slide tiếng anh chuyên ngành kinh tế business leader unit 7 marketing

Unit 7
MARKETING
7.1
A. I really wanted it, but when I tried to buy it, I just
couldn’t get it anywhere. My friend heard that it was in
one shop and he queued up for ages, but they’d run out
by lunchtime.
B. The company held a party on a river boat to launch
their new campaign. It was absolutely fantastic. We also
got a free gift at the end
C. The shoes were really expensive but definitely worth
it. I think the fact that they are so expensive really
distinguishes them from the competition
D. I’ve had this briefcase for 20 years and it still looks
good. The material is high quality and long- lasting
7.2 (I = Interviewer, JT = Jonathan Turner)
I: What do you think is the key to successful marketing?
JT: Well, I think, if you’re talking about an individual
marketer, then, er, I’d be thinking about three broad area.
I think, firstly, having a really passionate curiosity for
the (1) – really prepared to do a lot of hard work to
get a deep understanding of their (2), er,
their (3), and everything that motivates them.
Now you’ve got to get close to them by, yeah you’ve got
to talk to them, you’ve got to be meeting them regularly, a
lot of marketer don’t do that. But you’ve also got to be
able to do the hard analysis of all the business (4)
and market (5) and constantly analysing the data
trends to, er, pick up what’s, er, going to be affecting
them and their behaviours.
JT: So that’s customer closeness, um, and that

has to be combined with a really strong business
(6), um, an instinctive understanding of
how (7) . So, the job of a marketer being
to match the consumer need that we just talk
about, with a company assets and capabilities,
so that in the end, you make some money, you
make a profit. Um, if you don’t know the
numbers, if you don’t know what you make and
lose money, you won’t be successful and your
company won’t be successful.
7.2 (I = Interviewer, JT = Jonathan Turner)
I: What do you think is the key to successful marketing?
JT: Well, I think, if you’re talking about an individual
marketer, then, er, I’d be thinking about three broad area. I
think, firstly, having a really passionate curiosity for
the (1) customer – really prepared to do a lot of hard
work to get a deep understanding of their (2) needs,
er, their (3) behaviours, and everything that
motivates them. Now you’ve got to get close to them by,
yeah you’ve got to talk to them, you’ve got to be meeting
them regularly, a lot of marketer don’t do that. But you’ve
also got to be able to do the hard analysis of all the
business (4) data and market (5) research
and constantly analysing the data trends to, er, pick up
what’s, er, going to be affecting them and their behaviours.
JT: So that’s customer closeness, um, and that
has to be combined with a really strong
business (6) sense, um, an instinctive
understanding of how (7) your company
makes moneys. So, the job of a marketer being to

match the consumer need that we just talk about,
with a company assets and capabilities, so that in
the end, you make some money, you make a
profit. Um, if you don’t know the numbers, if you
don’t know what you make and lose money, you
won’t be successful and your company won’t be
successful.
7.2 (I = Interviewer, JT = Jonathan Turner)
I: What do you think is the key to successful marketing?
JT: Well, I think, if you’re talking about an individual
marketer, then, er, I’d be thinking about three broad area. I
think, firstly, having a really passionate curiosity for
the (1) customer – really prepared to do a lot of hard
work to get a deep understanding of their (2) needs,
er, their (3) behaviours, and everything that
motivates them. Now you’ve got to get close to them by,
yeah you’ve got to talk to them, you’ve got to be meeting
them regularly, a lot of marketer don’t do that. But you’ve
also got to be able to do the hard analysis of all the
business (4) data and market (5) research
and constantly analysing the data trends to, er, pick up
what’s, er, going to be affecting them and their behaviours.
7.3 ( JT= Jonathan Turner )
JT. I think the last thing is that, as a marketer, you have
to have, um, really great communication skills because
you’re often responsible for thing like profit or pricing, but
in reality it’s another department that actually controls it
or delivers it. So it could be sales or finance that are
actually affecting pricing, even though marketing may be

