Reading Market Leader Upper Intermediate – Unit 2: International Marketing

A. Read the article above quickly and complete this information.

Tod’s group HQ – where? ……………. (1)

Key products …………….. (2)

Chairman ……………..(3)

Competitors that Chairman admires ………………. (4)

New markets ……………….. (5)

Objective in next five years ……………….. (6)

Đáp án:

1. Palazzo Della Valle, Corso Venezia, Milan

2. leather shoes and bags

3. Diego Della Valle

4. Louis Vuitton, Hermes, Chanel

5. China and India

6. To complete the globalisation ofTod’s

B. Read the article again and correct this summary.

Tod’s Group wishes to convey the charms of the Italian lifestyle to the world’s rich. To do this, it focuses on celebrity and glamour, and its new advertising campaign will feature Italian celebrities. The Chairman says he wants to expand into India and China to capture consumers there who appreciate the Italian lifestyle. To enter such big markets, Tod’s will need to think about quantity as well as quality.

Tod’s is primarily a fashion company and needs to be much bigger. China and India have more possibility for growth than Tod’s traditional markets. The Chairman is worried because China will be able to produce luxury goods more cheaply. In future, Tod’s will look to lower production costs by manufacturing in low-cost countries.

Đáp án:

Tod’s Group wishes to convey the charms of the Italian lifestyle to the world’s rich. To do this, it focuses on celebrity and glamour its traditional, handmade. century-old heritage, and its new advertising campaign will feature Italian celebrities families. The Chairman says he wants to expand into India and China to capture consumers there who appreciate the Italian lifestyle. To enter such big markets, Tod’s will need to think about quantity as well as quality qulity not quantity.

Tod’s is primarily a fashion luxury-goods company and needs to be much bigger. China and India have more possibility for growth than Tod’s traditional markets. The Chairman is not worried because that China will be able to produce luxury goods more cheaply. In future, Tod’s will look to lower production costs by manufacturing in low-cost countries maitain the concept of excellence.

C. Match words from each column to make word partnerships. Then check your answers in the article.

1. competitive

2. traditional

3. raw

4. mature

5. global

a) markets

b) markets

c) advantage

d) materials

e) ambition

Đáp án:

1. c

2. a/b

3. d

4. b/a

5. e

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