TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HCM KHOA NGOẠI NGỮ TÀI LIỆU BỔ TRỢ MÔN HỌC TIẾNG ANH CHUYÊN NGÀNH MARKETING Tổng hợp và biên soạn: TS. NGUYỄN QUANG NHẬT ThS. NGÔ THỊ HẠNH QUYÊN ThS. TỪ VĂN NĂM Thành phố Hồ Chí Minh, 2023 This book is designed and compiled as a supplementary workbook for the course “English for Marketing” at the Faculty of Foreign Languages, HCMC University of Banking (HUB).
It can also be used as a revision for specific terminology and new words of some specialised topics in Business English, including the role of marketing, the marketing plan 1: audit and objectives, the marketing plan 2: tactics and strategies, product launch and promotion, and digital marketing. Upon the course completion, students are expected to be able to (1) classify key business-related terms, (2) use these terms appropriately in the relevant contexts, (3) demonstrate their abilities to read and understand business texts, and (4) apply the language skills developed throughout the course to do the assessment activities effectively. Thus, the book could be exploited as a complement to the textbook “Business Advantage Upper-Intermediate” by Handford, Lisbos, Koester, and Pitt (2011). How to use the book The book consists of five chapters devoted to special topics of Business English.
Each unit introduces theme-based language knowledge practice for specific business-related terms (key term definitions and vocabulary practice), followed by practice for language use in the wider contexts (passage completion and reading comprehension). These collected tasks are chosen from a wide range of materials to provide a structured set of practice which helps course- takers to consolidate the language work covered in the textbook and successfully apply their knowledge to the assessment activities. Hence, lecturers could exploit each unit as follows: + use the key term definition sections to introduce new words prior to new lessons or use them as pre-reading activities. + improve and broaden students’ vocabulary and grammatical range in the vocabulary practice section.
These exercises cover the main grammatical structures plus key vocabulary and phrases taught in the coursebook; therefore, they could be used as mini-tests, further practice, or consolidated activities. + boost students’ deeper understanding of the topics via passage completion and reading comprehension sections. These tasks could be used for post-reading activities, discussions, homework, or lesson revision Hopefully, through their steady practice, students will be able to do their assignments effectively, thereby enhancing their lexical knowledge significantly. 2 TABLE OF CONTENTS CHAPTER 1: THE ROLE OF MARKETING 4 1.
KEY TERM DEFINITIONS. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING. 13 CHAPTER 2: THE MARKETING PLAN 1: AUDIT AND OBJECTIVES 19 2. KEY TERM DEFINITIONS.
VOCABULARY PRACTICE ON MARKETING PLAN. 28 CHAPTER 3: THE MARKETING PLAN 2: TACTICS AND STRATEGIES 35 3. KEY TERM DEFINITIONS. 43 CHAPTER 4: PRODUCT LAUNCH AND PROMOTION 51 4.
KEY TERM DEFINITIONS. 60 CHAPTER 5: DIGITAL MARKETING 67 5. KEY TERM DEFINITIONS. VOCABULARY PRACTICE ON DIGITAL MARKETING.
75 GLOSSARY 80 REFERENCES 87 SUGGESTED ANSWERS Error! 3 CHAPTER 1: THE ROLE OF MARKETING SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE 1. KEY TERM DEFINITIONS Task 1: Match the following terms with their corresponding definitions. private sector stakeholder stakeholder stakeholder interest organisation F.
product-focused stakeholder sector executive power organisation 1. a senior person in a marketing agency 2. an individual or group who usually works for the organisation itself; for example, employees and management 3. an individual or group which exists outside the organisation, but may still affect it or be affected by it., customers, suppliers, shareholders, the government, local communities or pressure groups) 4.
an individual or group who is vital to the organisation and without whom the organisation couldn't survive 5. an individual or group that an organisation can survive without at the moment or to a certain extent 6. how much attention a stakeholder pays to an organisation or how much awareness the stakeholder has of the organisation or its activities 7. the capabilities of stakeholders to influence an organisation's behaviour, both now and in the future 8.
non-government organisations such as charities, which are not-for-profit 9. an organisation which sells products, rather than services 10. commercial organisations that exist primarily to make a profit 4 1. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING Task 2: Fill in the blanks with correct form of the verbs given in the boxes.
By _______ staff to be more effective in the global market, marketing helps organisations fulfil their international potential. As a marketer in our company, you will be responsible for building relationships and _______ with a range of stakeholders, both internal and external. As a marketer in our company, you will be _______ to the full marketing mix and will be expected to manage the production and distribution of marketing activities. As a marketer in our company, you will have to monitor competitor activity, to analyse pricing positions, and _______ or update databases.
As a marketer in our company, you will have to organise and attend events and exhibitions, to evaluate the success of marketing campaigns, and _______ direct marketing activities. As a marketer, you are responsible for _______ in the creation and implementation of marketing plans in conjunction with your line manager and to support other colleagues. The Marketing Department plays a vital role in ______ the business and mission of an organisation as it serves as the face of your company, coordinating and producing all materials representing the business. It is the Marketing Department's job ______ out to prospects, customers, investors and the community, while creating an image that represents your company in a positive light.
