tiếng anh chuyên ngành marketing nxb hồng đức 2013 mai lan phương 139 trang

Quyển sách “Tiếng Anh chuyên ngành Marketing” này sẽ cải th iện kiến thức của bạn về m arketing và các thuật ngữ marketing.. Bạn có th ể kiểm tra kiến thức của mình về các khái niệm m

Mai Lan Phương - Nguyễn Thanh Yến

Nâng cao từ vựhg tiếng Anh qua các bài kiểm tra

ĨPƯƠM6 ĐẠi -HOC NHftTRANO ị

■ TH?r ^ M L J

C-» « * * * * • * • w

MM n ó i đầu

T ừ vựng là một nguồn thiết yếu để giao tiếp hiệu quả Bạn biết càng

nhiều từ bạn có thể diễn tả càng nhiều ý nghĩa Quyển sách “Tiếng

Anh chuyên ngành Marketing” này sẽ cải th iện kiến thức của

bạn về m arketing và các thuật ngữ marketing Bạn có th ể kiểm tra kiến thức của mình về các khái niệm m arketing cơ bản, các từ quan trọng và các từ ngữ th iế t yếu để có th ể giao tiếp hiệu quả và tự tin trong công việc cũng như cho việc học tập của mình

Sách gồm có tám phần Phần đầu tiên giới thiệu các thuật ngữ và khái niệm về marketing tổng quát Bảy phần còn lại mỗi phần trình bày một lĩnh vực marketing khác nhau, bao gồm các lĩnh vực cốt lõi như sản phẩm, giá và sự xúc tiến, cũng như nghiên cứu, hoạch định và marketing quốc tế Bạn có thể làm các bài kiểm tra từ đầu đến cuếỉ sách hoặc chọn các chương theo sở thích và nhu cầu của bạn

Các bài kiểm tra cũng có các lời khuyên hữu ích về việc học ngôn ngữ

và thông tin bổ sung về nghề nghiệp Sách bao gồm nhiều loại bài kiểu tra khác nhau như biến đổi câu, điền vào chỗ trống, các họ từ, trắc nghiệm, trò chơi ô chữ và các bài đọc ngắn Cuối sách là phần đáp án để bạn có thể kiểm tra các câu trả lời của mình

Chúng tôi hy vọng rằng qua quyển sách này, bạn dọc sẽ học được những khái niệm mới và các từ mới để giao tiếp tiếng Anh thành công

Q Ị h ổ n tb iỀ n u H u t

Các định nghĩa

Fill each gap in the sentences below with the correct word from the box

Điền vào m ỗi chỗ trống trong các câu dưới đây bằng cách dùng từ thích hợp trong khung.

customers developing distribute needs place price producing product product profit promote service time want

M arketing is concerned with getting the rig h t (1 ) p r o d u c t _

to the rig h t (2 ) _ at the rig h t (3 )

M arketing m akes it easier for (6) to do business

w ith you

M arketing aim s to find out w hat people ( 7 ) ;

th e n ( 8 ) and ( 9 ) a

( 1 0 ) or (1 1 ) th a t will satisfythose w ants; and th e n determ ining the best way to

(12) 3) and

(14) the product or service

Key w ords 1

Các từ quan trọng 1ẳị

A Find eleven common words connected with marketing in the word square

Four of them are vertical, six are horizontal, and one is diagonal

vuông từ Bốn từ trong số chúng nằm theo chiều dọc, sáu từ nằm

theo chiều ngang và m ột từ theo hướng chéo.

B Use words fronh the square to complete the text below

H ãy dùng các từ trong ô vuông đ ể hoàn thành đoạn vãn dưới đây.

Marketers and all levels of management realise the vital importance of 1 )

_ This has become the watchword of good business 2)

_ and experience has shown that 3 ) will

pay more for 4) _ and 5 ) of high quality,

7 ) _ , to meet the highest standards The job of marketers

_ of all the necessary components to satisfy consumer

Tìm các từ trong đoạn văn đã hoàn chỉnh của bạn trong m ục B có nghĩa giống như các câu sau đây:

1 users of products and services

2 people who buy products and services

3 business professionals who work in the field of m arketing

4 studies

5 the ex te n t to which consumers w ant som ething

6 the m ovem ent of goods and services from the producer to the consum er

7 the com bination of factors th a t m akes up a m arketing plan

7

W ord b uild in g

X ây dựng từ

A Fill in the missing words in the table

Điền các từ bị thiếu trong bảng.

