo o o s s s g g n n d. costs 4. skimn miing i n r r a a e e e. strateg e5.l upeyl c. Find the correct term from A or B to complete each sentence below. m thuật ngữ thích hợp ở m.ụccoAmhoặc B đ ể hoàn thành m ỗi.ccâu m o o c Tìm . s s s o o o s s s dưới đây. g g n n i i n n r r a a e e l l 1. W here e sales are not affected muche by price rise s, th is is .o 2.mS ellin g w idely in a m a rk e tmfor low p ro fit p er item cisom a o c c . . . s s s o o s s -so g g n n i i n n r r a a e e l l e e 38 m m m

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m m m o o o 4. A company accounts term m eaning the cost of things.c like c c . . s s s o o o s s s electricity, ren t,gand - other charges th a t do notingincrease - w ith n i n n r r increasesain production i s ___________________. a e e el el 5. Low priced goods, aim ing for volume sales a t the lower end of the consumer m arket, a r e ___________________goods. m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 39 m m m 3.

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m o c . . s s o o s s - công kích ingĐịnh giá g n i n n r r a a e e el el games company which ele Head the newspaper report about SAWA, a computer Is introducing a new low-priced product to help win a bigger market share. Then fill each gap in the report with o am phrase from the box. m m o o c c c . . . s s o Đọc bài báo về SAWA, sos m ột công s tyotrò chơi m á y tính s g thấp đ ể giúp giành được mrnộtinthịg phần lớn hơn. m ột sản phẩm mrn ớiin giá a cách dùng m ột cụm ele Sau đó điền elevàoa m ỗi chỗ trống trong bài báoelebằng từ trong khung. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele SAWA in low price game m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m advance orders .com m o o c c . . s s s o o o s s s g g n n i i n n r r a a e e el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele 40 m m m advance

price

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aggressive pricing

high penetration

market share

production costs

break even

factory gate

premium price

price war

recommended retail price

The Japanese computer games company SAWA is planning an October launch for a new game called Bird. The development of the game has taken two years but ( I) are impressive. The company expects the product to (2 )____________ within one year. (3 )____________ are low as the labour input in this sector is relatively small. Margins in computer games are usually high, but SAWA has promised a (4 )____________ strategy, with a competitive pricing policy. This is a change o f policy for SAWA, whose products have always carried a (5 )____________ , SAWA

being a relatively exclusive brand. The (6 )____________ is expected to be round $55, with the (7 ) ____________ being around 33% of that. Such a low price may have the effect o f creating a (8 ) _______ _ in the computer games market. (9 )____________ is a new policy for SAWA, as the company aims to increase its (10) ____________ in the lower end o f the games market. A further point o f interest is that SAWA predict a long shelf-life for Bird, perhaps five years, which is longer than normal in this sector.

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m m o o c c . . s s brice war) đãsxảy ra o o s M ỀNews Ỉ mInternational ^ ^ Ê Ếxủ t bảnnintờg,The Times g n io/ hơi' i n rmúsò r h của nó trong a a e e trạn l l e ^t Í-/một .trong sô các■ đối thủeck ra khỏi thị trường. iến lược nàỵ đã không thành côngm m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s * o o o s s s g g n n i i n n * * r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 41 m m m V«

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m o c c . . s s o o s s - sách định giá ingChính g n i n n r r a a e e l l Read theereport on a meeting about pricingepolicy in Callan Ltd, a clothing manufacturer, Think about the meaning of the words in bold type. Then mark sentences 1-12 True or False. If a sentence is -false, explain why. m m m o o o c c c . . . s s s o o o Đọc bản báo cáo về cuộcshọp nói về chính sách định giá strong công ty s gxuất quần áo. H ãy nghĩ vềrnýinnghĩa g của các từ ở n i Callan, m ột nhà sản n r dạng chữ elineađậm. Sau đó đánh dấu các ecâulea là True (đúng) hoặc False (sai). N ếu câu sai, h ã y giải thích lý do tại sao sai. m m m o o o c c c . . . s s s o o o s s s R ep ort g g n n i i n n r r a a e e el M arketing Focus Group eMleeting Subject: Date: 4 December 2001 m m m o o o c c c . . . P resent: DF, HT, PT, JF s s s o o o s s s - were taken regardinginpricing - strateg y g g n The following decisions i n ryear. rn a a e e l l for the new e e i. Budget-priced goods will only be sold in Category m stores. These sto res .are min locations w ith a p a rtic.cu laom r o o c c . s s consumer profile.so We expect high volume salesso ws ith low o s g n m argins.ning i n r r a a e e l l ii. Goods e can only be sold a t a salee price w here they have already been offered at the recommended retail price m for a period of not less.cthoa m m n three m onths. o o c c . . s s s o o o iii. Agents shall be instructed th a t from Jan u ary 1, we do not s s s g g n n i allow discounts on any goods not sold atrn a ipreviously higher n r a a elefor a period of three m onths.ele price iv. Decisions on pricing m ust realize margins for th e re ta ile r m of up to 25%. M argins below m15% are unlikely to be economic m o o o c c c . . . s s s o o o s s s for any of our retailers. g g n n i i n n r r a a e e el el 42 m m m

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v. oSim m ilarly, our own factory.cgate, m price m ust allow the .com o c . s s s company to cover all production costs and also to realize o o o s s s -and 35%. Our m arketing team -should g g a profit of between 25 n n i i n n r r a a e e w atch e the l market prices to ensure thealt we do not price ourselves above the going rate. mherever possible, we should.csell mour products to retailers. .com o o vi. W c . s s s o o o s s s This will cut out interm ediaries and avoid retail prices being g g n n i i forced higher rbyn high wholesale prices.learn a e l e e 1 Budget-priced goods are sold at m a lower price than m m o o o c c c . . . s s s they were offered at before. T/F o o o s s s - 2 The recommended - price is the price ingg n i retail n n r r a a e e the m anufacturer thinks a retailer should el el charge for a product. T/F mdiscount is a reduced price.coffered m after a period m 3coA o o c . . s s s o o o on offer at a higher price. T/F s s s g g n n i i 4 The m arginais rnthe difference between thelecost rnof a e l e to a m anufacturer or retailer eand the price a product the m anufacturer or retailer receives when the product msold. m is T/Fcom o o c c . . . s s s o o o s is-asprice th a t allows a reasonable -s 5 An economic price g g n n i i n n profĂŽt. T/F r r a a e e l l e gate price is the cost of producing e 6 The factory the product for the factory. T/F m ma m anufacturer m o o o c c c 7 Production costs are the expenses . . . s s s o o o s s s - T/F has to pay for labour. g g n n i i rn is the price one company rn a a 8 The m arket price charges e e l l e e for a product. T/F 9 The going rate is the price the consumers are prepared m m m o o o c c c . . . to pay. T/F s s s o o o s s s - 10. Retail price is the - consumers actually pay.ing- T/F g n price i n n r r a a e e el el 43 m m m

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11. The wholesale price is the price paid by consumers m mthe same product. m o o o c c c who buy iPany examples of T/F . . . s s s o o o s s s 12 A sale price is-a special low price, reducednfrom g g n i i rn price. Goods offered forlesalearnat a sale price a anle earlier e e are often at the end of th eir life or the season is at an end. For example, camping equipment may be put m m m o o o c c c in a sale at the end of summer. T/F . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el 44 el m m m

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P ricing strategy 1 m m m o o o c c c . . . s s s o o o s s s - định giá 1 ingchiến lược g n i n n r r a a e e l el from the box. ele Fill each gap e in the sentences below with a phrase Điền vào m ỗi chỗ trống trong các câu dưới đây bàng cách dùng m ột m m m o o o cụm từ trong khung. c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele 1. The am ount of money necessary to produce one individual mexample of a product is the.com m o o c c . . s s s o o o s s s - 2. The difference iningprice - between what retailers payingfor-a product n r and w hatea they sell the product at is called trhne ___________. a e e l l l e e e 3. The total am ount of money spent on all aspects of selling, including advertising, commissions and promotion, is known m m m o o o as t h e ___________ c c c . . . s s s o o o s s s - 4. A period duringinwhich - several competitors aggressively - lower g g n i n is called a rinn an effort to build up m arket rshare th eir prices a a e e l l e e ele 5. Products a t the lowest end of the price scale are som etim es mreferred to a s _____ _____ goods. m m o o o c c c . . . s s s o o o s s s - 6. The price whichingthe- m arket will accept for a inproduct - or for g n services isatrhne __________ . r a e e e l l l e e e 7. The line on a graph which shows the relationship between m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele 45 m m m budget-priced

demand curve

retail margin

going rate

selling costs

tw it-cost

price war

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m o c . . s s o o s s - lược giá 2 ingChiến g n i n n r r a a e e el words (1-9) with the definitions (a— el i). ele Match the Kết hợp các từ (1-9)với các định nghĩa (a-i). m m m o o o c c c . . . s s s o o o s s s The p ric e wnhg ole s a le r s and point 1. break-even g n i i n n r r distributors eapay to th e producer for ele 2. discounting l elea e goods. 3. factory gate price Amp ric in g s tra te g y b a se d on m low m 4. inelastic dem and o o o c c c . . . pricing and low unit profits. s s s o o o s st a g re e m e n t 5. overheads -s g g An ille g a l a n d s e c re n n i i n n r r 6. penetration a a e petitors to fix h ig h e r ele betw eenelcom ele strategy prices to boost th e ir profits. 7. price sensitive The day-to-day costs of ru n no inm g a m m o o c c c buyers . . business. . s s s o o o s s s - change much 8. loss leaderngg n i i Sales of a product do not n rn r a a 9. cartel e e l l w ith variations e e in price. ele f. Reducing the price of goods in retu rn m fom r b u lk s a le s or to a fa c v ooum re d o o c c . . . s s s o o customer. s s -so g g n n i i n n A product sold a t a specially low price, r r ga a e e e el perhapseal t a loss, in th e expectation el th a t customers will spend money on m m goods w here m argins are m other high. o o o c c c . . . s s s o o o s s s \ h . The point in th e developm - ent of a g g n n i i product when rn rnsales begin to exceed le a a e e l l e e ent. e the investm Consumers who are very attentive to m m changes and look for.clow mero o o price c c . . s s s o o o s s s priced item s. g g n n i i n n r r a a e e el ele 46 el m m m i .

