Tieng Anh Chuyen Nganh Ban Hang

Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam

Nghiêm cấm sao chép dưới mọi hình thức

1 Hợp tác giữa Nhà Xuất Bản Giáo Dục Việt Nam và Mạng đào tạo BEA.VN




ĐINH ĐỨC HÙNG(Chủ biên)

NGUYỄN TIẾN DŨNG

ENGLISH FOR MARKETING AND SALES

Cố vấn chương trình : Nguyễn Quốc Hùng M.A

Biên soạn : Nguyễn Tiến Dũng M.A







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

243 – 2011/CXB/23 – 253/GD Mã số: 7X397K1

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

What is Marketing?

The term marketing has changed and evolved over a period of time and today

marketing is based around providing continual benefits to the customers.

UNIT 1 INTRODUCTION TO 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.

True False

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.

True False

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

at the forefront.

6. The market orientation marketing promises higher

possibility of success.

4. Hãy đọc về các mục tiêu cơ bản trong kinh doanh.

Business Objectives

All businesses need to set objectives for themselves or for the products or services they

are launching. Setting objectives is important as it focuses the company on specific

aims over a period of time and can motivate staff to meet the objectives set.

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 the 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 survive 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).

Micro Macro

1. High unemployment in a region reduces spending on

leisure activities.

2. The internet has opened up new distribution and

marketing channels.

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

http://en.wikipedia.org/wiki/Word_of_mouth




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.

http://en.wikipedia.org/wiki/Mass_produced

http://en.wikipedia.org/wiki/Tourism_industry

http://en.wikipedia.org/wiki/Hotel_industry

http://en.wikipedia.org/wiki/Motor_car

http://en.wikipedia.org/wiki/Razor

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Word_of_mouth

http://en.wikipedia.org/wiki/Point_of_sale




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.

4Ps 4Cs 4As 4Os

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?

Is it legally acceptable?

Objects

What do you sell/

How is it

manufactured?

Is it high quality or

bottom end?

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?

Accessibility

Is the product easy to

access?

Organization

How should you

organize the sale

and distribution of

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.

Attention

(Awareness)

Marketing must first attract the customers‟ attention to the

product. Customers become aware of a product and know it

is available.

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)………

1. A. reputation B. staff C. competitors

2. A. consumers B. employees C. customers

3. A. tools B. range C. support

4. A. advertising B. presence C. promotional

5. A. tangible B. accessibility C. process

6. A. staff B. mix C. outlets

7. A. locations B. supports C. distributions

8. A. accessibility B. reputation C. expensive

9. A. competitors B. staff C. sales

10. A. deals B. processes C. support




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

advertising mix price products promotional

Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a

wider audience. It will stop (1)……… techniques, such as mail ings 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. Production 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 common 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 objectives – 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

positioning strategy.

- How will you use the marketing mix to assist you. What will be your product, price,

place or promotion strategy?

D. How do I evaluate the strategy? Are we getting there?

http://learnmarketing.net/environment.htm

http://learnmarketing.net/swot.htm

http://learnmarketing.net/segmentation.htm

http://learnmarketing.net/targeting.htm

http://learnmarketing.net/positioning.htm

http://learnmarketing.net/product.htm

http://learnmarketing.net/price.htm

http://learnmarketing.net/place.htm

http://learnmarketing.net/promotion.htm




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.

No brand loyalty.

Lack of experience.

Opportunities could include:

A growing market.

Increased consumer spending.

Selling internationally.

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.

STRENGTHS

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

in the market.

We are a profitable company – we‟re

making money.

Highly recognizable brand.

A global brand.

WEAKNESSES

Undifferentiated offer in terms of basic

product – petrol is the same whatever

the brand.

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.

Description Write S, W, O or T

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 should

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 marketing

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, newspapers,

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 ideas 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

by an interviewer.

Telephone surveys are carried out by telephoning the respondent and asking

questions.

A mail survey is mailed to the respondent, who completes it and posts it back.

Online surveys are administered on the internet.

Mystery shopping: a person poses as a consumer and checks the level of service

and hygiene in a restaurant, hotel or shop.

Omnibus surveys: are conducted by a market research institute for several

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.

True False

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.




4. Product sales reach a peak by the third stage of a product

life cycle.

5. Appropriate pricing strategy can reverse the decline stage

of a product.

3. Hãy đọc và tìm hiểu cách xây dựng một sản phẩm mới

New Product Development

Every business needs to innovate to stay ahead of the competition. No business can

continue to offer the same unchanged product, if they did so, profit would not be

maximized and sales would start to fall.

Here are some of the reasons why a company may introduce new products into its

portfolio.

Consumer needs may change, forcing the company to adapt with these

changing needs. If we look at food sectors around the world, consumers are

becoming more health conscious, forcing companies to introduce low sugar and

fat versions of their existing brands. Coca Cola Zero is a classic example.

The product maybe at the end of its life cycle, so the company may introduce

new and improved updated versions. Microsoft has done this by moving from

the Xbox to the Xbox 360.

The product might be at the maturity stage of its life cycle and might just need

to be re-modified to stimulate an increase in sales. Sony PlayStation have done

this with the original PlayStation by offering a smaller version called PSOne,

and a slim version of the PlayStation 2.

There maybe environmental changes which the company may want to capitalise

on. Music companies are now selling more music via downloads then through

traditional shops, originally being forced to change the way they deliver their

product by Napster.

Competitors may force change. New products maybe introduced because of

competitors.




Improving and updating product lines is crucial for the success for any organisation.

Failure for an organisation to change could result in a decline in sales and with

competitors racing ahead. There are eight stages of new product development.

Stage 1: Idea generation

Idea generation is the systematic search for new product ideas. Ideas for product

innovation can come from various sources - for example, internal brainstorming,

distributors, or customers. Many companies are adopting a customer-driven or

customer-centric marketing approach, focused on identifying customer demands and

understanding customer needs. Market research techniques are used to identify gaps in

the market.

Stage 2: Idea Screening

This process involves shifting through the ideas generated above and screening to

select the ideas which are viable, technic ally feasible and profitable to develop. The

company also considers overall demand. Pursing non feasible ideas can clearly be

costly for the company.

