Exercises On English For Marketing

HO CHI MINH CITY UNIVERSITY OF BANKING
FACULTY OF FOREIGN LANGUAGES


EXERCISES ON ENGLISH
FOR MARKETING
Compiled and adapted by:
NGUYEN QUANG NHAT
NGO THI HANH QUYEN
TU VAN NAM
Ho Chi Minh City, March 2023

This book is designed and compiled as a supplementary workbook for the subject
“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 e-marketing, branding, microfinance, corporate
social responsibility, and strategic planning. Upon the course completion, learners 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 learners’ 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 learners’ 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, learners will be able to do their assignments
effectively, thereby enhancing their lexical knowledge significantly.
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TABLE OF CONTENTS
CHAPTER 1: THE ROLE OF MARKETING 5
1.1. KEY TERM DEFINITIONS..................................................................................5
1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING.......6
1.3. PASSAGE COMPLETION...................................................................................9
1.4. READING COMPREHENSION.........................................................................13
CHAPTER 2: THE MARKETING PLAN 1: AUDIT AND OBJECTIVES 19
2.1. KEY TERM DEFINITIONS................................................................................19
2.2. VOCABULARY PRACTICE ON MARKETING PLAN..................................20
2.3. PASSAGE COMPLETION.................................................................................24
CHAPTER 3: THE MARKETING PLAN 2: TACTICS AND STRATEGIES 35
3.2. VOCABULARY PRACTICE..............................................................................36
CHAPTER 4: PRODUCT LAUNCH AND PROMOTION 50
4.2. VOCABULARY PRACTICE..............................................................................51
CHAPTER 5: DIGITAL MARKETING 66
5.2. VOCABULARY PRACTICE ON DIGITAL MARKETING.............................67
GLOSSARY 80
REFERENCES 87
SUGGESTED ANSWERS 88
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CHAPTER 1: THE ROLE OF MARKETING
SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

1.1. KEY TERM DEFINITIONS
Task 1: Match the following terms (A-J) with their corresponding definitions (1-10).
A. Secondary B. External C. Internal D. Stakeholder E. Private sector

stakeholder stakeholder stakeholder interest organisation
F. Primary G. Voluntary H. Marketing I. Stakeholder J. 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. (e.g., 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
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1.2. VOCABULARY PRACTICE ON E-MARKETING AND
ADVERTISING
Task 2: Choose the correct words with suitable verb forms to fill in the blanks.
A. expose B. implement D. empower E. reach

F. assist G. liaise H. promoting I. maintain
1. By _______ staff to be more effective in the global market, marketing helps organisations
fulfil their international potential.
2. As a marketer in our company, you will be responsible for building relationships and
_______ with a range of stakeholders, both internal and external.
3. 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.
4. As a marketer in our company, you will have to monitor competitor activity, to analyse
pricing positions, and _______ or update databases.
5. 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.
6. 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.
7. 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.
8. 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 word forms.

1. 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. (initiate)
2. 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. (literate)
3. Our company has always encouraged the employees to build up their _______ drive and
fulfilling their potential. (achieve)
4. 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.
(relevance)
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5. 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. (induct)
6. 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.
(inform)
7. 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.
(orientate)
8. 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 correct option for each sentence related to e-marketing and advertising.
1. New marketers should be made aware of the formal training opportunity that our company
will offer at 2 p.m. tomorrow to help them _______ in quickly and understand the company’s
values.
A. fund B. create C. settle D. maintain
2. To succeed as a markerter, we must have self-motivation as the internal _______ that leads
us to take action towards a goal.
A. drive B. force C. power D. interest
3. 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.
A. lieracy B. initiative C. orientation D. requirement
4. _______ 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.
A. Massive B. First-hand C. Personal D. Related
5. 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.
A. caring B. elite C. extreme D. first-class
6. 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.
A. internal B. explored C. informed D. interrelated
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7. 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.
A. critical B. local C. ordinary D. tentative
8. The marketing concept of _______ answers the question “How are you telling consumers in
your target group about your product?”
A. prices B. products C. places D. promotions
9. The retailer generates _______ by selling their advertising space on their website.
A. services B. revenues C. transactions D. profiles
10. 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.
A. physical B. optimising C. virtual D. advantageous
11. The _______ marketing team can allow a high level of adaptability to rearrange tasks
priorities, higher control and better marketing budget allocation.
A. physical B. in-house C. first-class D. critical
12. Retailing through the Internet requires more sophistication than setting up a website and
offering _______ for sale.
A. perception B. navigation C. merchandise D. consumption
13. 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.
A. accumulated B. exploited C. collected D. gathered
14. For several years, many _______ companies didn’t make any money from their online activities.
A. viral B. database C. cyber D. dotcom
15. Organisations with marketing teams structured to work closely with the CEO, across the
organisation, and broader strategic responsibility can _______ huge success.
A. achieve B. acquire C. foster D. extract
16. 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.
A. enhancing B. incorporating C. shifting D. cooperating
17. 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.
A. catering B. obtaining C. offering D. monitoring
18. The marketing department may ______ marketing researchers, sales representatives,
advertising managers, pricing specialists, customer service representatives, and product
managers.
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A. consist B. exploit C. comprise D. exclude
19. 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.
A. undergoes B. undertakes C. offers D. overtakes
20. One responsibility of marketing is to understand the competitive and the economic landscape
of the industry in which the company is ______.
A. running B. working C. regulating D. functioning
21. Marketers of a company should be familiar with social media, which enables them to be
attuned to the needs and _______ of their customers.
A. operations B. features C. wants D. requirements
22. Understanding the different motivations and usage _______. for a company’s products is
vital to getting its marketing right in the digital age.
A. passions B. interests C. desires D. habits
23. Marketing managers often plan and ______ many different activities including product
launches, advertising, email campaigns, events, and social media.
A. oversee B. control C. constitute D. object
24. 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.
A. assume B. contact C. adopt D. purchase
25. Strong relationships with vendors, partners, and members of the media can open up new
ways to ______ target audience of the company.
A. research B. penetrate C. capture D. engage
SECTION 2. LANGUAGE USE IN A WIDER CONTEXT
1.3. 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.
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
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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.
It its early days, marketing was used to sell tangible (7) _______ such as cars, freezers,
and washing machines for the home and FMCG (‘fast moving consumer goods’) such as
groceries and detergent. Later, the (8) _______ principles of marketing were adapted to provide a
clear structure for making significant management decisions in public (9) _______ such as
education and financial services. Even more recently, interesting work is being done to (10)
_______ marketing principles in charitable organisations and the arts.
(Dubicka & O’Keefle,
2011)
1. A. keeping B. purchasing C. bargaining D. empowering
2. A. with B. from C. at D. on
3. A. supply B. initiative C. demonstration D. focus
4. A. reduction B. monopoly C. competition D. recruitment
5. A. qualification B. condition C. requirement D. quality
6. A. controls B. relationships C. priorities D. rivalries
7. A. costs B. entrants C. products D. stores
8. A. normal B. basic C. existing D. changing
9. A. models B. types C. regions D. sectors
10. A. apply B. refer C. offer D. cause
PASSAGE 2
Customer-centric marketing
Most retailers cling to product-focused and promotion-centric models. However, there is
increased consumer resistance to (1)_______ marketing, such as unsolicited email and
(2)_______ mail. In response, some retailers are beginning to pay more attention to the customer
(3)_______ and have adjusted their marketing practices so that they are delivering fewer, more
relevant messages that reflect the multichannel (4)______. They have with the customer, for
example, retail stores website, and catalogs, or;’ brick, click, and flip”. Switching to a customer-
centric marketing approach helps to increase customer (5)_______ and as a result, customers will
buy more from you over a longer period of time. Research by Bain and Harvard Business School
shows that the longer a customer stays with you, the greater the (6)_______ profit generated
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from that customer. These increased profits come from a combination of increased purchases,
cost (7)_______ in marketing, and word-of-mouth (8)_______.
The majority of multichannel retailer do not design their marketing programs around
acquiring new customers that have the best potential to become (9) _______ customers and
rewarding existing high-value use loyal customers with special treatment in order to retain them.
Instead, they wrongly focus on market (10)_______ as the key measure of success.
(Allison & Emmerson, 2013)
1. A. defensive B. intrusive C. protective D. alternative
2. A. sincere B. junk C. direct D. express
3. A. experience B. dissatisfaction C. expectation D. distraction
4. A. friendship B. cooperation C. partnership D. relationship
5. A. hobby B. demand C. loyalty D. service
6. A. annual B. average C. contemporary D. temporary
7. A. living B. saving C. overhead D. offering
8. A. referrals B. approvals C. defections D. disposals
9. A. temporary B. permanent C. long-term D. lengthy
10. A. part B. key C. share D. place
PASSAGE 3
Best Buy, the electronics retailer, has become the first leading US retailer to start sending
special (1)_______ and deals to its customers’ smartphones when they walk into one of its
stores. Best Buy store in San Francisco has deployed a location-based marketing (2)_______
developed by Shopkick.
Customers who (3)_______ the Shopkick application on their phones will automatically
receive “kickbucks” credits just for entering the store that can be traded for benefits including
gift cards, computer gaming credits or music downloads. Best Buy will also use the system to
send participants in its (4)_______ promotional offers that can be customized to reflect their
shopping (5)_______ and interests.
Richard Rommel of Best Buy said that “the convergence of location technology and
rewards to (6)_______.” shopping was at the heart of their business strategy. Price (7)_______
are then automatically deducted from the bill at the store’s checkouts. The Shopkick application
responds to an audio signal transmitted in the store. It is far more accurate than GPS-based
(8)_______ which can be off by a few hundred yards, and which raise potential privacy concerns
because they are automatically activated.
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Recent years have seen the emergence of a number of location-based systems with
marketing (9)_______ for social networks. They allow (10)_______ to offer credits or local
promotions to phone users who actively “check in” to locations such as coffee shops Instore
mobile shopping applications are likely to become increasingly important to retailers as they
seek to close deals with shoppers equipped with smartphones that can search and compare prices
at rival stores and online.
(Dubicka & O’Keefle, 2011)
1. A. discounts B. offers C. promotions D. sales
2. A. blogging B. commercial C. tool D. system
3. A. activate B. open C. deploy D. apply
4. A. consumer group B. membership fee C. customer service D. loyalty scheme
5. A. ambitions B. hobbies C. expectations D. likes
6. A. personalize B. characterize C. identify D. idealize
7. A. conductions B. expansions C. reductions D. increases
8. A. changes B. alternatives C. platforms D. options
9. A. applications B. reviews C. tactics D. hardwares
10. A. retailers B. suppliers C. creditors D. marketers
PASSAGE 4
The effectiveness of advertising
People still enjoy the ads that are creative and entertaining. But it raises an awkward
question: does it actually sell any more chocolates or cars? Although TV viewers tend to be able
to (1)_______ a particularly good commercial, many cannot remember the product it featured.
And for the most (2)_______, they try to avoid the rising barrage of ads. Getting their attention is
becoming increasingly difficult, because audiences are splintering as people use different kinds
of media, such as cable television and the Internet. The choice of products and services available
is multiplying, but at the same time, consumers have become more skeptical about (3)_______
made for products. In today’s marketplace, consumers have the power (4)_______ and choose as
never before.
This new consumer power is changing the way the world shops. The ability to get
information about whatever you want, whenever you want, has given shoppers (5)_______
strength. In markets with highly transparent prices, they are kings. The (6)_______ for business
are enormous. For instance, the huge increase in choice makes certain brands more (7)_______,
not less. And as old business divisions crumble, a strong brand in one sector can provide the
(8)_______ to enter another. Hence Apple has used its iPod to take away business for portable
music players from Sony; Starbucks is (9)_______ to become a big noise in the music business
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by installing CD-burners in its cafes; and Dell is moving from computers into consumer
electronics. “I am constantly amazed at the (10)_______ level and sophistication of the average
consumer,” says Mike George, Dell’s chief marketing officer. If Dell changes prices on its
website, its customers’ buying patterns change literally within a minute.
1. A. remind B. memorize C. recall D. bypass
2. A. part B. time C. way D. place
3. A. messages B. suggestions C. proposals D. claims
4. A. catch B. pick C. hold D. take
5. A. just B. unique C. unprecedented D. inbound
6. A. meanings B. suggestions C. reviews D. implications
7. A. valuable B. worthwhile C. worthy D. essential
8. A. trust B. credibility C. belief D. penetration
9. A. targeting B. designing C. aiming D. directing
10. A. belief B. confidence C. assurance D. esteem
1.4. READING COMPREHENSION
PASSAGE 1
Read the passage and do the tasks below.
Marketing advice for new businesses
If you’re setting up your own business, here’s some advice on getting customers.
Know where your customers look
Your customers aren’t necessarily where you think they are. So, if you’re advertising where
they’re just not looking, it’s wasted money. That’s why it pays to do a bit of research. Every time
someone contacts your company, ask them where they found out about you. And act on this
information so you’re advertising in the right places.
Always think like a customer
What makes your customers tick? Find out, and you’re halfway to saying the right things in your
advertising. So, take the time to ask them. A simple phone or email survey of your own
customers, politely asking why they use you, what they really like and what they don’t, is
invaluable.
Make sure customers know you’re there
If a customer can't see you, they can't buy from you. There are loads of opportunities to promote
your business — print, press, direct mail, telemarketing, email and the internet — and using a
mix of these increases your chances of being seen (and remembered).
Ignore your customers and they’ll go away
It sounds obvious, but companies who talk to their customers have much better retention rates
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than those that don’t, so it’s worth staying in touch. Capture your customers’ email addresses
upfront. Follow up a transaction to check they’re happy with the service and, if possible, send
them updates that are helpful, informative and relevant.
Know what works (and what doesn’t)
Do what the professionals do, and measure all your advertising. That’ll tell you what you’re
doing right - and where there’s room for improvement. You never know, it might just throw up
some information that could change your business for the better.
Remember word-of-mouth: the best advertising there is
A recent survey found that consumers are 50% more likely to be influenced by word-of-mouth
recommendations than by TV or radio ads. So your reputation is your greatest asset. If your
current customers are impressed with your company, they’ll be more inclined to recommend you
to others. On the flip side, if they experience bad service, they probably won’t complain to you -
but you can be sure they will to their friends.
(Cambridge IELTS 12, 2016)
Complete the sentences below. Choose ONE WORD ONLY from the text for each answer.
1. Some ______________ will help you to discover the most effective places to advertise.
2. A ______________ of your customers will show you how they feel about your company.
3. A ______________ of forms of advertising will make it more likely that potential customers
will find out about you.
4. lf you can, provide customers with useful ______________ about your business.
5. Measuring the effects of your advertising can give you ______________ that will improve
your business.
6. Success in finding new customers largely depends on your ______________.
PASSAGE 2
The AXE Effect

When Unilever wanted to launch its AXE deodorant spray for men in the United States, it
combined young men’s natural interest in pretty girls with the attraction of a great house party.
The idea was simple: boys buy AXE, boy meets girl, boy smells nice, girl likes boy.
The product, which was already popular in other parts of the world, was launched in the
Unites States with a powerful promotional plan to make it appeal to American male youth
culture. Using the slogan “the AXE effect”, the company used a number of marketing ploys to
bring the product to the attention of the public. These included an online game, free samples of
deodorant, often given by attractive female models, in retail stores, point-of-sales displays, media
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advertising and public relations (PR), all of which hyped the centerpiece of the promotion: a
once-in-a-lifetime party at a Florida mansion.
Unilever began the December before by direct-mailing millions of college students and
young males aged between 11 and 24, who received free samples and information about the
event, which was advertised as the AXE House Party: lots of girls, rock stars and a beach house.
A radio advertising campaign and online publicity called for young men to log on to the Internet
to play a video game on the AXE website. Participants had to apply their dating skills to score
points. If the player reached a certain level, he entered a lottery to win a trip to the party.
AXE focused on the intrigue and discovery of the party Leaflets similar to ones made for
a party by a group of college students were posted in relevant locations such as men’s toilets at
nightclubs. There were also print ads in Rolling Stone and Spin magazines.
“It was all about getting into the mind of the 20-something guy”, says Mary Drapp,
manager for strategic alliances and sponsorships for Unilever. And they succeeded in doing that.
Their website received more than 943,000 hits, 20% more than the goal. Some 100 lucky young
man were flown in to attend the party. Girls were invited to dance and enjoy musical acts from
their favorite singers.
The party was filmed and edited into an hour-long show broadcast on TNN in April. “To
our knowledge, nobody has ever taken a consumer promotion and turned it into a television
show,” says Steve Jarvis, the marketing consultant for AXE.
Following the promotion, results included a 22% increase in general brand awareness
among males aged 11 and 24 and a 3% to 3.7% increase in antiperspirant and deodorant market
share.
(Cambridge Certificate in Advanced English 3, 2009)
Choose the correct answer for each case.
1. Who were the target audience in Unilever’s promotional campaign?
A. Young women B. Young men C. Men off all ages D. Men and women
2. How did people get an invitation to the house party?

A. By receiving direct email B. By answering an advertisement
C. By applying through an Internet site D. By participating in a game
3. What was the aim of the publicity for the house party?
A. To show an exotic location B. To improve men’s dating skills
C. To excite people’s curiosity D. To show people they needed AXE.
4. According to May Drapp, what was the aim of the promotional campaign?
A. To increase brand awareness
B. To encourage people to visit the website
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C. To encourage a different type of customer to buy the product
D. To show the effectiveness of the product
5. What was unique about the promotion of AXE?

