Exercises on English for Marketing [PDF]

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HO CHI MINH CITY UNIVERSITY OF BANKING FACULTY OF FOREIGN LANGUAGES 

EXERCISES ON ENGLISH FOR MARKETING

Compiled and adapted by: NGUYEN QUANG NHAT NGO THI HANH QUYEN TU VAN NAM Ho Chi Minh City, March 2023

This book is designed and compiled as a supplementary workbook for the subject “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 e-marketing, branding, microfinance, corporate social responsibility, and strategic planning. Upon the course completion, learners 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 coursetakers 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 learners’ 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 learners’ 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, learners 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

5

1.1.

KEY TERM DEFINITIONS..................................................................................5

1.2.

VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING.......6

1.3.

PASSAGE COMPLETION...................................................................................9

1.4.

READING COMPREHENSION.........................................................................13

CHAPTER 2:

THE MARKETING PLAN 1: AUDIT AND OBJECTIVES

19

2.1.

KEY TERM DEFINITIONS................................................................................19

2.2.

VOCABULARY PRACTICE ON MARKETING PLAN..................................20

2.3.

PASSAGE COMPLETION.................................................................................24

2.4.

READING COMPREHENSION.........................................................................28

CHAPTER 3:

THE MARKETING PLAN 2: TACTICS AND STRATEGIES

35

3.1.

KEY TERM DEFINITIONS................................................................................35

3.2.

VOCABULARY PRACTICE..............................................................................36

3.3.

PASSAGE COMPLETION.................................................................................39

3.4.

READING COMPREHENSION.........................................................................43

CHAPTER 4:

PRODUCT LAUNCH AND PROMOTION

50

4.1.

KEY TERM DEFINITIONS................................................................................50

4.2.

VOCABULARY PRACTICE..............................................................................51

4.3.

PASSAGE COMPLETION.................................................................................54

4.4.

READING COMPREHENSION.........................................................................59

CHAPTER 5:

DIGITAL MARKETING

66

5.1.

KEY TERM DEFINITIONS................................................................................66

5.2.

VOCABULARY PRACTICE ON DIGITAL MARKETING.............................67

5.3.

PASSAGE COMPLETION.................................................................................71

5.4.

READING COMPREHENSION.........................................................................75

GLOSSARY

80

REFERENCES

87

SUGGESTED ANSWERS

88 3

CHAPTER 1:

THE ROLE OF MARKETING

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 1.1.

KEY TERM DEFINITIONS

Task 1: Match the following terms (A-J) with their corresponding definitions (1-10).

A. Secondary

B. External

C. Internal

D. Stakeholder

E. Private sector

stakeholder

stakeholder

stakeholder

interest

organisation

F. Primary

G. Voluntary

H. Marketing

I. Stakeholder

J. Product-focused

stakeholder

sector

executive

power

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

4

1.2.

VOCABULARY PRACTICE ON E-MARKETING AND

ADVERTISING Task 2: Choose the correct words with suitable verb forms to fill in the blanks. A. expose

B. implement

D. empower

E. reach

F. assist

G. liaise

H. promoting

I. maintain

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 word forms. 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 roles. (induct) 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. (inform) 7. Our company has a strong job _______ to increase new marketers' familiarity with the company, which

can result in enhanced productivity levels and more collaborative team members.

(orientate) 8. Since new applications, platforms, and tactics are rolled out almost daily, marketers must be able to speak in-depth about the _______ benefits of these technologies to staff and brand executives. (mass) Task 4: Choose the correct option for each sentence related to e-marketing and advertising. 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. A. fund

B. create

C. settle

D. maintain

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

B. force

C. power

D. interest

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. lieracy

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. A. Massive

B. First-hand

C. Personal

D. Related

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. A. caring

B. elite

C. extreme

D. first-class

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. A. internal

B. explored

C. informed

6

D. interrelated

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. A. critical

B. local

C. ordinary

D. tentative

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

B. products

C. places

D. promotions

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

B. revenues

C. transactions

D. profiles

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. A. physical

B. in-house

C. first-class

D. critical

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. A. accumulated

B. exploited

C. collected

D. gathered

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

B. database

C. cyber

D. dotcom

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

B. acquire

C. foster

D. extract

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. A. enhancing

B. incorporating

C. shifting

D. cooperating

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. A. catering

B. obtaining

C. offering

D. monitoring

18. The marketing department may ______ marketing researchers, sales representatives, advertising managers, pricing specialists, customer service representatives, and product managers. 7

A. consist

B. exploit

C. comprise

D. exclude

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. A. undergoes

B. undertakes

C. offers

D. overtakes

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

B. working

C. regulating

D. functioning

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

B. features

C. wants

D. requirements

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

B. interests

C. desires

D. habits

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

B. control

C. constitute

D. object

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. A. assume

B. contact

C. adopt

D. purchase

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

B. penetrate

C. capture

D. engage

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. 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 8

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

2. A. with

B. from

C. at

D. on

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

6. A. controls

B. relationships

C. priorities

D. rivalries

7. A. costs

B. entrants

C. products

D. stores

8. A. normal

B. basic

C. existing

D. changing

9. A. models

B. types

C. regions

D. sectors

10. A. apply

B. refer

C. offer

D. cause

D. quality

PASSAGE 2 Read the passage and choose the correct words to fill in the blanks. Customer-centric marketing Most retailers cling to product-focused and promotion-centric models. However, there is increased consumer resistance to (1)_______ marketing, such as unsolicited email and (2)_______ mail. In response, some retailers are beginning to pay more attention to the customer (3)_______ and have adjusted their marketing practices so that they are delivering fewer, more relevant messages that reflect the multichannel (4)______. They have with the customer, for example, retail stores website, and catalogs, or;’ brick, click, and flip”. Switching to a customercentric marketing approach helps to increase customer (5)_______ and as a result, customers will buy more from you over a longer period of time. Research by Bain and Harvard Business School shows that the longer a customer stays with you, the greater the (6)_______ profit generated 9

from that customer. These increased profits come from a combination of increased purchases, cost (7)_______ in marketing, and word-of-mouth (8)_______. 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

2. A. sincere

B. junk

C. direct

D. express

3. A. experience

B. dissatisfaction

C. expectation

D. distraction

4. A. friendship

B. cooperation

C. partnership

D. relationship

5. A. hobby

B. demand

C. loyalty

D. service

6. A. annual

B. average

C. contemporary

D. temporary

7. A. living

B. saving

C. overhead

D. offering

8. A. referrals

B. approvals

C. defections

D. disposals

9. A. temporary

B. permanent

C. long-term

D. lengthy

10. A. part

B. key

C. share

D. place

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.

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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

2. A. blogging

B. commercial

C. tool

D. system

3. A. activate

B. open

C. deploy

D. apply

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

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 11

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) 1. A. remind

B. memorize

C. recall

D. bypass

2. A. part

B. time

C. way

D. place

3. A. messages

B. suggestions

C. proposals

D. claims

4. A. catch

B. pick

C. hold

D. take

5. A. just

B. unique

C. unprecedented

D. inbound

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

1.4.

READING COMPREHENSION

PASSAGE 1 Read the passage and do the tasks 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 12

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) 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 13

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 the December before 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 their favorite singers. 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 general 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 correct answer for each case. 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 14

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? A. The house party

B. The television programme

C. The free disc

D. The use of the Internet

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 incompatible. 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 15

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 dirtcovered 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 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. (Matthew & Salisbury, 2017) Choose the correct answer for each case. 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 _______. 16

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? A. It shows buying behaviour that marketers want to encourage in viewers. 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.

17

CHAPTER 2:

THE MARKETING PLAN 1:

AUDIT AND OBJECTIVES SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 2.1.

KEY TERM DEFINITIONS Task 1: Match the terms (A-J) with their corresponding definitions (1-10).

A. Niche

B. Touchpoint

market

C.

SWOT D. Pricing position

analysis

F. Five Forces

G.

analysis

power

Bargaining H. Test

E.

Competitive

rivalry I. PESTEL analysis

J. Cultural insight

marketing

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

18

2.2.

VOCABULARY PRACTICE ON MARKETING PLAN

Task 2: Choose the correct words with suitable verb forms to fill in the blanks. A. execute

B. fit

D. target

E. determine

G. enhance

H. shape

I. measure

J. conduct

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 word forms. 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)

19

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 macroenvironment. (siutation) 7. The most significant disadvantage of the PESTEL analysis is it is only based on an assessment of the external environment, so it is a simple list which is not ______ and comprehensive. (suffice) 8. Using a SWOT analysis to develop a marketing strategy assists in making educated decisions based on several factors like upcoming challenges and relevant internal and external factors, then developing more ______ campaigns. (target) Task 4: Fill in the blanks with the correct adjectives of marketing objectives. achievable, measurable, relevant, realistic, specific A marketing objective needs to be …

1………………

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

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. 20

Task 5: Choose the correct 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. A. relevant

B. measurable

C. achievable

D. timebound

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

B. measurable

C. achievable

D. timebound

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. A. relevant

B. measurable

C. achievable

D. timebound

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. A. Political

B. Powerful

C. Popular

D. Proper

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 ______. A. downturn

B. potential

C. incentive

D. summary

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. A. dividend

B. contribution

C. matrix

D. division

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

B. recap

C. generalise

D. state

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).. 21

A. positioning

B. authorising

C. identifying

D. converting

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. A. suggest

B. create

C. refer

D. manage

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. A. fixed

B. protected

C. measured

D. reacted

15. We should aim to raise brand awareness of 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. A. label

B. enforce

C. enhance

D. enter

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

B. marketplace

C. equity

D. markethouse

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. A. decide

B. envision

C. view

D. position

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. A. raising

B. rising

C. forcing

D. stretching

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. A. remove

B. switch

C. convert

D. shift

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. A. defining

B. perceiving

C. earning

22

D. extending

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

3. A. supervise

B. adapt

C. bargain

D. define

4. A. advantage

B. market

C. relation

D. drive

5. A. recap

B. analyze

C. inform

D. uncover

6. A. heighten

B. release

C. maintain

D. operate

7. A. channel

B. perspective

C. incentive

D. medium

8. A. opportunities

B. strengths

C. threats

D. weaknesses

9. A. depicted

B. desired

C. rooted

D. developed

10. A. representative

B. attention

C. approach

D. conjunction

23

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

2. A. validate

B. operate

C. heighten

D. release

3. A. available

B. consistent

C. ready

D. worth

4. A. desired

B. analysed

C. grabbed

D. interrupted

5. A. opportunities

B. strengths

C. outcomes

D. threats

6. A. work

B. analyse

C. cover

D. inform

7. A. measurably

B. appropriately

C. relevantly

D. thoroughly

8. A. give

B. bring

C. take

D. make

9. A. campaign

B. disagreement

C. optimisation

D. listing

10. A. tracked

B. refined

C. neglected

D. released

24

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) 1. A. represent

B. operate

C. mark

D. generate

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

5. A. analyzes

B. informs

C. covers

D. suggests

6. A. mouth

B. network

C. platform

D. matrix

7. A. higher

B. slower

C. lower

D. quicker

8. A. campaign

B. disagreement

C. entertainment

D. performance

9. A. persuasive

B. informative

C. positive

D. high-risk

10. A. feed

B. response

C. return

D. proposition

25

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

3. A. unlimited

B. open

C. inferior

D. exclusive

4. A. dropping

B. failing

C. falling

D. losing

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

26

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 27

go to company websites are happy to find worthwhile information there and are capable of 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 correct answer for each case. 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. Do the following statements agree with the information given in Passage 3? Write: 28

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 ebusiness. 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 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. 29

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 correct answer for each case. 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 3.   IBM 4.   United Airline 30

5.   Nike 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. 31

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 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 correct answer for each case. 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” in line 3 is closest in meaning to ______________. A. tradition

B. association

C. produce

D. region

4. The word “it” in line 6 refers to ______________. A. the crowded city

B. a radius

C. the High Street Market

D. the period

5. The word “persisted” in line 9 is closest in meaning to ______________. A. returned

B. started

C. declined

D. continued

6. According to the passage, fairs in Philadelphia were held ______________. A. on the same day as market says

B. as often as possible

C. a couple of times a year

D. whenever the government allowed it 32

7. It can be inferred that the author mentions “Linens and stockings” in line 12 to show that they were items that ______________. A. retail merchants were not willing to sell B. were not available in the stores in Philadelphia C. were more popular in Germantown man in Philadelphia D. could easily be transported 8. The word “eradicate” in line 15 is closest in meaning to ______________. A. eliminate

B. exploit

C. organise

D. operate

9. What does the author mean by stating in lines 15-16 that “economic development was on the merchants’ side “? A. Merchants had a strong impact on economic expansion. B. Economic forces allowed merchants to prosper. 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” in line 21 is closest in meaning to ______________. A. requesting

B. experiencing

C. repeating

D. including

.

33

CHAPTER 3:

THE MARKETING PLAN 2:

TACTICS AND STRATEGIES SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 3.1.

KEY TERM DEFINITIONS

Task 1: Match the terms (A-J) with their corresponding definitions (1-10). 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

34

3.2.

