Tài liệu bổ trợ môn học tiếng Anh chuyên ngành Marketting

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TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HCM KHOA NGOẠI NGỮ

TÀI LIỆU BỔ TRỢ MÔN HỌC TIẾNG ANH CHUYÊN NGÀNH MARKETING

Tổng hợp và biên soạn:

TS. NGUYỄN QUANG NHẬT ThS. NGÔ THỊ HẠNH QUYÊN

ThS. TỪ VĂN NĂM Thành phố Hồ Chí Minh, 2023

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This book is designed and compiled as a supplementary workbook for the course

“English for Marketing” at the Faculty of Foreign Languages, HCMC University of Banking

(HUB). It can also be used as a revision for specific terminology and new words of some specialised topics in Business English, including the role of marketing, the marketing plan 1: audit and objectives, the marketing plan 2: tactics and strategies, product launch and promotion, and digital marketing. Upon the course completion, students are expected to be able to (1) classify key business-related terms, (2) use these terms appropriately in the relevant contexts, (3) demonstrate their abilities to read and understand business texts, and (4) apply the language skills developed throughout the course to do the assessment activities effectively. Thus, the book

could be exploited as a complement to the textbook “Business Advantage Upper-Intermediate”

by Handford, Lisbos, Koester, and Pitt (2011).

How to use the book

The book consists of five chapters devoted to special topics of Business English. Each unit introduces theme-based language knowledge practice for specific business-related terms (key term definitions and vocabulary practice), followed by practice for language use in the wider contexts (passage completion and reading comprehension). These collected tasks are chosen from a wide range of materials to provide a structured set of practice which helps course-takers to consolidate the language work covered in the textbook and successfully apply their knowledge to the assessment activities. Hence, lecturers could exploit each unit as follows:

+ use the key term definition sections to introduce new words prior to new lessons or use them as pre-reading activities.

+ improve and broaden students’ vocabulary and grammatical range in the vocabulary practice section. These exercises cover the main grammatical structures plus key vocabulary and phrases taught in the coursebook; therefore, they could be used as mini-tests, further practice, or consolidated activities.

+ boost students’ deeper understanding of the topics via passage completion and reading comprehension sections. These tasks could be used for post-reading activities, discussions, homework, or lesson revision

Hopefully, through their steady practice, students will be able to do their assignments effectively, thereby enhancing their lexical knowledge significantly.

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TABLE OF CONTENTS

CHAPTER 1:THE ROLE OF MARKETING 4

1.1. KEY TERM DEFINITIONS ... 4

1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING ... 5

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CHAPTER 1: THE ROLE OF MARKETING SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

1.1. KEY TERM DEFINITIONS

Task 1: Match the following terms with their corresponding definitions.

A. secondary stakeholder

B. external stakeholder

C. internal stakeholder

D. stakeholder interest

E. private sector organisation F. primary

stakeholder

G. voluntary sector

H. marketing executive

I. stakeholder power

J. product-focused organisation

1. a senior person in a marketing agency

2. an individual or group who usually works for the organisation itself; for example, employees and management

3. an individual or group which exists outside the organisation, but may still affect it or be affected by it. (e.g., customers, suppliers, shareholders, the government, local communities or pressure groups)

4. an individual or group who is vital to the organisation and without whom the organisation couldn't survive

5. an individual or group that an organisation can survive without at the moment or to a certain extent

6. how much attention a stakeholder pays to an organisation or how much awareness the stakeholder has of the organisation or its activities

7. the capabilities of stakeholders to influence an organisation's behaviour, both now and in the future

8. non-government organisations such as charities, which are not-for-profit 9. an organisation which sells products, rather than services

10. commercial organisations that exist primarily to make a profit

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1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING

Task 2: Fill in the blanks with correct form of the verbs given in the boxes.

1. By _______ staff to be more effective in the global market, marketing helps organisations fulfil their international potential.

2. As a marketer in our company, you will be responsible for building relationships and _______ with a range of stakeholders, both internal and external.

3. As a marketer in our company, you will be _______ to the full marketing mix and will be expected to manage the production and distribution of marketing activities.

4. As a marketer in our company, you will have to monitor competitor activity, to analyse pricing positions, and _______ or update databases.

5. As a marketer in our company, you will have to organise and attend events and exhibitions, to evaluate the success of marketing campaigns, and _______ direct marketing activities.

6. As a marketer, you are responsible for _______ in the creation and implementation of marketing plans in conjunction with your line manager and to support other colleagues.

7. The Marketing Department plays a vital role in ______ the business and mission of an organisation as it serves as the face of your company, coordinating and producing all materials representing the business.

8. It is the Marketing Department's job ______ out to prospects, customers, investors and the community, while creating an image that represents your company in a positive light.

Task 3: Fill in the blanks with the correct forms of the words in brackets.

1. By taking _______ in your job as a marketer, it shows that you are willing to put in the hard

work necessary to improve your professional life and personal life. (initiate)

2. To succeed as a marketer, we must have IT _______ in order to exploit latest digital

technologies to reduce our workload and maximize our work performance. (literate)

3. Our company has always encouraged the employees to build up their _______ drive and

fulfilling their potential. (achieve)

4. To succeed as a marketer, we must know how to use customers’ data more effectively, make sound strategic recommendations, and stay _______ in a changing business environment.

(relevance)

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5. Our company has a one-day _______ programme to welcome our new marketers, help them settle in, and ensure they have the necessary knowledge and support they need to perform their

Task 4: Choose the best answer for each sentence.

1. New marketers should be made aware of the formal training opportunity that our company will offer at 2 p.m. tomorrow to help them _______ in quickly and understand the company’s values.

2. To succeed as a marketer, we must have self-motivation as the internal _______ that leads us to take action towards a goal.

3. As a Marketing Manager, it's important for you to lay out a clear job _______ process for new marketers to help them feel comfortable, confident, and ready to contribute valuable work.

A. literacy B. initiative C. orientation D. requirement

4. _______ experience with emerging tools and platforms is the best way to understand how they can be applied to the needs of brands; therefore, marketers must also be the users of these tools.

5. As the Marketing Manager of our company, you need to have _______ interpersonal and analytical skills to manage teams in achieving our strategic goals and develop the business.

6. Understanding how channels work, how to use data to understand the customers, and how to have an _______ conversation about these things are vital skills that marketers need to have.

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7. It is _______ in marketing to demonstrate how the brand can solve a customer’s problem to establish an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

8. The marketing concept of _______ answers the question “How are you telling consumers in your target group about your product?”

9. The retailer generates _______ by selling their advertising space on their website.

10. Hiring an agency marketing team is _______ as it allows faster access to the market and target consumers with their own business objectives, technology partners, structures, and profitability targets.

A. physical B. optimising C. virtual D. advantageous 11. The _______ marketing team can allow a high level of adaptability to rearrange tasks priorities, higher control and better marketing budget allocation.

12. Retailing through the Internet requires more sophistication than setting up a website and offering _______ for sale.

A. perception B. navigation C. merchandise D. consumption 13. The core function of marketing is bigger than pure customers’ data or market insights as it aims to gain _______ information about the market and increase overall business performance.

14. For several years, many _______ companies didn’t make any money from their online activities.

15. Organisations with marketing teams structured to work closely with the CEO, across the organisation, and broader strategic responsibility can _______ huge success.

16. As price is a first-class element in the marketing mix of a producer, marketing strategies help in setting fair prices, _______ appropriate changes, and preparing a right approach.