A. The house party B. The television programme
C. The free disc D. The use of the Internet
Do the following statements agree with the information given in Passage 1? Write:
TRUE if the statement agrees with the information
FALSE if the statement contradicts the information
NOT GIVEN if there is no information on this
6. Nichols considers working with management consulting firms from day one to be her role.
7. When it comes to choosing the type of consultation, there should be right or wrong in the absolute
sense.
8. According to Paul Eden, customers may not know the process well when buying from larger firms.
9. Carol Nichols thinks she doesn't need to form partnerships to grow the department and the
company.
10. The option between large and small consultancies is becoming increasingly mutually
incompatible.
PASSAGE 3
Marketing And Mind Control
The custom of giving diamond engagement rings was manufactured by one of the most
effective marketing campaigns in history. In the early 1900s, diamond sales were declining,
posing a serious problem for the company that had control over the diamond market. In 1938,
this company hired an advertising agency which proposed reshaping social attitudes toward
diamonds. As well as magazines showing film stars draped in diamonds, the agency arranged for
movies to incorporate diamond engagement rings into their plots. The campaign culminated with
the slogan “A diamond is forever”. Rather than pushing a brand, the objective was to promote
diamonds as the symbol of everlasting love. By 1941, diamond sales had increased by 55 %.
Advertising comes in many forms, from blatant neon signs to subtly embedded products in
movies. In each case, the goal is to mould our habits, desires. and opinions. Our visual system is
targeted by an avalanche of information on the internet, street posters, and billboards. Our
auditory system submits to catchy radio jingles and telemarketers. More surreptitiously, our
olfactory system is targeted by variations of perfumes aimed at enticing us to linger in a retail
outlet. It is difficult to measure how effective these campaigns are, but they can be so successful
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that they change the fabric of our culture. In the case of bottled water, we are swayed by
advertising into paying for something that we can obtain for free. Most people cannot distinguish
bottled from tap water, which is why you rarely hear of a bottled water company proposing a
blind taste test.
So why is marketing such an effective mind-control technique? It is interesting to consider
whether other animals exhibit anything analogous to humans' susceptibility to advertising. If we
provide a lab rat with two types of cereal, it will consume approximately the same amount of
each. However, if we put that rat with another rat that spent its day eating just one type, when
faced with a choice, our rat will now show a preference for the same type as the other rat was
eating. Psychologists call this ‘socially transmitted food preference’.
What many regard as the first documented examples of cultural learning in primates started
with a clever monkey that lived on the island of Koshima (Japan). She began taking her dirt-
covered sweet potatoes to the river to wash them before eating them. Upon seeing this, a few
other monkeys picked up on the idea. Over a few years, most monkeys were eating clean
potatoes, thus humans are clearly not the only animals to engage in imitation and social learning.
Learning by observation can be an extraordinarily valuable brain feature, this is how we learn
to communicate and perform skills as well as deal with many everyday problems. For example, a
newcomer struggling to purchase tickets and navigate the subway system in a foreign city may
step back to learn from the people nearby. Humans exhibit multiple forms of imitative learning
and this is called cultural transmission.
A component of advertising relies on the marketer's ability to tap into the brain’s propensity
for imitation. Anybody who has watched TV knows advertisements are disproportionately
populated with attractive, successful looking individuals. If we are going to imitate someone, we
are more inclined to imitate those who appear to be popular and appealing. However, our
propensity to imitate often generalises indiscriminately, leading to poor decisions. Today, sports
people appear in advertisements asking us to buy the laptops or sports drinks that they promote.
Rationally, we know these people's success did not depend on these products, so it seems our
propensity to purchase products relates more to neural programs that evolved to encourage
imitation of those further up the social ladder.
(Matthew & Salisbury, 2017)
1. According to the writer, which marketing technique attempts to make consumers stay in a
shop for longer?
A. playing appealing music B. emitting pleasant scents
C displaying attractive posters D. making in - store announcements
2. The writer mentions bottled water in order to show that _______.
16
A. consumers buy it because of the fact that it is marketed.
B. people purchase it despite the fact that it has no taste.
C. marketers need not do taste tests when a campaign is effective.
D. tests prove that people cannot differentiate it from tap water.
3. According to the writer, socially transmitted food preference occurs when _______.
A. only dominant members of an animal group influence what others eat.
B. the same types of animals naturally prefer the same types of food.
C. animals are influenced by what any other animals of the same species eat.
D. a food type is more desirable because an animal views that food as scarce.
4. According to the writer, how is learning by observation and imitation a useful feature of the
brain?
A. it helps people overcome challenges.
B. positive models can influence social behaviour.
C. it can give an advantage when communicating with others.
D. cultural norms and relationships can be understood more easily
5. According to the writer, how does television advertising exploit the human tendency to imitate
others?
A. It shows buying behaviour that marketers want to encourage in viewers.
B. It features people who have a desirable image.
C. It shows older people whom teenagers admire.
D. It features successful people endorsing products responsible for their success.
6. The diamond campaign worked by making a connection in people's minds between diamonds
and luxury.
7. People are more aware of visual marketing than auditory marketing.
8. The campaign advertising diamonds had a positive influence on society.
9. There is still some uncertainty about whether animals copy the behaviors of the most powerful
animals among them.
10. Consumers make a logical connection between celebrities ' achievements and the products
they promote.
17
CHAPTER 2: THE MARKETING PLAN 1:
AUDIT AND OBJECTIVES
Task 1: Match the terms (A-J) with their corresponding definitions (1-10).
A. Niche B. Touchpoint C. SWOT D. Pricing position E. Competitive

market analysis rivalry
F. Five Forces G. Bargaining H. Test I. PESTEL analysis J. Cultural insight
analysis power marketing
1. The act of placing a price on a product or service that is within a certain price range
2. How easy it is for suppliers to reduce or increase the prices of goods/services they sell
3. The invisible cultural forces impacting the lives, perceptions, and choices of consumers in
marketing
4. A small area of trade within the economy, often involving specialised products
5. The measurement or intensity of competition between companies in the same field or
industry
6. The moment when the customer interacts with the brand
7. A technique for analysing the political, economic, social, technological, environmental and
legal trends which affect an organization
8. A tool for evaluating the internal factors (strengths and weaknesses) and the external factors
(opportunities and threats) that an organisation faces
9. A technique used to analyse the competitive environment of an organisation such as potential
threats from new competitors, weaknesses within the organisation or how much power their
customers and suppliers hold
10. A tool used to explore consumer response to a product or marketing campaign before its
wider release
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2.2. VOCABULARY PRACTICE ON MARKETING PLAN
A. execute B. fit D. target E. determine

G. enhance H. shape I. measure J. conduct
1. By using SWOT analysis in conjunction with market segmentation, businesses can more
effectively ______ their marketing efforts and better meet the needs of their existing customers
and other clients.
2. Analysis is extremely essential for a marketer to spotlight various aspects that affect business
growth, and one way to depict where your business is standing among thousands of competitors
is ______ a marketing SWOT analysis.
3. Analysis is extremely essential for a marketer to spotlight various aspects that affect business
growth, and one way to depict where your business is standing among thousands of competitors
is ______ a marketing SWOT analysis.
4. Porter's Five Forces is a model that identifies and analyzes five competitive forces that
______ every industry and helps determine an industry's weaknesses and strengths.
5. Porter's Five Forces is a model that is frequently used to identify an industry's structure to
______ corporate strategies, strengths, and weaknesses.
6. Porter's Five Forces can be applied to any segment of the economy to understand the level of
competition within the industry and ______ a company's long-term profitability.
7. Using Porter’s Five Forces in conjunction with a SWOT analysis will help you understand
where your company ______ in the industry landscape, if your business can be profitable in
relation to other businesses.
8. Porter identified five undeniable forces that play an essential part in shaping every market
and industry in the world, with some caveats ______ competition intensity, attractiveness, and
profitability of an industry or market.
Task 3: Fill in the blanks with the correct word forms.

1. The first factor of the Five Forces implies that when competitive ______ is low, a company
has greater power to charge higher prices and set the terms of deals to achieve higher sales and
profits. (rival)
2. The second factor of the Five Forces refers to the ______ power of suppliers, implying how
much power a business’s supplier has and how much its control has over the potential to raise its
prices. (bargain)
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3. The fourth factor of the Five Forces refers to the threat of new ______, considering how easy or
difficult it is for competitors to join the marketplace and their disadvantages. (enter)
4. The fifth factor of the Five Forces refers to the threat of ______ products when customers find
it easy to switch to another product, or when a new and desirable product enters the market
unexpectedly. (substitution)
5. A PESTEL analysis is a ______ framework commonly used to evaluate the business
environment in which a firm operates. (strategy)
6. In marketing, before any kind of tactical plan can be implemented, it is fundamental to
conduct a full ______ analysis every six months to identify any changes in the macro-
environment. (siutation)
7. The most significant disadvantage of the PESTEL analysis is it is only based on an assessment
of the external environment, so it is a simple list which is not ______ and comprehensive.
(suffice)
8. Using a SWOT analysis to develop a marketing strategy assists in making educated decisions
based on several factors like upcoming challenges and relevant internal and external factors, then
developing more ______ campaigns. (target)
Task 4: Fill in the blanks with the correct adjectives of marketing objectives.
achievable, measurable, relevant, realistic, specific
A marketing objective needs to be …
1……………… with detailed descriptions of the company’s problems, opportunities,

actions, and strategies.
2……………… with detailed descriptions of how you will evaluate its success via
metrics or quantifiable data.
3……………… with specified deadline so that the whole marketing team will have
more pressure and motivation to accomplish it within the time limit.
4……………… so that all marketing efforts can be closely related to the company’s
overall goals and the current trends in the industry.
5……………… so that it can be reached in a realistic time period with well-defined

steps on the path to the goal.
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Task 5: Choose the correct answer for each sentence.
1. For a company to succeed, everyone should be working towards a greater goal; therefore, the
marketing plan must be ______ to the company’s mission statement.
A. relevant B. measurable C. achievable D. timebound
2. It is important to always ensure that your objectives are ______ such as what KPI you will
use and how you will define success.
3. You can ensure that your marketing plan is ______ if you specify a deadline for your goal,
dividing this global goal into smaller objectives in order to adjust promptly as you move forward.
4. The PESTEL framework was originally referred to as a PEST analysis, which was an
acronym for Political, Economic, Social, ______, Environmental, and Legal factors.
A. Traditional B. Threatening C. Timely D.
Technological
5. The PESTEL framework was originally referred to as a PEST analysis, which was an
acronym for ______, Economic, Social, Technological, Environmental, and Legal factors.
A. Political B. Powerful C. Popular D. Proper
6. A PESTEL analysis studies the key external factors that influence an organisation and it can
be used to guide professionals and senior managers in ______ decision-making.
A. technological B. sociological C. strategic D.
political
7. SWOT is the acronym for analyzing Strengths, Weaknesses, ______, and Threats, and is an
effective tool for developing an overall marketing strategy or planning individual campaigns.
A. Optimums B. Obligations C. Opportunities D. Options
8. SWOT analysis is a framework used to evaluate a company's competitive position and to
assess internal and external factors, as well as its current and future ______.
A. downturn B. potential C. incentive D. summary
9. Creating a SWOT ______ can be helpful because it can make it easier to see how each
element of your SWOT analysis affects your business.
A. dividend B. contribution C. matrix D. division
10. To ______, our key marketing objective of this quarter is to increase sales by 15 percent this
year in the Central area of Vietnam.
A. display B. recap C. generalise D. state
11. Our key marketing objective of this year is to increase the market share by 10% over the next
12 months by ______ customers of competing products (specifically drivers of Porsches and
Ferraris)..
21
A. positioning B. authorising C. identifying D. converting
12. Our key marketing objective of this year is to expand into new markets in Europe (Spain,
Italy and Germany) and the US, ______ a return on investment of 15°/o by the end of the fiscal
year.
A. generating B. domesticating C. nationalizing D. localizing
13. The key to the success of our marketing objective of this year is to ______ new international
distribution channels, which will allow us to reach customers in emerging markets.
A. suggest B. create C. refer D. manage
14. I think we should be aiming to increase the awareness of our products in general
(______through market research) as this will increase the size of the market as a whole and allow
us to increase both sales and market share.
A. fixed B. protected C. measured D. reacted
15. We should aim to raise brand awareness of of the new product specifically as this will allow
us to increase sales and market share, whilst also putting us in a stronger position when we
attempt to ______ new overseas markets.
A. label B. enforce C. enhance D. enter
16. The study of consumer behaviors is a social science discipline that attempts to model and
understand the behavior of humans in the _______.
A. platform B. marketplace C. equity D. markethouse
17. We need to ______ the new products as the innovators in electric car technology and our
flagship Model G Poadster as a real, viable alternative to petrol-driven cars, so we will be able to
differentiate the new products from our key competitors.
A. decide B. envision C. view D. position
18. For the objective of ______ brand awareness, we should create new distribution channels in
the Spanish and North American markets as they can allow us to reach new customers in the
Spanish and North American markets.
A. raising B. rising C. forcing D. stretching
19. The key to the success of our marketing objective of this year is that we should improve our
product offering as this can help us to ______ customers of competing brand and increase our
market share significantly.
A. remove B. switch C. convert D. shift
20. A marketing objective needs to be specific by clearly ______ what we are setting out to do,
such as what we actually want to achieve, which actions we will take, and what particular
stakeholders will be involved.
A. defining B. perceiving C. earning D. extending
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PASSAGE 1
The PESTEL framework allows a company to take a well-planned look at various
(1)______ of its external environment. By (2)______ data about political shifts and economic
trends, businesses gain a greater understanding of how to (3)______ their strategic management
and decision-making processes to the world around them.
With the PESTEL framework, companies can also gain a competitive (4)______ as they
more deeply commit to corporate social responsibility. This type of analysis can power a
company’s individual economic growth and (5)______ a business as to how it can better adapt to
and follow external legal standards and social moves.
Together with other tools such as Porter's 5 Forces analysis, The PESTEL framework
encourages firms to consider the external environment in which they (6)______. This is
particularly important for more established, mature firms, which have a tendency toward
bureaucracy and become inward-looking.
PESTEL analysis can also provide a more forward-looking (7)______. This can provide
advance warning of potential (8)______ and opportunities, giving the firm more time to react.
The different possible outcomes from these trends can then also be combined and (9)______ into
scenarios.
In summary, PESTEL analysis is particularly powerful when used:
+ to identify the threats and opportunities a firm faces as part of a SWOT analysis,
+ in (10)______ with a Porter's 5 Forces analysis, and
+ as input to Scenario Planning.
(Masterclass, 2022)
1. A. factors B. combinations C. variables D. generations
2. A. determining B. shaping C. substituting D. gathering
3. A. supervise B. adapt C. bargain D. define
4. A. advantage B. market C. relation D. drive
5. A. recap B. analyze C. inform D. uncover
6. A. heighten B. release C. maintain D. operate
7. A. channel B. perspective C. incentive D. medium
8. A. opportunities B. strengths C. threats D. weaknesses
9. A. depicted B. desired C. rooted D. developed
10. A. representative B. attention C. approach D. conjunction
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PASSAGE 2
SWOT analysis is a strategic planning (1)______ that helps to breakdown the strengths,
weaknesses, opportunities and threats of a certain idea, project, or experiment. It is also used as a
tool during the decision-making process of many businesses or organisations to (2)______
project ideas and ascertain whether the project in question is (3)______ pursuing. It looks at both
internal and external factors that could positively and negatively impacts whatever is being
(4)______. It helps stakeholders identify what the idea or project could help or hinder both in its
development and in its (5)______ as a final product. Whilst SWOT analysis presents many
benefits to users, it's important to note that it does not (6)______ for every person or business.
Strengths
The principles and purpose of a SWOT analysis are simple to understand, making it a
great tool for helping organisers comprehensively and (7)______ assess a project/idea/business
as honestly as possible. The results of a SWOT analysis also give stakeholders clear actions to
(8)______, showing that it's a constructive process that can highlight the most important aspects
of a business/project/idea.
Weaknesses
Some argue that speaking about 'strengths' and 'weaknesses' is rather subjective, meaning
that there's the possibility of (9)______ about what may be considered a strength or a weakness.
There's also the possibility that some areas of the SWOT analysis may be (10)______ as the
focus may shift more towards bolstering the strengths. This could lead to an organisation not
being as prepared as they could have been.
(Kotler, 2019)
1. A. representative B. attention C. technique D. channel
2. A. validate B. operate C. heighten D. release
3. A. available B. consistent C. ready D. worth
4. A. desired B. analysed C. grabbed D. interrupted
5. A. opportunities B. strengths C. outcomes D. threats
6. A. work B. analyse C. cover D. inform
7. A. measurably B. appropriately C. relevantly D. thoroughly
8. A. give B. bring C. take D. make
9. A. campaign B. disagreement C. optimisation D. listing
10. A. tracked B. refined C. neglected D. released
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PASSAGE 3
In this competitive environment, organisations need to have a clear understanding of the
dynamics of the market(s) in which they currently (1)______ such as current customers, current
competitors, potential customers, potential competitors, and the impact of macro-environmental
forces. It is only through understanding such (2)______ groups that an organisation can be both
proactive and reactive to changing (3)______.
Marketing research provides a systematic (4)______ to the creation of information
that will improve forecasting potential. For instance, there is little value in a company producing
millions of a particular toy if the market research (5)______ it will only sell a few thousand. Of
course, the situation may change, especially if word of (6)______ builds the profile and it
becomes a major success within the marketplace. However, if the initial marketing research
indicates a (7)______ market penetration, it would be unwise for the company to produce large
volumes. The product will simply be stockpiled in a warehouse, depreciating in value while
incurring warehousing costs.
Companies should continually seek to improve their bottom-line (8)______. In
other words, they need to use their resources both efficiently and effectively. Of course, that does
not mean operating ‘on the edge’, with the absolute minimum of (for instance) human capital.
That is a potentially (9)______ scenario. However, companies should evaluate ways of
improving (10)______ on investment. This is particularly the case where substantial funds have
been invested in research and development to create the product (or service) in the first instance.
(Cambridge English. Business Benchmark Progress Tests, 2016)
1. A. represent B. operate C. mark D. generate
2. A. diverse B. measurable C. appropriate D. relevant
3. A. opportunities B. strengths C. threats D. circumstances
4. A. technique B. attention C. approach D. channel
5. A. analyzes B. informs C. covers D. suggests
6. A. mouth B. network C. platform D. matrix
7. A. higher B. slower C. lower D. quicker
8. A. campaign B. disagreement C. entertainment D. performance
9. A. persuasive B. informative C. positive D. high-risk
10. A. feed B. response C. return D. proposition
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PASSAGE 4
With a (1)_______ client base and copies rapidly available from clothes chains with
quick production (2)_______, it has become almost impossible to make money out of
(3)_______ custom-made garments. The Givenchy and Yves Saint Laurent brands are all making
losses, as are Versace and Valentino. Only Chanel is thought to make money. After (4)______ to
make a profit for years, Ungaro is on the market. On January 25th, Moet Hennessy Louis Vuitton
(LVMH), a luxury-goods firm, sold Christian Lacroix, another (5)_______ brand, to American
duty-free retailers for a "symbolic" price. Prada has parted company with Helmut Lang after
(6)_______ losses. Ten years ago, more than 20 houses held Paris shows. Today only a handful
can afford to carry on.
Europe's rag trade has been in (7)_______ now for more than five years. Luxury-goods
groups (8)_______ on glamorous name keep high fashion alive. Valentino, for example, is
owned by Marzotto, Italy's biggest clothing and textile group; Yves Saint Laurent belongs to
Pinault-Printemps-Redoute, a French rival to LVMH.
Further down the fashion chain things are equally dire. (9)_______ producers cannot
afford sustained losses. Medium-sized and small companies in France, Italy and Spain are
cutting production or moving it abroad. Some have merged or tried to cut costs by lowering the
quality of their products. Dozens have already gone under. Many more are streamlining
operations and fighting for survival.
The main cause of the mass market’s troubles is competition from overseas. Producers
cannot match the low (10)_______ costs. The effect can be devastating, says Didier Grumbach at
the Federation Francaise de la Couture, France’s main fashion association. And it can only get
worse.
(Gore, 2010)
1. A. dwindling B. growing C. increasing D. downturning
2. A. interactions B. strategies C. cycles D. treatments
3. A. unlimited B. open C. inferior D. exclusive
4. A. dropping B. failing C. falling D. losing
5. A. loss-consuming B. loss-making C. loss-effective D. loss-saving
6. A. unsteady B. temporary C. instant D. persistent
7. A. trouble B. progress C. production D. competition
8. A. dependent B. belonging C. reliant D. relative
9. A. Huge-market B. Large-market C. Mass-market D. Minimize-market
10. A. labour B. overheads C. operating D. administrative
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PASSAGE 1
How will advertiser reach us?
The commercials on screen are far better than they are now. Directors make sure they are
moving, exciting, entertaining and technicians make sure the effects are breathtaking. It's not the
commercials on screen that are the most interesting part, though: the really crucial advertising is
hiding in plain sight on the field. Brand names blaze from each player's shirt. Corporations will
pay big money for the right to digitize logos onto the T-shirts of the fans in the stands. Logos of
sponsors won't be painted on stadium signs or on the field any more. Thanks to technology that
is already emerging, logos of sponsors will be digitally embedded in the image on your screen.
Advertising will change profoundly over the next couple of decades, although there's a good
chance you won't notice the difference, since the most meaningful changes won't be visible to the
casual observer. Advertising in the future will be stealthily and eerily targeted, disturbingly
omnipresent and inescapable.
Internet viewing habits in minute detail- and crosses it with your purchasing history. In
fact, this technology already exists. Refined with data that track what kinds of online ads you
tend to click on - funny, sentimental, fact-laden -every commercial will hit. In the future, people
won't be bothered with advertising messages irrelevant to them. They'll tend to like advertising
better because it's so carefully tailored to their tastes and will begin to feel less like an intrusion.
This works for the advertiser too because fewer dollars will be wasted. While it's a little
dispiriting to think we can be so predictably manipulated, maybe that's a fair price to pay to
avoid the pollution of messages you don't care about. Nevertheless, it seems clear that the
advertising outlets that exist today -TV and radio commercials, prints ads, billboards and taxi
tops -will be inadequate for accommodating all the commercial messages that are agitating to get
out. You can glimpse the future now. Product placement in movies is an obvious instance of
where advertising has slipped outside its traditional container into entertainment. The music
channels which are an entertainment medium designed expressly to sell records are another
classic example. Every time an artist mentions a brand in their lyrics, advertising slips into art.
Eventually, every surface that can display a message will be appropriated for advertising. A
backlash is inevitable. Perhaps people will pay a premium to live in advertising-free zones.
People get very nervous when they see the line blurring between advertising and other
forms of content; think advertising is some kind of infection that pollutes the purity of art, ruins
objectivity and distracts from the pleasure of entertainment. Yet this is missing the point. Surely
consumers are smart and perfectly aware when they're being sold something; surely people who
27
go to company websites are happy to find worthwhile information there and are capable of
distinguishing between a commercial message and an editorial one? The genuinely disturbing
aspect of the ubiquity of advertising is that it has begun to supplant what was formally civic.
Even the parks are gradually being renamed after corporations. A little town in the Pacific
Northwest just renamed itself after a dotcom company in return for a generous donation. I won't
mention the name here, since I figure advertising should be paid for. That's when advertising has
gone too far: when it's become something we are, rather than something we see.
(CAE Testbuilder, 2009)
1. The writer suggests that over the next couple of decades, viewers will probably _______.
A. be unaware of the effect that advertising has on them
B. fail to realize how advertisers are promoting products
C. resent the lack of privacy they have in their own homes
D. feel pressurized to consume more disposable products
2. What does the writer feel about the consumer being 'predictably manipulated'?
A. He condemns it as a form of deception.
B. He believes people will be indignant at the removal of choice.
C. He suggests that this is a cost-effective approach for the consumer.
D. He states that consumers will appreciate the precision of this approach.
3. What does the writer state about the future of advertising outlets?
A Current outlet will no longer be used for promotional purposes.
B. Advertisements will take on a globally similar style and approach.
C. Advertising will overtake the importance of artistic value in music channels.
D. The high level of outlets will result in some people turning against advertising.
4. According to the third paragraph, the writer warns that _______.
A. artists have always depended on the financial support of people aiming to make a profit
B. some consumers are not able to discriminate between truth and subjectivity
C. it is not always clear what some commercials are advertising
D. people should be more wary about the invasion of advertising into art
5. In writing this article, the writer's aim is to _______.
A. highlight which consumers will be most vulnerable
B. dispel unnecessary fear about the impact of advertising
C. warn people against becoming part of an advertising culture
D. attack certain companies for being unethical.
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6. In the coming years, advertising will not change much, but it will be clearly recognizable to
the casual viewer.
7. Corporations will spend a lot of money on athletes to promote business.
8. More adverts tailored to everyone's demands will come in the future years.
9. Most people regard advertising as a disease that contaminates the purity of art and diverts
attention away from entertainment.
10. Perhaps being manipulated doesn't prevent contamination of messages you don't care about.
PASSAGE 2
INTERNAL AND EXTERNAL MARKETING
A. At most companies, internal and external communications are often mismatched. This
can be very confusing and threaten employees’ perceptions of the company’s integrity: They are
told one thing by management but observe that a different message is being sent to the public.
One health insurance company, for instance, advertised that the welfare of patients was the
company’s number one priority, while employees were told that the main goal was to increase
the value of stock options through cost reductions. And one major financial services institution
told customers that it was making a major shift from being a financial retailer to a financial
adviser, but a year later, research showed that the customer experience with the company had not
changed. It turned out that company leaders had not made any effort to sell the change internally,
so employees were still churning out transactions.
B. Enabling employees to deliver on customer expectations is important, but it’s not the
only reason a company needs to match internal and external messages. Another reason is to push
the company to achieve goals. In 1997, when IBM launched its e-business campaign, it chose to
ignore research that suggested consumers were unprepared to embrace IBM as a leader in e-
business. Although to the outside world this looked like an external marketing effort, IBM was
also using the campaign to align employees around the idea of the Internet as the future of
technology. The internal campaign changed the way employees thought about everything they
did, from how they named products to how they organized staff or how they approached selling.
The campaign was successful largely because it gave employees a sense of direction and
purpose, which in turn restored theft confidence in IBM’s ability to predict the future and lead
the technology industry. Today, research shows that people are four times more likely to
associate the term “e-business” with IBM than with its nearest competitor, Microsoft.
29
C. By taking employees into account, a company can avoid creating a message that
doesn’t resonate with staff or, even worse builds resentment. In 1996, United Airlines shelved its
slogan when presented with a survey that revealed the depth of customer resentment toward the
airline industry. In an effort to own up to the industry’s shortcomings, United launched a new
campaign in which it sought to differentiate itself by acknowledging poor service and promising
incremental improvements such as better meals. While this was a logical premise for the
campaign, a campaign focusing on customers’ distaste for flying was deeply discouraging to the
staff. Employee resentment ultimately made it impossible for United to deliver the improvements
it was promising. Three years later. United decided employee opposition was undermining its
success and pulled the campaign. It has moved to a more inclusive brand message with the line
“United,” which both audiences can embrace. Here, a fundamental principle of advertising-find
and address a customer concern-failed United because it did not consider the internal market.
D. Advertising isn’t the only way to link internal and external marketing. At Nike, a
number of senior executives now hold the additional title of “Corporate Storyteller.” They
deliberately avoid stories of financial successes and concentrate on parables of “just doing it,”
reflecting and reinforcing the company’s ad campaigns. One tale, for example, recalls how
legendary coach and Nike cofounder Bill Bowerman, in an effort to build a better shoe for his
team, poured rubber into the family waffle iron, giving birth to the prototype of Nike’s famous
Waffle Sole. By talking about such inventive moves, the company hopes to keep the spirit of
innovation that characterizes its ad campaigns alive and well within the company.
(IELTS Recent Mock Tests Volume 3, 2018)
Questions 1-5
Use the information in the passage to match the company (listed A-F) with correct
category or deeds below. You may use any letter more than once
A. legendary anecdote inspire employee successfully
B. advertisement campaign inspire employees and ensure leading role in business
C. improper ads campaign brings negative effect
D. internal and external announcement are different
E. campaign brings positive and realistic expectation internally
F. a bad slogan that failed both to win support internally and raise standard to its poor service
1. One health insurance Company