VOCABULARY PRACTICE

Task 2: Choose the correct words with suitable verb forms to fill in the blanks. A. be

B. increase

C. introduce

D. employ

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: Complete each sentence with correct form of the word 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) 35

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 correct 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. A. blend

B. patent

C. budget

D. profit

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. A. patent

B. producer

C. price

D. profit

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. A. highlight

B. convince

C. entail

D. cultivate

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. A. entail

B. track

C. link

D. cultivate

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. A. entails

B. creates

C. executes

36

D. tracks

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. A. conflicted

B. outlined

C. fixed

D. allocated

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

B. justified

C. fixed

D. conflicted

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

B. justifies

C. monitors

D. conflicts

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. A. allocate

B. justify

C. monitor

D. conflict

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

B. aggressively

C. rapidly

D. hugely

C. vigorously

D. rapidly

12. The Middle East market is expanding _______. A. highly

B. hugely

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

B. why

C. where

D. how much

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. A. environmentally

B. child

C. family

D. annually

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. A. position

B. condition

C. awareness

D. knowledge

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. A. global

B. annual

C. market

D. financial

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

B. show

C. raise

D. decrease

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

B. follow

C. increase 37

D. convert

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

B. share

C. sales

D. revenue

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. A. distribution

B. TV

C. sports

D. finance

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. (Dubicka & O’Keefle, 2011) 1. A. change

B. convert

38

C. heighten

D. release

2. A. empathetic

B. foundational

C. authentic

D. tangible

3. A. competitiveness

B. exhibition

C. drive

D. reduction

4. A. framework

B. channel

C. outlet

D. infrastructure

5. A. tactics

B. entrant

C. engines

D. strategies

6. A. measurable

B. realistic

C. target

D. comprehensive

7. A. place

B. point

C. factor

D. position

8. A. reliability

B. adoption

C. tactic

D. loyalty

9. A. rival

B. matrix

C. customer

D. analyst

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) 1. A. purpose

B. target

C. marked 39

D. destination

2. A. unknown

B. underestimated

C. unexpected

D. undesired

3. A. match

B. suit

C. connect

D. link

4. A. generated

B. converted

C. separated

D. associated

5. A. deal

B. work

C. manage

D. achieve

6. A. effects

B. promotions

C. attentions

D. channels

7. A. reject

B. discourage

C. protect

D. refuse

8. A. adapted

B. ensured

C. assured

D. adopted

9. A. relations

B. balance

C. mismatches

D. connections

10. A. split

B. outline

C. disconnect

D. divide

PASSAGE 3 Read the passage and choose the correct words to fill in the blanks. Our key marketing (1)_______ for the coming year are as follows: - To increase sales of the Frezna Model G Roadster in the UK by 15% before the end of the next financial quarter. - To increase our market share by 10% over the next 12 months by (2)_______ customers of competing products (specifically drivers of Porsches and Ferraris). - To expand into new markets in Europe (Spain, Italy and Germany) and the US, generating a return on (3)_______ of 15% by the end of 2012. As a first step, we should be aiming to increase the (4)_______ of electric cars in general (measured through market research); this will increase the size of the market as a whole and allow us to increase both sales and market share. Secondly, we should aim to raise brand awareness of Frezna specifically (and, again, measure the increase through research). Again, this will allow us to increase sales and market share, whilst also putting us in a stronger (5)_______ when we attempt to enter new overseas markets - our third objective. The key to the success of that objective will be the creation of new international (6)_______ channels; these will allow us to reach customers in those new markets. Careful (7)_______ will also be extremely important. We need to position Frezna as the innovators in electric car technology and our flagship Model G Roadster as a real, viable alternative to petrol- driven cars. By doing this, we will be able to (8)_______ Frezna from our key competitors, namely Porsche and Ferrari, and start to take market (9)_______ away from them. Another way of achieving this will be to improve the quality of what we currently offer our value proposition. For instance, what else can we offer our customers? Better customer service? A more personalised sales process? Improved after-sales technical support? All of these suggestions will help differentiate us even more from the (10)_______. (Day & Robinson, 2010) 1. A. objectives

B. budget

C. manifesto 40

D. development

2. A. following

B. convincing

C. converting

D. caring for

3. A. business

B. investment

C. capital

D. revenue

4. A. situation

B. education

C. knowledge

D. awareness

5. A. position

B. evidence

C. strategy

D. launch

6. A. innovation

B. campaign

C. goods

D. distribution

7. A. analyzing

B. positioning

C. branding

D. advertising

8. A. take

B. succeed

C. differentiate

D. develop

9. A. share

B. leader

C. price

D. trends

10. A. barrier

B. competition

C. advantage

D. customers

PASSAGE 4 Read the passage and choose the correct words to fill in the blanks.

MICROSOFT SAYS 'WE'RE HUMAN TOO' Microsoft's Windows operating system, one of the world's most successful (1)_______ products, is also one of the world's most neglected brands. An estimated 1bn people use PCs that run on Windows. Most of the company's revenues come from sales to business customers, and it has no direct relationship with consumers - they have to deal with electronics retailers and PC manufacturers, not the company that makes the software. That wasn't important when Windows was an unchallenged (2)_______, even if an unloved one. Competition from Apple's machines and laptops mat run on the Linux operating system changed things. Caught in this unfamiliar competitive situation, the Windows brand has been found wanting. That brand weakness was uncovered after the launch of Windows Vista in 2007. Many computer users found that the new software was not (3)_______ with some of their old peripherals, such as printers or scanners, and that it ran slowly. Nor did the software have obvious new consumer benefits. Satisfaction was not good, and Apple saw the chance and launched a devastating antiVista advertising (4)_______, describing Microsoft's soft- ware as unstable, exposed to security threats and very dull. This helped strengthen anti-Microsoft perceptions. Microsoft was pushed into action. The first and most important task was to improve the Vista (5)_______ experience. Without that, any new marketing initiatives to improve the brand's image could be counter- productive, and could tarnish the brand image even more. Microsoft claims that since the release of an up- dated version in July 2008, customer (6)_______ levels have improved, with 89 per cent of consumers now saying they are 'satisfied' or 'very satisfied' with the software. The next task was a major marketing push to change how consumers feel about Windows, which is not a simple thing to do. 41

Their first (7)_______ was an advertising campaign on US television, featuring Bill Gates and American comedian Jerry Seinfeld. By putting Mr Gates with Mr Seinfeld, Microsoft hoped to humanise its founder and, by extension, the company too. Microsoft wants consumers to understand that 'we have a (8)_______ of humour, we're human too', says Brad Brooks. Customer satisfaction has to have a far more central (9)_______ in Microsoft's thinking. Mr Brooks says, 'It's not good enough just to sell a lot of licences or have good business results.' As part of the marketing push, he promises a deeper 'conversation' with consumers. This means a stronger emphasis on retail, with a direct Microsoft presence planned (a store within a store) at a number of electronics retail chains, including Best Buy in the US and Dixons in the UK. The company also has plans to have 150 (10)_______ in retail stores. Referred to as 'gurus', their job will be to help customers get more out of their PCs.

(Financial Times, 2008) 1. A. consumer

B. good

C. local

D. customer

2. A. division

B. monopoly

C. segment

D. sector

3. A. reasonable

B. suitable

C. compatible

D. popular

4. A. channel

B. marketing

C. strategy

D. campaign

5. A. seller

B. customer

C. designer

D. advertiser

6. A. satisfaction

B. relations

C. service

D. support

7. A. appearance

B. skill

C. strategy

D. action

8. A. brand

B. taste

9. A. level

B. value

C. belief

D. position

10. A. customers

B. shelves

C. representatives

D. interviewers

3.4.

C. sense

D. touch

READING COMPREHENSION

PASSAGE 1 Read the passage and do the tasks below. The Marketing strategies of Gucci The beginnings of the Gucci empire go back to Florence, Italy, in 1921, when Guccio Gucci opened an exclusive leather shop. He understood the importance of building a reputation for his brand and did so by putting an identifier on his special edition creations. He concentrated on producing fabulously high-quality products, making them status symbols synonymous with luxury. After Gucci died, his sons Aldo and Rodolfo took over the management and led the brand to iconic status in the 1950s. They succeeded extremely well in promoting the brand to the rich and famous. Fashionable celebrities such as Grace Kelly and Audrey Hepburn were counted among the enthusiastic collectors. The Gucci took note of this popularity and expanded 42

aggressively, opening stores in glamorous locations such as London, Paris and Palm Beach. However, for all the glamour Gucci represented externally, there were increasing disagreements within the family. Aldo and Rodolfo each had two sons who began pulling the brand in different directions in the eighties, and decisions made about product distribution affected the brand's reputation. A strategy to increase distribution expanded the market to thousands of retailers, detracting from the brand's essence of exclusivity. Eventually, retailers were selected more judiciously and the brand's reputation returned. However, during this period of disagreement over distribution the brand went from headlines to sidelines, perceived as an old standard in the fashion world. Since then, smart leadership has driven the Gucci brand to more visibility and success than ever before. The two men responsible for this revival were the creative director Tom Ford and the president/CEO Domenico De Sole. Tom Ford was responsible for the design of all product lines from clothing to perfumes and for the group's corporate image, advertising campaigns and store design from 1994 to 2004. It was his elegant vision that placed this once staid brand back on the backs of the wealthy. Italian-born attorney Domenico De Sole was the other half of this dynamic duo. By integrating elaborate advertising and communication campaigns with a marketing strategy that placed the focus on Gucci's core leather products and ready-to-wear, De Sole brought the much-needed attention back to the quality of the brand while streamlining the back-end of the business and expanding the network of directly operated stores. Strong leadership and an image revamp literally breathed life back into the Gucci brand. (Cambridge BEC 5 Higher, 2022) Choose the correct answer for each case. 1. How did Gucci's founder establish a reputation for quality? A. He focuses all his resources on product quality. B. He concentrated on high-quality goods and stamped an identifier on special edition creations. C. He concentrated on promoting the brand to the rich and famous. D. He planned a strategy to increase product distributions. 2. According the text, Gucci’s target customers included A. middle class. B. the enthusiastic collectors. C. primarily celebrities, the wealthy. D. all walks of life. 3. The company's reputation began to decline when _______. A. there was disagreement in the family over running the company. B. after Gucci died. 43

C. as soon as Gucci’s grandsons took over the management of the company. D. retailers were selected more judiciously. 4. Why did the brand's image need renewing? A. It was losing its reputation for exclusivity. B. If successful, they would prevent Gucci from disagreement. C. It was time for the company to renew its brand image. D. It was necessary to increase product distribution. 5. How was an image revamp achieved? A. Tom Ford planned to design all product lines from clothing to perfumes and corporate images. B. The strategy of increasing distribution has expanded the market to thousands of retailers, reducing the exclusive nature of the brand. C. A new image campaign was conducted through marketing, diligence on quality, choosing retailers more carefully, creative director and president/ CEO. D. The company focuses on advertising and communication campaigns with a marketing strategy. 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. Guccio Gucci wanted his product to signify its owners' high social and economic standing. 7. Because Gucci mainly focused on the wealthy customers – not the general public, it couldn’t develop so well. 8. Thanks to careful selection of retailers, Gucci got back the brand's reputation. 9. In the late 20th century, Gucci opened more stores all over the world. 10. A new image campaign was conducted through marketing, diligence on quality, choosing retailers more carefully, creative director and president/ CEO.

PASSAGE 2 Read the passage and do the tasks below. 44

International Marketing - Global Strategy Strategy is about developing competitive capabilities and finding a competitive position within the marketplace. In international markets, the competitive capabilities that the firm has in one country may not be the same as those it has in another country: equally, the competitive position a firm adopts in one country may be different from that held in another. For example, MCDonald's is regarded as a standard fast-food brand in its native USA, but in India and other emerging markets it is marketed as a premium brand. Interestingly, India is one of the only countries in the world where MCDonald's doesn't sell hamburgers, Big Macs or any other beef products. Being a predominantly Hindu country where the cow is sacred, this would offend cultural sensitivities. Firms wishing to enter a given overseas market will need to consider the same environmental factors as they would consider periodically within their home markets, but a key issue in global marketing is the degree to which the company is prepared to standardise its products and marketing approach. Firms might decide on a globalisation strategy by which the company's products, attitudes, brands and promotion are standardised throughout the world, with global segments being identified, or conversely might decide on a differentiation strategy whereby the company adapts its thinking (and marketing) to each new market. The companies which are most likely to seek a globalization policy are those whose products are not culturally specific, and whose promotions can be readily understood throughout the world. Research shows that relatively few companies standardize their advertising. Of 38 multinational companies surveyed, 26 said that they used standard advertising, but only 4 of these were completely standardised. The others varied from limited standardisation (perhaps only the corporate logo remaining the same) through limited standardization of key elements (such as packaging), through to standard methodologies and approaches with minor adaptations. (Cotton, Falvey, & Kent, 2022) Choose the correct answer for each case. 1. What two aspects of a company's strategy can change depending on the country market it is operating in? A. visioning and objective setting B. competitive capabilities and competitive position C. resource allocation and prioritization. D. objective setting and competitive position 2. What is unusual about McDonald's India compared to McDonald's elsewhere? A. McDonald's India is regarded as a standard fast-food brand. B. It is marketed as a premium brand. C. They don’t sell any beef products such as hamburgers or Big Macs. 45

D. India is one of the countries in the world where the cow is sacred. 3. What two types of broad strategy can firms follow across different country markets? A. Globalization strategy and differentiation strategy B. Globalization strategy and globalization policy C. Differentiation strategy and globalization policy D. Globalization policy and environmental factors 4. Which companies have more chance of success by taking a standardised approach to strategy across different country markets? A. Companies whose promotions are easily understood. B. Companies whose products are not culturally specific. C. Both are correct. D. None of these is correct. 5. How common is it for firms to completely standardise their advertising across different country markets? A. Not common B. Common C. Quite common D. Very uncommon 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. A company can compete equally well in any countries. 7. Because of religious issue, Mc.Donald cannot sell any food made from beef. 8. An organization entering an overseas market needs to consider the environmental factors quarterly. 9. If the companies’ products are culturally specific, they can easily seek a globalization policy. 10. A limited number of companies surveyed standardize their advertising.

