TUYÊN BỐ BẢN QUYỀN
Tài liệu này thuộc loại sách giáo trình nên các nguồn thông tin có thể được phép dùng nguyên bản hoặc trích dùng cho các mục đích về đào tạo và tham khảo
Mọi mục đích khác mang tính lệch lạc hoặc sử dụng với mục đích kinh doanh thiếu lành mạnh sẽ bị nghiêm cấm
Trang 3CHƯƠNG TRÌNH MÔN HỌC / MÔ ĐUN
Tên môn học: TIẾNG ANH THƯƠNG MẠI ĐIỆN TỬ - HỆ CAO ĐẲNG Mã môn học: MH22
Thời gian thực hiện môn học/ mô đun: 75 giờ Trong đó:
II Mục tiêu môn học / mô đun
Học xong môn học / mô đun này người học sẽ có khả năng:
2.2 Kỹ năng viết: viết câu đơn, câu ghép, hoặc đoạn văn ngắn (khoảng 100 từ) về các tình huống thương mại, với mức độ vừa phải
2.3 Kỹ năng khác: làm việc theo nhóm
khai thác thông tin hiệu quả bằng tiếng Anh trên sách báo, Internet, … giao tiếp hiệu quả bằng tiếng Anh
II.3 Năng lực tự chủ và trách nhiệm
3.1 Tự học tập, tích lũy kiến thức, kinh nghiệm để nâng cao trình độ sử dụng tiếng Anh trong thương mại điện tử
3.2 Tự chủ trong công việc, có sáng kiến trong thực hiện nhiệm vụ được giao
Trang 4III Nội dung môn học/ mô đun Số
Thời gian (giờ) Tổng
số
Lý thuyết
TH,TN, TL,BT
Kiểm tra
Trang 5Construction Technical College No 1 Foreign Language and Informatics Centre
ENGLISH IN
E-COMMERCE (For major in e-commerce – internal use only)
Hanoi, 2021
Trang 6ACKNOWLEDGEMENTS
The edition of English in E-commerce – Student book is designed for students whose
major is in E-commerce at Construction Technical College No 1 only This material
includes topics that reflect the most common understanding of e-commerce and combines the use of language and a strong vocabulary syllabus with specialist terms that learners need for success in their chosen field
We would like to express our great thanks to David Cotton, D.Falvey & S.Kent – authors of
Market Leader 3rd edition – Elementary Student’s book (2012); Martyn Hobbs & Julia S
Keddle - authors of Commerce 1 (2010) and Joan Saslow and Ellen Ascher – authors of
Top Notch (2015) along with other necessary references in completion of this material
Trang 7CONTENTS
Unit Vocabulary Use of English Language skills
Unit 1
The business environment
Jobs and work in charge of responsible for
Listening: A customer sales assistant’s typical
The use of infinitive for purpose
Listening: The most popular Internet activities Speaking: Talk about your own Internet use Reading: Computer virus
Writing: Write about the use of the Internet Consolidation 1
to spend money to change one’s mind
Listening: A lesson on ebay
Speaking: Talk about online shopping habit Reading: Clicks-and-mortar
Writing: Write about the importance of
e-commerce
Unit 4 Sales
Choosing a product / service
Describing a
product Listening: Describing a product
Speaking: Talk about products / services you
buy
Reading: Uniqlo: a global success story Writing: Write a product advertisement Consolidation 2
Unit 5
Advertising and marketing
Advertising and markets The four Ps
How to say numbers
Listening: Good and bad advertising Speaking: Talk about mediums of
Trang 8OVERVIEW Vocabulary
Jobs and work
1A VOCABULARY. Jobs and work
1 Read the text below about Kerstin’s job Complete it with the given words
work with work under in charge of responsible run work on work for responsibilities deal with manage
“I 1 _ a large European car maker I 2 _ car design In fact, I 3 _ the design department and I 4 _ a team of designers: 20 people 5 me It's very interesting One of my main 6 _ is to make sure that new model designs are finished on time I'm also 7 _ design budgets I 8 _ a lot of different people in the company I'm 9 _ for co-ordination between design and production: I 10 _ managers at our manufacturing plants.”