17. In order to fight competitions in today’s global markets, marketing can maintain balance of consumers’ expectations and competitor’s offerings by ______ the market closely.

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18. The marketing department may ______ marketing researchers, sales representatives, advertising managers, pricing specialists, customer service representatives, and product managers.

19. Marketing is a mix of efforts that the marketing department ______ to create, communicate, deliver, and exchange valuable offerings to the clients, customers, society, and organisation partners.

20. One responsibility of marketing is to understand the competitive and the economic landscape of the industry in which the company is ______.

21. Marketers of a company should be familiar with social media, which enables them to be attuned to the needs and _______ of their customers.

22. Understanding the different motivations and usage _______. for a company’s products is vital to getting its marketing right in the digital age.

23. Marketing managers often plan and ______ many different activities including product launches, advertising, email campaigns, events, and social media.

24. At a large organisation with established digital or content marketing groups, a marketing manager might ______ a more specific focus based on the needs of the business.

25. Strong relationships with vendors, partners, and members of the media can open up new ways to ______ target audience of the company.

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT

1.3. PASSAGE COMPLETION

PASSAGE 1

Read the passage and choose the correct words to fill in the blanks.

Marketing is typically responsible for selecting and managing the agencies and vendors who produce marketing materials and or/provide marketing support. These may include ad agencies, print vendors, PR agencies or specialists, Web providers, etc.

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Marketing was one of the big ideas of the twentieth century. Peter Drucker described it simply as “creating and (1) _______ customers”. Customer focus distinguishes successful organisations (2) _______ their less successful competitors.

Marketing as a formal management discipline first emerged in post-war America, when the (3) _______ of goods began to grow more rapidly than consumer demand for them. Manufacturers found that in the face of increased (4) _______ they had to rethink their attitudes to business. The old ways of operating were no longer working. These included “production-led” approaches that assume if a product is of sufficiently high (5) _______, people will buy it without any further sales effort and approaches that put all their energy into selling the goods to customers. Where the high-pressure sales approach fails is in establishing long-term business (6) _______with customers which leads to true success.

It its early days, marketing was used to sell tangible (7) _______ such as cars, freezers, and washing machines for the home and FMCG (‘fast moving consumer goods’) such as groceries and detergent. Later, the (8) _______ principles of marketing were adapted to provide a clear structure for making significant management decisions in public (9) _______ such as education and financial services. Even more recently, interesting work is being done to (10) _______ marketing principles in charitable organisations and the arts.

(Dubicka & O’Keefle, 2011)

1. A. keeping B. purchasing C. bargaining D. empowering

3. A. supply B. initiative C. demonstration D. focus 4. A. reduction B. monopoly C. competition D. recruitment 5. A. qualification B. condition C. requirement D. quality 6. A. controls B. relationships C. priorities D. rivalries 7. A. costs B. entrants C. products D. stores

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The majority of multichannel retailer do not design their marketing programs around acquiring new customers that have the best potential to become (9) _______ customers and rewarding existing high-value use loyal customers with special treatment in order to retain them. Instead, they wrongly focus on market (10)_______ as the key measure of success.

(Allison & Emmerson, 2013)

1. A. defensive B. intrusive C. protective D. alternative

3. A. experience B. dissatisfaction C. expectation D. distraction 4. A. friendship B. cooperation C. partnership D. relationship

6. A. annual B. average C. contemporary D. temporary

8. A. referrals B. approvals C. defections D. disposals 9. A. temporary B. permanent C. long-term D. lengthy

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PASSAGE 3

Read the passage and choose the correct words to fill in the blanks.

Best Buy, the electronics retailer, has become the first leading US retailer to start sending special (1)_______ and deals to its customers’ smartphones when they walk into one of its stores. Best Buy store in San Francisco has deployed a location-based marketing (2)_______ developed by Shopkick.

Customers who (3)_______ the Shopkick application on their phones will automatically receive “kickbucks” credits just for entering the store that can be traded for benefits including gift cards, computer gaming credits or music downloads. Best Buy will also use the system to send participants in its (4)_______ promotional offers that can be customized to reflect their shopping (5)_______ and interests.

Richard Rommel of Best Buy said that “the convergence of location technology and rewards to (6)_______.” shopping was at the heart of their business strategy. Price (7)_______ are then automatically deducted from the bill at the store’s checkouts. The Shopkick application responds to an audio signal transmitted in the store. It is far more accurate than GPS-based (8)_______ which can be off by a few hundred yards, and which raise potential privacy concerns because they are automatically activated.

Recent years have seen the emergence of a number of location-based systems with marketing (9)_______ for social networks. They allow (10)_______ to offer credits or local promotions to phone users who actively “check in” to locations such as coffee shops Instore mobile shopping applications are likely to become increasingly important to retailers as they seek to close deals with shoppers equipped with smartphones that can search and compare prices at rival stores and online.

(Dubicka & O’Keefle, 2011)

1. A. discounts B. offers C. promotions D. sales

4. A. consumer group B. membership fee C. customer service D. loyalty scheme 5. A. ambitions B. hobbies C. expectations D. likes

6. A. personalize B. characterize C. identify D. idealize 7. A. conductions B. expansions C. reductions D. increases 8. A. changes B. alternatives C. platforms D. options 9. A. applications B. reviews C. tactics D. hardwares 10. A. retailers B. suppliers C. creditors D. marketers

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PASSAGE 4

Read the passage and choose the correct words to fill in the blanks.

The effectiveness of advertising

People still enjoy the ads that are creative and entertaining. But it raises an awkward question: does it actually sell any more chocolates or cars? Although TV viewers tend to be able to (1)_______ a particularly good commercial, many cannot remember the product it featured. And for the most (2)_______, they try to avoid the rising barrage of ads. Getting their attention is becoming increasingly difficult, because audiences are splintering as people use different kinds of media, such as cable television and the Internet. The choice of products and services available is multiplying, but at the same time, consumers have become more skeptical about (3)_______ made for products. In today’s marketplace, consumers have the power (4)_______ and choose as never before.

This new consumer power is changing the way the world shops. The ability to get information about whatever you want, whenever you want, has given shoppers (5)_______ strength. In markets with highly transparent prices, they are kings. The (6)_______ for business are enormous. For instance, the huge increase in choice makes certain brands more (7)_______, not less. And as old business divisions crumble, a strong brand in one sector can provide the (8)_______ to enter another. Hence Apple has used its iPod to take away business for portable music players from Sony; Starbucks is (9)_______ to become a big noise in the music business by installing CD-burners in its cafes; and Dell is moving from computers into consumer electronics. “I am constantly amazed at the (10)_______ level and sophistication of the average consumer,” says Mike George, Dell’s chief marketing officer. If Dell changes prices on its website, its customers’ buying patterns change literally within a minute.

(Allison & Emmerson, 2013)

3. A. messages B. suggestions C. proposals D. claims

6. A. meanings B. suggestions C. reviews D. implications 7. A. valuable B. worthwhile C. worthy D. essential 8. A. trust B. credibility C. belief D. penetration 9. A. targeting B. designing C. aiming D. directing 10. A. belief B. confidence C. assurance D. esteem

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1.4. READING COMPREHENSION

PASSAGE 1

Read the passage and do the task below.

Marketing advice for new businesses

If you’re setting up your own business, here’s some advice on getting customers.

Know where your customers look

Your customers aren’t necessarily where you think they are. So, if you’re advertising where they’re just not looking, it’s wasted money. That’s why it pays to do a bit of research. Every time someone contacts your company, ask them where they found out about you. And act on this information so you’re advertising in the right places.