Stage 3: Concept Development and Testing

An attractive idea is developed into several different product concepts. Concept testing

measures customer response to a new product and gives an indication of the level of

consumer acceptance. The objective is to successfully introduce the new product onto

the market or penetrate the market, and to minimize the research and development

costs.

Stage 4: Marketing Strategy and Business Analysis

The marketing strategy describes how to penetrate the market. You must decide which

route to market is the best for your product or service. You can produce it yourself,

you can sell the idea, or you can license the product to another company to produce

and market.




Before moving on to the product development phase, businesses need to assess the

financial attractiveness of the new product idea. Companies estimate the sales volume,

the selling price and revenue expectations.

Stage 5: Workflow

Companies need to organize their workflow efficiently to move quickly through the

new product development process and beat the competitors to market (get to market

first with a successful product launch). Efficient product development processes

increase the likelihood of success. The amount of time a new product or service spent

in the development pipeline is referred to as time to market.

During the process, the project team completes key activities to advance the project

and collects information to manage risk. Prioritization decisions are made to identify

the most important things to do next and resources are allocated to the best projects.

An action plan is defined.

Stage 6: Product Development and Optimization

Finally it is at this stage that a prototype is finally produced. The prototype will clearly

run through all the desired tests to test its functionality and to eliminate product flaws,

and be presented to the target audience to see if changes need to be made.

Product optimization studies are carried out to improve the product or service as it is

being developed. They may include sensory research to evaluate how a product smells,

tastes or feels.

Stage 7: Test Marketing

The next step is to collect information on how the proposed product or service will

perform in the marketplace. The company tests the product and its marketing plan on a

small test market before a full launch. This allows the company to forecast sales,

uncover problems with the product, and to fine-tune the marketing plan.




Stage 8: Commercialization

Commercialization, also known as market introduction, is the final stage in the new

product development process. The distribution network and marketing

communications action plan must be ready by the launch date or commercialization

date. The company may launch the product simultaneously in all markets or prepare a

step-by-step market rollout in different cities and countries.

Bài tập 2: Hãy hoàn thiện các câu dưới đây với các từ phù hợp trong bài đọc trên.

1. We must be responsive and ………… …. –driven. Have we identified the customer

needs and demands?

2. I don‟t think that would be ………… …………… feasible. We just couldn‟t

produce it.

3. Is that really going to work? I mean, is it really ……… …………. in our

marketplace?

4. The level of ……… ……… acceptance indicates how readily consumers will use a

product.

5. Marketing strategy helps companies to decide on the best ……… ………. to market

for a product or service.

Bài tập 3: Hãy hoàn thiện đoạn mô tả quá trình triển khai sản phẩm mới với các từ

cho sẵn trong ô.

date forecast manage prototype resources time

flaws launch product representation success

After we get the OK for the product concept we need to allocate ………… to the next

stage: product development. We start by ………… modeling. We have to create a

………… which we use to identify and eliminate product ………… in order to

increase the likelihood of ………… We use CAD to create 3D ………… Although

there is always pressure to reduce our ………… to market, I think it is important to

…………… risk well so that the product launch is a success. At the end of the product

development and optimization stage, the project moves into test marketing, used to




……… sales. In the last project we worked on, we carried out a test of the market

before the full ………… At the end, a commercialization ………… is set and the

product is launched successfully.




1. Từ mới

brand equity (N): giá trị thương hiệu

brand leverage (N): đòn bẩy thương hiệu

flagship brand (N): thương hiệu chủ đạo

instantaneously (Adv): ngay lập tức

to nurture (V): nuôi dưỡng

logo (N): biểu trưng

trendy (Adj): thời thượng

to establish the brand (V): củng cố thương hiệu

to rebrand (V): đổi thương hiệu

2. Hãy đọc và tìm hiểu các vấn đề liên quan đến thương hiệu sản phẩm

What is a Brand?

In the book Principles of Marketing, Philip Kotler and Gary Armstrong define a brand

as „a name, term, sign symbol or a combination of these, that identifies the maker or

seller of the product‟. Most companies brand their products or services by using a

name, a symbol or a design to identify it and differentiate it from the competitive set or

rival brands. Consumers can easily recognize the brand and the band values – what it

stands for.

A brand name is a name given to a product or a range of products. The trademark is

the legal protection for the brand and its brand name.

Why brand?

UNIT 7 BRANDING




A brand name helps an organisation differentiate itself from its competitors. In today‟s

competitive world no product can go without a brand. Customers often build up a

relationship with a brand that they trust and will often go back to it time and time

again. For example, some people may only purchase a Sony TV although there are

acceptable alternatives on the market because of a past positive history with this brand.

Brand Equity

Brand equity refers to the value of the brand. Brand equity does not develop

instantaneously. A brand needs to be carefully nurtured and marketed so consumers

feel real value and trust towards that brand. Nike, Adidas, Harrods have high brand

equity. These brands command high awareness and consumer loyalty. It is difficult to

put a value on these brands. But if you can answer how much a pair of Nike trainers is

worth without the logo on it, you can have an idea about the value of brands.

Branding strategies

When a company manages its brands, it has a number of strategies to further increase

its brand value. These are:

Line extension: This is where an organisation adds to its current product line by

introducing new versions with new features. An example could be a crisp

manufacturer extending its line by adding more exotic flavours.

Brand extension: If your current brand name is successful, you may use the brand

name to extend into new or existing areas. For example, Virgin extends its brand from

records to airlines and to mobiles.

Multi Branding: The company decides to further introduce more brands into an

already existing category. Kellogg‟s, for example, have a number of brands in the

cereal market and the cereal bar market. Multi-branding can allow an organisation to

maximise profits.




New Brands: An organisation may decide to launch a new brand into a market. A new

brand may be used to compete with existing rivals and may be marketed as something

„new and fresh‟.

Brand Names

How do you name a product? Simply put it, there is no easy option. Depending on how

established an organisation is, there are a number of ways to brand a product.

Individual name: A product could be branded with an individual name. A firm may

decide it wants a brand, which has no association with any of its other brands.