Trang 92 Read types of job Write about each person’s type of job below using the words in brackets
A full-time job is for the whole of the normal working week; a part-time job is for
less time than that
You say that someone works full-time or part-time
A permanent job does not finish after a fixed period; a temporary job finishes after a
fixed period
1 I'm Alicia I work in a public library in the afternoons from two until six (I/job)
I have a part-time job
2 My husband works in an office from 9 am to 5.30 pm (he/job)
3 Our daughter works in a bank from eight till five every day (she/work) 4 I'm David and I work in a café from 8 pm until midnight (I/work)
5 My wife works in local government and she can have this job for as long as she wants it (she/job)
6 Our son is working on a farm for four weeks (he/job)
7 Our daughter is working in an office for three weeks (she/work)
3 Choose three jobs from A Use phrases from B to write five sentences about each job
computer operator personal assistant secretary
B
ask people questions arrange meetings deal with money meet people
send emails and letters attend meetings sell products
do research travel
organize information make phone calls use a computer write reports
Trang 10KARADA MODE PLC
EUROPEAN MANAGER €95K + CAR
Are you the person we are looking for? THE ROLE
We are looking for a talented person for this position In this exciting job, you will need to:
• lead 1 a team of 25 (be in charge of)
• 2 a new branch in Amsterdam (start) • 3 new staff (teach)
• 4 sales in all markets (make more) • 5 new products (create)
• 6 communication between our head office and local branches (make better)
THE PERSON
In your present job, you:
• 1 a large department in the clothing industry (control) • 2 budgets (think about the future)
• 3 sales conferences and exhibitions (arrange)
• 4 customers, suppliers and their problems (take action) • 5 employees and sales teams to get the best results (encourage)
4 Complete the first part of the advertisement below with the verbs from the box Use the words in brackets to help you
develop improve increase lead set up train
5 Complete the second part of the advertisement with the verbs from the box deal with manage motivate organize plan
6 Describe one’s role in his/her present job Use the verbs from Exercises 4 and 5
In my present job, I lead a team of three…
Trang 111B READING. Company profile: Amazon.com1 Discuss the following questions with a partner
• Where does your family buy books, computers, flights, food? • Do you buy things on the Net?
• What are the advantages and disadvantages of e-shopping?
2 Now read about Amazon.com, then answer the questions Amazon.com
Amazon.com is a website where millions of customers in
over 200 countries can buy a wide range of goods online They sell both products and services These include books, CDs, DVDs and computer games, clothes, computers, mobile phones, cameras, and travel services You can also rent DVDs This amounts to tens of millions of items The company is based in Seattle, in the United States, but it has an international division with localized languages, products, and customer service Amazon doesn't have just one website, but six global websites
Amazon does not say precisely how many it employs, but it is probably over 5,000 people It also offers tailored services, product reviews, a secure payment system, and the opportunity to 'look inside' over 250,000 books Amazon's incredibly powerful database manages product flow, interacts with consumers, offers a fast service, and gets business intelligence It doubles in size every year, and is updated six times a day However Amazon does make mistakes It once offered pocket computers for £7 instead of £192 Some people ordered 50 computers before Amazon temporarily closed its website!
1 What is Amazon.com?
2 What sort of things does it sell? 3 How many products does it have? 4 Where is Amazon based?
5 How many websites does it have? 6 How many people work for Amazon? 7 What are some of Amazon's key features? 8 Does anything ever go wrong?
3 Read the text again and match the following key terms in A with the definitions in B
1 range
2 customer service 3 secure payment 4 product flow 5 to update
a) a safe way to pay online
b) a group of products of the same type c) to give the most recent information
d) the continuous movement of something being sold e) the act of taking care of the buyer's needs
Trang 121C SKILL DEVELOPMENT.
1 Listen to Maria, a customer sales assistant, describing how she spends a typical day Tick the activities she mentions
fill in time sheets
2 Listen again and decide if the sentences are true (T) or false (F)
1 Maria makes a coffee before her morning meeting 2 In the morning she meets people from all over the world 3 She has to make a lot of phone calls in her job
4 She doesn't like sending faxes because it's boring 5 She surfs the Net five or six times during the day 6 She has to fill in a time sheet at the end of her day
3 WRITING A friend is looking for a job in your field Complete the following email
Explain to him/her about your job (you can choose one), the company you work for, your responsibilities and the essential qualities needed for the job
Good luck!
