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Revision For Final Test Final Update

This document provides a review for a final exam on English for basic marketing. It includes definitions for 14 marketing terms and answers to 15 marketing-related questions. Some key terms defined are the AIDA model, trade discount, captive product pricing, the four Ps, and brand awareness. The questions cover topics such as the seven tips for creating an effective ad, types of discounts and marketing tools, writing a press release, and differentiating products. The document is a study guide that defines important marketing concepts and provides examples of answers to common exam questions.

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75 views

Revision For Final Test Final Update

This document provides a review for a final exam on English for basic marketing. It includes definitions for 14 marketing terms and answers to 15 marketing-related questions. Some key terms defined are the AIDA model, trade discount, captive product pricing, the four Ps, and brand awareness. The questions cover topics such as the seven tips for creating an effective ad, types of discounts and marketing tools, writing a press release, and differentiating products. The document is a study guide that defines important marketing concepts and provides examples of answers to common exam questions.

Uploaded by

Ngọc Trang
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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DONG NAI TECHNOLOGY UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM

FACULTY OF FOREIGN LANGUAGES Independence – Freedom - Happiness

REVISION FOR FINAL TEST


SUBJECT: ENGLISH FOR BASIC MARKETING

I. Give the definition of the following TERMS (4.0 Points)


 Lecturers can ask Ss 5 or more of these following TERMS, and then Ss have to explain them.

o AIDA: it stands for 4 words of creating ads which are Attention - Interested -Desire -
Action.
o Trade discount: a fixed percentage offered to a distributor

o Captive product pricing: pricing one item very low and its complement very high.

o Four Ps: it includes Product - Price -Place - Promotion.

o Customer service: the department that deals directly with consumers.

o Product line: a related series of items sold by a company

o Media mentions: items where the company’ name is seen in newspapers, magazines,
and websites.
o Brand strategy: ways of promoting a brand.

o Brand awareness: how much people are aware of a brand.

o Brand loyalty:when people like a brand and buy it again and again.

o Target group: the group of people a company wants to sell to.

o Prototype: model of a product in development.

o Flat fee: when a customer pays the same fee each month/year/etc.

o Bundle:to sell a group of things as a package.

o Public realtions: communication with general public.

o Customers: the client who buy company’s products.

o Penetration pricing: pricing goof at a lower price to encourage people to buy them-
often the prices are later raised.
o Key publications: the most important magazines and newspapers.

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o Exhibition stand: the place where you show your products at a trade fair.

o Editorial coverage: publicity in magazine or newspaper articles.

o Online stores: stores selling throughout the internet

II. Answer the following QUESTIONS (6.0 Points)


 Each Ss give their answers to the following questions within 05-10 seconds.

1. There are 7 tips to create the ad that will work for you. What are they?
 Company Size
 Actual Project
 Area of Expertise
 People 0n Ads
 Customer List
 Fee Structure
 Competitor

2. How many discounts offered in your country?


We offer our customers many discounts in our country. They are:
 Employee discount
 Promotional discount
 Professional discount
 Cash discount
 Seasonal discount
 Bulk discount
 Trade discount
3. What are tips on direct marketing?
 Emphasize what makes you different from your competition (such as price,
delivery services, after-service sales)
 Put yourself in your customer’s shoes ( Focus on benefits, not product
features, and build rapport by saying you and yours.)
 Call to action ! Tell the reader what to do, e.g.Call now to….
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4. What types of marketing tools (other than advertising) do you use to promote your
company?
 Websites
 Telephone sales
 Retail stores
 Wholesalers
 Sales representatives
 Catalogues
5. In what ways can you write a killer press release?
 Keep thing real
 See the story from the reporter’s view point
 Create a headline that will grab readers’ attention
 Proofread carefully
 Keep it short
6. What are the advantages and disadvantages of having a stand at a trade fair?
Advantages :
 Promote products directly
 Get more best contacts or customers
 Have more opportunities to sell
 Have a chance to check up on the competition
Disadvantages : Costs for stand space, stand design, travel and accommodation for staff
Competition – you need to stand out to draw potential customers

7. How important is branding to your company?


Branding is about connecting that makes your product connect to customers
8. How many data collection methods do you know?
 Postal survey
 Street interview
 Online survey
 Individual interviews
 Telephone survey
 Focus group
9. What is marketing mix?

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Marketing Mix is a term used to talk/mention about putting marketing tools together, using them
to achieve marketing goals/ objectives in the market. When people talk about the marketing mix,
they often refer to four PS: Product-price-placement-promotion.

10. Other than price, what factors are important for your product differentiation?
Quality – Performance – Image – Customer service – Appearance/design
11. How many expression with “brand” do you know?
 Brand awareness
 Brand equity
 Brand extension
 Brand identity
 Brand image
 Brand loyalty
 Brand name
 Branding
 Derived brand
 Off - brand
12. List some types of shop you know?
 Chain stores
 Convenience stores
 Franchises
 High - street shops
 Hypermarkets
 Mail - order stores
 Online stores
 Outlet stores
13. What are the advantages and disadvantages of individual interview method?
Advantages:
 Allow people to examine a prototype, leading to more informed responses.
 Usually has the best response rate.
Disadvantages: very expensive

14. How many types of pricing models do you know?

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 Captive product pricing
 Economy pricing
 Geographical pricing
 Penetration pricing
 Premium pricing
 Price skimming
15. How many ways can you use to promote your company’s profile / boost your company’s
public face?
 Press release
 Sponsoring
 Press conference
 Company newsletter
 Homepage
 Brand representative

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