B Complete the sentences below with words from the word table.

Hãy thành các câu dưới đây bằng cách dùng các từ trong bảng

1 M arketers m _p to custom ers

2 A dvertisers a _ to c

3 M arket an aly st a _ the perform ance of s and th e behaviour of c

4 The opposite of export i s _

5 The opposite of demand i s _

6 c is good for consumers

M arketing, m arketing people and m arkets

Marketing, những người làm marketing và các thị trường

A For each definition choose the correct word or phrase

Đối với m ỗi định nghĩa, hãy chọn từ hoặc cụm từ thích hợp.

~ ~ ' ~ -y ; “ r" " \ “ ~ 7 ~ ^ * 7- f “

1 Providing money to cultural or sporting activities in exchange for adv ertisin g rig h ts

a) promotion b) grant aid (cosponsorship

2 A business which specializes in giving advice and support to com panies about m arketing and m arkets

a) marketing consultancy b) counselling service c) company analysts

3 An economy which allows open and reasonably free exchange betw een private companies

a) command economy b) conservative economy

c) free m arket economy

4 A m ark et in which th ere are too m any suppliers producing sim ilar products

a) saturated m arket b) buyers’ m arket c) heavy m arket

5 A m ark et in which th ere are few suppliers producing goods

th a t a lot of people w ant to buy

a) weak m arket b) sellers’ m arket c) light m arket

6 A company which sells more of a p articu lar type of product

th a n its com petitors

a) trend setter b) multinational c) m arket leader

7 A person who uses th e ir specialist knowledge of a specific

m ark et to try to explain w hat has happened and predict w hat

a) m arket analyst b) forecaster c) m arket broker

8 A specific prom otional activity over a lim ited period of tim e,

9 The activity of moving goods from the producer to the consumer,a) selling b) distribution c) orientation

10 The activity of selling goods to other countries,

a) corporate mission b) strategic plan c) corporate image

B Match each picture below to one of the terms above

K ết hợp m ỗi hình dưới đây với m ột trong số các thuật ngữ ở

11

The four Ps and three

m ore Ps

Bon p và thêm ba p nữa

Fill in the missing words in this description of the marketing mix

Điền các từ bị thiếu trong phần m iêu tả này về m arketing hỗn hợp.

The tra d itio n a l m ark etin g mix was described in term s of four Ps:

1 p r o d u n t,the goods or services

2 P _ , th e cost of the product

3 P , often called distribution

4 P , which aims to make people aw are of theproduct

In recen t years other considerations have been added, giving a mix of norm ally seven Ps The additional three, sometimes referred

to as service Ps are:

5 P _ , or everyone involved from producer to consum er

6 P e _ , or an y th in g th a t shows theexistence of th e company, e.g its buildings, vehicles, w ebsite, stationery, sta ff uniform s, badges

7 p , which is the interaction betw een everyone involved.

13

© The m arketing m ix

Marketing hỗn hợp

Peter Bowen of Citimetal Inc is talking to Anna James, a marketing consultant Complete Anna’s part of the conversation Choose from the following:

Peter Bowen của công ty Citimetal đang nói chuyện với A nna James,

m ột cố vấn về marketing Hãy hoàn thành phần đàm thoại của Anna Chọn từ các câu sau đây:

a And th e n the fourth area is physical evidence

b It covers both goods and services offered by th e company

c Exactly - and the desire to buy the product And, finally, people, which m eans colleagues, employees, agents and custom ers The idea is to keep everyone happy, make personal contact

d Yes This m eans any visual presence or signs suggesting the company

e The second area is place - also called d istribution - m eaning the m ovem ent of goods from the producer to th e consum er

f Well, we identified six areas where im provem ent is necessary

g After place, process Process is the interactio n betw een people and system s a t all stag es, from m a rk e t re se a rc h , design, production, delivery and after-sales

h The first is product

MARKETING SEMINARS - Corachie Park Hotel, TaynuiJt, Oban, Strathclyde

Seminars throughout March, July and November 2001.