Trang 132A VOCABULARY The computer’s components, commands & Internet activities
1 Read the computer’s screen and complete sentences with words from it RVIEW OVERVIEW Vocabulary
The computer’s components, commands Internet activities
Trang 141 Oh, no! I just lost all the work because I forgot to _ the file 2 You can’t _ if the printer isn’t turned on
3 To _ a word, move the cursor over the word and highlight it
4 You don’t have to type the entire paragraph again Just copy and _ it where you need it
5 I tried to _ the icon but nothing happened What did I do wrong? 6 The _ has a list of icons that provide a quick way to use computer
commands
7 To see information on the product, _ to the bottom of the page 8 Your article is great but quite long Could you _ a few words?
2 Use the icon prompts to complete the conversation
A: Could you take a look at this? B: Sure What’s the problem?
A: Well, I clicked on the toolbar to (1) _ my document, and now everything is gone!
B: Don’t worry You probably clicked on the (2) _ icon Just move your cursor and click on this icon to (3) _ it
A: Oh… There it is! Thank you!
Useful language
An infinitive can be used to express a purpose
To see more information on the product, I clicked on the toolbar to print
I joined facebook to connect with my friends
3 Answer each question in your own words, using infinitive of purpose
1 Why do people join social networking sites?
_ 2 Why do people send instant messages?
_ 3 Why do people surf the Internet?
_ 4 Why do people shop online?
_ 5 Why are you studying English?
_
Trang 154 Match the following Internet activities with their definitions
1 surf the Internet a) place a document or photo into an e-mail 2 upload a file b) become a member of an Internet group to meet friends and share your interest 3 share a link c) add your comments to an online discussion 4 post a message d) move a document, music file or picture from personal computer onto the Internet 5 download an application e) visit a lot of different websites on the Internet 6 send an instant message f) chat with someone online by typing messages 7 attach a file g) send an e-mail or post a message with the address of a website 8 join an online group h) download a program to play games or perform
tasks from Apple or Google store
5 Listen to George Thomas and Sonia Castro describing how they use the Internet Write a check mark next to the activities each person does
Internet activities George Thomas Sonia Castro
Trang 162B READING. Computer viruses 1 Discuss the following questions with a partner
• What kind of problems do you have on the Internet?
• What kind of internet problems do you hear about on the news?
2 Now read the text, then decide True (T) or False (F) for statements
Computer viruses are getting harder to prevent
“We’re losing the battle against computer viruses,” says David Farber, professor of computer science at Carnegie Mellon
University These viruses can enter computer systems through junk e-mails from hackers and slow down computers Sometimes, they cause
whole office computer systems to crash – in both large and small companies Companies have been trying for years to protect themselves with anti-virus programs, but hackers are creating newer, improved viruses faster than these
programs can keep up with
1 David Farber says that we are winning the fight against computer viruses 2 Viruses help to speed up the computer systems
3 Computer system crashes only happen at small companies 4 Anti-virus programs help to prevent computer viruses 5 Anti-virus programs can keep up with viruses
3 Read the text again and match the terms in A with the definitions in B
1 a hacker
2 a computer virus 3 junk e-mail
4 anti-virus program
a) a software that causes problems in computers b) a program that tries to stop the spread of viruses c) an advertisement you didn’t ask for
d) a person who enters computer systems without permission
Trang 172C SKILL DEVELOPMENT.
1 Complete the survey about your own Internet use
Internet User Survey
1 I usually spend _ hours a week online
2 I use …
3 I use the Internet
☐ for study ☐ for fun ☐ I never use the Internet
4 I use the Internet … ☐ to search for new webs ☐ to upload photos ☐ to download photos ☐ to shop for things ☐ to take classes ☐ to design websites ☐ to look up information
☐ to send instant messages ☐ to keep in touch with friends
☐ to keep in touch with family ☐ to meet new people
☐ to watch movies ☐ to sell things
☐ to practice English
☐ to download music
☐ to upload videos
☐ to download videos ☐ to use e-mail ☐ to play games ☐ to read news
☐ other …………
2 Walk around your classroom and ask your classmates about their Internet use Ask questions to get more information and take notes
is good at Internet use
spends a lot of time on the Internet doesn’t like using the Internet uses the Internet to meet people uses the Internet to sell something uses the Internet for shopping
3 Tell your class what you found out about your classmates and how they use the Internet
“Gary spends a lot of time online with his smartphone He uploads photos
and watches movies”
“Mary spends a lot of time online She uses her tablet to meet new people and
keep in touch with friends.”