Volkswagen in the UK, for example, own the brand SEAT and Skoda.

Family brand: Where a product is part of a family, e.g. Kellogg‟s, with Corn flakes,

Rice Krispies, and Frosties. The brand is stretched to other products because customers

trust it, and the firm is trying to maximize the equity it holds in the brand.

Combined brand name: A popular strategy involves the organisation combing the

already established family name with a new individual brand name. The idea is to use

the reputation of the established family or company name to launch a new associated

product. For example, Nestle may use their name to launch a new cereal or cereal bar.

Some word combinations with “brand”

A brand image How the consumers see the brand: the value they

associate with it

A brand essence Once core concept which defines the brand, normally

expressed in a short phrase or just one word; sometimes

known as a slogan. A good example is “Volvo equals

safety”.

A brand promise The explicit promise the organization makes to its target

audiences about the quality and use of the brand

A brand vision The brand vision communicates where the brand is and

where the brand can go. It talks about the present and




future values of the brand as well as the communication

tools needed to achieve this.

A premium brand A high quality brand, more expensive than its

competitors

An economy brand A brand that is cheaper than its competitors

An own brand A brand that is made exclusively for the retailer that sells

it; also known as an own-label brand or a private label

brand

A brand leader The best-selling brand in a particular market

A no brand A product that doesn‟t have a brand associated with it;

also known as a generic brand

A flagship brand A brand for which a business is best known, and which

represents its image most appropriately

Co-branding Two brands working together to create a new product.

Using brand leverage Using the power of a brand name or part of a brand

identity to build or launch another brand

Maintaining brand

equity

Protecting the value of the brand name

Building brand

preference

Increasing the number of consumers who prefer the

brand over another

Building brand

loyalty

Making sure that your consumers want to buy your brand

again and again (also known as increasing brand

retention)

Building brand

awareness

Increasing the number of consumers who know about

your brand

Building brand

consideration

Increasing the number of consumers who consider

buying your brand

Bài tập 1: Hãy xác định xem những ý kiến dưới đây là gì từ các phương án lựa

chọn trong ô




brand image brand essence brand promise brand vision

1. It‟s fine contemporary chocolate

2. When the consumers buy our chocolate, they are making a

statement about how much they enjoy the finer things in life.

It‟s about treating yourself to a moment of indulgence. You can

share the chocolate with someone close. It‟s about pleasure.

3. It‟s luxury, sure, but it‟s also really trendy and modern. In a

recent survey consumers said our chocolate was „upmarket‟,

„classy‟ and „distinctive‟.

4. Chocolate in general is considered to be bad for your teeth

and body. We need to convince our consumers that it can also

be good. It‟s full of magnesium and it‟s nearly 80% pure cocoa

content. It‟s a luxury product, so we will work on packaging

and may do some artistic colour ads in glossy magazines, such

as Vogue.

Bài tập 2: Hãy xác định xem những diễn biến sau thuộc chiến lược thương hiệu

nào.

1. Apple invented the iPod. They started to market it.

A. rebranding B. new brand C. brand extension

2. After a successful launch, Google got more and more market share.

A. brand establishing B. line extension C. multi-branding

3. Coca-Cola created new products (Diet Coke, BlaK, etc) using the same brand.

A. brand extension B. line extension C. multi-branding

4. Beaner‟s coffee changed the company name to Biggy Coffee at the beginning of

2008. The new name appears on signs and marketing material.

A. rebranding B. new brand C. multi-branding




Bài tập 3: Hãy xác định xem các câu dưới đây là Đúng (True) hay Sai (False) theo

nội dung của bài.

True False

1. When you advertise to raise the number of people knowing

about your brand, you are building brand preference.

2. That Intel Corporation and Apple Computers Inc. work

together to create a new product is an example of co-

branding.

3. You stretch a brand when you increase the range of

products in the brand.

4. Combined brand name can be the combination of a family

brand name and a new individual brand name.

5. Even in this competitive world some products can still

succeed without a brand.




1. Từ mới

economies of scale (N): hiệu quả kinh tế theo quy mô

elastic (Adj): có tính co giãn

going-rate pricing (N): chính sách giá tương đương

loss-leader pricing (N): chính sách bán lỗ để câu khách

market penetration (N): thâm nhập thị trường

market segment (N): phân khúc thị trường

monopolist (N): công ty độc quyền

odd pricing = odd-even pricing (N): chính sách giá lẻ

prime cost (N): chi phí gốc

price war (N): cuộc chiến giá cả

reciprocal price cut (N): hiên tượng các công ty thi nhau giảm giá bán

pricing strategy (N): chiến lược giá

retailer (N): cửa hàng bán lẻ

unit cost (N): đơn giá; giá thành một đơn vị sản phẩm

A Manufacturers' pricing strategies (chiến lược giá của nhà sản xuất)

UNIT 8 PRICING




Companies' prices are influenced by

production and distribution costs, both

direct and indirect. Some firms just

calculate the unit cost and add a

percentage. This is called mark-up or cost-

plus pricing.

Most companies consider other factors, like

demand, competitors' prices, sales targets

and profit targets.

Market penetration pricing: some companies

launch products at a price that only gives

them a very small profit, because they want

a big market share. This allows them to

make profits later because of economies of

scale, e.g. Bic pens, lighters and razors;

Dell PCs.

Market skimming: some customers will pay

almost any price, e.g. for a new hi-tech

product, so the company can charge a

really high price, then lower it to reach

other market segments, e.g. Intel with new

microchips.

If a company has a higher demand for its

products than it is able to supply, it can

raise its prices. This is often done by

monopolists.

Prestige pricing or image pricing: products

positioned at the luxury end of a market

need to have a high price: the target

customers probably won't buy them if they

think the price is too low, e.g. BMW cars,

unit cost: the expenses

involved in producing each

individual product.

sales target/profit target:

the quantity of sales/profit a

business wants to achieve.

launch: to introduce a

product onto the market.

market share: the

proportion of total sales in

the market.

economies of scale: the cost

of producing each unit

decreases as the volume of

production increases.

market segments: groups of

consumers with similar

needs and wants.

monopolists: companies

that are the only supplier of

a product or service.

target customers: the

customers whose need the

company wants to satisfy.




