Marketing - 6

DONG A UNIVERSITY
FACULTY OF MANAGEMENT
SUBJECT: BUSINESS ENGLISH
UNIT 6: MARKETING
Lecturer: Tran Thi Tam Chau
Da Nang, June, 2021
1
CONTENT OF BUSINESS ENGLISH
UNIT 1: NEW BUSINESS

UNIT 2: COMPANIES
UNIT 3: MONEY
UNIT 4: FINANCIAL STATEMENT
UNIT 5: PRODUCT
UNIT 6: MARKETING
UNIT 7: ADVERTISING
UNIT 8: BRANDS
UNIT 9: SELLING ONLINE
UNIT 10: BUSINESS CORRESPONDENCE
UNIT 11: TRADE
UNIT 12: LEADERSHIP
UNIT 13: RECRUITMENT
UNIT 14: MANAGING PEOPLE
MID-TERM EXAM: PRESENTATION
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OUTLINE OF UNIT 6 “MARKETING”
Learning Outcomes
1.1 Vocabulary
1.2 Speaking
1.3 Writing
1.4 Listening
1.5 Reading
Summary
Reference
3
Unit 6: Marketing
Learning outcomes
- Students will be able to demonstrate good comprehension of vocabulary in area of
marketing.
- Students will demonstrate the ability to apply vocabulary learned to answering questions
related to the topic of marketing.
1.1 Vocabulary
- Price: the cost to the buyer of goods or services
- Promotion: informing customers about product and persuading them to buy them
- Place: where goods and services that are sold
- Product: goods or services that are sold
- Market research: information about what customers want and need
- Market share: the percentage of sales a company has
- Market segment: a group of customers of similar age, income level and social group
- Consumer profile: description of a typical customer
- Consumer behaviour: where and how people buy thing
- Consumer goods: things people buy for their own use
- Product launch: introduction of a product to the market
- Product life cycle: length of time people continue to buy a product
- Product range: set of products make by a company
- Sales forecast: how much a company thinks it will sell in a period
- Sales target: how much a company wants to sell in a period
- Sales figures: numbers showing how much a company has sold in a period
- Advertising agency: a business which advises companies on advertising and makes ads
- Advertising budget: an amount of money available for advertising during a particular period
- Advertising campaign: a program of advertising activities over a period with particular aims
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1.2 Speaking
* Think of some products you have bought recently. Why did you buy them? Which of the
four Ps influenced your decision to buy?
* Tell your partner about a marketing campaign that impressed you.
1.3 Writing
* Describe a marketing campaign that impressed you. You should say:
1) What it was
2) When it was launched
3) How impressing it was
4) Explain why you think it was impressing
1.4 Listening
* Listen to the last part of the interview with Jonathan Turner, Managing Consultant at
Oxford Strategic Marketing, and answer these questions:
1) What kind of company is Oxford Strategic Marketing working for at the moment?
2) How does the technique called “market segmentation” work?
3) What did Oxford Strategic Marketing do for their client?
4) What was surprising about the results of the research?
1.5 Reading
*Discuss these questions in pairs:
1) Which celebrities from your country have appeared in advertisements? What kind of
products do they endorse?
2) Which world-famous film stars and sportspeople have appeared in advertisements? In

your opinion, which of those ads was the most effective?
* Read the article below and discuss these questions:

Imagine you want to promote a brand. Which of these strategies would you most like to use
and why?
1) Celebrity endorsement
2) Product placement in films
3) Direct marketing
4) Sponsorship
* Read the article below:
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Summary
In Unit 6, we learn new words in vocabulary part related to the topic of marketing. Besides,
we have chance to practise words we just learned above by discussing marketing mix and
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reading the text about marketing campaigns of a channel. We also listen to the interview with
a managing consultant about marketing techniques to make our topic clearer.
References
[1] David Cotton, David Falvey, Simon Kent, Market Leader (Pre-Intermediate), 2013,
Longman, Pearson.
[2] David Cotton, David Falvey, Simon Kent, Market Leader (Intermediate), 2014, Longman,
Pearson.
[3] Ian McKenzie, English for Business Studies, 2013, Cambridge.

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DONG A UNIVERSITY

SUBJECT: BUSINESS ENGLISH

Da Nang, June, 2021

UNIT 1: NEW BUSINESS

- Place: where goods and services that are sold

- Product: goods or services that are sold

- Market research: information about what customers want and need

- Market share: the percentage of sales a company has

- Consumer profile: description of a typical customer

- Consumer behaviour: where and how people buy thing

- Consumer goods: things people buy for their own use

- Product launch: introduction of a product to the market

- Product life cycle: length of time people continue to buy a product

- Product range: set of products make by a company

- Sales forecast: how much a company thinks it will sell in a period

- Sales target: how much a company wants to sell in a period

*Discuss these questions in pairs:

2) Which world-famous film stars and sportspeople have appeared in advertisements? In

* Read the article below and discuss these questions:

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