Bài viết tiếng anh chuyên ngành 2 tmu

UNIT 6 – Cultural awareness
1 The importance of learning foreign culture when doing business internationally
Understanding foreign cultures is critical for conducting international business. It
extends beyond language skills to include understanding the target culture's customs,
traditions, people, values, and norms. Here are some of the main reasons why it matters:
Building Relationships: By respecting and appreciating the cultural practices of your
international counterparts, you can establish trust and strong connections. This paves the
way for successful business collaborations and partnerships.
Effective Communication: Culture significantly influences how people communicate.
Learning about a foreign culture enables you to understand communication styles, nonverbal cues, and appropriate language use. This facilitates clear and meaningful
interactions, preventing misunderstandings.
Avoiding Misunderstandings: Cultural differences can lead to misinterpretations and
misunderstandings. By familiarizing yourself with the foreign culture, you can navigate
potential pitfalls, minimize conflicts, and foster smooth business interactions.
Adapting to Local Markets: Different cultures have unique preferences, needs, and
market dynamics. Acquiring knowledge about the foreign culture allows you to tailor
your products, services, and marketing strategies to suit the local market, increasing the
chances of success.
These days, understanding the culture is crucial for an entrepreneur when doing
business internationally. Here are some reasons why it matters.
Firstly, by learning and respecting foreign culture, tradition, norm and people of foreign
partner’s nation, you can establish trust and strong connection. Because they realize that
you really appreciate and are interested in their culture.
Secondly, when you meet a foreign partner, it’s crucial that you can speak their
language. It helps you easily discuss the contract, understand what they want to transfer,
and avoid misunderstandings.
Finally, you can adapt to the local market. Every market in the world is different; it has
its own features. Understanding foreign cultures is very helpful for a business to
understand the market, so they can adjust their products to suit the market.

To sum up, understanding the culture is very important for a business to expand their
market because it paves the way for successful business collaboration.
2. Ways to avoid culture shocks
3. Ways to learn about a country’s culture
Research: Conduct thorough research using various resources such as books,
websites, documentaries, and travel guides. Learn about the country's history,
traditions, customs, social norms, and cultural practices. This will provide you with a
foundational understanding of the culture.
Language Learning: Learn the local language or at least some basic phrases.
Language is closely tied to culture, and by learning the language, you can better
connect with locals, understand cultural nuances embedded in language, and gain
insights into the values and perspectives of the people.
Cultural Exchange: Engage in cultural exchange programs or connect with
individuals from the country you are interested in. This can be done through
international student programs, volunteer work, or online platforms. Interacting with
people from the country allows you to learn directly from their experiences,
perspectives, and traditions, fostering a deeper appreciation of the culture.
By combining these approaches, you can develop a comprehensive and well-rounded
understanding of a country's culture, enabling you to navigate cultural differences with
respect and appreciation.
4. Problems caused by culture shocks
Culture shock can give rise to various problems and challenges for individuals
experiencing it. Here are some common issues caused by culture shocks:
Communication Difficulties: Language barriers and differences in communication
styles can lead to misunderstandings, ineffective communication, and frustration. This
can hinder personal and professional interactions, making it challenging to convey
thoughts, understand others, and build relationships.


Social Isolation: Adjusting to a new culture can make individuals feel isolated and

lonely. They may struggle to connect with locals or find it difficult to form meaningful
relationships due to unfamiliar social norms and customs. This sense of isolation can
impact mental well-being and overall happiness.
Anxiety and Stress: The unfamiliarity of a new culture, coupled with the pressure to
adapt, can cause anxiety and stress. Dealing with new routines, navigating different
societal expectations, and facing uncertainty can overwhelm individuals, leading to
feelings of anxiety and emotional distress.
Loss of Confidence and Self-Esteem: Struggling to adapt to a new culture and facing
challenges in daily life can undermine an individual's confidence and self-esteem. The
feeling of incompetence in navigating the cultural landscape can lead to self-doubt and
a lack of confidence in one's abilities.
It's important to note that culture shock is a common and temporary phase that many
individuals go through when exposed to new cultures. With time, patience, and an
open mindset, individuals can gradually overcome these challenges and adapt to the
new cultural environment. Seeking support from others who have experienced culture
shock or engaging in cultural orientation programs can also help in navigating these
difficulties more effectively.
5. The use of celebrities to promote products
The use of celebrities to promote products is a popular marketing strategy employed
by businesses. Here are some key points regarding the use of celebrities in product
promotion:
Increased Visibility and Awareness: Celebrities have a wide reach and high
visibility due to their fame and influence. Associating a product with a well-known
celebrity can attract attention and generate awareness among their fan base. This can
help increase the visibility of the product and reach a larger audience.
Enhancing Brand Image and Credibility: By aligning a product with a reputable