2. A financial service company
3. IBM
4. United Airline
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5. Nike
6. Employers in almost all companies successfully make their employees fully understand the
outside campaign.
7. Currently IBM is more prominent in the area of E-business.
8.United Airline finally gave up an ads slogan due to a survey in 1996.
9. Internal marketing can build resentment.
10. Nike had improved company performance through telling employees legendary corporation
stories.
Please choose TWO approaches in the passage mentioned that were employed as an

internal marketing strategy:
A. promoting the visual effect of their products’ advertisement
B. launching inspiring campaigns internally
C. introducing inner competition
D. learning how to tell stories among senior executives
E. applying an appropriate slogan
PASSAGE 3
As Philadelphia grew from a small town into a city in the first half of the eighteenth
century, it became an increasingly important marketing center for a vast and growing agricultural
hinterland.
Market days saw the crowded city even more crowded, as farmers from within a radius of
24 or more kilometers brought their sheep, cows, pigs, vegetables, cider, and other products for
direct sale to the townspeople. The High Street Market was continuously enlarged throughout the
period until 1736, when it reached from Front Street to Third. By 1745 New Market was opened
on Second Street between Pine and Cedar. The next year the Callowhill Market began operation.
Along with market days, the institution of twice-yearly fairs persisted in Philadelphia
even after similar trading days had been discontinued in other colonial cities. The fairs provided
a means of bringing handmade goods from outlying places to would-be buyers in the city. Linens
and stockings from Germantown, for example, were popular items.
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Auctions were another popular form of occasional trade. Because of the competition,
retail merchants opposed these as well as the fairs. Although governmental attempts to eradicate
fairs and auctions were less than successful, the ordinary course of economic development was
on the merchants’ side, as increasing business specialization became the order of the day. Export
merchants became differentiated from their importing counterparts, and specialty shops began to
appear in addition to general stores selling a variety of goods.
One of the reasons Philadelphia’s merchants generally prospered was because the
surrounding area was undergoing tremendous economic and demographic growth. They did their
business, after all, in the capital city of the province. Not only did they cater to the governor and
his circle, but citizens from all over the colony came to the capital for legislative sessions of the
assembly and council and the meetings of the courts of justice.
(Anggreani, 2017)
1. What does the passage mainly discuss?
A. Philadelphia’s agriculture importance
B. Philadelphia’s development as a marketing center
C. The sale of imported goods in Philadelphia
D. The administration of the city of Philadelphia
2. It can be inferred from the passage that new markets opened in Philadelphia because
______________.
A. they provided more modem facilities than older markets
B. the High Street Market was forced to close
C. existing markets were unable to serve the growing population
D. farmers wanted markets that were closer to the farms.
3. The word “hinterland” in line 3 is closest in meaning to ______________.
A. tradition B. association
C. produce D. region
4. The word “it” in line 6 refers to ______________.
A. the crowded city B. a radius
C. the High Street Market D. the period
5. The word “persisted” in line 9 is closest in meaning to ______________.
A. returned B. started
C. declined D. continued
6. According to the passage, fairs in Philadelphia were held ______________.
A. on the same day as market says B. as often as possible
C. a couple of times a year D. whenever the government allowed it
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7. It can be inferred that the author mentions “Linens and stockings” in line 12 to show
that they were items that ______________.
A. retail merchants were not willing to sell
B. were not available in the stores in Philadelphia
C. were more popular in Germantown man in Philadelphia
D. could easily be transported
8. The word “eradicate” in line 15 is closest in meaning to ______________.
A. eliminate B. exploit
C. organise D. operate
9. What does the author mean by stating in lines 15-16 that “economic development was on
the merchants’ side “?
A. Merchants had a strong impact on economic expansion.
B. Economic forces allowed merchants to prosper.
C. Merchants had to work together to achieve economic independence
D. Specialty shops near large markets were more likely to be economically successful.
10. The word “undergoing” in line 21 is closest in meaning to ______________.
A. requesting B. experiencing
C. repeating D. including
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TACTICS AND STRATEGIES

A. Web 1.0 B. Rebranding C. Web 4.0 D. Web 2.0 E. Penetration pricing strategy
F. Manifesto G. Web 3.0 H. Concept I. Optimization J. Targeted campaign
1. The action of making the best or most effective use of a situation or resource
2. A document which describes the objectives and policies of a business or an organization
3. The process of creating a new identity for an existing brand by changing the name, logo, or
image of the product
4. Initial product design or campaign ideas which are then tested with potential customers
5. The version of the Internet as a place that gives us information in the form of micro-sites or
brochure sites
6. The version of the Internet as a place that we can actively participate in via blogs or
discussion forums
7. The version of the Internet with improvements that users can interact with businesses via
some tools such as AI-based chatbots
8. The version of the Internet which supports adaptive content presentation using the Web
database via intelligent, collaborative, and content-generating agents
9. A marketing strategy charging low prices initially in order to gain maximum market share in
as short a time as possible
10. A marketing campaign aimed at a specific group of people who would most probably use or
buy those products or services
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3.2. VOCABULARY PRACTICE
A. be B. increase C. introduce D. employ

E. establish F. price G. highlight H. guarantee
1. The 4Ps marketing mix concept was ___________ by Jerome McCarthy, referring to the
thoughtfully designed blend of strategies and practices a company uses to drive business and
successful product promotion.
2. It can be difficult for a small business owner or marketing manager to know how
___________ a unique selling proposition or to reach the right customers without the help of the
“7 Ps” marketing mix elements.
3. The aim of promotion is to send your message out, and that message will often ______ a
product's features so that it can manage to convince people to do or buy something.
4. A company might launch a premium pricing strategy if they have a competitive advantage in
the market, and the purpose of _______ your product at a premium is to cultivate a sense of your
product's market being just that bit higher in quality than the rest.
5. ______ suitable and effective marketing tactics can help you execute your promotional
strategy and drive brand awareness by connecting with your target audience.
6. The marketing tactics need ______ specific and measurable to track their success, and a key
component of establishing unified tactics within a strategy is to set benchmarks and identify
KPIs.
7. Not all marketing tactics are created equal, and what works for one brand does not always
_______ success for you.
8. Fortunately, the 7 Ps of marketing give us a framework to use in our marketing planning and
essential strategy to effectively promote to our target market, thereby _______ our market share.
Task 3: Complete each sentence with correct form of the word in brackets.
1. ______, the 4Ps marketing mix elements were product, price, place, and promotion, which
were later expanded by including people, packaging, and process, and they are now called the “7
Ps” mix elements. (initial)
2. Understanding marketing strategy, tactics, goals, and how they link up is the first step to
launching a marketing campaign that has real _______ value. (commerce)
3. The annual marketing budget ______ an estimate of how much money will be needed to
implement the marketing plan and what the Marketing Department wants to spend on the
marketing activities outlined in the marketing plan. (presentation)
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4. The CFO is often responsible for signing off on the marketing budget; however, this might
differ from organization to organisation -for example, sometimes the Managing Director will
give the budget final ______. (approve)
5. The budget is also usually fixed by the Managing Director who allocates a ______ of revenue
after costs have been deducted. (percent)
6. Because of the economic climate, the Marketing Department needs to be able to ______ all of
the money it's spending; and she needs to be able to monitor them if they are over budget or
under budget. (justification)
7. We should aim to raise brand _______ of our products specifically. (aware)
8. By doing this, we will be able to _______ Frezna from our competitors. (different)
1. The 4Ps marketing mix concept was introduced by Jerome McCarthy, referring to the
thoughtfully designed ______ of strategies and practices a company uses to drive business
and successful product promotion.
A. blend B. patent C. budget D. profit
2. The budget could be rejected for a number of reasons, e.g., the organisation might have little
money available to spend on marketing, or there might be ______ demands from other parts
of the organisation.
A. monitoring B. conflicting C. justifying D. allocating
3. Initially the 4Ps marketing mix elements were product, ______, place, and promotion, which
were later expanded by including people, packaging, and process, and they are now called
the “7 Ps” mix elements.
A. patent B. producer C. price D. profit
4. The aim of promotion is to send your message out, and that message will often emphasize a
product's features so that it can manage to ______ people to do or buy something.
A. highlight B. convince C. entail D. cultivate
5. A company might launch a premium pricing strategy if they have a competitive advantage in
the market, and the purpose of pricing your product at a premium is to ______ a sense of
your product's market being just that bit higher in quality than the rest.
A. entail B. track C. link D. cultivate
6. Marketing tactics are the “how” to a marketing and advertising strategy’s “what”, implying
that a strategy ______ the specific goals you plan to accomplish with a campaign.
A. entails B. creates C. executes D. tracks
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7. The annual marketing budget presents an estimate of how much money will be needed to
implement the marketing plan and what the Marketing Department wants to spend on the
marketing activities ______ in the marketing plan.
A. conflicted B. outlined C. fixed D. allocated
8. The budget is usually ______ by the Marketing Department, but the budget must be signed
off on before the plan can be implemented.
A. capitalised B. justified C. fixed D. conflicted
9. The budget of this year is fixed to launch a major PR campaign which ______ on the
government's electric car initiative.
A. capitalises B. justifies C. monitors D. conflicts
10. The budget could be rejected for a number of reasons, e.g., the Marketing Department could
ask for too much money, or they might be unable to ______ the amount of money they have
asked for.
A. allocate B. justify C. monitor D. conflict
11. Our product remains _______ popular, both in Europe and Asia.
A. vigorously B. aggressively C. rapidly D. hugely
12. The Middle East market is expanding _______.
A. highly B. hugely C. vigorously D. rapidly
13. The aim of this plan is to provide an overview of _______ we are now.
A. how many B. why C. where D. how much
14. Our marketing challenge is to convince our customers that there is an _______ friendly
alternative to a petrol-driven sports car, which doesn’t require the driver to sacrifice speed,
performance or look when they buy our electric cars.
A. environmentally B. child C. family D. annually
15. The government’s electric car incentive plan and the public increasing _______ of green
issues mean that the electric car market will grow substantially in the next few years.
A. position B. condition C. awareness D. knowledge
16. Our key marketing objectives are therefore to increase sales of the Frezna Model G Roadster
in the UK by 15% before the end of the next _______ quarter.
A. global B. annual C. market D. financial
17. Although we should continue to sell primarily through our website, we should consider
opening a showroom in London help _______ brand awareness.
A. go up B. show C. raise D. decrease
18. We should improve our product offering; improving our product offering helps us to
_______ customers of competing brands.
A. convince B. follow C. increase D. convert
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19. This will increase the size of the market as a whole and allow us to increase both sales and
market _______.
A. offer B. share C. sales D. revenue
20. The key to the success of that objective will be the creation of new international _______
channels; these will allow us to reach customers in those new markets.
A. distribution B. TV C. sports D. finance
PASSAGE 1
The Marketing Mix has been the golden rule used by marketing managers everywhere to
engage customer attention and (1) _______ this interest to sales. The four Ps of Product, Price,
Place and Promotion date back nearly 50 years. But this approach to marketing does have its
critics, who argue that the true success of sales is completely down to the customer, and what he
or she wants is an important decision factor. The Product, for example, is not just the (2) ______
product or service itself, but a whole host of associated warranties that one attaches to it. Price is
usually associated with cost (3) _______, and therefore ‘how low can you go’ is the dilemma.
But cheapest is not necessarily best, as the price should reflect the value for benefits it offers.
Something that increases social status or sexual magnetism can be considered by some worth
more than the literal financial value placed on it.
The concept of Place in the Marketing Mix, often referred to as the distribution (4)
_______, usually represents the locations where the product can be purchased, physical or
virtual. With e-business this includes visibility in search (5) _______, visibility in consumer
keywords and knowledge of the search behaviour of your (6) _______ market. Promotion is
essential and is typically associated with advertising, but also includes PR, word of mouth and
(7) _______ of sale. Others have suggested that within the knowledge of the benefits of the
product and brand awareness comes customer (8) _______, which is invaluable as part of the
business base.
A further concept which some people argue is missing is P for People. The people who
represent a product become that product. While average to good (9) _______ service is little
remarked upon, what image is left when you have to deal with very poor service? Many people
will say nothing if their sales (10) _______ was positive – this is what they expect – but how
many people will you tell if you have a negative encounter? Customer staff, in both appearance
and attitude, have the power to create an image of your company. How important is that?
Priceless.
1. A. change B. convert C. heighten D. release
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2. A. empathetic B. foundational C. authentic D. tangible
3. A. competitiveness B. exhibition C. drive D. reduction
4. A. framework B. channel C. outlet D. infrastructure
5. A. tactics B. entrant C. engines D. strategies
6. A. measurable B. realistic C. target D. comprehensive
7. A. place B. point C. factor D. position
8. A. reliability B. adoption C. tactic D. loyalty
9. A. rival B. matrix C. customer D. analyst
10. A. knowledge B. understanding C. experience D. awareness
PASSAGE 2
Companies spend large amounts of money researching (1)_______ markets and
developing their brand image but once the product has entered the marketplace, the (2)_______
can happen. The company’s advertising may target one type of user, but this might not
(3)_______ the people actually seen with the brand. A recent example of this occurred with
Burberry, the clothing label. It was marketed as a luxury brand but became (4)_______ with
working class Britons. ‘
Clashes of this kind are not easy to (5)_______ Occasionally the company may try to
welcome the unexpected customers by changing the brand’s image. However, this can have far
reaching (6)_______ on everything the company sells. Most companies are not willing to risk
their whole product range like this. Another strategy is to raise the price in order to (7)_______
unwanted users. Or they may even decide to discontinue product lines where there is this clash.
This last solution was (8)_______ by Burberry when they stopped selling their baseball caps.
Globalization is likely to both help and exacerbate the problem. On the one hand, a local
clash might not matter much if you are selling in many different markets. But at the same time,
(9)_______ like these are likely to become more common when a product is marketed across
different societies.
It is probably best for companies to anticipate the problems before it occurs. One way to
do this is to (10)_______ the brand so that different groups are targeted. Armani, for example,
offers both premium and more commercial products under the same brand name. In addition, a
brand needs to manage its retail outlets carefully and check that the point of sale is in harmony
with the product image. Any stockist who does not fit this should probably be dropped.
1. A. purpose B. target C. marked D. destination
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2. A. unknown B. underestimated C. unexpected D. undesired
3. A. match B. suit C. connect D. link
4. A. generated B. converted C. separated D. associated
5. A. deal B. work C. manage D. achieve
6. A. effects B. promotions C. attentions D. channels
7. A. reject B. discourage C. protect D. refuse
8. A. adapted B. ensured C. assured D. adopted
9. A. relations B. balance C. mismatches D. connections
10. A. split B. outline C. disconnect D. divide
PASSAGE 3
Our key marketing (1)_______ for the coming year are as follows:
- To increase sales of the Frezna Model G Roadster in the UK by 15% before the end of
the next financial quarter.
- To increase our market share by 10% over the next 12 months by (2)_______ customers
of competing products (specifically drivers of Porsches and Ferraris).
- To expand into new markets in Europe (Spain, Italy and Germany) and the US,
generating a return on (3)_______ of 15% by the end of 2012.
As a first step, we should be aiming to increase the (4)_______ of electric cars in general
(measured through market research); this will increase the size of the market as a whole and
allow us to increase both sales and market share. Secondly, we should aim to raise brand
awareness of Frezna specifically (and, again, measure the increase through research). Again, this
will allow us to increase sales and market share, whilst also putting us in a stronger (5)_______
when we attempt to enter new overseas markets - our third objective. The key to the success of
that objective will be the creation of new international (6)_______ channels; these will allow us
to reach customers in those new markets.
Careful (7)_______ will also be extremely important. We need to position Frezna as the
innovators in electric car technology and our flagship Model G Roadster as a real, viable
alternative to petrol- driven cars. By doing this, we will be able to (8)_______ Frezna from our
key competitors, namely Porsche and Ferrari, and start to take market (9)_______ away from
them. Another way of achieving this will be to improve the quality of what we currently offer -
our value proposition. For instance, what else can we offer our customers? Better customer
service? A more personalised sales process? Improved after-sales technical support? All of these
suggestions will help differentiate us even more from the (10)_______.
(Day & Robinson, 2010)
1. A. objectives B. budget C. manifesto D. development
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2. A. following B. convincing C. converting D. caring for
3. A. business B. investment C. capital D. revenue
4. A. situation B. education C. knowledge D. awareness
5. A. position B. evidence C. strategy D. launch
6. A. innovation B. campaign C. goods D. distribution
7. A. analyzing B. positioning C. branding D. advertising
8. A. take B. succeed C. differentiate D. develop
9. A. share B. leader C. price D. trends
10. A. barrier B. competition C. advantage D. customers
PASSAGE 4
MICROSOFT SAYS 'WE'RE HUMAN TOO'