PASSAGE 3 Read the passage and do the tasks below. 46

What is strategic marketing planning? Strategic marketing planning addresses the company’s long-term goals and objectives rather than just tactics for marketing products and services. Of course, tactical marketing planning is just as essential, but it comes at a later stage in the overall process. The strategic planning stage comes first and involves taking a comprehensive overview of all the company’s sales and marketing activity. It starts with three questions. Where is the company now? Where does management want the company to go? What should the company do to improve its objectives? A good approach to take to the strategic planning process is to separate it from the distractions of the day-to-day decisions about marketing and sales activities, and to perform an annual comprehensive review of markets and opportunities, matching this against the overall direction of the company and its long-term strategic goals. Strategic marketing planning involves looking at the company from the customer’s point of view. You need to keep coming back to the particular needs or problems which cause customers to purchase the company’s goods and services. You can then set this against the improvements or benefits to the customer’s personal or business life the company’s products can bring. Can these benefits be enhanced or improved? You need to make a detailed study of those segments of the market which are attracted to your company’s products and services. In order to get as much information as possible, this should involve segmenting the market in different ways: for example, geographically, demographically and psychologically. To build up a psychological profile of your customers in consumer markets factors such as their overall lifestyles and attitudes need to be considered. What are the values and motivations that lead people to decide to purchase your products? Obviously, it is not enough just to gather information; you need to know how to interpret it and to understand its possible implications. For example, if you see and understand the trend for business process outsourcing early enough, you can decide what the consequences for you might be as a provider of certain types of services and make decisions accordingly. To take another example, the aging population bubble creates a general increase in demand for a wide range of products for this age group and profile. It creates market niches for specialized products that are large enough to make new product development and marketing worthwhile. The same shifts can also reduce demand for other products. These long-term shifts in markets are frequently misinterpreted as short-term competitive pressures or fluctuations in the economy. Without a strategic marketing plan a company could waste resources or miss an opportunity. It’s difficult to estimate the cost of missing an opportunity at the time it happens; it usually only emerges several years later when a competitor opens a new factory or enters a new market and their revenue starts to accelerate and overtake that of its competitors. In such situations it is easy to conclude that the annual cost of a strategic marketing plan review is minuscule compared to the revenue, market share and profitability it can generate. 47

(Allison, Townend, & Emmerson, 2013). Choose the correct answer for each case. 1. What is the relationship between strategic and tactical marketing planning described in the first paragraph? A. Tactical marketing planning comes before strategic marketing planning B. Tactical marketing planning addresses the company’s long-term goals while strategic marketing planning addresses the company’s short-term goals C. They work differently in terms of time, but are both important to help the company achieve its goals. D. Strategic marketing planning is more important 2. What is the most effective way to undertake a strategic marketing plan? A. You shouldn’t separate strategic marketing planning from decision-making related to sales. B. You should undertake your annual view as a separate process from day-to-day sales and marketing decision-making C. You shouldn’t let the annual review distract you from day-to-day sales and marketing activity. D. You should link your annual review to the day-to-day decision-making process. 3. How should companies construct a psychological profile of their customers? A. By segmenting the market geographically and demographically. B. By considering the particular need or problem which causes customers to purchase the company’s goods and services. C. By analysing the particular benefits, the company’s products and services can bring to customers’ personal or business life. D. By looking at customers’ lifestyles and attitudes, including their values and motivations. 4. In what ways are long-term shifts in markets frequently misinterpreted? A. There is so much competitive pressure that people don’t notice them. B. People believe they are caused by short-term fluctuations in the economy C. People always believe that they will create new markets for niche products. D. People are so worried about missing opportunities they don’t analyse them properly. 5. What does the author suggest might be the secondary effect of the ageing population bubble? A. To create new markets for niche products for other sectors of the population. B. To increase the demand for niche products globally. C. To reduce demand for certain other types of products. D. To make new product development and marketing more worthwhile. Do the following statements agree with the information given in Passage 3? Write: TRUE

if the statement agrees with the information 48

FALSE

if the statement contradicts the information

NOT GIVEN

if there is no information on this

6. Strategic marketing planning is as important as tactical marketing planning. 7. Tactical marketing planning involves looking at the company from the customer’s perspective. 8. It is necessary to be able to explain the information’s implications. 9. An organization never loses any chance even though it doesn’t have a strategic marketing plan. 10. A strategic marketing plan costs more to review than the profit it can creates.

49

CHAPTER 4:

PRODUCT LAUNCH AND PROMOTION

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 4.1.

KEY TERM DEFINITIONS

Task 1: Match the terms (A-J) with their corresponding definitions (1-10). A. Street

B. Out-of-home

marketing

advertising

C. Direct mailing

F. Billboard G. Below-the-line H. Sales advertising

advertising

D. Press

E. Above-the-line

advertising

advertising

I. Personal selling

J. TV advertising

promotion

1. A form of traditional advertising in physical publications including newspapers, and consumer magazines 2. A form of advertising using large scale print and digital structures to promote a brand 3. A form of advertising via broadcast, cable, satellite, and closed-circuit structures to promote a brand 4. A form of advertising that brings products or services directly to customers in a public place 5. Promotional activities in public places e.g., distributing adverts outside shops 6. Short-term promotional activities such as price discounts which encourage consumers to respond in a certain way 7. The activity of speaking to consumers, either directly or on the phone, to persuade them to buy a product or a service 8. A form of advertising relying on printed materials and the postal service to deliver advertising appeals directly to consumers 9. A paid form of advertising via the mass media and commission is paid to an advertising agency 10. A form of advertising directed to reach a small targeted audience via brochures, direct mail, flyers, sponsorships, and email campaigns.

50

4.2.

VOCABULARY PRACTICE

Task 2: Choose the correct words with suitable verb forms to fill in the blanks. A. purchase

B. accept

C. provide

D. develop

E. make

F. inform

G. get

H. devote

1. It’s true that the most efficient way ______ people to buy something is by appealing to their feelings and sentiments, so we can create an ad that makes people develop the emotional connection to our brand or product. 2. When ______ a marketing message, you should avoid making it sound like everybody else’s by conducting a thorough messaging analysis to identify the key messages and concepts other organizations are using. 3. The main objective of developing a promotion mix is to make the target audience aware of the offering and influence them ______ the business’s offering using promotional variables. 4. While other marketing mix elements ensure that the product is developed according to the customer’s needs and buying capacity; the promotion mix effectively ______ the customers that such an offering exists and gives them reasons to purchase. 5. Sales promotions ______ short-term incentives to encourage people to buy a product or service, such as business coupons, rebates, and contests that the public can participate in. 6. A lack of internal marketing could hurt our recruitment efforts, ______ it difficult to find employees and retain talent, which can lead to more disengagement and negatively impact our bottom line. 7.

Internal marketing can keep employees informed about our company, because when their

jobs have a purpose and they feel like they’re a valued part of the organization, they’re more likely to be ______ to their work. 8.

Common examples of internal marketing efforts include educating employees on the

company’s long-term goals and values, allowing open dialogue, and ______ criticism. Task 3: Complete each sentence with correct form of the word in brackets. 1. A marketing message is ______ influential in helping you meet your business goals, as it can be the difference between a new acquisition or sending a customer on to your competitors. (extreme) 2. Marketing messaging lets customers see your brand’s ______ and idea, and this can be a deciding point between buying from just any company or buying from an authentic and engaging one instead. (believe) 3. The messaging development process is valuable and ______ to brand development because it forces you to think deeply about your target audience through research. (foundation) 51

4. A company mission statement is an internal declaration of why a company ______, and the best statements succinctly define the purpose and goals of an organization. (existence) 5. A marketing message is a clear and concise phrase that informs and convinces your target market on why they should choose your ______ or service, and most importantly it delivers a brand promise to potential customers. (produce) 6. Sales promotion is the offering’s promotion using ______ short-term incentives to stimulate demand and increase sales. (attract) 7. Personal selling involves person-to-person ______ between a brand representative and a prospective customer, developed after understanding the needs and wants of the target customer they promote to. (interact) 8. Direct marketing is a promotion strategy where the target customers are contacted ______ by the brand instead of having an indirect medium like a retailer or wholesaler. (direct) 9. The role of advertising in the promotion mix is that it helps reach out to the masses about the benefits of the product or service, how it is used, and its ______. (rely) 10. When an organisatjon ______ any kind of change, it is important that the change is communicated effectively to its internal stakeholders, for example its employees. (introduction) Task 4: Choose the correct answer for each sentence. 1. A campaign can be only as successful as the marketing message it delivers, because a clear, ______, and empathetic message may just be the difference between a major success and utter failure. A. thorough

B. internal

C. consistent

D. deciding

2. A promotional mix is a combination of marketing methods and tools, including advertising, sales, public relations and direct marketing to ______ a specific marketing goal. A. achieve

B. heighten

C. release

D. create

3. The promotional mix is the tools that an organisation combines to achieve the objectives of a promotional campaign, including transmitting your message to as many people as possible; making sure that people understand your message; and encouraging people to take the ______ action. A. heightened

B. combined

C. desired

D. transmitted

4. Promotion mix involves activities that help a business communicate the offering and its features to the customer and ______ their interest in the desired action. A. inform

B. generate

C. release

D. combine

5. Simply, public relations in the promotion mix is a strategic process of releasing organizationrelated information to the public using trustable channels to ______ a favorable reputation of the brand. 52

A. inform

B. combine

C. release

D. maintain

6. The objectives of the promotional mix are to ______ demand for its commodities, create a difference in the product or service, and create market awareness regarding the product or service. A. heighten

B. combine

C. release

D. inform

7. Advertising is a paid promotion method where a sponsor calls for public ______ through paid media channels like TV, radio, newspaper, billboards, or even digital advertising channels like social media platforms and search engines. A. channel

B. incentive

C. representative

D. attention

8. Companies tend to ______ a positive brand image to the public by sharing positive content about the causes they support and community efforts they engage in through communication and social media platforms. A. depict

B. desire

C. grab

D. interrupt

9. Direct marketing is a more personal ______, targeting customers directly through in-person promotions, catalogs, e-mail, telephone calls, or mails. A. channel

B. representative

C. approach

D. attention

10. The complete information along with the attractive graphics of the product or service in advertising can be shown to the customers that ______ their attention and influences the purchase decisions. A. depict

B. desire

C. grab

D. interrupt

11. Occasionally referred to as “employee marketing,” the purpose of internal marketing is to “sell” your business to your employees so they are more engaged, ______, and informative about your organization. A. persuasive

B. brand-aware

C. open

D. honest

12. The goal of internal marketing is to keep employees ______, spread knowledge about the organization’s activities and help ensure that employees have a positive image of the organizational culture and brand. A. persuasive

B. positive

C. open

D. engaged

13. Common examples of internal marketing efforts include opening up the products or services to employees to use and encouraging them to provide ______ product feedback. A. open

B. motivating

C. positive

D. honest

14. Internal marketing can be achieved by redesigning processes and workflow patterns to align with the company’s values and creating relevant and ______ work for employees. A. open

B. honest

C. motivating

D. positive

15. The ______ program from the House of Dior that rewards both your beauty purchases and your participation. 53

A. loyal

B. loyalty

C. friend

D. frienldy

16. The penetration pricing strategy involves ________ a new product or service at a low initial price to gain customers' attention. A. offering

B. referring

C. ordering

D. involving

17. Image is an important aspect of brand awareness, ______ influences whether your potential customers know, like, and trust you. A. who

B. that

C. it

D. which

18. Local and regional businesses like restaurants, destination casinos, and golf courses can expand market share and ________ their brand by investing in organic search engine optimization. A. strengthen

B. weaken

C. widen

D. open

19. A customer loyalty program is an e-commerce marketing _________ that rewards loyal customers who frequently engage with a brand. A. A. scheme

B. strategy

C. tragedy

D. remedy

20. A manifesto is a __________ statement outlining what a person or group stands for and how they plan to effect change. A. spoken

B. speaking

C. written

D. writing

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT 4.3.

PASSAGE COMPLETION

PASSAGE 1 Read the passage and choose the correct words to fill in the blanks. A marketing message is a concise, targeted statement that communicates the value (1)_______ of a product or service to potential customers. It should be clear, memorable, and persuasive, and it should differentiate the product or service from competitors in the (2)_______. Crafting an effective marketing message requires understanding the needs, preferences, and pain points of the target audience, as well as the competitive landscape. A marketing message should answer the question "why should I care?" from the customer's (3)_______. It should explain how the product or service solves a problem, meets a need, or fulfills a desire that the customer has. The message should be simple and easy to understand, without relying on industry jargon or technical language that might confuse or (4)_______ potential customers. One key to creating an effective marketing message is to focus on the benefits of the product or service, rather than its (5)_______. Benefits are the positive outcomes that customers can expect from using the product or service, while features are the specific attributes or capabilities of the product or service. For example, a feature of a new smartphone might be its 54

5G connectivity, but the benefit is that users can download and stream content faster than ever before. Another important aspect of a marketing message is the tone of voice. The tone should be appropriate for the target audience and should reflect the brand (6)_______. A luxury brand might use a more formal, sophisticated tone, while a fun, playful tone might be more appropriate for a brand targeting (7)_______ consumers. It's also important to consider the (8)_______ through which the marketing message will be delivered. Different media require different approaches, and the message should be tailored accordingly. For example, a marketing message delivered through social media might need to be more concise and attention-grabbing than a message delivered through a print ad or a website. Ultimately, an effective marketing (9)_______ should make potential customers feel that the product or service is uniquely suited to meet their needs and that they would be making a smart choice by choosing to buy it. It should be (10)_______ and easy to recall, so that customers are more likely to remember the brand and consider it in the future. (Kotler, 2019) 1. A. proposition