Success depends on good marketing Your business needs a clear strategy to

develop understanding of:

1 your present position and the market environment

2 the best marketing strategy to reach your customers and build profits for

your business

Any business must have a marketing (1) _ plan _ This should be

based on a clear SWOT analysis, i.e understanding of the present market

position in terms of:

Send for details and on application form now to Andrew G Boscber, Chief Executive Marketing,

Sandcrman & Kells Associates, PO Box 2001, Edinburgh EB12 7TR

or by email to andyboscher@sandkells.co.uk

'J’""'? áit "’1'1' /S-’V.

14

P eter: I see W hat else?

Anna: _

P eter: And after place, w hat’s next?

P eter: Yes, I understand - co-ordination of system s

o A new market

Một thị trường mới

M & T Cables wants to enter a new market Read the following email to a

possible export partner Fill each gap in the sentences below with the correct

word from the box

đây gởi cho m ột đối tác xuất khẩu có th ể có Điền vào m ỗi chỗ trống

trong các câu dưới đây bằng cách dùng thích hợp trong khung.

lanalysis demand free goods mix plan research trends

Date 22 Nov 2000 15:48:45 +0900

From: M &T Cables Gmbtt <MTCables@worldcom.de

To: 'Peter Jarrow' PDJARROW@aold.ocn.fi

Subject: Export proposal

Dear Peter,

Thanks for your letter about marketing our products in the South Pacific region.

We certainly do want to sell our (1) goods in every (2) market in the

world, but we need to do some market (3) in your region.

I have four questions to start with:

1 What is the supply and (4) like at present for our kind of products?

2 What kind of.(5) do you think we should develop in our marketing

(6)) ?

3 What are the market ( 7 ) in this sector?

4 Can you recommend someone to carry out a detailed market (8) _

© Product m arketing

Tiep thị san pham

Choose the best definition for each of the words or phrases

Chọn định nghĩa thích hợp nhất cho m ỗi từ hoặc cụm

1 augm ented product

a) a product now selling a t a h igher price

b) a product th a t is no longer made

(c))a core product plus additional benefits such as b ran d nam e, quality styling and design features, extended w arran ty , after-sales service, etc

2 generic

a) not known by a special bran d nam e

b) for general use

c) popular w ith all types of consum ers

3 cannibalism

a) w hen a product eats into the com petitors’ m a rk e t sh areb) w hen a product reduces sales of other products m ade by

th e same m anufacturerc) w hen an em ployee le av es h is /h e r com pany to jo in a com petitor

a) w hen a product is taken off the m arket

b) w hen a product is tested before being sold

6 product life cycle

a) th e norm al p a tte rn of sales for a product

b) th e process of development of a new product

c) th e different stages of im provem ent in an old product

B randing

9 rem puim bdarn _

Hoàn thành m ỗi câu bằng cách dùng từ hoặc cụm từ thích h ợ p ở

m ục A.

1 Coca Cola, Sony, M ercedes Benz: each of th ese is a famous

2 D ec id in g a fin a n c ia l valu e for a b r a n d n a m e is c a lle d

^ •

3 Consum ers usually expect to pay less for products t h a t are

4 Products like Chanel or C hristian Dior have a _

w hich is more glamorous th a n th a t of m any less w ell-know n

5 In th e 1990s m ost superm arkets began to s e ll _ •products.

6 A b ran d nam e is valuable not only for th e m ain products th a t

a re re p re s e n te d by th e nam e, b u t also for th e ra n g e of

th a t accompany th a t name

7 A key concern for m arketers is to e s ta b lis h

am ong th e ir custom ers so th a t they do not buy sim ilar products made by o th er companies

8 Consum ers are often prepared to pay a high price for a

which they believe rep resen ts high quality

9 A new product m ust create a so th a t it iseasily recognized and associated w ith specific qualities

'^ D o c t o r ! I drive a BMW, I drink Mo§t & Chandon, ^

a Rolex w atch and Christian Dior aftershave I smoke Marlboro cigarettes, I wear Adidas leisure wear and Armani surts.»^ —

So what’s the problem?

I don't know who I am )

OOP«

DO*«

21

< D Key w ords 2

Các từ quan trọng 2

Next to each word or phrase write the number of the correct picture (1-10) and the letter of the correct description (a j)

K ế bên m ỗi từ hoặc cụm tù, hãy viết con số của hình thích hợp

và mẫu tự của ph ầ n m iêu tả thích hợp (a-j).