and admired celebrity, businesses aim to enhance their brand image and credibility.
The positive qualities and values associated with the celebrity can transfer to the

product, creating a favorable perception in the minds of consumers.
Emotional Connection and Aspiration: Celebrities often have dedicated fan bases
who feel emotionally connected to them. By using celebrities to promote products,
businesses tap into the emotional connection that fans have with their favorite
celebrities. Consumers may be more inclined to purchase a product endorsed by a
celebrity they admire, as they aspire to emulate their lifestyles or qualities.
Reaching Targeted Audiences: Celebrities often have specific demographics or fan
bases that align with certain products or brands. Businesses carefully select celebrities
whose image and appeal resonate with their target audience. This helps in effectively
reaching and engaging the desired consumer segment.
In conclusion, the use of celebrities in product promotion offers the potential for
increased visibility, brand credibility, emotional connection, and influence on
consumer behavior. However, businesses must consider the risks and ensure that the
celebrity endorsement aligns with their brand and target audience.
6. Ways to make good impressions on business partners
Making a good impression on business partners is essential for building strong
professional relationships. Here are some effective ways to achieve that relationships.
Here are some effective ways to achieve that:
Be Prepared: Prior to meetings or interactions, do thorough research on your business
partners. Understand their background, interests, and professional achievements.
Being well-prepared demonstrates your commitment and professionalism.
Cultural Sensitivity: Be aware of cultural differences and adapt your behavior
accordingly. Show respect for different customs, traditions, and business etiquettes.
This sensitivity helps in building rapport and avoiding potential misunderstandings.
Dress Appropriately: Dressing appropriately for the occasion shows respect for the
business environment and creates a positive first impression. Dress in line with the


expectations of the industry and the cultural norms of the setting.
Punctuality: Arrive on time for meetings and appointments. Punctuality reflects

reliability, respect for others' time, and professionalism. If unavoidable circumstances
arise that may cause a delay, communicate promptly and apologize sincerely.
Communication: Be clear, concise, and respectful in your communication. Express
your ideas confidently, and listen carefully to your partners' perspectives. Use
appropriate language and adapt your communication style to accommodate cultural
differences if necessary.
Remember, making a good impression is not a one-time event but an ongoing effort.
Consistently displaying professionalism, respect, and a genuine interest in your
business partners will help foster positive relationships and set the foundation for
successful collaborations.
UNIT 7 – Trade fairs
7. The importance of trade fairs to companies
Business Opportunities: Trade fairs bring together a concentrated audience of
potential customers, partners, and industry professionals. Companies have the
opportunity to showcase their products or services, generate leads, secure sales
contracts, and establish valuable business relationships. Trade fairs provide a platform
for face-to-face interactions and networking, leading to increased business
opportunities and growth.
Product Launches and Demonstrations: Trade fairs provide an ideal setting for
companies to launch new products or services. The concentrated audience at a trade
fair is often interested in innovation and the latest industry developments. Companies
can take advantage of this captive audience to introduce and demonstrate their new
offerings, generating excitement, buzz, and potential sales. Trade fairs offer a unique
platform for direct customer feedback and market validation.
Market Research and Competitive Insights: Trade fairs enable companies to gather
valuable market research and competitive insights. By observing competitors'
offerings, engaging in conversations with industry experts, and listening to customer
feedback, companies can gain a better understanding of market trends, customer
preferences, and emerging technologies. This information is crucial for making