Always think like a customer

What makes your customers tick? Find out, and you’re halfway to saying the right things in your advertising. So, take the time to ask them. A simple phone or email survey of your own customers, politely asking why they use you, what they really like and what they don’t, is invaluable.

Make sure customers know you’re there

If a customer can't see you, they can't buy from you. There are loads of opportunities to promote your business — print, press, direct mail, telemarketing, email and the internet — and using a mix of these increases your chances of being seen (and remembered).

Ignore your customers and they’ll go away

It sounds obvious, but companies who talk to their customers have much better retention rates than those that don’t, so it’s worth staying in touch. Capture your customers’ email addresses upfront. Follow up a transaction to check they’re happy with the service and, if possible, send them updates that are helpful, informative and relevant.

Know what works (and what doesn’t)

Do what the professionals do, and measure all your advertising. That’ll tell you what you’re doing right - and where there’s room for improvement. You never know, it might just throw up some information that could change your business for the better.

Remember word-of-mouth: the best advertising there is

A recent survey found that consumers are 50% more likely to be inﬂuenced by word-of-mouth recommendations than by TV or radio ads. So your reputation is your greatest asset. If your current customers are impressed with your company, they’ll be more inclined to recommend you to others. On the ﬂip side, if they experience bad service, they probably won’t complain to you - but you can be sure they will to their friends.

(Cambridge IELTS 12, 2016)

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Complete the sentences below. Choose ONE WORD ONLY from the text for each answer.

1. Some ______________ will help you to discover the most effective places to advertise. 2. A ______________ of your customers will show you how they feel about your company. 3. A ______________ of forms of advertising will make it more likely that potential customers

will ﬁnd out about you.

4. lf you can, provide customers with useful ______________ about your business.

5. Measuring the effects of your advertising can give you ______________ that will improve

your business.

6. Success in ﬁnding new customers largely depends on your ______________. PASSAGE 2

Read the passage and do the tasks below.

The AXE effect

When Unilever wanted to launch its AXE deodorant spray for men in the United States, it combined young men’s natural interest in pretty girls with the attraction of a great house party. The idea was simple: boys buy AXE, boy meets girl, boy smells nice, girl likes boy.

The product, which was already popular in other parts of the world, was launched in the Unites States with a powerful promotional plan to make it appeal to American male youth culture. Using the slogan “the AXE effect”, the company used a number of marketing ploys to bring the product to the attention of the public. These included an online game, free samples of deodorant, often given by attractive female models, in retail stores, point-of-sales displays, media advertising and public relations (PR), all of which hyped the centerpiece of the promotion: a once-in-a-lifetime party at a Florida mansion.

Unilever began by direct-mailing millions of college students and young males aged between 11 and 24, who received free samples and information about the event, which was advertised as the AXE House Party: lots of girls, rock stars and a beach house. A radio advertising campaign and online publicity called for young men to log on to the Internet to play a video game on the AXE website. Participants had to apply their dating skills to score points. If the player reached a certain level, he entered a lottery to win a trip to the party.

AXE focused on the intrigue and discovery of the party Leaflets similar to ones made for a party by a group of college students were posted in relevant locations such as men’s toilets at nightclubs. There were also print ads in Rolling Stone and Spin magazines.

“It was all about getting into the mind of the 20-something guy”, says Mary Drapp, manager for strategic alliances and sponsorships for Unilever. And they succeeded in doing that. Their website received more than 943,000 hits, 20% more than the goal. Some 100 lucky young man were flown in to attend the party. Girls were invited to dance and enjoy musical acts from

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The party was filmed and edited into an hour-long show broadcast on TNN in April. “To our knowledge, nobody has ever taken a consumer promotion and turned it into a television show,” says Steve Jarvis, the marketing consultant for AXE.

Following the promotion, results included a 22% increase in brand awareness among males aged 11 and 24 and a 3% to 3.7% increase in antiperspirant and deodorant market share.

(Cambridge Certificate in Advanced English 3, 2009)

Choose the best answer.

1. Who were the target audience in Unilever’s promotional campaign?

A. Young women B. Young men C. Men off all ages D. Men and women 2. How did people get an invitation to the house party?

A. By receiving direct email B. By answering an advertisement C. By applying through an Internet site D. By participating in a game 3. What was the aim of the publicity for the house party?

A. To show an exotic location B. To improve men’s dating skills C. To excite people’s curiosity D. To show people they needed AXE. 4. According to May Drapp, what was the aim of the promotional campaign?

A. To increase brand awareness

B. To encourage people to visit the website

C. To encourage a different type of customer to buy the product D. To show the effectiveness of the product

5. What was unique about the promotion of AXE?

Do the following statements agree with the information given in Passage 1? Write:

TRUE if the statement agrees with the information FALSE if the statement contradicts the information NOT GIVEN if there is no information on this

6. Nichols considers working with management consulting firms from day one to be her role. 7. When it comes to choosing the type of consultation, there should be right or wrong in the absolute sense.

8. According to Paul Eden, customers may not know the process well when buying from larger firms. 9. Carol Nichols thinks she doesn't need to form partnerships to grow the department and the company.

10. The option between large and small consultancies is becoming increasingly mutually

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PASSAGE 3

Read the passage and do the tasks below.

Marketing and mind control

The custom of giving diamond engagement rings was manufactured by one of the most effective marketing campaigns in history. In the early 1900s, diamond sales were declining, posing a serious problem for the company that had control over the diamond market. In 1938, this company hired an advertising agency which proposed reshaping social attitudes toward diamonds. As well as magazines showing film stars draped in diamonds, the agency arranged for movies to incorporate diamond engagement rings into their plots. The campaign culminated with

the slogan “A diamond is forever”. Rather than pushing a brand, the objective was to promote

diamonds as the symbol of everlasting love. By 1941, diamond sales had increased by 55 %. Advertising comes in many forms, from blatant neon signs to subtly embedded products in movies. In each case, the goal is to mould our habits, desires. and opinions. Our visual system is targeted by an avalanche of information on the internet, street posters, and billboards. Our auditory system submits to catchy radio jingles and telemarketers. More surreptitiously, our olfactory system is targeted by variations of perfumes aimed at enticing us to linger in a retail outlet. It is difficult to measure how effective these campaigns are, but they can be so successful that they change the fabric of our culture. In the case of bottled water, we are swayed by advertising into paying for something that we can obtain for free. Most people cannot distinguish bottled from tap water, which is why you rarely hear of a bottled water company proposing a blind taste test.

So why is marketing such an effective mind-control technique? It is interesting to consider whether other animals exhibit anything analogous to humans' susceptibility to advertising. If we provide a lab rat with two types of cereal, it will consume approximately the same amount of each. However, if we put that rat with another rat that spent its day eating just one type, when faced with a choice, our rat will now show a preference for the same type as the other rat was

eating. Psychologists call this ‘socially transmitted food preference’.

What many regard as the first documented examples of cultural learning in primates started with a clever monkey that lived on the island of Koshima (Japan). She began taking her dirt-covered sweet potatoes to the river to wash them before eating them. Upon seeing this, a few other monkeys picked up on the idea. Over a few years, most monkeys were eating clean potatoes, thus humans are clearly not the only animals to engage in imitation and social learning.