B. system

C. evaluation

D. budget

2. A. venue

B. supermarket

C. marketplace

D. globe

3. A. advantage

B. barrier

C. idea

D. perspective

4. A. attract

B. convert

C. alienate

D. remove

5. A. goals

B. features

C. strategy

D. plan

6. A. personality

B. competition

C. customer

D. distribution

7. A. potential

B. elder

C. younger

D. similar

8. A. scheme

B. vehicle

C. transport

D. medium

9. A. message

B. plan

C. strategy

D. mix

10. A. knowledgeable

B. memorable

C. ambiguous

D. fundamental

PASSAGE 2 Read the passage and choose the correct words to fill in the blanks. The promotional mix is a crucial component of a company's marketing strategy. It is the (1)_______ of advertising, personal selling, sales promotion, public relations, and direct marketing that a company uses to reach and persuade its target audience. The aim of the promotional mix is to create awareness, (2)_______ interest, build desire, and prompt action among potential customers. Advertising is a paid form of communication that uses (3)_______ media, such as television, radio, print, and online, to promote a product or service. Advertising aims to create brand awareness, establish the benefits of the product or service, and (4)_______ it from 55

competitors. Effective advertising is based on a well-defined target audience, a clear message, and a creative execution that captures attention and generates interest. Personal selling involves face-to-face interaction between a salesperson and a potential customer. Personal selling is most effective when the product or service is complex or requires a significant (5)_______, and the salesperson can provide personalized information and answer questions. Personal selling is often used in business-to-business (B2B) sales and high-end consumer goods. Sales promotion involves short-term (6)_______ that encourage customers to buy a product or service. Examples of sales promotion include discounts, coupons, free samples, contests, and loyalty programs. Sales promotion is often used to boost sales during a specific period, such as a holiday season, or to introduce a new product or service. Public relations (PR) involves building and maintaining positive relationships between a company and its (7)_______, such as customers, employees, investors, and the media. PR aims to enhance the company's reputation and credibility, and to address any negative publicity or issues. PR activities include press releases, media events, sponsorships, and community outreach. Direct marketing involves communicating directly with potential customers through various channels, such as email, direct mail, telemarketing, and text messaging. Direct marketing allows companies to target specific (8)_______ of the market with personalized messages and offers. Direct marketing can be highly effective when done well, but it can also be intrusive and generate (9)_______ reactions from customers. The key to a successful promotional mix is to understand the target audience and the competitive environment, and to use a combination of communication channels and tactics that are appropriate for the product or service and the marketing objectives. The promotional mix should also be evaluated regularly to measure its effectiveness and to make (10)_______ as needed. (Kotler, 2019) 1. A. element

B. combination

C. relation

D. sponsorship

2. A. generate

B. express

C. lose

D. maintain

3. A. electronic

B. visual

C. various

D. mainstream

4. A. remove

B. take

C. differ

D. differentiate

5. A. advertising

B. investment

C. promotion

D. relations

6. A. objectives

B. billboards

C. functions

D. incentives

7. A. stakeholders

B. optimizations

C. agencies

D. manifestos

8. A. price

B. conditions

C. segments

D. positions

9. A. negative

B. favourable

C. immediate

D. instinctive

10. A. complaints

B. adjustments

C. profits

D. assumptions

56

PASSAGE 3 Read the passage and choose the correct words to fill in the blanks. Internal marketing is a concept that refers to the various strategies and practices that companies use to ensure that their employees are (1)_______ and committed to the company's goals and objectives. The idea behind internal marketing is that happy and motivated employees are more likely to provide excellent customer service, which in turn can lead to increased customer satisfaction and (2)_______. One of the key components of internal marketing is communication. Companies that practice effective internal marketing use a variety of communication channels to keep employees (3)_______ about company news, updates, and changes. This can include regular meetings, newsletters, bulletin boards, and even social media. By keeping employees in the loop, companies can help them feel more connected to the company's (4)_______ and values. Another important aspect of internal marketing is training and development. Companies that invest in their employees through training and development programs are more likely to have (5)_______ and engaged employees. This can include both technical training to improve job skills and soft skills training to help employees better communicate and work effectively with others. Recognition and rewards are also key components of internal marketing. Companies that have effective recognition and rewards programs are more likely to have employees who feel valued and (6)_______. This can include everything from verbal recognition to (7)_______ and incentives. When employees feel that their hard work is being recognized and rewarded, they are more likely to be engaged and committed to the company's success. Finally, leadership plays a critical role in internal marketing. Companies that have strong and effective leaders are more likely to have engaged and committed employees. Leaders who communicate effectively, set clear goals and expectations, and lead by example are more likely to (8)_______ their employees to do their best work. In summary, internal marketing is a critical component of overall marketing strategy. By (9)_______ in their employees through communication, training and development, recognition and rewards, and effective leadership, companies can create a culture of engagement and commitment that can help (10)_______ customer satisfaction and loyalty. (Tech Target, 2017) 1. A. prospective

B. salaried

C. engaged

D. permanent

2. A. care

B. loyalty

C. records

D. support

3. A. informed

B. safe

C. quiet

D. informative

4. A. policy

B. profits

C. mission

D. revenue

5. A. temporary

B. senior

C. skilled

D. motivated

57

6. A. awkward

B. baffled

C. appreciated

D. grumpy

7. A. training

B. bonuses

C. relocation

D. childcare

8. A. inspire

B. dismiss

C. sack

D. make

9. A. confiding

B. specializing

C. investing

D. implicate

10. A. derive

B. find

C. express

D. drive

PASSAGE 4 Read the passage and choose the correct words to fill in the blanks. Sponsors with a taste for Mickey Mouse marketing At first (1)_______, Walt Disney would appear to have little in common with Siemens, the German industrial group that makes everything from light bulbs to hearing aids. Yet, as its (2)_______, a Siemens logo can be seen on the newly relaunched Spaceship Earth attraction at Disney's Epcot theme park in Florida. It also appears on the Disney website, where visitors to the Spaceship Earth section can take part in “The Siemens Science Minute” or “Be a Siemens Superhero”. Siemens is one of Disney's 'corporate alliance' partners, alongside companies that include Coca-Cola, Hewlett- Packard, General Motors and Kodak. Corporate partners pay fees to Disney, running into hundreds of millions of dollars, in return for promotion, sponsorship and (3)_______ to its millions of customers. Although it has a vast number of businesses in the US, Siemens is not well known by American consumers. As a former shirt sponsor of Real Madrid in Spain, it first considered sponsoring a US sports event to raise brand awareness. "There were many (4)_______ to get involved with sport, whether in motor racing or by sponsoring a stadium,' says Mr Nolen, Chief Executive of Siemens's US division. However, the group finally chose Disney because it gave Siemens the ability to showcase its technological (5)_______ and reach a broader, more diverse audience. The Disney deal represents a change from the German company's former focus on sports sponsorship and offered it a way to (6)_______ from a mix of distinct marketing opportunities. For example, Siemens's medical products have appeared in Gray's Anatomy, the Disney-ABC medical drama. The range of businesses owned by Disney gives the company an advantage over a sports event in the competition for sponsors. It can (7)_______ brands in its theme parks or in the TV programs and films it makes via product placements. Crucially, the Disney brand also has broad appeal. Disney has a long history of corporate partners. The relationship with General Motor (GM) dates back to 1982, when the company sponsored the Test Track ride at Epcot in Florida. 58

Since then, the agreement has expanded considerably. Disney's fleet of company cars is (8)_______ by GM, and GM cars regularly feature in Disney studio movies. Disney hopes to win more business from companies that would normally sponsor a sports event or (9)_______ their names to a stadium. 'A lot of people are going to be missing if you sponsor a sports event, whereas the Disney brand appeals to families,' says Lawrence Aldridge, Disney's Senior Vice-President of Corporate Alliances. Contracts with corporate alliance partners that last for years can be worth hundreds of millions of dollars and often include (10)_______ agreements. Disney spends $12bn a year on goods and services, and the company's alliance partners are often at the front of the queue when the group comes to place orders. This increases its appeal to sponsors. (Matthew Garrahan,2008) 1. A. place

B. instance

C. glance

D. time

2. A. purchase

B. sponsor

C. acceptance

D. sponsorship

3. A. approach

B. response

C. reaction

D. access

4. A. events

B. opportunities

C. agreements

D. campaigns

5. A. expertise

B. device

C. training

D. education

6. A. recover

B. suffer

C. benefit

D. separate

7. A. set

B. pick up

C. get

D. showcase

8. A. overtaken

B. supplied

C. abandoned

D. driven

9. A. acquire

B. offer

C. assume

D. attach

10. A. draft

B. term

4.4.

C. purchasing

D. multilateral

READING COMPREHENSION

PASSAGE 1 Read the passage and do the tasks below. In just two years, Joni West has rewritten the rules of corporate marketing on Second Life. An avid user of the site, she realised that billboards, commercials and streaming videos fell flat among hypercreative user who wanted to interact. Instead, she concluded, companies should try to spark user-to-user discussion – a surprisingly cost-effective option on Second Life. This insight has produced successful initiatives for clients such as Sun Microsystems, Overstock.com, and Nestle, and made West’s firm, the Second Marketing, the leader in shepherding name-brand companies back to the virtual world. West stumbled into the business potential of Second Life while pursuing her passion for fine art. “I thought it would be fabulous to create a virtual art gallery where I could bring people from all over the world,” she says. One day, she was sitting on a Second Life art gallery couch, doing just that – talking to people from various countries – and she had their rapt attention. “At that point, I realised how 59

powerful one-on-one engagement could be in Second Life.” West used techniques gleaned from 25 years of marketing experience, including digital and market campaigns, to woo potential clients. She calmly explained that the previous failures of Second Life were a result of not harnessing the medium appropriately to reach its 14 million users, up to 66,000 of whom are present at any time. “I describe the mistake companies made like this: Imagine you’ve never been to Manhattan. You cross the George Washington Bridge, and someone hand you a guidebook. The first place you’re going is not the Reebok store.” Translation: Second Life is not a place to make sales. It’s also a venue where large companies don’t have to spend $3 million to build an elaborate space when $10,000 to $100,000, used judiciously, can have a much larger impact. West’s work has started to inspire other high-profile, higher-budget efforts. The Weather Channel has developed an attraction that lets users play sports in varied terrains with highly challenging weather conditions (tsunamis, avalanches, flash floods). Users spend an average of 30 minutes per visit, and the attraction draws a crowd around the clock. (IELTS Recent Actual Tests and Suggested Answers, 2020) Choose the correct answer for each case. 1. Why did billboards, streaming videos and commercials fail to catch the attraction of Second Life users? A. There wasn’t enough interest in E-Marketing on Second Life. B. The uniqueness of the Second Life site as an E-Marketing field. C. Because Second Life users are highly creative and love to interact with others. D. The relatively young age of E-Marketing meant a small number of potential customers. 2. How did Joni manage to achieve unprecedented success on the “Second Life” forum? A. She answered the website users’ needs for conversations, interactions and discussions. B. Cleverly designed billboards and streaming videos were set up by her. C. Jori decided against offering forms for customers to fill in their opinions. D. She maintained stricter regulations and standards on “Second Life”. 3. How did West come to notice the business potential of Second Life? A. West was looking for ways to interact with the people around the globe. B. She wanted to create a profitable art gallery. C. West was following her interest in the fine arts. D. She was on a project involving the Weather Channel of Second Life. 4. According to Jori West, aside from being a place to conduct sales, what was another function of Second Life? A. Second Life was a place for their customers to build their own elaborate space. B. Second Life was also a place for large organizations to judiciously deposit between $10,000 and $100,000. 60

C. It was a simple, easy-to-use place for major corporations to spend $3 million on an elaborate space. D. Second Life was additionally a venue where large companies could have a much larger impact with judicious use of between $10,000 and $100,000. 5. What did the Weather Channel do to become a popular site among “Second Life” users? A. The Weather Channel developed realistic terrains and climates in “Second Life”. B. The Weather Channel allowed users to play sports in challenging conditions. C. They provided an extensive array of sport activities D. The Weather Channel managed to garner large sums of funds for their projects. 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. Second Life users are highly creative and love to interact with others. 7. Second Life’s billboards, commercials and streaming videos are were really fabulous. 8. Joni West used to work in the field of marketing. 9. Large companies spend $3 million to build an elaborate space on Second Life. 10. The attraction the Weather Channel has developed is not a successful one. PASSAGE 2 Read the passage and do the tasks below. How printed marketing gets goods into bags As resistance to junk mail grows, big businesses are being forced to come up with eversmarter ways to encourage their customers to spend more. Whether they are using customer magazines, e-mails or podcasts, the name of the game for businesses is to get close to their clientele. The sector that has benefited most from this shift is the contract-publishing sector, which produces own-brand magazines for businesses. While traditional forms of print media are having a tough time, this segment is flourishing. “Traditionally, the holy grail for businesses was acquiring new customers. Now marketers are realising that it is about nurturing existing customers. It is all about creating a dialogue with them, and that works in favour of customer magazines,” says Julia Hutchison, chief operating officer of the Association of Publishing Agencies (APA), the industry body for customer magazines. Recent APA research shows that such magazines lead to an average sales uplift of 8 per cent. But, in spite of magazine boom, the sector is already moving on. The latest buzz word in the customer magazine market is “segmentation”. This means that companies are slicing and 61

dicing their databases and sending out specific information to particular demographics of customer. Targeted email spam, podcasts and micro-sites are set to become the next growth area. “More and more companies are realising that having got their websites up and running, it is actually a pretty dead experience. The whole debate now is how we can get customers reading in a more exciting way,” says Mark Jones, editorial director of Cedar. So-called experiential marketing is widely seen as the next big thing. The thinking is that consumers can no longer be pigeon-holed in definable age brackets or social classes, meaning that businesses must appeal to their attitudes, experiences and emotions. “Marketing has moved beyond demographics”, says Cedar’s Jones. However, some publishing executives believe that the sector is getting “carried away” with digital and experiential marketing. “We have spent the past two years proving the success of customer magazines” and, “what are we supposed to abandon ship now and say “Well actually digital is the way forward?”, says John Brown’s Hirsch. One example of a company that is using its customer data in a simple yet effective way is Tesco, the UK’s largest retailer. Tesco has a database of 12m customers, all of whom use its Clubcard loyalty programme. Details of every single purchase have been collected, collated and crunched by Dunnhumby, a data company. Although Tesco has a customer magazine, the vast amount of Dunnhumby’s findings are used to identify shopping patterns and trends in Tesco’s stores. This emphasis allows Tesco and its suppliers to alter at short notice the mix of products that they offer to shoppers. Tesco’s rationale for obsessively focusing in on what is on its shelves is simple, says Edwina Dunn, who founded Dunnhumby. She says so that if shelves are stocked with exactly what customers want, there is less need for fancy promotions to entice them into stores. “The thing that everybody locks onto is communication with customers. Actually, that is not the most important element. The key element is getting the ranges right in the stores. Getting those right means that customers will come back more,” says Dunn. Perhaps it really is that simple, after all. (Bazin & Boyd, 2009) Choose the correct answer for each case. 1. In the second paragraph, we learn that customer magazines have become a popular marketing technique because _____. A. people no longer want to read traditional magazines. B. they offer a very direct form of communication. C. they are an effective way of getting new customers. D. new marketing techniques were needed in certain businesses. 2. What are more and more companies trying to do in the customer magazine market? A. direct marketing material at specific groups. 62