23

augm ented p r o d u c t 7e generic product

consum er durable _ m anufacturing

core product sell-by date

c A new product, especially in th e high technology sector, which

is alm ost th e same as a successful one made by a more famous

m anufacturer

d Long-lasting products produced and sold in large quantities

e A basic product w ith additional features and services added to

th e to tal package

f A basic product which is bought because of a particu lar need, e.g a d rin k for th irst

g P ro d u c ts w h ich a re n o t k n o w n by a b r a n d n a m e , e.g pharm aceutical products like paracetam ol for headaches

h Specialist expertise or advice to help companies or individuals, e.g in legal m a tters, m arketing.

i A tim e suggested for reasons of safety by which perishable goods should be used

j The actual m aking of products or components for products

* *

S elling

Bán hàng

Jan Groot, Marketing Manager for TPC Inc., is making a presentation to the

company’s sales staff Match each picture with the correct part of the speech

and write Its number in the box

Ịan Groot, giám đốc m arketing của công ty TPC, đang trình bày trước

hợp của bài p h á t biểu và viết con số của nó trong ô.

but the augmented

package includes ten types o f

software, a DVD drive, speakers,

a printer, a scanner, manuals,

free Internet access, free on-site warranty and the prestige of they Triple X orand name.

Product m anagem ent

Quản lý sản phẩm

The diagram shows a typical product life cycle Label the parts 1-6 with

words from the box

k ỳ sống của sản phẩm Sơ đồ cho thấy m ột chu k ỳ sống tiêu biểu

của sân phẩm H ãy ghi nhãn các phần với các từ trong khung.

í - - —

-decline development growth launch maturity saturation

Hoàn thành các câu bàng cách dùng các thuật ngữ trong khung.

appeal consum ers decision-making development extend

markets penetration portfolio positioning potential quality

research return

1 M anagers have to understand the of th e ir products

2 M ost com panies produce many different products and services

T ogether th is is called the p ro d u c t

3 Com panies m ark et products a t particular groups of consumers,

so the product is m atched to the consumer This is called product

29

isw agen Golf Vì lần đầu tiền

qua nhiều cải tiến (face-lifts)

from each product

5 A key objective is to get the maximum m a r k e t which m eans reaching th e m ost

6 A nother im portant objective is t o th e life of theproduct The typical life cycle diagram then shows a wave effect

7 This is possible if the product is good This m eanschanging or im proving the product, to add to its

and

8

9

M anagers also try to find n e w _

In all cases, product m anagem ent needs good

h e l p

.for th e ir products

A fter-sales assistance

Sự trợ giúp hậu m ãi

The following text came with the user manual for a new telephone Fill each

gap with the correct word or phrase from the box

Đoạn văn sau đây kèm với sách hướng dẫn sử dụng m ột điện thoại mới Hãy điền vào m ỗi chỗ trống bàng cách dùng từ hoặc cụm thích

hợp trong khung.

after-sales customer helpline labour launched network on­

site parts premium state-of-the-art support warranty

Since the TeleTalk was (1) la jm ch ed, it has been an outstanding success Well known for reliability, it does, however, come w ith a

full tw o -y ear ( 2 ) and ( 3 ) _ (4)

U tilizing the very la te s t technology, th is (5)

p ro d u c t is s u p p o r te d by our e x te n s iv e (6 )

(7) _ Call our ( 8 ) ( 9 )

for free advice on how to solve any problem s you may have For a

sm all (1 0 ) _we can also offer a full (11) _

technical ( 1 2 ) _ service for all your com munications

equipm ent

‘ a ll our operators are busy Please hold and we'll try to connect yo u '