Microsoft's Windows operating system, one of the world's most successful (1)_______
products, is also one of the world's most neglected brands.
An estimated 1bn people use PCs that run on Windows. Most of the company's revenues
come from sales to business customers, and it has no direct relationship with consumers - they
have to deal with electronics retailers and PC manufacturers, not the company that makes the
software. That wasn't important when Windows was an unchallenged (2)_______, even if an
unloved one. Competition from Apple's machines and laptops mat run on the Linux operating
system changed things. Caught in this unfamiliar competitive situation, the Windows brand has
been found wanting.
That brand weakness was uncovered after the launch of Windows Vista in 2007. Many
computer users found that the new software was not (3)_______ with some of their old
peripherals, such as printers or scanners, and that it ran slowly. Nor did the software have
obvious new consumer benefits.
Satisfaction was not good, and Apple saw the chance and launched a devastating anti-
Vista advertising (4)_______, describing Microsoft's software as unstable, exposed to security
threats and very dull. This helped strengthen anti-Microsoft perceptions.
Microsoft was pushed into action. The first and most important task was to improve the
Vista (5)_______ experience. Without that, any new marketing initiatives to improve the brand's
image could be counter- productive, and could tarnish the brand image even more. Microsoft
claims that since the release of an updated version in July 2008, customer (6)_______ levels
have improved, with 89 per cent of consumers now saying they are 'satisfied' or 'very satisfied'
with the software. The next task was a major marketing push to change how consumers feel
about Windows, which is not a simple thing to do.
41
Their first (7)_______ was an advertising campaign on US television, featuring Bill
Gates and American comedian Jerry Seinfeld. By putting Mr Gates with Mr Seinfeld, Microsoft
hoped to humanise its founder and, by extension, the company too. Microsoft wants consumers
to understand that 'we have a (8)_______ of humour, we're human too', says Brad Brooks.
Customer satisfaction has to have a far more central (9)_______ in Microsoft's thinking.
Mr Brooks says, 'It's not good enough just to sell a lot of licences or have good business results.'
As part of the marketing push, he promises a deeper 'conversation' with consumers. This means a
stronger emphasis on retail, with a direct Microsoft presence planned (a store within a store) at a
number of electronics retail chains, including Best Buy in the US and Dixons in the UK. The
company also has plans to have 150 (10)_______ in retail stores. Referred to as 'gurus', their job
will be to help customers get more out of their PCs.
(Financial Times, 2008)
1. A. consumer B. good C. local D. customer
2. A. division B. monopoly C. segment D. sector
3. A. reasonable B. suitable C. compatible D. popular
4. A. channel B. marketing C. strategy D. campaign
5. A. seller B. customer C. designer D. advertiser
6. A. satisfaction B. relations C. service D. support
7. A. appearance B. skill C. strategy D. action
8. A. brand B. taste C. sense D. touch
9. A. level B. value C. belief D. position
10. A. customers B. shelves C. representatives D. interviewers

PASSAGE 1
The Marketing strategies of Gucci
The beginnings of the Gucci empire go back to Florence, Italy, in 1921, when Guccio
Gucci opened an exclusive leather shop. He understood the importance of building a reputation
for his brand and did so by putting an identifier on his special edition creations. He concentrated
on producing fabulously high-quality products, making them status symbols synonymous with
luxury.
After Gucci died, his sons Aldo and Rodolfo took over the management and led the brand
to iconic status in the 1950s. They succeeded extremely well in promoting the brand to the rich
and famous. Fashionable celebrities such as Grace Kelly and Audrey Hepburn were counted
among the enthusiastic collectors. The Gucci took note of this popularity and expanded
42
aggressively, opening stores in glamorous locations such as London, Paris and Palm Beach.
However, for all the glamour Gucci represented externally, there were increasing disagreements
within the family. Aldo and Rodolfo each had two sons who began pulling the brand in different
directions in the eighties, and decisions made about product distribution affected the brand's
reputation. A strategy to increase distribution expanded the market to thousands of retailers,
detracting from the brand's essence of exclusivity. Eventually, retailers were selected more
judiciously and the brand's reputation returned. However, during this period of disagreement
over distribution the brand went from headlines to sidelines, perceived as an old standard in the
fashion world.
Since then, smart leadership has driven the Gucci brand to more visibility and success
than ever before. The two men responsible for this revival were the creative director Tom Ford
and the president/CEO Domenico De Sole. Tom Ford was responsible for the design of all
product lines from clothing to perfumes and for the group's corporate image, advertising
campaigns and store design from 1994 to 2004. It was his elegant vision that placed this once
staid brand back on the backs of the wealthy. Italian-born attorney Domenico De Sole was the
other half of this dynamic duo. By integrating elaborate advertising and communication
campaigns with a marketing strategy that placed the focus on Gucci's core leather products and
ready-to-wear, De Sole brought the much-needed attention back to the quality of the brand while
streamlining the back-end of the business and expanding the network of directly operated stores.
Strong leadership and an image revamp literally breathed life back into the Gucci brand.
(Cambridge BEC 5 Higher, 2022)
1. How did Gucci's founder establish a reputation for quality?
A. He focuses all his resources on product quality.
B. He concentrated on high-quality goods and stamped an identifier on special edition
creations.
C. He concentrated on promoting the brand to the rich and famous.
D. He planned a strategy to increase product distributions.
2. According the text, Gucci’s target customers included
A. middle class.
B. the enthusiastic collectors.
C. primarily celebrities, the wealthy.
D. all walks of life.
3. The company's reputation began to decline when _______.
A. there was disagreement in the family over running the company.
B. after Gucci died.
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C. as soon as Gucci’s grandsons took over the management of the company.
D. retailers were selected more judiciously.
4. Why did the brand's image need renewing?
A. It was losing its reputation for exclusivity.
B. If successful, they would prevent Gucci from disagreement.
C. It was time for the company to renew its brand image.
D. It was necessary to increase product distribution.
5. How was an image revamp achieved?
A. Tom Ford planned to design all product lines from clothing to perfumes and corporate
images.
B. The strategy of increasing distribution has expanded the market to thousands of retailers,
reducing the exclusive nature of the brand.
C. A new image campaign was conducted through marketing, diligence on quality, choosing
retailers more carefully, creative director and president/ CEO.
D. The company focuses on advertising and communication campaigns with a marketing
strategy.
6. Guccio Gucci wanted his product to signify its owners' high social and economic standing.
7. Because Gucci mainly focused on the wealthy customers – not the general public, it couldn’t
develop so well.
8. Thanks to careful selection of retailers, Gucci got back the brand's reputation.
9. In the late 20th century, Gucci opened more stores all over the world.
10. A new image campaign was conducted through marketing, diligence on quality, choosing
retailers more carefully, creative director and president/ CEO.
PASSAGE 2
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International Marketing - Global Strategy
Strategy is about developing competitive capabilities and finding a competitive position
within the marketplace. In international markets, the competitive capabilities that the firm has in
one country may not be the same as those it has in another country: equally, the competitive
position a firm adopts in one country may be different from that held in another. For example,
MCDonald's is regarded as a standard fast-food brand in its native USA, but in India and other
emerging markets it is marketed as a premium brand. Interestingly, India is one of the only
countries in the world where MCDonald's doesn't sell hamburgers, Big Macs or any other beef
products. Being a predominantly Hindu country where the cow is sacred, this would offend
cultural sensitivities.
Firms wishing to enter a given overseas market will need to consider the same
environmental factors as they would consider periodically within their home markets, but a key
issue in global marketing is the degree to which the company is prepared to standardise its
products and marketing approach.
Firms might decide on a globalisation strategy by which the company's products,
attitudes, brands and promotion are standardised throughout the world, with global segments
being identified, or conversely might decide on a differentiation strategy whereby the company
adapts its thinking (and marketing) to each new market. The companies which are most likely to
seek a globalization policy are those whose products are not culturally specific, and whose
promotions can be readily understood throughout the world.
Research shows that relatively few companies standardize their advertising. Of 38
multinational companies surveyed, 26 said that they used standard advertising, but only 4 of
these were completely standardised. The others varied from limited standardisation (perhaps only
the corporate logo remaining the same) through limited standardization of key elements (such as
packaging), through to standard methodologies and approaches with minor adaptations.
(Cotton, Falvey, & Kent, 2022)
1. What two aspects of a company's strategy can change depending on the country market it is
operating in?
A. visioning and objective setting
B. competitive capabilities and competitive position
C. resource allocation and prioritization.
D. objective setting and competitive position
2. What is unusual about McDonald's India compared to McDonald's elsewhere?
A. McDonald's India is regarded as a standard fast-food brand.
B. It is marketed as a premium brand.
C. They don’t sell any beef products such as hamburgers or Big Macs.
45
D. India is one of the countries in the world where the cow is sacred.
3. What two types of broad strategy can firms follow across different country markets?
A. Globalization strategy and differentiation strategy
B. Globalization strategy and globalization policy
C. Differentiation strategy and globalization policy
D. Globalization policy and environmental factors
4. Which companies have more chance of success by taking a standardised approach to strategy
across different country markets?
A. Companies whose promotions are easily understood.
B. Companies whose products are not culturally specific.
C. Both are correct.
D. None of these is correct.
5. How common is it for firms to completely standardise their advertising across different
country markets?
A. Not common
B. Common
C. Quite common
D. Very uncommon
6. A company can compete equally well in any countries.
7. Because of religious issue, Mc.Donald cannot sell any food made from beef.
8. An organization entering an overseas market needs to consider the environmental factors
quarterly.
9. If the companies’ products are culturally specific, they can easily seek a globalization policy.
10. A limited number of companies surveyed standardize their advertising.
PASSAGE 3
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What is strategic marketing planning?
Strategic marketing planning addresses the company’s long-term goals and objectives
rather than just tactics for marketing products and services. Of course, tactical marketing
planning is just as essential, but it comes at a later stage in the overall process. The strategic
planning stage comes first and involves taking a comprehensive overview of all the company’s
sales and marketing activity. It starts with three questions. Where is the company now? Where
does management want the company to go? What should the company do to improve its
objectives? A good approach to take to the strategic planning process is to separate it from the
distractions of the day-to-day decisions about marketing and sales activities, and to perform an
annual comprehensive review of markets and opportunities, matching this against the overall
direction of the company and its long-term strategic goals.
Strategic marketing planning involves looking at the company from the customer’s point
of view. You need to keep coming back to the particular needs or problems which cause
customers to purchase the company’s goods and services. You can then set this against the
improvements or benefits to the customer’s personal or business life the company’s products can
bring. Can these benefits be enhanced or improved? You need to make a detailed study of those
segments of the market which are attracted to your company’s products and services. In order to
get as much information as possible, this should involve segmenting the market in different
ways: for example, geographically, demographically and psychologically. To build up a
psychological profile of your customers in consumer markets factors such as their overall
lifestyles and attitudes need to be considered. What are the values and motivations that lead
people to decide to purchase your products?
Obviously, it is not enough just to gather information; you need to know how to interpret
it and to understand its possible implications. For example, if you see and understand the trend
for business process outsourcing early enough, you can decide what the consequences for you
might be as a provider of certain types of services and make decisions accordingly. To take
another example, the aging population bubble creates a general increase in demand for a wide
range of products for this age group and profile. It creates market niches for specialized products
that are large enough to make new product development and marketing worthwhile. The same
shifts can also reduce demand for other products. These long-term shifts in markets are
frequently misinterpreted as short-term competitive pressures or fluctuations in the economy.
Without a strategic marketing plan a company could waste resources or miss an opportunity. It’s
difficult to estimate the cost of missing an opportunity at the time it happens; it usually only
emerges several years later when a competitor opens a new factory or enters a new market and
their revenue starts to accelerate and overtake that of its competitors. In such situations it is easy
to conclude that the annual cost of a strategic marketing plan review is minuscule compared to
the revenue, market share and profitability it can generate.
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(Allison, Townend, & Emmerson, 2013).
1. What is the relationship between strategic and tactical marketing planning described in the
first paragraph?
A. Tactical marketing planning comes before strategic marketing planning
B. Tactical marketing planning addresses the company’s long-term goals while strategic
marketing planning addresses the company’s short-term goals
C. They work differently in terms of time, but are both important to help the company achieve
its goals.
D. Strategic marketing planning is more important
2. What is the most effective way to undertake a strategic marketing plan?
A. You shouldn’t separate strategic marketing planning from decision-making related to sales.
B. You should undertake your annual view as a separate process from day-to-day sales and
marketing decision-making
C. You shouldn’t let the annual review distract you from day-to-day sales and marketing
activity.
D. You should link your annual review to the day-to-day decision-making process.
3. How should companies construct a psychological profile of their customers?
A. By segmenting the market geographically and demographically.
B. By considering the particular need or problem which causes customers to purchase the
company’s goods and services.
C. By analysing the particular benefits, the company’s products and services can bring to
customers’ personal or business life.
D. By looking at customers’ lifestyles and attitudes, including their values and motivations.
4. In what ways are long-term shifts in markets frequently misinterpreted?
A. There is so much competitive pressure that people don’t notice them.
B. People believe they are caused by short-term fluctuations in the economy
C. People always believe that they will create new markets for niche products.
D. People are so worried about missing opportunities they don’t analyse them properly.
5. What does the author suggest might be the secondary effect of the ageing population bubble?
A. To create new markets for niche products for other sectors of the population.
B. To increase the demand for niche products globally.
C. To reduce demand for certain other types of products.
D. To make new product development and marketing more worthwhile.
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6. Strategic marketing planning is as important as tactical marketing planning.
7. Tactical marketing planning involves looking at the company from the customer’s perspective.
8. It is necessary to be able to explain the information’s implications.
9. An organization never loses any chance even though it doesn’t have a strategic marketing plan.
10. A strategic marketing plan costs more to review than the profit it can creates.
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CHAPTER 4: PRODUCT LAUNCH AND
PROMOTION