informed business decisions, refining product strategies, and staying ahead in a
competitive market.
8. Preparations to participate in trade fairs
Define Your Goals: Determine the specific objectives you want to achieve by
participating in the trade fair. This could include generating leads, building brand
awareness, launching new products, or strengthening existing customer relationships.
Clearly defining your goals will help you plan and allocate resources effectively.
Research the Trade Fair: Gather information about the trade fair, including the
target audience, exhibitors, and expected number of attendees. Understand the layout
and floor plan of the event, as well as any rules or regulations set by the organizers.
This knowledge will help you plan your booth design and determine the best location
for maximum visibility.
Staff Training: Train your staff members who will be manning the booth to ensure
they are knowledgeable about your products or services, understand the goals of the
trade fair, and can effectively engage with attendees. Provide them with talking points,
FAQs, and guidance on handling different types of visitors. Encourage them to be
proactive, friendly, and approachable.
9. The benefits of careers fairs to students
Networking Opportunities: Career fairs bring together a diverse range of employers
and professionals from various industries. It allows students to establish connections,
build relationships, and expand their professional network. Networking can lead to
potential internships, job offers, mentorships, and valuable insights into specific
industries or companies.
Exploring Career Options: Career fairs expose students to a wide range of
industries, organizations, and job roles. Students can interact with representatives from
different companies and gain insights into the skills, qualifications, and experiences
required for various career paths. This helps students make informed decisions about
their future career goals and academic pursuits.
Confidence Building and Professionalism: Attending career fairs allows students to

practice their professional skills, including communication, presentation, and
networking abilities. Engaging with recruiters and professionals in a professional
setting helps build confidence, refine interpersonal skills, and develop a professional


demeanor.
Freebie
10. Preparations to participate in careers fairs
Dress Professionally: Dress appropriately in professional attire that aligns with the
expectations of the event. Your appearance should reflect your seriousness and
professionalism. Even if the dress code is casual, it's best to err on the side of being
more formal.
Prepare Questions: Develop a list of thoughtful and relevant questions to ask
potential employers. This demonstrates your interest and engagement in their
organization. Ask about their company culture, specific job opportunities, career
development programs, or any other information that can help you assess if they are a
good fit for your career goals.
Set Clear Goals: Establish clear goals for the career fair. Identify the specific
companies or industries you are interested in, the questions you want to ask, and the
connections you hope to make. This will help you stay focused and make the most of
your time at the event.
Bring Necessary Materials: Pack a professional bag or folder to hold your resumes,
business cards, pens, notepad, and any other necessary materials. Also, have a list of
references and copies of any relevant certifications or transcripts if requested by
potential employers.

UNIT 8 - Advertising
11. The benefits of advertising to businesses
Certainly! Here are four key benefits of advertising to businesses:
Increased Brand Awareness: Advertising helps build and boost brand recognition,

making your brand more memorable and likely to be considered by consumers.
Expanded Customer Base: Effective advertising attracts new customers, expanding
your customer base and driving business growth.
Enhanced Competitive Advantage: Advertising allows you to differentiate your


brand, highlighting its unique qualities and positioning it favorably against
competitors.
Influencing Consumer Behavior: Well-crafted advertising messages can influence
consumer decisions, motivating them to choose your products or services over
alternatives.
Remember, advertising effectiveness can vary, so careful planning, research, and
evaluation are necessary to optimize your advertising efforts.
12. The benefits of advertising to consumers
Here are four key benefits of advertising to consumers:
Information and Awareness: Advertising informs consumers about new products,
services, promotions, and discounts, helping them make informed decisions.
Choice and Variety: Advertising presents consumers with a wide range of options,
introducing them to new brands and expanding their choices.
Competitive Pricing and Value: Advertising highlights competitive prices, special
offers, and value propositions, allowing consumers to find the best deals.
Entertainment and Inspiration: Advertising can be entertaining and inspiring,
providing consumers with enjoyable content and memorable experiences.
Remember, while advertising offers benefits, consumers should also approach it
critically and consider their specific needs and preferences.
13. Popular modes of advertising
Television Advertising: Television commercials are a popular and impactful mode of
advertising, reaching a wide audience through broadcast or cable networks. They
allow businesses to showcase their products, engage viewers through visuals and

storytelling, and target specific demographics based on program selection.
Print Advertising: Print advertising includes advertisements in newspapers,
magazines, brochures, and other printed materials. It offers a tangible and targeted
approach, allowing businesses to reach specific audiences based on the publication's
readership.
Online Advertising: Online advertising has become increasingly prevalent with the
growth of the internet and digital platforms. It includes various forms such as display
ads, search engine advertising, social media advertising, video ads, and native
advertising. Online advertising offers precise targeting options, real-time tracking, and
the ability to engage users with interactive and personalized content.
Outdoor Advertising: Outdoor advertising involves placing advertisements in public
spaces like billboards, transit stations, buses, taxis, and digital signage. It offers high
visibility and exposure, reaching a wide audience in both urban and rural areas.
Radio Advertising: Radio advertising allows businesses to reach listeners through
commercial spots on radio stations. It offers the advantage of reaching audiences
during their commute or while engaging in other activities, and it can be targeted
based on the specific demographics of the station's audience.

