tiếng anh chuyên ngành quản lý bán hàng và tiếp thị

tiếng anh chuyên ngành quản lý bán hàng và tiếp thị

ĐINH ĐỨC HÙNG(Chủ biên)

NGUYỄN TIẾN DŨNG

ENGLISH FOR MARKETING AND SALES

Công ty cổ phần Đầu tư và Phát triển Giáo dục Hà Nội Nhà xuất bản Giáo dục Việt Nam giữ quyền công bố tác phẩm

Lời giới thiệu

Trên con đường tiếp thu kiến thức và rèn luyện kỹ năng không phải ai cũng có điều

kiện học mặt đối mặt (face-to-face learning), nghĩa là đến trường, đến lớp Học từ xa (distance learning, e-learning) là một hình thức phổ biến trong thế giới hiện đại Với

e-learning, những nhà tổ chức giáo dục có điều kiện xây dựng một cộng đồng học tập trên mạng, tạo điều kiện cho đông đảo người học theo đuổi được mục tiêu học thuật của mình Với hình thức học tập này, trong giới giáo học pháp dạy-học ngoại ngữ

thường nói: Learn a language without a teacher! In the comfort of your own home! All

the language skills you will ever need! (Học một ngôn ngữ không có giáo viên! Học

ngay tại nhà! Tiếp nhận được tất cả các kỹ năng bạn luôn luôn cần đến!)

Điều thách thức đối với e-learning là sự kiên trì và phương pháp Chúng ta có thể nói một cách dễ dàng: mỗi ngày chỉ cần học 60 phút; nhưng không phải ai cũng làm được việc này trong một thời gian dài, ví dụ một năm Phương pháp học ngoại ngữ đòi hỏi

sự tỉ mỉ từng bước, ví dụ khi học nghe hiểu/đọc hiểu, người học phải nghe/đọc đi nghe/đọc lại một bài có thể tới năm mười lần, mỗi lần thực hiện một bài tập khác nhau

Ngoài ra còn nhiều thách thức khác nữa đối với việc học từ xa là sự cách biệt thày-trò, khả năng tổ chức media để phối hợp thày-trò trong nội dung học tập, tạo quy trình hai chiều trong học tập, kiến tạo những cuộc gặp gỡ quý báu, xây dựng một nội dung và phương pháp học tập chuẩn Những thách thức này trước đây hình thức đào tạo từ xa

(distance learning) thông qua điện thoại, truyền hình, đài phát thanh và thư từ chưa

khắc phục được Ngày nay với sự phát triển của hệ thống internet, e-mail những thách thức đó không còn là thách thức nữa vì người học có thể trao đổi với giáo viên, với các

học viên khác trên nhiều kênh thông tin như chat, forum, web-casting, e-mail Ưu việt

hơn nữa là người tổ chức học tập có thể sắp xếp để người học được gặp gỡ trao đổi trên mạng với những bậc thày, những người giàu kinh nghiệm trong từng môn học Những khúc mắc, những tìm tòi được trả lời, hướng dẫn với chất lượng cao

Tuy nhiên, dù hình thức đào tạo nào chúng ta cũng cần một người thày Điều quan trọng không phải lúc nào cũng phải là một người thày "thiên tài", vì một lẽ đơn giản chúng ta lấy đâu mà có được nhiều thiên tài như thế, mà chủ yếu là những người thày

có tấm lòng với nghề nghiệp và được đào tạo bài bản Một người thày có phương pháp tốt hỗ trợ rất nhiều cho người học, tiết kiệm được thời gian và sức lực cho học trò

BEA.VN đưa ra một phương thức tổ chức mới, với một đội ngũ các thày, cô giáo được

đào tạo ở nước ngoài, với phương thức tận dụng các hình thức media cho học tập, tận dụng các loại hình như bài giảng, trò chơi, hát để học, bài tập sáng tạo, và với chi phí thấp Mọi hình thức sẽ tự nói lên chất lượng của nó thông qua sự tiếp nhận của đối tượng thụ hưởng Nhưng chúng ta hãy bắt đầu, và hy vọng chương trình học tập này hữu ích cho những người cần đến nó