A. Street B. Out-of-home C. Direct mailing D. Press E. Above-the-line
marketing advertising advertising advertising
F. Billboard G. Below-the-line H. Sales I. Personal selling J. TV advertising
advertising advertising promotion
1. A form of traditional advertising in physical publications including newspapers, and

consumer magazines
2. A form of advertising using large scale print and digital structures to promote a brand
3. A form of advertising via broadcast, cable, satellite, and closed-circuit structures to promote
a brand
4. A form of advertising that brings products or services directly to customers in a public place
5. Promotional activities in public places e.g., distributing adverts outside shops
6. Short-term promotional activities such as price discounts which encourage consumers to

respond in a certain way
7. The activity of speaking to consumers, either directly or on the phone, to persuade them to
buy a product or a service
8. A form of advertising relying on printed materials and the postal service to deliver
advertising appeals directly to consumers
9. A paid form of advertising via the mass media and commission is paid to an advertising
agency
10. A form of advertising directed to reach a small targeted audience via brochures, direct mail,
flyers, sponsorships, and email campaigns.
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4.2. VOCABULARY PRACTICE
A. purchase B. accept C. provide D. develop

E. make F. inform G. get H. devote
1. It’s true that the most efficient way ______ people to buy something is by appealing to their
feelings and sentiments, so we can create an ad that makes people develop the emotional
connection to our brand or product.
2. When ______ a marketing message, you should avoid making it sound like everybody else’s
by conducting a thorough messaging analysis to identify the key messages and concepts other
organizations are using.
3. The main objective of developing a promotion mix is to make the target audience aware of
the offering and influence them ______ the business’s offering using promotional variables.
4. While other marketing mix elements ensure that the product is developed according to the
customer’s needs and buying capacity; the promotion mix effectively ______ the customers that
such an offering exists and gives them reasons to purchase.
5. Sales promotions ______ short-term incentives to encourage people to buy a product or
service, such as business coupons, rebates, and contests that the public can participate in.
6. A lack of internal marketing could hurt our recruitment efforts, ______ it difficult to find
employees and retain talent, which can lead to more disengagement and negatively impact our
bottom line.
7. Internal marketing can keep employees informed about our company, because when their
jobs have a purpose and they feel like they’re a valued part of the organization, they’re more
likely to be ______ to their work.
8. Common examples of internal marketing efforts include educating employees on the
company’s long-term goals and values, allowing open dialogue, and ______ criticism.
1. A marketing message is ______ influential in helping you meet your business goals, as it can
be the difference between a new acquisition or sending a customer on to your competitors.
(extreme)
2. Marketing messaging lets customers see your brand’s ______ and idea, and this can be a
deciding point between buying from just any company or buying from an authentic and engaging
one instead. (believe)
3. The messaging development process is valuable and ______ to brand development because it
forces you to think deeply about your target audience through research. (foundation)
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4. A company mission statement is an internal declaration of why a company ______, and the
best statements succinctly define the purpose and goals of an organization. (existence)
5. A marketing message is a clear and concise phrase that informs and convinces your target
market on why they should choose your ______ or service, and most importantly it delivers a
brand promise to potential customers. (produce)
6. Sales promotion is the offering’s promotion using ______ short-term incentives to stimulate
demand and increase sales. (attract)
7. Personal selling involves person-to-person ______ between a brand representative and a
prospective customer, developed after understanding the needs and wants of the target customer
they promote to. (interact)
8. Direct marketing is a promotion strategy where the target customers are contacted ______ by
the brand instead of having an indirect medium like a retailer or wholesaler. (direct)
9. The role of advertising in the promotion mix is that it helps reach out to the masses about the
benefits of the product or service, how it is used, and its ______. (rely)
10. When an organisatjon ______ any kind of change, it is important that the change is
communicated effectively to its internal stakeholders, for example its employees. (introduction)
1. A campaign can be only as successful as the marketing message it delivers, because a clear,
______, and empathetic message may just be the difference between a major success and
utter failure.
A. thorough B. internal C. consistent D. deciding
2. A promotional mix is a combination of marketing methods and tools, including advertising,
sales, public relations and direct marketing to ______ a specific marketing goal.
A. achieve B. heighten C. release D. create
3. The promotional mix is the tools that an organisation combines to achieve the objectives of a
promotional campaign, including transmitting your message to as many people as possible;
making sure that people understand your message; and encouraging people to take the
______ action.
A. heightened B. combined C. desired D. transmitted
4. Promotion mix involves activities that help a business communicate the offering and its
features to the customer and ______ their interest in the desired action.
A. inform B. generate C. release D. combine
5. Simply, public relations in the promotion mix is a strategic process of releasing organization-
related information to the public using trustable channels to ______ a favorable reputation of
the brand.
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A. inform B. combine C. release D. maintain
6. The objectives of the promotional mix are to ______ demand for its commodities, create a
difference in the product or service, and create market awareness regarding the product or
service.
A. heighten B. combine C. release D. inform
7. Advertising is a paid promotion method where a sponsor calls for public ______ through
paid media channels like TV, radio, newspaper, billboards, or even digital advertising
channels like social media platforms and search engines.
A. channel B. incentive C. representative D. attention
8. Companies tend to ______ a positive brand image to the public by sharing positive content
about the causes they support and community efforts they engage in through communication
and social media platforms.
A. depict B. desire C. grab D. interrupt
9. Direct marketing is a more personal ______, targeting customers directly through in-person
promotions, catalogs, e-mail, telephone calls, or mails.
A. channel B. representative C. approach D. attention
10. The complete information along with the attractive graphics of the product or service in
advertising can be shown to the customers that ______ their attention and influences the
purchase decisions.
A. depict B. desire C. grab D. interrupt
11. Occasionally referred to as “employee marketing,” the purpose of internal marketing is to
“sell” your business to your employees so they are more engaged, ______, and informative
about your organization.
A. persuasive B. brand-aware C. open D. honest
12. The goal of internal marketing is to keep employees ______, spread knowledge about the
organization’s activities and help ensure that employees have a positive image of the
organizational culture and brand.
A. persuasive B. positive C. open D. engaged
13. Common examples of internal marketing efforts include opening up the products or services
to employees to use and encouraging them to provide ______ product feedback.
A. open B. motivating C. positive D. honest
14. Internal marketing can be achieved by redesigning processes and workflow patterns to align
with the company’s values and creating relevant and ______ work for employees.
A. open B. honest C. motivating D. positive
15. The ______ program from the House of Dior that rewards both your beauty purchases and
your participation.
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A. loyal B. loyalty C. friend D. frienldy
16. The penetration pricing strategy involves ________ a new product or service at a low initial
price to gain customers' attention.
A. offering B. referring C. ordering D. involving
17. Image is an important aspect of brand awareness, ______ influences whether your potential
customers know, like, and trust you.
A. who B. that C. it D. which
18. Local and regional businesses like restaurants, destination casinos, and golf courses can
expand market share and ________ their brand by investing in organic search engine
optimization.
A. strengthen B. weaken C. widen D. open
19. A customer loyalty program is an e-commerce marketing _________ that rewards loyal
customers who frequently engage with a brand.
A. A. scheme B. strategy C. tragedy D. remedy
20. A manifesto is a __________ statement outlining what a person or group stands for and how
they plan to effect change.
A. spoken B. speaking C. written D. writing

PASSAGE 1
A marketing message is a concise, targeted statement that communicates the value
(1)_______ of a product or service to potential customers. It should be clear, memorable, and
persuasive, and it should differentiate the product or service from competitors in the (2)_______.
Crafting an effective marketing message requires understanding the needs, preferences, and pain
points of the target audience, as well as the competitive landscape.
A marketing message should answer the question "why should I care?" from the
customer's (3)_______. It should explain how the product or service solves a problem, meets a
need, or fulfills a desire that the customer has. The message should be simple and easy to
understand, without relying on industry jargon or technical language that might confuse or
(4)_______ potential customers.
One key to creating an effective marketing message is to focus on the benefits of the
product or service, rather than its (5)_______. Benefits are the positive outcomes that customers
can expect from using the product or service, while features are the specific attributes or
capabilities of the product or service. For example, a feature of a new smartphone might be its
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5G connectivity, but the benefit is that users can download and stream content faster than ever
before.
Another important aspect of a marketing message is the tone of voice. The tone should be
appropriate for the target audience and should reflect the brand (6)_______. A luxury brand
might use a more formal, sophisticated tone, while a fun, playful tone might be more appropriate
for a brand targeting (7)_______ consumers.
It's also important to consider the (8)_______ through which the marketing message will
be delivered. Different media require different approaches, and the message should be tailored
accordingly. For example, a marketing message delivered through social media might need to be
more concise and attention-grabbing than a message delivered through a print ad or a website.
Ultimately, an effective marketing (9)_______ should make potential customers feel that
the product or service is uniquely suited to meet their needs and that they would be making a
smart choice by choosing to buy it. It should be (10)_______ and easy to recall, so that
customers are more likely to remember the brand and consider it in the future.
(Kotler, 2019)
1. A. proposition B. system C. evaluation D. budget
2. A. venue B. supermarket C. marketplace D. globe
3. A. advantage B. barrier C. idea D. perspective
4. A. attract B. convert C. alienate D. remove
5. A. goals B. features C. strategy D. plan
6. A. personality B. competition C. customer D. distribution
7. A. potential B. elder C. younger D. similar
8. A. scheme B. vehicle C. transport D. medium
9. A. message B. plan C. strategy D. mix
10. A. knowledgeable B. memorable C. ambiguous D. fundamental
PASSAGE 2
The promotional mix is a crucial component of a company's marketing strategy. It is the
(1)_______ of advertising, personal selling, sales promotion, public relations, and direct
marketing that a company uses to reach and persuade its target audience. The aim of the
promotional mix is to create awareness, (2)_______ interest, build desire, and prompt action
among potential customers.
Advertising is a paid form of communication that uses (3)_______ media, such as
television, radio, print, and online, to promote a product or service. Advertising aims to create
brand awareness, establish the benefits of the product or service, and (4)_______ it from
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competitors. Effective advertising is based on a well-defined target audience, a clear message,
and a creative execution that captures attention and generates interest.
Personal selling involves face-to-face interaction between a salesperson and a potential
customer. Personal selling is most effective when the product or service is complex or requires a
significant (5)_______, and the salesperson can provide personalized information and answer
questions. Personal selling is often used in business-to-business (B2B) sales and high-end
consumer goods.
Sales promotion involves short-term (6)_______ that encourage customers to buy a
product or service. Examples of sales promotion include discounts, coupons, free samples,
contests, and loyalty programs. Sales promotion is often used to boost sales during a specific
period, such as a holiday season, or to introduce a new product or service.
Public relations (PR) involves building and maintaining positive relationships between a
company and its (7)_______, such as customers, employees, investors, and the media. PR aims
to enhance the company's reputation and credibility, and to address any negative publicity or
issues. PR activities include press releases, media events, sponsorships, and community outreach.
Direct marketing involves communicating directly with potential customers through
various channels, such as email, direct mail, telemarketing, and text messaging. Direct marketing
allows companies to target specific (8)_______ of the market with personalized messages and
offers. Direct marketing can be highly effective when done well, but it can also be intrusive and
generate (9)_______ reactions from customers.
The key to a successful promotional mix is to understand the target audience and the
competitive environment, and to use a combination of communication channels and tactics that
are appropriate for the product or service and the marketing objectives. The promotional mix
should also be evaluated regularly to measure its effectiveness and to make (10)_______ as
needed.
(Kotler, 2019)
1. A. element B. combination C. relation D. sponsorship
2. A. generate B. express C. lose D. maintain
3. A. electronic B. visual C. various D. mainstream
4. A. remove B. take C. differ D. differentiate
5. A. advertising B. investment C. promotion D. relations
6. A. objectives B. billboards C. functions D. incentives
7. A. stakeholders B. optimizations C. agencies D. manifestos
8. A. price B. conditions C. segments D. positions
9. A. negative B. favourable C. immediate D. instinctive
10. A. complaints B. adjustments C. profits D. assumptions
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PASSAGE 3
Internal marketing is a concept that refers to the various strategies and practices that
companies use to ensure that their employees are (1)_______ and committed to the company's
goals and objectives. The idea behind internal marketing is that happy and motivated employees
are more likely to provide excellent customer service, which in turn can lead to increased
customer satisfaction and (2)_______.
One of the key components of internal marketing is communication. Companies that
practice effective internal marketing use a variety of communication channels to keep employees
(3)_______ about company news, updates, and changes. This can include regular meetings,
newsletters, bulletin boards, and even social media. By keeping employees in the loop,
companies can help them feel more connected to the company's (4)_______ and values.
Another important aspect of internal marketing is training and development. Companies
that invest in their employees through training and development programs are more likely to
have (5)_______ and engaged employees. This can include both technical training to improve
job skills and soft skills training to help employees better communicate and work effectively
with others.
Recognition and rewards are also key components of internal marketing. Companies that
have effective recognition and rewards programs are more likely to have employees who feel
valued and (6)_______. This can include everything from verbal recognition to (7)_______ and
incentives. When employees feel that their hard work is being recognized and rewarded, they are
more likely to be engaged and committed to the company's success.
Finally, leadership plays a critical role in internal marketing. Companies that have strong
and effective leaders are more likely to have engaged and committed employees. Leaders who
communicate effectively, set clear goals and expectations, and lead by example are more likely
to (8)_______ their employees to do their best work.
In summary, internal marketing is a critical component of overall marketing strategy. By
(9)_______ in their employees through communication, training and development, recognition
and rewards, and effective leadership, companies can create a culture of engagement and
commitment that can help (10)_______ customer satisfaction and loyalty.
(Tech Target, 2017)
1. A. prospective B. salaried C. engaged D. permanent
2. A. care B. loyalty C. records D. support
3. A. informed B. safe C. quiet D. informative
4. A. policy B. profits C. mission D. revenue
5. A. temporary B. senior C. skilled D. motivated
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6. A. awkward B. baffled C. appreciated D. grumpy
7. A. training B. bonuses C. relocation D. childcare
8. A. inspire B. dismiss C. sack D. make
9. A. confiding B. specializing C. investing D. implicate
10. A. derive B. find C. express D. drive
PASSAGE 4
Sponsors with a taste for Mickey Mouse marketing
At first (1)_______, Walt Disney would appear to have little in common with Siemens,
the German industrial group that makes everything from light bulbs to hearing aids. Yet, as its
(2)_______, a Siemens logo can be seen on the newly relaunched Spaceship Earth attraction at
Disney's Epcot theme park in Florida. It also appears on the Disney website, where visitors to the
Spaceship Earth section can take part in “The Siemens Science Minute” or “Be a Siemens
Superhero”.
Siemens is one of Disney's 'corporate alliance' partners, alongside companies that include
Coca-Cola, Hewlett- Packard, General Motors and Kodak. Corporate partners pay fees to
Disney, running into hundreds of millions of dollars, in return for promotion, sponsorship and
(3)_______ to its millions of customers.
Although it has a vast number of businesses in the US, Siemens is not well known by
American consumers. As a former shirt sponsor of Real Madrid in Spain, it first considered
sponsoring a US sports event to raise brand awareness. "There were many (4)_______ to get
involved with sport, whether in motor racing or by sponsoring a stadium,' says Mr Nolen, Chief
Executive of Siemens's US division. However, the group finally chose Disney because it gave
Siemens the ability to showcase its technological (5)_______ and reach a broader, more diverse
audience.
The Disney deal represents a change from the German company's former focus on sports
sponsorship and offered it a way to (6)_______ from a mix of distinct marketing opportunities.
For example, Siemens's medical products have appeared in Gray's Anatomy, the Disney-ABC
medical drama.
The range of businesses owned by Disney gives the company an advantage over a sports
event in the competition for sponsors. It can (7)_______ brands in its theme parks or in the TV
programs and films it makes via product placements. Crucially, the Disney brand also has broad
appeal.
Disney has a long history of corporate partners. The relationship with General Motor
(GM) dates back to 1982, when the company sponsored the Test Track ride at Epcot in Florida.
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Since then, the agreement has expanded considerably. Disney's fleet of company cars is
(8)_______ by GM, and GM cars regularly feature in Disney studio movies.
Disney hopes to win more business from companies that would normally sponsor a sports
event or (9)_______ their names to a stadium. 'A lot of people are going to be missing if you
sponsor a sports event, whereas the Disney brand appeals to families,' says Lawrence Aldridge,
Disney's Senior Vice-President of Corporate Alliances.
Contracts with corporate alliance partners that last for years can be worth hundreds of
millions of dollars and often include (10)_______ agreements. Disney spends $12bn a year on
goods and services, and the company's alliance partners are often at the front of the queue when
the group comes to place orders. This increases its appeal to sponsors.
(Matthew Garrahan,2008)
1. A. place B. instance C. glance D. time
2. A. purchase B. sponsor C. acceptance D. sponsorship
3. A. approach B. response C. reaction D. access
4. A. events B. opportunities C. agreements D. campaigns
5. A. expertise B. device C. training D. education
6. A. recover B. suffer C. benefit D. separate
7. A. set B. pick up C. get D. showcase
8. A. overtaken B. supplied C. abandoned D. driven
9. A. acquire B. offer C. assume D. attach
10. A. draft B. term C. purchasing D. multilateral