Rolex watches.

Going-rate pricing: if a product is almost

identical to competitors' products,

companies might charge the same price.

B Retail pricing strategies (chiến lược giá bán lẻ)

Loss-leader pricing: retailers often offer some

items at a very low price that isn't profitable,

to attract customers who then buy more

products which are profitable.

Odd pricing or odd-even pricing: many

producers and retailers believe a customer sees

a price of €29.95 as in the €20 price range rather

than the €30 one.

Elasticity: demand is elastic if sales respond

directly to price variations - e.g. if the price is

cut, sales increase. If sales remain the same

after a change in price, demand is inelastic.

C Other pricing strategies

Premium pricing: a high price is charged when there is a substantial competitive

advantage.

Economy pricing: marketing and manufacturing costs are kept to a minimum.

Psychological pricing: the customer responds on an emotional, rather than rational,

basis.

Captive product pricing: companies will charge a premium price when the

consumer cannot choose a competitive product.

Product bundle pricing: Sellers combine several products in the same package. This

also serves to move old stock. Videos and CDs are often sold using the bundle

approach.




Bài tập 1: Hãy hoàn thiện các câu bên dưới với các động từ trong bài đọc có thể kết

hợp với 'prices'.

1. Economists say that if sales increase when you .............. a price, demand is elastic.

2. If we have more customers than products available, we generally .................. our prices.

3. Luxury goods companies make huge profits because their customers are prepared to

.............. really high prices.

4. Our products are really the same as our competitors', so we'll probably .............. the

same price.

5. After we've skimmed the market, we can............. the price to get more customers.

Bài tập 2: Hãy xác định xem các nhận định dưới đây thuộc những chiến lược giá

nào.

Statements Pricing strategy

1. Because of our famous brand name and our reputation for

quality, we can charge a very high price.

2. We never use whole numbers like $20 or $20. Our prices

always end in 95 or 99 cents.

3. We launch our products at high prices, and then reduce

them a few months later to get more customers.

4. We just get the cost accountants to work out how much it

costs to make the product, and add our profit.

5. Demand isn't very elastic, so we charge the same price as

our main competitors.

6. We actually sell a few products at breakeven price, but this

brings in customers who also buy a lot of other things.

7. We charge a really low price at first, because we want to

sell as many units of the product as possible.




C. Bài đọc dưới đây mô tả các chiến lược giá khác nhau. Hãy đọc và làm các bài tập

3 , 4 và 5:

Companies' pricing decisions depend on one

or more of three basic factors: production and

distribution cost, the level of demand, and the

prices (or probable prices) of current and

potential competitors. Companies also

consider their overall objectives and their

consequent profit or sales targets, such as

seeking maximum revenue, or maximum

market share, etc. Pricing strategy must also

consider market positioning: quality products generally require "prestige pricing" and

will probably not sell if their price is thought to be too low.

Obviously, firms with excess production capacity, a large inventory, or a falling

market share, tend to cut prices. Firms experiencing cost inflation, or in urgent need of

cash, tend to raise prices. A company faced with demand that exceeds its possibility to

supply is also likely to raise its prices.

When sales respond directly to price variations, demand is said to be elastic. If sales

remain stable after a change in price, demand is inelastic. Although it is an elementary

law of economics that the lower the price, the greater the sales, there are numerous

exceptions. For example, price cuts can have unpredictable psychological effects:

buyers may believe that the product is faulty or of lower quality, or will soon be

replaced, or that the firm is going bankrupt, etc. Similarly, price rises convince some

customers that the product must be of high quality, or will soon become very hard to

get hold of, and so on!

A psychological effect that many retailers count on is that a potential customer

seeing a price of £499 will register the £400 price range rather than the £500. This

technique is known as "odd pricing".




Obviously most customers consider elements other than price when buying

something: the "total cost" of a product can include operating and servicing costs, and

so on. Since price is only one element of the marketing mix, a company can respond

to a competitor's price cut by modifying other elements: improving its product,

service, communications, etc. Reciprocal price cuts may only lead to a price war, good

for customers but disastrous for producers who merely end up losing money.

Whatever pricing strategies a marketing department selects, a product's selling price

generally represents its total cost (unit cost plus overheads) plus profit or "risk

reward". Overheads are the various expenses of operating a plant that cannot be

charged to any one product, process or department, which have to be added to prime

cost or direct cost which covers material and labour. Cost accountants have to decide

how to allocate or assign fixed and variable costs to individual products, processes or

departments.

Microeconomists argue that in a fully competitive industry, price equals marginal

cost equals minimum average cost equals breakeven point (including a competitive

return on capital), and that a company's maximum-profit equilibrium is where extra

costs are balanced by extra revenue, in other words, where the marginal cost curve

intersects the marginal revenue curve. In reality, many companies have little idea what

their optimal price or production volume is, while most microeconomists are happier

with their models than actually talking to production managers, marketers or cost

accountants!

Bài tập 3: Hãy xác định xem các câu dưới đây là Đúng (True) hay Sai (False ).

True False

1. There are three basic factors potentially involved in all

pricing decisions.

2. When pricing a product, companies have to think of

potential as well as existing competitors.




3. You are unlikely to sell high quality products at a low

price.

4. When demand exceeds supply, a company nearly always

increases its prices.

5. A company faced with rising costs has to increase its

prices.

6. A company can only change a price if it is "inelastic".

7. Pricing is often strongly influenced by psychological

factors.

8. A company can respond to competitors' price cuts by

changing different elements of the marketing mix.

9. Prices generally take into account both direct and indirect

costs.

10. In theory, a product's price should equal its marginal cost

and the company's breakeven point.

Bài tập 4: Hãy xác định xem tóm tắt nào dưới đây là phù hợp nhất với bài đọc

trên.

A. First summary

The prices companies charge for their products depend on many factor: their costs,

the level of demand, competitors' prices, financial targets, marketing s trategies,

market positioning, production capacity, inventory size, inflation, and so on. Yet

pricing strategies are often unsuccessful because of the unpredictable psychological




reactions of customers. Consequently companies often concentrate instead on o ther

elements of the marketing mix: product improvement, service, communications, etc.

