Sách Market Leader Advanced – Unit 4: Marketing – Học Hay (Phần 2)


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Market Leader Advanced – Unit 4: Marketing - Business Skills

 

A. Listen to two speakers talking about marketing. Identify the presenter and the kind of presentation they are giving.

 

Đáp án:

Presenter 1: a university lecturer teaching marketing to a group of students

Presenter 2: a marketing manager presenting a new campaign to some colleagues

 

B. Look at these sentences. Who says what at the start of their talk, Presenter 1 or 2? Listen again if necessary.

1. As you probably know, I'm ..., and today I'm going to be talking about ...

2. You know, a funny thing happened to me the other day.

3. What is unseen is the extensive market research and development of products, ...

4. Have you seen this coat?

5. But what is marketing?

6. According to marketing guru Philip Kotler, there are five key processes in marketing. First, ...

7. Anyway, I'm not here to tell you about ...

8. Did you know that China's fashion market will probably grow to around US$12.4 billion over the next two years?

9. I bet you didn't know that, did you?

10. Now, you're probably wondering, what's the significance of all of this?

 

Đáp án:

Presenter 1: 1, 3, 5, 6, 10

Presenter 2: 2, 4, 7, 8, 9

 

C. What do you think are the missing words in these expressions for staging and signposting? Listen to two more extracts and check your answers.

Presenter 1

1. So, to go back to ………… earlier, …

2. Right, ………… to that slide.

3. So, to sum …………, …

4. Sorry, folks, but ………… time for today.

Presenter 2

5. Right then, let’s ………… those figures, shall we?

6. I’d like to ………… a journalist from the FT here: …

7. If there’s just ………… you all to remember, it’s …

8. And …………, ………… reveal our new marketing strapline.

 

Đáp án:

1. what I was saying

2. let's just go back

3. up the key points

4. that's all we have

5. take another look at

6. quote the words of

7. one thing I'd like

8. finally, I'd like to

 

D. Categorise the expressions in Exercise D (1-8) according to their function (a-d). Some can go under more than one function.

a) referring to visuals

b) changing topic

c) quoting someone

d) closing remarks

 

Đáp án:

a) 2, 5, 8 (and possibly 6)

b) 1, 2

c) 6

d) 3, 4, 7, 8

 

 

E. Which of the techniques below did each presenter use?

Techniques for making an impact

1. Use of repetition

2. Referring to a surprising fact or figure

3. Asking 'real' or rhetorical questions

4. Quoting someone

5. Emphasising key words or figures

6. Building rapport with the audience, e.g. telling an anecdote, referring to a news story, using humour, etc.

7. Listing points in threes or fives

8. Calling for action, e.g. asking the audience to reflect on or do something

 

Đáp án mẫu:

Presenter 1

1. Use of repetition, e.g.... the Axe campaign, is taking the same old ideas and just adding new technology. ... Marketers are pushing the same old buttons ...

2. Referring to a surprising fact, e.g. Marketing is too often confused with selling. (a bold statement)

3. Asking 'real' or rhetorical questions, e.g. But what is marketing? Now, you're probably wondering, what's the significance ofall of this?

4. Quoting someone, e.g. According to marketing guru Philip Kotler, there are five key processes in marketing.

5. Emphasising key words, e.g. What is unseen is the extensive market research and development of products, ...

But what is marketing?

But a company that fails at any one of these processes will not survive.

Marketers are pushing the same old buttons to sell more variations of the same old products.

And that's what I'd like you to do for your next assignment: innovate.

Think about a product that will make your life easier.

6. Building rapport with the audience, e.g. So, you know, 'Houston, we have an innovation problem'. (using humour and informal language)

Clearly, we've got to do something different here. (involving the audience)

Oh, sorry, folks, but that's all we have time for today. (informal)

7. Listing points in threes or fives, e.g.... five key processes in marketing. First, there's ...

8. Calling for action, e.g. And that's what I'd like you to do for your next assignment: innovate. (asking the audience to do something)

Think about a product that will make your life easier. (asking the audience to reflect)

 

Presenter 2

 1. Use of repetition, e.g. It may look like an Armani, it may feel like an Armani, but if you look at the price tag, you'll see it costs a fraction of the price of an Armani.

2. Referring to a surprising fact or figure, e.g.... did you know that China's fashion market will probably grow to around 12.4 billion US dollars over the next two years?

3. Asking 'real' or rhetorical questions, e.g. Have you seen this coat? (It could be either here.)

4. Quoting someone, e.g. I'd like to quote the words of a journalist from the FT here ...

5. Emphasising key words and/or figures, e.g. It may look like an Armani, it may feel like an Armani, ... ... you'll see we're talking about over five billion euros. If there's just one thing I'd like you all to remember, it's...

6. Building rapport with the audience, e.g. You know, a funny thing happened to me the other day. (telling an anecdote)

Well, of course, she gave me a list ...

I bet you didn't know that, did you?

That's a huge increase in growth, isn't it? (using informal language and question tags to invite the audience to agree with him)

But if you can't beat them, join them! (using humour)

8. Calling for action, e.g. If there's just one thing I'd like you all to remember, it's focus on our customer base. (asking the audience to reflect on something)

(Presenter 2 also uses two contrasting ideas e.g. Anyway; I'm not here to tell you about my wife's new coat. ... I'm here to tell you how this new campaign is going to give us a competitive advantage.)