B. increase customer interest in company magazines. C. deal with the fact that companies are updating their technology. D. make marketing material more engaging for customers. 3. According to the fourth paragraph some executives feel that experiential marketing _______. A. should not replace other marketing methods. B. can take too long to research and setup. C. is only appropriate for digital marketing techniques. D. may be the best way of targeting customers according to age. 4. The writer introduces the example of the Tesco Club card in the fifth paragraph to show that _______. A. information collected on the card can be used in the magazines. B. there are different ways of utilizing information from customers. C. some companies have arrangement of marketing methods. D. companies should respond quickly to customer needs. 5. What does Edwina Dunn say in the last paragraph? A. Retailers would like more communication with customers. B. Special promotions could increase customer numbers. C. Sales depend on product selection. D. Returning customers are more important than new customers. 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. Big businesses are having a hard time convincing their customers to spend more money. 7. Traditional forms of print media are flourishing in the current market. 8. Companies are starting to use segmentation to target specific demographics with their marketing. 9. Some publishing executives believe that digital and experiential marketing are being overused. 10. Tesco's customer magazine is the primary tool used to determine what products are stocked in its stores.

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PASSAGE 3 Read the passage and do the tasks below. Selecting your business name The right business name is important. If you choose the wrong one, you might end up with something that sends all the wrong messages. To be successful, your business name needs to define your identity and say what's special about what you are offering. Think about the market you want to sell into, and why your customer will prefer to buy YOUR product or service rather than someone else's. A good business name is one that tells customers what to expect. Illiterate names have caught on everywhere; that is names that involve deliberately misspelled words. Kwik-Fit, the company that promises to fit car parts speedily, was one of the first in the UK. The name was the brainchild of Kwik-Fit's chief executive, who, as a schoolboy, earned extra pocket money cleaning ovens. He advertised himself as Kookers Kleaned! Some people grumble about these misspellings, arguing, for example, that children will copy them, but even these purists don't hesitate to buy an ice cream from Phun Phlavours! These misspellings work because they catch the eye. The trouble is, as more and more are invented, they lose their impact. But unusual names are not always the most effective, Names like Tie Rack or Body Shop which just say what your company is about can work just as well. They are short, and they have an honest no-nonsense ring to them. Sometimes using a personal name can achieve the same effect: Laura Ashley projects a gentle and elegant image that makes the customer feel comfortable about buying that company's products. If you are providing a service, decide whether your company name should describe your customer's problem or your unique solution to the problem. For example, a vehicle breakdown service could call itself Panic Breakdowns, which only serves to emphasize the negative state of mind of the customer, or Instant Rescue, which sends out a reassuring message that help is at hand. Which name would you select if you had a burst water pipe: Flood Warning or Peace of Mind? Consider too the impact your name will have when people hear it or read it. What effect does it have when spoken over the telephone? Snappy Happy Snaps may describe your photographic agency, but it sounds ridiculous over the phone. When your name appears in Yellow Pages or similar directories, usually amongst a hundred others offering a similar service, you want yours to be the one that catches the eye. One trick is to ensure that the first letter of your name appears early in the alphabet. A business in Finland Called itself by the meaningless name Quello, simply because there is no letter Q in Finnish, so Quello was the only entry in the directory under that letter! (Bazin & Boyd, 2009) 64

Choose the correct answer for each case. 1. According to the writer, a business name is a good one if it _______. A. identifies your market needs B. avoids confusion with other companies C. creates different kinds of image D. persuades people to use your company 2. What is the writer's attitude to the use of illiterate names? A. They have been used so much that people no longer notice them. B. They are bad because children will learn wrong spellings. C. They are good because people find them amusing. D. They fail to describe the service or product accurately. 3. What does the writer like about simple company names? A. They accurately describe the product. B. They inspire confidence. C. They give a personal touch. D. They are easy to remember. 4. Which name, Flood warning or peace of Mind, would the writer probably prefer? A. Flood warning because it shows the company understands the problem. B. Peace of Mind because Flood warning sounds more serious than a burst pipe. C. Peace of Mind because it is designed to comfort the customer. D. Flood warning, because few people know the expression “peace of mind”. 5. According to the writer, you can help to make your company name stand out by ________. A. using an initial letter that gets your name into the front of directories B. making sure the name of your company has an unusual letter in it C. choosing a short name that people can say easily over the phone D. putting your advertisement in several different directories 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. Choosing the wrong business name can have negative consequences. 7. Illiterate names have become less effective over time. 8. A company providing a service should consider naming their business after the customer's problem. 9. Panic Breakdowns is a better name for a vehicle breakdown service than Instant Rescue. 10. It isn’t vital to consider the impact a business name has when spoken over the phone. 65

CHAPTER 5:

DIGITAL MARKETING

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 5.1.

KEY TERM DEFINITIONS

Task 1: Match the terms of digital marketing (A-J) with their corresponding definitions (1-10). A. User-

B. tagging

generated rate F. Citizen media

G. Track record

C. Conversion

D. Marketing

rate

metric

H. Response rate

I. Unique Selling

E. RSS feed J. Site traffic

Proposition 1. The reputation of a business and its past history of success 2. The percentage of people who follow a link from an email or advert out of those who view it 3. The percentage of visitors to a website who take the desired action such as buying a product or requesting more information about the product 4. Using keywords in web copy so that the content can be easily found to promote the brand 5. The number of visitors to a website in a given period of time 6. Content produced for and by members of the public who are not professional journalists 7. A way of publishing information on a website so that someone can take it and use it on another website 8. The percentage of people who completed a survey via the Internet or via mails 9. A measurement tool for gauging the success of marketing activities e.g., number of enquiries per advert 10. A feature which makes one product stand out from the competition and is the key reason why consumers will buy that product

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5.2.

VOCABULARY PRACTICE ON DIGITAL MARKETING

Task 2: Choose the correct words with suitable verb forms to fill in the blanks. A. edit

B. base

C. create

D. formulate

F. gain

G. trig

H. tag

I. measure

E. spend J. cultivate

1. In digital marketing, we can track every step that a customer makes, often from the moment when they are ______ to find a solution or product. (trig) 2. ______ allows social media users, businesspeople, and marketers to engage an individual or any entity with a social profile when they mention them in a post or comment. (tag) 3. Marketers are using wikis as a digital marketing strategy to let everybody interact with parts of the website, _______ and adding contents, so that it can draw people to the websites and let them get involved. (edit) 4. To build a successful online business and stand out from the crowd, you need a comprehensive digital strategy ______ on a thorough market study, in-depth business analysis, and constant feedback. (base) 5. In _______ a strategy, a company should look at its strengths and listings in relation to its competitors. (formulate) 6. Digital marketing enables you to track campaigns on a daily basis and decrease the amount of money you're ______ on a certain channel. (spend) 7. If you are running marketing campaigns, you want to maximize your potential for ______ new leads and the click-through rates to increase the percentage of people who follow your links to buy the products. (gain) 8. Cost per click is important for marketers to consider, since the goal of marketers should be to reduce the price of clicks while also ______ high-quality actions, and consequently satisfied customers. (cultivate) 9. User generated content may be one of the most cost-effective tactics for social media marketing strategy in the form of online business reviews or social media videos ______ by customers. (create) 10. Users can share a blog post, like a photo, save a video, or engage with your website via a paid ad click, and the best part is that all of these actions can be ______ (measure).

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Task 3: Complete each sentence with correct form of the word in brackets. 1. Internal marketing is the perfect opportunity for leaders to remind their staff why their company is a great place to work and to highlight all the ______ aspects of being an employee there. (positiveness) 2. Businesses ______ digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. (lever) 3. The goal of search engine ______ is to validate content and a website in a way that makes it appear among the first results on a search engine results page. (optimise) 4. Another important advantage of digital marketing is web ______ which measure the result of digital marketing campaigns in real-time, and this helps to fix any possible mistakes quickly. (analyze) 5. Search engine optimisation (SEO) helps changing the content of a website so it appears higher on search engine ______ for potential customers to see via the use of keywords. (list) 6. While global reach is a ______ advantage of digital marketing, it also improves local visibility, which is especially important if your business relies on nearby customer. (significance) 7. Video marketing builds brand awareness, boosts digital site traffic, and increases ______ rates, and it has been a cornerstone of both B2B and B2C content marketing strategies for years. (converse) 8. Many marketers want to drive better performance out of each new marketing initiative and increase online ______ rates (percentage of visitors to a website who take the desired actions) with a wide variety of digital marketing strategies. (respond) 9. Google’s mission is to create the best possible search result for every query and rewarding advertisers with higher organic search ______ would work against that mission. (ranked) 10. Some business people and freelancers have been using ______ as a digital marketing strategy via writing, photography, and other media that's self-published online so that the process can reach the home business' target market. (blog)

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`

Task 4: Choose the correct answer for each sentence.

1. Digital marketing strategies help marketers ______ goals, target an audience, and develop a digital marketing plan that best reaches that audience. A. define

B. optimize

C. leverage

D. stand

2. When you hire a digital marketing agency, you can successfully increase your site ______ to increase the number of visitors to your website with a wide variety of strategies. A. optimization

B. traffic

C. listing

D. conversion

3. The more customers buy our products or services on our websites, the more we can ______ our customer profiles and market effectively to them. A. trigger

B. track

C. refine

D. extract

4. Even if you don’t have a clear idea of your target audience, digital marketing enables you to extract data to see which audiences will work best for you and ______ your campaign around them. A. optimize

B. leverage

C. extract

D. trigger

5. With email ______, you collect customer data across various direct mail activities, classify it to understand your potential customers’ preferences, and ultimately get permission to add them to your email lists. A. campaign

B. listing

C. ad click

D. conversion

6. Video marketing builds brand awareness, boosts digital site ______, and increases conversion rates, and it has been a cornerstone of both B2B and B2C content marketing strategies for years. A. campaigns

B. analytics

C. ad clicks

D. traffic

7. Good SEO results depend on keywords and page ______ to provide the highest results to improve page rank and drive potential customers to your content. A. campaign

B. conversion

C. analytics

D. optimization

8. Some marketing campaigns are great in terms of content and offer quality, but still don’t achieve high ______ rates as the percentage of visitors to their websites who take the desired actions are very low. A. organic search

B. response

C. paid search

D. ranking

9. The______ rates to a business website is an important metric because it indicates how many people are interested in the products and click on the ads to learn more or buy the products. A. paid search

B. ranking

C. click-through

D. organic search

10. When a marketer uses search engines to show ads on the results pages, this ______ listings make it an affordable marketing method as we don’t pay until someone clicks on the ad. A. paid search

B. ranking

C. organic search

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D. cost per click

11. One advice in digital marketing is to make sure that you give exact and adequate content keywords so that your site can appear higher up in the search ______. A. responses

B. rankings

C. cost per clicks

D. click-throughs

12. Although ______ traffic often takes a long time to rank high enough in the search engine results page listings, it is totally free. A. paid search

B. ranking

C. organic search

D. cost per click

13. Marketers are using the RSS ______ to help customers know when their sites change through regular updates, and watch traffic to the website increase. A. feeds

B. tags

C. wikis

D. blogs

14. Marketers are using ______ so that every time somebody views something they post on the website, that person can share the information through this completely free word-of-mouth advertising method. A. viral marketing

B. tagging

C. wikis

D. user generated content

15. Don’t forget to use ______ because there are plenty of high-quality journalistic contents and products reviews written for and by members of the public, so it can make digital marketing more personal and relevant. A. wikis

B. citizen media

C. tagging

D. user-generated content

16. Marketers are using ______ to deliver their messages to the masses online in the forms of free popular audio format, so that customers can subscribe and hear their favorite topics. A. viral marketing

B. blogging

C. podcasts

D. tagging

17. Even if you don’t have a clear idea of your target audience, digital marketing enables you to ______ data to see which audiences will work best for you and optimize your campaign around them. A. optimize

B. leverage

C. trigger

D. extract

18. Marketers are using ______ so that original, brand-specific content created by customers can be published on social media or other channels to increase the site traffic and revenue. A. tagging

B. wikis

C. user-generated content

D. viral marketing

19. Using the ______ listings means companies don’t pay anything until someone clicks on their ad, and this ensures your ads reach users who are actively searching for your company’s services or products. A. paid search

B. ranking

C. organic search

D. cost per click

20. If you are running marketing campaigns, you want to maximize your potential for gaining new leads and the ______ rates to increase the percentage of people who follow your links to buy the products. A. paid search

B. ranking

C. organic search 70

D. click-through

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT 5.3.

