Cộng đồng hỏi đáp về xây dựng thương hiệu
Video bài nghe Market Leader Upper Intermediate – Unit 2: International Marketing – HocHay
Xem thêm từ vựng tiếng Anh theo chủ đề tại: https://hoctuvung.hochay.com/
Cùng HocHay học tiếng Anh Market Leader Upper Intermediate các bạn nhé!
A. Listen to Svend Hollensen, Professor of International Marketing at the University of South Denmark, and answer these questions.
1. Which two marketing strategies does he mention?
2. What does he say about a) the OneCafe company, and b) Lux?
Đáp án:
1.
a) where you have one product and you sell it all over in the same format
b) where you try to adapt your product to the different cultures, to different countries that you are in.
2.
It has marketed one product concept for the whole world and this product is actually selling all over in the same format. It is a small company, based in Denmark and in Sweden. It is ‘born global’, i.e. it is getting into the global markets very fast by setting up production in Uganda in Africa. From there, it tries to sell in other countries of the world. So, by setting up a website from where they also sell these coffee products, they can sell to all kinds of hotel chains and to airline companies and to different retail chains.
b) It’s one example of a global brand that will sell all over the world.
B. Darrell Kofkin is Chief Executive of the Global Marketing Network, a training organisation which offers qualifications in international marketing. Listen to the interview and complete the gaps in these two extracts.
… a new curriculum that enables ………… (1) worldwide to have the latest ………… (2), the latest ………… (3) and ………… (4), to enable them to become ………… (5) marketers.
So our students are asked to write a ………… (6), develop a …………………… (7), develop a ………….. (8) , write a ………… (9), present an ………………………………(10) – just as they would do in the workplace. Because we know in talking to employers ………… (11) that they want marketing professionals that have the …………(12) and skills required of today’s demanding …………………..(13) environment.
Đáp án:
1. marketers
2. practices
3. knowledge
4. techniques
5. international
6. report
7. business plan
8. presentation
9. webcast
10. internal briefing paper
11. worldwide
12. capabilities
13. global business
Ứng dụng học tiếng Anh – App HocHay cho Android & iOS
|
|
|
Vocabulary Market Leader Upper Intermediate – Unit 2: International Marketing – HocHay
A. Complete each group of word partnerships (1-5) with the correct word from the box.
brand customer market marketing product
1. ………… mix
strategy
plan
2. ………… adaptation
penetration
segmentation
3. ………… placement
portfolio
feature
4. ………… profile
retention
base
5. ………… positioning
identity
extension
Đáp án:
1. marketing
2. market
3. product
4. customer
5. brand
B. Choose the correct word partnership from each group in Exercise A to complete these definitions.
1. When entering a new market, a SWOT analysis (strengths/weaknesses/opportunities/threats) is conducted on a product, service or company before deciding on a ………….
2. It may also be necessary to carry out a STEP analysis (sociological/technological/economic/political) of a new geographical market in order to decide if changes are to be made for ………….
3. The USP (unique selling point) is the ………… which makes it different from its competitors.
4. Part of building up a ………… is analysing the buying habits of consumers.
5. ………… is how a product is placed (up-market, mid-market, budget) in relation to rival products.
Đáp án:
1. marketing strategy
2. market segmentation
3. product feature
4. customer profile
5. Brand positioning
C. Look at these groups of words and phrases. Find the odd one out in each group.
1.
a) growing market
b) developing market
c) expanding market
d) declining market
2.
a) questionnaire
b) focus group
c) promotion
d) survey
3.
a) market sector
b) market research
c) market segment
d) market niche
4.
a) international market
b) overseas market
c) domestic market
d) worldwide market
5.
a) launch a product
b) introduce a product
c) bring out a product
d) withdraw a product
6.
a) special offer
b) free sample
c) discount
d) slogan
7.
a) retailer
b) distributor
c) wholesaler
d) exporter
Đáp án:
1. declining market
2. promotion
3. market research
4. domestic market
5. withdraw a product
6. slogan
7. exporter
Xem bài học chi tiết tại: https://hochay.com/tieng-anh-thuong-mai/sach-market-leader-upper-intermediate-unit-2-international-marketing-hoc-hay-phan-1-130.html
#hochay #hoctienganh #hocanhvanonline #luyenthitienganh #hocgioitienganh #apphoctienganh #webhoctienganh #detienganhonline #nguphaptienganh #marketleader #marketleaderpreintermediate #tienganhthuongmai