Even so, companies have to make sure they cover direct costs and overheads. This

usually results in a price that equals both marginal cost and breakeven point.

B. Second summary

The most important factors in price decisions are production costs (including

overheads), the level of demand, and the going market price. Yet broader company

objectives, and profit or sales targets, and market positioning, are also important.

There are also of circumstances that might cause companies to change their prices:

excess production capacity, large inventories, or a falling market share on the one

hand, or cost inflation, an urgent need for cash, or demand that exceeds supply, on the

other. Yet perfectly logical decisions regarding prices thought to be elastic can have

unpredictable psychological effects. It is also clear that customers are influenced by

elements other than price, so companies can equally modify other elements of the

marketing mix. In a competitive industry, price is generally not much greater than

marginal cost and breakeven point.

C. Third summary

Companies' pricing decisions generally depend on factors such as production and

distribution costs, consumer demand, and competitors' prices. Yet a company's

overall objectives and profit or sales targets are also important. Of course there are

situations in which a company will raise its prices (e.g. excess production capacity, a

large inventory, or a falling market share) or lower them (e.g. excessive demand, cost

inflation, a cash shortage). In general, the lower the price, the greater the sales.

Companies take account of psychological effects and use techniques such as odd

pricing. Companies can also change other elements of the marketing mix, especially

if this allows them to avoid a damaging price war. Whatever happens, companies

generally have to cover a product's total cost and make a profit. This is difficult in a

competitive industry, as here price will only equal breakeven point.




Bài tập 5: Hãy xác định xem các nhận định dưới đây phù hợp với chiến lược giá

nào:

1. market penetration pricing

2. market skimming

3. current-revenue pricing

4. loss-leader pricing

5. mark-up or cost-plus pricing

6. going-rate pricing

7. demand-differential pricing (or price discrimination)

8. perceived-value pricing

a. Firstly we need cash, and secondly, we don't think the product will last very long -

its' really just a gimmick - so we're trying to maximize our sales income now.

b. Like all supermarkets, we offer half a dozen or more different items at a really low

price each week. We lose on those, but customers come in and buy lots of other

stuff as well.

c. Since our product is indistinguishable from those of all our competitors, and we've

only got a tiny part of the market, we charge the same as the rest of them.

d. They just worked out the unit cost and added a percentage, without even

considering demand elasticity or anything like that.

e. We charge an extremely high price because we know people will pay it. Our brand

name is so famous for quality - we can make huge profits.

f. We charge lots of different prices for what is really almost the same thing. Of

course, in First Class you get better food, and in Economy there's hardly any

legroom, but it's still a flight from A to B.




g. We decided to launch the product at a very low price, almost at direct cost, hoping

to get a big market share. Then we can make profits later because of economies of

scale.

h. We're going to charge a really high price to start with. We can always lower it later

to reach price-elastic market segments.

1 2 3 4 5 6 7 8




1. Từ mới

affluent (Adj): giàu có, sung túc

consumer behaviour (N): hành vi khách hàng

demographic segmentation (N): phân khúc thị trường theo yếu tố dân số học

drain (N): tiêu hao, kiệt quệ

economies of scale (N): hiệu quả kinh tế theo quy mô

extrovert (Adj): có tính cách hướng ngoại

geographic segmentation (N) : phân khúc thị trường theo yếu tố địa lý

impulse (N): cơn bốc đồng

incentive (N): khích lệ, động viên

introvert (Adj): có tính cách hướng nội

lifecycle (N): vòng đời

loyalty (N): sự trung thành

psychographic segmentation (N): phân khúc thị trường theo yếu tố tâm lý

2. Hãy đọc và tìm hiểu các vấn đề về phân khúc thị trường tiêu thụ sản phẩm.

Market Segmentation

An organisation cannot satisfy the needs and wants of all consumers. To do so may

result in a massive drain in company resources. Market segmentation identifies groups

of buyers within a market who share similar needs and demonstrate similar purchasing

behaviour. Market segments are described by demographics, geographics and

psychographics.

UNIT 9 PEOPLE – CUSTOMERS AND

STAFF




Demographic Segmentation

Demographics originates from the word „demography‟ which means a „study of

population‟. The population can be divided into age, gender, income, and family

lifecycle amongst other variables.

As people age, their needs and wants change, some organisations develop specific

products aimed at particular age groups, for example nappies for babies, toys for

children, clothes for teenagers and so on. Gender segmentation is commonly used

within the cosmetics, clothing and magazine industry. In the UK there is, for example,

Maxim, (www.maxim-magazine.co.uk) a male lifestyle magazine covering male

fashion, films, cars, sports and technology. There is also the introduction of unisex

cosmetic products like CK1 which works on the similarities between the two genders.

Age & lifecycle segmentation

Income segmentation is another strategy used by many organisations. Stores like

Harrods, Harvey Nicohals are predominantly aimed at the affluent market. Daewoo

aim their vehicles at price sensitive buyers who require a bundle of benefits for the




price. In today's globally competitive environment, brands are specifically developed

and positioned within particular income segments in order to maximise turnover.

Products and services are also aimed at different lifecycle segments. Holidays are

developed for families, the 18-30's singles, and for those in their 50's.

Geographic Segmentation

Geographical segmentation divides markets into different geographical areas.

Marketers use geographic segmentation because consumers in different areas may

display certain characteristics and behaviours in that particular region. For example, in

London UK certain parts of the West End of London are more affluent than the East

End and you will find particular products sold in these regions based on their

affluence. An area can be divided by the town, the region or the country. If you are an

organisation working on a global scale, you may be divided by global regions such as

Europe, North America, South America, Asia and Africa. Taking geographic

segmentation into account, Mcdonalds sell burgers made from lamb in India rather

than beef because of religious issues while in Mexico more chilli sauce is added.

Psychographic Segmentation

Although demographic segmentation is useful, marketers can use alternative

segmentation variables which aim to develop more accurate profiles of their target

segments. Psychographic segmentation can be broken down into lifestyle, social class,

and personality characteristics.