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mcargo plane _____ .com m o o c c despatch r i d e r ______ . . s s s o o o s s s delivery van ng______ freight tra in ______ g n i i n n r r a a container s h i p _____ container l o r r y ____________ e e l l e e barge ______ m m m o o o c c c . . . s s s c Match the terms on thesleft with the descriptions on the right. o o o s s - ngữ ở bên trái với các imniêu -tả ở bên phải. g g n Kết hợp các thuật i rn rn a a e e l l e e 1. a ir freight a. a business specializing in rapid tran sp o rtatio n delivery of sm all item s, usually by m m m o o o c c c van or m otorbike. . . . s s s o o o s s s - b. a company specializing - in moving 2. despatch rid er g g n n i i n n r r a a heavy goods and raw m aterials by e e l el e tra in 3. shipping line c_ th e b u s in e s s o f m o v in g la rg e m m m o o o c c c . . . quantities of goods by o airs s s o o s s s - d. a c o m p a n y ins pge-c ia liz in g in g n 4. courier service i rn rnn of goods by sea, a a e e l l tra n s p o rta tio e e typically using container vessels (large ships designed to tra n sp m o rt m m o o o c c c . . . s s s goods) based a t container ports. o o o s -s 5. ra il freight g-s g n e. a company thnaitntra n sp o rts goods i n r r operator a a by lorry. ele eleM ajor road distribution netw orks link so called dry port facilities, often located near m ajor m m m o o o c c c . . . s s s airports and road junctions. o o o s s s - f. someone who winorks - for a courier g g n i 6. road haulage n n r r a a e e l l company contractor e e delivering sm all item s by motorbike m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m

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For many years, Place, meaning distribution, was mainly associated with traditioi*al manufactured goods and the process of transferring them from producers to consumers. Businesses had to promote their goods in a competitive environment, so marketing became more important In addition, businesses began to study their methods of distribution.

This has also happened in the service sector (banking, tourism, retailing, professional services, etc) and more recently, even in the public sector. The public sector has had to adapt to big changes in the business environment. There is more competition, customers are better informed and better educated, and the public want better quality products and better service. Service providers, including local government organisations, public health services, schools and colleges, now find that they have to work in ways that are more similar to the private sector. They also have to be more accountable and less secretive.

This means that public sector services, like private and manufacturing businesses before them, have become as interested in logistics. The study of logistics tries to improve the systems of provision. It aims to save m oney and improve performance by reducing waste, so distribution has become a focus of attention. Public sector providers and other service industries often deal directly with the public, or with their customers, which makes com m unication skills very important. Promotion, effective design and comfortable surroundings are part of good communication. Communication itself may be face-to-face, or it may be by post, by telephone, by email, or through websites. To sum up, today the total package of the service happens in a much more complex and competitive context. The total provision includes all the physical evidence (publications, information leaflets, buildings, etc), customer support and the answering of casual enquiries, as well as the core product (transport, or education, or food, or any other service). The public expects the best! If the service is no good, complain! If it is still no good, change your supplier - i f you can!

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com petitive environm ent (line 4) m m m o o o c c c . . . a) a situation where businesses decide together how toos divide s s o o s s s - them the m arketnbetween g g n i i n n r r a a e e b) a e situation where businesses have to make l l sure they protect e the environm ent c) a situation where many businesses all try to get customers m m m o o o c c c . . . s s s by offering the best deal or price o o s s -so 2 the public sector g(line 7) g n n i i n n r r lea public â&#x20AC;&#x201D; all the peopleelea a) theegeneral b) the p art of the economy th a t is owned by central or local m governm ent m m o o o c c c . . . s s s o o o s s s c) inform ation th g a tis not kept secret but availablegto-everybody n n i i n n r r a 3 servicele providers (line 11) lea e e a) organizations th a t offer a service, not m anufactured goods b) people who work in after-sales m m m o o o c c c . . . s o o c) types cf software th a tsprovide access to the In te rnseo ts s s g g n n i i 4 public h ealth rn services (line 12) rn a a e e l l e parks, swimming pools and sports e centres a) city b) hospitals, doctorsâ&#x20AC;&#x2122; surgeries, health clinics and nursing m m m o o o c c c c) am bulances and other tran sp o rt for the sick and elderly . . . s s s o o o s s s g g 5 accountable (line 14) n n i i n n r r a a e e a) able el to explain and publish detailselof th e ir actions b) able to make enough money to stay in business even when the m ark et is weak m m m o o o c c c . . . s s s o o o c) train ed to keep good financial records s s s g g n n i i 6 public sector rnservices (line 15) rn a a e e l l e provided by governm ente(local or central) such as a) services health, education, road m aintenance etc mb) charities, churches and.cchurch m services m o o o c c . . s s s o o o s s s -a t work throughout the whole -country c) organizations th g g n n i i n n r r a a e e el el 57 m m m

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m m o o c c . . s s o o s s - in business g g b) the study ofusing high technology equipm ent n n i i n n r r a a e e c) ethe l study of system s and waysetol improve efficiency communication skills (line 21) m messages in the best possible m a) the ability to convey the right way o o c c . . s s o o s s b) the ability to get your message across to people - in th e ir g g n n i i n own rlanguage rn a a e e l l e e c) the ability to put inform ation into a com puter system core product (line 28) m m o o c c . . a) th e fundam ental th in g th a t a business or organization s s o o s s g providesingn i n n r r a a e e l complete consumer experience b) ethe el of a business c) the total offering of a company or organization, including mstaff, reputation m its advertising, buildings, o o c c . . s s o o s s g g n n i i rn rn a a e e l l e e m m o o c c . . s s o o s s g g n n i i n n r r a a e e l * el e * * m m o o c c . . s s o o s s g g n n i i rn rn a a e e l l e e m m o o c c . . s s o o s s g g n n i i n n r r a a e e el el 58 m m

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n n r r a a e e el Các cửa hàng bán el lẻ và các phương thức bán m m m o o o c c c . . . s s s o o o Match each term in the box with a set of words in in the newspaper s s s - after the term. g g n n extract. Then write the number i i n n r r a a e e l l Kết hợp m eỗi thuật ngữ trong khung với meột tập hợp cóc nghiêng trong đoạn trích' trên báo. Sau đó viết con số sau thuật ngữ. m m m o o o c c c . . . chain stores ______ cold calling ______ s s s o o o s s s - _____ door-to-doorins ge -l l i n g ______ commission ning n r r a a e e e-commerce ______franchises ______ el el hyperm arkets ______ I n t e r n e t s e rv ic e p ro v id e rs mlarge m ultiples m (ISPs) m o o o ______ — ----c c c . . . s s s o o o s s s mail order companies _ l _ - m ail order g g n n i i rn rn p o w e r ______ specialist retailers ______ purchasing a a e e l l e e w arehouses ______telesales staff ______ m m m o o o c c c . . . s s o o (1) Companies which specialize in selling goods throughso as catalogue s s g g n n sent out through the post norm ally haveni(2) large buildings i n r r a a fu ll eleo f goods from w here th e goods ele are d esp a tc h e d . (3) C om panies w hich own m any stores have (4) stre n g th in negotiating prices where m anufacturers are concerned. Smm all m m o o o c c c . . (5) R etail outlets which pay s s s shops do not havesthis. a .licence o o o s s - a fam ous brand nam e ioften -benefit from g g fee to tradeinunder n rnbusiness, since the nam e islea apowerful rn advertisem ent. a e increased l e e (6) Going from one house to another, knocking on doors, is a highly m labour-intensive type of.csales m operation. This type of w.corkomis o o c . s norm ally paid on sth es basis of a percentage s oo f s the sales o o s g g n n achieved being paid to the seller. A notherntype of selling is by i i n r r a a ele ele m m m

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(8) a combination o f catalogue and ordering by post. This may be complemented by (9) personnel who sell by telephone, trained to deal with custom ersâ&#x20AC;&#x2122; calls. Another kind of telephone selling is through (10) telephoning someone who is not expecting your call but whom you think might buy your product. The idea is to get your prospective customer to agree to buy your products or receive a home v isit for a dem onstration. A variation on th is â&#x20AC;&#x201D; popular w ith banks and the financial services industry â&#x20AC;&#x201D; is to call existing customers and offer them new products.

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(11) Large out-of-town stores selling a huge range or goods have had a serious effect on business for sm aller, city centre shops. (12) Sm all shops offering a personalized and highly specialized service can survive better than small shops which try to compete directly w ith the larger outlets and other (13) retail outlets owned by the same company and trading under the same name. In recent years (14) selling over the Internet has become much more common. Custom ers order and pay for goods or services by accessing a w ebsite from a home or office com puter. Companies w anting to trade over the In te rn e t need access to the world wide web (WWW) which is provided by one of the (15) companies that provide access to the net.