PASSAGE COMPLETION

PASSAGE 1 Read the passage and choose the correct words to fill in the blanks. Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Social media marketing (SMM) will (1) _______ you a blog or website to enable you to reach clients from your particular (2) _______ as well as access the relevant communities of practice through existing social networking sites. SMM can also help raise more (3) _______ of your website by giving potential customers updated information on your product line, allowing existing clients to (4) _______ their experiences and comments onto the wall of the website, and participating in online questionnaires. Therefore, such an informal no-sales approach allows you to interact (5) _______ with your customers and gain valuable insight into their needs and wants. If technology is an issue, then SMM has many other kinds of solutions. For example, SMM can get potential customers excited about your latest service by (6) _______ them podcasts of interviews with those who have already tried and (7) _______ it. Or, if it’s digital downloads you offer, then send them a downloadable sample. SMM will also give you important (8) _______ on how to exploit the potential of your website: how to attract content-related advertisers; how to ensure stickiness so that visitors to your website could hang around a little (9) _______; and how to decide which services to (10) _______ a premium for. (Cambridge BEC 5 Higher Students’ Books, 2016) 1. A. design

B. launch

C. advertise

D. found

2. A. mall

B. market

C. society

D. background

3. A. reactions

B. reality

C. awareness

D. population

4. A. cancel

B. enter

C. download

D. post

5. A. directly

B. passively

C. surprisingly

D. ineffectively

6. A. tagging

B. sending

C. achieving

D. blogging

7. A. created

B. formed

C. tested

D. measured

8. A. material

B. advice

C. framework

D. firm

9. A. later

B. earlier

C. longer

D. faster

10. A. charge

B. respect

C. appreciate

D. offer

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PASSAGE 2 Read the passage and choose the correct words to fill in the blanks.

Making digital marketing mobile Today’s mobile phone users are not using their devices just to talk. Now, the mobile phone is a (1)______ for news, views and entertainment, a window into the world. Alongside the Internet, mobile phones have become the great communication (2)_______ of modern times and, as such, are threatening to revolutionize the world of marketing. Industry experts believe that the most successful players in the (3)_______ marketing era will be those that best connect the power of the Internet with the flexibility of mobile phone communication. The fact is that mobile phones have a number of (4)_______ advantages over traditional media in advertising, and other marketing activities, which have the potential to make mobile marketing the most (5)_______ tool in the modern marketers’ arsenal. The extensive and increasingly data-rich subscriber profiles that mobile operators have at their disposal are the sort of resource that marketers would be willing to pay good money to (6)_______. One of these is the broad subscriber base that mobile operators often have at their disposal. Such a resource is both a valuable (7)______ for the mobile operator and a powerful and exciting tool in itself. One of the reasons is that phone operators have a much better understanding of their customers’ (8)_______ patterns than traditional media owners. They can even identify the personal hobbies and character traits of subscribers through their use of content-rich data (9)_______. This kind of resource makes possible the kind of precise customer segmentation and niche market identification that most marketers can only dream of. Teamed with this customer (10)______ precision is the ability of mobile phone operators to use locationbased advertising to hit their target audience right at the spot of the first sales opportunity. (Dubicka & O’Keefle, 2011) 1. A. material

B. tactic

C. force

D. source

2. A. tactic

B. material

C. medium

D. framework

3. A. socio-cultural

B. achievable

C. digital

D. measurable

4. A. unique

B. comprehensive

C. timebound

D. realistic

5. A. generating

B. promising

C. converting

D. regarding

6. A. access

B. predict

C. obtain

D. demonstrate

7. A. framework

B. tactic

C. asset

D. matrix

8. A. rivalry

B. consumption

C. combination

D. adoption

9. A. assumptions

B. consumptions

C. conclusions

D. services

10. A. profile

B. viewpoint

C. material

D. measurement

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PASSAGE 3 Read the passage and choose the correct words to fill in the blanks. In the last ten years, increasing use of social media, online shopping and (1)______ like YouTube and Netflix have allowed companies to connect with customers in new ways. Here are some essential marketing (2)______ that companies must take note of in order to move with the times. 1. Shopping on social media Forbes reports that 72 per cent of Instagram (3)______ have bought something when using the app. Companies can now (4)______ posts that allow users to shop directly on social media instead of companies' own websites. This allows retailers to (5)______ their customers more quickly and easily. 2. Focus on customer experience When a customer comes to your company, you want to make it as easy as possible for them to find what they need and buy your products. When marketers say 'customer experience', they most (6)______ efficiency, friendly, and knowledgeable customer service and easy payment (7)______. Companies that can provide a good customer experience keep their customers and attract new ones. 3. Personalisation In order to (8)______ the right kind of customer and connect with them, companies are personalising their marketing content. This is made possible by the data that people (9)______ through their internet searches, online shopping habits and social media use. Online product recommendations, adverts, and even the design of the marketing (10)______ itself is adapted to the interests and preferences of individual consumers. (British Council, 2016) 1. A. platforms

B. environments

C. campaigns

D. analytics

2. A. techniques

B. approaches

C. trends

D. channels

3. A. viewers

B. users

C. customers

D. stakeholders

4. A. create

B. analyze

C. cover

D. inform

5. A. prepare

B. focus

C. appeal

D. reach

6. A. combine

B. value

C. formulate

D. determine

7. A. opportunities

B. strengths

C. threats

D. options

8. A. target

B. rank

C. list

D. optimise

9. A. trigger

B. generate

C. refine

D. issue

10. A. matrix

B. approach

C. attention

D. message

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PASSAGE 4 Read the passage and choose the correct words to fill in the blanks. In the last ten years, increasing use of social media, online shopping, and (26)______ like YouTube and Netflix have allowed companies to connect with customers in new ways. Here are five essential marketing (27)______ that companies must take note of in order to move with the times. 1. Personalisation In order to (28)______ the right kind of customer and connect with them, companies are personalising their marketing content. This is made possible by the data that people (29)______ through their internet searches, online shopping habits, and social media use. Online product recommendations, adverts and even the design of the marketing (30)______ itself is adapted to the interests and preferences of individual consumers. 2. Video content If an advertisement is interesting, amusing, or (31)______, people will search for it online and share it with their friends. Live videos on social media platforms are also known to attract large audiences and get people (32)______ interacting with companies in the comments, where they can give (33)______ and ask questions about the products. 3. Search Engine Optimisation (SEO) As the internet plays an increasingly central role in marketing and selling, it is vital for your company to appear in the search (34)______ when someone does a related search. Companies hoping to gain a larger market share should constantly (35)______ their marketing strategies to get ahead of the game. (British Council, 2016) 1. A. platforms

B. environments

C. campaigns

D. analytics

2. A. techniques

B. approaches

C. trends

D. channels

3. A. target

B. rank

C. list

D. optimise

4. A. determine

B. insist

C. generate

D. refer

5.A. matrix

B. approach

C. attention

D. message

6. A. unique

B. persuasive

C. engaged

D. informative

7.A. assets

B. commitments

C. affairs

D. terms

8.A. blog

B. commercial

C. tool

D. feedback

9. A. discounts

B. offers

C. promotions

D. results

10. A. update

B. activate

C. open

D. charge

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5.4.

READING COMPREHENSION

PASSAGE 1 Read the passage and do the tasks below.

How printed marketing gets goods into bags As resistance to junk mail grows, big businesses are being forced to come up with eversmarter ways to encourage their customers to spend more. Whether they are using customer magazines, e-mails or podcasts, the name of the game for businesses is to get close to their clientele. The sector that has benefited most from this shift is the contract-publishing sector, which produces own-brand magazines for businesses. While traditional forms of print media are having a tough time, this segment is flourishing. “Traditionally, the holy grail for businesses was acquiring new customers. Now marketers are realising that it is about nurturing existing customers. It is all about creating a dialogue with them, and that works in favour of customer magazines,” says Julia Hutchison, chief operating officer of the Association of Publishing Agencies (APA), the industry body for customer magazines. Recent APA research shows that such magazines lead to an average sales uplift of 8 per cent. But, in spite of magazine boom, the sector is already moving on. The latest buzz word in the customer magazine market is “segmentation”. This means that companies are slicing and dicing their databases and sending out specific information to particular demographics of customer. Targeted email spam, podcasts and micro-sites are set to become the next growth area. “More and more companies are realising that having got their websites up and running, it is actually a pretty dead experience. The whole debate now is how we can get customers reading in a more exciting way,” says Mark Jones, editorial director of Cedar. So-called experiential marketing is widely seen as the next big thing. The thinking is that consumers can no longer be pigeon-holed in definable age brackets or social classes, meaning that businesses must appeal to their attitudes, experiences and emotions. “Marketing has moved beyond demographics”, says Cedar’s Jones. However, some publishing executives believe that the sector is getting “carried away” with digital and experiential marketing. “We have spent two years proving the success of customer magazines” and, “what are we supposed to abandon ship now and say “Well actually digital is the way forward?”, says John Brown’s Hirsch. One example of a company that is using its customer data in a simple yet effective way is Tesco, the UK’s largest retailer. Tesco has a database of 12m customers, all of whom use its Clubcard loyalty programme. Details of every single purchase have been collected, collated and crunched by Dunnhumby, a data company. Although Tesco has a customer magazine, the vast amount of Dunnhumby’s findings are used to identify shopping patterns and trends in Tesco’s stores. This emphasis allows Tesco and its suppliers to alter at short notice the mix of products 75

that they offer to shoppers. Tesco’s rationale for obsessively focusing in on what is on its shelves is simple, says Edwina Dunn, who founded Dunnhumby. She says so that if shelves are stocked with exactly what customers want, there is less need for fancy promotions to entice them into stores. “The thing that everybody locks onto is communication with customers. Actually, that is not the most important element. The key element is getting the ranges right in the stores. Getting those right means that customers will come back more,” says Dunn. Perhaps it really is that simple, after all. (Bazin & Boyd, 2009) Choose the correct answer for each case. 1. In the second paragraph, we learn that customer magazines have become a popular marketing technique because _____. A. people no longer want to read traditional magazines. B. they offer a very direct form of communication. C. they are an effective way of getting new customers. D. new marketing techniques were needed in certain businesses. 2. The application for registration will be accepted if the name can be distinguished easily from an existing registered company. A. direct marketing material at specific groups. B. increase customer interest in company magazines. C. deal with the fact that companies are updating their technology. D. make marketing material more engaging for customers. 3. According to the fourth paragraph some executives feel that experiential marketing _______. A. should not replace other marketing methods. B. can take too long to research and setup. C. is only appropriate for digital marketing techniques. D. may be the best way of targeting customers according to age. 4. The writer introduces the example of the Tesco Club card in the fifth paragraph to show that _______. A. information collected on the card can be used in the magazines. B. there are different ways of utilizing information from customers. C. some companies have arrangement of marketing methods. D. companies should respond quickly to customer needs. 5. What does Edwina Dunn say in the last paragraph? A. Retailers would like more communication with customers. B. Special promotions could increase customer numbers. C. Sales depend on product selection. D. Returning customers are more important than new customers. 76

PASSAGE 2 Read the passage and do the tasks below. Dell was founded by Michael Dell in 1984, with only $ 1,000 in start-up capital, and was the first company to sell computers directly to the customer, bypassing any intermediary. It is now one of the largest providers of PCs in the world and for a number of years has been the No. 1 PC supplier to small and medium-sized businesses in the US. In 1996 the company launched www.dell. com and now a huge number of their total sales are made on the Internet. Until recently it was not possible to buy their computers in retail shops on the high street. This strategy has now changed in a number of countries. The benefits of selling online and offline 1. A definition of e-marketing E-marketing's a widely used term used to cover a wide variety of approaches, so there isn't a clear single definition. Essentially though, I would define it as the use of electronic media for marketing purposes. Electronic media usually means the Internet, but it can also tie into include email, mobile phone marketing, and so on. In one way, it has radically changed marketing because it means you can have a much closer relationship with the customer. In another way though, it's an extension of marketing. You're using the same approaches that you would traditionally use in marketing, but just using them through different channels. 2. Online communication and sales channels Online advertising and communication channels are used in those countries where the internet is that much more popular. A country like South Korea, for example, has huge broadband penetration and, you know, a great usage of IT, versus some of your developing countries where it's not so great. If people are used to receiving communications through their PC you do that through e-marketing because there's a distinct advantage to it potentially. You can move very quickly; you can get a message out very quickly so you can scale your business very profitably but you can also track the effectiveness of it in a very simple and clear way. But that being said, there is also a place for other traditional marketing even if it's a newspaper ad that drives people to go and buy online, or drives people to pick up the phone and talk to you, or drives people to your shop to go and bang on the door and say 'Hey, I want to buy from you.' What about sales distribution channels? Dell Computers are famous for being the first PC manufacturer to sell their computers exclusively using an online channel. I mean how does this strategy work? Dell has never been exclusively online. What Dell has always been is exclusively direct. And what I mean by direct is it's a PC manufacturer that establishes direct relationships with its customers. So, the only place that you could buy a Dell was through Dell. And a large part of that particularly in recent years has been done online, but a lot of the business has also 77

gone on over the telephone. You need to note though that in the last few years. Dell have started moving into retail channels as well. Read the first part of the passage and try to predict the words with the first letter E-marketing is about using electronic media for marketing purposes -not just the Internet, but also (1) e ______ and (2) m ______ marketing. In one sense, e-marketing is very different to marketing because it means you can have a closer (3) r ______ with the customer. On the other hand, e-marketing is simply an extension of marketing. You use the same (4) a ______but use them through different (5) c ______. Are the statements below about Dell's sales channels True/ False? 6. E-marketing is about using electronic media for marketing purposes -not just the Internet, but also email and mobile phone. 7. The advantage of e-marketing is helping you interact with your customers. 8. Traditional marketing communication channels have no place Dell's business model. 9. All Dell's sales made directly to the customer are done online. 10. Until recently the only place you could buy a Dell computer was from Dell. PASSAGE 3 Read the passage and do the tasks below.