Learning by observation can be an extraordinarily valuable brain feature, this is how we learn to communicate and perform skills as well as deal with many everyday problems. For example, a newcomer struggling to purchase tickets and navigate the subway system in a foreign city may

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step back to learn from the people nearby. Humans exhibit multiple forms of imitative learning and this is called cultural transmission.

A component of advertising relies on the marketer's ability to tap into the brain’s propensity for imitation. Anybody who has watched TV knows advertisements are disproportionately populated with attractive, successful looking individuals. If we are going to imitate someone, we are more inclined to imitate those who appear to be popular and appealing. However, our propensity to imitate often generalises indiscriminately, leading to poor decisions. Today, sports people appear in advertisements asking us to buy the laptops or sports drinks that they promote. Rationally, we know these people's success did not depend on these products, so it seems our propensity to purchase products relates more to neural programs that evolved to encourage imitation of those further up the social ladder.

(IELTS Recent Mock Tests Volume 3, 2018)

Choose the best answer.

1. According to the writer, which marketing technique attempts to make consumers stay in a shop for longer?

A. playing appealing music B. emitting pleasant scents

C. displaying attractive posters D. making in - store announcements 2. The writer mentions bottled water in order to show that _______.

A. consumers buy it because of the fact that it is marketed. B. people purchase it despite the fact that it has no taste.

C. marketers need not do taste tests when a campaign is effective. D. tests prove that people cannot differentiate it from tap water.

3. According to the writer, socially transmitted food preference occurs when _______. A. only dominant members of an animal group influence what others eat.

B. the same types of animals naturally prefer the same types of food.

C. animals are influenced by what any other animals of the same species eat. D. a food type is more desirable because an animal views that food as scarce.

4. According to the writer, how is learning by observation and imitation a useful feature of the brain?

A. it helps people overcome challenges.

B. positive models can influence social behaviour.

C. it can give an advantage when communicating with others. D. cultural norms and relationships can be understood more easily

5. According to the writer, how does television advertising exploit the human tendency to imitate others?

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B. It features people who have a desirable image. C. It shows older people whom teenagers admire.

D. It features successful people endorsing products responsible for their success.

Do the following statements agree with the information given in Passage 3? Write:

TRUE if the statement agrees with the information FALSE if the statement contradicts the information NOT GIVEN if there is no information on this

6. The diamond campaign worked by making a connection in people's minds between diamonds and luxury.

7. People are more aware of visual marketing than auditory marketing. 8. The campaign advertising diamonds had a positive influence on society.

9. There is still some uncertainty about whether animals copy the behaviors of the most powerful animals among them.

10. Consumers make a logical connection between celebrities ' achievements and the products they promote.

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CHAPTER 2: THE MARKETING PLAN 1: AUDIT AND OBJECTIVES

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

2.1. KEY TERM DEFINITIONS

Task 1: Match the following terms with their corresponding definitions.

A. niche market

B. touchpoint C. swot analysis D. pricing position E. competitive rivalry

F. five forces analysis

G. bargaining power

H. test marketing

I. PESTEL analysis J. cultural insight

1. the act of placing a price on a product or service that is within a certain price range 2. how easy it is for suppliers to reduce or increase the prices of goods/services they sell

3. the invisible cultural forces impacting the lives, perceptions, and choices of consumers in marketing

4. a small area of trade within the economy, often involving specialised products

5. the measurement or intensity of competition between companies in the same field or industry 6. the moment when the customer interacts with the brand

7. a technique for analysing the political, economic, social, technological, environmental and legal trends which affect an organization

8. a tool for evaluating the internal factors (strengths and weaknesses) and the external factors (opportunities and threats) that an organisation faces

9. a technique used to analyse the competitive environment of an organisation such as potential threats from new competitors, weaknesses within the organisation or how much power their customers and suppliers hold

10. a tool used to explore consumer response to a product or marketing campaign before its wider release

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2.2. VOCABULARY PRACTICE ON MARKETING PLAN

Task 2: Fill in the blanks with correct form of the verbs given in the boxes.

1. By using SWOT analysis in conjunction with market segmentation, businesses can more effectively ______ their marketing efforts and better meet the needs of their existing customers and other clients.

2. Analysis is extremely essential for a marketer to spotlight various aspects that affect business growth, and one way to depict where your business is standing among thousands of competitors is ______ a marketing SWOT analysis.

3. Analysis is extremely essential for a marketer to spotlight various aspects that affect business growth, and one way to depict where your business is standing among thousands of competitors is ______ a marketing SWOT analysis.

4. Porter's Five Forces is a model that identifies and analyzes five competitive forces that ______ every industry and helps determine an industry's weaknesses and strengths.

5. Porter's Five Forces is a model that is frequently used to identify an industry's structure to ______ corporate strategies, strengths, and weaknesses.

6. Porter's Five Forces can be applied to any segment of the economy to understand the level of competition within the industry and ______ a company's long-term profitability.

7. Using Porter’s Five Forces in conjunction with a SWOT analysis will help you understand where your company ______ in the industry landscape, if your business can be profitable in relation to other businesses.

8. Porter identified five undeniable forces that play an essential part in shaping every market and industry in the world, with some caveats ______ competition intensity, attractiveness, and profitability of an industry or market.

Task 3: Fill in the blanks with the correct forms of the words in brackets.

1. The first factor of the Five Forces implies that when competitive ______ is low, a company has greater power to charge higher prices and set the terms of deals to achieve higher sales and

profits. (rival)

2. The second factor of the Five Forces refers to the ______ power of suppliers, implying how much power a business’s supplier has and how much its control has over the potential to raise its

prices. (bargain)

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3. The fourth factor of the Five Forces refers to the threat of new ______, considering how easy

or difficult it is for competitors to join the marketplace and their disadvantages. (enter)

4. The fifth factor of the Five Forces refers to the threat of ______ products when customers find it easy to switch to another product, or when a new and desirable product enters the market

unexpectedly. (substitution)

5. A PESTEL analysis is a ______ framework commonly used to evaluate the business

environment in which a firm operates. (strategy)

6. In marketing, before any kind of tactical plan can be implemented, it is fundamental to conduct a full ______ analysis every six months to identify any changes in the macro-

developing more ______ campaigns. (target)

Task 4: Fill in the blanks with the correct adjectives of marketing objectives. achievable, measurable, relevant, realistic, specific

1……… with detailed descriptions of the company’s problems, opportunities, actions, and strategies.

A marketing objective needs to be …

2……… with detailed descriptions of how you will evaluate its success via metrics or quantifiable data.

3……… with specified deadline so that the whole marketing team will have more pressure and motivation to accomplish it within the time limit.

4……… so that all marketing efforts can be closely related to the company’s overall goals and the current trends in the industry.

5……… so that it can be reached in a realistic time period with well-defined steps on the path to the goal.

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Task 5: Choose the best answer for each sentence.

1. For a company to succeed, everyone should be working towards a greater goal; therefore, the marketing plan must be ______ to the company’s mission statement.

2. It is important to always ensure that your objectives are ______ such as what KPI you will use and how you will define success.

3. You can ensure that your marketing plan is ______ if you specify a deadline for your goal, dividing this global goal into smaller objectives in order to adjust promptly as you move forward.

4. The PESTEL framework was originally referred to as a PEST analysis, which was an acronym for Political, Economic, Social, ______, Environmental, and Legal factors.

A. Traditional B. Threatening C. Timely D. Technological 5. The PESTEL framework was originally referred to as a PEST analysis, which was an acronym for ______, Economic, Social, Technological, Environmental, and Legal factors.