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System s s g g n n i i n n r r a a le định một hệ eHoạch ele thống ele phân phối m m m o o o c c c . . . s s o o o Replace each underlined word insthe email with a word from theslist below s s - that has a similar meaning. g Write the number after thernword. g n n i i n r a leacách dùng m ột từ có ele Thay th ế me ỗile từ được gạch dưới trong ebằng nghĩa tương tự trong danh sách dưới đây. Viết con số sau từ. m m m o o o despatch consum ers c c c . . . s s s o o o s s s mail order e-business g g n n i i n n m ultiples lear m iddlem enlear le e e e producer retailers 1 sales rep resen tativ es sales forces m m m o o o c c c . . . s s s o o o w holesalers s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e ele el el

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Date 24 Nov 2000 From: chenement@sunl.valdisere.fr To: silver@aro.friebeis.de Subject: Planning a distribution system

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Dear Sara,

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As the (1) manufacturer, we obviously must ensure that products reach (2) customers with maximum efficiency. At present we use independent (3) distributors, but we should consider better alternatives. The following changes need urgent consideration:

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Cutting out (4) intermediaries - this would bring cost savings.

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Larger

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(5) sales teams.

• Many more (6) reps. • Improved (71 shipment systems. • Closer relationships with (8) dealers. • More links with (9) chains. • More use o f (101 direct selling bv post. • Using our website for more (11) selling over the Internet.

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Please call me to discuss these points as soon as possible. Regards Alain Alain Chenement Logistics Supervisor

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s o s - phối 1 Stfnphân g g n n i i n r r a a e e l from the box. el sentence below with a word orephrase Complete each Hoàn thành m ỗi câu dưới đây bằng cách dùng m ột từ hoặc cụm từ mkhung. m m o o o trong c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m of the sales are m 1.mAgents who receive a percentage o o o c c c . . . s s s agents. o o o s s s -sell only one m anufacturer’singoods - is called a g g 2. An agreem ent to n i n n r r a a e e l l e e 3. All the people involved in selling a company’s goods or services are t h e ____________. mand sell to re ta ile rs are called m o o o 4.mPeople who buy from companies c c c . . . s s s o o o s s s - an invention and protecting -ow nership g g n n 5. A licence registering i i n rn a a is called ar____________. e e l l e e 6. The am ount of space given over in a shop for displaying a particular product is c a lle d ___________ . m mfee to use a well-known nam.ce oism o o 7. An agreem ent to pay a licence c c . . s s o o called a __________sos s s - you put coins to buy confectionery - or other g g n n 8. A m achine in which i i rsnis called a ___________ . learn a small litem e e e 9. O w nership of the reproduction rights of intellectual property ( w ritte n w o rd s, m usic, film , a r t, etc) is p ro te c te d by m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 67 m m m eemmlss ioFHagcnts

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m o c . . s s o o s s - phối 2 Sựniphân g g n n i n r r a a e e l elreport on distribution systems ele Here is aneextract from a marketing consultant’s in the fast moving consumer goods (FMCG) sector. The report describes m distribution systems. Write.the m of each description next.ctoothe m three number o o c c . s s s correct system. o o o s s s - đoạntrích từ báo cáoincủa -m ột cố vấn m arketing g Sau đây là m ột ning n r r a a e e l l hệ thốngephân phối trong nhóm hàng tiêu e dùng nhanh (FMCG). Báo ele cáo m iêu tả ba hệ thống phân phối. Hãy viết số của m ỗi m iêu tả k ế bên hệ thống thích hợp. m m m o o o c c c . . . s s s o o o s s s vertical m arketing system ( V M S ) ________ g g n n i i n n conventional m arketing system (CMS) ________ r r a a e e e l l l e e e total system s approach (TSA) ________ D is t r ib u t m io n syste m s m m o o o c c c . . . s s s o o o We can identify three m ain distribution system s: s s s g g n n i i 1. T r a d itio rnn a lly th e r e used to be lea alinrne c o n s is tin g of a e l e e and retailers. Each was ele independent producers, w holesalers a separate business. m2. Now, m any businesses.cwork mtogether in a unified system m o o o c c . . s s s o o o s s s w here producers, - w holesalers and re ta ileirsngact- together. g n i n n r r They may be under common ow nership, or they m ay have a a e e l l e e system . ele contracted to work together as a single 3. However, a new trend is a distribution system which is m m needs a t minimum .cost, m o o o c c c designed to accommodate consumer . . s s s o o o s s s and places every step of the distribution channel under a g g n n i i rn rn single a control. a e e e l l l e e e Conclusion In reality, the benefits to consumers of a sim plified distributionm m m o o o c c c . . . process may not be as great as one might have thought. However, s s s o o s s -so company profits can certainly rise. g g n n i i n n r r a a e e l l e e ele 68 m m m

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. . s s o o stien và quâng ncâo s Su'nxtic g g n i i n r r a a eletype of promotion write the number eleof the correct picture. Next to each so çüa m ôi hinh thich hetp m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e eW W m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e l l e e sandwich board sponsorship m m m o o o c c c . . . s s s o o o T -shirt advertising s s s g g n n i i TV commercial rn rn a a e e l l e e m m o o (BOU.Nc TYom c c . . s s 7 r UfiiTos o o s s s g g n n i i n n r r a a ele ele m m MfcâÈtëté m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 70 m m m

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If you buy ZOO.

Freepost 6723, Dewsbury, Leeds LSJ4 60FT UK Tel: 44 (0)113 453 9898

Email: SDRnarccefitcplink.co.uk http-7/www.sdfs.co.uk

Yes please! Send me further details of the complete Home Finance Plan. Name:___________________________________ Address:_________________________ ________

Telephone: (home)

, e-mail____________

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Arcometti, P. Corso Occidentale 42, Pisa (PI)

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Planning advertising m m m o o o c c c . . . s s s o o o s s s - việc quảngincáo Hoạch định g g n i n n r r a a e e el order company, is planning a new el advertising campaign. SPEAR, a mail Below is an extract from an internal report to senior marketers in the company. m gap in the report with a word.corophrase m from the box. m Fill each o o c c . . s s s o o o SPEAR, m ột công ty đặt hàng qua thư, đang hoạch định m ột chiến s s s - lược quảng cáo mới. iDưới -đây là một đoạn trích từ miộtngbản- báo cáo g n n n r r a a e e l l nội bộ gởi cho e các nhà tiếp thị cao cấp tronge công ty. Hãy điền vào m ỗi chỗ trống bằng cách dùng một từ hoặc cụm từ trong khung. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s (1) catalogue o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 73 m m m advertisements

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A D V E R T IS IN G P L A N

Our p lan is to sell products through a and m ail order service. We will use a high pressure, (2)__________ approach. We can a ttr a c t custom ers to order th e goods by offering special (3) __________ p rizes. Once th e catalogue arriv es, consum ers will order goods w hich have an in s ta n t appeal. We will depend on (4)

A nother approach is to run a long advertising (5 )__________ to increase (6)__________ of our p ro d u cts. We p lan a v a rie ty of a d v e rtis in g techniques: th is (7)__________ will consist of telev isio n (8)___________ , n ew sp ap er (9)__________ and stre e t ad v ertisin g . We have a good ta rg e t custom er d atab ase, so we will use (10)__________ . We plan to do a (11)__________ tw ice, to put extra p ressu re on th o se who do not an sw er th e firs t tim e. We also have a com pany ( 1 2 ) __________ w here we a d v e rtise our products. C ustom ers can also order goods ( 1 3 ) __________ .

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s o s - xúc tiến ingCác loại g n i n n r r a a e e l el In one case, both/all of Choosee the correct alternative for each sentence. the alternatives are possible. m m ột lựa chọn thích hợp.ccho mm ỗi câu. Trong m ột trường.chợp, mcả o o o Chọn c . s s s o o o s s s hai/tất cả các lựa chọn có th ể hợp lý. g g n n i i rn rn a a 1 direct m ailing / mail order / postalle advertising e l e e Sending product or service inform ation by post to specific individuals or companies is called m m m o o o c c c . . . 2. personal selling / direct selling s s s o o o s s s - based on m aking a ipersonal - call to an A selling technique g g n n i n n r r individual or company is c a lle d _______________. a a e e l elin-store promotion / a specialeoffer 3. an A p ro m o tio n b a s e d on a d v e r tis in g in th e a c tu a l shop m is_______________. .com m o o c c . . s s s o o o s s s 4. point-of-sale advertising / on-pack promotion g g n n i i n m ethod th a t involves lthe n A promotion packaging of a product, r r a a e e l such e as in c lu d in g a free samep le or co u p o n s, is called 5. sponsorship / perim eter advertising m m m o o o c c c . . . s s s A dvertising around the playing area at sports grounds is called o o o s s s g g n n i i n n r selling / BOGOF r a a 6. bargain e e l l e e A prom otion method for fast moving consum er goods which in v o lv e s b u y in g one a n d g e t tin g o n e fre e is c a lle d m m m o o o c c c . . . s s s o o o s s s 7. o n lin e a d v e rtis in g / a d v e rtis in g on th e web / I n te r n e t g g n n i i advertising rn rn a a e e l l e oting your activities or yourecompany and its products or Prom services on the In te rn e t is c a lle d _______________ . selling m8. cold calling/door-to-door m m o o o c c c . . . s s s Telephoning direct to homes or businesses to try to in te re st o o o s s s g n n people inniyour products or services is c anlle dg ____ ___________. i r r a a e l ele e 76 m m m ^