PASSAGE 1
In just two years, Joni West has rewritten the rules of corporate marketing on Second
Life. An avid user of the site, she realised that billboards, commercials and streaming videos fell
flat among hypercreative user who wanted to interact. Instead, she concluded, companies should
try to spark user-to-user discussion – a surprisingly cost-effective option on Second Life. This
insight has produced successful initiatives for clients such as Sun Microsystems, Overstock.com,
and Nestle, and made West’s firm, the Second Marketing, the leader in shepherding name-brand
companies back to the virtual world. West stumbled into the business potential of Second Life
while pursuing her passion for fine art. “I thought it would be fabulous to create a virtual art
gallery where I could bring people from all over the world,” she says.
One day, she was sitting on a Second Life art gallery couch, doing just that – talking to
people from various countries – and she had their rapt attention. “At that point, I realised how
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powerful one-on-one engagement could be in Second Life.” West used techniques gleaned from
25 years of marketing experience, including digital and market campaigns, to woo potential
clients. She calmly explained that the previous failures of Second Life were a result of not
harnessing the medium appropriately to reach its 14 million users, up to 66,000 of whom are
present at any time. “I describe the mistake companies made like this: Imagine you’ve never
been to Manhattan. You cross the George Washington Bridge, and someone hand you a
guidebook. The first place you’re going is not the Reebok store.” Translation: Second Life is not
a place to make sales. It’s also a venue where large companies don’t have to spend $3 million to
build an elaborate space when $10,000 to $100,000, used judiciously, can have a much larger
impact. West’s work has started to inspire other high-profile, higher-budget efforts. The Weather
Channel has developed an attraction that lets users play sports in varied terrains with highly
challenging weather conditions (tsunamis, avalanches, flash floods). Users spend an average of
30 minutes per visit, and the attraction draws a crowd around the clock.
(IELTS Recent Actual Tests and Suggested Answers, 2020)
1. Why did billboards, streaming videos and commercials fail to catch the attraction of Second
Life users?
A. There wasn’t enough interest in E-Marketing on Second Life.
B. The uniqueness of the Second Life site as an E-Marketing field.
C. Because Second Life users are highly creative and love to interact with others.
D. The relatively young age of E-Marketing meant a small number of potential customers.
2. How did Joni manage to achieve unprecedented success on the “Second Life” forum?
A. She answered the website users’ needs for conversations, interactions and discussions.
B. Cleverly designed billboards and streaming videos were set up by her.
C. Jori decided against offering forms for customers to fill in their opinions.
D. She maintained stricter regulations and standards on “Second Life”.
3. How did West come to notice the business potential of Second Life?
A. West was looking for ways to interact with the people around the globe.
B. She wanted to create a profitable art gallery.
C. West was following her interest in the fine arts.
D. She was on a project involving the Weather Channel of Second Life.
4. According to Jori West, aside from being a place to conduct sales, what was another function
of Second Life?
A. Second Life was a place for their customers to build their own elaborate space.
B. Second Life was also a place for large organizations to judiciously deposit between
$10,000 and $100,000.
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C. It was a simple, easy-to-use place for major corporations to spend $3 million on an
elaborate space.
D. Second Life was additionally a venue where large companies could have a much larger
impact with judicious use of between $10,000 and $100,000.
5. What did the Weather Channel do to become a popular site among “Second Life” users?
A. The Weather Channel developed realistic terrains and climates in “Second Life”.
B. The Weather Channel allowed users to play sports in challenging conditions.
C. They provided an extensive array of sport activities
D. The Weather Channel managed to garner large sums of funds for their projects.
6. Second Life users are highly creative and love to interact with others.
7. Second Life’s billboards, commercials and streaming videos are were really fabulous.
8. Joni West used to work in the field of marketing.
9. Large companies spend $3 million to build an elaborate space on Second Life.
10. The attraction the Weather Channel has developed is not a successful one.
PASSAGE 2
How printed marketing gets goods into bags
As resistance to junk mail grows, big businesses are being forced to come up with ever-
smarter ways to encourage their customers to spend more. Whether they are using customer
magazines, e-mails or podcasts, the name of the game for businesses is to get close to their
clientele.
The sector that has benefited most from this shift is the contract-publishing sector, which
produces own-brand magazines for businesses. While traditional forms of print media are having
a tough time, this segment is flourishing. “Traditionally, the holy grail for businesses was
acquiring new customers. Now marketers are realising that it is about nurturing existing
customers. It is all about creating a dialogue with them, and that works in favour of customer
magazines,” says Julia Hutchison, chief operating officer of the Association of Publishing
Agencies (APA), the industry body for customer magazines. Recent APA research shows that
such magazines lead to an average sales uplift of 8 per cent.
But, in spite of magazine boom, the sector is already moving on. The latest buzz word in
the customer magazine market is “segmentation”. This means that companies are slicing and
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dicing their databases and sending out specific information to particular demographics of
customer. Targeted email spam, podcasts and micro-sites are set to become the next growth area.
“More and more companies are realising that having got their websites up and running, it is
actually a pretty dead experience. The whole debate now is how we can get customers reading in
a more exciting way,” says Mark Jones, editorial director of Cedar.
So-called experiential marketing is widely seen as the next big thing. The thinking is that
consumers can no longer be pigeon-holed in definable age brackets or social classes, meaning
that businesses must appeal to their attitudes, experiences and emotions. “Marketing has moved
beyond demographics”, says Cedar’s Jones. However, some publishing executives believe that
the sector is getting “carried away” with digital and experiential marketing. “We have spent the
past two years proving the success of customer magazines” and, “what are we supposed to
abandon ship now and say “Well actually digital is the way forward?”, says John Brown’s
Hirsch.
One example of a company that is using its customer data in a simple yet effective way is
Tesco, the UK’s largest retailer. Tesco has a database of 12m customers, all of whom use its
Clubcard loyalty programme. Details of every single purchase have been collected, collated and
crunched by Dunnhumby, a data company. Although Tesco has a customer magazine, the vast
amount of Dunnhumby’s findings are used to identify shopping patterns and trends in Tesco’s
stores. This emphasis allows Tesco and its suppliers to alter at short notice the mix of products
that they offer to shoppers. Tesco’s rationale for obsessively focusing in on what is on its shelves
is simple, says Edwina Dunn, who founded Dunnhumby. She says so that if shelves are stocked
with exactly what customers want, there is less need for fancy promotions to entice them into
stores. “The thing that everybody locks onto is communication with customers. Actually, that is
not the most important element. The key element is getting the ranges right in the stores. Getting
those right means that customers will come back more,” says Dunn. Perhaps it really is that
simple, after all.
(Bazin & Boyd, 2009)
1. In the second paragraph, we learn that customer magazines have become a popular marketing
technique because _____.
A. people no longer want to read traditional magazines.
B. they offer a very direct form of communication.
C. they are an effective way of getting new customers.
D. new marketing techniques were needed in certain businesses.
2. What are more and more companies trying to do in the customer magazine market?
A. direct marketing material at specific groups.
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B. increase customer interest in company magazines.
C. deal with the fact that companies are updating their technology.
D. make marketing material more engaging for customers.
3. According to the fourth paragraph some executives feel that experiential marketing _______.
A. should not replace other marketing methods.
B. can take too long to research and setup.
C. is only appropriate for digital marketing techniques.
D. may be the best way of targeting customers according to age.
4. The writer introduces the example of the Tesco Club card in the fifth paragraph to show that
_______.
A. information collected on the card can be used in the magazines.
B. there are different ways of utilizing information from customers.
C. some companies have arrangement of marketing methods.
D. companies should respond quickly to customer needs.
5. What does Edwina Dunn say in the last paragraph?
A. Retailers would like more communication with customers.
B. Special promotions could increase customer numbers.
C. Sales depend on product selection.
D. Returning customers are more important than new customers.
6. Big businesses are having a hard time convincing their customers to spend more money.
7. Traditional forms of print media are flourishing in the current market.
8. Companies are starting to use segmentation to target specific demographics with their
marketing.
9. Some publishing executives believe that digital and experiential marketing are being overused.
10. Tesco's customer magazine is the primary tool used to determine what products are stocked
in its stores.
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PASSAGE 3
Selecting your business name
The right business name is important. If you choose the wrong one, you might end up
with something that sends all the wrong messages. To be successful, your business name needs
to define your identity and say what's special about what you are offering. Think about the
market you want to sell into, and why your customer will prefer to buy YOUR product or service
rather than someone else's. A good business name is one that tells customers what to expect.
Illiterate names have caught on everywhere; that is names that involve deliberately
misspelled words. Kwik-Fit, the company that promises to fit car parts speedily, was one of the
first in the UK. The name was the brainchild of Kwik-Fit's chief executive, who, as a schoolboy,
earned extra pocket money cleaning ovens. He advertised himself as Kookers Kleaned! Some
people grumble about these misspellings, arguing, for example, that children will copy them, but
even these purists don't hesitate to buy an ice cream from Phun Phlavours! These misspellings
work because they catch the eye. The trouble is, as more and more are invented, they lose their
impact.
But unusual names are not always the most effective, Names like Tie Rack or Body Shop
which just say what your company is about can work just as well. They are short, and they have
an honest no-nonsense ring to them. Sometimes using a personal name can achieve the same
effect: Laura Ashley projects a gentle and elegant image that makes the customer feel
comfortable about buying that company's products.
If you are providing a service, decide whether your company name should describe your
customer's problem or your unique solution to the problem. For example, a vehicle breakdown
service could call itself Panic Breakdowns, which only serves to emphasize the negative state of
mind of the customer, or Instant Rescue, which sends out a reassuring message that help is at
hand. Which name would you select if you had a burst water pipe: Flood Warning or Peace of
Mind?
Consider too the impact your name will have when people hear it or read it. What effect
does it have when spoken over the telephone? Snappy Happy Snaps may describe your
photographic agency, but it sounds ridiculous over the phone. When your name appears in
Yellow Pages or similar directories, usually amongst a hundred others offering a similar service,
you want yours to be the one that catches the eye. One trick is to ensure that the first letter of
your name appears early in the alphabet. A business in Finland Called itself by the meaningless
name Quello, simply because there is no letter Q in Finnish, so Quello was the only entry in the
directory under that letter!
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1. According to the writer, a business name is a good one if it _______.
A. identifies your market needs
B. avoids confusion with other companies
C. creates different kinds of image
D. persuades people to use your company
2. What is the writer's attitude to the use of illiterate names?
A. They have been used so much that people no longer notice them.
B. They are bad because children will learn wrong spellings.
C. They are good because people find them amusing.
D. They fail to describe the service or product accurately.
3. What does the writer like about simple company names?
A. They accurately describe the product.
B. They inspire confidence.
C. They give a personal touch.
D. They are easy to remember.
4. Which name, Flood warning or peace of Mind, would the writer probably prefer?
A. Flood warning because it shows the company understands the problem.
B. Peace of Mind because Flood warning sounds more serious than a burst pipe.
C. Peace of Mind because it is designed to comfort the customer.
D. Flood warning, because few people know the expression “peace of mind”.
5. According to the writer, you can help to make your company name stand out by ________.
A. using an initial letter that gets your name into the front of directories
B. making sure the name of your company has an unusual letter in it
C. choosing a short name that people can say easily over the phone
D. putting your advertisement in several different directories
6. Choosing the wrong business name can have negative consequences.
7. Illiterate names have become less effective over time.
8. A company providing a service should consider naming their business after the customer's problem.
9. Panic Breakdowns is a better name for a vehicle breakdown service than Instant Rescue.
10. It isn’t vital to consider the impact a business name has when spoken over the phone.
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CHAPTER 5: DIGITAL MARKETING

Task 1: Match the terms of digital marketing (A-J) with their corresponding
definitions (1-10).
A. User- B. tagging C. Conversion D. Marketing E. RSS feed
generated rate rate metric
F. Citizen media G. Track record H. Response rate I. Unique Selling J. Site traffic
Proposition
1. The reputation of a business and its past history of success

2. The percentage of people who follow a link from an email or advert out of those who view it
3. The percentage of visitors to a website who take the desired action such as buying a product
or requesting more information about the product
4. Using keywords in web copy so that the content can be easily found to promote the brand
5. The number of visitors to a website in a given period of time
6. Content produced for and by members of the public who are not professional journalists
7. A way of publishing information on a website so that someone can take it and use it on
another website
8. The percentage of people who completed a survey via the Internet or via mails
9. A measurement tool for gauging the success of marketing activities e.g., number of enquiries
per advert
10. A feature which makes one product stand out from the competition and is the key reason why
consumers will buy that product
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5.2. VOCABULARY PRACTICE ON DIGITAL MARKETING
A. edit B. base C. create D. formulate E. spend

