tieng anh chuyen nganh ban hang
TRANSCRIPT
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
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
Nghiêm cấm sao chép dưới mọi hình thức
2 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
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
Nghiêm cấm sao chép dưới mọi hình thức
3 Hợp tác giữa Nhà Xuất Bản Giáo Dục Việt Nam và Mạng đào tạo BEA.VN
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
Nghiêm cấm sao chép dưới mọi hình thức
4 Hợp tác giữa Nhà Xuất Bản Giáo Dục Việt Nam và Mạng đào tạo BEA.VN
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.
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
Nghiêm cấm sao chép dưới mọi hình thức
5 Hợp tác giữa Nhà Xuất Bản Giáo Dục Việt Nam và Mạng đào tạo BEA.VN
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
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
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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.
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
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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
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
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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?
Bản quyền của Nhà Xuất Bản Giáo Dục Việt Nam
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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.
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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.
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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
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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
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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
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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.
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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
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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.
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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.
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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.
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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
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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.
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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
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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.
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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
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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
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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.
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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
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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.
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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?
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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.
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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.
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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.
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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 ………
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3. We need to minimize ………… and …………
4. To remain ahead of the competition we will need to anticipate ………… such as
increased raw material costs.
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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
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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.
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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……… ………
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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.
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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
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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.
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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.
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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.
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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.
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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
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……… 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.
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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
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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.
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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
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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
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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
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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.
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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
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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.
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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.
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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.
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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".
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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.
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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
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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.
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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.
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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
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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
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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
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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
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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.
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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.
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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
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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
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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.
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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
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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.
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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.
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6. A good incentive scheme measures staff ………… to make sure everything is going
well.
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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
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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
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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.
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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.
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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
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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