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Prom otingcoam message com m o c . . . s s s o o o -s -s Xúcning-stiếnmột thôngniđiệp g n r r a a e e l l e (1-6) with the phrases (a-f).e ele Match the definitions Kêt hợp các định nghĩa (với các cụm từ (a-f). m m m o o o c c c . . . s s o 1. T h e w ay th e co s mo p an y is a . positioning sos s g g n n perceived bynthe public. \ i i r rn a a e e e l l l e 2. W hatea prom otion says about its \ ^e m essage structure subject. \ o 3.om The a tte m p t by m ark eters tom \ c- m essage form at .com c c . . s s s o o o s s s give a product a unique strength, \ g g n n i i or special characteristics, in the \ n n r r a a e e el ele m arket. \ el 4. The p e rso n who conveys th e G‘ corporate image mm essage in the advertisem.ent. m m o o o c c c . . s s s o o o s s s 5. The way a m essage is presented em essage source g g n n i i rn ent, for example rn in an advertisem a a e e l l e symbols, through shock, e ele through through humour. m m f m essage content .com o o c c 6. The design of an advertisem ent. . . s s s o o o s s s - a problem, in term s of presenting g g n n i i n r p ro v id in garn a s o lu tio n an d a e e e l l l e e e ju s tify in g w hy th a t so lu tio n works. m m m o o o c c c . . . s s s o o o s s s jH - NpM g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele 77 m m m

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s quan trọng 4 ngtừ g n i i n n r r a a le le Use the e definitions to help you rearrange theeletters to find words connected with market research. m các định nghĩa đ ể giúp .bạn m mtừ o o o Dùng sấp xếp các m ẫu tự đ ể tìm các c c c . . s s s o o o s s s có liên quan đến việc nghiên cứu g g n n i i rnof w hat people th in k or wlhat rn a a 1 A study they do. e e l e e yesvur survey._ 2. A person who finds out inform ation from th e public in order to m m m o o o c c c . . . s s s discover w hat theyow ant or can afford to buy. o o s -s -s g kem rat cnhianrsge e re r________________ n i n r r a a le of questions to find out people’s 3. Aeset ele opinions on particular issues, often used in studies of political opinion and preference, lolp ________________ m m m o o o c c c . . . s s s 4. Som ething th a t is given away free to make th e custom er aware o o o s s s -or to make them try th e product. g g of th e product, n n i i rn rn a e pe lelsemaa ________________ l e 5. A set of questions designed to find out w hat people th in k about a product or service. m m m o o o c c c . . . s s s te ro n e q u in sia ________________ o o o s s s - from research. Theingre-s e a rc h e r th e n g n 6. Inform ation collected i n n r r a a e e analyses el the inform ation before emlaking conclusions. a t a d ________________ 7. Subjectivity or personal opinion affecting the results of a survey, m m m o o o c c c . . . s s s s a i b ________________ o o o s s s - is asked questions or isinstudied - in m ark et g g n 8. The person who i rn rn a a e e l l research. e e justceb ________________ m9. A nother nam e for the .person mwho answ ers questions in.cmoarket m o o c c . s s s re se a rc h , often sby re tu rn in g a com pleted q useo stio n n a ire , o o s g g n p e s te n d n roinn_____ __________ i n r r a a e e l l e e 78 m m m C

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Market research m m m o o o c c c . . . s s s o o o s s s objectives g g n n i i n n r r a a e e l mục tiêu nghiên eCác el cứu thị trường m m m o o o c c c . . . s s s o o o s s s A clothing manufacturer, Corallo, wants to know why its sales of jeans are - falling at a rate of 10%ina gyear. - They have asked AbacusinData -Research g n n r r a a e e l l (ADR), a market e research consultancy, to find out.e Một nhà sản xuất quần áo, Corallo, muốn biết tại sao doanh thu quần m đó đang sụt giảm với mức m m ột năm. Họ đã yêu .cầucom jean ocủa 10% o c c . . s s s o o o Abacus Data Research (ADR), một cơ quan tư vấn về việc nghiên cứu s s s - thị trường, tìm hiểu. ingg n i n n r r a a e e l l e e Choose a phrase from the box to replace each phrase in in the letter. Write the number after the phrase. m m ột cụm từ trong khung.cđ ểothay m th ế m ỗi cụm từ nghiêng m Hãy chọn o o c c . . s s s o o o trong bức thư. Viết con số sau cụm s s s g g n n i i rn rnstudy causal research advertising research a a e e l l e e consumer research consumer aw areness in-house research focus groups m m m o o o c c c m arket research b rief m arket research . . . s s s o o o s s s pilot questionnaire g- observational research g n n i i n n r r questionnaire population a a e e l l e e secondary research representative • m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 79 m m m italics

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'Personally, I w o u ld n 't be seen dead in a p a ir o f jea n s like that.

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m m o o c c . . Abacus Data Research s s o o s s g g n n i i n n r r a a e e el el m m o o c c . . s s o o s s g g n n i i rn rn a a e e l l e e m m o o c c . . s s o o s s g g n n i i n n r r a a e e el el m m o o c c . . s s o o s s g g n n i i rn rn a a e e l l e e m m o o c c . . s s o o s s g g n n i i n n r r a a e e el el m m o o c c . . s s o o s s g g n n i i rn rn a a e e l l e e m m o o c c . . s s o o s s g g n n i i n n r r a a e e el el 80 m m ADR

South Dakota Blvd., Englewood Cliffs, 07632 New Jersey Tel: 201 654 8787 Fax: 201 654 8732 email: kleins@adr.com http://www.adr.com

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Sam Klein

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Corallo Clothing Company P.0. Box 230 Englewood Cliffs May 20, 2001 Dear Sam,

Thank you for your letter dated May 15. As I said when we met briefly last week, we at ADR would be very pleased to help you with (1) studies on your products and their markets. What I need now is a detailed (2) description o f your objectives fo r this study a statement of exactly what you need to know. If we set up a (3) study that aims to explain a particular phenomenon, in this case why you are experiencing a sales fall, we should of course go direct to consumers and ask their opinions. This type of (4) study o f what consumers think will be vital. We can do this in three ways:

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Using (5) groups o f typical consumers that we bring together fo r detailed questioning. The members of the panel need to be (6) typical of the whole (7) mass o f jeans buyers, A conventional (8) paper with a lot o f questions sent out to consumers. Alone, this is less effective, even if we use a (9) test set o f questions to make sure we are asking the right questions. But it is much cheaper. We can use (10) studies o f actual sales. But this kind of study is based on figures, rather than on what people say, so it gives only limited information.

A further area to think about is (11) how much consumers actually know about your company and its products. We can carry out some (12) studies into the effects o f your advertising.

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Please send us any (13) studies you have carried out yourselves, or any (14) studies using published material that you have used in the past. This will help our background investigations. Looking forward to hearing from you. Yours truly, R.McCawley

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Robert R. McCawley Deputy Vice-President

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Below are 11 types of market research, each followed by 4 statements. Two of the four statements are true, and two are false. Mark the statements T (True) or F (False).

m m m o o o c c c . . . s s s o o o Dưới đây là 11 loại nghiênscứu thị trường, mỗi loại được theo sau bởi s s - 4 câu phát biểu. Haiintrong g số bốn câu phát biểu rlàniđúng, g và hai câu n n r phát biểu sai. eleHaãy đánh dấu các câu phát biểu eleaT (đúng) hoặc (sai). 1. agency research ma) F_ It compares one agency mwith another. m o o o c c c . . . s s s o o o s s s -out by independent agencies,inusually - experts b) T_ I t is carried g g n i n n r r in pearticular fields. a a e l l e e b) T_It is the opposite of in-house research. c) F_ It is research work for m governments. m m o o o c c c . . . s s s 2. clinical tria l o o o s s s - carried out by clinical agencies. g g n n a) __ It is n research i i n r r a a e e l l b) _e _ It is research into the effects e of drugs or trea tm en t m ethods. mc) __ Pharm aceutical companies m carry out clinical trials..com o o c c . . s s s o o o s s s d) _ _ It is a te s t to find out if a finished product works. g g n n i i n n r r 3. desk research a a e e el el a) __ It is research carried out using published m aterial. b) __ It can include information about geography, politics, m m m o o o c c c economics and social conditions. . . . s s s o o o s s s -going out to ask consumers forinthgeir- opinions. c) __ It involves g n i rnth e study of research resu rnusing com puter a a d )_ _ I t is lts e e l l e e analysis. 4.mdistribution research m m o o o c c c . . . s s a) It is the system ofssending research m aterial tosdifferent o o o s s g g n n consumers. i i n n r r a a e e el el 81 m m m • '

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m m o o c c . . s s o o s s - into the ways products - services are g g c) ___ Itnisinresearch or n i n r r a a e e eldistributed. el d) ___It is im portant when m aking decisions about where to locate reta il outlets orowhere agents are needed. m m o c c . . s s o o s s exploratory research g g n n i i a) ___I trn is about choosing the best research rn m ethods. a a e e l l e understand problems. b) e___It is designed to help m arketers c) ___An example of it is a detailed study of why a particular m om o c c product is losing s sales. . . s o o s s -study of new m arkets. ingd) ___I t is in the g n n r r a a e e l communications research me arketing el a) ___I t is the investigation of ways to ta lk to consum ers and the public in general. om m o c c . . s s o o b) ___It is a kindsof m arketing research. s g g n n i i e) ___Itrn is about the telecom m unications rnsector. a a e e l l f) e___I t looks only a t the results eof communication m ethods m arketing research m om o c . a) __ It is the same sas.cm arket research. s o o s s - looking a t the effects of advertising. g g b) ___It isin about n i n n r r a a e e l includes m arket research.el c) e___It d ) ___I t is ab o u t c o lle c tin g , s tu d y in g a n d a n a ly s in g inform ation which affects m arketing decisions. m m o o c c . . s s o s omnibus survey-so g g n n i i a) __a Itrn is research carried out on behalf rnof several companies a e e l l etogether. e b) ___It is research on the perform ance of m any different m m o o products. c c . . s s o o s s g g n n i i n n r r a a e e l el e 82 m m

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b) ___It is about sending out inform ation to various research companies.