F. gain G. trig H. tag I. measure J. cultivate
1. In digital marketing, we can track every step that a customer makes, often from the moment
when they are ______ to find a solution or product. (trig)
2. ______ allows social media users, businesspeople, and marketers to engage an individual or
any entity with a social profile when they mention them in a post or comment. (tag)
3. Marketers are using wikis as a digital marketing strategy to let everybody interact with parts of
the website, _______ and adding contents, so that it can draw people to the websites and let them
get involved. (edit)
4. To build a successful online business and stand out from the crowd, you need a comprehensive
digital strategy ______ on a thorough market study, in-depth business analysis, and constant
feedback. (base)
5. In _______ a strategy, a company should look at its strengths and listings in relation to its
competitors. (formulate)
6. Digital marketing enables you to track campaigns on a daily basis and decrease the amount of
money you're ______ on a certain channel. (spend)
7. If you are running marketing campaigns, you want to maximize your potential for ______ new
leads and the click-through rates to increase the percentage of people who follow your links to
buy the products. (gain)
8. Cost per click is important for marketers to consider, since the goal of marketers should be to
reduce the price of clicks while also ______ high-quality actions, and consequently satisfied
customers. (cultivate)
9. User generated content may be one of the most cost-effective tactics for social media
marketing strategy in the form of online business reviews or social media videos ______ by
customers. (create)
10. Users can share a blog post, like a photo, save a video, or engage with your website via a
paid ad click, and the best part is that all of these actions can be ______ (measure).
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1. Internal marketing is the perfect opportunity for leaders to remind their staff why their
company is a great place to work and to highlight all the ______ aspects of being an employee
there. (positiveness)
2. Businesses ______ digital channels such as search engines, social media, email, and other
websites to connect with current and prospective customers. (lever)
3. The goal of search engine ______ is to validate content and a website in a way that makes it
appear among the first results on a search engine results page. (optimise)
4. Another important advantage of digital marketing is web ______ which measure the result of
digital marketing campaigns in real-time, and this helps to fix any possible mistakes quickly.
(analyze)
5. Search engine optimisation (SEO) helps changing the content of a website so it appears higher
on search engine ______ for potential customers to see via the use of keywords. (list)
6. While global reach is a ______ advantage of digital marketing, it also improves local
visibility, which is especially important if your business relies on nearby customer. (significance)
7. Video marketing builds brand awareness, boosts digital site traffic, and increases ______
rates, and it has been a cornerstone of both B2B and B2C content marketing strategies for years.
(converse)
8. Many marketers want to drive better performance out of each new marketing initiative and
increase online ______ rates (percentage of visitors to a website who take the desired actions)
with a wide variety of digital marketing strategies. (respond)
9. Google’s mission is to create the best possible search result for every query and rewarding
advertisers with higher organic search ______ would work against that mission. (ranked)
10. Some business people and freelancers have been using ______ as a digital marketing strategy
via writing, photography, and other media that's self-published online so that the process can
reach the home business' target market. (blog)
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` Task 4: Choose the correct answer for each sentence.
1. Digital marketing strategies help marketers ______ goals, target an audience, and develop a
digital marketing plan that best reaches that audience.
A. define B. optimize C. leverage D. stand
2. When you hire a digital marketing agency, you can successfully increase your site ______ to
increase the number of visitors to your website with a wide variety of strategies.
A. optimization B. traffic C. listing D. conversion
3. The more customers buy our products or services on our websites, the more we can ______
our customer profiles and market effectively to them.
A. trigger B. track C. refine D. extract
4. Even if you don’t have a clear idea of your target audience, digital marketing enables you to
extract data to see which audiences will work best for you and ______ your campaign around
them.
A. optimize B. leverage C. extract D. trigger
5. With email ______, you collect customer data across various direct mail activities, classify it
to understand your potential customers’ preferences, and ultimately get permission to add them
to your email lists.
A. campaign B. listing C. ad click D. conversion
6. Video marketing builds brand awareness, boosts digital site ______, and increases conversion
rates, and it has been a cornerstone of both B2B and B2C content marketing strategies for years.
A. campaigns B. analytics C. ad clicks D. traffic
7. Good SEO results depend on keywords and page ______ to provide the highest results to
improve page rank and drive potential customers to your content.
A. campaign B. conversion C. analytics D. optimization
8. Some marketing campaigns are great in terms of content and offer quality, but still don’t
achieve high ______ rates as the percentage of visitors to their websites who take the desired
actions are very low.
A. organic search B. response C. paid search D. ranking
9. The______ rates to a business website is an important metric because it indicates how many
people are interested in the products and click on the ads to learn more or buy the products.
A. paid search B. ranking C. click-through D. organic search
10. When a marketer uses search engines to show ads on the results pages, this ______ listings
make it an affordable marketing method as we don’t pay until someone clicks on the ad.
A. paid search B. ranking C. organic search D. cost per click
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11. One advice in digital marketing is to make sure that you give exact and adequate content
keywords so that your site can appear higher up in the search ______.
A. responses B. rankings C. cost per clicks D. click-throughs
12. Although ______ traffic often takes a long time to rank high enough in the search engine
results page listings, it is totally free.
13. Marketers are using the RSS ______ to help customers know when their sites change through
regular updates, and watch traffic to the website increase.
A. feeds B. tags C. wikis D. blogs
14. Marketers are using ______ so that every time somebody views something they post on the
website, that person can share the information through this completely free word-of-mouth
advertising method.
A. viral marketing B. tagging C. wikis D. user generated content
15. Don’t forget to use ______ because there are plenty of high-quality journalistic contents and
products reviews written for and by members of the public, so it can make digital marketing
more personal and relevant.
A. wikis B. citizen media C. tagging D. user-generated content
16. Marketers are using ______ to deliver their messages to the masses online in the forms of
free popular audio format, so that customers can subscribe and hear their favorite topics.
A. viral marketing B. blogging C. podcasts D. tagging
17. Even if you don’t have a clear idea of your target audience, digital marketing enables you to
______ data to see which audiences will work best for you and optimize your campaign around
them.
A. optimize B. leverage C. trigger D. extract
18. Marketers are using ______ so that original, brand-specific content created by customers can
be published on social media or other channels to increase the site traffic and revenue.
A. tagging B. wikis
C. user-generated content D. viral marketing
19. Using the ______ listings means companies don’t pay anything until someone clicks on their
ad, and this ensures your ads reach users who are actively searching for your company’s services
or products.
20. If you are running marketing campaigns, you want to maximize your potential for gaining
new leads and the ______ rates to increase the percentage of people who follow your links to
buy the products.
A. paid search B. ranking C. organic search D. click-through
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PASSAGE 1
Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers.
Social media marketing (SMM) will (1) _______ you a blog or website to enable you to
reach clients from your particular (2) _______ as well as access the relevant communities of
practice through existing social networking sites. SMM can also help raise more (3) _______ of
your website by giving potential customers updated information on your product line, allowing
existing clients to (4) _______ their experiences and comments onto the wall of the website, and
participating in online questionnaires. Therefore, such an informal no-sales approach allows you
to interact (5) _______ with your customers and gain valuable insight into their needs and wants.
If technology is an issue, then SMM has many other kinds of solutions. For example,
SMM can get potential customers excited about your latest service by (6) _______ them podcasts
of interviews with those who have already tried and (7) _______ it. Or, if it’s digital downloads
you offer, then send them a downloadable sample.
SMM will also give you important (8) _______ on how to exploit the potential of your
website: how to attract content-related advertisers; how to ensure stickiness so that visitors to
your website could hang around a little (9) _______; and how to decide which services to (10)
_______ a premium for.
(Cambridge BEC 5 Higher Students’ Books, 2016)
1. A. design B. launch C. advertise D. found
2. A. mall B. market C. society D. background
3. A. reactions B. reality C. awareness D. population
4. A. cancel B. enter C. download D. post
5. A. directly B. passively C. surprisingly D. ineffectively
6. A. tagging B. sending C. achieving D. blogging
7. A. created B. formed C. tested D. measured
8. A. material B. advice C. framework D. firm
9. A. later B. earlier C. longer D. faster
10. A. charge B. respect C. appreciate D. offer
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PASSAGE 2
Making digital marketing mobile
Today’s mobile phone users are not using their devices just to talk. Now, the mobile
phone is a (1)______ for news, views and entertainment, a window into the world. Alongside the
Internet, mobile phones have become the great communication (2)_______ of modern times and,
as such, are threatening to revolutionize the world of marketing. Industry experts believe that the
most successful players in the (3)_______ marketing era will be those that best connect the
power of the Internet with the flexibility of mobile phone communication. The fact is that mobile
phones have a number of (4)_______ advantages over traditional media in advertising, and other
marketing activities, which have the potential to make mobile marketing the most (5)_______
tool in the modern marketers’ arsenal.
The extensive and increasingly data-rich subscriber profiles that mobile operators
have at their disposal are the sort of resource that marketers would be willing to pay good money
to (6)_______. One of these is the broad subscriber base that mobile operators often have at their
disposal. Such a resource is both a valuable (7)______ for the mobile operator and a powerful
and exciting tool in itself. One of the reasons is that phone operators have a much better
understanding of their customers’ (8)_______ patterns than traditional media owners. They can
even identify the personal hobbies and character traits of subscribers through their use of
content-rich data (9)_______. This kind of resource makes possible the kind of precise customer
segmentation and niche market identification that most marketers can only dream of. Teamed
with this customer (10)______ precision is the ability of mobile phone operators to use location-
based advertising to hit their target audience right at the spot of the first sales opportunity.
1. A. material B. tactic C. force D. source
2. A. tactic B. material C. medium D. framework
3. A. socio-cultural B. achievable C. digital D. measurable
4. A. unique B. comprehensive C. timebound D. realistic
5. A. generating B. promising C. converting D. regarding
6. A. access B. predict C. obtain D. demonstrate
7. A. framework B. tactic C. asset D. matrix
8. A. rivalry B. consumption C. combination D. adoption
9. A. assumptions B. consumptions C. conclusions D. services
10. A. profile B. viewpoint C. material D. measurement
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PASSAGE 3
In the last ten years, increasing use of social media, online shopping and (1)______ like
YouTube and Netflix have allowed companies to connect with customers in new ways. Here are
some essential marketing (2)______ that companies must take note of in order to move with the
times.
1. Shopping on social media
Forbes reports that 72 per cent of Instagram (3)______ have bought something when
using the app. Companies can now (4)______ posts that allow users to shop directly on social
media instead of companies' own websites. This allows retailers to (5)______ their customers
more quickly and easily.
2. Focus on customer experience
When a customer comes to your company, you want to make it as easy as possible for
them to find what they need and buy your products. When marketers say 'customer experience',
they most (6)______ efficiency, friendly, and knowledgeable customer service and easy payment
(7)______. Companies that can provide a good customer experience keep their customers and
attract new ones.
3. Personalisation
In order to (8)______ the right kind of customer and connect with them, companies are
personalising their marketing content. This is made possible by the data that people (9)______
through their internet searches, online shopping habits and social media use. Online product
recommendations, adverts, and even the design of the marketing (10)______ itself is adapted to
the interests and preferences of individual consumers.
(British Council, 2016)
1. A. platforms B. environments C. campaigns D. analytics
2. A. techniques B. approaches C. trends D. channels
3. A. viewers B. users C. customers D. stakeholders
4. A. create B. analyze C. cover D. inform
5. A. prepare B. focus C. appeal D. reach
6. A. combine B. value C. formulate D. determine
7. A. opportunities B. strengths C. threats D. options
8. A. target B. rank C. list D. optimise
9. A. trigger B. generate C. refine D. issue
10. A. matrix B. approach C. attention D. message
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PASSAGE 4
In the last ten years, increasing use of social media, online shopping, and (26)______ like
YouTube and Netflix have allowed companies to connect with customers in new ways. Here are
five essential marketing (27)______ that companies must take note of in order to move with the
times.
1. Personalisation
In order to (28)______ the right kind of customer and connect with them, companies are
personalising their marketing content. This is made possible by the data that people (29)______
through their internet searches, online shopping habits, and social media use. Online product
recommendations, adverts and even the design of the marketing (30)______ itself is adapted to
the interests and preferences of individual consumers.
2. Video content
If an advertisement is interesting, amusing, or (31)______, people will search for it online
and share it with their friends. Live videos on social media platforms are also known to attract
large audiences and get people (32)______ interacting with companies in the comments, where
they can give (33)______ and ask questions about the products.
3. Search Engine Optimisation (SEO)
As the internet plays an increasingly central role in marketing and selling, it is vital for
your company to appear in the search (34)______ when someone does a related search.
Companies hoping to gain a larger market share should constantly (35)______ their marketing
strategies to get ahead of the game.
1. A. platforms B. environments C. campaigns D. analytics
2. A. techniques B. approaches C. trends D. channels
3. A. target B. rank C. list D. optimise
4. A. determine B. insist C. generate D. refer
5.A. matrix B. approach C. attention D. message
6. A. unique B. persuasive C. engaged D. informative
7.A. assets B. commitments C. affairs D. terms
8.A. blog B. commercial C. tool D. feedback
9. A. discounts B. offers C. promotions D. results
10. A. update B. activate C. open D. charge
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PASSAGE 1
How printed marketing gets goods into bags
As resistance to junk mail grows, big businesses are being forced to come up with ever-
smarter ways to encourage their customers to spend more. Whether they are using customer
magazines, e-mails or podcasts, the name of the game for businesses is to get close to their
clientele.
The sector that has benefited most from this shift is the contract-publishing sector, which
produces own-brand magazines for businesses. While traditional forms of print media are having
a tough time, this segment is flourishing. “Traditionally, the holy grail for businesses was
acquiring new customers. Now marketers are realising that it is about nurturing existing
customers. It is all about creating a dialogue with them, and that works in favour of customer
magazines,” says Julia Hutchison, chief operating officer of the Association of Publishing
Agencies (APA), the industry body for customer magazines. Recent APA research shows that
such magazines lead to an average sales uplift of 8 per cent.
But, in spite of magazine boom, the sector is already moving on. The latest buzz word in
the customer magazine market is “segmentation”. This means that companies are slicing and
dicing their databases and sending out specific information to particular demographics of
customer. Targeted email spam, podcasts and micro-sites are set to become the next growth area.
“More and more companies are realising that having got their websites up and running, it is
actually a pretty dead experience. The whole debate now is how we can get customers reading in
a more exciting way,” says Mark Jones, editorial director of Cedar.
So-called experiential marketing is widely seen as the next big thing. The thinking is that
consumers can no longer be pigeon-holed in definable age brackets or social classes, meaning
that businesses must appeal to their attitudes, experiences and emotions. “Marketing has moved
beyond demographics”, says Cedar’s Jones. However, some publishing executives believe that
the sector is getting “carried away” with digital and experiential marketing. “We have spent two
years proving the success of customer magazines” and, “what are we supposed to abandon ship
now and say “Well actually digital is the way forward?”, says John Brown’s Hirsch.
One example of a company that is using its customer data in a simple yet effective way is
Tesco, the UK’s largest retailer. Tesco has a database of 12m customers, all of whom use its
Clubcard loyalty programme. Details of every single purchase have been collected, collated and
crunched by Dunnhumby, a data company. Although Tesco has a customer magazine, the vast
amount of Dunnhumby’s findings are used to identify shopping patterns and trends in Tesco’s
stores. This emphasis allows Tesco and its suppliers to alter at short notice the mix of products
75
that they offer to shoppers. Tesco’s rationale for obsessively focusing in on what is on its shelves
is simple, says Edwina Dunn, who founded Dunnhumby. She says so that if shelves are stocked
with exactly what customers want, there is less need for fancy promotions to entice them into
stores. “The thing that everybody locks onto is communication with customers. Actually, that is
not the most important element. The key element is getting the ranges right in the stores. Getting
those right means that customers will come back more,” says Dunn. Perhaps it really is that
simple, after all.
1. In the second paragraph, we learn that customer magazines have become a popular marketing
technique because _____.
A. people no longer want to read traditional magazines.
B. they offer a very direct form of communication.
C. they are an effective way of getting new customers.
D. new marketing techniques were needed in certain businesses.
2. The application for registration will be accepted if the name can be distinguished easily from
an existing registered company.
A. direct marketing material at specific groups.
B. increase customer interest in company magazines.
C. deal with the fact that companies are updating their technology.
D. make marketing material more engaging for customers.
3. According to the fourth paragraph some executives feel that experiential marketing _______.
A. should not replace other marketing methods.
B. can take too long to research and setup.
C. is only appropriate for digital marketing techniques.
D. may be the best way of targeting customers according to age.
4. The writer introduces the example of the Tesco Club card in the fifth paragraph to show that _______.
A. information collected on the card can be used in the magazines.
B. there are different ways of utilizing information from customers.
C. some companies have arrangement of marketing methods.
D. companies should respond quickly to customer needs.
5. What does Edwina Dunn say in the last paragraph?
A. Retailers would like more communication with customers.
B. Special promotions could increase customer numbers.
C. Sales depend on product selection.
D. Returning customers are more important than new customers.
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PASSAGE 2
Dell was founded by Michael Dell in 1984, with only $ 1,000 in start-up capital, and was
the first company to sell computers directly to the customer, bypassing any intermediary. It is
now one of the largest providers of PCs in the world and for a number of years has been the No.
1 PC supplier to small and medium-sized businesses in the US. In 1996 the company launched
www.dell. com and now a huge number of their total sales are made on the Internet. Until
recently it was not possible to buy their computers in retail shops on the high street. This strategy
has now changed in a number of countries.
The benefits of selling online and offline
1. A definition of e-marketing
E-marketing's a widely used term used to cover a wide variety of approaches, so there
isn't a clear single definition. Essentially though, I would define it as the use of electronic media
for marketing purposes. Electronic media usually means the Internet, but it can also tie into
include email, mobile phone marketing, and so on. In one way, it has radically changed
marketing because it means you can have a much closer relationship with the customer. In
another way though, it's an extension of marketing. You're using the same approaches that you
would traditionally use in marketing, but just using them through different channels.
2. Online communication and sales channels
Online advertising and communication channels are used in those countries where the
internet is that much more popular. A country like South Korea, for example,
has huge broadband penetration and, you know, a great usage of IT, versus some of your
developing countries where it's not so great. If people are used to receiving communications
through their PC you do that through e-marketing because there's a distinct advantage to it
potentially. You can move very quickly; you can get a message out very quickly so you can scale
your business very profitably but you can also track the effectiveness of it in a very simple and
clear way. But that being said, there is also a place for other traditional marketing even if it's a
newspaper ad that drives people to go and buy online, or drives people to pick up the phone and
talk to you, or drives people to your shop to go and bang on the door and say 'Hey, I want to buy
from you.'
What about sales distribution channels? Dell Computers are famous for being the first PC
manufacturer to sell their computers exclusively using an online channel. I mean how does this
strategy work? Dell has never been exclusively online. What Dell has always been is exclusively
direct. And what I mean by direct is it's a PC manufacturer that establishes direct relationships
with its customers. So, the only place that you could buy a Dell was through Dell. And a large
part of that particularly in recent years has been done online, but a lot of the business has also
77
gone on over the telephone. You need to note though that in the last few years. Dell have started
moving into retail channels as well.
Read the first part of the passage and try to predict the words with the first letter
E-marketing is about using electronic media for marketing purposes -not just the Internet,
but also (1) e ______ and (2) m ______ marketing. In one sense, e-marketing is very different to
marketing because it means you can have a closer (3) r ______ with the customer. On the other
hand, e-marketing is simply an extension of marketing. You use the same (4) a ______but use
them through different (5) c ______.
Are the statements below about Dell's sales channels True/ False?
6. E-marketing is about using electronic media for marketing purposes -not just the Internet, but
also email and mobile phone.
7. The advantage of e-marketing is helping you interact with your customers.
8. Traditional marketing communication channels have no place Dell's business model.
9. All Dell's sales made directly to the customer are done online.
10. Until recently the only place you could buy a Dell computer was from Dell.
PASSAGE 3
UK online for business

There has already been a steady increase in technology pick-up with 91 percent of UK
businesses now having access to the Internet, 80 percent having a website and over half of
business ordering online. Over the coming years it is likely business will want to focus on
integrating ICTs into every part of a business-one that builds on a framework of people, process
and technology.
However, there still many businesses that do not have the expertise, time or resources to
tap into these opportunities and need guidance on taking the next steps, and help is at hand.
UK online for business, a DTI led partnership between Government and industry, was set
up to offer this support and advice and promote the benefits and role of ICTS and e-commerce.
Through a network of nearly 400 advisers, based within the Business Links, UK online
for business annually offers practical, impartial and cost-effective advice to around 100,000
organizations.
Businesses of all sizes and with different levels of ICT usage have been helped, ranging
from firms taking the first steps to get online, through to those wanting to fully integrate
technologies into their business.
As well as providing advice through one-to-one surgeries, the programme also has a large
range of resources providing guidance and support on technology-based issues and topics. These
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include information CD-ROMs, a series of publications and business planning tools, many of
which are available, or can be ordered, from www.ukonlineforbusiness.gov.uk.
The website also has dedicated sections on technologies such as broadband and issues
such as e-security and there are case studies that demonstrate how other companies have
successfully integrated technology into their business.
Regional events, tailored to local business needs are also held to raise awareness and
provide an understanding of the benefits of e-business.
To find your local adviser and for further information on the programme and resources,
call UK online for business Infonline on 0845 715 2000 or visit the website.
1. Many companies do not ______
A. want to use the new technology in their business.
B. have the people and time to start using ICT.
C. have the opportunities to talk about using ICT.
D. want to integrate websites into ordering online.
2. UK online for business exists to advise ______
A. the government on how many businesses use ICT.
B. business people on how they can use ICT.
C. companies on how to change over to e-commerce.
D. the government to observe how businesses use ICT
3. UK online for business can help ______
A. only businesses starting to use ICT now. B. businesses selling technological products.
C. any company wanting to use ICT more. D. companies promote their business
4. Advice is available ______
A. in several different ways. B. through the internet only.
C. through training programmes. on websites of businesses.
5. UK online for business can also ______
A. provide trading in your local area. B. put you in contact with other companies.
C. provide you with e-security software. D. raise awareness of using ICT
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GLOSSARY
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1.Product-focused organization (n): một tổ chức bán sản phẩm, chứ không phải dịch vụ
2. Service-focused organization (n): một tổ chức bán dịch vụ (ví dụ: chăm sóc sức khỏe,
ăn uống, đào tạo) hơn là sản phẩm
3. Private sector organization (n): một tổ chức được kiểm soát trực tiếp hoặc gián tiếp
bởi chính quyền trung ương /hoặc địa phương, (ví
dụ: hầu hết các bệnh viện; chính quyền địa phương:
quân đội.
4. Marketing executive (n): giám đốc tiếp thị
5. Internal stakeholder (n): một cá nhân hoặc nhóm thường làm việc cho chính
tổ chức đó, ví dụ, nhân viên và quản lý
6. External stakeholder (n): một cá nhân hoặc một nhóm tồn tại bên ngoài tổ
chức, nhưng vẫn có thể ảnh hưởng hoặc bị ảnh
hưởng bởi nó. Ví dụ. khách hàng, nhà cung cấp, cổ
đông, chính phủ, cộng đồng địa phương hoặc các
nhóm áp lực
7. Primary stakeholder (n): các bên liên quan chính
8. Secondary stakeholder (n): những cá nhân hoặc nhóm đầu tư vào các giao dịch
xã hội của một tổ chức. Thông thường, họ không
tham gia trực tiếp vào các hoạt động tài chính của
tổ chức đó.
9. Stakeholder interest (n): mức độ quan tâm của các bên liên quan đối với một
tổ chức; mức độ nhận thức của các bên liên quan về
tổ chức hoặc các hoạt động của tổ chức
10. Stakeholder power (n): có khả năng ảnh hưởng đến hoạt động của một tổ
chức, cả hiện tại và tương lai
11. Voluntary sector (n): lĩnh vực tình nguyện
12. Business-to-consumer market (n): Thị trường doanh nghiệp với người tiêu dùng
13. Business-to-business market (n): Thị trường doanh nghiệp với doanh nghiệp
14. Culture-insight (n): hiểu biết rõ về một nền văn hóa
15. Pricing position (n): hành động đặt giá cho một sản phẩm hoặc dịch vụ
nằm trong một phạm vi giá nhất định
16. Direct marketing activity (n): quảng cáo tới khách hàng tiềm năng qua bưu điện,
điện thoại, e-mail hoặc các phương tiện trực tiếp
khác
17. Distribution channel(n): kênh phân phối
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18. Database marketing (n): các hoạt động tiếp thị trực tiếp sử dụng thông tin
khách hàng được lưu trữ trên cơ sở dữ liệu
19. Bargaining power (n): quyền thương lượng
20. Niche market (n): khu vực mua bán nhỏ trong nền kinh tế, thường liên
quan đến các sản phẩm chuyên biệt
21. To empower (v): trao cho một người hoặc tổ chức quyền hợp pháp để
làm điều gì đó
22. To liaise (v): trao đổi thông tin với ai đó làm việc trong một tổ
chức hoặc bộ phận khác để bạn có thể làm việc hiệu
quả hơn
23. Initiative (n): khả năng đưa ra quyết định và hành động mà không
cần chờ đợi ai
24. Drive (v): nỗ lực để đạt được điều gì đó, đặc biệt là nỗ lực của
một tổ chức vì một mục đích cụ thể
25. Orientation (n): sự định hướng
26. In-house làm việc trong một công ty hay tổ chức nào đó
CHAPTER 2 +3: THE MARKETING PLAN