Nguyễn Quốc Hùng, M.A

1 Từ mới

competitor strategy (N): chiến lược của đối thủ cạnh tranh

economies of scale: hiệu quả kinh tế nhờ quy mô sản xuất lớn

ideology (N): lý tưởng

market share (N): thị phần

mass production (N): sản xuất đại trà

superior product (N): sản phẩm ưu việt, vượt trội

to anticipate (V): dự liệu trước, lường trước

to be at the forefront: được đặt lên hàng đầu

to evolve (V): tiến triển, tiến hóa

to exceed (V): vượt trội

to maximize profits (V): tối đa hóa lợi nhuận

to put the customer at the heart of the business: nêu phương châm khách hàng là trọng tâm

to set objectives (V): đề ra mục tiêu

2 Hãy đọc và tìm hiểu những thông tin cơ bản về marketing

The Chartered Institute of Marketing defines marketing as ‘The management process

responsible for identifying, anticipating and satisfying customer requirements

profitability’

In other words, Marketing is a management responsibility and should not be solely left

to junior members of staff Marketing requires co-ordination, planning, implementation of campaigns and competent managers with the appropriate skills to ensure success

Marketing objectives, goals and targets have to be monitored and met while competitor strategies have to be analyzed, anticipated and exceeded Through effective use of market and marketing research an organisation should be able to identify the needs and wants of the customer and try to deliver benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organisation

Philip Kotler defines marketing as ‘satisfying needs and wants through an exchange

process’ Within this exchange transaction customers will only exchange what they

value (money) if they feel that their needs are being fully satisfied Clearly, the greater the benefits provided, the higher transactional value an organisation can charge

Bài tập đọc hiểu: Hãy xác định xem các câu dưới đây là Đúng (True) hay Sai (False) theo nội dung của bài

1 Modern marketing is basically related to bringing

benefits to the customers

2 It is wrong to think of marketing as something outside

the management field

3 Marketing objectives, goals and targets cannot be

handled simultaneously with competitor strategies

4 Effective use of market and marketing research would

ensure benefits for both the customers and the

organization

5 Marketing also involves an exchange transaction

between the customers and the organization through

which needs and wants are satisfied

3 Hãy đọc và tìm hiểu các khái niệm cơ bản của marketing (hướng sản xuất, hướng sản phẩm, hướng tiêu thụ sản phẩm và hướng thị trường)

The marketing concept

The concept of marketing has undergone changes over time Whilst in today‟s business world, the customer is at the forefront, not all businesses in the past followed this concept Their thinking, orientation or ideology put other factors than the customer first Below are a number of marketing orientation concepts

Production Orientation: The focus of the business is not the needs of the customer,

but of reducing costs by mass production By reaching economies of scale the business will maximize profits by reducing costs

Product Orientation: The company believes that they have a superior product, based

on quality and features, and because of this they feel their customers will like it also

Sales Orientation: The focus here is to make the product, and then try to sell it to the

target market However, the problem could be that consumers do not like what is being sold to them

Market Orientation: Puts the customer at the heart of the business The organization

tries to understand the needs of the customers by using appropriate research methods, Appropriate processes are developed to make sure information from customers is fed back into the heart of the organisation In essence all activities in the organisation are based around the customer The customer is truly the king!

In today‟s competitive world putting the customer at the heart of the operation is strategically important Whilst some organizations in certain industries may follow

anything other than the market orientation concept, those that follow the market orientation concept have a greater chance of being successful

Bài tập đọc hiểu: Hãy xác định xem các câu dưới đây là Đúng (True) hay Sai (False) theo nội dung của bài

1 The customer is always the top priority of a business‟s

marketing strategy

2 The focus of production orientation marketing is the

cost reduction as a result of mass production

3 According to the product orientation marketing, a

product with superior quality and features can ensure

the success of customer attraction

4 It is very likely that a product being sold to the target

market does not please the consumers

5 The market orientation marketing puts the customers

A simple acronym used to set objectives is called SMART objectives SMART stands

for:

1 Specific – Objectives should specify what they want to achieve

2 Measurable – You should be able to measure whether you are meeting the objectives or not

3 Attainable - Are the objectives you set achievable and attainable?

4 Realistic – Can you realistically achieve the objectives with the resources (manpower, money, machines, materials) you have?