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m m o o c c . . s s o o s s - which com panies caninbuy -from th e d ) ___It is iansurvey g g n n r r a a governm ent. e e el el 9. pricing research a) ___It examines the relationship between price and demand. m m m o o o c c c . . . s s s o o o b) ___It is about the cost of research. s s s g g n n i i c) ___ It risn very im portant, since price is rna key elem ent in a a e e l l e ining m arket share. e determ d) ___It is about profit and loss accounts. m prim ary research .com m o o c c 10. . . s s s o o o s s s - research th a t companiesindo.ga) ___It is the first g n i n n r r a a b) ___It is the most im portant research into a product and e e eitsl m arket. el c) ___I t is original research m carried out by a company. m m o o o c c c . . . s s s o o o d) ___It is contrasted w ith secondary research, which uses s s s g ation th a t is easily available. g n n i i published inform n n r r elearesearch elea 11. product a) ___It looks at the m arket acceptance of a product. mb) ___It involves the design mand concept of a product, then m o o o c c c . . . s s s o o o s s s te s tin g of th e- product, then m a rk e t acceptance - of the g g n n i i n n r r product. a a e e el el c) ___I t is about com petitorsâ&#x20AC;&#x2122; products. It is principally the same as quality testing. m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 83 m m m

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__ Omnibus surveys look at several companies and compare th e ir performance.

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m^ 1 Research m m 1 term s o o o c c c . . . s s s o o o s s s - tiiuật - cứu g g n n Các ngữ về nghiên i i n n r r a a e e l l le e e e A. Match each word on the left with an appropriate word on the right to make a phrase common in market research. m m m hợp ở o o o c c c . . . Kết hợp m ỗi từ ở bên trái với m ột từ thích s s s o o o s s s - trường. thành m ột cụmin từgph ổ biến trong việc nghiên cứu thị g n i n n r r a a e e l l 1. closed a. analysis e \ e ele 2^ random . \ b. population m 3. biased \ m m o o o c. trial c c c . . . s s s o o o s s s 4. com puter g\ d. b rief g n n i i n n r r a a e. aw areness 5. clinical \ e e l l le e e e \ f. sam pling 6. consumer 7. personal \ g.m interview m m o o o c c c . . . s s s o o o \ h. sample 8. total s s s g g n n i i 'i. question 9. quota rn rn a a e e l l ele j. surveye 10. e research B. m Now match each of the phrases you have made to one of the definitions m m o o o c c c . . . below. s s s o o o s s s g Bây giở k ế t hợpinmgỗi cụm từ mà bạn đã tạo với m ột trong những n i n n r r a a e e định nghĩa dưới đây. el el ele 1. a te s t carried out on a new drug m2. a survey which is not objective m and has been designed .tocogive m o o c c . . s s s o o o s s s a particular result g g n n i i rn description of th e objectives rnof some m arketing le 3. a detailed a a e e l l e e e research 4. a sample in which all the people taking p a rt have been selected m m m o o o c c c . . . by chance s s s o o o s s s -a yes/no answ er g g 5. a question w ith n n i i n n r r a a e e e l l el e e 84 m m m

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use of ICT (Inform ation C om m unications Technology) or com puters to in te rp re t results 7. w hat the public know about a company or product 3. choosing a sample because of the particular characteristics of the individuals 9 all th e people who could possibly be consumers for a particular product 10 a survey technique based on face to face (or possibly telephone) conversation

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a a e e l l e e The picture below shows the research process, beginning with the definition of the problem, and ending with monitoring and evaluation, study the picture, then complete the description that follows. m m m o o o c c c . . . s s s o o o Hình dưới đây m inh họa squá trình nghiên cứu, bất đầu với việc xác s s g bằng việc giám sát và đánh g H ãy nghiên n i định vấn đề, vàrknếitnthúc giá. n r a thành phần m iêu ở phía cứu hình,rồi elehoàn eleasau. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e Student: Can you describe the research process? m m m o o o c c c . . . s s s o o o s s s Lecturer: Of course. -The process has — accordingintog-th e picture — g n i n n r r eleven parts. L et’s look at each of them inaorder. Well, first you a e e l l have toe define the problem. W hat is e the problem? T hen decide w hat 1) jjTjonm djxrnyou w ant to find out. Next you have to set mis to make a research plan.cand m o o o 2m ) ______________. The next.c step c . s s s o o o s s s decide the 3 ) ______________of the research. g g n n i i rn rnget th e inform ation a a After th alt, you have to decide w here youle can e e e you need, w hat 4)______________. Then you have to carry out the 5)______________ and collect 6)______________. W hen you have m m m o o o c c c . . . completed this stage you o must do the 7 )______ _______of the results s s s o o s s s - After th a t you can 8)______________the and in te rp re t the data. g g n n i i n n r r a a e e el el 86 m m m

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results of the research. The research can then be applied and change can be observed. When everything is finished, you then have to 9 ) ______________ the effects of the research, and the changes, and evaluate the whole process.

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m o c c . . s s o o s s Các nphương pháp nghiên cứu 1 g g n i i n n r r a a e (a-j). le (1-10) with the words andelphrases Match the e definitions ele Kết hợp các định nghĩa (1-0)với các từ và cụm từ (a-j). m R esearch w hich is designed mto a. opinion poll .com o o c c . . s s s o o o s s s -statistical data. provide facts and g g n n i i rneasy to analyse, often learn Results are a e e l l e e e by computer. validity A sa m p lin g m eth o d b ased on m u s in g s m a ll g ro u p s t.hcaot ma re m o o c c . . s s s o o o s s s re p re s e n ta tiv egof much la rg e r g n n i i n n r r a a groups. e e l l quantitative le e e e Analysis of numerical information cresearch to te s t th a t results are accurate m m m o o o c c c . . . and reliable. s s s o o o s s s -carried out on a d. extrapolation g g 4. A lim ited study n n i i arnber of people to te st elearn sm e alllenum le e your research methods. e. statistical analysis 5. what m A survey designed to find.coutom m o o c c . . s s s people th in k , oftenson politics or o o o s s g g n n environm ental issues. i i n n r r a a e e 6. A set ele el of questions in which the el f. pilot survey a n s w e r s g iv e n a ffe c t w h a t question(s) will be asked next, m m m o o o c c c . . . s s s o o o 7. An o rig in a l study c a rrie d out s s s g. fieldwork gg n i am ong thrn e in p o p ulation, n o t by n r a a e e l l fin e d in g out in fo rm a tio n from e ele published sources. m An essential quality for .research. m h. unstructured survey m o o o 8. c c c . . s s s o o o W ithout it, the research is not s s s g g n n i i reliable. rn n r a a e e 88 el el ele m m m

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U sing inform ation gained from a sm all nu m b er of people to estim ate how large numbers of (sim ilar) people would behave in sim ilar circumstances.

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10. R esearch which is open-ended a n d g iv e s r e s p o n d e n t s t h e c h a n c e to e x p re s s opi ni ons, feelings and attitudes.

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Research mm ethods 2

m o o c c . . s s o o s s Cácngphương pháp nghiên cứu 2 g n i i n n r r a a le Fill in thee crossword. All the answers are terms eleused In research methods. Điền vào trò chơi ô chữ. Tất cả các câu trả là các thuật ngữ được dùng m trong các ohương pháp .nghiên m cứu. m o o o c c c . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el Across m1. A sam pling m ethod based mon using sm all groups th.ca ot m o o c c are . . s s s o o o -s representativegofsmuch larger groups. (7, 8) g-s n n i i n n r r 4. A tele s taset of questions used on a sm leaall sam ple of people. It e e helps to identify problem s in survey design. (5, 13) 5. A method of choosing who tom use as research respondents th am t is m o o o c c c . . . based on identifyingo people with certain characteristics, e.g. males s s s o o s s s -drive and have above averageingincome. - (5, 8) g aged 18-25 iwho n n n r r a a e e 90 el el m m m

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m m m o o o c c c . . . s s s o o o s s s 7. O riginal study carried out by going out among the population g g n n i i n n to w atch people, ask questions, etc. This contrasts w ith finding r r a a e e l l e ation from published sources esuch as books or reports. out inform (9) m mof possible answ ers, e.g. Yes m o o 8.o A question w ith a lim ited number c c c . . . s s s o o o s s s or No. (6, 8) g g n n i i n dependent on rn for a questionnaire whichleais rnot 9. A form alledesign a e e th e answ ers given. (10, 6) 10. m A m ethod of selecting who will m be included in a sample which m o o o c c c . . . e n s u re s t h a t th e sam ple is re p re s e n ta tiv e of th e w hole s s s o s -so population. (6, i8)ng-so g n i n n r r a a e e l l e e Down 1. A study of rival companies and th eir products. (10, 8) m m m o o 2.o A study of data using inform ation technology hardw are and c c c . . . s s s o o o s s s softw are. (8, 8) g g n n i i n individually, usuallyleface-to-face. rpeople rn (8, 9) 3. Q uestioning a a e l e e 6. A type of question which allows the person answ ering to use his or h e r own words, e.g. W hat do you th in k about Fresho m m m o o o c c c . . . Soap products? (4, 8) s s s o o s s -so g g n n i i n n r r a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 91 m m m

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6. A survey designed to find out w hat people th in k â&#x20AC;&#x201D; often on political issues. (7, 4)

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m o c c . . s s o o s s Các kết quả khảo sát g g n n i i n n r r a a e e l statistics collected from a survey. Look at e these el Then read statements 1-8 ele and mark them T (True) or F (False). If you choose False, say why. Xem các sô' liệu thống o kêm được thu thập từ m ột cuộc khảo sát. Sau m m o o c c c . đọc các câu phát biểu sos. . là T (đúng) s s 1-8và đánh dấu chúng o o s s -cho biết lý do tại sao. ingg N ếu bạn chọn n F,in hãy r rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele © F 1. The survey shows the young prefer healthy food. m m m o o o c c c . . . T/F 2. The survey was based on telephone interview s. os s s o o s s s g g T/F n n 3. The respondents were aged 14-19. i i n n r r a (72%) thought th a t eeating lea healthy food 4. The ele-majority ele T/F was ‘im portant’ for them . m5. 25% said th a t ‘m ost of.ctheomtim e’ they ate ‘reasonably .com o c . s s s o o o T/F s s s healthy food’. g g n n i i n n r r 92 elea elea ele m m m 15

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m m o o c c . . T/F s s o o s s -to draw firm conclusions about g g 7. It was not possible n n i i n n r r a a the relationship between age and healthy eating, e e l l e e as th e re is no consistent trend in the results. T/F 8. m The survey is biased since mostm of the respondents m o o o c c c . . . s s s were in higher socio-economic groups. T/F o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e l el e 93 m m m

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6. H igher status groups were clearly more in terested in h ealth y eating.