Trang 181 Read the text and replace each phrase in underline with the correct form of a verb from the box
deal with develop improve increase lead organise plan set up train
Piers Kohl has a very exciting job at Inventa Last year, he started a new branch in
Barcelona He had to make more sales in the Spanish market and create new products
He was in charge of a team of 12 This year, his role is mainly to teach new staff and to make communication better between the various branches of Inventa in the region He
also has to do something about customers' problems and think about future budgets
Sometimes, he also arranges sales conferences Piers is never bored!
1 started -> 6 make better -> 2 make more -> 7 do something -> 3 create -> 8 think about future -> 4 teach ->
5 in charge of -> _
9 arranges ->
2 Complete the sentences with the words or phrases from the box
bank clerk full-time managed responsible for temporary worked in market researcher part-time
1 Chloe worked for HBC company for five weeks It was a job 2 Have you _ the food industry?
3 I am training for new staff 4 I work 40 hours a week It’s a job
5 I have _ a number of projects for local branches 6 If you work only 20 hours a week, you work 7 A _ deal with money and customers
8 A _ collects information about customers, products and markets
3 Form correct sentences by matching the sentence beginnings on the left to the phrases on the right
1 You need a monitor …… a to chat with someone in real time 2 You need to know an Internet address … b to send it with an e-mail
3 You can send an instant message … c to see websites you visit or files you create 4 You post a message … d to visit a website you want to go to 5 You attach a file … e to move further along in a file
6 You scroll down in the scroll bar f to add your comments to an online discussion Consolidation
Trang 194 Choose the word or phrase that correctly completes each sentence
1 When you drag your cursor across text, you ( save it / highlight it / cut it ) 2 You will lose your file if you ( close it / print it / change it ) before saving it
3 A ( link / touchpad /pull-down menu ) is a list of choices you see when you click on
something
4 A ( tool bar / scroll bar / cursor ) is at the top of your screen and gives you choices like
“file” and “view.”
5 If you have a ( file / screen / touchpad ), you don’t need a mouse Just use your finger
to move the cursor
6 When you send an e-mail with a website’s address, you have shared ( a message / an application / a link )
5 Complete the job advertisement with the best words Sales/Account Manager
Salary: £24,000 per year
Edinburgh-based company is seeking a person with sales experience to _ (1) sales worldwide and to _ (2) a large department in the clothing industry
The person will also need to _ (3) communication between our production, sales and marketing departments
Background in clothing manufacturing essential Please contact: Sarah Atkinson
atkinson@btinternet.com or Fax: 0131 123 7650
Telesales Executive
Salary: £20,000 per year
Our Telesales Executive will have the _ (4) to make effective phone calls to marketing contacts and to _ (5) business meetings for our clients
Bebop offers excellent training and promotion _ (6)
Call Paul Glover on 020 4456 1090 or e-mail:
beboprecruit@easynet.co.uk
Sales Manager
Salary: £26,000 per year
Conference and Events Company urgently requires a Sales Manager to _ (7) a team of 8 telesales executives
You will _ (8) the team and _ (9) all sales staff and their problems In addition, you will _ (10) future marketing campaigns and _ (3) a new marketing strategy Background of the candidate: experience in telesales and direct sales, at least 3 years' management experience
Location: Cheshire
Contact: Karen Poulson, tel 01260 271288, e-mail: cec@events.co.uk
6 a opportunities b facilities c qualities
Trang 20OVERVIEW Vocabulary
3A VOCABULARY. Types of e-commerce
1 Read the definitions on types of e-commerce and decide True or False for the following statements
Businesses sell products or services to customers on the Internet is to-consumer or B2C e-commerce Some experts think that the future of e-commerce is business-to-business or B2B, with companies ordering from
business-suppliers over the internet.
