Sách Market Leader Advanced – Unit 9: Strategy – Học Hay (Phần 2)


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Market Leader Advanced – Unit 9: Strategy - Business Skills

 

A.  Listen to a trainer discussing brainstorming techniques with some clients. Complete these tips with between one and four words in each gap. Do you know of any other techniques? 

Tips for brainstorming

• Clearly define the …………. (1).

• There shouldn't be more than …………. (2).

• Think of as many …………. (3) as possible.

• …………. (4) all ideas, however wild. 

• Don't spend too long …………. (5).

• Be enthusiastic and …………. (6) of other people's …………. (7).

• …………. (8) ideas after the session.

 

Đáp án:

1. problem or task

2. eight to 10 people

3. ideas

4. Encourage

5. discussing any one item

6. uncritical

7. contributions

8. Study and evaluate

 

B. Listen to the next part of the training session and note down the seven principles of Koinonia.

 

Đáp án:

1. Establish dialogue.

2. Exchange ideas.

3. Don't argue.

4. Don't interrupt.

5. Listen carefully.

6. Clarify your thinking.

7. Be honest.

 

C. Look at the expressions in the Useful language box below and decide which ones you would use for a) leading the session, b) contributing and building on ideas, and c) responding to ideas.

USEFUL LANGUAGE

EXPRESSIONS FOR BRAINSTORMING

So, who’d like to get the ball rolling?

I’ve got one! What if we…? / How about …?

Let's just get the ideas down at this stage. 

That's a great/wacky/cool/unusual idea!

Yes, and here's what I'd add to your suggestion ...

I'm thinking (more) along the lines of ...

You’ve taken the words right out of my mouth.

Does anyone have any more ideas?

The rule is there are no bad ideas.

I was just going to say that!

Try and suspend judgement until later. 

I'd like to expand on that.

Let's go around the table once and then open the discussion up.

Here's another thought ... 

Yes, I like that.

 

Đáp án:

a) Leading the session

So, who'd like to get the ball rolling?

Let's just get the ideas down at this stage.

Does anyone have any more ideas?

The rule is there are no bad ideas.

Try and suspend judgement until later.

Let's go around the table once and then open the discussion up.

Contributing and building on ideas

I've got one! What if we ...? I How about ...?

Yes, and here's what I'd add to your suggestion ...

I'm thinking (more) along the lines of ...

I'd like to expand on that...

Here's another thought...

c) Responding to ideas

That's a great/wacky/cool/unusual idea!

I'm thinking (more) along the lines of ...

You've taken the words right out of my mouth.

I was just going to say that!

Yes, I like that.

 

D. Read this information about high-street retailer Ross & Franks. Then listen to a management meeting between the CEO, the Director of Marketing and the Head of Corporate Communications to discuss the brand's future and take notes.

For over 50 years, Ross & Franks (R&F) has been a well-known high-street retailer in the UK serving a wide range of customer needs from food to furniture, clothes to car insurance. R&F is best known for its womenswear, an intensely competitive market of which it has a 10% share. However, in the past two years, sales have taken a nose­ dive. It seems the public has fallen out of love with R&F. On a mission to rejuvenate the brand, R&F's management team is now reviewing the company's marketing strategy. 

 

Đáp án:

Suggested answers:

1. Promotional marketing and advertising campaigns using celebrities, and best-selling products, etc. 

2. Diversification into other market segments, e.g. new clothing ranges for different segments of the womenswear market-teens and younger women, professional working women, more mature women, and a high-quality range. And new lines of furnishing (mix-and-match style) and food (organic, healthy ready meals, international cuisine).

3. Innovation in clothing material, e.g. easy-iron linen and cotton clothes and machine-washable woollens.

4. 'Economy' range products to attract new customers and daily offers on the website.

5. Product development of best-selling products or brands.

6. Opening stores overseas and marketing the idea of 'British quality products'.

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Reading and Language Market Leader Advanced – Unit 9: Strategy – HocHay

 

A. In what ways do you think the four companies on the left below have developed good strategies? Read the article on the opposite page quickly and compare your answers.

 

Đáp án:

• Google processes relevant data fast to get closer than anyone else to understanding how online advertising works.

• Amazon uses a network of valuable partners to support its Kindle e-book reader.

• Toyota reacted to social change and shifting customer preferences by introducing the hybrid Prius car. 

• Procter & Gamble experiments effectively when it trials products.

 

B. Read the article again and complete this summary, using between one and three words in each gap.

According to the article, old-style strategic planning is a thing of the past. However, beyond trying to survive, companies do need a strategy for …………. (1), even in periods of ............ (2), in order to ensure healthy …………. (3) and competitive advantage.

In a paper on strategic development, experts at Boston Consulting Group talk about the concept of …………. (4). They argue good companies act in five key ways: they respond to …………. (5) very fast; they try to work with …………. (6); they perceive changes in …………. (7); they trial their goods and services effectively; and they work with the best …………. (8). Strategy has changed, and companies need to be more …………. (9).

 

Đáp án:

1. growth

2. (economic) recession

3. recovery

4. adaptive advantage

5. relevant data/signals/changes

6. networks of partners / valuable partners

7. society/customer preferences

8. people/talent/resource

9. flexible/dynamic/adaptive

 

C. Match the words and expressions from the article (1-8) to their definitions and synonyms (a-h). 

1. downturns (lines 23-24) a) creating some free time when you're not busy
2. deductive (line 48) b) periods when business activity is reduced and conditions become worse
3. oversee (line 71) c) ability to become strong and successful again after a difficult situation or event
4. hidebound (line 77) d) using the knowledge and information you have in order to form an opinion about something
5. awareness (line 106) e) continue to exist for a long time
6. resilience (line 107) f) knowledge or understanding of a particular subject or situation
7. building in some slack (lines 107-108) g) be in charge of a group of workers and check that the work is done satisfactorily
8. endure (line 114) h) having old-fashioned attitudes and ideas 

 

Đáp án:

1. b

2. d

3. g

4. h

5. f

6. c

7. a

8. e

 

D. Replace the words in italic in these sentences with the words or phrases from the article in the box.

are alive to         free-flowing         hardly         sharp             thriving 

 

1. The new shopping mall is very successful, but the local shops are closing down.

2. Their legal team is able to think and understand things very quickly.

3. Everyone was relaxed at the meal, and the conversation was continuous and uninterrupted.

4. This is not the best time to make radical changes to our strategy.

5. The shoe manufacturers know about the importance of the threat posed by foreign imports.

 

Đáp án:

1. thriving

2. sharp

3. free-flowing

4. hardly

5. are alive to

 

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Giáo trình Market Leader Advanced – Unit 9: Strategy | Học Hay (Phần 2)

 

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