5 Time – When do you want to achieve the set objectives?

There are a number of business objectives which an organisation can set:

Market share objectives: Objectives can be set to achieve a certain level of market

share within a specified time

To increase profit: An objective maybe to increase sales 10% from 2003 – 2004

To survive: The hard times the business is currently in

To grow: The business may set an objective to grow by 15% year on year for the next

five years

To increase brand awareness over a specified period of time

Bài tập từ vựng: Hoàn thiện các câu dưới đây với các từ trong 3 bài đọc trên ở dạng phù hợp

1 Marketing can be understood as t he management process to identify, anticipate

and satisfy customer requirements in a …………manner

2 Market orientation marketing puts the customers at the forefront or at the

……… of the business

3 The product orientation marketing is practiced when the company believes to possess a ………… product

4 ………… objectives are set to occupy a certain proportion of the market within

a certain period of time

5 SMART objectives is an ………… of a group of objectives

1 Từ mới

adverse (Adj): tiêu cực

code (N): bộ luật, quy tắc

competitive edge (N): lợi thế cạnh tranh

name of the game (N): mục đích trọng yếu

press release (N): thông cáo báo chí

private ownership (N): sở hữu tư nhân

public ownership (N): sở hữu công cộng

to hinder (V): cản trở

2 Hãy đọc và tìm hiểu các nhân tố hai loại môi trường thị trường - môi trường vĩ

mô và môi trường vi mô

Macro environmental & Micro environmental Factors

There are two types of forces influencing an organisation‟s operating environment:

• Macro environmental factors are the external forces over which the organisation

does not have direct control

• Micro environmental factors are internal factors over which the organisation can

control

A PEST analysis

A PEST analysis is used to identify the external forces affecting an organisation This

is a simple analysis of an organisation‟s Political, Economic, Social and Technological environment

Political factors

UNIT 2

THE MARKET ENVIRONMENT

The first element of a PEST analysis is a study of political factors which can create advantages and opportunities for organizations as well as place obligations and duties

on organisations Political factors include the following types of instrument:

- Legislation such as the minimum wage or anti-discrimination laws

- Voluntary codes and practices

- Market regulations

- Trade agreements, tariffs or restrictions

- Tax levies and tax breaks

- Type of government regime, e.g communist, democratic, dictatorship

Economic factors

The second element of a PEST analysis involves a study of economic factors All businesses are affected by national and global economic factors National and global interest rate and fiscal policy will be set around economic conditions The climate of the economy dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within society

An economy undergoing recession will have high unemployment rate, low spending power and low stakeholder confidence Conversely a “booming” or growing economy will have low unemployment, high spending power and high stakeholder confidence

A successful organisation will respond to economic conditions and stakeholder behaviour Furthermore, organisations will need to review the impacts economic conditions are having on their competitors and respond accordingly

Social factors

The third aspect of PEST focuses its attention on forces within the society such as religion, family, friends, colleagues, neighbours and the media Social forces affect our attitudes, interests and opinions These forces shape who we are as people, the way we behave and ultimately what we purchase

Population changes (life expectancy, gender, birthrate and death rate) also have a direct impact on organizations, affecting the supply and demand of goods and services

within an economy Falling birth rates will result in decreased demand and greater competition as the number of consumers fall Conversely, an increase in the global population and world food shortage predictions are currently leading to cal ls for greater investment in food production

In summary, organisations must be able to offer products and services that aim to complement and benefit people‟s lifestyle and behaviour If organisations do not respond to changes in society, they will lose market share and demand for their products or services

Technological factors

Unsurprisingly, the fourth element of PEST is technology as technological advances have greatly changed the manner in which businesses operate Organisations use technology in many ways and they have:

1 Technology infrastructure such as the internet and other information exchange systems including telephone

2 Technology systems incorporating a multitude of software which help them manage their business

3 Technology hardware such as mobile phones, laptops, desktops, Bluetooth devices, photocopiers and fax machines which transmit and record information

Technological revolution has increased the rate at which information is exchanged between stakeholders A faster exchange of information can benefit businesses as they are able to react quickly to changes within their operating environment However, an ability to react quickly also creates extra pressure as businesses are expected to deliver

on their promises within ever decreasing timescales

Technology is utilised by all age groups and will continue to evolve and influence consumer habits and expectations; hence, organisations that ignore this fact face extinction

B PESTLE analysis

A PEST analysis is sometimes expanded to incorporate legal and environmental factors; this is known as a pestle analysis Almost every aspect of an organisation‟s

operation is controlled through legislation from treatment of employees to health and safety Legal factors are important as organisations have to work within legislative frameworks Legislation can either hinder business by placing strict obligations on organizations or create market conditions that benefit business

Diagram - PEST analysis and the marketing mix

C Micro Environmental Factors

These are internal factors close to the company that have a direct impact on the organisations strategy These factors include:

Customers

Organisations survi ve on the basis of meeting the needs, wants and providing benefits

to their customers Failure to do so will result in a failed business strategy

Employees

Employing the competent staff and keeping these staff motivated is essential Training and development plays a key role, particularly in the service sector marketing, so as to gain a competitive edge

Suppliers

Changes in raw material prices will have an impact on the marketing mix strategy of

an organisation Good supplier relationship is one way of ensuring competitive and quality products for an organisation

Shareholders

As organisations require greater inward investment for growth, they face increasing pressure to move from private ownership to public ownership It is important to satisfy shareholders‟ needs without harming the brand in the long term

Media

Positive or adverse media attention paid to an organisation‟s products or services can

in some cases make or break an organisation Consumer programmes on TV and consumer magazines with a wide and direct audience can have a very powerful and positive impact on the marketplace

Competitors

The name of the game in marketing is differentiation What benefits can the organisation offer which is better than their competitors‟? Can they sustain t his differentiation from their competitors over a period of time? Competitor analysis and monitoring is crucial if an organisation is to maintain its position within the market because it is a vital part of the marketing planning process

Micro Environmental Factor/Stakeholder Analysis

Bài tập đọc hiểu 1: Hãy xác định xem các nhân tố môi trường thị trường dưới đây

là nhân tố vi mô (Micro) hay nhân tố vĩ mô (Macro)

3 Good relations between a supplier and a company

mean that goods are always delivered on time

4 Legislation in European countries is restricting the

right to smoke in public places

5 Positive reports in the national press about a brand

6 The staff for the telephone hotline of an internet bank

are trained to be polite and friendly

7 During the FIFA World Cup, more snack food is

consumed in front of the TV set

Bài tập đọc hiểu 2: Hãy hoàn thiện các kế hoạch hành động dưới đây với các từ phù hợp và xác định xem đó là nhân tố vi mô nào

Which micro factor?

1 Convince shareholders that the best way to ……… their

needs in the long term is to invest in research and

development

2 Carry out market research to better ………… needs and

desires

3 Prepare a press release for a ………… magazine about

the launch of a new product

4 Build and maintain good ……… by always paying

on time

5 Do a SWOT analysis to assess how to …… …… your

brand from your competitors‟

6 Implement a training and ………… plan to motivate and

keep good members

Bài tập đọc hiểu 3: Hãy hoàn thiện phân tích STEP dưới đây về nước Pháp với những từ phù hợp

France, as a member of the European Union, has trade ………… with the other members It has one of the worst unemployment ……… in Europe and the government is keen to bring this down

France has one of the highest ………… rates in Europe (1.9 children per woman) and

a large proportion of French mothers go back to work, reflecting changes in ………… roles Men are almost as likely as women to do the shopping for the family and take care of the children

The dominant ………… is Catholicism, but there is a large Muslim community The religious ……… do not significantly affect the marketplace, except at Christmas and Easter time when the demand for Christmas trees and chocolate increases dramatically

Internet penetration is high: most households own a computer and have a high speed internet access This has opened up new channels of ………… and there are now several internet grocery stores

Nearly all teenagers own a mobile phone and they are increasingly using SMS messages to keep in touch with their peers Marketing campaigns are beginning to exploit this line of ……… by sending SMS messages to their audience

1 Từ mới

bottom end (Adj): thấp kém

crossover (N): điểm giao nhau; điểm trùng hợp

distribution channel (N): kênh phân phối

intangible (Adj): vô hình

market share (N): thị phần

repeat customer (N): khách hàng quen

tangible (Adj): hữu hình

to attract one‟s attraction to smt: thu hút sự chú ý, sự quan tâm tới một đối tượng nào đó

to give referrals to smt: đề cập tới, nhắc đến

virtual (Adj): ảo (trên mạng Internet)

word of mouth (N): quảng cáo truyền miệng

2 Hãy đọc và tìm hiểu các khái niệm cơ bản của marketing hỗn hợp

Marketing mix

A The Ps

UNIT 3

MARKETING MIX

The marketing mix is a combination of techniques used to market a brand The techniques are often called the Ps Originally there were four Ps:

Product (or service): A tangible object or an intangible service that is mass produced

or manufactured on a large scale with a specific volume of units Intangible products are often service based like the Tourism industry & hotel industry Typical examples

of a mass produced tangible object is the motor car and the disposable razor

Price: The price is the amount a customer pays for the product, determined by a

number of factors including market share, competition, material costs, product identity

and the customer's perceived value of the product

Place: Place represents the location where a product can be purchased It is often

referred to as the distribution channel It can include any physical store as well as

virtual stores on the Internet

Promotion: Promotion represents all of the communications that a marketer may use in

the marketplace Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion

Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards One of the most notable means of promotion today is the Promotional product, as in useful items distributed to targeted audiences with no obligation attached This category has grown each year for the past decade while most other forms have suffered It is the only form

of advertising that targets all five senses and has the recipient thanking the giver

Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events

Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word

of mouth momentum Sales staff often plays an important role in word of mouth and Public Relations

Today marketers talk about an additional four Ps:

People: how your staff and your clients are different from your competitor‟s

Physical appearance: how your shop or website looks

Process: how your product is built and delivered, or how your service is sold,

delivered and accessed

Physical evidence: how your service becomes tangible

B The four Cs, As and Os

Some marketers have supplemented the four Ps with new ways of thinking about the marketing mix by combining the Ps, Cs, As and Os

Products Customer needs

What does the customer need to solve

a problem?

The company must identify customer needs so that products that meet these needs can be developed

Acceptability

How acceptable is the product?

Is it socially acceptable – fashionable and attractive?

Price Cost to user

Does the customer

Affordability

Does the customer have

Objectives

Revenue objectives concern the income

perceive the cost of the product as fair or too expensive?

enough money to buy the product?

you want to generate

Price objectives concern the price you want to sell at

Place Convenience

How convenient is it to find your product?

Promotion Communication

How should you communicate with your customers?

Awareness

How many people know about the product?

Operations

Which kind of promotional

operations will work best for the product?

C AIDA

The marketing term, AIDA, is an acronym which represents the steps a marketer takes

in order to persuade customers to buy a product or service

Interest Then, marketing must create an interest in the product

Customers will develop an interest in the product

Desire Next, marketing must develop a desire to own or have the

product so that customers actively want the product

Action Finally, marketing must prompt action to purchase, so that

customers take steps to buy the product

Nowadays some have added another letter to form AIDA( S) The letter S stands for

Satisfaction, which means marketing must satisfy the customers so they become repeat customers and give referrals to a product / service

Bài tập 1: Hãy hoàn thiện các câu mô tả chiến lược marketing hỗn hợp với các từ thích hợp trong các phương án cho sẵn phù hợp với các kỹ thuật P

Our ………(1)……… are highly motivated We really believe in our brand For example, our ………(2)……… are always trying to improve what we do

Our ………(3)…… of products includes detergent, toilet cleaner and sponges

We use a lot of …………(4)………, usually in women‟s magazines

You can find the brand in supermarkets and local shops The …………(5)………

of our ………(6)……… is important We need to be in a lot of ………(7)………

so that we are easy to find

We are more ………(8)……… than our ………(9)…… but we offer good credit terms and we sometimes run special ………(10)………

8 A accessibility B reputation C expensive

Bài tập 2: Hãy hoàn thiện đoạn văn với các từ trong ô dưới đây

Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience It will stop (1)……… techniques, such as mailings and events Television (2)……… and face-to-face marketing are both being tested in a bid to supplement the charity‟s typical over- 60s donor base with younger supporter If tests prove successful, they will become part of Marie Curie‟s marketing (3)…… …

In addition, Marie Curie Cancer Care is expanding its online shop Stylish handbags at

a (4)……… of £10 are attractive to younger customers Marie Curie Cancer Care says

it is responding to customers‟ needs and wants by selling elegant fashion wear (5)……

Bài tập 3: Hãy hoàn thiện đoạn văn với các từ trong ô dưới đây

awareness customers identified meet promotional

This week, Tesco launches its biggest ever “Health Event” – illustrating its commitment to helping (1)……… lead a healthy and active lifestyle The supermarket has (2)……… health as an important customer concern and its working to (3)……… the needs of its customers

Hundreds of (4)……… operations for healthy products will run all over the store, from fresh produce through to grocery and healthcare lines Tesco hopes that (5)…… of its initiative will be high