14. How to make good advertisements
Define a Clear Objective: Start by clearly defining the purpose and objective of your
advertisement. Is it to increase brand awareness, drive sales, promote a new product,
or convey a specific message? Having a well-defined objective will guide the creative
process and ensure that your advertisement is focused and impactful.
Know Your Target Audience: Understand your target audience's demographics,
interests, preferences, and needs. This knowledge will help you tailor your
advertisement to resonate with them effectively. Craft your message and choose
visuals that speak directly to your target audience, making it more relatable and
engaging.

Develop a Compelling Story or Message: Create a compelling story or message that
captures attention and evokes emotion. Tell a story that connects with your audience
on a personal level or highlights the benefits and unique selling points of your product
or service. Use concise and persuasive language that clearly communicates your value
proposition.
Use Engaging Visuals: Visuals play a crucial role in catching viewers' attention and
conveying your message. Use high-quality images, graphics, and videos that are
visually appealing and relevant to your brand and message. Ensure that the visuals
align with your brand's identity and effectively support the story or message you are
conveying.
15. Advertising techniques to persuade customers to buy products
emotional appeal
Hype and exaggeration
repetition

• Problems caused by advertising
Misleading or Deceptive Practices: Advertising can sometimes employ misleading or
deceptive tactics to persuade consumers. Exaggerated claims, false testimonials, and
misleading visuals can create unrealistic expectations or mislead consumers about the
actual benefits or qualities of a product. This can erode trust and lead to dissatisfaction
or legal issues.
Unhealthy or Unrealistic Beauty Standards: Advertising often perpetuates narrow and
unrealistic beauty standards, leading to negative body image issues and self-esteem
problems. Images of idealized or digitally altered models can create unrealistic
expectations and contribute to feelings of inadequacy among consumers, especially
young people.
Manipulation and Exploitation: Advertising has the power to manipulate consumers'
emotions, desires, and insecurities. It can create artificial needs and influence
consumer behavior through persuasive techniques. In some cases, vulnerable

individuals, such as children or those with limited decision-making abilities, may be


particularly susceptible to manipulation and exploitation.
16. Benefits and drawbacks of freebies
Benefits of Freebies:
Brand Awareness and Visibility: Offering freebies can help increase brand
awareness and visibility. When people receive free items with your brand logo or
name on them, they are likely to remember and recognize your brand more easily.
Positive Brand Perception: Freebies create a positive association with your brand. It
shows that you value your customers and are willing to provide something of value to
them without expecting anything in return. This can lead to increased customer loyalty
and positive word-of-mouth referrals.
Customer Engagement and Retention: Freebies can be used as a tool to engage with
customers and encourage them to interact with your brand. It can be a way to
introduce new products or services and get feedback from customers. Offering freebies
can also help in customer retention by creating a sense of appreciation and loyalty.
Marketing and Promotion: Freebies can serve as effective marketing tools. When
customers use or wear your branded items, they essentially become walking
advertisements for your brand. This can attract attention, generate curiosity, and
potentially lead to new customers.
Drawbacks of Freebies:
Cost Considerations: Providing freebies can come with significant costs, especially if
the items are of high quality or customized with your branding. This can impact your
budget and profitability, particularly if you offer freebies on a large scale.
Potential Misuse or Waste: Freebies can sometimes be taken by individuals who
have no genuine interest in your brand or products. This can result in misuse or waste
of the items, which can be both financially and environmentally detrimental.

Expectation of Future Freebies: Offering freebies can create an expectation among
customers that they will continue to receive free items from your brand. This can make
it challenging to transition to a paid model or to maintain profitability if the cost of
providing freebies becomes unsustainable.
17. Important qualities to work in advertising
Creativity: Advertising professionals need a strong creative mindset to develop unique
and compelling ideas. They should be able to think outside the box, come up with
innovative concepts, and find creative solutions to meet client objectives.
Teamwork and Collaboration: Collaboration is key in the advertising industry.
Professionals must work effectively in teams, collaborate with colleagues from
different disciplines (such as copywriters, designers, and account managers), and
foster a positive and supportive work environment.
Communication Skills: Excellent communication skills are crucial for advertising
professionals. They must be able to effectively convey ideas, present campaigns to
clients, collaborate with team members, and negotiate with stakeholders. Strong
written and verbal communication skills are essential.
Adaptability and Resilience: The advertising industry is fast-paced and constantly
evolving. Professionals in this field need to be adaptable and open to change. They
should be able to handle tight deadlines, manage multiple projects simultaneously, and
thrive in a dynamic environment.
18. Ways to improve creativity
Embrace a Growth Mindset: Adopting a growth mindset means believing in your
ability to develop and improve your creative skills over time. Embrace challenges, see
failures as learning opportunities, and have a positive attitude towards continuous
growth and development.
Step Out of Your Comfort Zone: Break away from routine and explore new
experiences. Engage in activities outside of your comfort zone, try new hobbies, travel
to new places, and expose yourself to different cultures and perspectives. New
experiences can spark inspiration and fuel creativity.
Seek Inspiration from Diverse Sources: Expose yourself to a wide range of influences,