Our lifestyle, our everyday activities, our interest, opinions and beliefs on certain

issues dictates who we are. Marketers refer to these as AIO‟s (Activities, Interest and

Opinions), and our AIO‟s dictate our everyday behaviour from where we shop to what

we buy. Marketers develop and aim products/services at particular lifestyle groups

and develop lifestyle profiles on their target market. A lifestyle group is a particular

segment defined by the organisation that is marketing a product or service. This

lifestyle segment is labeled because individuals within it display similar

characteristics. For example, in the early 1980s within the UK as the economy was

booming, the City of London were increasingly employing young independent staff on




very high salaries. The media termed this group as YUPPIES, they were young

upwardly mobile professionals, associated with mobile phones, money, expensive

cars, and prestigious city jobs.

Third agers are another group termed and identified by the marketing industry. They

are people in their 50s retired from a profession, and have a high disposable income

with time on the hand. Many of these third-agers are adventurous and experimenters,

as they have spent their past lives working hard and they seek enjoyment from their

remaining years and have the income to spend on luxury items.

Lifestyle groups

Yuppie

Associations

Mobile

High valued

house/flat

Good Salary

Young

branded car.

Third Ager

Associations

50's

Retired early

from profession.

Time to spare

Adventure

Seekers

Products and brands can also be aimed at particular personalities. Often marketers try

to develop personalities for their brands and products that mimic that of their target

market. For instance, Piagio motorcycles are aimed at young 18-25 outgoing,

independent persons.




Social class consists of 6 distinct groups based solely on occupation, namely

professional staff, middle management, junior management, skilled manual, semi-

skilled and unskilled workers, and those dependent on the state. Social class

segmentation works on the assumption that the higher your profession, the more you

will earn. Thus, the more affluent lifestyle you will lead. Marketers use this type of

information to sell products and services based on lifestyle behaviour.

Bài tập 1: Hãy hoàn thiện đoạn mô tả phân khúc thị trường cho sản phẩm nghệ

thuật dành cho trẻ em với các từ trong ô.

target x 2 appeal market demographics

segment opportunity boomer

Kids’ arts and craft market growing

Kids‟ arts and crafts are brighter than ever, say many retailers. This ………… segment

is growing without question. We‟re seeing a larger population of young kids entering

school than in previous years and creating a great …………. ………,‟ said Walgreens‟

spokesperson Yvette Anne Venable.

An increasing number of products are …………… at parents and grandparents who

want their kids to be smart and creative, not just television junkies. Grandparents are a

customer ………….. with strong economic power. It is relatively easy to ………… to

them using positive images of their grandchildren.

Steven Jacober, SHOPA‟s president, agrees: „Art supplies and crafts continue to grow.

This ties into the baby ………… generation, the way they are raising their children

and their tendency to make everything a learning experience. There are a lot of

different factors, and the ………….. support continuing growth of the marketplace.‟

Arts and crafts are …………….. at households with tweens, kids aged 12 years and

under.




3. Hãy đọc về hành vi khách hàng và các cung bậc trong khái niệm khách hang

trung thành.

Consumer Buying Behaviour

The consumer buying process is a complex matter as many internal and external

factors have an impact on the buying decisions of the consumer. Buying behaviour

refers to what a consumer buys, and when and how they make their final purchasing

decision.

When purchasing a product there are several processes which consumers go through.

Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be that

your DVD player stops working and you now have to look for a new one! So you have

a problem or a new need. For high value items like a DVD player or a car or other low

frequency purchased products, this is the process we would take. However, for

impulse low frequency purchases e.g. confectionery, the process is different.

Information search

So we have a problem, our DVD player no longer works and we need to buy a new

one. But which brand? Shall we buy the same brand as the one that blew up?

Consumer often go on some form of information search to help them through their

purchase decision. Sources of information could be family, friends, neighbours who

may have the product you have in mind, alternatively you may ask the sales people, or

dealers, or read specialist magazines to help with your purchase decision. You may

even actually examine the product before you decide to purchase it.

Evaluation of different purchase options.

Consumers allocate attribute factors to certain products, almost like a point scoring

system which they work out in their mind over which brand to purchase. This means

that consumers know what features from the rivals will benefit them and they attach




different degrees of importance to each attribute. Consumers usually have some sort of

brand preference with companies as they may have had a good history with a

particular brand or their friends may have had a reliable history with one.

Purchase decision

Through the evaluation process discussed above, consumers will reach their final

purchase decision and they reach the final process of going through the purchase

action i.e. the process of going to the shop to buy the product, which for some

consumers can be as rewarding as actually purchasing the product. Purchase of the

product can either be through the store, the web, or over the phone.

Factors influencing the behaviour of buyers.

Consumer behaviour is affected by many uncontrollable factors. Culture is one factor

that influences behaviour . The economic environment also has an impact on consumer

behaviour. Marketing and advertising obviously influence consumers in trying to

evoke them to purchase a particular product or service. People‟s social status will also

impact their behaviour. Also characters have an influence on buying decision. Whether

the person is extrovert (out going and spends on entertainment) or introvert (keeps to

themselves and purchases via online or mail order) again has an impact on the types of

purchases made.

Maslow’s Hierarchy of Needs

Abraham Maslow‟s hierarchy of needs theory sets out to explain what motivates

individuals in life to achieve. His pyramid of basic needs is one of the most cited

models in marketing. He suggests individuals aim to meet basic physiological needs of

hunger and thirst. When this has been met, they then move up to the next stage of the

hierarchy, safety needs, where the priority lay with job security and the knowing that

an income will be available to them regularly. Social needs come in the next level of

the hierarchy, the need to belong or be loved is a natural human desire and people do

strive for this belonging. Esteem needs are the needs for status and recognition within




society. Self-fulfilment is the realisation that an individual has reached his/her

potential in life. The point of self-fulfilment is down to the individual.

But how does this concept help an organisation trying to market a product or service?

Marketing is about meeting needs and providing benefits, Maslow‟s concept suggests

that needs change as we go along our path of striving for self-fulfilment. So Maslow‟s

concept is useful for marketers as it can help them understand and develop consumer

needs and wants.