6. A PESTEL analysis studies the key external factors that influence an organisation and it can be used to guide professionals and senior managers in ______ decision-making.

A. technological B. sociological C. strategic D. political 7. SWOT is the acronym for analyzing Strengths, Weaknesses, ______, and Threats, and is an effective tool for developing an overall marketing strategy or planning individual campaigns.

A. Optimums B. Obligations C. Opportunities D. Options 8. SWOT analysis is a framework used to evaluate a company's competitive position and to assess internal and external factors, as well as its current and future ______.

9. Creating a SWOT ______ can be helpful because it can make it easier to see how each element of your SWOT analysis affects your business.

10. To ______, our key marketing objective of this quarter is to increase sales by 15 percent this year in the Central area of Vietnam.

11. Our key marketing objective of this year is to increase the market share by 10% over the next 12 months by ______ customers of competing products (specifically drivers of Porsches and Ferraris)..

A. positioning B. authorising C. identifying D. converting

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12. Our key marketing objective of this year is to expand into new markets in Europe (Spain, Italy and Germany) and the US, ______ a return on investment of 15°/o by the end of the fiscal year.

A. generating B. domesticating C. nationalizing D. localizing 13. The key to the success of our marketing objective of this year is to ______ new international distribution channels, which will allow us to reach customers in emerging markets.

14. I think we should be aiming to increase the awareness of our products in general (______through market research) as this will increase the size of the market as a whole and allow us to increase both sales and market share.

15. We should aim to raise brand awareness of the new product specifically as this will allow us to increase sales and market share, whilst also putting us in a stronger position when we attempt to ______ new overseas markets.

16. The study of consumer behaviors is a social science discipline that attempts to model and understand the behavior of humans in the _______.

17. We need to ______ the new products as the innovators in electric car technology and our flagship Model G Poadster as a real, viable alternative to petrol-driven cars, so we will be able to differentiate the new products from our key competitors.

18. For the objective of ______ brand awareness, we should create new distribution channels in the Spanish and North American markets as they can allow us to reach new customers in the Spanish and North American markets.

19. The key to the success of our marketing objective of this year is that we should improve our product offering as this can help us to ______ customers of competing brand and increase our market share significantly.

20. A marketing objective needs to be specific by clearly ______ what we are setting out to do, such as what we actually want to achieve, which actions we will take, and what particular stakeholders will be involved.

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SECTION 2. LANGUAGE USE IN A WIDER CONTEXT

2.3. PASSAGE COMPLETION

PASSAGE 1

Read the passage and choose the correct words to fill in the blanks.

The PESTEL framework allows a company to take a well-planned look at various (1)______ of its external environment. By (2)______ data about political shifts and economic trends, businesses gain a greater understanding of how to (3)______ their strategic management and decision-making processes to the world around them.

With the PESTEL framework, companies can also gain a competitive (4)______ as they more deeply commit to corporate social responsibility. This type of analysis can power a company’s individual economic growth and (5)______ a business as to how it can better adapt to and follow external legal standards and social moves.

Together with other tools such as Porter's 5 Forces analysis, The PESTEL framework encourages firms to consider the external environment in which they (6)______. This is particularly important for more established, mature firms, which have a tendency toward bureaucracy and become inward-looking.

PESTEL analysis can also provide a more forward-looking (7)______. This can provide advance warning of potential (8)______ and opportunities, giving the firm more time to react. The different possible outcomes from these trends can then also be combined and (9)______ into scenarios.

In summary, PESTEL analysis is particularly powerful when used:

+ to identify the threats and opportunities a firm faces as part of a SWOT analysis, + in (10)______ with a Porter's 5 Forces analysis, and

+ as input to Scenario Planning.

(Masterclass, 2022)

1. A. factors B. combinations C. variables D. generations 2. A. determining B. shaping C. substituting D. gathering

7. A. channel B. perspective C. incentive D. medium 8. A. opportunities B. strengths C. threats D. weaknesses

10. A. representative B. attention C. approach D. conjunction

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PASSAGE 2

Read the passage and choose the correct words to fill in the blanks.

SWOT analysis is a strategic planning (1)______ that helps to breakdown the strengths, weaknesses, opportunities and threats of a certain idea, project, or experiment. It is also used as a tool during the decision-making process of many businesses or organisations to (2)______ project ideas and ascertain whether the project in question is (3)______ pursuing. It looks at both internal and external factors that could positively and negatively impacts whatever is being (4)______. It helps stakeholders identify what the idea or project could help or hinder both in its development and in its (5)______ as a final product. Whilst SWOT analysis presents many benefits to users, it's important to note that it does not (6)______ for every person or business.

Strengths

The principles and purpose of a SWOT analysis are simple to understand, making it a great tool for helping organisers comprehensively and (7)______ assess a project/idea/business as honestly as possible. The results of a SWOT analysis also give stakeholders clear actions to (8)______, showing that it's a constructive process that can highlight the most important aspects of a business/project/idea.

Weaknesses

Some argue that speaking about 'strengths' and 'weaknesses' is rather subjective, meaning that there's the possibility of (9)______ about what may be considered a strength or a weakness. There's also the possibility that some areas of the SWOT analysis may be (10)______ as the focus may shift more towards bolstering the strengths. This could lead to an organisation not being as prepared as they could have been.

(Kotler, 2019)

1. A. representative B. attention C. technique D. channel

5. A. opportunities B. strengths C. outcomes D. threats

7. A. measurably B. appropriately C. relevantly D. thoroughly

9. A. campaign B. disagreement C. optimisation D. listing

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PASSAGE 3

Read the passage and choose the correct words to fill in the blanks.

In this competitive environment, organisations need to have a clear understanding of the dynamics of the market(s) in which they currently (1)______ such as current customers, current competitors, potential customers, potential competitors, and the impact of macro-environmental forces. It is only through understanding such (2)______ groups that an organisation can be both proactive and reactive to changing (3)______.

Marketing research provides a systematic (4)______ to the creation of information that will improve forecasting potential. For instance, there is little value in a company producing millions of a particular toy if the market research (5)______ it will only sell a few thousand. Of course, the situation may change, especially if word of (6)______ builds the profile and it becomes a major success within the marketplace. However, if the initial marketing research indicates a (7)______ market penetration, it would be unwise for the company to produce large volumes. The product will simply be stockpiled in a warehouse, depreciating in value while incurring warehousing costs.

Companies should continually seek to improve their bottom-line (8)______. In other words, they need to use their resources both efficiently and effectively. Of course, that does not mean operating ‘on the edge’, with the absolute minimum of (for instance) human capital. That is a potentially (9)______ scenario. However, companies should evaluate ways of improving (10)______ on investment. This is particularly the case where substantial funds have been invested in research and development to create the product (or service) in the first instance.

(Cambridge English. Business Benchmark Progress Tests, 2016)

2. A. diverse B. measurable C. appropriate D. relevant 3. A. opportunities B. strengths C. threats D. circumstances 4. A. technique B. attention C. approach D. channel

8. A. campaign B. disagreement C. entertainment D. performance 9. A. persuasive B. informative C. positive D. high-risk

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PASSAGE 4

Read the passage and choose the correct words to fill in the blanks.

