giáo trình marketing

ĐẠI HỌC CÔNG NGHỆ VÀ QUẢN LÝ HỮU NGHỊ

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Institute of Foreign Language
Lecturer: Nguyễn Thị Việt Hà, M.A

TrucTuyen.Utm.Edu.Vn


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ENGLISH FOR MARKETING


CONTENT
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1. Marketing and Advertising
2. Finding the customer
3. Planning a marketing strategy
4. Marketing tools


Marketing and Advertising

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Starting up
Marketing and advertising activities
Doing market research
Drawing up a marketing plan
Commissioning advertising

Talking to customers
Liaising with the sales department
Showing visitors around the company
Creating advertisements
Speaking to journalists
Providing support for customer service
Writing press releases
Presenting at a trade fair
Reading trade magazines



Are these activities done in your company or outsourced?


Marketing and Advertising

Reading
Read the advertisements for 4 different jobs
Matching

1.
2.
3.
4.
5.
6.
7.

Media

Knowledge

Customer

Line

Brand

Mentions

Product

Relations

Strong

Responsibility

Primary

Service

Public

Strategies


Marketing and Advertising
a.

b.
c.
d.
e.
f.
g.


A related series of items sold by a company (e.g education software titles
offered by a publisher)
The department that deals directly with consumers
Communication with the general public
Item where the company’s name is seen in newspapers, magazines, and
websites
Main task or function
Good understanding
Ways of promoting a brand


Marketing and Advertising
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Vocabulary
Matching
Ad agency

1.
2.
3.
4.
5.

6.

art director

copywriter graphic designer market research firm

PR officer

One of this person’s responsibilities is to create logos.
This company is responsible for creating advertisements.
This company might conduct a survey to find out more about your customer.
This person supervises the design staff.
This person interacts with the media to communicate important company
information to the public.
This person writes the text for advertisements.


Marketing and Advertising

Homework

Pages 4-6


Finding the customer

Starting
Who is your typical customer?
What are some of the ways you learn more about your customers and their needs?

Finding the customer

Vocabulary
Learning about your customers
Use the words in the box to complete the following list
clients
competitors
trends sales records

1.
2.
3.
4.
5.
6.
7.

find out
search terms

listening

loyal customers

new

Email ___________________directly with one or two questions.
Examine the ___________________that people type into your website’s search function. Which
items are people looking for?

Schedule a social event, such as a wine tasting, for existing or potential ___________, and use
this as an opportunity to ____________more about what they want.
Compare your marketing approach with that of your ___________________. What areas are they
targeting that you aren’t?
Read trade journals to learn about ___________________. This will help you stayed ahead of the
competition.
Study your ___________________to see what facts you already have about the people who buy
from you.
Spend time in a shop or at a trade fair ___________________to people. What do they talk about?
What questions do they ask?


Finding the customer

Reading: Inside the market
Read the summary and match the headings from the box to the sections.
appendices
major findings
purpose
secondary findings


Finding the customer

Decide whether the statements below are true or false. Correct the false
statements.



a. One goal of the survey was to see how interested people are in a mobile

phone for children.




b. Parents want their children to be able to dial any number.




d. Parents think that mobile phones might be harmful to children.

c. People without children are also interested in buying mobile phones for
children.
e. Respondents said they want the phone to be small and last a long time
without breaking


Planning a marketing strategy

Starting up
Talk about factors to be taken into consideration when drawing up a marketing
plan
Current position
Marketing activities
Sales projections and costs
Analysis of competitors
Objective
Benchmarking
Implementation

Marketing tactics
Marketing strategy
Situation analysis
Results from last year
Problems and opportunities


Planning a marketing strategy
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Vocabulary: Marketing mix
Which words are used to talk about which P?
advertising

appearance

channels of distribution discount

logistics media public relations

Product

Price

quality

service

Promotion

financing location

list price

Place


Planning a marketing strategy

Speaking
You are planning to launch a new product next month. Give a short presentation of
the product based on the 4Ps


Planning a marketing strategy

Homework

Pages 16-18


Marketing tools
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Starting up
Talk about distribution channels






Websites
Sales reps
Wholesalers
Different types of stores


Marketing tools
Types of discounts

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Matching types of discount with their definitions

1. Trade discounts

a discount given to buyers purchasing a large amount b. a

2. Bulk discount

discount for payment in cash

3. Promotional discount

c. a reduced price offered on goods sold at the “wrong”

4. Cash discount

time of the year, such as ski equipment in the summer d. a

5. Professional discount

discount given to people in a particular field, for example

6. Employee discount

when doctors pay a reduced price for medicine

7. Seasonal discount

e. a discount for staff
f. a fixed percentage offered to a distributor
g. a lower retail price for a special sale


Marketing tools
Match the types of shop in the box with the definitions (a-h). chain stores

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convenience store
outlet stores

a.
b.
c.
d.
e.
f.
g.
h.

franchises

high-street shops

mail-order stores online stores

hypermarkets

Large no-frills stores located outside the town centre________________
Stores selling thorough the Internet________________
Independently-owned shops licensed to trade under the same
name________________
Shops located in the centre of town________________
Shops run by a single company with multiple locations around the
country__________
Very large stores that sells groceries, clothes, and many other
products______________
Stores selling through a catalogue posted to customers________________
Small, independently- owned stores selling essential products________________


Marketing tools

Homework

Pages 19-22


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Thank you for your attention!