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ea ea l l e e A. Find eight common words (p 0 s I T 1 o N 1 N ) connected with consumers mand market segmentation in.com mF p B E K L M 0 G R G o o c c . . s s o o 0 N G L D Q u so 1 sR T G s s the word square. Three of the -L B A E g g n n i i B I G M R D rn and five rn words areavertical, a e e l l e N B e E H A V i 0 u R R are horizontal. Tìm tám từ p h ổ biến có G E N D 1 F F Y N G D m liên quan với người tiêu.coAm E T H 1 c s A 1.coE m1 o c . s s s o o o s s s M N G E L s p L M T E dùng và p h â n k h ú c thị g g n n n trưởng trong ôi vuông t ừu s . LB I arFani s T Y L E r a e e l l trongesố các từ nằm theo L 0 e Y M E N T Y T u c chiều dọc và năm A T T 1từ Tnàm u D E N s E mtheo chiều ngang. m m o o o c c c . . . s s s o o o s s s B. Match the terms you have found in the word square with the - meanings g g n n i i rn below. arn a e e l l e e Kết hợp các thuật ngữ mà bạn đã tìm thấỵ trong ô vuông từ với các ý nghĩa dưới đây. m m m o o o c c c . . . s s s 1. The way people s live, work and spend th e ir leisure time. o o o s s g g n n i i 2. The special orientation of a product tow ards a particular ta rg e t n n r r a a group ele of consumers. ele 3. A p a rt of the overall m arket. m4. The tendency for consumers m to stay w ith one product.coromone o o c c . . s s s o o o s s s producer, and not to use sim ilar ones from com petitors. g g n n i i rn 5. W hataarn consumer feels or thinks. a e e l l e e 6. C o n s id e r a tio n s b a s e d on m o ra l q u e s tio n s a n d m o r a l judgem ents. m m m o o o c c c . . . 7. W hat consumers actually do. s s s o o o s s s - at whom a producer directs g g 8. Particular iconsumers promotional effort. n n i n n r r a e l elea e 94 m m m

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m Consum er.com m arketing .com o c . s s s o o o s s s g g and buyer behaviour n n i i n n r r a a e e l eTiếp el tiêu dùng thịngười và hành vi của người mua m m m o o o c c c . . . s s s o o o s s s - A. Match the term on the -with the definition on the right.ingleft g n i rn rn a gữ ở bên trávới định nghĩaleởabên phải. e l e e 1. m arketing ethics a. An established liking for a m m p a r t i c u l a r p r o d u c.ecr ’som o o c c . . s s s o o o s s s p ro d u cts th a t m ean s you g g n n i i same product n often buyrn the r a a e ele a g aeiln , e v e n o v e r m a n y years. 2.om niche m arketing m m o o b. Large purchases of products c c c . . . s s s o o o s s s th a t will be used for a - long g g n n i i tim e, even rn rn for years. Such a a e e l l e e are often thought purchases about a lot, w ith a high level m m of custom er involvement..com o o c c . . s s s o o o s s s c. A spontaneous decision to 3. brand loyalty g g n n i i — you see it n n buy somaething r r a le ele —e you buy it! d. Aiming a high price, high 4. routine purchasing m m quality product a t a narrow m o o o c c c . . . s s s o o o s s s group of consum ers, w - ith a g g n n i i rn rn power (a lot of purchasing a a e e l l e lot eof money!) 5. impulse buying e. R epeat buying, w ith little m m m o o o c c c i n v o l v e m e n t in t h e . . . s s s o o o s s s purchase. g g n n i i n n r r a a e e l el e 95 m m m

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g n i n r 7. a g. Concern the environm ent, e eforl societyfor and for a m oral code in m arketing. m m m o o o c c c . . . s s s o o o s s s B. Fill each gap in the sentences below with a preposition from the - box. The g g n n i i prepositions rnmay be used more than once.learn a e l Điền evào m ỗi chỗ trống trong các câue dưới đây bằng cách dùng m ột giới từ trong khung. Các giới từ có th ể được dùng nhiều lẩn. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a 1. People who are concerned society a re ty p ic a lly e e l l e e in te r e s te d ___________m arketing ethics. 2 Niche m arketing is frequently concerned___________ aim ing m m m o o o c c c . . . s s s particular products___________specific socio-economic groups. o o o s s s -b a se d __________ the development___________ g g n n 3. Brand loyalty is i i n n r r a a e e l l routine e purchasing of low-involvement e goods. 4. The success of shops a t ta c h e d ___________ p etro l statio n s m depends__________ impulse mpurchasing. You can see m.otorists m o o o c c c . . s s s o o o who suddenly decide to buy a music cassette, confectionery or s s s g g n n a m agazine. i i n n r r a elea show s th a t w hen 5. Reelsee a r c h ___________ buyer behaviour consumers make routine p u rc h a se s___________regularly used m consumer products, they m not personally involved .com are o o c c . . s s s o o o ___________the products. s s s g g n n i i 6. Routinernpurchasing c o n t r a s t s ___________ rn th e purchase of a a e e l l e e kitchen appliances or a consumer durables, such as furniture, car. H ere th e re is a g re a te r d e g r e e ____ ______ p erso n al m involvement. m m o o o c c c . . . s s s o o o s s s 7. C lients have increasingly high e x p e c ta tio n s___________ the g g n n i professional services in a arange i of fields, including n n providers of r r a e l ele e 96 m m m at

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m com m ittees are responsible m 8.m Special governm ent appointed o o o c c c . . . s s s o o o ___________ ensuring th a t consumers get good service and s s s g g n n i i adequate rprotection. Sometimes called consumer watchdogs, n n r a a e e l s p o n d ___________reports of emlalpractice. theyere m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e 97 el el m m m

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n n i i n n r r a yếu tố kình etếleavà hành vi eleCác của người mua m m m o o o c c c . . . s s s Fill each gap in the text below with a word or phrase from the box. The Items o o o s s s g in bold are headings.ing n i n n r r a bằng cách dùng m ột eachỗ trống trong đoạn văn dưới Điền vào e mlỗi eleđây từ hoặc cụm từ trong khung. Các thuật ngữ in đậm là các tiêu đề. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el There are four major economic factors which affect consumer buying m m m behaviour. o o o c c c . . . s s s o o o s s s g g n n i i rnnational economy is doinglewell, rn w hen people feel When the a a e l th ae t t h e i r ___________is safe, they e spend more. In tim es of a slow down i n ___________, if in terest rate s or taxation rates m m goes down. m o o o increase, th en buyer confidence c c c . . . s s s o o o s s s 2 . _____________________ g g n n i i n n r r a a People spend according to w hat is left after m eeting th e ir e e l l e e regular costs on rent, mortgage, bills, tax, borrowings and other ___________. W hat is left ism c a l l e d ___________ . m m o o o c c c . . . s s s 3 . _____________________________ o o o s s s -lenders are sometimes particularly - happy to g g n n i i Banks andnother n r r a a e e l l lend, e for example to anyone in work,e or w i t h ___________ such as property. C redit card spending goes up and many people m borrow money to buy goods. m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e 98 el el m m m assets

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mThis is perhaps obvious. .High mprices may lim it spending,.cbutom o o c c . s s s o o o s s s - high prices indicate high -quality and not always. Sometimes g g n n i i n n r r this increases the desirability of the product. Price may also a a e e l l e e be less im portant if the need is great. But, in contrast, low prices may increase buying, especially w h e re ___________are m m offered a t a low price .ascoam o o c c on offer. Sometimes item s are . . s s s o o o s s s ___________. This -means products are sold at below -cost price. g g n n i i rn th at consumers will buylethese rnlow priced goods, The shop a thinks a e l e other high profit items. e but also m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el i <1e>i•f m m m o o o c c c . . . s s o o •> »« sos s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 99 m m m

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o o s s g g n n i i Người tiêu dùng và lối sống n n r r a a le le le e e e Match the consumer type (1-8) to the lifestyle definitions (a— h). Kết hợp loại người tiêu dùng m (1-8)với các định nghĩa v m m o o o c c c . . . s s s o o o s a. T h is p e r s o n h a snga -t sr a d i t i o n a l , -s 1. achiever ingi n n r r conservative and conform ist lifestyle. a e e l l elea e e He or she likes to feel comfortable but does not like change. m mperson h as the original .idea mto 2. belonger o o o c c c . . b. This s s s o o o s s s - do something. ingg n i n n r r 3. decision m aker a a c. T his p e rso n is e e l young, a m b itio u s, ele el e s u c c e s s fu l, h a r d - w o r k in g and determ ined to win in life. m m m o o o c c c . . . s s s d. T h is p e r s o n is a m bs itio u s and 4. dependent o o o s s - com petitive, a n d inseek -s to becom e g g n i rn rn successful, bu t is le a a e e rich e r and m ore l l e e e content w ith life. e. This got m5. em ulator mperson h as worked h ard .and m o o o c c c . . s s w hat he or she w anted.soHse/she is o o s s - rational and reasonable. g g n n i i n n r r a a e e l o n a n n o u n c e s t h a t ele f. T h is p eers 6. influencer el som ething is going to happen. m7. in itia to r mperson tells other people.cabout m g. cThis o o o c . . s s o o o an innovation they th in k is as good one, s s s g g n n i i and recommends buying. n n r r a aunable to survive well ele e e l l e e h. This person is 8. integrated alone because of age, lack of money m m orom a physical or m ental disability. o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e e l l el e e 100 m m m