A business can also use the Internet to communicate with government, apply
for government contracts or pay taxes: business-to-government or B2G Meanwhile, C2C or consumer-to-consumer eCommerce is one consumer
selling goods or services to another consumer over the Internet
And C2B or consumer-to-business is another type of e-commerce where a
consumer or end-user provides a product or service to an organization online.
1 E-commerce uses phones and faxes to do business
3 B2B is when a person sells or buys things on the Internet 4 B2G is when government controls shopping activities 5 Experts think that B2C is the future of e-commerce
7 C2B is when a person buys things from an organization 8 Letter “C” in types of e-commerce means “companies”
UNIT
Trang 212 What type of e-commerce are the following? Choose from B2B, B2C, or B2G
1 A person rents a car over the Internet
2 The city is looking for construction companies to build a new airport 3 Car companies buy a large number of components from suppliers 4 Small companies can get advice about taxation from government 5 A person shops for his food over the Internet
6 A person sells her handmade bags to customers over the Internet
7 A company looks for an interpreter over the Internet for interpreting service
3 Have you ever bought anything online? If yes, what was the last thing you bought on the Internet and where did you buy it exactly?
4 Do you prefer online or offline shopping? Put the words and phrases from the box below into the right categories
5 Fill in the sentences with the verbs from the box below to create phrases
1 You can always return a product bought online if you your mind
2 Enter your credit or debit card details and click “confirm card details” to a payment
3 A lot of people too much money on clothes
4 If you want to an order, click the green button and make the payment 5 When you shop online, simply select quantity and the product to cart
Useful language
to spend money on sth /doing sth
A lot of people spend too much money on clothes
to change one’s mind
You can return the item if you change your mind.
place make spend change make
shopping assistant cashier shipping cost changing room
I often buy my clothes online The last thing I bought on the Internet was my
skirt from Shopee.com
Trang 223B READING. Clicks-and-mortar
1 Discuss the following questions with a partner
• Have you ever traded on the Internet? • Do you have any experience of B2B or B2C?
• What are the advantages and disadvantages of e-commerce?
2 Now read about clicks and mortar, then answer the questions
Clicks-and-mortar
My name's John, and I own a chain of sports shops Last year, I started an e-commerce operation, selling
goods over the Internet We've done well Visitors don't have
trouble finding what they want, adding items to their shopping cart
and paying for them securely by credit card Last year we had two million users
who generated 35 million hits or page views
However, pure e-commmerce is very difficult To succeed, I think you need a combination of traditional selling and e-commerce: clicks-and-mortar In our case,
this helps us solve the delivery problem: we just deliver from our local store
1 Who is John?
2 What sort of things does John sell? 3 How does he sell his products? 4 How many users does his page have? 5 How many page views does it generate? 6 What is his advice for success?
Clicks-and-mortar is a type of business model that has both online and
offline operations, which include a website and a physical store
Bricks-and-mortar refers to a traditional business that offers products and to
its customers face-to-face in a store
Trang 233 Read the text again and match the following key terms in A with the definitions in B
1 e-commerce 2 visitors 3 shopping cart 4 credit card 5 clicks-and-mortar 6 delivery
a a safe way to pay online
b a business that has both website and store c to ship products to customers
d buying and selling over the Internet e those who visit a website
f a basket on wheels for carrying shopping things
4 Ordering the following steps to create your own e-commerce
5 Write a paragraph of 100 – 120 words to argue that online shopping is better than offline shopping based on the following ideas
The paragraph should include:
• Save a lot of time (you don’t have to go to stores)
• Shop whenever you wish
• Compare prices between sellers easily
• Easy to search for product reviews
• Enjoy more discounts and promotions
• Don’t have to queue for payment
• Others
a Arrange the shipping b Buy the domain
c Select payment method d Choose an e-commerce tool
e Choose the type of product
Trang 243C SKILL DEVELOPMENT.
1 Listen to an expert talk about lessons on ebay and fill in the blanks for missing
words
eBay Inc is the world’s (1) company It was founded as an online auction
site in 1995 called AuctionWeb by Pierre Omidyar He said: “What I wanted to (2) was create efficient market, where regular people could compete with big business It was a little bit of an experiment.”