nominally responsible for it. So as a marketer you have
to have great, sort of, influencing skills, communication
skills, to get people to understand what’s behind the
strategies, but also to motivated to deliver them, for you
and for the business. So, I think those are three things –
passionate curiosity for the customer, a strong instinctive
understanding of how to make money in the business;
and really strong communication skills.
7.4 ( I= Interviewer, JT Jonathan Turner)
•
I Can you give us an example of how Oxford Strategic
Marketing helps companies with their marketing
strategy?
•
IT Well, we’re working for a major bank just now and,
um, to help them develop their marketing strategy- in
particular, their customer strategy, using some of the, er ,
techniques I mentioned before,er , in particular market
research. Now, a good marketing strategy is based upon
a real understanding of customes as I’ve said, but,
beyond that, being able to group customers, to
understand who are the most attractive to your company
and who are the least attractive; and then being able to
target your offer and design your offer to meet the needs
of the most attractive groups better, er
7.4 (I = Interviewer, JT = Jonathan Turner)
I: Can you give an example of how Oxford Strategic Marketing
helps companies with their marketing strategy?
JT: Well, we’re working for (1) a major bank just now and, um, to
help them develop their marketing strategy - in particular, their

customer strategy, using some of the, er, techniques I mentioned
before, er, in particular market research. Now, a good marketing
strategy is based upon a real understanding of customers as I’ve
said, but, beyond that, being able to group customers, to understand
who are the most attractive to your company and who are the least
attractive; and then be able to target your offer and design your offer
to meet the needs of the most attractive groups better,er, than your
competitors do. Now, the really good way of doing this is using a
technique called customer segmentation - it’s a market research
technique, it’s statistical, um, and (2) what it does is just group
similar types of people together, based upon behaviours, um, their
attitudes, where they live - those sorts of things. so what we did for
these er, um, this client of ours was (3) to design a questionnaire, to,
er, commission it, and then of course to analyse the research and,
um, what we did was (4) we found this statistically, um, there were
probably about eight groups of customers that mattered in this market
place, um ,and before, the bank had really just been looking at one
group of customers- everybody.
7.5
7.5
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7.6
7.6 (p. 151)
a h j k
b c d e g p t v
f l m n s x
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7.7 ( M= Martin, F=Fiona)
F: Hello.
M: Hello, Fiona. This is Martin. How are things going?
F: Fine, thanks.
M: I haven’t received your sales report yet for the
quarter. Any problem?
F: Oh, no. Sorry, Martin. I’ve been really busy lately.
But I can tell you, we’ve had excellent results.
M: Good.
F: Yeah. We‘ve met our sales targets and increased
our market share by two per cent. Our total sales were
over 1.2 million.
M: Over 1.2 million. Great! Well done! What about the
new range of shampoos?
F: Well, we had a very successful product
launch. We spent 30,000 on advertising it and…
M: Sorry, did you say 13,000?
F: No, 30,000. We advertised in the national
press, took one place in trade magazines and
did a number of presentations to our
distributions. It was money well spent. We’re had
a lot of orders already and good comments from
customers.
M: I’m really pleased to hear that.
7.8 (M= Martin, F= Fiona)
M: Anything else to report?
F: Yes, there is one thing. One of my biggest customers
will be visiting London next week. She’d like to have a
meeting with you.

M: Fine. Could you give me a few details? What’s her
name?
F: It’s (1) Mrs Young Joo Chan
M: Sorry, I didn’t catch that.
F: Joung Joo Chan. I’ll spell that for you. Y-O-U-N-G-J-
O-O C-H-A-N. She’s (2) Korean actually. She’s chief
buyer for HDS. Let me give you her telephone number:
(3) 82 2 0735 8879. OK? Why not give her a ring? She’s
expecting to hear from you.
M: I’ll do that. But first, let me read that back to you. It’s
Yong Joo Chan from HDS. Telephone number 82 2 0735
8875
F: No, 82 2 0735 8879
M: Ok, I’ve got that. Just one more thing. Did
she say when she’d like to meet?
F : Yes, she said next Thursday or Friday- That’s
the 17th or 18th.
M: (4) What about Friday the 18th? I’ll give her
a call. Right, I think that’s everything
F: Fine. I’ll get that report to you by the end of
the week.
M: Right. Bye for now.
F: Bye