1. Infrastructure (n): cơ sở hạ tầng
2. Incentive scheme (n): chương trình ưu đãi
3. New entrant (n): các tổ chức hoặc sản phẩm mới gia nhập thị trường
4. Tactics (n): một phương pháp mà bạn sử dụng để đạt được một
cái gì đó
5. Executive summary (n) một bản tóm tắt ngắn hoặc tổng quan về một tài liệu
bằng văn bản như báo cáo, đề xuất hoặc kế hoạch
6. Audit (n): kiểm toán
7. Economic Downturn (n): suy thoái kinh tế
8. PESTEL analysis (n): một kỹ thuật phân tích các xu hướng chính trị, kinh
tế, xã hội, công nghệ, môi trường và luật pháp ảnh
hưởng đến một tổ chức
9. SWOT analysis (n): công cụ đánh giá các yếu tố bên trong (điểm mạnh
và điểm yếu) và các yếu tố bên ngoài (cơ hội và
nguy cơ) mà một tổ chức phải đối mặt
10. Five Forces analysis (n): một phương pháp được sử dụng để phân tích môi
trường cạnh tranh của một tổ chức
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11. Competitive rivalry (n): thước đo hoặc cường độ cạnh tranh giữa các công ty
trong cùng lĩnh vực hoặc ngành
12. Under budget (n): hoạt động kinh doanh của một dự án bất kỳ đã chi
tiêu quá ít so với những ngân sách dự toán ban đầu.
13. Trade show (n): triển lãm thương mại
14. Touchpoint (n): thời điểm khách hàng tương tác với thương hiệu
15. Test marketing (n): đưa sản phẩm hoặc dịch vụ vào một thị trường nhỏ,
được kiểm soát trước khi tung ra ở thị trường lớn
hơn
16. Remit (v): chuyển tiền
17. Numeracy skills (n): kỹ năng làm việc với các con số
18. IT literacy (n): Kiến thức cơ bản, phi kỹ thuật về máy tính và cách
sử dụng chúng; Sự quen thuộc và kinh nghiệm với
máy tính, phần mềm và hệ thống máy tính
19. Blue-chip company (n): Một công ty lớn, được thiết lập tốt, mạnh về mặt tài
chính
20. Sales force Bộ phận bán hàng/nhóm làm việc (hoặc một tổ
chức) chịu trách nhiệm bán sản phẩm hoặc dịch vụ
của mình
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PROMOTION
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1. Optimization (n): tối ưu hóa
2. Written manifesto (n): một tài liệu mô tả các mục tiêu và chính sách của
một tổ chức
3. Rebranding (n): quá trình tạo một nhận dạng mới cho một thương
hiệu hiện có bằng cách thay đổi tên. logo, hình ảnh,
v.v. của sản phẩm
4. Concept (n): thiết kế sản phẩm ban đầu hoặc ý tưởng chiến dịch
sau đó được kiểm tra với khách hàng tiềm năng
5. Web 1.0: phiên bản mới nhất của Internet là nơi cung cấp cho
bạn thông tin dưới dạng trang web vi mô hoặc trang
web tài liệu
6. Web 2.0: thế hệ thứ hai' của Web: một nơi mà bạn có thể tích
cực tham gia, ví dụ: thông qua blog, diễn đàn thảo
luận, v.v.
7. Web 3.0 cải tiến 3.0 là rõ ràng nhất với cách người dùng
tương tác với các doanh nghiệp. Ví dụ: các công ty
có thể cung cấp hỗ trợ 24/7 thông qua các chatbot
dựa trên trí tuệ nhân tạo
8. Web 4.0: phiên bản Internet hỗ trợ trình bày nội dung thích
ứng bằng cách sử dụng cơ sở dữ liệu web thông qua
các tác nhân thông minh, hợp tác và tạo nội dung
9. Telesales campaign (n): một hình thức bán hàng cá nhân được thực hiện qua
điện thoại
10. Targeted campaign (n): khi một chiến dịch nhằm vào một nhóm người cụ
thể, những người có thể sử dụng hoặc mua các sản
phẩm hoặc dịch vụ đó
11. Penetration pricing strategy (n): tính giá thấp ban đầu để đạt được thị phần tối đa
trong thời gian ngắn nhất có thể
12. Marketing message (n): thông điệp tiếp thị
13. Promotional mix (n): sự kết hợp bất kỳ của quảng cáo; quan hệ công
chúng (PR); tiếp thị trực tiếp: bán hàng cá nhân và
quảng cáo hàng hóa
14. Billboard advert (n): quảng cáo nằm trên bảng ngoài trời rất lớn, thường
ở bên đường
15. Press advertising (n): quảng cáo trên báo hoặc tạp chí
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16. Personal selling (n): nhân viên bán hàng bán trực tiếp với khách hàng
hoặc tổ chức tiềm năng
17. TV advertising (n): quảng cáo truyền hình
18. Public relations (PR) (n): thúc đẩy hình ảnh công khai của một công ty và các
hoạt động của nó thông qua báo chí
19. Sale promotions (n): các hoạt động quảng cáo ngắn hạn như giảm giá
khuyến khích người tiêu dùng phản hồi theo một
cách nhất định
20. Sponsorship (n): sự tài trợ
21. Online advertising (n): quảng cáo trực tuyến
22. Street marketing (n): các hoạt động quảng cáo ở những nơi công cộng, ví
dụ: phân phát quảng cáo bên ngoài các cửa hàng
23. Direct mail (n): thư được gửi trực tiếp đến khách hàng được xác
định thông qua hệ thống bưu chính
24. Out-of-home advertising (n): quảng cáo ở những nơi công cộng như bảng quảng
cáo, áp phích, v.v.
25. Below-the-line: hoạt động không sử dụng truyền thống (ví dụ: bán
hàng cá nhân, quan hệ công chúng, tài trợ, v.v.) để
đưa tin về về sản phẩm, thương hiệu đến người tiêu
dùng
26. Sociallys responsible investment (n): thực tiễn đầu tư tiền vào các công ty và quỹ có tác
động xã hội tích cực
27. Ethical credit card (n): khi bạn chọn một công ty thẻ tín dụng đúng chuẩn,
nghĩa là bạn đang chọn một công ty thân thiện với
môi trường
CHAPTER 5: DIGITAL MARKETING

1. User-generated content (n): nội dung được tạo bởi người tiêu dùng sản phẩm
hoặc dịch vụ, vis duj các trang web đánh giá của
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khách hàng, blog, bài đăng trên các nhóm thảo luận,
v.v.
2. Unique Selling Proposition (n): thuộc tính hoặc tính năng độc đáo của sản phẩm
làm cho nó nổi bật so với đối thủ cạnh tranh và là lý
do chính tại sao người tiêu dùng mua nó
3. Unique value proposition (n): những lợi ích chính được cung cấp bởi một công ty
hoặc thương hiệu cho đối tượng mục tiêu của nó
4. Positioning (n): xác định vị trí trên thị trường hoặc trong tâm trí
người tiêu dùng đối với một sản phẩm hoặc nhãn
hàng cụ thể
5. Value proposition (n): một tuyên bố đơn giản tóm tắt lý do tại sao khách
hàng sẽ chọn sản phẩm hoặc dịch vụ của bạn
6. Search engine optimization (n): tối ưu hóa công cụ tìm kiếm
7. Online sales (n): bán hàng trực tuyến
8. Rankings (N): thứ hạng
9. Search engine marketing (SEM) quảng bá công ty, sản phẩm hoặc dịch vụ bằng cách
làm cho nó hiển thị rõ hơn trên công cụ tìm kiếm
10. Site traffic (n): số lượng khách truy cập vào một trang web trong
một khoảng thời gian nhất định
11. Response rate (n): tỷ lệ phần trăm số người trả lời khảo sát, gửi thư,
v.v.
12. Click-through rate (n): phần trăm số người theo liên kết từ email hoặc
quảng cáo trong số những người xem liên kết đó
13. Paid search listings (n): danh sách tìm kiếm phải trả tiền
14. Conversion rates (n): tỷ lệ phần trăm khách truy cập vào trang web thực
hiện hành động mong muốn, ví dụ: mua sản phẩm,
yêu cầu thêm thông tin, v.v.
15. RSS feeds (really simple syndication): một cách công bố thông tin trên một trang web để ai
đó có thể lấy và sử dụng nó trên một trang web khác
16. Blog (n): viết tắt của web log; được sử dụng để truyền đạt tin
tức cho khách hàng hiện tại hoặc khách hàng tiềm
năng
17. Podcasts (n): chương trình phát thanh được lưu ở dạng kỹ thuật
số mà bạn có thể tải xuống từ Internet và phát trên
máy tính hoặc trên máy nghe nhạc MP3
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18. Tagging (n): sử dụng từ khóa trong bản sao web để nội dung có
thể dễ dàng tìm thấy
19. Citizen media (n): nội dung được viết cho và bởi các thành viên của
công chúng, không chỉ các nhà báo
20. Wikis: một trang web mà khách truy cập có thể chỉnh sửa
và thêm nội dung vào
21. Viral marketing (n): một kỹ thuật khuyến khích người tiêu dùng chia sẻ
nội dung tiếp thị (ví dụ: video) hoặc thông điệp tiếp
thị với nhau trên các mạng xã hội
22. Social networking service (n): dịch vụ mạng xã hội
23. Product review (n): nội dung kiểm tra các lợi ích và nhược điểm của
một sản phẩm hoặc dịch vụ cụ thể
24. Purchasing pattern (n): mô hình mua hàng
25. Concept testing (n): thử nghiệm các khái niệm mới với khách hàng tiềm
năng để tìm hiểu suy nghĩ của họ và những thay đổi
cần thực hiện đối với khái niệm, ví dụ: thương hiệu,
thiết kế, sản phẩm, v.v.
26. Concept development (n): phát triển các mô tả và thiết kế cho một sản phẩm
hoặc chiến dịch mới
27. Marketing metric (n): đo lường sự thành công của các hoạt động
marketing ví dụ số lượng yêu cầu cho mỗi quảng
cáo
28. Track record (n): danh tiếng của một cá nhân hoặc tổ chức và lịch sử
thành công trong quá khứ của nó
29. Stockist (n): nơi người tiêu dùng có thể mua các sản phẩm cụ
thể, ví dụ: một cửa hàng sách
30. Remuneration (n): cách thanh toán được thực hiện cho nhà cung cấp
hoặc đại lý (ví dụ: dựa trên phí, dựa trên thời gian,
dựa trên chi phí, dựa trên hiệu suất)
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(Cambridge IELTS 12, 2016)
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SUGGESTED ANSWERS
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Task 1:
1. H 2. C 3. B 4. F 5. A
6. D 7. I 8. G 9. J 10. E
Task 2:
1. empowering 2. liaising 3. exposed 4. to maintain
5. to implement 6. assisting 7. promote 8. to reach
Task 3:
1. initiative 2. literacy 3. achievement 4. relevant
5. induction 6. informative 7. orientation 8. massive
Task 5:
1. C 2.A 3. C 4. B 5. D
6. C 7. A 8. B 9. B 10. D
11. B 12.C 13. A 14. D 15. A
16. B 17. D 18. C 19. B 20. D
21. C 22.D 23. A 24. C 25. D
PASSAGE COMPLETION
PASSAGE 1:
1. A 2. B 3. A 4. C 5. D
6. B 7. C 8. B 9. D 10. A
PASSAGE 2:
1. B 2. C 3. A 4. D 5. C
6. A 7. B 8. A 9. C 10. C
PASSAGE 3:
1. B 2. C 3. A 4. D 5. B
6. A 7. C 8. B 9. A 10. D
PASSAGE 4:
1. C 2. A 3. D 4. A 5. C
6. D 7. A 8. B 9. C 10. C
READING COMPREHENSION
PASSAGE 1:
1. research 2. survey 3. mix 4. Updates
5. information 6. reputation
PASSAGE 2:
92
1. B 2. D 3. D 4. A 5. C
6. high - performing 7. attention 8. embark 9. performance – based
PASSAGE 3:
1. B 2. A 3. C 4. D 5. B
6. F 7. NG 8. NG 9. T 10. T
CHAPTER 2: THE MARKETING PLAN 1: AUDIT

AND OBJECTIVES
93
Task 1:
1. D 2. G 3. J 4. A 5. E
6. B 7. I 8. C 9. F 10. H
Task 2:
1. target 2. to conduct 3. to execute 4. shape 5. determine
6. enhance 7. fits 8. to measure
Task 3:
1. rivalry 2. bargaining 3. entrants 4. substitute
5. strategic 6. situational 7. sufficient 8. targeted
Task 4:
1. specific 2. measurable 3. achievable 4. relevant 5. realistic
Task 5:
1. A 2. B 3. D 4. D 5. A
6. C 7. C 8. B 9. C 10. B
11. D 12.A 13. B 14. C 15. D
16. B 17. D 18. A 19. C 20. A
PASSAGE COMPLETION
PASSAGE 1:
1. A 2. D 3. B 4. A 5. C
6. D 7. B 8. C 9. D 10. D
PASSAGE 2:
1. C 2. A 3. D 4. B 5. C
6. A 7. D 8. C 9. B 10. C
PASSAGE 3:
1. B 2. A 3. D 4. C 5. D
6. A 7. C 8. D 9. D 10. C
PASSAGE 4:
1. A 2. C 3. D 4. B 5. B
6. D 7. A 8. C 9. C 10. A
PASSAGE 1:
1. B 2. D 3. D 4. A 5. C
6. F 7. NG 8. T 9. F 10. F
94
PASSAGE 2:
1. D 2. C 3. B 4. F 5. A
6. F 7. T 8. T 9. F 10. NG
11-12: B/E
PASSAGE 3:
1. B 2. C 3. D 4. C 5. D
6. C 7. B 8. A 9. B 10. B

TACTICS AND STRATEGIES

Task 1:
1. I 2. F 3. B 4. H 5. A
6. D 7. G 8. C 9. E 10. J
Task 2:
1. introduced 2. to establish 3. highlight 4. pricing
5. Employing 6. to be 7. guarantee 8. increasing
Task 3:
1. Initially 2. commercial 3. presents 4. approval
5. percentage 6. justify 7. awareness 8. differentiate
Task 4:
1. A 2. B 3.C 4. B 5. D
6. A 7. B 8. C 9. A 10. B
11. D 12.D 13. C 14. A 15. C
16. D 17. C 18. D 19. B 20. A
PASSAGE COMPLETION
PASSAGE 1:
1. B 2. D 3. A 4. B 5. C
6. C 7. B 8. D 9. C 10. C
PASSAGE 2:
1. B 2. C 3. A 4. D 5. C
6. A 7. B 8. D 9. C 10. A
PASSAGE 3:
95
1. A 2. C 3. B 4. D 5. A
6. D 7.B 8. C 9. A 10. B
PASSAGE 4:
1. A 2. B 3. C 4. D 5. B
6. A 7. D 8. C 9. D 10. C
PASSAGE 1:
1. B 2. C 3. A 4. A 5. C
6. T 7. F 8. T 9. NG 10.T
PASSAGE 2:
1. B 2. A 3. A 4. C 5. D
6. F 7. T 8. NG 9. F 10. T
PASSAGE 3:
1. C 2. B 3. D 4. B 5. C
6. T 7. NG 8. T 9. F 10. F

PROMOTION

Task 1:
1. D 2. F 3. J 4. B 5. A
6. H 7. I 8. C 9. E 10. G
Task 2:
1. to get 2. developing 3. to purchase 4. informs
5. provide 6. making 7. devoted 8. accepting
Task 3:
1. extremely 2. belief 3. foundational 4. exists 5. product
6. attractive 7. interaction 8. directly 9. reliability 10. introduces
Task 4:
1. C 2. A 3.C 4. B 5. D
6. A 7. D 8. A 9. C 10. C
11. B 12.D 13. D 14. C 15. B
16. A 17. D 18. A 19. B 20. C
96
PASSAGE COMPLETION
PASSAGE 1:
1. A 2. C 3. D 4. C 5. B
6. A 7. C 8. D 9. A 10. B
PASSAGE 2:
1. B 2. A 3. C 4. D 5. B
6. D 7. A 8. C 9. A 10. B
PASSAGE 3:
1. C 2. B 3. A 4. C 5. D
6. C 7. B 8. A 9. C 10. D
PASSAGE 4:
1. C 2. B 3. D 4. B 5. A
6. C 7. D 8. B 9. D 10. C
PASSAGE 1:
1. C 2. A 3. C 4. D 5. B
6. T 7. NG 8. T 9. F 10.F
PASSAGE 2:
1. B 2. D 3. A 4. B 5. C
6. T 7. F 8. T 9. T 10.NG
PASSAGE 3:
1. D 2. A 3. B 4. C 5. D
6. T 7. F 8. T 9. NG 10. F
97
CHAPTER 5: STRATEGIC PLANNING
Task 1:
1. E 2. H 3. A 4. J 5. B
6. G 7. D 8. C 9. I 10. F
Task 2:
1. principal 2. audience 3. statutory 4. liability 5. eligible
6. jurisdiction 7. termination 8. dispute
Task 3:
1. harm 2. sharpening 3. pioneers 4. battle
5. to communicate 6. formulating 7. allocate 8. spread
Task 4:
1. threat 2. integration 3. innovator 4. Followers
5. implementation 6. weaknesses 7. agreements 8. hierarchically
Task 5:
1. B 2. B 3. D 4. A 5. B
6. C 7. D 8. B 9. A 10. C
11. B 12. A 13. A 14. B 15. B
16. D 17. D 18. B 19. D 20. C
21. B 22. D 23. A 24. C 25. A 26. C

PASSAGE COMPLETION
PASSAGE 1:
1. D 2. D 3. C 4. A 5. B
6. A 7. C 8. B 9. D 10. A
PASSAGE 2:
1. D 2. C 3. C 4. A 5. B
6. D 7. A 8. C 9. A 10. B
PASSAGE 3:
1. A 2. C 3. D 4. B 5. C
6. A 7. B 8. D 9. A 10. C
PASSAGE 4:
1. B 2. A 3. D 4. B 5. A
6. C 7. D 8. A 9. C 10. B
98
PASSAGE 1:
1. C 2. B 3. D 4. B 5. C
PASSAGE 2:
1. B 2. C 3. A 4. C 5. D
6. F 7. T 8. NG 9. T 10.F
PASSAGE 3:
1. D 2. A 3. B 4. C 5. A
6. wrong messages 7. market 8. misspelled words 9. unusual names
10. customer’s problem
PASSAGE 4:
1. A 2. C 3. D 4. B 5. C
6. T 7. F 8. T 9. NG 10.F
99

Exercises On English For Marketing

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HO CHI MINH CITY UNIVERSITY OF BANKING

FACULTY OF FOREIGN LANGUAGES

Compiled and adapted by:

NGUYEN QUANG NHAT

NGO THI HANH QUYEN

Ho Chi Minh City, March 2023

1.1. KEY TERM DEFINITIONS..................................................................................5

1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING.......6

1.3. PASSAGE COMPLETION...................................................................................9

1.4. READING COMPREHENSION.........................................................................13

CHAPTER 2: THE MARKETING PLAN 1: AUDIT AND OBJECTIVES 19

2.1. KEY TERM DEFINITIONS................................................................................19

2.2. VOCABULARY PRACTICE ON MARKETING PLAN..................................20

2.3. PASSAGE COMPLETION.................................................................................24

2.4. READING COMPREHENSION.........................................................................28

CHAPTER 3: THE MARKETING PLAN 2: TACTICS AND STRATEGIES 35

3.1. KEY TERM DEFINITIONS................................................................................35

3.2. VOCABULARY PRACTICE..............................................................................36

3.3. PASSAGE COMPLETION.................................................................................39

3.4. READING COMPREHENSION.........................................................................43

CHAPTER 4: PRODUCT LAUNCH AND PROMOTION 50

4.1. KEY TERM DEFINITIONS................................................................................50

4.2. VOCABULARY PRACTICE..............................................................................51

4.3. PASSAGE COMPLETION.................................................................................54

4.4. READING COMPREHENSION.........................................................................59

CHAPTER 5: DIGITAL MARKETING 66

5.1. KEY TERM DEFINITIONS................................................................................66

5.2. VOCABULARY PRACTICE ON DIGITAL MARKETING.............................67

5.3. PASSAGE COMPLETION.................................................................................71

5.4. READING COMPREHENSION.........................................................................75

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

A. Secondary B. External C. Internal D. Stakeholder E. Private sector

A. expose B. implement D. empower E. reach

Task 3: Fill in the blanks with the correct word forms.

The AXE Effect

2. How did people get an invitation to the house party?

5. What was unique about the promotion of AXE?

A. Niche B. Touchpoint C. SWOT D. Pricing position E. Competitive

A. execute B. fit D. target E. determine

Task 3: Fill in the blanks with the correct word forms.

achievable, measurable, relevant, realistic, specific

A marketing objective needs to be …

1……………… with detailed descriptions of the company’s problems, opportunities,

5……………… so that it can be reached in a realistic time period with well-defined

1. One health insurance Company

Please choose TWO approaches in the passage mentioned that were employed as an

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

2. A document which describes the objectives and policies of a business or an organization

A. be B. increase C. introduce D. employ

Task 4: Choose the correct answer for each sentence.

1. A. purpose B. target C. marked D. destination

MICROSOFT SAYS 'WE'RE HUMAN TOO'

3.4. READING COMPREHENSION

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

1. A form of traditional advertising in physical publications including newspapers, and

5. Promotional activities in public places e.g., distributing adverts outside shops

6. Short-term promotional activities such as price discounts which encourage consumers to

A. purchase B. accept C. provide D. develop

Task 4: Choose the correct answer for each sentence.