He changed the name in 1997 to be similar to his (3) Echo Bay Technology Group Within two years of starting, the company hosted 2,000,000 auctions The company website explains the success story: “With more than 90 million active
(4) globally, ebay is the world's largest online marketplace, where practically anyone can buy and sell anything In 2009, the total worth of goods sold on ebay was
$60 billion $2,000 every second.” The company employs over 15,000 people through out the (5)
2 Project ebay: Your mission is to increase the profits and sales of eBay Complete this table with your project partner(s):
Main products
How to improve them
How to beat the competition
Trang 25OVERVIEW Vocabulary
Choosing a product / service
Write a product advertisement
4A VOCABULARY. Choosing a product /service
1 Read the Elise sales advert below and find expressions which mean the following
1 There are some good offers great deals
2 The buyer pays only a small amount of money at the beginning 3 The buyer pays some money every four weeks for a year 4 There is no cost for transporting the goods to the buyer 5 It doesn't cost extra to pay over 12 months
Trang 262 Read these sentences Does a buyer (B) or a seller (S) say them?
1 We offer great deals 2 I'd like to place an order 3 Do you give a guarantee? 4 I'd like to compare prices
5 Are the goods in stock? 6 Can you pay a deposit? 7 We always deliver on time 8 Can I make monthly payments?
3 Listen to a conversation between a buyer and a seller Underline the correct answers to these questions
3 How much deposit is needed for large orders? 15% / 10%
4 What does the seller say is a large order? over 50 units / over 25 units 5 Does the seller always have goods in stock? yes / no
4 What is important for you when you buy a product like a computer, TV or car? Put these items in order of importance
• a three-year guarantee • interest-free credit • a low deposit
• free delivery • a big discount
• great after-sales service
5 Complete the advice below for How to sellI from a management consultant Use the
words from the box to help you
relationships time need patient wants listened understand
• Take time to build ……….2
• Make sure you fully ……….3 the product or service you are selling
• Do not try to sell something to a customer that they do not actually ……….4 or want
• Take ……….5 to understand what customer
• Customers like to be ……….7 to.
Trang 274B READING. Uniqlo: a global success story 1 Match these words (1-5) to their meanings (a-e)
1 expansion a) a detailed plan for achieving something 2 strategy b) when something gets bigger in size
3 relaunch c) clothes produced by a designer for the season 4 flagship store d) introduce something new again
5 collection e) a company's main store, often big and in an important shopping area
2 READING Read the article quickly and underline these numbers and dates Then say what they refer to
1 1984 2 2003 3 2005 4 November 2006 5 64
3 Decide whether these statements are true (T) or false (F) Correct the false ones
1 In the 1990s, Japan was Uniqlo's main market
2 Uniqlo had a lot of success when it entered the UK market in 2001 3 Yani's new global strategy was to open big stores in important cities 4 At the end of 2008, Uniqlo had 92 international stores
5 Uniqlo opened 64 stores in Asia between 2007 and 2010
4 Look through the article and find the missing verbs
1 Uniqlo quickly in Japan during the 1990s
2 Over the next two years, the number of international stores from 54 to 92 3 The number (of stores) to 64 at the end of 2010
4C SKILL DEVELOPMENT. Describing a product
1 Listen to an advertisement for a new women's bag and complete the details
Model: Kachet
Target market: smart, 1 women
Uniqlo: a global success story
Tadashoi Yani, the founder of Uniqlo, is Japan's richest man That's not bad for someone who started with a single store in Hiroshima in 1984 and now has a
Uniqlo grew quickly in Japan during the 1990s In 1998, it had over 300 stores Following the good results in Japan, Yani decided on global expansion It started with stores in the UK in 2001 It didn't work Most of the stores were too small and in the suburbs of cities In 2003, Uniqlo closed most of them In 2005, Yani changed strategy The new strategy was to open large stores in major cities around the world The relaunch of Uniqlo began in November 2006 with the opening of a flagship store in New York Over the next two years, the number of international stores went up from 54 to 92, including flagship stores in London and Paris
Yani sees Asia as a key market for Uniqlo In 2007, the company had 26 stores across Asia The number increased to 64 at the end of 2010, including a flagship store in Shanghai Yani's plan is for another 500 stores over the next five years, mainly in China Yani also aims to introduce Uniqlo stores in the fast-growing Indian and Brazilian markets.