UK online for business There has already been a steady increase in technology pick-up with 91 percent of UK businesses now having access to the Internet, 80 percent having a website and over half of business ordering online. Over the coming years it is likely business will want to focus on integrating ICTs into every part of a business-one that builds on a framework of people, process and technology. However, there still many businesses that do not have the expertise, time or resources to tap into these opportunities and need guidance on taking the next steps, and help is at hand. UK online for business, a DTI led partnership between Government and industry, was set up to offer this support and advice and promote the benefits and role of ICTS and e-commerce. Through a network of nearly 400 advisers, based within the Business Links, UK online for business annually offers practical, impartial and cost-effective advice to around 100,000 organizations. Businesses of all sizes and with different levels of ICT usage have been helped, ranging from firms taking the first steps to get online, through to those wanting to fully integrate technologies into their business. As well as providing advice through one-to-one surgeries, the programme also has a large range of resources providing guidance and support on technology-based issues and topics. These 78

include information CD-ROMs, a series of publications and business planning tools, many of which are available, or can be ordered, from www.ukonlineforbusiness.gov.uk. The website also has dedicated sections on technologies such as broadband and issues such as e-security and there are case studies that demonstrate how other companies have successfully integrated technology into their business. Regional events, tailored to local business needs are also held to raise awareness and provide an understanding of the benefits of e-business. To find your local adviser and for further information on the programme and resources, call UK online for business Infonline on 0845 715 2000 or visit the website. (Bazin & Boyd, 2009) 1. Many companies do not ______ A. want to use the new technology in their business. B. have the people and time to start using ICT. C. have the opportunities to talk about using ICT. D. want to integrate websites into ordering online. 2. UK online for business exists to advise ______ A. the government on how many businesses use ICT. B. business people on how they can use ICT. C. companies on how to change over to e-commerce. D. the government to observe how businesses use ICT 3. UK online for business can help ______ A. only businesses starting to use ICT now.

B. businesses selling technological products.

C. any company wanting to use ICT more.

D. companies promote their business

4. Advice is available ______ A. in several different ways.

B. through the internet only.

C. through training programmes.

on websites of businesses.

5. UK online for business can also ______ A. provide trading in your local area.

B. put you in contact with other companies.

C. provide you with e-security software.

D. raise awareness of using ICT

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GLOSSARY CHAPTER 1:

THE ROLE OF MARKETING

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1.Product-focused organization (n):

một tổ chức bán sản phẩm, chứ không phải dịch vụ

2. Service-focused organization (n):

một tổ chức bán dịch vụ (ví dụ: chăm sóc sức khỏe, ăn uống, đào tạo) hơn là sản phẩm

3. Private sector organization (n):

một tổ chức được kiểm soát trực tiếp hoặc gián tiếp bởi chính quyền trung ương /hoặc địa phương, (ví dụ: hầu hết các bệnh viện; chính quyền địa phương: quân đội.

4. Marketing executive (n):

giám đốc tiếp thị

5. Internal stakeholder (n):

một cá nhân hoặc nhóm thường làm việc cho chính tổ chức đó, ví dụ, nhân viên và quản lý

6. External stakeholder (n):

một cá nhân hoặc một nhóm tồn tại bên ngoài tổ chức, nhưng vẫn có thể ảnh hưởng hoặc bị ảnh hưởng bởi nó. Ví dụ. khách hàng, nhà cung cấp, cổ đông, chính phủ, cộng đồng địa phương hoặc các nhóm áp lực

7. Primary stakeholder (n):

các bên liên quan chính

8. Secondary stakeholder (n):

những cá nhân hoặc nhóm đầu tư vào các giao dịch xã hội của một tổ chức. Thông thường, họ không tham gia trực tiếp vào các hoạt động tài chính của tổ chức đó.

9. Stakeholder interest (n):

mức độ quan tâm của các bên liên quan đối với một tổ chức; mức độ nhận thức của các bên liên quan về tổ chức hoặc các hoạt động của tổ chức

10. Stakeholder power (n):

có khả năng ảnh hưởng đến hoạt động của một tổ chức, cả hiện tại và tương lai

11. Voluntary sector (n):

lĩnh vực tình nguyện

12. Business-to-consumer market (n):

Thị trường doanh nghiệp với người tiêu dùng

13. Business-to-business market (n):

Thị trường doanh nghiệp với doanh nghiệp

14. Culture-insight (n):

hiểu biết rõ về một nền văn hóa

15. Pricing position (n):

hành động đặt giá cho một sản phẩm hoặc dịch vụ nằm trong một phạm vi giá nhất định

16. Direct marketing activity (n):

quảng cáo tới khách hàng tiềm năng qua bưu điện, điện thoại, e-mail hoặc các phương tiện trực tiếp khác

17. Distribution channel(n):

kênh phân phối 81

18. Database marketing (n):

các hoạt động tiếp thị trực tiếp sử dụng thông tin khách hàng được lưu trữ trên cơ sở dữ liệu

19. Bargaining power (n):

quyền thương lượng

20. Niche market (n):

khu vực mua bán nhỏ trong nền kinh tế, thường liên quan đến các sản phẩm chuyên biệt

21. To empower (v):

trao cho một người hoặc tổ chức quyền hợp pháp để làm điều gì đó

22. To liaise (v):

trao đổi thông tin với ai đó làm việc trong một tổ chức hoặc bộ phận khác để bạn có thể làm việc hiệu quả hơn

23. Initiative (n):

khả năng đưa ra quyết định và hành động mà không cần chờ đợi ai

24. Drive (v):

nỗ lực để đạt được điều gì đó, đặc biệt là nỗ lực của một tổ chức vì một mục đích cụ thể

25. Orientation (n):

sự định hướng

26. In-house

làm việc trong một công ty hay tổ chức nào đó

CHAPTER 2 +3: THE MARKETING PLAN 1. Infrastructure (n):

cơ sở hạ tầng

2. Incentive scheme (n):

chương trình ưu đãi

3. New entrant (n):

các tổ chức hoặc sản phẩm mới gia nhập thị trường

4. Tactics (n):

một phương pháp mà bạn sử dụng để đạt được một cái gì đó

5. Executive summary (n)

một bản tóm tắt ngắn hoặc tổng quan về một tài liệu bằng văn bản như báo cáo, đề xuất hoặc kế hoạch

6. Audit (n):

kiểm toán

7. Economic Downturn (n):

suy thoái kinh tế

8. PESTEL analysis (n):

một kỹ thuật phân tích các xu hướng chính trị, kinh tế, xã hội, công nghệ, môi trường và luật pháp ảnh hưởng đến một tổ chức

9. SWOT analysis (n):

công cụ đánh giá các yếu tố bên trong (điểm mạnh và điểm yếu) và các yếu tố bên ngoài (cơ hội và nguy cơ) mà một tổ chức phải đối mặt

10. Five Forces analysis (n):

một phương pháp được sử dụng để phân tích môi trường cạnh tranh của một tổ chức 82

11. Competitive rivalry (n):

thước đo hoặc cường độ cạnh tranh giữa các công ty trong cùng lĩnh vực hoặc ngành

12. Under budget (n):

hoạt động kinh doanh của một dự án bất kỳ đã chi tiêu quá ít so với những ngân sách dự toán ban đầu.

13. Trade show (n):

triển lãm thương mại

14. Touchpoint (n):

thời điểm khách hàng tương tác với thương hiệu

15. Test marketing (n):

đưa sản phẩm hoặc dịch vụ vào một thị trường nhỏ, được kiểm soát trước khi tung ra ở thị trường lớn hơn

16. Remit (v):

chuyển tiền

17. Numeracy skills (n):

kỹ năng làm việc với các con số

18. IT literacy (n):

Kiến thức cơ bản, phi kỹ thuật về máy tính và cách sử dụng chúng; Sự quen thuộc và kinh nghiệm với máy tính, phần mềm và hệ thống máy tính

19. Blue-chip company (n):

Một công ty lớn, được thiết lập tốt, mạnh về mặt tài chính

20. Sales force

Bộ phận bán hàng/nhóm làm việc (hoặc một tổ chức) chịu trách nhiệm bán sản phẩm hoặc dịch vụ của mình

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CHAPTER 4: PRODUCT LAUNCH AND PROMOTION

84

1. Optimization (n):

tối ưu hóa

2. Written manifesto (n):

một tài liệu mô tả các mục tiêu và chính sách của

một tổ chức 3. Rebranding (n):

quá trình tạo một nhận dạng mới cho một thương hiệu hiện có bằng cách thay đổi tên. logo, hình ảnh, v.v. của sản phẩm

4. Concept (n):

thiết kế sản phẩm ban đầu hoặc ý tưởng chiến dịch sau đó được kiểm tra với khách hàng tiềm năng

5. Web 1.0:

phiên bản mới nhất của Internet là nơi cung cấp cho bạn thông tin dưới dạng trang web vi mô hoặc trang web tài liệu

6. Web 2.0:

thế hệ thứ hai' của Web: một nơi mà bạn có thể tích cực tham gia, ví dụ: thông qua blog, diễn đàn thảo luận, v.v.

7. Web 3.0

cải tiến 3.0 là rõ ràng nhất với cách người dùng tương tác với các doanh nghiệp. Ví dụ: các công ty có thể cung cấp hỗ trợ 24/7 thông qua các chatbot dựa trên trí tuệ nhân tạo

8. Web 4.0:

phiên bản Internet hỗ trợ trình bày nội dung thích ứng bằng cách sử dụng cơ sở dữ liệu web thông qua các tác nhân thông minh, hợp tác và tạo nội dung

9. Telesales campaign (n):

một hình thức bán hàng cá nhân được thực hiện qua điện thoại

10. Targeted campaign (n):

khi một chiến dịch nhằm vào một nhóm người cụ thể, những người có thể sử dụng hoặc mua các sản phẩm hoặc dịch vụ đó

11. Penetration pricing strategy (n):

tính giá thấp ban đầu để đạt được thị phần tối đa trong thời gian ngắn nhất có thể

12. Marketing message (n):

thông điệp tiếp thị

13. Promotional mix (n):

sự kết hợp bất kỳ của quảng cáo; quan hệ công chúng (PR); tiếp thị trực tiếp: bán hàng cá nhân và quảng cáo hàng hóa

14. Billboard advert (n):

quảng cáo nằm trên bảng ngoài trời rất lớn, thường ở bên đường

15. Press advertising (n):

quảng cáo trên báo hoặc tạp chí

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16. Personal selling (n):

nhân viên bán hàng bán trực tiếp với khách hàng hoặc tổ chức tiềm năng

17. TV advertising (n):

quảng cáo truyền hình

18. Public relations (PR) (n):

thúc đẩy hình ảnh công khai của một công ty và các hoạt động của nó thông qua báo chí

19. Sale promotions (n):

các hoạt động quảng cáo ngắn hạn như giảm giá khuyến khích người tiêu dùng phản hồi theo một cách nhất định

20. Sponsorship (n):

sự tài trợ

21. Online advertising (n):

quảng cáo trực tuyến

22. Street marketing (n):

các hoạt động quảng cáo ở những nơi công cộng, ví dụ: phân phát quảng cáo bên ngoài các cửa hàng

23. Direct mail (n):

thư được gửi trực tiếp đến khách hàng được xác định thông qua hệ thống bưu chính

24. Out-of-home advertising (n):

quảng cáo ở những nơi công cộng như bảng quảng cáo, áp phích, v.v.

25. Below-the-line:

hoạt động không sử dụng truyền thống (ví dụ: bán hàng cá nhân, quan hệ công chúng, tài trợ, v.v.) để đưa tin về về sản phẩm, thương hiệu đến người tiêu dùng

26. Sociallys responsible investment (n):

thực tiễn đầu tư tiền vào các công ty và quỹ có tác động xã hội tích cực

27. Ethical credit card (n):

khi bạn chọn một công ty thẻ tín dụng đúng chuẩn, nghĩa là bạn đang chọn một công ty thân thiện với môi trường

CHAPTER 5: DIGITAL MARKETING 1. User-generated content (n):

nội dung được tạo bởi người tiêu dùng sản phẩm hoặc dịch vụ, vis duj các trang web đánh giá của 86

khách hàng, blog, bài đăng trên các nhóm thảo luận, v.v. 2. Unique Selling Proposition (n):

thuộc tính hoặc tính năng độc đáo của sản phẩm làm cho nó nổi bật so với đối thủ cạnh tranh và là lý do chính tại sao người tiêu dùng mua nó

3. Unique value proposition (n):

những lợi ích chính được cung cấp bởi một công ty hoặc thương hiệu cho đối tượng mục tiêu của nó

4. Positioning (n):

xác định vị trí trên thị trường hoặc trong tâm trí người tiêu dùng đối với một sản phẩm hoặc nhãn hàng cụ thể

5. Value proposition (n):

một tuyên bố đơn giản tóm tắt lý do tại sao khách hàng sẽ chọn sản phẩm hoặc dịch vụ của bạn

6. Search engine optimization (n):

tối ưu hóa công cụ tìm kiếm

7. Online sales (n):

bán hàng trực tuyến

8. Rankings (N):

thứ hạng

9. Search engine marketing (SEM)

quảng bá công ty, sản phẩm hoặc dịch vụ bằng cách làm cho nó hiển thị rõ hơn trên công cụ tìm kiếm

10. Site traffic (n):

số lượng khách truy cập vào một trang web trong một khoảng thời gian nhất định

11. Response rate (n):

tỷ lệ phần trăm số người trả lời khảo sát, gửi thư, v.v.

12. Click-through rate (n):

phần trăm số người theo liên kết từ email hoặc quảng cáo trong số những người xem liên kết đó

13. Paid search listings (n):

danh sách tìm kiếm phải trả tiền

14. Conversion rates (n):

tỷ lệ phần trăm khách truy cập vào trang web thực hiện hành động mong muốn, ví dụ: mua sản phẩm, yêu cầu thêm thông tin, v.v.