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Industrial cm arketing m m m o o o c c . . . s s s o o o s s s -nghiệp g Tiếpningthịcông n i n r r a a e e l the target audience el is marketing by companiesewhere Industrial marketing is another company, or organization, not individual consumers or members mpublic. Completely different marketing m strategies are involved. .com ofcthe o o c . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m the extract from a management mtraining book below. Fill in.ctheom o o Read c c . . s s s o o o s s s gaps with headings from the box. g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e Industrial m arketers m ust understand w hat affects buying decisions mcompanies and organizations. m they can plan a m arketing m o o o in Then c c c . . . s s s o o o s s s strategy. We can say th a t buying is affected by five factors. g g n n i i n n r r 1. _____________ , for example discounts, special prices and term s, a a e e l l e as the influence of advertising,e free sam ples, and trial as well offers. m_______________, or w hat.cpeople m say about th e com pany, m o o o c c 2. . . s s s o o o s s s exhibitions and trad e fairs, reviews and comments in - trade g g n n i i rnalso any relevant seasonalleafactors. rn journals, a and e l e e 3 ___________ __. Exam ples are the buyer’s experience, and knowledge of the product, and of the potential suppliers. The m m is also im portant, and.canom o o c c culture of the buying organization . . s s s o o o s s s - The size, understanding ofgthe company purchasing policy. g n n i i n n r r a a e e el el 105 m m m T iế p

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g n i n r a a 4 . ____________ including level of urgency, stock levels, and e e e l l l e e e the perceived value of the purchase to the buying organization. 5. _____________ include competitors and rival offers, the quality m m m o o o c c c . . . and availability of the product offered, after-sales service, s s s o o o s s s - relations at the suppliers. iAnother - significant location andin labour g g n rnis the relationship w ith existing rnsuppliers, including le a a factor here e e l l e e e personal relationships, and the desire for continuity. mgo with these definitions. They.care min Bm Find words in the text above which o o o c c . . s s s o o o the right order. s s s g g n n i i Tìm các từ trong đoạn văn ở trên đi rcùng với các định nghĩa sau n n r a a e e el nằm theo thứ el ele đây. Chúng tự thích hợp. 1 Special reduced prices m ment, such as dates and credit m o o o c c c . . . 2 Conditions attached to paym s s s o o o s s s -events to show off productsing3 Special industry g n i rnm agazines rn 4 Specialist a a e e l l e about buying goods and services e ele 5 Rules 6 Q uantity of equipm ent held in storage m7 Support provided buy a.cseller m to a buyer m o o o c c . . s s s o o o s s s 8 The relationship -between a company and itsingem-ployees g n i n n r r a a e e el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e e l l el e e 106 m m m

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m Key w ords.co6m m o o c c . . s s s o o o s s s gquan Cácrntừ trọng 6 rningn i a a e e l l e e A. Match each word (1-6) with its opposite (a-f). Kết hợp m ỗi từ (1-6)với từ nghĩa của nó (a-f). m m m o o o c c c . . . s s s o o o a. free m arket economy 1. s s s g g n n i i b. global rn 2. rn a a e e l l e e c. domestic 3. d. w eakness 4. supply m m m o o o c c c . . . 5. command economy s s s e. suppliers o o o s s s - 6 . local g g n n i i e. dem and rn n r a e el elea B. Now fill each gap in the sentences with a word or phrase from part A. A m m m o o o Bây giờ h ã y điền vào m ỗi chỗ trống trong các câu bằng cách dùng c c c . . . s s s o o o s s s m ột từ hoặc cụm từ trong phần A. g g n n i i rndom inated the _____________biscuit rn m arket in a a 1. Nabiscole has e l e e the USA for over 60 years. 2. m The e n o rm o u s_____________ofm the M cDonald’s brand nam e m o o o c c c . . . s s s has helped th e company to en ter new m arkets all over the o o s s -so world. g g n n i i n n r of sm all retail businessesleaisrth e ir inability to a e l 3. A _____________ e e compete w ith larger com petitors in fixing favourable term s w ith _____________ . m m m o o o c c c . . . s s o o 4. A ll m a jo r E u ro p e asnos m a n u f a c tu r e r s h a v e to slook to s g to increase th e ir turnover. g n min arkets i n n r r lemam ercial_____________purchase elealarge quantities of 5. When eco goods, it is often possible to achieve im portant cost savings. m on t h e _____________ and.com o 6.om Effective pricing policy depends c c . . s s s o o o s s s _____________ relationship. g g n n i i n n r r a a e e el el 107 m m m

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m m o o c c . . a corporation s s o o s s -probably have a negative affect -on company g g n n 6. Factors which i) i i n n r r a a e e perform el ance, ii) are w ithin the companyâ&#x20AC;&#x2122;s el control, and iii) are identified during an analysis of m arketing perform ance and prospects. m m m o o o c c c . . . s s s a) w eaknesses o o o s s s gg n i b) th re a tsrnin rn a a e e l l e e c) failures 7. A body which negotiates and then m onitors international trade magreem ents. m m o o o c c c . . . s s s o o o s s s -rganisation (WTO) a) World TradegO g n n i i n n r r a a b) G eneral A greem ent on Tariffs and Trade (GATT) e e l l e e c) W orld Bank. m 8.mCompanies which advertiseom and trad e internationally ysing o o c c c . . . s s s o o o th e ir own w ebsite on the In tern et s s s g g n n i i a) high tech companies rn rn a a e e l l e companies e b) dot.com c) In te rn e t Service Providers (ISPs) mCash incentives provided.cobyma governm ent to encourage m o o c c 9. a . . s s s o o o s s s - overseas company to do business g g n n i i n n r r a a a) export taxes e e l l e e b) export tariffs c) export subsidies m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 113 m m m

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s s o o s s - quốc tế g g Tiếp thị n n i i n n r r a a e e el el Read this extract from a marketing consultant’s report on options for Apsa, a Spanish food distribution company planning to expand into an international m Then fill in the missing information m on the next page. .com market. o o c c . . s s s o o o s s s Đọc đoạn trích sau đây từ báo cáo của m ột cô' vấn tiếp thị về - các lựa g g n n i i n m ột công ty phân phốilethực chọn dành cho rApsa, rnphẩm của Tây Ban a a e l e quốc tế. Sau đó điền Nha đangecó ý định m ở rộng vào m ột thị trường thông tin bị thiếu ở trang tiếp theo. m m m o o o c c c . . . s s o o Central/South American expansion: sos s s g g n n i i n n Options and recommendations r r a a e e l l e e International m arketing is a major step beyond simple exporting. Exporting rem ains essentially focused on the home producer. m m m o o o c c c . . . In tern atio n al m arketing, in contrast, estab lish es a genuine s s s o s -so presence in newinmgarkets -soand involves major capital investment. g n i n n r r a earketing APSA’selm strategy in seeking letoaexpand in C entral e and South America involves four options: 1. In tern a tio n a l m arketing strategy: s e t t i n g upom m m o o c c ce . . . s s s m an u factu rin g and sales su b sid iaries. T his offers th o o o -s -s -sHowever g g opportunity ifor full integration in the targ et min arket. n n n r r a a e e establishing subsidiaries is of course very l l capital intensive, e e and can be risky unless a lot of prelim inary m arket research is done. R esearch m ust include fin d in g out about th e m m m o o oe c c c . . . economy, local habits and customs, as well as about th s s s o o s s -so g m arkets forinthge products. This would be iappropriate for n n n r r A rgentina, lea w here establishing a subsidiary lea may be the b est e e option. W ith th is kind of in te rn a tio n a l m ark etin g , th e subsidiaries should operate as independent cost centres w ith m m m o o o c c c . . . local m anagem ent. s s s o o o s s s g g n n i i n n r r a a e e el el 114 m m m

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2. mA second option is franchising, m or other joint ventures.com o o c c . . s s s o o o or partnerships with established players in the m arket. s s s - capital intensive and is iprobably - b est g g n n This is usually less i n n r r a a e e for Peru el and Bolivia. A nother advantage el is th a t franchising is common in the food and drinks industry. W ith franchising in d iv id u a ls p a y to use th e n am e o f a w e ll-k n o w n om m m o o c c c . . . s s s m anufacturer. The franchisor can in sist on various policies, o o o s s -s g g stan d ard s andinpurchasing practices, as wellin as receiving n n r r a ents and other fees fromelthe eafranchisees. license elepaym 3. A compromise, some way short of in tern atio n al m arketing, mis to use overseas agents.cand mdistributors. This is closer.com o o c . s s s to a simple exportingsstrategy than international m arketing, o o o s s - and is definitely muchincheaper. - We g g n but it can benieffective, n r r a a e e recom eml end th is option in Mexico eandl Chile. A possible problem is conflict of in te re st where an agent also handles a com petitorâ&#x20AC;&#x2122;s products. We suggest Apsa should try to obtain m m m o o o c c c . . . s s s sole distribution agreem ents for these countries. o o s s -so 4. The fourth option g is to abandon plans forrniinntern g atio n al n i n r lea using direct m arketing elea and keep a simple exportestrategy, links betw een APSA and customers. We do not recommend mth is as grow th potential is.cvery mlow. m o o o c c . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el 115 m m m

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m o c c . . s s o o s s Ma ingtrậnquan hệ - tăng trưởn g n i n n r r a a e e l thị phần evà el ele Read the extract from a training seminar an the Growth-Share Matrix and mthe diagram. Then mark statements m1-10 T (True) or F (False). If.they m o o o study c c c . . s s s o o o s s s are false, explain why. g g n n i i rn h ệ tăng trưởng Đọc đoạn trích a từrn hội thảo đào tạo trên Ma trậnaquan e e l l e dấu các câu phát biểu ele và thị phầnevà nghiên cứu sơ đồ. Sau đó đánh 1-10 là T (đúng) hoặc F (sai). Nếu chúng sai, hãy giải thích lý do. m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el ele m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s -Growth-Share Matrix ingg The n i n n r r a a e e ele el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e ele m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e 117 el el ele m m m The G ro w th -S h are M atrix was originally conceived by th e B oston C onsulting Group. It is basically a p lan n in g tool to h elp m a rk e te rs d ecid e w h ich p ro d u c ts n eed e x tra s u p p o rt — in te r m s of c a sh in v e stm e n t — and w hich should be dropped com pletely.