With a (1)_______ client base and copies rapidly available from clothes chains with quick production (2)_______, it has become almost impossible to make money out of (3)_______ custom-made garments. The Givenchy and Yves Saint Laurent brands are all making losses, as are Versace and Valentino. Only Chanel is thought to make money. After (4)______ to make a profit for years, Ungaro is on the market. On January 25th, Moet Hennessy Louis Vuitton (LVMH), a luxury-goods firm, sold Christian Lacroix, another (5)_______ brand, to American duty-free retailers for a "symbolic" price. Prada has parted company with Helmut Lang after (6)_______ losses. Ten years ago, more than 20 houses held Paris shows. Today only a handful can afford to carry on.

Europe's rag trade has been in (7)_______ now for more than five years. Luxury-goods groups (8)_______ on glamorous name keep high fashion alive. Valentino, for example, is owned by Marzotto, Italy's biggest clothing and textile group; Yves Saint Laurent belongs to Pinault-Printemps-Redoute, a French rival to LVMH.

Further down the fashion chain things are equally dire. (9)_______ producers cannot afford sustained losses. Medium-sized and small companies in France, Italy and Spain are cutting production or moving it abroad. Some have merged or tried to cut costs by lowering the quality of their products. Dozens have already gone under. Many more are streamlining operations and fighting for survival.

The main cause of the mass market’s troubles is competition from overseas. Producers cannot match the low (10)_______ costs. The effect can be devastating, says Didier Grumbach at the Federation Francaise de la Couture, France’s main fashion association. And it can only get worse.

(Gore, 2010)

1. A. dwindling B. growing C. increasing D. downturning 2. A. interactions B. strategies C. cycles D. treatments

5. A. loss-consuming B. loss-making C. loss-effective D. loss-saving 6. A. unsteady B. temporary C. instant D. persistent 7. A. trouble B. progress C. production D. competition 8. A. dependent B. belonging C. reliant D. relative

9. A. Huge-market B. Large-market C. Mass-market D. Minimize-market 10. A. labour B. overheads C. operating D. administrative

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2.4. READING COMPREHENSION

PASSAGE 1

Read the passage and do the tasks below.

How will advertiser reach us?

The commercials on screen are far better than they are now. Directors make sure they are moving, exciting, entertaining and technicians make sure the effects are breathtaking. It's not the commercials on screen that are the most interesting part, though: the really crucial advertising is hiding in plain sight on the field. Brand names blaze from each player's shirt. Corporations will pay big money for the right to digitize logos onto the T-shirts of the fans in the stands. Logos of sponsors won't be painted on stadium signs or on the field any more. Thanks to technology that is already emerging, logos of sponsors will be digitally embedded in the image on your screen. Advertising will change profoundly over the next couple of decades, although there's a good chance you won't notice the difference, since the most meaningful changes won't be visible to the casual observer. Advertising in the future will be stealthily and eerily targeted, disturbingly omnipresent and inescapable.

Internet viewing habits in minute detail- and crosses it with your purchasing history. In fact, this technology already exists. Refined with data that track what kinds of online ads you tend to click on - funny, sentimental, fact-laden -every commercial will hit. In the future, people won't be bothered with advertising messages irrelevant to them. They'll tend to like advertising better because it's so carefully tailored to their tastes and will begin to feel less like an intrusion. This works for the advertiser too because fewer dollars will be wasted. While it's a little dispiriting to think we can be so predictably manipulated, maybe that's a fair price to pay to avoid the pollution of messages you don't care about. Nevertheless, it seems clear that the advertising outlets that exist today -TV and radio commercials, prints ads, billboards and taxi tops -will be inadequate for accommodating all the commercial messages that are agitating to get out. You can glimpse the future now. Product placement in movies is an obvious instance of where advertising has slipped outside its traditional container into entertainment. The music channels which are an entertainment medium designed expressly to sell records are another classic example. Every time an artist mentions a brand in their lyrics, advertising slips into art. Eventually, every surface that can display a message will be appropriated for advertising. A backlash is inevitable. Perhaps people will pay a premium to live in advertising-free zones.

People get very nervous when they see the line blurring between advertising and other forms of content; think advertising is some kind of infection that pollutes the purity of art, ruins objectivity and distracts from the pleasure of entertainment. Yet this is missing the point. Surely consumers are smart and perfectly aware when they're being sold something; surely people who go to company websites are happy to find worthwhile information there and are capable of

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distinguishing between a commercial message and an editorial one? The genuinely disturbing aspect of the ubiquity of advertising is that it has begun to supplant what was formally civic. Even the parks are gradually being renamed after corporations. A little town in the Pacific Northwest just renamed itself after a dotcom company in return for a generous donation. I won't mention the name here, since I figure advertising should be paid for. That's when advertising has gone too far: when it's become something we are, rather than something we see.

(CAE Testbuilder, 2009)

Choose the best answer.

1. The writer suggests that over the next couple of decades, viewers will probably _______. A. be unaware of the effect that advertising has on them

B. fail to realize how advertisers are promoting products C. resent the lack of privacy they have in their own homes D. feel pressurized to consume more disposable products

2. What does the writer feel about the consumer being 'predictably manipulated'?

A. He condemns it as a form of deception.

B. He believes people will be indignant at the removal of choice. C. He suggests that this is a cost-effective approach for the consumer. D. He states that consumers will appreciate the precision of this approach. 3. What does the writer state about the future of advertising outlets?

A Current outlet will no longer be used for promotional purposes. B. Advertisements will take on a globally similar style and approach.

C. Advertising will overtake the importance of artistic value in music channels. D. The high level of outlets will result in some people turning against advertising. 4. According to the third paragraph, the writer warns that _______.

A. artists have always depended on the financial support of people aiming to make a profit B. some consumers are not able to discriminate between truth and subjectivity

C. it is not always clear what some commercials are advertising

D. people should be more wary about the invasion of advertising into art 5. In writing this article, the writer's aim is to _______.

A. highlight which consumers will be most vulnerable B. dispel unnecessary fear about the impact of advertising C. warn people against becoming part of an advertising culture D. attack certain companies for being unethical.

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Do the following statements agree with the information given in Passage 3? Write:

TRUE if the statement agrees with the information FALSE if the statement contradicts the information NOT GIVEN if there is no information on this

6. In the coming years, advertising will not change much, but it will be clearly recognizable to the casual viewer.

7. Corporations will spend a lot of money on athletes to promote business. 8. More adverts tailored to everyone's demands will come in the future years.

9. Most people regard advertising as a disease that contaminates the purity of art and diverts attention away from entertainment.

10. Perhaps being manipulated doesn't prevent contamination of messages you don't care about.

PASSAGE 2

Read the passage and do the tasks below.

Internal and external marketing

A. At most companies, internal and external communications are often mismatched. This

can be very confusing and threaten employees’ perceptions of the company’s integrity: They are told one thing by management but observe that a different message is being sent to the public. One health insurance company, for instance, advertised that the welfare of patients was the company’s number one priority, while employees were told that the main goal was to increase the value of stock options through cost reductions. And one major financial services institution told customers that it was making a major shift from being a financial retailer to a financial adviser, but a year later, research showed that the customer experience with the company had not changed. It turned out that company leaders had not made any effort to sell the change internally, so employees were still churning out transactions.

B. Enabling employees to deliver on customer expectations is important, but it’s not the

only reason a company needs to match internal and external messages. Another reason is to push the company to achieve goals. In 1997, when IBM launched its e-business campaign, it chose to ignore research that suggested consumers were unprepared to embrace IBM as a leader in e-business. Although to the outside world this looked like an external marketing effort, IBM was also using the campaign to align employees around the idea of the Internet as the future of technology. The internal campaign changed the way employees thought about everything they did, from how they named products to how they organized staff or how they approached selling. The campaign was successful largely because it gave employees a sense of direction and purpose, which in turn restored theft confidence in IBM’s ability to predict the future and lead

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the technology industry. Today, research shows that people are four times more likely to associate the term “e-business” with IBM than with its nearest competitor, Microsoft.