15. RSS feeds (really simple syndication):

một cách công bố thông tin trên một trang web để ai đó có thể lấy và sử dụng nó trên một trang web khác

16. Blog (n):

viết tắt của web log; được sử dụng để truyền đạt tin tức cho khách hàng hiện tại hoặc khách hàng tiềm năng

17. Podcasts (n):

chương trình phát thanh được lưu ở dạng kỹ thuật số mà bạn có thể tải xuống từ Internet và phát trên máy tính hoặc trên máy nghe nhạc MP3

87

18. Tagging (n):

sử dụng từ khóa trong bản sao web để nội dung có thể dễ dàng tìm thấy

19. Citizen media (n):

nội dung được viết cho và bởi các thành viên của công chúng, không chỉ các nhà báo

20. Wikis:

một trang web mà khách truy cập có thể chỉnh sửa và thêm nội dung vào

21. Viral marketing (n):

một kỹ thuật khuyến khích người tiêu dùng chia sẻ nội dung tiếp thị (ví dụ: video) hoặc thông điệp tiếp thị với nhau trên các mạng xã hội

22. Social networking service (n):

dịch vụ mạng xã hội

23. Product review (n):

nội dung kiểm tra các lợi ích và nhược điểm của một sản phẩm hoặc dịch vụ cụ thể

24. Purchasing pattern (n):

mô hình mua hàng

25. Concept testing (n):

thử nghiệm các khái niệm mới với khách hàng tiềm năng để tìm hiểu suy nghĩ của họ và những thay đổi cần thực hiện đối với khái niệm, ví dụ: thương hiệu, thiết kế, sản phẩm, v.v.

26. Concept development (n):

phát triển các mô tả và thiết kế cho một sản phẩm hoặc chiến dịch mới

27. Marketing metric (n):

đo lường sự thành công của các hoạt động marketing ví dụ số lượng yêu cầu cho mỗi quảng cáo

28. Track record (n):

danh tiếng của một cá nhân hoặc tổ chức và lịch sử thành công trong quá khứ của nó

29. Stockist (n):

nơi người tiêu dùng có thể mua các sản phẩm cụ thể, ví dụ: một cửa hàng sách

30. Remuneration (n):

cách thanh toán được thực hiện cho nhà cung cấp hoặc đại lý (ví dụ: dựa trên phí, dựa trên thời gian, dựa trên chi phí, dựa trên hiệu suất)

88

REFERENCES Allison, J., Townend, J., & Emmerson, P. (2013). The Business 2.0 - Advanced. Macmillan Education. Bazin, A. & Boyd, E. (2009). BEC Higher Testbuilder. McMillian. Business English Review. (2010). Pearson Longman. CAE Testbuilder. (2009). CUP. Cambridge BEC 1 Higher Students’ Books. (2016). CUP. Cambridge BEC 4 Higher Students’ Books. (2016). CUP. Cambridge BEC 5 Higher Students’ Books. (2016). CUP. Cambridge Certificate in Advanced English 3. (2009). CUP. Cambridge English Business Benchmark Progress Tests. (2016). CUP. Cambridge

University

Press.

(n.d.).

Cambridge

Dictionary.

Retrieved

from

https://dictionary.cambridge.org. Cotton, D., Falvey, D., & Kent, S. (2022). Market Leader – Upper-Intermediate Business English Course Book. CUP. Dubicka, I & O’Keefle, M. (2011). Market Leader – Advanced Business English Course Book. CUP. Gore, S. (2010). English for Marketing and Advertising. OUP. IELTS Recent Actual Tests and Suggested Answers. (2020). New Channel International Education Group. OUP. Ledgerwood, J. (2011). Microfinance Handbook: An Institutional and Financial Perspective. World Bank Publications. Mock Paper for SBI PO. (2014). Retrieved from https://www.sify.com/news/mock-paper-forsbi-po-2014-english-comprehension-news-sbi-recruitmentofvmc3cihfgsi.html#:~:text=Giving%20loans%20to%20impoverished %20women,industry%20championed%20by%20antipoverty%20activists. Nikolaenko, E.B. (2008). Business English. Tomsk Polytechnic University Publishing House. Robinson, M. (2001). The Microfinance Revolution: Sustainable Finance for the Poor. World Bank Publications. Trappe, T. & Tullis, G. (2011). Intelligent Business Advanced Coursebook. Pearson Longman. (Dubicka & O’Keefle, 2011) (Allison & Emmerson, 2013) (Dubicka & O’Keefle, 2011) (Allison & Emmerson, 2013) (Cambridge IELTS 12, 2016) 89

(Cambridge Certificate in Advanced English 3, 2009) (Matthew & Salisbury, 2017) (Masterclass, 2022) (Kotler, 2019) (Cambridge English. Business Benchmark Progress Tests, 2016) (Gore, 2010) (CAE Testbuilder, 2009) (IELTS Recent Mock Tests Volume 3, 2018) (Anggreani, 2017) (Dubicka & O’Keefle, 2011) (Cambridge English. Business Benchmark Progress Tests, 2016) (Day & Robinson, 2010)

(Financial Times, 2008) (Cambridge BEC 5 Higher, 2022) (Cotton, Falvey, & Kent, 2022) (Allison, Townend, & Emmerson, 2013). (Tech Target, 2017) (Matthew Garrahan,2008) (IELTS Recent Actual Tests and Suggested Answers, 2020) (Bazin & Boyd, 2009) (Cambridge BEC 5 Higher Students’ Books, 2016) (British Council, 2016)

90

SUGGESTED ANSWERS CHAPTER 1:

THE ROLE OF MARKETING

91

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE Task 1: 1. H

2. C

3. B

4. F

5. A

6. D

7. I

8. G

9. J

10. E

Task 2: 1. empowering 5. to implement

2. liaising

3. exposed

4. to maintain

6. assisting

7. promote

8. to reach

1. initiative

2. literacy

3. achievement

4. relevant

5. induction

6. informative

7. orientation

8. massive

1. C

2.A

3. C

4. B

5. D

6. C

7. A

8. B

9. B

10. D

11. B

12.C

13. A

14. D

15. A

16. B

17. D

18. C

19. B

20. D

21. C

22.D

23. A

24. C

25. D

Task 3:

Task 5:

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT PASSAGE COMPLETION PASSAGE 1: 1. A

2. B

3. A

4. C

5. D

6. B

7. C

8. B

9. D

10. A

1. B

2. C

3. A

4. D

5. C

6. A

7. B

8. A

9. C

10. C

1. B

2. C

3. A

4. D

5. B

6. A

7. C

8. B

9. A

10. D

1. C

2. A

3. D

4. A

5. C

6. D

7. A

8. B

9. C

10. C

PASSAGE 2:

PASSAGE 3:

PASSAGE 4:

READING COMPREHENSION PASSAGE 1: 1. research

2. survey

5. information

6. reputation

3. mix

PASSAGE 2: 92

4. Updates

1. B

2. D

6. high - performing 7. attention

3. D

4. A

5. C

8. embark

9. performance – based

PASSAGE 3: 1. B

2. A

3. C

4. D

5. B

6. F

7. NG

8. NG

9. T

10. T

CHAPTER 2:

THE MARKETING PLAN 1: AUDIT AND OBJECTIVES

93

Task 1: 1. D

2. G

3. J

4. A

5. E

6. B

7. I

8. C

9. F

10. H

1. target

2. to conduct

3. to execute

4. shape

5. determine

6. enhance

7. fits

8. to measure

1. rivalry

2. bargaining

3. entrants

4. substitute

5. strategic

6. situational

7. sufficient

8. targeted

2. measurable

3. achievable

4. relevant

5. realistic

1. A

2. B

3. D

4. D

5. A

6. C

7. C

8. B

9. C

10. B

11. D

12.A

13. B

14. C

15. D

16. B

17. D

18. A

19. C

20. A

Task 2:

Task 3:

Task 4: 1. specific Task 5:

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT PASSAGE COMPLETION PASSAGE 1: 1. A

2. D

3. B

4. A

5. C

6. D

7. B

8. C

9. D

10. D

1. C

2. A

3. D

4. B

5. C

6. A

7. D

8. C

9. B

10. C

1. B

2. A

3. D

4. C

5. D

6. A

7. C

8. D

9. D

10. C

1. A

2. C

3. D

4. B

5. B

6. D

7. A

8. C

9. C

10. A

PASSAGE 2:

PASSAGE 3:

PASSAGE 4:

READING COMPREHENSION PASSAGE 1: 1. B

2. D

3. D

4. A

5. C

6. F

7. NG

8. T

9. F

10. F

94

PASSAGE 2: 1. D

2. C

3. B

4. F

5. A

6. F

7. T

8. T

9. F

10. NG

1. B

2. C

3. D

4. C

5. D

6. C

7. B

8. A

9. B

10. B

11-12: B/E PASSAGE 3:

CHAPTER 3:

THE MARKETING PLAN 2:

TACTICS AND STRATEGIES SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE Task 1: 1. I

2. F

3. B

4. H

5. A

6. D

7. G

8. C

9. E

10. J

Task 2: 1. introduced

2. to establish

3. highlight

4. pricing

5. Employing

6. to be

7. guarantee

8. increasing

1. Initially

2. commercial

3. presents

4. approval

5. percentage

6. justify

7. awareness

8. differentiate

1. A

2. B

3.C

4. B

5. D

6. A

7. B

8. C

9. A

10. B

11. D

12.D

13. C

14. A

15. C

16. D

17. C

18. D

19. B

20. A

Task 3:

Task 4:

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT PASSAGE COMPLETION PASSAGE 1: 1. B

2. D

3. A

4. B

5. C

6. C

7. B

8. D

9. C

10. C

1. B

2. C

3. A

4. D

5. C

6. A

7. B

8. D

9. C

10. A

PASSAGE 2:

PASSAGE 3: 95

1. A

2. C

3. B

4. D

5. A

6. D

7.B

8. C

9. A

10. B

1. A

2. B

3. C

4. D

5. B

6. A

7. D

8. C

9. D

10. C

PASSAGE 4:

READING COMPREHENSION PASSAGE 1: 1. B

2. C

3. A

4. A

5. C

6. T

7. F

8. T

9. NG

10.T

1. B

2. A

3. A

4. C

5. D

6. F

7. T

8. NG

9. F

10. T

1. C

2. B

3. D

4. B

5. C

6. T

7. NG

8. T

9. F

10. F

PASSAGE 2:

PASSAGE 3:

CHAPTER 4:

PRODUCT LAUNCH AND PROMOTION

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE Task 1: 1. D

2. F

3. J

4. B

5. A

6. H

7. I

8. C

9. E

10. G

Task 2: 1. to get

2. developing

3. to purchase

4. informs

5. provide

6. making

7. devoted

8. accepting

1. extremely

2. belief

3. foundational

4. exists

5. product

6. attractive

7. interaction

8. directly

9. reliability

10. introduces

1. C

2. A

3.C

4. B

5. D

6. A

7. D

8. A

9. C

10. C

11. B

12.D

13. D

14. C

15. B

16. A

17. D

18. A

19. B

20. C

Task 3:

Task 4:

96

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT PASSAGE COMPLETION PASSAGE 1: 1. A

2. C

3. D

4. C

5. B

6. A

7. C

8. D

9. A

10. B

1. B

2. A

3. C

4. D

5. B

6. D

7. A

8. C

9. A

10. B

1. C

2. B

3. A

4. C

5. D

6. C

7. B

8. A

9. C

10. D

1. C

2. B

3. D

4. B

5. A

6. C

7. D

8. B

9. D

10. C

PASSAGE 2:

PASSAGE 3:

PASSAGE 4:

READING COMPREHENSION PASSAGE 1: 1. C

2. A

3. C

4. D

5. B

6. T

7. NG

8. T

9. F

10.F

1. B

2. D

3. A

4. B

5. C

6. T

7. F

8. T

9. T

10.NG

1. D

2. A

3. B

4. C

5. D

6. T

7. F

8. T

9. NG

10. F

PASSAGE 2:

PASSAGE 3:

97

CHAPTER 5:

STRATEGIC PLANNING

Task 1: 1. E

2. H

3. A

4. J

5. B

6. G

7. D

8. C

9. I

10. F

1. principal

2. audience

3. statutory

4. liability

5. eligible

6. jurisdiction

7. termination

8. dispute

1. harm

2. sharpening

3. pioneers

4. battle

5. to communicate

6. formulating

7. allocate

8. spread

1. threat

2. integration

3. innovator

4. Followers

5. implementation

6. weaknesses

7. agreements

8. hierarchically

1. B

2. B

3. D

4. A

5. B

6. C

7. D

8. B

9. A

10. C

11. B

12. A

13. A

14. B

15. B

16. D

17. D

18. B

19. D

20. C

21. B

22. D

23. A

24. C

25. A 26.

Task 2:

Task 3:

Task 4:

Task 5:

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT PASSAGE COMPLETION PASSAGE 1: 1. D

2. D

3. C

4. A

5. B

6. A

7. C

8. B

9. D

10. A

1. D

2. C

3. C

4. A

5. B

6. D

7. A

8. C

9. A

10. B

1. A

2. C

3. D

4. B

5. C

6. A

7. B

8. D

9. A

10. C

1. B

2. A

3. D

4. B

5. A

6. C

7. D

8. A

9. C

10. B

PASSAGE 2:

PASSAGE 3:

PASSAGE 4:

98

C

READING COMPREHENSION PASSAGE 1: 1. C

2. B

3. D

4. B

5. C

1. B

2. C

3. A

4. C

5. D

6. F

7. T

8. NG

9. T

10.F

1. D

2. A

3. B

4. C

5. A

6. wrong messages

7. market

8. misspelled words

9. unusual names

PASSAGE 2:

PASSAGE 3:

10. customer’s problem PASSAGE 4: 1. A

2. C

3. D

4. B

5. C

6. T

7. F

8. T

9. NG

10.F

99