Bài tập 4: Hãy thay thế phần được gạch chân trong các câu dưới đây bằng các từ/cụm từ trong ô và ghi số câu bên cạnh từ/cụm từ tương ứng

afford high quality revenue objectives convenient price socially acceptable

1 Mobile phones are fashionable and

attractive to the youth market

2 We have a reputation for improving

good standard mobile phones

3 The cost to user of mobile phones is

kept down because they are

subsidized by the network providers

4 This means more people can have the

money to buy the product

5 More and more, customers buy mobile

phones online because it is more

accessible

6 Expected earnings from 3G phones

were not met when the products are

first launched

1 Từ mới

back-to-school promotional offer (N): chương trình khuyến mại nhân ngày khai trường

benchmark (N): tiêu chuẩn, tiêu chí

eternal audit (N): kiếm toán độc lập

internal audit (N): kiểm toán nội bộ

leverage (N): tác dụng đòn bẩy

loyalty programme (N): chương trình khách hàng trung thành

market segmentation (N): phân khúc thị trường

strategy (N): chiến lược

tactic (N): chiến thuật

2 Hãy đọc về các vấn đề cơ bản của chiến lược marketing and kế hoạch marketing

A company‟s marketing strategy describes how it will position itself and the products

or the services it sells in the competitive marketplace The strategy includes a decision

of target markets, product and pricing policies, and proposed marketing and promotional initiatives

A company‟s marketing plan is the written document which details the marketing methods selected (advertising, price promotions, etc) and specific marketing actions or marketing activities (e.g a back-to-school promotional offer) It also examines the financial and human resources needed to achieve specified marketing objectives over a given period of time

UNIT 4 MARKETING STRATEGY AND

MARKETING PLAN

A marketing plan aims to help organise the strategy for a company, its products or services

A marketing plan is not a unique document within an organisation Productio n would have a Production Plan, Human Resources a Human Resources plan and so on However, all good plans must support the overall corporate objectives of the organization

A commo n method used to develop a marketing plan using the stages known as

AOSTC It stands for Analysis (of the market environment), Objectives (setting

yourself SMART objectives), Strategies (for segmentation and growth, targeting and positioning), Tactics (converting the strategy into the marketing mix), Control (how to monitor and assess the success of the marketing plan)

Structure of a typical Marketing Plan

A Situational Analysis – Where are we now?

Every good marketing plans needs to analyse the current business situation and ask a simple question “where is the business now?” This involves the business firstly

conducting an internal audit

An internal audit will look at the:

- Past objectives and success rates

- Past marketing mix strategies

- Past budgets

- Past segmentation, targeting and positioning strategies

In other words, the internal audit aims to look at what you did in the past, was it successful, if not why not, if so, why so?

After the internal audit the next stage is to conduct an external audit The external

audit will involve:

- Conducting a PEST analysis, and discussing the impact of this on the marketing strategy

- Researching the industry the company operates in What are the trends within the industry?

- Competitor analysis What are your competitors up to?

- A SWOT analysis to help establish your current strengths, opportunities, weaknesses and threats

B Set the objecti ves – Where are we going?

Set yourself SMART objectives so you know where you are heading Remember SMART stands for:

Specific – Clearly state what you want to achieve

Measurable – Is it easy to measure the objectives you set by monitoring sales, market

share figures?

Achievable – Set yourself attainable objectives

Realistic – Can you really achieve them with the current resources you have? Timed – Set a realistic time scale for the objectives

C What tactics or methods will you use to get there? How will you get there?

- Define your target market Select your segment, your targeting strategy and

Are you achieving the objectives you set for yourself? To evaluate your plan some

benchmarks may include:

- Market share data

- Sales data

- Consumer feedback

- Feedback from staff

- Feedback from retailers

E Executive summary – Write a summary of the plan

Finally at the end of this task write a summary of the plan and place it at the front

Why? It acts as a quick reference guide to the plan you have just written

Bài tập 1: Hãy tạo các cặp từ ghép với các từ market và marketing cho phù hợp với các định nghĩa dưới đây, sử dụng những từ cho sẵn trong ô

method mix plan segment strategy target

1 group of consumers with similar needs or purchasing desires…… ……

2 the consumers, clients or customers you want to attract ……….…

3 a description of the company, the product / service and the competition ……

4 detailed information about how to fulfil the marketing strategy ………

5 the technique you can use to communicate with your consumers ………

6 the combination of different elements used to market a product or service ……

3 Hãy đọc về phương pháp phân tích điểm mạnh, điểm yếu, cơ hội và rủi ro ( SWOT Analysis)

Before entering the marketplace it is essential to carry out a SWOT analysis - a tool used to help the firm establish its Strengths, Weaknesses, Opportunities and Threats (SWOT) A SWOT analysis is used as a framework to help the firm develop its overall corporate, marketing, or product strategies

Note: Strengths and Weaknesses are internal factors which are controllable by the

organisation Opportunities & threats are external factors which are uncontrollable by the organisation

Strength examples could include:

A strong brand name

Market share

Good reputation

Expertise and skill

Weaknesses could include:

Low or no market share

Changes in society beneficial to your company

Threats could include:

Competitors

Government policy, for example taxation, laws

Changes in society not beneficial to your company

A SWOT analysis is an excellent tool to use if the organisation wants to take a step back and assess the situation they are in Issues raised from the analysis are then used

to assist the organisation in developing their marketing mix strategy A SWOT analysis must form the part of any prudent marketing strategy

Below is a SWOT analysis of PetraServe, a company which runs motorway service stations

STRENG THS

Superior distribution network – we

have one of the best

We are the specialist in a long-distance

petrol needs for lorry and truck drivers

– we have experience, knowledge and

skill

Consumers see us as a quality brand

Innovative loyalty programme - unique

Lack of new products – we need more

Ineffective leverage of specialist image – we don‟t use our specialist image well

Inferior communication – we could communicate better

Damaged reputation for petrol and fossil fuels – they have a bad image

Consumer loyalty is weak

OPPORTUNITIES

Developing market for service station

shop (confectionery, car maintenance

products, etc)

Gap in the market: hybrid cars and

electric cars will need fuel

Huge potential for growth – there is a

lot of room to expand into new

markets

THREATS

Our main competitor is strong

Price war in the fuel market is becoming more threatening – all our competitors are cutting prices

Emerging trend towards hybrid cars and electric cars

Consumer fears about environment and pollution

Bài tập 2: Hãy xác định xem những phân tích dưới đây mô tả điểm mạnh, điểm yếu,

cơ hội hay rủi ro

1 Competition is growing in this market, which could

lead to a price war There are now a lot of sites that offer

the same service and product categories as Amazon

Amazon is a global brand but in some local markets the

main competitor could be stronger and preferred by

consumers

2 Amazon has added a lot of new categories, but this may

damage the brand For example, offering automobiles

may be confusing for customers Due to increased

competition, the offer is undifferentiated

3 In 2004 Amazon moved into the Chinese market There

is huge potential here In 2005 Amazon launched a new

loyalty programme, AmazonPrime, which shoul d

maximize purchases from the existing client base

4 Amazon is a global brand, operating in over ten

countries It was one of the first online retailers and today

it has an enormous customer base It has built on early

successes with books, and now has product categories that

include jewellery, toys and games, food and more It has

an innovative Customer Relationship Management

programme

Bài tập 3: Hãy hoàn thiện các câu dưới đây với dạng đúng của các từ trong ô sau

strengthen threaten weaken

1 Currently, the company is under ……… …… from its main competitors

2 In order to grow, the company will have to create new ………… , not just exploit existing ………

3 We need to minimize ………… and …………

4 To remain ahead of the competition we will need to anticipate ………… such as increased raw material costs

1 Từ mới

adaptable (Adj): có khả năng thích nghi

primary research (N): nghiên cứu sơ cấp

proactive (Adj): đi tiên phong

qualitative data (N): dữ liệu định tính

quantitative data (N); dữ liệu định lượng

secondary research (N): nghiên cứu thứ cấp

2 Hãy đọc và tìm hiểu các vấn đề cơ bản của hoạt động nghiên cứu thị trường

Research is the only tool an organisation has to keep in contact with its external operating environment In order to be proactive and adaptable to the environment, some simple questions need to be asked:

How are customer needs changing? Can you meet these changing needs? What

do your customers think about the existing products or services?

How are competitors operating within the environment? Are their strategies

exceeding or influencing yours? What should you do?

How are macro and micro environmental factors influencing your organisation? How will you react?

As witnessed with the UK retail clothing group C&A, failure to react to the changing needs of its customers within its environment has resulted in C&A closing all their UK retail stores Marks and Spencers also faces an uncertain future Research tells them that customers feel that the stores and clothes are outdated Marks and Spencers are

UNIT 5 MARKET RESEARCH AND MARKETING RESEARCH

now rushing out new lines of products and experimenting with new concept stores to retain the existing customers and attract potential new ones

A common mistake made by many students, lecturers and textbooks is that there is no understanding of the clear distinction between market research and marketi ng research

Market Research: involves researching specific industries or markets Researching the

computer industry to discover the number of competitors and their market share will

be an example of market research

Marketing Research: goes further - it analyses a given marketing opportunity or

problem, defines the research and data collection methods required to deal with the problem or take advantage of the opportunity, through to the implementation of the project In essence, marketing research aims to discover the root cause for a specific problem within an organisation and put forward solutions to that problem