C. By taking employees into account, a company can avoid creating a message that

doesn’t resonate with staff or, even worse builds resentment. In 1996, United Airlines shelved its slogan when presented with a survey that revealed the depth of customer resentment toward the airline industry. In an effort to own up to the industry’s shortcomings, United launched a new campaign in which it sought to differentiate itself by acknowledging poor service and promising incremental improvements such as better meals. While this was a logical premise for the campaign, a campaign focusing on customers’ distaste for flying was deeply discouraging to the staff. Employee resentment ultimately made it impossible for United to deliver the improvements it was promising. Three years later. United decided employee opposition was undermining its success and pulled the campaign. It has moved to a more inclusive brand message with the line “United,” which both audiences can embrace. Here, a fundamental principle of advertising-find and address a customer concern-failed United because it did not consider the internal market.

D. Advertising isn’t the only way to link internal and external marketing. At Nike, a

number of senior executives now hold the additional title of “Corporate Storyteller.” They deliberately avoid stories of financial successes and concentrate on parables of “just doing it,” reflecting and reinforcing the company’s ad campaigns. One tale, for example, recalls how legendary coach and Nike cofounder Bill Bowerman, in an effort to build a better shoe for his team, poured rubber into the family waffle iron, giving birth to the prototype of Nike’s famous Waffle Sole. By talking about such inventive moves, the company hopes to keep the spirit of innovation that characterizes its ad campaigns alive and well within the company.

(IELTS Recent Mock Tests Volume 3, 2018)

Choose the best answer. Questions 1-5

Use the information in the passage to match the company (listed A-F) with correct

category or deeds below. You may use any letter more than once

A. legendary anecdote inspire employee successfully

B. advertisement campaign inspire employees and ensure leading role in business C. improper ads campaign brings negative effect

D. internal and external announcement are different

E. campaign brings positive and realistic expectation internally

F. a bad slogan that failed both to win support internally and raise standard to its poor service 1. One health insurance Company

2. A financial service company

4. United Airline 5. Nike

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Do the following statements agree with the information given in Passage 4? Write:

TRUE if the statement agrees with the information FALSE if the statement contradicts the information NOT GIVEN if there is no information on this

6. Employers in almost all companies successfully make their employees fully understand the

outside campaign.

7. Currently IBM is more prominent in the area of E-business.

8.United Airline finally gave up an ads slogan due to a survey in 1996. 9. Internal marketing can build resentment.

10. Nike had improved company performance through telling employees legendary corporation

stories.

Please choose TWO approaches in the passage mentioned that were employed as an

internal marketing strategy:

A. promoting the visual effect of their products’ advertisement B. launching inspiring campaigns internally

C. introducing inner competition

D. learning how to tell stories among senior executives E. applying an appropriate slogan

PASSAGE 3

Read the passage and do the tasks below.

As Philadelphia grew from a small town into a city in the first half of the eighteenth century, it became an increasingly important marketing center for a vast and growing agricultural

hinterland.

Market days saw the crowded city even more crowded, as farmers from within a radius of 24 or more kilometers brought their sheep, cows, pigs, vegetables, cider, and other products for direct sale to the townspeople. The High Street Market was continuously enlarged throughout the

period until 1736, when it reached from Front Street to Third. By 1745 New Market was opened

on Second Street between Pine and Cedar. The next year the Callowhill Market began operation.

Along with market days, the institution of twice-yearly fairs persisted in Philadelphia

even after similar trading days had been discontinued in other colonial cities. The fairs provided

a means of bringing handmade goods from outlying places to would-be buyers in the city. Linens and stockings from Germantown, for example, were popular items.

Auctions were another popular form of occasional trade. Because of the competition,

retail merchants opposed these as well as the fairs. Although governmental attempts to eradicate

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fairs and auctions were less than successful, the ordinary course of economic development was on the merchants’ side, as increasing business specialization became the order of the day. Export

merchants became differentiated from their importing counterparts, and specialty shops began to appear in addition to general stores selling a variety of goods.

One of the reasons Philadelphia’s merchants generally prospered was because the

surrounding area was undergoing tremendous economic and demographic growth. They did their

business, after all, in the capital city of the province. Not only did they cater to the governor and his circle, but citizens from all over the colony came to the capital for legislative sessions of the assembly and council and the meetings of the courts of justice.

(Anggreani, 2017)

Choose the best answer.

1. What does the passage mainly discuss? A. Philadelphia’s agriculture importance

B. Philadelphia’s development as a marketing center C. The sale of imported goods in Philadelphia D. The administration of the city of Philadelphia

2. It can be inferred from the passage that new markets opened in Philadelphia because ______________.

A. they provided more modem facilities than older markets B. the High Street Market was forced to close

C. existing markets were unable to serve the growing population D. farmers wanted markets that were closer to the farms.

3. The word “hinterland” is closest in meaning to ______________.

4. The word “it” refers to ______________.

C. the High Street Market D. the period

5. The word “persisted” is closest in meaning to ______________.

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7. It can be inferred that the author mentions “Linens and stockings” to show that they were

C. Merchants had to work together to achieve economic independence

D. Specialty shops near large markets were more likely to be economically successful.

10. The word “undergoing” is closest in meaning to ______________.

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CHAPTER 3: THE MARKETING PLAN 2: TACTICS AND STRATEGIES

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

3.1. KEY TERM DEFINITIONS

Task 1: Match the following terms with their corresponding definitions.

A. web 1.0 B. rebranding C. web 4.0 D. web 2.0 E. penetration pricing strategy F. manifesto G. web 3.0 H. concept I. optimization J. targeted campaign

1. the action of making the best or most effective use of a situation or resource

2. a document which describes the objectives and policies of a business or an organization

3. the process of creating a new identity for an existing brand by changing the name, logo, or image of the product

4. initial product design or campaign ideas which are then tested with potential customers

5. the version of the internet as a place that gives us information in the form of micro-sites or brochure sites

6. the version of the internet as a place that we can actively participate in via blogs or discussion forums

7. the version of the internet with improvements that users can interact with businesses via some tools such as ai-based chatbots

8. the version of the internet which supports adaptive content presentation using the web database via intelligent, collaborative, and content-generating agents

9. a marketing strategy charging low prices initially in order to gain maximum market share in as short a time as possible

10. a marketing campaign aimed at a specific group of people who would most probably use or buy those products or services

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3.2. VOCABULARY PRACTICE

Task 2: Fill in the blanks with correct form of the verbs given in the boxes.

E. establish F. price G. highlight H. guarantee

1. The 4Ps marketing mix concept was ___________ by Jerome McCarthy, referring to the thoughtfully designed blend of strategies and practices a company uses to drive business and successful product promotion.

2. It can be difficult for a small business owner or marketing manager to know how ___________ a unique selling proposition or to reach the right customers without the help of the “7 Ps” marketing mix elements.

3. The aim of promotion is to send your message out, and that message will often ______ a product's features so that it can manage to convince people to do or buy something.

4. A company might launch a premium pricing strategy if they have a competitive advantage in the market, and the purpose of _______ your product at a premium is to cultivate a sense of your product's market being just that bit higher in quality than the rest.