31

1 We sell a very large range of goods, including fa st moving

conjmm ergoods such as canned foods, cleaning m a terials

2 Of course, we also sell _ goods like m ilk, cheese

and m eat, which need to be sold w ithin a sh o rt tim e, perish

3 I t is not only fo o d _which have a very sh o rt sh elf

life F ashion item s quickly become out of date produce

4 F or larg er co n su m er _, like music system s and TVs,

we provide an after-sales service duration

5 An im p o rtan t asp ect of m arketing goods like com puters is

possible _value, such as free softw are, In te rn e t

7 A _industry is one th a t offers sp ecialist expertise

or advice L aw yers, m a rk e te rs , tr a n s la to r s an d fin a n c ia l

8 If you are not completely satisfied with any product _ ; _

in th is store, you may retu rn it and receive a complete refund

or exchange it for a different item p u r c h a s e r

9 A _ gives one person or company the rig h t to make

a p articu lar product for a period of tim e The inventor may sell

or lease it to a m anufacturer p a t e n t e d

10 A product which was expensive to develop, m anufacture andlaunch, and which does not have the sales th a t the manufacturer expected can be described as a flo p p e d

33

Success and failure

Sự thành công và thất bại

Fill each gap in the sentences with to correct word from the box

Điền vào chỗ trống trong các câu bằng cách dùng từ thích hợp trong khung.

1 P erish ab le goods go o ff

2 If dairy products are not sold

they cannot be offered for sale

5 Thousand of new products are p u t _th e m a rk e tevery day, but only a few are successful

6 Success or failure depends _ m any factors, butthe m ost im p o rtan t is th e quality of th e m arketing

7 Custom ers w ith a strong sense of b ran d loyalty are rarely

p repared to s w itc h _a com petitor

< D Key w ords 3

A Find eight common words

connected with price in the word

square Four of the words are

horizontal, and four are vertical

(two up and two down)

B ■ Use one word from the word square to complete each sentence

Dùng m ột từ trong ô vuông từ đ ể hoàn thành m ỗi câu.

1 W hen a business pays all its costs and taxes, any money left is

profit

2 A nother word for income i s _

3 T he d iffe re n c e b e tw e e n co sts a n d s e llin g p ric e is th e

4 M any consum ers norm ally look for th e lo w e s t _

5 S ellin g so m e th in g a t a reduced price is c a lle d giving a

6 The price you pay for a professional service, for exam ple from

an architect, doctor or lawyer, is a _

7 B usinesses can’t sell products if th e re is n o _

8 A nother word for expenses i s

*

* *

37

Fixing a price

Ấn định giá

phrase connected with pricing

K ết hợp m ỗ i từ ở bên trái với m ột từ ở bên p h ả i đ ề tạo m ộ t cụm từ

Tìm thuật ngữ thích hợp ở m ục A hoặc B đ ể hoàn thành m ỗ i câu dưới đây.

1 W here sales are not affected m uch by price ris e s , th is is

2 S e llin g w idely in a m a rk e t for low p ro fit p e r ite m is a

3 H igh quality, high-priced products a r e _

4 A com pany accounts term m eaning th e cost of th in g s likeelectricity, ren t, and other charges th a t do not increase w ith

in creases in production i s _

5 Low priced goods, aim ing for volume sales a t th e lower end of

th e consum er m ark et, a r e _goods

39

A ggressive p ricin g

Định giá công kích

Head the newspaper report about SAWA, a computer games company which

Is introducing a new low-priced product to help win a bigger market share

Then fill each gap in the report with a phrase from the box

Đọc bài báo về SAW A, m ột công ty trò chơi m á y tính đang sản xuất

m ột sản phẩm m ới giá thấp đ ể giúp giành được m ột thị phần lớn hơn

Sau đó điền vào m ỗi chỗ trống trong bài báo bằng cách dùng m ột cụm

từ trong khung.

advance orders aggressive pricing break even factory gate

price high penetration market share premium price price war

production costs recommended retail price

SAWA in low price game

The Japanese computer games

company SAWA is planning an

October launch for a new game

called Bird The development of the

game has taken two years but

( I ) a d va n ce orders are

impressive The company expects

the product to (2 )

within one year (3 )

are low as the labour input in this

sector is relatively small.

Margins in computer games are

usually high, but SAWA has

promised a (4 )

strategy, with a competitive pricing

policy This is a change o f policy for

SAWA, whose products have always

(8 ) _ _ in the computer games market ( 9 ) is

a new policy for SAWA, as the company aims to increase its (10) in the lower end o f the games market.

A further point o f interest is that SAWA predict a long shelf-life for Bird, perhaps five years, which is longer than normal in this sector.

brice war) đã xảy ra

t bản tờ , The Times trạ n h của nó trong