 

F. Which of the expressions in the Useful language box on the previous page would you use for a) a formal presentation at a conference, and b) an in-house talk?

USEFULL LANGUAGE

REFERRING TO SURPRISING FACTS OR FIGURES

Marketing is too often confused with selling.

You'll see we're talking about over five billion euros.

QUOTING SOMEONE

I'd like to quote the words of ... here.

According to the marketing guru, ...

Kotler would argue ...

EMPHASISING KEY WORDS

What is unseen is the extensive market investigation ...

And that's what I'd like you to do for your next assignment.

CALLING FOR ACTION

And that's what I'd like you to do.

If there's just one thing I'd like you all to remember, it's ...

BUILDING RAPPORT WITH THE AUDIENCE

Houston, we have an innovation problem. (using humour)

Clearly, we've got to do something different here. (involving the audience)

You know, a funny thing happened to me the other day. (telling an anecdote)

That's a huge increase in growth, isn't it? (inviting agreement)


Đáp án:
Students' own answers

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Reading and Language Market Leader Advanced – Unit 4: Marketing – HocHay

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"

A. Read Article 1, and Article 2. Then answer these questions.

1. What percentage of consumer spending would you say is controlled by women?

2. Do you think the difference in salaries between men and women will narrow or widen?

3. Which retail sectors would you consider traditionally 'male'?

4. Why might a business run by a woman be more/less risky than one run by a man?

5. Can you name two companies that have successfully marketed their products for women?

 

Đáp án:

1.  ... women control 72 per cent of purchasing and consumer spending in the US ... (Article 1, lines 5-7)

2. And the earnings gap with men is expected to narrow further as the number of women being educated grows at a faster rate than men. (Article 1, lines 9-13)

3. Electronics: Best Buy, which is a seller of electronic toys for children, has been promoting more female staff and trying to make stores more appealing to women and girls. (Article 1, lines 28-32) Home improvement/DIY: Home Depot[...] the tiber-male DIY store has launched a range of home products by a woman designer. (Article 1,lines 32-37) Harley-Davidson, long a symbol of male pride ... (Article 2, lines 34-35)

4. Marketing Director at Barclays Local Business[...] comments: 'We know that women small business customers are less risky and more profitable for us ... (Article 2, lines 48-52), but he doesn't say why.

5. Barbara K's 30-piece tool kit is designed to help. These tools are not only better looking but are also made for a woman's hand and strength, and weigh a little less than regular tools. (Article 2, lines 28-33) Harley-Davidson, long a symbol of male pride, has added a section on its website dedicated to women motorcyclists ... (Article 2, lines 34-37)

Suggested answers (not mentioned in articles): iPod offers players in different colours; top fashion houses like Burberry's have designed carry cases.

 

 

B. Read the articles and complete these marketing expressions from both articles.

Article 1

1. c………… spending

2. make stores more a………… to women

3. l………… a range of home products

4. based on a market s………….

Article 2

5. women are less likely to be i………… by a………….

6. ways of communicating such as w………… -of-m………… marketing and v………… marketing

7. a marketing h………… to t………… women

8. accommodate the i………… r………… of each customer

 

Đáp án:

1. consumer

2. appealing

3. launched

4. study

5. influenced; ads

6. word-of-mouth; viral

7. hook; target

8. individual requirements

 

C. Identify four examples of defining and/or non-defining clauses in the articles. When do we use these kinds of clause?

 

Đáp án mẫu:

Article 1

• ... some companies have worked out where the money is. (lines 24-25) (defining relative clause)

• lkea, the Swedish home furnishing retailer, provides a child-minding room. Best Buy. which is a seller of electronics toys for children, has been promoting more female staff... (lines 26-30) (both non-defining relative clauses that provide additional information)

Article 2

• It is time to design products and marketing campaigns that actually appeal to the buying needs and habits of women. (lines 1-4) (defining relative clause)

• Women now buy 10% ofall Harleys sold, which is a stark contrast to a mere 2% in 1985. (lines 38-41) (nondefining relative clause)

 

D. What are the missing word(s) in these sentences from the articles? Why have they been left out?

1. Women want more is the latest title from Michael Silverstein, ………… a senior partner at Boston Consulting Group. (Article 1, lines 1-3)

2. … the number of women ………… being educated grows at a faster rate than men. (Article 1, lines 11-13)

3. Silverstein and Sayre offer an ambitious and systematic view of the opportunities, ............ based on a study of 12,000 women in 21 countries ... (Article 1, lines 38-42)

4. the book argues that consumer companies, ………… still predominantly run by men, need to listen to female customers (Article 1, lines 55-58)

5. Harley Davidson, ………… long ………… a symbol of male pride, has added a section on its website ………… dedicated to women motorcyclists… (Article 2, lines 34-37)

6. Women now buy 10 per cent of all Harleys ………… sold… (Article 2, lines 38-39)

7. What we do not do is provide specific financial products ………… aimed at women only ... (Article 2, lines 58-60)

 

Đáp án:

1. who is

2. that/who are

3. which/that is

4. which are

5. which has (long) been; which/that is

6. which/that are

7. which/that are

These words can be omitted because they are either defining relative clauses, where the main clause and the relative clause have different subjects, or non-defining relative clauses with participle phrases

 

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Giáo trình Market Leader Advanced – Unit 4: Marketing – Học Hay (Phần 2)

 

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