Cash Cows are th e dream product: they generate high income but don’t actually require a lot of spending. A Cash Cow product practically m ark ets itself. A S tar, on th e other hand, is a new product, it requires a lot of cash, th e advertising budget is high. You hope it m ig h t become a Cash Cow, but for now it offers a possibly very high sh o rt-term profit.

Q uestion M arks, also know n as Problem P roducts, p ro b ab ly need a lo t of cash in v e stm e n t to tu rn th em into S ta rs. On th e o th e r h an d , th e y m ay n ev er be really successful.________________________________

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At least the choice is usually clearer with Dogs: they don’t use m mmuch income, either; they.can m o o o much cash, but they don’t generate c c c . . s s s o o o probably be dropped. s s s g g n n i i • A related concept to the Growth-Share Matrix is the idea of a n n r r a a e e lBusiness Unit (SBU). This is the idea l of treating each product Strategic e e area as an individual cost centre, and then being able to assess whether it is profitable or riot. Profitable products — or product areas are m mweak and unprofitable ones.careom o o clearly identified as profitable, but c c . . s s s o o o shown to be weak. With this information, it is easier to makesdecisions s s -a weak product area using different -and better g g on whether to promote n n i i n it would be better to drop rwhether rnIf a failing product a a marketing, or it. e e l l e then resources can be moved toeother areas, or to develop is dropped, new opportunities. m m m o o o c c c . . . s s s 1. Cash Cows make aslot of money. T/F o o o s s g to be Dogs in the grow th-share g n n i i 2. Products rshown m atrix n n r a a usually ele need a lot of money spending eleon them . P erhaps they are not w orth it. T/F m m profits even though .com 3. S tars can make good short-term o o c c . . s s s o o o they use a lot of cash. T/F s s s g g n n i i n n 4 The G row th-Share M atrix is a planning tool designed to r r a a e e l l e which products need extra mearketing support and show which should be abandoned. T/F m m as Problem Products. .cT/F m o o o 5. Question M arks are also known c c . . s s s o o o s s s -to make a decision on w hatintog-do w ith 6. Companies need g n i n n r r Question M arks - they m ight developeinto S tars if given a a e l l e e ex tra support. T/F T/F 7. SBU stands for S tandard Business U nit. m m m o o o c c c . . . 8. The SBU is a tool used to identify strong and weakos s s o o s s - areas - in a company’sinproduct -s g g products - orinproduct rn rn a a T/F portfolio. e e l l e e 9. The SBU approach tre a ts whole companies as T/F a separate item, and highlights profit or loss. m m m o o o c c c . . . s s 10. The SBU approachso only works in m anufacturing sos o s g n T/F industries.ning i n r r a a ele ele 118 m m m

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m o o c c . . s s o o s s Kiểm gtoán tiếp thị g n n i i n n r r a a e e l from a director of a financial services l company to a colleague in Read this email e e an overseas subsidiary. Then fill each gap with a word or phrase from the box. Đọc em ail n à y từ giám đốc của m ột công ty dịch vụ tài chính gởi cho m m m o o o c c c .m ột đổng nghiệp ở m ột côngsotyscon . ở nước ngoài. Sau đó điềnsovào . m ỗi s s o s - chỗ trống bằng cáchindùng - m ột từ hoặc cụm từ tronginkhung. g g rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el " v * . ' • - 7- • ’ V: m m m o o o c c c . . . s s s o o o s s s g g n n i i n rn rdomestic a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e el el m m m o o o c c c . . . s s s o o o s s s g g n n i i rn rn a a e e l l e e m m m o o o c c c . . . s s s o o o s s s g g n n i i n n r r a a e e 119 el el m m m domestic

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Date 22 Jan 2000 15:48:45 +0900 From: J.A.W. Financial Services PLC JAWS@arena.com To: ‘Isabelle Braque’ Isabraque@threecolours.com Subject: Re. Update/news

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Hello Isabelle,

Just a short note to bring you up to date while you are away. Since there has been a decline in our (1) ales s we have decided to carry out a (2 )__________________ to identify areas where improvement can be mad?. This consists of a typical (3)__________________ with an (4) _________________ _ to look at factors within the company and an (5) _______________ __ examining factors outside our immediate control. We expect that the major (6 )__________________ to improved performance in our domestic markets is the weakness of the national economy. The good news is that while home sales have fallen, our (7) __ ________________ performance has been good. The (8) _________ ______ _ in our key international markets is positive. Please call me when you return to the office to discuss this in more detail. Cheers, John

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16. Success and failure............................................................................ 34 mSự thành công và thất bại .com m o o c c . . s s s o o o s s s 17. Key words 3 ................................... ........................................ 36 g g n n i i n n r r Các từ quan trọng 3 a a e e el el 18. Fixing a p rice ...................................................................................... 38 Ân định giá m m m40 o o o 19. Aggressive pricing ................................................................................ c c c . . . s s s o o o s s s Định giá công kích g g n n i i 20. Pricing policy................ .................... ........................................ 42 rn rn a a e e l l e sách định giá e Chính 21. Pricing strategy 1 ................................................................................45 mChiến lược định giá 1 .com m o o c c . . s s s o o o s s s 22. Pricing strategy 2 ..................................................................................46 g g n n i i Chiến lược giá 2 n n r r a a e e el el 23. C osts.................... 47 Các chi phí mThe classic distribution channel...........................................................50 m m 24. o o o c c c . . . s s s Kênh phân phối cổ điển o o o s s s - methods.......................................................52 g g n n i i 25. Distributionrand shipping n n r a a e e l l Các phương e pháp phân phối và vận chuyển e 26. Services and the public sector.............................................................56 Các dịch vụ và công thương nghiệp quốc doanh m m m o o o c c c . . . s s s 27. Electronic trading..................................................................................59 o o o s s s g g Thương mại diện tửn n i i n n r r a a e e 28. Retail outlets l and selling methods........................................................62 l e e Các cửa hàng bán lẻ và các phương thức bán 29. Planning a distribution system .......... ..................................................65 m m m o o o c c c . . . Hoạch định một hệ thống phân phối s s s o o o s s s 30. Distribution 1 .................................................... 67 g g n n i i n n r r a 1 Sự phân lephối lea e e 31. Distribution 2 .........................................................................................68 Sự phân phối 2 m m m70 o o o c c c 32. Promotion and advertising.... .............................................................. . . . s s s o o o s s s - cáo Sự xúc tiến và quảng g g n n i i n n r r a a e e el el 136 m m m

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71 m m m o o o c c c . . . s s s o o o s s s 73 - 34. Planning advertising.................................................. g g n n i i n n Hoạch định a việc quảng cáo r r a e e el 1 ............................................................... el 35. Strategies 74 Các chiến lược 1 m 2 ............................................................... m m o o o 36. Strategies 75 c c c . . . s s s o o o Các chiến lược 2 s s s - 37. g g n n i i Types of promotion.................................................... 76 rn rn a a e e l l e Các loạiexúc tiến 38. Promoting a message............................................... 77 m tiến một thông điệp .com m Xúc o o c c . . s s s o o o 39. Key words 4 ............................................................... 78 s s s g g n n i i Các từ quan trọng 4 n n r r lea objectives....................................... 40. Market e research elea 79 Các mục tiêu nghiên cứu thị trường 41.oTypes m of research...................................................... m m 81 o o c c c . . . s s s Các loại nghiên cứu o o o s s s - 42. Research te rm s ........................................................ g g n n 84 i i n n r r Các thuật elengữa về nghiên cứu elea 43. The research process...................... ........................ Quá trình nghiên cứu m m m o o o c c c . . . s s s 44. Research methods 1 .................................................. o o o s s s - cứu 1 g g Các phương pháp in nghiên n i n n r r a a 45. Research e e methods 2 .................................................. 90 l l e e Các phương pháp nghiên cứu 2 46. Survey 92m results............................................................ m m o o o c c c . . . Các kết quả khảo sát s s s o o s s -so 47. Key words 5 ............................................................... 94 g g n n i i n n r r Các từ quan eatrọng 5 ea l l e e 48. Consumer marketing and buyer behaviour................. 95 Tiếp thị người tiêu dùng và hành của người mua m factors and buyer behaviour...................... m m o o o c c c 49. Economic 98 . . . s s s o o o s s s Các yếu tố kinh tế vàghành vi của người mua g n n i i n n r r a a e e el el 137 m m m

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