Types of buying behaviour.

There are four typical types of buying behaviour based on the type of products that

would be purchased. Complex buying behaviour is where the individual purchases a

high value brand and seeks a lot of information before the purchase is made. Habitual

buying behaviour is where the individual buys a product out of habit. Variety seeking

buying behaviour is where the individual likes to shop around and experiment with

different products. Dissonance reducing buying behaviour is when buyer are highly

involved with the purchase of the product because the purchase is expensive or

infrequent.

Ladder of customer loyalty

Customer loyalty is critical to business success and profitability. Relationship

marketing is about developing long term relationships with the customer. A company

needs to be able to turn a one off sale into a fruitful long-tem relationship where both

parties will benefit.

The ladder of customer loyalty talks about the different types of customers the

company encounters. The aim of relationship marketing is to retain customers as it can

cost a company anything as up to six times as much to attract new customers.

There are five steps in this ladder.




Suspect: A suspect is someone who comes across your companies‟ promotion. They

are a potential suspect for your company.

Prospect: If the person is interested in your promotion, he/she becomes a potential

prospect.

Customer: A customer is someone who purchases either your products or services.

Client: A client is someone who comes back to you.

Advocates: Advocates promotes your business on your behalf. They are so happy

about your product/service that they tell others.

It can be seen from the ladder that a company should hope to retain customers to the

extent that systems in place help promote the customer to advocate level.

Bài tập 2: Hãy xác định xem các lý do mua sắm dưới đây là thuộc nhu cầu nào

trong kim tự tháp Maslow.

Reasons Maslow’s pyramid of

basic needs

1. A consumer buys a smoke alarm for her house

because she wants to be warned if there is a fire. ………

2. A consumer buys a yearly subscription to a

swimming pool because she would like to train and win

a gold medal at the next Olympic Games. …………

3. A consumer busy popcorn and drinks because he has

invited his friends round to watch an important football

match on the television. ………

A. physiological needs

B. safety needs

C. social needs

D. esteem needs

E. self-fulfilment

needs




4. A consumer buys a chocolate bar because he is

hungry. ………

5. A consumer buys the latest fashion accessory so that

she can look and feel good. ………

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

build earn preferred retain

card points programs special offers

How loyal can you be?

Remember the first time you got loyalty ……… from a retail store? You must have

been on top of the world to be treated as a ………… customer. You looked for

opportunities to shop only at that particular store to redeem your ………… and take

advantage of discounts and ……………

With customer relationship management becoming the buzzword of Indian industry,

loyalty programs are considered an effective tool to ………… relationships with

customers across categories.

While loyalty ………… are popular among retail stores, the trend which is catching up

is small loyalty programs. Ansal Plaza is among the first few Indian malls to offer a

loyalty program. Called the Ansal Plaza Privileges Program, it has more than 18 stores

as program partners. The program enables the members to …………… And spend

privilege points at any of these stores. It is a cost-efficient and cost-effective way for

the program partners to ………… customers. A stand-alone loyalty program would

need huge investments.

C. Hãy đọc về chiến lược marketing nhằm khích lệ tinh thần làm việc của cán bộ,

nhân viên.




Motivation marketing

For most organizations, staff are the key to success and they can be motivated to

promote their company‟s product or service. Motivation market ing engages staff and

gets them interested by using events or incentives. It also aims to recognize and reward

staff efforts by offering prizes or rewards for good performance.

Other benefits of motivation marketing include:

- increased job satisfaction

- improved productivity

- improved performance

- encouraging behaviour changes

- increased sales force effectiveness

- boosting market penetration

Staff incentive schemes are used by a wide range of companies in order to improve

staff and distributor performance. Incentives such as prizes, rewards or gifts can boost

morale. Building staff loyalty will result in lower staff turnover. Another benefit is

reduced staff absenteeism, a reduction in the number of days when employees are not

at work through sickness. Measuring staff reaction and getting feedback are essential

to getting it right.

Bài tập 4: Hãy hoàn thiện các câu dưới đây với các từ cho sẵn trong ô.

build internal reaction recognizing sales turnover

1. Motivation marketing is a good way to ………… staff loyalty.

2. It can increase motivation levels by ………………… staff efforts.

3. A good incentive scheme means that people want to stay with the company, there is

lower staff ……………

4. Travel is an effective ………… incentive.

5. People working inside the company, the ………… staff, benefit from incentive

schemes.




6. A good incentive scheme measures staff ………… to make sure everything is going

well.




1. Từ mới

air freight (N): vận tải đường không

distribution chain (N): chuỗi phân phối sản phẩm

distribution intermediary (N): trung gian phân phối sản phẩm

franchise (N & V): quyền kinh doanh

logistics (N): vận tải đa phương thức

online shopping (N): mua hàng trực tuyến

perishable (Adj): (hàng hóa) dễ hỏng, dễ ôi thiu

prospect (N): khách hàng tiềm năng

rail freight (N): vận tải đường sắt

road haulage (N): vận tải đường bộ

to showcase (V): thể hiện, giới thiệu những ưu điểm nổi bật

vending machine (N): máy bán hàng tự động

A. Logistics is the management of the transport and storage of goods.

Distribution chain: After completion, items are sent from the factories to the

warehouses until they are ready to be shipped or delivered to the clients. The cheapest,

but slowest, shipping method is by container ship. In case the shipments or freight

need to be moved faster, air freight is used. Other shipping options are rail freight,

which is cheap but not always reliable depending on the country, and road haulage,

which is more expensive but the advantage is that lorries can go right up to the doors

of shops or factories. Delivery services are sometimes used when a small item is sent

urgently.

UNIT 10 PLACE




Some manufacturers, like Dell Computers, use the direct distribution to distribute their

products, which helps to eliminate wholesalers and retailers and sell directly to the

consumer. Most other manufacturers or service providers use an indirect distribution

channel to connect the product and the consumer, where some kind of distributors or

distribution intermediary is used.

- Distribution intermediary can include vending machines, franchise, shops and stores.

Vending machines are used to buy small items such as chocolate or soft drinks, by

paying with coins. Vending machines can be refrigerated to allow for the storage of

perishable items, such as fresh fruit and sandwiches.

