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Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam 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 Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Công ty cổ phần Đầu tư Phát triển Giáo dục Hà Nội Nhà xuất Giáo dục Việt Nam giữ quyền công bố tác phẩm 243 – 2011/CXB/23 – 253/GD Mã số: 7X397K1 Lời giới thiệu Trên đường tiếp thu kiến thức rèn luyện kỹ khơng phải có điều kiện học mặt đối mặt (face-to-face learning), nghĩa đến trường, đến lớp Học từ xa (distance learning, e-learning) hình thức phổ biến giới đại Với e-learning, nhà tổ chức giáo dục có điều kiện xây dựng cộng đồng học tập mạng, tạo điều kiện cho đông đảo người học theo đuổi mục tiêu học thuật Với hình thức học tập này, 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 ngơn ngữ khơng có giáo viên! Học nhà! Tiếp nhận tất kỹ bạn luôn cần đến!) Điều thách thức e-learning kiên trì phương pháp Chúng ta nói cách dễ dàng: ngày cần học 60 phút; làm việc thời gian dài, ví dụ năm Phương pháp học ngoại ngữ địi hỏi tỉ mỉ bước, ví dụ học nghe hiểu/đọc hiểu, người học phải nghe/đọc nghe/đọc lại tới năm mười lần, lần thực tập khác Ngồi cịn nhiều thách thức khác việc học từ xa cách biệt thày-trò, khả tổ chức media để phối hợp thày-trò nội dung học tập, tạo quy trình hai chiều học tập, kiến tạo gặp gỡ quý báu, xây dựng nội dung phương pháp học tập chuẩn Những thách thức trước hình thức đào tạo từ xa (distance learning) thơng qua điện thoại, truyền hình, đài phát thư từ chưa khắc phục Ngày với phát triển hệ thống internet, e -mail thách thức khơng cịn thách thức người học trao đổi với giáo viên, với học viên khác nhiều kênh thông tin chat, forum, web-casting, e-mail Ưu việt người tổ chức học tập xếp để người học gặp gỡ trao đổi mạng với bậc thày, người giàu kinh nghiệm môn học Những khúc mắc, tìm tịi trả lời, hướng dẫn với chất lượng cao Tuy nhiên, dù hình thức đào tạo cần người thày Điều quan trọng lúc phải người thày "thiên tài", lẽ đơn giản lấy đâu mà có nhiều thiên tài thế, mà chủ yếu người thày có lịng với nghề nghiệp đào tạo Một người thày có phương pháp tốt hỗ trợ nhiều cho người học, tiết kiệm thời gian sức lực cho học trò BEA.VN đưa phương thức tổ chức mới, với đội ngũ thày, giáo đào tạo nước ngồi, với phương thức tận dụng hình thức media cho học tập, tận dụng loại giảng, trò chơi, hát để học, tập sáng tạo, với chi phí thấp Mọi hình thức tự nói lên chất lượng thơng qua tiếp nhận đối tượng thụ hưởng Nhưng bắt đầu, hy vọng chương trình học tập hữu ích cho người cần đến Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Nguyễn Quốc Hùng, M.A UNIT INTRODUCTION TO MARKETING Từ competitor strategy (N): chiến lược đối thủ cạnh tranh economies of scale: hiệu 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: 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 trọng tâm to set objectives (V): đề mục tiêu Hãy đọc tìm hiểu thơng tin 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 câu Đúng (True) hay Sai (False) theo nội dung True Modern marketing is basically related to bringing benefits to the customers It is wrong to think of marketing as something outside the management field Marketing objectives, goals and targets cannot be handled simultaneously with competitor strategies Effective use of market and marketing research would ensure benefits for both the customers and the organization Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức False Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Marketing also involves an exchange transaction between the customers and the organization through which needs and wants are satisfied Hãy đọc tìm hiểu khái niệm marketing (hướng sản xuất, hướng sản phẩm, hướng tiêu thụ sản phẩm 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 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 Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 câu Đúng (True) hay Sai (False) theo nội dung True False The customer is always the top priority of a business‟s marketing strategy The focus of production orientation marketing is the cost reduction as a result of mass production According to the product orientation marketing, a product with superior quality and features can ensure the success of customer attraction It is very likely that a product being sold to the target market does not please the consumers The market orientation marketing puts the customers at the forefront The market orientation marketing promises higher possibility of success Hãy đọc mục tiêu 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: Specific – Objectives should specify what they want to achieve Measurable – You should be able to measure whether you are meeting the objectives or not Attainable - Are the objectives you set achievable and attainable? Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Realistic – Can you realistically achieve the objectives with the resources (manpower, money, machines, materials) you have? Time – When 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 câu với từ đọc dạng phù hợp Marketing can be understood as t he management process to identify, anticipate and satisfy customer requirements in a …………manner Market orientation marketing puts the customers at the forefront or at the ……… of the business The product orientation marketing is practiced when the company believes to possess a ………… product Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN ………… objectives are set to occupy a certain proportion of the market within a certain period of time SMART objectives is an ………… of a group of objectives Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 10 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 Third Ager Associations Associations Mobile 50's High valued Retired early house/flat from profession Good Salary Time to spare Young Adventure branded car 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 64 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Social class consists of distinct groups based solely on occupation, na mely 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 hồn thiện đoạn mơ tả phân khúc thị trường cho sản phẩm nghệ thuật dành cho trẻ em với từ ô target x appeal market segment opportunity demographics 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 65 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Hãy đọc hành vi khách hàng cung bậc 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 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 m ay 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 66 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 strive for this belonging Esteem needs are the needs for status and recognition within Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 67 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 68 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 lý mua sắm thuộc nhu cầu kim tự tháp Maslow Reasons Maslow’s pyramid of basic needs A consumer buys a smoke alarm for her house because she wants to be warned if there is a fire ……… A physiological needs A consumer buys a yearly subscription to a B safety needs swimming pool because she would like to train and win C social needs a gold medal at the next Olympic Games ………… D esteem needs A consumer busy popcorn and drinks because he has E self-fulfilment invited his friends round to watch an important football needs match on the television ……… Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 69 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN A consumer buys a chocolate bar because he is hungry ……… A consumer buys the latest fashion accessory so that she can look and feel good ……… Bài tập 3: Hãy hoàn thiện đoạn văn với từ cho sẵn 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 chiến lược marketing nhằm khích lệ tinh thần làm việc cán bộ, nhân viên Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 70 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 marketing 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 câu với từ cho sẵn ô build internal reaction recognizing sales turnover Motivation marketing is a good way to ………… staff loyalty It can increase motivation levels by ………………… staff efforts A good incentive scheme means that people want to stay with the company, there is lower staff …………… Travel is an effective ………… incentive People working inside the company, the ………… staff, benefit from incentive schemes Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 71 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN A good incentive scheme measures staff ………… to make sure everything is going well Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 72 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN UNIT 10 PLACE Từ 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 rail freight (N): vận tải đường sắt road haulage (N): vận tải đường to showcase (V): thể hiện, giới thiệu ưu điểm 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 73 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 74 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 75 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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 với 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 cost s 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 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 76 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN Bài tập 2: Hãy hoàn thiện đoạn văn với từ 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 câu với từ phù hợp The company has decided to use _ telemarketing A outbound B prospect C cold We met our subscription target at an acceptable cost per _ A objection B acquisition C requirement We also use marketing to increase the number of subscribers to the newspaper A immediate B intermediary C direct We bought a qualified list from a _ broker A telemarketing B list C prospect Telemarketing operators received special training to with objections A contact B address C deal Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 77 Hợp tác gi ữa Nhà Xuất Bản Gi áo Dục Việt Nam Mạng đào tạo BEA.VN 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: admin@bea.vn ceo@bea.vn Tủ sách tiếng Anh chuyên ngành – Bán hàng tiếp thị M ã số: 7X397K1 In ……… (QĐ: …….), khổ 17×24cm In tại: …………………………………………………… Địa chỉ: ………………………………………………… Số ĐKKH xuất bản: In xong nộp lưu chiểu tháng …… năm 2010 Bản quyền Nhà Xuất Bản Giáo Dục Việt Nam Nghiêm cấm chép hình thức 78 ... Hùng, M.A UNIT INTRODUCTION TO MARKETING Từ competitor strategy (N): chiến lược đối thủ cạnh tranh economies of scale: hiệu kinh tế nhờ quy mô sản xuất lớn ideology (N): lý tưởng market share... The market orientation marketing promises higher possibility of success Hãy đọc mục tiêu kinh doanh Business Objectives All businesses need to set objectives for themselves or for the products... ENVIRONMENT Từ adverse (Adj): tiêu cực code (N): luật, quy tắc competitive edge (N): lợi cạnh tranh name of the game (N): mục đích trọng yếu press release (N): thơng cáo báo chí private ownership