Task 3: Fill in the blanks with the correct forms of the words in brackets. By taking _______ in your job as a marketer, it shows that you are willing to put in the hard work necessary to improve your professional life and personal life. To succeed as a marketer, we must have IT _______ in order to exploit latest digital technologies to reduce our workload and maximize our work performance. Our company has always encouraged the employees to build up their _______ drive and fulfilling their potential.
To succeed as a marketer, we must know how to use customers’ data more effectively, make sound strategic recommendations, and stay _______ in a changing business environment. Our company has a one-day _______ programme to welcome our new marketers, help them settle in, and ensure they have the necessary knowledge and support they need to perform their roles. Understanding how channels work, how to use data to understand the customers, and how to have an _______ conversation about these things are vital skills that marketers need to have. Our company has a strong job _______ to increase new marketers' familiarity with the company, which can result in enhanced productivity levels and more collaborative team members.
Since new applications, platforms, and tactics are rolled out almost daily, marketers must be able to speak in-depth about the _______ benefits of these technologies to staff and brand executives. (mass) Task 4: Choose the best answer for each sentence. New marketers should be made aware of the formal training opportunity that our company will offer at 2 p. tomorrow to help them _______ in quickly and understand the company’s values.
To succeed as a marketer, we must have self-motivation as the internal _______ that leads us to take action towards a goal. As a Marketing Manager, it's important for you to lay out a clear job _______ process for new marketers to help them feel comfortable, confident, and ready to contribute valuable work. _______ experience with emerging tools and platforms is the best way to understand how they can be applied to the needs of brands; therefore, marketers must also be the users of these tools. As the Marketing Manager of our company, you need to have _______ interpersonal and analytical skills to manage teams in achieving our strategic goals and develop the business.
Understanding how channels work, how to use data to understand the customers, and how to have an _______ conversation about these things are vital skills that marketers need to have. It is _______ in marketing to demonstrate how the brand can solve a customer’s problem to establish an emotional link to the brand, resulting in trust and leading the customer to take a specific action. The marketing concept of _______ answers the question “How are you telling consumers in your target group about your product?” A. The retailer generates _______ by selling their advertising space on their website.
Hiring an agency marketing team is _______ as it allows faster access to the market and target consumers with their own business objectives, technology partners, structures, and profitability targets. The _______ marketing team can allow a high level of adaptability to rearrange tasks priorities, higher control and better marketing budget allocation. Retailing through the Internet requires more sophistication than setting up a website and offering _______ for sale. The core function of marketing is bigger than pure customers’ data or market insights as it aims to gain _______ information about the market and increase overall business performance.
For several years, many _______ companies didn’t make any money from their online activities. Organisations with marketing teams structured to work closely with the CEO, across the organisation, and broader strategic responsibility can _______ huge success. As price is a first-class element in the marketing mix of a producer, marketing strategies help in setting fair prices, _______ appropriate changes, and preparing a right approach. In order to fight competitions in today’s global markets, marketing can maintain balance of consumers’ expectations and competitor’s offerings by ______ the market closely.
The marketing department may ______ marketing researchers, sales representatives, advertising managers, pricing specialists, customer service representatives, and product managers. Marketing is a mix of efforts that the marketing department ______ to create, communicate, deliver, and exchange valuable offerings to the clients, customers, society, and organisation partners. One responsibility of marketing is to understand the competitive and the economic landscape of the industry in which the company is ______. Marketers of a company should be familiar with social media, which enables them to be attuned to the needs and _______ of their customers.
Understanding the different motivations and usage _______. for a company’s products is vital to getting its marketing right in the digital age. Marketing managers often plan and ______ many different activities including product launches, advertising, email campaigns, events, and social media. At a large organisation with established digital or content marketing groups, a marketing manager might ______ a more specific focus based on the needs of the business.
Strong relationships with vendors, partners, and members of the media can open up new ways to ______ target audience of the company. LANGUAGE USE IN A WIDER CONTEXT 1. PASSAGE COMPLETION PASSAGE 1 Read the passage and choose the correct words to fill in the blanks. Marketing is typically responsible for selecting and managing the agencies and vendors who produce marketing materials and or/provide marketing support.
These may include ad agencies, print vendors, PR agencies or specialists, Web providers, etc. 8 Marketing was one of the big ideas of the twentieth century. Peter Drucker described it simply as “creating and (1) _______ customers”. Customer focus distinguishes successful organisations (2) _______ their less successful competitors.
Marketing as a formal management discipline first emerged in post-war America, when the (3) _______ of goods began to grow more rapidly than consumer demand for them. Manufacturers found that in the face of increased (4) _______ they had to rethink their attitudes to business. The old ways of operating were no longer working. These included “production-led” approaches that assume if a product is of sufficiently high (5) _______, people will buy it without any further sales effort and approaches that put all their energy into selling the goods to customers.
Where the high-pressure sales approach fails is in establishing long-term business (6) _______with customers which leads to true success.