5. ______ suitable and effective marketing tactics can help you execute your promotional strategy and drive brand awareness by connecting with your target audience.

6. The marketing tactics need ______ specific and measurable to track their success, and a key component of establishing unified tactics within a strategy is to set benchmarks and identify KPIs.

7. Not all marketing tactics are created equal, and what works for one brand does not always _______ success for you.

8. Fortunately, the 7 Ps of marketing give us a framework to use in our marketing planning and essential strategy to effectively promote to our target market, thereby _______ our market share.

Task 3: Fill in the blanks with the correct forms of the words in brackets.

1. ______, the 4Ps marketing mix elements were product, price, place, and promotion, which were later expanded by including people, packaging, and process, and they are now called the “7

Ps” mix elements. (initial)

2. Understanding marketing strategy, tactics, goals, and how they link up is the first step to

launching a marketing campaign that has real _______ value. (commerce)

3. The annual marketing budget ______ an estimate of how much money will be needed to implement the marketing plan and what the Marketing Department wants to spend on the

marketing activities outlined in the marketing plan. (presentation)

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4. The CFO is often responsible for signing off on the marketing budget; however, this might differ from organization to organisation -for example, sometimes the Managing Director will

give the budget final ______. (approve)

5. The budget is also usually fixed by the Managing Director who allocates a ______ of revenue

after costs have been deducted. (percent)

6. Because of the economic climate, the Marketing Department needs to be able to ______ all of the money it's spending; and she needs to be able to monitor them if they are over budget or

under budget. (justification)

7. We should aim to raise brand _______ of our products specifically. (aware) 8. By doing this, we will be able to _______ Frezna from our competitors. (different)

Task 4: Choose the best answer for each sentence.

1. The 4Ps marketing mix concept was introduced by Jerome McCarthy, referring to the thoughtfully designed ______ of strategies and practices a company uses to drive business and successful product promotion.

2. The budget could be rejected for a number of reasons, e.g., the organisation might have little money available to spend on marketing, or there might be ______ demands from other parts of the organisation.

A. monitoring B. conflicting C. justifying D. allocating 3. Initially the 4Ps marketing mix elements were product, ______, place, and promotion, which

were later expanded by including people, packaging, and process, and they are now called the “7 Ps” mix elements.

4. The aim of promotion is to send your message out, and that message will often emphasize a product's features so that it can manage to ______ people to do or buy something.

5. A company might launch a premium pricing strategy if they have a competitive advantage in the market, and the purpose of pricing your product at a premium is to ______ a sense of your product's market being just that bit higher in quality than the rest.

6. Marketing tactics are the “how” to a marketing and advertising strategy’s “what”, implying that a strategy ______ the specific goals you plan to accomplish with a campaign.

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7. The annual marketing budget presents an estimate of how much money will be needed to implement the marketing plan and what the Marketing Department wants to spend on the marketing activities ______ in the marketing plan.

8. The budget is usually ______ by the Marketing Department, but the budget must be signed off on before the plan can be implemented.

9. The budget of this year is fixed to launch a major PR campaign which ______ on the government's electric car initiative.

10. The budget could be rejected for a number of reasons, e.g., the Marketing Department could ask for too much money, or they might be unable to ______ the amount of money they have asked for.

11. Our product remains _______ popular, both in Europe and Asia.

12. The Middle East market is expanding _______.

13. The aim of this plan is to provide an overview of _______ we are now.

14. Our marketing challenge is to convince our customers that there is an _______ friendly alternative to a petrol-driven sports car, which doesn’t require the driver to sacrifice speed, performance or look when they buy our electric cars.

15. The government’s electric car incentive plan and the public increasing _______ of green issues mean that the electric car market will grow substantially in the next few years.

16. Our key marketing objectives are therefore to increase sales of the Frezna Model G Roadster in the UK by 15% before the end of the next _______ quarter.

17. Although we should continue to sell primarily through our website, we should consider opening a showroom in London help _______ brand awareness.

18. We should improve our product offering; improving our product offering helps us to _______ customers of competing brands.

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19. This will increase the size of the market as a whole and allow us to increase both sales and market _______.

20. The key to the success of that objective will be the creation of new international _______ channels; these will allow us to reach customers in those new markets.

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT

3.3. PASSAGE COMPLETION

PASSAGE 1

Read the passage and choose the correct words to fill in the blanks.

The Marketing Mix has been the golden rule used by marketing managers everywhere to engage customer attention and (1) _______ this interest to sales. The four Ps of Product, Price, Place and Promotion date back nearly 50 years. But this approach to marketing does have its critics, who argue that the true success of sales is completely down to the customer, and what he or she wants is an important decision factor. The Product, for example, is not just the (2) ______ product or service itself, but a whole host of associated warranties that one attaches to it. Price is usually associated with cost (3) _______, and therefore ‘how low can you go’ is the dilemma. But cheapest is not necessarily best, as the price should reflect the value for benefits it offers. Something that increases social status or sexual magnetism can be considered by some worth more than the literal financial value placed on it.

The concept of Place in the Marketing Mix, often referred to as the distribution (4) _______, usually represents the locations where the product can be purchased, physical or virtual. With e-business this includes visibility in search (5) _______, visibility in consumer keywords and knowledge of the search behaviour of your (6) _______ market. Promotion is essential and is typically associated with advertising, but also includes PR, word of mouth and (7) _______ of sale. Others have suggested that within the knowledge of the benefits of the product and brand awareness comes customer (8) _______, which is invaluable as part of the business base.

A further concept which some people argue is missing is P for People. The people who represent a product become that product. While average to good (9) _______ service is little remarked upon, what image is left when you have to deal with very poor service? Many people will say nothing if their sales (10) _______ was positive – this is what they expect – but how many people will you tell if you have a negative encounter? Customer staff, in both appearance and attitude, have the power to create an image of your company. How important is that? Priceless.

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1. A. change B. convert C. heighten D. release 2. A. empathetic B. foundational C. authentic D. tangible 3. A. competitiveness B. exhibition C. drive D. reduction

10. A. knowledge B. understanding C. experience D. awareness

PASSAGE 2

Read the passage and choose the correct words to fill in the blanks.

Companies spend large amounts of money researching (1)_______ markets and developing their brand image but once the product has entered the marketplace, the (2)_______ can happen. The company’s advertising may target one type of user, but this might not (3)_______ the people actually seen with the brand. A recent example of this occurred with Burberry, the clothing label. It was marketed as a luxury brand but became (4)_______ with working class Britons. ‘

Clashes of this kind are not easy to (5)_______ Occasionally the company may try to welcome the unexpected customers by changing the brand’s image. However, this can have far reaching (6)_______ on everything the company sells. Most companies are not willing to risk their whole product range like this. Another strategy is to raise the price in order to (7)_______ unwanted users. Or they may even decide to discontinue product lines where there is this clash. This last solution was (8)_______ by Burberry when they stopped selling their baseball caps.

Globalization is likely to both help and exacerbate the problem. On the one hand, a local clash might not matter much if you are selling in many different markets. But at the same time, (9)_______ like these are likely to become more common when a product is marketed across different societies.

It is probably best for companies to anticipate the problems before it occurs. One way to do this is to (10)_______ the brand so that different groups are targeted. Armani, for example, offers both premium and more commercial products under the same brand name. In addition, a brand needs to manage its retail outlets carefully and check that the point of sale is in harmony with the product image. Any stockist who does not fit this should probably be dropped.

(Cambridge English. Business Benchmark Progress Tests, 2016)

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