Consumer research – used to discover behaviour patterns and customer needs – is an essential element of marketing research whereas motivation research investigates the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals

There are two main methods of consumer research:

Primary research or field research: involves talking to people and finding out what

they think about a market, a product, a business sector, etc

Secondary research or desk research:I is an analysis of the information you can find

easily without leaving your desk Examples include the internet, books, news papers, magazines, and government statistics

Consumer research can use either qualitative data which focuses on people‟s opinions and attitudes towards a product or service or quantitative data which focuses on

collecting data for numerical analysis

3 Hãy đọc về một số thuật ngữ trong nghiên cứu marketing

Research methodology

Focus group: small groups from the target group plus one moderator to mediate

or run the session The moderator prepares questions for the session

Package test: used to test ide as for new packaging, could be in a focus group

Taste test: used to test what consumers think about new flavours

Home test: consumers try the products at home, in a real situation

A self-administered questionnaire is completed (filled in) by the respondent,

and interviewer-administered questionnaire is filled on behalf of the respondent

Omnibus surveys: are conducted by a market research institute for seve ral

companies at the same time

Bài tập 1: Hãy xác định xem những vấn đề nghiên cứu dưới đây là thuộc loại hình nghiên cứu nào trong ô sau:

desk + secondary motivation + primary qualitative + field quantitative + primary

1 The R&D department wants to know why people buy mobile phones so that they

can develop a new model that answers all the major needs………… ………

2 The design team wants to know how consumers feel about the new layout of the

company website before they finalize and launch the new homepage……… ………

3 A manager wants to have financial data on her company, her competitors and the

economy in general ………

4 The marketing team wants to have a lot of data on their consumers: age, shopping

habits, email address, etc …………

Bài tập 2: Hãy hoàn thiện các câu dưới đây với các từ thích hợp trong bài đọc về

một số thuật ngữ trong nghiên cứu marketing

1 A lot of marketing research institutes carry out ………… surveys They ring people

at home and ask them questions

2 A ………… is a small discussion group, led by a ………… who asks questions to get detailed and qualitative information

3 A marketing research institute may prepare a lengthy ………… survey which it posts to consumers at their homes These ……… surveys have questions from several different companies on them

4 Some questionnaires are completed by the ……… (self-administered questionnaires) and some are completed by the ……… (interviewer-administered questionnaires)

5 ……… surveys are usually carried out in-store to assess the levels of service quality and cleanliness

6 A ………… test is designed to find out what consumers think about packaging, and

a ………… test is to find out what they think about the flavour of a product

1 Từ mới

market rollout (N): đưa sản phẩm mới ra thị trường

maturity (N): giai đoạn trưởng thành

pricing strategy (N): chiến lược định giá

product life cycle (N): vòng đời sản phẩm

prototype (N): nguyên mẫu

to capitalise on something (V): khai thác một yếu tố gì đó theo cách có lợi

to fine-tune (V): hiệu chỉnh

to innovate (V): đổi mới

to modify (V): sửa đổi

to purse (V): rót vốn, giải ngân

to stay ahead (V): đi đầu, vượt lên phía trước

to stimulate (V): kích thích

2 Hãy đọc và tìm hiểu các vấn đề của vòng đời sản phẩm

Product life cycle

The product life cycle concept suggests that a product passes through four stages of evolution, namely introduction, growth, maturity and decline As a product evolves and passes through theses four stages, profit is affected and different strategies have to

be employed to ensure that the product is a success within its market

Product life cycle stages

UNIT 6

PRODUCT

Introduction: As a new product much time will be spent by the organisation to create

awareness of it presence amongst its target market Profits are negative or low because

of this reason

Growth: If consumers clearly feel that this product will benefit them in some ways

and they accept it, the organisation will see a period of rapid sales growth

Maturity: Rapid sales growth cannot last forever Sales slow down as the product

sales reach a peak as it has been accepted by most buyers

Decline: Sales and profits start to decline, the organisation may try to change their

pricing strategy to stimulate growth; however, the product will either have to be re modified or replaced within the market

-Bài tập 1: Hãy xác định xem các câu dưới đây là Đúng (True) hay Sai (False) theo nội dung của bài

1 To ensure the success of a product throughout its product

life cycle, different strategies must be applied accordingly

2 Profits are always negative during the introduction stage of

a new product

3 A product seen as consumer beneficial can undergo a

period of rapid sales growth