including art, literature, music, nature, science, and technology. Explore different


genres, styles, and mediums to expand your creative repertoire and gain fresh
perspectives.
Practice Mindfulness and Reflection: Engage in mindfulness practices such as
meditation, deep breathing, or journaling. These activities can help calm the mind,
enhance focus, and create space for new ideas and insights to emerge. Reflecting on
your thoughts and experiences can also stimulate creative thinking.
UNIT 9 - Fashion and style
19. The importance of dressing manners in international business.
Dressing manners play a significant role in international business, as they contribute to
the overall impression you make on your business counterparts and can impact your
professional relationships and success. Here are some reasons why dressing manners
are important in international business:
Avoiding Offense and Misunderstandings: In some cultures, inappropriate or overly
casual attire can be considered disrespectful or offensive. By dressing appropriately,
you minimize the risk of inadvertently offending your business counterparts and help
to foster a positive and respectful atmosphere.
Reflecting Company Image: Your appearance and attire can reflect the values and
image of your company. Dressing in line with your organization's dress code or
maintaining a professional appearance can help reinforce the company's brand and
project a cohesive image to international partners and clients.
Professionalism and Credibility: Dressing appropriately shows that you take your
business seriously and have a professional demeanor. It creates an impression of
competence, reliability, and attention to detail, which can enhance your credibility and
trustworthiness. Dressing well can also project an image of success and influence.
It is important to note that dressing manners can vary depending on the industry,
location, and specific circumstances. It is advisable to research and understand the
cultural expectations and dress codes of the country or region you are conducting

business in to ensure you present yourself appropriately and make a positive
impression.
20. Roles of fashion in life
Fashion plays several important roles in life, influencing various aspects of our
personal, social, and cultural experiences. Here are some key roles of fashion:


Self-Expression: Fashion allows individuals to express their identity, personality, and
creativity. It serves as a means of self-expression, enabling people to showcase their
unique style, preferences, and values through the clothes they wear. It can be a
powerful tool for communicating who we are without saying a word.
Confidence and Self-Esteem: Wearing clothes that make us feel comfortable and
confident can have a significant impact on our self-esteem. When we dress in a way
that aligns with our personal style and makes us feel good, it boosts our confidence
and positively influences our interactions and performance in various areas of life.
Cultural and Social Significance: Fashion reflects and shapes cultural trends, values,
and traditions. It serves as a medium through which people express their cultural
heritage, beliefs, and social affiliations. Fashion can be influenced by local, regional,
or global trends, and it plays a role in forming social groups and identities.
Creativity and Innovation: Fashion is an industry driven by creativity and innovation.
It fosters the exploration of new ideas, designs, and materials, pushing boundaries and
challenging traditional norms. Fashion designers and brands continuously strive to
bring fresh concepts and styles to the market, driving progress and evolution in the
industry.
Economic Impact: Fashion is a significant contributor to the global economy. It
encompasses a vast network of industries, including design, manufacturing, retail,
advertising, and media. The fashion industry generates employment opportunities and
drives economic growth in many countries, influencing trade, tourism, and consumer
spending.
Trends and Influences: Fashion has a powerful influence on trends and tastes in

society. It shapes popular culture, influencing the way people dress, accessorize, and
present themselves. Fashion trends often transcend clothing and extend to hairstyles,
makeup, and lifestyle choices, impacting not only personal style but also popular
aesthetics and behaviors.


Overall, fashion is more than just clothing; it is a dynamic and multifaceted aspect of
our lives that influences personal expression, culture, society, and the economy. It
reflects our individuality, shapes our interactions, and provides a platform for
creativity, innovation, and social commentary.