- The franchise buys the right to sell a company‟s products in a particular area using

the company‟s name. McDonald‟s is a good example of a franchise.

- A department store is a large shop that is divided into different sections to sell

different commodities. A corner shop is usually small, opens long hours and sells

everyday foods and goods to the local neighbourhood. A supermarket is larger and

sells most types of food and goods needed in the home. A specialist shop sells goods

that are useful for people with a certain interest or need. Examples are a cycling shop

or a pharmacy.

B. A trade show, trade exhibition or trade fair is an industry-specific business event.

Companies attend the events so that they can showcase the best of their products,

services or expertise. Trade shows help to generate leads (business opportunities) and

can offer great chances to network with attendees and other exhi bitors.

- A public trade show is open to everyone. A vertical trade show specializes in

everything for a specific sector – for example, cosmetics, which will showcase

fragrances, packaging, etc. A horizontal trade show is for a certain industry.

- Seminars (classes on a particular subject, usually given as a form of training),

conferences (larger events where there are a number of talks on a particular subject) or




congresses (large formal meetings of different groups to discuss ideas and exchange

information) are business events where talks or presentations are given.

C. Telemarketing is a form of direct marketing – the messages are delivered

individually to potential customers. It requires an immediate response and it provides

the company with immediate feedback – the company can find out what a potential

customer thinks straight away. It also provides a captive audience – the person who

answers the phone usually stays to listen for a few minutes. The success of

telemarketing campaigns is measured in the cost per acquisition, cost per inquiry (CPI)

or cost per order.

With outbound telemarketing, telemarketers call prospects (potential clients) from a

list, possibly bought from a list broker. A cold list consists of people who have had no

prior contact with the company. Calling the people on the list for the first time is

known as cold calling. A qualified telemarketing list includes the details about

prospects who have the need or authority to purchase.

With inbound telemarketing, clients call the telemarketing firm in response to an

advert to place an order, make a reservation or contact customer services.

Telemarketing scripts list the questions that must be asked and what must be said to

reassure the potential client. Below is an example of a telemarketing script:

Good morning / afternoon. May I speak to Mr. Jackson please?

My name is Molly. I‟m calling on behalf of Paper Express. Are you aware of the

company at all?

NO: That‟s OK. It‟s a mail order company that provides discounted paper and

office supplies. (then to YES)

YES: Are you the person in charge of purchasing office supplies?

NO: May I ask for the name of that person? (take details)

YES: The reason for my call is to see whether you are interested in meeting one

of our sales team.




NO: Thank you for your time. (end call)

YES: Would you be available for a meeting on Friday morning? (take details,

end call)

D. Online shopping: Designing an online store is about how to move your shopper

through the sales process, getting them quickly and easily from the home page, where

their shopping experience begins, through to the checkout, where they pay. It is also

necessary to personalize the selection process. Some people may search by product

category while others will want to browse, visiting the whole store to see what there is.

To attract customers, bundles of items can be offered. For example, an online sports

store can sell tennis rackets and tennis balls together as a single item.

It‟s important to simplify the purchasing process – how customers pay for the goods

they are ordering online. It should be very easy for clients to add items to the shopping

cart or shopping basket when they have decided what they want to buy by clicking on

the “add to basket” button or the “buy now” button. Once they are at the checkout,

they should be given clear payment information, which must include details about

delivery costs and delivery options. The payment options for the customers, such as

gift certificates, credit cards or cheques should be listed as well.

Bài tập 1: Hãy hoàn thiện đoạn văn dưới đây với các từ phù hợp kết hợp với từ

‘distribution’.

(1)_________ were very high last year so this year we have advised all project

managers to use air freight as little as possible. Another possible source of high costs

has been the length of the (2)________ for our product. Although we have been trying

to develop (3)_____ ____ by attracting more customers to our website and

encouraging them to order from us, most of our products get to market through an

(4)___________ ________ channel. We have been seeking ways to cut down the

number of wholesalers and other types of (5)__________ _______. We are beginning

to deal directly with retailers and in the long run this will reduce our costs.




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

network seminars showcase stands trade venue

The Wine Institute organizes wine (1)_________ ________ shows and condusts

educational (2)________ ________ and visitor programs to acquaint media and trade

representatives with California wines. California vintners will (3)________ a record

128 California wine brands at the world‟s largest wine trade show. The

(4)______________ for VINEXPO is always Bordeaux, France. VINEXPO attracts

50,000 buyers, industry trade representatives and journalists from 120 countries. In

addition to preparing their own (5)__________ ________, California vintners will

sponsor a restaurant at VINEXPO: the California Grill. California wineries use the

grill to (6)_________ _______ with important clients and show them California cusine

and California wines while conducting major business.

Bài tập 3: Hãy hoàn thiện các câu dưới đây với các từ phù hợp.

1. The company has decided to use _____________ telemarketing.

A. outbound B. prospect C. cold

2. We met our subscription target at an acceptable cost per _______________

A. objection B. acquisition C. requirement

3. We also use ______________ marketing to increase the number of subscribers to

the newspaper.

A. immediate B. intermediary C. direct

4. We bought a qualified list from a _______________ broker.

A. telemarketing B. list C. prospect

5. Telemarketing operators received special training to ______________ with

objections.

A. contact B. address C. deal




MỌI GÓP Ý XIN LIÊN HỆ:

Business English Academy

Tầng 5, nhà E3 Đại học Quốc Gia Hà Nội, số 144 Xuân Thủy, Cầu Giấy, Hà Nội

Điện thoại: (04).3.5121.866

Fax: (04).3.5121.875

Website: www.bea.vn

Email: [email protected] hoặc [email protected]

Tủ sách tiếng Anh chuyên ngành – Bán hàng và tiếp thị

Mã số: 7X397K1

In ……….. bản (QĐ: …….), khổ 17×24cm

In tại: ……………………………………………………

Địa chỉ: …………………………………………………

Số ĐKKH xuất bản:

In xong và nộp lưu chiểu tháng …… năm 2010

http://www.bea.vn/

mailto:[email protected]

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